Yahoo UK Launches First Integrated Campaign to Promote omg!

Well over a year after its official launch back in July 2011, Yahoo started the first campaign to promote its gossip site omg! The campaign includes several components and was created by Pitch, which also handled experiential and PR. The social and digital elements are handled by MediaVest, while for CBS will take on the outdoor campaign.

The campaign will start this weekend at the Westfield shopping centre in Shepherd’s Bush, and has many interesting things prepared for participants. Yes, it is about interaction and participants, as shoppers will be able to queue on a pink carpet and have their photo with the “Oh my God!” face taken at a photo booth.

A digital screen will showcase these faces and people will be able to share them on Facebook, thus generating buzz for the campaign. Most probably, UK users will see their Facebook flooded with photos. Moreover, on the 13 and 14 of October a number of celebrities will be joining in – a good moment for those wanting to get an autograph or be near a favorite star. Oh yes, the names of these celebrities are kept secret, this generating interest and drawing visitors hoping their idols will be part of the event.

All those who will share their faces on omg!’s Facebook page with an app will enter a competition as the best image will win a £3,000 voucher for online fashion retailer Asos, and other two £500 Asos vouchers for runner ups. This contest ends on November 15th.

Apart from this Facebook media component, the campaign will benefit from a promoted Twitter campaign, editorial coverage on omg! and online ads across Yahoo’s network.

Such a site needs to have a campaign that could generate a huge buzz for it. Of course, the debut will be impressive, I’m sure, as many people are always attracted by such campaigns and the chance to have some fun, as well as see some celebrities. A competition with prizes is always a good way to generate buzz and coverage on social media as well as other media outlets.

It remains to be seen just how many people will also visit the omg! site and do so regularly in the future, not just in the beginning or end of the campaign. In such a competitive online landscape, more so in the gossip niche, each site needs to find the best ways to always remain on top.

Peppercomm, Golin-Harris and Hill & Knowlton are among the PR firms working with Yahoo.