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Rules Of Engagement

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3 of my favourite case studies of brands that have been advertising in innovative ways: …

3 of my favourite case studies of brands that have been advertising in innovative ways:
Halo 3, Nike Joga Bonito, RedBull.


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  • 1. HOW TO ENGAGE A YOUNG AUDIENCE XBOX (HALO 3) NIKE JOGA BONITO REDBULL
  • 2. XBOX: HALO 3 GAME LAUNCH $170 MILLION IN SALES WITHIN THE FIRST 24 HOURS 1.7M COPIES PRE-ORDERED BIGGEST ENTERTAINMENT LAUNCH IN HISTORY IN TERM OF SALES
  • 3. HALO 3 - 5 PRONGED CAMPAIGN TEASE THE BETA PROMOTIONAL PARTNER ACTIVITY VIRAL CAMPAIGN PHASE 1 PHASE 2 PHASE 3 PHASE 4 TV AND ONLINE CAMPAIGN PHASE 5 KICK OFF THE INTEREST FOR CASUAL AND HARDCORE FANS RECRUIT AN ARMY OF BETA TESTERS AND AMBASSADORS MEDIA DOMINATION INVOLVE HARDCORE FANS CREATE A MUST-HAVE FEELING DRIVE PRE-SALES CREATE BELONGING FEELING / ENCOURAGE UGC DRIVE TO STORE
  • 4. PHASE 1: TEASE LAUNCHES WITH A SINGLE SOLUS 60’ SEC TV SPOT DURING MONDAY NIGHT FOOTBALL (6 MONTHS PRE-LAUNCH) PUT ON YOUTUBE THE NEXT DAY. IT HAS BEEN SEEN BY MORE THAN 5 MILLION PEOPLE
  • 5. PHASE 2: RECRUIT AMBASSADORS VIA THE BETA TEST – 3-4 MONTH PRE-RELEASE BEING INVITED TO PLAY THE BETA WAS COMMUNICATED AS AN HONOUR AND NEEDED TO BE DESERVED. 3 WAYS TO BE INVITED: Fans could enter to win a chance to try a multiplayer beta version at Halo3.com. A third of a million people entered. Anyone who purchased the title ‘Crackdown’ would get a special code to allow them to download and play the beta A Halo 2 online competition was held, giving an invitation for the 13,333 best players Before the beta expired on June 10, 820,000 participants spent more than 12 million hours of playing online
  • 6. PHASE 3: VIRAL CAMPAIGN THIS VIRAL CAMPAIGN, TARGETING HARD CORE FANS, INVOLVED AN ONLINE/OFFLINE SCAVENGER HUNT THAT INCLUDED CRYPTIC FORUM POSTS, FAKE ADVERTISING, CRYPTIC EMAILS AND PEOPLE HOLDING SIGNS IN THE STREET, ALL POINTING TO A WEBSITE CONTAINING A PUZZLE FANS HAD TO SOLVE.
  • 7. PHASE 4: PROMOTIONAL PARTNER ACTIVITIES MUCH LIKE MOVIE FRANCISES LOOK TO SECURE KEY CATEGORY PARTNERS, SO DID HALO 3. IT LOCKED A NUMBER OF KEY COMPANIES THAT ALL COMMITTED MEDIA MONEY TO THE GAME’S LAUNCH
  • 8. PHASE 4: PROMOTIONAL PARTNER ACTIVITIES MOUNTAIN DEW MARKETING EFFORTS INCLUDED TV SPOTS, ONLINE VIRALS AND BANNERS AS WELL AS A COMPETITION AND A DEDICATED HALO 3 FLAVOUR
  • 9. PHASE 5: TV CAMPAIGN FINALE, WEEK-LONG CAMPAIGN, TERMED ‘UNITE TO FIGHT WEEK’, DESIGNED TO MAKE CASUAL FANS INTERESTED AND CORE FANS EXCITED Re-run of the first TV spot Leading to the ‘Believe’ campaign, with several new TV spots on TV and online LAUNCH DAY EVENT
  • 10. LAUNCH DAY STORE EVENTS 10,000 STORES OPENED AT MIDNIGHT TO GIVE FANS THE CHANCE TO BUY THE PRODUCT FIRST THEY INCLUDED MANY IN-STORE ACTIVITIES: LIKE COSTUMES, GIFTS, TOURNAMENTS, PERFORMANCES…
  • 11. ALONGSIDE ACTIVITIES THE CAMPAIGN HAS INSPIRED TONS OF UGC. GENUINE OR NOT, THEY HAVE STRONGLY CONTRIBUTED TO EXTENDING THE MOMENTUM AFTER LAUNCH
  • 12. CALENDAR OF ACTIVITIES DEC 4TH PHASE 2 INVOLVE AMBASSADORS THE BETA MAY JUNE JULY SEPT 25 TH LAUNCH DATE PHASE 1: TEASE PHASE 3 VIRAL CAMPAIGN SEPT PHASE 4 PROMOTIONAL PARTNER ACTIVITY PHASE 5 BELIEVE MIDNIGHT MADNESS EVENTS UGC VIDEOS RUMOURS ON GAMING WEBSITES, VIDEO LEAKED FIRST OPINIONS AND PICTURES FROM BETA TESTERS TALKS ABOUT THE GAME ONLINE USER GENERATED CONTENT BRAND CREATED CONTENT
