Emakina @ Multi Mania 2007 - VW EscapeTV


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Discover VW EscapeTV, the first TV-channel in podcasting format.

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  • Emakina @ Multi Mania 2007 - VW EscapeTV

    1. 1. Emakina – EscapeTV Multi-Mania 2007 Presentation
    2. 2. Agenda Future Present Past Why
    3. 3. The Why Multi-Mania 2007 Presentation
    4. 4. Before we talk about marketing… Let’s talk about SEX!
    5. 5. Excitement in relationships Thrill Time ONE NIGHT STAND
    6. 6. Excitement in relationships Thrill Time ONE NIGHT STAND CLASSICAL MARRIAGE 7 Year itch
    8. 8. Big-bang or multi-small communication efforts? Impact Traffic TOM Time Single shot marketing Best of both worlds Long term campaign Highly noted big bang event.. … but failing to connect over time Carefully planned multiple step campaign… … yet running out of steam because it lacks ambition … with end result determined by your ambitions Very impactful and accessible communication … repeated over time with increased impact
    9. 9. Positioning VW-TV vs Salon-TV Multiple events, year round Commercial Impact Time Time Marketing Impact VW-Entertainment-TV Continuous dialogue VW-Entertainment-TV Audience impact VW-SalonTV Mass event VW-SalonTV Quickly forgotten
    10. 10. The problem The big internet Your industry You Your customers and prospects How to make people come to your site?
    11. 11. Reasons of traffic <ul><li>Except for Coca-Cola.com, few people spontaneously visit a site. </li></ul><ul><li>People find your site via essentially two techniques: </li></ul><ul><ul><li>People search and find  google, msn, yahoo, goldenpages, … </li></ul></ul><ul><ul><li>People discover and explore  while browsing a topic, a forum, a news article, … </li></ul></ul><ul><li>Depending on the study, traffic via search engines is about 50%. Referrers account for 10-20%. Emails and word-of-mouth account for 20%. Rest is direct links (bookmarks) and spontaneous traffic. </li></ul>
    12. 12. Today’s facts The big internet Your industry You Your customers and prospects 80% of content on the internet is written by non-professional people = USER GENERATED CONTENT Only 20% is written by professionals (and shrinking every day) The chances that a user arrives on user generated content is far higher than professional sites Your Competitors Your Competitors
    13. 13. Capturing traffic The big internet Your industry Your customers and prospects You The solution: you have to penetrate the “other” world and make a “path” to your site, to make your site a bigger “target” Your Competitors Your Competitors
    14. 14. Driving traffic The big internet Your industry Your customers and prospects You Well planned steps to bring people to your site via informal means: classical marketing but also “new” marketing Brand focused car related traffic 1 2 3 Unfocused tyre related traffic Unfocused tyre related traffic Unfocused car related traffic Your Competitors Your Competitors
    15. 15. Our target Search Engine Optimization 2.0 Marketing Innovative marketing = SUCCESS You receive a bigger “hand” and you can “catch” more traffic
    16. 16. Concept > Components EscapeTV VW.BE Events Products Participation & Recruiting Videos Club Services & Tools Email Newsletter Games Events Thematic approach MUSIC SPORTS Distribution Tools Podcast Web RSS Blogs Portals SMS
    17. 17. What do you do? <ul><li>When you are faced with: </li></ul><ul><ul><li>High costs of television production budgets… </li></ul></ul><ul><ul><li>Increased advertisement regulations </li></ul></ul><ul><ul><li>Target audience that is </li></ul></ul><ul><ul><ul><li>Decreasing TV consumption… </li></ul></ul></ul><ul><ul><ul><li>More and more online </li></ul></ul></ul><ul><ul><ul><li>Wants to be entertained </li></ul></ul></ul> Bring television online but distribute it everywhere  Broadcast 24/24 not just a paid for timeslot
    18. 18. The « EscapeTV » Concept
    19. 19. The « EscapeTV » Concept <ul><li>EscapeTV is a truly innovative multimedia dialogue platform to support real life events for a car brand destined for 18/30 year olds </li></ul><ul><li>Escape is a TV show, a magazine, a channel, a community, a club, a tribe... </li></ul><ul><li>Escape is about freedom , entertainment , music, movies, cars, fun, cool stuff, culture, life . </li></ul>TV Print Video Real life events Community Web PodCast ESCAPETV.BE
    20. 20. Concept > Top level view Experience Distribution Services Multimedia magazine to support real life events for VW brand <ul><li>Distribution via </li></ul><ul><li>web </li></ul><ul><li>dvd’s </li></ul><ul><li>nightshops, </li></ul><ul><li>podcasts, pspcast, </li></ul><ul><li>Streaming </li></ul><ul><li>GSM, </li></ul><ul><li>Blogs </li></ul><ul><li>… . </li></ul><ul><li>Dialogue services </li></ul><ul><li>- Interaction </li></ul><ul><li>- Voting </li></ul><ul><li>- Influencing </li></ul><ul><li>Contribution </li></ul><ul><li>Progressive registration model </li></ul>
    21. 21. Blended media
    22. 22. Blended media
    23. 23. Concept > Content delivery Sports Music Family Episode 1 Episode 2 Episode … Episode N Your interests Your preferred content formats Streaming Mobile phone Magazine, flyers Newsletter SMS Website iPod
    24. 24. Communication Plan Media Time Offline Online Flyers Press Relations Podcast, Webcast Streamed WebTV VideoClubs DVD Magazines Agenda Portals Posters Dealers Showrooms Clubs Calendar REAL LIVE EVENTS Emails VW Clubs E-Zines Concours Forums Target Audience
