CASE STUDY: WOMMA, the WORD-OF-MOUTH MARKETING ASSOCIATION

The Brief: The Word-of-Mouth Marketing Association (WOMMA) was founded in 2004, coBRANDiT has attended every conference they have put on. In fall 2005 we approached WOMMA and offered to provide video coverage of their events with the goal of providing short, insightful interviews with key participants that could be viewed and shared by ad and marketing industry professionals. We have been working on WOMMA's behalf ever since.
coBRANDiT's role: We have covered WOMMA events in a variety of ways including: 1) Shooting interviews with keynote speakers and panelists and rapidly preparing edited pieces for web delivery. Examples can be seen here. 2) Live streaming keynote addresses and general sessions via WOMMA's Ustream channel (access requires WOMMA membership, though an example can be seen here). 3) Mobile live streaming and party coverage using a combination of qik-enabled N95's and Flip Video cameras. For a detailed post on this type of coverage, read this. 4) We also produce and distribute overview videos used to pitch specific upcoming WOMMA events, and have built cross-platform widgets (white label video players with WOMMA links and other information, not currently live) to help spread the word.
Results: Our WOMMA videos have accumulated over 110,000 views and have helped to demonstrate, establish and solidify WOMMA's leadership in a new industry. WOMMA video content has been featured on top marketing blogs and has led to increased online chatter, increased search visibility and improved traffic to womma.org. Here's something we pulled together after one of their events in 2008: