goviral cannes 2011 - the long idea

The lon g idea Brands as 21st century Religion Evangelism By Mar0n Lindstrom By Jimmy Maymann

When did football get so BIG? 1966: 2006: The Mirror, then the 376 channels most popular daily knew 214 countries a piece of history when it 75.000 hours broadcast saw one. ALer England 16 page daily add ons won the world cup Its 4,2bn page views front-‐page splash proudly 125mil online views (new) announced: “A bouncing 73mil mobile pv’s (new) girl for baby Alex” 26,29bn total viewers Sources: Intelligent life, Fifa.com

A media revolu0on Channels +100k +10k +1000 +100 50-‐99 20-‐50 10-‐20 1930’s-‐1950’s 1960’s 1970’s 1980’s 1990’s 2000’s 2010’s Source: Intelligent life

Long term branding Source: IEG sponsorship group

$46,1bn $45bn Yearly spend on corporate sponsorships (2/3 is sports) $40bn $35bn $30bn $28,0bn $25bn $20bn $16,6bn $15bn $10bn $5,1bn $5bn $1,4bn Long term branding 1989 1996 2000 2004 2010 Source: IEG sponsorship group

How have brands capitalized? $11Bn Source: The Economist and Dr Peter Rohlmann

Vision

Storytelling

Symbols

Evangelism

21st century evangelism

The world looks very diﬀerent

From des0na0on to distribu0on 85% 85% 80% 79% 75% 75% 70% Wave 3 (2008) Wave 4 (2009) Wave 5 (2010) Visit to brand website in last 6 months! Source: UM, Wave 5 study, 2010

What has changed? Upload videos 100% Run a blog 2010: 47% 50% Produc0on: 2006: 28% 2010: 45% 0% 2006: 10% Watch video 100% 2010: 84% Visit social network Publica0on: 50% 2006: 30% 2010: 79% 0% 2006: N/A Comment & rate 100% Visit microblogs Distribu0on: 50% 2010: 65% 2006: 25% 2010: 33% 0% 2006: 0% Source: UM, Wave 5 study, 2010

A world of on demand Time spent with video content 30 hours 25 hours On demand 20 hours 15 hours 10 hours Live 5 hours broadcast 0 hours 2006-‐2010 2011-‐2016 2017-‐2022 Source: The diﬀusion group, 2010

From Vogue… …to Michelle Phan

Michelle Phan -‐ Ecosystem 1,6mil subscribers 650k Fans 450mil views 3-‐4k likes per post 200k Followers 2011 launch of the 99,2% rank in Twitalyzer Michellephan.com hub

How to build momentum online Distribu0on Ampliﬁca0on Explosion

Audience is built over 0me Online presence Royal wedding Welcome back Sing along Dance Jan-‐Apr 2009 Apr-‐Oct 2009 Nov10 – Feb11 Apr 2011

T-‐mobile: Life’s for sharing CollaboraUve and social content to generate publicity •  Over 100 million total views on Youtube, support with TV/Outdoor as celebra0on •  A total of +900 videos published over the last 3 years •  52% increase in sales YOY •  Massive mainstream media ajen0on in the UK •  Shared on over 2500 blogs *Source: The Ambient Advert 0tled Dance Case Study by Mediacom

TV Awareness Display 15% (Push) Outdoor 85% (Ongoing) Interest AcUon Loyalty A deeper communica0on

Were not in the business of keeping the media companies alive. Were in the business of connec9ng with consumers.’ Trevor Edwards, Vice President, Global Brand & Category Management -‐ Nike

From ads to experiences 55% drop in TV budgets +30 na0onal teams over last 10 years + 200 Club teams +500 Athletes +10,000 pieces of content 6 Hubs / 1 academy Source: Nike.com & Wikipedia

Awareness Interest Loyalty Ac0on Ac0on

Always on 6-‐12 Months 15% (Push) 85% (Ongoing) Weekly/Monthly Daily/Weekly Daily/Weekly

Awareness: Write the future Content: 3min lead spot DistribuUon: TV, Roadblocks, Paid media Metric: Impression, views, fans Aim: Targeted views / FB fans Results: 55mil views / 4,5 mil fans

Interest: The Chance Content: Events, +450 videos, Hubs DistribuUon: Seeding/Social Metric: Engagement / Interac0on / fans Aim: Interac0on and community Results: +125k pages created / 1 player signed

Action: Bootfinder Content: Product info/video & customiza0on DistribuUon: Search / Owned media Metric: Sales Aim: Conversion Results: Nike’s fastest growing division globally

Loyalty: Football+ Content: Nike football+ (video, apps) DistribuUon: Owned media Metric: CRM Aim: Loyalty, word of mouth Results: #2 Social media brand (Headstream)

Nike: The long idea Design Retail & media Colours Ecosystem Eco System Storytelling

The global bajle for football 2010 World cup – online buzz Rank Brand Share Market share 80% 1 Nike 30,2% 2 Adidas 14,4% 60% 8,2mil 4,4mil 40% 20% 1966 1994 2006 2010 Source: Nielsen / Edelman 2010, NPD Sports Tracking Europe and SportScan. * Facebook June 2011

http://webinsider.uol.com.br	207
http://atitudonline.blogspot.com	26
http://tabithasaw.tumblr.com	25
http://alvarograsso.tumblr.com	16
http://twitter.com	7
http://localhost	6
http://www.loqueotrosven.net	4
http://paper.li	2
https://twitter.com	1
http://fellipenathan.com	1

goviral cannes 2011 - the long idea

by Mads Holmen on Jun 23, 2011

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