Oh boy do we have a hot potato media hit (BOTH legacy and Social) with our Copenhagen airport campaign of artificially-aged leaders apologizing for their failing at COP15. Over 100,000 Google hits, record breaking blog traffic, more Flickr views than you can shake a usb stick at.
But my current fascination in the digital dorm room f or viral vectoring is twitter and twitter lists. (But you know that, because you follow me, right? right?) In the course of trying to measure how much exposure the ads have gotten there, I stumbled on this great tool, Topsy. It gives you the possibility of measuring something like twitter trackbacks to a URL — in this case, tweets to the Weblog entry where we first broke the images. The great thing is, that no matter which url-shortening service you use, be it ow.ly or bit.ly or tinyurl, the analysis engine unpacks it to show hits to your long url. Previously, to get that kind of URL-specific information you had to shorten with one site, try to make sure everyone used the same link, and you lost measurement of anything that strayed from that. Magic!!!
Now, of course, you’d think that the high-falutin advertising company that we must have dropped six figures on to make this campaign would do the tracking for us, wouldn’t you? Heh heh, well, that’s the thing, see. this was pretty much a home-brew effort from start to finish.
Our communication strategy was to make the summit personal for Heads of State. Push them to go, and communicate that we were holding them personally responsible for the outcome. Our Nordic office had the foresight in June to buy ad space at the airport for the week of the COP, figuring that was one place the Heads of State would all pass through (if we succeeded in getting them to attend, by the way. Tick.) Christina Koll circulated a memo back then saying
*I now invite you to shoot around you like wild cowboys with ideas and wishes for the message on these ads.
Deadline is next week 23. June at 4 PM
Climate Communications Manager Martin Lloyd organized one of his famous brainstorms, and our former publications manager and über-creative Toby Cotton got wind of the challenge in his design kitchen. Toby freelances for us now, which as far as I can tell means he sits in an undisclosed location in Australia and thinks up cool stuff we should do, firing off ideas, well, like that wild cowboy Christina imagined. Due to time zone differences, he was asleep when the brainstorm here in Amsterdam happened, and did a lone wolf, bouncing ideas off his partner Alex.
He knocked up a quick concept sketch and popped it over to Martin, who knows a winner when he sees one, and who then put people, time, and a surprisingly small amount of money into making it happen. Between them and Mike Townsley they wrote the text, Karen Guy here in the office sourced the photos (creative commons where possible), and as with any great creative stew, nobody really remembers who came up with which bit — only that everybody is really really happy with the result.
Toby’s original pitch
I expect Martin will be telling the full story over at his blog eventually, but at the moment, he’s a bit busy with this Copenhagen business. As are we all. OMG, look at the time. Off to work.