what i think makes a great campaign

MY INTERVIEW FOR BIG TECH COMPANY BY AUGUSTA DUFFEY

QUESTION #1

WHAT MAKES THE DIFFERENCE BETWEEN GOOD AND REALLY GREAT DIGITAL MARKETING?

SOMETHING THAT MAKES PEOPLE GIVE A DAMN AND TAKE ACTION.

IN ORDER TO MAKE IT GREAT YOU NEED THREE THINGS.

#1 PLATFORM: AN IDEA OR STRATEGY THAT UNITES THE EXPERIENCE ACROSS CHANNELS

#2 CONTENT: ANY FORM OF CONTENT THAT IS AN EXPRESSION OF THE IDEA OR BRAND EXPERIENCE

#3 CURATORS: FANS OR SUPPORTERS THAT PARTICIPATE AND HELP DRIVE THE EXPERIENCE

THE DIGITAL ECOSPHERE ALL PAID, OWNED & EARNED

CONTENT

CURATORS

PLATFORMS

PLATFORMSCONTENT

CURATORS

REDBULL MUSIC ACADEMYNIKE+

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EXAMPLES OF GREAT DIGITAL MARKETING

QUESTION #2

CAN YOU THINK OF 5 EXAMPLES OF DIGITAL ADVERTISING THAT YOU ADMIRE / THINK ARE AWESOME, AND SAY WHY?

KRAFT MAC & CHEESE:SMILE DETECTION THIS AD IS SIMPLISTIC IN THOUGHT AND TECHNOLOGY BUT PERFECTLY ALIGNS WITH THE BRAND. THE BANNER WORKS WITH THE VIEWERS’ WEBCAM TO USE THEIR IMAGE AND WHEN THEY SMILE THEY ARE REWARDED BY THE NOODLE IN THE BANNER TURNING INTO A SMILE.

SAVE OUR SONS THIS CAMPAIGN RAISES AWARENESS ABOUT MUSCULAR DYSTROPHY BY ENGAGING USERS WITH A REMOTE CONTROLLED ROBOTIC ARM TO SIGN A PETITION TO HELP CURE THE DISEASE. IT USES TECHNOLOGY TO SIMULATE THE EXPERIENCE OF THE DISEASE AND ENCOURAGES PARTICIPATION IN THE CURE.

GROLSCH BEER: THE MOVIE UNLOCKER BOTTLE AN AGENCY IN RUSSIA DEVELOPED A WAY TO USE A BLUETOOTH BEACON TO UNLOCK CONTENT FOR THE USER WHILE HE SIPS HIS LAGER. THE PERFECT COMBINATION: BEER AND A MOVIE.

OREO: DAILY TWIST EVERY DAY A “NEWS STORY” IS TOLD THROUGH THE LANDSCAPE OF A COOKIE. THIS CAMPAIGN ACTUALLY USES NO INNOVATIVE TECHNOLOGY BUT ENABLES THE BRAND TO BECOME MORE RELEVANT TO THE CONSUMER THAN IT EVER HAD BEEN BEFORE.

NATURE VALLEY: TRAIL VIEW THIS WEBSITE IS NOT AN ADVERTISEMENT BUT IT ALIGNS TO CORE OF THE BRAND THROUGH ITS USE OF TECHNOLOGY. EXTENDING THIS CAMPAIGN INTO A DIGITAL AD WOULD DELIVER EVEN MORE FAN ENGAGEMENT AND AWARENESS.

QUESTION #3

WHICH (INSERT CO NAME) AD PRODUCTS ARE YOU MOST INTRIGUED TO PLAY WITH, AND WHY?

MAPS: THERE IS INCREDIBLE POTENTIAL FOR CONTEXTUAL RELEVANCE FOR BRANDS AND CONSUMERS. IT WOULD BE PARAMOUNT TO ANY IDEA ON THIS PLATFORM THAT NOTHING INTERRUPTS THE EXPERIENCE OF THE USER. 

MOBILE ADS: THERE ARE MANY WAYS TO EXPLOIT THIS ARENA, ESPECIALLY BY USING THE IMMEDIACY OF THE PLATFORM IN RELATION TO THE USER. IN ADDITION, THIS WILL BE THE AREA WITH THE GREATEST GROWTH POTENTIAL IN THE FUTURE.

CONNECTED DEVICES: THIS POTENTIAL ADVERTISING PLATFORM IS OBVIOUSLY IN ITS INFANCY, BUT OVER TIME IT WILL BE INCREDIBLY IMPORTANT HOW BRANDS CAN USE THIS PLATFORM TO THEIR ADVANTAGE.