Challenge
Drive users to the website to play the game www.klmgaygetaway.co.uk
Solution
Rather than just rely on a traditional online advertising strategy, we selected to identify and connect with key influencers across Twitter, Facebook, blogs and forums. Through blogger out reach, we encouraged these individuals to talk about the game within social spaces, allowing the power of ‘word of mouth’ to spread the game virally around the web.
Results
We reached a total of 2M users and generated 5,000 visits to the game; Twitter and Facebook traffic drove 2,747 visits (14%) to the site and 658 competition entries (22%).
Total KLM buzz increased by more than a 100% during the campaign and 100% were positive in their sentiment.
We even managed to recruit Stephen Fry to tweet about the campaign. His tweet generated 32% of all visits to the site, and 22% of total competition entries. We saw a 689% increase in daily traffic after the Stephen Fry posting on Twitter.