Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: TELIA SWEDEN
Product/Service: SPONSORSHIP OF WAY OUT WEST
Agency: MORE MOBILE RELATIONS
Project Manager: Markiz Talhaoui (More Mobile Relations)
Art Director: Simon Högblom (More Mobile Relations)
Copywriter: Viktor Jakobsson (More Mobile Relations)
Developer: Alexander Håkansson (More Mobile Relations)
Developer: Olaitan Olamilehin (More Mobile Relations)
Conceptualizer: Maja Bergstrand (More Mobile Relations)
Special Thanks: (Hyper Island)
Media placement: 2 X Mobile Apps - Appstore + Android Market - 2 August 2011
Media placement: 12 X Mobile Websites - Way Out West QR - 10 August 2011
Media placement: 18 X Print - Way Out West - 11 August 2011
Media placement: 2 X Big-Screens - Way Out West - 11 August 2011
Media placement: 3 X Twitter Posts - Twitter - 2 August 2011
Media placement: 2 X Facebook Posts - Facebook - 10 August 2011
Media placement: 1 X Blogpost - Smartare Vardag - 10 August 2011
Media placement: 1 X Newspost - Telia.se - 10 August 2011
Describe the objective of the promotion.
Objective: To change Telia's event-marketing strategy into something less traditional and more digitally interactive, using mobile and social media as the key media; to add to Telia's brand, making them a natural carrier of good music and communication.
Describe how the promotion developed from concept to implementation.
After analyzing different solutions such as NFC and other mobile technologies we ended up choosing QR as the main focus, because this had the highest potential for penetration in the target audience. Working closely with a focus group consisting of 11 people from the target audience, we further developed the concept and came up with some 35 different activites which were then boiled down to 15 with input from the client, the event agency and the focus group. Mobile apps, websites and prints were produced beforehand, and then implemented on-site.
Explain why the method of promotion was most relevant to the product or service.
Traditionally there's a lot of print at music festivals. QR became a natural way of adding social interaction to this medium. Practically all festival visitors have mobile phones. Most of them have a smartphone, and social media sharing is a natural part of using it. The chosen way of promotion was a way of tagging on to and adding a brand to an already present flow of social-media traffic.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Measuring the exact result was not possible due to the fact the mobile network was struggling so much with the traffic load during the festival. We did however have many hundreds of registered scans wich would mean there were thousands of actual scans. And a very happy client on-site observing it all. 100% of the shared content had a positive tone and a lot of good will generated for the client.