Wakesites/ProductPulse

Social Media Brand Integration for Slingshot Sports

Consumer Internet Today

Retail

Online Retail

Social Networking

User Generated Content

Social Media Advertising

“Nearly 80% of consumers trust the recommendations of family, friends and bloggers more than they do traditional advertising.”Keller Fay Group, PQ Media

Concept• Engage wake enthusiasts to

design the next Slingshot Sports board graphics

• Expand reach and participation by leveraging Facebook and MySpace

• Provides direct customer participation AND involves their friends

Specifics• Campaign runs for 8 weeks

– Design (first 3 weeks)– Design and Vote (final 5 weeks).

• Designs created offline on an approved wake board blank with fixed Slingshot Sports branding.

• Designers specifically encouraged to participate• Wakesites/ ProductPulse user base over 350,000 people• Slingshot Sports product photos, product description,

team videos and similar featured throughout the campaign

• Designers upload concept based on template• Entries reviewed for acceptability• Automatically loaded into ProductPulse• Audience votes on designs

How It Works

About Wakesites

• By riders, for riders• Leading riders in the industry• Dedicated rider base• Launched in 2008

ProductPulseConnecting People and Products…Socially

• Share product recommendations and opinions across the social web

• 350K users reaching over 15M “connected friends”– 7M opinions on 50K products– Top user has 5700 “Pulses”…now 5800

• Top 2% of all Facebook apps

• Selected as a MySpace Editor’s Pick

Engaging with ProductsOn Social Media…

The wifi range is great!

Wii…come out and play

I luv my Chuck Taylors!

Yeah Baby!

I want to go mini :)

Successful ProductPulse Campaigns

• Weekly product campaigns featuring 32 products across 8 consumer brands, including: Timbuk2, North Face, Mountain Hardwear, Cisco, Bacardi and Kohls– ALL reference accounts

• Second campaign with Mountain Hardwear to support back- to-school product launch currently under development

• 3 more brands currently on deck; 30+ in the pipeline

Case Study

“ProductPulse got people talking about Mountain Hardwear products on Facebook…some-thing we couldn't do with banners.”

Chris Strasser, Mountain Hardwear Promotions

• During 1 month, 5 products featured on ProductPulse; no outside advertising

• Prior to campaign, only ~100 Mountain Hardwear recommendations

• Campaign Results:– 20K Mountain Hardwear recommendations– 40% wrote comments about the brand– 5M+ social impressions across Facebook

• Today, Mountain Hardwear remains in the conversation…

– 10K recs added since the campaign ended!– Already planning Fall Launch campaign

Next Steps• Agree on general approach / campaign idea

• Establish prizing commitment for designers and voters

• Wakesites/ProductPulse to detail specifics– Timing, screen shots and user flow, rules

• Receive Slingshot Sports inputs– Design blank, logos, product description, multimedia

content/videos and links

• Run Campaign

• Campaign report-out / summary