SocialNetworks&TourismMadrid,29thSeptember2010

Act1:“MiaventuraNoruega”

Obj

ectiv

es

ADracEngAten&on,NorwayEmoEonal

Brand

AcEvateYoungTarget+Prescribers

Encouragesvisit:Contents&Storytelling

Keeptheinterest:Engagement

Par&cipa&on:GeMngtosharetheexperienceinthecampaignandaOer

•  Internet, Facebook & Twitter (May & June)

•  Target

Target Age: 25 – 40

Social Networks Oriented

Middle-high Class

New for Norway

Urban people

Couples

TheIdea

TobuildtheNorwayExperiencesBox:“TobeTouchedbyNorwayMiAventuraNoruega”:

Upload&ShareNorwayexperiences(plannedorlived),rate,play,…

ToincreaseawarenessinSpainoftheappealofNorwayasaholidaydesEnaEonandevenofthenorwegianlifestyle:

“NORUEGUIZAR”

Norwayseducesyouwithitsnature,experiences,adventureand

lifestylegeneraEngthedesiretobe"touchedbyNorway"andinvolve

yourfriendsandpeers

How?• Facebookisthenaturalplace

forsharinganduploadingphotos,videos,plansandsoon.Peopleusedtomakethisin

facebook…

Weneedspecialfeatures(raEng,ranking,specificdesign,searchengine,tags,…)Wedecidetomakeanspecificapplica&on

insteadofusingtheVisitNorwayfacebookwallbutbothofthemwillbeconnected(alsowiththe

user´swall)

Forfastsharing&broadcast

Who?

Web

Facebook

Visitnorway.es

•  Spain:27Millions

•  Spain:12Millionsofusers

•  ≈70%>30years

•  10.000fans(May2010)•  50‐100friendseachfan•  500.000–1.000.000

EnergizingtheVisitnorwayCommunity:Virality

FacebookAdsCampaign

BlogsSelecEon–PostInserEon+googleadsVisitNorwayWebLink

IncenEve1:CONTENTSGENERATIONWinaBERGENtripfortwo

IncenEve2:PARTICIPATIONWinanOslotripfortwo

Exp1

Exp2

Exp3

ThebestExperienceasvotedonbytheCommunity

NextFou

ralso

hasagiO

PrizeDraw

+ParEcipaEon(Eckets)+PossibiliEes

BecomefansofNorway/EventRegistraEon

Rateexperiences:3votesbyday

Upload/ShareanExperience

InviteaFriendtobeTouchedbyNorway

PorplayingintheNorwayExperienciesBox

(quizzes,promoEons,etc)

TicketsRedempEon

Whytoplay?

Bui

ldin

g B

lock

s TradiEonalCampaignIntegraEon(landing

page)

Facebook

(officialpage+ApplicaEon)

TwiDer FacebookAds

SocialMedia(ContentGeneraEon+norwegianLyfestyle

PromoEon)

CreaEvity

Commitment

RecurrentParnerts

IntegraEon

Networkapproach(360º)

The

moo

vie

Clickonanyphrasetoplaythevideofromthatpoint: hDp://www.m2mconsultancy.com/norwayvideo/Norway.html

Res

ults

10

+40%inonlyonemonth

Res

ults

July(outofcampaign)

1050visits

50‐100publicaciones

1stweek

5950visits

602publicaEons

1032fans

2ndweek

6607visits

609publicaEons

784fans

3rdweek

6176visits

528publicaEons666fans

4thWeek

5702visits

616publicaEons

617fans

campaign

Res

ults

+40%Crecimientoenunsólomes

+237%Growth/onemonth

Res

ults

6315players

225aventures

18120interacEons

2031invitaEons

Wegottheir

e.mails!

BackupSlides

Whe

n?

GAMBLE:Win&cketsasyouevolve:involveyourfriends,rateexperiences,etc

Besidesyoucanshareyourexperience:ifthatisthemostvotedyoywinatrip.ThenextfourinthechartshavealsoanicegiO

15thMay:Start 1stJune:facebookapplicaEonready

teaser warm‐up

Landingpage(web)miaventuranoruega.com

FACEBOOKWALL,TWITTER&LANDINGPAGE

Weintroducethatsooneryouwillhavethepossibilitytoliveyourown

norwegianadventureasweshowNORWAYasanaspiraEonaldesEnaEon:

Videos,photos,….(Partneroriented)

FansacquisiEon:facebookapplready+facebookcampaing/socialmedia/twiDer

8thJuly:FinalDraw

and/or