A sharped look on digital advertising

1. hello
The Liquid Way
Trendshare | a sharped look on digital advertising
Friday October 26th

2. Trendshare | a sharped look on digital advertising
| social media| userx| brand-content| digital| mobile|gaming|augmented reality

3. Trendshare | a sharped look on digital advertising
tags #aldoshoes #ringmybell #fashion #israel #smoyze #instagram
setting-up an ooh activation
engaging and speaking with targeted customers
using new social media channels
create content
placed a sign, with a bell in the middle of busy street.
the sign instructed people to take a pic of their shoes
upload it to instagram
use the hashtag #aldo and add shoe size
wait the surprise shoes delivered!
i do like when a brand uses the same language of its customers
instagram (and also pinterest) are efficient leverages for
retailers
500 pictures have been uploaded
798,000 interactions
300,000 hits on the official youtube video
go&see!
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

4. Trendshare | a sharped look on digital advertising
tags #nike #adaywithndamukongsuh #sport #usa #r/ga #path
activate the association between nike and path that share the
same values and design properties
integrate nike+ app and the “fuel” concept in the sport activity
process of a random social media addict
endorsing an american football star to bring the concept
suggesting to use use path to share sport efforts
engaging the social media addict’s community in getting
support
nike is working since several months with path. and it is a good
idea cause path is related to a whole journey. not stupid about
consumers journey’s problematics
of course facebook and twitter are the most used social
networks. but the advantage with path is due to the limited
number of users, nikefuelband activities are more seen by the
community
go&see!
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

5. Trendshare | a sharped look on digital advertising
tags #talksport #livesportcommentary #media #uk #simplyzesty #twitter
setting-up the project between talk sport and simplyzesty to
coverage live commentary for the premier league by twitter
twitter have been moving more and more into the world of
sport, demonstrated by the recent sports hub for the olympics
and euro2012.
talksport seemed like a perfect fit to bring talksport’s expert
commentary to a twitter audience.
the player is embedded in tweets and its means the discussion
around football.
live comments are available in english, spanish and .. chinese
that is one of the biggest market for the premier league.
twitter has proved itself as the place for debate around sport .
talksport as the specialist of sport live commentary had the
logic right to go in this channel.
about mobile the top1 trend is the video, but 3G and soon 4G,
H+ are not available in the whole world. Tweet live comment
answer to this miss
go&see!
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

6. Trendshare | a sharped look on digital advertising
tags #intermarché #clara10years #largeretailer #france #marcel #socialmedia
celebrate the brand birthday but also the faithful clients’s one
put the consumer at the middle of a web and social media
campaign.
get and appear closer to the consumer
use the 800k fans on the 4 different pages
during the intermaché’s birthday in october, the brand decided
to launch the “this is my birthday”, the first collaborative
birthday live broadcasted on facebook
intermarché has decided to thank its most faith clients in
involving them to this project.
the concept is: each keys moments during the clara’s birthday,
the connected fans had the choice between two activities that
clara would have with her friends.
+300 parents did answer to the intermaché’s call
+ 6,800 likes and 700 shares on the intermarche facebook page
post
press coverage by the whole advertising blog sphere
go&see!
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

7. Trendshare | a sharped look on digital advertising
tags #mercedes #youdrivethestory #automotive #uk #amvbbdo #socialtv
the german automotive has a big challenge: make younger its
brand image.
all over the europe and for several years mercedes launches new
technologic models and innovative campaigns
communicate on tv around the new a-class model in using social
media opportunities
to launch the new a-class, mercedes-benz us to produce
#youdrive, an interactive tv campaign for the new a-class that
invites the audience to drive the story via twitter.
a 60” tv ad appeared in the first commercial break of x-factor on
October 2012, and at the end of the ad, when the driver was faced
with a dilemma, the audience were invited to 'drive' the next part
of the story. using twitter, viewers were able to steer the action of
each commercial by tweeting the hashtag assigned to the outcome
they preferred. in the next break, a 40” ad played out the option
chosen by the majority of the audience. at the end of that
commercial the audience are faced with another tricky predicament
and asked to 'drive'.
during the sunday results show, a 90” ad aired, recapping the first
two episodes before showing the concluding chapter most popular
with viewers. the custom youTube channel synched seamlessly with
the tv broadcast, and worked across desktop, tablet and mobile
devices, displaying the results of the twitter vote in real-time
go&see!
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

