Beer
Beer Beads
Beer Beads
  B
<20 tweet
     21-50 tweets
     51-75 tweets
     75+ tweets
75% of the click-throughs within the first 30 minutes.



     another 10-15% within the next 30 minutes
Been to NOLA                 Been to Mardi Gras
Never been to NOLA           Never been to Mardi Gras
100


                                                                                           Pre-Campaign             ...
Pre-Campaign    Post-Campaign
70.0




52.5




35.0




17.5




  0
       Ladders   Food           Family     Tailgatin...
1 0 5 K + 	
   f o l l o w e r s 	
   c o m b i n e d
More from Ad Age: Creativity Ad Age China Bookstore Jobs Sign up for E-mail Newsletters




Tuesday  January 19, 2010 | R...
Mardi	
  Gras	
  Day




Ad	
  Age	
  Story
Saints	
  Parade
                        Mardi	
  Gras	
  Day
Adver?sing	
  Age	
  Ar?cle	
  (700K+	
  readers	
  online/offline)	
                                           	
     	
  	...
Been to Mardi Gras                   Been to Mardi Gras
Never been to Mardi Gras             Never been to Mardi Gras
Pre-Campaign                                Post-Campaign




       Been to Mardi Gras                           Been to ...
Activity on site                               Number of visits




   Viewed photos   Read blog posts
   Viewed video    ...
Twitter
Facebook
Blog post
Ad Age Article
Friend told me about it
Via Search Engine
Other please specify
Pre-Campaign        Post-Campaign
100


                                                                                                Pre-Campaign        ...
100


                                                                                                Pre-Campaign        ...
100
                                                                                                              	       ...
100
                                                                                                              	       ...
100
                                                                                                                      ...
100
                                                                                                                      ...
“Thank you! And, on behalf of all MG fans, thanks for working to change its image. I never
   had an urge to go before now...
When	
  you	
  think	
  about	
  TABASCO®	
  brand	
  pepper	
  sauce,	
  which	
  of	
  the	
  following	
  come	
  to	
 ...
When	
  you	
  think	
  about	
  TABASCO®	
  brand	
  pepper	
  sauce,	
  which	
  of	
  the	
  following	
  come	
  to	
 ...
When	
  you	
  think	
  about	
  TABASCO®	
  brand	
  pepper	
  sauce,	
  which	
  of	
  the	
  following	
  come	
  to	
 ...
How	
  likely	
  are	
  you	
  to	
  purchase	
  TABASCO®	
  brand	
  pepper	
  sauce	
  in	
  the	
  next	
  month?


   ...
How	
  likely	
  are	
  you	
  to	
  purchase	
  TABASCO®	
  brand	
  pepper	
  sauce	
  in	
  the	
  next	
  month?


   ...
How	
  likely	
  are	
  you	
  to	
  purchase	
  TABASCO®	
  brand	
  pepper	
  sauce	
  in	
  the	
  next	
  month?


   ...
How	
  likely	
  are	
  you	
  to	
  purchase	
  TABASCO®	
  brand	
  pepper	
  sauce	
  in	
  the	
  next	
  month?


   ...
=+></8+1-#938#


          ;<1/0+1-#


           9+:8,71#                                                           ?3@8A...
>,?=09,2.#:49#


            <=201,2.#


                :,;9-82#                                                         ...
• perception is reality... in the absence of a virtual experience
     • embrace random
     • show... don’t tell
     • f...
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
SoMeT Embrace Randomness in Your Tourism Marketing
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SoMeT Embrace Randomness in Your Tourism Marketing

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Case Study presented to the SoMeT Tourism Symposium in Loudoun, VA on November 17, 2010.

This is a Social Media Marketing case study of the results of a two-year brand perception change project I ran around Mardi Gras using Content Marketing, blogs, Twitter, Flickr live streaming video.

Follow @TomMartin on Twitter to see more of these types of case studies or visit us at http://www.ConverseDigital.com to learn more.

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SoMeT Embrace Randomness in Your Tourism Marketing

