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Povesti de succes la Digital Marketing Forum – sesiunea 2
Natural Born Chatter: cand mediul online intalneste mediul mobil – Daniela Predut (PR Specialist LG Electronic) si Bogdan Apostol (Business Development Manager Voxline Communication)
Daniela Predut (PR Specialist LG Electronic) si Bogdan Apostol (Business Development Manager Voxline Communication) | Foto: Diana Tropoe
Prima prezentare din cadrul celei de-a doua sesiuni a fost sustinuta de Daniela Predut si Bogdan Apostol, care au explicat conceptul campaniei “Natural Born Chatter” realizata pentru LG.
Totul a inceput cand LG a decis ca are nevoie de o campanie online si pe telefonul mobil, pe care au dezvoltat-o sub forma unui Campionat National de SMS in care fiecare cncurent inscris putea ransmite un mesaj text si cel mai rapid repondent primea cate un telefon mobil pe zi. Campania a durat 30 de zile (in lunile octombrie si noiembrie), avand si o componenta offline in luna decembrie, unde s-au intalnit cei 30 de castigatori in cadrul unui eveniment organizat la Orange Concept Store.
Obiectivul principal al campaniei a fost cresterea traficului pe site-ul de campanie, iar ca rezultat au avut un numar de 60 000 de vizitatori unici, cu 10 000 de inscrisi pe site (majoritatea sub 26 de ani). Au fost trimise peste 20 000 de SMS-uri si LG a reusit, la finalul proiectului, dublarea bazei de date existente.
“Este vorba de o campanie realizata cu buget limitat, cu o componenta de outdoor, print si radio. Campionatul de sms s-a promovat strict printr-o campanie AdWords”, a explicat Daniela Predut.
Bogdan Apostol, Business Development Manager Voxline Communication, a intervenit in cadrul prezentarii pentru a face completarile tehnice. El a explicat ca au avut foarte mare grija sa securizeze conexiunea dintre aplicatia de afisare si server, ca fiecare participant a fost anuntat prin SMS in legatura cu timpul obtinut in concurs si ca au realizat o baza de 10 000 de SMS-uri unice.
Dubleaza vanzarile cu advergaming – Mihai Dragan (General Manager MB Dragan)
Mihai Dragan (General Manager MB Dragan) | Foto: Diana Tropoe
Mihai Dragan a inceput prezentarea cu o definitie a conceptului de “advergaming” oferita de Wikipedia: “Advergamingul este o tehnica ce se refera la folosirea jocurilor video pentru a promova un produs, o companie sau un punct de vedere. Conceptul a fost definit de Davin Crane, fondator Sky Works”, a adaugat acesta.
Printre beneficiile utilizarii acestei tehnici se numara cresterea notorietatii de brand, expunerea maxima a clientului, cresterea vanzarile, si potentialul viral foarte mare alaturi de permisivitatea de studiere a pietei.
Sono Music Arena este un joc creat de MB Dragan pentru o companie care comercializeaza produse video pentru tineri de pana in 35 de ani, urbani si potentiali cumparatori de echipamente audio. Jocul presupune lupta dintre trei stiluri muzicale, iar utilizatrii pot testa jocul, insa trebuie sa se inregistreze pe sono.ro pentru a intra in competitie.
MB Dragan a folosit resorturi de branding si vanzari, printre care conturarea unei identitati vizuala pe site, folosirea wordmarkului si adaugarea produselor ca arme. Mixul de media a cuprins social media (blogvertising si Twitter) si AdWords, asta pentru ca, spune Dragan, in perioada Craciunului restul canalelor media erau foarte scumpe.
Rezultatele campaniei:
- peste 100 000 de jocuri jucate
- peste 200 000 de pagini vizualizate
- peste 40 de bloguri au preluat jocul
- au dublat conturile de utilizatori
- au dublat vanzarile intr-o perioada in care traficul a scazut
Efectele generale ale campaniei sunt, potrivit lui Mihai Dragan, cresterea notorietatii si a vanzarilor.
Cum lansezi un magazin online exclusiv prin intermediul blogurilor – Ionut Oprea (Manager Standout)
Ionut Oprea (Manager Standout) | Foto: Diana Tropoe
Ionut Oprea a incheiat sesiunea de prezentari din prima zi a Digital Marketing Forum discutand despre lansarea unui magazin online prin intermediul blogurilor.
Magazinul online promovat de Standout comercializeaza electrocasnice si electronice si este parte a unui grup brasovean de firme si poate fi gasit la adresa www.ebu.ro.
Conceptul campaniei a plecat de la ideea de a cere tuturor bloggerilor, indiferent de audienta, sa scrie un articol despre magazinul online. Rezultatele principale estimate de Ionut Oprea arata ca au avut peste 70 de articole in cele 12 zile de campanie si un reach per total in AdServer de peste 30 000 de vizitatori neduplicati.
Crowdsourcing
Crowdsourcingul presupune externalizarea unui serviciu, nu catre un contractor sau un colaborator, ci catre un grup de specialisti sau o comunitate, sub forma unei competitii.
Nicoleta Padure
Desi initial ne-am propus sa povestim primele 24 de ore ale Festivalului Eurobest, credeti-ma, urmatoarele 24 sunt mult mai interesante …
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