Innovadora campaña de marketing para el lanzamiento de la serie Héroes
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En esta presentación podemos observar una de las campañas pioneras en el uso de redes sociales para involucrar al público objetivo de forma activa en España, permitiéndoles interactuar con los personajes de la serie.
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Innovadora campaña de marketing para el lanzamiento de la serie Héroes
- 1. 1 IBERIA21st JANUARY, 2008 By Norma del Barrio THE SUCCESS OF A PHENOMENAL CAMPAIGN
- 3. 3 01 OBJECTIVES maximise DVD sales with a limited marketing budget. create buzz around HEROES DVD release. overcome handicap caused by fragmented broadcast. build a relationship with consumers and fans.
- 5. 5 02 STRATEGY PRODUCT PROMOTION PLACEMENT PRICE TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELSLOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SYFY CHANNEL PREMIUM € 49.95 / € 59.95 SRP
- 6. 6 02 STRATEGY TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 7. 7 02.1 TWO PRODUCT EDITIONS 7 discs regular edition collectors limited edition TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL 8 discs exclusive T-shirt bonus content from SciFi Channel comic
- 8. 8 02.2 MULTI-LANGUAGE VERSIONS We transformed Spanish lingual diversity into an opportunity. catalonian basque galiciancastilian TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 9. 9 02.3 PRE-BOOKING to increase initial allocation (sell-in) TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL limited collectors edition (only 3K units) reward for first buyers (for pre-booking) generating a feeling of scarcity and urgency among consumers (sell-out)
- 10. 10 02.4 INNOVATIVE COMMUNICATION CAMPAIGN TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL To connect to our target we need to think their way and use their tools. We entered the world of the “FRIKIS” (Spanish for crazy fans).
- 11. 11 02.4.1 PIONEERING ONLINE PR CAMPAIGN TO CREATE STRONG AWARENESS call for a HEROES party in Second Life. HEROES online video contest. creation of a big online plattform for all the above. TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 12. 12 02.4.2 HEROES VIRTUAL PARTY AT SECOND LIFE We encourage fans to dress like HEROES. The best costumes were rewarded with a DVD. Huge attendance. TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 13. 13 02.4.2 HEROES VIRTUAL PARTY AT SECOND LIFE TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 14. 14 02.4.2 HEROES VIRTUAL PARTY AT SECOND LIFE TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL watch the video
- 15. 15 02.4.2 HEROES VIRTUAL PARTY AT SECOND LIFE TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL “and the best costume was ...”
- 16. 16 02.4.3 HEROES VIDEO CONTEST “Let your creativity fly and be our Hero” supported by YouTube and broadcasters involved cinema schools to secure quality TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 17. 17 02.4.3 HEROES VIDEO CONTEST TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL watch the winner video
- 18. 18 02.4.3 HEROES VIDEO CONTEST TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL “and these are the other finalist …” second finalist third_finalist fourth_finalist fifth finalist sixth finalist seventh finalist eighth finalist ninth finalist tenth finalist
- 19. 19 02.4.3 HEROES VIDEO CONTEST winner video promoted by YouTube more than 62,000 visits within the first five days TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 20. 20 02.4.4 HUGE PR ACTIVITY online partners: forums, sci-fi sites, broacasters prescribed and supported our actions TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 21. 21 02.4.4 HUGE PR ACTIVITY media value obtained € 700K TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 22. 22 02.4.5 ATTRACTIVE ONLINE PLATTFORM TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL click to see the site
- 23. 23 02.4.6 TV CAMPAIGN maximisation of investment TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL Syfy audience is 100% our core target benefit from Planeta NIF TV campaign (free of cost) see 10” spot see 20” spot
- 24. 24 02.5 ALTERNATIVE DISTRIBUTION CHANNELS Kiosks TV sales TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL Planeta Deal supported our release with TV campaign with TV ad campaign we offered the possibility of purchase by phone (902)
- 25. 25 02.6 LOYALTY CAMPAIGN TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL Numbering System T-Shirt every single copy is identified with a unique code consumers must register online and enter their code to receive the T-Shirt We get to know our consumers to approach them for our upcoming seasons.
- 26. 26 02.4 STRONG TRADE MARKETING TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL We received huge support from our clients. poster placed in all fnac stores in Spain Media Markt brochure
- 27. 27 02.4 STRONG TRADE MARKETING TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL The product was perfectly exposed in stores.
- 28. 28 02.8 COOPERATION WITH SYFY CHANNEL granted extra content for our DVD the Syfy logo was included on the collector edition packaging placement of banners announcing our DVD release on their website received tickets for the Season Two premiere, for our consumers TWO PRODUCT EDITIONS MULTI-LANGUAGE VERSIONS PRE-BOOKING INNOVATIVE COMMUNICATION CAMPAIGN ALTERNATIVE DISTRIBUTION CHANNELS LOYALTY CAMPAIGN STRONG TRADE MARKETING COOPERATION WITH SCIFI CHANNEL
- 29. 29 03 RESULTS
- 30. 30 03 RESULTS Our objectives have been accomplished!
- 31. 31 03 RESULTS in just 12 weeks we have exceeded the sales reflected in the marketing plan by 45%. rotation media value € 700K so far. regular edition 70%. collectors edition 99%.