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Media140 London Contagious Panel
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Media140 London Contagious Panel

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26th October...

26th October
Media140 London
http://www.media140.com

Contagious Panel Slides

Jess Greenwood - @jessgreenwood
James Hart - @ASOS_james
Ted Hunt - @innocentdrinks
Amelia Torode - @amelia_torode
Nicola Davis - @nicspic2608

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  • Let me present Mr Aleksandr Orlov
  • This was our Social Media architecture for Meerkat: SHOW SLIDE WITH THE CIRCLE. Some of these aspects will be brought on board later in the campaign, some of these you will have already seen. And just to show the level of planning that has gone into this campaign
  • Someone from another agency, who shall remain nameless, suggested that there wasn't anything that we did for this campaign. We just set up the Social Media platforms and then sat back and waited for success to happen. This could not be further from the truth.
  • 3. "Its a conversation - what are your chatalysts..." This is our third simples rule. And this really is very very simples. If Social Media is a conversation then you have to think about what you are giving people to talk about! Chat catalysts, or as people in my team hate, Chat-a-lysts. ATL starts the conversation, but if it had just been a TV ad then I don't think that we would have over half a million people actively engaged with Aleksandr Orlov and Compare The Meerkat in Social Media. Its the "chatalysts" that we have developed on an on-going basis as the campaign has developed which have added to the momentum and been the spark for the hundreds of thousands of people engaging with Aleksandr and Sergei in the Social Web. What do I mean by a Chatalyst? Well Sergei the new character in the TV ads was a chatalyst  - we introduced him via Twitter about 3 weeks before his TV spot was launched. Aleksandr tweets about the April Fools Joke that he played with a rotting fish and Sergei's keypad. This started a whole chain of conversations about Sergei. Who was he? Why did he merit a fish? How did he take the joke? As the weeks went by Aleksandr revealed more and more about Sergei so that when the TV ad was previewed online, the website was so inundated that (ironically) the servers almost crashed!   Aleksandr's pictures of his ancient meerkat family were chatalysts and prompted people to start uploading their own. Like the one of Aleksandr and Stephen Fry stuck in a lift together . Or even the fact that Aleksandr responded to petitions asking for ringtones and produced them in the second iteration of his website. The other thing that we have realised in developing this campaign is that the essense of a good conversation is about timeliness.  While we have a loose narrative structure we develop weekly content chatalyts on an on-going basis. Topical. Funny. Engaging. Participative
  • Doritos are a brand who repeatedly turns to social media to engage and involve their consumers. Over the past couple of years, we’ve been building up a basic presence on key social platforms. However, social media is not as easy as creating a Facebook fan page, setting up a Twitter account, and ticking it off your to-do list.
  • Doritos seeks to cut through and involve consumers with entertaining branded content . This year alone we’ve created 3 buzz campaigns to give our audience fun things to do . Three different ideas, but all follow the same ‘brand as entertainer’ strategy. And all with their own tailored approach to social media. so for a live experiential event like the Dodgeball Challenge, Twitter was really great for reporting on all the live action for iD3, we integrated an advergame with Facebook Connect to make the game more engaging and more social and for our most recent campaign ‘Alan’ we’ve even created a rock song, so who better to team up with than Spotify
  • iD3 was an original product launch which invited consumers to guess a mystery flavour. We created a three-part advergame for our 20-something Doritos fans, which was built around this central idea. The mystery flavour idea itself inspired much debate, and so Doritos openly engaged in conversations across their key social platforms, to involve consumers on a personal level. But of course it didn’t stop there. We created an epic trailer, and we worked with ‘Go Viral’ to seed it across video sharing platforms and blogs. We also thought about how to engage key influencers from the outset – this was really important given that we had minimal media spend. So we created special VIP codes for influential bloggers, which allowed them to play the game without having to buy a special iD3 pack. We worked with ‘We are Social’ to offer these to a range of influencers, from film buffs to hardcore gamers, and empowered them to give away these special codes to their readers. We also gave away free packs of iD3 to bloggers and at social meet-ups such as Twestival to fuel the debate. And finally, to make it even more social, we uniquely integrated the advergame with Facebook Connect. This allowed users to register on the site through Facebook, and share iD3 content in their news feed, all without leaving the Doritos website. We also used it to insert content from their Facebook profiles into the film. High engagement plus great sales.

