The Economist launches e-book for community driven ‘Thinking Spaces’ campaign
The Economist has unveiled an e-book for its 2011 European brand campaign, ‘Thinking Spaces’.
The campaign had launched with a location-based iPhone application, interactive website and Facebook page to allow people to find out where other Economist readers go to think and to share the spaces where they get their ideas, with the aim of increasing brand momentum.
It was found that the top city destinations for spaces include Amsterdam, Istanbul, New York and Berlin, while the top three countries for ‘Thinking Space’ locations were the US, UK and France.
Susan Clark, group marketing director and managing director at The Economist for Europe, Middle East and Africa, said: “Online communities built up through The Economist’s social media platforms like Facebook and Twitter, and through its debates, community pages and blogs on www.economist.com, have allowed us to strengthen our relationship with readers whilst simultaneously reaching new audiences. Thinking Spaces is a great example of this, with the Facebook page continuing to grow organically following the initial campaign.”
The Economist Group has now launched a specific strategy in Europe’s northern markets to identify and reach this audience, with activity beginning in Hamburg, Germany.