Social Media Campaign Snapshot: #CatchTheTablet
Background
To introduce the Sony Tablet officially to the U.S. market, Atomic created the #CatchTheTablet campaign - a fun, interactive and highly engaging social media campaign to increase awareness, build anticipation and generate excitement among consumers.
Objectives
- Build buzz and consumer awareness around the new Sony Tablet
- Get the Sony Tablet into the hands of consumers and engage fans on a personal level
- Increase fans and interactions by .5 percent
Strategy and high-level tactics used to execute the program
Atomic worked with Sony Electronics to design and create the #CatchTheTablet social media campaign which combined Facebook, Twitter and gaming elements to give participating fans in important, high engagement markets across the United States the opportunity to win a Tablet and increase brand awareness for Sony. The team built a Facebook tab, which acted as a central hub for campaign efforts. Through the hub, Sony fans could learn about and RSVP for Tablet events in top U.S. markets and use interactive maps to discover exactly where they needed to go in order to "Catch the Tablet."
Sony and Atomic social media staffers personally turned up with the Tablet in hand at different locations in the top five cities across the country, including New York, Los Angeles, Miami, San Francisco and Chicago. To enter the contest, fans had to locate the team, take a photograph with the Tablet and tweet it out with the #catchthetablet hashtag. Fans could also head to a Sony Store and photograph the Tablet there.
To increase engagement among fans not located in the five cities, fans could go onto Facebook and vote to add their city to the itinerary. Sony's Seattle fans rallied and secured nearly 40 percent of the vote, earning a party in their city with free drinks, delectable food, Sony gift bags, and hands-on time with the Tablet. Two lucky people won Tablets during the party. Additionally, to help engage fans located outside Catch the Tablet tour stops in top markets, we also provided a virtual way to enter the contest to win a Tablet, by simply submitting your email address to the Facebook tab .
Over the two-week campaign, 60 Sony Tablets were distributed to fans participating in the campaign.
Results
- According to a recent article on The Next Web, #CatchTheTablet is considered the most successful social media campaign ever implemented by Sony Electronics for a product launch in the US, owing to the high level of consumer participation and enthusiasm around the concept.
- There were 41,437 engagements on the #CatchTheTablet Facebook tab, including poll votes, clicks, shares, and image and video views.
- The contest collected approximately 10,000 entries, including 600 entries from fans who "caught" the Tablet.
- The campaign inspired 1,769 tweets with the #CatchTheTablet hashtag during the campaign period, for a total reach of 2,567,711 impressions
- Sony's Facebook fan base increased by 8 percent and it's Twitter following by 4.5 percent during the campaign
