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The document describes an innovative mobile engagement solution called intARact that allows television viewers to interact with brands by capturing logos on TV screens using their mobile cameras. This provides dialog between brands and consumers and higher returns on investment for sponsors. In a test with a program reaching 500,000+ viewers, the solution generated over 5,000 interactions lasting an average of 6 minutes each at a cost less than 5% of traditional activations per user.
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Revu is a digital marketing agency that connects advertisers with influencers through its Revu Platform. The platform allows for mass production of influencer campaigns with low budgets. Revu also offers premium full-service campaigns through Revu Premium. This includes strategy, content creation, implementation, and analysis. Case studies showed Revu running successful campaigns for clients across industries in Vietnam, utilizing different influencer types and content formats on multiple social media platforms. Revu has worked with over 1,000 clients and 2,000 campaigns to date.
Euro car parts
Euro Car Parts wants to grow its digital presence to increase sales from £250M to £300M annually. It will position itself as a content brand, providing solutions for customers' automotive needs. The strategy involves building communities on social media, increasing online transactions, and using digital and mobile to extend Euro Car Parts' customer service. Performance will be monitored monthly through tracking, checking goals and conversions, and measuring key indicators to allow for recommendations.
Flumotion 360 WebTV: Maximum Content Monetization
The document discusses Flumotion's WebTV technology and services. It provides an agenda covering industry challenges, benefits of the technology, benefits of WebTV, user experience, and 360 WebTV offerings. Key benefits highlighted include supporting delivery across multiple channels and devices, customization, and helping clients focus on core business while Flumotion handles streaming. The technology also allows for increased viewership, monetization of content, and creation of loyal audiences and communities through online video. User experience features discussed include interface design, various advertising formats, and functionality across devices. Finally, 360 WebTV service tiers are presented ranging from basic video players to full-featured media back office solutions.
Ventuno - A Leading Video Ecosystem
Ventuno provides technology, media and studio solutions for publishers, advertisers and content creators on the internet. For more information on our products please visit http://www.ventunotech.com/en/
Multi platform presentation
Media convergence signals the union of various electronic media platforms into an interactive multi-platform. Convergence allows media outlets to share resources and content across television, radio, and internet platforms. This increases visibility for each media organization and the credibility of their content. It also enables cross-promotion opportunities between platforms to extend brands and audiences. Revenue from a converged multi-platform comes from advertising, interactive content and transactions, as well as sponsorship and branding opportunities.
Keep your audience and increase revenues with second screen applications
We will address one of the most innovative strategies to be implemented by content producers and distributors to address the challenges the TV market faces. Current solutions such as catch-up TV, VOD are useful steps for a more complete strategy. Because, viewers’ habits continue changing from well-known non-linear consumption to brand new multitasking, TV actors lag behind while loosing revenues. Second screen applications transform these threats into advantages, and are the catalyst of the synergies between all the medias and devices TV works on. As the utmost embodiment of global strategies, second screen applications are the corner piece of future strategies as well as survival.
They will become so because they provide viewers with additional enhanced synchronized information, give them power and create new revenues. After reading the complete study of the second screen applications you will understand how they help you keep your audience and both increase existing and create new revenues. Designing applications is difficult as they are key for future development and encompass many features. This is why you will have an exhaustive list of the KSFs to ensure during the 3-6 months development phase of applications. This list has been approved and completed by the French cutting edge actors of cross-media, TV and second screen markets.
In this paper you will also find out how second screen applications make your business model stronger by highly improving your revenue model, through turning the majority of your costly activities into the newly profitable value sources. You will know who are your key partners, how to deliver the most value, by making the most out of cross sales, and bringing product placement to a new level.
Finally, this paper is key to all TV actors investing in business development, their Facebook and Twitter counterparts, as well as venture capitalists and entrepreneurs.
Master thesis written on April 2013 - Edhec Business School
MSc Entrepreneurship.
Don't hesitate to contact me, email on the last slide
Master Thesis
Aurélien Cazes
Digital Storytelling Through Crowdsourced Video
By Bruno Pellegrini, Userfarm. Presented at Crowdsourcing Week Europe 2014. Join us at the next event: http://crowdsourcingweek.com/
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Star TV - Mini Channel on Mobile
Star TV wanted to promote its new shows airing on channels like Star Plus and Star World. It used the location-based mobile solution Buzz to deliver exclusive trailers and promos of upcoming shows to audiences' phones. Buzz hotspots in over 2000 locations across 18 cities provided content from Star's prime channels. The campaign exceeded expectations with over 330,000 engagements in a month and 25% repeat users, demonstrating interest in the mobile content. Buzz allowed Star to measurably engage users in a way not possible through other media.
