THE VOICE
WE ALL HAVE A SONG TO SING
As President of Slope Media Group, I often facilitate collaborations with groups on campus. One such group is Universal Pictures at Cornell University. I was asked if Slope Media would aid in the promotion and marketing of the season eleven premiere of NBC’s The Voice.
OUR SOLUTION: Organize a whiteboard marketing campaign complete with props and freebies to raise awareness of the season premiere. Photos would be posted to a Facebook photo album on the day of the premiere for an additional, last-minute, promotional push.
WHY?
NBC wanted to publicize the season eleven premiere to gain viewership in the college-aged demographic. Instead of taking the more typical route of a sponsored content article, we wanted a more engaging promotion. I suggested the whiteboard photo campaign. Passersby would be asked to answer the question, “If I were on The Voice, I’d sing…,” with a song of their choice. Props were available to use as well, including a hat, foam finger, and a microphone. In return for participating, they would receive a freebie of their choice (foam fingers, branded chapstick, a hat).
HOW?
We executed our photo campaign on Ho Plaza, a central location on campus, in two one-hour shifts on September 15th, 2016. These shifts took place during the standard lunch and end-of-class periods to maximize involvement. We posted promotions across social media channels for both Slope Media and Universal Pictures at Cornell University. The photos were posted to an album on Facebook a few days later. Posting on the day of the premiere (September 19th, 2016) helped to maximize exposure. Participants were also able to tag themselves and their friends, and like, comment, and share the photos to continue the conversation online.
RESULTS
WE GOT THE CONVERSATION GOING
In addition to the students, Cornell staff, alumni, and even Touchdown, the Cornell mascot, participated.
The campaign stirred up the conversation at zero cost to Slope Media, and at minimal cost to NBC for their freebie materials.
The Facebook photo album reached over 6600 people.
The photos received 338 reactions, comments and shares through Facebook.
The album’s photos received over 5200 unique views.