1. SOLOMO AND M&M’s
or how using social network and
mobile to create a buzz
The « Find red » chase hunt contest

2. MOST SUITED INDUSTRIES FOR
SOLOMO
 The most suited industries are the one’s that
entertain customers, that can have a fun, relax
and easy going features:
 Entertainment Industry
 Leisure sector
 Tourism businesses (from the promotion of an
hotel chain/airline companies to the promotion
of a destination)

3. How does FindRed chase
hunt used SoLoMo?
 Red can be found through Google Street Review and after
registration on the website findred.com
= Local+Mobile
 The clues can be found through the mobile devices for
geolocalization and social media even on the presenting
video
= Social+Local+Mobile
 and locally with wild posting on the walls of the streets of
Toronto: participants can scan the code to find the clues
= Local+Mobile

4. WHAT IS AN EFFICIENT SOLOMO
CAMPAIGN with FindRed case study?
 Suitable to every smartphones (Iphone, Blackberry…)
 Simple to understand for all public: The Find Red chase hunt is really easy to understand
by all age range and all social categories
 A good window on various social media and public media (You tube, Facebook, Twitter,
Foursquare…) M&Ms used Twitter, Facebook and even the You Tube presentation to find
clues
 Stay local and inscribe the action in a delimited area: Find red contest was only in Toronto
 The people need to be educated with the brand, so the brand needs to be famous and
the product needs to be trendy: M&Ms has a worlwide popularity and Red (as the others
characters) has a real product identity and is cool and intergenerational
 Create a blog and a website about the action, and create a physical interaction
between the public and the product: Creation of findred.com where the participants
need to register first and possibility to find clues on the barcode of the product and on
wild postings in the city.
 The brand needs to be international so the publicity around the event will increase the
worldwide visibility: even if the hunt was in Toronto, people all around the world talked
about it

5. HOW CAN SUCCESS BE
DEFINED?
 Number of views and likes on Facebook, Twitter, You tube
 Number of visitors on the official website and social pages
created for the event (special website, blogs, facebook
pages…) for Find Red, people stayed 19 minutes on average
which is 4x more; 8,4 million of PR impression; 7 million of QR
codes poster views; 225,000 twitter impressions; adding up to
over 15,600,000 impressions, creation of international
community gathering the participants of the event
 Media buzz through tv, magazines, web…
 Increase of the revenue
 Better listing of the brand (Attraction of new potential investors)

6. CAN THE CONCEPT BE
APPLIED TO THE HOSPITALITY
INDUSTRY?
 Yes, under certain conditions:
 International brand as a hotel chain (e.g Hilton, Accor…)
for the media impact but the SoloMo has to be on a
specific destination. For instance, a special contest on
the accor hotel in the major cities in France.
 The event has to be local as a specific destination and
imply many actors of tourism (airlines, tourist information
office…) we can create a contest to find clues through
the intermediary of the different service providers.