Campaigns: Digital/Consumer - Consumer interest in 3 is amplified

Campaign: Seriously Social
Client: 3
PR team: Amplify
Timescale: November 2009-February 2010
Budget: £60,000

Amplify was asked to build noise online for 3 to position itself as the mobile network of choice for 18- to 30-year-old social mediasavvy consumers.

Objectives

- To build conversations online with 3's consumer base

- To use social media to spread 3's brand messages

- To build 3's reputation with relevant audiences.

Strategy and plan

A campaign was created to find the UK's most 'seriously social' person, with a prize of £30,000 to throw the party of their dreams and advice from Johnno Burgess of promoters Bugged Out. Entrants were asked to create a video manifesto to put online via social media channels.

Votes were cast through a Facebook group and the person with the most votes was named the winner. To maintain interest, competitions to win 3 goodies and Bugged Out CDs, tickets and handsets were put online alongside entrants' campaigns.

Measurement and evaluation

In total, 35 pieces of media coverage were secured. More than 17,000 people registered their details to vote in the competition. There were more than 100 entries and a final 25 were given the task of campaigning for votes.

Results

The final party was attended by 800 people. Through the campaign, 3 was able to considerably boost its database.

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