Delivering Multichannel
Integrated Advertising
Campaigns




                                                             ...
Presenters:
Peter Cole:
Director of Creative Development

                                                                ...
Agenda
• What          is Multi Channel?
• Case          Studies
• Strategies               & Best Practices
             ...
Multichannel Marketing




                                                                                     ®




Copy...
Multichannel Marketing
Multichannel marketing uses multiple channels to
reach a customer. The objective is to reach consum...
Traditional Messaging
Multiple channels telling the same message.


                                                      ...
Content Sharing
Multiple channels sharing the same content source.


                                                     ...
Integrated Experience
Multiple channels communicating different parts of a
unified experience.

                           ...
Case Studies




                                                                                     ®




Copyright 2008...
Visa “Signature Living”



                                                                                               ...
Challenge
• Our objective was to build awareness of Visa
Signature as not just a line of luxury reward cards, but
as a bra...
Solution
• The Signature list of “Things to do while you’re
alive” showcased some of the most extraordinary Visa
Signature...
Consistent Messaging Across Channels




            Website/Online Ads                                               Mobi...
Microsite
• The microsite showcased the various experiences
that were available to Visa Signtature card holders.


       ...
Online Advertising
• Contextually relevant ads (like the Pinehurst banner)
on sports sites.
• Participated
             in...
Search
• Search users who entered queries relevant to the
destination content such as ‘Pinehurst Golf’,
'Mississippi Steam...
Mobile
• Mobile program prompted consumer to use their
mobile device to access some of the premier Visa
Signature benefits....
Print
• Print(Chiat Day) ran in the same categories as the
online and pointed to visasignature.com


                     ...
Nike Lab



                                                                                                ®




Copyrigh...
Challenge
• Nikeis not an official sponsor of the Olympics, but
wanted to have a powerful presence during the event.


    ...
Solution
•A  global, content-rich, informative web and mobile
experience that showcased content from 58 athletes,
45 produ...
Shared Content, multiple presentations




                                                                               ...
Xbox “Fable 2”



                                                                                                      ®
...
Challenge
• Create           desire for Fable 2 console game
• Extend  the reach of the franchise to people who
didn’t pla...
Solution
• Create an online experience that integrates a users
Choice & Consequences from the online experience
into the c...
The Experience
At the end of the website experience, user
chooses outcome which will determine a specific
award.
          ...
Multichannel Integration




                                                                                             ...
Team Collaboration Necessary for Innovation




                           Design                                         ...
The Lost Ring



                                                                                                     ®


...
Challenge
• Create a stronger bond with young adults using the
Beijing Olympics.


                                       ...
Solution
• Createa global alternate reality game giving users
the opportunity collaborate on a global scale.
• Discreetly
...
Integrated Channel Experience                                                           Landing Page: 6
                  ...
Region Relevant Mobile Sites
• Mobileweb access more important than desktop
web access in certain regions.


             ...
Community Involvement
• Playersconnected on forums, wikis, and blogs to
share clues and content
• Players helped shaped th...
Community Created Sites
• Players started and maintained a wiki to keep track
of the story.
• 2,000 pages with more than 1...
Recap




                                                                                     ®




Copyright 2008 Adobe ...
Three Channels
• Traditional
          Messaging: Multiple channels telling
same message
  Content sharing: Multiple chann...
Strategies & Best Practices
• Technical:                Data management, Architecture
• Workflow:                  Timeline...
Best Practices




                                                                                     ®




Copyright 20...
Technical: Content Management & Architecture
Structure your data so it can be shared across
channels for easy updates and ...
Channel 1                                    Channel 2         Channel 3   Channel 4




                                 ...
Workflow: Timeline & Planning
Establish realistic timelines allowing for team
collaboration and improvements on the end pro...
Waterfall Model

                                          Strategy



                                                   ...
Iterative Model

                                                               Strategy
                                 ...
Strategy: Understand Challenges, Establish
Solutions
Have clearly defined marketing goals allowing for
better creative and ...
The Big Idea




                                                                                     ®




Copyright 2008...
Nike Lab: www.nikelab.com
                                                                    The Lost Ring: www.thelostri...
48
®




Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Adobe Max 2008 Cross Channel Campaigns

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This is my Adobe max 2008 presentation on cross channel digital marketing campaigns. The presentation covers work from: Nike, Xbox, Visa & McDonalds.

Published in: Business, Technology
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Adobe Max 2008 Cross Channel Campaigns

