Havas Sports & Entertainment Germany Review of 2011 and 2012 predictions


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A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.

Many of these campaigns were created by Havas Sports & Entertainment Germany. Many of these were created by our sister agencies across Europe and the rest of the world (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.

This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Alban Dechelotte (our Creative Director for Germany) and Jez Jowett, our global head of Social Media and Digital, also known as @Jezmond.

We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:

Alban Dechelotte - Creative & Managing Director
Direct Tel: (+49) 69 60 32 92 382 - alban.dechelotte@havas-se.com
HEDDERICHSTR. 49 - Office Tel: (+49) 69 60 32 92 0 - www.havas-se.com


We wish you all a happy Xmas and a wonderful 2012, and look forward to featuring your campaigns next year.

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  • We are the global brand engagement agency of the Havas Group. Our 30 offices in 20 markets deliver strategically sound creative solutions based on insight, experience and a deep understanding of what binds communities together: passion. Since we’re fans in our own right, we know exactly how we’d like to be communicated with, be this through sponsorship, branded content, social networks, live brand experiences…We recommend the right bespoke solutions for our clients to ensure ongoing meaningful relationships with their fans. We are Havas Sports & Entertainment. Fans. Passions. Brands.
  • SOCIAL MEDIA/DIGITAL Viral Marketing Community management Advergaming Mobile Marketing Seeding Blogger relations Social Media Influence Marketing Live Measurement PR & CONTENT Media relations Editorial content Celebrities endorsement E-influence Lobbying Social Media Media partnerships Branded TV programs Cross media strategies Product placement Brand TV channels Radio programming Web channels Advertiser Funding Programs EXPERIENTIAL Live events Grassroots programs Hospitality POS animations Street Marketing Product sampling Internal incentives Creative/ OOH Guerrilla Marketing
  • Playstation, the tailor shop of mr lee, social media 2011, playstation stunt, batcave, superheroes, leo burnett http://nerdbastards.com/2011/04/25/have-your-dc-universe-online-super-hero-threads-professionally-tailored/ https://www.creativereview.co.uk/images/2011/04/mr._lee_1.jpg http://blog.direct2drive.com/tag/dc-universe-online/
  • JUNG VON MATT, DECEMBER 2011 CASE STUDY, LADY GAGA, THINK BIG, OBERMUTTEN, LOCAL VILLAGE, SWITZERLAND, SWISS ALPS, FACEBOOK COMPETITION, FACEBOOK FAN LIKES, LIKE MY VILLAGE, EARNED MEDIA, OWNED MEDIA http://www.page-online.de/emag/kreation/artikel/facebook_invasion_in_obermutten http://www.24heures.ch/actu/suisse/hameau-rassemble-5500-fans-facebook-2011-10-08 http://www.agenciabrowse.com.br/site/2011/11/facebook-cria-ponto-turistico-em-pequena-vila-suica/
  • CASE STUDY 2011, EXPERIENTIAL, SOCIAL MEDIA 2011, NIKE TAKE MOKUM CAMPAIGN, NIKE, NETHERLANDS, JOGGING, RUNNING, RUNNERS, RUN UNLEASHED, GRAFFITI, AMSTERDAM, NIKE+, URBAN RUNNERS, NIKE RUNHOUSE, VIRTUAL CANVAS, POP-UP STORE, PRODUCT TRIALS, ONLINE RUNNING CLUB, AMSTERDAM RUNNING GRID, BOONDOGGLE, SPORTS, ATHLETICS, JUNE 2011 http://www.allaboutgeomarketing.com/a-geomarketing-social-challenge-by-Nike/ http://www.amsterdamadblog.com/2010/09/15/new-nike-gps-app-allows-you-to-take-mokum/ http://expressioninspiration.blogspot.com/2011/06/nike-convinces-kids-that-running-is-fun.html
  • HS&E. havas sports and entertainment, carlsberg, carlsberg of woodstock festival in poland, UEFA Euro 2012 case study, experiential, beer marketing, UEFA, festival fan zone,
  • Playstation, the tailor shop of mr lee, social media 2011, playstation stunt, batcave, superheroes, leo burnett http://nerdbastards.com/2011/04/25/have-your-dc-universe-online-super-hero-threads-professionally-tailored/ https://www.creativereview.co.uk/images/2011/04/mr._lee_1.jpg http://blog.direct2drive.com/tag/dc-universe-online/
