Green Team Brief B Solution

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Green Team's Solution to Brief B

Green Team's Solution to Brief B

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  • Arni/Eric: Our challenge is to connect fans to the Olympics before the games start in a way that highlights the strengths of Samsung.
  • To begin, we looked at the motivation behind our users - tech savy consumers who are also be casual fans of the olympics.
    Admire Olympians -> feel out of reach (they’re kind of superhuman) -> aspiration towards something unattainable -> find aspects of their life that are relatable
    Doesn’t fit here but could be useful:
    By framing the events in people’s lives as achievements, we can make them feel at least partially Olympian, and therefore increase their feeling of connection with Olympic athletes.
  • We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
    Create something stunt-worthy
    real time
    worth going back for
    Engage the community
    Reach for a goal powered by emotional connection & desire to make a difference
    Global map of loyalty, country grows bigger,
    Use social data & geo-context for loyalty to grow
    Representation of loyalty per sport: competition, personalization
    Get people talking earlier.
    Talk about an underdog
    Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
    Learn & interact with athletes & sports they didn't preaviously know about
    Represented on big leaderboard
    Which athletes are more likely to interact w/ fans?
    Who can fans talk to? - Gets athletes involved
    Create superlatives based
    Low barrier for entry
    Hashtag includes #SamsungSports
    Go to Samsung portal to see what it looks like
    Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
    Country ranked on participation
    Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
    Phases:
    Submission, Judging, Swap sport/content
    Discovery. -- Athletes within sports, biggest upsets, history of sport
    Interaction./Participation./Engagement. - People submit what that sport looks like to them
    Longevity.
    Personalization.
    Gamification.
    Education.
    Community.
  • We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
    Create something stunt-worthy
    real time
    worth going back for
    Engage the community
    Reach for a goal powered by emotional connection & desire to make a difference
    Global map of loyalty, country grows bigger,
    Use social data & geo-context for loyalty to grow
    Representation of loyalty per sport: competition, personalization
    Get people talking earlier.
    Talk about an underdog
    Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
    Learn & interact with athletes & sports they didn't preaviously know about
    Represented on big leaderboard
    Which athletes are more likely to interact w/ fans?
    Who can fans talk to? - Gets athletes involved
    Create superlatives based
    Low barrier for entry
    Hashtag includes #SamsungSports
    Go to Samsung portal to see what it looks like
    Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
    Country ranked on participation
    Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
    Phases:
    Submission, Judging, Swap sport/content
    Discovery. -- Athletes within sports, biggest upsets, history of sport
    Interaction./Participation./Engagement. - People submit what that sport looks like to them
    Longevity.
    Personalization.
    Gamification.
    Education.
    Community.
  • - Twitter, Instagram, Facebook hashtag photo submission
    - Mapmyrun running event completion
    - FourSquare checking in at a gym
    - Nike Fuelband activities
    - Friend liking or sharing photos on Facebook
    - Retweets on Twitter
    - Any comments on Instagram, Facebook, Vine, etc.
    Friends liking a checkin on Four Square
    - Friends encouagement on MapMyRun
    - Vine video submission with #BeAnOlympian
  • ShaynaArni/Eric
  • The technology Samsung is building will give us access to all kinds of social listening and user data which we will then use to tailor each user’s experience to be the most relevant to them. This will increase a sense of community around the Olympic games conversation.
  • http://bleacherreport.com/articles/1600618-25-athletes-who-love-to-take-selfies/page/12
    Any olympian selfie is fair game but weekly we post one with the sport of the week to inspire people
  • Step One for the Media Plan is Social Amplification… Build excitement early with paid social channels and get people curious about the hashtag
    We will utilize Facebook Promoted Posts to tap into Samsung’s existing fans, as well as reach new users across the massive social network
    We will buy a Twitter Promoted Trend to blast out the hashtag at scale and build curiosity and discovery around the initiative & continue promotion with Twitter promoted tweets throughout the campaign
  • We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
    Create something stunt-worthy
    real time
    worth going back for
    Engage the community
    Reach for a goal powered by emotional connection & desire to make a difference
    Global map of loyalty, country grows bigger,
    Use social data & geo-context for loyalty to grow
    Representation of loyalty per sport: competition, personalization
    Get people talking earlier.
    Talk about an underdog
    Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
    Learn & interact with athletes & sports they didn't preaviously know about
    Represented on big leaderboard
    Which athletes are more likely to interact w/ fans?
    Who can fans talk to? - Gets athletes involved
    Create superlatives based
    Low barrier for entry
    Hashtag includes #SamsungSports
    Go to Samsung portal to see what it looks like
    Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
    Country ranked on participation
    Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
    Phases:
    Submission, Judging, Swap sport/content
    Discovery. -- Athletes within sports, biggest upsets, history of sport
    Interaction./Participation./Engagement. - People submit what that sport looks like to them
    Longevity.
    Personalization.
    Gamification.
    Education.
    Community.
  • We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
    Create something stunt-worthy
    real time
    worth going back for
    Engage the community
    Reach for a goal powered by emotional connection & desire to make a difference
    Global map of loyalty, country grows bigger,
    Use social data & geo-context for loyalty to grow
    Representation of loyalty per sport: competition, personalization
    Get people talking earlier.
    Talk about an underdog
    Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
    Learn & interact with athletes & sports they didn't preaviously know about
    Represented on big leaderboard
    Which athletes are more likely to interact w/ fans?
    Who can fans talk to? - Gets athletes involved
    Create superlatives based
    Low barrier for entry
    Hashtag includes #SamsungSports
    Go to Samsung portal to see what it looks like
    Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
    Country ranked on participation
    Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
    Phases:
    Submission, Judging, Swap sport/content
    Discovery. -- Athletes within sports, biggest upsets, history of sport
    Interaction./Participation./Engagement. - People submit what that sport looks like to them
    Longevity.
    Personalization.
    Gamification.
    Education.
    Community.

