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To promote O2's Favourite Place tariff to students, the digital communications strategy was to engage and entertain, rather than force product messages. By tapping into existing behaviour on Facebook, 'The battle for the UK's favourite university' group was born. The uni with the most interaction (comments, photos, videos) was rewarded with a massive end of term party.
This was not a brand talking AT consumers, as the students took charge of the group.
It proved a huge success:
Through a viral manner, over 109,000 students joined in just 8 weeks
Over 130,000 discussion posts, 89,200 wall posts, and 56,300 photos were uploaded
It was the first ever brand sponsored group on Facebook in the UK
It was the fastest growing group on Facebook
Still the largest sponsored group in the UK (and 4th in the world, the top 3 being US based - far bigger population)
O2为英国五大移动网络营运商之一
翻译：为了促销O2的Favourite Place tariff （字面翻译：最喜欢的地方---类似于北京联通的“亲情省”服务）给学生，这次的数字营销活动的策略是以一种娱乐的方式（engage and entertain--可以理解为不强行宣传广告信息，这句话后面：rather than force product messages可以说明这个。）基于Facebook现有的行为模式，诞生了英国最受喜欢的大学（活动）群组。在这个群组里面广大学生们可以邀请好友进来为自己喜欢的大学投票、参与讨论、上传视频等等来为自己最喜欢的大学聚集人气。
This was not a brand talking AT consumers, as the students took charge of the group.（这句话大体意思是，这次是学生参与的社区，而不是一次品牌宣传活动--深沉含义是广告做得不像广告，而是一个大家来讨论的社区，在大家讨论中加深了对品牌的理解与印象。）
这次活动取得了巨大的成功：
在8周的时间里超过109,000的学生加入群组
超过130,000 次的讨论，89,200 次wall posts（互踩的意思）,和56,300张图片被上传
这是在英国第一次将品牌（群组）活动植入于Facebook（SNS）社交平台。
这是在Facebook上面成长最快的群组。
同时也是Facebook最大的一次赞助活动。
（翻译仅供参考）
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Facebook群组页面 如下图：
转载请以链接的形式注明 来自 网络广告人社区iwebAD.com
