Febreze launch Global ‘Breathe Happy’ campaign


The latest integrated campaign by Proctor & Gambles $billion air freshener brand, Febreze, kick started last month in the US and is due to launch in the UK next week.

Following a (resurrected) current trend of using ‘real people’ video evidence to show how great a product is, the brand set up several ‘social experiments’ – such as bringing smelly fish, goats and sweaty bodybuilders into rooms with unsuspecting volunteers, or blindfolding people and leaving them in places which have been set up to resemble the aftermath of a nuclear war. Of course, Febreze was used to mask the pong and the people were asked to describe what they could smell and what it reminded them of.

No surprise that they smell the beautiful floral fragrance of Febreze, and not the smeg that it is masking, and that there are lots of dramatic gasps when they take off their blindfold to find themselves staring into the armpit of a bodybuilder, or face-to-face with a dead fish, and not in the middle of a beautiful meadow.

What is this telling us? That the smell of Febreze is so strong it can cover up anything? Actually, it is telling us that the team behind Febreze are starting to do some real joined-up thinking, and have developed a great campaign which will not only work well globally, but will also work across all of their marketing platforms.

The US have kick started the global campaign well, using a dedicated area of their main brand website, as well as active Facebook, Twitter and YouTube channels. There is also a competition encouraging people to share their ‘breathe happy’ stories for the chance to win free product and/or money. It’s a shame they didn’t take this concept just a little further and allow people to recreate the experiments and then share the videos. Opening up the votes would have helped to make the campaign more interactive too.

Lets hope that the UK and other countries involved use the same formula as the US, although they will need to do a little work on the online brand consistency between the main websites in order to share the collateral and microsite design already developed. I always tell my clients to sort out global brand consistency asap – if the online branding is consistent, the cost savings when rolling out campaigns can be significant.

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This weeks digital campaign chatter #15


Some great campaigns from KLM, Perrier and Ballantines this week – all including user participation and interaction in interesting ways…..

1. KLM – Tile & Inspire

This week saw the completion of the latest global digital campaign by Dutch airline KLM. The Tile & Inspire campaign, which has been running since April, ties in with the ‘Journey’s of Inspiration’ brand message launched in 2008, and encourages participants to have a more ‘active’ role in their journey by becoming part of the planes decor!

Using a campaign micro-site and a Facebook app, the user was able to create an image of themselves in the style of a traditional Dutch Delft tile. This could then be shared with their social networks, replace their profile picture on Facebook, and be submitted to KLM to potentially be chosen as one of the 4000 tiles which would eventually decorate a Boeing 777-200.

120,000 tiles were created during the campaign in 154 countries, with 77,000 submitted for a place on the plane.

I am a fan of KLM’s approach to digital marketing, and loved their social ‘surprise’ experiment last year which saw them running after customers at Schipol airport who had tweeted whilst waiting to board one of their flights so they could give them a gift which matched their ‘personality’ (after checking out their twitter history big-brother-style).

Whilst checking out this campaign I was once again reminded of how BRILLIANT their social media team are. Just check out the fantastic responses to customer queries on their Facebook page for a great example of how one should be managed. Afterall, branding isn’t just about how things look, but more about the overall experience a person has when dealing with your company or organisation. More and more people are starting to use social media as a form of customer-service-queries-platform, and you need the right team to deal with this who understand EVERYTHING about your company, its products and its brand values.

2. Perrier – Le Club

Le Club by Perrier, is reportedly the first YouTube video campaign which evolves depending on how many people have viewed it.

Ogilvy and Mather Paris created 7 wonderful videos (or at least, 7 iterations of the same video) for the mineral water brand, depicting the scene in a trendy nightclub, with each version getting steamer and sweatier. The more views the video gets, the closer to unlocking the next ‘hotter’ version, with the final 7th (and hottest!) version being aired live at a ‘melting’ party in New York. Facebook fans can enter a competition to win tickets to this party, as well as encouraging their friends to visit YouTube and help get nearer to the ‘final take’.

The main Perrier website has been completely taken over by Le Club, driving people straight to YouTube from the landing page and virtually hiding the way into the more traditional content. This is great to see – I am always complaining about campaigns not being fully integrated into all digital assets.

This massive fully integrated campaign is also supported by TV, point-of-sale, print and mobile, and has so far notched up a staggering 5 million video views since launch. Obviously people are very keen to see beautiful people ‘de-robe’ a bit more!

