Paramihan Challenge

1
Paramihan Challenge
(Translation Extreme overload)
2
Challenge

• Create a widespread awareness about Globes
  EVERYBODY TXT 20.
• To implement a highly creative and interactive
  approach to highlight its new offering from the
  pack.
•  

3
Solution

• To give hype to the Laban Tayo Dyan! The
  Paramihan Challenge (Go for it! The Extreme
  overload challenge), an online character was
  invented to be the face of the campaign in the
  web.
• Johnny Stunts was bornan arrogant and
  fast-talking alpha male who roams the metro and
  taunts people by challenging them to beat his
  record or come up with their own stunts.
• A real person who exemplified all these traits
  through video and photos portrayed him.
•  

4
Supporting Links

• A Laban Tayo Dyan! The Paramihan Challenge
• http//www.globe.com.ph/paramihan (Globe Website)
• http//paramihanchallenges.multiply.com/
  (Multiply Account)
• Johnny Stunts SNS Accounts
• http//www.plurk.com/johnnystunts
• http//www.facebook.com/profile.php?id10000000156
  4635refts
• http//profiles.friendster.com/johnnystunts
• http//twitter.com/johnnystunts
• YouTube Videos
• (Paramihan ng Pare) http//www.youtube.com/watch?v
  1swW227Qql4featurerelated
• (Paramihan ng Fishball) http//www.youtube.com/wat
  ch?vBwvIEvYQB64featurerelated
• (Paramihan ng Banana) http//www.youtube.com/watch
  ?vRQ5j0RUstXIfeaturerelated
• (Paramihan ng Chopsticks) http//www.youtube.com/w
  atch?vBDw-QbuzUUE
• (Paramihan ng Ice Cream) http//www.youtube.com/wa
  tch?v0dLjZsexGdkfeaturerelated
• Banner ads and a blogger event were also utilized
  to promote the contest.

5
Solution
BLOGGER ACTIVATION
Engagement Plan
ONLINE PR SEEDING / SMM
MICROSITE FOR UGC VIDEO PROMO
DISPLAY BANNERS
6
Solution
Microblogging
Plurk
Twitter
SNS
Facebook
Multiply
Friendster
Message Boards
Forums
Boards
Microsite (Promo site)
7
Solution
Microblogging
It will be used to jumpstart the SMM campaign
since theres immediate response to the posts
made here
SNS
Microblogs are now integrated with SNS thus
natural seeding and viral effects will take place
Message Boards
Boards can support the microblogs and SNS via
user reactions (i.e. user repost Boy Angas
videos and reacts to it)
Microsite (Promo site)
8
We introduce
JOHNNY STUNTS
Who is very active online
Where he posts his PARAMIHAN STUNTS!
9

• People start reacting to Johnny Stunts
• To challenge him to do even grander stunts!

People might even post their own photos and
videos in reaction to Boy Angas stunts!
10
Seeding to push people to the SITE that houses
the LABAN TAYO DYAN! PARAMIHAN CHALLENGE.
11
Solution
12
Solution
13
Solution
14
Solution
15
Solution
Web banners
16
Solution
Web Banners
17
Solution
Web banners
18
Solution
Web banners
19
Solution
Skinners
20
BLOGGER EVENT
Solution

• Translate proposed online efforts into fun and
  engaging on-the-ground activities for bloggers.
• Event will also give bloggers a taste of our
  online contest by having them video shoot their
  entries on the spot.

21
Result

• Combined online efforts garnered almost 800
  Multiply members in as short as two months.
  Moreover, the 8-week video campaign garnered a
  total of 66 qualified video entries. These
  results were acquired without any ATL support.
  The number of entries went beyond expectations as
  only half of it was initially targeted.
•  
• The name Johnny Stunts also became a household
  name and synonymous with the words paramihan
  and challenge. Through his videos, social
  networking profiles, blogs, blurbs, and photos,
  his challenges were talked about in popular
  forms, and websites, all of which are branded
  with Globes EVERYBODY TXT 20. With the use of
  Johnny Stunts and his antics, the campaign was
  able to create a widespread awareness of the
  product.