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Que Pasa Creds Overview May 2010


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Short overview of Que Pasa including capabilities, case studies and testimonials.

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Que Pasa Creds Overview May 2010

  1. 1. QUE PASA COMMUNICATIONS engaging digital experiences Overview & Case Studies, May 2010
  2. 2. Que Pasa is a digital agency that plans, creates and delivers branded content and apps across web, mobile, social and broadcast platforms. We have been trading since 2000 and have substantial expertise in using new media technologies to deliver engaging brand communications. Our team comprises highly experienced planners, producers and creatives whose CVs include work with major UK media and consumer brands.
  3. 3. Media consumption is greater than ever, but it’s happening in more ways and places than ever. Consumers are increasingly hard to reach as they snack on content, avoid traditional advertising and move rapidly between multiple media touchpoints. At Que Pasa, we believe that to communicate effectively, brands need to engage across different channels whilst recognising the unique strengths of each. We are passionate about the opportunities that digital and interactive platforms offer. Most importantly, we believe that real engagement can only be achieved by creating credible content and inviting consumers to participate in it, share it, comment on it and add to it.
  4. 4. • Planning: development of communications strategies that use engaging content and interactive tools to create brand impact and drive consumer response • Design & Build: from simple advertising formats for web and mobile, up to full site look, feel, and user experience, as well as motion graphics for AV content • Editorial Content: bespoke news, reviews, interviews and features across areas including music, film and TV, sport, fashion, celebrity and male / female lifestyle • Video: development, production and post-production of original video programming created for web, mobile, broadcast and on-demand platforms • Social Media: content seeding and integration with social networking sites and tools; creation and management of UGC channels, competitions, quizzes and polls • Content Management: complete editorial management of web and mobile sites including CMS and feed integration, scheduling, deck management and content updates • Mobile: SMS & MMS messaging and mobile internet site build / hosting on our Mobrool platform
  5. 5. BACKGROUND Bedroom Jam is a competition for young, emerging and unsigned artists at the indie / rock end of the musical spectrum; winning bands get the opportunity to tour with name acts and appear at major UK music festivals; the overall winner will cut an album at Red Bull’s own recording studios. THE WORK This is a major project involving all of the skill sets within Que Pasa, including: • website design / build / hosting • video production and live streaming from bands’ bedrooms • social media outreach and content seeding INITIAL RESULTS (FIRST 8 WEEKS OF 12-MONTH CAMPAIGN): SMASHED PREVIOUS YEARS’ RECORDS! Unique Users: 60,000+ | Videos watched: 270,000+ | Votes: 40,000+ | User blog comments: 18,000+
  6. 6. BACKGROUND Now In its sixth year, Road to V is a competition for unsigned bands to win a slot to open the V festival. Viewers follow the progress of the finalists as they compete to win the admiration of established artist ‘mentors’ and of the voting public. THE WORK Que Pasa was briefed to raise the profile of Road to V across Virgin’s TV, on-demand , web and mobile platforms. Working with both the unsigned bands and the artist mentors, we developed, shot and produced a six part series for cross- platform broadcast , with exclusive versions available for each platform. We shot live performances and also produced a standalone 30-minute highlights show for Virgin 1 and a reversion of the entire series for Virgin Atlantic in-flight TV. RESULTS For the first time ever, viewing figures showed a growth trend throughout the series. Viewers exceeded one million and the client’s target of 10,000 registered users was smashed, with 50,000 sign-ups.
  7. 7. BACKGROUND Pocket TV was a series of Sony Ericsson-branded music shows consisting of presenter-led features, interviews and acoustic performances. It ran for 13 weeks during summer 2009, with weekly video episodes published on a branded YouTube channel and a bespoke mobile site. THE WORK Que Pasa was briefed to plan, create and deliver a mobile route to market. We provided full site design, build and hosting, ingested and encoded 5 videos per week, created supporting editorial content and incorporated eCRM and social media tools such as personalised viral mechanisms and integration with Twitter. RESULTS 30% of users signed up for alerts or sent viral content to friends. Pocket TV received very favourable reviews, e.g.
