Quiver & Quill

Online Coffee Co. 1st avenue in Seattle

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If you’ve ever wanted to watch 20 minutes documenting ever step of a LASIK eye care operation, narrated by an attractive blond celebrity, now you can–and from the comfort of your own Facebook account. The folks at LASIK did an great job of using Facebook to identify leads and change perceptions about the surgery.

People are curious about how LASIK works.

They have questions, and the site answers them in the form of short webisodes documenting OC’s Kristin Cavallari experience. While watching you can leave comments on the discussion board, browse pics of Kristin, or become a member of her LASIK group.

The discussion board is public. Half of the people on it are insulting Kristin and her “fake” webisodes. The other half are running to her defense:

“She’s documenting her story for other people…she’s trying to help people out,” said Kylee, a High School student.

If you’ve had LASIK, you can share you story as a video testimonial for a chance to win $5,000. Doing so takes you to a separate microsite: Reality Lasik. Here you’ll find more webisodes, and a brilliantly executed “locate a doctor” feature. I am surprised they did not use a unique tracking number for each doctor.

Is the campaign successful? Looks it. Here’s what I would measure to know for sure:

• Page views on the microsite and Facebook page
• Video plays on the microsite and on the Facebook page
• Total Tell-a-Friend forwards sent, received and converted
• Site update sign ups
• Surveys with new LASIK patients to see if Facebook influenced their decision
• Mentions, or shout outs, of Reality LASIK on Facebook profile pages, blogs, and other online communities.
• Entrees into the Reality LASIK contest
• Most importantly…is the client (LASIK) happy?

Compelling content (video) drives this campaign. People on the Facebook identify with the Kristin and are curious about the procedure. They are welcome to comment about the advertising, and it’s integrated nicely into the Facebook site and separate microsite.

So nice job LASIK team…although I’m still too squeamish to touch my eye!

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