20  November  2008 Presentation to PR Success Strategies Conference ROCKING THE DAISIES CASE STUDY Arrow back to return to...
25 February 2009 Presentation to HeavyChef
 
The RTD  campaign
The facebook  group <ul><li>4012 members </li></ul><ul><li>424 wall posts </li></ul><ul><li>Various discussion topics </li...
The facebook  profile <ul><li>334 friends </li></ul>
The facebook  event <ul><li>3552 confirmed guests </li></ul><ul><li>2668 maybe attending  </li></ul><ul><li>(total event a...
The facebook  event <ul><li>To initiate WOM/viral campaigns </li></ul><ul><li>To communicate with key target markets </li>...
Twitter
Muti
YouTube
Blogging  competition
Blog  power <ul><li>Competition results: </li></ul><ul><li>33 dedicated posts </li></ul><ul><li>1381 page views </li></ul>...
RTD Red Bull  RADAR  Project
Power of  community <ul><li>Competition results: </li></ul><ul><li>28 000 votes </li></ul><ul><li>15 000 unique voters </l...
Converging  online, offline and mobile <ul><li>Online articles = 86 (Excl Channel24.co.za) </li></ul><ul><li>Relevant onli...
Dealing  with media Push vs. pull, pull vs. push - year on year growth
How long  is a piece of string?
Challenges  and  lessons
RTD  2009
Remember,  remember … <ul><li>Choose your tools wisely </li></ul><ul><li>T-E-A-M </li></ul><ul><li>Think like everyone els...
Play Hard -  Tread Lightly
20  November  2008 Presentation to PR Success Strategies Conference THANK YOU Arrow back to return to previous slide Arrow...
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Rocking the Daisies

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A case study of an integrated communication campaign implemented by MANGO-OMC.com on behalf of Rocking the Daisies Music Festival.

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  • Rocking the Daisies

    1. 1. 20 November 2008 Presentation to PR Success Strategies Conference ROCKING THE DAISIES CASE STUDY Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue Presentation runs automatically up to the title slide Thereafter press the spacebar or mouse click to proceed Catherine Lückhoff
    2. 2. 25 February 2009 Presentation to HeavyChef
    3. 4. The RTD campaign
    4. 5. The facebook group <ul><li>4012 members </li></ul><ul><li>424 wall posts </li></ul><ul><li>Various discussion topics </li></ul>
    5. 6. The facebook profile <ul><li>334 friends </li></ul>
    6. 7. The facebook event <ul><li>3552 confirmed guests </li></ul><ul><li>2668 maybe attending </li></ul><ul><li>(total event attendance = 10,300) </li></ul>
    7. 8. The facebook event <ul><li>To initiate WOM/viral campaigns </li></ul><ul><li>To communicate with key target markets </li></ul><ul><li>To offer sponsor and media partners branding opportunities </li></ul><ul><li>To communicate with members directly </li></ul><ul><li>To upload rich media content (videos, pictures, mp3’s) </li></ul><ul><li>To drive competitions </li></ul><ul><li>To initiate conversations </li></ul><ul><li>To include your audience in a meaningful way </li></ul>FB is a great platform through which:
    8. 9. Twitter
    9. 10. Muti
    10. 11. YouTube
    11. 12. Blogging competition
    12. 13. Blog power <ul><li>Competition results: </li></ul><ul><li>33 dedicated posts </li></ul><ul><li>1381 page views </li></ul><ul><li>771 visits </li></ul><ul><li>95 tags linking back to RTD and Digicape websites </li></ul><ul><li>Exponential readership from each individual blog </li></ul>
    13. 14. RTD Red Bull RADAR Project
    14. 15. Power of community <ul><li>Competition results: </li></ul><ul><li>28 000 votes </li></ul><ul><li>15 000 unique voters </li></ul><ul><li>35 bands signed up </li></ul><ul><li>Top 5 music judges in the country </li></ul><ul><li>First campaign of its kind in SA </li></ul><ul><li>1 winner </li></ul>
    15. 16. Converging online, offline and mobile <ul><li>Online articles = 86 (Excl Channel24.co.za) </li></ul><ul><li>Relevant online mentions tracked by Brandseye = 476 (1 Aug - 13 Nov) </li></ul><ul><li>Blog posts = 54+ </li></ul><ul><li>Magazine articles = 80 </li></ul><ul><li>Newspaper articles = 68 </li></ul><ul><li>Radio interviews = 36 (Excl. Radio5) </li></ul><ul><li>TV interviews = 7 (Excl. MK coverage) </li></ul><ul><li>Mobile site hits over 1.5 wks: </li></ul><ul><ul><li>517 Unique Browsers </li></ul></ul><ul><ul><li>4,059 Page Impressions </li></ul></ul><ul><ul><li>(7.8 pages per user) </li></ul></ul>Results from RTD media campaign:
    16. 17. Dealing with media Push vs. pull, pull vs. push - year on year growth
    17. 18. How long is a piece of string?
    18. 19. Challenges and lessons
    19. 20. RTD 2009
    20. 21. Remember, remember … <ul><li>Choose your tools wisely </li></ul><ul><li>T-E-A-M </li></ul><ul><li>Think like everyone else </li></ul><ul><li>Never pull favours </li></ul><ul><li>Budget for the unknown </li></ul><ul><li>Ubuntu </li></ul><ul><li>Collaboration, celebration </li></ul><ul><li>Doh, re, me spells strategy </li></ul><ul><li>Content is KING </li></ul><ul><li>Give as good as you get </li></ul><ul><li>Track and evaluate </li></ul><ul><li>Be wise, condomise </li></ul>
    21. 22. Play Hard - Tread Lightly
    22. 23. 20 November 2008 Presentation to PR Success Strategies Conference THANK YOU Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue

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