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www.brandengage.com
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Table of
Contents
What is Engagement Advertising?
Multi-Platform World
10 Rules:
01.	 Be Authentic
...
www.brandengage.com
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www.sponsorpay.com
What is
Engagement
Advertising?
www.brandengage.com
What is Engagement Advertising?
Engagement happens when someone is interested in listening to you.
Thi...
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www.sponsorpay.com
The following 10 Rules highlight what we found to be the most
important considerations for engageme...
www.brandengage.com
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www.sponsorpay.com
Multi-
Platform
World
www.brandengage.com
Multi-Platform World
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www.brandengage.com
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www.sponsorpay.com
10 Rules
www.brandengage.com
Be Authentic
01
10 Rules: Be Authentic
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www.sponsorpay.com
Brands rely strongly on advertising to communicate with their
audience about products and services...
www.brandengage.com
10 Rules: Be Authentic
| 17
www.sponsorpay.com
Best practice
Dove recently struck success again with its “Real
Beauty
Sketches” ads, in line with...
www.brandengage.com
10 Rules: Be Authentic
| 19
www.sponsorpay.com
A “fail” turning into positive
JC Penney took a unilateral decision a year and a half ago to chang...
www.brandengage.com
Leverage Technology
02
10 Rules: Leverage Technology
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www.sponsorpay.com
New technology has brought innovative devices used for
different purposes. To make calls and text,...
www.brandengage.com
10 Rules: Leverage Technology
| 23
www.sponsorpay.com
Multi-platform virality
Coca-Cola wanted to generate virality around their Happiness
Truck campaig...
www.brandengage.com
Mind the Gap
03
10 Rules: Mind the Gap
| 25
www.sponsorpay.com
There is apparently a disconnect between what consumers
and marketers think is valuable. According...
www.brandengage.com
Use the Right
Kind of Ads04
10 Rules: Use the Right Kind of Ads
| 27
www.sponsorpay.com
Marketers are still struggling to crack the magic formula when
it
comes to engaging consumers on n...
www.brandengage.com
10 Rules: Use the Right Kind of Ads
| 29
www.sponsorpay.com
Generate awareness with value-exchange
Nivea wanted to generate brand awareness for its product
ra...
www.brandengage.com
10 Rules: Use the Right Kind of Ads
| 31
www.sponsorpay.com
Create a unique user experience
American Express struck gold with their American Express
Unstaged ...
www.brandengage.com
Experiment!
05
10 Rules: Experiment!
| 33
www.sponsorpay.com
On average, companies spend over six figures on advertising
campaigns. With this sort of investmen...
www.brandengage.com
10 Rules: Experiment!
| 35
www.sponsorpay.com
Test the social potential of your campaign
Warner Brothers took advantage of the BrandEngage®
plat...
www.brandengage.com
Generate Great Content
06
10 Rules: Generate Great Content
| 37
www.sponsorpay.com
Research shows that consumers
are exposed to 3,000 marketing
messages a day but are only
able to t...
www.brandengage.com
10 Rules: Generate Great Content
| 39
www.sponsorpay.com
The power of real-time content
Each year advertisers spend millions to create memorable Super
Bowl...
www.brandengage.com
Use a Call to Action
07
10 Rules: Use a Call to Action
| 41
www.sponsorpay.com
An exchange is an action
followed by a reaction.
You have taken the first step
forward by creating...
www.brandengage.com
10 Rules: Use a Call to Action
| 43
www.sponsorpay.com
A clear value-exchange deal
Domino’s Pizza ran a campaign with SponsorPay in order to
build overal...
www.brandengage.com
Create Brand
Advocates08
10 Rules: Create Brand Advocates
| 45
www.sponsorpay.com
Creating great content takes
time, experimentation and
creativity. It is not always easy,
so why n...
www.brandengage.com
10 Rules: Create Brand Advocates
| 47
www.sponsorpay.com
Local bloggers to spread the word
Duane Reade, a US East Coast-based drugstore chain, has
successf...
www.brandengage.com
Embrace Change
09
10 Rules: Embrace Change
| 49
www.sponsorpay.com
More than ever, advertisers must be flexible and agile to navigate
the dynamic, ever-changing mult...
www.brandengage.com
10 Rules: Embrace Change
| 51
www.sponsorpay.com
Gamification as a new medium to reach
relevant audiences
SponsorPay developed a campaign for Axe t...
www.brandengage.com
Have Fun!
