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Event x420 Launch X420
Objectives <ul><li>Accompany the classic launch campaign with an exceptional event </li></ul><ul><li>Combine both on and o...
The Idea – Treasure Hunt <ul><li>The 9 th  December, 9 computers will be hidden in 9 different places throughout Paris </l...
E-mailing X420 website Bloggers Banner  Campaign Word of Mouth Press release Press/Online articles Communication Tools Str...
Communication Phasing <ul><li>9h CHRONO </li></ul><ul><li>Create 3 communication phases </li></ul><ul><li>-3 weeks: Seedin...
<ul><li>PHASE 1  </li></ul>
Phase 1 : Seeding bloggers <ul><li>+ 60 articles posted on line </li></ul><ul><li>23 blogs & +40 news portals/blog portals...
<ul><li>PHASE 2  </li></ul>
Phase 2 : Microsite creation -info <ul><li>Mis en ligne le 24 novembre </li></ul>
… & inscription
Phase 2 : 1st e-mailing <ul><li>Sent the 25 th  November </li></ul><ul><li>Sent to 20 410 people from Samsung DB </li></ul...
Phase 2 : Facebook page 18/11 <ul><li>Creation of FB page to animate build-up </li></ul>
Phase 2 : Twitter creation 18/11
Comments
 
 
 
 
 
Phase 2 : Press Release 03/12 15 articles produced
Phase 2 - Banner campaign 3-9/12  Results: market average Le Monde gained the highest CTR
Phase 2 - E-mailing reminder 08/12 <ul><li>Sent the 8 December </li></ul><ul><li>Sent to 19 834 people in Samsung base </l...
<ul><li>PHASE 3  </li></ul>
Phase 3 : D Day <ul><li>Flyer Distribution </li></ul><ul><ul><li>4 strategic areas in Paris </li></ul></ul><ul><ul><li>6 h...
Phase 3 : Animation site <ul><li>During the day 9 th  December – clues given out all day long </li></ul><ul><li>Repeated o...
Phase 3 : Animation FB
Phase 3 : Animation FB- results <ul><li>Facebook results </li></ul><ul><ul><ul><li>657 «fans»  on the day of the operation...
Toshiba benchmark On Facebook since 22/09 1224   fans  for  96 status updates* 1.8 status per day On Facebook since 24/11 ...
Facebook: important mentions François Gombert ( Bozarblog): 1000 «friends» on Facebook Journal du Geek: 5097 fans on Faceb...
Facebook: mentions by fans
Phase 3 : D-Day Twitter results <ul><ul><ul><ul><li>266  «followers» on D Day </li></ul></ul></ul></ul><ul><ul><ul><ul><li...
Toshiba Benchmark <ul><li>272 followers pour 1188 followed  </li></ul><ul><li>A ratio of 1 follower to 4 followed </li></u...
Comments
 
<ul><li>Post Operation </li></ul>
The Winners <ul><li>Nearly every winner heard about the game from a different communication source: </li></ul><ul><ul><li>...
Phase 3 : Winners on website <ul><li>After the operation, the winners were announced on the website with their photo </li>...
Photos
Conclusions <ul><li>Great success for this FIRST ever on and offline event </li></ul><ul><li>Unique format perceived as in...
Conclusions Difficult to measure total audience of blogs/news portals & Google coverage Excellent  ROI per OTS  +4000 cons...
Annex
Google <ul><li>9h Chrono = 10 premières pages </li></ul>
France Bleu IDF
Laptopspirit.com http://www.laptopspirit.fr/58236/samsung-une-chasse-au-tresor-pour-gagner-9-portables-x420-culv-14-pouces...
Zone-numerique.com http://www.zone-numerique.com/news_6065_La_chasse_aux_tresors_X420_de_Samsung_demarre_le_9_decembre.htm
Ere-numerique.fr  http://www.erenumerique.fr/a_la_chasse_au_samsung_x420_-news-17969.html
Dandies.fr http://www.dandies.fr/chasse-samsung-x420
Aufeminin.com http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html
Paper-Blog.fr http://www.paperblog.fr/2585571/chasse-aux-tresors-samsung   /
Fredzone http://www.fredzone.org/samsung-te-file-ton-netbook
Ecranmobile.fr http://www.ecranmobile.fr/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain_a...
GenerationMP3 http://www.generationmp3.com/category/4-blog-generationmp3-le-blog-des-baladeurs-mp3/baladeurs-mp3/samsung/
ITRnews http://www.itrnews.com/articles/98232/samsung-ouvre-chasse-x420.html
La Vie Numerique http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html
Journal du Geek http://www.journaldugeek.com/2009/11/27/9h-pour-le-samsung-x420/
Confortique-news http://www.confortique-news.com/actualite/gris/samsung-a-cache-9-ultra-portables-x420-dans-paris.htm
MobiFrance http://www.mobifrance.com/news/2009-12-04/id15774/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9...
Geeek http://www.geeek.org/post/2009/12/06/9h-Chrono-:-Gagnez-l-un-des-9-Samsung-X420-cach%C3%A9s-dans-Paris
You-Vox http://www.tech.youvox.fr/Samsung-organise-un-jeu-concours,1533.htm  l
Infoburomag http://www.infoburomag.com/news/samsung-organise-une-chasse-aux-tresors-inedite-5282.aspx
<ul><li>Annex </li></ul><ul><li>7 Dec 2009 </li></ul>Annexes
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Report X420

