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Save Our Sounds Best cross-media promotion or campaign BBC World Service: Save Our Sounds Save Our Sounds Save Our Sounds was an ambitious cross-media promotional campaign created by the BBC World Service. It had clear objectives, a single-minded strategy, generated measurable results and some great radio. From radio content and promos, an interactive microsite, blogs, microblogs, and a much talked-about crowdsourcing initiative the campaign reached across both traditional and social media touchpoints. It played to the individual strengths of each platform’s unique relationship with consumers while always remaining true to the core single idea of Save Our Sounds. Objectives · Drive an audience to a two-part documentary series about “acoustic ecology”. · Raise awareness of the BBC World Service, and especially its science output. · Reach new audiences unfamiliar with the BBC World Service, including the academic community. · Build links between the academic community, new listeners, existing listeners, acoustic ecologists and BBC producers. · Help position the BBC World Service as a contemporary global and social media player. · Credit the BBC with embarking upon a project of genuine social value. BBC World Service: Save Our Sounds Strategy Engage people in the act of acoustic ecology, and make it fun. Idea Help us create a sound map of the world. Measurable results Twitter followers Around 1200 Blog coverage More than 50, about ten times the average for a BBC World Service documentary series. Press coverage Extensive and worldwide. From New York to Mumbai and in the UK from The Spectator and The Independent to Metro. Save Our Sounds microsite 56,662 page impressions between 6 June and 26 June, peaking at 4000 per day. Sounds saved Around 650 at the time of writing with more coming in to this day. Programme downloads The radio documentaries being promoted were highly popular, achieving the best ever download figures for the slot, up around 50% on the slot average. BBC World Service: Save Our Sounds Sound map of the world The crowd-sourcing approach to this campaign harvested hundreds of sounds from our listeners and now preserves them for future generations. Each flag on the map represents a sound that has been submitted. You can zoom in to see exactly where each sound was recorded and switch to a satellite view to see the surrounding territory while you listen. Listeners upload audio on the website, email to the BBC, post tapes and CDs or record using the innovative iPhone application AudioBoo which also captures exact geolocation data to place sounds on the map precisely. BBC World Service: Save Our Sounds Hundreds of sounds were submitted from every corner of the globe, giving a unique insight into soundscapes from as far afield as Equador to Cambodia, Australia to Japan and even Antarctica. On the website we also set regularly updated “Sound Scavengers” challenges to help guide people’s thoughts about what they should record, and the “Desperately Seeking Sounds” (audio match-making) feature was also a popular draw. Keeping the website fresh was important to ensure return visits and also provided new content to push to the Twitter followers. Giving name-checks to people who responded to these features helped to cement loyal relationships with those members of the community, who often went on to become brand ambassadors. BBC World Service: Save Our Sounds Media coverage Save Our Sounds was featured on the radio around the world, including: · BBC World Service, the world over in 32 languages, including leading programmes such as Outlook, Newshour, The World Today and Digital Planet. · The Takeaway (WNYC New York and around 30 US partner stations). · PRI’s The World (WGBH Boston and around 280 other US affiliates). · WHCR-NY (The Technocolor Show). · CBC Canada (Spark). · Hundreds of BBC partner stations from Auckland to Accra. …and in the UK: · BBC Radio 5Live (The Richard Bacon Show). · BBC Radio 4 (Today, Pick of the Week, Feedback). · BBC Local Radio – several stations including Shropshire and Newcastle. · Tudno FM (community radio in Llandudno). · Jack FM (Oxfordshire). BBC World Service: Save Our Sounds In video: · In conjunction with the Open University. · As part of the ‘Travelling Geeks’ UK tour. In the blogosphere: http://larryferlazzo.edublogs.org/2009/06/22/the-bbcs-save-our-sounds/ http://mapperz.blogspot.com/ (24th June) http://www.metro.co.uk/sounds http://www.geek.com/articles/news/bbc-launches-save-our-sounds-project-20090616/ http://www.bbc.co.uk/blogs/radiolabs/2009/06/save_our_sounds.shtml http://audiobooth.net/node/419 http://audiobooth.net/node/430 http://www.pocket-lint.com/news/news.phtml/24783/bbc-world-service-save-our-sounds- project.phtml http://worldhaveyoursay.wordpress.com/2009/06/12/save-our-sounds/ http://www.thetakeaway.org/stories/2009/jun/17/takeaway-listners-send-us-your-sounds/ http://www.jonbounds.co.uk/blog/629/save-our-sounds-audio-map/ http://www.freesound.org/forum/viewtopic.php?p=20606 