The document summarizes two case studies conducted by Spiral Global for NSW Health and Tourism NSW. For NSW Health, Spiral ran a cost per install campaign on the RockYou gaming network to drive 13,485 users to install the "Send a Sneeze" app, achieving 13,965 installs. For Tourism NSW, Spiral developed a Facebook page and app to promote snow holidays in NSW, driving over 2,000 users to interact with the app and earning nearly 30,000 impressions through sharing.

1. NSW Winter Illness Case Study
Jessica Ruff. Sales Executive
Ph: +61 9212 3555. jessica@spiralglobal.com
Sydney & Singapore

2. Overview and Campaign Challenge
Overview
Campaign: NSW Winter Illness App Installs
Client: NSW Health
Dates: 15th of June – 14th of August 2010
Target Audience: People in NSW 16-25
Challenge
To support NSW Health’s build of the “Send A Sneeze” application, they wanted to
drive their NSW target audience through to the application to gain users.

3. Spiral Solution
Run a Cost Per Install campaign throughout the RockYou Games and Applications
network, targeted to users aged 16-25 based in NSW.
Spiral aimed to deliver 13,485 users to the application. The activity drove the user
from in one game to the Allow Page and tracking once a user had “Allowed” the
application, therefore installing the application.

4. CPI Application Seeding in Facebook
Clicks: 207,776
Impressions: 28,676,265
Installs Delivered: 13,965
RockYou ROS
ads to drive CTR: 0.72%
engagements

5. Results
Clicks: 207,776
Impressions: 28,676,265
Installs Delivered: 13,965
CTR: 0.72%

6. NSW Tourism Case Study
Jessica Ruff. Sales Executive
Ph: +61 9212 3555. jessica@spiralglobal.com
Sydney & Singapore

7. Overview and Campaign Challenge
Overview
Campaign: Snow NSW 2010 Facebook Application
Client: Tourism NSW
Challenge
Tourism wanted to communicate their 2010 Snow packages directly to their interested
audience, that is, those who are “Fans” or had “Liked” Snow NSW.
In order to gain fans they needed to devised a strategy that would both promote a
snow holiday in NSW and also communicate great, easy deals the audience could get.

8. Spiral Solution
Spiral developed a Facebook page and application for Snow NSW.
The Facebook page allowed users to Fan or Like Snow NSW and in return, Snow NSW
could then communicate to the audience through the Facebook newsfeed.
The application was designed to giveaway different snow holidays or elements of a
snow holiday, however, in the process of doing this they also got the user to answer a
question related to different snow locations in NSW. The user was able to share their
response in their newsfeed, which in turn drove and earned media and viral element
to the application.

9. Screenshots
Application tab
from the NSW
Snow FB page
Communicates
different Snow
NSW packages
within the
Facebook page.

10. Results
Hits to Application Tab on Facebook
Page: 2,670
Application Stats:
• Hits to Entry Form Page: 2,073
• Hits to Thank You Page: 1,117
• Promotion Entries: 1,130
• Clicked back to Snow NSW
website: 631
Earned Media
• Share to Newsfeeds: 196
• Estimated Earned Media
Impressions: 29,400