The document discusses delivering integrated multichannel advertising campaigns. It provides examples of campaigns for Visa Signature, Nike Lab and Xbox's Fable 2 that used consistent messaging across multiple channels including websites, mobile apps, search and print. The presentation emphasizes the importance of collaboration, shared content sources, and understanding marketing goals and challenges to develop effective multichannel strategies.

1. Delivering Multichannel
Integrated Advertising
Campaigns
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2. Presenters:
Peter Cole:
Director of Creative Development
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Charles Duncan:
Creative Development Manager
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3. Agenda
• What is Multi Channel?
• Case Studies
• Strategies & Best Practices
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• Q&A
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4. Multichannel Marketing
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5. Multichannel Marketing
Multichannel marketing uses multiple channels to
reach a customer. The objective is to reach consumers
in whichever channel is most appropriate for them.
Effective multichannel marketing needs: collaboration, White Master
strategy and technical execution, so that the
messaging is consistent.
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6. Traditional Messaging
Multiple channels telling the same message.
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7. Content Sharing
Multiple channels sharing the same content source.
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8. Integrated Experience
Multiple channels communicating different parts of a
unified experience.
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9. Case Studies
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10. Visa “Signature Living”
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11. Challenge
• Our objective was to build awareness of Visa
Signature as not just a line of luxury reward cards, but
as a brand that provides exclusive access to unique
experiences that matter.
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• Using Search, Visa doesn't want to be appear above
their member banks. How do we create awareness of
the brand/service without relying on Organic search?
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12. Solution
• The Signature list of “Things to do while you’re
alive” showcased some of the most extraordinary Visa
Signature offers cardholders could access.
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13. Consistent Messaging Across Channels
Website/Online Ads Mobile Search Print
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14. Microsite
• The microsite showcased the various experiences
that were available to Visa Signtature card holders.
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15. Online Advertising
• Contextually relevant ads (like the Pinehurst banner)
on sports sites.
• Participated
in sponsorships on sites with high
concentrations of target audience
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16. Search
• Search users who entered queries relevant to the
destination content such as ‘Pinehurst Golf’,
'Mississippi Steamboat' or 'Blarney Stone' were taken
to the experience page on the campaign micro-site
(deep link into Flash site). White Master
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17. Mobile
• Mobile program prompted consumer to use their
mobile device to access some of the premier Visa
Signature benefits.
• Wine Pairing (SMS/WAP)
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• Zagat (SMS)
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18. Print
• Print(Chiat Day) ran in the same categories as the
online and pointed to visasignature.com
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19. Nike Lab
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20. Challenge
• Nikeis not an official sponsor of the Olympics, but
wanted to have a powerful presence during the event.
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21. Solution
•A global, content-rich, informative web and mobile
experience that showcased content from 58 athletes,
45 products and was localized into 23 unique locals.
Included video, graphics, articles, up-to-date
Olympics news, social book marking, and store White Master
locator (mobile).
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22. Shared Content, multiple presentations
Shared Content
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23. Xbox “Fable 2”
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24. Challenge
• Create desire for Fable 2 console game
• Extend the reach of the franchise to people who
didn’t play the first Fable game
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25. Solution
• Create an online experience that integrates a users
Choice & Consequences from the online experience
into the console game experience.
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26. The Experience
At the end of the website experience, user
chooses outcome which will determine a specific
award.
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27. Multichannel Integration
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Website Xbox 360 Console
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28. Team Collaboration Necessary for Innovation
Design Motion / 3D Development QA
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29. The Lost Ring
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30. Challenge
• Create a stronger bond with young adults using the
Beijing Olympics.
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31. Solution
• Createa global alternate reality game giving users
the opportunity collaborate on a global scale.
• Discreetly
sponsored by McDonald’s, the experience
engaged younger audiences who dislike overt
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marketing.
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32. Integrated Channel Experience Landing Page: 6
languages
Historian Site:
English
Ally Site: Ally Site:
Hero Site: English
French Japanese
Secret Site:
English Mobile
Ally Site:
Ally Site: Ally Site: Spanish
Ally Site:
Portuguese Chinese
German
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33. Region Relevant Mobile Sites
• Mobileweb access more important than desktop
web access in certain regions.
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34. Community Involvement
• Playersconnected on forums, wikis, and blogs to
share clues and content
• Players helped shaped the story by connecting with
the athletes. In turn, the plot shifted to accommodate
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their theories.
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35. Community Created Sites
• Players started and maintained a wiki to keep track
of the story.
• 2,000 pages with more than 10,000 edits becoming
the go-to resource for new players.
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36. Recap
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37. Three Channels
• Traditional
Messaging: Multiple channels telling
same message
Content sharing: Multiple channels sharing same
•
data source
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Integrated Experience: Multiple channels required to
•
convey message
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38. Strategies & Best Practices
• Technical: Data management, Architecture
• Workflow: Timeline, Team Collaboration
• Strategy: Understanding Challenges and Solutions
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39. Best Practices
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40. Technical: Content Management & Architecture
Structure your data so it can be shared across
channels for easy updates and scalability.
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41. Channel 1 Channel 2 Channel 3 Channel 4
Shared Content
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42. Workflow: Timeline & Planning
Establish realistic timelines allowing for team
collaboration and improvements on the end product.
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43. Waterfall Model
Strategy
Design
Development
Testing
Maintenance
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44. Iterative Model
Strategy
Design
Initial Planning
Testing
Deployment
Development
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45. Strategy: Understand Challenges, Establish
Solutions
Have clearly defined marketing goals allowing for
better creative and technical solutions.
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46. The Big Idea
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47. Nike Lab: www.nikelab.com
The Lost Ring: www.thelostring.com
Fable 2: www.fable2.com
Visa Signature: http://awards.sf.akqa.com/creative/2007/visa_signature/signature
peter@petercole.com
charles@charlesduncanjr.com
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