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Social Media Case Study Phone: 972.668.3867 www.atomicdc.com
Project Objectives• Attract fans and boost interactions with fans, teams, and conferences• Sell tickets and merchandise• Drive TV traffic• Increase brand awareness for the Bell Helicopter Armed Forces Bowl• Increase value to existing sponsors and attract future sponsors• Grow existing sponsorship levels
Campaign Challenges• 2 Month campaign – Including campaign development, research, planning, account set-up, sponsorship on-site execution, online social activity, and monitoring• Limited advertising budget – Print and digital media expense not to exceed $500 – Coordinating sponsorship involvement and multi-level approval processes
Proposed Solutions• Sponsor involvement • Engage other pages – “Where is the Bell – Military – Veterans Day Helicopter?” and Pear Harbor – Poster creation Remembrance Day – In-Game adventure zone – Connected with Gary Sinise sponsor promotion and Lt. Dan Band• Interacted with fans • Set up, managed and ran before/during the game targeted Facebook ad – Tweet your seat campaigns – VIP trivia giveaway – Dallas residents, Tulsa Fans, BYU Fans, and – What are you thankful for Military – Raffle giveaways
Armed Forces Bowl 2011 “Where is the Bell Helicopter?” Atomic Gameday Raffle Sponsor Promotion (SMU and Lexus) “Tweet your Seat” WinnersFan Photo Submission byTicket Winner Gary Sinise and the Lt. Dan Band
Campaign Highlights• Grew email database by • Media involvement over 3% – Channel 11 interview – Based on a single • Fan growth campaign element – Facebook: Over 28%• Positive feedback from increase in fans sponsors – Twitter: Over 40% increase – Extremely positive in followers feedback from – Reach increased by over sponsors, marketing, and 24,000% communications officers • Over 6,000 Military – Increased on-site tickets were given out promotions with posters – Gary Sinise connections – Compared to last year’s 4,000+ tickets • Over 5,800 connections, Avg. of 450 talking about it.
Key Takeaways• Plan promotions • Don’t be afraid to ask – Prepare for: • Share victories with the • Promotional requests client • Approval processes – Report in real time – Do your research • Venue restrictions • Outline expectations • Space and time and goals limitations – Qualitative and • Budget quantitative• Make a checklist
Thank You If you have any questions on this presentation, please feel free to contact us. If you would like to learn more about the Atomic team and the work we are doing, you can follow the Atomic Digital Marketing Blog. Atomic Design & Consulting 5717 Legacy Dr. Suite 290.Connect with us! Plano, TX 75024 972-668-3867 WEB ∙ EMAIL ∙ SEARCH ∙ SOCIAL