Objectives – What do you want to achieve? SMARTStrategy - What do you want to make people, think, feel and do? What is the target market, what are their behaviors on/off line, where can we influence them, what do they love about the brand that we can we put a voice to, what will successful evaluation look like?CreativeIs there a creative message that can support this campaign?Blend the media of experience with strategic aims, create and test World Class solutionsExecution:World Class, slick, efficient delivery, constantly checking against target performanceEvaluation (qualitative / quantitative / Brand Tracking / WOM)What does success look like?Know how you will evaluate before you design the experienceContinually evaluate (hourly or more often). Don’t wait till you have packed up to find out you have underperformed – know it in the first hour and amend then experience if necessary
An introductionto Social experiencePresented to a certain Airline in Asia PacPrepared for 10.05.13Toworkassiduously,tobeindustrious,toconcentrateonthetaskinhand,tobeaveraway…
AGENDA1. Quick Introduction to Beaver2. What is Social Experience?3. Six key types of Experiential4. Social Experience in the airline industry5. Five key steps to creating successful campaigns6. Events in HK
WHAT WE DO…LiveEngagementConferences& ShowsRetailB2BEntertainmentEventsOnlineEngagementMobileAppsThe WebFilm / ViralContentSocialMediaSocialExperience
HOW WE BEHAVE….ONLINE ENGAGEMENTLIVE ENGAGEMENTTwitter /Vine(share)Blog(Broadcast)Facebook(promote)Web(awareness)Share F2F(advocate)Live Event(experience)Promotion(sample)OOH(awareness)TIME
SONY – TWILIGHT FOOTBALLGlobal Campaign- Social and ExperientialCreated centrally- tailored locally to local marketsMerging core products and brand sponsorshipObjectives-leverage low light camera and football sponsorship• Bespoke football pitches and hospitality suites built on top ofa mountain, in a desert, in a canal, in a safari park and a rainforest• Digital participation culminated in 7 football matchesaround the World in 24hrs• Promotion and live reporting via social sites• Worldwide ATL campaign (OOH, Press, Retail)• Results• ROI €12.5m in advertising value• Over 9 months of chatter2000 individual piecesof coverage• Sales forecasts exceeded by 45%• Content usable by local markets and tailored for localneeds• LINK TO VIDEOhttp://www.youtube.com/watch?v=ZpQ3pwsMhqA
PEPSI MAX IT LEGENDSCLIENT NEED:• Management , creation and delivery of theultimate prize for three Pepsi Max competitionwinners• Promoted via youtube & facebook comp• Video entry via Pepsi Max microsite:WHAT WAS DELIVERED:• Five day experience in the USA pushing them tothe limits including a flight on G-Force One• World Record attempt for the most keepy-ups inZero Gravity• The experience footage was used for furtherPepsi Max promotions• Video Linkhttp://www.youtube.com/watch?v=fo3q0ln7PA8
1. BRANDED EVENTSMass consumer events taking place in indoor or outdoorlocations that become a ‘property’ of the brand.e.g.‘Red Bull Soapbox Race in Shatin Hong Kong’ andInnocent ‘Fruit Stock in UK’.
1. BRANDED EVENTSHavianas Thong Challenge in Australia– A record 5,000 attendees at four different beaches andhundreds of people at backyard events in rivers, pools etc to thewater at beaches .Nokia sponsorship of Tribeca Film Festival in New York, creatingonline competitions to encourage young film makers to submitcontent. Judging at the event, then online promotion and sharingof the winners
2. BRANDEDINSTALLATIONSBranded ‘stands’ in indoor oroutdoor public spaces mannedby promotional staff that attractconsumers to interact with abrand.e.gCadbury’s Westfield ChocolateFountain London.
2. BRANDED INSTALLATIONSLego 80th Anniversary Christmas VillageInstallation in Hong Kong Times Square 2012
3. CREATIVE SAMPLINGFree product distribution executedin a creative manner.e.gCadbury celebrates national ice cream week by creatingthis PR stunt
3. CREATIVE SAMPLINGListerine distributed onion fragranced flipbooks to highlight perils of bad breath,resulted in 66% coupon redemption rate
4. LIVE STUNTSOne-off tactical live stunts designed to attractmass consumer and media attention.e.gUnicef Thirsty Water stunt
4. LIVE STUNTSMini Clubman Pedi-Cabs in China togain publicity.
5. LIVE PERFORMANCETeams of actors delivering a live performanceto communicate a brand message.Highly effective immersive experiential. Idealfor launching or promoting to trade.
6. POP-UP RETAILMiniature portable installations, mobilevehicles or fixed spaces used by brands tocreate temporary promotional stores.e.g.Marmite Pop up shop or Nike customisedmobile vans demonstrating and sellingtraining shoes at races.
6. POP-UP RETAILJohnny Walker House in Beijing.Conceived with the intent to immerseconsumers in the world of Johnnie Walkerwhisky through bespoke experiences
NEW BRAND SPACES• Delta and Chelsea FC 2013• To promoting their new partnership with Chelsea FCand give business consumers the very best in Deltahospitality• A five day football inspired pavilion at Canary Wharfwith football tables, inter-company shoot challenge andflat bed challenge• www.deltapresents.com website• Twitter messaging & advertising• Delta 360˚ Lounge at Stamford Bridge with Millennium& Copthorne Hotel is an 108 sqm bar and dining area
NEW BRAND SPACES• To celebrate their Olympicsponsorship deal and showcasetheir Great Britons programme, BAcreated BA 2012 pop up venue inLondon• The creations from the winners ofthe Great Britons competitionswere mentored by their Art, Filmand Food ambassadors.• A pop up restaurant includedOlympics-inspired menu• Cinema on board, showing ashort Olympic film• A gallery showing the newDove planeTickets were sold and promoted onFacebook
ON BOARD EVENTS• Hello Kitty-themed planes between Taipei,Fukuoka, Narita, Sapporo, Incheon, Hong Kongand Guam, all Asian destinations where thecartoon is hugely popular.• Fans will be able to enjoy more than 100specially designed Hello Kitty items on the flightand can purchase limited edition duty-freeproducts, such as Hello Kitty-shaped pasta, fromflight attendants wearing Hello Kitty aprons.
