Daemon Digital is helping to promote the Warner Home Video Blu-ray, DVD and On Demand release of the hit film, The Hangover. The campaign, which launched at the start of November, employs a highly targeted social media strategy to encourage people to interact with the film and its characters and ignite interest in the home release of one of the year’s most popular comedies.
A competition to win an all expenses paid trip to Las Vegas will be the centrepiece of the campaign; however Daemon recommended a supporting strategy which would drive a high number of entrants as well as importantly encouraging entrants to engage with the storyline of the film and therefore start conversations with the brand.
Entrants to the competition are invited to upload their funniest party photo to a dedicated page on Facebook – in creative costumes, striking poses and pulling faces that could only be captured in a split second; essentially doing things that make others laugh out loud, a la The Hangover!
The specific promotion of the campaign involves seeding invitational content through social media networks such as Twitter and Facebook news feeds, as well as creating a dedicated Facebook page with backgrounds and avatars in the style of the film and its characters.
The campaign results will be judged using traditional traffic based statistics together with an evaluation of the quality of conversations and interactions generated. Thus far, three weeks into the promotion, the Facebook page has over 11,200 fans.
You can enter the competition by visiting: www.facebook.com/hangovermovie
Showing posts with label Facebook. Show all posts
Showing posts with label Facebook. Show all posts
Friday, November 20, 2009
Monday, September 28, 2009
Fiery Sydney sunset sparks social media success
With the youth market already contributing 37% of international visitor arrivals in New South Wales, Tourism NSW were keen to further encourage young travellers to visit Sydney and extend their stay.
Acknowledging word of mouth as an effective channel, they recognised a need to generate content containing a balance of information, opinion and entertainment which would position Sydney as a unique destination. By engaging social networks through defensive and then offensive strategic communications the @sydney_sider Twitter account was established to promote key messages regarding Sydney and react to discussions, comments and questions as they arise.
On 16th July 2009 the setting sun caught the attention of Sydneysiders which was reflected through the Twitter Stream. As an established account @sydney_sider was able to leverage existing followers to encourage Sydneysiders to tweet comments and photos of the natural spectacle.
The Twitter stream for “Sydney” swelled with keywords “sky” and “sunset” with descriptions including best, beautiful and love. Creating the hashtag #sydneysunset, @sydney_sider was able to direct traffic to the stream of positive sentiments and images which were retweeted and shared creating 107,274 impressions.
This user generated content was also used to create a post on the Sydneysider blog, earning high Google rankings for the query “Sydney sunset” and an increase in interactions on the Tourism NSW managed Facebook page.
By reacting immediately @sydney_sider was able to take the organic conversation around a natural phenomenon and increase the presence of Sydney in the Twitter stream, reaching 66,795 people in 191 aggregated tweets.
Daemon Digital Case Study_Sydney Sunset
Acknowledging word of mouth as an effective channel, they recognised a need to generate content containing a balance of information, opinion and entertainment which would position Sydney as a unique destination. By engaging social networks through defensive and then offensive strategic communications the @sydney_sider Twitter account was established to promote key messages regarding Sydney and react to discussions, comments and questions as they arise.
On 16th July 2009 the setting sun caught the attention of Sydneysiders which was reflected through the Twitter Stream. As an established account @sydney_sider was able to leverage existing followers to encourage Sydneysiders to tweet comments and photos of the natural spectacle.
The Twitter stream for “Sydney” swelled with keywords “sky” and “sunset” with descriptions including best, beautiful and love. Creating the hashtag #sydneysunset, @sydney_sider was able to direct traffic to the stream of positive sentiments and images which were retweeted and shared creating 107,274 impressions.
This user generated content was also used to create a post on the Sydneysider blog, earning high Google rankings for the query “Sydney sunset” and an increase in interactions on the Tourism NSW managed Facebook page.
By reacting immediately @sydney_sider was able to take the organic conversation around a natural phenomenon and increase the presence of Sydney in the Twitter stream, reaching 66,795 people in 191 aggregated tweets.
Daemon Digital Case Study_Sydney Sunset
Monday, June 22, 2009
The best offence is a good defence
So you know what you want to achieve with Social Media. You’ve drafted your strategy document and you’re ready to press the go button. So what next, how do you actually engage with an audience using Social Media? It sounds great and you’re sure it’s exactly what your organisation needs, but how do you actually get it done?
If you want to engage your audience in a conversation and start relationships through the use of Social Media, you have to do the hard yards first and build a credible, defensible reputation in the space on which to build more targeted message based campaigns.
In simple terms, building the credibility of your organisation, or your products or services is easiest done by getting your hands dirty. You don’t have to start and or write your own blog (although you could), but you should comment on others where your comments add value or demonstrate expertise.
If you see a value in micro blogging, don’t ignore replies you receive and actively search out questions that you can answer. Search through existing content, on for example, You Tube or Flickr and add commentary or thoughts that substantiate your proposition.
Join social networks in Facebook, My Space or Bebo as appropriate and create an active profile by engaging with your fellow members or fans. And most of all, represent your organisation, product or service honestly, openly and realistically to enhance your reputation.
If you want to engage your audience in a conversation and start relationships through the use of Social Media, you have to do the hard yards first and build a credible, defensible reputation in the space on which to build more targeted message based campaigns.
In simple terms, building the credibility of your organisation, or your products or services is easiest done by getting your hands dirty. You don’t have to start and or write your own blog (although you could), but you should comment on others where your comments add value or demonstrate expertise.
