Case Studies October 2007
Big Earth – Long Way Down  UK The Business Objective  Create excitement, interest and user involvement in the journey to l...
WWRY – Schools Will Rock You  UK The Business Objective  Drive footfall and connect with a younger audience The Solution  ...
Paul McCartney Memory Almost Full   UK The Business Objective  Raise awareness of the new album launch, Memory Almost Full...
Reebok - Wales Rugby Shirt UK The Business Objective  Create awareness and lever sales of the Welsh Rugby Union kit for th...
Eager Drinks - The Fruit Suicides UK The Business Objective  Reflect the organic, human personality of the brand and provi...
Canon – We Speak Image  UK / France / Italy / Germany The Business Objective  To go beyond traditional media contacts to r...
Random House – Life’s A Pitch UK The Business Objective  To promote the book through social media; creating conversation a...
Lynx Click Me UK <ul><li>The Business Objective  </li></ul><ul><li>Generate Awareness </li></ul><ul><li>Drive Sales </li><...
X-Men -The Last Stand Worldwide The Business  Objective To create mass awareness and excite the core fan-base in the 4 Mon...
Sega – Sega Rally  UK / France The Business Objective  To reinvigorate the Sega Rally brand for the launch of the new game...
Shock Absorber - Bounce‘o’meter  UK / Germany The Business Objective  Promote the health benefits of wearing a Shock Absor...
Virgin Galactic – Website  UK The Business Objective  Provide a global platform to capture interest and bookings for the f...
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Outside Line - Case Studies - 2007

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Some of our work back in 2007.

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Outside Line - Case Studies - 2007

