The Brief:
In early 2008 PUMA Running began sponsoring up and coming Jamaican sprinter Usain Bolt. On May 31 Bolt surprised the running world by setting a new world record in the 100m, and it was decided to create a video “blogumentary” following Bolt as he prepared for and competed in the 2008 Beijing Olympics. A flash based site and game was built to contain the program, but how to attract online running communities and the wider world of Olympic enthusiasts? What word-of-mouth and social media strategies could be used to involve viewers, improve SEO, and drive traffic to chasingbolt.com?

coBRANDiT’s Role:
In the space of 4 weeks we developed a multi-faceted social media outreach strategy that consisted of distribution to 15+ video sharing and social networking sites, as well as a branded Facebook application with a related cross-platform video widget. We optimized the videos within networks, responded to commentary, reached out to top running and olympic bloggers to gain choice placement, managed ad buys supporting the program, and ran a user-generated photo contest through the Chasing Bolt Facebook app. During the month of August, 12 videos were sent from Beijing to us for distribution and optimization, resulting in over 2 million views, a 64% increase in PUMA-related online chatter, and on August 20th the greatest number of daily uniques for any PUMA web property ever.

UPDATE: On November 14th 2008 this program received an Award of Excellence from the Society for New Communications Research.

“coBRANDiT put together a great social media campaign, the results of which exceeded our expectations. They know the space very well and are very easy to work with. I highly recommend coBRANDiT.”
-–Matt Taylor, Global Manager, PUMA Running

“coBRANDiT has been an incredible help to PUMA in areas from consumer research to digital campaign launches, always bringing fresh ideas and seeing them through to execution. Their passion and energy lifts up our entire team.”
--Ryan Eckel, Group Head, Marketing Strategy and Operations, PUMA AG

**Note: coBRANDiT has also conducted man-on-the street video research for PUMA in top markets such as Paris, London and NY; produced internal sales vids for PUMA Running; and consulted on social media and word-of-mouth programs off and on since 2004.

Posted by Owen on October 27, 2008 04:48 PM | Permalink | Comments