Case studies targetting young people online: part two

T Mobile’s Street Gig exclusivity campaign created by TMW

Target Audience 18-24 male/female

• Sociable music lovers aged between 18-24 who want to discover new music

• High users of social networking sites such as MySpace

Strategy

• Pre and post emails were sent out to all those customers who registered, encouraging them to sign up for every gig and drive them to the T-Mobile site

• Guest bloggers were invited to help create conversation

• Widgets were also used to further spread the word

• Re create online excitement with a design that emulates the underground nature of the gigs for those who missed out

• Site had interactive elements such as video streaming, photos, music and reviews

• The home page itself was created to make users feel like they were part of the crowd at one of the gigs

Results

• Sites received 85,587 visits

• On average, users spent 3:51 mins on the site

• Pre and post gig emails tracked 49% open rate

• 12% click through

• Registrations for gigs over the first half of the year equalled that of the whole of 2006

Raising awareness through an integrated campaign from Frank and Profero

Target audience 15-24 female/male

• The aim was to create an informative, impartial and genuinely interactive digital experience where teenagers could seek advice on drugs and drug use

• The target audience would be using this site as a resource. The site provided an immersive environment where users could demystify the myths of cocaine through deep engagement and interactive experience

• The microsite consisted of five respective areas focusing on the various physical, psychological and legal ramifications of cocaine use

• The use of video and photographic content conveys a sense of gritty realism the audience can identify with. Microsite areas link together to form a comprehensive and engaging user journey

Tribal DDB London earns Schwarzkopf Live Color XXL exposure via Facebook app ‘Studbook’

Target audience 16/24 female

• LIVE Color XXL needed to spend time with a highly social 16-24 year old audience and entertain them in the digital realm, rather than simply talk to them about the product. This entertainment would be rewarded with an impulse purchase in store

• Facebook was used to gain exposure and allowed the brand to interact with the audience for longer periods of time. Launch partner of Facebook’s new social media package, the brand targeted its audience with an application called ‘StudBook’

• This application allowed women to choose their personality through their hair colour, but more importantly recruited men to become their ‘studs’ and make them perform specific tasks, giving them a sense of empowerment

• Ultimately, research showed that 42% of people who interacted with the campaign reported that their perceptions of LIVE Color XXL had become more positive as a result of exploring the StudBook application. The campaign also resulted in a 30% uplift in favourability toward LIVE Color XXL and a 24% uplift in purchase consideration

• The application lives on and continues to spread on Facebook

These case studies from Habbo illustrate how a variety of brands from different sectors have entered the Habbo virtual world to engage with its teenage audience of predominantly 12-16 year olds.

Coty, Harajuku Lovers Fragrances for Gwen Stefani

• Essentially, the project was designed to promote Gwen Stefani’s Harajuku Lovers Coty fragrance range - the campaign was an exciting Japanese themed campaign designed to bring the ultra chic Harajuku association to life

• We created a bespoke new branded room to bring to life Harajuku Lovers and to be the focal point of the campaign for users to get involved with, socialise and party in

• Users could also join one of the special Harajuku Lovers Branded Groups for each of the girls (i.e. users choose to join the group of the girl who’s personality they most identify with)

• We will also invited users to get involved in the special Harajuku Lovers Fashionista Academy where we have organised some exciting events and challenges for the users to get involved in such as Design an outfit for Gwen and the Harajuku Girls, Quests and A Cool Japan Quiz

• Users could win a variety of prizes such as exclusive limited edition virtual badges, bottles of fragrance and an amazing prize of a trip to a London hotel, shopping and a night out at Lucky Voice karaoke bar!

NSPCC, Virtual Agency campaign UK

• The concept is to develop a virtual advertising agency in Habbo

• The agency is called “Idea” and we created an Agency HQ within Habbo which users can work in and role play

• The real Creative Director for NSPCC plays an active role in briefing and judging entries

• Teens recruited to work in the agency to answer mini creative briefs throughout the year, working on poster, press, radio and tv ad campaigns

• Users choose which role they would like to play within the agency; Art Director, Copy Writer, Office Manager, Account Managers and other roles

• New virtual agency staff recruited every month

• Users are awarded with special branded Furni and virtual badges to reward loyalty

• Virtual agency acts as a hub for a wider campaign which drives teens from T4, Bebo and MySpace to Habbo which is at the heart of all cross media promotions

EFD Films, St Trinians

• We created a highly immersive and engaging programme of activities with St Trinians dominating Habbo Hotel for the month of December

• We created a special branded room – The St Trinians School Gym Disco

• Users attended the school disco hosted by a Miss Fritton avatar (the school headmistress in the film) and had to wear their school uniform

• The users had to join one of six St Trinians Houses and compete with each other for the titles of Prefects, Headboy and Headgirl as well as a number of excellent prizes

• Groups had to build their own House Common Rooms – campaign headquarters to mastermind their campaigns

• The most active group who “out-shouted” their rivals, created the most events and acquired the most members in their numbers won the St Trinians competition

• We had over 10,000 users join one of the St Trinians Houses

20th Century Fox, Fantastic Four - The Rise of the Silver Surfer

• 20th Century Fox and Habbo partnered up to create special branded room heralding the launch of the DVD release

• Objectives: build awareness of the movie and to inspire & engage the target audience with the key messages of the movie

• Habbo provided the perfect creative canvas to bring to life the concept behind the Fantastic Four - Rise Of Silver Surfer movie

• Users had to get involved in the storyline of the movie, joining the forces of either the Surfer or F4 to save Habbo from the forces of evil

• The promotion comprised of a branded interactive room, In-Game events and competition organised, creating an interactive Group with virtual branded wallpaper and stickers, home page presence and editorial support

• Great example of bespoke presence of a brand inside Habbo Hotel

COI HPV, Cervical Cancer Campaign

• This COI Campaign was designed to engage female users around the core messages of the Cervical Cancer jab

• The challenge of this campaign was to get the message across of a potentially controversial topic in a balanced and sensitive manner

• We created a special ice cream parlour lounge for users to meet in, socialise and chillout in to learn about Cervical Cancer and the jab

• We also organised special virtual surgeries with NHS Health Advisors who would come into Habbo for special webchats with our users to talk them through the jab
• the cancer and issues raised by the campaign

• In terms of engagement, this campaign was a phenomenal success and the campaign scooped best launch campaign at The Media Guardian Innovation Awards 2009

• With more information, users can join and show their support and empathy with the initiative