LoveVA: A SoLoMo Case Study

A Social Local Mobile Marketing Case Study

Virginia Tourism PR (@vatourismpr) understands social local mobile marketing (SoLoMo). I live in Virginia and I am quite familiar with the “Virginia is for Lovers” tagline used to promote the state.

On a recent trip I pulled into a rest stop and discovered a well-executed SoLoMo strategy.

#LoveVA a SoLoMo experience

Some of the larger rest stops in Virginia have distinctive LOVE letters prominently displayed outside. The design and location of the LoveVA: A SoLoMo Case Study image LOVE 300x179LoveVA: A SoLoMo Case Studyletters are an invitation for weary travelers to exert some creativity and start composing documentary photos.

I discovered these letters are displayed at other sites around the state. Here is one from a lovely park in Richmond called Maymont.

I have noticed these before; I have even taken some photos of the letters simply because they are interesting.

This time I noticed an addition to the site, an invitation to share the love on Facebook and Twitter.

LoveVA: A SoLoMo Case Study image LOVE3 300x245LoveVA: A SoLoMo Case Study

On my way out of the building I noticed another, more complete invitation:

LoveVA: A SoLoMo Case Study image LOVE4 228x300LoveVA: A SoLoMo Case Study

The invitation was brief, warm, and specific. The combination of pictures and graphics draw an immediate connection to the letters in front of the rest stop.

Sharing the Love – Engaging Consumers

Naturally I was curious to see what I might find on Facebook and Twitter.

Here are a few examples of consumer pictures from Twitter.

LoveVA: A SoLoMo Case Study image LOVE5 300x261LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE6 300x256LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE7 300x248LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE8 300x188LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE9 300x231LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE10 300x180LoveVA: A SoLoMo Case Study

This was a remarkable story captured in a single group of images:

LoveVA: A SoLoMo Case Study image LOVE11 300x224LoveVA: A SoLoMo Case Study

Sharing the Love – Campaign with Partners

Richmond has a NASCAR track called RIR (Richmond International Raceway). RIR and Virginia Tourism teamed up to promote the spread the love campaign at the racetrack.

The result was an impressive LOVE created out of special racing materials. You can read the specific details here.

LoveVA: A SoLoMo Case Study image LOVE12 300x186LoveVA: A SoLoMo Case Study

Why #LoveVA is an Effective SoLoMo Campaign

The entire concept is part of a consistent integrated campaign. The message is consistent and on strategy. The local implementation is both consistent and flexible, allowing for creativity without losing identity.

Consumers are invited in to the experience; they become part of the campaign. Equally important, they are given specific suggestions for sharing. In fact, the “Sharing the Love” campaign encourages people to share.

Hashtags are used to help manage the experience. I noticed there is some additional benefit when consumers add hashtags like #roadtrip for example. When creating social media campaigns, always be on the lookout for ways to extend and expand the conversation.

Where possible, bring in appropriate partners. Creating campaigns from a customer’s vantage point will increase the odds of finding partners.

Allow room for creativity. Partners are allowed to adapt the branding so it’s relevant to specific locations. Don’t miss an opportunity to capture an event! Here are just a few examples:

LoveVA: A SoLoMo Case Study image LOVE13 300x258LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE2 300x231LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE14 300x227LoveVA: A SoLoMo Case Study

LoveVA: A SoLoMo Case Study image LOVE15 300x203LoveVA: A SoLoMo Case Study

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What are some other observations?

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