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Marketing Objectives:
To increase traffic to iFilm.com (an MTV Company) which had been losing market share to YouTube and the other Video Portals.
Process:
To design an integrated Direct to Consumer (DTC) and Direct to Influencer (DTI) Campaign. For DTC, GPR outreached to Message Board Moderators to generate word of mouth buzz and iFilm.com/superbowl link placement. We also redesigned and built out iFilm’s Social Network Profile on MySpace and directly increased their number of Friends by several 1,000 in a couple of days, In MySpace, GPR provided Badge and Banner design creative and obtained placed of Badges on 1000s of profiles. Sent weekly MySpace Bulletins with the links and embed codes to the videos in them to all the friends who reposted the videos in their bulletins reaching millions. The DTI campaign consisted of: Business Development with integrating in with Blog Tool Companies, Content Portals, Blog Searh Companies and Superbowl voting sites (e.g. AdBowl), wherein GPR acquired integration via RSS and API Feeds. Each of these sites and companies emailed to their databases of millions and featured the placement on their sites. The DTI also created a Blog Concierge Platform with a Blog Tool Kit for direct and targeted outreach to Blog Owners and created looping videos from the archive of iFilm Superbowl videos from the past 6 years to place onto the Blogs leading up to the day of the game. Created an RSS feed for these blogs as well as email signup to receive the new embed codes to the Superbowl Ads during the game so that they could be the first to have the vidoes to get their readers to post comments providing them high value. Also obtained Wire Story Interviews and placed them. Created RSS Feeds and tracked them and syndicated them. Worked with iFilm to develop a transcoding and posting process to take the commercials live and put onto their CDN and then make the embed codes available to the Blogs and Webmasters and Companies. Also coordinated a Digg, Reddit, WTF and Shoutwire voting campaign to get the videos and iFilm video player featured high on these sites that have millions of views.
Results:
Acquired 7 times the amount of views iFilm had the previous year. Produced a Media Value for them of over $280,000 for a test campaign and a CPM of $0.50. Repositioned iFilm as the Go-To Site for Bloggers for this type of content. Wire placement alone achieved 36,000 results for a search for the title of the article.
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