3. Ballantines – Human api

Taking ‘crowdsourcing’ to a whole new level, Ballantines (whiskey) have created some new live events, accessed via Facebook, which enable you to interact, suggest and feedback as the event happens.

The first of these took place on the 16th June and featured a tattooist (Karl) – taking their ‘Leave an impression’ tagline a little too literally! You were able to see everything he was up to in his Parisian tattoo parlour, as he was seeing it, and talk to him (via messaging) along the way. The next in the series will feature an ice sculptor and take place on 30th June at 3pm (GMT).

Nike prioritise Facebook for their latest global campaign


Hats off to Nike for their latest global campaign – Chosen, which recently premiered on Facebook 3 days before TV (says a lot about the shift in priority). Not only do they demonstrate what you can really do with big video budgets – the result is GREAT! – they’ve also shown how to plan ahead effectively in order to get the best out of the content.

Their decision to target certain hard-core ‘extreme’ sports fans, who obviously live and breathe skateboarding/surfing/BMX/snowboarding and couldn’t care less about whats going on with any other sport, meant that they really had to target the content. Although the main ad (below) is a teaser for all sports combined, each area has its own dedicated video and behind-the-scenes video.  A great example of forward thinking and getting the most out of film crews, sets and stars (in this case, people who are awesome at each sport).

The long running competition takes in two seasons – summer and winter – to accommodate the various sports (not gonna get much ski action in the summer!), and calls for ‘crews’ to upload a video of themselves showing ‘their stuff’, in order to win a chance to ‘live like a pro’. Using the platform for what it does best, people can then share and vote for their favourite submissions.

Each prize is targeted to ensure that the take-up will be strong – and I’m sure it will! To be honest, watching some of the example video’s kinda makes me wish I had a crew of my own and the ability to stay on a surfboard for more that a nanosecond!

It’s interesting that the applicants need to select music from a pre-determined list of tracks rather than choose their own? Whether this has anything to do with pre-arranged ‘deals’ or strong brand guidelines, I’m not sure. Still, there are some quite good tunes to select from (in my opinion obviously).

So, to sum up, what’s great about this campaign?:

  • Amazing targeting of content
  • Forward thinking during production stage to get the most out of every content opportunity
  • Separate Facebook pages for each sport area, and in some case country specific ones too
  • Really strong and consistent branding throughout
  • Strong viral element – using Facebook simply (no fancy gadgetry), but for what it does best

This weeks digital campaign chatter #5


Lets take a look at which digital campaigns have been talked about the most this week….

(if you want this round-up emailed directly to you each week, you can subscribe at the bottom of the page)

1. Comic Relief – Red Nose Day

I couldn’t exactly write a weekly digital campaign chatter on red nose day and NOT mention what they’ve been ‘digitally’ up to now could I!?

As you would imagine, the campaign to drive awareness to todays activities has been big news, but it seems this time, all for the right reasons. They’ve done a great job this year.

Whether you like it or not, celebrity twitter stalking is popular, with (some very sad) people desperate to find out what their fave rockstar or TV belle is eating for breakfast or just generally doing at every minute of every day. Comic Relief have jumped on this opportunity and taken it one step further, allowing people to bid (via eBay) for the privilege of having one of over 100 celebrities follow YOU. They will also retweet one of your tweets and send out your @name so that all their stalkers can start stalking you too. I guess if you were a company or organisation this could be a real opportunity to get your name out there to the masses (albeit the celebrity stalking masses….)

The slightly mad comedian Rufus Hound definitely deserves a special mention for taking things one step further and also committing to tattooing the name of the winning bidder on his leg! Bids were up to £7600 for this last time I checked.

A dedicated hashtag #twitrelief has been set up for the campaign, and every day at 10am more celebrity ‘extras’ are being announced via Twitter.

As well as a website packed with great and well-positioned content, such as fundraising tips, games and of course the stories behind what they are raising the money for, the campaign Facebook page promotes everything that it going on, as well as letting you do a red nose day ‘makeover’ on a photo of yourself which you can then use as your profile picture (yes, that is my ugly mutt on the example above!). It is a nicely put together, simple Facebook app, which will no doubt help them to spread awareness of their page, and therefore their activities and fund-raising efforts.

Love it or hate it, it’s true that this event raises a phenomenal amount of money for worthy causes. In my opinion, their online efforts this year reflect how much the organisation has matured and developed, whilst still staying true to the cause. So, go and donate, and help them out a little! They deserve it!

