The challenge
Develop a creative strategy to ensure that a traditional retail promotion – the Coles Giant Gift Card Giveaway – secures traction and profile across the new digital and social media channels.
The insight
The most powerful influencers in digital media are ‘people just like you’. Use competition winners as brand promotion advocates and providers of PR ammunition.
The solution
Develop a digital communication strategy to augment traditional PR promotions and establish Social Media profile – notably on Google and Twitter – for the Coles Giant Gift Card Giveaway.
Conduct an ongoing 10-week program of regular Digital Media Relations. Use digital PR to establish immediate ‘Search Engine Findability’ for the competition. Finally, conceive, record and edit a series of competition winner podcasts. Their purpose? To generate social media editorials on sites visited by competition fans.
The result
Free media release distribution via six online newswire services.
Immediate and sustained Google Search ‘organic finds’ (not ‘paid for’ results).
Over 2,000 followers on Twitter.
Ten winner podcasts recorded, edited and posted on the client microsite.
