kate alini from mini at jd power and associate automotive internet roundtable

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Kate Alini Marketing communications manager, MINI USA leveraging video content & rich media to deliver engaging brand experiences

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Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

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Page 1: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Kate AliniMarketing communications manager, MINI USA

leveraging video content & rich media to deliver engaging brand experiences

Page 2: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

MINI USAour approach to marketing

• Content is King – good creative ideas come from anywhere

• Think Media Neutral – let creative ideas drive distribution

• Engaging, memorable brand experiences don’t need to be complicated

• Always deliver on the core MINI brand tenants…and keep it masculine

• Never be afraid to take risks and try new things

• Ground-breaking, unique & exclusive opportunities…Only MINI can do it

Page 3: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

New Vehicle launch campaignobjectives

• Support the launch of the All New 2007 MINI

• Build awareness and interest among owners & prospects

• Educate consumers on the features of the new MINI

• Communicate the fact that the new MINI is revolutionary on the inside, but evolutionary on the outside

Page 4: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

New vehicle launch campaignoverview

The New 2007 MINI was launched with an unbranded, nationwide campaign that teased upcoming web films and led people to believe that a new car/buddy show was about to be born.

• 1 campaign microsite• 6-webisode series called “Hammer & Coop”

• 3-8 minutes in length• 1 rockin’ music video

Page 5: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Launch campaign for 2007 MINIHammer & Coop

Page 6: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Hammer & Coop microsite

Page 7: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Time Period: 2/2-6/30

Total Visits 528,543

Total Unique Visits: 478,383 (90%)

Direct Traffic 341,291

Avg. time Spent on Site 6 minutes

Referrers to MINIUSA.COM

13,437

Action Names Generated 42,713

Send-to-a-Friend 2,228

Hammer & Coop microsite results

Page 8: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

• Media partners were briefed in the early stages of content development

• MINI USA challenged each to come up with unique ways to integrate the Hammer and Coop Webisodes into the editorial content of their online properties

• MSN, Yahoo!, MySpace, Men’s Health, Best Life, Real Networks, Helio Mobile and Zannel Mobile provided engaging and unique approaches to utilizing the assets

• Webisodes were naturally posted by multiple users on YouTube, GoogleVideo, AtomFilms and iFilms

Hammer & Coop online content distribution

Page 9: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Hammer & Coop men’s health online

• X

Page 10: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Hammer & Coop bestlife online

Page 11: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Hammer & Coop MSN Video channel

• H&C Video channel in MSN Entertainment

• Webisode editorial integration into MSN Homepage

• Full Sponsorship of H&C Video Channel

• Results– 3,123 video views– Approx. 200 hours of

viewing time

Page 12: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

• Fully customized and unbranded Hammer & Coop profile page

• Webisode editorial integration into MySpace Video channel

• Sponsorship of the newly launched MySpace Trailer Park

• Results– 33,000 H&C visits

(25,000 uniques)

– 20,513 Episode views

– 3,262 Music Video views

– 5,427 Friends

– 140 Comments

Hammer & Coop myspace

Page 13: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

• Over 23 million impressions

• 1,337,738 video views

• More than 300 comments

• Videos were favorited over 400 times

Hammer & coop youtube

Page 14: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

youtube 1 – Day home page sponsorships

• MINI sponsored the homepage of YouTube– Trailer – Music Video

• Streaming video complimented with companion ad banner

• Results– 669,000 Trailer

Views

– 483,000 Music Video Views

Page 15: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

youtube roadblock on Watch page

Page 16: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

youtube #1 most viewed of all time#1 Top Rated video of the day

Page 17: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

youtube #1 most discussed #1 top favorite video

Page 18: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Online display ads fireleap

• Over 4 million impressions

• .22% CTR

• $4.40 CPC

• 8.2% of those that clicked through the banner took action on MINIUSA.COM– Registered– Configured a MINI– Saved a

Configuration– Located a Dealer

Page 19: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Online display ads breakthrough

Page 20: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Online display ads breakthrough

• Over 49 million impressions

• .36% CTR

• $1.92 CPC

• 7.2% of those that clicked through the banner took action on MINIUSA.COM– Registered– Configured a MINI– Saved a

Configuration– Located a Dealer

Page 21: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Online display ads action name generator

Henry Coleman

• Over 62 million impressions

• .17% CTR

• $3.79 CPC

• 12.6% of those that clicked through the banner took action on MINIUSA.COM– Registered– Configured a MINI– Saved a Configuration– Located a Dealer

Page 22: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

• Contextual advertising within relevant editorial content

• Displayed the Hammer and Coop trailer within the ad unit and drove traffic to HammerandCoop.com

• Results– 462,701 Hooks

– 18,201 Ad/Video views• 4% interaction rate

– 1,027 clicks to HammerandCoop.com

• 6% CTR

– 8.4% conversion to MINIUSA.COM

Online advertising vibrant media in-text video ads

Page 23: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

• Real world advertising placed in virtual environments

• 2/20-5/31• Over 918,000 Impressions

In-game advertising xbox MlB 2007

Page 24: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

• Both Hammer and Coop were developed as avatars (first time for an automobile)

• Hosted 6 events in Second Life for virtual community opinion leaders– Each event showcased parts of the film series in unique

ways

• Participants played for real prizes and giveaways

• Results– 222 Second Lifers participated– 29 members of press participated– 110 photos posted on Flickr– 60 blog mentions

Virtual world integration second life

Page 25: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Channel Menu Listing Hammer & Coop Episode

• Hammer and Coop custom content channels developed for the AdInfuse, Helio and Zannel Mobile networks

• Channels housed the webisodes and music video

Mobile media video distribution content channels

Page 26: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Mobile media video distribution exclusive sponsorship

Exclusive WAP Banner

Exclusive Video Pre-roll

Consumer clicks on any video link on

the site

• Hammer & Coop was the exclusive sponsor of the launch of MondoToGo.com, the first mobile site of Mondo Media

• 100% SOV for the WAP banner and video pre-rolls

Page 27: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

Program Introduction

:15 Video Mid-Roll

Episode :05 Video Bumper

• Hammer and Coop trailer and Webisodes distributed through mobile content networks and PodCasts

• 1.7 million trailers views and 11,000 Webisode views by Sprint customers

Mobile media video distribution :15 Mid-roll & :05 bumper

Page 28: Kate Alini from MINI at JD Power and Associate Automotive Internet Roundtable

• Over 1.55 million views– 86% of video views from YouTube

• Traffic to MINIUSA.com up 48% – Saved configurations up 48%– Dealer site traffic up 47%– Dealer locator traffic up 17%– Leads to dealers up 15%

• 93% of webisode views came from editorial integration

• May – Aug were record setting sales months for MINI USA

Hammer & coop campaign results