QUE PASA COMMUNICATIONS
engaging digital experiences
Overview & Case Studies, May 2010
Que Pasa is a digital agency that
plans, creates and delivers branded
content and apps across web,
mobile, social and broadcast
platforms. We have been trading
since 2000 and have substantial
expertise in using new media
technologies to deliver engaging
brand communications. Our team
comprises highly experienced
planners, producers and creatives
whose CVs include work with major
UK media and consumer brands.
Media consumption is greater than ever, but it’s
happening in more ways and places than ever.
Consumers are increasingly hard to reach as they
snack on content, avoid traditional advertising and
move rapidly between multiple media touchpoints.
At Que Pasa, we believe that to communicate
effectively, brands need to engage across different
channels whilst recognising the unique strengths of
We are passionate about the opportunities that digital
and interactive platforms offer. Most importantly, we
believe that real engagement can only be achieved by
creating credible content and inviting consumers to
participate in it, share it, comment on it and add to it.
• Planning: development of communications strategies that use engaging content and
interactive tools to create brand impact and drive consumer response
• Design & Build: from simple advertising formats for web and mobile, up to full site
look, feel, and user experience, as well as motion graphics for AV content
• Editorial Content: bespoke news, reviews, interviews and features across areas
including music, film and TV, sport, fashion, celebrity and male / female lifestyle
• Video: development, production and post-production of original video programming
created for web, mobile, broadcast and on-demand platforms
• Social Media: content seeding and integration with social networking sites and tools;
creation and management of UGC channels, competitions, quizzes and polls
• Content Management: complete editorial management of web and mobile sites
including CMS and feed integration, scheduling, deck management and content
• Mobile: SMS & MMS messaging and mobile internet site build / hosting on our
Bedroom Jam is a competition for young, emerging and
unsigned artists at the indie / rock end of the musical
spectrum; winning bands get the opportunity to tour with
name acts and appear at major UK music festivals; the overall
winner will cut an album at Red Bull’s own recording studios.
This is a major project involving all of the skill sets within Que
• website design / build / hosting
• video production and live streaming from bands’ bedrooms
• social media outreach and content seeding
INITIAL RESULTS (FIRST 8 WEEKS OF 12-MONTH CAMPAIGN): SMASHED PREVIOUS YEARS’ RECORDS!
Unique Users: 60,000+ | Videos watched: 270,000+ | Votes: 40,000+ | User blog comments: 18,000+
Now In its sixth year, Road to V is a competition for unsigned
bands to win a slot to open the V festival. Viewers follow the
progress of the finalists as they compete to win the admiration
of established artist ‘mentors’ and of the voting public.
Que Pasa was briefed to raise the profile of Road to V across
Virgin’s TV, on-demand , web and mobile platforms. Working
with both the unsigned bands and the artist mentors, we
developed, shot and produced a six part series for cross-
platform broadcast , with exclusive versions available for each
platform. We shot live performances and also produced a
standalone 30-minute highlights show for Virgin 1 and a
reversion of the entire series for Virgin Atlantic in-flight TV.
For the first time ever, viewing figures showed a growth trend throughout the series. Viewers exceeded one million
and the client’s target of 10,000 registered users was smashed, with 50,000 sign-ups.
Pocket TV was a series of Sony Ericsson-branded music
shows consisting of presenter-led features, interviews
and acoustic performances. It ran for 13 weeks during
summer 2009, with weekly video episodes published on
a branded YouTube channel and a bespoke mobile site.
Que Pasa was briefed to plan, create and deliver a mobile
route to market. We provided full site design, build and
hosting, ingested and encoded 5 videos per week,
created supporting editorial content and incorporated
eCRM and social media tools such as personalised viral
mechanisms and integration with Twitter.
30% of users signed up for alerts or sent viral content to
friends. Pocket TV received very favourable reviews, e.g.
