This is the assignment I made when I applied for Berghs School of Communication. The project didin't only get me into Berghs SoC, but also made me the chosen scholarship holder of 2012.
Spaceport Sweden have decided to take parts of the space traveling market and compete against e.g. Virgin Galactic. The objective is to be the natural choice for European space tourists and to have booked 500 travelers within three years.
Your assignment is to: Describe how the travel agency should work to get attention in social media (for example blogs, facebook, twitter etc). What should they talk about and which platforms/channels do you think they should chose?
In common for all the competitors seems to be a main focus on the exclusivity of traveling to space. Only about 400 people have been in space so far. They show "behind the scenes"-pictures and demonstrates how the space ships could look like. To confront this kind of commercial I have to choose a different angle. When I was handed this assignment I started to think about what a trip to space would mean to me, and I ended up listing a bunch of similar experiences that I would like to live through. I have many times, when I achieved/experienced something, thought that if I had a Bucket List, now is the time to cross this goal off my list. Let me introduce my way of helping the agency get attention in social media:
The bucket list
Website: On the website you will be able to log in to your personal account and create & view your bucket list. You will also find a list of "Inspirational Goals". When you have reached a goal you will be able to rate the goal on a scale from 1-10 and the average vote will show on this goal's page, the highest rated goals will appear on a Top List. You will also be able to see how many people added this goal to their personal lists as well as how many people reached this goal. If the users want they can upload pictures associated to the goal that will also be shown on this page. There will be information about the company on this site as well and links to the order site for the space trips.
Smart phone-application: You will be able to carry around your personal bucket list anywhere you go and simply add/cross off goals. This bucket list will be auto-synced with your bucket list on the website. When people starts to achieve goals they will be able to add a location to the achieved goal, this makes it able to create a map in the application where you can find nearby activities or goals, as an additional way to get inspired.
Blog: On the blog there will be one daily post about a random goal together with a story about the experience and some info about how you can reach this goal. The goal will be added to the website's Inspirational Goals. Once in a while a famous or non-famous guest blogger can contribute with his own thoughts about the current days' goal, for example an experienced climber writing about the thrill of reaching the tip of a mountain. The goals can be added to your own bucket list simply by clicking an "Add Goal"-button in the blog post. The purpose of these blog posts is to get inspiration. There will also be posts that contains information about the company and how a space trip could look like, and some posts written by astronauts with their personal experiences and memories from being in space.
Twitter: A Twitter-account will be created. The tweets will contain company news, fun facts about space and summaries of the daily blog posts. Twitter-users will be able to hashtag us whenever they accomplish something or mention our bucket list. #thebucketlist
Facebook: On Facebook we will gather the fans of the bucket list as well as the company's fans. On the website, on the blog and in the Smart phone-app you will be able to "Like" our Facebook-page. The fans will be able to share achieved goals on Facebook once they fulfill them. The blog posts will be posted on the fan page to give attention to the new entries.
Pinterest: The social media is starting to get more visual in many ways, for example we got Pinterest, Instagram and the update that made Facebook more visual. By using Pinterest as part of the campaign we enable the users to make a visual bucket list by pinning pictures related to their goals and lists.
Youtube: On Youtube we will launch a series of videos. We will handpick some users of our bucket list and give them the opportunity to reach one of their goals within 24 hours. The encounter with the person, the reaction when he/she finds out what's going on and the execution will all be in the video. For example we could walk into "Ted's" office and kidnap him and drive him to an airfield where he will perform a skydive. These videos' purpose is to boost the usage of the app globally. The Youtube-channel will also be a way for the agency to post other commercials, info videos, footage from Spaceport Sweden and inspirational videos about achieving goals.
The main purpose with this bucket list is to create a buzz in social media that favors the travel agency. The attention will make people aware of the company and it's business idea. Knowledge of the brand will make the company top of mind when it comes to space travel. The secondary purpose is to make people think about what's important, and what they value in life. For many people the bucket list can be an eye-opener that makes them realize that life is short and we should make the most of it. By listing your goals and visions you make them more concrete and easier to grasp, and that is an important step between dreaming and fulfilling.
We only walk the Earth once, so let's make it a heck of a trip.