The $175 Burger

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The 175 Burger
A Case Study
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About Us

• Manhattan Boutique SEM / Online Agency
• Second Member of SEMPO from New York
• Clients Include

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Client Pocket Change

• Luxury lifestyle newsletter / blog covering NYC
  and LA
• Revenue model CPM advertising sponsorships
• Goals more subscribers, pageviews, branding,
  and new advertisers
• Less than 2 years old, over 50,000 subscribers

http//www.pocketchangenyc.com
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The Big Idea

• New burger shop opened in neighborhood
• What can we do to partner with them for mutual
  success?
• Concocted the idea of cooking up the most
  expensive
• burger in America
• Ingredients finest Kobe beef, gold flakes,
  truffles, gruyere
• cheese
• Burger to be named after fictitious Pocket
  Change editor
• Richard Nouveau

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The Promotion Phase

• After a short while, a few random patrons
  blogged about
• the Richard Nouveau Burger they saw on the
  menu
• Other bloggers noticed the 175 burger on the
  Menupages
• These initial bloggers began the buzz
• Pocket Change runs the official story on the
  website and in
• the weekly newsletter
• Included a video with

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The Video
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The Buzz Heightens

• Larger NYC blogs picked up the story from the
  Pocket Change blog and the newsletter
• Previous bloggers posts reinforced the storys
  validity
• Links and traffic from all over Manhattans
  blogosphere including

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Story Goes Mainstream

• Local CBS TV airs the story in NY market
• NY Daily News puts it in print, hits the cover
• More branding and exposure for website /
  newsletter
• Local burger shop is selling burgers with 150
  profit margins!

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Going International

• Phone calls to Reuters news desk they bite the
  bait
• Reuters picks up the story, UK, Africa, India,
  Australia
• Story hits the cover of USA today, Yahoo!
  Homepage,
• MSNBC, Shanghai Daily, and many more.
• Yahoo homepage sends 400,000 visitors the hour,
  taking the server down.

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Burger makes appearance on Colbert Report, 6/2/08
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Yahoo!
A Case Study
Promediacorp
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Results

• Record number of traffic and ads served
• Hundreds of natural backlinks to Pocket Change
  from high authority sites
• 5,000 references of Richard Nouveau Burger on
  Google.
• Built brand in local market, blogosphere, and
  mainstream
• media
• Press relationships for future releases
• Awareness among media buyers ? new advertisers

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Results

• Record number of traffic and ads served
• Hundreds of natural backlinks to Pocket Change
  from high authority sites
• 5,000 references of Richard Nouveau Burger on
  Google.
• Built brand in local market, blogosphere, and
  mainstream
• media
• Press relationships for future releases
• Awareness among media buyers ? new advertisers

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Thank You! avi_at_promediacorp.com http//promediac
orp.com/burger.ppt