Earned Media Bought Media Own Media Time and Effect Exponentially Increases
Every part of web is social and access is universal: brands live and die by what consumers say about them
The brands whose consumers tell the best stories will win
The Role of the Media <ul><li>Create brand « ecosystems » that engage consumers and pull them into an active relationship with the brand </li></ul>100% of contacts bought Bought & Owned contacts are leveraged into earned media
A few implications <ul><li>The brand as a service </li></ul><ul><li>The brand as a utility </li></ul><ul><li>The brand as content </li></ul><ul><li>Your brand with a wider mission </li></ul>
DIESEL.COM BELONGED TO THE HEIDIES Six video cameras, 24 hours a day, live for 5 straight days on diesel.com. This is the story of two gorgeous crazy girls who stole the new Diesel Intimate collection, kidnapped a nice guy, locked themselves (and him) in a hotel room. All for their 15MB of fame.
The Heidies was our idea to launch Diesel’s new intimate collection to young people around the world We understood that there is a generation today who use online platforms for self-publicity stunts: acting weird on the internet makes you famous! What happens when a brand like Diesel (humorous, original, provoking) parodies this behaviour?
Branded content 24/7 with 100% user interaction. With graphical references to blogs and myspace the Heidies began the 2.0 hunt for 15 MB of fame. All pictures were taken as it happened and then uploaded to the Internet without any retouch. Almost all pictures were snapped by the Heidies and their hostage! A live site An unconventional approach to fashion
The response was beyond expectation. The Heidies received e-mails from all over the world, music videos, messages and more! Can you measure fame by the friends you have on places such as myspace? The Heidies spent a few hours on myspace, getting to know some "celebrity friends”! http://www.myspace.com/Heidie1And2 Response from fans Friends forever!
This graph (from Alexa) shows clearly what happened during the Heidies show...compared with other brands. <ul><li>RESULTS </li></ul><ul><li>Demand outstripped supply as the product sold out </li></ul><ul><li>Diesel.com usually attracts 25,000 visitors, during the ‘kidnap’ it peaked at 85,000 </li></ul><ul><li>Featured in top ten most viewed clips on You Tube from day two of take over </li></ul><ul><li>Tens of thousands of interactions from ‘fans’ </li></ul><ul><li>Cannes Cyber Grand Prix (amongst numerous other awards!) </li></ul><ul><li>All achieved on a media spend of zero! </li></ul>
Challenge Once a credible running brand, Reebok wanted to reinvigorate it’s recognition among runners by creating a movement focusing on the joy and fun of running.
Insight The simplest sport in the world had been communicated as if it was only for the elite and as a result had become inaccessible to most. Running had become over-complicated.
Solution RUN EASY - Running at the speed of chat An initiative designed to encourage fun and easy participation in running. Digital was the lead mechanic with support from OOH, TV and cinema. At the hub of the Run Easy movement is www.goruneasy.com . The site fosters community building through user-generated content capabilities that help runners connect and share their running experiences. It leverages existing tools and behaviors to create a running experience where visitors can easily map out and share favourite running routes, post snapshots of sights to take in while on a run, upload music playlists, and join discussion groups.
www.goruneasy.com co-developed by Isobar’s global network of leading digital marketing agencies
<ul><li>Results </li></ul><ul><li>Run Easy was extremely successful in not just promoting and enhancing the Reebok brand image, but also providing customers with an online community to interact and share with others around the world. </li></ul><ul><li>• Over 1.7 million visitors to the site, from over 200 countries </li></ul><ul><li>• Over 19,000 registered users regularly uploading content </li></ul><ul><li>• Over 1000 users uploaded content to the site via a mobile device </li></ul><ul><li>• Over 11,000 runs created </li></ul><ul><li>• “ Reebok running” has seen a 50% increase in search volume </li></ul><ul><li>Cannes lion winner (silver) </li></ul>Reebok = MITX Interactive Marketer of the Year
What you DO is more important than what you say + Brand and Business behaviour is becoming the key determinant of Image