(9 votes, average: 3.56 out of 5)
Tonight we launched a new campaign for Onitsuka Tiger in Australia to leverage their major sponsorship of the Sydney Bicycle Film Festival. The film festival has a pretty hip crowd, so to take advantage of their love for Facebook, iPhones and all things cool, we created the first Facebook Places campaign seen in Australia, that would make the Onitsuka Tiger brand a key engagement point at each of the 10 events/film sessions of the 4 day festival.
The idea is pretty simple, you have to check in with Facebook Places at 3 of the event locations, then answer the final question on our Facebook wall, with the winner scoring a one off custom fixie to ride home on the night, plus, each night, just by checking in and answering our session question correctly, you could score a fixie and tonnes of Onitsuka Tiger gear on the spot.
So to help Onitsuka Tiger literally own the event locations and create brand engagement and interaction, we visited each venue to create “Facebook Places” naming them as “Onitsuka Tiger Check In Points” so that when you are prompted to check in, you’ll be checking into our “Onitsuka Tiger Check In Point @ The BFF” instead of the actual venue.
The launch party was a huge success, with about 50% of attendees checking in straight up. We are filming the whole event, so I’ll be sure to post a case study with results in the coming weeks. A big thanks to my digi crew at IdeaWorks, looks like you’ve created a little FB history unless someone can point out another FB places campaign that beat us to being first in Australia!
Heyy mate, it seems like a cool campaign, congrats to you, the whole crew at Ideaworks and the Onitsuka Tiger AU.
That’s a smartway to engage with the potential consumers in a hip festival/event.
Your blog is unreadable on the iPhone, I think your wptouch is not configured properly. You might want to throw the categories list after the post or put it in a sidebar widget.
Congrats Aden and the entire digi crew at IdeaWorks.
Looks like a sick sm campaign for my favourite shoe brand in the world (just said that in Jeremy Clarkson’s voice).
Love that it’s utilizing Facebook’s geolocation (although I’m not a big fan of it myself) But kudos for pushing fwd and giving it a go.
Tht being said, I wish I lived in Aussieland (so tht I could win some more Tiger gear)
I can only think of one other Places campaign in the world. So this is definately up there… Great work guys!
Thanks for the kind words mate.
It was very cool to see everyone instantly checking as they walked into the venue, and that was just the launch night, it will only get bigger from here
Nice campaign but am certain the entry process is against FB terms on promotions
Entry needs to be through an application, not allowed to so on the wall.
Bec, it’s a little grey around that rule… the promo is a live give-away on location activated through a fb places check-in (not a wall comp), with the wall question only tied in to help create and capture conversation as the fb places commenting/activity log only shows a certain level of activity and comment that fades as time passes, plus not everyone can see it at all times which is a little random (result wise) inside fb right now, so it’s all a little tricky
but get where you are coming from!
[...] win. The campaign was the first of it’s kind in Australia so it’s success is really impressive: over 50% of attendees at the first event checked in, giving Onitsuka Tiger huge [...]
[...] la première campagne du genre en Australie et les résultats sont assez impressionnants : plus de la moitié des personnes présentes au premier évènement ont check-in, ce qui a donné une grande visibilité à Onitsuka [...]