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Report de la dernière opération 360° réalisée pour Samsung dans le cadre de mon travail en tant que reposnsable de communication pour lla division PC portables.

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Report X420

  1. 1. Event x420 Launch X420
  2. 2. Objectives <ul><li>Accompany the classic launch campaign with an exceptional event </li></ul><ul><li>Combine both on and off line activity for the first time </li></ul><ul><li>Use bloggers as a communication vector and promoters for the operation </li></ul><ul><ul><li>INFLUENCE MANAGEMENT </li></ul></ul><ul><li>Highlight the main product benefits to make them the central theme of the operation (+9 hours of autonomy = mobility) </li></ul><ul><li>Gain awareness by creating online buzz and press clippings </li></ul>
  3. 3. The Idea – Treasure Hunt <ul><li>The 9 th December, 9 computers will be hidden in 9 different places throughout Paris </li></ul><ul><li>For 9 hours, clues will be given on line so players can locate them, get to the place first and win the computers </li></ul><ul><li>After 9 hours those computers not won will be put back into a prize draw </li></ul>9h CHRONO
  4. 4. E-mailing X420 website Bloggers Banner Campaign Word of Mouth Press release Press/Online articles Communication Tools Street Marketing
  5. 5. Communication Phasing <ul><li>9h CHRONO </li></ul><ul><li>Create 3 communication phases </li></ul><ul><li>-3 weeks: Seeding Bloggers </li></ul><ul><li>- 2 weeks: Emailing 1/Facebook-Twitter-Microsite Creation/Banner campaign/Web Campaign/Press release/ Emailing 2 </li></ul><ul><li>D Day: Flyer Distribution /clue activation online </li></ul>
  6. 6. <ul><li>PHASE 1 </li></ul>
  7. 7. Phase 1 : Seeding bloggers <ul><li>+ 60 articles posted on line </li></ul><ul><li>23 blogs & +40 news portals/blog portals </li></ul><ul><li>160 blogs contacted </li></ul><ul><ul><li>High Tech </li></ul></ul><ul><ul><li>Marketing/Communication </li></ul></ul><ul><ul><li>Lifestyle = fashion, trends </li></ul></ul>
  8. 8. <ul><li>PHASE 2 </li></ul>
  9. 9. Phase 2 : Microsite creation -info <ul><li>Mis en ligne le 24 novembre </li></ul>
  10. 10. … & inscription
  11. 11. Phase 2 : 1st e-mailing <ul><li>Sent the 25 th November </li></ul><ul><li>Sent to 20 410 people from Samsung DB </li></ul><ul><ul><li>Opening rate: 23.9% </li></ul></ul><ul><ul><li>Clicks to URL: 4.67% </li></ul></ul><ul><li>Global performance above average for Samsung mailings, especially on the opening rate </li></ul>Title: Le 9 decembre vous aurez 9h pour trouver et remporter un PC Portable X420
  12. 12. Phase 2 : Facebook page 18/11 <ul><li>Creation of FB page to animate build-up </li></ul>
  13. 13. Phase 2 : Twitter creation 18/11
  14. 14. Comments
  15. 20. Phase 2 : Press Release 03/12 15 articles produced
  16. 21. Phase 2 - Banner campaign 3-9/12 Results: market average Le Monde gained the highest CTR
  17. 22. Phase 2 - E-mailing reminder 08/12 <ul><li>Sent the 8 December </li></ul><ul><li>Sent to 19 834 people in Samsung base </li></ul><ul><ul><li>Opening rate: 20.57% </li></ul></ul><ul><ul><li>Clicks to URL: 2.94% </li></ul></ul><ul><ul><li>Opening rate: 59,2% </li></ul></ul><ul><ul><li>Clicks to URL: 31% </li></ul></ul><ul><li>The performances of the campaign are highly above average for the emailing received by those who subscribed to the game </li></ul>Title: J-1 avant la grande chasse au X420 dans Paris !
