This article about the Game Developers Conference (GDC), written by Patrick Lane and Joe Ginex, is from the Mindshare Original Thinker Series.
Founded in 1987, the GDC now attracts over 19,000 attendees during its annual gathering in San Francisco. Initially focusing on computer games, the conference now covers all platforms, including consoles, handheld devices, mobile, smartphone, and tablet devices, and online and PC games, which certainly reflects on the industry's evolution in the past 25 years. The overall focus of the conference is to deliver a show that highlights the ideals of the gaming industry developers and gamer's desire, rather than the industry's current state.
AMV BBDO was the top-awarded agency at this year's Warc Prize for Social Strategy, taking Golds for #YouDrive, a Twitter-focused integrated campaign for car company Mercedes-Benz, and Mariachi, a tongue-in-cheek campaign for snack brand Dorito that sent a group of Mexican musicians on a "Facebook tour". The latter campaign also took the $5,000 Grand Prix, the giant cheque for which was picked up by Tom White, AMV's board account planner.
Speaking after the awards, White revealed the big strategic insight behind the campaign. In order to redefine Doritos as a brand for everyone, not just its young core customer, the agency based its work around something (almost) everyone loves: cheesy cover versions. And these songs, played by the mariachis in fans' homes and streamed on Facebook, helped drive a 23% increase in sales.
Jide Sobo, Head of Mobile at MEC UK, discusses the possibility of increasingly relevant advertising across multiple devices.
Imagine a world where, as advertisers, we are able to gain real insight into a consumer's need state. A world where we know their interests, and their favourite places to shop. Where we understand what influences them to make a purchase and when those influences are aligned and they are most open to suggestion. A world where we not only know all of this, but are able to deliver advertising that is tailored to the individual, and their circumstances. With the right data, the ability to interpret it, and the ability to deliver the right message, we would inhabit a marketing utopia.
Last week's announcement of the inaugural Warc Prize for Social Strategy highlighted some great examples of social media activity having tangible business effects. And the campaign that impressed our panel of judges most of all was Mariachi, by AMV BBDO for snack brand Doritos, which took the Grand Prix. (Subscribers can view all of the winning case studies here.)
But what made some of the entrants stand out from others? One of the panel of judges that decided this year's awards – Michelle Klein, a VP at Smirnoff, the Diageo-owned vodka brand – pointed to cases that told their story succinctly, made judicious use of data and proved a sustainable long-term impact on the brand being advertised. Speaking to me in New York ahead of the announcement, Klein also offered some pointed advice for next year's entrants, and discussed how she manages an "inherently social" brand.
This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.
Recently I logged in to Twitter and received a promoted tweet from Amazon. The tweet said "50% off today's Deal of the Day!" I clicked. Waiting for me was a product page of great deals on a clothing brand I had previously searched. There was a 50% off deal on a t-shirt. Because I have a relationship with Amazon Prime a click or two purchased that item and shipped it to my house. I clicked back in to Twitter to resume what I was doing. The whole thing took under 45 seconds.
Last Friday was a big day for us at Warc, with the announcement of our inaugural Warc Prize for Social Strategy. In all, five Golds, five Silvers and eight Bronzes were handed out at the awards ceremony in London; the Grand Prix went to AMV BBDO for 'Mariachi', a tongue-in-cheek integrated campaign from Doritos, the PepsiCo-owned snack brand.
We set up the prize in the hope of uncovering social media campaigns that demonstrated solid strategies and – most important of all – impressive business results. Ahead of the announcement, I spoke to Molly Flatt, word of mouth evangelist at digital agency 1000heads and one of this year's judges, to discuss whether or not the entries had met this brief.
What is the single common thing that drives every social media strategy? A belief in the power of word of mouth? People? Measurable objectives? Facebook?
Nope. It's the brief. Whether created by a planner or a marketer, whether served to an agency or an internal team, the brief is the genesis of any social media activity, whether that's a short-term campaign or ongoing community management. And if you're not achieving your anticipated results, the culprit – underneath all the cultural resistance, resource issues and problematic metrics – is probably that original brief.
The latest content on Warc includes a detailed look at B2B, winners from the ARF Ogivly Awards and a range of reports from conferences around the world.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
Learning from B2B
The focus of so much marketing analysis on business-to-consumer means we’re missing out. That’s because many of the world’s biggest brands actually operate in the business-to-business sector (GE, Shell, FEDEX …). And in areas like content marketing, these brands are leading the way. Here, we reveal some of the secrets of B2B.
This article about YouTube ad formats is from the Mindshare Original Thinker Series.
Google is wisely moving to improve its online video offer in face of increased competition from nearly everyone, particularly Facebook's new online video product. The new targeting capability and focus on ROI will continue to build client confidence in moving more TVC budget to addressable video.
This article about Facebook premium video ads is from the Mindshare Original Thinker Series.
After nearly a year of anticipation, Facebook is finally launching its long-awaited new video ad format following limited beta testing in Q4 2013. Video ads will start appearing in the Facebook newsfeed starting in April, thus bringing closure to a very lengthy and complicated product launch. The ad unit's initial launch date was delayed several times due to the ad unit's apparent superiority to the native content experience. Facebook senior management, including Zuckerberg himself, was apparently reluctant to disappoint users and show any bias to the advertising community.