Publicum; LT DIGITAL COMMUNICATION

1. Lithuania Voting Campaign February/March, 2011

2. TASK Engagingpeople in online votingto elect cities for MONOPOLY Lithuanian version. PLUS! Telling that new version of MONOPOLY will be released this year.

3. CHALLENGE Onlinevotes from minimum40 cities. Reachingalso those people from smaller cities where internet usage is low. Brand protection: Voting not associated with the local government elections which were the same period.

4. CONCEPTION Eyes on internet where the target audience is. where the voting takes place. Strong hand on social media as people spend 5 times more in social networks than elsewhere!

5. ! Effectiveemployment of social networks Different look to communication on ST ! Raising competition between cities Increasing importance in smallest ones ! Targetingapolitical audience Those who knows/like MONOPOLY STRATEGY

6. SOCIAL MEDIA 824000 registered users. 56% women 84% aged 15-34 720000 unique users/month. 55 % women 58% aged 15-34

7. IMPLEMENTATION 1. Communication on ST Fan page on Facebook Messages in other pages Contest to win new MONOPOLY Advertising campaign 2. Communication to media Internet news portals Local government websites National and regional press

8. RESULTS 1. !!! 180 000 clicks on voting page !!! 53 000 votesin spite of expected 20 000 !!! Better country result (per capita) than in other major markets: Lithuania: 53.000 votes/3 million people Brazil: 120.000 votes/190 million Russia: 84.000 votes/143 million !!! More than 70 unpaid publications on internet and press. None of it associated with political elections. 2. 3.

9. LESSONS LEARNED Message is important: competition between cities worked well. Checking TA is helpful: internet poll before campaign showed 80% knows/likes MONOPOLY. Facebookalone is never enough: statistics showed ONE.LT to be more efective.

10. ? QUESTIONS