adobe max 2008 cross channel campaigns

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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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  • 1. Delivering Multichannel Integrated Advertising Campaigns Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential.

2. Presenters: Peter Cole: Director of Creative Development White MasterCharles Duncan: Creative Development Manager 2 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 3. Agenda Whatis Multi Channel? CaseStudies Strategies & Best PracticesWhite Master Q&A 3 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 4. Multichannel Marketing Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 5. 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, White Master strategy and technical execution, so that the messaging is consistent. 5 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 6. Traditional Messaging Multiple channels telling the same message.White Master 6 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 7. Content Sharing Multiple channels sharing the same content source.White Master 7 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 8. Integrated Experience Multiple channels communicating different parts of a unied experience. White Master 8 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 9. Case Studies Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 10. Visa Signature Living Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 11. Challenge 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. White Master 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?11 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 12. Solution The Signature list of Things to do while youre alive showcased some of the most extraordinary Visa Signature offers cardholders could access.White Master12 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 13. Consistent Messaging Across Channels Website/Online Ads Mobile Search Print Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 14. Microsite The microsite showcased the various experiences that were available to Visa Signtature card holders. White Master14 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 15. Online Advertising Contextually relevant ads (like the Pinehurst banner) on sports sites. Participatedin sponsorships on sites with high concentrations of target audience White Master15 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 16. Search 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).White Master16 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 17. Mobile Mobile program prompted consumer to use their mobile device to access some of the premier Visa Signature benets. WinePairing (SMS/WAP) White Master Zagat(SMS)17 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 18. Print Print(Chiat Day) ran in the same categories as the online and pointed to visasignature.com White Master18 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 19. Nike Lab Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 20. Challenge Nikeis not an ofcial sponsor of the Olympics, but wanted to have a powerful presence during the event. White Master20 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 21. Solution Aglobal, 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 White Master locator (mobile).21 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 22. Shared Content, multiple presentationsShared Content Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 23. Xbox Fable 2 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 24. Challenge Create desire for Fable 2 console game Extendthe reach of the franchise to people who didnt play the rst Fable game White Master24 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 25. Solution Create an online experience that integrates a users Choice & Consequences from the online experience into the console game experience.White Master25 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 26. The Experience At the end of the website experience, user chooses outcome which will determine a specic award. White Master26 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 27. Multichannel IntegrationWhite MasterWebsiteXbox 360 Console 27 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 28. Team Collaboration Necessary for InnovationDesign Motion / 3D Development QA Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 29. The Lost Ring Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 30. Challenge Create a stronger bond with young adults using the Beijing Olympics. White Master30 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 31. Solution Createa global alternate reality game giving users the opportunity collaborate on a global scale. Discreetlysponsored by McDonalds, the experience engaged younger audiences who dislike overt White Master marketing.31 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 32. Integrated Channel Experience Landing Page: 6 languages Historian Site:EnglishAlly Site:Ally Site: Hero Site: English French JapaneseSecret Site: English MobileAlly Site:Ally Site:Ally Site:Spanish Ally Site: Portuguese Chinese German Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 33. Region Relevant Mobile Sites Mobileweb access more important than desktop web access in certain regions. White Master33 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 34. Community Involvement Playersconnected 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 White Master their theories.34 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 35. 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. White Master35 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 36. Recap Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 37. Three Channels Traditional Messaging: Multiple channels telling same message Content sharing: Multiple channels sharing same data source White Master Integrated Experience: Multiple channels required to convey message37 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 38. Strategies & Best Practices Technical:Data management, Architecture Workow:Timeline, Team Collaboration Strategy:Understanding Challenges and Solutions White Master38 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 39. Best Practices Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 40. Technical: Content Management & Architecture Structure your data so it can be shared across channels for easy updates and scalability.White Master40 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 41. Channel 1Channel 2 Channel 3 Channel 4 Shared Content Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 42. Workow: Timeline & Planning Establish realistic timelines allowing for team collaboration and improvements on the end product.White Master42 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 43. Waterfall ModelStrategy Design Development Testing Maintenance Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 44. Iterative Model Strategy Design Initial PlanningTestingDeploymentDevelopment Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 45. Strategy: Understand Challenges, Establish Solutions Have clearly dened marketing goals allowing for better creative and technical solutions. White Master45 Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 46. The Big Idea Copyright 2008 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. 47. Nike Lab: www.nikelab.com The Lost Ring: www.thelostring.comFable 2: www.fable2.comVisa Signature: http://awards.sf.akqa.com/creative/2007/visa_signature/signaturepeter@petercole.com charles@charlesduncanjr.co

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