How BILD Brand Studio Drove Awareness for Theme Park with Multi-Platform Strategy

By creating original video content and distributing with a multi-platform-strategy, BILD Brand Studio succeeded in driving awareness to a new attraction - still under construction - in the German theme park Europa-Park.
multi-platform strategy

Summary

By creating original video content and distributing with a multi-platform-strategy, BILD Brand Studio succeeded in driving awareness to a new attraction – still under construction – in the German theme park Europa-Park. The video campaign on Facebook generated more than 1,000,000 video views within just five days.

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Publisher/Agency: BILD Brand Studio
Campaign: Europa-Park Rust
Brand: Europa-Park
Country: Germany

By creating original video content and distributing with a multi-platform-strategy, BILD Brand Studio succeeded in driving awareness to a new attraction.

Summary

By creating original video content and distributing with a multi-platform-strategy, BILD Brand Studio succeeded in driving awareness to a new attraction – still under construction – in the German theme park Europa-Park. The video campaign on Facebook generated more than 1,000,000 video views within just five days.

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Mission

Europa-Park is the largest theme park in Germany and the second most popular resort in Europe, following Disneyland Paris. The park opened in 1975 and is home to 13 roller coasters and a broad variety of attractions and events, accommodating just over 5.5 million annual visitors.

On June 3rd, 2017, visitors to Europa-Park were exposed to a major new attraction: Voletarium. The attraction is the biggest flying theatre in Europe and the most expensive single-ride investment at the park to date. Visitors experience a four and a half minute flight above 15 of the most fascinating and impressive places in Europe.

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The mission was therefore to:

1. Drive Maximum Awareness –To generate maximum awareness for the Voletarium within just two weeks prior to its opening event at the park.

2. Entertain and Engage – To create original, highly engaging content that tells an authentic story based on the Voletarium flying experience and communicates key facts about the park as well as its most popular attractions.

3. Brand Position – To position Europa-Park as an innovator in the field of technical inventions, cutting-edge attractions and virtual reality rollercoaster experiences.

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KPIs

– Page views

– Dwell time

– Video views

– Snapchat: View-Through-Rate

Target audience

The main target group of Europa-Park is young families with children. However, in the context of the campaign, Europa-Park defined their target group as even broader, including singles and groups of friends of all age segments. The average park goer is 29 years old.

Due to the client‘s goal to create maximum awareness around an attraction that nobody in Germany had ever heard of, BILD Brand Studio identified two strategic pillars of its campaign.

Strategic approach

Due to the client‘s goal to create maximum awareness around an attraction that nobody in Germany had ever heard of, BILD Brand Studio identified two strategic pillars of its campaign:

1. Use of original video

Instead of a one-size-fits-all approach and just adapting the video footage of the client, the aim was to produce a slate of original videos comprised of individually edited versions that follow the specific requirements of each platform and channel in question. As BILD Brand Studio was given the guideline to put the features of the attraction at the centre of the story, they identified ways to subtly integrate them.

2. Multi-platform storytelling and distribution

As Europa-Park’s defined target group is very broad, BILD Brand Studio effectively combined different platforms and channels in an integrated and precisely targeted multi-platform-strategy. Each measure was designed to ensure an efficient interplay of paid and organic reach. The latter being fuelled by a tight paid social media budget. This helped to achieve great results in every target group segment: from young teens to middle-aged families and even older visitors to the park.

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BILD Brand Studio decided to tell the brand story not only with expressive pictures and original videos, but also with 360-degree-photographs.

Creative idea

At the time of the brand story production, the Voletarium was still under construction and behind strictly closed doors. Except for technicians, nobody had ever seen or tested the flying theatre before. Thus, one of the first ideas centred around a world-exclusive “behind-the-scenes“-report, showcasing the thrill and dimensions of the Voletarium.

Subsequently, the video production team was the first to ever get a glimpse of the attraction and shoot on location. In order to create an enjoyable and engaging content experience, BILD Brand Studio decided to tell the brand story not only with expressive pictures and original videos, but also with 360-degree-photographs.

In order to further increase the impact and reach of the campaign, they decided to get a well-known German celebrity on board. The challenge was to find a personality that both aligned with Europa-Park’s target group segments and represented the Voletarium in an authentic way.

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After extensive in-house research, BILD Brand Studio suggested to the client 10 suitable testimonials. They matched each testimonial with Europa-Park’s target group and analysed the performance of their coverage on BILD.de. In the end, they decided to go with famous actor Jörn Schloinvoigt, chosen due to his high popularity within Europa-Park‘s target group as well as his own background as a pilot.

Another factor that BILD considered important was the 25th anniversary of the daily series that he plays a part in. For over 16 years, Jörn Schlönvoigt has belonged to the main cast of „Gute Zeiten, schlechte Zeiten“ – Germany‘s most successful daily series. Its anniversary and cast members were covered heavily on BILD.de during the time of the campaign. A perfect chance and perfect timing to accomplish great synergy effects for the campaign.

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Platforms

In order to guarantee maximum viewership for the brand story, BILD Brand Studio came up with a multi-platform-strategy that was composed of BILD‘s desktop and mobile websites as well as paid media efforts on Facebook, Instagram and Snapchat.

On Facebook and Instagram, they launched multiple paid campaigns with specific targetings – both for the article as well as the different versions of social videos.

Content distribution and promotion efforts

As the client’s goal was to attract a broad audience – spanning multiple age groups – BILD Brand Studio put together a unique multi-platform-strategy that would ensure relevant reach in each segment.

For the prominent native teaser placements on BILD.de (desktop/mobile), multiple versions were produced to both grab the attention of Jörn‘s dedicated fan base as well as other BILD.de users who are more interested in the attraction itself. BILD Brand Studio monitored the teaser performance with A/B testings throughout the campaign and optimised them along the way.

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On Facebook and Instagram, they launched multiple paid campaigns with specific targetings – both for the article as well as the different versions of social videos. Furthermore, they published multiple posts via BILD‘s editorial channels on Facebook for which they used 360-degree-photographs.

Another special highlight was the very first launch of a native video campaign within the editorial section of a German publisher on Snapchat. In a period of 14 days, BILD Brand Studio integrated a native video story into their editorial editions that complied with the look and feel of BILD on Snapchat.

Size of team involved

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The average dwell time of 1.38 minutes in the Facebook Instant Article further proves the high user engagement of the campaign.

Results

Facebook Sponsored Post Campaign (Article):

  • Overall, BILD Brand Studio generated 40,000 clicks on links with the brand story article postings (linking directly to the article on BILD.de/ Facebook Instant Article).
  • The strong click rate of 5% and more than 1,795 likes and 192 shares can be attributed to the right targeting of the campaign, resulting in a CPC of under 0,05 Euro.
  • The average dwell time of 1.38 minutes in the Facebook Instant Article further proves the high user engagement of the campaign.
  • The 360-degree-article-post on the BILD main channel generated nearly 18,000 clicks, which equals a click rate of close to 3% while generating more than 800 user reactions (Likes, Shares, Comments).

Facebook Sponsored Post (Video):

  • The video campaign generated more than 1,000,000 video views within just five days.
  • Around 1/3 of the video views were driven by shares and comments by users. This shows the viral effect of the campaign and is a great indicator of the high user engagement.

The most frequent interactions in the comments can be divided into three groups:

1. Calls to friends that they should finally visit Europa-Park again

2. Friends tagging other friends in the comments

3. Posts of people who state that they had already heard about the video through friends (word-of-mouth).


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

DOWNLOAD: Native Advertising Trends 2017 – The News Media

 

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