2. Guinness – St. Patrick’s Day

The 17th March, otherwise known as St Patrick’s Day, must double (if not treble) the sales of Guinness for the year! Over the last few years the brand has done a fantastic job of helping to build this event into something which is celebrated more than any other patron-saint day, and enjoyed by millions Worldwide. So, what more could they do with digital to build on what must already be a strong brand presence?

The answer, it seems, is that they can pour you a virtual beer. Via their Facebook page, you can launch an app which will pour you a beer and personalise the glass with your name. You can also send a virtual beer to a mate.

Even though the app is nicely put together and quite simple to use, I’m just not sure that it’s enough to create the viral effect which they were obviously after. The poor number of ‘likes’ considering the popularity of St Paddy’s Day would seem to reflect this too.

The GB Guinness Facebook page appears to have done a better job of things. Building on the ‘friendly’ brand message, you can get a free beer for a mate simply by helping them to spread the word. You can also use their event management tool to create invitations to a St. Patrick’s Day party, see where events are taking place near you, and make a pledge to do something ‘friendly’ on the #friendliestdayofthe year.

Still a surprisingly low amount of ‘likes’ though, considering how much hype there is usually around this day? Somewhere along the way, whether that be in the concepts themselves or in the lack of cross-promotion of the campaign with offline and TV, they have missed out a vital piece of the campaign-pie, and in doing so have missed a fantastic opportunity.

One last word – their global brand consistency is terrible! Even their various Facebook pages have a different look and feel! Perhaps some joined-up-thinking and better communication could have helped them make more of an online success of things? If this would have made more of a difference to sales on the day and overall brand loyalty, one can only guess (but my guess would be a ‘yes’).

3. Adidas – All in

This week saw the launch of Adidas’s biggest campaign to-date. The global project will be aligning all sub-brands for the first time in an effort to offer consumers a ‘complete brand experience’.

The TV ad brings together various celebrities from the world of music and sport – the full version can only be viewed online via the website, Facebook page and YouTube channel – and appears to be the central point for this, their most expensive campaign to date.

Apparently this is all aimed at attracting a younger audience (14-19) and will be backed up with various competitions and bonus content throughout the next year. Are they doing as good a job as Nike or Puma? Looks like most of their spend has gone on Katy Perry and David Beckham to me, and not on innovation and creating something unique. Surely this age group are about more than just aspiring to be like their idols?

A strategic approach to global digital marketing


I’m currently working on a paper regarding how to create effective global digital marketing strategies, and over the next few weeks I am going to share best practice and approach on each of the key areas to give you more of an insight into what is involved and what you need to consider when creating a global strategy.

This is a tricky subject area, which is evident when you consider how few global companies are actually doing a good job with their digital efforts across more than one country! It’s difficult to find decent case studies of organisations that are managing to do everything well, and that’s probably because in order to do so you need to invest a lot of time, resource and money, and therefore need to convince the leadership teams that there will be a decent ROI – not always the easiest thing to prove with digital when you consider branding and PR as elements of the overall plan and not just counting up the direct online sales (if relevent).

So, most companies usually prioritize and rather than do it all, select a few key areas which will bring the best return.

Should you centralise or localise? How much resource is needed and where?  How do you keep your brand consistent across multiple regions but still allow for cultural differences? All relevent questions and just a few of the ones I will be addressing over the coming weeks.

The first area I’m going to look at:

1. Understand your Global Customers

Everyone in marketing knows the importance of understanding your customers. In a way, this becomes an even more important issue when faced with a global digital strategy, as you not only need to understand them, you also need to look at their regional differences and similarities.

1. Confirm your global business customers

You should already have a clear idea of who your overall target customer groups are as a business. If not, then you need to confirm this with the global business leadership team to make sure that you are working with a list that also ties in with the overall business and sales goals.

Ask the following questions:

  1. Which of these groups will make the most impact on the business goals and strategy? (This could be sales, brand development etc.)
  2. Are there any customer groups unique to certain countries which should also be added to the list? (For example, the sales process in one country may include a ‘middle man’ such as a dealer or distributor because you don’t have a direct sales presence in that area yet, or have established it is more viable to do business there in this way)
  3. Do you have plans to expand your product and/or service offer in the future which will bring in any new customer groups which also need to be included?

Tip: Once you have confirmed your full list with the business, get them to prioritize it for you in-line with their ‘thinking’, and then sign it off officially. A handy document to have if you ever need evidence to back up any of your decisions!

