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Anatomy of a Social Media Campaign: Journey to Atlantis

May 3, 2007 by Kami Huyse

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Today we launched our new project, Journey to Atlantis, for SeaWorld San Antonio. I usually don’t post about this stuff, but I think it is instructive in a couple of ways and I want to give the readers of Communication Overtones a first peek, not to mention getting your feedback.

A Place to Start the Journey

We custom-built a platform on WordPress that was orchestrated by Josh Hallett and his crack team. It has been fun working with him on this project.

Viral Components

The campaign includes Flickr, YouTube and Veoh sites that are all tied back to the main website. These platforms allow bloggers and coaster fans to easily post SeaWorld assets to their site and everyone can participate in commenting on the various social media platforms. Moreover, we have both a YouTube and Flickr group where people can share their own stuff.

Blogger and Coaster Enthusiast Outreach

We have reached out to coaster enthusiast blogs and websites to include them in our media day on May 11, 2007, the day before the coaster opens. The response has been enthusiastic. We also included the sites we have reached out to in our blogroll.

Results and Measurement

Obviously, I don’t have many results yet, though we have had some coverage in a couple of blogs, which I am tracking in our purpose-built delicious page. I am also tracking metrics with Feedburner, Google Analytics, and Veoh’s cool interface to detect how views of our videos (so far a little over 3,000).

I am always open to suggestions, so if you see anything, or have any ideas, let me know.

Filed Under: Industry Trends, Portfolio Tagged With: Josh Hallett, Public Relations

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

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