10
10 Rules: Have Fun!
| 53
www.sponsorpay.com
Engagement advertising offers marketers a chance to be creative and
try new ideas, tools and strat...
www.brandengage.com
| 55
www.sponsorpay.com
Company
Overview
www.brandengage.com
Red Herring
Winner - Europe 100 (2011)
Red Herring honours the world’s
most innovative companies.
Prev...
| 57
www.sponsorpay.com
Global Footprint
www.brandengage.com
| 59
www.sponsorpay.com
Sources
www.brandengage.com
Multi-Platform World
comScore Report: 2013 Europe Digital Future in Focus - pages 16, 19 and 21
http:/...
| 61
www.sponsorpay.com
Rule 2: Leverage Technology
https://www.idc.com/getdoc.jsp?containerId=prUS23814112
http://www.nie...
www.brandengage.com
Rule 5: Experiment!
http://news.cnet.com/8301-1023_3-57582408-93/tumblr-ceo-says-average-cost-of-ad-ca...
| 63
www.sponsorpay.com
www.sponsorpay.com | www.brandengage.com | press@sponsorpay.com
BERLIN | SAN FRANCISCO | NEW YORK | LOS ANGELES | LONDON |...
The 10 Rules of Engagement in a Multi-Platform World
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The 10 Rules of Engagement in a Multi-Platform World

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SponsorPay is proud to announce its white paper on the 10 Rules of Engagement in a Multi-Platform World.

The white paper addresses an important challenge brands are facing today. Consumers’ attention has become fragmented due to the multiple devices they use on a daily basis, meaning advertisers have to work harder to engage with consumers on the devices where they are spending the most time.

To be successful in a multi-platform world, brands need to consider best practices such as being authentic towards their consumers, leveraging different advertising channels and devices as well as generating great content in order to foster a successful and engaging relationship with consumers. SponsorPay’s white paper on engagement in a multi-platform world shares best practices for brands to take advantage of the trends and be successful in this changing environment.

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Transcript of "The 10 Rules of Engagement in a Multi-Platform World "

  1. 1. www.brandengage.com
  2. 2. | 3 www.sponsorpay.com Table of Contents What is Engagement Advertising? Multi-Platform World 10 Rules: 01. Be Authentic 02. Leverage Technology 03. Mind the Gap 04. Use the Right Kind of Ads 05. Experiment! 06. Generate Great Content 07. Use a Call to Action 08. Create Brand Advocates 09. Embrace Change 10. Have Fun! Company Overview Sources 03 07 11 12 18 22 24 30 34 38 42 46 50 52 57
  3. 3. www.brandengage.com
  4. 4. | 5 www.sponsorpay.com What is Engagement Advertising?
  5. 5. www.brandengage.com What is Engagement Advertising? Engagement happens when someone is interested in listening to you. This usually arises when what you tell them is catered towards fulfilling their own interests. In engagement advertising the consumer is both the focal point of and greatly shapes the communication. Brand awareness and image are developed based on communities and the content shared within them. Overall, engagement advertising is about a dialogue between the brand and the consumer, both online and offline, with the difficult task of finding the balance between what will interest them and achieving your business objectives This type of advertising comes from both sides. Consumers have started demanding interaction and relationships that are both relevant and valuable for them. Brands are beginning to realize its benefits and challenges, such as how to embrace the changing attitude of the consumer. This may require companies to change both their perspectives and previous practices.
  6. 6. | 7 www.sponsorpay.com The following 10 Rules highlight what we found to be the most important considerations for engagement advertising: 01. Be Authentic 02. Leverage Technology 03. Mind the Gap 04. Use the Right Kind of Ads 05. Experiment! 06. Generate Great Content 07. Use a Call to Action 08. Create Brand Advocates 09. Embrace Change 10. Have Fun!
  7. 7. www.brandengage.com
  8. 8. | 9 www.sponsorpay.com Multi- Platform World
  9. 9. www.brandengage.com Multi-Platform World
  10. 10. | 11 www.sponsorpay.com
  11. 11. www.brandengage.com
  12. 12. | 13 www.sponsorpay.com 10 Rules
  13. 13. www.brandengage.com Be Authentic 01 10 Rules: Be Authentic
  14. 14. | 15 www.sponsorpay.com Brands rely strongly on advertising to communicate with their audience about products and services. Consumers, however, are becoming increasingly circumspect about this messaging. One- third of online consumers actually trust a stranger‘s opinion on a public forum or blog more than they do advertisements by brands. Research shows that confidence in paid TV ads has decreased by 24% since 2009. How can advertisers turn this trend around? Being authentic is an important first step. In order to create a healthy dialogue it is essential to clearly and honestly communicate brand values and make sure that advertising campaigns reflect and demonstrate them. This not only means inviting the audience to talk about the good aspects of your company but also being bold enough to accept the less positive and open it up for discussion. With the rapid growth of the Internet, it is indeed nearly impossible for companies to hide from consumers’ feedback. A better method is to be transparent. Embracing your assets and mistakes will help improve your image in the long run.
