Marketing

A Study: Nike and Digital Marketing – Part 3

A Study: Nike and Digital Marketing – Part 3
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This is the third part of our “Sports Special”, in which we highlight 5 remarkable Nike campaigns worth knowing. Click to read the first part and the second part.

The whole “Special” is a piece of a complete report created by Pravda Media Group. Click here to get the full report. It’s FREE!

QR Code Facebook Like

QR Code Facebook Like

In Antwerp, Belgium, Nike launched a campaign targeted at “the man in the street” by integrating QR Codes with Facebook Likes. To promote its running shoes, Nike invited people to “like” crazy-shaped jogging routes, the codes for which could be found in store windows and on posters around the city.

Despite the fact that QR Code scanners are not yet prevalent, the possibilities for their integration with social media are virtually without limit, and thus once again Nike presents a marketing concept that is worthy of consideration.

References:
http://techcrunch.com/2010/10/18/likify-qr-code/
http://2d-code.co.uk/nike-qr-code-running-posters/
http://apps.facebook.com/takeantwerp/


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A Study: Nike and Digital Marketing – Part 2

A Study: Nike and Digital Marketing – Part 2
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This is the second part of our “Sports Special”, in which we highlight 5 remarkable Nike campaigns worth knowing. Missed the first part? Click here.

The whole “Special” is part of a complete report created by Pravda Media Group. Click here to get the full report. It’s FREE!

Popular Republic of Corinthians

In 2010 the Brazilian soccer team Corinthians marked the 100 Year anniversary of their establishment. To celebrate, Nike — the team sponsor — founded a new nation: “The Popular Republic of Corinthians”. This new nation started life with 30 million-plus citizens — every passionate Corinthians fan — and quickly had everything any self-respecting nation needs: documents, legislation, currency, a flag, and even a president (Lula, the President of Brazil at the time of the campaign)!

Check out the video-case of the campaign:

Created by F/Nazca Saatchi & Saatchi from Sao Paulo, Brazil.


This post is just a tasting of our complete report. Subscribe to get it for FREE:


A Study: Nike and Digital Marketing – Part 1

A Study: Nike and Digital Marketing – Part 1
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BIG companies bet BIG on achieving BIG results, laying out BIG money for their marketing and advertising efforts. BIG spending is not enough to make a brand memorable, however, without putting BIG ideas behind that spending, and for many years now Nike has realized BIG results doing exactly that.

Here at Pravda Media Group we all admire well-executed big ideas, and so we created a detailed report analysing 5 remarkable Nike Campaigns, inspirational works for everyone in the digital marketing business. The report is free! To get it just click here.

For those who are not sure yet, during the next few days we’ll give a taste of the analysis, one campaign at a time, starting with this post:

Nike Epic

Nike Epic

For the NBA Playoffs, Nike transformed its Nike Basketball web page into Epic, a social media data visualization tool that showcased which Nike-sponsored players and teams were getting the most tweets per hour. The more tweets a player received, the bigger his picture displayed on the page in comparison to others. In applying online sales and ready-made tweets, Epic was a social media marketing strategy winner for the brand…and worthy of our attention.

Created by the great R/GA.

References:
http://mashable.com/2011/06/13/nike-social-media-nba-playoffs/


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Congrats Babylon!

Congrats Babylon!
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Babylon, a client of Pravda Media Group, won a GUINNESS WORLD RECORDS® certificate for the Most downloads of a translation software. This was achieved thanks to over 100 million users of Babylon translation software worldwide.
Our very own Tzahi filmed this interview with Alon Carmeli, Babylon’s CEO, and Rob Molloy, from GUINNESS WORLD RECORDS®, interviewed by Aya Shapir.

 

Digital Marketing in Social Games

Digital Marketing in Social Games
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How social games became influential and what companies are doing about it.

Let’s play a game. Raise your hand if you have never played Farmville, Mafia Wars, Cafe World, Texas Hold’em Poker, or any other game on Facebook or on your phone. Anybody?

