Profero: UK Pavilion Douban Campaign


URL: http://www.douban.com/minisite/ukculture

2010上海世博会英国馆旨在推广英国的文化,艺术,体育,商业以及环保倡议,通过豆瓣的战略引导网友共同对这些问题进行讨论,并参与其中的活动.

此前,英国馆在豆瓣上的活动有”我所爱的英伦-来自英国的书影音条目投票”和”灵感源自英伦”,前者顾名思义是中国粉丝为英国的电影,书籍以及音乐投票,后者是号召豆友根据英伦给他们带来的灵感创作插画,音乐或视频作品,这个活动还吸引到了Keane乐团为其大力推荐.在活动开展的前10周,迷你站就吸引了超过100万的浏览量,超过18万的独立访问者以及2万多名粉丝.在”灵感源自英伦”的比赛中,收到了250多件优秀的原创作品.

目前,迷你站正在推广由英国主导的环保计划,号召大家注意气候变化,通过并提倡大家从身边的小事做起,做个环保达人.

The UK Pavilion at Shanghai Expo 2010 promote British leadership in arts & culture, sports, business and environment initiatives.  The Douban minisite campaign engages the Chinese online audience in discussing these topics and engaging in activities and competitions. Recent campaigns promoted British arts & culture through user voting on British books, film, music and fashionas well as a competition focused on original user artworks inspired by the UK Pavilion with special introduction by British band Keane. In the first ten weeks, the minisite received over 1 million page views 180,000 unique visitors, 20,000+ fans and received over 250+ original art works.

Currently the minisite is promoting UK’s leadership in environment initiatives and promoting awareness of climate change, and inviting users to make their lives more environmentally friendly with daily tips and upload activities.

Project: UK Pavilion Douban Campaign 世博会英国馆豆瓣战略
Client: British Foreign & Commonwealth Office 外务及英联邦办公室
Brand: UK Pavilion at Shanghai Expo 上海世博会英国馆
Digital Agency: Profero 博斐
Launch Date: 2010-2-22




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