Robbie Williams’ social media promotion for Estonia
ONE OF THE LARGEST SOCIAL MEDIA CAMPAIGNS
“Robbie Williams – Meet me in Tallinn” promotion evolved around the first-time show of the UK’s best-selling artist Robbie Williams in Tallinn, Estonia. The project was managed, and the promotion was lead by KPMS during a 9-month period in 2013. It was one of Estonia’s all time largest integrated social media promotions, the mission of which was to introduce and promote Tallinn/Estonia as a cool and desirable travel destination, to gather necessary input for “Robbie Williams: Fans Journey to Tallinn” documentary, and to promote the forthcoming “Robbie Williams – Live in Tallinn” DVD / digital release as well as to increase the number of followers on the artist’s social media channels.
ESSENCE OF THE CAMPAIGN
Robbie Williams’ fans from all over the world were invited to participate in a video submission campaign on the artist’s Facebook fan page that had close to 4 million followers. In order to win, participants were required to submit a 1-minute video about how Robbie’s music had influenced their lives.
MOTIVATION TO ENGAGE
10 participants – 5 selected by public voting and 5 by a professional jury – were each awarded a prize package that included an all-expenses paid trip to Tallinn during 18-21 August, unique sightseeing program in Estonia, VIP tickets to Robbie Williams show, a special meet & greet with Robbie Williams himself and a chance to become part of the fan documentary.
The main target group of the promotion was the existing international fan base of Robbie Williams who were approached through his Facebook and Twitter pages, mailing lists, and the official web site. Additional audience was targeted through press announcements to international entertainment media and through Estonian Tourist Board’s own marketing channels.
SOCIAL REACH: MILLIONS WORLDWIDE
The invitation to enter the contest and fight for a chance to meet Robbie Williams in Tallinn in person was shared on Robbie Williams’ Facebook page with 4 million fans, Twitter feed with 2 million followers, Google+ channel with 1 million followers, and robbiwilliams.com web site with 2 million monthly visitors. The Facebook video contest had 332 participants from 47 countries. Contest page had 124 630 unique visitors. All the videos in total had 29 768 votes and 3647 comments.
IMAGE OF AN ATTRACTIVE DESTINATION
The campaign was supported by posts on Robbie Williams’ social media channels. Duplicated into other social media platforms, there were 17 posts on Robbie Williams’ official Facebook page related to the campaign and concert in Tallinn that received more than 65 000 comments and more than 6000 shares delivering the message of Estonia and Tallinn being an attractive tourist destination. After the show in Tallinn, Robbie’s band voted the show their favourite gig of the tour.
PRESENTING ESTONIA TO THE WORLD
One of the campaign’s video production outcomes was a fan documentary called “Robbie Williams: Fans Journey to Tallinn”. The grand prize winners of the promotion were filmed at every step during their stay in Estonia and 5 of them were followed more in-depth prior to their trip to Tallinn. They were thoroughly interviewed to dive into their story submitted for the video contest. Documentary that will also show Estonia as an attractive travel destination will be released in spring 2014.