Presents ideas for placing "experience" at the center of the consumer conversation and not "product". Not only is the right approach (imho) but particularly useful for marketing of alcoholic drinks where product advertising is regulated.

1. Re-imaging Social Media for
Alcoholic Drinks
Tuesday 14 June 2011, London
Robert Pratten
Transmedia Storyteller Ltd

2. “Life is not measured by the number of
breaths we take, but by the number of
moments that take our breath away”

3. Today
• Pervasive entertainment (& marketing)
• Finding opportunities to engage
• Example using an alcoholic drink

4. Transmedia Storyteller Ltd
• Audience engagement company
• Advice & tools to create
“remarkable experiences”
(meaningful, memorable, sharable, transformative)
• Conducttr: “pervasive entertainment platform”

5. Pervasive Entertainment
“blurs the line between real-world and fictional
world; between work time and play time;
between author-directed plot and audience-
improvised role-play”
= ubiquitous media + participatory experience
+ real world + good storytelling

6. Conducttr

7. Pervasive Entertainment for Brands
Replace:
• “fictional world”  consumer’s aspirations
• “author-directed plot”  brand message
• “improvised role-play”  social interaction
• Role-play is facilitated by the author by providing tools, content & events to
set the context & rules; maybe also to encourage emergent gameplay
• For the brand, social interaction is facilitated by brand providing product,
content & events

8. Conducttr for Brands
• A consumer engagement platform
• Support consumer aspirations & facilitates
social interactions
– in the context of the brand message
– across multiple platforms (online, offline)

9. Finding Opportunities
Socializing: helping consumers connect with Digital: technology solutions to
each other through conversation, sharing, enable, manage and measure
collaborating, competing, meeting experiences
Social Digital
How does the physical How can digital
product assist socializing enhance or facilitate
in the “real world”? socializing?
Physical
How can the experience of
the physical product be
Physical: the tangible product enhanced by digital?

10. Example for Alcoholic Drink
• Assume the brand message is
“Entertaining at Home”

11. Content strategy

12. Social media: spreadable/giftable
sharable
Exploration content can aid
social discovery

13. Typical of alcoholic drinks…
Adverts
Web page
Facebook
YouTube
Product
Recipes
Photos
Facebook Discussions

14. What if? Experience at the core
Social Gathering
Party advice
•setting
•theme
•guests
Party tools
• conversation starters
• party game
• food pairing suggestions
• cocktail recipes

15. Sidebar… Offline too.
• Experience-focused approach stimulates
offline ideas too:
– Product
• Mix your own drink. Naked product with alcohol +
flavours (hazelnut, coffee, etc)
– Promotion
• Pop-up shop in mall designed as living room with
expert tips on hosting & samples

16. Simple interactive idea

17. Conversation-starters on Twitter
• Get your guests excited about your party by
tweeting them these conversation starters to
warm things up before the meet up!

18. Tweet codes
• AAA Tell me about the last time you went out for dinner!
• AAB Tell me how you'd spend one million dollars and had to
spend it in one day!
• AAC Tell me why you think women live longer than men ;)
• AAD Tell me about your best friend’s annoying habits :D
@YourBrand Ask AAB to @robpratten @deskescape @1stLittlePig

20. Social recipe requests?
• Twitter & Email requests for recipes
– @YourBrand can I have the cheesecake recipe?
– Tellme@yourbrand.com tell me about the ice
cream!

21. Summary
• Experiences are the key to meaningful connections
• For consumers to engage with a brand the brand must
be meaningful to them
• Hence engagement & connection is best achieved
through brand-facilitated experiences
• Which experiences communicate the brand values?
(Caveat: find something consumer already doing in some way)
• How can the brand facilitate or enhance those
experiences?
• Bottom line: Actions speak louder than words.

22. The End
Robert Pratten
robert@tstoryteller.com
@robpratten
UK: +44 207 193 4567
USA: +1 415 287 4150