ON BOARD EVENTS• British Airways yesterday set two Guinness WorldRecords for Highest Concert and Highest HarlemShake for Red Nose Day.• The airlines fund-raising “Highest 80s Gig in the Sky”featured Tony Hadley of Spandau Ballet, Bananarama,Kim Wilde and Go West playing mid-flight at 43,000ft.• After the 80s stars performances the passengersstarted a Harlem Shake to mark the occasion.• Celebrating 25 years of Red Nose Day, British Airwayshas raised over £4.5 million for Flying Start - its charitypartnership with Comic Relief.
USEFUL TOOLSAir France Photobook launched an initiativeaimed at helping its followers share theirtravel images with friends.By injecting itself in the sharing process theairline benefited from the positive associationcreated by those travel memories.A Facebook app allowed users to uploadimages and create customized “travelbooks” to share with their friendsTo encourage people to use the tool, theairline also created a competition where theauthor of the best travel book of the weekwould win tickets.
USEFUL TOOLS• KLM Trip Planner to make group planning easier.• http://www.youtube.com/watch?v=ovdhoQuZwvs• KLM created something that not only makes iteasier to plan group travel but also takes intoaccount the “social” element and makes it fun.• It focused on the social element thus makingsure that its brand and its message are seen as ashared value and at the same time associatedwith a positive group travel experience.
SURPRISESKLM ran an experiment to see how happinessspread by surprising travellers with unique giftsbased on their social networking profiles1. They reacted to people that had checked in viaKLM Foursquare or shared their journey viaTwitter2. Got to know them (via previous tweets)3. Hunted them downResults: 28 surprises, 1 million impressions,reached 88 countries, over 3 weekshttp://www.youtube.com/watch?v=Sh-JRoY7_LU
VIDEOS AND FLASH MOBSGerman Wings – Plane Mob Air Malta – Gangnam StyleBA Moscowhttp://www.youtube.com/watch?v=HyE9KqIeTg8Bear Grylls Safety Video Air New Zealandhttp://www.youtube.com/watch?v=2-X0DCY0U4QGerman Wingshttp://www.youtube.com/watch?v=kwM8bQ7Sk-A
5 STEPS TO CREATING A SUCCESSFUL CAMPAIGN• Objectives – What do you want to achieve? SMART• Strategy - What do you want to make people, think, feel and do? What is the target market,what are their behaviors on/off line, where can we influence them, what do they love about thebrand that we can we put a voice to, what will successful evaluation look like?• Creative• Is there a creative message that can support this campaign?• Blend the media of experience with strategic aims, create and test World Class solutions• Execution:• World Class, slick, efficient delivery, constantly checking against target performance• Evaluation (qualitative / quantitative / Brand Tracking / WOM)• What does success look like?• Know how you will evaluate before you design the experience• Continually evaluate (hourly or more often). Don’t wait till you have packed up to find outyou have underperformed – know it in the first hour and amend then experience ifnecessary
Consumer Impact0.001.002.003.004.005.006.007.008.009.00Relev ant to me (+127%)A cool brand (+185%)Im interested to know more (+238%)Purchase intent (+1017%)explore ???.com (+438%)More likely to purchase (+559%)I see the benefit of ...(+133%)ReportingExit Control
Belvedere Beat partiesStarting in May, Belvedere presents its fifthannual series of party madness in Hong Kong.Since 2008, the Polish vodka brand has beenorganising Belvedere Beat, a string of clubbingevents across town which feature internationalDJs and, of course, the famous spirit itself.This years two-month-long saga begins onMay 2A glow theme to which photographer ConradAtton has contributed a campaign using hislight-painting techniques which illuminate theBelvedere bottle.Attendees are encouraged to splash on glowpaint, bring toy lights and enjoy the beat that isBelvedere with their glowing bottles.
CSI: The ExperienceCSI: The Experience gives visitors the opportunityto play the role of a crime scene investigator fromthe hit TV show series – CSI.exhibition twice in the USA but this new Macauinstalment is its third outing – its first time in Asia.Visitors will learn the scientific principles and realinvestigative techniques as they try to solve oneof the three crime scene mysteries.With input from investigators from the TV show,along with their real-life forensic sciencecounterparts, visitors will formulate a hypothesis,validate their finds based on scientific evidenceand try to crack the case.CSI: The Experience,Sheraton Macao Hotel, until Jun 15. Tickets:from $120; cotaiticketing.com.
Rubber Duck ProjectHarbour City has invited internationally acclaimedartist Florentijn Hofman to exhibit his masterpiece– the gigantic inflatable “Rubber Duck” in HongKong from 2 May to 9 June 2013. The 16.5-meter-high “Rubber Duck” will travel to Greater China forthe very first time and be on display at OceanTerminal, Harbour City. Since 2007, “Rubber Duck”has been traveling to 10 countries and 12 cities,including Osaka, Sydney, Sao Paulo, Amsterdamand many more.With Victoria Harbour as its giant bathtub, the“Rubber Duck” is literally the first Hong Kongmaritime art exhibition, providing a unique contrastwith the surrounding environment. Inspired by thesoft yellow bath time toy, “Rubber Duck” is asymbol of joy and happiness conjuring upchildhood memories and nostalgia.