Using Social Media During London Olympics

LOLympics  Campaign  www.crazeal.com    

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•  As  the  world  was  swept  over  by  the  London  Olympics  2012,  Groupon  found  an  instant  connect  with  the  global  spor?ng  spectacle  as  the  flavor  for  July.    

 •  We  decided  not  to  make  it  sports  centric  with  the  obvious  thought  that  

we  wanted  to  do  something  different  from  the  rou?ne  conversa?ons  on  Olympics.  So  to  make  it  more  engaging  for  our  online  community  we  thought  of  a  sa?rical  theme  “Lolympics”.  

Strategy      •  When  London  Olympics  2012  was  round  the  corner,  we  decided  to  take  a  

humorous  and  quirky  take  on  the  Olympics,  keeping  our  communica?on  tone  in  tact.      

 •  We  created  buzz  using  a  series  of  contests  and  engaging  content  based  on  

Olympics  and  the  current  stream  of  events.  Content  categories  included  graphics  used  on  social  media  during  this  period  and  pure  content  around  sport  humor.    

•     The  Doodles,  The  Jokes,  The  Mornings  Posts,  The  Women’s'  Wednesday  Contest,  The  Hashtags,  and  the  Deal  Olympics  Contest,  were  all  around  the  Lolympics  theme;  ensuring  that  the  'Gaming'  aTtude  of  the  brand  and  the  customers  was  captured  on  the  page.  

Strategy...  

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 1.  Crazeal  Doodles    •  The  Crazeal  doodles  were  the  heart  of  the  theme,  where  every  day  

we  talked  about  all  the  latest  stuff  in  a  quirky  way.  The  Craziness  of  the  Doodles  spared  none  right  from  a  famous  poli?cian  to  the  gatecrasher  lady  in  Red  in  the  Olympics  opening  ceremony.        

•  Off-­‐course  the  doodles  won’t  have  been  complete  without  the  thunderous  Usain  Bolt  and  our  very  own  epic  Superhero  Rajjni  Saaar!        

•  Pinterest  Link:  h\p://pinterest.com/crazeal/crazeal-­‐doodles/    (It’s  an  album  gallery  of  all  our  doodles)    

 •  Series  of  fun  doodles  on  the  LOLympics  theme  are  as  follows:    

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 2.  Women’s  Wednesday  •  Women  form  a  very  integral  part  of  our  online  community.      •  Women's  Wednesday  is  a  weekly  contest  which  Crazeal  conducts  

on  its  social  media  pages,  to  engage  and  connect  with  Women.  During  the  month  even  this  contest  had  a  LOLympics  twist  to  it.  

 •  Women  were  asked  to  pick  out  daily  chores,  which  they  believed  

should  be  part  of  the  Olympic  Games.  The  most  crea?ve  answer  received  a  super-­‐cool  goodie  from  Crazeal.  

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 3.  #GamesIndiansPlay  •  On  Twi\er  the  #LOLympics  theme  extended  with  the  hashtag  

campaign  #GamesIndiansPlay.  The  campaign  trended  in  India  and  garnered  more  than  1K  men?ons.  

 •  #GamesIndiansPlay  –The  background  thought  was  simple  –There  

are  many  sports  and  ac?vi?es  in  India  which  are  not  recognized  at  a  global  level.  With  this  as  the  idea,  we  asked  the  Twi\er  to  tweet  about  #GamesIndiansPlay  and  this  is  what  some  of  them  had  to  say.      

•    Influencers  apart,  brands  also  tweeted  using  the  hashtag.  

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1,000+  tweets  using  hashtag  #GamesIndiansPlay  

 4.  DealOlympics  •  We  did  a  site  based  treasure  hunt  which  was  called  "Deal  

Olympics"  (Deal  Hunt  contest).  A  unique  medal  number  was  put  on  one  of  the  daily  deals  which  went  live  on  the  site.  Users  were  asked  to  locate      the  deal  with  the  medal  on  the  site  and  mail  the  link  of  the  deal.  It  was  a  daily  contest  with  one  lucky  winner  chosen  on  a  daily  basis,  for  10  days.  

 •  We  got  a  tremendous  response  and  during  the  Contest  our  Referral  

Traffic  from  Facebook  increased  by  more  than  30%!  Here  are  a  few  Snapshots  from  the  contest.  

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700  +  Total  Entries  for  the    Deal  Olympics  Contest  

Outcome  •  The  content  created  was  relevant,  engaging,  a  lot  of  fun,  and  got  us  a  lot  

of  trac?on  in-­‐terms  of  website  traffic  and  conversions.  Our  Referral  Traffic  increased  by  more  than  30%  from  the  Facebook  Page.      

 •  The  increase  in  engagement  was  witnessed  by  our  surge  in  “Talking  About  

us”  which  increased  by  over  50%.        

Thanks