Afraid of social media but tempted to try its marketing potential?
Have you ever dreamed of knowing what people are saying about you and understanding how they are sharing opinions ?
WEB MONITORING METRICS & MEASURES
Did you know that you can listen to what they’re saying about you on the web and measure the results of your social media marketing actions?
Did you know the Web is a powerful source to establish and manage the relation with your customers and prospects?
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Company name: Pepsico Italy
Pepsico was the sponsor of the second film in the Twilight saga, New Moon which went on global release in November ‘09. Sponsorship comprised outdoor, print, online, TV & radio advertising along with a contest to identify which fan could best impersonate the film’s main character. A dedicated site was launched in November ‘09 and the campaign ran until end of February ‘10. Prizes included LED TVs, an exclusive preview with 50 friends to the third film in the saga, Eclipse, plus Pepsi and New Moon gadgets. The target audience was mainly teens for whom social media channels are the most effective method to reach this audience.
A testimonial profile page was set up on both Facebook and NetLog - the social network highly frequented by teens between 14 and 24 years old. Viola Moon, whose name echoes the title of the film, illustrated the fan page on the two social network sites and promoted the contest with information, exclusive content from the film (provided by Pepsico), and gossip on the actors. In her profile Viola clearly states she is a Pepsico testimonial, so avoiding being labelled as a fake. At the same time digital PR activity was carried out targeting blogs, forums and communities where Twilight and fantasy films are discussed building a relationship with bloggers who wrote about the Pepsico initiative and Viola Moon. Gadgets for bloggers were provided by Pepsico to help build the relationship.
The Results: Facebook and NetLog profiles gathered more users to the official Pepsico page and contributed to nearly double the registered users on the contest site. As a result of the Viola Moon pages on Facebook and NetLog, and the digital PR activity, the number of registered users on the New Moon page nearly doubled. Viola Moon reached more than 1,600 fans on Facebook in less than three months. The client decided to use the testimonial for the next film in the saga.
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