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goviral cannes 2011 - the long idea
The document discusses the evolution of brand presence and consumer engagement in the context of sports marketing and modern media. It highlights the significant financial investments in corporate sponsorship, particularly in sports, and the transition towards a more interactive and digital brand experience. Key examples illustrate how brands like Nike leverage storytelling and social media to amplify their reach and influence among consumers.
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goviral cannes 2011 - the long idea
- 1. The lon g idea Brands as 21st century Religion Evangelism By Mar0n Lindstrom By Jimmy Maymann
- 2. When did football get so BIG? 1966: 2006: The Mirror, then the 376 channels most popular daily knew 214 countries a piece of history when it 75.000 hours broadcast saw one. ALer England 16 page daily add ons won the world cup Its 4,2bn page views front-‐page splash proudly 125mil online views (new) announced: “A bouncing 73mil mobile pv’s (new) girl for baby Alex” 26,29bn total viewers Sources: Intelligent life, Fifa.com
- 3. A media revolu0on Channels +100k +10k +1000 +100 50-‐99 20-‐50 10-‐20 1930’s-‐1950’s 1960’s 1970’s 1980’s 1990’s 2000’s 2010’s Source: Intelligent life
- 4. Long term branding Source: IEG sponsorship group
- 5. $46,1bn $45bn Yearly spend on corporate sponsorships (2/3 is sports) $40bn $35bn $30bn $28,0bn $25bn $20bn $16,6bn $15bn $10bn $5,1bn $5bn $1,4bn Long term branding 1989 1996 2000 2004 2010 Source: IEG sponsorship group
- 6. How have brands capitalized? $11Bn Source: The Economist and Dr Peter Rohlmann
- 7. Buddha Beckham Copyright © Mar0n Lindstrom 2011
- 8. 2042 years 3300-‐40000 years 3500 years How well are brands stacking up? 1387 years 910 years 2500 years 3509 years 2509 years 126 years Copyright © Mar0n Lindstrom 2011
- 9. 2001: We have (increasingly) 15% Carl, W. J. What's All the Buzz About? nothing to talk about – well except 2011: to talk about brands… 37% Brandwashed study Copyright © Mar0n Lindstrom 2011
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- 11. We took 12 holis0c brands… Copyright © Mar0n Lindstrom 2011
- 12. …and 12 non-‐ holis0c brands Copyright © Mar0n Lindstrom 2011
- 13. ...and tested them against our faith Copyright © Mar0n Lindstrom 2011
- 14. The 10 commandments Grandeur Rituals Enemy Sensory appeal Mystery Evangelism Copyright © Mar0n Lindstrom 2011
- 15. Conscious Brand Rela0onship Drivers (MicrosoI versus Apple) Apple t Microsof Copyright © Mar0n Lindstrom 2011
- 16. Non-‐conscious Brand Rela0onship Drivers (MicrosoI versus Apple) Apple Copyright © Mar0n Lindstrom 2011
- 17. Grandeur Symbols Enemy Sensory appeal Mystery Evangelism Copyright © Mar0n Lindstrom 2011
- 18.
- 19. Staff name: IKEA’s architecture Staff email: Staff phone: philosophy 4 Northcliff Street – Sydney 2012 NSW Copyright © Mar0n Lindstrom 2011
- 20.
- 21. Is Jaws what we want to say here? Vision is about grandeur too! Remember…? Copyright © Martin Lindstrom 2010 Copyright © Mar0n Lindstrom 2011
- 22. Alfred Hitchcock’s two scripts Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
- 23. Theatre of Theatre of the mind the stage Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
- 24.
- 25. Smash Your Brand The power of owning an iconic language Copyright © Mar0n Lindstrom 2011
- 26. It all began Picture from deck in 1915… Copyright © Mar0n Lindstrom 2011
- 27. Guess who…? Copyright © Mar0n Lindstrom 2011
- 28. Wheel SilhoueQe Ear plugs Colours Eco System NavigaUon Copyright © Mar0n Lindstrom 2011
- 29. FuncUonality sound Design Icons FuncUonality sound Eco System Naming Ritual Copyright © Mar0n Lindstrom 2011
- 30.
- 31. The control …of 5 individuals Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
- 32. Copyright © Mar0n Lindstrom 2011 Copyright © Mar0n Lindstrom 2011
- 33.
