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Polar Ice Case Study

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Phil Barrett
Phil Barrett

Case study presented at Open Dialogue's third annual social media conference on how Polar Ice Vodka echoed through social media

Technology
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Case Study: How Polar Ice Vodka Echoed through Social Media to Reach Fun Seekers Feb 25 / 2010
What we’ll cover today ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
About Me ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],SmartIdeas TM BSTREET is a marketing communications agency dedicated to creating for your brand.
 
About Polar Ice Vodka ,[object Object],[object Object],[object Object],[object Object]
Background ,[object Object],[object Object],[object Object],[object Object]
Our Digital Task ,[object Object],[object Object],[object Object],[object Object]
 
Finding the right Digital Mix
BSTREET Media Mix Philosophy (from last year)
 
Twitter – Content Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Extending to facebook ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Other Vodkas on Facebook ,[object Object],[object Object],[object Object]
Social Media Summary ,[object Object],[object Object],[object Object]
Website ,[object Object]
Our Inspiration
Lessons learned from Skittles ,[object Object],[object Object],[object Object],[object Object]
More Inspiration
The Smart Idea: Syndication vs Stickiness ,[object Object],[object Object],[object Object],[object Object]
Make the PIV Experience Social ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Other features ,[object Object],[object Object],[object Object]
 
LIVE DEMO
Other results
 
Key Insights ,[object Object],[object Object],[object Object],[object Object],[object Object]
BSTREET Media Mix Philosophy (Updated Jan 2010)
WHAT’S NEXT (live demo)
QUESTIONS?

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Polar Ice Case Study

Editor's Notes

  1. WHAT WE DO; BSTREET Communications is a SmartIdeas company. Most brands will tell you to be effective they need a Big Idea – something out of the box, BSTREET believes what they really need is a Smart Idea
  2. We work with great Fortune 1000 brands in both the Canadian and UK market
  3. Created “Mia” – the voice of Polar Ice Vodka on twitter (@mia_at_polarice) Voice was extension of brand values and representative of target market Frequent replies and interactions with fans Over 2,100 followers
  4. Engage the fun seeker where they are mostly easily found Leverage content plan from twitter to facebook Social Ads to raise page and promotion awareness - Over 30 million impressions on the Ad
  5. Inspired by the boldness of the Skittles launch last year, but we didn’t want to lose control of the brand like they did and we wanted to make the experience two-way so that we could maintain buzz beyond the initial PR of the launch. 
  6. Also inspired by the interactivity of twistori that allows you to change tweet stream by clicking on keywords
  7. First true integration of tweet stream into brand website User controlled content Built-in intelligence to ensure brand retained control Generated buzz & PR over innovative approach