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KINDOFABIGDEAL

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Descripción:

Category: Socila Media & Viral Marketing
Advertiser: RADIOSHACK
Product/Service: CONSUMER ELECTRONICS
Agency: IMC² NORTH AMERICA
Chief Creative Officer: Michael Davis (Imc²)
Project Manager: Alix Prescott (Imc²)
Account Manager: Chad Kerski (Imc²)
Vice President/Program Manager: Melynnie Nehib (Imc²)
Group Technology Director: Marylynne Henry (Imc²)
Vice President/Executive Producer: Jake Lambert (Imc²)
Motion Designer: Isaac Murray (Imc²)
Senior Web Developer: Brian Schneider (Imc²)
Junior Writer: Tara Banda (Imc²)
Group Creative Director: Christian Wojciechowski (Imc²)
Creative Director: Earl Wallace (Imc²)
Junior Conceptual Designer: Logan Cantu (Imc²)
Senior Software Engineer: Vincent Guerin (Imc²)
Group Creative Director: Bart Hirneise (Imc²)
Client Partner: Reshma Pendleton (Imc²)
Senior Interactive Designer: Bryan Parker (Imc²)
Senior Producer: Allison Ashley (Imc²)
Director Of Social: Adrian Parker (Radioshack)
Social Media Community Manager: Ricky Cadden (Radioshack)
Social Media Specialist: Paige Guyton (Radioshack)
Media placement: Promoted Trend - Twitter - September 16, 2011
Media placement: UStream Video - Facebook Tab - September 16, 2011
Media placement: Facebook Tab - Facebook - September 16, 2011

Describe the brief/objective of the direct campaign.
The objective was inspiring action through widespread conversation and pure excitement. Verizon Wireless, the largest cellular provider in the United States, was coming to RadioShack and both existing and new customers needed to know. The strategy was to utilise a minimal amount of paid media (Promoted Twitter Trend, UStream video) and existing, owned media channels (Twitter account, Facebook page) to encourage sharing of the announcement and garner massive amounts of earned impressions all in one day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was an experience like no other. Verizon phones were set to vibrate and placed on a slanted surface that read, “The Shack Welcomes Verizon To Our Family.” This scene was broadcast live on UStream and Facebook. Using the hashtag #kindofabigdeal, RadioShack invited everyone to tune in and tweet a message to @RadioShack. As the tweets streamed in, the phones vibrated down the board. When a phone fell, whoever sent the last tweet won a Verizon phone, a RadioShack gift card or an iPad 2. The action was engaging and the approach simple.

Explain why the creative execution was relevant to the product or service.
Twitter Promoted Tweet was the primary media communication utilised. Cross-promotion between RadioShack’s Facebook, UStream and Twitter presences created a sales channel that required direct response to enter to win. Utilising the power of RadioShack’s fans, teaser messaging was posted on Facebook and Twitter the day before to give them a sneak peak on how to play. Using the fans as the base of activity and the Twitter Promoted Trend as an amplifier to a new audience, the platforms were bridged to achieve remarkable engagement and awareness results. An unprecedented understanding of how people use technology was the core of the idea. By tapping into the inherent connection between mobile phones and the social space, RadioShack used modern intuitive action that captured the undivided attention of the audience. Participants saw the impact of their involvement in real time and, message by message, tweet by tweet, news of Verizon’s arrival at RadioShack spread across the globe.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The results were overwhelming. The #kindofabigdeal hashtag organically became the number one global trending topic of conversation for the entire day and carried conversations for the weekend that followed. @RadioShack received over 3,200 mentions every hour for 24 hours, 68 times the retailer daily average. Time spent watching the live video stream was an average of more than 30 minutes per viewer, and all this activity resulted in an astounding 84.6m impressions. As tweets rolled in and phones fell, RadioShack’s big announcement truly became kind of a big deal.

Marketing directo "KINDOFABIGDEAL" hecho por la agencia de publicidad "imc2" para la marca: Radioshack Estados Unidos. Fue producido en sept. 2011.
Publicista: RadioShack Corporation
Marca: Radioshack
Agencia: imc2
País: Estados Unidos
Categoría: Electrodomésticos
Emitido en: septiembre 2011

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