Planning interactive campaign Vasiliy Starostin

Long  live  spontaneity!  You  could  say  that  this  is  one  of  the  basic  guiding  principle  of  the  Heineken  brand  which  has  introduced  yet  another  innova9ve  campaign  called  the  “Departure  Roule>e”,  a  game-­‐show-­‐style  board  that  provides  the  ability  to  passengers  of  New  York’s  JFK  airport  to  change  their  primary  des9na9on  to  a  random  one.    By  simply  pushing  a  bu>on  on  a  display  in  the  airport’s  lobby,  the  par9cipants  are  engaged  in  a  unique  challenge-­‐a  journey  into  the  unknown.  

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Understanding  Interac9vity  1.  One-­‐to-­‐many  communica9ons  2.  Adopted  context    3.  Engaging  consumers  to  strengthen  the  

emo9onal  bond  to  the  brand    4.  Personal  par9cipa9on  5.  Instant  respond  

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Offline  •  Events  •  Outdoor  •  Ambient  •  Digital  tools  

Online  •  Social  •  Interac9ve  media  •  Apps  •  Sites  

Note:  offline  and  online  are  now  merged  with  each  other.  There  are  no  clear  boundaries  anymore  

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What  is  the  point  of  interac9on?  Before  you  create  any  interac9on,  you  must  completely  understand  the  ul9mate  objec9ve.    Why  are  you  engaging  their  par9cipa9on?  •  Get  an  opinion  •  Challenge  the  par9cipant  •  Share  informa9on  •  Entertain  the  audience  

•  Pose  a  problem  •  Share  a  solu9on  •  Create  a  contest  •  Support  a  charity  

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Examples  for  different  objec9ves  •  Get  an  opinion  •  Challenge  the  

par9cipant  •  Share  informa9on  •  Entertain  the  audience  •  Pose  a  problem  •  Share  a  solu9on  •  Create  a  contest  •  Support  a  charity  

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La9n  beer  brand  invents  a  cooler  that  neutralize  cell  phone  signal  to  mo9vate  live  chat  

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Link  to  brand  idea  •  Brand  Experience  •  User  Experience  •  Build  your  solu9on  on  brand  value  and  core  iden9ty  

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h>ps://s-­‐media-­‐cache-­‐ak0.pinimg.com/originals/45/4d/ef/454def5727fcb0143a4fffe5a2251aff.jpg  

Examples  •  Polar  Cell  Phone  Nullifier  •  Heineken  Departure  Roule>e  •  Stray  dogs  and  cats  are  feed  by  Turkish  recycle  machine  

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Links  1.  h>p://www.brandingmagazine.com/2013/07/18/heineken-­‐departure-­‐

roule>e/  2.  h>p://adage.com/ar9cle/crea9vity-­‐news/2013-­‐interac9ve-­‐integrated/

245756/  3.  h>p://www.awwwards.com/8-­‐brilliant-­‐interac9ve-­‐marke9ng-­‐

campaigns.html  4.  h>p://www.seenox.org/vending-­‐machine-­‐feeds-­‐stray-­‐dogs/    

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