Burying The Banner Ad
and
Getting Your Boogie On

Hi..
samismail.com
@samismail
Sam Ismail
Strategist, Geronimo

A look back..

We’ve gone from this...

To this..

And this..

“[Digital] is the centerpiece of a broader campaign. I think
that’s become a real integral part of how we use the web,
moving beyond just promoting web addresses in TV spots
or print ads to really making them a critical part of the
storytelling for the brands.”
Rob Master Media Director, North America Unilever March 2008

things to keep in mind
when getting your digital on..

Discovery..

Text
It’s easier than ever to
find out what people
are interested in..

Look everywhere..

Learn..

Listen..
..LOTS..

So you can..

Give..
fresh..
people..
stuff..

Interaction..

Give people..
something..
to do...

..and never forget this about the line..
..between ‘online’ and ‘real life’..

There isn’t one..
Boom!

Sharing..

Make it spreadable..
but remember..

Calling something viral..
doesn’t make it viral..

Facts don’t spread.. ..but stories do..

So give people a story..

Connection..

Find your fans..

Give them a reason to invest
their..
time..
money..
attention..

Connect with fans, give them a reason to invest..
..and you’ll always win..
NIN’s Ghosts I-IV was the best selling album on Amazon.com, when it was being given away for free by NIN themselves.
Why? NIN were giving fans chance to pay for things that money couldn’t buy before, personal concerts, studio notes etc

Stay On-point..

Context is everything..

someone will find out..
(This is the Internet)

Be..
and honest..

..So those 5 things again are..

Discovery
Interaction
Sharing
Connection
On-Point

Which can only lead to..

(Boogie Marketing is Awesome)

Great, but what does this MEAN?

http://www.flickr.com/photos/35014792@N00
http://www.flickr.com/photos/adulau
http://www.flickr.com/photos/clappstar/
http://www.flickr.com/photos/funadium/
http://www.flickr.com/photos/lunadirimmel
http://www.flickr.com/photos/marfis75
http://www.flickr.com/photos/n-ino/
http://www.flickr.com/photos/nicklebean
http://www.flickr.com/photos/pargon
http://www.flickr.com/photos/seandreilinger
http://www.flickr.com/photos/stuckincustoms
http://www.flickr.com/photos/sukhgill
http://www.flickr.com/photos/thegarlands
http://www.flickr.com/photos/thomwatson/
http://www.flickr.com/photos/vascellari
http://www.flickr.com/photos/westm
http://www.flickr.com/photos/whoisstan
http://www.flickr.com/photos/wiccked
http://www.flickr.com/photos/will-lion/
http://www.flickr.com/photos/zieak/
ayasha-alghas.blogspot.com/
kedariyer.com/
nin.com/
paulisakson.typepad.com/
Special thanks to Eaon ʻThe Bossʼ Pritchard..
http://eaonpritchard.blogspot.com/
..and Marcus ʻThe Shopkeeperʼ Brown
http://andasifbymagic.com