Microsite development
BT
When BT wanted to generate awareness of its international calling services, we worked with our Fishburn Hedges colleagues to create a “Eurovision yourself” microsite to put users’ faces onto “traditional” Eurovision costumes to send to friends and family abroad. Dix points.
Eurovision – everyone’s favourite excuse to participate in nationalistic glee by questioning why all of the singers wear the costumes they do, sing the songs they do, and why countries give the points they do.
To tap into this annual excitement we created a BT microsite for Eurovision fans to create avatars of their face on the Eurvosion costume of their choice – Nordic Vikings were particularly popular for some reason. Alongside that site we ran a blog and twitter profile to encourage Eurovision fans to call friends and family abroad to get them to vote for Jade Ewen.
When comparing the activity using more traditional metrics, we estimate that Twitter aspect of the campaign alone delivered more than 70,000 opportunities to see.