  1. 1. Beer
  2. 2. Beer Beads
  3. 3. Beer Beads B
  4. 4. <20 tweet 21-50 tweets 51-75 tweets 75+ tweets
  5. 5. 75% of the click-throughs within the first 30 minutes. another 10-15% within the next 30 minutes
  6. 6. Been to NOLA Been to Mardi Gras Never been to NOLA Never been to Mardi Gras
  7. 7. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beer New Orleans Parades Beads Floats Ladders Food Family Tailgating Church Crazy Flashing
  8. 8. Pre-Campaign Post-Campaign 70.0 52.5 35.0 17.5 0 Ladders Food Family Tailgating Church Crazy Flashing
  9. 9. 1 0 5 K +   f o l l o w e r s   c o m b i n e d
  10. 10. More from Ad Age: Creativity Ad Age China Bookstore Jobs Sign up for E-mail Newsletters Tuesday  January 19, 2010 | READ ALL NEWS AT ADAGE.COM P&G CEO Bob McDonald on Why Size Doesn't Matter Lafley Successor Says World's Biggest Spender Under-Leverages Its Scale BATAVIA, Ohio (AdAge.com) -- The last decade at the world's biggest marketing spender belonged to A.G. Lafley, but this one belongs to Bob McDonald. In an interview with Advertising Age, the Procter & Gamble chairman-CEO explains how he's different from his longtime mentor -- and it's more than being an Army guy trained in jungle and desert warfare vs. a Navy guy who operated a store. FULL ARTICLE Let the Chaste Times Roll at Mardi Gras Tabasco Backs Social-Media Experiment to Tame Wild Image of Festival CHICAGO (AdAge.com) -- Here's a good test of social media's
  11. 11. Mardi  Gras  Day Ad  Age  Story
  12. 12. Saints  Parade Mardi  Gras  Day
  13. 13. Adver?sing  Age  Ar?cle  (700K+  readers  online/offline)         NPR  Marketplace  (1.125M  Listeners)                         Belo  Morning  Shows  (260,000  viewers)         Branded  Promo?onal  Emails  (191,893)      
  14. 14. Been to Mardi Gras Been to Mardi Gras Never been to Mardi Gras Never been to Mardi Gras
  15. 15. Pre-Campaign Post-Campaign Been to Mardi Gras Been to Mardi Gras Never been to Mardi Gras Never been to Mardi Gras
  16. 16. Activity on site Number of visits Viewed photos Read blog posts Viewed video Watched Live Stream video 1-2 times 3-4 times 5+ times Read Tweets
  17. 17. Twitter Facebook Blog post Ad Age Article Friend told me about it Via Search Engine Other please specify
  18. 18. Pre-Campaign Post-Campaign
  19. 19. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
  20. 20. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
  21. 21. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
  22. 22. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
  23. 23. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
  24. 24. 100 Pre-Campaign Post-Campaign 75 50 25 0 Beads New Orleans Parades Floats Crazy Beer Flashing Food Ladders Family Tailgating Church
  25. 25. “Thank you! And, on behalf of all MG fans, thanks for working to change its image. I never had an urge to go before now. You definitely changed my perception of the event!” - @LisaHoffmann
  26. 26. When  you  think  about  TABASCO®  brand  pepper  sauce,  which  of  the  following  come  to  mind? (click  all  that  apply) GB:.>:5.$ @>D56$E33.$:>6:5$=5F5;$ C3:$ @>.5$?9$A3B?6?>9>$ H36:IJ>7K>?/9$ H;5IJ>7>K>?/9$ 89:5;56<9/$=;>9.$2?6:3;0$ 123456375$ -./0$ !"!!#$ %!"!!#$ &!"!!#$ '!"!!#$ (!"!!#$ )!"!!#$ *!"!!#$ +!"!!#$ ,!"!!#$
  27. 27. When  you  think  about  TABASCO®  brand  pepper  sauce,  which  of  the  following  come  to  mind? (click  all  that  apply) GB:.>:5.$ @>D56$E33.$:>6:5$=5F5;$ C3:$ @>.5$?9$A3B?6?>9>$ H36:IJ>7K>?/9$ H;5IJ>7>K>?/9$ 89:5;56<9/$=;>9.$2?6:3;0$ 123456375$ -./0$ !"!!#$ %!"!!#$ &!"!!#$ '!"!!#$ (!"!!#$ )!"!!#$ *!"!!#$ +!"!!#$ ,!"!!#$
  28. 28. When  you  think  about  TABASCO®  brand  pepper  sauce,  which  of  the  following  come  to  mind? (click  all  that  apply) GB:.>:5.$ @>D56$E33.$:>6:5$=5F5;$ C3:$ @>.5$?9$A3B?6?>9>$ H36:IJ>7K>?/9$ H;5IJ>7>K>?/9$ 89:5;56<9/$=;>9.$2?6:3;0$ 123456375$ -./0$ !"!!#$ %!"!!#$ &!"!!#$ '!"!!#$ (!"!!#$ )!"!!#$ *!"!!#$ +!"!!#$ ,!"!!#$
  29. 29. How  likely  are  you  to  purchase  TABASCO®  brand  pepper  sauce  in  the  next  month? :*;9.6*-,#3.--#916# 7+1858-,#3.--#916# 71<6=>52?5.@9# 012*3456#-./*-,# 7+*=>52?5.@9# )*+,#-./*-,# !"# $!"# %!"# &!"# '!"# (!"#
  30. 30. How  likely  are  you  to  purchase  TABASCO®  brand  pepper  sauce  in  the  next  month? :*;9.6*-,#3.--#916# 7+1858-,#3.--#916# 71<6=>52?5.@9# 012*3456#-./*-,# 7+*=>52?5.@9# )*+,#-./*-,# !"# $!"# %!"# &!"# '!"# (!"#
  31. 31. How  likely  are  you  to  purchase  TABASCO®  brand  pepper  sauce  in  the  next  month? ;+<:/7+.-#4/..#:27# 8,2969.-#4/..#:27# 82=7>?63@6/A:# 123+4567#./0+.-# 8,+>?63@6/A:# *+,-#./0+.-# !"# $!"# %!"# &!"# '!"# (!"# )!"#
  32. 32. How  likely  are  you  to  purchase  TABASCO®  brand  pepper  sauce  in  the  next  month? ;+<:/7+.-#4/..#:27# 8,2969.-#4/..#:27# 82=7>?63@6/A:# 123+4567#./0+.-# 8,+>?63@6/A:# *+,-#./0+.-# !"# $!"# %!"# &!"# '!"# (!"# )!"#
  33. 33. =+></8+1-#938# ;<1/0+1-# 9+:8,71# ?3@8AB74C7/D<# ?,+AB74C7/D<# 234+5678#./0+1-# *+,-#./0+1-# !"# $!"# %!"# &!"# '!"# (!"# )!"#
  34. 34. >,?=09,2.#:49# <=201,2.# :,;9-82# @4A9BC85D80E=# @-,BC85D80E=# 345,6789#/01,2.# +,-.#/01,2.# !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"#
  35. 35. • perception is reality... in the absence of a virtual experience • embrace random • show... don’t tell • follow an editorial guideline track everything

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