When I first began working in Europe, my first position was that of New Business Assistant at a global PR agency based in Kensington, London. One of my first projects was for a new new business pitch (as opposed to new organic) for a large alcoholic beverage conglomerate.
The problem was that one specific brand had become affectionately known as, “The wife beater of beers.” While compiling the background research for the pitch, I came across info that a sister agency had handled the advertising rise and fall of Sunny Delight.
Wanting to be an overachiever, I called up the head of new business and asked for the agencies notes and experiences. He told me that he had actually worked on this campaign, pitching and was one of the original team members.
We became friends and one day he gave me some of the most important and brilliant advice on creating new new business. He said, “When I stated off in this agency, we didn’t really have a strategy for generating new business leads or a worldwide name for ourselves yet. To get noticed, we made a list of companies that we really wanted to work with. Then we developed entire campaign ideas behind this notion and would send it to the contact with a letter stating, ‘Hey, we don’t work for you now. But this is the quality and level of creativity that you could expect from us if we did work for you.”
In that spirit of brilliance, I have created some ideas for companies that could use Transmedia marketing to audiences to generate bi- or multi-lateral communication and advertising.
Apple – “What does the Apple do for you?” concept
Concern – Apple is a market leader and an industry changer, but it has been met with a slew of bad press as of late. From how it handled the loss prototypes to recent student posting a supposed email conversation between her and Mr. Jobs.
Idea – Above the line advertising campaign that asks the question – “What does the Apple do for you?” – This would be a 3 part advertising/response campaign – using YouTube, TV, Twitter and Facebook to promote the ad. Invite real people to respond about what Apple does for them. The second stage would be monitoring responses and messages on social networks. The third part would be to launch a response campaign, much like Old Spice, but better. Responses would be read from industry leaders and specialists in fields that people responded in, and then the professionals could provide some of their own personal insights. These would then be broadcast over YouTube, Twitter, Digg and Facebook.
Ladurée – Youth centric print campaign for London
Concern – Ladurée macaroons are some of the most expensive treats in the world, and worth every penny. A Paris based company, Ladurée has almost always focused on exclusivity, much like all the products in the Groupe Holder portfolio. But Ladurée macaroons are still not TOM (top of mind) for macaroons in the Great Britain, and especially not with young people. A key concern with most companies are how to infuse your product with your CLC (customer life cycle).
Idea – An above the line print and digital advertising campaign.
Create a renewal of cool and luxury by aligning images of Ladurée with music lyrics or humor that, much like Ladurée, has stayed the test of time. As an emotional appeals advertising concept, it should also play to humor. The transmedia aspect could include a digitally aggregated question, “What is your favorite macaroon?” Generating interactions with audiences and providing possible content for further advertising. It could also provide important material for deciding if Ladurée wanted to accept influence from audiences about what flavors to develop or bring back the following season.
- The Rise of the Corporate Transmedia Storyteller (steverubel.com)
- What’s Your Story? – Reinventing Yourself and Your Business… (greggmorris.com)
- The Rise Of The Corporate Transmedia Storyteller (forbes.com)
- Digital Storytelling, Transmedia And Participatory Culture With Gunther Sonnenfeld (twistimage.com)