The document discusses the concept of "Always On" marketing strategies. Some key points: 1) An Always On strategy means being constantly present and engaged across various platforms through consistent, lightweight interactions and content releases, rather than one-off campaigns. 2) Rihanna's prolific single releases are used as an example of an Always On approach in the music industry. 3) For brands, an Always On foundation allows various campaigns and product launches to be built upon continual, ongoing engagement with audiences. 4) Nike's #makeitcount campaign is provided as a case study, using a constant stream of videos, ads, social media and events to engage audiences over a long period of time

1. Always On
02.11.2012
Breakfast Briefing
@tomchapman

2. Scenario
1.

3. IMAGE BY GRADUALREVOLUTION ON FLICKR.COM
Lightweight interactions is how our species have
developed relationships for the past tens of
thousands of years
Thanks to Paul Adams

4. Predominant marketing models
Source: Doug Levy, IMC2

5. IMAGE BY NICKI KNACKS ON FLICKR.COM

6. What Rihanna can teach
us about Always On
marketing
Thanks to @BruceDaisley

7. 36 singles in 6 years
26 solo singles
10 as featured artist
Thanks to @BruceDaisley

8. Always On
Always there & discoverable, evolving in public
Thanks to @BruceDaisley

9. Campaign Approach
Madonna
First single released in
3 years
Single reached #37 in
UK charts
Thanks to @BruceDaisley

10. IMAGEBYJUNNINHOFLETRONFLICKR.COM
Always On isn’t the chosen strategy, it is the only strategy
Thanks to @BruceDaisley

11. With always on, we look to create
many small ideas (lightweight
interactions) that stitch together
to form one L-O-N-G idea
Gareth Kay

12. Always on IS a journey made up of valuable
communication content. Everything from campaign
messaging to deeper brand experiences.

13. IMAGEBYSHADYCAMONFLICKR.COM
Although specific short-term campaigns around
launching new products will exist, they will be built
upon an always on foundation. So brands need to
learn a new trick

15. PONBE
To reach the target
audience in an attempt
to achieve earned
media, each piece of
content can be
communicated across
different channels and
platforms using
PONBE.

16. Thanks to Made by Many and David Armano
The creative canvas for always on needs to be
flexible / agile – many small experiments over
larger bets

17. For every one big “stock” hit, you can
create many small “flow updates.
Stock Flow
& The short bursts and lightweight
interactions that make up social
media.
The big, beautiful assets a brand is
used to producing, primarily for
campaigns.
Thanks to Percolate

18. Cross-platform

19. Real-time marketing
Paid media TV ads Paid media print ads

20. Campaigns do not
need give away
everything in the
first 2 weeks.
We can keep
content back and
apply adaptive
cross-platform
storytelling

21. Nike+ adopt an Always On strategy

22. #makeitcount = storyworld
This is the ‘Just Do It’ for the social media age
Nike+ Always On

23. Launched 30th December
Nike+ Always On

24. Series of videos released every 2 days featuring
ambassadors across all major sports in each territory
1st January – 16th January
Nike+ Always On

25. In support of videos, print ads and billboards feature
#makeitcount
1st January – 16th January
Nike+ Always On

26. Instagram profile launched in conjunction with 13th
Witness
13th January
Nike+ Always On

27. Nike announces the Nike+ FuelBand with
‘Life is a Sport – Make It Count’
17th January
Nike+ Always On

28. Nike+ FuelBand launched globally for pre-order
19th January
Nike+ Always On

29. Press feature Nike+ on the 19th January not before
19th January
Nike+ Always On

30. Nike + Make It Count site becomes branded as
NikeFuel
19th January
Nike+ Always On

31. In store experiential – immortalise your own story as
a picture for Make it Count
20th January
Nike+ Always On

32. 21th January
In a UK Premiere League first. Footballers wear
#makeitcount on their boots
Nike+ Always On

33. 26th January
Retail - JD Sports dedicate a look book to
#makeitcount
Nike+ Always On

34. Physical installation at 1948 London for Make it
Count
28th January
Nike+ Always On

35. Nike+ Always On
Dec 31st – Now #makeitcount June 17th – Now #gameonworld

36. Always On storytelling example