Guerrilla marketing utilising experiential and social web

1. Guerrilla tactics: Amplifying attendance through experiential marketing & digital By Anthony Tattum, MD at Big Cat & Nick Morgan, CEO at Big Cat

2. About Big Cat Big Cat Group was established in 2000 26 staff across 4 offices in UK, France & Spain Cover all European territories Award-winning event marketing consultancy 15 years experience in delivering high-profile events and campaigns Highly skilled and experienced in sports marketing & brand experiences Unique skill in utilising latest technology and practices

3. Clients

4. Guerrilla marketing “...an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.” Wikipediadefinition

5. Industry trends Experiential & digital needs to deliver results New remit is experiential delivering footfall – not just cool content Much more results/audience driven campaigns Finding more clients want to share risk A drive to innovation and entrepreneurism The experience (event or social) is the campaign

6. Lines are blurring between experiential, viral, social media and word of mouth Social media is now about building relationships not just about awareness Conversations about your event or product happen whether you like it or not Good marketing encourages the right sort of conversations Trends

7. Marketing that works is marketing that people choose to notice Seth Godin

8. 19 million That’s the number of people in the UK with a social media profile

9. Pete Cashmore, Mashable “We're living at a time when attention is the new currency: With hundreds of TV channels, billions of Web sites, podcasts, radio shows, music downloads and social networks, “We're all publishers now, and the more we publish, the more valuable connections we'll make.“Twitter, Facebook, Flickr, Foursquare, FitBitand the SenseCam give us a simple choice:participate or fade into a lonely obscurity.”

10. How do we integrate thesocial web, experiential and traditional media in our marketing plans? And how to we evaluate them against our objectives?

11. Social web objectives Goals Merdough Lovett & Owyang

12. How are agencies and brands stimulating word of mouth

14. CSI Social & Experiential

15. CSI: The Experience opened at Europe’s busiest shopping centre,Bullring, in October 2009 Biggest TV show in the world with an estimated global audience of Outdoor tactics took many forms in city’s busiest locations and throughout Bullring CSI Experiential

16. Developed a mechanic based on ‘taped off’ crime scenes Created crime scenes across the city Crime scenes appeared in public areas The Mall concourse was targeted and agents surrounded crime scene CSI: Experiential

17. opening of the exhibit and to generate the excitement and shopper awareness, it was promoted throughout the centre with ads on Bullrings digital screens, 6 sheet posters and escalator vinyls. However, the focus of the media coverage came in the form of Adlift, vinyl posters applied to the entire surface of lift doors

18. In a study of 530 people who attended a CSI exhibition were asked: ‘What influenced you to attend the exhibition?’

19. CSI Attendance Influences

20. 63% were effectively driven to the exhibition by “word of mouth”

21. “...my friends mostly, sometimes my family” “My spouse is crucial and maybe my peers” “...some blogs, friends on facebook, tweets and generally browsing the internet” “Online is one crucial avenue, and peers – their advice is regarded...erm...as truth” “...your friends can have a way of entrenching the position and making it credible” Influencers

22. CSI: Social Rollout

23. Case Study 2

24. Launched to correspond with their Olympic partnership Doesn’t make any reference to chocolate Split the nation into two teams, the spots and stripes Sign up on the website to begin scoring points for their chosen team Encourage engagement through dedicated social platforms Enable friends to compete online and at events TV and outdoor ads in keeping with their online/offline theme

25. Cadbury on Facebook Developing tribes Building advocates by recognition for participation

26. Cadbury games and events

28. Nacho Libra character Viral / Social mechanic Free travel if your name is Victoria 50% off if you send to Facebookfriends called Victoria Supported by outdoor activity Southern Trains

29. Social provides influencers and builds communities Experiential provides opportunity to participate and live the brand Achievable objectives need to be agreed with clients Return on Influence is new ROI Conclusions

30. Questions