YOUR STATUS GOT TALENT by Dist Creative, Isobar Oslo for Tv2

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YOUR STATUS GOT TALENT

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Norway
Agency Dist Creative
Art Director Lars Løe, Tonje Scoyen Ertzaas
Copywriter Anders Rand
Producer Dita Berisha
Agency Isobar Oslo
Released February 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: TV2
Product/Service: NORWAY'S GOT TALENT
Agency: DIST CREATIVE
Agency: ISOBAR NORGE
Date of First Appearance: Mar 1 2010
Entrant Company: DIST CREATIVE, Oslo, NORWAY
Entry URL: http://workforthejury.com/yourstatusgottalent/
Creative Director/Creative: Eirik Soerensen (DIST Creative)
Creative Director/Creative: Finn Knudsen (DIST Creative)
Viral Account Manager: Martine Kveim (DIST Creative)
Art Director: Lars Løe (DIST Creative)
Art Director: Tonje Scoyen Ertzaas (DIST Creative)
Copywriter: Anders Rand (Feelgood)
Interactive Art Director: Tom Andersson (Isobar Norge)
Lead Frontend Developer: Simen Oyan Gjermundsen (Isobar Norge)
Producer: Dita Berisha (Isobar Norge)
Marketing Manager: Sunniva Lange (TV2)
Media placement: Facebook - Facebook - March 1st, 2010

Describe the objective of the promotion.
The brief: TV channel TV2 asked us to promote the upcoming new season of the popular TV show 'Norway's Got Talent' (the equivalent to 'Britain's Got Talent').

Objective: Get as many people as possible to watch the first episode.

Since TV2 is the largest commercial TV channel in Norway, we could have promoted the show on TV. But we had a huge challenge. During the weeks before the program aired, almost everyone in Norway was watching a totally different channel - 'NRK' and their broad coverage of the Olympic Games in Vancouver.

Describe how the promotion developed from concept to implementation.
The idea: We decided to use a medium not even the Olympics could keep us away from - Facebook.

We let everyone participate in 'Norway's Got Talent' without them even knowing, by letting the celebrity judges give feedback on people's status updates.

You find a status update in your newsfeed. Then, go to Norway's got Talent's Facebook page, where you'll find videos that fit all kinds of status updates.

Simply copy the link to the appropriate video and paste it into the comment section below the status update.

Explain why the method of promotion was most relevant to the product or service.
During the weeks before the program aired, everyone was watching a totally different channel than TV2. This made it almost impossible to reach our main audience. By taking 'Norway's Got Talent' out of the TV universe, we managed to promote the show in a relevant way on Facebook.

The promotion relies on the fact that when people 'perform' in social media, they measure their success on how many likes or comments they receive on their contribution. Not unlike the way you would measure your success in a talent show.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The fans quickly caught on to it and spread it trough their social networks for thousands to see, and numerous blogs and websites wrote about the judges' video responses.

When the first program aired it had over 545,000 viewers (Norwegian population 4.8 mill). This equals 28% of the target audience.

But most importaintly, we managed to remind the Norwegian people that 'Norway's Got Talent' was back on TV2 - even though everyone was watching a different channel.