If you see a value in micro blogging, don’t ignore replies you receive and actively search out questions that you can answer. Search through existing content, on for example, You Tube or Flickr and add commentary or thoughts that substantiate your proposition.
Join social networks in Facebook, My Space or Bebo as appropriate and create an active profile by engaging with your fellow members or fans. And most of all, represent your organisation, product or service honestly, openly and realistically to enhance your reputation.
Wednesday, March 25, 2009
Who loves ya baby?
If number of Facebook fans indicates not only your popularity but also appreciation of your politics, position, service or product, then my three year old son would be 100% behind number six!
1 Barack Obama 5,881,499
2 Coca-Cola 3,287,101
3 Nutella 3,052,502
4 Pizza 3,005,922
5 Cristiano Ronaldo 2,730,570
6 Kinder Surprise 2,581,651
7 Facebook 2,492,881
8 Windows Live Messenger 2,469,639
9 Sid 2,409,639
10 Boo 2,343,221
These are correct as at March 09 as reported in www.adage.com from www.allfacebook.com
1 Barack Obama 5,881,499
2 Coca-Cola 3,287,101
3 Nutella 3,052,502
4 Pizza 3,005,922
5 Cristiano Ronaldo 2,730,570
6 Kinder Surprise 2,581,651
7 Facebook 2,492,881
8 Windows Live Messenger 2,469,639
9 Sid 2,409,639
10 Boo 2,343,221
These are correct as at March 09 as reported in www.adage.com from www.allfacebook.com
Tuesday, March 3, 2009
Undergraduate social networking
8 out of 10 Australian undergraduates are using the web for social networking, almost twice the number who go online to game (42%), according to a new study by Daemon Digital.
Facebook and YouTube were the most commonly used sites by young Australians with MySpace in third place. Online photo site, Flickr and dating site, RSVP also made it in the Top Ten social networking sites used.
The popularity of social networking has grown exponentially in the last 24 months and, as a result, these sites are finally beginning to gain recognition among Australian businesses. Social networks are being used for recruitment purposes, trialling new products and supporting product launches. But they are only now beginning to gain recognition.
While business heads and marketers are in agreement that they must start to use social networking channels, the vast majority are not sure where to start or how to get involved. Businesses cannot afford to ignore this migration and one of the best approaches is to treat online social media in the same way as organisations value traditional networking – attend and engage in conversations where those conversations are being held.
Many organisations still expect consumers to find their content on corporate sites, which of course many do. The corporate site is a business necessity in the same way as a letterhead used to be, but many organisations would be better served actively seeking out users to engage them in conversation.
The first step has got to be to listen to the conversations that are underway and finding out a little more about your organisation’s reputation in social media. Software tools such as Social Radar, combined with human understanding are very illuminating for most organisations.
Facebook and YouTube were the most commonly used sites by young Australians with MySpace in third place. Online photo site, Flickr and dating site, RSVP also made it in the Top Ten social networking sites used.
The popularity of social networking has grown exponentially in the last 24 months and, as a result, these sites are finally beginning to gain recognition among Australian businesses. Social networks are being used for recruitment purposes, trialling new products and supporting product launches. But they are only now beginning to gain recognition.
While business heads and marketers are in agreement that they must start to use social networking channels, the vast majority are not sure where to start or how to get involved. Businesses cannot afford to ignore this migration and one of the best approaches is to treat online social media in the same way as organisations value traditional networking – attend and engage in conversations where those conversations are being held.
Many organisations still expect consumers to find their content on corporate sites, which of course many do. The corporate site is a business necessity in the same way as a letterhead used to be, but many organisations would be better served actively seeking out users to engage them in conversation.
The first step has got to be to listen to the conversations that are underway and finding out a little more about your organisation’s reputation in social media. Software tools such as Social Radar, combined with human understanding are very illuminating for most organisations.
Wednesday, February 11, 2009
Just a little latitude
Last week Google launched a new service named Google Latitude which allows registered users to track people, with their permission, using Google software and the GPS device in their mobile telephone. The ‘tracked’ individual’s location appears on Google Maps after the ‘tracker’ has logged into Latitude.
This service is similar in many ways to conversations Facebook were reported to be having linking its mobile site to the GPS device in phones allowing members to see the current locations of their friends.
Good idea or Orwellian Big Brother?
One of the statistics used regularly in presentations available for download at http://www.daemondigital.com/ is that of 1 in 8 marriages in the US being derived from an online meeting. If past use of the web created 1 in 8 marriages, could future use of Google Latitude be the catalyst for 1 in 8 divorces?
As an alternative, is there a less sinister humanitarian upside with Latitude helping to locate disaster victims on land or at sea with Google’s equally new Google Ocean’s. Furthermore, will parents sleep better at night if they can see their teenagers whereabouts online at the touch of a button?
Find out for yourself by downloading Google Latitude at www.google.com/latitude
This service is similar in many ways to conversations Facebook were reported to be having linking its mobile site to the GPS device in phones allowing members to see the current locations of their friends.
Good idea or Orwellian Big Brother?
One of the statistics used regularly in presentations available for download at http://www.daemondigital.com/ is that of 1 in 8 marriages in the US being derived from an online meeting. If past use of the web created 1 in 8 marriages, could future use of Google Latitude be the catalyst for 1 in 8 divorces?
As an alternative, is there a less sinister humanitarian upside with Latitude helping to locate disaster victims on land or at sea with Google’s equally new Google Ocean’s. Furthermore, will parents sleep better at night if they can see their teenagers whereabouts online at the touch of a button?
Find out for yourself by downloading Google Latitude at www.google.com/latitude
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