Cleverwood Friday Session on Eurostar Girly and Geeky Shopping action

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This document provides an analysis of a solution to create a mobile application combining Google Maps and Twitter for a one-day shopping event in London with members of the Brussels Girl Geek Dinner. The objectives were to increase attractiveness of London as a destination, highlight Eurostar's advantages of comfort and speed, and position Eurostar as innovative. The solution aimed to create conversation around the event and provide a mobile map-based platform for participants to find each other and shops, share photos and messages, and connect to Twitter. The results were that the action generated a trending topic on Twitter, over 20 blog posts, 400 photos on Flickr, and 1000 tweets about the event hashtag.

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Eurostar Girly & Geeky Shopping in London
Analysis of the solution

Briefing
Mash up Google Maps and
Twitter in a mobile application for
a 1-day shopping event in
London with Brussels Girl Geek
Dinner members

Eurostar Objectives
Increase attractivity of
❖
London destination thanks to
low pound & spread the word
Highlight Eurostar key
❖
advantages (comfort, speed...)
Huge proximity between
❖
Brussels and London (1h51)
Destination expertise
❖

Position Eurostar as quot;ahead
❖
of the gamequot;, innovative

Solution Objectives
Create conversation about
❖
the event inside and around
the audience (opinion leaders)
Propose a mobile map-
❖
based platform where Girls
can ﬁnd other Girls and Shops
location
Enables UGC (pics and text)
❖

Connect to Twitter
❖

Method (mobile)
Mobile web site which allows
sending messages
❖

attaching Flickr pictures
❖

getting localized through
❖
geo-tagged pics or adress
typing
following conversation
❖

seeing Shops details
❖

Method (web)
Desktop web site which
displays messages
❖

locates them on the map
❖

presents attached pic
❖

locates all Girls and Shops
❖
on a map
transfers messages to
❖
Twitter

Method (cross-channel)
In this interface, Girls
can
send messages
❖

attach Flickr picture
❖

(or not), including
incl. EXIF data
location
(over)write location
❖

enable forward to
❖

Girl’s Twitter account

Results
This action generated
a 4th trend on Twitter for #
❖

20+ blog posts
❖

400+ pictures on Flickr
❖

1000+ tweets tagged
❖
#GGSL (700 in the platform)
press coverage on De
❖
Standaard, PUB, MM, PureFM...

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Cleverwood Friday Session on Eurostar Girly and Geeky Shopping action

1. Eurostar Girly & Geeky Shopping in London Analysis of the solution

2. Briefing Mash up Google Maps and Twitter in a mobile application for a 1-day shopping event in London with Brussels Girl Geek Dinner members

3. Eurostar Objectives Increase attractivity of ❖ London destination thanks to low pound & spread the word Highlight Eurostar key ❖ advantages (comfort, speed...) Huge proximity between ❖ Brussels and London (1h51) Destination expertise ❖ Position Eurostar as quot;ahead ❖ of the gamequot;, innovative

4. Solution Objectives Create conversation about ❖ the event inside and around the audience (opinion leaders) Propose a mobile map- ❖ based platform where Girls can ﬁnd other Girls and Shops location Enables UGC (pics and text) ❖ Connect to Twitter ❖

5. Method (mobile) Mobile web site which allows sending messages ❖ attaching Flickr pictures ❖ getting localized through ❖ geo-tagged pics or adress typing following conversation ❖ seeing Shops details ❖

6. Method (web) Desktop web site which displays messages ❖ locates them on the map ❖ presents attached pic ❖ locates all Girls and Shops ❖ on a map transfers messages to ❖ Twitter

7. Method (cross-channel) In this interface, Girls can send messages ❖ attach Flickr picture ❖ (or not), including incl. EXIF data location (over)write location ❖ enable forward to ❖ Girl’s Twitter account

8. Results This action generated a 4th trend on Twitter for # ❖ 20+ blog posts ❖ 400+ pictures on Flickr ❖ 1000+ tweets tagged ❖ #GGSL (700 in the platform) press coverage on De ❖ Standaard, PUB, MM, PureFM...

9. Thank you

Cleverwood Friday Session on Eurostar Girly and Geeky Shopping action

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