POPSTARS: GANZ NEUE TÖNE
SOCIAL MEDIA FAN ACTIVATION
Urge to tune in.
“Ganz neue Töne” – this was the slogan for the POPSTARS season 2015 for which the private broadcaster RTL II launched a large-scale marketing and communication campaign. But how do you lure the multiscreen-accustomed, young audiences on Mondays at 8.15 pm to sit in front of the TV?
The challenge – the brief.
The task: In addition to the creation of OnlineAds, the development of creative approaches to get the young target audience on the net excited about the program and make them feel a strong urge to tune in, especially to the first series.
- Apply for the new Popstars season in digital space
- Generation of a strong tuning in urge for the first series
The target group
Primarily young women
What does our young, mostly female target group have in common? Most are smartphone users, are interested in fashion and lifestyle. 30% of all photos taken by all 18-24-year olds are selfies. These are mainly shared via Instagram and with over 300 million users worldwide, it’s one of the top social networks for our young target group. And ultimately for us, it was THE winning combination for a fundamental communication concept.
Instagram as a marketing tool.
The core idea: Post your style and win tickets to the final. To do this, the target group was called upon to post a selfie on Instagram with their personal stage look and to use the hashtag #selfinale.
Success factor “Participation“.
Voting for favorites could be done online under popstars2015.de/selfinale. To get as many votes as possible, the participants shared the promotion in their own networks. The winners were then announced in the first broadcast. Participants had to “tune in” on the day of the first broadcast to see immediately if they won or not.
- Concept development
- Communication strategy
- Viral campaign
- Creation of digital ads
„GANZ NEUE TÖNE“.
... RTL2 also embraced online marketing. cyperfection supported this effort with innovative concepts.