Mi Aventura Noruega

Page 1

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


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