Channel 4 created the “Chop or Not” game to highlight the issue of reducing the UK’s £152 billion budget deficit. The game allows members of the public to say what service areas of the budget they would 'chop' or 'not'. NixonMcInnes has been working with Channel 4 on a viral campaign around the game which will have a second phase when a live show airs on the 21st June (ahead of George Osbornes’ budget announcement). In this case study, Andy and Anna will talk us through the campaign and explain what they have learned so far and ideas for the next phase of the campaign. Presented at Social Media Marketing 2010 (London).
22. Social stats
Referred plays Shares 3122 social shares =
c26% of game
7,000
finishers sent a share
5,250
Facebook got 50%
more return plays per
3,500 share
1,750 +10% social referrals -
3x more than normal
0 on c4.com
Twitter Facebook
37. Takeaways
Giving a game a
purpose need not
make it dull
Shareable != Pass-on-able
Social profile ‘followers’
need not be a KPI
Surprising copy in shareables -
any shareables are social objects
Get your tracking nailed
38. Tanks :)
Andy
@the_pied_pipes
Channel 4
Anna
@Carlsonator
NixonMcInnes
39. And tanks for the
pretty pictures :)
"mynameis" - http://www.flickr.com/photos/
meta2/502180199
"Flip Clock Study 007a" - http://www.flickr.com/
photos/jesuspresley/2532413826/
"The Little Hand Says" - http://www.flickr.com/photos/
bricassidy/62599744/
"Crowd" - http://www.flickr.com/photos/davidchief/
405506361
"Life is Love" - http://www.flickr.com/photos/
subzeroconsciousness/3398892377
"Holborn tube station" - http://www.flickr.com/photos/
olotini/3914123022/
"Cartoon UK" - http://www.flickr.com/photos/
thatscottishengineer/3083827089/sizes/l/
“Everyone makes mistakes” - http://www.flickr.com/
photos/gregbiche/324444264/