Carnival of Viareggio

Background

The Foundation carries out the Carnival of Viareggio and allocates resources to promote and support implementation of the Viareggio Carnival.
In 2011 the new president Alessandro Santini, his first as head of the Carnival Foundation, decides it's time to reconnect to the manifestation of the younger population, involving the promotion of those who know the target, its habits and its information channels and entertainment.

The idea

Treat the Carnival of Viareggio as a meeting place for the target. As if it were a local event, a party, a nightclub at the weekend to meet up and talk all week reincontrando online who shared hours of music and fun.
It was decided to reactivate it (adapting it to the event) one of the strategies of defense of the social media network and the most successful in the world of dance music ( Bussola Versilia 2007 - 2011).
Thus was born the project Carnival 2.0

Carnival 2.0

Realization

In the period between 1 January and the end of March 2011 the project was seen as a central element http://blog.ilcarnevale.com/ blog, located organically (through link building and other SEO practices) for the main keywords related to the city and the carnival events in general.

The blog visitors were then "loyal" to the blog content through social networks involved (www.Facebook.com/Burlamacco1930, and www.YouTube.com/burlamacco1930 twitter.com/burlamacco1930) and invited to share their Facebook page contributions, mainly photos and video taken during the event.
Given the success of the initiative and create a viral contest that was created after a few months he has crowned with symbolic prizes (gadgets Foundation), the photo that received the most "like" shared among those on the bulletin board and the most watched video YouTube channel among those reprinted on the project.

Results

Web

Without the use of pay-per-click traffic, during the period of the blog has reached almost 45,000 visits and has exceeded 148,000 views for an average of 3.33 pages and 1 minute and 22 seconds per visit.

As hoped, the blog has reached its maximum at the mascherat course, going to touch the 10,000 views in one day.

Visits and views that have created a channel for information and engagement have gone further and in addition to those of the official website of the Carnival of Viareggio, was still active.

Social

The "I like" spontaneous visitors to the blog, aggregates around the Facebook page, they went up the largest online commuty dedicated to the Carnival of Viareggio, surpassing the other created spontaneously by users in previous years, without the help of Facebook Ads and without carrying out the closure of other unofficial pages.

The page has given the success of the initiatives of the Foundation never had an echo before.

The contents of the YouTube channel, created on the eve of the 2011, have been viewed 370,000 times.

Offline

During the period of the third parade with more than 325,000 paying spectators broke all records previously reached by the Carnival of Viareggio.
Primacy announced in mo 'challenge to the days of blogs and social media involved.

Social Media Strategist : Luca Bartoli
Content Manager : Luca Bartoli
Community Manager : Luca Bartoli
Agency: Freelance
Client: Foundation of the Carnival of Viareggio
Product: Carnival 2011