Online/Offline Media

In the case study, Case Study: ROI of Social Media Campaign for Sea World San Antonio – A Year Later*, Sea World’s online/offline social media campaign was explored. They used both online and offline activities. These activities proved successful by gaining lots of attention for their new ride (Journey to Atlantis), increase their revenue, calculate an ROI for their social media campaign, and they were about to gain valuable experience.

They used both online and offline activities in their campaign. Offline, they created an analysis of influential voices. This analysis found 22 coaster enthusiasts and they later used this information to target them to be used to promote their coaster. These enthusiasts used blogs and forums to discuss their passion of coasters. In order to direct their passion of coasters towards Sea World’s new ride, Sea World gave them special VIP access to the ride. This exclusive access generated buzz and increased the ride’s awareness. Online, they created a content rich website, deployed videos and photos (via YouTube, Flickr, Veoh), and created online surveys for their customers. These online and offline activities lead to their successful social media campaign.

-Sources

*http://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.html