  8. 8. BACKGROUND The Camden Crawl takes place each April over one weekend in Camden, with 15,000 gig-goers vying to see over 200 bands play at 20 venues in and around NW1. Que Pasa worked directly with the organisers in both 2008 and 2009 and continues to work with this client, currently planning for 2010. THE WORK Que Pasa created an interactive and content-rich festival guide that would reside on mobile, giving each gig-goer a unique resource in their pockets. The guide was designed, built and hosted on our Mobrool platform and contained line-up, artist and venue information, breaking news, practical resources such as travel and transport, and – in an absolute first for this sort of activity – AV content which we filmed at the festival using video teams on the ground. Interviews with artists including The Enemy and Florence & the Machine were uploaded from the event, along with editorial reviews of band sets, as they happened. RESULTS In 2008, Que Pasa won ‘Best Mobile Marketing Campaign’ for Camden Crawl at the BT Digital Music Awards. In 2009, we generated nearly 100,000 mobile page impressions – a huge figure for the size of the event.
  9. 9. BACKGROUND None of the home nations qualified in the UEFA European Football Championship; Nike used this as an opportunity to promote football skills through Most Wanted : a 3-month series of training academies held across the UK. Young participants could ‘graduate’ from these and the very best were chosen to play in front of Sir Alex Ferguson and the selectors. Que Pasa developed a mobile proposition to engage aspiring young players and drive engagement around Nike’s association with British football. THE WORK We created mobile display ads to drive traffic from mobile sports inventory; the site was also accessible via Bluetooth at Power League venues nationwide. We ingested video content (training highlights and individual participants’ video diaries, plus training clips from Wayne Rooney, Joe Cole and William Gallas) and encoded and published it to the Most Wanted site, which was built and hosted in our Mobrool platform. RESULTS Our content attracted 240,000 Bluetooth downloads, 20% above target. Nike won a New Media Age Effectiveness Award, with a judge commenting that “this is yet another example of why Nike is ahead of its competitors... and puts proper budgets behind campaigns that deliver excellent return on investment.”
  10. 10. BACKGROUND My V was a branded, presenter-led show filmed at V Festival 2008 at the Chelmsford and Stafford sites. It acted as a sponsorship vehicle for headline partners Virgin Mobile and Sony Ericsson. The objective was to develop compelling programming to engage festival-goers in between bands. THE WORK Que Pasa shot and produced 14 x 3-minute shows and edited them on-site. We also designed motion graphic intro ‘stings’ incorporating the sponsors’ logos. The shows were broadcast on the Jumbotron screens next to the main stage, before each live act. RESULTS An audience of 200,000 watched the shows, which the Virgin client described as “a fast-paced and entertaining series... that was on-brand, unique and engaging.”
  11. 11. Que Pasa went above and beyond what we expected - Que Pasa did a great job of documenting the Road to V immediately understanding our objectives and applying journey. The strong narrative of the series gave viewers a creative thinking to ensure our mobile strategy worked thorough insight into the journey of an unsigned band hoping seamlessly across the entire project. We were extremely to open one of the biggest festivals in the UK. Each show had a impressed by the exclusive editorial content they created very different theme and provided great entertainment for not and by the mobile internet site which looked fantastic on only music fans but the general public alike. everyone’s handsets. Paul Shulver, Sponsorship Manager, Virgin Media Lisa Paulon, Founder & Event Director Que Pasa brought a very high level of specialist expertise to Sony Ericsson’s Pocket TV and contributed directly to its success. Their site design was stunning and their incorporation of social media tools such as viral pass-on mechanics, integration with Twitter, and alerts that notified users when content was updated, really helped drive credibility with a young, music-loving audience. They handled video encoding smoothly and created multiple formats allowing for maximum reach. We could always rely on Que Pasa to push through site updates on time and to respond rapidly, effectively and professionally to any requests from Iris. Charlotte Soussan, Brand Entertainment Director, Iris Experience
  12. 12. Que Pasa Communications Ltd Exmouth House 3 Pine Street London EC1R 0JH 020 7278 9584 QuePasaQuePasa