Three Mobile created an online content marketing experience called The Pony Mixer that allowed users to customize dancing Shetland ponies to different music genres. AT&T created a branded transmedia story called Daybreak that was distributed across TV, web, and social media platforms. Virgin Mobile partnered with BuzzFeed to create VirginMobileFeed, an entertainment hub with viral content and social media links that engaged Virgin's target 18-24 year old audience.

1. CONTENT MARKETING
TELCO TOP10
Sanoma Content Marketing Trend Research 2014 @FrankDelmelle

2. #10 Three Mobile
#DancePonyDance
Bringing together cute animals – already beloved by the online
community – a Fleetwood Mac song from the 80’s and Michael
Jackson’s ‘Moonwalk’, Three Mobile have gone to town (or to
Scotland) with their latest creative concept featuring a dancing
Shetland pony. (...)
Over and above this, Three have come up with an online
content marketing experience – The Pony Mixer – enabling
users to accessorize their pony, and change the music
genre to suit their tastes with everything from Bollywood to
funk and love! (...) This is a good illustration of a brand knowing
their audience – the kids might be tech-savvy but it is still the
parents who buy the phones!
http://www.sqills.be/uncategorized/music-marketer
http://youtu.be/Ekr05T9Iaio
http://ThePonyMixer.com

3. #9 AT&T’s Daybreak:
Branded Transmedia
Entertainment
AT&T’s Daybreak is a series of five short,
action-packed films. They track the story arc of
a character, Ben Wilkins, as he strives to
outmaneuver a global conspiracy and return a
mysterious object (a 12-sided cube, or
dodecahedron) to its proper place, making
extensive use of advanced AT&T technologies to
ensure that the world as we know it keeps
spinning.
A partial list of media, marketing platforms
and content formats to deliver the Daybreak
experience are TV programming (the
dodecahedron first appeared in the last
three episodes of Touch), TV ads, the web
(both content and ads), blogging, Twitter
(#daybreak2012), Flickr, PR and a Daybreak
sweepstakes. (...)
http://www.hanleywoodmarketing.com/bigcontent-att-goes-transmedia-with-daybreak/;
http://theinspirationroom.com/daily/interactive/
2012/6/att_daybreak_site.jpg

4. Samsung chose to forgo
traditional marketing
tactics and decided to
go viral with social
video. The result was a
subtle and very clever
video (commercial)
addressing the central
pain points of iPhone
users (...).
The video’s placement
on YouTube was another
agile strategy. (...)
Nearly 60% of internet
users visited the video
platform in March 2013,
and 21.7% of users
frequented the social
network each day.”
http://sco.lt/6fqh2f
#8 Samsung’s Next Big Thing
Social / Viral Video (Commercial)

5. #7 Nokia’s New American Noise
Mini-Docu Series
Nokia's New American Noise
series of mini-documentaries:
personal and authentic storytelling
Gaining Nokia’s mobile music
streaming service street credibility.
http://www.pinterest.com/pin/274649277247929720/; http://www.sqills.be/uncategorized/music-marketer

6. #6 NTT DoCoMo’s Viral Forest Xylophone
Could the right music and a creative piece of content
marketing convince an entire buyer segment there’s
such a thing as an Earth-friendly mobile phone? NTT
DoCoMo set about creating a giant xylophone in the
forest that played Bach’s Cantata 147, and in the
process inspired more than 9 million views, 40k likes,
and 3,000 comments, all of which focused on the
connection between the music, the mechanism, and the
Touch Wood SH-08C handset. A small ball was used to
sound each note in a meticulously constructed
sequence. The eco-friendly and nature enthusiasts who
might be interested in a phone with wooden elements
were spoken to through the opening, where the simple
sounds of the forest were played, the xylophone was
slowly revealed, and... http://youtu.be/sikTqG1unEw

7. #5 Deutsche Telekom’s
Move on branded road movie
Deutsche Telekom's Cannes
Lions-winning film project "Move
On," described as "a road movie
like no other, because it is
inspired by film fans from all
over Europe." The branded
entertainment project, which
started unfolding online as part of
its "Life is for Sharing" banner,
was directed by Asger Leth and
features actor Mads Mikkelsen on
a secret mission in eight episodes,
each taking place in a different
European country and
incorporating fans. (...)
http://www.brandchannel.com/
home/post/2012/11/07/DeutscheTelekom-Move-On-110712.aspx
http://sco.lt/4na3bV
http://vimeo.com/album/2168554/
video/54910105
http://www.slideshare.net/
Summit10/20130711-contentmarketing-ddb-tribal-group-ericschffler