8. Trendshare | a sharped look on digital advertising
tags #geox #amphibiox #shoes #sweden #smfb #userX
an interactive documentary, packaged as a ground-breaking pov
experience, this activation enables the viewer to road test geox's
amphibiox shoe in the rainiest place on earth: cherrapunjee, India.
the html5 site includes five videos, filmed during monsoon season
in cherrapunjee, featuring real-life amphibiox "testers" who were
recruited via facebook (swiss photographer claudia, venice tourist
guide andrea, spanish lawyer david, and english snowboarder rob
tested the shoes for a week in extreme wet weather).
viewers enter the site navigate their own way around the streets of
cherrapunjee to find the testers. they can then click on them to
watch the film content and find out product information. the site
works on as many devices as possible by making it responsive.
its follows the principles of progressive enhancement to ensure
users on devices without javascript, flash or with smaller screen
sizes have a decent experience
go&see! the website is as usable on a touch device as it is with a mouse.
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

9. Trendshare | a sharped look on digital advertising
tags #cokezero #unlockthe007inyou #softdrink #belgium #duvalguillaume #experiential
coke did it again. now we can really say they are the masters of
vending machines experience marketing. coke has some clever
ways to get users to interact with the brand and its latest video on
youtube is no different.
it has created a new campaign together with an unpdated coke
zero facebook theme and message which has clocked up over
three million views since it was posted on thursday. coke zero gave
away exclusive tickets for the launch of skyfall, the 50th
anniversary release of the popular james bond movies.
unsuspecting passengers that stopped to get a coke zero from the
machine were given a task in addition to getting a drink. a female
violinist played the bond theme as the machine offered the
passengers chance to win free tickets to skyfall.
the fact that the video in less than a week has received 3,8 million
views and over 26k likes proves that experience marketing can be
a great hook not just for those who “experience” it live in first
person, but also for those who watch
go&see!
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

10. Trendshare | a sharped look on digital advertising
tags #polskieradio #touchthesound #radio #poland #hypermediaisobar #experiential
polskiedadio.pl is a news portal with the largest radio recordings
database in poland.
the task was to promote it at on of the biggest science fairs in
europe - science picnic. the polish radio wanted to amuse
people and make them remember those day.
to promote an online newsportal, one of the biggest radio
databases of poland, the revolutionary 3d printing technique was
used. with these 3D printers they’ve managed to make sound
touchable. soundwaves were converted into little pieces of art
which people could actually touch and feel.
polskieradio has created an unforgettable experience for
thousand of visitors, who touched the sound for the first time in
their life. this simple event reinforced polskieradio.pl brand
image as tech-savvy and culture oriented.
go&see!
| social media| userx| brand-content
© The Liquid Way 2012
| digital| mobile|gaming|augmented reality

11. Trendshare | a sharped look on digital advertising
| tv commercial of the week

12. Trendshare | a sharped look on digital advertising
tags #opi #instinctofcolor #cosmetics #france #danparis #tv
OPI pays hommage to its culture of color with the international
launch of its first branded film. Set to the French dj band C2C’s
“down the road,” the video features a surrealistic dance-off between
four female dancers and a gorgeous Thoroughbred, as trained by
equestrian stunt master mario luraschi.
named after OPI’s classic black nail lacquer, lady in black (known as
black onyx in north america) brought to the film a repertoire of
moves including tap steps and dancing en pointe, while showcasing
bestselling OPI colors on her hooves.
the film’s four featured lacquers – pink-ing of you, red my fortune
cookie, need sunglasses? and no room for the blues – each
represent one style of dance and one overarching theme,
illustrating OPI nail lacquer as a means of self-expression.
go&see!
| tv commercial of the week
© The Liquid Way 2012

13. Trendshare | a sharped look on digital advertising
| case of the week

14. Trendshare | a sharped look on digital advertising
tags #redbull #redbullstratos #energydrink #austria #redbull #brandcontent
8million persons connected at the same time via youtube at
the jump
(x16 compare to the previous record owned by google
during the 2012 olympics)
2,000 tweets / second
in less 40 minutes, the picture of the jump has been shared
29,000 times, liked by 216,000 fans and counted 10,000
comments
broadcasted in 40 networks in 50 countries
redbull youtube channel : from 45 k to 730k fans in 2
weeks
to be follow : a 90 minutes documentary directed by the bbc
and national geographic and exclusive by-product
at the moment:
50 m$ invested = 1 billion$ on earn media
go&jump! | brand content of the ... anyway the best ever !
| case of the week
© The Liquid Way 2012

15. thank you
by @guillaumepellan - @theliquidway
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