Media140 London Contagious Panel Media140 London Contagious Panel Presentation Transcript

  • @contagiousmag MEDIA 140 / The Survivors Club /
  • @ameliatorode MEDIA 140 / The Survivors Club /
  • This is probably what VCCP is best known for in the Social Web
  •  
  • MICRO-BLOGGING 140 characters only Sharing thoughts, links, Participating in chat PHOTO SHARING Aleks’ visual character From TVCs Family portraits Community connections Competitions PROFESSIONAL NETWORKING Digital CV Professional links INTELLIGENCE SHARING Power-point upload Business leader connections MUSIC LINKS Collect and share favourite music Build digital “radio-station” VIDEO CONTENT Bloopers TCVs Fav video content COMPARISON APPLICATION Viral “comparison” app COMMUNITY AUGMENTATION Status Notes Pictures Videos 1 identity, multiple connected spaces An overview of the Social Platforms TVC
  • XMAS VIRAL WIDGET J F M A M J J A S O N D LAUNCH DEVELOP ESTABLISH CTM SITE “ Brochure” CTM BLOG Conversation/ Aggregation SLIDESHARE Power-point IPHONE Activation BLIP.FM Music LINKEDIN Business FLICKR Photos TWITTER Chat FACEBOOK Community RATE & REVIEW FUNCTIONALITY UPDATED FAQs I-CARDS/M-CARDS NEW MEERKATS RINGTONE/CALL BACK UGC COMPETITION LAUNCH : WEEKLY POSTS “ BETA” SUGGESTIONS POLLS “ I've found my meerkat” SOC MED WIDGET YOUTUBE Video UGC MEERKATS WINNERS SPECIAL OCCASION MEERKATS – XMAS VIRAL WIDGET “ HOT OR NOT” GAME BLOOPERS – timing tbc FAV VIDEO UPLOADS BLOOPERS - Seeding BLOOPERS - Seeding STATUS/NOTES UGC COMPETITION UGC MEERKATS WINNERS UGC MEERKATS WINNERS UGC MEERKATS WINNERS LAUNCH : NEW “OFFICIAL” PIIX UGC UPLOAD COMPETITION VIRAL XMAS VIDEO DAILY MONITORING, FRIENDING, CONVERSATION LAUNCH : LAUNCH : BUSINESS PROFILE CONNECT PROFILE XMAS VIRAL SEEDING LAUNCH : LAUNCH : LINKS TO TWITTER SHARE MUSIC TRACKS CTM POWER-POINT – BIZ GUIDE TVC
  • Other social stuff that we do….
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  • @asos_james MEDIA 140 / The Survivors Club /
  • ASOS on Twitter
  • ASOS in Real Time Media
  • @nicspic2608 MEDIA 140 / The Survivors Club /
  • Doritos - A Social Media Survivor’s Tale Nicola Davies, Planner, AMV BBDO Blog: http://www.nicspic2608.wordpress.com Twitter: @nicspic2608 MEDIA 140 / The Survivors Club /
  • Create a social media presence Continuous Conversations Time Buzz
  • Build excitement and buzz Time Buzz Continuous Conversations
  • Doritos iD3; Your Place or Mine? AT MY PLACE AT YOUR PLACE OUT THERE Doritos sales +23% YoY [Source: Nielsen]
  • Thank you! Blog: http://www.nicspic2608.wordpress.com Twitter: @nicspic2608
  • @innocentdrinks MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
  • MEDIA 140 / The Survivors Club /
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  • MEDIA 140 / The Survivors Club /