Social Media and The World Cup
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Nick de Klerk, the Virtuosa Business Development Director chatted to Wayne Flemming (Account director for Penquin, handling the Sony Ericsson Account) about the website designed and built by Virtuosa titled ‘Van in a Van’.
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- What did you want to achieve with the Van In a Van website? – specific campaign objectives
The website gave fans the opportunity to keep up to date with Van’s whereabouts, images, tweets, blogs, videos. The aim of this campaign was to leverage Sony Ericsson’s association with the 2010 Fifa World CupTM through a fan-centric experience. This aim of the campaign site was give fans insight to Van’s social network offerings and also gain access to Van’s personal Facebook and Twitter pages – and then ultimately follow him.
- Did the website meet your expectations in terms of design and functionality?
Yes, it did. It gave consumers a unique online experience through integrating all the popular social networking websites such as Flickr, Twitter and Facebook and allowing the consumers to also share Van’s experiences by commenting and interacting with him.
- What supporting media, including any other online media, was used to drive traffic to the site to achieve your campaign objectives?
The campaign was driven in conjunction with radio (94.7 Highveld Stereo and 94.5 Kfm) and their station websites. There was a Below The Line (BTL) call to action for consumers to go to the campaign site to follow Van. We feel these forms of media complemented the campaign well in helping us reach our campaign objectives.
- Were your impressions of the overall results achieved as per your expectations?
The campaign site meets expectations and was well received. We receieved visits to the site and responses on the campaign from all over the world. We are still in the debriefing process of the full campaign results and only then will we overall feedback to be released.
