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The Beatles Story Liverpool Case Study

We at Image Insight have provided one of our photographic solutions to the award-winning Beatles Story to ensure all visitors can capture their day, become a part of the Beatles Story and take home a range of print souvenirs chosen from a range of branded backgrounds.

Situated on Albert Dock in the heart of Liverpool, The Beatles Story tells the tale of how four young lads from Liverpool were propelled to the dizzy heights of worldwide fame and fortune to become the greatest band of all time – from their childhoods in Liverpool, to the early days of the band, to world domination and on to their solo careers. 



The solution is not only quick, easy to use and enhances the guests visit but also allows for a new revenue stream.

Our photographic solution was installed outside working hours to ensure minimum disruption to the guests and was working the very next day. Staff were using the system within minutes and the sales process takes place in the adjacent retail store.

By taking just one photo using our Chromakey (Green Screen) a number of different backgrounds are automatically generated and are ready for the guest to purchase in seconds.

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10.09.2015 | Digital marketing case study – The Beatles Story #beatles25

Digital marketing manager Chris Burgess delivers a play-by-play of one of Influential’s highly successful digital client campaigns.

The challenge

The Beatles Story is a visitor attraction located in Liverpool’s historic Albert Dock and Pier Head. The attraction sees an estimated 300,000 visitors attend annually, visiting from the UK and abroad.

The attraction celebrated its 25th anniversary in May 2015 and, as part of their celebrations, wanted to increase awareness worldwide by running a global search for 25 ambassadors in 25 different countries, who would help to spread word of the Beatles Story internationally.

Our approach

We took the position that an easy-to-enter social media competition would inspire people worldwide to either nominate themselves or someone they thought was worthy of being named an ambassador for the attraction, to tell the story of the biggest band the world has ever seen. Keeping it as simple as possible the competition was marketed as “the search to discover the world’s biggest Beatles fan”.

Focusing particularly on user-driven content and strong engagement, we asked entrants to supply stories, images and videos to back up their entries.

 

Execution

Research was carried out to draw up a list of key influencers within each target country. This included music journalists, media outlets, forums and groups. Beatles fan club websites and relevant Facebook and Twitter pages, as well as podcasts and festivals were also targeted.

Further research was also carried out into the time of day to post messaging for each of the target regions. A schedule of posts was created that took into account 9 separate time zones, so that relevant messages were pushed out at optimal times, with translations to match.

Our digital team then pushed out messages about the competition and links to the YouTube video to key influencers, who through retweeting and sharing posts, helped to amplify the reach of the messaging.

We understood that the use of Facebook, Twitter and YouTube is not universal, and that alternative platforms would have to be sought when targeting certain regions. In-depth research was carried out into Russian and Chinese social media platforms and video sharing sites, including VK, Weibo and YouKu. Beatles Story accounts were set up and translated videos were hosted on these platforms, while targeting of key individuals within China and Russia continued.

We believed that the simplest hashtag would be the most effective, and aimed to create one that encapsulated the competition as concisely as possible. After much deliberation, the eventual hashtag #beatles25 was created and used.

Results

The original brief was to find 25 ambassadors across 25 target countries. The campaign proved so successful that we received 749 entries from 52 countries in five continents, all of an extremely high standard. This also included two winners from China, the country the Beatles Story held as a priority target.

The competition microsite itself received 8,664 separate visits during the competition, from 6,318 visitors in 111 nations. It received links from Beatles websites across the world, including the USA and Russia, and resulted in higher than average traffic to the Beatles Story’s main website. The video celebrating the 25th anniversary gained over 15,000 views on Facebook and YouTube.

 

‘’The Influential team put together a detailed and effective strategy to help us find our 25 ambassadors. With their knowledge of international and time zone marketing they were able to spread the word of our competition worldwide and the responses to it were extraordinary. ‘’ The Beatles Story

 

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