SCI FI Channel - Comic-con Quest
OBJECTIVE
5 MAR 2012
Drive awareness and increase Facebook fans
Build awareness of and drive tune in to the following Sci Fi Channel shows Ghost Hunters, Charmed, Sanctuary and Stargate Universe. Build the Sci Fi Channel Facebook fan base. Maximise publicity and encourage sharing.
The Work:
-Concept development
-Social media application design
-Copywriting
-Clue development
-Social media application build
-Google Maps integration
-Refer a Friend eDM
-Reporting
-Legals, Permits, Draw
-Project management
NOMINATED FOR BEST USE OF SOCAL MEDIA IN THE GLOBAL PROMAX AWARDS
Comic-Con International is the mecca for all Sci Fi fans, to leverage the popularity of the expo, we created an campaign to win tickets. We combined an on-air promotion, and built a sophisticated Facebook app which used an innovative integration of Google Maps. This was a great opportunity create an exciting, interactive competition with the objective of driving viewers to SCI FI and ‘Likes’ to our Facebook page. Comic-Con Quest encouraged viewers to collect answers to a range of clues by watching 5 programs over 3 weeks. Each answer secured one entry into the competition. Messaging was simple – watch the shows, solve the clues, board the plane. The campaign received widespread interest. The results were outstanding.
Watch Sci Fi Channel, solve the clues and get the chance to board a plane. Integrating clues and Google Maps into this application was a perfect fit for the Sci Fi Channel’s tech-savvy viewers.
Sci Fi view Salmat Digital as a business partner and the Social Media experts who deliver an end-to-end solution. Including:
-Concept development
-Creative design
-Social integration
-Cross channel promotion
-Build
-Execution
-Reporting and post analysis
-An extension of their team who offer general support and advice
-Innovative integration of Google Maps and Facebook.
RESULTS
1 MAY 2010
This campaign is created much buzz and engagement on the Sci Fi Facebook page. Repeat visitation as the clues engaged users to return a maximum of 5 times throughout the campaign and the number of Facebook fans increased significantly over the duration of the campaign.
This campaign appealed to your inner geek! It has been hugely successful at generating likes and comments on the Sci Fi Channel Facebook page and wall posts were driving word of mouth and tune in numbers.
ESPN NBA Dream team
OBJECTIVE
12 DEC 2011
Interactive Facebook Application
1 SEP 2011
With the objectives to drive tune-in to the NBA Finals on ESPN and increase the ESPN Australia/New Zealand Social Media following, the NBA Finals Campaign utilised the share-ability and stickiness of Facebook to create this innovative and exciting Digital Campaign.
To enter the competition users were invited to ‘Like’ the page, create their very own NBA ‘dream team’, play the NBA flash game and invite friends to their five player ‘dream team’ to play for bonus entries to win. Players had the chance to instantly win Rebel Sports vouchers by scoring a 3 pointer in the flash game, and the major winner received 5 custom made NBA jerseys for their own dream team.
The campaign ran through the NBA Finals, and cross promotion was key – the Facebook campaign directed fans to watch the NBA Finals and the on-air spots throughout the games directed viewers to visit Facebook to win!
1 SEP 2011
The Concept:
Was relevant, interactive, sticky and accessible to the demographic.
Innovative:
The concept was innovative and leveraged ESPN fans’ love of the NBA finals by giving them a chance to create their own Dreamteam and score a 3 pointer with a fun and shareable flash game. It was clever in its approach to share-ability, by allowing the user to create their own NBA dream team and invite friends to join their team to increase their perception of winning.
Engagement:
The Content Plan was relevant and engaging to the audience to help build an online Community.
Brand representation:
The concept represented the ESPN brand by focusing on the NBA Finals which was key programming for ESPN for the duration of the campaign, and representing it in an innovative and share-able manner.
RESULTS
1 SEP 2011
The Finals reached 312,460 individuals (+6% from 2010), the highest network reach for the finals ever. Ratings show that the live telecast of Game 6 of the 2011 NBA Finals attracted the largest average audience EVER RECORDED on ESPN in Australia surpassing the 2009 and 2011 SuperBowl to claim top spot with an average audience of 68,970. Facebook fan base grew by 50.2% (6723 new likes) with 13,440 tab views (NBA app) and 140% increase (m-o-m) in interactions during the campaign period making the ESPN fan page the most ‘liked’ Sports channel fan page in Australia, surpassing the following of main competitors including ONE HD and Fox Sports.
