By Steve Hendershot, Chicago Business
Case study: Chicago-based ad agency Leo Burnett Worldwide
Revenue: $1.1 billion, estimated
The social-media strategy: Common logic says you should take a long-run approach to social media: Build your audience post by post, Tweet by Tweet and month by month.
Leo Burnett went a different route last summer. The ad agency’s “David on Demand” campaign wasn’t exactly a sprint, but it was a fast-track effort—a six-day, party-crashing, tattoo-getting, head-shaving, paragliding-over-the-Mediterranean romp in which a Leo Burnett recruiter, David Perez, agreed to have his every move streamed live over the Internet. His audience sent him commands via Twitter, and he complied with as many as he could, no matter how outrageous. The requests ranged from staging a pillow fight to driving a Bentley to getting a tattoo—all of which Mr. Perez fulfilled, along with thousands of others. His audience quickly grew.
The campaign was in support of a Leo Burnett-sponsored seminar at a June advertising festival in Cannes, France. Mr. Perez captured the imagination of festival-goers (he attracted 45% of festival buzz, according to a study by New York public relations firm Porter Novelli) as well as the attention of Internet users worldwide. “David on Demand” elicited 3.5 million Tweets and more than 1 million views from people in 132 countries.
Read more: http://www.chicagobusiness.com/article/20110101/ISSUE02/301019997/doing-social-marketing-right-leo-burnett-the-social-media-sprinter#ixzz1AfaWalJL
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To read more, visit: How a social media stunt landed Leo Burnett a year’s traffic in 6 days