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Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
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Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop

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Second presentation I have made in BBDO Moscow Digital Wordshop, September, 2009 - selected case studies, success stories and strategies for marketing solutions in digital age

Second presentation I have made in BBDO Moscow Digital Wordshop, September, 2009 - selected case studies, success stories and strategies for marketing solutions in digital age

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  • 1. “Welcome to the age of PULL” Selected Cases Zigurds Zaķis Strategic Planning Director, DOMINO BBDO Moscow, September 11, 2009
  • 2. Step 0: Getting Your “Now What?” Right Source for “Social Systems”: David Armano, http://darmano.typepad.com
  • 3. The age of PULL: What pulls? 1. 2. Creating content Designing that customers the value for seek or share customer
  • 4. A. big ideas that work across different platforms
  • 5. simple, single-minded ideas (concepts) that work across different channels
  • 6. Watcher Voyeur On Demand Trailer Teaser Trailer Watcher Film Wall Screening Event Print HBOVoyeur.com Mobile Online Banners Content Go Cards Event Invitations Ancillary Websites
  • 7. High entertainment value Outstanding storytelling Applications to different channels: Translating, not copying
  • 8. Trans-media experiences
  • 9. B. Managing participation in social platforms right
  • 10. 14
  • 11. 15
  • 12. 16
  • 13. 17
  • 14. Big idea + consistency Heavily non-traditional media based A lot of branded applications On-line (Twitter, Facebook) Involving people (donations, recommendations)
  • 15. C. Creating extraordinary digital experiences
  • 16. IKEA, 2009 Agency: CP+B Agency: Love Brindfors http://demo.fb.se/e/ikea/comeintothecloset/site/default.htm
  • 17. IKEA, 2007 http://demo.fb.se/e/ikea/dreamkitchen/site/default.html
  • 18. http://unlimited.orange.co.uk/flash/go
  • 19. D. Designing services
  • 20. “.... the future of advertising is great products that have marketing embedded in them.” Jeff Hicks CEO, Crispin Porter + Bogusky October 2006
  • 21. Agency: CP+B
  • 22. Agency: RG/A
  • 23. Agency: RG/A
  • 24. Agency: RG/A
  • 25. Location
  • 26. http://www.swisstrains.ch/
  • 27. Insight: Nobody runs a marathon on their own. Runners depend on the support of friends and family to reach their ambition. 35’000 Runners, hundreds thousands follows Strategy Make adidas a crucial part of the conversation about the London Marathon on social media by giving the community something innovative and useful. http://www.bemarvellous.com/does_adidaslondonmarathon.html
  • 28. E. Help learning new skills
  • 29. Nike Signature Moves
  • 30. Nike Signature Moves
  • 31. Nike SPARQ training program
  • 32. FIAT: Eco Drive
  • 33. G. Helping to build and supporting communities
  • 34. Agency: RG/A
  • 35. Nike+ and Nike Human Race
  • 36. H. Unleashing collective intelligence making them work together to solve the challenge or help each other
  • 37. Best Buy: Twelpforce Twelpforce A collective force of Best Buy technology pros offering tech advice in Tweet form.
  • 38. • Strategy: to get people talking and working together to solve a puzzle too tough for just one person • Digital Brief: make them to watch every second of TVC Guinnesstipping.com
  • 39. F. Creating platforms for their self-expression
  • 40. 0. Getting your “Now-What” right A. Big Ideas B. Managing participation in social platforms C. Creating extraordinary digital experiences D. Designing Services E. Helping Learn New Skills F. Building and supporting communities F. Creating platforms for self-expression
  • 41. Summary 1. 2. Creating content Designing that customers the value for seek or share customer
  • 42. In the age of pull we all are in the business of Designing the value for customer
  • 43. = Making his life better, easier, richer
  • 44. Try a lot of things! Fall often! Fall forward!

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