OTHER
1 SEP 2011
BBC Knowledge - Louis Theroux - Campaign
OBJECTIVE
9 JAN 2011
Fully integrated Digital Campaign
1 SEP 2011
The objectives were to drive tune-in to Louis Theroux programming (existing Louis Theroux fanbase and introduction to a new audience through trail and awareness of BBC Knowledge as the regular destination for Louis Theroux programming as well as increase Social Media/CRM customer base to enable 1-2-1 connection with a fresh audience and build loyalty/advocacy. The Louis Theroux Campaign was a fully integrated Digital Campaign which showcased the best of what Social Media has to offer. To enter the competition viewers were encouraged to watch the shows, grab the clues on Twitter/ Facebook/ BBC Knowledge website and then ‘Like’ the BBC Knowledge Facebook page and enter.
1 SEP 2011
The campaign maintained longevity over a 5 week period, with weekly segmented campaigns and a chance to win a $5,000 travel prize at the end. A major strength of this campaign was the online advertising plan which incorporated Google Display Network and Facebook ads. This accompanied by a strategic Community Management Content Plan completed this holistic digital campaign.
VIDEO
1 SEP 2011
The Concept:
• It was genuine, relevant, interactive, sticky and accessible.
• It was genuine, relevant, interactive, sticky and accessible.
• Multichannel: Linked multiple channels to deliver a single communication goal and seamless consumer experience. The channel selection drove interaction and fostered a brand community through Facebook, Twitter, Web and online advertising.
• Engagement: The Content Plan was relevant and engaging to the audience to help build an online Community.
• Brand representation: The concept represented the BBC Knowledge brand through representing factual entertainment and inspire viewers to see life through captivating new perspectives. The variety and diversity of the content would relate to the normal BBC Knowledge viewer.
The Wiggles Alphabet Adventure
OBJECTIVE
1 JAN 2012
Kids App for iPad
IPAD APP
1 JAN 2012
The Wiggles’ Alphabet Adventure is designed to help kids aged between two to six years improve their communication skills in an entertaining and fun way by taking them on an educational journey through the letters of the alphabet. After 20 years in the industry, The Wiggles continue to entertain children with their unique and engaging performances and are embracing technology as an innovative way for their young fans to further interact with them.
The Wiggles Alphabet Adventure is our newest app release for the iPad. Specifically designed for iPad to allow for richer content and with touch-screen functionality, The Wiggles Alphabet Adventure is a great way to keep the kids entertained during the school holidays and on long trips in the car.
IPAD APP
1 JAN 2012
Part of that is a 40-strong team of developers that includes architects, database administrators and engineers fronted by five specialist mobile App developers that recently created The Wiggles Alphabet Adventure App for iPad. Salmat Digital employed an agile approach to the App’s development, working closely with The Wiggles and Apple in the concept and creative design stages. The concept and creative elements were developed in their entirety by Salmat Digital in three weeks, with the development stage taking four weeks followed by one week of testing and performance tuning.
RESULTS
1 JAN 2012
“We have tried to make this application engaging and interactive so that children learn the basics of the alphabet through fun exploration. Salmat has been our preferred partner on this project due to their depth of services which were not just limited to all aspects of design, development and hosting requirements, but extended to other areas including marketing and promotion.” said Pablo A. Muñoz, The Wiggles Project Manager, Growth & Innovation.
Australia’s Next Top Model - Social Voting App
OBJECTIVE
9 DEC 2011
First Digital Social Voting in Australia
1 OCT 2011
First ever digital social voting in Australia for reality TV show including Facebook, mobile site, website and sms.
Voting across four digital platforms: SMS, Web, Mobile Web and Facebook (as well as integrating Foxtel iTV votes). The vote platform was seamless and enhanced overall vote experience - viewers signed into Facebook or Twitter and Salmat tracked voting via account IDs across three platforms (Facebook, web and mobile web), with SMS votes managed separately.
Social media has been changing the way TV viewers interact with their favourite shows, and fans of Fox8’s hit show Australia’s Next Top Model were able to vote for their favourite contestant via social media sites Facebook and Twitter in an Australian first. The winner of Australia’s Next Top Model was announced at the Live Final at the Sydney Opera House on 25th October 2011.
