ARCHITECTURE EXPORT. Online Marketing Report Microsoft HQ Vienna by Innocad

Transcription

1 ARCHITECTURE EXPORT Online Marketing Report Microsoft HQ Vienna by Innocad The strategy of the online marketing campaign for the Microsoft HQ Vienna was to address the most number of viewers within the fields of Architecture and Design, but not ignoring the interest such project also has to the technology trend hunters. Therefore, aiming at reach a heterogenous coverage, three specific target groups were defined: 1. Architecture and Design online magazines and blogs; 2. Interior Decoration and Fashion online magazines; 3. Technology, Trend Hunters and Product Design online magazines. The project data was organized in the form of a press-kit, made available for download and direct reposting, and sent on the 1st and 2nd of June to about a hundred of the targeted online magazines and blogs, among them the 20th most viewed and better placed in the global rank (see graphic on page 2). The project was first featured on the 15th of June, quickly spreading during the following weeks and reaching a viral pick around the 25th of June. One month after the first feature, a google search indicated already more than direct entries to the project; Facebook and Twitter impressions reached also numbers around Although the viral pick was already achieved, the project will continue to be featured in the next mont. This report focus on the definition of the 20th most viewed online magazines where the project was featured, providing data such as monthly and daily number of viewers, viewers by location, gender and education level, collected from the Alexa s global ranks and Traffic Estimate. From the other 80 online magazines contacted, around 75% responded and featured the project within a month period. The project data was also sent to and featured on alternative online magazines and blogs, thus achieving a good coverage both on webpages of greater world wide influence and more regional and local audience. 1/6

2 ArchDaily Architizer HomeDecor Belgium/ eng DesignBoom Italy/ eng ApartmentTherapy Deezen UK/ eng PSFK DesignSponge DesignYouTrust Russia/ eng TrendHunter Complex HelloCotton Gizmodo France/ fr Scoop.it Italy/ eng DesignInspiration Visualize Inagist India/ eng Plataforma Arquitectura Contemporist Netherlands/ eng Chile/ spa FreshnessMag monthly readers Name of the Blog Country / language 2/6

3 ~ ~ ~ ~ ~ > Twitter followers > Facebook fans monthly readers daily readers 3/6

4 Europe Asia North America viewers by location Australia Africa South America female viewers by gender male graduated viewers by education post graduated college 4/6

5 A short list 20 most viewed other examples Apartment Therapy ArchDaily Archello Architizer Arcilook Contemporist Complex DesignBoom Design Inspiration Design You Trust Design Sponge Desire To Inspire Deezen Freshness Mag Gizmodo Hello Cotton Home Decor Inagist Mimoa Plataforma Arquitectura PlusMood PSFK Scoop.it Trend Hunter Visualize AECCafe ARQA Artinfo Adelto AllVoices Allhitecture Angels Playpen Arch5 ArchisDesign ArchitectHouseDesigns ArchitectureDocuments Arquinauta Artrick Playground AskChiq Avusturya BWTH BWTHblog BeStreet Blouin Boex ChloeCordon Complex Contemporary- Homes CrazeBase Cymunbles D_Pages DailyClicker Decoist Design&Projects DesignNews DesignStores DesignInspiration Die Haustechniker Dsgnr EmlakSektörü EmmanuelChaussade Empire Ave F.J.Garcia Feedgrids FreshnessMag FullInsight G8 Life Gizmodo Globedia Guru Careers Network Hamburg City Hello- Coton Home Decorating Interior Home Improvement Investments HomeDecor HomeDecorNews HomeInteriorNews HomeProfessional Homedit Homeize HummmISee I4UNews IT_Urdesign IamTurbo InPlace Inagist Inextenso Interior Design and Architecture InteriorZine A AS Architecture J'aime ma vie JAP_Hinrider JAP_designnerhk JoinBklyn Jrgon KNSTRCT 5/6

6 Karmatrendz Kendu KindaButNotReally LetMeBeInspired Liquida LivingSponge MixDesign Mixdesign.it ModernArchitectureConcept MyArchitecture NewsDesignList Newsodrome Novate Office Design Gallery Office Interiors Idea Office et culture Offices Interiors Pictures Okawan OpenBuildings PaperLi Ramblingbog ReDesigning Sarah RoomService Scoop.it Shelterholic SitchNews Six Different Ways StyleOfDesign The Architecture Office The BPBL The Daily Nerd The Ins and Outs of a Happy Life The- FoxIsBlack ThePerfectLounge TheeBlog Today's Buildings TrendHunter TrendsNow Visualize Void_Form WeAndTheColor Wonders Of Arabia Yossawat Zootool idesignme stupiddope.com uno+una /6