how to transfer offline engagement into online traffic - philips lighting case study
TRANSCRIPT
POWERED BY:HOW TO TRANSFER OFFLINE ENGAGEMENT INTO ONLINE TRAFFIC
A B O U T T H E F E S T I VA L
The Festival of Kinetic Art of Light
Three-day event when all the streets
in Lodz are set aglow with multimedia
2D and 3D video projections, laser
shows, artistic light installations and
architectural illuminations
Organized yearly by “Lux Pro
Monumentis” Foundation in Lodz,
Poland
LMF 2014 edition was the fourth
edition and took place at the second
weekend of October 2014
INTRODUCTIONL i g h t Mo ve Fe s t i v a l Lo dz 2 0 1 4
P H I L I P S L I G H T I N G
As the strategic sponsor of LMF,
Philips Lighting rose to the
challenge and provided
participants with different kinds of
entertainment. The company
turned the ordinary street into a
illuminated colorful lane filled
with numerous attractions.
INTRODUCTIONPh i l i p s L i gh t i n g a t LMF Lo dz 2014
1 . I N C R E A S E E N G A G E M E N T O N P H I L I P S L I G H T I N G
S O C I A L M E D I A P R O F I L E S
2 . I N C R E A S E O N L I N E T R A F F I C R E L A T E D T O T H E
B R A N D
3 . I N C R E A S E S O C I A L M E D I A R E A C H O F C O N T E N T
R E L A T E D T O T H E B R A N D
4 . B R A N D I M A G E I M P R O V E M E N T
GOALS
4 STEPS TO REACH THE GOAL
SPECIAL HASHTAGSSocialyse encouraged attendees to post content
with specially created hashtag #cityoflight
(#miastoswiatla). Philips, Socialyse and Clipatize
also invited the city authorities and other influential
users to the Social Newsroom to increase the
impact of the campaign.
HASHBOARDAll mentions related to the event were gathered
through social media monitoring and then displayed
on a special hashboard.
LIVE COVERAGE IN SOCIAL MEDIASocialyse and Clipatizeprovided live coverage of
the event in a specially prepared Social Newsroom.
They published content in a real time on social
media platforms
SOCIAL NEWSROOMAll activities were operated from the Social
Newsroom, which was located in the heart of the
event.
#
People On
The Philips
Brothers
Street
0.5M
3,206Mentions With
#Miastoswiatla
Hashtag
1,430New Fans In
Social Media
4,794,352Estimated Social
Media Reach
429Mentions With
Both
#Miastoswiatla
Hashtag And
Philips Brand
RESULTSWhat did Philips Lighting gain?
1. Internet users eagerly join an online conversation during an event they take part in.
They enjoy combining online and offline activities the same time.
2. Hashboard with a social stream attracts users to post in their social media. Often
users will post something only to check if their status appear on a screen.
3. Hashtags are very powerful tool for content marketing. Social media users love
hashtags and they use them in plenty.
4. Influential social media users may help you in increasing an impact of your event. It is
good to invite them to cooperation.
CONCLUSION4 T A K E A W A Y S F R O M T H E C A S E S T U D Y
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Natalia Chrzanowska
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Anna PłachtaHead of [email protected]