1. ‘Why #Gigatown was the worst
social media campaign ever.’
- Henry Cooke, Stuff, 12 November 2014

2. anotherchameleonproduction.com
‘It took the best tool we have for
mass public conversation, and turned
it into an ad. A commercial plaything.’
- Henry Cooke, Stuff, 12 November 2014

3. anotherchameleonproduction.com
Yes, because let's not forget twitter
is to be used for talking about important
stuff like the 'Arab Spring'

4. anotherchameleonproduction.com
...and discovering #alexfromtarget

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Lastyear5ofNZ’stop10hashtagswereaboutGigatown*
SOURCE: 3 NEWS
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6. Gigatown was an educational game driven by social
media to deliver engaged, excited, fibre-ready
consumers to Chorus customers.
• One in ten NZer’s played Gigatown at some stage.
Nearly 6 million conversations were held on social
media about Gigatown
• Less than 5% of the traffic would be categorised as
spam
• 151,000 people did more than just play; they conversed,
they shared and they created. They made video content
that would take you 3 entire working weeks to watch.
• They spent over 7 minutes per visit to the Gigatown site,
nearly twice the time spent on any other telco site.
• The 27 local communities they belonged to generated
more earned media value - than was spent on the
entire campaign.
• Just over 7% of New Zealand’s population tuned into
watch the announcement of the Gigatown winner ‘live’.
• The business objective was to reach 7% uptake of fibre
by end of 2015. Uptake was just below 11% in Dec 2014.
• Throughout regional New Zealand uptake was highest
in areas that played Gigatown the most.
• And in 2014 - five of NZ’s Top Ten hashtags - including
the most popular - were about Gigatown.
> Gigatown
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There have been 358 ‘good news’ stories written
about Gigatown: nearly one a day since the
competition began. 38 papers circulated Gigatown
stories reaching over 6.8 million people.
All the tweeting and sharing and retweeting sure adds
up. Social media value generated by Gigatown has been
calculated at over $32m.*
Fun fact: The total number of words written about Gigatown
was 117,962 - more than were used in either
of the first two Harry Potter books.
> Gigatown was a good news generator
*SOCIAL MEDIA VALUE CALCULATION SOURCES
1. *How much is a Facebook like worth?”, Technically Media April 9 2013 2. “The Value of a Follower,” Argyle Blog, March 29, 2013. 3. “Why Brands Still Need Facebook ‘Fans’,” Ad Age, April 1, 2013. 4. Argyle Social - “How valuable are social media sponsorships?”-
emarketer 23/3/2013 / Ad Age / Social Technology Review / Adweek - 5. “Value of a fan on Social Media: $3.60” Adweek 1/4/2013 / 6. Syncapse - “Facebook likes, more profitable than tweets” (STUDY) - Mashable 28/3/2013 7. “Facebook vs Twitter – What’s a Like,
Share, Follow or Tweet Actually Worth?,” All Twitter, March 27, 2013. / 8. “How Much are Social Media Shares Worth?,” Mashable, March 28, 2013. 9. “Digital Marketers Focus on Impressions,” Marketing Charts, April 9, 2013.
10. “What is the Value of a Social Action in Online Commerce?,” - ChompOn, March 27, 2013. / 11. “How Much is a Twitter Follower Worth? $2.50 Per Month According to One Company’s Lawsuit,” All Twitter March 27, 2013.
anotherchameleonproduction.com

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‘
Contribution from the public is immeasurable. To make a positive change
for a region it always requires wide community and business support,’
- ADBT Chief executive Wendy Smith, Timaru Herald, October 2, 2014
*SOURCES
1. Radio New Zealand News, October 22, 2014. 2. Dunedin Plan for Gig Success 3.. Nelson Mail, September 11, 2014 4. The
Timaru Herald, October 2, 2014 5. The Southland Times, September 10, 2014
Local supporters including councils and
the private sector ran their own regional
campaigns. Cash value of these was over $1.1m.*
anotherchameleonproduction.com

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11. anotherchameleonproduction.com

12. © Chameleon Partners 2015
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Uptake of UFB by Local Fibre Company area at June 2014
• Chorus - 10.2%1
• Northpower - 8.2%2
• Enable - 7.9%3
• Ultrafast Fibre / WEL - 5.2%4
Deployment progress at June 2014
• Chorus - 31%1
• Northpower - 100%5
• Enable - 28%5
• Ultrafast Fibre / WEL - 60%4
Gigatown did the business
SOURCES
1. Chorus Half Year Result, FY15 2. Northpower Annual Report, 31/3/14 3. Enable Networks Ltd. 2014 Annual Report 4. Ultrafast Fibre Annual Report, 2014 5. Crown Fibre Holdings Ltd. Annual Report, 2014
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13. Gigatown got communities working together and they still are
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14. “I’m looking forward to helping businesses get the most out of the campaign.
Even if Timaru doesn’t win, there are great opportunities to promote the
town and educate people about social media.”
Angus Westgarth, IT specialist 8th Jan, 2014, Timaru Herald
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15. anotherchameleonproduction.com
Henry cooke @henrycooke - 6h
@mathewgrocott this is true. the worst thing is that
gigatown was actually a massive success

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Postscript: July 2015