Who we are….
Cahoona
• Cahoona are a web innovations agency based in the Northern
  Quarter.
• Specialise in producing functionality an...
Ear to the Ground

• Ear to the Ground are an events agency who conceive,
  produce and promote experiential events.
• Cli...
The brief
• To raise awareness of Cutting Room Square in Ancoats
  through an event.
• Get 400 people there.
• It’s a comp...
Possibly the easiest brief in the world
      …and the most difficult.
What shall we do?
•   Film Festival?
•   Music Festival?
•   Installation Art Piece?
•   Sports Day?
Let’s make it completely user
generated.
• Get the public to programme the festival.
• Get the public to vote for the idea...
What did it need to do?

•   Accessible for all, not just social media users.
•   Fun and inviting – promote the concept.
...
The Solution.
•   Cutting Room Experiment.
•   An entirely user generated event.
•   Harness social media to spread the wo...
The Social Connection.
• An experiment in promoting a space using social
  technologies.
• Where the curators, the audienc...
What were the challenges?

• People are unfamiliar with this kind of event, we had to
  make it appealing and sound access...
How do we promote it?
• Every person who added an idea became a promoter.
   – 100 ideas = 100 promoters
   – Each tapping...
The Website.

• It had to be easy to use for non-technically savvy people.
• It had to have the right look and feel for so...
Web shots
Web shots
Why did it create so much interest?
• People aren’t used to this kind of thing. Original and
  ambitious.
• Each idea was ...
The Stats      103 ideas generated

              1221 count me ins

               197 comments made

               770 ...
The day included:


• The World’s Smallest Festival
   – 1 tent, 3 girls, and a busker.
The day included:


• Swap Until You Drop
   – A clothes swapping event.
The day included:


• Alka Seltzer Rockets
   – Camera film containers powered by hangover remedy. It works.
The day included:


• Public Art Presentation
   – Official unveiling of work created by Dan Dubovic.
The day included:


• Musical Statues
   – Come on… we all bloody love it.
And our favourite…


• The Space Hopper race.
Where did we succeed?
•   Massive public awareness.
•   Over £100k press coverage.
•   7 weeks continual exposure for the ...
What did we learn?
• Although great coverage was generated, event
  attendance could have been better.
• There’s still a p...
There isn’t one.
• It’s hard to turn a devoted online audience into a vibrant
  offline one.
• There’s no magic formula.
•...
Final Thoughts
• The Cutting Room Experiment generated massive
  interest, really putting the space on the map with the
  ...
Questions?
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
Cutting Room Experiment #smc_mcr
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Cutting Room Experiment #smc_mcr

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Here's the story of the Cutting Room Experiment, which ran in Manchester on Saturday 20th June 2009. The idea was to get as many people as possible to suggest an idea for one of 12 flashmobs, with the winning one in each stream being put into production by a professional events company. Here's the story of how the event was conceived, and how it went.

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Cutting Room Experiment #smc_mcr

  1. 1. Who we are….
  2. 2. Cahoona • Cahoona are a web innovations agency based in the Northern Quarter. • Specialise in producing functionality and content led websites. • We work with people like: – Umbro – Band on the Wall – PZ Cussons – Ear to the Ground
  3. 3. Ear to the Ground • Ear to the Ground are an events agency who conceive, produce and promote experiential events. • Clients include Orange, Topshop, Liverpool European Capital of Culture and our own Dpercussion.
  4. 4. The brief • To raise awareness of Cutting Room Square in Ancoats through an event. • Get 400 people there. • It’s a complete one off. • Limited Budget. • No idea what to do.
  5. 5. Possibly the easiest brief in the world …and the most difficult.
  6. 6. What shall we do? • Film Festival? • Music Festival? • Installation Art Piece? • Sports Day?
  7. 7. Let’s make it completely user generated. • Get the public to programme the festival. • Get the public to vote for the ideas. • Get the public to come to their event.
  8. 8. What did it need to do? • Accessible for all, not just social media users. • Fun and inviting – promote the concept. • Users needed to be able to suggest and vote. • The ideas needed to spread into different networks. • Create post-event materials that would continue to promote the space after the event
  9. 9. The Solution. • Cutting Room Experiment. • An entirely user generated event. • Harness social media to spread the word. • Use individual’s social connections to spread the word. • 12 events. 1 day. you create..
  10. 10. The Social Connection. • An experiment in promoting a space using social technologies. • Where the curators, the audience and the participants are all the same. • We wanted people to take ownership of their ideas and promote them through their online social connections.
  11. 11. What were the challenges? • People are unfamiliar with this kind of event, we had to make it appealing and sound accessible. • Good festivals and events are built up over time. • One hit wonders are great if you can afford it. • There was neither a profile or budget for Cutting Room Square to build from.
  12. 12. How do we promote it? • Every person who added an idea became a promoter. – 100 ideas = 100 promoters – Each tapping into their online networks – Creating additional press opportunities as ideas came in • Use the online community to spark immediate interest that would last up to the event. • Use online content to provide offline press opportunities.
  13. 13. The Website. • It had to be easy to use for non-technically savvy people. • It had to have the right look and feel for sophisticated web users. • We had to harness the power of popular platforms such as Facebook and Twitter to spread the message. • We changed the colour scheme as we entered each phase of the project. Keeping it fresh, exciting and dynamic.
  14. 14. Web shots
  15. 15. Web shots
  16. 16. Why did it create so much interest? • People aren’t used to this kind of thing. Original and ambitious. • Each idea was a press story in it’s own right. • People could take ownership of their idea and use it to promote their own group or organisation. • Social media community loves a social media story.
  17. 17. The Stats 103 ideas generated 1221 count me ins 197 comments made 770 people signed up 10229 unique visits 50032 page views 4.89 pages per visit (average) 4:42 minutes per visit (average) 534 group members on Facebook 311 followers on Twitter
  18. 18. The day included: • The World’s Smallest Festival – 1 tent, 3 girls, and a busker.
  19. 19. The day included: • Swap Until You Drop – A clothes swapping event.
  20. 20. The day included: • Alka Seltzer Rockets – Camera film containers powered by hangover remedy. It works.
  21. 21. The day included: • Public Art Presentation – Official unveiling of work created by Dan Dubovic.
  22. 22. The day included: • Musical Statues – Come on… we all bloody love it.
  23. 23. And our favourite… • The Space Hopper race.
  24. 24. Where did we succeed? • Massive public awareness. • Over £100k press coverage. • 7 weeks continual exposure for the client. • Substantial data capture. • A wild time had by all who attended!
  25. 25. What did we learn? • Although great coverage was generated, event attendance could have been better. • There’s still a place for a headline act! • How do you get Facebook and Twitter users to an event? • The answer…
  26. 26. There isn’t one. • It’s hard to turn a devoted online audience into a vibrant offline one. • There’s no magic formula. • Idea sourcing is an exciting new way to generate interest in something. • It is not easy, it isolates people whos ideas are not picked.
  27. 27. Final Thoughts • The Cutting Room Experiment generated massive interest, really putting the space on the map with the people of Manchester. • We’ve pioneered an innovative new way of programming and promoting an event. • We’ve gained experience in the area and have learned how this approach can be developed further • If you need something like this… get in touch!
  28. 28. Questions?

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