Comparethemeerkatbabies.com from Yorkshire Wildlife Park
Yorkshire Wildlife Park opened on April 4th 2009 and as a new park, marketing budgets were very small!
It was important to spread the word of the new park, especially during the critical school summer holiday period. When the meerkats had babies, the Park wanted to maximise the publicity but it would be 3 -4 weeks before the babies would make their appearance in the main enclosure and promoting new babies is a risky business.
With no money for webcams etc, a campaign was launched and the meerkat babies had their own website set up www.comparethemeerkatbabies.com , shamelessly spoofing the popular TV ad campaign featuring meerkats, and promoting comparethemarket.com (comparethemeerkat.com).
A daily blog told the tale of the youngsters from birth with photographs taken by the education officer. The campaign was promoted through facebook, on site and through a PR campaign that generated over £75,000 Advertising Value Equivalent. Daily hits averaged 10,000 and the You Tube video of the babies coming out for the first time became the third most watched video worldwide on bbc.co.uk.
Visitors to the Park doubled and budget for August was exceeded by 25%. Even in May 2010, the comparethemeerkatbabies link still gets approximately 2000 hits a day via the yorkshirewildlifepark.com website.
Yorkshire Wildlife Park
WINNER of BIAZA Award 2010 for Best marketing project - Amanda Alabaster Award