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Case study Y!X: Telecom Making Tracks Minisite
The Campaign
- In 2010 Telecom were challenged to create content that was synonymous with their brand value “from here we can do anything”, specifically driving brand preference and enabling an experience through NZ music.
- The agency decided to make use of an existing brand ambassador and recently established music identity by associating with an interesting TV show concept “Making Tracks”. The show followed C4 presenter Nick Dwyer on a globetrotting journey of musical discovery, as he exchanged the sounds of New Zealand for the sounds of the world.
Y!X Solution
- An online experience to house a range of non-broadcast content was created, including unique mash ups of Holly Smith’s “Bathe In The River” with local Ghanaians, to Chris Knox’s “Not Given Lightly” with London indie band The Invisible.
- The online hub pulled in social media feeds from Facebookand Twitter to make the platform dynamic and interactive. Yahoo!Xtraprovided an engaging platform to not only house exclusive content by creating a minisitewithin the entertainment portal, but also drive traffic through its unrivalled network audience base.
- Co-branded banners across Yahoo!Xtradrove people through to the minisite, and the portal was promoted through the TV show itself. Social media, mobile, email and search advertising contributed to a deep and extended digital footprint.
