1.Always OnBreakfast Briefing02.11.2012

2. Scenario1. 3. Lightweight interactions is how our species have developed relationships for the past tens of thousands of years Thanks to Paul AdamsIMAGE BY GRADUALREVOLUTION ON FLICKR.COM 4. Predominant marketing modelsSource: Doug Levy, IMC2 5. IMAGE BY NICKI KNACKS ON FLICKR.COM 6. What Rihanna can teachus about Always OnmarketingThanks to @BruceDaisley 7. 36 singles in 6 years26 solo singles10 as featured artistThanks to @BruceDaisley 8. Always OnAlways there & discoverable, evolving in publicThanks to @BruceDaisley 9. Campaign ApproachMadonnaFirst single released in3 yearsSingle reached #37 inUK charts Thanks to @BruceDaisley 10. IMAGE BY JUNNINHOFLETR ON FLICKR.COMAlways On isnt the chosen strategy, it is the only strategyThanks to @BruceDaisley 11. With always on, we look to createmany small ideas (lightweightinteractions) that stitch togetherto form one L-O-N-G idea Gareth Kay 12. Always on IS a journey made up of valuablecommunication content. Everything from campaignmessaging to deeper brand experiences. 13. IMAGE BY SHADYCAM ON FLICKR.COMAlthough specific short-term campaigns aroundlaunching new products will exist, they will be built upon an always on foundation. So brands need to learn a new trick 14. PONBETo reach the targetaudience in an attemptto achieve earnedmedia, each piece ofcontent can becommunicated acrossdifferent channels andplatforms usingPONBE. 15. The creative canvas for always on needs to beflexible / agile many small experiments overlarger betsThanks to Made by Many and David Armano 16. Stock Flow The big, beautiful assets a brand is used to producing, primarily for campaigns.& The short bursts and lightweightinteractions that make up socialmedia.For every one big stock hit, you cancreate many small flow updates. Thanks to Percolate 17. Cross-platform 18. Real-time marketingPaid media TV ads Paid media print ads 19. Campaigns do not need give awayeverything in thefirst 2 weeks.We can keepcontent back and apply adaptive cross-platform storytelling 20. Nike+ adopt an Always On strategy 21. Nike+ Always On #makeitcount = storyworld This is the Just Do It for the social media age 22. Nike+ Always OnLaunched 30th December 23. Nike+ Always On 1st January 16th JanuarySeries of videos released every 2 days featuringambassadors across all major sports in each territory 24. Nike+ Always On1st January 16th JanuaryIn support of videos, print ads and billboards feature#makeitcount 25. Nike+ Always On13th JanuaryInstagram profile launched in conjunction with 13thWitness 26. Nike+ Always On 17th JanuaryNike announces the Nike+ FuelBand withLife is a Sport Make It Count 27. Nike+ Always On19th JanuaryNike+ FuelBand launched globally for pre-order 28. Nike+ Always On 19th JanuaryPress feature Nike+ on the 19th January not before 29. Nike+ Always On 19th JanuaryNike + Make It Count site becomes branded asNikeFuel 30. Nike+ Always On20th JanuaryIn store experiential immortalise your own story asa picture for Make it Count 31. Nike+ Always On 21th JanuaryIn a UK Premiere League first. Footballers wear#makeitcount on their boots 32. Nike+ Always On 26th JanuaryRetail - JD Sports dedicate a look book to#makeitcount 33. Nike+ Always On 28th JanuaryPhysical installation at 1948 London for Make itCount 34. Nike+ Always OnDec 31st Now #makeitcount June 17th Now #gameonworld 35. Always On storytelling example