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This is my Adobe max 2008 presentation on cross channel digital marketing campaigns. The presentation covers work from: Nike, Xbox, Visa & McDonalds.
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Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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Agenda
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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.
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Case Studies
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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?
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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.
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Solution
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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.
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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
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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).
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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)
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Mobile
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• Print (Chiat Day) ran in the same categories as the online and pointed to visasignature.com
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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).
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Shared Content, multiple presentations
Shared Content
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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
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At the end of the website experience, user chooses outcome which will determine a specific award.
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Multichannel Integration
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Website Xbox 360 Console
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Team Collaboration Necessary for Innovation
Design Development QAMotion / 3D
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The Lost Ring
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Challenge
• Create a stronger bond with young adults using the Beijing Olympics.
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Solution
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• 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.
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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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Recap
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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
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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
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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.
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Strategy
Design
Development
Testing
Maintenance
Waterfall Model
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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
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The Big Idea
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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
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