Upload
mariegodard
View
415
Download
1
Embed Size (px)
DESCRIPTION
Citation preview
09/01/12
Le Bris YannLeclerc MathildeDupont MaevaGodard Marie
SoLoMo: which kind of industry better suit to
SoLoMo?
Case study: Mini GameContext
In Stockholm, hunt and catch (picture) a Mini Countryman car
Download the App and find the Mini with your Iphone
When your are 50m away from the car, click on « Get away »
Geolocalization is updated according to everyone’s move, so you can see where your competitors are
Keep the virtual Mini in your phone during one week and win the Mini Countryman!
Real & Digital worlds merging into one!
Success
Entertaining, funny game: hunt Consumer gets involved: a prize to win More than 11,000 people participated Buzz & communication about the brand:
hundreds of thousands discussed the campaign in social media
90 countries followed the game on Mini website
Creation of new communities: « Mini evangelists »
Which industries better suit to SoLoMo than others?
Fast Food restaurants Multi-store retails Supermarkets Hotel groups Concert & events
=brands/groups targeting young people in big cities
What characteristics must be present to make a SoLoMo campaign a success?
Find the right people according to their preferences & desires
Offer an interesting benefit to the audience
Identify a relevant place context & define times according to the potential impact
Keep a simple focus: easy to use Be social & build relationships R4: Right people, right activities, right
places and right times
How can success be defined?
Number of people participating Communication, advertising, buzz on
social media (comments & likes on Facebook for example), presence on newspapers, creation of communities…
Revenue, increase of sales on the long-term
Can the concept be applied to the hospitality industry?
Yes, but only to big hotel groups, not to independent ones
Reason: several hotels involved in a potential game of geolocalization
Prize to win: voucher, hotel night Awareness of the event bec. more and
more people get informed about hotel offers and book online (smartphones & app)
Hotel industry: identify the consumer’s preferences according to the place he or she is