    25. 25. Just in time & First in Belgium/EU/… Extracts from Hugues Rey (FastBridge) ACE Presentation
    26. 26. Changing times <ul><ul><li>“ Technology and the digital medium are allowing this to happen. </li></ul></ul><ul><ul><li>The benefit from the advertiser's standpoint is the level of interaction with the brand. </li></ul></ul><ul><ul><li>It's becoming part of your life.” </li></ul></ul><ul><li>(John Rich, Interactive Creative Director at TM) </li></ul>
    27. 27. Is our target ready to consume Video on Internet YES They are - are you?
    28. 28. Yes, but is Belgium ready too? New ways to consume the TV- news A simple search on VRT in Belgium gives the following results
    29. 29. What makes Belgium ideal? The highest penetration of broadband in Europe, even more so with target audience
    30. 30. How do they connect? Broadband (well established) vs wireless (fast rising)
    31. 31. Do Escape TV match TV consumption? Yes
    32. 32. The Past Multi-Mania 2007 Presentation
    33. 33. Last year we promised you jobs in our casting contest LIVE Reveal Rumour Casting Last year
    34. 34. Remember?
    35. 35. Finalists and winners Close but no cigar! The winners The FR beauty The NL beauties boys
    36. 36. The Present Multi-Mania 2007 Presentation
    37. 37. http://www.vwescapetv.be
    38. 38. Why Adobe? <ul><li>Rich Internet Applications </li></ul><ul><li>Flash Player client is a standard browser plug-in </li></ul><ul><li>Flash .swf data is passed over http </li></ul><ul><li>Flash Remoting provides an optimized connection between the Flash client and the Application Server </li></ul>Internet Server Side Database & Integration Client Side DB Application Server Web Server Browser .html .cfm .swf .xml Flash Client Flash Remoting
    39. 39. Rich Interactive Architecture Web Server Comm Server Application Server internet Interactivity Community Site Games Interactive chat Video streaming Registrations Contribution Branding Mail Server
    40. 40. Adobe Architecture internet DB Server ColdFusionMX Server Web Server FlashComm Server Flash MX NetConnection NetServices Flash remoting
    41. 41. Products Used <ul><li>Adobe </li></ul><ul><li>Flash Player 8 </li></ul><ul><li>Flash Communication Server 1.5 </li></ul><ul><li>Flash Remoting </li></ul><ul><li>ColdFusion </li></ul><ul><li>Dreamweaver </li></ul><ul><li>Others </li></ul><ul><li>IIS 5.0 </li></ul><ul><li>SQL Server 2000 </li></ul><ul><li>FFMpeg </li></ul><ul><li>Webtrends </li></ul>
    42. 42. The Appreciation Multi-Mania 2007 Presentation
    43. 43. Some awards won
    44. 44. Paper magazines talking about their e-competitor 
    45. 45. Newspaper Headlines
    46. 46. The Future Multi-Mania 2007 Presentation
    47. 47. One tiny problem surfaced… A click too far to spontaneously interact…
    48. 48. Wish list for 2007 blog!  full screen video  more rss games prizes SEX!
    49. 49. VW Escape 2.0 > New look
    50. 50. VW Escape 2.0 > New features > Flash 9
    51. 51. VW Escape 2.0 > New features > Cool Contests
    52. 52. VW Escape 2.0 > New features > Integrated blog
    53. 53. VW Escape 2.0 > New features > RSS Sub Feeds
    54. 54. Now what? Multi-Mania 2007 Presentation
    55. 55. Action
    56. 56. We want you! <ul><li>Sexy jobs </li></ul><ul><li>(Senior) Flash Designers </li></ul><ul><li>(Senior) Web Designers </li></ul><ul><li>Web integrators </li></ul><ul><li>Web developers </li></ul><ul><li>Creative Consultant </li></ul><ul><li>Information Architect and Usability Consultant </li></ul><ul><li>Boring jobs ;) </li></ul><ul><li>Project Managers </li></ul><ul><li>Sales Managers </li></ul><ul><li>… </li></ul>
    57. 57. Motives to join the Emakina team “ Ik geloof dat Emakina de top is in België qua design en ontwerp van websites en ik zou graag deel uitmaken van zo'n succesteam.” “ Because you are the King in web agencies in Belgium” “ Your list of clients including great names such as Proximus, Accenture, Coca-Cola… Audi has incited me to apply immediately.” &quot;Emakina is a solid company with a clean, professional profile. Its' methodologies are sound, and I share the company values. The work is innovative, beautiful and meets its directives. It would be an honor to work with such a talented team.&quot; «  Connu comme un acteur important de l'e-business en Belgique, Emakina possède une multitude de clients ayant chacun des challenges bien spécifiques à relever. Cette diversité apporte une stimulation, des échanges d'idées qui ne peuvent qu'améliorer la créativité. »
    58. 58. Emakina is well known on market «  Evoluer au sein d'une structure, d'une organisation professionnel et ce avec un esprit d'équipe. » “ Werken bij Emakina is ook groeien naar de toekomst aangezien er een mogelijkheid is voor constante bijscholing.” I used to dream about making this stuff. At Emakina, I could get the chance to build it. That's pretty great! Approfondir mon expérience au service d'une des plus grandes société de WebDesign de Belgique. Emakina provides the right atmosphere to nurture ones growth both in technology as well as in mind.
    59. 59. More Fun «  Le désir de travailler pour une société qui a fait ses preuves sur le marché de l'Internet. » Approfondir mon expérience au service d'une des plus grandes société de WebDesign de Belgique. The variety of customers and of projects, the need to learn, the need to grow and to work with motivated teams, and a million other reasons! “ I want to put a ding in the universe.” A FRIEND TOLD ME ABOUT THE SITE, I FOUND IT INTERESTING. I KNOW EMAKINA WILL HELP ME GET A JOB!
    60. 60. http://www.emakina.com/jobs/ Multi-Mania 2007 Presentation