Social Media Case: Who killed Summer?
A pretty interesting and recent case of how to do a social media led campaign is the Who Killed Summer campaign by Vodafone.
The idea is that you can follow a bunch of contestants who were invited to a 9 week stint of parties across Europe. The last one standing this excessive party-trek and can hunt down the biggest celebrities wins. What the contestants don’t seem to know: as time goes on, they are actually have to work for Vodafone to organize the parties, and the whole thing becomes a bit reality show (reminiscent of “the apprentice”). On the youtube channel the campaign is described as
Who Killed Summer? is a groundbreaking multi-platform drama set against the backdrop of an online reality show.
Strategically, the whole thing seems pretty well thought-through and planned in terms of awareness/reach, target relevance, multi-platform spread, content, drama, the works… However the youtube channel only got 300+ views so far. Maybe it is the lack of participative elements.
So far, the site traffic rank is 30,000 in the UK, 90,000 in Germany. Average time on site is under 2 minutes. 40% of traffic comes from and goes to facebook and twitter.
We’ll see…
About The Author
Alexander Wipf
Head of Strategy at Leo Burnett Frankfurt
Other posts byAlexander Wipf
Author's web sitehttp://culturalfuel.com
I reckon YouTube is not a major part of the plan here. Most of the interesting bits
August 26th, 2009 at 3:07 pmhappen on the blogs and especially on Facebook, where characters can interact with users.
Hi Alexander,
August 27th, 2009 at 3:44 pmThanks for blogging about us! I’m sure you’ll be interested to know that during the first half of the series we’ve received over 2 million video content views across multiple viewing platforms of which You Tube has only been a recent addition. We’re very pleased with our results to date and hope you continue to enjoy WKS.
wks09 + Vodafone