  • ALL THE PINK OF LIFE by Gazzetta dello Sport, la gazzetta dello sport, all the pink of life, Bari-AC Milan, Ibrahimovic playing frisbee... , Zlatan Ibrahimovic , Sergio Almiron, . Thiago Silva, Even Gennaro Gattuso, momentum, valentina candeloro,
  • Carslberg, biker cinema stunt, that calls for a carlsberg, Duval Guillaume modern,
  • Angry bird, t mobile, facebook, mobile app, Saatchi & Saatchi, outdoor stunt,
  • Marcel, contrex, paddle for chips and dales, contrexperience http://thecoolcollector.net/wp-content/uploads/contrex-mineral-water-contrexperience-260-27900.jpg
  • Social media, Facebook, Facebook likes, Facebook engagement, Facebook friends fans, social CRM, social engagement, community building, ROI, ROSS, return on social spend, 2012 predictions http://creativecommons.org/licenses/by/3.0/
  • Million dollar bloggers, Mexico, latam, $15000 per tweet, blogger networks, bog syndication http://www.flickr.com/photos/suzanneandsimon/1746100681/ http://creativecommons.org/licenses/by/3.0/
  • London Olympics 2012, social media Olympics 2012, SoMe2012, SoMe London Olympics 2012, sports marketing London 2012, Havas sports & entertainment, sports marketing Olympics, flickr, Usain Bolt social media, twitter, 100metre final http://www.flickr.com/photos/31808226@N05/6130296771/ http://creativecommons.org/licenses/by/3.0/
  • Fan sourced singles, 02, Wembley, user generated content, fan royalties, http://www.flickr.com/photos/mwiththeat/3712998374/ http://creativecommons.org/licenses/by/3.0/
  • Digital production, digital our-sourcing, agile content, bedroom creators, YouTube http://www.flickr.com/photos/walmartcorporate/5793422190/ http://creativecommons.org/licenses/by/3.0/
  • Personal content, customized content, shared content, mobile content http://www.flickr.com/photos/sanjoselibrary/2944498979/
  • Roi of pr, accountability, paid media, sentiment, influencer analysis, celebrity marketing, celebrity pr, http://www.flickr.com/photos/cambodia4kidsorg/3290848259/
  • LBS, location based services, social currency http://www.flickr.com/photos/da_belkin/6462640765/ http://creativecommons.org/licenses/by/3.0/
  • Live events, green events, recycling at events, carbon neutral, carbon positive marketing, http://www.flickr.com/photos/zoetnet/4212133196/
  • Digital amnesty day, switch off, unplug day, Facebook. http://www.flickr.com/photos/brook/33496825/
  • Havas Sports & Entertainment Germany Review of 2011 and 2012 predictions

    1. 1. Havas Sports & Entertainment Germany Review of 2011 and predictions for 2012
    2. 2. European selected case studies in 2011 <ul><li>PR & CONTENT </li></ul><ul><li>Media relations </li></ul><ul><li>Editorial content </li></ul><ul><li>Celebrities endorsement </li></ul><ul><li>E-influence </li></ul><ul><li>Lobbying </li></ul><ul><li>Social Media </li></ul><ul><li>Media partnerships </li></ul><ul><li>Branded TV programs </li></ul><ul><li>Cross media strategies </li></ul><ul><li>Product placement </li></ul><ul><li>Brand TV channels </li></ul><ul><li>Radio programming </li></ul><ul><li>Web channels </li></ul><ul><li>Advertiser Funding Programs </li></ul><ul><li>SOCIAL MEDIA/DIGITAL </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Community management </li></ul><ul><li>Advergaming </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>Seeding </li></ul><ul><li>Blogger relations </li></ul><ul><li>Social Media </li></ul><ul><li>Influence Marketing </li></ul><ul><li>Live Measurement </li></ul><ul><li>… </li></ul><ul><li>EXPERIENTIAL </li></ul><ul><li>Live events </li></ul><ul><li>Grassroots programs </li></ul><ul><li>Hospitality </li></ul><ul><li>POS animations </li></ul><ul><li>Street Marketing </li></ul><ul><li>Product sampling </li></ul><ul><li>Internal incentives </li></ul><ul><li>Creative/ OOH </li></ul><ul><li>Guerrilla Marketing </li></ul>