1 OCT 2011
Salmat Digital has worked with Australia’s Next Top Model to enhance the voting process by giving users the option of voting through Facebook and Twitter while still offering the more traditional voting methods Mobile, Web and SMS.
1 OCT 2011
Australia’s Next Top Model is the only Australian reality show to offer social media sites as a voting platform. The ANTM FB page was engaging and organically grew passionate Brand Ambassadors. The Online Community engagement was phenomenal, with huge interactions and an industry leader in online Community Management. Social Media played a huge role in promoting the ANTM Finale Event. Fans were promoting the ticket giveaway through the ANTM FB page. Social Media helped give voters a voice. Messages of support were flooding the ANTM FB page. Voters had a sense of involvement and acknowledgement through congratulating their winner on the ANTM FB page.
Target Layby site
OBJECTIVE
12 DEC 2011
Layby Functionality Website
WEBSITE
1 SEP 2010
Allowed customers to layby toys via a website for Christmas pick up.
- Customers could browse all Toys that were accessible for layby, they would then select the toys they wished to layby and would be presented with a barcode for in store payment and then pick up at Christmas.
- This would ensure they avoided the hustle and bustle of the crowds in store and would ensure they got the toys they wanted at Christmas at a lower price.
- Customers were able to view images, videos and information in relation to the toys on the site.
- No online payment required, purley layby only.
- Site was simple and easy to use.
- Customers could save a list and complete the list at a later date, toys would be allocated to ensure they didn’t miss out during that time. Customers would also receive reminder email notifications to finish their list.
- Products were added into categories
- Search functionality along with ability to sort toys by price and alphabetical order - Accounts were password and recapthca protected.
RESULTS:
- Early Bird Layby converted better that normal laybys (ie. more customers actually paid off Early Bird laybys)
- Target layby site partially attributed to the 67% increase in traffic to target.com.au and 53% increase to the on-line dynamic catalogue
- Target Layby site contributed to SOV (share of voice) people using search engines to search Toy Sale/Toy related items increased by 29% compared to last year
- Registration to the Target email database directly attributable to the Layby site was approx. 50% higher than in 2010
EDM
1 SEP 2010
ESPN Xtreme Being
OBJECTIVE
28 DEC 2011
Drive awareness and increase Facebook fans
1 APR 2009
The objective: generate awareness of X Games 17 and increase average viewers for live telecasts and re-airs by +20% YOY among M18-34. Secondary objective grow facebook following by 5000 fans. From anecdotal evidence we knew the X Games had huge potential amongst this demographic but had never launched any off-air activity before. This was a test case to gauge how responsive the audience was to our messages. The challenge was to achieve reach and conversions with a very limited budget and time frame. The campaign had a tight turnaround time of 3 with just one marketing executive to manage the end-to-end campaign process. The core target audience was Male 18-34 and fans of extreme sports in Australia. Using Facebook’s narrow targeting capabilities we were able to fine-tune our targeting to reach special interest groups with high propensity to be fans of extreme sports e.g. fans of brands associated with extreme sports such as Red Bull and TV programs which reach a similar audience
1 APR 2009
We also employed Facebook & Twitter to seed the campaign which allowed us to increase our reach cost effectively. This proved very effective with a few high profile Australian competitors re-tweeting our messages. Facebook - mainly for the sharing capabilities cost-effectiveness with opportunity to ‘earn’ media through shares & likes. Geo-targeted posts on affiliate and ESPN pages (Foxtel, Austar, X Games, ESPN US ) plus facebook ads helped drive traffic. To maximize our reach we leveraged our digital assets with flash web banners on ESPN-owned Cricinfo.com, Scrum.com, Soccernet.com, F1.com and ESPN.com with click-throughs to facebook and contra on 3rd party sites NBA Down Under and NFL Down Under. The TVC on ESPN channels drove awareness amongst our ESPN audience, with a strong call-to-action to competition on facebook - encouraging word-of-mouth within their online community. Users were asked to post images or videos via facebook showing how they inject “Extreme” into everyday life in a fun way. This was designed to engage them with the XGames brand with the ultimate goal not to just drive entries but to encourage sharing of videos and votes among their online communities thereby driving awareness of XGames in an innovative, fun way. The prize was to win a $10,000 summer or winter extreme holiday to Queenstown, NZ.
