Three Brand - Dance Pony Dance Presentation
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Three - Dance Pony Dance Presentation
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Three Brand - Dance Pony Dance Presentation
- 3. Why this campaign? • Interesting to see a brand jest with its own campaign • Humorous and informative of the brands identity • Use of social networks for marketing and customer engagement • Its just brilliant!
- 4. Why did Three do such a campaign? “Create communications which would grow brand consideration… and build engagement” – Margret Burke (Director of Brand & Communications – Three) “All that seemingly stupid, funny and downright daft stuff we look at online on a daily basis… it’s not silly at all. It’s this stuff that we pass around, that we share, that connects us to one another. We wanted to do more than just hold up a mirror to all the crazy stuff online. We wanted to actually contribute to it and a moonwalking pony felt like something that people on the internet would gravitate towards” - Creative Team at Widen + Kennedy Three Case Study, The Drum & Marketing Week
- 7. “To further inspire these little acts of sharing, we’ve also created The Pony Mixer, a dancing-pony-remixing tool where you can make a pony shake it to anything from Boyband to Bollywood. The creations can be unleashed on the world via Facebook or Twitter and people who take part will be celebrated in 30-second national TV commercials.” www.wklondon.com
- 13. • High levels of people watching the full Ad • Over 7 million views on original video • Over 1.5 million ponies generated • • • 67% of people in UK exposed 95% of people shared the content themselves 33% of the views took place through a mobile device • YouTube drove 17% of overall views • Three Case Study 27% brand uplift
- 14. The Future for the Dancing Pony?
- 15. Thank You
Editor's Notes
- The campaign I have chosen is…
- Why?So the reasons why I chose the #DancePonyDance campaign. The main ones are because for one, it is interesting to see how a brand can jest with itself and its campaign. It’s humorous and informative and a very unique way to develop a brands identity. Their use of social networks for the marketing of the campaign and the level of customer engagement this campaign managed to get is interesting. And finally, I chose this campaign because its brilliant.
- Why did three do this?The director of brand and communications at Three explained that their main objective was to create communication which would grown brand consideration but an added ambition was to build engagement with the brand.The creative team at the advertising agency who created this campaign, also explained the reasoning behind the idea saying that “All that seemingly stupid, funny and downright daft stuff we look at online on a daily basis… it’s not silly at all. It’s this stuff that we pass around, that we share, that connects us to one another.We wanted to do more than just hold up a mirror to all the crazy stuff online. We wanted to actually contribute to it and a moonwalking pony felt like something that people on the internet would gravitate towards” And I would say that the the cross campaign strapline, ‘Silly Stuff. It matters.” defiantly lends itself to agree with this. It would also seem that a side reason as to why Three have chosen to do this campaign was to to reflect their playful persona. This personality is seen through their Facebook content which neatly links in to the way in which they decided to promote this campaign and share the content and the fact that they also wanted to express the importance of the relationship between sharing silly content and making friends. Three’s marketing director admitted that the company had “lacked brand consideration” among what it internally calls the “early majority” segment. He adds that the company has not run such a sizeable campaign in years because it has been investing in building its network, improving customer service and building “proof points” around its brand before ”shouting loud” about them.
- A Fully Integrated CampaignMoving on to what type of campaign this was. This was a fully integrated campaign which through the use of YouTube, Facebook, Twitter a Web Based App, TV advert some outdoor press and the special hashtag, #danceponydance, managed to create a huge buzz for this cute dancing pony.
- AFully Integrated Campaign (cont)Here you can see some of the huge outdoor ads which Three used to promote this campaign along side their social and TV.
- A Fully Integrated Campaign (cont)And here is the web based app which allowed people to create their own versions of the dancing pony. Widen + Kennedy, the advertising agency, said, “To further inspire these acts of sharing, we’ve also created The Pony Mixer, a dancing-pony-remixing tool where you can make a pony shake it to anything from Boyband to Bollywood. The creations can be unleashed on the world via Facebook or Twitter and people who take part will be celebrated in 30-second national TV commercials.” So this shows how this campaign met is ambition of getting audience engagement and interaction by using social elements but also awarded this interaction with the prize of being on a TV ad.
- Reintroducing the Pony at ChristmasIn December, with a social media related lead up, Three released a Christmas style version of the original ad which managed to bring this whole campaign back to life and bought it back to everyone's attention. Three promoted it via a TV ad and on Facebook and Twitter through posting videos and posts.
- Reintroducing the Pony at Christmas (cont)Here’s the Christmas Pony related lead up – Threemanaged to reintroduce the dancing Pony to everyone’s minds by linking it to an new face in their campaign and then posting content regarding the union on Facebook. This union was the pug and pony. They then promoted the new video and carried on the pony theme throughout Christmas via pony Christmas card ecards and New Year picture posts.
- The Positive FeedbackThis campaign received a lot of compliments and praise from people and companies alike. Receiving praise from Twitter for there joint use of Twitter and TV and their #DancePonyDance.
- The Negative FeedbackHowever and very unfortunately, when this campaign was at its peak, the controversy over horsemeat being found in Tesco burgers was also taking speed. People took this as the best time to mock up some parody videos of the poor dancing pony. Here’s a taster…
- The Negative Feedback (cont)And another cheeky photo which was spread over various social platforms.
- ResultsThe results of this campaign showed high levels of people watching the full ad. The original video has over 7 million YouTube views and there has been over 1.5 million ponies generated via The Pony Mixer. The overall media mix in the first 4 days showed that 67% of people in the UK had been exposed to the ad and 95% od people who had content shared with them, then shared the content themselves. Over 33% of the views from YouTube took place through a mobile device and in general YouTube drove 17% of the overall views. And finally, Three experienced a 27% brand uplift.
- The Future for the Dancing Pony?As for the future of the dancing pony, I feel that Three will continue to carry on using the pony for their future campaigns – I don’t think it’s reached its shelf life just yet. This campaign is very versatile as proved by the edited Christmas version, so Three may have a few ideas up there sleeves.
- Thank You