You don’t need to be psychic to know that there were very few hands in the air, you just need to look inside the huge social games phenomenon, which was born within Facebook and which has grown remarkably since.

Merchandising Through Popular Games

The numbers speaks for themselves: Zynga, the biggest social games producer, has more than 232 million active users per month. In 2009 they booked $235,4 million, more than doubled that in 2010 ($597,5 million), and in only the first three months of 2011 they have already made $235,4 million (the same amount they made in all of 2009). SharesPost, an exchange that connects buyers and sellers of privately held companies, has valued Zynga at $15.4 billion, making it the most valuable U.S. game company ahead of Activision Blizzard and Electronic Arts. And the good news for Zynga doesn’t stop there as the company is gearing up to open its doors to investors to the tune of $1 billion in their initial public offering.

“With this offering we are inviting you to join our mission. Invest with us because you believe in the potential for the world to play together. Evaluate us by how many of your friends and family play our games. Before you invest, we hope you will play our games. And, if you’re part of the hundreds of millions who have already played our games, thank you. You’re part of the future.”, said Zynga founder and CEO Mark Pincus in an open letter for potential shareholders.

Pincus’s words are very interesting to be sure, but why should digital marketers care about that? Simple answer: Games are creating a whole new media space, one that is full of possibilities and which presents a fresh environment for innovative marketing strategies. More important, it’s a space in which there is already an enrapt audience.

For Pincus, “the key to Zynga`s success is in the ability for play to become as much a part of the internet`s core as search, share and shop currently are.”

Many brands are already exploring social games as a media via a sponsorship format, including Amazon, HBO, Discover Financial Services, General Mills, Kraft Foods, McDonald’s, Target, Walmart and Coca-Cola. In such cases, the brand seeks to nothing more than merge into the game experience, offering virtual-goods for sale within the game’s digital world. The games already generate huge traffic, so these “sponsors” need to worry only about reaping the benefits. Take Coca-Cola, for example, which sold virtual Coke in Zynga’s Cafe World game. According to Zynga, during the promotion 2.5 million virtual Cokes were sold and 80% of the game players “took action post-advertisement,” meaning that some of the players ended up purchasing a real Coca-Cola product.

According to ThinkEquity LLC, a San Francisco-based research firm, the worldwide virtual-goods market is expected to more than double in 2014 from the $9.28 billion realized in 2010, reaching total sales of $20.3 billion.

Creating a new branded game: Doritos- Dip Desperado

Rather than piggybacking marketing efforts on existing games, a number of companies are instead opting to face the big challenge of building traffic and creating their own branded game. One recent example of this strategy is a UK-produced Doritos campaign called “Dip Desperado”.

The creative idea behind Dip Desperado is based on the concept of throwing Doritos, leading the brand to create a game in which participants need to throw the product at targets to rack up a score. The higher scores eligible to win one of the 1000 prices offered, such as an Xbox, holidays to Florida, and track days at Silverstone. The game is available via a Facebook page (in much the same manner in which Zynga’s games started, and continue to grow stronger and stronger), and there are also versions for iPhone and Android. Also, players can increase their chances of winning by buying actual Dorito’s products to gain special codes which can be entered into the game.

What is most interesting in the case of Dip Desperado is that the internet action was not designed to support the offline traditional campaign, but just the opposite: Doritos made a commercial video introducing the story behind the idea, which also served as an invitation to play the game.

Dip Desperado itself is not social, as it does not require that people invite friends to play, but it has the same fun appeal and is found in the same environment as the socials. It is too early to tell whether the game will achieve impressive results, but the potencial is certainly there.

In Conclusion

After all, what is it that makes games — especially social games — so successful and appealing to the public? In Pincus’s opinion, “play is one of life’s big macros-it’s an activity people love to do and do often.” And he continues, saying that “games should be accessible to everyone, anywhere, any time. They should be social, free, data driven and, finally, good.” Now raise your hand if you think he is onto something.

