Macworld iWorld Expo Report

5042 Wilshire Blvd., #600, Los Angeles, CA 90036 P. (323) 939.8477 F. (323) 939.8656

Macworld iWorld Expo 2012Recap Report

DMA: San Francisco Project Manager: Sean Bellosean.bello@campuscircle.net

Overview of Campaign

Campus Circle worked on the marketing of the 2012 Macworld iWorld Expo inSan Francisco. Our efforts included the following outreach which is recapped inthis report:(1) College Outreach Postering - At 7 college campuses in the SF DMA,Dedicated Emailing - To 86,100 college students in SF. And College Newspaperadvertising - Stanford University/UC Berkeley(2) Facebook Advertising - Campus Circle oversaw a Facebook campaign thattargeted four demographics including techies, college students, generalPopulation (Targeting Science/Tech./iphone/ipad) and Citywide residents.(3) Alternative Newspapers - Campus Circle utilized online/mobile and printassets of the leading alternative pubs in SF including the SF Weekly and theSan Francisco Bay Guardian. In addition, we utilized our own online assets(newsletter, website and email list) to support the Expo.(4) Social Media/Viral Marketing Campaign - We targeted online and socialmedia communities to promote the Expo.(5) The Cobrasnake - We brought the artist, The Cobrasnake on board to shootparty photos, co-host an event, and document day to day activities at theMacworld iWorld Expo.

College - Postering (SF State University)at 7 San Francisco area college campuses. Total enrollment - 173,000 students

College - Postering (San Jose State Univ)

College - Postering (Santa Clara Univ.)

College - Postering (Stanford)

College - Postering (UC Berkeley)

College - Postering (Univ. of San Fran.)

College - Postering (City College of SF)

College - Dedicated Email

Campus Circle sent out adedicated email to 86,200 collegestudents in the San Franciscoarea. The stats for the email areas follows:

Size: 86,200 Opens: 8,485 (9.85%) Clicks: 1,735 (2.02%) CTR Opens: 20.45%

College - Print Ads Campus Circle ran multiple ads in the UC

Berkeley and Stanford school newspapers topromote Macworld iWorld 2012.

Total Enrollment - 53,000 students

Facebook - Campaign #1[Tech]Campus Circle ran a facebook campaign preceding the Macworld iWorld Expo that targetedvarious groups on the social media site.

Facebook - Campaign #2 [College]

Facebook - Campaign #3 [General]

Facebook - Campaign #4 [Citywide]

Alt. Newspaper - SF Weekly

Campus Circle utilized its connections inthe alternative newspaper industry to setup a partnership between Macworld andthe San Francisco Weekly. The SFWeekly did the following:

Ran two 1/2 page four color ads in thepublication over a 3 week period.

Hosted banner advertising on itswebsite.

Included banner advertising its weeklyemail newsletter.

Sent out a dedicated email to its14,000+ subscribers in the Bay area.

Executed a mobile initiative. Posted information about the event via

its social media channels.

SF Weekly Print Ads

SF Weekly - Banner Ad

SF Weekly - Newsletter

SF Weekly - Dedicated Email

• Emails Delivered - 11,597

• Opens - 1,936 (16.7%)• Clicks - 108 (0.93%)

SF Weekly - Mobile Banner Ad

SF Weekly - Social Media Outreach

Alt. Newspaper - SF Bay Guardian

Campus Circle utilized its connections inthe alternative newspaper industry to setup a partnership between Macworld andthe San Francisco Bay Guardian. TheBay Guardian did the following for thisyear’s Expo:

Ran three 1/2 page four color ads in thepublication over a 3 week period.

Hosted banner advertising on itswebsite.

Included banner advertising its weeklyemail newsletter.

Sent out a dedicated email to its25,000+ subscribers in the Bay area.

SF Bay Guardian Print Ads

Ads appeared in 3 issues of TheGuardian. 1/12, 1/19, 1/26

Circulation: 108,000

SF Bay Guardian Print Ads

SF Bay Guardian - Banner AdImpressions - 325,834; clicks -1,387

SF Bay Guardian - Newsletter AdThe email newsletter reaches 25,000 Guardian members.

Alt. Newspaper - Campus Circle

Although Campus Circle is based in LosAngeles, our reach extends into the SanFrancisco. To promote this year’sMacworld iWorld Expo, we did thefollowing:

Hosted banner Advertising on ourwebsite.

Hosted a banner ad in our weekly emailnewsletter.

Sent out a dedicated Email to our SFmembers

Hosted a special offer listing page onour website promoting a code for freeexhibition hall passes.

Through Campus Circle’s efforts, ourpromotion code was used 497 times byregistrants.

Campus Circle - Special Offer

Our Macworld iWorld special offer page was viewed 1,876 timesduring the course of the campaign.

Campus Circle - Newsletter

The Campus Circle emailreaches 29,000 membersin Los Angeles.

Campus Circle - Banner AdsImpressions - 519,000; Clicks - 115

Campus Circle - Dedicated Email Campus Circle launched a

dedicated email to our 4,800+members in San Francisco.This email had a significantimpact on 497 special offercodes for free exhibition hallpasses.

Social Media Outreach Overview We made effort to contact over 100 select communities. These were based on social media

platforms such as facebook, meetup and others. Selection of these focused on Bay Areacollege communities and clubs that bore relevance to the expo’s theme, exhibitors andevents. Sample posting and dialogue appear in the following pages. For a complete SocialMedia report, please contact Sean Bello.

MethodOur primary directive was to target any regional college communities with an affinity toApple/Mac and/or relevant subject matter. Examples are: local Mac Users Groups, Appleclubs, App Developers, Computer-related college depts., digital art/photography/filmcommunities. Local music scene communities and artist-specific communities (such as SouthPark). Second to this we sought tie-ins relevant to the expo’s content such as music. Wesought activation via partnering and outreach versus postings. In some cases, thecommunity didn’t even offer access to a post-friendly environment so partnering was key.One such case was an inner-office memo at the Stanford University’s bookstore whoseApple+Mac dept. was pleased to receive our offer. Our offer included coupon codes to theevent. We have found that generally, postings are less credible no matter how tactful or ontopic. As a result, postings were always a second course of action and we strive tocustomize and draft these with tact and sensitivity to the community. We are pleased withour success both via partnering where community moderators ran with our message or didour bidding and postings that were responded to favorably.

Social Media Campaign #1

Social Media Campaign #2

Social Media Campaign #3

Social Media Campaign #4

Social Media Campaign #5

Social Media Campaign #6

Social Media Campaign #7

Social Media Campaign #8

Social Media Campaign #9

The Cobrasnake

Campus Circle secured “TheCobrasnake” for Macworld iWorld 2012for party photos, event sponsorship anddocumenting day to day activities at theExpo.

In the glittering vortex that is the global21st century nightlife "scene," you'renobody until you've been shot by Mark"The Cobrasnake" Hunter.

Over the past five years, "TheCobrasnake" has become the definitivephotographer of global hipster culture,shooting everything from Indie Rockbands playing basement parties to DJ'sspinning the latest remixes in exclusiveclubs. His much imitated website, thefirst nightlife photo blog, gets over500,000 unique hits a month. In the pastyear alone Mark has traveled to over 75cities in 15 countries shooting partiesand events, constantly searching for thelatest trends and hottest fashions.

The Cobrasnake #1

The Cobrasnake #2

The Cobrasnake #3

The Cobrasnake #4

The Cobrasnake #5

The Cobrasnake #6

The Cobrasnake #7

The Cobrasnake #8

The Cobrasnake #9

The Cobrasnake #10

The Cobrasnake #11