Transmedia and alcoholic drinks


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Presents ideas for placing "experience" at the center of the consumer conversation and not "product". Not only is the right approach (imho) but particularly useful for marketing of alcoholic drinks where product advertising is regulated.

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Transmedia and alcoholic drinks

  1. 1. Re-imaging Social Media for Alcoholic Drinks Tuesday 14 June 2011, London Robert Pratten Transmedia Storyteller Ltd
  2. 2. “Life is not measured by the number of breaths we take, but by the number of moments that take our breath away”
  3. 3. Today• Pervasive entertainment (& marketing)• Finding opportunities to engage• Example using an alcoholic drink
  4. 4. Transmedia Storyteller Ltd• Audience engagement company• Advice & tools to create “remarkable experiences” (meaningful, memorable, sharable, transformative)• Conducttr: “pervasive entertainment platform”
  5. 5. Pervasive Entertainment“blurs the line between real-world and fictional world; between work time and play time; between author-directed plot and audience- improvised role-play”= ubiquitous media + participatory experience + real world + good storytelling
  6. 6. Conducttr
  7. 7. Pervasive Entertainment for BrandsReplace:• “fictional world”  consumer’s aspirations• “author-directed plot”  brand message• “improvised role-play”  social interaction• Role-play is facilitated by the author by providing tools, content & events to set the context & rules; maybe also to encourage emergent gameplay• For the brand, social interaction is facilitated by brand providing product, content & events
  8. 8. Conducttr for Brands• A consumer engagement platform• Support consumer aspirations & facilitates social interactions – in the context of the brand message – across multiple platforms (online, offline)
  9. 9. Finding OpportunitiesSocializing: helping consumers connect with Digital: technology solutions toeach other through conversation, sharing, enable, manage and measurecollaborating, competing, meeting experiences Social DigitalHow does the physical How can digitalproduct assist socializing enhance or facilitatein the “real world”? socializing? Physical How can the experience of the physical product be Physical: the tangible product enhanced by digital?
  10. 10. Example for Alcoholic Drink• Assume the brand message is “Entertaining at Home”
  11. 11. Content strategy
  12. 12. Social media: spreadable/giftable sharable Exploration content can aid social discovery
  13. 13. Typical of alcoholic drinks… Adverts Web page Facebook YouTube Product Recipes Photos Facebook Discussions
  14. 14. What if? Experience at the core Social Gathering Party advice •setting •theme •guests Party tools • conversation starters • party game • food pairing suggestions • cocktail recipes
  15. 15. Sidebar… Offline too.• Experience-focused approach stimulates offline ideas too: – Product • Mix your own drink. Naked product with alcohol + flavours (hazelnut, coffee, etc) – Promotion • Pop-up shop in mall designed as living room with expert tips on hosting & samples
  16. 16. Simple interactive idea
  17. 17. Conversation-starters on Twitter• Get your guests excited about your party by tweeting them these conversation starters to warm things up before the meet up!
  18. 18. Tweet codes• AAA Tell me about the last time you went out for dinner!• AAB Tell me how youd spend one million dollars and had to spend it in one day!• AAC Tell me why you think women live longer than men ;)• AAD Tell me about your best friend’s annoying habits :D @YourBrand Ask AAB to @robpratten @deskescape @1stLittlePig
  19. 19. Social recipe requests?• Twitter & Email requests for recipes – @YourBrand can I have the cheesecake recipe? – tell me about the ice cream!
  20. 20. Summary• Experiences are the key to meaningful connections• For consumers to engage with a brand the brand must be meaningful to them• Hence engagement & connection is best achieved through brand-facilitated experiences• Which experiences communicate the brand values? (Caveat: find something consumer already doing in some way)• How can the brand facilitate or enhance those experiences?• Bottom line: Actions speak louder than words.
  21. 21. The End Robert Pratten @robpratten UK: +44 207 193 4567 USA: +1 415 287 4150