2. Add your digital customers to the mix

In most cases you will have additional customers to consider when looking at your digital strategy. These often include:

  • Employees
  • Media
  • Future Employees
  • Investors & Shareholders
  • Professional organisations

Make sure that they are included in your overall list, and prioritize them also. You need to understand how much of your time, effort and budget should be spent on the various groups, and prioritising the list will help you to keep tabs on this during planning and in the future.

3. Confirm your key regions

Which are your target markets? Do you have plans to break into new regions in the future? Confirm these with your leadership team and (again!) you need to prioritize the list.

4. Match the Global priorities with the local realities

Check your list of target customers against each of the countries you will be including in your strategy. If there is a regional or country business ‘owner’, then this would be your best contact. It may also be worth chatting to people ‘on the ground’ to find out the reality of how the business works in this area. Is the order of customer priority the same? Are the sales teams targeting one particular customer group in order to build that market within their country, and if so, is this a long-term sales goal which should be included in your plans?

5. Start digging!

So, now is the time to really find out about your customers in each region. You may want to get the help of your regional teams with this, and if language is a barrier it could be worth investing in some local research organisations to help with the process.

Start with the people in your company closest to the customers – this is usually your sales team (if you have one!) or marketing department. As well as putting together a general persona, you’ll need to look at:

  • their key drivers – what inspires them to action?
  • their desires – what would they like ‘in an ideal World’?
  • their pet hates – what really bugs them, and why?
  • their personal aspirations – how do they want to develop & how can your business help them get there?
  • their daily grind – what does their schedule usually involve? How do they spend their time?
  • their guilty secrets – what do they really love (but probably shouldn’t!)
  • their thoughts on your business – what do they really think about your business (brand) and your products/services?
  • their influencers & mentors – who and where do they look for advice and guidance?
  • their educational and ongoing training requirements – do they need any CPD’s? What qualifications or experience is needed for their role (if you are targeting based on profession)

Although the sales teams can help you greatly with this research, if possible, you will gain much more of an insight by actually talking to your target customers directly. Informal focus groups (with drink and food!) usually work well. Make sure that you look at the best time of day for them (such as a lunchtime session somewhere central and easy to get to) and a location which will get them interested enough to turn up!

It goes without saying that you need to invest more time finding out about the top few prioritized customer groups ,and less on the ones lower down on your list.

You may also want to consider telephone interviews and online surveys as part of this process. It all helps!

6. Look at the sales hurdles

Is there anything which is stopping your target customers from buying your product or service, or engaging with your brand? This could include:

  • competitors – better products in the market
  • price – cheaper competition/better perceived value for money elsewhere
  • no need – lack of understanding of the product/service benefits
  • reputation – negative brand or product association
  • environmental – articles or research which shed a negative light on your products or services (for example, I worked with a company once whose flooring product category was said to be unhygienic in some countries and linked to asthma. A claim which was untrue but which the wider audience believed due to the authority behind the research)
  • knowledge – not aware that your product or service even exists!
  • macro-economic – regional markets and economy (such as recessions)

These are REALLY important. With these answers you will be able to develop your key messages and communication strategies later on in the process. Work with your PR and Communications team, both globally and local – they may already have looked into this and have some of the answers you are looking for.

7. Digital  habits

As well as behavioural and sales research, you will obviously need to better understand your target customers online habits. You’ll need to find out the following information:

  • how often do they use digital platforms?
  • which platforms do they use (e.g. mobile)
  • where do they go – which are their favourite sites/apps/social networks, and how do they use them?
  • at what part of the ‘process’ are they most likely to find your product, service or first engage with your brand? – e.g. research phase
  • who are the key online influencers in your region? – use a tool such as Radian6 to find out who are the most vocal online sources for your industry/topic/product group/customers

At the end of this process you should have a country specific list of relevant websites, blogs etc. with which to work when you start to look at the more detailed marketing and communication plans for each region, but you will also notice any global influencers and trends.

8. Compare findings across regions

You should have a much better understanding by now of who your digital strategy will be targeting and what issues you may face in communicating with them.  Now you need to compare your findings from each country in order to establish the similarities and regional differences.

  • are your customers the same across multiple countries?
  • are the issues and sales hurdles the same?
  • are there any regional differences and how important are they in relation to your business goals?

9. Develop a layered global customer view

You will probably have TONS of information now, and a much better understanding of who you are trying to communicate with. To make your life easier you should put this into an easy document or format which can be referred to when needed and used when presenting your findings back to the business and any stakeholders.