  15. 15. www.brandengage.com 10 Rules: Be Authentic
  16. 16. | 17 www.sponsorpay.com Best practice Dove recently struck success again with its “Real
Beauty Sketches” ads, in line with the brand’s “real beauty” positioning. The campaign expresses perfectly the values Dove stands
for: self-esteem and acceptance no matter the physical appearance. The ad concept is based on company research claiming only 4% of women consider themselves beautiful. The campaign achieved Dove’s key message. As of April 14, 2013, the three-minute version has been viewed more than 91 million times on YouTube. The video has over 3.4 million shares as well across Facebook, Twitter and various blogs.
  17. 17. www.brandengage.com 10 Rules: Be Authentic
  18. 18. | 19 www.sponsorpay.com A “fail” turning into positive JC Penney took a unilateral decision a year and a half ago to change its image in order to attract new, potentially younger consumers: new logo, new image, new look in stores, new promotions. All these changes were too much for the core customers, leading to a loss in 2012 of $985 Million. JC Penney is now trying to get its former customers back with a multimedia ad campaign admitting to have failed. They want to show that they have learned from their mistakes and will focus on listening to their customers. The ad campaign itself is getting a huge response. JC Penney’s Facebook page is receiving lots of traffic and the hash tag #jcpListens is a top trending topic on Twitter.
  19. 19. www.brandengage.com Leverage Technology 02 10 Rules: Leverage Technology
  20. 20. | 21 www.sponsorpay.com New technology has brought innovative devices used for different purposes. To make calls and text, we reach for our smartphones. To browse the web, the tablet is the go-to device and to work on documents, we have our laptops. In 2013, it is predicted that smart mobile devices will grow by almost 20%. The touchpoints to reach target audiences have increased, but the unique features of each device have to be taken into account when devising an effective strategy. Furthermore being present on more than one platform has been proven to increase marketing effectiveness. In a study by Nielsen, nearly 75% of the people surveyed who saw an ad on several platforms remembered it while only half of them when exposed solely to TV. Finding and leveraging the most impactful channels for your brand will help you be more successful in multi-platform engagement.
  21. 21. www.brandengage.com 10 Rules: Leverage Technology
  22. 22. | 23 www.sponsorpay.com Multi-platform virality Coca-Cola wanted to generate virality around their Happiness Truck campaign during the Olympics. To achieve this, SponsorPay employed its BrandEngage® platform to create an engagement campaign around a video ad distributed exclusively in Facebook apps. The campaign was spread across multiple platforms and was able to achieve great success with hundreds of thousands of completed video views. The engaging nature of the content ensured a 63.7% share rate.
  23. 23. www.brandengage.com Mind the Gap 03 10 Rules: Mind the Gap
  24. 24. | 25 www.sponsorpay.com There is apparently a disconnect between what consumers and marketers think is valuable. According to a study by Forbes and TURN, only 15% of consumers who share an ad feel connected to a brand while 49% of marketers measure this type of marketing as very influential. 24% of marketers feel that newsletters get a good response, however, less than 10% of consumers are actually interested in them. It is crucial to ensure you know your consumers. Making use
of the data about consumer behavior and interactions has been –and should continue to be– an important focus for marketers: 68% said they will increase data-related marketing spending in 2013. Website analytics constitute around half of the data generated on customers while email and social media interaction are respectively 19% and 12%.
  25. 25. www.brandengage.com Use the Right Kind of Ads04 10 Rules: Use the Right Kind of Ads
  26. 26. | 27 www.sponsorpay.com Marketers are still struggling to crack the magic formula when
it comes to engaging consumers on new platforms such as online and mobile. Display and search still draw the majority of advertising budgets even though they are not liked or highly ineffective. More than 60% of consumers do not like display or text ads on mobile devices and over 40% of mobile ad clicks are either by accident or fraud. Interruptive ads have the power to not only irk the consumer but also give them a negative impression of your brand – exactly the opposite of what you were looking to accomplish. Establishing a value-exchange is an effective method in which you can get your message across to the consumer without annoying them.
