Xscape MK uses social networks for Big Summer Blow Out campaign

Big Summer Blow Out marketing campaign by Xscape MK reaches families and sports enthusiasts

Campaign name: Big Summer Blow Out
Brand: Xscape MK
Audience: School children, teenagers, parents and extreme sports enthusiasts
Duration: 26/07/2013 to 02/09/2013
Channels: Broadcast and social media

Social Media Portal (SMP): The agency and people behind the campaign?

Xscape MK (XMK): Interdirect @interdirect, Facebook, X-Leisure

SMP: The full name of the brand

XMK: Xscape MK @XscapeMK

SMP: The official campaign name and why was it chosen?

XMK: The Big Summer Blow Out epitomises the ultimate summer party and festival atmosphere.

SMP: What was the start and what is the end of the campaign?

XMK: 26/07/2013 to 02/09/2013

SMP: The target audiences of the campaign?

XMK: Although the campaign promotes the event based in Milton Keynes, the unique attractiveness of the Big Summer Blow Out offering including indoor beach and surf experience meant that we are able to target a greater geographical area including Buckinghamshire, Bedfordshire, Northamptonshire as well as London.

As the Big Summer Blow Out will run throughout the UK school summer holidays, school children, teenagers and also parents have been targeted as well as extreme sports enthusiasts.

Furthermore, local and national media are being targeted as part of the media competition incentive.

SMP: Briefly, tell us about your campaign?

XMK: The Big Summer Blow Out returns for another year at Xscape MK bringing all the fun of summer to Milton Keynes? premier entertainment destination. With a free indoor beach, FlowRider surf experience and guerrilla bowling alley there?s something for everyone as well as fantastic competitions every day.

SMP: What are the goals of the campaign and why is it different?

XMK: The Big Summer Blow Out campaign combines the old with the new bringing traditional seaside favourites to life through social media. The goal is to attract as much footfall to Xscape MK to the Big Summer Blow Out event and FlowRider launch through Facebook, Twitter and Instagram. It uses competitions, hashtags and user generated content to increase interaction attracting consumers and media alike.

SMP: What are the channels, platforms and methods you will use?

XMK: A cross-channel approach was integral to the Big Summer Blow Out campaign. Facebook and Twitter are being used to post daily updates throughout the campaign, encouraging the target audience to visit Xscape MK and create their own content. Instagram is also being used to promote the competition, which would see users post photos of a traditional seaside peep-thru board with the hashtag #SurfXscape to win exclusive prizes.

Broadcast is being also used in combination with the social media campaign to promote the media FlowRider challenge. This will see ocal and national print, radio and television personalities challenge the FlowRider surf machine and share their experiences with their publication or broadcast channel as well as their social media platforms.

SMP: What will you try and achieve and how are you going to measure the campaign?

XMK: The campaign will aim to increase footfall to Xscape MK and increase interaction levels on Xscape MK?s social media platforms through customer and media interaction.

It will also cement the reputation of Xscape MK as Milton Keynes' premier entertainment destination by capitalising on instant social media channels with an innovative and interactive campaign.

SMP: How will you make the campaign social?

XMK: The Big Summer Blow Out campaign is entirely social!

Visitors to Xscape MK are actively encouraged to share their content on the Facebook, Twitter and Instagram channels with the best posts shared by Xscape MK to increase interaction levels. Media are encouraged to share their FlowRider experiences on their social media platforms as well as on broadcast and print.

SMP: Are there any dedicated hash tags or social media profiles for the campaign and why did you choose them?

XMK: A dedicated #SurfXscape is being to promote the social media competition. It was decided upon opposed to #bigsummerblowout for its brevity and its homogenous nature to the FlowRider. This would be integral to the user generated competition content for users to share their photos using the dedicated hashtag on Instagram, and also Facebook and Twitter.



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