Andy
  @the_pied_pipes
       Channel 4
Anna
@Carlsonator
NixonMcInnes
Chop or Not




      Getting people to care about budget cuts
Newsworthy




             The deficit and spending
             cuts appeared in over 7000
             headlines in las...
But talking about
big numbers is hard




                 Quiz: a million
                 seconds is how long?
         ...
Million sec: 11 days


Billion sec: 32 years
So if we said....




                That the deficit was £170bn
                and we could save £1000
                ...
It would take
323 years
So now if we said...




           How much money would you need
           to save per minute if we had to
           ge...
£64,688 a min
What if we could...




           Get 20,000 people to tell us how
           they’d reduce public spending in a
        ...
How were we
going to do it?

                  Make it fun
                  Make it social
                  Make it open
Hmm. What tried and
tested web interaction
models could we find...
If you had to cut an
item from the public
purse, what would it be?
What if you had to
choose between
these two?




                vs.

                     Bit harder now isn’t it?
What we did
Know thyself
It was difficult...
Online PR
Twitter
Facebook
First stats
c70k visits


38,851 1st stage completes   55% conversion.
                             Yay! Target met


11,7...
Social stats

          Referred plays    Shares    3122 social shares =
                                      c26% of gam...
Were socially referred
players more engaged?




               Avg game finishes: 55%
               Facebook players: 60...
Discoveries
Shareable != Pass-on-able
Copy resonated with
the playing audience
Mistakes?
Mistake one...




          People who gave more
          didn’t get more...
Mistake two?




               Encourage people
               to play again
Mistake three...




                   Burying
                   social proof
Mistake four...




                  Didn’t split
                  tracking links
What we are
doing next




              Chop or Not goes
              live, on telly.
              June 21, 8pm, C4
A more
representative
sample?
Tracking
conversation




  Tweets will be
  monitored on
  the night
Giving back
our data
More social
objects
Takeaways
 Giving a game a
 purpose need not
 make it dull
  Shareable != Pass-on-able
 Social profile ‘followers’
 need n...
Tanks :)




                       Andy
             @the_pied_pipes
                  Channel 4
           Anna
        ...
And tanks for the
pretty pictures :)



                "mynameis" - http://www.flickr.com/photos/
                meta2/5...
Upcoming SlideShare
Loading in...5
×

Case Study: The Chop or Not Viral Marketing Campaign

2,783

Published on

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).

Published in: Technology, Business
1 Comment
5 Likes
Statistics
Notes
  • Hello my dear
    I am Modester by name good day. i just went to your profile this time true this site (www.slideshare.net) and i got your detail and your explanation in fact the way you explain your self shows me that you are innocent and maturity and also understand person i decided to have a contact with you so that we can explain to our self each other because God great everyone to make a friend with each other and from that we know that we are from thism planet God great for us ok my dear please try and reach me through my email address (modester4life4@yahoo.com) so that i can send you my picture true your reply we can know each other ok have a nice day and God bless you yours Modester
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
2,783
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
33
Comments
1
Likes
5
Embeds 0
No embeds

No notes for slide

Case Study: The Chop or Not Viral Marketing Campaign

  1. 1. Andy @the_pied_pipes Channel 4 Anna @Carlsonator NixonMcInnes
  2. 2. Chop or Not Getting people to care about budget cuts
  3. 3. Newsworthy The deficit and spending cuts appeared in over 7000 headlines in last 3 months
  4. 4. But talking about big numbers is hard Quiz: a million seconds is how long? What about a billion?
  5. 5. Million sec: 11 days Billion sec: 32 years
  6. 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. 7. It would take 323 years
  8. 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. 9. £64,688 a min
  10. 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. 11. How were we going to do it? Make it fun Make it social Make it open
  12. 12. Hmm. What tried and tested web interaction models could we find...
  13. 13. If you had to cut an item from the public purse, what would it be?
  14. 14. What if you had to choose between these two? vs. Bit harder now isn’t it?
  15. 15. What we did
  16. 16. Know thyself
  17. 17. It was difficult...
  18. 18. Online PR
  19. 19. Twitter
  20. 20. Facebook
  21. 21. First stats c70k visits 38,851 1st stage completes 55% conversion. Yay! Target met 11,794 finished games c850k ‘chops’
  22. 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. 23. Were socially referred players more engaged? Avg game finishes: 55% Facebook players: 60.4% Twitter players: 69.8%
  24. 24. Discoveries
  25. 25. Shareable != Pass-on-able
  26. 26. Copy resonated with the playing audience
  27. 27. Mistakes?
  28. 28. Mistake one... People who gave more didn’t get more...
  29. 29. Mistake two? Encourage people to play again
  30. 30. Mistake three... Burying social proof
  31. 31. Mistake four... Didn’t split tracking links
  32. 32. What we are doing next Chop or Not goes live, on telly. June 21, 8pm, C4
  33. 33. A more representative sample?
  34. 34. Tracking conversation Tweets will be monitored on the night
  35. 35. Giving back our data
  36. 36. More social objects
  37. 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. 38. Tanks :) Andy @the_pied_pipes Channel 4 Anna @Carlsonator NixonMcInnes
  39. 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/
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×