The document discusses how traditional online advertising campaigns have evolved in recent years. It provides examples of successful campaigns by Old Spice, Pepsi, Volkswagen, and Nike that had simple and clear ideas, strong impact because they engaged people emotionally, and a sense of community by allowing people to participate and express themselves. These campaigns spread widely on social media and achieved significant increases in sales, traffic, and awareness of their causes.
The Marketing Revolution - Caused by you and 3.000.000.000 peopleMediaFront
Why you and 3.000.000.000 people are the cause of the biggest marketing revolution in 50 years - And how empowering people is the Tour De Force in marketing.
The Marketing Revolution - Caused by you and 3.000.000.000 peopleMediaFront
Why you and 3.000.000.000 people are the cause of the biggest marketing revolution in 50 years - And how empowering people is the Tour De Force in marketing.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
The Core of Gamification: Why games are powerful and how marketers can tap into that power in a meaningful way. By Charles Adam Butler, Assistant Professor at NITH and previous level designer Funcom.
FORWARD TO REALITY - PHYSICAL COMPUTING – THE NEXT LEVEL OF WEB INTERACTION MediaFront
For the past few decades we have been so focused on the virtual – on products that are not tangible, products that reside online, that we interact with through our computers, mobile devices and so on. But now it’s time to take a step in a different direction – actually an old familiar direction, it’s time to reach out of our digital boxes, into the real world and make real things but still retain that connection with the virtual world.
It’s time to merge the digital and the physical and create an internet of things.
We believe this to be the next step in web interaction – well it's already happening – we are merely the messengers!
On Brands, Technology and Feelings.
(20)12 Things to think about:
1. CAN WE BET SMALL AND WIN BIG?
2. WHAT WILL BE THE NEXT BIG THING?
3. CAN WE PREDICT THE FUTURE?
4. WHERE DO WE LOOK FOR INSPIRATION?
5. CAN THE BRAND BE THE CURATOR?
6. HOW IMPORTANT IS THE PRODUCT?
7. WHICH CHANNEL IS THE BEST?
8.. WHAT IS HAPPENING IN THE MARKET?
9. WHAT IS A VIRAL?
10. WHAT IS GOOD CONTENT?
11. IS THERE A KEY TO INNOVATION?
12. HOW BIG ARE THE POSSIBILITIES?
(20)11 things to think about for brands and marketers.
What will be the next big thing? Will it be anything like the last big thing? Can we be inspired by what the big things have in common?
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
The Core of Gamification: Why games are powerful and how marketers can tap into that power in a meaningful way. By Charles Adam Butler, Assistant Professor at NITH and previous level designer Funcom.
FORWARD TO REALITY - PHYSICAL COMPUTING – THE NEXT LEVEL OF WEB INTERACTION MediaFront
For the past few decades we have been so focused on the virtual – on products that are not tangible, products that reside online, that we interact with through our computers, mobile devices and so on. But now it’s time to take a step in a different direction – actually an old familiar direction, it’s time to reach out of our digital boxes, into the real world and make real things but still retain that connection with the virtual world.
It’s time to merge the digital and the physical and create an internet of things.
We believe this to be the next step in web interaction – well it's already happening – we are merely the messengers!
On Brands, Technology and Feelings.
(20)12 Things to think about:
1. CAN WE BET SMALL AND WIN BIG?
2. WHAT WILL BE THE NEXT BIG THING?
3. CAN WE PREDICT THE FUTURE?
4. WHERE DO WE LOOK FOR INSPIRATION?
5. CAN THE BRAND BE THE CURATOR?
6. HOW IMPORTANT IS THE PRODUCT?
7. WHICH CHANNEL IS THE BEST?
8.. WHAT IS HAPPENING IN THE MARKET?
9. WHAT IS A VIRAL?
10. WHAT IS GOOD CONTENT?
11. IS THERE A KEY TO INNOVATION?
12. HOW BIG ARE THE POSSIBILITIES?
(20)11 things to think about for brands and marketers.
What will be the next big thing? Will it be anything like the last big thing? Can we be inspired by what the big things have in common?
1. KAMPANJER
SOM SPRENGTE
GRENSER
I 2010
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
2. HVA HAR SKJEDD MED
REKLAMEKAMPANJER PÅ NETT
DE SISTE ÅRENE?
Før
Tradisjonelle kampanjer på nett var microsites – ofte store
produksjoner. Interaktive filmer.
Nå
Involverende løsninger på tvers av kanaler med spredning og
dialog i fokus. Nytteverdi, følelser og engasjement er sentralt.
