Using Social Media to Keep Kids Safe Online:

Trend Micro, a global cloud security leader,. invested in its Internet Safety for Kids and Families initiative  to generate awareness of  Internet safety and to  educate youth about using social technologies safely and responsibly.

Goal: Increase Awareness and Engagement Among Kids and Teens

Trend Micro needed a creative way to advance its Internet Safety for Kids and Families initiative while addressing the needs of children active online.

Campaign Strategy: Viral Video Contest, Peer Influence and Engagement

BzzAgent partnered with Trend Micro to create a video contest titled, “What’s Your Story?” that challenged youths in the U.K., U.S., and Canada to take a stand as peer educators, and be a part of the solution to online safety.

The program used social media sites like Facebook, YouTube, Twitter and blogs to promote the cause and make the contestants the voice for Internet safety.  Contest components used crowdsourcing techniques to select the finalists: videos with the most views and highest ratings made it to the finalist list.  A panel of experts choose the grand prize winner, who received $10,000.

Results: Widespread Engagement and Influence

The second annual “What’s Your Story?” program ran in the spring of 2011 and made tremendous strides in raising worldwide awareness and commitment to Internet safety.

• Over 140 high-quality videos were submitted  from a broad array of teens and kids
• Videos received over  200,000  views  driven primarily by Facebook and YouTube

The contest and videos caught the attention of many prominent organizations who have supported the initiative, including Facebook, Yahoo!, the State Attorney General offices of Ohio, Michigan and South Carolina, and many leading youth online safety organizations such as Childnet International, Connectsafely and Common Sense MediaThis campaign was recognized for excellence at a prestigious interactive industry event. It won “Best Use of Social Strategies” at the 2011 MITX Awards.

Improved Brand Opinion and Increased Advocacy:

For those who are fluent in social media HTC’s Windows 7 smartphone speaks your language. The phone features people, photo, music and video hubs that make for easier connections and direct uploads to Facebook while on-the-go. With smooth transitions, easy upload capability and cool built in speakers, HTC hopes to change brand perception and generate reach.

Goal: Increase Awareness, Drive Recommendations, Drive Trial

HTC hoped for consumer engagement and adoption of brand perception while further reaching consumers.

Campaign Strategy: Sample Experience

The campaign included 1,000 T-Mobile or AT&T customers, ranging from 18 to 49 who were not current i-Phone users. Agents were each given a free HTC phone to try out as well as a BzzGuide with a focused activity on product reviews and Facebook and/or Twitter posts.

Results: Reach, High-Volume Activity, Brand Perception

The campaign generated very high Agent activity levels resulting in hundreds of thousands of detailed product conversations.

Reach

• Reached 234,000+ people via in-person and digital conversations.
• Each Agent influenced 235 conversations

High-Volume Activity

• Drove activity among core HTC segment: 25-34 year olds; influenced 499 Facebook posts and 651 Tweets

Brand Perception

• Increased brand opinion by 36 percentage points
• Increased advocacy levels by 85 percentage points

Focus Features had a specific challenge in promoting its film BABIES: how do you cultivate interest for a limited-release documentary film in today’s hyper-saturated media landscape, especially when it shares an opening weekend with Iron Man 2?

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