Adobe Max 2008 Cross Channel Campaigns

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This is my Adobe max 2008 presentation on cross channel digital marketing campaigns. The presentation covers work from: Nike, Xbox, Visa & McDonalds.

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Adobe Max 2008 Cross Channel Campaigns

  1. 1. Delivering Multichannel Integrated Advertising Campaigns ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. Presenters: Peter Cole: Director of Creative Development White Master Charles Duncan: Creative Development Manager ® 2 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. Agenda • What is Multi Channel? • Case Studies • Strategies & Best Practices White Master • Q&A ® 3 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. Multichannel Marketing ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. Multichannel Marketing Multichannel marketing uses multiple channels to reach a customer. The objective is to reach consumers in whichever channel is most appropriate for them. Effective multichannel marketing needs: collaboration, White Master strategy and technical execution, so that the messaging is consistent. ® 5 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  6. 6. Traditional Messaging Multiple channels telling the same message. White Master ® 6 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  7. 7. Content Sharing Multiple channels sharing the same content source. White Master ® 7 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. Integrated Experience Multiple channels communicating different parts of a unified experience. White Master ® 8 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  9. 9. Case Studies ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  10. 10. Visa “Signature Living” ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  11. 11. Challenge • Our objective was to build awareness of Visa Signature as not just a line of luxury reward cards, but as a brand that provides exclusive access to unique experiences that matter. White Master • Using Search, Visa doesn't want to be appear above their member banks. How do we create awareness of the brand/service without relying on Organic search? ® 11 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  12. 12. Solution • The Signature list of “Things to do while you’re alive” showcased some of the most extraordinary Visa Signature offers cardholders could access. White Master ® 12 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  13. 13. Consistent Messaging Across Channels Website/Online Ads Mobile Search Print ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  14. 14. Microsite • The microsite showcased the various experiences that were available to Visa Signtature card holders. White Master ® 14 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  15. 15. Online Advertising • Contextually relevant ads (like the Pinehurst banner) on sports sites. • Participated in sponsorships on sites with high concentrations of target audience White Master ® 15 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 16. Search • Search users who entered queries relevant to the destination content such as ‘Pinehurst Golf’, 'Mississippi Steamboat' or 'Blarney Stone' were taken to the experience page on the campaign micro-site (deep link into Flash site). White Master ® 16 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  17. 17. Mobile • Mobile program prompted consumer to use their mobile device to access some of the premier Visa Signature benefits. • Wine Pairing (SMS/WAP) White Master • Zagat (SMS) ® 17 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  18. 18. Print • Print(Chiat Day) ran in the same categories as the online and pointed to visasignature.com White Master ® 18 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. Nike Lab ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. Challenge • Nikeis not an official sponsor of the Olympics, but wanted to have a powerful presence during the event. White Master ® 20 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. Solution •A global, content-rich, informative web and mobile experience that showcased content from 58 athletes, 45 products and was localized into 23 unique locals. Included video, graphics, articles, up-to-date Olympics news, social book marking, and store White Master locator (mobile). ® 21 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. Shared Content, multiple presentations Shared Content ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  23. 23. Xbox “Fable 2” ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. Challenge • Create desire for Fable 2 console game • Extend the reach of the franchise to people who didn’t play the first Fable game White Master ® 24 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. Solution • Create an online experience that integrates a users Choice & Consequences from the online experience into the console game experience. White Master ® 25 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  26. 26. The Experience At the end of the website experience, user chooses outcome which will determine a specific award. White Master ® 26 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  27. 27. Multichannel Integration White Master Website Xbox 360 Console ® 27 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. Team Collaboration Necessary for Innovation Design Motion / 3D Development QA ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  29. 29. The Lost Ring ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  30. 30. Challenge • Create a stronger bond with young adults using the Beijing Olympics. White Master ® 30 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  31. 31. Solution • Createa global alternate reality game giving users the opportunity collaborate on a global scale. • Discreetly sponsored by McDonald’s, the experience engaged younger audiences who dislike overt White Master marketing. ® 31 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. Integrated Channel Experience Landing Page: 6 languages Historian Site: English Ally Site: Ally Site: Hero Site: English French Japanese Secret Site: English Mobile Ally Site: Ally Site: Ally Site: Spanish Ally Site: Portuguese Chinese German ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  33. 33. Region Relevant Mobile Sites • Mobileweb access more important than desktop web access in certain regions. White Master ® 33 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  34. 34. Community Involvement • Playersconnected on forums, wikis, and blogs to share clues and content • Players helped shaped the story by connecting with the athletes. In turn, the plot shifted to accommodate White Master their theories. ® 34 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  35. 35. Community Created Sites • Players started and maintained a wiki to keep track of the story. • 2,000 pages with more than 10,000 edits becoming the go-to resource for new players. White Master ® 35 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  36. 36. Recap ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  37. 37. Three Channels • Traditional Messaging: Multiple channels telling same message Content sharing: Multiple channels sharing same • data source White Master Integrated Experience: Multiple channels required to • convey message ® 37 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  38. 38. Strategies & Best Practices • Technical: Data management, Architecture • Workflow: Timeline, Team Collaboration • Strategy: Understanding Challenges and Solutions White Master ® 38 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  39. 39. Best Practices ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  40. 40. Technical: Content Management & Architecture Structure your data so it can be shared across channels for easy updates and scalability. White Master ® 40 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  41. 41. Channel 1 Channel 2 Channel 3 Channel 4 Shared Content ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  42. 42. Workflow: Timeline & Planning Establish realistic timelines allowing for team collaboration and improvements on the end product. White Master ® 42 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  43. 43. Waterfall Model Strategy Design Development Testing Maintenance ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  44. 44. Iterative Model Strategy Design Initial Planning Testing Deployment Development ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  45. 45. Strategy: Understand Challenges, Establish Solutions Have clearly defined marketing goals allowing for better creative and technical solutions. White Master ® 45 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  46. 46. The Big Idea ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  47. 47. Nike Lab: www.nikelab.com The Lost Ring: www.thelostring.com Fable 2: www.fable2.com Visa Signature: http://awards.sf.akqa.com/creative/2007/visa_signature/signature peter@petercole.com charles@charlesduncanjr.com ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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  49. 49. ® Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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