opel adam pokémon challenge
TRANSCRIPT
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Opel Adam Pokémon Challenge
JUNE 2016
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A big Wave
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A very big Wave
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1-juil. 8-juil. 15-juil. 22-juil. 29-juil. 5-août 12-août 19-août 26-août
Downloads Downloads
130M
500M
22M
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MassiveTimespent
43Minutes
POKEMON
SNAPCHATINSTAGRAM
MESSENGER
WHAT’SAPP
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And Engagement 10%admittrespassingtocatchpokemon16%:morethan4hours21%wouldratherplaypokemonthanhavesex
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THEWave
A large Audience High level of engagement Easy recognisable Interest
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Choose the board
Fast : Actionable directly
Reactive : Surfing on wave
Engaging: Create local content
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Influencers
Connect with people difficult to reach
Cynical about brands promoting themselves
Millennials are the highest Ad-blockers
Be different.
Create their own content
Fast and reactive
Something that is difficult to get for a Brand AUTHENTICITY
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WorkingWith Influencers
Buildingrela,onshipwiththepeoplewhocanbuildrela,onshipforyou
Social Listening tools
Place Google Alerts
Follow Hashtags
Use Tools or influencers
Aggregators
Spot the right personality
1. FINDING THEM 2. WORK WITH THEM
Create a framework
- Exclusivity - legal framework - Measure
Help them to help You
- Challenge - Ideation - Technical support
3. AMPLIFY
Offer the influencer a Real Amplification of their talent
Offer to the brand an optimised Amplification on the right targets
The question is no longer if
it works or not
it's how to integrate influencer marketing
in a scalable way.
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Goal
Network
Influencer
BRAND
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The surfer
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OPEL ADAM
Increase engagement with young people A fully - connected car with features like
A wireless charger Connected on star A night-Sky roof
Urban Customizable Fun
POKEMON PLAYERS
Young Connected
Like customisation Obviously like playing and have fun
Easily targetable
6/7 13/7 19/7 22/7 1/8 13/8
Launch of Pokémon GO
Pokémon Go(es) in Belgium
Creative proposals to clients
OPEL agreement
Setup start
ACTION!
#dontdriveandpokemon
#DONTPOKEMONGO ANDDRIVE
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Qualitycontent
Highengagementrates
Skilledinedi]ng
Uniquestyle
Fluenttalker
Agamer
Reachesourtargetaudience
And..Hedidnothaveadrivinglicence
70%viewrateon
subscribers
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INFLUENCER
! Build up to the challenge
! Complete the challenge
! Tell a live story
! Edit the video in his signature style
! Publish on own channels
Collaboration
ISOBAR
• Supply a mix of Earned and Paid Media
• Organise the Challenge
• Support Creative production
• Target People
• Terms and condition
• Legal aspect
• Guard brand safety
Build up to the challenge…
…by both us & the influencer
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Creating the Pokémon Adam
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Show some features that make the ADAM an awesome city car
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Creating fun Pokémon content
MEET THE FANS AND LET THEM SHARE
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Final challenge: his first driving experience
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Live content creation
#OPEL #Samir #Fans
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CONCLUSION
1 THE POKEMON WAVE HAS BEEN SURFED
2 1.5 MILLION BELGIAN INTERESTED IN POKÉMON GO & OPEL WERE REACHED
4 16.500 ENGAGEMENTS AND 555.000 VIDEO VIEWS
3 WE CREATED A WIN-WIN SITUATION FOR BOTH THE INFLUENCER AND OPEL
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PAID CAMPAIGNROI
-80%LowerthanClient’s
benchmark
COST PER ENGAGEMENT
DIVIDEDBY
5
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And production Cost Included?
-66%LowerthanClient’s
benchmark
COST PER ENGAGEMENT
DIVIDEDBY
3
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Thank You!