Samuel Tait New Business Director. Moving from a chain reaction…
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Transcript of Samuel Tait New Business Director. Moving from a chain reaction…
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Samuel TaitNew Business Director
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Moving from a chain reaction…
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EarnEarned ed
MediMediaa
BougBoughtht
MediMediaa
OwnOwnMediMedi
aaTime and Effect
Exponentially Increases
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Every part of web is social and access is universal: brands live and die by what consumers
say about them
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The brands whose The brands whose consumersconsumers tell the tell the best stories will winbest stories will win
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The Role of the Media
Create brand « ecosystems » that engage consumers and pull them into an active
relationship with the brand
100% of contact
s bought
Bought & Owned contacts are
leveraged into earned media
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A few implicationsThe brand as a serviceThe brand as a utilityThe brand as content
Your brand with a wider mission
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Isobar in Action
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DIESEL
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DIESEL.COM BELONGED TO THE HEIDIES
Six video cameras, 24 hours a day, live for 5 straight days on diesel.com.
This is the story of two gorgeous crazy girls who stole the new Diesel Intimate collection, kidnapped a nice guy, locked
themselves (and him) in a hotel room. All for their 15MB of fame.
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The Heidies was our idea to launch Diesel’s new intimate collection to young people around the world
We understood that there is a generation today who use online platforms for self-publicity stunts: acting weird on the internet makes you famous!
What happens when a brand like Diesel (humorous, original, provoking) parodies this behaviour?
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QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
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Branded content 24/7 with 100% user interaction. With graphical references to blogs and myspace the Heidies began the 2.0 hunt for 15 MB of fame.
All pictures were taken as it happened and then uploaded to the Internet without any retouch.
Almost all pictures were snapped by the Heidies and their hostage!
A live site
An unconventional approach to fashion
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The response was beyond expectation. The Heidies received e-mails from all over the world, music videos, messages and more!
Can you measure fame by the friends you have on places such as myspace? The Heidies spent a few hours on myspace, getting to know some "celebrity friends”! http://www.myspace.com/Heidie1And2
Response from fans
Friends forever!
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This graph (from Alexa) shows clearly what happened during the Heidies show...compared with other brands.
RESULTS
• Demand outstripped supply as the product sold out • Diesel.com usually attracts 25,000 visitors, during the ‘kidnap’ it peaked at 85,000 • Featured in top ten most viewed clips on You Tube from day two of take over • Tens of thousands of interactions from ‘fans’ • Cannes Cyber Grand Prix (amongst numerous other awards!)
All achieved on a media spend of zero!
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Challenge
Once a credible running brand, Reebok wanted to reinvigorate it’s recognition among runners by creating a movement focusing on the joy and fun of running.
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Insight
The simplest sport in the world had been communicated as if it was only for the elite and as a result had become inaccessible to most.
Running had become over-complicated.
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Solution
RUN EASY - Running at the speed of chat
An initiative designed to encourage fun and easy participation in running.
Digital was the lead mechanic with support from OOH, TV and cinema. At the hub of the Run Easy movement is www.goruneasy.com. The site fosters community building through user-generated content capabilities that help runners connect and share their running experiences.
It leverages existing tools and behaviors to create a running experience where visitors can easily map out and share favourite running routes, post snapshots of sights to take in while on a run, upload music playlists, and join discussion groups.
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www.goruneasy.comco-developed by Isobar’s global network of leading digital marketing agencies
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SEE: Share the sights of your run
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QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
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ResultsRun Easy was extremely successful in not just promoting and enhancing the Reebok brand image, but also providing customers with an online community to interact and share with others around the world.
• Over 1.7 million visitors to the site, from over 200 countries
• Over 19,000 registered users regularly uploading content
• Over 1000 users uploaded content to the site via a mobile device
• Over 11,000 runs created
• “Reebok running” has seen a 50% increase in search volume
• Cannes lion winner (silver)
Reebok = MITX Interactive Marketer of the Year
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What you DO is more
important than what you say
+
Brand and Business
behaviour is becoming
the key determinant of
Image
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Thank you.