Digital Marketing Cases: presentation for BBDO Moscow Digital Wordshop
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Zigurds Zaķis Strategic Planning Director, DOMINO BBDO
Moscow, September 11, 2009
“Welcome to the age of PULL”Selected Cases
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Step 0:Getting Your “Now What?” Right
Source for “Social Systems”: David Armano, http://darmano.typepad.com
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1.
Creating content
that customers
seek or share
2.
Designing
the value for
customer
The age of PULL:
What pulls?
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A.
big ideasthat work across different platforms
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simple, single-minded ideas
(concepts)
that work across
different channels
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Watcher Trailer
Event InvitationsGo Cards
Wall Screening Event
Teaser Trailer
Voyeur On Demand
HBOVoyeur.com
Watcher Film
Mobile Content
Ancillary Websites
Online Banners
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High entertainment value
Outstanding storytelling
Applications to different channels:
Translating, not copying
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Trans-media experiences
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B.Managing participation in
social platforms right
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Big idea + consistency
Heavily non-traditional media based
A lot of branded applications
On-line (Twitter, Facebook)
Involving people (donations, recommendations)
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C.Creating extraordinary
digital experiences
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Agency: CP+B
Agency: Love Brindfors
IKEA, 2009
http://demo.fb.se/e/ikea/comeintothecloset/site/default.htm
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IKEA, 2007
http://demo.fb.se/e/ikea/dreamkitchen/site/default.html
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http://unlimited.orange.co.uk/flash/go
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D.Designing services
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“.... the future of advertising
is great products that have
marketing embedded in them.”
Jeff Hicks
CEO, Crispin Porter + Bogusky
October 2006
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Agency: CP+B
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Agency: RG/A
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Agency: RG/A
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Agency: RG/A
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Location
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http://www.swisstrains.ch/
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Insight: Nobody runs a marathon on their own. Runners depend on the support of friends and family to reach their ambition.
35’000 Runners, hundreds thousands follows
StrategyMake adidas a crucial part of the conversation about the London Marathon on social media by giving the community something innovative and useful.
http://www.bemarvellous.com/does_adidaslondonmarathon.html
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E.Help learning new skills
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Nike Signature Moves
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Nike Signature Moves
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Nike SPARQ training program
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FIAT: Eco Drive
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G.Helping to build and
supporting communities
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Agency: RG/A
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Nike+ and Nike Human Race
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H.Unleashing
collective intelligencemaking them work together
to solve the challenge or help each other
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TwelpforceA collective force of Best Buy technology pros offering tech advice in Tweet form.
Best Buy: Twelpforce
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• Strategy: to get people talking and working together to solve a puzzle too tough for just one person
• Digital Brief: make them to watch every second of TVC
Guinnesstipping.com
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F.Creating platforms
for their self-expression
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0. Getting your “Now-What” right
A. Big Ideas
B. Managing participation in social platforms
C. Creating extraordinary digital experiences
D. Designing Services
E. Helping Learn New Skills
F. Building and supporting communities
F. Creating platforms for self-expression
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1.Creating content
that customersseek or share
2.Designing
the value for customer
Summary
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In the age of pull
we all are in the business of
Designing the value
for customer
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= Making his life
better, easier, richer
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Try a lot of things!
Fall often!
Fall forward!