Chennai Express
The document discusses a case study of the movie Chennai Express' promotional campaign. The film team sought to generate hype for the upcoming movie starring Shah Rukh Khan through unconventional promotions. They partnered with BUZZ to release exclusive movie posters and content at malls and other busy locations. This allowed over 20 million engagements with fans accessing wallpapers and sharing on social media. The campaign was especially successful at Café Coffee Day locations, connecting fans to the movie prior to its release.
Samsung Galaxy Note II
Samsung launched the Galaxy Note II smartphone with an innovative stylus called the S-Pen. To demonstrate the phone's unique features, Samsung created print ads that were enabled with Point technology. This allowed readers to interact with their mobile devices to view a 360-degree view of the phone, try the S-Pen features, and share their experience on social media. Over 3 million engagements were recorded from the ads, with 50% of users exploring the phone's 360-degree view and over half of engagers being new to the app. The campaign successfully drove interest in the new phone's features through an interactive mobile experience attached to traditional print ads.
Satyamev Jayate
The document discusses a case study for the Satyamev Jayate talk show in India. The show aimed to generate interest and discussion around social issues. To promote the premiere, the print ad was augmented using Point technology to allow readers to engage with promotional videos and set reminders for the show through their mobile phones. This campaign engaged over 5,000 users in a single day and 53% set reminders, showing generated interest. It also reached a wide audience by supporting many phone models.
Saffola Healthy Heart
The document summarizes a campaign by Saffola to create awareness about heart health through print ads that prompted users to engage with mobile content. The print ads directed users to use their phone's intARact feature, which played a video wishing them a happy birthday and healthier heart. It also included a heart age calculator. This mobile extension generated over 1 lakh website visits and 14k submissions. Most users were males between 26-50 years old. The campaign effectively used mobile to enhance the impact of traditional print advertising and encourage people to pledge to healthier hearts.
Reliance Trends - Virtual Tee Fest
Reliance Trends launched a campaign to promote their spring collection of t-shirts using virtual wear engagement. Users could capture print ads with their mobile camera to access an interactive virtual trial room on their phone where they could try on and compare different designs. This provided 50,000 sqm of virtual trial space at 10% more cost than print alone. 68% of users also accessed offers and store locations. The campaign increased social media impressions by 200% and extended the brand's reach. Reliance gained insights into popular designs and customer demographics. The success demonstrated how print ads can become interactive virtual experiences.
Pond's Let's Pink
Pond's launched a breast cancer awareness campaign called "Let's Pink" to promote awareness through their CSR initiative. They used a front page newspaper ad that consumers could scan with their phone to access additional interactive content like a self-exam video and doctor locator. This transformed the print ad into a digital experience. The campaign engaged over 10,000 people and drove 58% to watch the educational video, achieving Pond's goals of raising awareness and strengthening their consumer relationships through an innovative digital-print integration.
Outlook Cover Page Augmentaion
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Nissan Evalia
Nissan wanted to promote its new vehicle, the Nissan Evalia, through an interactive digital campaign. The campaign allowed users to access a 360 degree view of the car, ringtones, website access, pricing information and test drive booking by scanning a logo on print ads using their mobile phones. Over 14 lakh engagement seconds were recorded and 42% of consumers viewed the car through the 360 degree experience. The campaign successfully delivered experiential marketing benefits through traditional media and achieved both brand building and response generation.
Hyundai Case Studies
Hyundai launched new models Verna and EON in India to enter new segments. Verna was offered at varying price points through different engine options. A mobile campaign was created to promote Verna and EON, providing information and videos to users through widgets accessed via print ads. The campaign achieved over 26,000 engagements and high website and video viewing rates. It successfully reached the target audience and generated brand awareness and sales leads in a cost-effective manner.
Ford India Case Study
Ford India was established in 1995 and manufactures vehicles in India. It launched the Ford Figo and Endeavour targeting the Indian market. Ford invested in print media but found it lacked interactivity. It augmented print ads to provide engaging mobile content like videos to users, creating a more personal experience. This witnessed over 48,000 interactions and 80% of users accessed additional information. It was the first time static ads were converted into interactive engagement generating more value and deeper audience connections.
Vikram Hospitals - Augmenting Advertorials
Vikram Hospitals planned a series of print advertorials to create awareness about treatments for various ailments. They augmented the advertorials to provide deeper insights and information that readers could access using an image recognition app. This allowed readers to learn symptoms, treatments, patient testimonials and details about procedures from their mobile devices. It delivered a higher impact than other integrations by giving readers access to doctor contacts and building confidence in Vikram Hospital's ability to treat patients beyond typical care.
