Sample: lastminute.com
Media: facebook engagement polls, facebook landing page, interactive video, MPU
Launch: March 2010
Agency: Karmarama
The project
Finally, after a long winter, people are coming out of their slumber. The buds are out and spring is just around the corner. We’re all thinking about going out again. And that’s why lastminute.com wanted to be there, inspiring consumers with unbeatable deals to do fresh, exciting new things. With a TV campaign, cinema, pre-rolls, display and press, we were tasked with bringing this to life through social media on a tight budget.
The idea
To fulfill the campaign objective (namely of collecting email addresses for eCRM, increasing fan numbers on Facebook and driving sales), we created several components on the Facebook ‘Good stuff’ fan page. To maximise the TV ad, we featured a bespoke interactive video player that links to product, putting transaction at the heart of the video. To generate debate and conversation, we created a series of interactive polls. These lived on Facebook’s home page and Twitter. People voted for their ‘good stuff’; if their good stuff won, they got extra special offers on a particular day. Lastly, a competition to win a trip for four to New Zealand required users to become fans to enter, dramatically increasing our fan base by 30,000 (we got 2,000 fans in 1 hour!).
The results
Within one day, we had over 8,000 extra fans on facebook.com and thousands more competition entries. While the TV campaign created a momentary spike in site traffic, the facebook channel is now their main sales driver, with 6% of click-throughs translating to sales. Never underestimate the power of social media.
