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Interactive promotion campaigns

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Interactive promotion campaigns. Slides for the topic

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Interactive promotion campaigns

  1. 1. Planning interactive campaign Vasiliy Starostin
  2. 2. Long live spontaneity! You could say that this is one of the basic guiding principle of the Heineken brand which has introduced yet another innova9ve campaign called the “Departure Roule>e”, a game-­‐show-­‐style board that provides the ability to passengers of New York’s JFK airport to change their primary des9na9on to a random one. By simply pushing a bu>on on a display in the airport’s lobby, the par9cipants are engaged in a unique challenge-­‐ a journey into the unknown. V.Staros9n 2
  3. 3. Understanding Interac9vity 1. One-­‐to-­‐many communica9ons 2. Adopted context 3. Engaging consumers to strengthen the emo9onal bond to the brand 4. Personal par9cipa9on 5. Instant respond V.Staros9n 3
  4. 4. Offline • Events • Outdoor • Ambient • Digital tools Online • Social • Interac9ve media • Apps • Sites Note: offline and online are now merged with each other. There are no clear boundaries anymore V.Staros9n 4
  5. 5. What is the point of interac9on? Before you create any interac9on, you must completely understand the ul9mate objec9ve. Why are you engaging their par9cipa9on? • Get an opinion • Challenge the par9cipant • Share informa9on • Entertain the audience • Pose a problem • Share a solu9on • Create a contest • Support a charity V.Staros9n 5
  6. 6. Examples for different objec9ves • Get an opinion • Challenge the par9cipant • Share informa9on • Entertain the audience • Pose a problem • Share a solu9on • Create a contest • Support a charity V.Staros9n 6
  7. 7. V.Staros9n 7
  8. 8. La9n beer brand invents a cooler that neutralize cell phone signal to mo9vate live chat V.Staros9n 8
  9. 9. Link to brand idea • Brand Experience • User Experience • Build your solu9on on brand value and core iden9ty V.Staros9n 9
  10. 10. h>ps://s-­‐media-­‐cache-­‐ak0.pinimg.com/ originals/45/4d/ef/ 454def5727fcb0143a4fffe5a2251aff.jpg V.Staros9n 10
  11. 11. Examples • Polar Cell Phone Nullifier • Heineken Departure Roule>e • Stray dogs and cats are feed by Turkish recycle machine V.Staros9n 11
  12. 12. Links 1. h>p://www.brandingmagazine.com/2013/07/18/heineken-­‐departure-­‐ roule>e/ 2. h>p://adage.com/ar9cle/crea9vity-­‐news/2013-­‐interac9ve-­‐integrated/ 245756/ 3. h>p://www.awwwards.com/8-­‐brilliant-­‐interac9ve-­‐marke9ng-­‐ campaigns.html 4. h>p://www.seenox.org/vending-­‐machine-­‐feeds-­‐stray-­‐dogs/ V.Staros9n 12

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