2 Strangers and a Wedding 2009 (KAYA FM) Case Study
Background:
Kaya FM 95.9 searched for two (2) strangers to take part in Kaya FM 95.9 – Two Strangers and a Wedding social experiment.
Five (5) finalists will be selected for consideration as the bride and five (5) finalists will be selected for consideration as the groom. Ultimately, a final bride and a final groom will be selected who will not know the name or see the other person and will not meet each other in person prior to the morning of the Wedding/Commitment Ceremony. This contest was open to all South African residents.
Creative Ink was responsible for the development of the website, mobile site and the set up of the social media platforms: Facebook, Twitter and Zoopy.
Campaign Duration: 12 Weeks. (September 2009 - December 2009)
Campaign Website and Live Video Streaming
Creative Ink was responsible for designing the campaign specific website that was used to lure possible contestants into entering this social experiment, providing the public with an overview and the status of the experiment and contestants, and finally to reveal the bride and groom on the day of their commintment ceremony.
On the day of the wedding Creative Ink was responsible for Live Streaming the event as it hapened, within the first 72 hour period the live video’s totalled to an astonishing 37,191 views.
The website can be accessed at: www.2strangers.co.za
Mobi Site
The mobile site developed for the campaign provided the Kaya listener with a convenient means of accessing information pertaining to the social experiment. The mobile site encouraged the listener to access the campaign website and to interact via the Social Media channels selected for the campaign. The look and feel was kept consistent with the website thus reinforcing the 2 Strangers and Kaya brand.
The mobi site can be accessed at: www.2strangers.mobi
Kaya’s Facebook fans grew by 400% since Creative Ink took over the Facebook Page, from 920 to 4 558.
A significant spike in activity and interaction could be seen during the live video stream of the commitment ceremony.
Kaya FM's Fan page can be accessed at: www.facebook.com/KayaFM95.9
Zoopy
The Zoopy campaign comprised of 17 Videos that were uploaded. Over the 9 week period all videos acumalated to a total of 4,654 views. The video with the most views was ‘Refilwe & Jessica Revealed’ with 1,290 views. This video was when they reveled two of the bride contestants just after they were voted out of the social experiment.
With the assistance of Creative Ink, the 2 Strangers and a wedding followers were able to interact with the compitition in a while new way via the uploaded videos, which weren't available previously.
Kaya FM's Video Sharing page can be accessed at: www.zoopy.co.za/KayaFM95dot9
Twitter was one of the Social Media channels selected to punt the campaign. The existing presence was strengthened by incorporating stage related backgrounds. Regular updates were provided during each phase of the campaign which resulted in a significant increase in followers and in turn encouraged views on Zoopy and the website.
Kaya FM's Twitter page can be accessed at: www.twitter.com/KayaFM95dot9
