Random House launched a website Random Buzzers (http://www.randombuzzers.com) in their initiative to promote a teen-focused book community/social platform that encouraged teens with an interest in writing to interact with their peers in the co-creation of writing projects, engage with Random House authors in weekly discussions, have their reviews featured throughout the official Random House site, and read books exclusively before they hit shelves. The teenage readers were empowered with tools, information, and incentives to facilitate Word of Mouth endorsements. The results were exceedingly positive in the terms that the program received a participation of more than 36,820 teen readers with an average age of 18.5 years. Apart from this, over 17, 500 photos, 5,600 comments and 1,100 book reviews were posted. Case study
Affinitive in collaboration with Random House worked together on a project aimed at promoting a teen-oriented book. Based on the success of the program and demonstrated passion of teen readers, the program was expanded and resulted into the launch of “Random Buzzers” which was a teen-focused book community/social platform. It aimed at creating a network of teenage readers and writers. Random Buzzers provided them information, tools and an opportunity to interact with peers, authors and participate in writing projects. The program has recorded a participation of 36,820 teen readers and counting since its inception and the count is still going on. Case study
Conde Nast magazine Golf Digest initiated a viral marketing program and online survey through its “Drive for the Green”, an online golf game. The game where the registrants played a fun, multi-level golf game, with opt-in, survey was featured on various websites, blogs and newsletters. The campaign received Over 4,000 opt-ins in a month and stood out to be a better marketing tactics than sending emails. Apart from this the company gathered valuable survey data. Case study
With Rose Communications, Kaplan Publishing promoted the book – Campus CEO: The Student Entrepreneurs Guide to Launching a Multimillion Dollar Business by Randall Pinkett. Emphasizing on his success, they started the campaign to guide students. They got support from teachers, entrepreneurs, bloggers and media along with a media campaign. ‘A Most Promising Campus CEO’ contest and campus-centric tour was organised. Media coverage in 200 outlets, positive reviews on blogs and participation of 50,000 people was generated. Case Study
The New Jersey State Library partnered with INFOLINK to sponsor the Super Librarian Video and Comic Contest as a replicable model that libraries could use to seek out teen influencers. The goal was to create a low cost campaign utilizing free or minimally priced web 2.0 tools to allow “influencers” in the teen community to spread a positive message about libraries.
The contest announcement was accomplished through the efforts of local libraries inviting kids to create a video or comic. We used iWeb, YouTube and Blogger to create an online presence. The online voting was conducted with PollDaddy. The public voted for two winners, one for video and one for the comic. Winners received a MP3 video player.
Case Study
Apparently the Library of Congress has been blogging for more than 2 years now, and while they don’t post very frequently, the manner in which they write content is fun, engaging, and puts some personality and humor back into the Library. Most of the posts are made by Matt Raymond, whose humor and relevancy keeps audiences engaged (with most posts experiencing double digit comments). Who knew that library’s could have a sense of humor? Case Study
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