using social media during london olympics
DESCRIPTION
An interesting case study on how Iffort helped Groupon, formerly Crazeal come up with an innovative campaign titled 'Lolympics' to leverage the London Olympics 2012 fever.TRANSCRIPT
LOLympics Campaign www.crazeal.com
Objec7ve
• As the world was swept over by the London Olympics 2012, Groupon found an instant connect with the global spor?ng spectacle as the flavor for July.
• We decided not to make it sports centric with the obvious thought that
we wanted to do something different from the rou?ne conversa?ons on Olympics. So to make it more engaging for our online community we thought of a sa?rical theme “Lolympics”.
Strategy • When London Olympics 2012 was round the corner, we decided to take a
humorous and quirky take on the Olympics, keeping our communica?on tone in tact.
• We created buzz using a series of contests and engaging content based on
Olympics and the current stream of events. Content categories included graphics used on social media during this period and pure content around sport humor.
• The Doodles, The Jokes, The Mornings Posts, The Women’s' Wednesday Contest, The Hashtags, and the Deal Olympics Contest, were all around the Lolympics theme; ensuring that the 'Gaming' aTtude of the brand and the customers was captured on the page.
Strategy...
Solu7on
1. Crazeal Doodles • The Crazeal doodles were the heart of the theme, where every day
we talked about all the latest stuff in a quirky way. The Craziness of the Doodles spared none right from a famous poli?cian to the gatecrasher lady in Red in the Olympics opening ceremony.
• Off-‐course the doodles won’t have been complete without the thunderous Usain Bolt and our very own epic Superhero Rajjni Saaar!
• Pinterest Link: h\p://pinterest.com/crazeal/crazeal-‐doodles/ (It’s an album gallery of all our doodles)
• Series of fun doodles on the LOLympics theme are as follows:
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2. Women’s Wednesday • Women form a very integral part of our online community. • Women's Wednesday is a weekly contest which Crazeal conducts
on its social media pages, to engage and connect with Women. During the month even this contest had a LOLympics twist to it.
• Women were asked to pick out daily chores, which they believed
should be part of the Olympic Games. The most crea?ve answer received a super-‐cool goodie from Crazeal.
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3. #GamesIndiansPlay • On Twi\er the #LOLympics theme extended with the hashtag
campaign #GamesIndiansPlay. The campaign trended in India and garnered more than 1K men?ons.
• #GamesIndiansPlay –The background thought was simple –There
are many sports and ac?vi?es in India which are not recognized at a global level. With this as the idea, we asked the Twi\er to tweet about #GamesIndiansPlay and this is what some of them had to say.
• Influencers apart, brands also tweeted using the hashtag.
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1,000+ tweets using hashtag #GamesIndiansPlay
4. DealOlympics • We did a site based treasure hunt which was called "Deal
Olympics" (Deal Hunt contest). A unique medal number was put on one of the daily deals which went live on the site. Users were asked to locate the deal with the medal on the site and mail the link of the deal. It was a daily contest with one lucky winner chosen on a daily basis, for 10 days.
• We got a tremendous response and during the Contest our Referral
Traffic from Facebook increased by more than 30%! Here are a few Snapshots from the contest.
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700 + Total Entries for the Deal Olympics Contest
Outcome • The content created was relevant, engaging, a lot of fun, and got us a lot
of trac?on in-‐terms of website traffic and conversions. Our Referral Traffic increased by more than 30% from the Facebook Page.
• The increase in engagement was witnessed by our surge in “Talking About
us” which increased by over 50%.
Thanks