  1. 1. Delivering Multichannel Integrated Advertising Campaigns ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. Presenters: Peter Cole: Director of Creative Development White Master Charles Duncan: Creative Development Manager ® 2 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. Agenda • What is Multi Channel? • Case Studies • Strategies & Best Practices White Master • Q&A ® 3 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. Multichannel Marketing ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. Multichannel Marketing Multichannel marketing uses multiple channels to reach a customer. The objective is to reach consumers in whichever channel is most appropriate for them. Effective multichannel marketing needs: collaboration, White Master strategy and technical execution, so that the messaging is consistent. ® 5 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  6. 6. Traditional Messaging Multiple channels telling the same message. White Master ® 6 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  7. 7. Content Sharing Multiple channels sharing the same content source. White Master ® 7 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. Integrated Experience Multiple channels communicating different parts of a unified experience. White Master ® 8 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  9. 9. Case Studies ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  10. 10. Visa “Signature Living” ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  11. 11. Challenge • Our objective was to build awareness of Visa Signature as not just a line of luxury reward cards, but as a brand that provides exclusive access to unique experiences that matter. White Master • Using Search, Visa doesn't want to be appear above their member banks. How do we create awareness of the brand/service without relying on Organic search? ® 11 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  12. 12. Solution • The Signature list of “Things to do while you’re alive” showcased some of the most extraordinary Visa Signature offers cardholders could access. White Master ® 12 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  13. 13. Consistent Messaging Across Channels Website/Online Ads Mobile Search Print ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  14. 14. Microsite • The microsite showcased the various experiences that were available to Visa Signtature card holders. White Master ® 14 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  15. 15. Online Advertising • Contextually relevant ads (like the Pinehurst banner) on sports sites. • Participated in sponsorships on sites with high concentrations of target audience White Master ® 15 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 16. Search • Search users who entered queries relevant to the destination content such as ‘Pinehurst Golf’, 'Mississippi Steamboat' or 'Blarney Stone' were taken to the experience page on the campaign micro-site (deep link into Flash site). White Master ® 16 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  17. 17. Mobile • Mobile program prompted consumer to use their mobile device to access some of the premier Visa Signature benefits. • Wine Pairing (SMS/WAP) White Master • Zagat (SMS) ® 17 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  18. 18. Print • Print(Chiat Day) ran in the same categories as the online and pointed to visasignature.com White Master ® 18 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. Nike Lab ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. Challenge • Nikeis not an official sponsor of the Olympics, but wanted to have a powerful presence during the event. White Master ® 20 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. Solution •A global, content-rich, informative web and mobile experience that showcased content from 58 athletes, 45 products and was localized into 23 unique locals. Included video, graphics, articles, up-to-date Olympics news, social book marking, and store White Master locator (mobile). ® 21 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. Shared Content, multiple presentations Shared Content ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  23. 23. Xbox “Fable 2” ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. Challenge • Create desire for Fable 2 console game • Extend the reach of the franchise to people who didn’t play the first Fable game White Master ® 24 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. Solution • Create an online experience that integrates a users Choice & Consequences from the online experience into the console game experience. White Master ® 25 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  26. 26. The Experience At the end of the website experience, user chooses outcome which will determine a specific award. White Master ® 26 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  27. 27. Multichannel Integration White Master Website Xbox 360 Console ® 27 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. Team Collaboration Necessary for Innovation Design Motion / 3D Development QA ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  29. 29. The Lost Ring ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  30. 30. Challenge • Create a stronger bond with young adults using the Beijing Olympics. White Master ® 30 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  31. 31. Solution • Createa global alternate reality game giving users the opportunity collaborate on a global scale. • Discreetly sponsored by McDonald’s, the experience engaged younger audiences who dislike overt White Master marketing. ® 31 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. Integrated Channel Experience Landing Page: 6 languages Historian Site: English Ally Site: Ally Site: Hero Site: English French Japanese Secret Site: English Mobile Ally Site: Ally Site: Ally Site: Spanish Ally Site: Portuguese Chinese German ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  33. 33. Region Relevant Mobile Sites • Mobileweb access more important than desktop web access in certain regions. White Master ® 33 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  34. 34. Community Involvement • Playersconnected on forums, wikis, and blogs to share clues and content • Players helped shaped the story by connecting with the athletes. In turn, the plot shifted to accommodate White Master their theories. ® 34 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  35. 35. Community Created Sites • Players started and maintained a wiki to keep track of the story. • 2,000 pages with more than 10,000 edits becoming the go-to resource for new players. White Master ® 35 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  36. 36. Recap ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  37. 37. Three Channels • Traditional Messaging: Multiple channels telling same message Content sharing: Multiple channels sharing same • data source White Master Integrated Experience: Multiple channels required to • convey message ® 37 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  38. 38. Strategies & Best Practices • Technical: Data management, Architecture • Workflow: Timeline, Team Collaboration • Strategy: Understanding Challenges and Solutions White Master ® 38 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  39. 39. Best Practices ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  40. 40. Technical: Content Management & Architecture Structure your data so it can be shared across channels for easy updates and scalability. White Master ® 40 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  41. 41. Channel 1 Channel 2 Channel 3 Channel 4 Shared Content ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  42. 42. Workflow: Timeline & Planning Establish realistic timelines allowing for team collaboration and improvements on the end product. White Master ® 42 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  43. 43. Waterfall Model Strategy Design Development Testing Maintenance ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  44. 44. Iterative Model Strategy Design Initial Planning Testing Deployment Development ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  45. 45. Strategy: Understand Challenges, Establish Solutions Have clearly defined marketing goals allowing for better creative and technical solutions. White Master ® 45 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  46. 46. The Big Idea ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  47. 47. Nike Lab: www.nikelab.com The Lost Ring: www.thelostring.com Fable 2: www.fable2.com Visa Signature: http://awards.sf.akqa.com/creative/2007/visa_signature/signature peter@petercole.com charles@charlesduncanjr.com ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  48. 48. 48
  49. 49. ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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