#ADVIntegration

#ADVIntegration
Event Real Time Marketing & Advertising

The Team
Jenna Bordy: @jenna_bordy
Klout: 60

Richie Calabro: @RichieCalabro
Klout: 54

Brigid Demko: @brigiddemko
Klout: 45

Harry Whitaker: @Hwwhitaker
Klout: 65

Explanation of
#ADVIntegration
● Social media has changed the way people
view brands
● Brands now need to create 2-way
conversations with consumers
● Integrating brands into event social media
keeps them top-of-mind

Event and Real Time
Marketing Background
Our Events:

Real Time Marketing: creative advertising done
completely on-the-fly during a newsworthy event.
(@adweek)

Interactive Advertising
Text Ads: Basic advertising text, no images and no animation. Boring and least effective.

Standard Display: Standard display ads can either be static or animated with tools like
Flash. They usually have only one interaction, meaning that when you click on them,
you'll be taken directly to the site.

Rich Media Ads: Require much more complex technology to ensure that all of the ad
behaviors function properly, that all of the interactions can be measured and to serve the
ads onto web pages.

#ADVIntegration: Super Bowl
-2013 Super Bowl was most watched television event in U.S history.
-Average over 100 million TV viewers each year. (111 million in 2013)
-30 second commercial set record at $4 million per spot.
-Ace Metrix testing firm used to measure effectiveness of advertising during
major events.

Super Bowl By The "Social"
Numbers
-Of 20.9 million Super Bowl-related tweets during the game,
3 in 10 were related to the commercials.

-Of the 52 national TV spots, Twitter was mentioned in half,
while Facebook was included in only 4, and Google+ was
not featured at all.

-75% of the ads integrated social, mobile, hashtags, or
applications, up 7% from last year

-41% of Super Bowl viewers used their mobile devices for
social media during the commercials.

-Advertising agency based in Boston.

-Created BrandLIVE which is all about increasing relevancy through technology, and part of
Vivaki, which is Publicis Groupe digital arm.

-Founders and hosts of the Digital NewFront, which is the web's answer to the TV Upfront.

Delta Airlines
-Rich media ads incorporate video and are used to target
business class audience to buy plane tickets during working
hours.
-Rich media ads most effective in reaching audience: 85% of
internet users watch videos, 39 billion videos watch in U.S. in
September 2012 alone.

Justin Perrelli
Senior Brand Manager, Digitas
Delta, Comcast, Mead Johnson
Klout: 56 @justinperrelli

-"There should no longer be "digital agencies" because
everyone should have the capability and know-how to
create work for the digital space."

-"Everyone at the agency must understand social even
if they don't work in it directly." There are opportunities
to make even the most traditional work have social
elements."

Grammy's Recap
● Official Grammy Hashtag:
#Grammys

● Compared to the massive
success of RTM at
SuperBowl, Grammy's
failed

● Brands did not capitalize
on the amazing
opportunity especially

David Yarus - MRY
@davidyarus klout: 65
● Worked on major global brand during
Grammy's

● Used teamwork to find every possible way to
get into the conversation

● Major Production

● Set up "war room"

● All departments involved

#ADVIntegration: Oscar Night
"Real Time Marketing or Real Time Misfire?"
-Augie Ray, brand blogger

● Most analysis of RTM from Oscars has been
negative

● Premeditated

● Fake 'real-time'

● Special K:
○ not hugely successful
○ many misfires
○ closer to 'real' RTM

Fake 'real-time'
● Most attempts at RTM appear to have been premeditated and lack that
'real-time' element

Missed Opportunity
● Jennifer Lawrence's fall

● Unexpected event, just like Super Bowl Blackout

● No brand took advantage
○ only example was a parody

● Would have made excellent
Christian Dior ad

SXSW
What is SXSW?

● Gathers musicians, techies, writers, venture capitalists, filmmakers,
agency-execs, and everyone in between
○ Meetings, concerts, talks, exhibits
○ Austin, Texas
○ Attendance rises each year

● One of the largest festivals in the world

● Created in 1987 (Osterholm 2013)

● Trying to decrease use of mobile phones

#ADVIntegration into SXSW
● How do you advertise to the inventors of innovation?
○ must appeal to leaders and their creative sides

● Advertisers can place ads in Program Guides
○ "Go-to source for all things SXSW... easily the most visible publication
during the event and long after" (SXSW 2013)

● Or SXSWORLD Magazine
○ publication that describes film, music, interactive industries, and all
things SXSW
■ Published 5 times a year
● print, mobile, online

● Media Kit: http://ow.ly/jtlt5

Custom Opportunities
● SXSW offers many customizable marketing options for any objective
○ specialized campaigns for artists, panelists, filmmakers, press
○ shuttles, cabs, mobile apps
○ brand visibility items: lanyards, bags, hotel keys
○ host festival parties, own conference lounges

