© 2012 TBG Digital

Engaging through many lightweight interactions

© 2012 TBG Digital

What’s the story?

© 2012 TBG Digital

Dell wanted to engage with theirtarget audience, promoting the fact that

“Dell products empower you to do more, faster”

They also wanted to measure interactions withintheir Facebook campaign properties to monitor

viral uplift on paid and owned activity

© 2012 TBG Digital

What did we do?

© 2012 TBG Digital

As music is a huge passion center for Dell’starget market, TBG Digital built a social presence

around the company’s sponsorship of US events suchas the New Orleans Jazz Festival and Lollapalooza

TBG created a hub on Facebook to hostDell music-focused apps, which all hadthe same aim - to create many targeted

lightweight interactions over time

© 2012 TBG Digital

The Dell Festival Tour hub allowed TBG to engage with users recruited via any app

during the process

TBG created two apps for the New Orleans Jazz Festival,

held between April 26and May 5 2012

© 2012 TBG Digital

PhotoFest allowed users totweet their pics to #DellLive

over the event period to be in with a chance of winning after-

show tickets or a new laptop

The photos were shown live on the festival’s screens and at home

on the Festival Tour hub where users could also vote the winners

© 2012 TBG Digital

Dell Road Trip challengedusers to invite as many

of their friends as possible via Twitter, Facebook or email into

their virtual car within the space of an hour

The users with the most passengers at the end of the

contest won festival tickets and $2,000 spending money

© 2012 TBG Digital

TBG measured all user interactionswithin the Festival Tour hub, including

the source that instigated each interaction

Interactions included installs,visits, share intent and votes

Sources measured were Paid (interactions prompted by ads), Owned (interactions initiated by Dell

communication) and Earned (untracked interactions earned through organic reach)

© 2012 TBG Digital

What were the results?

© 2012 TBG Digital

270%

The campaign also achieved 142% of target acquisitions

viraluplift on all App Installs

150%

viraluplift on Page Likes

Viral uplift is the percentage increase in organic interactions over both paid and owned interactions

Case period: April 2012 to May 2012