A week before Christmas, 3 DJs from 3FM lock themselves up in a Glass House in the middle of a city in the Netherlands. During these days in the house, the DJs do not eat and are only given fruit juice. They make radio 24 hours a day, receive guests and above all they entertain the public via the radio, TV, in front of the glass house and online. What is being said about this action via social media?
I don't have to explain to you that Serious Request 2012 is a great success for the Red Cross, 3FM and the Dutch population. Every year thousands of people stand at the Glass House to watch the three locked up DJs. It is also often an asset for the city in question. At the moment the Glass House is in Enschede. This year 3FM Serious Request is asking attention for the very youngest: millions of babies who need help to stay alive.
What is the online impact of Serious Request? OBI4wan has investigated what is being list to data said online about Serious Request and the associated hashtag #SR12. All these messages were then analyzed for origin, author location and time of day. This not only concerns Twitter and Facebook but also the reporting on more than 375,000 weblogs, forums and news sources.
We see that in the run-up to SR12, online discussions mainly focus on the Glass House itself, and after the DJs are locked up, the discussion continues on Serious Request. Online, people are very positive about the 3FM campaign and the Glass House. It is also interesting to see that 3FM is talked about twice as much as usual. We do not see this in the topics 'Red Cross' or 'Baby'. If we delve deeper into the subject matter, it is noticeable that at certain moments more is talked about the campaign. This can be related to the lockdown and the announcement of the scores.
All of the Netherlands involved
Not only in Enschede is SR12 being talked about. From multiple cities we see peaks in the messages on online media about the action. This is not only visible in the intermediate score of over 1.7 million euros but also in the temperature of the online messages on Twitter, Facebook, blogs and forums.
The infographic below shows the online impact of Serious Request. Click on the image to enlarge.