Pan Macmillan Promo THE WAY I SEE IT – ALAN SUGAR HARDBACK CAMPAIGN by Guided Collective

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THE WAY I SEE IT – ALAN SUGAR HARDBACK CAMPAIGN

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Industry Books
Media Promo & PR
Market United Kingdom
Agency Guided Collective
Designer Diego Sanchez-Barcelo
Producer Lara Swansbury
Released September 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: PAN MACMILLAN & LORD SUGAR
Product/Service: BOOK
Agency: GUIDED COLLECTIVE
Creative Strategist: Sam Reid (Guided Collective)
Creative Strategist: Adrian Stannard (Guided Collective)
Designer: Diego Sanchez-Barcelo (Guided Collective)
Social Media Strategist: Asi Sharabi (Freelance)
Producer: Lara Swansbury (Freelance)
Web Development: Wessel van Rensburg (RAAK)
Web Development: Adriaan Pelzer (RAAK)
Live Broadcast/Filming: Saulo Jamariqueli (Nearly Normal Tv)
Live Broadcast/Filming: Arash Fatehi (Nearly Normal Tv)
Media placement: Online - Www.lordsugar.tv / Twitter - 28th September

Describe the objective of the promotion.
Lord Sugar had written an opinionated new book The Way I See It: Rants, Revelations and Rules for Life. It required a launch that would engage his fans and celebrity friends to help amplify the book’s arrival. It also had to be differentiated from his 2010 autobiography. This was Lord Sugar sharing his forthright opinions, not talking business. From a publishing perspective it was important to steal a march on other celebrity book launches around the same time (Super Thursday - a big day in the publishing world) in the run up to the vital Christmas gifting period.

Describe how the promotion developed from concept to implementation.
Like all good ideas, this was remarkably simple, similar to an in-store book signing, yet digital and with a captivating theme at its heart (ranting and opinion). In truth the execution stayed true to the idea: ask a simple, motivating question; empower followers to answer in a natural way; reward the best for their efforts in an unforgettable, sharable way. However, it was complex to plan and execute, consisting of many variables that could have gone wrong (a live event, abusive tweeters, spamming issues, losing the livestream, etc). As Lord Sugar has a fearsome reputation, thankfully nothing did.

Explain why the method of promotion was most relevant to the product or service.
Lord Sugar is a Twitter addict with over 1.8m followers. It’s his stream of consciousness, where he lets off steam, where he rants. As a ‘channel’ Twitter delivered the numbers and his use of it reflected the nature of the book. Twitter offers the perfect mechanics to open the sharable conversations that sat at the heart of the idea (discussing opinion). Lord Sugar also has celebrity friends as followers so we knew that if he could engage them, the activity would amplify and spread virally across various Twitter communities.

Describe the success of the promotion with both client and consumer including some quantifiable results.
From a consumer perspective, the results speak for themselves. 390k tweets featured #thewayiseeit making it trend globally at position 1 for 20hrs. 100k viewers watched the 30 minute signing live online. From a client perspective, including the press coverage that the activity achieved beyond social engagement, it equates to ROI of x12 (this was a tiny budget). It exceeded all of the client’s objectives, especially in the run up to Super Thursday with this activity taking place cunningly on the Wednesday!