    3. 3. <ul><li>“ GIRO SUCHT HERO ” by Sparkasse </li></ul><ul><li>or how to entice young people’s appetite for debit cards </li></ul>AGENCY MPG / Havas SE / AM Image Credit: Spkgoe Image Credit Creative Review Image Credit D2D <ul><li>Why we liked it… </li></ul><ul><li>Biggest brand Facebook page amongst German financial brands </li></ul><ul><li>Facebook page ranks #10 worldwide among financial pages </li></ul><ul><li>+135,000 Facebook-fans, 441,000 visits, and 25,500 comments 823,406 votes </li></ul><ul><li>1.8M battle video views </li></ul>Mai 2011 <ul><li>What's the story… </li></ul><ul><ul><li>Since young people can’t spend money like there’s no tomorrow, we helped them enjoy tomorrow without spending money: having fun with the perfect ambassadors for their generation </li></ul></ul><ul><ul><li>We challenged Joko and Klaas, popular Jackass-style rival comedians, to the ultimate battle Giro sucht Hero” (Giro Casts a Hero) to become Sparkasse´s next ambassador and provide product testimonials to young people </li></ul></ul><ul><li>“ Serial born endorsers” </li></ul><ul><ul><li>The pair casted musicians to recreate the best Sparkassen theme-song and shake up the brand´s safe style Strapped into rally cars with pro-drivers racing 150 km/h </li></ul></ul><ul><ul><li>They used the bank´s locator app to deliver a cake to a Sparkassen customer, competing to convert football fanatics with a cash prize transferred via the bank´s mobile app, they narrowly escape angry fans </li></ul></ul><ul><ul><li>On holidays, the pair used Sparkassen´s credit card to take hideous revenge on each other </li></ul></ul><ul><li>Success </li></ul><ul><ul><li>39% spontaneous ad recall vs closest competitor (13% V+R Banken and 10% ING) </li></ul></ul><ul><ul><li>+75% recall for its Giro offers </li></ul></ul><ul><ul><li>+21% desire for Giro account (45% vs V+R 22% and ING 5%) </li></ul></ul><ul><ul><li>+8% leader bank </li></ul></ul>
    4. 4. Go watch video: http://tinyurl.com/c7kvj8f Jung von Matt   December 2011 AGENCY OBERMUTTEN by the mayor of Obermutten or how a small village can reach global press coverage… <ul><li>Why we liked it… </li></ul><ul><li>A village of 79 inhabitants creates a campaign that reaches 60 Million and generates more fan engagement than Lady Gaga. A good example for “THINK BIG” </li></ul>Image Credit Page Online de Image Credit 24 heures Image Credit Browse <ul><li>What's the story … </li></ul><ul><li>Switzerland has many lovely little villages in the Alps, such as Obermutten, but sadly nobody knows them. For that reason, the major of the small town Obermutten decided to create a Facebook page with a special promise </li></ul><ul><li>“ Grüezi” to Obermutten </li></ul><ul><li>The campaign started with a video, featuring the mayor's promise that anyone who 'liked' the village's Facebook page would have their profile picture put on the Obermutten's notice board </li></ul><ul><li>Soon, the notice board was so full that the profile pictures had to be put on houses. </li></ul><ul><li>In addition to the profile pictures posting, the campaign engaged its fans with more video postings and a contest for one lucky person to win a scarf knitted by the mayor’s daughter. </li></ul><ul><li>Success </li></ul><ul><li>Almost 15.000 Facebook Fans </li></ul><ul><li>4 out of 5 Fans interact with the page </li></ul><ul><li>Fans from 32 countries </li></ul><ul><li>Approximately 60 Million people have read or heard about Obermutten worldwide thanks to the Facebook campaign and the press coverage around it </li></ul><ul><li>Costing about 10,000 Swiss francs, the campaign has reportedly brought in 2.4 million francs in earned media </li></ul>
    5. 5. NIKE TAKE MOKUM CAMPAIGN by Nike or how to re-launch a sport… <ul><li>What's the story… </li></ul><ul><ul><li>Nike was determined to reset runner’s minds in the Netherlands. Youngster think that running is boring, so Nike devised a plan to have people “Run Unleashed,” making running light hearted, playful and enjoyable and, thus, attracting a whole new target group of young urban runners </li></ul></ul><ul><li>A new way to run… </li></ul><ul><ul><li>Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the map of Amsterdam. They could color the graffiti by going out running, registering the run with Nike+ and filling the graffiti with their actual KM’s run. </li></ul></ul><ul><ul><li>The graffiti made them run in completely new way. It