IAA 2017
Highlights
Opel Social Night @IAA 2017
Opel: Social Night @IAA 2017
The task
Live reporting for social media directly from the Opel stand at the IAA 2017 in Frankfurt? No problem! We took on this challenge together with the Opel marketing team and were responsible for the complete social media documentation live from the IAA. Speed in production and post-production was crucial. 2 Content Producers continuously produced content at and around the Opel booth – of vehicles, vehicle unveiling, interviews with invited guests and Tina Müller. Another Content Producer immediately edited all materials in close coordination with the Opel marketing team, so that some of the resulting asses were posted on Facebook, Instagram, Instagram Stories, Twitter and co. 15-30 minutes after the actual recording.
In addition, SNOOK had the task of developing an idea including implementation concept for an IAA Social Media highlight.
Opel: Social Night @IAA 2017
The idea
We invite the best and most successful influencers in Europe to apply for the IAA Challenge of the year.
How it works:
- Five influencers get the chance to produce content for their own channel as well as for Opel at the Opel IAA Stand for one night
- The event will be posted, documented, and promoted on all Opel social media channels
- Fans of the channels are encouraged to vote for their „favourite influencer“ or the best content, with a specially built landing page for the voting process
- The winner of the Opel Social Media Night wins a new Opel Grandland X
Opel: Social Night @IAA 2017
The advantages:
- Showing our fan community appreciation
- Rewarding our fan community
- Expanding of our reach through the influencers (meeting an overarching goal: growth)
- New content for Opel, which can still be used as content for the social media channels after the IAA
Opel: Social Night @IAA 2017
The result
Exposure: 67 Posts
Engagement: 6.684 Reactions & 19.672 Views
Website Traffic: 5.387 Clicks
Opel: Social Night @IAA 2017
The implementation
Before the event
Influencer Management by SNOOK:
- Production of a film post announcing the opening of Opel Social Media Night applications
- Collect, filter through and finalize influencer applications
- Complete management of the communication with the influencers incl. organization of accommodation and travel
- Preparation of influencer framework contracts
- Training of the influencers with regard to event schedule, number of posts, factsheets for hashtags & links, textual & pictorial No Gos, legal framework, etc.
Development of the campaign landing page:
- Programming of the entire campaign landing page www.opel.de/opelsocialnight including voting function, image gallery and social live news feed
Opel: Social Night @IAA 2017
During the event
All participating influencers had to produce as much social media content as possible on the specified evening within a specified time window. There were no theme specifications and no format requirements – from images, image series, boomerangs, GIFs to video snippets, everything was allowed. The only criteria: each influencer had to be able to deliver five final assets in the end.
The Social Media Night was filmed and documented by SNOOK and distributed and advertised live on site on all Opel Social Media channels.
Opel: Social Night @IAA 2017
Each Influencer delivered his best 5 assets after 24 hours, which were then posted on Opel’s channels for 5 consecutive days. We actively encouraged the fan community to vote for their favourite influencer. Additionally, the influencers promoted their own content on their own channels for 5 consecutive days and called on their fanbase to vote.
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