Peter Green; Sensing Ltd, part of the SipuliGroup peter@sensing.fi / +358405707911 / @pvgreen With other Sipuli Cores Kata & Jouni

Creating a Digital Marketing Campaign •Basics of Digital Event Marketing – B.D.A. •PG idea slides “Pecha Kucha” style •OMFG Cases •Sipuli Cases. Discussion •Introduction to Personas

• Defines, designs and executes Digital Value Added services for events and physical encounters, Digital paths for events

• Sipuli is the core plus it’s layers:

SipuliGroup

Katriina Uusitalo Katapulssi ex Nokia

Sipuli Core:

Peter Green Sensing ex Satama Interactive

Jouni Salonen Petopro ex Nokia

Johanna Sarviharju Fjord, Free ex Satama Interactive

Sipuli Layers, for example:

- Service Designers - Event Producers - Visual Designers - Event Agencies (also customers) - Techincal service providers - Digital producers/Freelancers - Marketeers customers

SipuliGroup is:

• About enriching face-to-face live engagements with digital solutions allowing audiences to connect in both digital and physical environments.

SipuliGroup is:

Reminder: Event Experience Curve Before-During-After

SipuliGroup:

• Our experiences, emotions and memories are not limited to our physical surroundings only.

• Modern live events and engagements take place in more touchpoints than the physical itself can ever offer.

Your LiveOpinions:

SipuliGroup:

• In our experience attending an event does not necessarily mean you connect with others.

• Our social barriers many times restrict us from making physical connections - digital tools can help to break the ice.

SipuliGroup:

• Human are social. So are modern digital platforms. They are made to enhance our existance and social reach much further than we could ever otherwise accomplish.

SipuliGroup:

• Human memory is short. Even the most spectacular shows stay alive in our memories only for a little while. We capture and share our everyday experiences digitally in order to keep them alive. On the other hand the best experiences and learnings always come with a tail - and digital solutions provide the best tails.

SipuliGroup:

• The string of engaging connections should not die when we physically meet but rather enrich the experience and add value to our new relationships. Therefore we have to start activating and engaging people way before they actually meet. Our everyday digital tools and mobile services are the best way to build this bridge between these two social environments.

SipuliGroup:

• We believe in maximising social touchpoints by all means available. We also believe digital channels can effectively help our social success and capability to reach our business goals.

• We are committed to ensure that contents, contacts and key messages will not be forgotten even after the doors are closed.

Digital Campaign Planning

• Before-During-After ideology in campaigns

• Especially at Event Marketing

• Target Group analysis, special needs & contexts

• ”Segmentation”

• Concept / Story development

• ”Arc-Of-The-Day” – / Persona Development

• Content planning, manuscripting

• Storyboarding, copywriting, content-/context plans

Attention

The total mass contacts of the event

Interest

Can be measured for example with attention value measurements

Desire How many gets excited

Action

How many gets involved

Traditional AIDA at Events

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Community. Us. People & places

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If Henry Ford had asked people hat they

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Key Point: Dialogue

• From selling products or services to selling experiences,

– Requires holistic thinking and user centric design, design thinking

• Imagination is where it all happens!

Involvement

Tell me and I will forget

Shopw me and I will remember

Involve me and I will understand

(Confucius)

How to

Make a Digital Campaign Plan: 7 steps

http://webyogi.co.uk/how-to-write-digital-internet-marketing-plan-2015/

OMFG cases

Jump to Slideshare :)

https://www.slideshare.net/fullscreen/HubSpot/the-top-10-most-remarkable-marketing-campaigns-ever/2

Links to videos

Frankenstein Kinect: https://www.youtube.com/watch?v=8dUJpEXjfVo Mentos Mobile Game: http://vimeo.com/108783190 Plan Finland: Sponsor a Dream webcam http://vimeo.com/109314118 Alepa Beat It Dance Game https://www.youtube.com/watch?v=RGNo4pjP5LE

Dialog Cases: Silja Line: Real Time Travellers

Silja Line ”Jorma & Marita” are cruising right

now – a real time picture sharing on the

DOOH network

”Contextual and to the point”

dd

Dialog Cases: Nestle Tuuttitreffit, pics on The Wall

”Tuuttitreffit” sharing pictures of the

Summer Opener -event directly on The

Wlall (3 hours domination)

Over 300 pics were taken and shown

dd

Dialog Cases: Real Time LiveOpinion voting (SMS&Twitter)

”New Children’s Hospital” 2017

fundraising event was supported by Real

Time SMS/Twitter”LiveOpinion” voting –

where 5 teams competed who makes the

best snow hospital

Involving installation on The Wall

during the 2013 Ice Hockey World

Championships, where consumers

supported the Finnish National Team

(Leijonat) on their FB page, and the

messages were shown on the Wall,

along with their profile picture

The campaign was shown within a

standard 10 s spot along with other

ad loop

See it: http://bit.ly/hockeygallery

IIHF Leijonat- support campaign

Dialog with Facebook

Samsung Interactive ”Hockey Card”

visualization on The Wall duuring the

Hockey World Championship games.

Consumers were able to tune their FB

Profile picture, and share it to the Wall.

Also Samsung street team was

capturing people during promotions,

and posting pictures to The Wall

Campaign was shown as 40s ”Impact

Hour” ot the 80 seconds loop

See it: http://bit.ly/samsungwall

Samsung ”Game Face” Facebook-Wall integration

Activating DOOH installation with 2

cameras, one on the screen, another

one on the money box measuring

the movement

The campaign continued a large

multi channel campaign where

celebrities sponsored poor children,

and thus had thei picture with the

child in the middle.

In this DOOH version everyone was

able to sponsor a child and get

similar pictures than celebrities on

the larger campaign

PLAN Finland donation

Alepa Beat It Dance competition/game using Wall as a game display – 2 Dance Mat –controllers on the podium connected numerous dancers to the huge screen

Mentos Mentmen World’s first execution where audience were able to play on the digital billboard with their own devices

Personas

Segmentation / Architypes / Personas in a Marketing Campaign.

http://www.slideshare.net/ralph_poldervaart/how-to-build-a-persona