shifted from being focused on schedules and minutes to expressing creativity while running. And it attracted the young, urban runners who started designing creative graffiti’s turning the map of Amsterdam into a virtual canvas </li></ul></ul><ul><ul><li>A Nike Runhouse pop-up store was opened close to Amsterdam’s most famous urban park where Nike further engaged youngsters in the Run Unleashed experience with events, runs and free product trials </li></ul></ul><ul><li>Success </li></ul><ul><ul><li>They converted over 9,000 new running members </li></ul></ul><ul><ul><li>The online running club was visited 183,275 times </li></ul></ul><ul><ul><li>220 graffiti’s were created on top of the Amsterdam grid within 6 weeks time (colored with 1,268 Nike+ kilometers) </li></ul></ul><ul><li>Why we liked it… </li></ul><ul><li>It was a creative way to attract the youth population to a sport that is all about routine, lacks heroes and is actually pretty boring </li></ul>Go watch the video: http://bit.ly/kBObGt Boondoggle June 2011 AGENCY Image Credit Geomarketing Image Credit Amsterdam Ad Blog Image Credit Expression that Inspires
    6. 6. <ul><li>What's the story… </li></ul><ul><ul><ul><li>Guronsan, the perfect remedy for hangover identified the party-goers as their primary target, faced the problem of not reaching its target markets as they don’t often go to pharmacies or read pharmaceutical advertisings when their head is pounding </li></ul></ul></ul><ul><ul><ul><li>Guronsan had to find a way to bring a pharmaceutical product to them…by making it cool </li></ul></ul></ul><ul><li>Kill the monster, have a guronsan ! </li></ul><ul><ul><ul><li>Guronsan created the hangover monster, a big green creature that shows up in the morning when people have drunk too much. Equip with a sledge hammer, the monster wreaks havoc </li></ul></ul></ul><ul><ul><ul><li>The monster hangs out where people are likely to party: summer music festivals, college parties, and night clubs </li></ul></ul></ul><ul><ul><ul><li>The monster is on Facebook too and has daily interaction with fans that could invite him to their own parties </li></ul></ul></ul><ul><ul><ul><li>Online presence on YouTube guaranteed to document the Hangover Monster high jinks </li></ul></ul></ul><ul><li>Success </li></ul><ul><ul><ul><li>The Facebook page was the number 1 health page in Portugal and number 10 among all businesses with more than 3 million pages viewed on the social network </li></ul></ul></ul><ul><ul><ul><li>Generated tons of user content </li></ul></ul></ul><ul><ul><ul><li>More than 22,000 likes on Facebook </li></ul></ul></ul>Go watch the video: http://bit.ly/k691Gu <ul><li>Why we liked it… </li></ul><ul><li>Guronsan managed to make its product fun and reached its goal of being recognized as the 1 st remedy for hangover by all the party-goers </li></ul><ul><li>The ultimate aim was to kill the hangover monster but as it was cool, some would prefer to have him hung around! </li></ul>THE HANGOVER MONSTER by Guronsan or how to make a boring product awesome... Image Credit Coisa Semanal Image Credit Facebook Image Credit AdBeat   Lowe Ativism April 2011 AGENCY
    7. 7. <ul><li>What's the story… </li></ul><ul><ul><ul><li>The official beer supplier Carlsberg of Woodstock Festival in Poland, also sponsor of UEFA EURO 2012, created a huge brand zone for the ultimate fan experience and tested possible brand activations for the EURO 2012 </li></ul></ul></ul><ul><li>“ More than just beer” </li></ul><ul><ul><ul><li>Besides the generic function of beer supplier, Carlsberg offered various activities to attendees </li></ul></ul></ul><ul><ul><ul><li>Carlsberg installed a massive football stadium where attendees could watch matches or play in teams against other attendees </li></ul></ul></ul><ul><ul><ul><li>The Carlsberg Fan zone offered in a chill-out area some fun games such as table-football </li></ul></ul></ul><ul><ul><ul><li>An activity of returning old Carlsberg cans not only kept the festival ground clean but also provided the collectors with cool Carlsberg products as t-shirts </li></ul></ul></ul><ul><ul><ul><li>The