Case Study: The Chop or Not Viral Marketing Campaign

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Channel 4 created the “Chop or Not” game to highlight the issue of reducing the UK’s £152 billion budget deficit. The game allows members of the public to say what service areas of the budget they …

Channel 4 created the “Chop or Not” game to highlight the issue of reducing the UK’s £152 billion budget deficit. The game allows members of the public to say what service areas of the budget they would 'chop' or 'not'. NixonMcInnes has been working with Channel 4 on a viral campaign around the game which will have a second phase when a live show airs on the 21st June (ahead of George Osbornes’ budget announcement). In this case study, Andy and Anna will talk us through the campaign and explain what they have learned so far and ideas for the next phase of the campaign. Presented at Social Media Marketing 2010 (London).

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  • 1. Andy @the_pied_pipes Channel 4 Anna @Carlsonator NixonMcInnes
  • 2. Chop or Not Getting people to care about budget cuts
  • 3. Newsworthy The deficit and spending cuts appeared in over 7000 headlines in last 3 months
  • 4. But talking about big numbers is hard Quiz: a million seconds is how long? What about a billion?
  • 5. Million sec: 11 days Billion sec: 32 years
  • 6. So if we said.... That the deficit was £170bn and we could save £1000 per minute, how long do you think that would take?
  • 7. It would take 323 years
  • 8. So now if we said... How much money would you need to save per minute if we had to get rid of the deficit in 5 years?
  • 9. £64,688 a min
  • 10. What if we could... Get 20,000 people to tell us how they’d reduce public spending in a week leading up to the election?
  • 11. How were we going to do it? Make it fun Make it social Make it open
  • 12. Hmm. What tried and tested web interaction models could we find...
  • 13. If you had to cut an item from the public purse, what would it be?
  • 14. What if you had to choose between these two? vs. Bit harder now isn’t it?
  • 15. What we did
  • 16. Know thyself
  • 17. It was difficult...
  • 18. Online PR
  • 19. Twitter
  • 20. Facebook
  • 21. First stats c70k visits 38,851 1st stage completes 55% conversion. Yay! Target met 11,794 finished games c850k ‘chops’
  • 22. Social stats Referred plays Shares 3122 social shares = c26% of game 7,000 finishers sent a share 5,250 Facebook got 50% more return plays per 3,500 share 1,750 +10% social referrals - 3x more than normal 0 on c4.com Twitter Facebook
  • 23. Were socially referred players more engaged? Avg game finishes: 55% Facebook players: 60.4% Twitter players: 69.8%
  • 24. Discoveries
  • 25. Shareable != Pass-on-able
  • 26. Copy resonated with the playing audience
  • 27. Mistakes?
  • 28. Mistake one... People who gave more didn’t get more...
  • 29. Mistake two? Encourage people to play again
  • 30. Mistake three... Burying social proof
  • 31. Mistake four... Didn’t split tracking links
  • 32. What we are doing next Chop or Not goes live, on telly. June 21, 8pm, C4
  • 33. A more representative sample?
  • 34. Tracking conversation Tweets will be monitored on the night
  • 35. Giving back our data
  • 36. More social objects
  • 37. Takeaways Giving a game a purpose need not make it dull Shareable != Pass-on-able Social profile ‘followers’ need not be a KPI Surprising copy in shareables - any shareables are social objects Get your tracking nailed
  • 38. Tanks :) Andy @the_pied_pipes Channel 4 Anna @Carlsonator NixonMcInnes
  • 39. And tanks for the pretty pictures :) "mynameis" - http://www.flickr.com/photos/ meta2/502180199 "Flip Clock Study 007a" - http://www.flickr.com/ photos/jesuspresley/2532413826/ "The Little Hand Says" - http://www.flickr.com/photos/ bricassidy/62599744/ "Crowd" - http://www.flickr.com/photos/davidchief/ 405506361 "Life is Love" - http://www.flickr.com/photos/ subzeroconsciousness/3398892377 "Holborn tube station" - http://www.flickr.com/photos/ olotini/3914123022/ "Cartoon UK" - http://www.flickr.com/photos/ thatscottishengineer/3083827089/sizes/l/ “Everyone makes mistakes” - http://www.flickr.com/ photos/gregbiche/324444264/