A+M Searchlight: Through My Window

• Google Insights for Search tackles phase 1 of Through My Window
• Reveals spikes for Bunkface and Through My Window
• Telekom Malaysia stays steady
  

Malaysia - Telekom Malaysia's buzz marketing "Through My Window" campaign is an early contender for Effie gold next year. We put phase 1 of the campaign to the test with Google.

The story has been well documented - on 19 October a catchy song called Through My Window plays on several radio stations with DJs mentioning something about receiving a mysterious package with the message "open for collaborations".

In the package is a CD containing a URL to Everyoneconnects.net and a song track titled Through My Window. The DJs (who are in on the campaign) mention the package and its contents in their tweets and the viral effect begins to pick up speed as bloggers (paid or not) begin to pick up on the story and by 20 October the Star publishes an article on the mystery.

To keep the buzz going, TM and its media agency Universal McCann push forward with the campaign on 21 October by releasing a pixilated picture of the band who was supposedly behind the song - this was the first visual element in the campaign which had so far used only Facebook, Twitter and blogs supported by radio and press to generate word-of-mouth.

A video 23 seconds in length for the song was also leaked on 22 October on YouTube and it was announced on Everyoneconnects.net there was going to be a full reveal at 8pm on 23 October.

Although there had been a lot of speculation the band behind the song was local indie group Bunkface, Google Insights for Search results show no significant increases in search results for the band before 25 October.

As seen by the table (below) web search interest results for Bunkface spiked on 25 October reaching its highest point (100) on 7 November while Telekom Malaysia did not register any significant spikes even when it was revealed the project was powered by the brand.

The numbers on the graph reflect how many searches have been done for a particular term, relative to the total number of searches done on Google over time.

Google said the figures do not represent absolute search volume numbers, because the data is normalized and presented on a scale from 0-100. Each point on the graph is divided by the highest point, or 100. When Google does not have enough data, 0 is shown. The numbers next to the search terms above the graph are summaries, or totals.

Google Insights for Search also show searches for Through My Window spiked on 21 October and have been growing since.

Telekom Malaysia and Universal McCann remain tight lipped over what the next components of the campaign will include although it is know it will feature banner concerts, online games, mash-up DJ mixing and karaoke booths across Malaysia.

Phase two began on 7 November.

Today, there have been over 370,000 visits to Everyoneconnects.net. It also boasts over 12,500 fans on Facebook.

A+M Searchlight is a bi-weekly column.