References

http://kotaku.com/5817463/zynga-files-1-billion-ipo-fueled-by-virtual-farms-mob-wars-and-cityscapes

http://adage.com/article/digital/zynga-files-1-billion-ipo/228537/

http://www.facebook.com/doritos

Now that's what I call OOOPS

Now that's what I call OOOPS
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I love zombie flicks but this is too much:

“If you encounter this just as you are going to the funeral service to make arrangements for a loved one, it could be upsetting. People of a certain age group could find it particularly challenging.”

More about this here

Social Media, Digital Marketing and Non Profits

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Maabara, 1950

Image via Wikipedia

On the 28th of February I had the honor to participate in one of the most important events I’ve ever been a part of – The Future of Non-Profit.
The event, created and managed by Shoshanna Jaskoll and Dave Weinberg from Causil, explored the challenges of non-profits in the 21st century, from business models, to organization, to fund raising, to marketing.
I was heading a panel about Social media and its value to non profits. It followed an excellent presentation by Miriam Schwab about site design and online presence for non profits as well.
The panel was based on a great team of pros – Florence Broder, Social Media Manager, Jewish Agency For Israel, Hadassah Levy from Jewish Ideas Daily, and Dvir Reznik, blogger and marketing manager of an interesting startup called Onavo (if you are traveling a lot, you should check their site).
We discussed the pros and cons of social media marketing for non profits. Florence gave examples of how her involvement in social media helped recently immigrated jews coming to ISreal and facing beuracrqacy challenges. Hadassah talked about social media as traffic source for media sites. And Dvir discussed the value that bloggers and Twitter provide for companies and organizations with limited budget.
Things got interesting when a member of the audience, asked the million dollar question – why should an organization invest in social media, with no clear ROI. More

Looking for event-videographers!

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Pravda Media is looking for an experienced event videography team.
In March 08/09 we will produce a two-day event in AT&T Labs (Middletown, NJ) with high-ranked professionals from the Telecommunication Industry.
We are looking for an experienced team to videotape the event, including its lectures, panels and personal interviews.

Requirements:
* Two experienced photographers, with 3 HD video cameras (2 cameras for lectures, 1 for interviews).
* HD 1080P recording, PCM/WAV Audio Recording (with professional audio equipment, including omni-directional boundary Microphone/mixed microphones for table speakers).
* Lighting equipment/any other required AV equipment.

If you think that’s a perfect job for you, contact us for more details via the following e-mail:
Itzhak@pravdam.com

What Could Marketers Learn from Little Red Riding Hood

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As a digital agency (with at least one frustrated film maker on the team) we are big believers in stories.
Often we are asked by our customers why should they actually tell stories. If they have good product and strong brand who cares abut the rest. Well, I wish things were so simple. With Facebook, twitter, and consumers’ complete control on the content they consume, brands are facing a new challenge – getting the attention of their audience. This can be done by giving outrageously expensive perks in competitions and such. But that is a short term solution, that can be easily copied. Other brands can have the same, if not more money than you have and give bigger prizes. Furthermore, the value of such activities happens only when the competition is taking place. When it ends, people quickly forget the brand.
We believe that stories are the key for long term digital initiatives that capture the imagination and excitement of the people around us.
You see, good stories are infectious. Good stories are remembered for years. Stories were here before us and will stay after we are gone.
We have tons of data to support it. Simply put – look around you. How many of the people around you remember the story of red riding hood? And how many remember one of the most creative campaigns worldwide – the ARG around “Dark Knight” premiere?
So what’s your story?

Email Marketing + Social Web = Bliss

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Take a look at this diagram:

North American marketers see major improvements when integrating email marketing and social media efforts. This is another proof that the power of digital marketing lies in channel integration, and not in short term campaigns. As social web marketing requires an ongoing nurturing of branded online assets (brand’s Facebook page, Twitter account, on so on), the biggest advantages are for those who combine different channels to utilize these assets.
This information also sheds light on the expected announcement of Facebook Mail today. My friend Yaniv Golan have some interesting thoughts about this move.

In a world were marketing ROI becomes critical for brands success, the combination of strong branding tools with direct marketing tools provide major advantages to the ones who use them well.