RESULTS
1 APR 2009
Overall X Games 17 saw record ratings for M18+, M18-34, and M25-54. Re-airs were up for most demographics and averaged an X Games record 10,200 viewers per minute (+28%) over 5 telecasts this year. The campaign attracted 36 video submissions with over 17000 tab views, 2700 votes, 1500+ video views and 5115 new ‘likes’ to our facebook page during the 3 week campaign period.
TVC
1 APR 2009
MTV Virtual Baby
OBJECTIVE
2 JAN 2011
Drive awareness and increase Facebook fans.
1 FEB 2011
MTV’s 16 and Pregnant and Teen Mom’s Virtual Baby is a sticky and interactive social media campaign that aligns with two of MTV’s high rating programs; 16 and Pregnant and Teen Mom. The objective was to produce a social campaign that was shareable, innovative and simple. MTV wanted to increase the Facebook fans on both the MTV Australian and NZ pages and drive awareness of the new seasons of 16 and Pregnant & Teen Mom 2.
The Work:
- Concept & Creative development
- Illustration -Copywriting
- Creative Design
- Flash Development
- Hosting
- Social Media Application Design & Build
- Membership Functionality
- Reporting
- EDM Design & Build
- Creative Design
- Flash Development
- Hosting
- Social Media Application Design & Build
- Membership Functionality
- Reporting
- EDM Design & Build
The target audience and MTV core demographic (Female audience 16 – 29 years) are multitasking and tech savvy. They are millenials born into a digital world of mobile, online and multi platforms who value connection with their peers which has spearheaded usage of social media.
1 FEB 2011
Concept:
Visit MTV on Facebook for your chance to create your very own virtual baby!
Mechanic:
- Application available on the MTV Australia, MTV New Zealans & MTV 16 & Pregnant Facebook TAB for the brand new season of 16 & Pregnant.
- A viewer must LIKE the Facebook page to get access to the application.
- Participant designs their baby e.g. selection of dummies, bonnet, nappies.
- The viewer will be required to care for their baby similar to a Tamagotchi: feed it, put it to sleep, play with it. Participants will be instructed to do so through status updates and eDM communication: e.g. Your baby is more messed up than a fallen pop star. Change its nappy! Tune into MTV’s 16 & Pregnant, Sundays at 5pm only on MTV.
- Every activity will be posted to the news feed: e.g. I played games with my baby! I kicked its butt in backgammon.
- The more interactions the participant has with their virtual baby the further their baby grows.
AWARDS
1 FEB 2011
MTV won Silver at the 2011 Promax Awards for “Best Use of Social Media”
VIDEO
1 FEB 2011
ARU Qantas Wallabies
OBJECTIVE
9 JAN 2012
Support the Wallabies multi-channel campaign
WEBSITE
1 SEP 2011
The key feature of this project was the ability for the ARU ‘Messages of Support’ application to collect information from multiple channels, including Facebook, Twitter, SMS, Blackberry Messenger and a Microsite hosted on www.rugby.com.au , and aggregate these messages into both a live text feed and a messages collage, capturing the profile pictures of those users supporting via faebook with their message of support overlayed.
1 SEP 2011
By allowing these multiple sources of data collection, the ARU was able to capitalise on the hype and excitement of the Rugby World Cup, collecting valuable data from its strongest supporters while building momentum on social networking sites.
1 SEP 2011
The main feature of this application was its ability to aggregate and display real-time messages of support through multiple channels. At any given time, the application was collecting data from the Twitter hashtag #oneteam2011, an SMS number, Facebook and Blackberry. By the World Cup semi-finals, the app had collected over 10,000 messages of support.
VIDEO
1 SEP 2011
![CHANNEL [V] | B430 Global Animal | SOCIAL MEDIA CAMPAIGN
Facebook is at the centre of Channel [V] B430’s latest campaign, Global Animal, which offers entrants the chance to ‘work’ as one of eight official Blog Jockeys for the program – in some pretty awesome locations around the globe. The winners will hit places such as the beaches of France and nightclubs of Miami, shooting pics and giving a sneak peek on life behind the scenes of the hit show.
