REAL TIME OUTREACH CREATES BADGE VALUE FOR WISCONSIN
To deepen engagement with the Wisconsin Tourism brand, the Wisconsin Department of Tourism (WDT) set out to create real-time connections with the current Wisconsin Tourism campaign, Camp Wisconsin. Laughlin Constable (LC) utilized the @TravelWI Twitter and awarded fans talking about Wisconsin travel and activities with fun, personalized digital badges (similar to the badges you'd receive at summer camp) over the course of two flights (June 26-29, 2014 and July 31-August 3, 2014). Notable summer events were happening during this window, including Summerfest (the "World's Largest Music Festival") and the Wisconsin State Fair. Connecting with travellers throughout the state in this super personal way, WDT created brand ambassadors from people experiencing all that Wisconsin has to offer.
LC monitored conversations about waterparks, festivals, local sporting events, camping, boating, and various other activities for positive mentions about fun throughout the state. Unique badges were created in near-real time and sent out every 15-30 minutes during flights to 236 celebrities and key influencers and fans.
The campaign generated approximately 19.06 million impressions on Twitter, and accounted for 78% of all engagement during the two 4-day flights. The #BragBadge hashtag was used over 400 times, and accounted for 1,347 engagements.
Laughlin Constable (LC) utilized the @TravelWI Twitter handle to award key influencers talking about Wisconsin travel and activities with fun, personalized digital badges over the course of two flights (June 26-29, 2014 and July 31-August 3, 2014).
WHY IS THIS A BIG DEAL?
Here are four cool things this campaign achieved:
OFF THE CUFF CREATIVITY So often, social content is planned and written a month in advance, and responses to followers safe, canned and client approved. This campaign employed snap-second judgment, off-the-cuff creativity and a level of personal engagement that is not often seen. The fact that each badge was hand-crafted and personalized for each recipient is truly paramount to many national social campaigns. Nothing was automated or auto-generated, which allowed LC and WDT to have full and total control over all content, never having to worry about inadvertently creating offensive or off-brand messaging.
THE BADGES THEMSELVES ARE ART Unique, personal, hilarious, beautiful little works of art that perfectly and artfully illustrate the concept that Camp Wisconsin covers the whole state. Wisconsin is a summer playground, a summer camp for everyone. You get out and enjoy it, you earn a badge. #BragBadges also created an insanely cool opportunity for a Wisconsin brand to engage with celebrities like Lady Gaga and Outkast, who were in town performing at Summerfest. This campaign provided an unparalleled chance for the brand to be extremely relevant, fun and responsive.
REAL, RAW, PERSONAL CONNECTION Imagine how you'd feel if a brand you know and love created something JUST for you. With your name and your interests written all over it. You'd be thrilled, right? Brands all too often engage with their fans, but not necessarily in a personal or meaningful way. This campaign embodied the epitome of personal and meaningful engagement, and it precisely reflected the playful, spirited Travel Wisconsin brand.
HARMONIOUS TEAM INTEGRATION This campaign was a seamless collaborative explosion of strategy, process, creativity, writing and design. A team of people, all with different disciplines, sitting at a table creating an exciting social experience.
