2. Summary
● 3rd year IMC students to execute a
flashmob downtown Kingston using chalk
to create the Kingston Fronts logo all over
town
● Pre and Post channels were used to
create buzz, build a community, and
highlight the event
○ Facebook
○ Twitter
○ Instagram
○ YouTube
○ Google +
3. Summary
● 3rd year IMC students Channels Used:
to execute a flashmob ○ Facebook
downtown Kingston ○ Twitter
using chalk to create ○ YouTube
the Kingston Fronts ○ Instagram
logo all over town ○ Google+
● Pre and Post channels ○ Doodle.ly
were used to create ○ FourSquare
buzz, build a ○ Pinterest
community, and ○ SlideShare
highlight the event
4. SlideShare Debrief
● Created a total of 3 slideshows
○ 1 prior to event to host information and channel
rules
○ 1 immediately after the event to highlight events
that took place
○ 1 a couple weeks after the event to debrief about
overall successes and failures
● 15 total followers
● Very informal and created
● Both powerpoints had 74 views
5. Pinterest Debrief
● Created new "Chalk About It" account
● 4 Followers, 51 following
● No re-pins
● 2 Boards
● 22 total pins
● Posted clues and photos of the Kingston
Frontenacs
● Not enough students use
● Wouldn't use again for a flashmob
6. Instagram Debrief
● Created "Chalk About It" account
● 45 followers
● 30 pictures uploaded to the account
● 45 pictures uploaded to #chalkaboutit
● Issue: Only one person could sign into the
account. All other photos had to feed
through personal accounts
● Tagging @chalkaboutit didn't show up in
the accounts feed
● Should have figured out how to integrate
with other platforms
7. Doodle.ly Debrief
● Doodle.ly was shared via Facebook and
Twitter
● There were only a few students who made
doodles (Camille, Nick, Ben & Tye)
● They uploaded and shared their doodles
via Facebook and Twitter
● This account needed more time and
awareness in order to encourage people
to participate
8. Facebook Debrief
● The Facebook Page was created last
should have been created first
● It was used as a central hub but could
have been more utilized
● Total of 25 likes
● Updates were minimal at the beginning,
more occurred after the flashmob took
place
● The cover photo was a smart choice
because it included necessary information
● Facebook Event should have been
9. FourSquare Debrief
● Created three "Chalk About It" locations
for users to check-in at
● Locations were the three stations that
were being utilized during the flashmob
○ Metro: 0 check ins
○ Empire Theatre: 0 check-ins
○ Market Square: 8 check-ins
● Additional check-ins were as follows
○ Downtown: 4 check-ins
○ The Hub: 1 check-in
● Each check-in point had photos posted
10. Twitter Debrief
● Hosts used their personal accounts to
maximize awareness (2 x the followers)
● Hashtag #chalkaboutit was created
● Easy tool to keep the community updated
● Re-tweets ensure maximum exposure and
awarenedd
● Information was tweeted prior and during
the event
● Photos were tweeted during
● "Thank you" tweets were sent out prior to
the event
11. YouTube Debrief
● Created two videos in total
● First video was created to inform students
and community details about the event
● Video #1 had 178 views
● Video #2 had 186 views
● Both videos were huge success
● Video #2 was edited and included music
● Video #2 is a great summary of the event
and captures positive spirits
12. Google+ Debrief
● Created a Google+ event for the flashmob
● 32 guests invited, only 4 participated in the
hangout
● 3 students were at different stations to
show what was happening at the moment
● Great tool to use for future events
13. Successes
● YouTube videos had a high number of
views
● The SlideShare account was also
successful in their number of views
● A creative and positive environment
executed by students
● Debrief allows us to improve for future
events
● A variety of pictures uploaded
● Unique learning out of the classroom
● Market Square was a great location for
engagement
14. Mistakes & Missed
Opportunities
● The time of the event was too short, and
too late in the day - it got dark very quickly
and was hard to see the chalk
● Missed opportunity to include influencers
(Fronts coaches, Hockey Players,
Teachers)
● Too long deciding on idea for the flashmob
● Didn't use sidewalk chalk
● Traditional media would have optimized
potential to reach a different audience
15. Channel Choice
● Too many channels were used
● More time was needed before the event to
establish more followers and potentially
build a community
● Should have chosen a few channels to
work over and focused advertising on
those and encouraged usage
● Came to the conclusion that traditional
media is needed in order to connect with
such a large audience.
16. Content
● Each channel had relatively same content,
but some could have used content curation
more
● Only Instagram, Twitter, and Google + kept
the audience updated during the event
● Facebook was considered a "hub" but only
included content that was shared. There
should have been unique content such as
other examples of flashmobs
● YouTube was successful in uploading their
videos that kept users engaged and the event
at top of mind.
17. CMOST
● Maximized CMOST
● SlideShare was sent across Facebook and
Twitter
● Instagram and Twitter went hand in hand
● There should have been more sharing via
Facebook
● Integration with traditional media would have
exposed the event more to the community
● Too many platforms resulted in other
networks being under utilized (Pinterest)
● Engagement with specific communities such
as Fronts Fans would have benefited overall
18. Recommendations
● Decide on event details sooner, had a last
minute idea change
● Launch channels prior to event and for a
longer period of time in order to establish a
community and build more followers
● Choose fewer channels to avoid
overwhelming viewers and encourage focus
on only a few
● Incorporate traditional channels to engage
more target markets
● Email influencers to invite them to the event
and include the Fronts team