The campaign’s strength lies in its ability to take advantage of the power of social media by asking participants to create their own facebook campaign profile then post pre-written status updates that promote the Global Animal competition. The main aim of the entrant is to grab attention via the Facebook news feed, get as many friends as possible to vote, and move up through the levels. Winners are selected from all participants on the required level for each stage of the competition.
Global Animal’s strength is that it plays up to the social animal in all of us. By the subtle use of gaming dynamics such as achievement and status we created an experience that must be shared to be achieved, the perfect way to allow the most social of our audience to rise to the top and be identified as our Blog Jockeys and ensuring a healthy following come showtime.
STRATEGY • CONCEPT • CREATIVE DIRECTION
Web • Social • Broadcast](http://25.media.tumblr.com/tumblr_ldr1crpYTq1qayeoto1_400.jpg)
CHANNEL [V] | B430 Global Animal | SOCIAL MEDIA CAMPAIGN
Facebook is at the centre of Channel [V] B430’s latest campaign, Global Animal, which offers entrants the chance to ‘work’ as one of eight official Blog Jockeys for the program – in some pretty awesome locations around the globe. The winners will hit places such as the beaches of France and nightclubs of Miami, shooting pics and giving a sneak peek on life behind the scenes of the hit show.
The campaign’s strength lies in its ability to take advantage of the power of social media by asking participants to create their own facebook campaign profile then post pre-written status updates that promote the Global Animal competition. The main aim of the entrant is to grab attention via the Facebook news feed, get as many friends as possible to vote, and move up through the levels. Winners are selected from all participants on the required level for each stage of the competition.
Global Animal’s strength is that it plays up to the social animal in all of us. By the subtle use of gaming dynamics such as achievement and status we created an experience that must be shared to be achieved, the perfect way to allow the most social of our audience to rise to the top and be identified as our Blog Jockeys and ensuring a healthy following come showtime.
STRATEGY • CONCEPT • CREATIVE DIRECTION
Web • Social • Broadcast
NETWORK TEN & SHINE | Junior MasterChef Missing Macarons
Masterchef is a phenomenon and the Junior version of the show was no different. Network TEN gave us a brief to create a digital campaign to deepen engagement with the Junior Masterchef brand throughout the series.
Using the popularity of a key item often used as a challenge in the show, we created a campaign called Missing Macarons where users could search the web for and create their own custom digital 3D Macaron and place it on the Macaron Tower for a chance to win $5,000 cash. The campaign integrated into TEN’s membership database to enable data acquisition as well as social media platforms to maximise reach.
The objective was to create something sticky and interactive for adults and kids. We needed to maximise traffic to the website, increase unique browser numbers and increase time spent on site. With a unique combination of web, social and interactive with created an experience that did just that.
With an average time on the site of 7mins 40 seconds, hundreds of thousands of entries and digital macarons made, shared and submitted to the Macaron tower, this campaign more than fulfilled the brief and exceeded all expectations.
STRATEGY • CONCEPT • CREATIVE DIRECTION • DESIGN DRECTION & UX
Web • Social • Broadcast
TELSTRA | Various Brand Experience Projects
CONCEPT | STRATEGIC & CREATIVE DIRECTION | DESIGN DIRECTION
Experiential • Brand & Identity
SENSODYNE | The Chill Test Brand Experience
The activity changed the conversation between the Sensodyne brand and consumers, and at the same time gathered specific and informative data on the demographic.
The campaign was a tremendous success. In the centres where the activities occurred, over 217,000 customer interactions took place resulting in a 20 percent increase in sales of Sensodyne products.
Winner of the 2009 Media Federation Awards Grand Prix.
CONCEPT | STRATEGIC & CREATIVE DIRECTION | DESIGN DIRECTION
Experiential • Brand & Identity
ENERGY AUSTRALIA | Energy Centre | Touch UI
A project for a public education centre for energy efficiency.
CONCEPT | STRATEGIC & CREATIVE DIRECTION | DESIGN DIRECTION
User Interface • User Experience • Experiential
VARIOUS | Web projects
A selection of various projects from an array of clients.
CONCEPT | STRATEGIC & CREATIVE DIRECTION | DESIGN DIRECTION
Web • User Interface • User Experience
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