Zooppa - UGCApril 2010

martedì 27 aprile 2010

On January 2010, Pepsi Company has launched the Pepsi Refresh Project. They've invested 20 million dollars in this UGC campaign, money that had previously been used for tv commercials during the SuperBowl.

Vitaminwater, a Coca-Cola brand, was looking for a deeper engagement with its consumers, so decided to involve its fans on Facebook to find a brand new taste for its energy drink .

In 2010, the Doritos brand has repeated for the fourth time the Crash the Super Bowl, a contest where they asked their customers to realize videos to be broadcasted during the SuperBowl.

Coin Group chose to relaunch the UPIM brand through crowdsourcing. Thanks to the contest on Zooppa they achieved 4.740 new logos and a great viral effect.

How companies are using UGC worldwide

User Generated Contents

martedì 27 aprile 2010

Overview

Zooppa is a company that thanks to the Internet, has launched a new model for advertising.

This is defined as User Generated Advertising: the

consumers themselves create their own ads for the brands.

For each campaign launched on Zooppa.com, the

registered users can participate posting concepts, videos, print ads, banners and radio ads.

Today Zooppa.com is situated in Italy, US, Brazil and in Europe.

Founded in 2007, Zooppa.com is housed by the technological incubator H-Farm. Located near Venice, Italy, H-Farm is a center for research and innovation focused on the fields of technology and new media.

martedì 27 aprile 2010

Numbers (Feb 2007 - Mar 2010)

“Zooppers” (users) registred : 60.000+

Campaigns: 96+

Contents: 35.000+

Average contents per contest:

60-100 videos

400-1000 print ads

> 50 banners, radio ads and concepts

Comments: 700.000+

Page views (from February 2007): 20.000.00+

Absolute unique visitors Zooppa.it (last month): 34.944

Average daily unique visitors (last month): 1.640

Some of the campaigns launched on Zooppa

martedì 27 aprile 2010

<182,5%

19-2530,2%

26-3025,9%

31-3517,6%

36-409,6%

41-509,9%

>504,4% students

35%

web and graphic designers, videomakers28%

art director, copywriter, account11%

managers6%

office workers, traders, craftsmen17%

unemployed3%

Community users

Almost the 55% of the Zooppa community is from 19 to30 years old.

The users divide themselves into two rather homogeneous groups: students who work with graphic design, the Web, and video production, and professionals in the same fields.

martedì 27 aprile 2010

Campaign flow

Brief definition with the Client

Campaign promotion through newsletters, social networks, word of mouth, website partners

Community members create and spread ads

Winner selection

Results analisys and post contest report

martedì 27 aprile 2010

Why Zooppa?

Entertain customers

Launch new products/services

Build a direct relationship with

customers

Increase brand

visibility

Increase brand

awareness

Find new potential users

Start a conversation

about the brand

martedì 27 aprile 2010

Zooppa benefits: Creativity

Sponsoring an advertising competition through Zooppa, 60.000 members of its creative community enter in deep engagement with your brand.Our community members are often young communication professionals. Therefore both the quality and the quantity of ads are maximized and a positive outcome is guaranteed to your brand.

On average a contest on Zooppa allows to achieve more than 1.000 user-generated ads, distributed as follows:

‣60 - 100 videos

‣600 - 1.000 print ads

‣more than 50 contents among banners, radio spots and

concepts.

martedì 27 aprile 2010

Zooppa benefits: Engagement

Zooppa allows companies to achieve their target, facilitating a conversation with users and involving them into the communication process.

Blog, forum, comments on Zooppa are only some of our most common tools used to build a confident relationship with members.

martedì 27 aprile 2010

Zooppa benefits: Viral Effect

Zooppa spreads the ads on the social networks andvideo sharing sites. The community members do the same, helping to promote your brand through the viral distribution. Since the most voted works are the ones that finally win, the community is strongly motivated to spread their works in the Internet.

Thanks to an integrated software we can know the views tracking of posted contents.

viddler, veoh, dailymotion, Youtube, vimeo, metacafe,

yahoo.

martedì 27 aprile 2010

Zooppa benefits: Perception

An advertising competition sponsored on Zooppa allows to reach a real feedback about the brand perception coming from users contents.The community works in fact can be considered as an enlarged focus group, representing perfectly the most active on-line users of our society.

Interesting conversations about brands start spontaneously through the users comments and forum: all this info are are finally analyzed with the community’s ads.

Zooppa offers companies an exhaustive report with quantitative and qualitative datas about posted contributes. Precious suggestions for the future communication strategy.

martedì 27 aprile 2010

Click here to watch the video Click here to watch the video Click here to watch the video

Case histories

Google Italy chose Zooppa for the launch of the new browser, Google Chrome, in Italy. The community proposed more than 800 contr ibut ions : videos, print ads and banners. A selection of the works has been spread through the official Google Chrome channel on YouTube.

Microsoft sponsored a contest on Zooppa.com in order to increase the brand awareness of their product: Office Live - Small Business. The community realized more than 50 videos and 160 print ads.

Best Western needed to make its image cooler and closer to the young people, looking for a deeper brand e n g a g e m e n t w i t h t h e consumers. At the end of the contes t , a se lec t ion o f Zooppers works was spread in the tv channel of the hotels located all over Italy.

Mini chose the italian

community of Zooppa to

advertise the launch of the new MINI models: Mini

Abbey Road and Mini Trigger, using the User

Generated Contents

approach.

Click here to watch the video

martedì 27 aprile 2010

Click here to watch the video Click here to watch the videoClick here to watch the video

Case histories

Click here to watch the print

Nestlè KitKat used the creatives works posted on Zooppa to realize its official banner campaign. The winning radio ad is available on the Radio Deejay podcast.

Universal Music decided to s p o n s o r a n a d v e r t i s i n g competition on Zooppa in order to support the launch of “The boy who knew to much” Mika’s album in Italy. Community members posted 75 video ads.

When Pago’s pay-off changed in “Pago, Paradise yourself”, the company worked with members to evaluate their brand perception.At the end of the contest, all ads were ana l yzed and Z o o p p a p r e p a r e d a n exhaustive marketing report.

The contest sponsored by N e g r o n i o n Z o o p p a achieved great results: the commun i t y members posted 77 videos, 937 print ads, 33 radio ads, 79 banners, 177 concepts and 41.024 comments.

martedì 27 aprile 2010

‣ TomTom Version 0.1

‣ Rules are changed ‣ Voilà

‣ 1970/2000 Negroni

‣ Happy Birthday‣ In the clouds

‣ Music Inside

Best of videos

‣ Havaianas stop motion

martedì 27 aprile 2010

‣ TomTom Version 0.1

‣ Rules are changed ‣ Voilà

‣ 1970/2000 Negroni

‣ Happy Birthday‣ In the clouds

‣ Music Inside

Best of videos

‣ Havaianas stop motion

martedì 27 aprile 2010

Best of print ads

martedì 27 aprile 2010

Best of print ads

martedì 27 aprile 2010

Best of print ads

martedì 27 aprile 2010

Best of print ads

martedì 27 aprile 2010

Best of print ads

martedì 27 aprile 2010