Dell wanted to engage and reach a younger audience (Generation Y) promoting that Dell’s products empower you to do more. They also wanted to measure interactions within their Facebook campaigns to monitor viral uplift on paid and owned activity while recruiting new fans. As music is a huge passion point for Dell’s target market, TBG Digital built a social presence around the company’s sponsorship of US music festivals New Orleans Jazz Festival, Bonnaroo, Lollapalooza and ACL Music Festival. TBG created a hub on Facebook to host Dell music – focused apps designed to create many targeted lightweight interactions over time. The Dell Festival Tour hub allowed Dell via TBG to engage with users recruited during any of the three apps that laddered to four music festivals, ensuring long term engagement and sharing. Apps were featured on the YouTube live steaming pages and supported by paid media to encourage awareness, sharing and engagement. TBG created three apps for the festivals held between April -October 2012. 1. PhotoFest: This app allowed users to tweet their festival style pictures with #DellLive over the event period to befeatured on the live stream or to be entered to win after-show tickets, or a new laptop. Select photos were streamed live alongside the event performers. After moderated all photos were hosted on the Festival Tour hub where users could vote on their favourites. 2. Road Trip: This app, challenged users to invite as many of their friends as possible via Twitter, Facebook or email into their virtual car within a sixty minute period. The users with the most passengers at the end of the contest won festival tickets and $2,000 spending money. 3. Front Row Fan: We challenged fans to move through the crowd to get to the front row. They could earn shuffles, and surges to help them move forward by returning to the game every 2 hours and sharing it with friends across multiple networks. The four fans in the front row at the end of the contest won a pair of 3 day festival passes. Results TBG measured all user interactions (installs, visits, share intent and votes) within the Festival Tour hub, including the source that instigated each interaction. Sources measured were paid (interactions prompted by ads), Owned (Interactions initiated by Dell communication) and Earned (untracked interactions earned through organic reach). Users interacted with the apps at least 4 times on average with a total of 44,244 app interactions which means that we targeted the right people. Results show that TBG Digital achieved: 270% viral uplift on all App Installs 150% viral uplift on Page Likes. Viral uplift is the percentage increase in organic interactions over both paid and owned interactions In addition, we recruited over 1M additional fans globally, with 670,731 being US Facebook fans and 17,481 US Twitter followers.
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