  18. 23. <ul><li>PHASE 3 </li></ul>
  19. 24. Phase 3 : D Day <ul><li>Flyer Distribution </li></ul><ul><ul><li>4 strategic areas in Paris </li></ul></ul><ul><ul><li>6 hostesses </li></ul></ul><ul><ul><li>+ 10 000 flyers distributed </li></ul></ul>
  20. 25. Phase 3 : Animation site <ul><li>During the day 9 th December – clues given out all day long </li></ul><ul><li>Repeated on FB & Twitter </li></ul><ul><li>1068 subscribed </li></ul><ul><li>Frequentation from 24/11 to 9/12 : 13 659 pages seen </li></ul><ul><li>Peak the 27-28/11 and 7-9 December </li></ul>
  21. 26. Phase 3 : Animation FB
  22. 27. Phase 3 : Animation FB- results <ul><li>Facebook results </li></ul><ul><ul><ul><li>657 «fans» on the day of the operation: </li></ul></ul></ul><ul><li>_59 % men, 41% women </li></ul><ul><li>_71% between 18 et 34 years old </li></ul><ul><ul><ul><ul><li>595 comments , an average of 13 per status </li></ul></ul></ul></ul><ul><ul><ul><ul><li>(peak of 56 at the end of the day)=> almost instant creation of conversations to decipher clues </li></ul></ul></ul></ul><ul><ul><ul><ul><li>183 581 potential OTS(occasion to see) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>(cumulated audience of friends of all the fans) </li></ul></ul></ul></ul>
  23. 28. Toshiba benchmark On Facebook since 22/09 1224 fans for 96 status updates* 1.8 status per day On Facebook since 24/11 657 fans for 46 status updates 3 status per day <ul><li>Status updates means that then operation is written on the wall of the fans, </li></ul><ul><li>which is seen by all his friends </li></ul>
  24. 29. Facebook: important mentions François Gombert ( Bozarblog): 1000 «friends» on Facebook Journal du Geek: 5097 fans on Facebook.
  25. 30. Facebook: mentions by fans
  26. 31. Phase 3 : D-Day Twitter results <ul><ul><ul><ul><li>266 «followers» on D Day </li></ul></ul></ul></ul><ul><ul><ul><ul><li>6 834 people with a contact to the operation (mention @9h_chrono) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>191 retweets (copy of a link mentioning the operation so it appears on one’s account) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>40 830 potentiels OTS (cumulated audience of Twitters mentioning the operation) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Direct use of the mobile application Twitter on D-Day, reinforcing the notion of mobility for the Treasure Hunt </li></ul></ul></ul></ul>
  27. 32. Toshiba Benchmark <ul><li>272 followers pour 1188 followed </li></ul><ul><li>A ratio of 1 follower to 4 followed </li></ul>On Twitter since17/11 <ul><li>266 followers pour 279 followed </li></ul><ul><li>A ratio de 1 follower to 1 followed* </li></ul><ul><li> </li></ul>OnTwitter since18/11 *The ratio abonnés/abonnement determines the attractiveness of the Twitter account The lower the ratio is low, the more attractive the account
  28. 33. Comments
  29. 35. <ul><li>Post Operation </li></ul>
