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Finding you teen influencers
The New Jersey State Library partnered with INFOLINK to sponsor the Super Librarian Video and Comic Contest as a replicable model that libraries could use to seek out teen influencers. The goal was to create a low cost campaign utilizing free or minimally priced web 2.0 tools to allow “influencers” in the teen community to spread a positive message about libraries.
The contest announcement was accomplished through the efforts of local libraries inviting kids to create a video or comic. We used iWeb, YouTube and Blogger to create an online presence. The online voting was conducted with PollDaddy. The public voted for two winners, one for video and one for the comic. Winners received a MP3 video player.
A minimal amount of money was spent on bookmarks and posters to announce the contest but the voting segment was strictly WOM. While we only had a little over 40 submissions, the voting process was an overwhelming success with over 17,000 votes cast. What was even more exciting was that most of the votes came from a few “influencers” who engaged their friends, family and community members to go to the Web site and vote. One young women told us that her pastor actually addressed the congregation to tell them to go to the website to vote!
Libraries have traditionally run juried contests. By departing from that model and adopting open polling we were able to discover “influencers” from the teen community. Since we used low cost and free online programs, this is a model that could be replicated by any non-profit or small business looking to recruit influencers to help them spread the word about their organizations making this an outstanding WOM campaign.
Client: New Jersey State Library
Agency: N/A
Budget: Under $10,000
Date of Campaign: Ended January, 2008
Case Study URL: http://web.mac.com/ndowd/iWeb/Comic%20Contest/Contest%20submissions.html
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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