Case Study FullSIX - Sprite Green Eyed World
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Transcript of Case Study FullSIX - Sprite Green Eyed World
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Challenge: How to impose Sprite in the young people’s “Drink List”
Our approach:• Creation of an European campaign around a “reality tv” program • Diffusion on YouTube• Interaction through facebook Connect
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Multi-Channel CampaignLive events (Germany, UK, USA …)
Press & PR (Wall Street Journal, LA times, CB news, Bild...)
Social Media (facebook, twitter)
Youtube Branded channel+ facebook connect viral tool
iTunes (music & application)
Mobile interaction
On pack activation
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YouTube Channel
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Facebook Page
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iTunes
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iPhone Application
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Billboard Campaign & On Pack
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Results: . Over 2.5 million visits on YouTube. Over 3 million visits across the web. Hundreds of comments generated from friends and fans. Katie released her first album. Sprite helped a genuine artist break out instead of running a simple TV ad
Results
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. Strategic Brand & Marketing Consulting
. Digital Strategy
. Integrated Advertising
. @lternative TV, Digital Advertising & Media
. Social Marketing, Content & Events
. Performance Based Media - Acquisition
. eCommerce
. Relationship Marketing
. Websites, Platforms & Applications
. Mobile & Shopper Marketing
. Consumer Research
. Analytics, Data & Performance
. Conversation Tracking & Analysis
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Enjeux : Comment imposer Sprite dans la « Drink List » des jeunes ?
Notre approche :• Création d’une campagne européenne autour d’un programme de “reality tv”• Diffusion sur YouTube• Interaction via facebook Connect
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Campagne multi-canal
Concerts (Allemagne, UK, USA …)
Presse & RP (Wall Street Journal, LA times, CB news, Bild...)
Réseaux Sociaux (facebook, twitter)
Chaîne de marque YouTube+ outil de diffusion facebook connect
iTunes (musique & application)
Interaction Mobile
Activation sur le produit
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Chaîne YouTube
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Page facebook
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iTunes
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Application iPhone
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Campagne d’affichage et on-pack
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Résultats : . Plus 2,5 millions de visites sur YouTube. Plus de 3 millions de visites à travers le web. Des centaines de commentaires d’amis et de fans générés. Katie a sorti son premier album. Sprite a aidé une vraie artiste à émerger au lieu de faire une simple pub TV
Résultats
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. Strategic Brand & Marketing Consulting
. Digital Strategy
. Integrated Advertising
. @lternative TV, Digital Advertising & Media
. Social Marketing, Content & Events
. Performance Based Media - Acquisition
. eCommerce
. Relationship Marketing
. Websites, Platforms & Applications
. Mobile & Shopper Marketing
. Consumer Research
. Analytics, Data & Performance
. Conversation Tracking & Analysis