  27. 27. www.brandengage.com 10 Rules: Use the Right Kind of Ads
  28. 28. | 29 www.sponsorpay.com Generate awareness with value-exchange Nivea wanted to generate brand awareness for its product range, Pure Effect. The campaign was inserted
in social games and apps with a strong female audience. The value-exchange model was particularly effective in generating engagement from consumers as they received premium content in exchange for interacting with advertising in their favorite environments. The result – 68% of consumers who watched the video clicked through to the Nivea website to get more information about products.
  29. 29. www.brandengage.com 10 Rules: Use the Right Kind of Ads
  30. 30. | 31 www.sponsorpay.com Create a unique user experience American Express struck gold with their American Express Unstaged campaign. The message the brand wanted to communicate to customers was about achieving their own memorable experiences. Through American Express Unstaged, fans could stream concerts from some of the biggest names in music through the lens of a well-known director to fans across the globe. A Coldplay concert from 2011 is still the largest artist event on YouTube.
  31. 31. www.brandengage.com Experiment! 05 10 Rules: Experiment!
  32. 32. | 33 www.sponsorpay.com On average, companies spend over six figures on advertising campaigns. With this sort of investment, brands certainly want to make sure they are communicating their messages in the most impactful way. In the past, marketers often diligently pursued one idea they hoped would work. Today, however, it is inefficient to spend too much time and resources developing an idea you are not sure will be successful. Thanks to social media, several channels are available to quickly and cost-effectively test whether or not a campaign is meeting with resonance in the market.
  33. 33. www.brandengage.com 10 Rules: Experiment!
  34. 34. | 35 www.sponsorpay.com Test the social potential of your campaign Warner Brothers took advantage of the BrandEngage® platform to showcase the trailer for The Hobbit across different channels, including mobile and social. In the process, they were able to build strong social engagement – 65% of consumers who watched the video became fans of the movie on Facebook.
  35. 35. www.brandengage.com Generate Great Content 06 10 Rules: Generate Great Content
  36. 36. | 37 www.sponsorpay.com Research shows that consumers are exposed to 3,000 marketing messages a day but are only able to take in 100. Further empirical evidence suggests that the attention span of most users lasts for about three minutes. How to make sure you are catching the consumer’s attention? The content of your message has to be valuable so as to create real “value-exchange”. Providing great content is the currency you give so consumers appreciate and reward your brand with awareness, purchase and loyalty. Below are three basic criteria for creating content that will resonate well with consumers: Eye-catching: Draw a reaction from your audience whether that be through humorous, shocking (within reason) or thought-provoking content. It also means creating real-time content to be relevant to what consumers find interesting right now. Accessible: Can the user find your content? Make sure you use appropriate keywords. Linking to other related content is also important. Your message does not have to go viral to be effective. Instead, it needs to be easily discovered by the target audience. Clear: Can consumers easily understand what you’re trying to communicate? Using the right medium is important to express your ideas in an effective way whether that is through video, text, etc. Sometimes you can have a combination of both visuals and text to deliver your message. Above all, however, it is important to be mindful of who your audience is. Tailor your language and style to suit them. That way they will be more receptive.
  37. 37. www.brandengage.com 10 Rules: Generate Great Content
  38. 38. | 39 www.sponsorpay.com The power of real-time content Each year advertisers spend millions to create memorable Super Bowl ads, but many have started to wonder whether that money could be better spent on digital advertising. In 2013, some brands did just that by creating engaging content on social media when presented with the right opportunity. During the Super Bowl blackout, Oreo tweeted the image on the left that created significant buzz – 16,028 people retweeted it.
  39. 39. www.brandengage.com Use a Call to Action 07 10 Rules: Use a Call to Action
  40. 40. | 41 www.sponsorpay.com An exchange is an action followed by a reaction. You have taken the first step forward by creating content meant to be valuable for the consumer. Now it is time for them to react to the content. To help them do this, your content should have a call to action. This could be variety of things including a Like or share on Facebook, a comment/response (such as a poll) or a purchase. Here are some top tips to keep in mind to give your content a call to action: Provide an incentive: Customers are more likely to respond to your call to action especially when they feel they are receiving something of value in return. This can include a discount, gift card or prize. Focus on a small number of actions: No matter what the incentive may be, a customer is less likely to engage if they are confused by what they have to complete in the first place. Make the actions simple for your audience. Create a sense of urgency: Do not let your audience adopt the “do it later” mentality. To create a sense of urgency, use action words like “buy”, “call”, “click”, “order”. To reinforce this, suggest to your audience that they do not have much time to act. This will give them a boost to complete the action immediately instead of waiting, thinking the opportunity will still be there at a later time. Make the call to action easy to spot: Make the call to action stand out. There are plenty of options on how you can achieve this. Give
it a special design, make it big or allow it to catch your audience’s attention with an alternative, eye-catching color.
