rocking the daisies

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20 November 2008 Presentation to PR Success Strategies Conference 1 ROCKING THE DAISIES CASE STUDY Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue Presentation runs automatically up to the title slide Thereafter press the spacebar or mouse click to Catherine Lückhoff

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A case study of an integrated communication campaign implemented by MANGO-OMC.com on behalf of Rocking the Daisies Music Festival.

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Page 1: Rocking the Daisies

20 November 2008 Presentation to PR Success Strategies Conference 1

ROCKING THE DAISIES CASE STUDY

Arrow back to return to previous slide Arrow forward to proceed to next slide

Spacebar to pause or continue

Presentation runs automatically up to the title slideThereafter press the spacebar or mouse click to proceed

Catherine Lückhoff

Page 2: Rocking the Daisies

25 February 2009 Presentation to HeavyChef

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The RTD campaign

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The facebook group

4012 members424 wall postsVarious discussion topics

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The facebook profile 334 friends

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The facebook event

3552 confirmed guests2668 maybe attending (total event attendance = 10,300)

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The facebook event

• To initiate WOM/viral campaigns• To communicate with key target markets• To offer sponsor and media partners branding opportunities• To communicate with members directly• To upload rich media content (videos, pictures, mp3’s)• To drive competitions• To initiate conversations• To include your audience in a meaningful way

FB is a great platform through which:

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Twitter

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Muti

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YouTube

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Blogging competition

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Blog power

Competition results:• 33 dedicated posts• 1381 page views• 771 visits• 95 tags linking back to RTD and Digicape websites• Exponential readership from each individual blog

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RTD Red Bull RADAR Project

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Power of community

Competition results:• 28 000 votes• 15 000 unique voters• 35 bands signed up• Top 5 music judges in the country• First campaign of its kind in SA• 1 winner

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Converging online, offline and mobile

• Online articles = 86 (Excl Channel24.co.za)• Relevant online mentions tracked by Brandseye = 476 (1 Aug - 13 Nov)• Blog posts = 54+• Magazine articles = 80• Newspaper articles = 68• Radio interviews = 36 (Excl. Radio5)• TV interviews = 7 (Excl. MK coverage)• Mobile site hits over 1.5 wks:

• 517 Unique Browsers

• 4,059 Page Impressions

• (7.8 pages per user)

Results from RTD media campaign:

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Dealing with media

Push vs. pull, pull vs. push - year on year growth

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How long is a piece of string?

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Challenges and lessons

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RTD 2009

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Remember, remember…

• Choose your tools wisely• T-E-A-M• Think like everyone else• Never pull favours• Budget for the unknown• Ubuntu

• Collaboration, celebration• Doh, re, me spells strategy• Content is KING• Give as good as you get• Track and evaluate• Be wise, condomise

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Play Hard - Tread Lightly

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20 November 2008 Presentation to PR Success Strategies Conference 23

THANK YOU

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