ad:tech London 2012 Theorem, Nokia, ESPN Case Study: Working With Production Partners To Deliver Dynamic And Engaging Creative Executions For Brands And Publishers Marcus Harding, UK Director, Theorem

1. Theorem, Nokia & ESPN Headline Theatre Seminar
Wednesday 19th September, 12.00 noon

2. Presenter & Guest Details
Speaking:
Marcus Harding - UK Director
Theorem
Guest:
Ellen Marzell - Director Partnership / Management
/ Global Marketing
Nokia

3. Speaking on
Working with production partners to
deliver dynamic & engaging creative
executions for Brands & Publishers
A NOKIA / ESPN Case Study

4. Our Credentials
• Global Media Operations & Creative Production
Company founded in the US in 2002 (UK 2009)
• Support Agencies, Media Owners & Rich Media
technology companies to build and scale their ad
production cost effectively
• One of two companies certified to build Google
Double Click Studio client’s creative

5. Seminar Focus
Trends How brands, publishers and agencies are
interacting with each other to engineer
compelling and engaging digital campaigns
Case study How ESPN leveraged rich media
technologies to create a custom ‘Emulator’ ad unit
for Nokia’s Lumia 800 campaign

6. Trends
• Publisher drive to differentiate (Custom Units)
• Agencies expect more creative solutions
• More partnership campaigns (Nokia / ESPN)
• Advancements in Ad personalisation
• Synchronised cross platform messaging
(TV to WEB to Mobile)
• Growing need to work with creative partners

7. Nokia / ESPN Case Study

8. Nokia / ESPN App - Background
• In January 2012 Nokia and ESPN partnered to launch the ground
breaking ESPN Sports Hub app which came pre installed on all
Nokia’s Windows phone.
• Nokia knew sports were a major passion point for their consumers
• By working with the world’s largest sports network (ESPN) Nokia
were able to provide fans with the content they needed on a global
scale
• The objective of the ESPN Hub app was to combine the expertise of
both brands to create a unique and exclusive global sports
experience for the Nokia Lumia Windows phone range

9. Nokia / ESPN App - Background
• The ESPN Hub featured unprecedented functionality and
content to keep fans connected to their favourite sports and
teams.
• Live scores were also accessible through a home screen "live
tile", providing score updates without even launching the app.
• With the touch of a tile users can access live scores, breaking
news, videos, and Twitter feeds from their favourite ESPN
analysts and personalities.

10. ESPN view
“ESPN is organised to deliver solutions to advertisers
that connect brands with fans in an efficient and
innovative manner – our collaboration with Nokia is
another example of that.
ESPN has an unrivalled ability to serve advertisers
with local precision using our global scale, and one
we will look to enhance and expand through
initiatives such as this”
Alan Fagan, Group Advertising Director, ESPN EMEA

11. Global Ad Campaign Promotion
Replicating &
Promoting the ESPN
Hub via Rich Media
Creative

12. Nokia / ESPN Emulator Ad Unit
• Goal: Shortly after the app launch, ESPN were tasked to deliver and
promote an ad campaign via a fully-functional, life-like simulation of
the ESPN Hub app. This would involve building a unique custom ad
unit
• Build: ESPN worked with Theorem to develop a fully-functional
online emulator (simulation) of the ESPN Hub app ready for a 1st
June marketing launch
• Functionality: Based on a recreation of the Nokia Lumia Windows
phone, the Emulator ad unit pulled in live content from ESPN.co.uk
allowing users to consume sports news updates, full-length video
and keep up to date with ESPN's latest activity via social media

13. Video Demo

14. Outcome
“The demo/emulator brought together the best
aspects of ESPN and the Nokia Lumia range,
showcasing the Lumia's intuitive UI and delivering
rich sports content. The emulator has exceeded
Nokia's expectations on interactions and
delivery”
Ellen Marzell, - - Director Partnership / Management
/ Global Marketing

15. “Thank You”