Time and Effect Exponentially
Every part of web is social and access is universal: brands live
and die by what consumers say about them
The brands whoseThe brands whose consumersconsumers tell thetell the
best stories will winbest stories will win
The Role of the Media
Create brand « ecosystems » that engage consumers and pull
them into an active relationship with the brand
Bought & Owned
contacts are leveraged
into earned media
A few implications
The brand as a service
The brand as a utility
The brand as content
Your brand with a wider mission
DIESEL.COM BELONGED TO THE HEIDIES
Sixvideocameras, 24hoursaday, livefor 5
straight dayson diesel.com.
Thisisthestory of twogorgeouscrazy girls
him) in ahotel room. All for their 15MBof fame.
Weunderstoodthat thereisagenerationtoday who
useonlineplatformsfor self-publicity stunts: acting
What happenswhen abrandlikeDiesel (humorous,
original, provoking) parodiesthisbehaviour?
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
A live site
An unconventional approach to fashion
Thisgraph(fromAlexa) showsclearly what happened
• Demandoutstrippedsupply asthe
• Diesel.comusually attracts25,000
visitors, duringthe‘kidnap’ it peakedat
• Featuredintopten most viewedclipson
YouTubefromday twoof takeover
• Tensof thousandsof interactionsfrom
!All achieved on a media spend of zero
recognition amongrunnersby creatingamovement focusingon the
joy andfun of running.
Thesimplest sport intheworldhadbeencommunicatedasif it wasonly for the
RUNEASY -Runningat thespeedof chat
An initiativedesignedtoencouragefunandeasy participation inrunning.
Digital wastheleadmechanicwithsupport fromOOH, TV andcinema. At the
hubof theRunEasy movement iswww.goruneasy.com. Thesitefosters
community buildingthrough user-generatedcontent capabilitiesthat help
runnersconnect andsharetheir runningexperiences.
visitorscaneasily mapout andsharefavouriterunningroutes, post snapshots
of sightstotakein whileonarun, uploadmusicplaylists, andjoindiscussion
co-developed by Isobar’s global network of leading digital marketing agencies