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Why I Love Shiny Toy Guns
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Why I Love Shiny Toy Guns

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Re-imagining Lincoln Digital

Re-imagining Lincoln Digital

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Why I Love Shiny Toy Guns Why I Love Shiny Toy Guns Presentation Transcript

  • ANDREW KYREJKO RECENT WORK WHILE THE FOCUS HERE IS ON PRESENTING A NEW AND INNOVATIVE DIGITAL STRATEGY FOR THE LUXURY CAR BRAND LINCOLN, I TOOK BRIEF AND BROAD STROKES TO TOUCH ON AS MANY SKILLS AS POSSIBLE. ALTHOUGH I AM INCREDIBLY YOUNG AND SUPER EAGER TO LEARN, I HOPE I HAVE HIGHLIGHTED SOME OF MY CURRENT CORE CAPABILITIES: FOCUSED IDEATION / INSIGHT EXTRACTION / TAILORED STRATEGIZING / BRAND ANALYSIS / CONSUMER RESEARCH / CONCISE WRITING / OBJECTIVITY / STORYTELLING / CLEAN AND SIMPLE DELIVERY. THANK YOU FOR TAKING A LOOK!
  • WHY I LOVE SHINY TOY GUNS RE-IMAGINING LINCOLN DIGITAL ANDREW KYREJKO / ANDREW@AKYREJKO.COM
  • CONTENTS (CLICK EACH TO JUMP AHEAD) CHALLENGE BYPASS THE BULL LINCOLN: BRAND STATUS CONSUMER ANALYSIS: LINCOLN’S FORTYS CURRENT DIGITAL CONDITIONS THE NUTSHELL INSIGHTS NEW DIGITAL STRATEGY
  • CHALLENGE REINTRODUCE THE LINCOLN BRAND TO THEIR 40 YEAR-OLD TARGET THROUGH DIGITAL. BASED ON WHAT YOU SEE ON THEIR SITE AND THE WEB, WHAT COULD THEY DO TO REALLY BREAK OUT IN 2010? WHAT KIND OF STORY SHOULD THEY TELL? WHAT KIND OF DIGITAL EXPERIENCE WOULD REALLY SET THEM APART FROM CADILLAC? TAKE US THROUGH A BRIEF BIG PICTURE STRATEGY BASED ON YOUR INSIGHTS. *DECK IS BASED ON DIGITAL PLATFORMS, MEDIA, DATA, LINKS, ETC. AS OF APRIL 2010
  • IN A DIGITAL FRENZY OVERBURDENED WITH THE UNNECESSARY, BRANDS ARE INNOVATING TO BYPASS THE BULL. BRANDS MUST HONE CONSUMER INTEREST BY LINKING USERS DIRECTLY TO EXCLUSIVE, UNINTERRUPTED INTERACTIONS. EACH HAS TO TAILOR EXPERIENCES TO ENGENDER GAME-CHANGING MOTIVATION AND BREW EXPONENTIAL MENTION.
  • EXAMPLE: LINCOLN.COM SIMPLIFYING CONNECTIVITY CIRCUMVENTS A PROVIDES IMMEDIATE CAPTURE BATTLEGROUND PACKED WITH BRANDS VYING OF SELECT TV AD MUSIC. FOR ATTENTION, LOVE, AND MARKET SHARE. EXPERIENCE THE CONNECTION AT LINCOLN.COM Download Major Tom WATCH THE TV SPOT ON YOUTUBE from iTunes Listen on Youtube INSTEAD OF LEAVING LINCOLN.COM TO SEARCH FOR MUSIC, MY LOVE FOR SHINY TOY GUNS BEGAN WITHIN THE LINCOLN BRAND.
  • LEARNING FROM THIS MICRO EXAMPLE IS VITAL TO TRULY RE-IMAGINING LINCOLN DIGITAL. BEFORE ADDRESSING INSIGHTS AND A NEW STRATEGY, LETS THOROUGHLY UNDERSTAND THE BRAND, ITS 40 YEAR-OLD TARGET, AND LINCOLN’S CURRENT DIGITAL ARCHITECTURE.