8. #4 Telstra Smarter "
Business Ideas
Telstra has been one of the leading lights when it
comes to adopting social media for the enterprise.
Telstra has
• 52,000 followers on Twitter
• 426.000 Facebook fans
• 50.000+ in Google+ circles
Telstra has maintained a corporate blog for many
years, with posts written by a sweep of experts from
within the organization. The blog, called Telstra
Exchange, covers technology, community issues and
initiatives, as well as Telstra news. (...)
Meanwhile, the brand's free magazine (digital and
print) for small business - Smarter Business Ideas
(sent regularly to 300.000 SME’s) is a top notch
content marketing initiative.
http://prwarrior.typepad.com/my_weblog/2013/09/11examples-of-content-marketing-in-australia.html;
http://www.telstra.com.au

9. #3 Orange entertainment
(...) When UK telecommunications powerhouse Orange
Telecom sought to build out their content marketing strategy
they turned to multimedia as a tool of engagement. Orange
developed a verticalized hub featuring fully licensed UK
and world news, entertainment, lifestyle and sports
content, complete with video, games images, music and
movie trailers.
Orange turned the traditional concept of
content marketing on its head, by fusing
news content with video, music, games
and commerce.
This multifaceted approach not only increased
engagement to the brand’s website, but it also
established Orange as a recognized
thought leader in entertainment and cuttingedge content trends. http://sco.lt/6fqh2f

10. #2 Verizon’s
The Recapp
When you purchase a new mobile device, it’s highly unlikely that
you’ll be able to use it in its entirety without some form of
guidance or instruction from the manufacturer. In fact, there
are probably several undetected shortcuts to learn as you
become more familiar with the phone itself. The latest email
marketing strategy from Verizon Wireless takes the wait and
theorizing out of the equation by deploying a series of targeted
email newsletters to new device owners directly following their
purchase. The intent of these emails is purely informational, and
not intended to drum up immediate business. Given the fact that
the recipient made a recent purchase and most likely won’t be
investing in a new device for another one to two years. On the
contrary, Verizon’s aim is to educate their consumer base
through targeted, device-specific thought leadership. (...)
The initial newsletter, otherwise known as part one of the
segmented campaign, resulted in a 42% open rate and a 35%
clickthrough rate. (...)
Verizon has leveraged content in other ways in an effort to
exacerbate customer loyalty and sales through thought
leadership. Their online mobile app “magazine”,The Recapp,
culls in news, reviews and rankings from around the web
exclusively related to mobile applications. The sources are all
high-quality and include editorial from publications such as Fast
Company, USA Today, Wired, Gizmodo and Technocrati. The
site’s “App Living” section offers reviews and lists of top-rated
apps by category, need and devices. Again, Verizon gets
“device-specific” by incorporating content that is unique to
various products Verizon sells to customers, such as the
Blackberry, iPhone and Android. http://sco.lt/6fqh2f

11. #1 VirginMobileFeed
Virgin Mobile has been leading the pack in terms of
friendliness and approachability. In an attempt to
target 18-24 year-olds, Virgin hit the pain-point of
most young mobile users nationwide – high monthly
charges on voice usage when the majority of their
time was spent not talking on the phone. As a prepaid
mobile provider, Virgin took advantage of their market
position, as well as their knowledge of their target
audience, to develop a campaign with data, not voice
usage, at its core.
http://sco.lt/5hYt6n; http://sco.lt/6fqh2f
As a way to engage their target audience, Virgin
partnered with the popular, ever-viral website
BuzzFeed, putting content at the forefront of their
campaign.
The result? VirginMobileFeed – an entertainment hub
featuring live streams of pop music, viral content and
direct links to Virgin’s various social media channels,
including Tumblr, Instagram and Twitter. Virgin’s inhouse editorial team, trained by BuzzFeed staff,
ensured that all content was relevant, clicky and
“newsroom worthy”, guaranteeing that interesting,
shareable, or friendly, content was at the heart of
Virgin’s efforts. (...)
Virgin’s new standard for success? At least 100,000
views per post, a four-percent click-through rate,
and over 190 pieces of content produced in a year.

12. Convert your audience
into smarter, more loyal and
MORE PROFITABLE CUSTOMERS.
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