The Camden Crawl takes place each April over one weekend in Camden, with 15,000 gig-goers vying to see
over 200 bands play at 20 venues in and around NW1. Que Pasa worked directly with the organisers in
both 2008 and 2009 and continues to work with this client, currently planning for 2010.
Que Pasa created an interactive and content-rich festival guide that would reside on mobile, giving each
gig-goer a unique resource in their pockets. The guide was designed, built and hosted on our Mobrool
platform and contained line-up, artist and venue information, breaking news, practical resources such as
travel and transport, and – in an absolute first for this sort of activity – AV content which we filmed at the
festival using video teams on the ground. Interviews with artists including The Enemy and Florence & the
Machine were uploaded from the event, along with editorial reviews of band sets, as they happened.
In 2008, Que Pasa won ‘Best Mobile Marketing Campaign’ for Camden Crawl at the BT Digital Music
Awards. In 2009, we generated nearly 100,000 mobile page impressions – a huge figure for the size of the
None of the home nations qualified in the UEFA European Football Championship; Nike used this as an
opportunity to promote football skills through Most Wanted : a 3-month series of training academies held
across the UK. Young participants could ‘graduate’ from these and the very best were chosen to play in front
of Sir Alex Ferguson and the selectors. Que Pasa developed a mobile proposition to engage aspiring young
players and drive engagement around Nike’s association with British football.
We created mobile display ads to drive traffic from mobile sports inventory; the site was also accessible via
Bluetooth at Power League venues nationwide. We ingested video content (training highlights and individual
participants’ video diaries, plus training clips from Wayne Rooney, Joe Cole and William Gallas) and encoded
and published it to the Most Wanted site, which was built and hosted in our Mobrool platform.
Our content attracted 240,000 Bluetooth downloads, 20% above target. Nike won a New Media Age
Effectiveness Award, with a judge commenting that “this is yet another example of why Nike is ahead of its
competitors... and puts proper budgets behind campaigns that deliver excellent return on investment.”
My V was a branded, presenter-led show filmed at V
Festival 2008 at the Chelmsford and Stafford sites. It acted
as a sponsorship vehicle for headline partners Virgin
Mobile and Sony Ericsson. The objective was to develop
compelling programming to engage festival-goers in
Que Pasa shot and produced 14 x 3-minute shows and
edited them on-site. We also designed motion graphic
intro ‘stings’ incorporating the sponsors’ logos. The shows
were broadcast on the Jumbotron screens next to the
main stage, before each live act.
An audience of 200,000 watched the shows, which the
Virgin client described as “a fast-paced and entertaining
series... that was on-brand, unique and engaging.”
Que Pasa went above and beyond what we expected -
Que Pasa did a great job of documenting the Road to V immediately understanding our objectives and applying
journey. The strong narrative of the series gave viewers a creative thinking to ensure our mobile strategy worked
thorough insight into the journey of an unsigned band hoping seamlessly across the entire project. We were extremely
to open one of the biggest festivals in the UK. Each show had a impressed by the exclusive editorial content they created
very different theme and provided great entertainment for not and by the mobile internet site which looked fantastic on
only music fans but the general public alike. everyone’s handsets.
Paul Shulver, Sponsorship Manager, Virgin Media Lisa Paulon, Founder & Event Director
Que Pasa brought a very high level of specialist expertise to Sony Ericsson’s Pocket TV and contributed
directly to its success. Their site design was stunning and their incorporation of social media tools such as
viral pass-on mechanics, integration with Twitter, and alerts that notified users when content was updated,
really helped drive credibility with a young, music-loving audience. They handled video encoding smoothly
and created multiple formats allowing for maximum reach. We could always rely on Que Pasa to push
through site updates on time and to respond rapidly, effectively and professionally to any requests from Iris.
Charlotte Soussan, Brand Entertainment Director, Iris Experience
Que Pasa Communications Ltd
3 Pine Street
London EC1R 0JH
020 7278 9584 QuePasaQuePasa