Adobe Max 2008 Cross Channel Campaigns

Delivering Multichannel Integrated Advertising Campaigns

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Presenters:

Peter Cole:

Director of Creative Development

Charles Duncan:

Creative Development Manager

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• What is Multi Channel?

• Case Studies

• Strategies & Best Practices

• Q&A

Agenda

Multichannel Marketing

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Multichannel Marketing

Multichannel marketing uses multiple channels to reach a customer. The objective is to reach consumers in whichever channel is most appropriate for them. Effective multichannel marketing needs: collaboration, strategy and technical execution, so that the messaging is consistent.

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Traditional Messaging

Multiple channels telling the same message.

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Content Sharing

Multiple channels sharing the same content source.

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Integrated Experience

Multiple channels communicating different parts of a unified experience.

Case Studies

Visa “Signature Living”

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• Our objective was to build awareness of Visa Signature as not just a line of luxury reward cards, but as a brand that provides exclusive access to unique experiences that matter.

• Using Search, Visa doesn't want to be appear above their member banks. How do we create awareness of the brand/service without relying on Organic search?

Challenge

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• The Signature list of “Things to do while you’re alive” showcased some of the most extraordinary Visa Signature offers cardholders could access.

Solution

Consistent Messaging Across Channels

Website/Online Ads Mobile Search Print

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• The microsite showcased the various experiences that were available to Visa Signtature card holders.

Microsite

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• Contextually relevant ads (like the Pinehurst banner) on sports sites.

• Participated in sponsorships on sites with high concentrations of target audience

Online Advertising

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• Search users who entered queries relevant to the destination content such as ‘Pinehurst Golf’, 'Mississippi Steamboat' or 'Blarney Stone' were taken to the experience page on the campaign micro-site (deep link into Flash site).

Search

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• Mobile program prompted consumer to use their mobile device to access some of the premier Visa Signature benefits.

• Wine Pairing (SMS/WAP)

• Zagat (SMS)

Mobile

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• Print (Chiat Day) ran in the same categories as the online and pointed to visasignature.com

Nike Lab

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Challenge

• Nike is not an official sponsor of the Olympics, but wanted to have a powerful presence during the event.

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Solution

• A global, content-rich, informative web and mobile experience that showcased content from 58 athletes, 45 products and was localized into 23 unique locals. Included video, graphics, articles, up-to-date Olympics news, social book marking, and store locator (mobile).

Shared Content, multiple presentations

Shared Content

Xbox “Fable 2”

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Challenge

• Create desire for Fable 2 console game

• Extend the reach of the franchise to people who didn’t play the first Fable game

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Solution

• Create an online experience that integrates a users Choice & Consequences from the online experience into the console game experience.

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The Experience

At the end of the website experience, user chooses outcome which will determine a specific award.

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Multichannel Integration

Website Xbox 360 Console

Team Collaboration Necessary for Innovation

Design Development QAMotion / 3D

The Lost Ring

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Challenge

• Create a stronger bond with young adults using the Beijing Olympics.

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Solution

• Create a global alternate reality game giving users the opportunity collaborate on a global scale.

• Discreetly sponsored by McDonald’s, the experience engaged younger audiences who dislike overt marketing.

Mobile

Landing Page: 6 languages

Hero Site: English Ally Site: Japanese

Ally Site: SpanishAlly Site:

Chinese

Ally Site: French

Historian Site: English

Ally Site: German

Secret Site: English

Ally Site: Portuguese

Integrated Channel Experience

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Region Relevant Mobile Sites

• Mobile web access more important than desktop web access in certain regions.

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Community Involvement

• Players connected on forums, wikis, and blogs to share clues and content

• Players helped shaped the story by connecting with the athletes. In turn, the plot shifted to accommodate their theories.

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Community Created Sites

• Players started and maintained a wiki to keep track of the story.

• 2,000 pages with more than 10,000 edits becoming the go-to resource for new players.

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Three Channels

• Traditional Messaging: Multiple channels telling same message

• Content sharing: Multiple channels sharing same data source

• Integrated Experience: Multiple channels required to convey message

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Strategies & Best Practices

• Technical: Data management, Architecture

• Workflow: Timeline, Team Collaboration

• Strategy: Understanding Challenges and Solutions

Best Practices

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Structure your data so it can be shared across channels for easy updates and scalability.

Technical: Content Management & Architecture

Shared Content

Channel 1 Channel 4Channel 2 Channel 3

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Workflow: Timeline & Planning

Establish realistic timelines allowing for team collaboration and improvements on the end product.

Strategy

Design

Development

Testing

Maintenance

Waterfall Model

Iterative Model

StrategyInitial Planning Design

Development

TestingDeployment

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Have clearly defined marketing goals allowing for better creative and technical solutions.

Strategy: Understand Challenges, Establish Solutions

The Big Idea

Nike Lab: www.nikelab.com

The Lost Ring: www.thelostring.com

Fable 2: www.fable2.com

Visa Signature: http://awards.sf.akqa.com/creative/2007/visa_signature/signature

peter@petercole.com

charles@charlesduncanjr.com

Adobe Max 2008 Cross Channel Campaigns

Business

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