Emakina @ Multi Mania 2007 - VW EscapeTV

Emakina – EscapeTV Multi-Mania 2007 Presentation

Agenda Future Present Past Why

The Why Multi-Mania 2007 Presentation

Before we talk about marketing… Let’s talk about SEX!

Excitement in relationships Thrill Time ONE NIGHT STAND

Excitement in relationships Thrill Time ONE NIGHT STAND CLASSICAL MARRIAGE 7 Year itch

Excitement in relationships Thrill Time ONE NIGHT STAND CONTINUED EXCITING RELATIONSHIP CLASSICAL MARRIAGE

Big-bang or multi-small communication efforts? Impact Traffic TOM Time Single shot marketing Best of both worlds Long term campaign Highly noted big bang event.. … but failing to connect over time Carefully planned multiple step campaign… … yet running out of steam because it lacks ambition … with end result determined by your ambitions Very impactful and accessible communication … repeated over time with increased impact

Positioning VW-TV vs Salon-TV Multiple events, year round Commercial Impact Time Time Marketing Impact VW-Entertainment-TV Continuous dialogue VW-Entertainment-TV Audience impact VW-SalonTV Mass event VW-SalonTV Quickly forgotten

The problem The big internet Your industry You Your customers and prospects How to make people come to your site?

Reasons of traffic
Except for Coca-Cola.com, few people spontaneously visit a site.
People find your site via essentially two techniques:
People search and find  google, msn, yahoo, goldenpages, …
People discover and explore  while browsing a topic, a forum, a news article, …
Depending on the study, traffic via search engines is about 50%. Referrers account for 10-20%. Emails and word-of-mouth account for 20%. Rest is direct links (bookmarks) and spontaneous traffic.

Today’s facts The big internet Your industry You Your customers and prospects 80% of content on the internet is written by non-professional people = USER GENERATED CONTENT Only 20% is written by professionals (and shrinking every day) The chances that a user arrives on user generated content is far higher than professional sites Your Competitors Your Competitors

Capturing traffic The big internet Your industry Your customers and prospects You The solution: you have to penetrate the “other” world and make a “path” to your site, to make your site a bigger “target” Your Competitors Your Competitors

Driving traffic The big internet Your industry Your customers and prospects You Well planned steps to bring people to your site via informal means: classical marketing but also “new” marketing Brand focused car related traffic 1 2 3 Unfocused tyre related traffic Unfocused tyre related traffic Unfocused car related traffic Your Competitors Your Competitors

Our target Search Engine Optimization 2.0 Marketing Innovative marketing = SUCCESS You receive a bigger “hand” and you can “catch” more traffic

Concept > Components EscapeTV VW.BE Events Products Participation & Recruiting Videos Club Services & Tools Email Newsletter Games Events Thematic approach MUSIC SPORTS Distribution Tools Podcast Web RSS Blogs Portals SMS

What do you do?
When you are faced with:
High costs of television production budgets…
Increased advertisement regulations
Target audience that is
Decreasing TV consumption…
More and more online
Wants to be entertained
 Bring television online but distribute it everywhere  Broadcast 24/24 not just a paid for timeslot

The « EscapeTV » Concept

The « EscapeTV » Concept
EscapeTV is a truly innovative multimedia dialogue platform to support real life events for a car brand destined for 18/30 year olds
Escape is a TV show, a magazine, a channel, a community, a club, a tribe...
Escape is about freedom , entertainment , music, movies, cars, fun, cool stuff, culture, life .
TV Print Video Real life events Community Web PodCast ESCAPETV.BE

Concept > Top level view Experience Distribution Services Multimedia magazine to support real life events for VW brand
Distribution via
web
dvd’s
nightshops,
podcasts, pspcast,
Streaming
GSM,
Blogs
… .
Dialogue services
- Interaction
- Voting
- Influencing
Contribution
Progressive registration model

Blended media

Concept > Content delivery Sports Music Family Episode 1 Episode 2 Episode … Episode N Your interests Your preferred content formats Streaming Mobile phone Magazine, flyers Newsletter SMS Website iPod

Communication Plan Media Time Offline Online Flyers Press Relations Podcast, Webcast Streamed WebTV VideoClubs DVD Magazines Agenda Portals Posters Dealers Showrooms Clubs Calendar REAL LIVE EVENTS Emails VW Clubs E-Zines Concours Forums Target Audience

Just in time & First in Belgium/EU/… Extracts from Hugues Rey (FastBridge) ACE Presentation

Changing times
“ Technology and the digital medium are allowing this to happen.
The benefit from the advertiser's standpoint is the level of interaction with the brand.
It's becoming part of your life.”
(John Rich, Interactive Creative Director at TM)

Is our target ready to consume Video on Internet YES They are - are you?