Carlsberg UEFA tent informed visitors about past European Cups and Carlsberg’s partnership with UEFA </li></ul></ul></ul><ul><li>Success </li></ul><ul><ul><ul><li>Brand awareness results among attendees reached incredible 85% for unaided recall and 93% for aided recall on-site </li></ul></ul></ul><ul><ul><ul><li>86% of the over 500.000 festival attendees visited the brand zone </li></ul></ul></ul><ul><li>Why we liked it… </li></ul><ul><li>Carlsberg proved with this Festival brand activation how flexible and innovative a brand can be to create awareness </li></ul><ul><li>If you are interested in the results of the European festival study that was conducted by Havas S&E, please contact: Christopher.Rapaport@havas-se.com </li></ul>FESTIVAL FAN ZONE by CARLSBERG or how to raise awareness among attendees at Festivals… Euro 4D   October 2011 AGENCY Image Credit: HS&E Image Credit: HS&E Image Credit: HS&E
    8. 8. THE TAYLOR SHOP OF MR. LEE by Playstation Go watch the video: http://hpar.is/4da6 AGENCY   Leo Burnett Image Credit Nerd Bastards Image Credit Creative Review Image Credit D2D <ul><li>Why we liked it </li></ul><ul><li>They brought to life the charaters in the game with a real life opportunity to be tailored like your superhero. </li></ul><ul><li>This campaign enabled the whole family to experience and be informed about the world of DC universe online [and offline] </li></ul><ul><li>What's the story… </li></ul><ul><li>To announce its brands new video game (DC UNIVERSE ONLINE), in which you can design your own super hero, Playstation created a real-life tailor shop. Gamers could go in and have their personal super hero suits made </li></ul><ul><li>“ Mr. Lee is all about confidentiality…” </li></ul><ul><li>An original truly integrated campaign where you can make your suit a reality and live the same experience as the game in the off line world </li></ul><ul><li>The shop opened in the heart of Madrid, near the majority of comic shops. Undoubtedly, it received lots of success and soon there was a long waiting list to get tailored. Book yours and try your chances to make your crime fighting alter-ego a reality </li></ul><ul><li>Success </li></ul><ul><li>It was the most successful campaign launch for Playstation yet and Mr Lee Taylor Shop is more sought – after than the Batcave! </li></ul>
    9. 9. <ul><li>What's the story… </li></ul><ul><ul><ul><li>On Sunday, March 13th before the Bari-AC Milan football game, Gazzetta dello Sport, an Italian sport newspaper decided to set up an amazing spoof of the pregame rituals of all 22 players on the field </li></ul></ul></ul><ul><li>Ibrahimovic playing frisbee... </li></ul><ul><ul><ul><li>Players from both sides ran out onto the pitch and immediately abandoned their usual warm-up routine </li></ul></ul></ul><ul><ul><ul><li>Zlatan Ibrahimovic chose to play frisbee. A pink capped Sergio Almiron pretended to go for a swim. Thiago Silva entertained the crowd with his limbo skills. Even Gennaro Gattuso got involved as the pitbull began prancing around with the referee </li></ul></ul></ul><ul><li>Success </li></ul><ul><ul><ul><li>Confusion started to reign in the stadium - fan reaction was incredible </li></ul></ul></ul><ul><ul><ul><li>More than 460,000 views of the video on YouTube in only a few days </li></ul></ul></ul>Go watch the video: http://bit.ly/g4nROU <ul><li>Why we liked it… </li></ul><ul><li>A fabulous stunt pulled off by Gazzetta dello Sport that fits really well with their slogan </li></ul>ALL THE PINK OF LIFE by Gazzetta dello Sport or how to create buzz via live and traditional media... Image Credit: YouTube Image Credit: YouTube Image Credit: YouTube March 2011 AGENCY G-Com
