event x420 launch - doyoubuzz · – atelier des chefs = emailing 2 – carette - twitter –...
TRANSCRIPT
Event
x420 LaunchX420
Objectives
• Accompany the classic launch campaign of the PC “x420” with an
exceptional event
• Highlight the main product benefits to make them the central
theme of the operation
– +9 hours of autonomy
– mobility
• Combine both on and off line activity for the first time
• Use bloggers as a communication vector and promoters for the
operation
– INFLUENCE MANAGEMENT
• Gain awareness by creating online buzz and press clippings
The Idea – Treasure Hunt
• The 9th December, 9 computers will be
hidden in 9 different places throughout
Paris
• For 9 hours, 9 clues will be given on line
so players can locate them, get to the
place first and win the computers
• After 9 hours those computers not won
will be put back into a prize draw
NAME = 9H CHRONO
HIGHLIGHTING THE 9 HOURS OF BATTERY LIFE OF THE x420 NOTEBOOK
E-mailing X420 website Bloggers Banner
Campaign
Word of Mouth
Press release
Press/Online
articles
Communication Means
Street Marketing
Communication Phasing
9h CHRONO
Create 3 communication phases
1. -3 weeks: Seeding Bloggers
2. - 2 weeks: Emailing 1/Facebook-Twitter-MicrositeCreation/Banner campaign/Web Campaign/Press release/ Emailing 2
3. D Day: Flyer Distribution /clue activation online
PHASE 1
Phase 1 : Seeding bloggers
• + 60 articles posted on line
• 23 blogs & +40 news portals/blog portals
•160 blogs contacted
• High Tech
• Marketing/Communication
• Lifestyle = fashion, trends
PHASE 2
Phase 2 : Microsite creation -info
• Mis en ligne le 24 novembre
…& inscription: have to register to play
Phase 2 : 1st e-mailing
• Sent the 25th November
• Sent to 20 410 people
from Samsung DB
– Opening rate: 23.9%
– Clicks to URL: 4.67%
• Global performance above
average for Samsung
mailings, especially on
the opening rate
Envoyé Ouvert Cliqué
Emailing 19966 4771 940
Title: Le 9 decembre vous aurez 9h pour
trouver et remporter un PC Portable X420
Phase 2 : Facebook page 18/11
• Creation of FB page to animate build-up
Phase 2 : Twitter creation 18/11
Comments
« Original concept »
« Original buzz
campaign »
Phase 2 : Press Release 03/12
15 articles produced
Phase 2 - Banner campaign 3-9/12
EmplacementsImpressions
délivrées Clics Taux de clic
300x250_EVENT - Pack Zephir 303 794 356 0,12%
300x250_EVENT - nouvelobs.com 62 905 119 0,19%
300x250_EVENT - Lemonde.fr 69 898 176 0,25%
300x250_EVENT - Aufeminin.com 44 440 25 0,06%
TOTAL 481 037 676 0,14%
Campagne NOTEBOOK XSERIES 03-09 Dec 2009
Results: market average
Le Monde gained the highest CTR
Phase 2 - E-mailing reminder 08/12
• Sent the 8 December
• Sent to 19 834 people in Samsung base
– Opening rate: 20.57%
– Clicks to URL: 2.94%
– Opening rate: 59,2%
– Clicks to URL: 31%
• The performances of the campaign are highly above average for the emailing received by those who subscribed to the game
Envoyé Ouvert Cliqué
Emailing 2 19 834 4079 584
Title: J-1 avant la grande chasse
au X420 dans Paris !
Envoyé Ouvert CliquéEmailing inscrits 571 338 176
PHASE 3
Phase 3 : D Day
• Flyer Distribution
– 4 strategic areas in Paris
– 6 hostesses
– + 10 000 flyers distributed
Phase 3 : Animation site
• During the day 9th
December – clues given out all day long
• Repeated on FB & Twitter
• 1068 subscribed
• Frequentation from 24/11 to 9/12 : 13 659 pages seen
• Peak the 27-28/11 and 7-9 December
Phase 3 : Animation FB
Phase 3 : Animation FB- resultsFacebook results
• 657 «fans» on the day of the operation:
_59 % men, 41% women
_71% between 18 et 34 years old
•595 comments, an average of 13 per status
•(peak of 56 at the end of the day)=> almost instant creation of
conversations to decipher clues
•183 581 potential OTS(occasion to see)• (cumulated audience of friends of all the fans)
Toshiba benchmark
On Facebook since 22/09
1224 fans for 96 status updates*
1.8 status per day
On Facebook since 24/11
657 fans for 46 status updates
3 status per day
•Status updates means that then operation is written on the wall of the fans,
which is seen by all his friends
Facebook: important mentionsFrançois Gombert ( Bozarblog): 1000 «friends» on Facebook
Journal du Geek: 5097 fans on Facebook.