  • EXPERIENCE THE 2011 LINCOLN MKX THE BRAND RECENT NEWS View the of cial MyLincoln Touch - 2011MKX LUXURY CROSSOVER LAUNCHING THIS SUMMER spot on Youtube - LINCOLN DEBUTING FORD’S NEW INTUITIVE TOUCH TECHNOLOGY - CRITICS APPLAUD FORD’S 3 YEAR REBRAND OF LINCOLN - RE-CRAFTED TO COMBAT GM’S CADILLAC, LINCOLN’S PRIMARY COMPETITOR - JD POWER NUMBER 2 RATING FOR VEHICLE DEPENDABILITY IDENTITY - DEDICATED TO SEAMLESS ENGINEERING FOR THE DIGITAL AGE - MYLINCOLNTOUCH “WILL TURN FORD’S CARS INTO SOCIALLY NETWORKED, CLOUD- CONNECTED SUPERMACHINES. [FORD IS POISED TO BECOME] AMERICA'S MOST SURPRISING CONSUMER-ELECTRONICS COMPANY. Read the full article ” LINCOLN IS POSITIONED AS AN INNOVATIVE LUXURY BRAND EQUIPPED FOR THE DEMANDS OF THE MODERN DRIVER.
  • THE CUSTOMER 40 YEAR-OLD LINCOLN BUYERS EXPECT EXPERIENCES TO SYNC WITH THEIR LIVES AND VALUES. Watch this short video on Youtube: “A Tale of THEY WERE NOT BORN WIRED TO A DIGITAL LIFESTYLE Turning 40.” BUT FORTYS SPEND CONSIDERABLE TIME BANKING An example of how ONLINE, SEEKING HEALTH INFORMATION, AND Lincoln Fortys calmly and deliberately savor RESEARCHING/PURCHASING PRODUCTS. calculated luxury TO CREATE VALUE THAT FORTYS RESPOND TO, DIGITAL MUST HAVE PRACTICAL IMPLICATIONS, A DEGREE OF TAILORED ADVENTURE, AND FACILITATE THE EXECUTION OF THEIR EVOLVING PRIORITIES.
  • CURRENT CONDITIONS LINCOLN.COM Lincoln’s priorities are to raise awareness, excite Fortys about Lincoln’s products, entice them to visit showrooms, and sell vehicles. While the 2011 MKX and 2011 Hybrid, the frontiers of the brand, are given wide berths on the main page, maintaining the importance of other product information is sacri ced. The “explore” section dedicated to the redesigned 2011 Lincoln MKX is visually distinctive but an obscured introduction of MyLincoln Touch fails to fully realize the innovation’s value. This element also lives disjointed from the main Lincoln.com. Instead of uidly interacting with the brand, visitors may become confused when general options and main information disappear. Videos and 360 degree vehicle views, however, are well-crafted, informational, and exciting. Visit Lincoln.com. THE AMBIGUOUS DESIGN AND DISCONNECTED ARCHITECTURE OF LINCOLN.COM MUDDIES THE BRAND’S DIGITAL MISSION.
  • CURRENT CONDITIONS SOCIAL MEDIA / INTERACTIVE Within the “Explore the 2011 MKX” microcosm, visitors can share the entire website or carefully search to nd the single, nearly hidden link to Lincoln’s Facebook page. Lincoln videos blanket Youtube but without a sponsored channel, hunting is required. Recalling Shiny Toy Guns, individual interactions with content are only found when watching two particular Lincoln TV spots in the main site’s media library. If visitors choose to interact with the music from the ad, artist and title are already listed above a link to iTunes or a free download. SPARSE INTERACTIVE OPTIONS HAVE RESTRICTED THE MAJORITY OF LINCOLN DIGITAL TO THE CONFINES OF LINCOLN.COM.
  • CURRENT CONDITIONS CADILLAC Cadillac has focused on embracing brand enthusiasts, building a responsive Facebook fan base (over 140,000 compared to Lincoln’s 2,900), and expanding the reach of their Youtube channel. However, unlike Lincoln, Cadillac fails to offer content sharing and media interaction beyond standard email. Options to save speci c vehicle and dealership information hint at integration but the attempt is hardly suggestive of an optimally connected digital effort. LINCOLN’S COMPETITOR HINTS AT THE CULTIVATION OF A STRONG SOCIAL MEDIA FOOTPRINT, BUT THE BRAND’S OVERALL DIGITAL PRESENCE STILL FALLS SHORT.
