1 BUILDING ICONIC BRANDS THROUGH CONTENT Anthony Martinez
Digiday Brand Conference: Case Study: vitaminwater
Jun 18, 2015
Anthony Martinez of vitaminwater will discuss how the brand paired up with musical artists -- and the results of its endeavors -- for its Uncapped campaign.
Presenter: Anthony Martinez, sr. communications strategist, vitaminwater @amartinez08
Presenter: Anthony Martinez, sr. communications strategist, vitaminwater @amartinez08
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- 1. BUILDING ICONIC BRANDS THROUGHCONTENTAnthony Martinez 1
2. AN EVOLVED CONSUMER ENGAGEMENT MODEL TV | Outdoor | Radio | Print | MobileBrand PR Print, TV, Radio, Blogs Equipment | Websites | Packages | Distribution Fleet Social Media | In-store2 3. LIQUED & LINKED3 4. LIQUID & LINKEDLANDSCAPEinnovate PAIDactivate OWNED integrate SHAREDengage EARNEDstorytelling CONTENT 4 5. PLACEMENT OF MOVEMENT OFMESSAGES STORIESMessage 5 6. 6 7. vitaminwater + music 7 8. over rotation into sports8 9. 2011: discovering whats next9 10. peaceuplifthappinessthoughtfulnessconnectednessnostalgiaaltered stateunderstanding the meaning of music, kelton 2012 10 11. engage consumers in areas that areimportant to them to create contentthat travels11 12. 2012: expect the unexpected12 13. VIDEO:Austin_Recap_Master.mov13 14. RESULTS14 15. parting thoughts dont lose sight of brands heritage create content that travels find the right partners have patience 15
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