transmedia and alcoholic drinks
DESCRIPTION
Presents ideas for placing "experience" at the center of the consumer conversation and not "product". Not only is the right approach (imho) but particularly useful for marketing of alcoholic drinks where product advertising is regulated.TRANSCRIPT
Re-imaging Social Media for Alcoholic Drinks
Tuesday 14 June 2011, London
Robert PrattenTransmedia Storyteller Ltd
“Life is not measured by the number of breaths we take, but by the number of moments that take our breath away”
Today
• Pervasive entertainment (& marketing)
• Finding opportunities to engage
• Example using an alcoholic drink
Transmedia Storyteller Ltd
• Audience engagement company
• Advice & tools to create “remarkable experiences”
(meaningful, memorable, sharable, transformative)
• Conducttr: “pervasive entertainment platform”
Pervasive Entertainment
“blurs the line between real-world and fictional world; between work time and play time; between author-directed plot and audience-improvised role-play”
= ubiquitous media + participatory experience + real world + good storytelling
Conducttr
Pervasive Entertainment for Brands
Replace:
• “fictional world” consumer’s aspirations
• “author-directed plot” brand message
• “improvised role-play” social interaction
• Role-play is facilitated by the author by providing tools, content & events to set the context & rules; maybe also to encourage emergent gameplay
• For the brand, social interaction is facilitated by brand providing product, content & events
Conducttr for Brands
• A consumer engagement platform
• Support consumer aspirations & facilitates social interactions – in the context of the brand message
– across multiple platforms (online, offline)
Finding Opportunities
Social Digital
Physical
How does the physical product assist socializing in the “real world”?
How can the experience of the physical product be enhanced by digital?
How can digital enhance or facilitate socializing?
Socializing: helping consumers connect with each other through conversation, sharing, collaborating, competing, meeting
Digital: technology solutions to enable, manage and measure experiences
Physical: the tangible product
Example for Alcoholic Drink
• Assume the brand message is “Entertaining at Home”
Content strategy
Social media: spreadable/giftable
sharable
Exploration content can aid social discovery
Typical of alcoholic drinks…
Product
RecipesPhotosFacebook Discussions
AdvertsWeb pageFacebookYouTube
What if? Experience at the core
Social Gathering
Party advice•setting•theme•guestsParty tools• conversation starters • party game • food pairing suggestions• cocktail recipes
Sidebar… Offline too.
• Experience-focused approach stimulates offline ideas too:– Product
• Mix your own drink. Naked product with alcohol + flavours (hazelnut, coffee, etc)
– Promotion• Pop-up shop in mall designed as living room with
expert tips on hosting & samples
Simple interactive idea
Conversation-starters on Twitter
• Get your guests excited about your party by tweeting them these conversation starters to warm things up before the meet up!
Tweet codes
• AAA Tell me about the last time you went out for dinner!
• AAB Tell me how you'd spend one million dollars and had to spend it in one day!
• AAC Tell me why you think women live longer than men ;)
• AAD Tell me about your best friend’s annoying habits :D
@YourBrand Ask AAB to @robpratten @deskescape @1stLittlePig
Social recipe requests?
• Twitter & Email requests for recipes– @YourBrand can I have the cheesecake recipe?
– [email protected] tell me about the ice cream!
Summary
• Experiences are the key to meaningful connections• For consumers to engage with a brand the brand must
be meaningful to them• Hence engagement & connection is best achieved
through brand-facilitated experiences• Which experiences communicate the brand values?
(Caveat: find something consumer already doing in some way)
• How can the brand facilitate or enhance those experiences?
• Bottom line: Actions speak louder than words.