Transcript

  • 1. Samsung Olympic Partnership Team Green
  • 2. Goal • Connect more fans to the Games earlier in the year • in more frequent and interesting ways • showcase Samsung’s strength in technology, mobility, design, gaming
  • 3. Motivation • • Olympians = Superhuman Heroes People want to achieve goals and feel successful Solution: Make the pursuit of and involvement in the Olympics a realistic dream for anyone. We will even send one lucky winner to the Olympics.
  • 4. Behavior • • Users are highly active across a variety of social media especially on mobile devices Social conversations happen in trends: memes, sharing viral content, trending topics Solution: Contest platform that capitalizes on the above behaviors and allows users to win a chance to go to the olympics through social actions.
  • 5. Samsung Be An Olympian App #BeAnOlympian An aggregator tool that connects all your social media platforms and gives your posts meaning within our Olympic challenge.
  • 6. How to earn Points/Contest Rules Each submission using the hashtag from a participating app is 1 point Each social action around a participation is 1 point Each point is an entry into a sweepstake to win a trip to the Olympics
  • 7. Featured Sports and Athletes Each week will feature a sport and an athlete. Encourages discovery of new sports and keeps the contest fresh.
  • 8. User Experience
  • 9. Conversation Monitoring
  • 10. Take this Olympic selfie challenge now #BeAnOlympian
  • 11. #BeAnOlympian
  • 12. Social Amplification
  • 13. Paid Mobile Media
  • 14. Measurement and ROI
  • 15. Campaign KPIs • • • Brand Lift App Downloads/Interaction Reach
  • 16. Timeline Jan Feb Mar Apr May June July Launch Paid Media Olympic Trials Select Winner! Aug
  • 17. Budget $1MM Paid Media and Measurement: $500,000 Production: $400,000 Moderation and Monitoring: $100,000
  • 18. Thank You