Playing Together with Social Media Advertising

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Why online creative is truly a multiplayer game.

Presentation given by Panos Sambrakos at the first Greek "Jelly Talks" @ OgilvyOne Athens, June 18th 2009.

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  • But the Internet changed it all…
  • Gave 100 Social Media micro-celebs (out of 4.000 applicants) a new Ford Fiesta for 6 months ahead of it’s US launch. They’re given monthly missions. They have to report through Flickr, YouTube, Tweeter and their blogs, winning points for every report.
  • Twitter and Google Maps mash-up to promote the end of European roaming charges and allowing customers to tweet where they are going on holiday this year.
  • Facebook application that asked users to sacrifice 10 of their “facebook friends” for a free whopper! Became viral overnight, and got over 2 0 0.000 facebook friendships deleted in one week, before it was “banned” by Facebook , for privacy policy reasons.
  • Shot with a new Samsung HD camera phone , audiences were challenged to figure out an optical illusion recorded with no cuts and without special effects. After 1.000.000 views, and almost 2.000 comments, the “making of” video was released.
  • Life’s for sharing” message, showcased in reality videos. Although not original, the “T-mobile Dance” video has become a viral phenomenon and inspired imitations around the world. Its follow-up, “Sing-along” at Trafalgar Square, feels almost like a celebration of social media itself.
  • Playing Together with Social Media Advertising

    1. 1. Playing together Why online creative is truly a multiplayer game Panos Sambrakos Executive Creative Director, OgilvyOne Worldwide, Athens
    2. 2. Creative advertising used to be a romantic game for two…
    3. 3. Stella Artois: Pirate Paper Boat Agency: Mother London – 2009
    4. 4. “ Evolution of a Megaphone” Shout Listen Amplify
    5. 5. Multiplayer ads Creative ideas for the “connected agency” era.
    6. 6. Ford “Fiesta Movement” Agency: JWT & Undercurrent – 2009
    7. 7. Vodafone #ukhols Developed by Ben Marsh – 2009
    8. 8. Whopper Sacrifice Agency: Crispin Porter + Bogusky
    9. 9. Samsung “YouTube Challenge” Agency: The Viral Factory
    10. 10. T-Mobile “Flash Mobs” videos Agency: Saatchi & Saatchi
    11. 11. Thank you! www.panos.gr - panos.sambrakos@ogilvy.com - @panos

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