1. 1. SUMMARY
Picture/scheme describing the campaign
(the same as slide 7)
In the past we had to search for a places with phones
to make calls. Today there are many phones, but
what if there is no reach when we call for help? The
line is busy...
Our aim is to show in a funny way the importance of
answer. No answer is even worse when someone
needs help calling the Safety line. To reach the target
group three social media will be used: Facebook,
YouTube, Foursquare. Facebook page „When the line
is busy“ will be filled with funny posts, memes and
videos showing how annoying it is when no one
answers your calls. A contest will be run where fans
upload and share their home made videos expressing
their feelings when a line is busy. The chosen videos
will be used as a part of one engaging video with
surprising ending. Foursquare launches. Check-in
points will be created on special places. People will
collect points for check-ins and donations and will
gain badges and honours. Helping is cool so why not
share?
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
YL2014_cyber_22 1
2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
WHAT IS YOUR SOLUTION?
Facebook will start with posts, memes and
videos with people describing their feelings
when they cannot get through a busy line. Posts
will be promoted.
For the contest the fans will be asked to upload
similar videos.
The funniest videos will be chosen and used to
create final video showing several people furious
about the phones. At the end we learn just few
had a real problem, the ones who could not get
help on the Safety line. A link to micro site asking
for donation will be added. The video will have a
big viral potential.
Afterwards, Foursquare will be launched. Check-
in points will be created on the places where
people used to go to make calls. People will
collect points for check-ins and donations and
will gain badges and honours. They will be ask to
engage other users too and share on Facebook
and Twitter.
HOW DOES WILL WORK?
In the past we had to
search for a place to call
from, when we needed
help, because there
were just few phones.
Today there are many
phones, they are like our
best friend, but what if
there is no reach when
we call for help? The line
is busy. How does it
make us feel? We feel
upset, angry, furious...
And how must a child
feel when cannot get in
touch with Safety line?
CREATIVE INSIGHT
YL2014_cyber_22 2
We are addressing people who are active on
social media, who like to have fun, play and
show-off.
Three social media platforms will be used:
Faceboook, YouTube and Foursquare.
We will show the people, how annoying it is,
when you cannot get through because the
line is busy.
The Facebook community fan page called
"When the line is busy" will be created. It
will be filled with funny memes and videos
showing how annoying it is when no-one is
answering your call. The audience will be
engaged through funny content and a
contest. The fans will be encouraged to
upload home-made videos on YouTube
during the contest. The videos will be used
to create a funny, engaging viral video. A
surprising ending to the video with a strong
call to action will be added.
Then the Foursquare will follow with badge
and majorship hunt.
3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK FOURSQUAREYOUTUBE
YL2014_cyber_22 3