http://soundresources.ning.com/profiles/blog/show?id=2460377%3ABlogPost%3A6481&p age=1#comment-2460377_Comment_6499 http://www.studentradio.org.uk/news/239 http://loulesko.com/2009/06/10/save-our-sounds/ http://soreeyes.org/archive/2009/06/12/save-our-sounds/ http://www.theworld.org/?q=node/27044 http://andrewstuart.wordpress.com/tag/save-our-sounds/ BBC World Service: Save Our Sounds http://www.johnwesleybarker.co.uk/blog/files/be9e25df9096df9a8a4b2a2ad657b1dd- 95.html http://en.sourcews.com/stop-listen-bbc-world-service-invites http://edibleaudibles.blogspot.com/2009/06/bbc-save-our-sounds-project.html http://natmandu.posterous.com/save-our-sounds-ii-keralan-fishermen http://gadgets.tmcnet.com/news/2009/06/10/4219795.htm http://launch.groups.yahoo.com/group/worldlistening/message/383 http://www.bradinsight.com/news.asp?siteid=4&id=79342 http://livinggeography.blogspot.com/2009/06/save-our-sounds.html http://www.hard-core-dx.com/article.php?story=20090610131621228&mode=print http://satellite.tmcnet.com/news/2009/06/10/4219795.htm http://www.radioandmusic.com/content/editorial/news/bbc-create-aural-world-map http://pauleaston.blogspot.com/2009/06/save-our-sounds.html http://onegoldensquare.com/2009/06/notes-from-the-radio-festival/ http://tumblr.youthworkwarehouse.org.uk/post/134083603/save-our-sounds http://blogs.sun.com/startups/entry/save_our_sounds_get_involved http://fav.or.it/post/1618875/save-our-sounds-get-involved-now http://tomorrow.sg/node/view/10004#comment-6482632 http://www.spectator.co.uk/print/the-magazine/arts/3755243/wall-of-sound.thtml http://www.michaelvanputten.com/2009/07/08/save-our-sounds-a-social-powered-audio- archive-from-the-bbc/ http://larryryan.independentminds.livejournal.com/ http://www.bbc.co.uk/blogs/technology/2009/07/the_audio_revolution_gathers_p.html http://sin-ned.blogspot.com/2009/07/bbc-world-service-programmes-save-our.html http://myrtlestreet.blogspot.com/2009/07/save-our-sounds-too.html http://www.socialbrite.org/2009/07/17/bbcs-save-our-sounds-project/ http://travelinggeeks.com/united-kingdom/on-the-bbcs-save-our-sounds-project/ http://urbanhumanist.org/2009/07/23/bbc-world-service-save-our-sounds-audio-map/ http://documentaryvideos.wordpress.com/2009/07/22/discovery-save-our-sounds- episode-2/ https://www.bbcglobalminds.com/cs/blogs/globalminds/default.aspx http://www.murraynewlands.com/index.php/2009/07/broadcast-journalist-radio-broadcast- journalist-kate-arkless-gray-an-interview/ http://landmineart.blogspot.com/2009/07/controlled-explosion-sounds-on-bbc-save.html http://www.bbc.co.uk/blogs/bbcinternet/2009/08/save_our_sounds.html http://gusk.posterous.com/save-our-sounds-an-audio-map-of-the-worlds-en http://www.defreeze.net/index.php/web-design/defreeze-blog/save_our_sounds/ BBC World Service: Save Our Sounds http://edibleaudibles.blogspot.com/2009/08/mention-on-bbc-save-our-sounds.html http://www.audiobooth.net/node/419 http://normd.com/wp/?p=138 Some other social media links to the website or Twitter feed: http://www.qaiku.com/home/Tuija/show/1de56d33cc958a656d311de9d610197215f32b332 b3/ http://geofollow.com/105625/bbc_sos-bbc-save-our-sounds http://www.worldofrenewables.com/showthread.php?p=35048 http://www.last.fm/music/Kate+Arkless+Gray+v.+Richard+Bacon/_/BBC+Save+Our+S ounds http://www.javno.com/en/minute-by-minute/article.php?id=1512200 http://spiced-apple.net/readrg/twitter-weekly-updates-for-2009-07-12 http://www.socialbrite.org/2009/08/06/99-foundations-that-actively-use-twitter/ http://tweetmeme.com/story/83463704/bbc-world-service-save-our-sounds-audio-map BBC World Service: Save Our Sounds Traditional media coverage This innovative campaign became a story in itself and was featured on community, local, national, international and even commercial radio. It was picked up by The Independent, The Spectator, Metro and Radio Times as well as in-house publications Ariel and World Agenda. The BBC Editors Blog, Radio Labs Blog and Internet Blog also ran prominent postings on the project. BBC World Service: Save Our Sounds Metro, London and major metropolitan cities. BBC World Service: Save Our Sounds On air promotion The BBC World Service broadcast on-air promos that first introduced the concept of Save Our Sounds through familiar presenters describing their favourite sounds. These promos directed people to the Save Our Sounds website. Later, the campaign developed to introduce the documentary programmes with specific appointment-to-listen trails. Scrolling text on digital platforms, including DAB, Freeview and Freesat in the UK, regularly reminded people of the website address and how to get involved with the initiative. The campaign and promos also worked across multiple languages to help us gather sounds from the whole world. BBC World Service: Save Our Sounds Social media In order to engage authentically in the social media space we hired the science writer, radio producer and journalist Kate Arkless Gray to be the BBC’s first ever “microblogger-in-residence”.
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