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Lewis Watson’s Get Lewis to Australia Campaign

https://lewisaustralia.lewiswatsonmusic.com

Lewis Watson has a growing Australian fanbase so his product manager, Alex Burford, wanted to run a promotion allowing those fans to campaign for Lewis to tour in Aus. His idea was to visually represent Lewis travelling to Australia every time a challenge was completed by the fans.

To maximise the reach of the campaign we decided to target 4 key engagement metrics on social networks. The first challenge was an email petition, requiring 500 signatures. The fans took to it very rapidly and reached the goal in less than 45 minutes.

The second challenge was driven by Facebook likes. I added a like button to the page that required 1,000 likes to complete the challenge. Once again this challenge was met rapidly within a few hours.

We upped the stakes even more with the third challenge and tasked the fans with tweeting #LewisAustralia 3,000 times.

The final challenge appealed to Lewis’ Instagram followers. We needed 1000 photographs tagged with #LewisAustralia on the service.

While the concept sounds simple enough, this project was a mammoth task to create, essentially combining 5 different social marketing campaigns into one.

I plugged into three APIs to retrieve Facebook likes, Twitter hashtag counts and an Instagram tag count and stored the progress in a MySql database. I used Ajax requests to regularly check the progress of each campaign an update the page without the need for fans to refresh.

Alex commissioned, Liz Clements , a talented illustrator to draw the assets for the page. I then pieced them together and animated the elements with jQuery. A cool little plugin called jQuery Float did exactly what I needed to create a floating effect on the balloon. I combined that with standard jQuery animations to fly the balloon across the screen as each challenge was completed.

The campaign went far better than we anticipated with fans completing the challenges insanely fast. They had a lot of fun participating and the campaign did a great job of growing Lewis’ Australian fan base.