  41. 41. www.brandengage.com 10 Rules: Use a Call to Action
  42. 42. | 43 www.sponsorpay.com A clear value-exchange deal Domino’s Pizza ran a campaign with SponsorPay in order to build overall brand presence while simultaneously increasing awareness of the “Box Busting Deal” campaign to drive online pizza purchases. The “Go” button on the campaign was both easy to spot and created a sense of urgency for the audience. Effective day- parting was employed to showcase the campaign only between the hours of 10 pm and 4 am. The result – a 36% clickthrough to Domino’s online pizza ordering site.
  43. 43. www.brandengage.com Create Brand Advocates08 10 Rules: Create Brand Advocates
  44. 44. | 45 www.sponsorpay.com Creating great content takes time, experimentation and creativity. It is not always easy, so why not have your biggest fans help out for free? They are your brand’s advocates, customers who have gone from liking your brand and engaging with it to actually being loyal and spreading the word about it. With a typical company receiving around 65% of its business from existing customers, loyal brand advocates are your most valuable clients. 89% of marketers consider investing in brand advocates particularly important for 2013. Make it easy for advocates to participate via the following methods: Positive recommendations Facebook posts, Tweets and comments Stories and testimonials Videos, photos and other multimedia Simultaneously, take advantage of the great content they produce by sharing it on your social media platforms or even publishing it. Give advocates an easy way to share their content with others as well.
  45. 45. www.brandengage.com 10 Rules: Create Brand Advocates
  46. 46. | 47 www.sponsorpay.com Local bloggers to spread the word Duane Reade, a US East Coast-based drugstore chain, has successfully used their brand advocates to
form their VIP blogger team. The VIP blogger team comprises bloggers from the New York City area who generate content for Duane Reade via their own social platforms. Although they are not employees, they are treated as such. The bloggers receive incentives and are introduced to initiatives before the public.
This strategy has helped Duane Reade fuel awareness and social activity around its content. The chain experienced a 28% increase in year-over- year sales and earned 5 times its investment on the initiative.
  47. 47. www.brandengage.com Embrace Change 09 10 Rules: Embrace Change
  48. 48. | 49 www.sponsorpay.com More than ever, advertisers must be flexible and agile to navigate the dynamic, ever-changing multi-platform world of engagement advertising. Consumer preferences change at a rapid pace and many times in ways we do not anticipate. On the other hand, innovation has evolved to become cheaper and easier for companies to iterate. Predictions are difficult to rely on due to both the changing preferences in the consumer and disruptive tendencies of the marketplace. Therefore, marketers must be open to new methods and ideas and continue to be flexible by experimenting in their space.
  49. 49. www.brandengage.com 10 Rules: Embrace Change
  50. 50. | 51 www.sponsorpay.com Gamification as a new medium to reach relevant audiences SponsorPay developed a campaign for Axe that involved an interactive mini-game placed after an engaging video. It was very well-received with consumers spending more than three and a half minutes with the brand.
  51. 51. www.brandengage.com Have Fun! 10 10 Rules: Have Fun!
  52. 52. | 53 www.sponsorpay.com Engagement advertising offers marketers a chance to be creative and try new ideas, tools and strategies. Have fun with it! The sky is the limit!
