Social Media Marketing activity - first time in Hungary - played central role in the presence: a fictive person, Vera Scheimer became the main character of the campaign. The cheated woman has been revived on several social networking sites and conversed continuously with her sympathizers. Till the end of the campaign Vera has 4800 Facebook fans, 4600 IWIW friend’s and 1080 Twitter followers. Mihály Ács, leading copywriter at neo, said that during his professional career he has never taken part in such a similar experience.
Regarding the share of workload, it tells a lot that only iWiW and Facebook assigns confirmation took more than 36 hours during the campaign. In addition Vera sent 50 private messages a day, read 120 letters per day, wrote 20 entries and chat with an average of 3-4 people at the same time. In the campaign, neo was also involved in buzz-creating and crisis management with the help of the neo Partizans guerilla division. We also delivered nearly 40,000 unique visitors to the Vatera site, and managed more than 40 forum topics and influenced continuous talking in blogs.