#OperaCoastSurprise

TEAM 18

Team Members

Opera Software 20:20 MSL

Social Media Marketing Campaign

Problem Statement With web browsers being around for the last 20 years, conventional ways of working used to get in the way of browsing on touch-driven devices

Keeping the need in mind, Opera Software launched Opera Coast for iOS devices

The company wanted to create more conversations about the product beyond the technology media.

So the company decided to do a cool stunt/social media campaign to reach out to a new set of influencers and users.

What is Opera Coast?Opera Coast is a web browser that was applauded world-over because it had:

1. Fresh Look

2. Design

3. Intuitiveness

4. Originality

5. Unconventionality

6. Functionality

However, Opera Coast was not positioned as a product for power-users.

Identified Target CommunityOpera Coast is positioned as an app to waste time well with. It is not meant for power users.

Therefore, Opera felt that the best suited target community for a non-tech conversation could be the creative class like

1. Advertisers

2. Communications professionals

3. Entrepreneurs

4. Mind-readers et al

5. Others who have an eye for detail and design.

What Opera did?Opera sent across a surprise package of kinetic sand along with the personal note to professionals.

The 3 parameters, that each of those individuals had to meet were:

1. They had to be creative, with sufficient proof of creativity

2. They should have considerable influence on social media

3. They should be using iOS devices.

The gift !

Kinetic sand has special properties that make the sand soft, stretchy and non sticky, so a person can make shapes with it on their desk without getting messy.

The LetterEach of these gifts were sent along with a customized note that recognized each person, in the creative light that Opera saw him/her

Kinetic SandUnlike beach sand, Kinetic sand has special properties that make the sand soft, stretchy and non-sticky, so you can make shapes with it on your desk without getting messy. It's great for

1. Goofing off in the office

2. Distracting co-workers

3. Building castles

4. Making shapes and faces

5. Writing messages

6. Reducing stress

7. Building any wacky shape that you can think of.

Result of campaign1. The campaign secured over 300,000 impressions

2. Reached out to a targeted audience, in a way that created a ripple effect of sorts, at centersof influence!

Our Suggestions1. An online contest showcasing the creativity using Kinetic sand

2. Recipients of the gift could be allowed to nominate another person to also receive a bag of sand

3. Opera should associate with any socially relevant cause and use the impressionist to promote the same