  53. 53. www.brandengage.com
  54. 54. | 55 www.sponsorpay.com Company Overview
  55. 55. www.brandengage.com Red Herring Winner - Europe 100 (2011) Red Herring honours the world’s most innovative companies. Previous winners include Google, Skype, and YouTube. White Bull Winner (2011) The Bully Awards acknowledge excellence in innovation, leadership, growth and disruptive potential. About Us Global leader in value-exchange advertising Founded in April 2009 Berlin (HQ), Paris, London, New York, San Francisco, Los Angeles, Istanbul, Shanghai, Seoul and Tokyo International team of 140+ from 30+ countries Investment from Team Europe, Hasso Plattner Ventures, Kite Ventures and Nokia Growth Partners Media Momentum Rank #2 in Top 50 (2012) The awards acknowledge the fastest growing companies in the European tech community. ALWAYSON OnMedia 100 Top Private Companies (2013) Given to top emerging companies creating new business opportunities in the world of media and advertising. Company Overview
  56. 56. | 57 www.sponsorpay.com Global Footprint
  57. 57. www.brandengage.com
  58. 58. | 59 www.sponsorpay.com Sources
  59. 59. www.brandengage.com Multi-Platform World comScore Report: 2013 Europe Digital Future in Focus - pages 16, 19 and 21 http://www.inmobi.com/inmobiblog/2012/02/29/inmobi-releases-first-wave-of-mobile-media-consumption-q4-survey-%E2%80%93-global-results/ http://mashable.com/2013/02/26/smartphone-users-giving-up-mobile-apps/ http://www.eetimes.com/electronics-blogs/other/4410297/More-than-500-million-connected-devices-in-U-S--homes http://www.newmediatrendwatch.com/markets-by-country/18-uk/154-mobile-devices http://www.emarketer.com/Article/France-Mobile-Devices-Boost-Gadget-Count-Homes/1009753 http://www.nielsen.com/us/en/newswire/2012/the-cross-platform-report-a-new-connected-community.html http://www.comscore.com/fre/Insights/Press_Releases/2013/5/comScore_Reports_March_2013_U.S._Smartphone_Subscriber_Market_Share http://marketingland.com/pew-56-percent-of-all-mobile-users-access-the-internet-27205 Rule 1: Be Authentic http://www.forbes.com/sites/marketshare/2013/01/03/nearly-one-third-of-online-consumers-trust-a-stranger-over-a-brand/ http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html http://www.nytimes.com/2013/04/19/business/media/dove-ad-on-womens-self-image-creates-an-online-sensation.html?_r=1& http://viralvideochart.unrulymedia.com/youtube/Dove_Real_Beauty_Sketches?id=XpaOjMXyJGk http://www.businessinsider.com/jc-penney-q4-2012-earnings-2013-2 http://www.forbes.com/sites/lauraheller/2013/05/02/j-c-penney-is-listening-and-getting-a-huge-response/ Sources
  60. 60. | 61 www.sponsorpay.com Rule 2: Leverage Technology https://www.idc.com/getdoc.jsp?containerId=prUS23814112 http://www.nielsen.com/us/en/newswire/2011/nearly-75-of-consumers-remember-an-ad-when-viewed-across-media-platforms.html Rule 3: Mind the Gap White Paper Forbes Insights/Turn, The New Rules On Engagement, page 20 http://blogs.pb.com/digital-insights/2012/11/21/brands-and-consumers-disconnect-over-social-media-marketing-infographic/ http://www.infogroup.com/about/news/marketers-plan-spending-and-hiring-increases-in-2013-to-keep-up-with-big-data http://www.emarketer.com/Article/Marketers-Use-Social-Media-Data-Drive-Campaigns/1009682 Rule 4: Use the Right Kind of Ads http://www.fi.nielsen.com/site/documents/NielsenTrustinAdvertisingGlobalReportApril2012.pdf, http://gigaom.com/2012/08/31/ report-40-percent-of-mobile-clicks-are-fraud-or-accidents/
  61. 61. www.brandengage.com Rule 5: Experiment! http://news.cnet.com/8301-1023_3-57582408-93/tumblr-ceo-says-average-cost-of-ad-campaign-tops-six-figures/ https://twitter.com/Oreo/status/298246571718483968 http://www.emarketer.com/Article/Real-Time-Content-Creators-Need-Real-Time-Content-Consumers/1009862 Rule 6: Generate Great Content http://blux.co/approach/companies-need-brand-advocates http://www.informationweek.com/report-online-shoppers-have-a-4-second-a/193502066 Rule 8: Create Brand Advocates http://blux.co/approach/companies-need-brand-advocates http://blog.zuberance.com/blog/news-flash-marketers-interest-in-brand-advocacy-peaking/ http://streetfightmag.com/2013/03/04/case-study-duane-reade-uses-brand-advocates-to-promote-neighborhood-stores/ Sources
  62. 62. | 63 www.sponsorpay.com
  63. 63. www.sponsorpay.com | www.brandengage.com | press@sponsorpay.com BERLIN | SAN FRANCISCO | NEW YORK | LOS ANGELES | LONDON | PARIS | ISTANBUL | SHANGHAI | SEOUL | TOKYO

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