THE BEST OF GLOBAL DIGITAL MARKETING SHOW
31st of January 2013
09.00 – 09.30 Registration and Coffee
09.30 – 10.15 Introduction
INTEGRATED DIGITAL CAMPAIGNS AND VIRAL VIDEOS
How to create successful viral video campaigns
Why investing in content marketing pays off
How to integrate digital and traditional advertising
The 5 Steps: How to create a successful viral video (based on neuromarketing research)
10.15 – 10.30 TNT „A Dramatic Surprise on a Quiet Square“ – Winner of EPICA Interactive Awards 2012 (Belgium)
Behind- the- scenes coverage of the most successful commercial viral video in 2012. .
10.30 – 10.45 Book Burning Party in Troy, Michingan – Interactive Grand Prix winner in EPICA Awards 2012 (USA)
An example of an astonishingly integrated political campaign that utilizes social media at its core, fighting against library closures in Michigan.
10.45 – 11.00 Virgin Money, Winner of New Media Age Effectiveness Awards 2012 (UK)
Virgin needed to convince Britain that the banking system can and should be fundamentally altered, and that Virgin Money has the expertise to do it. The launching of the campaign utilized digital marketing to create a huge awareness spike for Virgin’s breakthrough into banking plus leverage digital marketing in order to drive up interest and sales of savings products.
11.00 – 11.15 Pepsico Doritos Academy – winner of IAB Europe MIXX Award 2012 (Turkey)
Doritos created a virtual university to entertain its target group, young people. One of the boldest content marketing strategies of any FMCG brand in the World.
11.15 – 11.30 How to make campaigns viral – neuromarketing research results from Harvard Business School
11.30 – 12.00 Coffee Break
SOCIAL MEDIA MARKETING PART 1
Innovative use of social media in travel marketing
Social currency – does this concept really work?
The role of engaging content in social media
How to monetize social media?
12.00 – 12.30
American Express „Small Business Saturday“ – Grand Prix winner of Cannes Lions 2012 (USA)
AmEx utilized Facebook and Twitter to promote Small Business Saturday – even President Obama took part of it!
What can other marketers learn from this campaign?
Curators of Sweden – Grand Prix winner of Cannes Cyber Lions 2012 (Sweden)
Behind – the scenes strory of the most awarded digital campaign of 2012. What has been the ROI of this campaign? What can others learn from it?
Pay with a Tweet – Grand Prix winner of Cannes Cyber Lions 2011 (USA)
Pay with a Tweet was very innovative and promising business model allowing users to pay for an e-book with a tweet. What is the status of this Lions- winning approach two years later? Was it really just a fad?
12.30 – 13.00
Unilever „The Dove Ad Makeover“ – Gold winner of EPICA Awards 2012 (UK)
A Good example of how Dove brand extended its core marketing message fighting beauty stereotypes to the Facebook platform.
Dove (Unilever) Bloggers Meet in India – winner in Indian Digital Marketing Awards 2012 (India)
Dove launched a hair care product within a cluttered Indian market by influencing the influencers. Dove organized a gathering of 70 women beauty bloggers who were able to experience Dove products.
13.00 – 14.00 LUNCH
SOCIAL MEDIA Continues…
14.00 – 14.15 Anthon Berg Generosity Store, Winner of Danish Digital Marketing Awards 2012 (Denmark)
The Danish chocolate giant Anthon Berg opened a store for 5 hours in Copenhagen high street and offered free chocolates to everybody.Although, not completely free – buyers had to pay by posting a good deed on their Facebook page.
14.15 – 14.30 Social Media and Marketing: Research results, based on McKinsey, Comscore and Forrester papers
B2B DIGITAL MARKETING
How to integrate email, direct mail, social media and telemarketing
How to reach B2B decision makers via email and social media
Why social media listening/monitoring is important in B2B
14.30 – 14.45 Thunderhead I Am – winner of B2B Marketing Awards 2011 (UK)
A good example of an integrated direct marketing B2B campaign combining email, direct mail, video and telemarketing.
14.45 – 15.00 London 2012 Social Media Listening by Cisco – winner of Groundswell Awards (UK)
Networking technology provider Cisco opened The Social Media Listening Center for the London Olympics. The center is open to employees, partners, customers and visitor, featuring six large interactive touchscreens displaying a wide variety of data about social media conversations dealing with Cisco and its brands, services and products.
Innovations in mobile marketing
What kind of mobile apps bring real value to customers?
15.00 – 15.15 Hilltop Re- Imagined for Coca- Cola – winner of Cannes Mobile Lions 2012 (USA)
In order to promote a new mobile advertising platform, Google and Coca- Cola teamed up and installed special vending machines in different corners of the world where people could send free Cokes with greetings using a special mobile platform.
15.15 – 15.30 Auto Trader mobile app for dealers – winner of the NMA Digital Effectiveness Awards 2012 (UK)
This app revolutionized the used car sales industry in the UK by offering super- convenient ad placement features and real time price comparison features.
15.30 – 16.00 WHATS NEXT: Overview of latest trends and developments, conclusions
How to use the learning from the World´s best digital marketing case studies in your work tomorrow?
16.00 The End