© Mike Berry Associates 2010 THE BEST OF DIGITAL MIKE BERRY
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© Mike Berry Associates 2010
THE BEST OF DIGITALMIKE BERRY
© Mike Berry Associates 2010
HELLO, I‟M MIKE BERRYEx-Procter & Gamble, Wunderman (Y+R), Euro
RSCG,Ex-Head of Digital EMEA for Jack Morton
(Interpublic) Author of „The New Integrated Direct Marketing‟
(Gower)In digital marketing since 1995 (ish)Adjunct Professor of Digital Marketing at Hult
International Business SchoolDigital Trainer/ Consultant for Econsultancy, CIM
+ IDM
© Mike Berry Associates 2010
BRANDS I HAVE WORKED WITH...
© Mike Berry Associates 2010
TODAY‟S SESSIONOVERVIEW OF DIGITAL: What's happening?CASES:
MonopolyBurger King VS McDonald‟sSonyIKEACompare The Market... AND MANY MORE
LATEST VIRALSTRENDS: What's new/ what's next?QUESTIONS/ DISCUSSION
© Mike Berry Associates 2010
TODAY‟S SESSION
SEARCHSOCIAL MEDIAEMAILMOBILEINTEGRATEDREAL CASE HISTORIESREAL BRANDREAL WORLD
-THE BEST!
© Mike Berry Associates 2010
LET‟S SEE WHO‟S DOING WHAT...
© Mike Berry Associates 2010
THE CASES
THE BRANDOVERVIEW/ THE CHALLENGEIN THEIR OWN WORDS (VIDEO)THE CREATIVE SOLUTIONRESULTS/ KEY LEARNINGS
Many of these campaigns are AWARD WINNERS
© Mike Berry Associates 2010
THE BRAND – MONOPOLY CITY
© Mike Berry Associates 2010
THE BRAND – MONOPOLY CITY
Since 1935 (Parker Brothers)
275 million games sold
In 103 countries
In 37 languages
More than 1 billion people have played the game
© Mike Berry Associates 2010
THE CHALLENGENew version of Monopoly with 3D
constructionNeed to engage digitally-savvy 12-17
year old audienceJoanne Austin, Global Marketing
Manager, Monopoly, Hasbro:“Using digital was a strategic decision for Hasbro. The medium is fantastic for demonstrating how gameplay has changed for the first time since the game‟s inception.”
© Mike Berry Associates 2010
CREATIVE SOLUTION – MONOPOLY CITY STREETS
© Mike Berry Associates 2010
DDB London created four-month online campaign
Google Maps + third party street data + Monopoly game
The game built as Google Maps overlay
Turning the globe into giant game board
Every street in the World was available to buy
Players competed to acquire most lucrative addresses(Oxford Street, etc)
CREATIVE SOLUTION – MONOPOLY CITY STREETS
© Mike Berry Associates 2010
RESULTS
1,7 MILLION VISITORS IN THE FIRST DAY5 MILLION UNIQUES USERS FIRST MONTH
exceeded target by 2400%170 MILLION HOUSES CREATED15 MINUTES AVERAGE TIME SPENT
50% spent half an hour or moreTHE BOARD GAME SOLD OUT in many European markets
© Mike Berry Associates 2010
KEY LEARNINGS
KNOW YOUR AUDIENCE, TEENS ARE ONLINE
UNIQUE SOLUTIONS ARE SUPPORTED BY FREE PR AND WORD OF MOUTH
IMPOSSIBLE TO PREDICT THE RESULTS OF VIRAL CAMPAIGN
BE PREPARED TO CHANGE GAME PLAN DURING THE CAMPAIGN
DIGITAL CAN SUPPORT EVEN THE MOST TRADITIONAL PRODUCT
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