ESSAYS
DAMIAN RYAN, PARTNER AT MEDIAVENTURA, CHAIRMAN OF GADM AND AUTHOR OF THE BEST DIGITAL MARKETING CAMPAIGNS IN THE WORLD II
shares) and the campaign generated a wave of national and international press coverage. Created on a limited budget but
instantly understandable and inherently sharable, this was an example of viral marketing being granted an extended lifespan by virtue of a long-term goal. It also harnessed the power of collective action on social media and gave mainstream news outlets a clear story to work with.
VOLKSWAGEN BLUEMOTION ROULETTE
NORWAY Fuel effi ciency may not be the most glamorous point of entry to automotive marketing, but by introducing a gaming element to the promotion of the Golf BlueMotion in Norway, Volkswagen were able to get drivers excited about litres-per-metric-mile. With a map created using
the model themselves, in the process engaging with the brand and its USP: low fuel consumption.
DEUTSCHE TELEKOM: MOVE ON
Google Maps and Street View, users could follow a Golf BlueMotion with a full tank of diesel as it headed down Norway’s Route E6. The game: to guess where it would run out of gas, with the correct answer winning the car. Since users only had one guess, they were required to research the BlueMotion in detail. Fully supported by TV, banner ads, social media and designed to work across multiple devices, more than 50,000 Norwegians placed a bet on the car’s fi nal resting place and 160,000 visited the site during the month-long campaign. They key to the campaign’s success?
STRONG IDEAS SET THEIR OWN AGENDA”
GERMANY Brand differentiation is notoriously diffi cult to achieve in the busy telecoms sector. Deutsche Telekom’s multi-award-winning 2012 campaign, created by MediaCom, enabled users to turn their cinematic dreams into reality by co-creating and participating in a fi lm entitled Move On. Thousands of fans were invited to provide creative input as extras, composers and even prop providers. Directed by Asger Leth (Man on a Ledge) and starring Mads Mikkelsen (Casino Royale) as a secret agent traversing Europe, the result was shown in eight episodes online before being premiered in Berlin and broadcast on TV. All very glamorous, of
course. But how did this benefi t the brand? ‘Sharing’ was the key message here and the concept was written into every aspect of the production. The fi lm
enabled the brand to reach a highly desirable young demographic and total brand fi t uplift averaged 10.5 per cent. Purchase intent increased up to 30 per cent and there was an 81 per cent increase in consumers who found the brand ‘inspiring’.
The very natural integration between game, product, channels and desired outcome. Games are, by their nature, oriented around a clearly defi ned narrative and set of goals. The masterstroke here, however, was giving users an incentive to go off and research
47 issue 21 july 2014
Film has always been a uniquely seductive medium for brands and advertisers, but this example took the relationship – and the distribution model – to another
level. Participants had a uniquely personal investment in the campaign, but non-customers were also signifi cantly impacted. In the future, could there be an
Oscar for ‘Best User Generated Content’?
RED BULL STRATOS
GLOBAL The record-breaking skydive, undertaken by Felix Baumgartner from 108,100 feet in 2012, is digital’s marketing’s epochal moment: even your granny heard about it. The sheer audacity of the enterprise (with over 9 million people watching online it was the internet’s biggest ever event) catapulted it into history. But what benefi t did it really bring the energy drink? Red Bull’s stated target market was ‘the general public.’ That would be pretty much everyone, then. Key in reaching that vast, undifferentiated audience were multiple integrated platforms to support the online experience. The campaign also demonstrated an acute understanding of how important social integration is in any project (the Twitter account racked up 250k followers in a single day) and straddled traditional divisions between online, offl ine, broadcast, experience and content. As plenty of marketers have pointed
out, stratospherically ambitious campaigns like this are out of most brands’ reach. But the underlying lesson is universal: if you want to make an impact, think big. And then think even bigger. The Best Digital Marketing Campaigns in the World II by Damian Ryan is published by Kogan Page.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
