Case Study: The Chop or Not Viral Marketing Campaign
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Transcript of Case Study: The Chop or Not Viral Marketing Campaign
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Andy @the_pied_pipes
Channel 4 Anna @CarlsonatorNixonMcInnes
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Chop or Not
Getting people to care about budget cuts
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Newsworthy
The deficit and spending cuts appeared in over 7000 headlines in last 3 months
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But talking about big numbers is hard
Quiz: a million seconds is how long?
What about a billion?
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Million sec: 11 days
Billion sec: 32 years
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So if we said....
That the deficit was £170bn and we could save £1000 per minute, how long do you think that would take?
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It would take323 years
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So now if we said...
How much money would you need to save per minute if we had to get rid of the deficit in 5 years?
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£64,688 a min
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What if we could...
Get 20,000 people to tell us how they’d reduce public spending in a week leading up to the election?
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How were we going to do it?
Make it fun
Make it social
Make it open
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Hmm. What tried and tested web interaction models could we find...
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If you had to cut an item from the public purse, what would it be?
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What if you had to choose between these two?
Bit harder now isn’t it?
vs.
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What we did
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Know thyself
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It was difficult...
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Online PR
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First stats
c70k visits
38,851 1st stage completes 55% conversion. Yay! Target met
11,794 finished games
c850k ‘chops’
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Social stats
0
1,750
3,500
5,250
7,000
Twitter Facebook
Referred plays Shares 3122 social shares = c26% of game finishers sent a share
Facebook got 50% more return plays per share
+10% social referrals - 3x more than normal on c4.com
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Were socially referred players more engaged?
Avg game finishes: 55%Facebook players: 60.4%Twitter players: 69.8%
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Discoveries
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Shareable != Pass-on-able
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Copy resonated with the playing audience
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Mistakes?
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Mistake one...
People who gave more didn’t get more...
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Mistake two?
Encourage people to play again
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Mistake three...
Burying social proof
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Mistake four...
Didn’t split tracking links
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What we are doing next
Chop or Not goes live, on telly.June 21, 8pm, C4
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A more representative sample?
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Tracking conversation
Tweets will be monitored on the night
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Giving back our data
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More social objects
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Takeaways
Giving a game a purpose need not make it dull
Shareable != Pass-on-able
Social profile ‘followers’ need not be a KPI
Surprising copy in shareables - any shareables are social objects
Get your tracking nailed
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Tanks :)
Andy @the_pied_pipes
Channel 4 Anna @CarlsonatorNixonMcInnes
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And tanks for the pretty pictures :)
"mynameis" - http://www.flickr.com/photos/meta2/502180199"Flip Clock Study 007a" - http://www.flickr.com/photos/jesuspresley/2532413826/"The Little Hand Says" - http://www.flickr.com/photos/bricassidy/62599744/"Crowd" - http://www.flickr.com/photos/davidchief/405506361"Life is Love" - http://www.flickr.com/photos/subzeroconsciousness/3398892377"Holborn tube station" - http://www.flickr.com/photos/olotini/3914123022/"Cartoon UK" - http://www.flickr.com/photos/thatscottishengineer/3083827089/sizes/l/“Everyone makes mistakes” - http://www.flickr.com/photos/gregbiche/324444264/