Digital cases
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This document summarizes several digital marketing campaigns from brands like Pampers, Old Spice, Best Buy, Canon, Burger King, Tipp-Ex, Toyota, Samsung, Disney, Lays, and Pringles. It describes how each brand engaged consumers through websites, videos, games, banners and other digital channels. The campaigns aimed to increase user interaction, video views, sales, and brand awareness through innovative uses of social media, mobile apps, online videos and other digital technologies.
Digital cases
- 2. This report gathers a few digital cases that were created worldwide. The best use of technologies and digital opportunities, as a consequence – engaged consumers. These cases are an example of how digital channels may be used by brands:Report overview Pampers
- 3. Old Spice
- 4. Best Buy
- 5. Canon
- 6. Burger King
- 7. Tipp-Ex
- 8. Toyota
- 9. Samsung
- 10. Disney
- 11. Lays
- 12. Pringles
- 14. www.pampers.co.ukFree newsletter with information relevant to baby's current stage of development. The e-mail offers and newsletters are designed for the family's youngest children. Virtual baby book which sends reminders of check ups, immunizations and appointments. Virtual growth chart which allows you to plot baby’s height and weight.Result: Potential consumers that will keep coming back to the website for additional info + interaction with the brand Pampers
- 15. User engagement
- 16. First of all Old Spice launched a very successful TV campaign starring Mustafa with genuinely masculine shower gel scent only for real men. “Smell like a man, Man”. Result: the commercial went online in youtube with more than 116 million views. Old spice wanted something more engaging. They created the response campaign. In 2,5 days the teams taped 186 video responses to questions from fans (via Twitter, Facebook and etc.) Then real-time answers were posted back on youtube.Result: Day 1 – 5.9 million views in youtube aloneDay 2- Old spice was ranked 8 from 11 top internet videosDay 5 – more then 40 million viewsIn the past month sales are up 107%Old Spice case (integrated)
- 17. The digital campaign – Twelpforcedone by Best Buy (online/offline digital retailer), was a very active Twitter community- that serves as tool for interaction in between BestBuy people and consumers. People could ask any question devoted to electronic household appliances or gadgets online(via Twitter) and very quickly he/she would receive a short answer from BestBuy people. Quite soon (with the expansion of the community) questions were being answered by savvy internet users that had nothing to do with BestBuy.Result: Customer complaints went down 20%, top 25 social brands in 2009, happy client. Best Buy - TWELPFORCE
- 18. Canon eos (chains)Canon EOS photo camera promotion. Canon caught an insight that “Great photography is not about technology it’s abut inspiration”.
- 19. So Canon created photochains. A dedicated website where photographers could load a photograph in a chain of others, however the photograph should include a detail that was tagged on the previous photo.
- 20. Result: more than 20 000 photos loaded in a month, 12 minutes average time spent on website, Canon SOM grew to a record of 67% in Australia.Insight: people have a huge friend list in social networks: most of them are random Campaign: application was launched that proposed to sacrifice a friend from your friend list for a whopper. Result: more than 233 000 friends sacrificed in a week, Facebook killed this campaign as the concept of facebook was at sake. Burger king –Whopper sacrifice
- 21. Video cases
- 22. Tipp-Ex case - “Hunter kills the Bear” Brand Tipp-Ex created a YouTube campaign where they managed to combine the product feature and engage their users by letting them decide what happens to the bear. Then (in case the user decides not to kill the bear) the user gets redirected to the next video which is integrated in Youtube interface and the word “kills” is being tipp-exed and instead you can type in any other word and press play and see what happens.
- 23. Slogan: “Write and rewrite”
- 24. Results: the initial video was viewed over 9 mln times Toyota - viralToyota filmed a video about their minivan Toyota Sienna that they called Swagger Wagon targeting young families. Welcome the Sienna family and their clip.
- 25. Youtube generated more than 8 mln viewsSamsung - viralSamsung combined talent and their product features. With Samsung camera H205 you get into all details.
- 26. Results: viral video with more than 2.8 mln views on youtube. In city digital
- 27. Disney had a goal to promote their new movie “The Sorcerer’s Apprentice” In order to create notice and engage their audience they have built a screen for a 3D interactive game on the 7th Ave in NY and in Hollywood. Also they have created promoted trends* in Twitter. Disney
- 28. Gaming
- 29. Lays – Farmville integrationLays was integrated into a Vkontakte application called farmville. While participating in the game each usecould “buy” a factory, seeds in a virtual store and then grow them. As soon as they grow the user could start producing his favorite chips flavor. Produced chips could then be sold or given to friend as a present.
- 30. Later on new flavors could be invented by the users themselves.
- 31. The campaign was on from Dec 2009 to January 2010. Non standard banners
- 32. Objective:The Pringles “Can Hands” banner ad showed a young online audience how fun and eccentric—and even downright weird—life with Pringles can be.Idea:As users clicked on the banner again and again, they went deeper and deeper into a seemingly endless story with surprises at every turn, without ever leaving the ad.http://awardshome.com/cannes2009/pringles/can-hands.htmlPringles
- 33. Zugara – augmented reality Gaming was included in a extended banner with augmented reality. People can turn on their webcams and try to score goals with their heads.ThANK YOU!IF YOU HAVE ANY QUESTIONS PLEASE DO NOT HESITATE TO CONTACT ME: TANYA.FEDOROVA@GMAIL.COM