View Larger ImageA Singapore Spring: How Social Media Trumped State Media 
By Tribal DDB Singapore
Singapore is well-known for her strict, controlling government, especially when it came to media and politics.
However, the Singapore 2011 General Election was unlike any before it. A change in the law meant that for the first time, candidates could campaign online, while citizens could participate anonymously. This was a big leap in Singapore terms; after 46 years, Singaporeans were more than prepared to speak up.
In the week leading up to Polling Day, 44,000 counts of political buzz exploded on social media, blogs, forums and websites.
We wanted to help Singaporeans make sense of it all (and hopefully, make a better decision casting their votes).
So we created SG Party Time to turn the data into simple, attractive infographics.
Users could get a bird's eye view of on-ground sentiments at all constituencies.
They could see how well-liked (or disliked) each party was.
They could also see what people were said about each party, in real time even as speeches were broadcast.
SG Party Time performed better than expected.
The site crashed 3 minutes into launch as it was hit with over 80,000 page views (10GB of data requests made to the server).
Local press and TV media commended this public service initiative. SG Party Time was also picked up by foreign media.
In the 7 days of campaigning, SG Party Time had
- Over 252,000 page views
- 6,000 unique visits per day
- An average of 4 minutes per visit
- More than 6 pages viewed per visit
- Shared over 2,000 times on Facebook
- Reached an estimated 80,000 Twitter users.
The site was live from 28 April 2011 till present.
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