Eventx420

LaunchX420

Objectives• Accompany the classic launch campaign with an exceptional

event

• Combine both on and off line activity for the first time

• Use bloggers as a communication vector and promoters for the operation

– INFLUENCE MANAGEMENT

• Highlight the main product benefits to make them the central theme of the operation (+9 hours of autonomy = mobility)

• Gain awareness by creating online buzz and press clippings

The Idea – Treasure Hunt

• The 9th December, 9 computers will be

hidden in 9 different places throughout

Paris

• For 9 hours, clues will be given on line

so players can locate them, get to the

place first and win the computers

• After 9 hours those computers not won

will be put back into a prize draw

9h CHRONO

E-mailing X420 website Bloggers Banner Campaign

Word of Mouth

Press release

Press/Onlinearticles

Communication Tools

Street Marketing

Communication Phasing9h CHRONO

Create 3 communication phases

1. -3 weeks: Seeding Bloggers

2. - 2 weeks: Emailing 1/Facebook-Twitter-Microsite Creation/Banner campaign/Web Campaign/Press release/ Emailing 2

3. D Day: Flyer Distribution /clue activation online

PHASE 1

Phase 1 : Seeding bloggers

• + 60 articles posted on line

• 23 blogs & +40 news portals/blog portals

•160 blogs contacted• High Tech• Marketing/Communication• Lifestyle = fashion, trends

PHASE 2

Phase 2 : Microsite creation -info

• Mis en ligne le 24 novembre

…& inscription

Phase 2 : 1st e-mailing

• Sent the 25th November

• Sent to 20 410 people from Samsung DB

– Opening rate: 23.9%

– Clicks to URL: 4.67%

• Global performance above average for Samsung mailings, especially on the opening rate

Envoyé Ouvert CliquéEmailing 19966 4771 940

Title: Le 9 decembre vous aurez 9h pour trouver et remporter un PC Portable X420

Phase 2 : Facebook page 18/11• Creation of FB page to animate build-up

Phase 2 : Twitter creation 18/11

Comments

Phase 2 : Press Release 03/1215 articles produced

Phase 2 - Banner campaign 3-9/12

EmplacementsImpressions

délivrées Clics Taux de clic

300x250_EVENT - Pack Zephir 303 794 356 0,12%300x250_EVENT - nouvelobs.com 62 905 119 0,19%300x250_EVENT - Lemonde.fr 69 898 176 0,25%300x250_EVENT - Aufeminin.com 44 440 25 0,06%TOTAL 481 037 676 0,14%

Campagne NOTEBOOK XSERIES 03-09 Dec 2009

Results: market averageLe Monde gained the highest CTR

Phase 2 - E-mailing reminder 08/12

• Sent the 8 December

• Sent to 19 834 people in Samsung base

– Opening rate: 20.57%

– Clicks to URL: 2.94%

– Opening rate: 59,2%

– Clicks to URL: 31%

• The performances of the campaign are highly above average for the emailing received by those who subscribed to the game

Envoyé Ouvert CliquéEmailing 2 19 834 4079 584

Title: J-1 avant la grande chasse au X420 dans Paris !

Envoyé Ouvert CliquéEmailing inscrits 571 338 176

PHASE 3

Phase 3 : D Day• Flyer Distribution

– 4 strategic areas in Paris

– 6 hostesses

– + 10 000 flyers distributed

Phase 3 : Animation site• During the day

9th December – clues given out all day long

• Repeated on FB & Twitter

• 1068 subscribed

• Frequentation from 24/11 to 9/12 : 13 659 pages seen

• Peak the 27-28/11 and 7-9 December

Phase 3 : Animation FB

Phase 3 : Animation FB- resultsFacebook results

• 657 «fans» on the day of the operation: _59 % men, 41% women _71% between 18 et 34 years old

•595 comments, an average of 13 per status•(peak of 56 at the end of the day)=> almost instant creation of conversations to decipher clues

•183 581 potential OTS(occasion to see)• (cumulated audience of friends of all the fans)

Toshiba benchmark

On Facebook since 22/091224 fans for 96 status updates*1.8 status per day

On Facebook since 24/11657 fans for 46 status updates3 status per day

•Status updates means that then operation is written on the wall of the fans, which is seen by all his friends

Facebook: important mentionsFrançois Gombert ( Bozarblog): 1000 «friends» on Facebook

Journal du Geek: 5097 fans on Facebook.

