how brands are embracing digital marketinginspire us

dave knoxprocter & gamble

"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's

not.“Seth Godin

Slide Source – Neil Perkin, What’s Next in Media

Image: http://www.gapingvoid.com/

digital is not just about the technology

TVmagazine

radiooutdoor

interactiveshopper marketing

branded entertainmentmobile

digital is not about being another marketing tactic

radiooutdoor

interactiveshopper marketing

radioshopper marketing

digital is not just about mini-sites and banner ads

digital marketin

g is…

enabling relationships & community

Nike & Nike+www.nikeplus.com

digital marketing is…

“Where most initiatives focus on enticing consumers to complete a purchase, Nike+ continues to engage the consumer long after the transaction has occurred, keeping Nike+ runners motivated & connected, with each other & with the Brand. People are beginning to expect more from a brand than a witty narrative, and Nike+ redefines how a brand can reach its audience through meaningful enabling experiences.”

- Nick Law, R/GA EVP/Chief Creative Officer

+ +

Product + Content + Community =PremiumConsumerExperience

"We've been viewing digital as less of a marketing channel than a place for

services." -Stefan Olander, Nike

Global Director of Digital Media

NikeID Ballers Network Boot Camp

telling a story around your brand

Halo 3 “Believe” (www.halo3.com/believe) &

HBO “Voyeur”

digital marketing is…

“It's a funny combination of gaming, Hollywood and advertising. This year will resemble traditional advertising more than ever. Before, it was a lot of websites and banners.“

– Colleen DCourcy, Chief Digital Officer at TBWA/Chiat/Day & Head of Cannes Cyber Lions

http://www.xbox.com/NR/rdonlyres/BDB6E19F-4C18-4400-8E8F-71CAE85C1ECE/0/vidHalo3Believe60sHi.asx

Massive Diorama - Depicted a single battle in Halo 3. 1,200 square ft & over 12 ft tall

The John-117 Monument – Website allows you to explore diorama freely. Camera icon to make your own wallpapers and “hotspots” with videos, information on combatants, & “personal accounts” of the battle from soldiers

Online videos/TV spots – Several spots including “The Museum” which featured the diorama and the retelling of the battle by a “surviving veteran”

A multimedia experience giving a peek into what happens

behind the countless windows we pass everyday. The HBO Voyeur Project illustrates the

underlying truth that sometimes the most revealing stories are the ones you weren't meant to

see. http://www.hbo.com/voyeur

Outdoor in NYC

Online Forum

a key part of an integrated campaign

Adidas “The Rook”(www.therook.tv)&

Burger King “BK Games”

digital marketing is…

Overview:"The Rook", a first person, full motion digital video branded game that allowed users to experience what it is to play their first rookie year in the NBA. During this 5 week journey, users played the game they love with a team of athletes, helping them elevate their game and truly live, breathe and feel the NBA life.

Results:In 5 countries, over 5 Million users accessed The Rook, over 240,000 users played for the chance to win exclusive VIP tickets the 2008 All-Star Weekend, and spent an average of 20 minutes per visit, playing The Rook.

http://www.vimeo.com/623326?pg=embed&sec=623326

BK Gamer Overview:Burger King released 3 video games for the Xbox, starring The King and other mascots, such as the Subservient Chicken. The 3 games (Pocketbike Racer, Big Bumpin’ & Sneak King) were available at Burger King restaurants from November 19 to December 24, 2006. They were priced at $3.99 each with purchase of a value meal.

Results:Now instead of just watching the King, people are playing with him…and happily paying for it. 3.2MM games sold. The campaign won a 2007 Cannes Titanium Lion

building brand equities in new ways FedEx “Launch a Package”

&Green Works “Reverse Graffiti Project”

digital marketing is…

On April 15, 2008 in San Francisco, Clorox Green Works brought

together an Englishreverse graffiti artist and a critically acclaimed documentary filmmaker,

to create an environmentally friendly work of art and a film about a

philosophy of clean.http://reversegraffitiproject.com

Zappos.com broke the “myth” that no one would buy shoes w/o 1st trying

them on. They have grown sales from $1.6MM

in 2000 to $840MM in 2007. Breakthrough

online Customer Relationship to deliver a

better shoe shopping experience to everyone.

"Advertising is the price

companies pay for being un-

original." -Yves Behar, Designer at TED2008