“The new listening and communication channel initiative has been a game changer for Windows Mobile. We’ve also documented a “Best Practice” approach to Social Media engagement for other product groups. We’ve seen exponential results each month (6X growth on Facebook and 13,000 video views on YouTube within 2 months). It’s strongly influencing our FY10 MARCOM strategy.”

Jenn Aaro - USIMC Lead, US

“Thanks to the programme delivered by MEC Access, we’re in a very strong position to optimize our future Wimbledon campaigns, ensuring our budgets go as far as possible.”

Patrick Kalotis - Marketing Director, Danone Waters

“Congratulations to the team for achieving such a great involvement from consumers - and with a limited investment!  It clearly shows that young consumers, when approached with the right message, immediately become brand ambassadors."

Sandro Benedettini - Marketing Director, Nintendo Italy


Shoestring

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A demonstration of

  • > Active Engagement
  • > Earned
  • > Owned
  • > Research / ROI
  • > Small budget
  • > Sponsorship

Going further for travelers




By creating a buzz in the student community, we successfully launched a new travel brand in the competitive German market.


The challenge

The competitive German leisure travel industry is dominated by three tour operators, each backed with a heavyweight ad spend. Our challenge was to create a launch campaign for Shoestring, a new web-based travel brand selling adventure holidays in exotic remote destinations. We had to generate brand awareness and trust with a smart yet inexpensive campaign

Our insight

Students love to explore new countries, share adventurous travel experiences and find new international friends. If we could generate excitement among the student community, they could act as effective, enthusiastic ambassadors for the Shoestring brand

Our solution

We developed the Shoestring Cube, a huge eye-catching structure. Without any warning, the Cube would appear on campus...but remain closed during the first day, with only the web address displayed. This created an intriguing sense of anticipation, prompting students to visit the website. The next day the Cube would open, enabling students to step into the world of the Shoestring travel experience.

Next, we offered students the chance to win a ‘dream internship', working for Shoestring at one of their destinations. This offer was circulated via social networking sites, prompting them to visit a Shoestring microsite where they could view video clips and apply for the dream job.

To generate word-of-mouth, we ran a competition for student travel writers. The best 16 entries won a trip to South East Asia with Shoestring's founder, blogging to friends and colleagues back home about their experiences

The results

  • 20% sales increase
  • 38% increase in website visits
  • Brand awareness up from zero to 6%

 

 

 

 
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