  • CURRENT CONDITIONS CATEGORY NEWS Acura, Lexus, and even Buick’s spaces are simpli ed to maximize immediate product interactions that ful ll core digital priorities. BMW USA furthers its reach through a free membership arm that individualizes the BMW experience and cradles its most loyal consumers. Jaguar USA is rethinking how luxury brands live online with pliable digital, ideal for handheld media devices and lightweight netbooks. OTHER LUXURY BRANDS ARE FOCUSING ON STREAMLINING AND PRIORITIZING PRIMARY DIGITAL SPACES WHILE WORKING TO WIDEN THE REACH OF THEIR DIGITAL FOOTPRINTS.
  • THE NUTSHELL Lincoln has transformed their vehicles into beautifully integrated machines bonded to intuitive, highly innovative technology. Oppositely, Lincoln digital is a void of sameness where the frontier of the brand’s voice dies at the front door.
  • INSIGHTS Lincoln can cultivate the beauty, luxury, and modern practicality of their brand through simpli ed, straightforward digital architecture that motivates purchase as distinctly as Lincoln connected me to Shiny Toy Guns. Fortys seek practical usefulness and familiarity in digital. They thrive off the satisfaction of certainty and respond to tailored social media offerings crafted to sync with their everyday lifestyles. Integrated touch technology is a key element of Lincoln and Ford’s future. By bridging the MyLincoln Touch experiential gap, Lincoln Digital can elevate Fortys’ interactions with the brand and encourage them to experience Lincoln in person.
  • NEW DIGITAL STRATEGY Create a lean, needs-based information hierarchy that owns Lincoln’s priorities. Provide target-appropriate content sharing capabilities throughout Lincoln’s digital footprint to expand brand reach and diversify interactivity beyond Lincoln.com. Build an organic digital space that illuminates the pace of Lincoln innovation while adapting with Fortys’ evolving expectations. TO FURTHER VISUALIZE THIS STRATEGY, LINCOLN’S NEW DIGITAL ARCHITECTURE BROADLY TRANSLATES TO THE FOLLOWING MODEL.
  • LINCOLN’S DIGITAL HIERARCHY OF NEEDS AND TOOLS Quantity of digital allocated LIN PRIMARY AWARENESS: MyLincoln Touch + 2011 MKX + 2011 Hybrid + Sync CO EXCITEMENT: Vehicle Gallery + Media + Reviews + News LN SECONDARY ENGAGEMENT: Find a Dealer + Connect + Lincoln Members + Events D IGIT ENTICEMENT: Shopping Tools + Special Offers TERTIARY PARTICIPATE / ADVOCATE: Owners Portal + Forums + Native Blogs AL BOND: Welcome to Lincoln + Ford + History *Interconnectivity and social media appropriately integrated throughout THIS PLAN LEVERAGES THE VALUE OF CALCULATED PRIORITIZATION. LINCOLN CAN HARNESS DIGITAL TO SATISFY THE BRAND’S MOST IMPORTANT NEEDS WHILE CONCRETIZING RELATIONSHIPS WITH LINCOLN FORTYS.
  • THANK YOU FOR YOUR TIME.
  • MY NAME IS ANDREW KYREJKO, A YOUNG CULTURAL ANTHROPOLOGIST EAGER TO TAKE ON DIVERSE CHALLENGES AND UNIQUE QUESTIONS THAT DEMAND INNOVATIVE STRATEGIC THINKING. I CURRENTLY RESIDE IN THE NEW YORK CITY METROPOLITAN AREA. SOURCES AARP CAR AND DRIVER CNBC CNN MONEY FAST COMPANY JD POWER & ASSOCIATES THE NEW YORK TIMES CONTACT ME ANDREW@AKYREJKO.COM WWW.AKYREJKO.COM BLOG.AKYREJKO.COM THE GETTY CENTER, LA: MAY 2009