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Case Study: Successful Content Campaigns Without a Media Budget
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Case Study: Successful Content Campaigns Without a Media Budget

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Joseph Assad, COO of PMK*BNC, presents a case study focused on creating entertaining and shareable content. PMK created a digital short for Audi, titled “The Challenge.” Leveraging the built-in fan …

Joseph Assad, COO of PMK*BNC, presents a case study focused on creating entertaining and shareable content. PMK created a digital short for Audi, titled “The Challenge.” Leveraging the built-in fan base and consumer/media attention for an upcoming movie release, PMK successfully inserted Audi in the pop-culture conversation. With zero paid distribution, the video racked up around 5 million views in just 5 days, was ranked #1 on Reddit.com, and received over 400 million unpaid media impressions in top outlets across the country.

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  • 1. Joseph Assad Chief Operating Office | Executive Vice President, PMK BNC Digiday Agency Summit February 2014
  • 2. PMK BNC Content Approach Right stories. Right audiences. Right times.      Culturally relevant and compelling storylines Content designed for specific platforms Time content to maximize results Amplify content via influencers and endemic audiences Quality over quantity 2
  • 3. How We Use Content To build social media presence and drive traffic To establish an editorial voice To generate traditional and social coverage and buzz As part of our media toolkit As exclusive rewards for loyal fans In lieu of a traditional press release 3
  • 4. Approach in Action: Audi, “The Challenge” 4
  • 5. “The Challenge” by the Numbers With ZERO paid distribution:       1.8M+ YouTube views within first 24 hours; 5M views in first 5 days #1 most viewed on YouTube in 56 regions across the U.S. #1 on Reddit’s homepage for over seven hours; featured on the homepage for a day and a half 8,800 tweets posted by day three; 187M total Twitter impressions to date 250+ media placements; 401M+ media impressions Nominated for several industry awards; recipient of Digiday Video Award for Best Brand Use of Video for Entertainment category 5
  • 6. “The Challenge” PR Highlights “THE SINGLE GREATEST AD OF ALL TIME.” - Slate “THE GREATEST CAR COMMERCIAL EVER.” – i09 6
  • 7. Joseph Assad Chief Operating Office | Executive Vice President, PMK BNC Digiday Agency Summit February 2014 7