Those of you who are following the success of the Mitsubishi-Cedia campaign "The Great Driving Challenge" (TGDC), here is an interim update. In just 2 weeks since launch, TGDC has garnered over 1Million+ page views and attracted 150K unique visitors. The traffic pattern is very healthy and devoid of any "media-led" spikes.

At EC we always measure our campaigns using the AIV metrics i.e. Adoption (A), Interaction (I) and Velocity (V). With an average of around 10+ page views and time-spent on site hovering around 8 minutes, interaction (I) within the branded destination is very healthy. Many of our partners have asked us how we are doing compared to the (now) world famous Queensland Campaign (Best Job) at http://www.islandreefjob.com/, as both of them are from the same genre.






The viral velocity experienced on this campaign is very good, and only time will tell if this interest level can sustained. Observing  the Queensland campaign, we have learnt that audience interest is likely to wane, once the results are announced. Only time will tell, how the GDC audience behaves.

Another interesting campaign we wanted to benchmark TGDC against is the well known (http://www.jaagore.com). Most people in media are aware of the 'advertising spends' on building awareness around that campaign. What you can see in the screen below are the traffic spikes which have a direct correlation to mainline advertising; this reflects the total lack of stickiness around the 'idea' and the resulting yo-yo curve. GDC is running on its own fuel, with online advertising driving less that 5% of traffic. That is a direct reflection of the power of social media.