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Always On
02.11.2012
Breakfast Briefing
@tomchapman
Scenario
1.
IMAGE BY GRADUALREVOLUTION ON FLICKR.COM
Lightweight interactions is how our species have
developed relationships for the past tens of
thousands of years
Thanks to Paul Adams
Predominant marketing models
Source: Doug Levy, IMC2
IMAGE BY NICKI KNACKS ON FLICKR.COM
What Rihanna can teach
us about Always On
marketing
Thanks to @BruceDaisley
36 singles in 6 years
26 solo singles
10 as featured artist
Thanks to @BruceDaisley
Always On
Always there & discoverable, evolving in public
Thanks to @BruceDaisley
Campaign Approach
Madonna
First single released in
3 years
Single reached #37 in
UK charts
Thanks to @BruceDaisley
IMAGEBYJUNNINHOFLETRONFLICKR.COM
Always On isn’t the chosen strategy, it is the only strategy
Thanks to @BruceDaisley
With always on, we look to create
many small ideas (lightweight
interactions) that stitch together
to form one L-O-N-G idea
Gareth Kay
Always on IS a journey made up of valuable
communication content. Everything from campaign
messaging to deeper brand experiences.
IMAGEBYSHADYCAMONFLICKR.COM
Although specific short-term campaigns around
launching new products will exist, they will be built
upon an always on foundation. So brands need to
learn a new trick
Understanding Always On Content Marketing
PONBE
To reach the target
audience in an attempt
to achieve earned
media, each piece of
content can be
communicated across
different channels and
platforms using
PONBE.
Thanks to Made by Many and David Armano
The creative canvas for always on needs to be
flexible / agile – many small experiments over
larger bets
For every one big “stock” hit, you can
create many small “flow updates.
Stock Flow
& The short bursts and lightweight
interactions that make up social
media.
The big, beautiful assets a brand is
used to producing, primarily for
campaigns.
Thanks to Percolate
Cross-platform
Real-time marketing
Paid media TV ads Paid media print ads
Campaigns do not
need give away
everything in the
first 2 weeks.
We can keep
content back and
apply adaptive
cross-platform
storytelling
Nike+ adopt an Always On strategy
#makeitcount = storyworld
This is the ‘Just Do It’ for the social media age
Nike+ Always On
Launched 30th December
Nike+ Always On
Series of videos released every 2 days featuring
ambassadors across all major sports in each territory
1st January – 16th January
Nike+ Always On
In support of videos, print ads and billboards feature
#makeitcount
1st January – 16th January
Nike+ Always On
Instagram profile launched in conjunction with 13th
Witness
13th January
Nike+ Always On
Nike announces the Nike+ FuelBand with
‘Life is a Sport – Make It Count’
17th January
Nike+ Always On
Nike+ FuelBand launched globally for pre-order
19th January
Nike+ Always On
Press feature Nike+ on the 19th January not before
19th January
Nike+ Always On
Nike + Make It Count site becomes branded as
NikeFuel
19th January
Nike+ Always On
In store experiential – immortalise your own story as
a picture for Make it Count
20th January
Nike+ Always On
21th January
In a UK Premiere League first. Footballers wear
#makeitcount on their boots
Nike+ Always On
26th January
Retail - JD Sports dedicate a look book to
#makeitcount
Nike+ Always On
Physical installation at 1948 London for Make it
Count
28th January
Nike+ Always On
Nike+ Always On
Dec 31st – Now #makeitcount June 17th – Now #gameonworld
Always On storytelling example
Understanding Always On Content Marketing
Understanding Always On Content Marketing

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