This document summarizes engagement platforms and analytics for a digital comic and social media campaign called "The Dark Truth" about the legend of Bournville. The campaign included a digital comic, a blog that received 160 comments and over 1,62,071 views, and social media profiles. On Facebook, the campaign had 838 members in its Dark Truth group and 278 friends for the Old Hound profile. On Twitter, the Old Hound profile and supporting profiles had over 10,991 total interactions. Analytics showed the comic ranked highly in search results and the blog received significant traffic.

1. Bournville
Case Study & Activity Report
By - Phonethics Mobile Media

2. Index
• Engagement Platforms
• Digital Comic (the-dark-truth)
• Old Hound – Social Media Summary
– On Facebook
– Facebook Applications
– On Twitter
– Twitter ‘Hash’ Tags
– Orkut
• Analytics

3. Engagement in the form of
Blog / Comic:
1. Comments on the blog
2. Contest & asking users to submit their stories
Social Media profiles:
1. FB – add the Old Hound as your ‘friend’
2. Video responses on You tube videos posted by the ‘Old hound’
3. Twitter followers

4. Digital Comic - Summary
Google Organic Ranking:
When you search for ‘legend of Bournevile’ -The Dark Truth appears on
the Topmost position
Alexa Ranking: 67,041
Response to Blog:
Blog posts: 32 posts
Comments received:160
No. of views:1,62,071

5. Cadbury - Bournville

6. Comic Series Based on ‘Legend of Bournville’

7. Response to Blog
• Total Blog posts: 32 posts
• Comments received:
– Total comments:160
• Total No. of views:
– Total: 1,62,071
– Overall Average traffic per
day:758

8. Old Hound
Bournville – Social Media

9. Social media Summary
Facebook Group
Dark Truth– 838 active members
Earned it & Earning it – 73 members
Old Hound friends – 278
Twitter Old Hound
Following-1939 / Followers-588
Supporting id’s
Following-5805 / Followers-2660
Total Interactions = 10,991

10. On Facebook
Group name
– Dark Truth– 838 active members
– Earned it & Earning it – 73 members
Facebook Id
– Old Hound friends – 278
Facebook Quiz Application
– How well do you know the old hound?
– Do you have a 'Mystery Tooth‘?
– Old Hound...Old Flames
– How Mysterious are you?

11. Old Hound - Facebook

12. Old Hound on Dark Truth’s FB wall
Collate & context:
We started out with relating the
mysterious stories to ‘The dark Truth’
and emphasize character’s take on
them and build contextual and
relevant traffic to the blog.

13. Interactivity on the Group
Chocolate connection - Through Old Hound profile, we also posed questions to
members

14. How Mysterious are you?
The Dark Truth
Beholds Your
Mystery Quotient !!!

15. On Twitter
Profiles
– Old hound / Shalinifiction / Rohan wanderer / Rajeshshah1000
Initial postings to establish the character Old Hound & connect it with
Legend.
‘#Tag’ being used on Twitter are:
#earnedit, #earningit, #earnit
we’ve used #, to crowd-source stories from the audience of people,
places, incidents and stories that they feel have ‘earned it’

16. Old Hound - Twitter

17. Total interaction on Twitter
Old Hound
– Following-1939
– Followers-588
Supporting id’s
– Following-5805
– Followers-2660
Total Interactions = 10,991

18. (USERS had taken over the #tag (hashtag) and started using for their tweets)
Screen Shot of generic twitter conversation

19. Old Hound- Orkut

20. Traffic Analytics
Total Clicks from 01/06/2009 to 7/1/2010= 1,62,071