Super Sponsorship
● Highest marketing impact possible
○ present in SXSW before, during, and after

○ "SXSW works closely with sponsors to reach their target demographics, hone their
sponsorship activation approach, integrate sponsor offerings, and achieve their marketing
objectives (SXSW 2013)

● Offers:
○ support and promotion

○ exclusivity in industry and category at SXSW Music, Film, and Interactive Conferences and
Festivals

○ Use of SXSW brand name and logo in their own campaigns

○ on-site brand association and high visibility

○ integration into vital events

● Sponsorship categories images):

Top 10 Trends from SXSW
Interactive 2013 (via Pulsar IMC agency)

1. Entrepreneurialism
2. Making Data Meaningful
3. Hacking for Good
4. Digital Becoming Physical

5. BRANDED CONTENT
a. Art of storytelling, content curation, creation

6. RTM
a. Oreo

7. Sharing Economy
8. Social Change
9. Smart Video and New Verticals
10. Crowdsourcing and Crowdfunding

Words from Bill Loscher

Creative Director at Everett Studios on RTM marketing during events:
"Scavenger Hunts, games, text message quizzes, tie-in events at
concerts using PDA’s is becoming the norm and not a novelty anymore.
Heineken sponsored music events come to mind. Direct RTM between
artist and concert-goer is becoming the event reality."

Maura Menapace
Global Account Director, Global Frito-Lay brands
Goodby, Silverstein and Partners
@maura_menapace

Worked on Dorito account with digital integration during both
the Super Bowl and SXSW

● "All agencies (and most good clients) strive to
always have an integrated campaign with digital
and social efforts at the forefront."

● "We live in a multitasking, multi-screen world,
and to truly engage consumers we need to plan
our campaigns with that behavior in mind."

● "The best commentary is on things that are
unexpected, so you really need the people to
make those decisions live."

Doritos Crash the Super Bowl

● Maura was Account Manager for Doritos during Super Bowl XLVI (2012)
and leading up to Super Bowl XLVII (2013)

● Starting in 2006, this event was one of the first major examples of digital
integration

● 2013 CTSB voting moved to Facebook page rather than microsite

Facebook app propels CTSB
Adweek:

● "visits to its Facebook app page
were up 100 percent compared
to last year on the microsite,
said Dena con Werssowetz,
Frito-Lay marketing manager"

Social sharing made all the
difference.

4,050,186 people like this.

#BoldStage
RTM at it's finest.

● SXSW concert stage

● 62-Foot Vending machine
with 4-story LCD screen

● Twitter engagement
affected outcome of opening
act, special effects,
onscreen visuals and
encore song

● Screen encouraged tweets
and showcased photos

● 13K tweets

Tips/Future?
"Brands will continue to
get braver in the space
and it will lead to much
richer experiences,
which will benefit both
the customer and the
brand."

"They will also be able to find
an audience where one never
existed before, like with
Google Glass."

References
Text
1. Siegler, M. (2011, March 16). At sxsw, advertising was this year's twitter, ipad 2 was this year's foursquare. Tech
Crunch, Retrieved from http://techcrunch.com/2011/03/16/sxsw-2011/
2. Osterholm, J. (2013, March 15). [Web log message]. Retrieved from http://odmgrp.com/blog/2013/03/15/sxsw-
marketing-challenges-advertising-to-the-inventors-of-innovation/
3. Callahan-Poe, K. (2013, Marcy 14). [Web log message]. Retrieved from http://pulsaradvertising.com/tag/sxsw-
interactive-2013/
4. SXSW. (2013). Advertising. Retrieved from http://sxsw.com/marketing/advertising
5. http://www.aweber.com/blog/email-marketing/using-cultural-events.htm
6. http://www.digiday.com/brands/fast-moving-brands-at-the-grammys/
7. http://www.tkgenius.com/2013/02/grammys-social-media-live-television-integration/
8. http://engage.synecoretech.com/marketing-technology-for-growth/bid/173268/Real-Time-Content-Marketing-
and-What-SMBs-Can-Learn-from-Oreo
9. http://www.kaseyskala.com/post/42843151164/real-time-mistake
10. http://www.experiencetheblog.com/2013/02/oscarsrtm-real-time-marketing-or-real.html
11. http://blog.hubspot.com/blog/tabid/6307/bid/34214/10-Oscar-Worthy-Examples-of-Brands-Newsjacking-the-
Academy-Awards.aspx
12. http://justallie.com/2013/03/real-time-marketing-oscars/
13. http://www.adweek.com/news/technology/real-time-marketing-during-oscars-fails-deliver-much-brand-buzz-
147552
14. http://mashable.com/2013/03/06/doritos-bold-stage-vending-machine-llcoolj-tweets/

Images
1. http://sxsw.com/sites/all/themes/sxsw-2013/logo.png
2. http://techcrunch.com/2011/03/16/sxsw-2011/
3. sxsw.com

#ADVIntegration

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