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Emerging MediaA Glance at Emerging Media & Consumer Promotions

Presented By:

Joanna Pena-Bickley VP, Interactive / Group Creative Director


The way it is:

CONVERGENCE


con•verge [kuhn-vurj] verb, to tend to meet in a point or line; to incline toward each other, as lines that are not parallel


Convergence Is Everywhere

• Just to name a few…

– Television + Online Broadband Media (NBC and iTunes)

– Broadcasting + Podcasting (ESPN TV/Radio and ESPN.com)

– In Store Media + Interactive Narrowcasting (Kroger TV and Shop Buddy)

– Online + Mobile Media (Sprint and NFL Mobile)

– Print + Online + Video (CNN, NY Times, AOL)


Convergence Demands Change

• Brands who embraced the convergence of media by shifting their marketing spend in order to create a meaningful dialogue with mobile 18 to 35 year olds– Adidas, Secret, Dove, T-Mobile, NetFlix

• Brands who evolved by innovating in the areas of strategic thought, technology and brand planning while focusing on a new method of media measurement: engagement– Nike, Target, Coke, American Express

• Brands who employed consumer interaction mapping as a tool to tell a cohesive campaign story


Convergence Brings Lifestyle Media

• Many drivers contribute to the rise of lifestyle media

• All result in a surge of time spent with mixed media and give consumers more control, more choices and more freedom


Convergence Is A Lifestyle Approach


Dial-A-Donut / Free Coffee



• Objective: Increase awareness and foot traffic to its eight new outlets in Rome, Italy

• How it Worked:– Donut lovers were invited to enter an SMS prize drawing,

receiving in return a money-off or free coffee voucher sent back to the consumers’ handset for redemption in one of eight new Dunkin’ Donuts stores in Rome.

– Further interaction was encouraged, with options for additional texting opportunities to obtain store addresses, statistics regarding Dunkin’ Donuts, or to inquire about employment opportunities.

– Any customer who redeemed the SMS coupon in any of the Rome stores and purchased a donut was automatically entered into a drawing to win a free Piaggio scooter.



• Results: – 20% increase in sales during the campaign

– 90% claimed the free coffee and purchased another product

– More than 50% of respondents continued interaction with Dunkin’ Donuts after the initial response

– 41% of those who continued SMS interaction requested the address of additional stores

• Brand Action:– The figures tallying the success of the campaign compelled

Dunkin’ Donuts Italy to make mobile interaction available to all brand lovers.

– The majority of coupons and promotional messages for Dunkin’ Donuts Italy are sent directly to consumers who have opted in for the brand communication, ensuring a higher response rate


Midnight Gaming Championships



• Objective: Drive awareness that MCD’s was now open 24/7

• How it worked:– MCD’s created a video gaming league that started at midnight

– Players registered online for a chance to play in one of three different gaming tournaments which culminated in a championship “playoff”

• The games featured were NCAA Football ‘07, Guitar Hero, and Tekken 5

– Winners of each tournament won prizes from McDonald’s, Best Buy, and GameZnFlix

• How they word got out:– Mixture of traditional signage, in-store displays, radio and mobile

• People were directed to text “L8NITE” to a short code for tournament information and a free mobile game demo



• Brand Benefits:– Relevance and preference with late-night meal target audience

via:• Postings on top community gaming sites for NCAA Football ‘07, Guitar Hero,

and Tekken 5

• Site visitors from around the world reposted the information and links to the Championship page, with posting updates and pictures from local events

• The first ever Midnight Gaming Championship was produced by the Video Gamers League, recognized by most gamers to be the “premier” gaming league.

• Members of the league discussed the Championship on league forums as well as in other gaming and lifestyle discussion sites.


Sports Space


Source: Carat Fusion

Adidas Sports + MySpace

• Adidas uses an active community to launch sports promotions– In Myspace, but only says

Adidas

• Content aggregator for national and global Adidas brand – Broadband video

– Music

– Live worldwide stats


Adidas Sports + MySpace

• Constantly updated to reflect the sports of focus with exclusive content available to MySpace users– Content is also pushed into

retail experiences in certain US markets

• Adidas gathers demographic and lifestyle data from the MySpace member profiles


Two-Day Sale


Target Two-Day Sale

• Target used their retail site to distribute a “media” widget that gave consumers the ability to post it on their personal website, blog or desktop

• Main function was a countdown to the Target Two-Day Sale


Target Two-Day Sale

• But, the widget also:– Provided video updates of

David Blaine as he’s suspended 5 stories over Times Square

– Delivered RSS feed for David Blaine news, coupons and timed in store sales

• It became a piece of free media for Target on websites as it was posted on over 50,000 personal sites


Implications

• Convergence is upon us; Brands should embrace media coming together in new, exciting ways.

• Mass Media has become Lifestyle Media; Brands should engage the consumer in a conversation, on their terms.

• Ideas are more important than ever; Brands should then employ the media tactics that can best activate their message.

• Not enough to simply check the appropriate media box (e.g. “online” or “TV”); Brands should explore innovation within these mediums for new ways to communicate.


Presented By:

Joanna Pena-Bickley VP, Interactive / Group Creative Director

CONTINUE THE CONVERSATION AT HTTP://JOANNAPENABICKLEY.TYPEPAD.COM

Emerging MediaA Glance at Emerging Media & Consumer Promotions

Download - Emerging Media

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