THE RECIPE + +PART 1 PART 2 PART 3Take the Add a big full-on And give him 30 seconds on‘perpetual teenager’ Chocolate-y eat TV to stuff it in his mouthwho’s ready fora CHALLENGE! (The same length as TV ad)
A slightly concernedClient,Legal &Corporate CommsDepartment
COMPLEXITY OF PRODUCTION PROCESS 1 4 7Winner Selec*on: Winning ads into Exact *me and Game of skill produc*on – date of their ad (Quality) encoded for TV going to air 2 5 8Client + Legal Talent contacted Dispatch ads and match Approval (Release Contract Signed) key numbers with television network 3 6 9Media purchase Talent alerted Prompt talent to share spots in winner’s via eDM date/*me to social -‐ You’re going to be on TV! city networks
The Bottom LineIn February 2009 Picnic’s For the same period retail sales grew by Snickers sales dropped AC Nielson Track Data
The Bottom LineOver the period of the campaign For the same period, SnickersPicnic’s total market share grew lost market share by AC Nielson Track Data
Media SpendCadbury Picnic’s total Snickers media spend media spend in 2009 alone was AC Nielson Track Data
Take Away1. User generated content campaigns must be relevant to consumer2. Collaboration, Trust & Originality are key to making big ideas a reality3. Think laterally to find new target audiences when planning social outreach4. Clicks, impressions and downloads are not the only mark of success5. Buy a Cadbury Picnic and have a go yourself.