Client: Logitech (Newark, CA)
Agency: Praytell Strategy (Brooklyn, NY)
Campaign: #LogitechLive at CES
Duration: January 6-10
Logitech and its AOR for global social media Praytell Strategy generated a lot of positive attention at the Consumer Electronics Show (CES) by giving attendees the opportunity to review products in video news-like segments with fun props.
"We wanted to raise awareness of our portfolio," says Krista Todd, Logitech’s director of global PR and social media. "To break through the noise and get show-goers involved we created a very immersive, interactive social media-friendly experience.
The idea was to channel CES attendees’ genuine enthusiasm for Logitech products into the reviews and make the videos immediately available to share online.
"Those moments at trade shows when people are experiencing products are great, and when they’re over you’ve lost something magical," explains agency founder Andy Pray. "We [captured] those experiences [by asking] people who organically came into the booth and played with a product if they wanted to share their love of that product. We gave everyone who reviewed a product the chance to win that product, but the giveaway wasn’t the hook."
A broadcast news booth was set up in Logitech’s booth, and a professional camera crew filmed the review segments. Reviewers weren’t restricted in what they could say.
Though formal media interviews weren’t scheduled, some media members did review products, and Logitech executives conducted spontaneous interviews about the campaign’s novelty.
All review participants got a 50%-off coupon code and were entered to win the product they reviewed. Winners were picked at random and notified via email.
The videos were immediately edited and then posted to Logitech’s YouTube channel and emailed to each participant within an hour with links to easily share it on their own social media channels.
Several videos were featured on Logitech’s social media channels hourly using the hashtag #LogitechLive to engage people who weren’t at CES. If fans and followers shared a video, they were entered to win the product reviewed in that video.
"We also used Twitter to invite people to the booth, retweet comments, and call out moments in the videos ? 30 or 40 seconds in or at the end ? to encourage viewing," Pray adds.
One hundred sixty-eight videos were created and garnered about 65,000 YouTube views.
Todd says the CES Buzz Tracker, a real-time leader board at the show, ranked Logitech the most talked about brand multiple times a day throughout the show.
Between January 6 and 10, more than 15,400 unique tweets using the #LogitechLive hashtag garnered 26.7 million Twitter impressions. Logitech got 2,826 new Twitter followers during the same time (up 143% over the week prior to CES). Todd notes that with the support of three ad buys the company gained 3,666 new Twitter followers during the entire month of December 2013.
January 7 to 10 (2014 CES dates) traffic to Logitech.com from US visitors and global visitors increased 43% and 40%, respectively, over the four days of CES 2013 (January 8 to 11). Comparing the same dates, referral traffic from Facebook users in the US increased 200%; referral traffic from Twitter users in the US jumped 619%; and referral traffic from Twitter users outside the US increased 340%.
The team used a similar approach to engage audiences at the Pax East Gaming Convention (April 11to13) that garnered 348 review videos, 86,500 YouTube views, and 10 million Facebook and Twitter impressions as of April 16.
"We have a winner here, and we plan to extend this idea throughout the year," Todd says.