Digital Transformation

Twitter and Flickr help boost website visits for Co-operative's annual 5k charity dash

By Richard Draycott | Managing Director



The Co-operative article

October 27, 2011 | 3 min read

The Co-operative saw a 646% increase in traffic to its Santa Dash charity website after Manchester agency Delineo managed a live event and a social media campaign to boost registrations for the annual fundraiser that takes place in November.

The marketing activity saw six athletic Santa Claus figures dashing through Manchester city centre visiting well known landmarks as well as travelling on the city’s Metrolink system to raise awareness of the annual 5k charity event that raises money for Mencap.

MiNetwork member agency Delineo tracked Santa's activities through a Twitter account, which proved so popular that at one point the @manchestersanta account was trending regionally. Over the course of the day 340,000 Twitter accounts were exposed to the campaign.

A real-time Flickr account documented Santa's journey and the public's surprised reactions as he popped into the Cornerhouse, Manchester Art Gallery and Media City, among other locations. Over 1,800 people viewed the photos on the day. The campaign resulted in 646% increase in visits to the event's registration page compared to the previous day.

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Speaking about the event, Tom Mason, social media campaign manager for Delineo, said: "This was an excellent opportunity for us to combine our event and social media experience to create a campaign that would promote the Santa Dash on two different mediums. Manchester has a flourishing social media community and we were delighted to see some of the top organisations and individuals on Twitter help us to promote this worthwhile event from The Co-operative."

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