Transcript Откровение Войны

Revelation of the War:
Phantoms
Babiy Yar Book PR Campaign
by Talan Group
Situation
The book Babiy Yar is a
historic novel unveiling
unknown dramatic facts
about Nazi occupation
of Kiev
Situation
This sensational book was interesting for aged but
something out-of-the-box for the young – the TA of
the campaign
Challenge
Attract attention of selfish Kiev youth to a
serious historical book
Strategy
Recreate the same
experiences among
modern Kiev youth that
their wartime peers had
Execution in social
networks
In popular social
networks profiles of fake
people were created.
During the month they
actively chatted, made
friends and behaved
quite commonly
Execution in social
networks
On September 29 –
the (the anniversary
day of a massacre)
all fictional mates
were “killed”
Mourning stripes appeared
on their avatars
All the mate’s friends
received a message that
today their friend was shot
in Babiy Yar
Execution in social
networks
The message contained a link to the book’s website
Results
1.
EVERY (100%) recipient
responded to the message of his
“executed” social-network friend
2.
98% of recipients visited the
book’s website
3.
Wide response in blogosphere
(203 posts in 54 blogs)
4.
The campaign generated high
buzz among the TA, which
allowed the book to get to TOP10 bestsellers list
Other elements of the
campaign
1.
Imitation of original posters
announcing the “match of death”
2.
Stickers on mirrors, telling that
during the war every 2nd Kyiv
citizen died
3.
Leaflets with original Nazi
agitation texts
4.
Press-conference with opinion
leaders
Thank you for your
attention