Big Bazaar
Big Bazaar, an Indian hypermarket chain, wanted to promote a public holiday sale using innovative digital methods. They augmented a print ad with a code prompting users to engage via mobile to access sale details, participate in contests to win vouchers, and watch promotional videos. Over 11,000 engagements occurred, exceeding other media outreach. The interactive ad informed customers of offers to help drive store foot traffic during the special sale.
Times Property - Home affairs
Times Property organized a two-day real estate expo called Home Affairs to showcase properties from over 40 developers. They wanted to promote the expo and drive more visitors to properties. Their solution was a mobile app that allowed users to scan real estate ads from the newspaper to view videos and details of properties, compare options, and contact realtors. On the first day, 23 ads were scanned over 28,500 times for a total of 3,000 hours of virtual property tours. 20% of users who engaged contacted realtors. The campaign was highly successful in marketing properties.
Loius Philippe
Louis Philippe, a luxury brand, wanted to drive readers of its print ads for its autumn/winter collection to visit stores. It augmented the print ads to include a mobile experience where users could watch a video about the brand and locate the nearest store by map, call, or email from their phone. This mobile solution drove over 53% of users who watched the video to find a nearby store, engaged 97% of users who were new to the brand, and achieved high engagement levels, demonstrating the success of using mobile to generate interest and in-store visits.
RCB @ IPL 5
Royal Challengers Bangalore wanted to leverage the Indian Premier League cricket tournament to increase brand awareness and connect with fans. They created a mobile app that allowed fans at the stadium to upload photos, participate in discussions and quizzes, and view live highlights - creating an exclusive digital experience. Only those at the stadium could post, but others could view posts on social media, giving fans a way to share their experience. This highly engaged fans at the matches, with over 50,000 recorded interactions, far more than social media for the same games. The app succeeded in building brand loyalty and new fan engagement behaviors.
Louise Philippe - Driving Walk-ins
Louis Philippe, an apparel brand, wanted to increase foot traffic during an end-of-season sale. They deployed a mobile advertising campaign on Buzz that delivered coupons for an additional 5% discount to consumers within 1 km of Louis Philippe stores. Over 41,000 engagements occurred in just 4 days, and 41% of users who received coupons redeemed them, spending an average of Rs. 4,000 each. The campaign resulted in Rs. 20.5 lakh in sales from coupon redemptions, outperforming other marketing channels.
10 million ears refreshed
Coca Cola launched Coke Studio, a music fusion show, to create brand awareness and a unique experience. Though the campaign was not well integrated with points of consumption, integrating it could have strengthened brand connections. The solution involved prompting consumers at Coke partner locations to download wallpapers, videos and audio from Coke Studio on their phones, with customized content for different phones. This ensured high reach and engagement at zero cost. Regularly updating the content catalogue kept consumers returning for fresh content and engaging more with the brand in a positive cycle. Results included over 10 million downloads, each user engaging with an average of 4 pieces of content, and 45% of consumers returning looking for more Coke Studio content.
Coke Open Happiness
Coca Cola launched Coke Open Happiness Season 2 to provide music, sports, and entertainment content to consumers for free at malls and recreation areas on their mobile phones. The campaign allowed users to download wallpapers, videos, and music from Coke Studio Season 1 and sporting events. Over 10 million people engaged with the content, with each user interacting with an average of 7 pieces. The integration of social media increased brand awareness and the number of people experiencing the content on mobile exceeded other media. The campaign demonstrated how brands can leverage mobile entertainment to connect with consumers.
Buzz Case Studies
The document describes several marketing campaigns that used Bluetooth beacon technology (called "BluFi") to deliver mobile content and engage customers. The campaigns included promoting ICICI Bank's mobile app at branches, delivering coffee shop menus to mobile phones to save paper, providing sports drink samples and running tips at a marathon expo, and giving real-time cricket updates to fans at a stadium to promote the Royal Challengers team. The campaigns achieved high engagement rates and downloads, demonstrating the effectiveness of Bluetooth for interactive and location-based mobile marketing.
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Clear
- 1. " TV viewing would never be the same"
- 2. Challenge: To provide an innovative & interactive engagement to television audience and achieve higher ROI. Solution: Make the consumers use their mobile camera to capture the TV screens running brand sponsored program to initiate dialogue with the brand
- 3. intARact - The flow Capturing the logo from a mobile application Access to interesting engagements through a single download (multiple channels, multiple brands and engagements)
- 4. Sample engagement Details of the award Brand videos Social media connect Background videos and additional content Exclusive and timely content ensured user uptake
- 5. Viewer education on Television Ticker on TV – educating the viewers on possible engagement and take away
- 7. Each interaction lasted for an average of 6 minutes