Estonia new marketing strategy the kick-off was the Robbie Williams concert at the Tallinn Song Square on the day of re-independence, from which the tour's only concert film «Robbie Williams – Live in Tallinn» will be released on DVD in the spring of 2014.
The new marketing strategy is cool, considering that the 300,000 EUR spent for this was taken from traditional (outdoor media, banners, etc.) advertising that was planned for marketing Estonia in London.
It is not an excessively large amount of money in organizing the concert, because with a ticket price of EUR 70, it is only 4,285 additional visitors to the 60,000 who came.
EAS the press releases said, that the amount is spent:
- for a social media campaign (video contest)
- for DVD production.
With 4 million fans On the Robbie Williams Facebook fan page took place video contest got 332 participants from 75 countries and 130,000 unique visits. It has been used when making a video contest on Facebook Offerpop.com a solution that uploads videos to the Offenpop.com Vimeo account, where anyone can check how many views each video has received (winners have from 2 to 10 thousand per video).
Since the topic of the video was how Robbie muuska has changed your life, only a few people talked in the video about why they want to come to the concert in Tallinn/Estonia. At the same time, both videos were nicely presented on the campaign page VisitEstonia if VisitTallinn from YouTube accounts and also added the link VisitEstonia "Meet Robbie in Tallinn” page. 20 Estonians also took part in the video contest, and they were also selected according to the rules of the contest one winner.
Reaching an agreement with Robbie's team that the video of the concert tour will be recorded in Tallinn, was not easy according to the main organizer Peeter Rebas and recording an event with 29 professional cameras with a film crew of nearly 100 people can be more expensive than the EAS support in total. The question is whether and how much of it was covered by the EAS.
Coverage in cinemas
The concert was broadcast live in hundreds of cinemas, in total in 44 different countries, which at the same time were the main place where (illegal) recordings were made, whose YouTube links are now shared by almost all Estonian online media.
Coverage on YouTube
Although the recording of the concert was prohibited by official rules, it was still possible to enter the concert area with mobile phones and "soap boxes" that record video, which is why About 200 videos from the Tallinn event have already been uploaded to YouTube within 2 days.
Summary
If at the beginning of writing this post there was a critical analysis to be made on the topic "where did the 300 thousand disappear?", but observing the coverage and scale of the event and the importance of Estonia as a destination for marketing, in the end it is definitely not a worse expense than if it had been done in the traditional way in London.
At the same time, EAS also admits that some small details could have been done better both in social media marketing and especially in the follow-up coverage of the event. The main keyword is NOW - people want to see the video coverage of the event IMMEDIATELY after it takes place.
It would certainly be better for Estonian marketing, but the best clips of the material shown in cinemas would be loaded immediately VisitEstonia YouTube or even if another agreement is not reached Robbie Williams on his official YouTube account.
At the moment, the most popular clips on YouTube are hand-held camera clips in cinemas, which thanks to sharing in (Estonian) online and social media, the uploaders of which are using YouTube annotations and description to pay school fees for a 16-year-old boy?
It is very possible that EAS would not have received such rights (however, I doubt whether they were asked at all), but there is no point in fighting windmills, perhaps it is very possible that it would have been better for Estonia's marketing if the selected clips of the event, which had VisitEstonia links at the end, had first been uploaded to the right ones /for legal accounts.
On the other hand, you can't find it anywhere advertising clip that ran in cinemas, where "a combine harvester creates the pop star's initials R and W in a field of crops."
DVD is a relatively dying phenomenon (well, who has a DVD player in active use at home?), this will certainly be the case in 2014 when the video film of the event is allowed. Fortunately, the iron of the event is still hot, and I would certainly be able to upload better and higher-quality coverage of the event (for Estonian marketing) in the coming days.
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