2010-03-29

[PR & New Media] Mr. E Goes Easy to Shanghai EXPO---Viral Video Campaign




Executive Summary
This proposal is to build a viral video campaign for British Embassy in China, to help UK tourists having an easier, more convenient and fun trip to the Shanghai EXPO.The campaign will be based on social media, using viral video to create a cartoon character to attract attention, gather interests, and build up online communities to share handy tips and touring information for UK citizens who want to travel to Shanghai and visit EXPO.

It will be running throughout the whole EXPO event (May—Oct), and evaluation will be carried out along with the execution to better monitor and adjust the campaign to gain better results.

Background
With the opening of the grand event EXPO approaching, tourists’ interests are increased, all participating countries start promoting their own pavilions to attract visits. However, the basic information for tourists as where to live, where to eat, how to visit, and what’s difference between EXPO trip and an ordinary tourist trip to China are still provided mostly by traditional travel agencies or books.

Shanghai is a metropolitan which has a huge population and all the hustle & bustle of a big city. Over the years, foreign tourists often find themselves a bit at lost in the city which is five times bigger than London, and it takes time to figure out all the information from different travel books and magazines.

The Shanghai EXPO mascot Haber, is more of an image with less practical functions as providing touring information.

Therefore, UK embassy in China wants to provide UK tourists coming to China a new integrated platform to get specific and handy information about EXPO trip in a fun way to help them enjoy it to the most.

Objective
Share useful tips and handy information about travelling in Shanghai, help UK tourists enjoy a simple, easy trip to Shanghai for EXPO, save the usual hustle & bustle during travelling in a metropolitan of an unfamiliar country.

Key Message
Go Easy to the Shanghai EXPO!

Target Audience:Tourists who are
-
UK Based
- Interested in travelling specifically for EXPO
- Unfamiliar with
China
- Aiming at an easy & fun trip instead of exploring & experiencing

Strategy
- Create character & brand by stop animation
Mr. E would be the brand for this campaign. E stands for easy, enjoy and EXPO;Mr. E’s characters would be a bit laid-back, clumsy, not fussy, has passion for exotic travelling but not really into DIY trip, quiet, with a sense of humour;
The unique style of stop animation decides it’s the best way to present such characters of Mr. E, as its usage of real texture to create original, genuine, fun and nostalgia atmosphere.

- Attract interests by viral video

Appearance of clumsy but cute Mr. E in a simple viral video with little background introduction will attract interests from audience in a relatively short time. Stop animation style has its own charm in terms of attracting interests.

- Build up connection with audience through online community and real-life interaction

After the viral video, online community will be built up on the basis of widely shared interests for Mr. E. It’s a direct and integrated communication channel with target audience. And the real-life appearance of Mr. E and its interaction with audience will help to maintain and increase the connection in an emotional level.

- Share information through social media platforms

Mr. E will share his tips and useful information during travelling through social media platforms, so that any members of the online community will be receiving the information at real time, in a simple way.

Tactics (Timeline included)

- April: Mr. E appears in stop-animation viral video
First Viral Video launch on Youtube, a month’s time given for spreading out;
Background introduction will be as simple and short as possible to raise general curiosity;
No youtube channel would be set up at this stage to keep the video genuine and close to the audience

- May: Mr. E has online community
Based on the growing interests, Mr. E will have his own fan page and twitter account;
Mr. E’s facebook fan page will mostly be used to upload pictures and videos of him travelling in EXPO, and to start discussion and chat inside the community, while his twitter account will mostly be used to release useful tips and travel information. The function of the two social media tools will be clearly separated so that audience don’t get confused and know exactly where to find the information they want;

Mr. E will not have a blog---this is decided by his character: being a bit laid back and wanting to save as much trouble as possible, Mr. E is not into writing more than 140 words quite often and prefers to share in a more direct and easy way;

Mr. E will have a second stop animation video and then, have his own youtube channel, which would be used for the sequel throughout the EXPO period.

For the start, Mr. E will share tips regarding “where to stay in Shanghai”, recommending convenient hotels with personalities and reasonable prices.

- June: Mr. E shares tips of restaurants in Shanghai
Mr. E continues to share tips and information of restaurants in Shanghai through Twitter;

If Mr. E find some places really convenient with reasonable price or eat, he will leave his image somewhere in the building or the place, anyone find his image will be getting a small travel kit through online community, related pictures will be updated accordingly on facebook to create heated discussion and attract interests to go out in Shanghai City to find Mr. E’s image;

3rd stop animation video updated on Youtube channel, theme of restaurants too;

- July: Mr. E shares tips of “what to see” in EXPO and in the city
Mr. E will give a general introduction of “things you can’t miss out” in EXPO, both on facebook and twitter, to raise enough interests and participation;

Meanwhile, Mr. E will continue to explore Shanghai in his own way: easy, convenient and fun.

There will be more specific transport information shared in terms of “how to get where”, which will also be updated mostly on twitter only;

4th video will be updated on youtube, to keep audience interested and emotionally connected

- August: Mr. E introduces pavilions representing different countries
Mr. E will go to visit the most representative pavilions, pictures taken with certain part of pavilions as background of Mr. E and shared on facebook, start a quiz of “which country does this pavilion belong?”

This is just for fun experience and no prize or awards will be given

Mr. E’s 5th video will have both stop animation and real video footage, to leak the first bit of surprise

- September: Mr. E goes from stop animation cartoon into real life world
A real Mr. E (a prop man wearing costume) pops up at different landmarks in the city and EXPO at random time, doing funny things or doing nothing, in the crowd, making clumsy movements but with happy and satisfied expressions, start the discussion of “Look, Mr. E is there, he’s around us!”

- October: Mr. E interacts with the community
Online community members bumped into Mr. E on street and being videotaped and shared online;

Mr. E walks into UK pavilion as the highlight of the whole campaign. Representatives from the British Embassy in China will welcome Mr. E and give him a simple guide of the pavilion. Those who are lucky and bumped into Mr. E will be invited to attend the small event too;

Pictures and videos will be shared accordingly

- Future
After measurement, Mr. E may continue his journey to South Africa in June.
(Brand to use for British Embassy in
South Africa)

Measurement
Activities of Facebook fans and twitter followers will be monitored throughout the whole campaign:

- How many fans/followers in total;
- Quantity and content of daily discussions;
- How often new discussions and replies to old discussions appear

Visits of youtube videos on a daily/weekly/monthly basis;

Analysis in depth regarding youtube viewing traffic

General awareness and discussions about Mr. E on Internet( New Media Coverage)

Traditional Media coverage of Real Mr. E’s appearances (escudo event) in September and October.

Sample Interviews at the end of the campaign to measure target audience’s awareness and interests of Mr. E.

Measurement reports will be provided on weekly and monthly basis, and a final report will be provided one week after the whole campaign finishes.

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