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How the Australian Broadcasting Corporation is taking to tablets and smartphones
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report addresses how the Australian Broadcasting Corporation is innovating on tablets and smartphones.
This event report addresses how the Australian Broadcasting Corporation is innovating on tablets and smartphones. In the first instance, the organisation is creating a tool for tablets that will allow users to enjoy a mix of content, from television to radio to print, all in one place. Rather than simply being a "second screen" experience, this service is seeking to be truly immersive in its own right. On smartphones, the Spoke app now gathers together national and local news in one place, and allows consumers to easily move between these tiers as interests them.
Breaking news from the BBC: Truly global editorial insight that revolutionises
Anne Barnsdale and Lisa Bachmann, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world.
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world. The project brings together a multidisciplinary team to understand how technological conditions and political conditions and power structures are shaping behaviour. The team also observes social sharing, attempting to understand what shapes and drives this. Data is gathered through a digital media diary that asks participants to explain their actions as they take them. This method also allows the research team to pose direct questions to participants. In the 12 months it has been running, the project has informed digital innovation and challenged editorial leaders to review their output on news stories as they happen, working across language, theme and organisational boundaries.
MMA EMEA Forum 2013: Mobile strategies from Unilever, AXA and The Weather Channel
Joseph Clift, Event Reports, MMA EMEA Forum, November 2013
In this event report, three major brands outline how they are using mobile to advance their business objectives.
In this event report, three major brands outline how they are using mobile to advance their business objectives. Unilever, the FMCG giant, believes it serves as a “connective tissue” linking together the various other aspects of the marketing mix, and can be employed beneficially in both mature and emerging markets. On its part, AXA, the insurance provider, has turned to apps to boost its core brand metrics, a goal largely achieved through utility marketing and providing useful tools for drivers. In the advertising sphere, The Weather Channel has sourced data from a range of internal and external sources to build a predictive advertising service, and is also integrating native ads into its app.
Satyamev Jayate: Managing a billion expectations
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study explains how Star Plus, an Indian television channel, promoted a social change television program by making its celebrity presenter core to advertising, and sustained interest in the series through social media.
This case study explains how Star Plus, an Indian television channel, promoted a social change television program by making its celebrity presenter core to advertising, and sustained interest in the series through social media. The challenges faced by the program were: social programming is not thought of as entertainment by consumers, it handled disturbing issues on a Sunday morning, and it was in competition with a popular entertainment show. The program had the initial draw of being hosted by a famous film-star making his television debut, Aamir Khan, but needed to maintain good viewing figures throughout the 13 part series. Insight suggested that people had become immune to the bad things happening around them, and so the campaign sought to engage people's hearts. Television ads (which were also placed online) featured Aamir Khan rebutting reasons why people would not watch the program. Engagement with the program after the first show was sustained through social media engagement, including polls, forums and video uploads. The 13 part series generated 513m viewers, compared to its main competitor's 430m.
Astro: Oh My English - Changing mindsets toward a language
Nisha Roy, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Astro, the television network, to improve the quality of spoken English in Malaysia through a television comedy series.
This case study describes a campaign by Astro, the television network, to improve the quality of spoken English in Malaysia through a television comedy series. Astro saw the quality of spoken English as a problem in Malaysian society, with research showing that some social groups regarded speaking English as 'showing off'. Educational television had also been found to be unpopular with audiences. Therefore the network's challenge was to create an educational television format which engaged viewers and changed their attitudes towards speaking English. A comedy series was chosen as a way of educating and entertaining audiences simultaneously. This was advertised through television, social media and radio, demonstrating common mistakes in English that led to humourous outcomes. As a result of the campaign the television show gained a strong social media following and pledges from people to speak better English. The television series reached an audience of 3.6 million.
Star Plus: Satyamev Jayate
Navin Talreja and Khushnuma Daruwala, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the launch of Satyamev Jayate, an Indian 'social problem' talk show series broadcast by the Star India television network.
This case study describes the launch of Satyamev Jayate, an Indian 'social problem' talk show series broadcast by the Star India television network. The marketing campaign had to overcome viewer apathy for social issues. It also had to draw an audience at 11am (an unpopular time of day for TV) and to compete with Kuan Banega Crorepati, the country's version of the Who Wants to be a Millionaire gameshow. The show was hosted by Aamir Khan, one of India's most popular film stars. Through the use of TV, print, radio and social media ads, the show was able to draw 513 million viewers over its first series, compared to 430 million for Kuan Banega Crorepati.
Discovery Channel: Gold Rush Season 3
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes a campaign by the Discovery Channel in the US to promote the premiere episode of a new season of a television program, with a mobile strategy.
This case study describes a campaign by the Discovery Channel in the US to promote the premiere episode of a new season of a television program, with a mobile strategy. Reflecting the topic of the program, ads were placed on mobile and tablet inviting people to 'pan for gold', with the chance of winning real gold. In one week 600,000 people had played, and the campaign resulted in the premiere gaining the top viewing figures for the channel in three years.
Ray Donovan: NY Times app takeover
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes how the premiere of Ray Donovan, a US crime-drama television series, was promoted through the New York Times (NYT) tablet app.
This case study describes how the premiere of Ray Donovan, a US crime-drama television series, was promoted through the New York Times (NYT) tablet app. This channel was chosen as the target group were identified to be curious 'self-educators' - a similar group to those that used the NYT app. A takeover tablet ad included character information and directed users to the program's trailer. The ad gained 2.6 million impressions, had above average NYT app takeover ad engagement, and contributed to the channel's most successful show premiere ever.
DuBose Cole, Mindshare, Original Thinkers, August 2013
This brief article summarises the challenges and implications for marketers following the launch of Chromecast, a dongle from Google that allows users to stream content to their TVs.
This brief article summarises the challenges and implications for marketers following the launch of Chromecast, a dongle from Google that allows users to stream content to their TVs. It comes into direct competition with existing SMART TV, gaming and streaming providers and its low cost and wide compatibility gives it a strong position.
YouTube One Channel
Mindshare, Original Thinkers, July 2013
This brief article summarises YouTube's changes to its channel design, One Channel, which was made mandatory for all users in June 2013.
This brief article summarises YouTube's changes to its channel design, One Channel, which was made mandatory for all users in June 2013. YouTube's aim is to evolve from a video-based site to a channels-based site, and turn users into subscribers, who will watch more content. The new features should help advertisers better engage their target customer base, using trailers for new subscribers and improved social buttons.
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