Rogers - Tobuscus
Rogers presented a one-hour comedy show by the YouTube sensation Toby Turner in Toronto. The program was targeted at the youth market and was in support of a larger back-to-school campaign. It was also the first time a YouTube star had ever come to Canada for a live event/ meet & greet. The decision was made to focus budget against online media. Social media in particular was felt to be an excellent means to reach the youth target in a relevant, and timely manner and offered a high level of potential for viral amplification.
Promotion of the event was highly successful with all event tickets selling out in under 48 hours, which was much faster than anticipated. In order to manage budget and avoid disappointment, all cancellable media was immediately stopped.
• Less than half of the media budget was required to achieve 91% of the total click target, and sell the event out.
• 249 tweets from #TobyinTO generated 1.4 million raw impressions
• Vlog videos for the event generated 1.1 million views