The document discusses how experience has become the new form of brand awareness. It notes that traditional touchpoints are less effective, advertising feels boring compared to other media, and people want to see beyond surface messages. The document presents three case studies of brands that created experiences for awareness - Volkswagen held a "Night Driving" event, The Simpsons Movie launched unexpectedly, and Nike created an online football training camp. It argues experiences should be authentic, accessible, and encourage participation in order to effectively build awareness in this new media landscape.
9. - From : selecting touchpoints for message-delivery
- To : creating experiences that impact touchpoints
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10. 2 - Advertising feels
increasingly boring compared
to other media content.
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11. (Digital) media is best described as
pre- recorded, pre-packaged, and
downloaded. (...) They lack the
immediacy you receive by listening to
your radio, watching on- location
broadcast news, or even listening to
the buzz all around.
http://slant.razorfish.com/1-09_slant/Pulse.pdf
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30. Recap
“Experience is the new awareness”, because experience
is the answer to the fact that :
Touchpoints become untouchable.
Brand campaigns feel increasingly boring vs broadcast media.
People are interested in what happens beneath the surface.
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31. Three cases to illustrate the
use of “experience as the
new awareness”.
VW Night Driving
Simpsons The Movie - launch
Nike Boot Camp
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32. 1 - VW Night Driving
Extend the experience around the new VW Golf in a way that is :
aspirational, credible & accessible.
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35. Inspire people to extend the experience via co-
creation.
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36. “Traditional” media : TV, DM, print & web were
re-engineered for : experience, participation &
shareability of the story.
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37. -Results :
- over 70.000 visitors to campaign site
+800 members in Night Driving film group
# spoofs on YouTube
- Dylan Thomas e-book n°1 on i-Tunes
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38. 2- “Simpsons the Movie”-launch
An experience which ran the extra mile for the movie launch by
being : unexpected, authentic & accessible.
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46. -Results :
an authentic & unexpected
PR experience that
stimulated conversations.
7000 uploaded pictures to
Flickr
380.000 search results in
Google
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47. 3 - NikeFootball Boot Camp
A “cross platform digital training” -experience which reconfirmed
Nike leadership status by being :
useful, credible & accessible.
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49. Experience take-outs
experience vs awareness
accessible vs aspirational
participants vs consumers
doing vs messaging
live vs pre-recorded
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