Facebook: mentions by fans

Phase 3 : D-Day Twitter results

• 266 «followers» on D Day

• 6 834 people with a contact to the operation (mention @9h_chrono)

• 191 retweets (copy of a link mentioning the operation so it appears on one’s account)

•

• 40 830 potentiels OTS (cumulated audience of Twitters mentioning the operation)

• Direct use of the mobile application Twitter on D-Day, reinforcing the notion of mobility for the Treasure Hunt

272 followers pour 1188 followed A ratio of 1 follower to 4 followed

On Twitter since17/11

266 followers pour 279 followed A ratio de 1 follower to 1 followed*

OnTwitter since18/11

*The ratio abonnés/abonnement determines the attractiveness of the Twitter accountThe lower the ratio is low, the more attractive the account

Toshiba Benchmark

Comments

Post Operation

The Winners• Nearly every winner heard about the game

from a different communication source:– Hotel Particulier = FB

– Hôtel de Ville = Flyer

– Kusmiti = From a friend

– Les Influents = Banner Camapign

– Windows Café = Blog

– Atelier des Chefs = Emailing 2

– Carette - Twitter

– Kusmiti – FB

• The different communication means, worked !!!

Phase 3 : Winners on website• After the

operation, the winners were announced on the website with their photo

• Partners were thanked – link to their website

Photos

Conclusions

• Great success for this FIRST ever on and offline event

• Unique format perceived as innovative

• Opinion leaders approved and perpetuated the buzz

• Promotion through multi channel communications succeeded(winners)

• High level of blog buzz

• Direct contact with the general public- great Word of Mouth for the future

– Humanizes the Brand and it’s products- increases positive reputation

Conclusions

Difficult to measure total audience of blogs/news portals & Google coverageExcellent ROI per OTS +4000 consumers had direct interaction

Tool Sent/OTS Opened/Seen Clicked/Direct contactsEmailing 1 19 966 4 771 940Emailing 2 19 834 4 079 584

Emailing Participants 571 338 176

Banner Campaign 481 037 676Microsite 13 659 1 068Facebook 183 581 657Twitter 40 830 6834 266Flyers 10 000 15 000Audience Blogs/portals(min.) 200 000Audience Presse (min.) 100 000Google Total 1 069 478 31022 4367

Annex

Google• 9h Chrono = 10 premières pages

43

France Bleu IDF

44

Laptopspirit.com

http://www.laptopspirit.fr/58236/samsung-une-chasse-au-tresor-pour-gagner-9-portables-x420-culv-14-pouces.html

45

Zone-numerique.com

http://www.zone-numerique.com/news_6065_La_chasse_aux_tresors_X420_de_Samsung_demarre_le_9_decembre.htm

Ere-numerique.fr

46

http://www.erenumerique.fr/a_la_chasse_au_samsung_x420_-news-17969.html

47

Dandies.fr

http://www.dandies.fr/chasse-samsung-x420

48

http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html

Aufeminin.com

49

Paper-Blog.fr

http://www.paperblog.fr/2585571/chasse-aux-tresors-samsung /

50

Fredzone

http://www.fredzone.org/samsung-te-file-ton-netbook

51

Ecranmobile.fr

http://www.ecranmobile.fr/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain_a10028.html

52

GenerationMP3

http://www.generationmp3.com/category/4-blog-generationmp3-le-blog-des-baladeurs-mp3/baladeurs-mp3/samsung/

53

ITRnews

http://www.itrnews.com/articles/98232/samsung-ouvre-chasse-x420.html

54

La Vie Numerique

http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html

55

Journal du Geek

http://www.journaldugeek.com/2009/11/27/9h-pour-le-samsung-x420/

56

Confortique-news

http://www.confortique-news.com/actualite/gris/samsung-a-cache-9-ultra-portables-x420-dans-paris.htm

57

http://www.mobifrance.com/news/2009-12-04/id15774/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain

MobiFrance

58

Geeek

http://www.geeek.org/post/2009/12/06/9h-Chrono-:-Gagnez-l-un-des-9-Samsung-X420-cach%C3%A9s-dans-Paris

59

http://www.tech.youvox.fr/Samsung-organise-un-jeu-concours,1533.htm l

You-Vox

60

http://www.infoburomag.com/news/samsung-organise-une-chasse-aux-tresors-inedite-5282.aspx

Infoburomag

Annex7 Dec 2009

Annexes