Digital - 'Slapometer' shows Albion is heavy hitter

Campaign: Slapometer

Slapometer: election site
Slapometer: election site

Client: Albion
PR team: Propeller
Timescale: April-May 2010
Budget: Within monthly retainer of £5K

Advertising agency Albion created the 'slapometer' - a site where people could deliver a virtual 'slap' to the three party leaders in the run-up to the general election.

Objectives

- To raise Albion's profile as an innovative, digital-led agency

- To show the agency is politically engaged.

Strategy and plan

In the weeks before the campaign, Propeller developed relationships with key online political writers including Guido Fawkes and Will Heaven at The Telegraph.

When the site went live, Propeller worked with the Albion social media team to get immediate comments on Twitter, news sites and blogs. Updates were posted on Twitter. The team also kept the media updated during the live TV debates.

Measurement and evaluation

The campaign generated more than 30 pieces of coverage including on Channel 4, BBC News and The Daily Politics, the FT and the Daily Star. International reports included The Wall Street Journal, Der Spiegel and Le Post.

Results

In the first 24 hours there were 4.3 million slaps on Slapometer. The site received 168,169 unique users during the final live TV leaders' debate. Albion has received three inquiries from other countries asking for similar sites.

Of the three leaders, Gordon Brown received the most slaps - 51,860,351.

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