Social Networks & Tourism Madrid, 29th September 2010
Act 1: “Mi aventura Noruega”
Objectives
ADracEng Aten&on, Norway EmoEonal Brand
AcEvate Young Target + Prescribers
Keep the interest: Engagement
Encourages visit: Contents & Storytelling
Par&cipa&on: GeMng to share the experience in the campaign and aOer
• Target Target Age: 25 – 40
• Internet, Facebook & Twitter (May & June)
Social Networks Oriented Middle-high Class New for Norway Urban people Couples
The Idea To build the Norway Experiences Box: “To be Touched by Norway Mi Aventura Noruega”: Upload & Share Norway experiences (planned or lived), rate, play,… To increase awareness in Spain of the appeal of Norway as a holiday desEnaEon and even of the norwegian lifestyle: “NORUEGUIZAR”
Norway seduces you with its nature, experiences, adventure and lifestyle generaEng the desire to be "touched by Norway" and involve your friends and peers
How? • Facebook is the natural place for sharing and uploading photos, videos, plans and so on. People used to make this in facebook… We need special features (raEng, ranking, specific design, search engine, tags,…) We decide to make an specific applica&on instead of using the VisitNorway facebook wall but both of them will be connected (also with the user´s wall) For fast sharing & broadcast
Who? Blogs SelecEon – Post InserEon + google ads VisitNorway Web Link
Web Facebook
Facebook Ads Campaign
Visitnorway.es Energizing the Visitnorway Community: Virality
• Spain: 27 Millions
• Spain: 12 Millions of users • ≈70% > 30 years • 10.000 fans (May 2010) • 50‐100 friends each fan • 500.000 – 1.000.000
Why to play? IncenEve 2: PARTICIPATION Win an Oslo trip for two
IncenEve 1: CONTENTS GENERATION Win a BERGEN trip for two
Next Four also has a giO
The best Experience as voted on by the Community
Prize Draw Exp 1
Exp 2 Exp 3
+ ParEcipaEon (Eckets) + PossibiliEes
Tickets RedempEon
Become fans of Norway / Event RegistraEon
Rate experiences: 3 votes by day
Upload/ Share an Experience Invite a Friend to be Touched by Norway
Por playing in the Norway Experiencies Box ( quizzes, promoEons, etc)
Building Blocks
TradiEonal Campaign IntegraEon (landing page)
TwiDer
Social Media (Content GeneraEon + norwegian Lyfestyle PromoEon)
Facebook (official page + ApplicaEon)
Facebook Ads
CreaEvity
Commitment Recurrent Parnerts IntegraEon Network approach (360º)
The moovie Click on any phrase to play the video from that point: hDp://www.m2mconsultancy.com/norwayvideo/Norway.html
Results
+ 40% in only one month
10
Results
1st week
2nd week
3rd week
4th Week
5950 visits
6607 visits
6176 visits
5702 visits
602 publicaEons 1032 fans
609 publicaEons 784 fans
528 publicaEons 666 fans
616 publicaEons 617 fans
campaign July (out of campaign) 1050 visits
50‐100 publicaciones
Results
+ 40% Crecimiento en un sólo mes
+ 237% Growth /one month
Results
We got their e.mails!
6315 players
225 aventures
18120 interacEons
2031 invitaEons
Backup Slides
Landing page (web) miaventuranoruega.com
15th May: Start
When?
teaser
1st June: facebook applicaEon ready
warm‐up
FACEBOOK WALL, TWITTER & LANDING PAGE We introduce that sooner you will have the possibility to live your own norwegian adventure as we show NORWAY as an aspiraEonal desEnaEon : Videos, photos, …. (Partner oriented)
8th July: Final Draw
Fans acquisiEon: facebook appl ready + facebook campaing / social media / twiDer
GAMBLE: Win &ckets as you evolve: involve your friends, rate experiences, etc and/or Besides you can share your experience: if that is the most voted yoy win a trip. The next four in the charts have also a nice giO