    10. 10. <ul><li> What's the story… </li></ul><ul><ul><ul><li>Riding off the tag-line ‘That Calls for a Carlsberg,’ Duval Guillaume Modem decided to test the perseverance of a number of innocent couples in a movie theater </li></ul></ul></ul><ul><ul><li>“ This is not what we paid for” </li></ul></ul><ul><ul><ul><li>To reinforce the new baseline ‘That Calls for a Carlsberg’ Duval Guillaume Modem proposed an original experiment. In Belgian cinemas some innocent couples were confronted with a theatre filled with not-so-friendly gentlemen and only 2 seats left… </li></ul></ul></ul><ul><ul><ul><li>How will they react? The result of this experiment can be seen in Kinepolis and online via YouTube </li></ul></ul></ul><ul><ul><ul><li>Success </li></ul></ul></ul><ul><ul><ul><li>4,450,000 people watched the YouTube video </li></ul></ul></ul><ul><ul><ul><li>A worldwide buzz </li></ul></ul></ul>Go watch the video: http://bit.ly/k691Gu <ul><li>Why we liked it… </li></ul><ul><li>Carlsberg has fun with clichés of the beer drinkers and realizes a viral movie in which the rebels are not necessarily the ones that we believe. </li></ul>BIKER CINEMA STUNT by Carlsberg or how to test the perseverance of innocent couples Image Credit Google Image Credit Google Image Credit Google October 2011   Duval Guillaume AGENCY
    11. 11. <ul><li> What's the story… </li></ul><ul><ul><li>T-Mobile presented a real-life version of the famous digital game for mobile phones “Angry Birds” in order to create a cool and fun brand image </li></ul></ul><ul><ul><li>   </li></ul></ul><ul><li>Come play with us </li></ul><ul><ul><li>The installation of the real game scenery invited passersby to use a mobile phone to launch monster size bird cannons across a teetering display </li></ul></ul><ul><ul><li>Just like in the digital game, there were even exploding artificial birds flying to up to 50 meters </li></ul></ul><ul><ul><li>The well known background music of the game was played by a real band </li></ul></ul><ul><ul><li>Although not everybody was able to play due to high effort for the scene construction, the consumer surprising event provided a great atmosphere for everybody </li></ul></ul><ul><li>Success </li></ul><ul><ul><li>Video viewed over 7.200.000 times in the first month </li></ul></ul><ul><li>Why we liked it… </li></ul><ul><li>Not only is the campaign creating additional brand awareness for T-Mobile, it also communicates a fun and young brand image towards its young target group </li></ul><ul><li>The spirit of viral campaigns is in accordance with the T-Mobile lead slogan “life is for sharing” </li></ul>ANGRY BIRDS LIVE by T-Mobile or how to transform a mobile phone game into real life… Satchi&Satchi June 2011 Go watch the video: http://bit.ly/lXmfYg AGENCY Image Credit The Inspiration Room Image Credit Inside Mobile Apps Image Credit Very Bad Frog
    12. 12. <ul><li> What's the story… </li></ul><ul><ul><li>To go with the brand’s message that ‘Slimming doesn't have to be boring’, Contrex, the bottled water owned by Nestlé, developed an event that demonstrated just this…exercise can be fun </li></ul></ul><ul><li> “ Paddle for Chip & Dales” </li></ul><ul><ul><li>Pink lights, a majestic building, 10 bikes, a lot of women and a striptease </li></ul></ul><ul><ul><li>Contrex mineral water is calcium-rich, which supposedly speeds up the metabolism, thus burning more calories and helping you lose weight faster </li></ul></ul><ul><ul><li>The event, targeting the ladies, saw a group of women burn 2000 calories in just a few minutes of fun and playful cycling  </li></ul></ul><ul><ul><li>Riding pink work out bikes powering a neon light man’s strip tease, they illustrate that working out doesn’t have to be boring or tough, and when it’s over, a well-deserved downing of Contrex comes as a great reward </li></ul></ul><ul><li>Success </li></ul><ul><ul><li>Almost 10 million views - on the official video only, with 20, 000 likes </li></ul></ul><ul><ul><li>Shared on about 20 blogs </li></ul></ul>Go watch the video: http://youtu.be/yEH4Yum4nN4 <ul><li>Why we liked it… </li></ul><ul><li>Strong illustration of the brand message and DNA as a fun, playful and health conscious brand </li></ul>CONTREXPERIENCE by CONTREX or how to incite women to exercise in a fun way… AGENCY   Marcel November 2011 Image Credit The Cool Collector Image Credit Naver Image Credit The Inspiration Room
    13. 13. Havas Sports & Entertainment Germany Predictions for 2012
