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Baltic PR Awards 2011: Monopoly: Lithuania Voting Campaign

Publicum; LT
DIGITAL COMMUNICATION

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Baltic PR Awards 2011: Monopoly: Lithuania Voting Campaign

  1. 1. Lithuania Voting Campaign<br />February/March, 2011 <br />
  2. 2. TASK <br />Engagingpeople in online votingto elect cities for MONOPOLY Lithuanian version.<br />PLUS! Telling that new version of MONOPOLY will be released this year. <br />
  3. 3. CHALLENGE<br />Onlinevotes from minimum40 cities.<br />Reachingalso those people from smaller cities where internet usage is low.<br />Brand protection: Voting not associated with the local government elections which were the same period. <br />
  4. 4. CONCEPTION <br />Eyes on internet<br />where the target audience is. <br />where the voting takes place. <br />Strong hand on social media<br />as people spend 5 times more<br />in social networks than elsewhere! <br />
  5. 5. ! Effectiveemployment of social networks <br />Different look to communication on ST<br />! Raising competition between cities <br />Increasing importance in smallest ones<br />! Targetingapolitical audience<br />Those who knows/like MONOPOLY<br />STRATEGY <br />
  6. 6. SOCIAL MEDIA<br />824000 registered users. <br />56% women<br />84% aged 15-34<br />720000 unique users/month. <br />55 % women<br />58% aged 15-34<br />
  7. 7. IMPLEMENTATION<br />1. Communication on ST<br />Fan page on Facebook<br />Messages in other pages<br />Contest to win new MONOPOLY<br />Advertising campaign <br />2. Communication to media <br />Internet news portals <br />Local government websites <br />National and regional press<br />
  8. 8. RESULTS<br />1.<br />!!! 180 000 clicks on voting page <br />!!! 53 000 votesin spite of expected 20 000 <br />!!! Better country result (per capita) than in other major markets: <br />Lithuania: 53.000 votes/3 million people<br />Brazil: 120.000 votes/190 million<br />Russia: 84.000 votes/143 million<br />!!! More than 70 unpaid publications on internet and press.<br /> None of it associated with political elections.<br />2.<br />3.<br />
  9. 9. LESSONS LEARNED<br />Message is important: competition between cities worked well. <br />Checking TA is helpful: internet poll before campaign showed 80% knows/likes MONOPOLY.<br />Facebookalone is never enough: statistics showed ONE.LT to be more efective.<br />
  10. 10. ?<br />QUESTIONS<br />

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