HP's 31-Day Dragon Campaign Drives 84% Sales Increase
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HP ran a 31-day promotion where they gave away HP laptops through bloggers. Each blogger promoted the giveaway for one day over 31 days. This resulted in a large increase in traffic and sales for HP, with over 380,000 links discussing the promotion and an estimated reach of over 50 million impressions. The promotion cost $250k and had no media spend. It was successful because HP built relationships with influencers and gave them control over custom marketing materials.
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HP's 31-Day Dragon Campaign Drives 84% Sales Increase
- 1. Module 5: Online marketing and social media campaigns
- 5. Google reports well over 380,000 links discussing the 31 sites and giveaways. Virtually no negative comments about HP or the promotion associated with the giveaway Linkbait
- 9. Case study 2: Blendtec
- 16. What not to do
- 18. Viral Marketing Campaign Misfires The goal was to let users interact with the product in a fun, unique way. They would then distribute their creation and the message to friends and via their blogs. GM hoped to build brand awareness of the new truck.
- 25. From prank to marketing campaign?
- 27. 3M Carjacks Idea
- 28. Mentos-Diet Coke geysers EepyBird’s Experiment #4 video of geyser fountain goes viral. Mentos site links to video, then supports record-breaking events around the world.
- 30. “ In the world of the Internet, you don't own your brand. Your customers and your users own your brand,” David Sifry, founder Technorati
- 33. Idea 2: Reaching out to fans http://www.chevroncarsblog.com/
- 34. Idea 3: Adopt-A-Pilot http://adoptapilot.blogs.com
- 38. Dale Backus, 21, and Wes Phillips, 22, shot the 30-second spot, featuring Dale’s wife Cori, with borrowed equipment, a skateboard and total expenditure of 12 dollars. They were awarded a prize of $10,000 and a trip to the Super Bowl in Miami, where the winning entry was announced and aired during the game for est. US$1.25m. http://www.crashthesuperbowl.com/ Production cost: US$12
Notes de l'éditeur
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