  • 13. KEY LEARNINGS ACTIVE CALL-TO-ACTION: ‘FINISH THE FIGHT’ LOT OF NON-LINEAR BUT CONNECTED, MICRO-ACTIVITIES BESPOKE CONTENT FOR THE HARD-CORE GAMERS EACH PHASE IS A MINI-CAMPAIGN IN ITS OWN RIGHT TV IS STILL KEY TO CREATE EXCITEMENT, BUT ONLINE IS NOW THE KEY MEDIA TO ENGAGE. CONSISTENCY OF THE IDEA, COMPLEXITY OF THE EXECUTIONS
  • 14. NIKE’s JOGA BONITO CAMPAIGN’S OBJECTIVE Become number 1 in Football by overcoming Adidas, official 2006 World Cup official partner, using the Internet and non-traditional media GLOBAL BUDGET ESTIMATED AT $100 MILLION
  • 15. NIKE JOGA BONITO: ENGAGEMENT PLAN CREATE A HUB FOR THE IDEA 1. BUILD AN EMOTIONAL CONNECTION CREATE A COMMUNITY OF INTEREST GET PEOPLE TO PARTICIPATE 3. DRIVE FURTHER TRAFFIC AND BUZZ TO THE WEB AND PHYSICAL PRESENCES 2. DEEPEN ENGAGEMENT EPIC TV EXECUTIONS USING FAMOUS FOOTBALLERS VIRAL AND TACTICAL TECHNIQUES
  • 16. LAUNCH WITH MULTI TV EXECUTIONS TO PROMOTE THE IDEA OF ‘JOGA BONITO’, AND DRIVE TRAFFIC TO NIKE FOOTBALL WEBSITE 6 MORE CLIPS WERE RELEASED ON TV AND VIDEO SITES, EACH FEATURING ONE VALUE OF ‘JOGA BONITO’ THEY ALL INCLUDED A DISTINCTIVE ‘JOGA TV’ LOGO AS WELL AS A CALL-TO-ACTION TO VISIT THE WEBSITE 1. BUILD AN EMOTIONAL CONNECTION
  • 17. NIKE CREATED 3 ACTIVITIES FOR PEOPLE TO FURTHER ENGAGE WITH THE CAMPAIGN NIKEFOOTBALL.COM THE HUB OF THE CAMPAIGN INCLUDED 30 VIDEO SEGMENTS FURTHER BUILDING THE WORLD OF ‘JOGA BONITO’ JOGA.COM THE COMMUNITY REGROUP LIKE-MINDED INDIVIDUALS AROUND A PLATFORM TO TALK AND DISCUSS JOGA3 FOOTBALL TOURNAMENTS GIVE THE OPPORTUNITY FOR KIDS TO ‘PLAY BEAUTIFUL’ IN PARTNERSHIP WITH 2. DEEPEN ENGAGEMENT
  • 18. VIRAL VIDEOS ‘ BRAZILIAN PING PONG’ NIKE DEVELOPED A MULTITUDE OF ACTIVITIES, MAINLY ONLINE, TO DRIVE TRAFFIC TO THESE 3 ACTIVITIES SPONSORING NATIONAL TEAMS LIKE THE US, MEXICO VIRAL VIDEOS ‘ BRAZILIAN PING PONG’ A SPECIAL ‘JOGA BONITA’ FIREFOX BROWSER ‘ NIKE CHAIN’ A VIDEO COMPILATION FEATURING FAMOUS FOOTBALLERS AS WELL AS INDIVIDUALS SHOWING OFF THEIR SKILLS LAUNCH EVENS IN BIG CITIES 3. DRIVE FURTHER TRAFFIC AND BUZZ TO THE WEB AND PHYSICAL PRESENCES
  • 19. NIKE’s JOGA BONITO: SUMMARY OF ACTIVITIES
  • 20. JOGA BONITO RESULTS IN JUNE 2006, NIKEFOOTBALL.COM REGISTERED 2 MILLION VISITS PER WEEK 448,000 PARTICIPATED IN THE TOURNAMENT US FOOTBALL SALES INCREASED BY 50%
  • 21. KEY LEARNINGS STRONG, INSPIRING AND PROVOCATIVE POINT OF VIEW AT THE HEART OF THE CAMPAIGN MULTIPLE TV EXECUTIONS TO KEEP PEOPLE INTERESTED CREATE COMPELLING AND IN-DEPTH ONLINE EXPERIENCES CREATE A PARTICIPATION DYNAMIC USE ONLINE ADVERTISING AND VIRAL TO KEEP THE MOMENTUM GOING
  • 22. RED BULL – GIVES YOU WIINGS
  • 23. RED BULL ENGAGEMENT PLAN PARTICIPATE PULL PUSH DEVELOP AND PROMOTE EVENTS TO ENGAGE OPINION FORMERS BROADCAST CONTENT ON TV AND ONLINE TO REACH BROADER AUDIENCE USE TV ADVERTISING WHEN MARKET MATURES PHASE 1 PHASE 2 PHASE 3
  • 24. PHASE 1: PARTICIPATE RED BULL FLUGTAG RED BULL AIR RACE OVER 40 TEAMS ENTERED 150,000+ SPECTATORS 1M+ GLOBAL SPECTATORS DEVELOP AND PROMOTE EVENTS TO ENGAGE OPINION FORMERS
  • 25. PHASE 2: PULL RED BULL ART OF CAN 1.25M YOUTUBE VIEWERS 4-STAR RATED RED BULL AIR RACE 500,000+ UK TV AUDIENCE BROADCAST CONTENT ON TV AND ONLINE TO REACH BROADER AUDIENCE
  • 26. PHASE 3: PUSH MASS MARKET TV SPOTS REINFORCE BRAND PROPOSITION
  • 27. REDBULL – KEY LEARNINGS CREATE SPECTACULAR EXPERIENCES MARKET THESE EXPERIENCES AS CONTENT FOR BROADCASTERS TARGET INFLUENCERS AND OPINION LEADERS USE TV TO REACH A MASS AUDIENCE, ONLY WHEN MARKET IS DEEMED MATURE