  30. 36. The Winners <ul><li>Nearly every winner heard about the game from a different communication source: </li></ul><ul><ul><li>Hotel Particulier = FB </li></ul></ul><ul><ul><li>Hôtel de Ville = Flyer </li></ul></ul><ul><ul><li>Kusmiti = From a friend </li></ul></ul><ul><ul><li>Les Influents = Banner Camapign </li></ul></ul><ul><ul><li>Windows Café = Blog </li></ul></ul><ul><ul><li>Atelier des Chefs = Emailing 2 </li></ul></ul><ul><ul><li>Carette - Twitter </li></ul></ul><ul><ul><li>Kusmiti – FB </li></ul></ul><ul><li>The different communication means, worked !!! </li></ul>
  31. 37. Phase 3 : Winners on website <ul><li>After the operation, the winners were announced on the website with their photo </li></ul><ul><li>Partners were thanked – link to their website </li></ul>
  32. 38. Photos
  33. 39. Conclusions <ul><li>Great success for this FIRST ever on and offline event </li></ul><ul><li>Unique format perceived as innovative </li></ul><ul><li>Opinion leaders approved and perpetuated the buzz </li></ul><ul><li>Promotion through multi channel communications succeeded(winners) </li></ul><ul><li>High level of blog buzz </li></ul><ul><li>Direct contact with the general public- great Word of Mouth for the future </li></ul><ul><ul><li>Humanizes the Brand and it’s products- increases positive reputation </li></ul></ul>
  34. 40. Conclusions Difficult to measure total audience of blogs/news portals & Google coverage Excellent ROI per OTS +4000 consumers had direct interaction
  35. 41. Annex
  36. 42. Google <ul><li>9h Chrono = 10 premières pages </li></ul>
  37. 43. France Bleu IDF
  38. 44. Laptopspirit.com http://www.laptopspirit.fr/58236/samsung-une-chasse-au-tresor-pour-gagner-9-portables-x420-culv-14-pouces.html
  39. 45. Zone-numerique.com http://www.zone-numerique.com/news_6065_La_chasse_aux_tresors_X420_de_Samsung_demarre_le_9_decembre.htm
  40. 46. Ere-numerique.fr http://www.erenumerique.fr/a_la_chasse_au_samsung_x420_-news-17969.html
  41. 47. Dandies.fr http://www.dandies.fr/chasse-samsung-x420
  42. 48. Aufeminin.com http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html
  43. 49. Paper-Blog.fr http://www.paperblog.fr/2585571/chasse-aux-tresors-samsung /
  44. 50. Fredzone http://www.fredzone.org/samsung-te-file-ton-netbook
  45. 51. Ecranmobile.fr http://www.ecranmobile.fr/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain_a10028.html
  46. 52. GenerationMP3 http://www.generationmp3.com/category/4-blog-generationmp3-le-blog-des-baladeurs-mp3/baladeurs-mp3/samsung/
  47. 53. ITRnews http://www.itrnews.com/articles/98232/samsung-ouvre-chasse-x420.html
  48. 54. La Vie Numerique http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html
  49. 55. Journal du Geek http://www.journaldugeek.com/2009/11/27/9h-pour-le-samsung-x420/
  50. 56. Confortique-news http://www.confortique-news.com/actualite/gris/samsung-a-cache-9-ultra-portables-x420-dans-paris.htm
  51. 57. MobiFrance http://www.mobifrance.com/news/2009-12-04/id15774/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain
  52. 58. Geeek http://www.geeek.org/post/2009/12/06/9h-Chrono-:-Gagnez-l-un-des-9-Samsung-X420-cach%C3%A9s-dans-Paris
  53. 59. You-Vox http://www.tech.youvox.fr/Samsung-organise-un-jeu-concours,1533.htm l
  54. 60. Infoburomag http://www.infoburomag.com/news/samsung-organise-une-chasse-aux-tresors-inedite-5282.aspx
  55. 61. <ul><li>Annex </li></ul><ul><li>7 Dec 2009 </li></ul>Annexes

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