mi aventura noruega
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Mi aventura noruegaTRANSCRIPT
SocialNetworks&TourismMadrid,29thSeptember2010
Act1:“MiaventuraNoruega”
Obj
ectiv
es
ADracEngAten&on,NorwayEmoEonal
Brand
AcEvateYoungTarget+Prescribers
Encouragesvisit:Contents&Storytelling
Keeptheinterest:Engagement
Par&cipa&on:GeMngtosharetheexperienceinthecampaignandaOer
• Internet, Facebook & Twitter (May & June)
• Target
Target Age: 25 – 40
Social Networks Oriented
Middle-high Class
New for Norway
Urban people
Couples
TheIdea
TobuildtheNorwayExperiencesBox:“TobeTouchedbyNorwayMiAventuraNoruega”:
Upload&ShareNorwayexperiences(plannedorlived),rate,play,…
ToincreaseawarenessinSpainoftheappealofNorwayasaholidaydesEnaEonandevenofthenorwegianlifestyle:
“NORUEGUIZAR”
Norwayseducesyouwithitsnature,experiences,adventureand
lifestylegeneraEngthedesiretobe"touchedbyNorway"andinvolve
yourfriendsandpeers
How?• Facebookisthenaturalplace
forsharinganduploadingphotos,videos,plansandsoon.Peopleusedtomakethisin
facebook…
Weneedspecialfeatures(raEng,ranking,specificdesign,searchengine,tags,…)Wedecidetomakeanspecificapplica&on
insteadofusingtheVisitNorwayfacebookwallbutbothofthemwillbeconnected(alsowiththe
user´swall)
Forfastsharing&broadcast
Who?
Web
Visitnorway.es
• Spain:27Millions
• Spain:12Millionsofusers
• ≈70%>30years
• 10.000fans(May2010)• 50‐100friendseachfan• 500.000–1.000.000
EnergizingtheVisitnorwayCommunity:Virality
FacebookAdsCampaign
BlogsSelecEon–PostInserEon+googleadsVisitNorwayWebLink
IncenEve1:CONTENTSGENERATIONWinaBERGENtripfortwo
IncenEve2:PARTICIPATIONWinanOslotripfortwo
Exp1
Exp2
Exp3
ThebestExperienceasvotedonbytheCommunity
NextFou
ralso
hasagiO
PrizeDraw
+ParEcipaEon(Eckets)+PossibiliEes
BecomefansofNorway/EventRegistraEon
Rateexperiences:3votesbyday
Upload/ShareanExperience
InviteaFriendtobeTouchedbyNorway
PorplayingintheNorwayExperienciesBox
(quizzes,promoEons,etc)
TicketsRedempEon
Whytoplay?
Bui
ldin
g B
lock
s TradiEonalCampaignIntegraEon(landing
page)
(officialpage+ApplicaEon)
TwiDer FacebookAds
SocialMedia(ContentGeneraEon+norwegianLyfestyle
PromoEon)
CreaEvity
Commitment
RecurrentParnerts
IntegraEon
Networkapproach(360º)
The
moo
vie
Clickonanyphrasetoplaythevideofromthatpoint: hDp://www.m2mconsultancy.com/norwayvideo/Norway.html
Res
ults
10
+40%inonlyonemonth
Res
ults
July(outofcampaign)
1050visits
50‐100publicaciones
1stweek
5950visits
602publicaEons
1032fans
2ndweek
6607visits
609publicaEons
784fans
3rdweek
6176visits
528publicaEons666fans
4thWeek
5702visits
616publicaEons
617fans
campaign
Res
ults
+40%Crecimientoenunsólomes
+237%Growth/onemonth
Res
ults
6315players
225aventures
18120interacEons
2031invitaEons
Wegottheir
e.mails!
BackupSlides
Whe
n?
GAMBLE:Win&cketsasyouevolve:involveyourfriends,rateexperiences,etc
Besidesyoucanshareyourexperience:ifthatisthemostvotedyoywinatrip.ThenextfourinthechartshavealsoanicegiO
15thMay:Start 1stJune:facebookapplicaEonready
teaser warm‐up
Landingpage(web)miaventuranoruega.com
FACEBOOKWALL,TWITTER&LANDINGPAGE
Weintroducethatsooneryouwillhavethepossibilitytoliveyourown
norwegianadventureasweshowNORWAYasanaspiraEonaldesEnaEon:
Videos,photos,….(Partneroriented)
FansacquisiEon:facebookapplready+facebookcampaing/socialmedia/twiDer
8thJuly:FinalDraw
and/or