Daemon Digital – Case Study1

It’d be dIfferent If I were there, but stIll beIng In MexIcodoesn’t stop Me froM enjoyIng the sunset In sydney.

@tatirijillo

Tweeter, Mexico

challenge

With the youth market already contributing 37% ointernational visitor arrivals in New South Wales, TourismNSW were keen to urther encourage young travellers tovisit Sydney and extend their stay. Acknowledging word o mouth as an eective channel,Tourism NSW recognised a need to generate contentcontaining a balance o inormation, opinion andentertainment which would position Sydney as theultimate unique destination to the 18-30 demographic.While the content was created to seed into blogs, orumsand social networking sites, the immediate nature o themedium has produced ongoing results to report.

strategy

Daemon Digital believes in engaging with socialnetworks through deensive and then oensive strategiccommunications.The @sydney_sider Twitter account was established topromote key messages regarding Sydney and react todiscussions, comments and questions as they arise.On 16th July 2009 the setting sun caught the attentiono Sydneysiders which was reected through theTwitter Stream. As an established account @sydney_sider was able toleverage existing ollowers to encourage Sydneysiders totweet comments and photos o the natural spectacle.

results

The Twitter stream or “Sydney” swelled with keywords“sky” and “sunset” with descriptions including best,beautiul and love.Creating the hashtag #sydneysunset, @sydney_sider wasable to direct trafc to the stream o positive sentimentsand images which were retweeted and shared creating107,274 impressions.This user generated content was also used to create a poston the Sydneysider blog, earning high Google rankings orthe query “Sydney sunset” and an increase in interactionson the Tourism NSW managed Facebook page.By reacting immediately @sydney_sider was able to takethe organic conversation around a natural phenomenonand increase the presence o Sydney in the Twitter stream,reaching 66,795 people in 191 aggregated tweets.

fIery sydney sunset sparKssocIal MedIa success

DAEMON DIGITAL DEMONSTRATES THE BENEFITS OF A PROACTIVE SOCIAL MEDIA PRESENCEWITH AN UNSCHEDULED AND REACTIVE CAMPAIGN FOR TOURISM NEW SOUTH WALES.