Hitachi Targets Two Demos with Facebook Concerts - Event Marketer

Hitachi Targets Two Demos with Facebook Concerts

DB_Hitachi_2012 Book
Brand: HITACHI
Agency: FLAVOR GROUP
Awards: EX AWARDS — BEST USE OF SOCIAL MEDIA
Year: 2012

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When Hitachi Global Storage Technologies was launching its G-Technology brand in the U.S. and Europe, the brand wanted to make Facebook growth a significant source of attention and awareness while launching the product line to two consumer groups—creative professionals and tech enthusiasts. To accomplish that, the brand created Tight Space, a series of live music events in Brooklyn, London and Paris featuring some of the world’s most cutting-edge music artists. Hitachi made the concerts global events by broadcasting them live on the G-Technology Facebook pages.

People who watched the concerts live on Ustream were able to live chat their comments in the player as well as instantly share to their own Facebook walls. To encourage people to comment, the brand asked them to post questions to the artist that would then be asked live at the end of the broadcast—taking the live, social interaction to a much bigger scale.

The initiative helped Hitachi reach its goals: “Likes” on the brand’s Facebook pages increased from 2,000 to more than 50,000.

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