- 34. ALer the respondents had The Brandwashed 49% heard about the brand during a “casual conversa0on” their ajen0on to the brand online increased with… Copyright © Mar0n Lindstrom 2011
- 35. The long idea Impact 3 months 3 months 3 months ABOVE Time BELOW Copyright © Mar0n Lindstrom 2011
- 36.
- 37. The world looks very different
- 38. From des0na0on to distribu0on 85% 85% 80% 79% 75% 75% 70% Wave 3 (2008) Wave 4 (2009) Wave 5 (2010) Visit to brand website in last 6 months! Source: UM, Wave 5 study, 2010
- 39. What has changed? Upload videos 100% Run a blog 2010: 47% 50% Produc0on: 2006: 28% 2010: 45% 0% 2006: 10% Watch video 100% 2010: 84% Visit social network Publica0on: 50% 2006: 30% 2010: 79% 0% 2006: N/A Comment & rate 100% Visit microblogs Distribu0on: 50% 2010: 65% 2006: 25% 2010: 33% 0% 2006: 0% Source: UM, Wave 5 study, 2010
- 40. A world of on demand Time spent with video content 30 hours 25 hours On demand 20 hours 15 hours 10 hours Live 5 hours broadcast 0 hours 2006-‐2010 2011-‐2016 2017-‐2022 Source: The diffusion group, 2010
- 41. From Vogue… …to Michelle Phan
- 42. Michelle Phan -‐ Ecosystem 1,6mil subscribers 650k Fans 450mil views 3-‐4k likes per post 200k Followers 2011 launch of the 99,2% rank in Twitalyzer Michellephan.com hub
- 43. How to build momentum online Distribu0on Amplifica0on Explosion
- 45. Audience is built over 0me Online presence Royal wedding Welcome back Sing along Dance Jan-‐Apr 2009 Apr-‐Oct 2009 Nov10 – Feb11 Apr 2011
- 46. T-‐mobile: Life’s for sharing CollaboraUve and social content to generate publicity • Over 100 million total views on Youtube, support with TV/Outdoor as celebra0on • A total of +900 videos published over the last 3 years • 52% increase in sales YOY • Massive mainstream media ajen0on in the UK • Shared on over 2500 blogs *Source: The Ambient Advert 0tled 'Dance' Case Study by Mediacom
- 47. TV Awareness Display 15% (Push) Outdoor 85% (Ongoing) Interest AcUon Loyalty A deeper communica0on
- 48. 'We're not in the business of keeping the media companies alive. We're in the business of connec9ng with consumers.'’ Trevor Edwards, Vice President, Global Brand & Category Management -‐ Nike
- 49. From ads to experiences 55% drop in TV budgets +30 na0onal teams over last 10 years + 200 Club teams +500 Athletes +10,000 pieces of content 6 Hubs / 1 academy Source: Nike.com & Wikipedia
- 50. Awareness Interest Loyalty Ac0on Ac0on
- 51. Always on 6-‐12 Months 15% (Push) 85% (Ongoing) Weekly/Monthly Daily/Weekly Daily/Weekly
- 52. Awareness: Write the future Content: 3min lead spot DistribuUon: TV, Roadblocks, Paid media Metric: Impression, views, fans Aim: Targeted views / FB fans Results: 55mil views / 4,5 mil fans
- 54. Interest: The Chance Content: Events, +450 videos, Hubs DistribuUon: Seeding/Social Metric: Engagement / Interac0on / fans Aim: Interac0on and community Results: +125k pages created / 1 player signed
- 55. Action: Bootfinder Content: Product info/video & customiza0on DistribuUon: Search / Owned media Metric: Sales Aim: Conversion Results: Nike’s fastest growing division globally
- 56. Loyalty: Football+ Content: Nike football+ (video, apps) DistribuUon: Owned media Metric: CRM Aim: Loyalty, word of mouth Results: #2 Social media brand (Headstream)
- 57. Nike: The long idea Design Retail & media Colours Ecosystem Eco System Storytelling
- 58. The global bajle for football 2010 World cup – online buzz Rank Brand Share Market share 80% 1 Nike 30,2% 2 Adidas 14,4% 60% 8,2mil 4,4mil 40% 20% 1966 1994 2006 2010 Source: Nielsen / Edelman 2010, NPD Sports Tracking Europe and SportScan. * Facebook June 2011