Pull out the following as key points:

  • A list of global customer groups – prioritized
  • Common global customer traits
  • Common global customer ‘hurdles’
  • Common global customer digital use & trends (inc. digital destinations)

Next, create an overview for each of the regions/countries you are targeting:

  • localised unique customer traits
  • localised unique customer ‘hurdles’
  • localised digital use & trends
  • localised digital influencers and environments

Never underestimate the importance of understanding your customers. Now more than ever, you need to do this if you truly want to create a digital strategy which will not only help you to target them, but will also give you the customer engagement and retention which is often needed in order to meet your business goals.

Consumer expectations are high these days, and they will likely only engage with brands who talk the same language, and understand their needs. By taking the above steps to find out more about them, you will be a lot closer to ‘learning’ that language.

Next topic in this series:

2. What have you done so far?: Conducting a Global Digital Review – Analyse your digital activity to date around the world. What has worked and why? Looking at the stats and using that knowledge in your new digital strategy.

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This weeks digital campaign chatter #3


There were lots to choose from this week, but here are my pick of the most talked about digital marketing campaigns from the past 7 days.

(disclaimer – that doesn’t mean that I think they are the BEST campaigns, just that you will find them interesting!)

As always, if you want to receive a regular email of my weekly round-up, just subscribe to this blog (bottom of page) and join the gang!

1. BT – the 2nd biggest wedding of the year

Although this campaign idea is very cheesy, it has been executed nicely, the concept being that the long-running characters from BT’s TV ads – Adam & Jane – are getting married. Thanks to the early arrival of their baby, it seems that Jane needs some help with the organisation of the ‘big day’. Crowdsourcing? Well, kind of…..

Using their Facebook page as the main campaign platform, and some nicely produced videos, you can vote for your favourite dress, first dance song choice, or wedding car.

By taking part in the voting, the user could also win the chance to be there for the creation of the ‘wedding’ ad, due to be screened in April to coincide with…you guessed it….the Royals getting hitched. Riding on the back of the nations predicted wedding fever it seems!

It’s not the first time that BT have asked for the publics opinions on how this couples lives should develop – last year saw them use a similar campaign to decide if Jane should get pregnant or not. Both are good examples of integrated marketing across both online and offline platforms.

I still prefer the Gold Blend couple personally, but maybe that’s just an age thing!

2. Cadburys – Race Season

Cadbury’s latest campaign – Race Season – launched on 29th Feb, with a whopping overall investment of £6.5 million.

The integrated campaign includes TV and community events as well as digital, and encourages users to take part in everyday challenges in order to try to set new world records for how fast you can do them, as well as earn extra points for your team. Un-rolling a toilet roll, or making a bed are amongst the handful of fun tasks you can take part in. You can upload videos of your own attempts, and for certain challenges, such as ‘the fastest clicker’ actually take part in them online.

As part of their larger ‘Spots v Stripes’ initiative which kicked off early 2010, participants are asked to take sides before embarking on their challenge, and there are even separate Facebook groups set up for both teams to really get the competitive juices flowing!

The main site homepage displays which team is in the lead at any given time, giving you all sorts of opportunities and ways of pushing your team back in front should you have backed the losing side. Also cleverly enticing you to access the campaign more and more in order to make sure that you stay on top!

They obviously have the budget to put some serious online promotion behind the campaign, which was developed by Fallon, as well as pushing it via their TV ad spots. Great idea and execution though, and ties in really well with the run up to the London Olympics.

3. Coca-Cola – song inspired by fans

In an attempt to get more in touch with teen consumers and hit their 2020 company vision of more than doubling their revenue to $200 billion globally, Coca-Cola have hooked up with  Maroon5 to create a campaign which will see users help the band to write and create a new song within a 24hr period on March 22nd.

Whilst driven by the main microsite, the campaign also has very strong links with both Facebook and Twitter, starting by sending event invitations out to their 22million plus Facebook fans –  a really obvious and simple thing to do, but something which is often forgotten about.

Participants will be able to help inspire the band during the day, by sending them photos, lyrics, comments etc., resulting in a song which will later be ‘shared with the World’.

This campaign spearheads the new music initiative – Coca-Cola Music – again, aimed at the teen market, which will allow fans to see more behind-the-scenes info on the creation of music, as well as access to view leading artists at work.