    14. 14. <ul><ul><li>After heavy flirting with social media in 2011, brands will go beyond merely looking at Likes and Fans, and start caring and measuring engagement and community building </li></ul></ul><ul><ul><li>The value of a meaningful relationship will be properly appreciated to build strong communities, CRM programs, loyalty and integrated transactions </li></ul></ul><ul><ul><li>To prove the effectiveness of social media campaigns, brands will develop more sophisticated measurement algorithms to prove the ROI, more commonly to be known as ROSS (return on social spend) </li></ul></ul><ul><ul><li>By the end of 2012, successful brands in social media will have focused more upon increasing their levels of engagement with fans, than the number of fans </li></ul></ul>Thanks to Flickr.com- creative commons http://www.flickr.com/photos/owenwbrown/4857593259/ Social Media Effectiveness ‘ Beyond Fans and Likes ’
    15. 15. <ul><ul><li>Cyber PR will become more challenging across online influencers who traditionally would blog or tweet about a campaign for free. This will change in 2012. The world’ s first million dollar blogger will be created </li></ul></ul><ul><ul><li>Already in LATAM, and especially in Mexico, it is not un-common for a blogger to request $15,000 for a Tweet or blog post mentioning or linking to a brand. This emerging trend will spread across the globe </li></ul></ul><ul><ul><li>Accessing a blogger, will in some instances require contacting a blog management agency. Blog networks will manage the syndication of posts across a diverse range of interests and passions </li></ul></ul>Million Dollars Bloggers Thanks to Flickr.com- creative commons http://www.flickr.com/photos/suzanneandsimon/1746100681/
    16. 16. The Social Olympics 2012 Thanks to Flickr.com- creative commons http://www.flickr.com/photos/31808226@N05/6130296771/ <ul><ul><li>London 2012 will be swamped in social media </li></ul></ul><ul><ul><li>More Tweets, shares, Likes, posts, comments, views will take place in 1 month, than ever before </li></ul></ul><ul><ul><li>News, scandals, records & exclusives will all be read on Twitter first. Then on the news channels and papers. Footage we aren’ t supposed to see, we will. Thanks to Facebook, bit.ly and YouTube </li></ul></ul><ul><ul><li>There will be more Likes and friends for London 2012 than any other sporting event, ever. It will remain one of the top 5 trending topics in Twitter globally, for 1 month </li></ul></ul><ul><ul><li>During the 100m final there will be more messages, images and videos shared via social media, than at any other time since the dawn of the world wide web </li></ul></ul>
    17. 17. Fan Sourced Singles Thanks to Flickr.com- creative commons http://www.flickr.com/photos/mwiththeat/3712998374/ <ul><ul><li>Artists are increasingly asking their fans to not only suggest or create their album artwork, but to contribute to the actual audio that is released on the single or album. </li></ul></ul><ul><ul><li>During 2012 we predict an increase in fan sourced audio. More and more fans will contribute to the official release, making the list of credits read like a who’ s who of the ultimate fan club. </li></ul></ul><ul><ul><li>Brands and artists will embrace this collaborative opportunity. A fan will be supersaulted from his bedroom to the 02 or Wembley stage. Royalties will take this fan from a 1 bedroom apartment, to a beach front bungalow. </li></ul></ul>
    18. 18. <ul><ul><li>Campaigns will be created in days and weeks, not months or years. Real time listening, creation, and distribution will mean a trending topic is acted upon, to create the long tail effect of relevance, overnight </li></ul></ul><ul><ul><li>Traditional production and content costs will go down, but licensing costs will go up, benefiting bedroom content creators </li></ul></ul><ul><ul><li>A fan at a sporting event will get rich quick, over the course of the weekend, at the press of a button. His unique content will be viewed (YouTube giving him advertising revenue for his page), licensed (broadcast revenue) and used without permission, winning a liable case </li></ul></ul>Agile content : more relevant, less costly Thanks to Flickr.com- creative commons http://www.flickr.com/photos/walmartcorporate/5793422190/
