SANYO goes VIB at Boardmasters.

SANYO goes VIB at Boardmasters

Integrated

Description

This month we found ourselves in Newquay helping to launch the new SANYO Xacti waterproof Dual Camera to the extreme sports community with a unique 'Very Important Bloggers' programme at the Surf, Skate and BMX event, Boardmasters.

SANYO was launching the world's highest spec waterproof dual camera - and wanted to unlock the communications potential of its sponsorship activity at Relentless Boardmasters - the surf, skate. music and BMX festival.

We developed a 'Very Important Bloggers' or 'VIB' programme that generated record word-of-mouth online amongst a community of potential Xacti users that are notoriously difficult to reach through traditional media channels. We ran a competition in conjunction with Nuts, Loaded, Mpora (an extreme sports video sharing site) on the Xacti Facebook page asking people to tell us why they deserved to be the official Xacti blogger at the event - with the prize being full press access, a Xacti CA100 and interview opportunities with the boarders and riders. We then built a dedicated branded channel (xacti-boardmasters.tv) to host the content and provide a hub for the extreme sports fans that couldn't make it to the event.

Once our four VIBs had been selected, we headed for Newquay! We provided branded clapper-boards and T-shirts to the bloggers to allow us to introduce the Xacti brand into videos without losing the authenticity and realism so essential to their attraction through slick editing. The videos garnered thousands of hits in the first day alone, with VIBs desperately sharing their amazing content - from surfing to back stage interviews - with their social network in order to get the highest score through the online voting mechanism. The winner took home an additional camera and the new Xacti sound recorder - as well as the accolade of Xacti VIB! Incredible online buzz was matched with added brand awareness at the event, as the VIBs got themselves everywhere. An added bonus was a collection of content that perfectly demonstrates the various features of the CA100 as well as the reasons behind buying one and sharing video content. All this without the need for a big budget!

SANYO goes VIB at Boardmasters [1]