Date post: | 06-May-2015 |
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DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
Emerging MediaA Glance at Emerging Media & Consumer Promotions
Presented By:
Joanna Pena-Bickley VP, Interactive / Group Creative Director
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
The way it is:
CONVERGENCE
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con•verge [kuhn-vurj] verb, to tend to meet in a point or line; to incline toward each other, as lines that are not parallel
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Convergence Is Everywhere
• Just to name a few…
– Television + Online Broadband Media (NBC and iTunes)
– Broadcasting + Podcasting (ESPN TV/Radio and ESPN.com)
– In Store Media + Interactive Narrowcasting (Kroger TV and Shop Buddy)
– Online + Mobile Media (Sprint and NFL Mobile)
– Print + Online + Video (CNN, NY Times, AOL)
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Convergence Demands Change
• Brands who embraced the convergence of media by shifting their marketing spend in order to create a meaningful dialogue with mobile 18 to 35 year olds– Adidas, Secret, Dove, T-Mobile, NetFlix
• Brands who evolved by innovating in the areas of strategic thought, technology and brand planning while focusing on a new method of media measurement: engagement– Nike, Target, Coke, American Express
• Brands who employed consumer interaction mapping as a tool to tell a cohesive campaign story
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Convergence Brings Lifestyle Media
• Many drivers contribute to the rise of lifestyle media
• All result in a surge of time spent with mixed media and give consumers more control, more choices and more freedom
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Convergence Is A Lifestyle Approach
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Dial-A-Donut / Free Coffee
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Dial-A-Donut / Free Coffee
• Objective: Increase awareness and foot traffic to its eight new outlets in Rome, Italy
• How it Worked:– Donut lovers were invited to enter an SMS prize drawing,
receiving in return a money-off or free coffee voucher sent back to the consumers’ handset for redemption in one of eight new Dunkin’ Donuts stores in Rome.
– Further interaction was encouraged, with options for additional texting opportunities to obtain store addresses, statistics regarding Dunkin’ Donuts, or to inquire about employment opportunities.
– Any customer who redeemed the SMS coupon in any of the Rome stores and purchased a donut was automatically entered into a drawing to win a free Piaggio scooter.
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Dial-A-Donut / Free Coffee
• Results: – 20% increase in sales during the campaign
– 90% claimed the free coffee and purchased another product
– More than 50% of respondents continued interaction with Dunkin’ Donuts after the initial response
– 41% of those who continued SMS interaction requested the address of additional stores
• Brand Action:– The figures tallying the success of the campaign compelled
Dunkin’ Donuts Italy to make mobile interaction available to all brand lovers.
– The majority of coupons and promotional messages for Dunkin’ Donuts Italy are sent directly to consumers who have opted in for the brand communication, ensuring a higher response rate
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Midnight Gaming Championships
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Midnight Gaming Championships
• Objective: Drive awareness that MCD’s was now open 24/7
• How it worked:– MCD’s created a video gaming league that started at midnight
– Players registered online for a chance to play in one of three different gaming tournaments which culminated in a championship “playoff”
• The games featured were NCAA Football ‘07, Guitar Hero, and Tekken 5
– Winners of each tournament won prizes from McDonald’s, Best Buy, and GameZnFlix
• How they word got out:– Mixture of traditional signage, in-store displays, radio and mobile
• People were directed to text “L8NITE” to a short code for tournament information and a free mobile game demo
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Midnight Gaming Championships
• Brand Benefits:– Relevance and preference with late-night meal target audience
via:• Postings on top community gaming sites for NCAA Football ‘07, Guitar Hero,
and Tekken 5
• Site visitors from around the world reposted the information and links to the Championship page, with posting updates and pictures from local events
• The first ever Midnight Gaming Championship was produced by the Video Gamers League, recognized by most gamers to be the “premier” gaming league.
• Members of the league discussed the Championship on league forums as well as in other gaming and lifestyle discussion sites.
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Sports Space
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Source: Carat Fusion
Adidas Sports + MySpace
• Adidas uses an active community to launch sports promotions– In Myspace, but only says
Adidas
• Content aggregator for national and global Adidas brand – Broadband video
– Music
– Live worldwide stats
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Adidas Sports + MySpace
• Constantly updated to reflect the sports of focus with exclusive content available to MySpace users– Content is also pushed into
retail experiences in certain US markets
• Adidas gathers demographic and lifestyle data from the MySpace member profiles
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Two-Day Sale
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Target Two-Day Sale
• Target used their retail site to distribute a “media” widget that gave consumers the ability to post it on their personal website, blog or desktop
• Main function was a countdown to the Target Two-Day Sale
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Target Two-Day Sale
• But, the widget also:– Provided video updates of
David Blaine as he’s suspended 5 stories over Times Square
– Delivered RSS feed for David Blaine news, coupons and timed in store sales
• It became a piece of free media for Target on websites as it was posted on over 50,000 personal sites
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Implications
• Convergence is upon us; Brands should embrace media coming together in new, exciting ways.
• Mass Media has become Lifestyle Media; Brands should engage the consumer in a conversation, on their terms.
• Ideas are more important than ever; Brands should then employ the media tactics that can best activate their message.
• Not enough to simply check the appropriate media box (e.g. “online” or “TV”); Brands should explore innovation within these mediums for new ways to communicate.
DIGITAL MARKETING & MEDIA | HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
Presented By:
Joanna Pena-Bickley VP, Interactive / Group Creative Director
CONTINUE THE CONVERSATION AT HTTP://JOANNAPENABICKLEY.TYPEPAD.COM
Emerging MediaA Glance at Emerging Media & Consumer Promotions