The document discusses various digital marketing strategies used in campaigns, particularly focusing on storytelling and multimedia integration for events like Expo Milano. It highlights interactive experiences such as location-based apps and social media contests to engage audiences and promote brands effectively. Additionally, it showcases specific case studies, including the promotional efforts by Coca-Cola for the film 'Mission: Impossible – Ghost Protocol' leveraging gamification and secret missions to enhance consumer engagement.

1. Digital experience
per Expo
Milano, 19 giugno 2014. Pietro Sansone.
pietro.sansone@livextension.com

2. Campagne integrate basate su
storytelling
2
Campagne multi-media (blog, sito web, web film,
spot, serie tv, musica, eventi, ecc.)

3. Digital “external”
3
Sito web o web blog ad
hoc per raccontare
l’evento dal proprio
punto di vista

4. Digital “internal”
http://www.e015.expo2015.org
http://www.expo2015.org/partnership

5. Mobile app

9. Location based services
9
Contenuti speciali, iniziative
promozionali, specials, concorsi
da creare in collaborazione su
LBS quali Foursquare,
Facebook Places, Scvngr

10. Foursquare Ads
10

11. Swarm
11
http://www.clickz.com/clickz/column/234687

12. SCVNGR challenges
12

13. Facebook-to-reality
13
http://www.youtube.com/watch?v=ly5cdIRzYD4

14. Facebook-to-reality
14
Una Mini Countryman
è parcheggiata in
discesa e attaccata a
una corda, nel
parcheggio del
Motorshow di
Bruxelles. Chi diventa
fan di Mini su
Facebook ha una
possibilità di indirizzare
(per davvero) una
fiamma sulla corda.
Chi riesce a
bruciare la corda, si
porta a casa la
Mini. Un bel modo di
guadagnare fan su
Facebook e di far
parlare di sé.

15. Twitter-to-reality
15

16. Treasure hunt in mobile app
16
http://www.youtube.com/watch?v=WMWu1h_6OfE

17. Treasure hunt in Google Maps
17
http://www.youtube.com/watch?v=07z0J-hU9mc

18. Anche Fiat, nel 2006!
18

19. 3d digital projection
19

20. Projection + gaming
In true Eristoff spirit Design is Dead delivered the animation for an amazing interactive game for young
nightwolves. With a strong emphasis on visual performance, the game (created by Famous and their partners)
was based on interactive architecture mapping. In short: Design is Dead created stunning 3D graphics and
animation that maintained the client's visual identity within this game of light and sound. It turned out to be
not just attractive and very cool, but also incredibly fun to play - even on a busy and halflit town square!
http://vimeo.com/53003284
20

21. Mobile app / collection & augmented
reality
21

22. Augmented reality + gesture recognition
22

24. Instagram contests

26. ©LX 26
Instagram co-creation

27. Twitter + location
La sfida
 Promuovere il nuovo telefono LG Optimus L
Series nel Regno Unito con un'esperienza
coinvolgente e divertente
 Lancio della caccia al tesoro via Twitter
@LGTicketHunter per vincere biglietti
esclusivi per i concerti di Watch the Throne e
One Direction
Soluzione
 Lancio del Promoted Trend
#LGTicketHunter.
 Generazione di traffico su un minisito con
una mappa della Gran Bretagna. Ogni tweet
“migliorava” lo zoom sulla mappa, fino a
rivelare il luogo segreto dello street team @
LGTicketHunter
 La prima persona in grado di raggiungere il
team si aggiudicava i biglietti
 In 5 giorni #LGTicketHunter ha generato
50,773 tweet e oltre 20 milioni di impression

28. Pinterest game
http://blog.firstchoice.co.uk/conflict-of-pinterest-infographic/#/map

29. Pinterest + cause related mktg

31. Pinterest board: Olympic projects
Board
Pinterest
dedicata a
progetti di
giochi e
attività per
bambini a
tema
“olimpico”

32. http://www.youtube.com/watch?v=5l4D2tn_-kQ
Facial recognition
http://www.youtube.com/watch?v=sLOxUVvcjwE

35. iBeacon
http://www.youtube.com/watch?v=c3h0eKGfUfI
http://vimeo.com/83270004

37. Coca-Cola: Make It Possible
Digital – CocaColaZero.com/Mission
In an effort to provide consumers with a dynamic pre-release experience of Mission: Impossible –
Ghost Protocol, the Coke Zero team collaborated with the studio and filmmakers to create
www.CokeZero.com/Mission. Visitors to the site will join the IMF (Impossible Mission Force) and
complete an escalating series of missions in order to attain agent-level access to special content and
exclusive film assets. Visitors to CokeZero.com/Mission will be able to access exclusive Mission:
Impossible – Ghost Protocol imagery, scenes, wallpapers, behind-the-scenes footage and interviews.
SCVNGR Mobile Application
Coke Zero is teaming up with SCVNGR, a social
gaming platform for mobile phones, to promote the
partnership. Players can download SCVNGR for
iPhone1, iPod Touch2 or Android3 and start playing
the location-based game at select movie theaters and
convenience stores across the United States. Akin to
the desktop game-play offered at
CokeZero.com/Mission, SCVNGR players will be
secret agents in a real-life game, participating in spy-
themed missions. The stakes are high for fans as they
complete fun challenges, earn points and unlock
chances to win rewards like exclusive film collateral,
passes to pre-screenings, premiere tickets, and Coke
Zero products.
“As we get closer to the movie release we will be
rolling out additional elements of the program to
further excite fans of the franchise and fans of the
brand,” York commented.
http://www.theglobeandmail.com/globe-investor/news-sources/?
date=20111019&archive=bwire&slug=20111019006109

38. Pietro Sansone
LiveXtension
pietro.sansone@livextension.com
Via Quaranta 40, 20141 Milano
Tel. +39 02 52.505.1
Fax +39 02 36598402
Grazie