From the monthly archives:

August 2010

Post image for Delivering Happiness, one mile (and touch-point) at a Time

Delivering Happiness, one mile (and touch-point) at a Time

August 31, 2010

Tony Hsieh, author of Delivering Happiness: A Path to Profits, Passion, and Purpose and CEO of Zappos, along with the Delivering Happiness team members, are setting on a mission to, “Inspire and Be Inspired” throughout the country on a three-month, 20+ city Bus Tour on a 47′ baby-blue tour bus.

The mission? Make memories, change lives, inspire and deliver happiness. How? Through events planned with likeminded organizations, companies and people across the country. Delivering Happiness has also selected partnerships with companies that share similar philosophies about company culture and happiness and include, Red Bull, Popchips, Grey Goose, LIVESTRONG, Charity Water, among others.

But, how do you connect with those who aren’t fortunate enough to physically collide with the Delivering Happiness Bus Tour? The Delivering Happiness bus tour is taking an unconventional approach from typical road trips or national book tours, by not only engaging with the physical world through tour stops at companies such as Groupon, LIVESTRONG, Twitter and others, but through also providing content and engagement with the virtual audience, by leveraging the following online touch-points:

Delivering Happiness Bus Website: Fans of the book and the tour have the ability to track the location of the bus, and stay connected with everything happening on the tour through the interactive Tweet Map featuring tweets from the Bus Crew, Daily Travel Journal posts and the Trip Map.

Twitter: Readers and fans alike can engage and contribute to the tour through the two Delivering Happiness Twitter accounts: www.twitter.com/dhbus and www.twitter.com/dhbook

Facebook: Fans can find out about upcoming events, latest happenings from the road, photos, videos and connect with others to share stories and seek advice: www.facebook.com/deliveringhappiness

Ustream: Throughout the tour the team will be livestreaming from various locations across the country. Viewers can tune-in, engage and see firsthand inside the bus tour by visiting the Delivering Happiness Ustream channel.

YouTube: Tour footage that’s not broadcasted live will be edited and posted on the YouTube page each week.

Meetup Everywhere: Wondering where the next official Delivering Happiness Tour event is taking place? Meetup Everywhere is a platform that was launched earlier this year by Meetup.com and designed to connect likeminded people in their local communities. In addition to the “official” Delivering Happiness Meetup groups, there are more than 280 Delivering Happiness Meetup groups throughout the country.

Dailybooth: Through the platform, Dailybooth, the virtual audience can get a peek inside the bus and get to know members of the team, through daily photo posts.

Ning Community: Recently, Delivering Happiness launched a new online community for people to Join the Movement and the ability to connect, share and inspire others through online forums. In addition, people can enter a contest to win a seat on the Delivering Happiness Bus. Delivering Happiness hopes to leverage the relationships of the new Very Happy Person (VHP) program to ignite the Ning community.

Gowalla: Delivering Happiness is one of two companies to test the new realtime Moving Spot feature on Gowalla. Through the use of a API transistor that is located on the bus, it gives the ability for a Gowalla user to follow along with the tour and check-in on the bus, no matter it’s location and aggregate photos and comments on single Delivering Happiness branded Gowalla check-in page. Delivering Happiness is also partnering with Red Bull and LIVESTRONG and will be dropping virtual Red Bull cans and LIVESTRONG bands throughout the tour for users to pick up.

Foursquare: Delivering Happiness has an official Delivering Happiness Bus Tour Foursquare check-in. Users can check-in to find out tips and information about the tour by checking-in at the Delivering Happiness Bus Tour account.

Celebrity Shares Phone Number with 4.3 Million Fans

August 30, 2010

It happened so quickly, some of us may not have even noticed. But one night, several weeks ago, a president of a professional sports league sent out his office phone number to over 1 million fans. By accident.

What happened next? Well, the expected. The phone began ringing off the hook and fans retweeted the phone number, spreading it like wildfire. What was less expected was when the pro sports president began fielding these calls and carried on conversations with numerous fans for close to 90 minutes.

This was Dana White, President of UFC. What was Dana’s initial reaction? “If I’m dumb enough to tweet my number on here, I’m going to sit here and I’m going to talk to these people.”

At Digital Royalty, we listened to the overwhelmingly positive fan feedback and knew we could build upon this situation, learn something from the “accident” and make it something bigger. We used Dana’s serendipitous, misfired tweet as inspiration to develop a concept that will give fans unprecedented access to this larger than life personality. We always set out to bridge the virtual and physical worlds, providing value to fans when, where and how they want to receive it.

Dana now has a socially dedicated phone line with a number that will be available through all his social media channels, which total 4.3 million fans on Facebook and Twitter combined. Whenever Dana has free time to chat with fans, he’ll turn the phone on and invite the 4.3+ million people to give him a ring. Taking time to talk with fans is something that Dana really enjoys. This concept wouldn’t work without an authentic desire to connect with his fans.
When asked about accidently tweeting his number, Dana said: “And then when it was over I was like, that was cool, I’m actually glad that happened.”

On Saturday, Dana gave his phone number to the 4.3 million fans. Within 5 minutes, his number reached over 9 million people via social media due to celebrities retweeting the number. We shared the experience virtually by hypersyndicating video of this taking place for his entire network to watch. The fan reaction was just as we anticipated. Fans from the U.S., U.K., Australia, Canada and all over the world called in to make their predications moments before the event. A powerful testament to social media providing a unique value to fans that can’t be found anywhere else.

Celebrity Shares Phone Number with 4.3 Million Fans

August 30, 2010

It happened so quickly, some of us may not have even noticed. But one night, several weeks ago, a president of a professional sports league sent out his office phone number to over 1 million fans. By accident.

What happened next? Well, the expected. The phone began ringing off the hook and fans retweeted the phone number, spreading it like wildfire. What was less expected was when the pro sports president began fielding these calls and carried on conversations with numerous fans for close to 90 minutes.

This was Dana White, President of UFC. What was Dana’s initial reaction? “If I’m dumb enough to tweet my number on here, I’m going to sit here and I’m going to talk to these people.”

At Digital Royalty, we listened to the overwhelmingly positive fan feedback and knew we could build upon this situation, learn something from the “accident” and make it something bigger. We used Dana’s serendipitous, misfired tweet as inspiration to develop a concept that will give fans unprecedented access to this larger than life personality. We always set out to bridge the virtual and physical worlds, providing value to fans when, where and how they want to receive it.

Dana now has a socially dedicated phone line with a number that will be available through all his social media channels, which total 4.3 million fans on Facebook and Twitter combined. Whenever Dana has free time to chat with fans, he’ll turn the phone on and invite the 4.3+ million people to give him a ring. Taking time to talk with fans is something that Dana really enjoys. This concept wouldn’t work without an authentic desire to connect with his fans.
When asked about accidently tweeting his number, Dana said: “And then when it was over I was like, that was cool, I’m actually glad that happened.”

On Saturday, Dana gave his phone number to the 4.3 million fans. Within 5 minutes, his number reached over 9 million people via social media due to celebrities retweeting the number. We shared the experience virtually by hypersyndicating video of this taking place for his entire network to watch. The fan reaction was just as we anticipated. Fans from the U.S., U.K., Australia, Canada and all over the world called in to make their predications moments before the event. A powerful testament to social media providing a unique value to fans that can’t be found anywhere else.

← Previous Entries