Challenge

BMC Software wanted to increase its Share of Voice (SOV) at 2013 VMWorld, which had an IT Superheroes theme. Beyond that, BMC wanted to turn its brief presence at this event into a year-long boost.

Approach

W2O Group’s WCG agency created custom superheroes of key influencers at VMWorld 2013 in near real-time. They employed a combination of social listening, real-time response execution, and intricate illustrations by artists who have worked with Marvel and other top comic houses. This execution offered a strong integration between short term marketing goals and longer term PR impact. WCG executed a social content campaign which involved round the clock social listening in order to identify the best, funniest, most interesting (or just downright influential) participants at the show. Once identified, WCG paired their social posts with their public social profile/data and employed commercial comic artists to create an IT Superhero comic out of the influencer’s comment in near real-time. The illustrations were tweeted to the influencer, as well as placed in an album on BMC’s Facebook page.

Results

BMC maximized this opportunity to connect with key influencers via social networks leading up to and during the event and enjoyed longer term PR impact, thanks to WCG. At the conclusion of VMWorld, BMC surprised and delighted 25 key influencers with custom illustrated superheroes. The results were goal-breaking retweets, influencers utilizing the images as avatars, and an overall increase in event-specific engagement with BMC by almost 400% over the previous year. Total conversation volume rose 27%, a 50% rise over 2012. BMC gained 3.4% more followers on Twitter and realized a 5.9% uptick in followers on Facebook.

400%
Event Engagement Growth
27%
Increased Conversion Volume

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