Case Study – Blogger Bash

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Objective:

Elevate the image Anaheim and Orange County as a leading Southern California destination within the local social media community.

Challenge:

To create awareness of the Anaheim and Orange County brand to influential Southern California social media community. To find a create way to engage them and elevate their knowledge of the destination as a leading leisure site and develop future partnerships with this community.

Situation:

Create a gathering of influential OC/LA Bloggers at a major social media event to identify, engage and establish a solid group of brand evangelists. The 1961 theme coincided with Anaheim Orange Visitor and Convention Bureau’s 50th anniversary and provided a platform to reinforce this organization’s role.

Target Audience:

Regional Bloggers covering a variety of markets including:

  • Travel
  • Food/Beverage
  • Fashion
  • Lifestyle
  • Family
  • Sports
  • Arts/Culture

Goals:

  • Amplify Social Media Reach – Create an expanded social media influencer audience for the destination and build strong business relationships for future partnerships.
  • Expand Awareness of the Destination – Enhance the knowledge and interest in Anaheim and Orange County as a place overflowing with future blog opportunities.
  • Build a Social Media Community – Establish stronger relationships with this Southern California social media community and provide them with ideas to maintain interest and discovery.

Research /Planning:

Identify the most influential bloggers who would be most likely to cover the event, provide continued exposure to the destination and participate fully in the Mad Men style, thereby adding to the themed atmosphere. Research varied elements of the early 60’s era and include in décor, giveaway, gift bags, step and repeat, and fashion show.

Tactics:

  • Create OC Blogger Bash logo, build Facebook page, invite and site
  • Create hashtag #OC BloggerBash
  • Press release announcing the event to the Blog community
  • Social media contests to engaged and excite bloggers to attend
  • Videos leading up to the event encouraging attendance
  • Pre-Event Cocktail party at BlogHer to promote OC Blogger Bash
  • Extend an invitation to hotel partners interested in hosting bloggers
  • Large Twitter feed Screen posting all of the attendee Tweets with #OCBloggerBash
  • Flicker stream to show blogger photos while at the event

Results

  • The Communicator Awards
  • Hermes Creative Awards
  • Visit California Excellence in Tourism Marketing Awards
  • 4 million tweets
  • Award of Excellence: Integrated Campaign – Promotional/Branding
  • Platinum Award: Social Media
  • Gold Award: Special Event
  • Best Social Media Finalist
Project Details
  • Location : Anaheim, CA