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How brands are built in the digital age: The perpetual experience engine
Omaid Hiwaizi, Admap, December 2013, pp. 26-28
This article argues that the most successful businesses are built on brands with a purpose, and takes lessons from Innocent, the smoothies brand, Jawbone, the human centred technology company, Google, the technology company, and Red Bull, the soft drinks manufacturer, to illustrate the importance of experience in brand building.
This article argues that the most successful businesses are built on brands with a purpose, and takes lessons from Innocent, the smoothies brand, Jawbone, the human centred technology company, Google, the technology company, and Red Bull, the soft drinks manufacturer, to illustrate the importance of experience in brand building. Brand-building can be led by product and service experience, culture and connection, or advertising and communication. The examples used in this article all have a defined purpose and make consumer experience core to their offering.
Emotion and inspiration at the Van Gogh Museum: How emotion-based visitor research can create engaging brand experiences
Laurine van de Wiel and Saskia Brocx, ESOMAR, Congress, Istanbul, September 2013
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience.
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience. Museums are under pressure to be financially self supporting and to cater for a range of international tourists, with audience research being used to understand how to achieve this. Research around museums has traditionally ignored the role of emotion in visitor satisfaction: this study sought to fill this gap. The research approach and its application to strategic decision making are explained. The museum used a customer profile 'the easy going connector' to develop a more sociable, carefree and inspiring positioning.
Red Bull Media House transforms content marketing
Stephen Whiteside, Event Reports, TV:Xperience World, July 2013
This event report discusses how Red Bull Media House, the extension of the Red Bull brand of energy drinks, approaches content marketing.
This event report discusses how Red Bull Media House, the extension of the Red Bull brand of energy drinks, approaches content marketing. Red Bull Media House is intended to build enterprise value for the brand, as well as be a self-sustaining media company. Greg Jacobs, Red Bull's head of distribution, North America, described its activities from Formula 1 to snowboarding, breakdancing and gaming. Jacobs also explains how Red Bull engages with the YouTube generation and handles multiscreening.
Smirnoff redefines the idea of engagement
Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2013
This report discusses how Smirnoff, Diageo's vodka brand, engages millennial consumers with a combination of experiential and digital touchpoints.
This report discusses how Smirnoff, Diageo's vodka brand, engages millennial consumers with a combination of experiential and digital touchpoints. It is based on a presentation to the ARF's Audience Measurement conference by Oscar Martinez, the brand's global director of consumer planning. Smirnoff's Nightlife Exchange Project in 2010 allowed its Facebook fans in 14 nations to identify the best elements of night out in their own country, which were then utilised to create a themed event staged in one of the other featured markets. In 2011, it was extended to more than 50 countries. In 2012, its "Midnight Circus" initiative drove an 18% expansion in Smirnoff's fanbase on Facebook. A key term for Smirnoff is "magic", a concept that it tries to inject into the experiences its offers, such as its "Dance 4 Madonna" competition. The brand has employed a range of research techniques, including online surveys and sentiment analysis of social media output, to create an individual tone of voice that resonates with millennials.
Experiential, data-driven, omnichannel marketing: Presentations from Marketing Week Live 2013
Joseph Clift, Event Reports, Marketing Week Live, June 2013
This event report shows how major brand owners can respond to consumer needs, whether in their marketing, physical stores and installations or data management.
This event report shows how major brand owners can respond to consumer needs, whether in their marketing, physical stores and installations or data management. Starbucks, for example, utilised new and traditional media to strengthen its reputation following criticisms of its stores and low taxation payments. Elsewhere, Guinness, Samsung and John Lewis have all utilised an "ominchannel" approach to fully coordinate their activities and drive up demand. On its part, AIMIA, which manages the loyalty card programme of Sainsbury's supermarkets, has found that all marketers must be clear and transparent when using data, or else run the risk of eroding consumer trust.
The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude
Lia Zarantonello and Bernd H. Schmitt, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 255-280
Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events) indicates that event attendance has a positive impact on brand equity.
Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events) indicates that event attendance has a positive impact on brand equity. Our analysis reveals that brand experience, an antecedent of brand attitude, mediates the relationship between pre-event and post-event brand equity in all types of events. Brand attitude, on the other hand, mediates this relationship only in some cases (trade shows and street events). Implications of the results for event theory and practice are discussed.
Deutsche Telekom: The success of sharing
Wolfgang Kampbartold, Admap, April 2013, pp. 14-16
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign.
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign. It looks at how the campaign has evolved from one big memorable moment to a series of moments in a journey leading up to the latest embodiment, 'Move on'. Starring Hollywood actor Mads Mikkelsen, Move On is a road trip movie which begins in the Netherlands and journeys through Germany and Eastern Europe, with some direction and details of the storyline being decided by Deutsche Telekom customers. The campaign lasted several months from its online launch to its TV premiere. With film roll-out running into this year, the movies and associated media activity will run for almost a year. Initial results are showing total brand fit uplift was on average 10.5% across all markets with purchase intention increased up to 30%.
How 500 people changed destination marketing: using social media to sell Canberra
John Davidson, Event Reports, ad:tech Sydney, March 2013
Australian Capital Tourism wanted to attract more couples and families to visit Canberra, which would require overcoming long-held negative perceptions about the country's capital, and effectively using a small budget to make sure its message was heard over several better-known destinations.
Australian Capital Tourism wanted to attract more couples and families to visit Canberra, which would require overcoming long-held negative perceptions about the country's capital, and effectively using a small budget to make sure its message was heard over several better-known destinations. To achieve this, it held a competition that saw 500 social media influencers see the city, and provide unmoderated online feedback about their trip to a dedicated website, and platforms like Facebook and Twitter. The result was a huge amount of positive buzz, and millions of dollars in earned media impressions.
Pop concert experiences: Connecting with consumers through pop-culture
Tomasz Jedrkiewicz and Robert Zydel, ESOMAR, CEE Research Forum, Prague, March 2013
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.
Engaging influentials: Intel's connection with an audience of young artists
Geoffrey Precourt, Event Reports, BRITE, March 2013
In this article, David Haroldsen, creative director of Intel's Creators Project, talks about how the company managed to engage with an influential audience of young artists through a tie-up with Vice Media.
In this article, David Haroldsen, creative director of Intel's Creators Project, talks about how the company managed to engage with an influential audience of young artists through a tie-up with Vice Media. Based on the insight that its technology was increasingly relied upon by this creative class, Intel was able to both change perceptions of its brand and yield useful ideas about the next generation of computing tools.
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