Adhese presents Club Med

Strategy

From sunday the 6th of april until the 9th of april 2008 Club Med (through Interel) ran a campaign on the Enchanté Blognetwork.

Ine, a blogster, was invited to Club Med in Chamonix for a couple of days to experience and blog about the facility. Adhese together with Rollingtalks decided that to give the campaign a wider reach and get as close as possible with the online audience, we could try to create a whole new kind of banner that would allow the advertiser to enter the blogosphere and show them that the brand is in touch with their world (the main purpose of the campaign was to attract a younger audience).

Execution

Getting a blogger on a press trip is one thing. Reaching an audience from that trip is another thing. The reach of a single blog is limited. To grow the reach, Adhese thought of combining the PR campaign with a small banner campaign. To get the message live and direct from Chamonix into the blogosphere, Adhese developed a banner that was connected live with Ine's Twitter account and her Flickr account. Armed with just an iPhone, Ine could send text messages and pictures straigh to her accounts that were picked up by our banner and that were displayed live in the banner that was spread on some of the most influential blogs in Belgium. This resulted in a banner that updated every hour and showed what Ine was doing at the Club Med resort. The banner showed f.e. Ine learning how to snowboard, Ine sipping cocktails, Ine getting a massage, Ine eating sushi, Ine have lunch with a view on the Mont Blanc, etc ... .

The campaign was - as far as we can tell - the first use of the Twitter microblog platform in an interactive campaign.

The use of Flickr and Twitter created a connection between the brand and the blogosphere. Both tools are two of the favorite tools of the web-savvy crowd that they were reaching.

Results

The fact that the advertiser gave full control to someone else is unique. The campaign resulted in numerous blogposts (on International Marketing blogs), an article in Le Soir and discussions on Twitter. The general press (Le Soir, De Morgen) used the campaign to educate a large audience on what twitter is.

The ROI on this campaign is huge. We served less then 100K impressions and reached people from Belgium to Brazil. The general tone of voice in the reactions we caught online was how surprised people were that the advertiser had already discovered these technologies.

The banner campaign served a small amount of impressions but reached a broad audience. The reach of a single or multiple posts on one blog is limited, the fact that we were able to integrate interactive display advertising made, gave the advertiser a much larger audience that he ever hoped for.

Some Reactions

Screenshots of reactions we collected during the campaign.

Reactions varied from discussions on Flickr to numerous blogpost, to reactions in the more traditional media.