Opel Adam Pokémon Challenge
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Transcript of Opel Adam Pokémon Challenge
![Page 1: Opel Adam Pokémon Challenge](https://reader034.fdocuments.in/reader034/viewer/2022051503/5878095d1a28ab971e8b5515/html5/thumbnails/1.jpg)
Title Page (White Background)!
Opel Adam Pokémon Challenge
![Page 2: Opel Adam Pokémon Challenge](https://reader034.fdocuments.in/reader034/viewer/2022051503/5878095d1a28ab971e8b5515/html5/thumbnails/2.jpg)
JUNE 2016
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Sub Points (White Background)!
A big Wave
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Sub Points (White Background)!
A very big Wave
022000000
[VALUE]130000000
500000000
0
100000000
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300000000
400000000
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600000000
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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Sub Points (White Background)!
MassiveTimespent
43Minutes
POKEMON
SNAPCHATINSTAGRAM
MESSENGER
WHAT’SAPP
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Sub Points (White Background)!
And Engagement 10%admittrespassingtocatchpokemon16%:morethan4hours21%wouldratherplaypokemonthanhavesex
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Sub Points (White Background)!
THEWave
A large Audience High level of engagement Easy recognisable Interest
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Sub Points (White Background)!
Choose the board
Fast : Actionable directly
Reactive : Surfing on wave
Engaging: Create local content
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Sub Points (White Background)!
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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Sub Points (White Background)!
WorkingWith Influencers
Buildingrela,onshipwiththepeoplewhocanbuildrela,onshipforyou
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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
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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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Sub Points (White Background)!
Goal
Network
Influencer
BRAND
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Half Bleed Title Page (White Background)!
The surfer
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Sub Points (White Background)!
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
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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!
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#dontdriveandpokemon
#DONTPOKEMONGO ANDDRIVE
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Sub Points (White Background)!
Qualitycontent
Highengagementrates
Skilledinedi]ng
Uniquestyle
Fluenttalker
Agamer
Reachesourtargetaudience
And..Hedidnothaveadrivinglicence
70%viewrateon
subscribers
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Bullet Points (White Background)!
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
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Build up to the challenge…
…by both us & the influencer
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Sub Points (White Background)!
Creating the Pokémon Adam
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Sub Points (White Background)!
Show some features that make the ADAM an awesome city car
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Sub Points (White Background)!
Creating fun Pokémon content
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MEET THE FANS AND LET THEM SHARE
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Sub Points (White Background)!
Final challenge: his first driving experience
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Sub Points (White Background)!
Live content creation
#OPEL #Samir #Fans
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Bullet Points (White Background)!
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Sub Points (White Background)!
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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Sub Points (White Background)!
PAID CAMPAIGNROI
-80%LowerthanClient’s
benchmark
COST PER ENGAGEMENT
DIVIDEDBY
5
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Sub Points (White Background)!
And production Cost Included?
-66%LowerthanClient’s
benchmark
COST PER ENGAGEMENT
DIVIDEDBY
3
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Sub Points (White Background)!
Thank You!