Cross-media media spectacle
Posted: Mon Dec 23, 2024 4:50 am
The magic formula
Vlogs were broadcasted on Vodafone's YouTube channel Get Owned. Many vloggers also vlogged and wrote about it on their own channels. The magic formula of these specific vloggers and this challenge was a big hit with this target group. In just over 4 weeks, the channel gained 100,000 subscribers. That is a record for a branded YouTube channel in the Benelux. All these social posts and vlogs also generated a huge amount of media attention and reach for Vodafone. The Vodafone challenge was explained in many newspaper articles and online blogs.
But without the efforts of vloggers, it would never have been such a media spectacle. The cross-media media behavior of successful vloggers makes them so powerful. This is a must to be a successful influencer. We also see this in the media behavior of the participating vloggers. One of those game vloggers is Gio. He participated in the Get Owned challenge and also published about this on his own channels. This resulted in positive reactions for him. It is striking that he often refers to the vlogs of Vodafone on the Get Owned channel. He also reacts more often under the vlogs on this channel and of course his target group reacts to that! These pushes and engagement ensure positive publicity for Vodafone.
For example, Gio tweeted “Get Owned is high school senior mailing list keeeeihard, what do you think of the first videos?”, which generated €1,081 PR value for Vodafone and a reach of over 87,000 people. The tweet contains a positive sentiment and provides Vodafone's Get Owned with more brand awareness and engagement.
Also read: The 7 commandments for validly mapping PR
ROI for Vodafone
But what exactly does the commitment of all these vloggers yield for Vodafone? In a period of two months, the challenge yielded no less than €38,394 PR value . In the context of creating awareness, this publicity is an additional advantage for Vodafone. They could also have purchased this media attention for €38,394. However, purchasing media attention through traditional channels is less effective with young people. PR value is a good benchmarking indicator if awareness is your main campaign goal. This allows Vodafone to compare this campaign with their other influencer campaigns, such as their first campaign on Snapchat with influencer Rutger Vink or their more recent campaign Get The Flow .
In addition to this PR value, Vodafone achieved a positive publication in NRC and a mention in Algemeen Dagblad with Get Owned. There was a peak in numbers in the first week because the challenge started. The media mention in AD achieved the highest PR value with €13,796. They were the topic of the day in many game columns, blogs or vlogs. All this media attention ensured a reach of no less than 1.2 million people.
Vlogs were broadcasted on Vodafone's YouTube channel Get Owned. Many vloggers also vlogged and wrote about it on their own channels. The magic formula of these specific vloggers and this challenge was a big hit with this target group. In just over 4 weeks, the channel gained 100,000 subscribers. That is a record for a branded YouTube channel in the Benelux. All these social posts and vlogs also generated a huge amount of media attention and reach for Vodafone. The Vodafone challenge was explained in many newspaper articles and online blogs.
But without the efforts of vloggers, it would never have been such a media spectacle. The cross-media media behavior of successful vloggers makes them so powerful. This is a must to be a successful influencer. We also see this in the media behavior of the participating vloggers. One of those game vloggers is Gio. He participated in the Get Owned challenge and also published about this on his own channels. This resulted in positive reactions for him. It is striking that he often refers to the vlogs of Vodafone on the Get Owned channel. He also reacts more often under the vlogs on this channel and of course his target group reacts to that! These pushes and engagement ensure positive publicity for Vodafone.
For example, Gio tweeted “Get Owned is high school senior mailing list keeeeihard, what do you think of the first videos?”, which generated €1,081 PR value for Vodafone and a reach of over 87,000 people. The tweet contains a positive sentiment and provides Vodafone's Get Owned with more brand awareness and engagement.
Also read: The 7 commandments for validly mapping PR
ROI for Vodafone
But what exactly does the commitment of all these vloggers yield for Vodafone? In a period of two months, the challenge yielded no less than €38,394 PR value . In the context of creating awareness, this publicity is an additional advantage for Vodafone. They could also have purchased this media attention for €38,394. However, purchasing media attention through traditional channels is less effective with young people. PR value is a good benchmarking indicator if awareness is your main campaign goal. This allows Vodafone to compare this campaign with their other influencer campaigns, such as their first campaign on Snapchat with influencer Rutger Vink or their more recent campaign Get The Flow .
In addition to this PR value, Vodafone achieved a positive publication in NRC and a mention in Algemeen Dagblad with Get Owned. There was a peak in numbers in the first week because the challenge started. The media mention in AD achieved the highest PR value with €13,796. They were the topic of the day in many game columns, blogs or vlogs. All this media attention ensured a reach of no less than 1.2 million people.