  1. 1. Case Studies October 2007
  2. 2. Big Earth – Long Way Down UK The Business Objective Create excitement, interest and user involvement in the journey to lever a commercial revenue stream The Solution A subscription based digital club to support the television series, host premium content, promote sponsors and drive revenue and merchandise sales. The Outcome 200% ROI within 8 weeks (with the shop yet to launch) 15,000 emails within 8 weeks 35,000 unique visitors per week (average) Satisfied sponsors making for solid future partnerships
  3. 3. WWRY – Schools Will Rock You UK The Business Objective Drive footfall and connect with a younger audience The Solution Take the musical to schools 1/ Create a social networking platform to support participating schools 2/ Create a website with pre-recorded tutorials, support services and advice to allow pupils to get up close and personal with the brand and relevant professionals The Outcome Drove footfall via cut-priced tickets for participating schools Connected Queen with a new generation Delivered 150% ROI Short-listed for an NMA Effectiveness 2007 Award in the ‘Education’ category
  4. 4. Paul McCartney Memory Almost Full UK The Business Objective Raise awareness of the new album launch, Memory Almost Full, connect Paul to a younger, web savvy audience and make the digital experience intimate. The Solution A multi-tiered and integrated online strategy 1/ Create intrigue by seeding Memory Almost Full assets in Paul's personal online scrapbook www.meysight.com 2/ Provide a creatively aligned and integrated web platform: paulmccartney.com/memoryalmostfull.com 3/Build an community: negotiated a Directors' Youtube channel for the worldwide exclusive premier of 'Dance Tonight' ahead of its launch on TV; pre-recorded a message from Paul thanking fans for watching it; requested UGC for an online video  4/ Let fans get up close and personal to Paul through a intimate chats via a viral (You Tell Me); channelled tickets to intimate gigs through the website; steady stream of new content to meysight.com  The Outcome Worldwide premiere received over 1M views in one week. Voted No. 1 Music Video and 4th Favourite video ‘ You Tell Me’ viral – 250,000 questions asked within 4 weeks - average time spent on site of 5 minutes 50,000 visits per week to memoryalmostfull.com  50,000 visits to myeyesight.com in 4 weeks Homepage coverage on NME & Uncut; coverage on MSN, Guardian, CH4/MUSIC, BBC Music, Orange, Time Out, Metro, Times Online, Orange, and The Sun …
  5. 5. Reebok - Wales Rugby Shirt UK The Business Objective Create awareness and lever sales of the Welsh Rugby Union kit for the Rugby World Cup 2007 created by Reebok. The Solution Provide a solution which allows users to test drive the shirt, with a strong creative and interactive element to catalyse users to become advocates and market the kit themselves 1/ A section to create intrigue about the shirt (pre-launch) 2/ Behind the scenes pictures of players modelling the shirt (post-official launch) 3/ A Welsh Yourself viral. Users could upload pictures of themselves to see what they would look like wearing the kit. Users could add ‘rugby elements’ such as a Gavin Henderson haircut, a cauliflower ear, a cap, etc to make it more interactive and ensure users spent as long as possible interacting with the brand 4/ Post-launch we executed a full-scale community marketing campaign to seed the links and infiltrate rugby, sporting, boys, etc communities The Outcome 20,000 unique visitors in first 2 weeks 14% of people have “Welshed Themselves’ 12% of all visitors have clicked the ’Buy Shirt' link
  6. 6. Eager Drinks - The Fruit Suicides UK The Business Objective Reflect the organic, human personality of the brand and provide a platform from which the brand can grow. The Solution Position the brand effectively for brand advocacy and to differentiate in a competitive market-place: fruits are eager to be juiced! Provided web design, development and illustrations to achieve this. The site is made up of simple, fruit cartoon illustrations on a suicide mission to be juiced. The animation brings to life the honest, cheeky and organic personality of the brand. The Outcome Currently already appearing A-list London bars, Eager Juice is one to watch. The site went live in June 2007 and the long-term plan is to build a thriving Eager community with bar recommendations and design competitions.
  7. 7. Canon – We Speak Image UK / France / Italy / Germany The Business Objective To go beyond traditional media contacts to reach a new online audience, create word of mouth online for the initiative amongst fashion and photo fans, drive traffic to the We Speak Image campaign website and encourage users to submit their photos. The Solution A dual official approach: 1/ We identified key relevant fashion, photography and travel blogs and forums. We contacted them officially to get them to post information or start a thread on about Canon’s campaign. 2/ We identified and officially contacted relevant individual users of photo-upload sites, encouraging them to upload their photos on the Canon site. The Outcome Over 8000 people reached individually over a 4 week period. Conversion rate (people who register to site) around 18%, based on July registration numbers.
  8. 8. Random House – Life’s A Pitch UK The Business Objective To promote the book through social media; creating conversation and awareness amongst a media savvy audience. The Solution As the book is written mainly from a PR and marketing perspective, we sought out and contacted a small number of leading bloggers in the field from a range of backgrounds and perspectives to stimulate conversation and debate. The bloggers we picked ranged from a PR lecturer at Leeds Metropolitan University, to an associate of Alan Johnson MP, to a recently-graduated marketing student; from a conventional PR agency director to a new media PR specialist. The Outcome Within the targeted community the book was discussed, reviewed and generally recommended. Many of the bloggers were keen to write about the campaign as a whole as it was deemed to be a unique approach to book marketing. http://www.hackflack.co.uk/2007/03/social-media-marketing-success.html (Bantam/Outside Line's campaign has scored a hit.)
  9. 9. Lynx Click Me UK <ul><li>The Business Objective </li></ul><ul><li>Generate Awareness </li></ul><ul><li>Drive Sales </li></ul><ul><li>Drive traffic to www.clickmore.com </li></ul><ul><li>The Solution </li></ul><ul><li>Created a viral advert involving a number of Lynx girls teasing a guy on webcam. We seeded the clip on youtube.com, Google Video and Kontraband.com. FHM.com also featured the clip in their weekly Friday newsletter </li></ul><ul><li>The Outcome </li></ul><ul><li>Within 10 days of seeding the link the viral had 5 million views. The viral was No.1 on Google Video for 6 weeks, No.1 on Kontraband.com for 7days. </li></ul>
  10. 10. X-Men -The Last Stand Worldwide The Business Objective To create mass awareness and excite the core fan-base in the 4 Month run up to the release The Solution To use a combination of online tools that together created visibility for 4 months: Street team for the X-Men fans, Community marketing, Online PR and asset placement, First ever Virtual Premiere on Second Life The Outcome Our online PR & promotions campaign reached over 50 million people, via coverage on over 480 websites, generating an equivalent media value of over 4 million euros. Through our community marketing effort we reached approximately 40,000 people per country via peer to peer communication and 18,000 fans joined our X-Squad. The Second Life Premiere was attended by 19,000 people and nominated for the IMA Award in the special Award for innovation category.
  11. 11. Sega – Sega Rally UK / France The Business Objective To reinvigorate the Sega Rally brand for the launch of the new game and position the game as a genre defining release. The Solution A content and communication based strategy. 1/ A series of video based viral executions to target original fans and highlight the key features and game advancements, seeded within relevant communities. 2/ Direct communication with key bloggers from early on in the development phase of the game including ‘bloggers’ days at the software studio The Outcome The campaign is currently ongoing but early awareness and support for the game are positive as Sega is being seen to take a credible and proactive approach.
  12. 12. Shock Absorber - Bounce‘o’meter UK / Germany The Business Objective Promote the health benefits of wearing a Shock Absorber sports bra when exercising The Solution The Bounceometer, a viral where users enter their chest size and usual level of exercise. A 3D model then illustrated breast movement if not using a bra, using a regular bra and using the shock absorber. Fun to interact with but with a clear health message. The Outcome 800,000 views within 24 hours
  13. 13. Virgin Galactic – Website UK The Business Objective Provide a global platform to capture interest and bookings for the first ever space travel website The Solution Capture the feeling weightlessness online alongside information providing features and a strong information architecture to engender trust The Outcome Direct sales function as site ties in with their CRM Reinforced branding through the site Shortlised for 2007 NMA Travel Site

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