The document discusses Tourism Victoria's "Play Melbourne" campaign that included a "Remote Control Tourist" digital activation. It provides insights from tracking the campaign across various digital channels. Key metrics such as over 100,000 visitors from 170 countries and over 10,000 social mentions with 96% positive sentiment exceeded targets. Advanced tracking of the campaign website and social media conversations allowed for live optimization and in-depth post-campaign analysis of the user journey.

1. Measuring the Remote Control Tourist
A Case Study
Michael Hauser
Digital Marketing Manager
Tourism Victoria

2. The Play Melbourne Campaign
• Play Melbourne is the tenth phase of
the Jigsaw “You’ll love every piece of
Victoria” Campaign and is focussed on
domestic interstate markets
• The campaign centres on the idea that
the more curious you are, the more you
will be rewarded

3. Play Melbourne elements
• Phase 1 - Launched June 2011
• Included: 52-week promotion with
Virgin Australia to facilitate conversion
and convey spontaneity.
Launched June 2011.
• Phase 2 – Launched Oct 2013
• Included: Remote Control Tourist
World-first digital activation conveying
a deeper level of information about
Melbourne’s products and
experiences, proving Melbourne’s
innovative and creative credentials.

4. The Remote Control Tourists
• Two Remote Controlled Tourists on
bikes in Melbourne with helmetmounted cameras
• 8 hours per day for 5 days during
October 2013
• A live online video broadcast of their
experiences
• People in other cities give instructions
to direct the Remote control tourists
via a dedicated website and through
social media

5. Key Campaign Insights
• Participation – Effectiveness of media
Measure all campaign visitation to track
effectiveness of paid, earned and owned
media
• Engagement – Increasing
consideration of Melbourne as a
destination
Measure engagement with the campaign
and the destination, which drives
consideration and intent

6. Key Metrics
Participation
opens
posts
trends
sentiment
Paid
Owned
Earned
SEM
Display
eDMs
visitvictoria
Social
Media
impressions
visits
location
Microsite
- remotecontroltourist.com
referrals
Digital Channels
- visitvictoria
- Facebook, Twitter
- edm Subscriptions
Engagement
clicks
clicks
opt-ins
shares
comments
reach
time on site
bounce rate
events
time on site
likes/follows

7. Tracking Process
Pre-Campaign
Live
•
•
•
•
•
Refine Objectives &
insights
Define Metrics
Set targets
Tracking codes*
•
•
Post Campaign
Live tracking of web
metrics & social
conversations
Daily reporting of key
metrics & targets
Campaign
Optimisation
Tourism Victoria
Clemenger BBDO
Mitchells
•
•
•
Post Live Analysis
Management
reporting
Learning's

8. Analytics Tools
• Campaign Website
– Google Analytics
• Social
– Social Channel Analytics
– Buzz Numbers
– TweetReach
• Campaign Reporting
– Tableau

9. Highlights
• Participation exceeded targets
– Over 100,000 visitors from 170 countries
• Influenced the influencers
– Tweets, shares posts from Mashable, Fast Company, Tony
Rocha, Matt Long, Ad Age
• High levels of engagement
– Target consumers spent average of over 6 minutes on site
• Unanimous Appeal
– Over 10,000 social mentions with 96% positive sentiment

10. Metrics Dashboard
WEBSITE ACTIVITY (Remotecontroltourist.com)
Visitors to remotecontroltourist.com
Total Visitors: 93,209 Unique: 75,202
Traffic Sources
25,000
Direct
Users who have directly typed in the URL
Referral
Users who have come to the website after
clicking on a link whilst on another website
Social
Users who have come to the website via a link
posted in a social media platform.
Search
20,000
Users who have come to the website via
searching on Google or another engine.
10%
15,000
22,408
19837
21,169
18,665
10,000
18952
16833
16389
14570
5,000
41%
25%
14191
12537
0
24%
Day 1
Day 2
Day 3
Total Visitors
Day 4
Day 5
Unique Visitors
RCT SOCIAL ACTIVITY
Total Social Mentions
Total: 8947 Unique: 5032
Total RCT Requests: 8726
Social Media Sentiment
2,500
1,200
800
1%
1,500
600
400
3%
2,000
1,000
1,014
826
1102
934
746
746
999
950
849
1,000
658
1,294
500
200
0
1774
1,635
2374
1,987
Negative
1127
919
856
1023
764
0
Day 1
Day 2
RCT One
Day 3
Day 4
RCT Two
Day 5
Day 1
Day 2
Total Mentions
Day 3
Positive
Day 4
Unique Mentions
Day 5
96%
Neutral

11. Website – Live Tracking

12. Insights - Website
• 143,700 website visitors
– Over 170 countries, Over 5,000 cities
globally
• Engaged Audience
– Over 6 minutes avg time on site
(more than double visitvictoria.com)
– Low bounce rate of 14%
– Nearly one quarter of users have
returned to the site to see more
content during the live period

13. Insights - Social Media
• Global Reach
– Over 10,000 mentions
– Reach of over 50 million impressions
worldwide (5 times higher than any
other social media campaign created
by Clemenger BBDO)
• Social was a key traffic driver
– Facebook drove over 15,000 users to
the website, whilst Twitter drove over
9,000. Social traffic had higher
engagement on the site.
• Positive Appeal
– 96% positive social media sentiment

14. Insights – User Journey
• Over 600 events tagged across website

15. Summary
•
•
•
•
•
Planning: Define objectives, insights & targets
Beyond clicks: Deeper analysis of data
Track all channels: Web, social
Advanced tracking: Campaign tags, events & live
Analysis: Factor in analytics resources & training