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
3. EKSEMPEL #1
OLD SPICE
RESPONSES
Old Spice var en utdatert merkevare. Et produkt man forbandt med bestefar.
Så skjedde det noe...
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
4. DET BEGYNTE MED
DENNE TV-SPOTEN . . .
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
6. Kampanjen var en global suksess.
Alle snakket om filmene.
Parodier ble lastet opp på YouTube.
HVORDAN KUNNE OLD SPICE UTNYTTE
DEN MASSIVE OMTALEN DE HADDE
FÅTT I SOSIALE MEDIER?
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
10. Old Spice Responses
RESULTATER
800% økt interaksjon med Facebook
Trafikkøkning på oldspice.com med 300%
... og ikke minst – salgsøkning på 107%
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
11. EKSEMPEL #2
THE PEPSI
REFRESH
PROJECT
En sosiale medier-kampanje til en verdi av 20 millioner dollar.
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
12. De siste 10 årene har Pepsi brukt
142 MILLIONER DOLLAR
på Super Bowl-reklame
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
13. For første gang på 23 år
DROPPET DE SUPER BOWL
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
22. The Pepsi Refresh Project
RESULTATER
Enorm oppmerksomhet og massiv omtale
Høy score på SEI (Social Engagement Index)
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
23. Kilde:
Measuring the Effectiveness of Super Bowl Advertising using Super Bowl
www.alterian.com
Monday, January 10, 2011
24. Kilde:
Measuring the Effectiveness of Super Bowl Advertising using Super Bowl
www.alterian.com
Monday, January 10, 2011
25. Kilde:
Measuring the Effectiveness of Super Bowl Advertising using Super Bowl
www.alterian.com
Monday, January 10, 2011
26. EKSEMPEL #3
THE FUN
THEORY
Hvordan endre folks adferd for det bedre ved å assosiere det med noe gøy?
Volkswagen inspirerer folk til å komme med ideer som gjør verden et bedre
sted gjennom å gjøre “kjedelige” ting morsomme.
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
27. Volkswagen vil skape oppmerksomhet rundt sine
MER MILJØVENNLIGE MOTORER
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
28. Det å kjøre en Volkswagen med BlueMotion-motor er
LIKE MORSOMT SELV OM
DET ER MER MILJØVENNLIG
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
30. The Fun Theory inspirerer folk til å sende inn ideer som vil gjøre
VERDEN ET BEDRE STED
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
31. ... gjennom å gjøre “kjedelige” ting morsomme og dermed
ENDRE FOLKS ADFERD FOR DET BEDRE
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
36. The Fun Theory
RESULTATER
Over 12,000,000 visninger på YouTube
Over 33,000 bloggposter
Over 15,000 tweets på Twitter
Over 5,000,000 Google hits
Økt trafikk til volkswagen.se med 50% i kampanjeperioden
Kilde:
http://www.marknadsforing.fi/rolighetsteorin-case-studie/
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
37. EKSEMPEL #4
NIKE
CHALKBOT
For Nike Livestrong
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
38. Et ledd i Nike Livestrong-kampanjen som har som
hensikt å øke bevisstheten rundt
KREFTSAKEN
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
39. Under Tour de France er det tradisjon at publikum
skriver hilsener og oppmuntringer til syklistene med
KRITT PÅ ASFALTEN
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
40. En robot med kritt (Chalkbot)
skrev meldinger som folk hadde
SENDT PÅ TWITTER
på asfalten der løpet gikk.
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
47. Nike Chalkbot
RESULTATER
46% økt salg av Livestrong Collection-klær i kampanjeperioden.
4 Millioner dollar gitt til veldedige formål
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
48. HVA HAR DISSE
KAMPANJENE
TIL FELLES?
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
49. ENKEL OG TYDELIG IDÉ
Et kreativt konsept som er lett å kommunisere.
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
50. ENKEL OG TYDELIG IDÉ
Et kreativt konsept som er lett å kommunisere.
STOR GJENNOMSLAGSKRAFT
Bred appell fordi det engasjerer på et emosjonelt plan.
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
51. ENKEL OG TYDELIG IDÉ
Et kreativt konsept som er lett å kommunisere.
STOR GJENNOMSLAGSKRAFT
Bred appell fordi det engasjerer på et emosjonelt plan.
FELLESKAP
Følelsen av å delta i noe som betyr noe og man får
muligheten til å synliggjøre seg selv.
MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011
52. MEDIAFRONT
A PART OF MCCANN WORLDGROUP
Monday, January 10, 2011