2. HOW TO TRANSFER OFFLINE ENGAGEMENT INTO ONLINE TRAFFIC
POWERED BY:

3. Light Move Festival Lodz 2014
INTRODUCTION
Light Move Festival Lodz 2014
ABOUT THE FESTIVAL
The Festival of Kinetic Art of Light
Three-day event when all the streets in Lodz are set aglow with multimedia 2D and 3D video projections, laser shows, artistic light installations and architectural illuminations
Organized yearly by “Lux Pro Monumentis” Foundation in Lodz, Poland
LMF 2014 edition was the fourth edition and took place at the second weekend of October 2014

4. Philips Lighting at LMF Lodz 2014
INTRODUCTION
Philips Lighting at LMF Lodz 2014
PHILIPS LIGHTING
As the strategic sponsor of LMF, Philips Lighting rose to the challenge and provided participants with different kinds of entertainment. The company turned the ordinary street into a illuminated colorful lane filled with numerous attractions.

5. GOALS 1. INCREASE ENGAGEMENT ON PHILIPS LIGHTING SOCIAL MEDIA PROFILES
CASE STUDY
GOALS
1. INCREASE ENGAGEMENT ON PHILIPS LIGHTING SOCIAL MEDIA PROFILES
2. INCREASE ONLINE TRAFFIC RELATED TO THE BRAND
3. INCREASE SOCIAL MEDIA REACH OF CONTENT RELATED TO THE BRAND
4. BRAND IMAGE IMPROVEMENT

6. 4 STEPS TO REACH THE GOAL # SPECIAL HASHTAGS SOCIAL NEWSROOM HASHBOARD
CASE STUDY
4 STEPS TO REACH THE GOAL #
SPECIAL HASHTAGS
Socialyse and Clipatizeprovided live coverage of the event in a specially prepared Social Newsroom. They published content in a real time on social media platforms
Socialyse encouraged attendees to post content with specially created hashtag #cityoflight (#miastoswiatla). Philips, Socialyse and Clipatize also invited the city authorities and other influential users to the Social Newsroom to increase the impact of the campaign.
SOCIAL NEWSROOM
All activities were operated from the Social Newsroom, which was located in the heart of the event.
HASHBOARD
All mentions related to the event were gathered through social media monitoring and then displayed on a special hashboard.
LIVE COVERAGE IN SOCIAL MEDIA

7. RESULTS 0.5M 3,206 Mentions With #Miastoswiatla Hashtag
CASE STUDY
4,794,352 Estimated Social Media Reach
What did Philips Lighting gain?
3,206 Mentions With #Miastoswiatla Hashtag
People On The Philips Brothers Street
0.5M
429 Mentions With Both #Miastoswiatla Hashtag And Philips Brand
1,430 New Fans In Social Media

16. 4 TAKEAWAYS FROM THE CASE STUDY
CONCLUSION
4 TAKEAWAYS FROM THE CASE STUDY
Internet users eagerly join an online conversation during an event they take part in. They enjoy combining online and offline activities the same time.
Hashboard with a social stream attracts users to post in their social media. Often users will post something only to check if their status appear on a screen.
Hashtags are very powerful tool for content marketing. Social media users love hashtags and they use them in plenty.
Influential social media users may help you in increasing an impact of your event. It is good to invite them to cooperation.

17. Find out more about Anna Płachta Head of social Natalia Chrzanowska
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