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Rocking the Daisies

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Catherine L端ckhoff
Catherine L端ckhoff

A case study of an integrated communication campaign implemented by MANGO-OMC.com on behalf of Rocking the Daisies Music Festival.

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20 November 2008 Presentation to PR Success Strategies Conference ROCKING THE DAISIES CASE STUDY Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue Presentation runs automatically up to the title slide Thereafter press the spacebar or mouse click to proceed Catherine L端ckhoff
25 February 2009 Presentation to HeavyChef
油
The RTD campaign
The facebook group 4012 members 424 wall posts Various discussion topics
The facebook profile 334 friends
The facebook event 3552 confirmed guests 2668 maybe attending (total event attendance = 10,300)
The facebook event To initiate WOM/viral campaigns To communicate with key target markets To offer sponsor and media partners branding opportunities To communicate with members directly To upload rich media content (videos, pictures, mp3s) To drive competitions To initiate conversations To include your audience in a meaningful way FB is a great platform through which:
Twitter
Muti
YouTube
Blogging competition
Blog power Competition results: 33 dedicated posts 1381 page views 771 visits 95 tags linking back to RTD and Digicape websites Exponential readership from each individual blog
RTD Red Bull RADAR Project
Power of community Competition results: 28 000 votes 15 000 unique voters 35 bands signed up Top 5 music judges in the country First campaign of its kind in SA 1 winner
Converging online, offline and mobile Online articles = 86 (Excl Channel24.co.za) Relevant online mentions tracked by Brandseye = 476 (1 Aug - 13 Nov) Blog posts = 54+ Magazine articles = 80 Newspaper articles = 68 Radio interviews = 36 (Excl. Radio5) TV interviews = 7 (Excl. MK coverage) Mobile site hits over 1.5 wks: 517 Unique Browsers 4,059 Page Impressions (7.8 pages per user) Results from RTD media campaign:
Dealing with media Push vs. pull, pull vs. push - year on year growth
How long is a piece of string?
Challenges and lessons
RTD 2009
Remember, remember Choose your tools wisely T-E-A-M Think like everyone else Never pull favours Budget for the unknown Ubuntu Collaboration, celebration Doh, re, me spells strategy Content is KING Give as good as you get Track and evaluate Be wise, condomise
Play Hard - Tread Lightly
20 November 2008 Presentation to PR Success Strategies Conference THANK YOU Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue

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Rocking the Daisies

  • 1. 20 November 2008 Presentation to PR Success Strategies Conference ROCKING THE DAISIES CASE STUDY Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue Presentation runs automatically up to the title slide Thereafter press the spacebar or mouse click to proceed Catherine L端ckhoff
  • 2. 25 February 2009 Presentation to HeavyChef
  • 3. 油
  • 4. The RTD campaign
  • 5. The facebook group 4012 members 424 wall posts Various discussion topics
  • 6. The facebook profile 334 friends
  • 7. The facebook event 3552 confirmed guests 2668 maybe attending (total event attendance = 10,300)
  • 8. The facebook event To initiate WOM/viral campaigns To communicate with key target markets To offer sponsor and media partners branding opportunities To communicate with members directly To upload rich media content (videos, pictures, mp3s) To drive competitions To initiate conversations To include your audience in a meaningful way FB is a great platform through which:
  • 10. Muti
  • 13. Blog power Competition results: 33 dedicated posts 1381 page views 771 visits 95 tags linking back to RTD and Digicape websites Exponential readership from each individual blog
  • 14. RTD Red Bull RADAR Project
  • 15. Power of community Competition results: 28 000 votes 15 000 unique voters 35 bands signed up Top 5 music judges in the country First campaign of its kind in SA 1 winner
  • 16. Converging online, offline and mobile Online articles = 86 (Excl Channel24.co.za) Relevant online mentions tracked by Brandseye = 476 (1 Aug - 13 Nov) Blog posts = 54+ Magazine articles = 80 Newspaper articles = 68 Radio interviews = 36 (Excl. Radio5) TV interviews = 7 (Excl. MK coverage) Mobile site hits over 1.5 wks: 517 Unique Browsers 4,059 Page Impressions (7.8 pages per user) Results from RTD media campaign:
  • 17. Dealing with media Push vs. pull, pull vs. push - year on year growth
  • 18. How long is a piece of string?
  • 19. Challenges and lessons
  • 21. Remember, remember Choose your tools wisely T-E-A-M Think like everyone else Never pull favours Budget for the unknown Ubuntu Collaboration, celebration Doh, re, me spells strategy Content is KING Give as good as you get Track and evaluate Be wise, condomise
  • 22. Play Hard - Tread Lightly
  • 23. 20 November 2008 Presentation to PR Success Strategies Conference THANK YOU Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue