Kingston Frontenacs Flash mob analysis
On November 27 2012, students from the Advertising IMC program at St. Lawrence College executed a flash mob that they had been planning for the better part of a month. Now, with the event finished, it's time to step back and see the results.
Published on: Mar 3, 2016
Transcripts - Kingston Frontenacs Flash mob analysis
Facebook Twitter Youtube Google + Doodle.ly Foursquare
25 likes for the group 6 Pictures added to the group album in total Served as the primary hub for cross-media integration, including the use of Doodle.ly, Instagram, and Youtube
Served as the main hub of communication while the event was in progress Regular updates from other platforms such as Foursquare while the flash mob progressed
A video was released prior to the event, as well as a video after the event detailing a before/after perspective of the event Both videos were promoted on the Facebook news feed Both videos had 173 views within ten days of being uploaded, as well as one subscriber, with further views, possibly as a result of the IMC program performing an analysis of the event.
Managed to get a +1 for a photo posted on the Google + newsfeed Of the 32 guests initially invited through Google +, 10 accepted the invite and were in attendance. 4 people attended the Google Hangout that was streamed live during the event
This platform was used to generate hype prior to the event as well as allow participants an opportunity to take part either live at the event or from the relative warmth and comfort of their home if they didn’t feel like going out. Three contributors to this platform Was cross-integrated with the Facebook channel to allow a larger reach
Three Check-in locations were created Foursquare allowed users to post pictures taken at each check-in location. Two pictures were added at the Market Square location One picture was added to the Downtown location
Thing that we could have done better Pre-event Planning and reaching consensus on an event Made the chalk stations larger and stocked sidewalk chalk in Frontenacs colours Taken conditions into account and waited for better weather or had event indoors. missed opportunities Getting the Kingston Frontenacs in on the event Could have found a way to foster more involvement in the event from the community from select groups such as Elementary/high school students
What worked: Before/After videos by YouTube team plenty of photos from the event What didn’t work: Too many platforms. It would have been more effective to really do well with a few than try to use as many as we did. Some platforms just weren’t as effective as others. Others could have been used more effectively We just didn’t have enough followers for our content Unable to get people from outside of our program to attend Style Differences: Each group had a different message for the event.
Market Square was an excellent choice of location 137 Youtube video views and successful Twitter CMOST as well as Slide share. Participation from First and Third year students, Professors, and Alumni Overall a great, enjoyable experience A learning experience in regard to what worked/didn’t work, new Social Media platforms, and how to get more out of familiar Social media channels.
Take weather and seasonal conditions into account in terms of lighting and temperature. Planning the event sooner would allow us to gain more followers. Perhaps holding it on the weekend would give us a potentially larger audience, including children and their parents. Approaching and encouraging local businesses to take part in the event by drawing the Frontenacs “K” on the chalk boards outside their establishments. Limiting the starting location to a single venue would mean more people showing up, which in turn may generate intrigue among those passing by.
Multiple Digital Channels were used Facebook used for planning stages Twitter was used for engagement throughout the event and shared most if not all other channels Too many channels for a smaller flash mob. Some did not integrate well together. Traditional media was not used for this event. However, there was some potential for traditional media outlets, such as Outdoor advertising.
Our main target market for this event was Kingston Frontenac fans. Our goal for reaching them was to acquire followers or “likes” and their equivalent depending on the given platform. A possible secondary medium could very well have been the media, to gain access to their social media platform and broadcast our message to a possibly wider audience. For this flash mob, we didn’t need nearly as many Social media channels as we had. Some of the, did not succeed in reaching their target, although others had potential if better utilized. A line of communications with the Frontenacs was one of the components was missing from this event. Also needed was more community involvement.
This event would need to boast better results before we would consider paying for it. Not sure whether to be happy with results, as there is no discernible negative or positive results. This flash mob could have benefitted from further refinement before being executed. It would have been a good idea to involve us in the planning process, and be updated on it as it unfolds. From my perspective, I would see it as an interesting approach with a good deal of potential, but a somewhat flawed execution. It could have benefitted from more time spent planning its execution with yet more focus on my brand.
The flash mob’s location at Market square was a good choice, but as a recommendation, it would have been better to have everyone there to make a flash mob, not flash points. It would have been better to remain at a single location, as opposed to moving from Market Square to the Theatre. The timing of 4:17 PM originally seemed like a good idea, but unfortunately, this late into the season, we did not take the earlier nights into account. An hour was a bit long for a flash mob. Facebook was used to connect all other platforms, and ,while good for cross-media integration, it would have also been a good idea to encourage other users to post links via their personal accounts.
Our influencers included: First and Third Year students in the IMC program at SLC Alumni including Tina Bloodworth and Evelyn Kembel IMC Professors such as Kathy Patterson, Lindsey Fair, and Jim Elyot Potential influencers that we could have targeted include: Local businesses who could have helped to sponsored the event Frontenac Players and staff The media during the post-event to gain more followers Local Elementary and high schools, as we could then have invited their students to participate The Student Association at SLC, which could have meant making it a student event as opposed to just an IMC event