Real Time Marketing: The Recent Past, Present & Future
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Presentation by Intel Corporation, Senior Digital Strategist David Veneski. Dated June 8, 2010.
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Real Time Marketing: The Recent Past, Present & Future
- 2. Case Study: Real Time ‘Core’ Integration David Veneski :: Intel Corporation @dveneski
- 3. Intel Goes ‘Mad’ as Big-Event TV Strategy Continues New York Times Intel Makes Oscar Debut AllBusiness Intel makes Super Bowl comeback… Advertising Age
- 4. Intel Goes To The Super Bowl “We’re All Nerds Now” – Om Malik “ Hard product to sell; cute way to ‘humanize’ it” “ Just caught the Intel ad I missed from the Super Bowl. Aww… Poor Robot” “ The Intel ad with the Robot is hilarious”
- 5. What Is Your Core Moment?
- 6. Real Time Distribution – Building A Social Platform
- 7. Mobile: Local, Relevant, Immediate
- 8. Thank You! David Veneski Intel Corporation @dveneski
Notas del editor
- Intro – Who is David Veneski Frame up the balance of the presentation Big Event Strategy + Social Components Social Platform – Intel as a publisher, making tech relevant to everyday life Mobile – with a focus on Retail
- Take big reach events and driving impact – challenge and opportunity Back in SB after 12 year absence First time Oscar advertiser First large scale sponsorship of NCAA Men’s Basketball Tourney Sponsorship goes well beyond the 30 second spot Led with traditional media with in game advertising and post game show sponsorship Social integration – The first tiem we’ve done a real time assessment of audience reaction to our advertising spots – Great results Transition
- Om Malik quote: ‘We’re All Nerds Now’ Lunch Room was not created for the Super Bowl Did well in the ad trades rankings of in game spots (MTV, AdCritic, etc) and finished #21 in Brand Bowl 2010 More than 5200 Brand mentions during the Super Bowl – on par with every other brand that was not a chip (Frito-Lay) or a beer (Anheuser Busch) ~500k views of the Lunch Room spot in 36 hour span during/after the Super Bowl Kick off for our Core Moments social engagement model
- Coremoment.com heavily promoted throughout the Super Bowl and the Post Game Show Predecessor to our Consumer Loyalty Program Super Bowl and March Madness and PAX East 11k Contest Entries to Core Moment 5500 Shares of Core Moments – for a 50% conversion rate. Industry standard is 8-10%
- Intel as a publisher Relevance of technology to people’s everyday lives Tailor content to the audience target – Selectives Distributed model – not just the home site, but distribution through Facebook/Twitter/Leading Publishers It’s working – building a community – on and off domain – rivals our branded Twitter/Facebook presences
- Lead Mobile ‘Task Force’ Beyond The Banner Actively engage our customers on their device – no matter where they are Focus on retail – educate, influence, motivate @ point of sale
- Intro – Who is David Veneski Frame up the balance of the presentation Big Event Strategy + Social Components Social Platform – Intel as a publisher, making tech relevant to everyday life Mobile – with a focus on Retail