We set up, grew and managed an online community around Samsung Mobile’s ‘The Last Call’ dance-a-thon event, earning over three million content views in less than eight weeks.
‘The Last Call’ event was created to promote Samsung Mobile’s new Beat DJ range of handsets. The last person out of 100 competitors left dancing to their Beat DJ music phone would walk away with the grand prize.
To find potential participants, commentators, contributors and viewers online, we identified and engaged with relevant online communities in music blogs, forums and music news sites. In turn, they published newsworthy content and invitations to take part. We also used social sites such as Twitter, Facebook and YouTube to push video content from the run-up to the event, and the event itself.
There were three million views of Last Call content across the key online communities during an eight-week period, as a result of social media activity.
The event was featured on forums across Europe, including Digital Spy, Teen Today, MyVillage and PartyFlock.
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