Category: Best Use of Social Media Marketing
Advertiser: MULTI DEVELOPMENT TURKEY
Product/Service: MY FORUM
Media Agency: KROMBERA , Istanbul , TURKEY
Agency President: Alper Afşin Özdemir (Krombera)
Vice President: Mustafa Burak Su (Krombera)
Account Manager: Emre Özilhan (Krombera)
Developer: Tuncay Kınalı (Krombera)
Project Development Director: Begüm Akın (Krombera)
Graphic Designer: Sevil Oğuz (Krombera)
Manager: Şükran Korkut (My Forum)
Event Executive: Pınar Akatlar (My Forum)
Media placement: Facebook Ads - Facebook - 31 October 2011
Media placement: Radio Spots - Turkuaz Radio - 31 October 2011
Media placement: TV Spots - Akilli TV - 31 October 2011
Media placement: Outdoor - Istanbul subways, metrobus, billboards, bus stop advertisements - 31 October 2011
Media placement: Social Gaming Ads - Peak Games - 31 October 2011
Insights, Strategy & the Idea
MyForum is an exclusive lounge in Marmara Forum Shopping Mall. Their aim was to increase the awareness and attract the attention of the visitors. What we have was a shopping mall, a greenbox studio and 10,000 fans on MyForum’s Facebook page. In order to drive more traffic to MyForum, we decided to create Turkey's first Facebook Talent Show.
As MyForum offers shooting facilities as a part of their lounge area, most of the visitors were enjoying interpreting short clips and showing off their talents. Therefore, the brand was already associated and acquainted with the concept of performing.
MyForum defines itself as a social community that exhibits themed experiences both on digital and in offline platforms. Considerably, we targeted people that are open to new experiences, and have something to offer. Our target audience were self-creators who could contribute to the campaign in their very own way.
Creative Execution
To promote our campaign, Facebook Ads, which are targeted for talent show fans, were used as a part of the digital campaign as well as social gaming ads, radio and TV announcements and a viral video with a major comedian. The campaign is also supported with outdoor advertising, flyers, and digital directory screens inside the mall.
We asked people to upload their amateur talent videos to our Facebook app, which we designed for easy upload and easy share. Participants invited their friends to MyForum's Page to share their performances and ask for their votes. After 4 weeks of voting, 50 participants were pre-selected for a real stage performance at the shopping mall.
During those 4 weeks, we provided a live broadcast of all the performances that took place at the shopping mall's talent stage, on MyForum's Facebook Page. 10 of the participants were selected by Facebook votes and had the chance to perform at the finals.
Results and Effectiveness
There was a live broadcast of the event on MyForum’s page. Facebook fans simultaneously voted with the jury using the voting mechanism .Out of 10 finalists, 3 winners are selected by the jury and a Facebook winner is selected by Facebook votes.
Total videos uploaded: 715
Total votes: 104,108
Total live votes on Facebook app: 1,385
Before the campaign: 10,000 fans
After the campaign: 152,500 fans
MyTalent’s success has set an example for other shopping centres and has been decided to be executed throughout all of the nine Forum centres. Almost 15,000 people visited MyForum on the day of final performances. MyForum’s daily visitors increased %15 with the publicity it gained.