Malaysian Media Awards Winners Showcase
2010 | Silver | Best Use of Digital Search
Advertiser: BMW Malaysia Sdn Bhd Brand: BMW Malaysia Creative Agency: Carat Media Services (M) Sdn Bhd Credits: Vivian Tah (Account Manager), Fan Chen Yip (Group Account Director), Au Jenny (Media Director), Justin Murugaya (General Manager, iProspect Malaysia)
Challenge
The Malaysian leg of BMW International Golf Tournament needed massive PR support to ensure maximum newscoverage and participation from golfers, but old-fashioned Press Conferences and Press Releases hardly guarantee actual coverage, and also started to be increasing irrelevant in engaging our digitally saavy journalist and affluent golfder segments successfully.
Solution
We researched our materials for the best soultion. More than 1 million Malaysians read and/or search for News online daily, and 92% of journalists researched for news material online. From this insight, we innovated a FIRST in Malaysian PR strategy, be at the first source that these segments search digitally for news through Search Leverages PR by embedding our News Releases in Search.
Execution
We analyzed an entire year of gold/sports related search results to create a database of Search words that resulted in top listing in these sites and create a prefictive funnel to filter and estimate likely words that will deliver the same results for our campaign. We then embedded our Online Press Releases with these words, and further augmented them with deep links that ensure searchers are immediately re-routed to our official site.
Results
Our Press Releases hit first page rankings! Google, Yahoo and bing, on the very first day and remained there for a month. Google analytics tracked 1,200 page views of our Press Releases were served, and 71,225 page views reporting about the event were read online. The tournament was also completely booked out.
