How can a brand inspire rather than dictate?
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The document summarizes a campaign by Tourism New South Wales to promote Sydney tourism. They partnered with a social media company to run a 6-week competition with 20 bloggers, giving them challenges to complete around Sydney. The goals were to encourage connection and collaboration among the bloggers, give them ownership over content, and showcase their experiences. The results were over 477 blog posts across 25 venues with over 86,000 views, successfully promoting Sydney through the bloggers' networks.
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How can a brand inspire rather than dictate?
- 1. How can a brand inspire rather than dictate?
- 2. “ We met loads of great people, including the lovelies from 1000heads and Tourism New South Wales, who are sponsoring the contest. Here’s the deal: 6 weeks, 6 challenges, 20 blogger-types, 1 winner. ” http://sendmetosydney.wordpress.com/2009/08/10/how-it-begins-and-what-it-is/ A how to …
- 3. The Awesome Tour of Sydney A campaign for Tourism New South Wales Here’s our take…
- 4. “ I have really enjoyed being part of this whole competition... knew nothing about Sydney apart from the Bridge and the Opera house, before. I loved the fashion and culture challenges the most, I really want to visit Sydney now!”
- 5. Know your audience and what makes them tick 1
- 6. These are a few of The Awesome Tour of Sydney competitors during the first meet up… http://www.thenationallottie.com/2009/08/05/going-down-under-week-1/ Encourage them to connect with each other , not just with you 2
- 7. Guide and stimulate their creativity 3
- 8. But give them ownership 4
- 9. Promote collaboration with their community 5
- 10. Showcase the ace and the awesome (we set up a Tumblr to aggregate content) 6
- 11. THE RESULTS: 477 unique episodes of word of mouth across 25 unique venues and participants had 86,000+ people viewing their content
- 12. “ Thank you all for reading, for contributing with comments, ideas, drawings, laughs, and support. Thanks to the fantastic guys at 1000heads and Tourism New South Wales for coming up with this crazy idea, and then inviting me to be a part of it. ” http://sendmetosydney.wordpress.com/2009/10/07/the-final-challenge/ www.1000heads.com [email_address] +44 203 206 2000