    19. 19. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/sanjoselibrary/2944498979/ Personalized Content <ul><ul><li>Content will be more customized for each target audience based upon location, profile, interests and their networks. </li></ul></ul><ul><ul><li>Smart filtering and customization will make content more shareable and rewarding. Sharing content across a consumer’ s peer groups, will provide another layer of rewards for the consumer. Great content will continue to be viral and shareable. </li></ul></ul><ul><ul><li>An increase in mobile content, delivered direct to a consumer’ s handset will create connections all through the day, the night, and weekend. </li></ul></ul>
    20. 20. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/cambodia4kidsorg/3290848259/ PR accountability <ul><ul><li>PR will become more accountable and more accurate in measuring the ROI. </li></ul></ul><ul><ul><li>Traditional media monitoring agencies will integrate buzz monitoring services and metrics to provide more accurate qualative and quantative results. </li></ul></ul><ul><ul><li>Every PR agency will provide as part of a campaign evaluation : reach, sentiment, influencer analysis and equivalent media value (through an updated media evaluation tool). </li></ul></ul><ul><ul><li>Accountability and campaign evaluation will become more accurate and enable more accurate campaign planning and re-optimization. Clients will request greater accountability and performance related pricing models. </li></ul></ul>
    21. 21. Location Based Entertainment (LBE) Thanks to Flickr.com- creative commons http://www.flickr.com/photos/da_belkin/6462640765/ <ul><ul><li>Sporting venues and stadiums are the second most checked-in places worldwide. The most popular checked-in places are airports </li></ul></ul><ul><ul><li>Brands, sponsors and rights holders will leverage this opportunity to geo target fans with compelling and shareable content and promotional messages. Having identified a physical fan, data will provide an on-going and customized relationship back to their home </li></ul></ul><ul><ul><li>2012 will see a huge increase in the connections between these attending fans, virtual fans and brand messages. 2012 will become the year of social currency – more shareable, more entertaining and more personalized </li></ul></ul>
    22. 22. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/zoetnet/4212133196/ Live events get greener <ul><ul><li>Stronger corporate social responsibility, combined with increased consumer awareness of recycling and the need for a cleaner environment, will result in more environmentally friendly events. </li></ul></ul><ul><ul><li>Sponsors will require event producers to have committed to make the event as carbon neutral as possible. Sponsors will consider this ‘ green score ’ just as much as the number of attendees and media value. </li></ul></ul><ul><ul><li>Recycling will have high visibility at each event and be a creative and entertaining activity that attendees warmly embrace. </li></ul></ul>
    23. 23. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/brook/33496825/ Digital Amnesty Day <ul><ul><li>1 day a year, everything will shut down, almost. Companies will ask all their staff to ‘ switch off and unplug for 24 hours ’ . </li></ul></ul><ul><ul><li>At first employees will be scared and confused. They will scratch their heads wondering how they can perform their job or task, without a digital connection. </li></ul></ul><ul><ul><li>After 3 hours a smile will spread across their faces. It will be a beautiful day or real relationships and friendships the old fashioned way, face to face. We will re-discover social skills, beyond Facebook. We will put into perspective the role of digital. It will become a yearly event. </li></ul></ul>
    24. 24. For any question, comment or request, please contact us: Alban Dechelotte Creative and Managing Director [email_address] 0049 69603292382 http://www.havas-se.de http://www.facebook.com/havasse.de http://www.twitter.com/havas_se_de