Yes, but is Belgium ready too? New ways to consume the TV- news A simple search on VRT in Belgium gives the following results

What makes Belgium ideal? The highest penetration of broadband in Europe, even more so with target audience

How do they connect? Broadband (well established) vs wireless (fast rising)

Do Escape TV match TV consumption? Yes

The Past Multi-Mania 2007 Presentation

Last year we promised you jobs in our casting contest LIVE Reveal Rumour Casting Last year

Remember?

Finalists and winners Close but no cigar! The winners The FR beauty The NL beauties boys

The Present Multi-Mania 2007 Presentation

http://www.vwescapetv.be

Why Adobe?
Rich Internet Applications
Flash Player client is a standard browser plug-in
Flash .swf data is passed over http
Flash Remoting provides an optimized connection between the Flash client and the Application Server
Internet Server Side Database & Integration Client Side DB Application Server Web Server Browser .html .cfm .swf .xml Flash Client Flash Remoting

Rich Interactive Architecture Web Server Comm Server Application Server internet Interactivity Community Site Games Interactive chat Video streaming Registrations Contribution Branding Mail Server

Adobe Architecture internet DB Server ColdFusionMX Server Web Server FlashComm Server Flash MX NetConnection NetServices Flash remoting

Products Used
Adobe
Flash Player 8
Flash Communication Server 1.5
Flash Remoting
ColdFusion
Dreamweaver
Others
IIS 5.0
SQL Server 2000
FFMpeg
Webtrends

The Appreciation Multi-Mania 2007 Presentation

Some awards won

Paper magazines talking about their e-competitor 

Newspaper Headlines

The Future Multi-Mania 2007 Presentation

One tiny problem surfaced… A click too far to spontaneously interact…

Wish list for 2007 blog!  full screen video  more rss games prizes SEX!

VW Escape 2.0 > New look

VW Escape 2.0 > New features > Flash 9

VW Escape 2.0 > New features > Cool Contests

VW Escape 2.0 > New features > Integrated blog

VW Escape 2.0 > New features > RSS Sub Feeds

Now what? Multi-Mania 2007 Presentation

Action

We want you!
Sexy jobs
(Senior) Flash Designers
(Senior) Web Designers
Web integrators
Web developers
Creative Consultant
Information Architect and Usability Consultant
Boring jobs ;)
Project Managers
Sales Managers
…

Motives to join the Emakina team “ Ik geloof dat Emakina de top is in België qua design en ontwerp van websites en ik zou graag deel uitmaken van zo'n succesteam.” “ Because you are the King in web agencies in Belgium” “ Your list of clients including great names such as Proximus, Accenture, Coca-Cola… Audi has incited me to apply immediately.” "Emakina is a solid company with a clean, professional profile. Its' methodologies are sound, and I share the company values. The work is innovative, beautiful and meets its directives. It would be an honor to work with such a talented team." « Connu comme un acteur important de l'e-business en Belgique, Emakina possède une multitude de clients ayant chacun des challenges bien spécifiques à relever. Cette diversité apporte une stimulation, des échanges d'idées qui ne peuvent qu'améliorer la créativité. »

Emakina is well known on market « Evoluer au sein d'une structure, d'une organisation professionnel et ce avec un esprit d'équipe. » “ Werken bij Emakina is ook groeien naar de toekomst aangezien er een mogelijkheid is voor constante bijscholing.” I used to dream about making this stuff. At Emakina, I could get the chance to build it. That's pretty great! Approfondir mon expérience au service d'une des plus grandes société de WebDesign de Belgique. Emakina provides the right atmosphere to nurture ones growth both in technology as well as in mind.

More Fun « Le désir de travailler pour une société qui a fait ses preuves sur le marché de l'Internet. » Approfondir mon expérience au service d'une des plus grandes société de WebDesign de Belgique. The variety of customers and of projects, the need to learn, the need to grow and to work with motivated teams, and a million other reasons! “ I want to put a ding in the universe.” A FRIEND TOLD ME ABOUT THE SITE, I FOUND IT INTERESTING. I KNOW EMAKINA WILL HELP ME GET A JOB!

http://www.emakina.com/jobs/ Multi-Mania 2007 Presentation

Emakina @ Multi Mania 2007 - VW EscapeTV

by Emakina on May 30, 2007

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Emakina @ Multi Mania 2007 - VW EscapeTV — Presentation Transcript

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