Daniel T. Wood, @dtwood on Twitter, is Director of Digital Strategy at portland interactive agency PMSI. He has spent the last decade in Portland building brands and developing communication strategies for high tech accounts including Intel, SHARP, Microsoft, LANDesk, JPMorgan Chase and Symantec. Also, he has worked as the CMO for video-game developer responDESIGN. Daniel balances usability and business goals; pushing his team to create the right mix of technologies to effectively engage, communicate, and provoke.
Below, Daniel discusses ‘KiWeets: Make Flying Fun again’. The successful promotion for Air New Zealand engaged more than 3,000 trivia game enthusiasts and generated more than 20,000 brand mentions in one month.
Can you explain to us how KiWeets works?
KiWeets was an online promotion developed for Air New Zealand by PMSI. Using Twitter (the social media tool) as a platform, we developed a trivia game that would reward both casual and competitive players. Essentially, players followed the @KiWeets Twitter alias and received trivia questions about New Zealand and Air New Zealand products at random times daily. Players with correct answers were entered into a daily drawing for a free round-trip flight to New Zealand (29 trips total). Additionally, for the truly competitive, we added a time-based component that (automatically) rewarded points for how quickly respondents shared their correct answers with us… along with the rest of their network. The top score at the end of the contest won a Business Class ticket to New Zealand.
Can you tell us what made the campaign so successful?
KiWeets pushed Twitter promotions in many ways:
1. The value of the prizes were paramount. Twitter contest prizes typically consisted of an iPod a day or an iPhone per week – KiWeets prizes were $1000 trips of a lifetime on a premier airline awarded daily.
2. Many previous promotions were based on participants appending tweets with a particular #hashtag in order to enter. These hashtags could be appended to any tweet – often times unrelated to the to the brand/contest. Hashtags, like #moonfruit, left much to the imagination for casual viewers that didn’t have enough curiosity to investigate further what or who it was referencing. We required players to reply publicly to @KiWeets which allowed us to dedicate an entire Twitter alias to the promotion, complete with profile links (to a dedicated microsite) and wallpaper branding.
3. No other Twitter game/contest has been based upon points tied to the speed of (correct) response – especially cumulative points over a period of 4 weeks.
What were Air New Zealand’s goals for KiWeets?
Air New Zealand’s goals were to generate awareness and interest in traveling with them to New Zealand. PMSI managed to boost sales of NZ fares in significant ways with the larger “Make Flying Fun Again” campaign which included KiWeets, in addition to the ‘Jump Seat’ Facebook game, the ‘New Zealand. Spot-On™’ iPhone app among a myriad of banner buys. The campaign duration was extended twice due to sales response of the creative components and digital diversions.
Did you track KiWeet’s ROI? What tool did you use to track it?
PMSI utilized the Twitter API to both score players and measure participation with the promotion. The results were quite astounding:
• 20k+ brand mentions
• 3000+ followers
• 4M+ organic brand impressions (reach) < players x average number of brand mentions x average number of followers >