4. Nursery  & Garden Industry of Australia – Plant/Life Balance

This is a great campaign for the Nursery & Garden Industry of Australia, which began with them giving away 20,000 plants at major train stations across the country to kick things off, and has been getting lots of thumbs up from digital marketing bods around the World over the past couple of weeks.

The nicely designed Facebook app lets you match yourself with the perfect plant for you, teaches you  how to take care of it in a fun and engaging way, and encourages you via competitions, content and interaction to take part in a 12-week challenge. Your plant will even get its own Facebook page! Love it.

Mercedes named No1 UK Consumer Superbrand


Todays announcement of the Top 10 UK Consumer Superbrands has shown Mercedes-Benz to be number 1, the first time in five years that it hasn’t been Microsoft or Google at the top spot. The full list is as follows:

  1. MERCEDES-BENZ
  2. ROLEX
  3. BBC
  4. COCA-COLA
  5. GOOGLE
  6. MICROSOFT
  7. BMW
  8. BRITISH AIRWAYS
  9. APPLE
  10. JAGUAR

So, I thought I would take a more in-depth look at what Mercedes are getting up to online, to see if their efforts are worthy of the number 1 spot. The answer being – that they are up to A LOT!

Their main Facebook page has almost 2.5 million followers, which in itself is a pretty impressive number, but they have also adopted a strategy of developing separate Facebook pages for many of the different campaigns or projects which they have created, and in some cases localised for the larger regions (such as the US). Some of the Facebook campaign pages which are running at the moment are:

F-Cell World Drive – which documents a 125 day Around-the-World expedition in an F-Cell, and is kept lively and engaging by the crew on a daily basis, with video and photo updates as well as links to the official campaign blog.

Mercedes-Benz Fashion Week – which cleverly links the brand to all the latest fashion trends as they first appear. The Facebook page is packed with videos of the catwalk events and regular postings and information regarding…you guessed it…fashion! It does NOT push their products whatsoever, which is great. The association alone with anything ‘fashionable’ is all that’s needed I guess.

Mixed-Tape – (my personal fave!) showcases new music and allows you to download compilations  which are updated every eight weeks. All compilations come with exclusive cover art and pictures, as well as information on the artists. The page feeds into the main campaign website where you can also upload your own tunes.

from Monday to Fashion – fashion magazine developed by Mercedes-Benz, which as well as a Facebook page and website, also has an active Twitter presence.

As you would expect, their main website is localised under the main brand domain, offering you relevent content for your country. I really love the way which they have created an ‘experience’ as opposed to just showing lots of photos, information on the optional extras, and videos of their cars driving along bendy mountain roads. Their latest launch includes an interactive ‘Speed Date’ in the  new SLK with the beautiful Ksenia Lauren.

You can upload a photo, input your name, and choose how your ‘date’ is going to go (to a point – obviously!). In the process you can truly get a feeling for how it is to drive or be a passenger in the car – probably as close as you will get without physically do a test drive.

Whilst the overall usability of the site is not too great, their content is really good. They have obviously thought about their various consumer groups and catered for each individual group need, down to the more technical people who want to know everything about the car, including how they are built and tested.

As for apps, they appear to be working a lot on linking your phone with your cars navigation system and other features, as well as just creating the more promotional apps for launches. They also have a ‘Headline Newswire’ app which can bring consumers much closer to the latest company and product information as it is released. Nothing so great as their competitor Honda’s interactive app which launched last month and enabled you to catch figures from their TV ad though.

Lastly, we can’t talk about what they have been up to digitally without mention of their Tweet Race, which launched on the 2nd February this year.

The idea being that you choose a team to follow, and the number of positive tweets each team received would power their journey to a certain destination. Whilst this was based in the US and not the UK, I’m pretty sure that a lot of Brits would have taken part, and therefore the branding benefits would have crossed the Atlantic too.

So, my overall impression of the digital-side of the number 1 Consumer Superbrand in the UK is that:

  • they know and understand their customer groups, and are creating great engaging campaigns and content for each one
  • they have adapted well to digital as a marketing platform, and are obviously investing lots in this area
  • they are using multi-platform to the max – developing lots of cross-promotion and spreading their brand across all relevant digital spaces
  • they are investing in content, which as you know is a big thing for 2011 and something which many companies (large and small) are still shying away from. Their online communities are also managed and kept up to date – not just created for a campaign and left to die in the ‘Facebook Page Graveyard’ which is quickly spreading it’s way across a no-doubt massive bandwidth!

btw – my household owns a Honda and an Audi…….