PROJECT NINETEEN
Online Survey Campaign April 2014
Marek Mihok | Alf Lim
As we started Project Nineteen, it was critical for us to quickly evaluate the idea. Given our numerous social media connections, we knew that we can potentially reach hundreds of people. However, the traditional form of online surveys is tedious and more often than not ignored. Realizing that a survey costs the respondents their time, but they do not get anything in return, we thought of a different approach. In order to boost the survey respondents, we shared the survey online and devised a marketing campaign to have Facebook friends take the survey. Since we value our friends time, we wanted to give them something in return. We decided that some good laugh is an appropriate payback for a couple of minutes it took them to fill out the survey. We incentivized them by giving them a chance to vote on who from the two of us would do something embarrassing. Given that the campaign was targeted at our friends, we framed the whole campaign in a “ridiculous� way - creating posters that defy all design rules and are intentionally bad. The success of the campaign was almost immediate and we managed to get 119 responses, which significantly helped us with refining the concept.
Then once the movie was created we did some more advertising: This is the final YouTube movie: http://youtu.be/sfUuZs5uO28
Marek Mihok | Alf Lim