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Switzerland Tourism & SWISS - Sticky Pad Campaign In Beijing, February 2012

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Added by vindheim
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It all started in February 2012 - with Swiss International Air Lines' resumption of daily services between Zurich and Beijing. Taking "Switzerland is closer than you think" as its motto, Switzerland Tourism hit on an unusual promotional idea that would use social media to raise familiarity with the country and its attractions in the Chinese market.
To this end, some 60,000 pads of red and white post-it's were distributed to local people at 83 locations in Beijing betweeen 23 February and 9 March. The recipients were also given a simple task: stick the red and the white notes somewhere to make the shape of SWISS' red-and-white tailfin, take of a photo of this and it on Weibo, China's Twitter equivalent.
The response was phenomenal: within two weeks some 3,480 images were uploaded, Switzerland Tourism gained 14,000 new Weibo followers, 18,279 posts were sent and an amazing 186 million contacts were made!
For a brief insight, watch this video of a highly successful promotional campaign.
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SWITZERLAND
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