using social media to publicise eurostar's new fleet
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Brew's work with Eurostar to promote the new fleet of trains in social mediaTRANSCRIPT
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Using social media to publicise Eurostar’s new fleet
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com
Brew has been working with Eurostar since January 2010, when we were first brought in as social media/crisis comms specialists, along with our sister agency Fishburn Hedges
We have been providing ongoing social media consultancy and hands-on support to Eurostar ever since
Background
October 2010’s brief was clear:
Get people online reading about and then talking about Eurostar’s £700m investment in new e320 trains, and the refurbishment of the existing fleet
This brief
Our approach – top down and bottom up
• Top Down– Ensure that interested social media commentators
(journalists, bloggers, forum admins and photographers) had access to genuinely useful content at the same time as traditional media (via a social media news release, and YouTube video)
• Bottom Up– Create a mechanic to enable Eurostar’s advocates
to spread news about the new trains within their existing networks – inc a competition on Twitter
Great content generates great conversation
• Eurostar had arranged for a full-size train to be parked for one-day only in central London…
• …So we worked with Eurostar and gave a number of photo agencies the opportunity to obtain shots of the train being parked outside the Royal Albert Hall before dawn on the day of the announcement, and then invited Flickr photographers down from lunchtime
• And during the day, we provided content for Eurostar’s other social media agencies (We are Social and Rolling Talk) to run across Facebook and Twitter in their markets
The nationals…
Pictures were used in the Standard, Guardian, Metro, and Daily Mail
Results and evaluation…
• On launch day, our social media news release ranked on p1 for relevant search terms, with a 6min average dwell time
• Our YouTube video was viewed 11,000+ times in 48 hours
• In the 48 hours after the announcement, 2,550 relevant tweets reached 2,134,870 people*
• Just under 400 people used the #neweurostartrains hashtag, producing 5 competition winners
• Numerous relevant blogs covered the story including The Londonist, This French Life, Railway Eye
• UK coverage of the announcement was almost universally positive
*sources: Radian6, Tweetreach
TITLE TO GO HEREAdditional detailsDate
Using social media to publicise Eurostar’s new fleet
Chris Reed
Managing Partner, Brew
@chris_reed
www.brewdigital.com