Blackmores presentation
•Download as PPTX, PDF•
0 likes•504 views
The document discusses an online viral video campaign by the Australia Sports Commission to promote their training programs and online assessment tool. The video featured a "cocky Pom" poking fun at young Australians and questioning if they had what it takes to win gold at the 2012 Olympics in London. The viral video was a massive success, generating over $4 million in free media coverage across TV, newspapers, and websites in Australia and abroad. It drove over 400,000 hits to the Australia Sports Commission website within 3 days.
Recommended
More Related Content
Similar to Blackmores presentation
Similar to Blackmores presentation (20)
More from Kevin Ferry
Blackmores presentation
- 1. mis·con·cep·tion n.Amistaken thought, idea, or notion
- 2. I NEED a TV ad to get mass reach and a big budget
- 3. FALSE
- 5. I NEED a promo or an online tool to get interaction
- 6. FALSE
- 7. Australia Sports Commission – Viral Objectives: Bring attention to young Australian’s that the Australia Sports Commission have training programs and a support centre they can visit they also wanted to highlight their online assessment tool and get take up and hopefully uncover Australia’s next Olympic champion. Idea: Play to the rivalry between Australia and England by sending a personalised message of ‘support’. We used a cocky Pom that poked fun at these young Australia’s and suggested in his most charming way they ‘aven’t got what it takes to win gold at the London 2012 Olympics.
- 8. Australia Sports Commission – Viral Results: The results was staggering in 8 days the viral generated over $4 million dollars of prime time media coverage here and abroad appearing on all the TV breakfast shows from Channel 10 to Sky Sports. It appeared on the BBC in the UK, and had major coverage in all national newspapers from the SMH to The Telegraph, and from the UK featured in The Times, The Mirror and The Sun. The ASC site had over 400,000 hits within 3 days (This doesn’t include any uploads on various YouTube sites which generated another 30,000 hits. It featured on 50 different blogs, sports discussion boards and even had MP’s here and in the UK discussing the viral. First Gold for Aussie AussieAussie . http://www.youtube.com/user/kevincferry#p/u/19/0vSOn_HhKZo
- 9. TRUE Integration and what it REALLY means
Editor's Notes
- Points Would be good but not a deal breaker for a successful campaign AND I’m not here to persuade one media above other they all play a part – it depends on the idea and who you want to reach and when
- Points:Extreme demos by their CEO- very watchable – which is based around the products USP – ToughBrand Association - Channel views over 5 million –Interaction - upload videos just under 114,000,000 – subscribers 279,000 –Fan page 34,500On David Letterman where they spend 5 minutes demo how tough it isVery simple studio set up without a huge $ investment
- POINTAgain helps a campaign but doesn’t live or die on these two components
- Points:It’s not matching luggage or print ads in banner adsOther examples – Nike, BurgerKing do it well
- POINTS: Great Example of Integration Freddo Frog – The TV campaign was all based around the website and the interactions pushed to the website- Massive Brand recognition well after the 30 sec Great touch points after the TV aired and average spend onsite is 15 minutes and 1 rego a minute Different experts working seamlessly from one media to the next The TV almost becomes viral without intending to do
- Brand entertainment channel for Freddo. The Adventures of Freddo represents over 70 minutes of animated storytelling, and 100 fun games and activities.Kids can customise an avatar and a tree hut to share with friends. building safe, engaging communities that stay exciting long after the animated adventure is over. Very smart marketing
- FINAL THOUGHTPOINT:Working together goes hand in hand with today’s consumer – the same should apply to marketing and comms agencies