Facebook: mentions by fans
Phase 3 : D-Day Twitter results
• 266 «followers» on D Day
• 6 834 people with a contact to the operation (mention
@9h_chrono)
• 191 retweets (copy of a link mentioning the operation so it
appears on one’s account)
•• 40 830 potentiels OTS (cumulated audience of Twitters
mentioning the operation)
• Direct use of the mobile application Twitter on D-Day, reinforcing
the notion of mobility for the Treasure Hunt
272 followers pour 1188 followed
A ratio of 1 follower to 4 followed
On Twitter since17/11
266 followers pour 279 followed
A ratio de 1 follower to 1 followed*
OnTwitter since18/11
*The ratio abonnés/abonnement determines the attractiveness of the Twitter account
The lower the ratio is low, the more attractive the account
Toshiba Benchmark
Comments
Post Operation
The Winners
• Nearly every winner heard about the game from a different communication source:
– Hotel Particulier = FB
– Hôtel de Ville = Flyer
– Kusmiti = From a friend
– Les Influents = Banner Camapign
– Windows Café = Blog
– Atelier des Chefs = Emailing 2
– Carette - Twitter
– Kusmiti – FB
• The different communication means, worked !!!
Phase 3 : Winners on website
• After the operation, the winners were announced on the website with their photo
• Partners were thanked – link to their website
Photos
Conclusions
• Great success for this FIRST ever on and offline event
• Unique format perceived as innovative
• Opinion leaders approved and perpetuated the buzz
• Promotion through multi channel communications succeeded(winners)
• High level of blog buzz
• Direct contact with the general public- great Word of Mouth for the future
– Humanizes the Brand and it’s products- increases positive reputation
Conclusions
Difficult to measure total audience of blogs/news portales & Google
Excellent ROI per OTS
+4000 consumers had direct interaction
Tool Sent/OTS Opened/Seen Clicked/Direct contacts
Emailing 1 19 966 4 771 940
Emailing 2 19 834 4 079 584
Emailing Participants 571 338 176
Banner Campaign 481 037 676
Microsite 13 659 1 068
Facebook 183 581 657
Twitter 40 830 6834 266
Flyers 10 000 15 000
Audience Blogs/portals(min.) 200 000
Audience Presse (min.) 100 000
Total 1 069 478 31022 4367
Annex
• 9h Chrono = 10 premières pages
41
France Bleu IDF
42
Laptopspirit.com
http://www.laptopspirit.fr/58236/samsung-
une-chasse-au-tresor-pour-gagner-9-
portables-x420-culv-14-pouces.html
43
Zone-numerique.com
http://www.zone-
numerique.com/news_6065_La_chasse_a
ux_tresors_X420_de_Samsung_demarre_l
e_9_decembre.htm
Ere-numerique.fr
44
http://www.erenumerique.fr/a_la_chasse
_au_samsung_x420_-news-17969.html
45
Dandies.fr
http://www.dandies.fr/chasse-samsung-x420
46
http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html
Aufeminin.com
47
Paper-Blog.fr
http://www.paperblog.fr/2585571/chas
se-aux-tresors-samsung /
48
Fredzone
http://www.fredzone.org/samsung-te-file-
ton-netbook
49
Ecranmobile.fr
http://www.ecranmobile.fr/Samsung-organise-une-chasse-aux-tresors-dans-la-
capitale-le-9-decembre-prochain_a10028.html
50
GenerationMP3
http://www.generationmp3.com/category/4
-blog-generationmp3-le-blog-des-
baladeurs-mp3/baladeurs-mp3/samsung/
51
ITRnews
http://www.itrnews.com/articles/
98232/samsung-ouvre-chasse-
x420.html
52
La Vie Numerique
http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html
53
Journal du Geek
http://www.journaldugeek.com/2009
/11/27/9h-pour-le-samsung-x420/
54
Confortique-news
http://www.confortique-news.com/actualite/gris/samsung-a-
cache-9-ultra-portables-x420-dans-paris.htm
55
http://www.mobifrance.com/news/2
009-12-04/id15774/Samsung-
organise-une-chasse-aux-tresors-
dans-la-capitale-le-9-decembre-
prochain
MobiFrance
56
Geeek
http://www.geeek.org/post/2009/12/06/9
h-Chrono-:-Gagnez-l-un-des-9-
Samsung-X420-cach%C3%A9s-dans-
Paris
57
http://www.tech.youvox.fr/Samsung-
organise-un-jeu-concours,1533.htm
l
You-Vox
58
http://www.infoburomag.com/news/samsu
ng-organise-une-chasse-aux-tresors-
inedite-5282.aspx
Infoburomag
Annex
7 Dec 2009
Annexes