Interactive promotion campaigns
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Transcript of Interactive promotion campaigns
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Planning interactive campaign Vasiliy Starostin
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Long live spontaneity! You could say that this is one of the basic guiding principle of the Heineken brand which has introduced yet another innova9ve campaign called the “Departure Roule>e”, a game-‐show-‐style board that provides the ability to passengers of New York’s JFK airport to change their primary des9na9on to a random one. By simply pushing a bu>on on a display in the airport’s lobby, the par9cipants are engaged in a unique challenge-‐a journey into the unknown.
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Understanding Interac9vity 1. One-‐to-‐many communica9ons 2. Adopted context 3. Engaging consumers to strengthen the
emo9onal bond to the brand 4. Personal par9cipa9on 5. Instant respond
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Offline • Events • Outdoor • Ambient • Digital tools
Online • Social • Interac9ve media • Apps • Sites
Note: offline and online are now merged with each other. There are no clear boundaries anymore
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What is the point of interac9on? Before you create any interac9on, you must completely understand the ul9mate objec9ve. Why are you engaging their par9cipa9on? • Get an opinion • Challenge the par9cipant • Share informa9on • Entertain the audience
• Pose a problem • Share a solu9on • Create a contest • Support a charity
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Examples for different objec9ves • Get an opinion • Challenge the
par9cipant • Share informa9on • Entertain the audience • Pose a problem • Share a solu9on • Create a contest • Support a charity
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La9n beer brand invents a cooler that neutralize cell phone signal to mo9vate live chat
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Link to brand idea • Brand Experience • User Experience • Build your solu9on on brand value and core iden9ty
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h>ps://s-‐media-‐cache-‐ak0.pinimg.com/originals/45/4d/ef/454def5727fcb0143a4fffe5a2251aff.jpg
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Examples • Polar Cell Phone Nullifier • Heineken Departure Roule>e • Stray dogs and cats are feed by Turkish recycle machine
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Links 1. h>p://www.brandingmagazine.com/2013/07/18/heineken-‐departure-‐
roule>e/ 2. h>p://adage.com/ar9cle/crea9vity-‐news/2013-‐interac9ve-‐integrated/
245756/ 3. h>p://www.awwwards.com/8-‐brilliant-‐interac9ve-‐marke9ng-‐
campaigns.html 4. h>p://www.seenox.org/vending-‐machine-‐feeds-‐stray-‐dogs/
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