The document discusses interactive marketing campaigns and provides examples. It describes Heineken's "Departure Roulette" campaign, which allowed airport passengers in New York to change their travel destination by pushing a button. The document also discusses how brands can use interactivity to strengthen emotional bonds with consumers by engaging them and getting instant feedback. It provides tips for understanding the objectives of interactive elements and examples like providing opinions, posing challenges or problems, and supporting charities.

1. Planning
interactive
campaign
Vasiliy
Starostin

2. Long
live
spontaneity!
You
could
say
that
this
is
one
of
the
basic
guiding
principle
of
the
Heineken
brand
which
has
introduced
yet
another
innova9ve
campaign
called
the
“Departure
Roule>e”,
a
game-­‐show-­‐style
board
that
provides
the
ability
to
passengers
of
New
York’s
JFK
airport
to
change
their
primary
des9na9on
to
a
random
one.
By
simply
pushing
a
bu>on
on
a
display
in
the
airport’s
lobby,
the
par9cipants
are
engaged
in
a
unique
challenge-­‐
a
journey
into
the
unknown.
V.Staros9n
2

3. Understanding
Interac9vity
1. One-­‐to-­‐many
communica9ons
2. Adopted
context
3. Engaging
consumers
to
strengthen
the
emo9onal
bond
to
the
brand
4. Personal
par9cipa9on
5. Instant
respond
V.Staros9n
3

4. Offline
• Events
• Outdoor
• Ambient
• Digital
tools
Online
• Social
• Interac9ve
media
• Apps
• Sites
Note:
offline
and
online
are
now
merged
with
each
other.
There
are
no
clear
boundaries
anymore
V.Staros9n
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5. What
is
the
point
of
interac9on?
Before
you
create
any
interac9on,
you
must
completely
understand
the
ul9mate
objec9ve.
Why
are
you
engaging
their
par9cipa9on?
• Get
an
opinion
• Challenge
the
par9cipant
• Share
informa9on
• Entertain
the
audience
• Pose
a
problem
• Share
a
solu9on
• Create
a
contest
• Support
a
charity
V.Staros9n
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6. Examples
for
different
objec9ves
• Get
an
opinion
• Challenge
the
par9cipant
• Share
informa9on
• Entertain
the
audience
• Pose
a
problem
• Share
a
solu9on
• Create
a
contest
• Support
a
charity
V.Staros9n
6

7. V.Staros9n
7

8. La9n
beer
brand
invents
a
cooler
that
neutralize
cell
phone
signal
to
mo9vate
live
chat
V.Staros9n
8

9. Link
to
brand
idea
• Brand
Experience
• User
Experience
• Build
your
solu9on
on
brand
value
and
core
iden9ty
V.Staros9n
9

10. h>ps://s-­‐media-­‐cache-­‐ak0.pinimg.com/
originals/45/4d/ef/
454def5727fcb0143a4fffe5a2251aff.jpg
V.Staros9n
10

11. Examples
• Polar
Cell
Phone
Nullifier
• Heineken
Departure
Roule>e
• Stray
dogs
and
cats
are
feed
by
Turkish
recycle
machine
V.Staros9n
11

12. Links
1. h>p://www.brandingmagazine.com/2013/07/18/heineken-­‐departure-­‐
roule>e/
2. h>p://adage.com/ar9cle/crea9vity-­‐news/2013-­‐interac9ve-­‐integrated/
245756/
3. h>p://www.awwwards.com/8-­‐brilliant-­‐interac9ve-­‐marke9ng-­‐
campaigns.html
4. h>p://www.seenox.org/vending-­‐machine-­‐feeds-­‐stray-­‐dogs/
V.Staros9n
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