I had the pleasure of speaking at the ANA Marketing Members Only Multi-Screen conference on Thursday, where four classic brands presented case studies demonstrating how they drive engagement across screens. Rick Song, GM of the East Coast Region at Microsoft Advertising, hosted the event in our midtown New York offices. Here are a few highlights:
--Volvo’s Linda Gangeri emphasized the importance of reimaging what’s possible on the PC screen when extending campaigns to the mobile phone. And while mobile is the killer app for lower-funnel transactions within the automotive vertical (someone once bought a $139K Lamborghini on eBay!), it’s also a critical brand play. Linda illustrated how Volvo takes a Listen, Observe, Learn and Test approach with several mobile marketing examples, including a very cool integration into the virtual goods space and a sponsorship of the “At Bat” mobile app (Mets, anyone?).
--Greg Kleinman, from Intuit’s Turbo Tax, managed to make taxes interesting—and even funny—by demonstrating how Turbo Tax tied their brand spots to custom spots featuring popular TV personalities from shows such as Community. The Turbo Tax team took it to the next level through celebrity-driven sweepstakes online. Turbo Tax found that by using celebs, such as fitness guru Bob Harper, consistently across every screen, they drove more online engagement—a critical component of their marketing strategy.
--Leah Dunmore, from Post Foods, and Stephen Wolf Pereia, from StarCom MediaVest, emphasized the importance of taking a total market approach when marketing Honey Bunches of Oats. Post set their sights on the influential Hispanic market through a compelling cross-channel campaign featuring Jencarlos Canela, a red-hot musical talent. The campaign, which included TV, radio, out-of-home and digital, lifted Honey Bunches of Oats’ market share from 3rd to #1 (tied with another brand). Pensemos Positivo, indeed.
--Finally, David McKillips, SVP at Six Flags Entertainment, demonstrated how the amusement park leveraged their high-flying audience’s passion for thrills through a close partnership with Hollywood studios. Last summer, they promoted the "Karate Kid" at 10 different Six Flags locations, where they used digital menu boards, TV screens, and exhibitions to ease the pain of that average 57-minute ride wait. Their audience responded in kind: 84% said the wait is a better experience as a result.
At Microsoft Advertising, we’ve based our multi-screen marketing strategies on three key components:
1. Consistency: Brand marketers are the masters of their messages, and should be confident to connect their message in a consistent manner across screens (69% of our multi-screen sample said consistent messages make the content more informative, useful and relevant, “What’s on their Screens, What’s on their Minds,” Microsoft Advertising & Wunderman, 2010).
2. Connectivity: With the explosion in smartphone usages and gaming, multi-screen consumption will only grow over the next 12 months. Marketers serve their audiences well when making sure they’re connecting the dots and presenting a cohesive message everywhere their target audience is consuming media (mobile, gaming, PC, TV). In fact, 62% of our sample said they think more highly of marketers that provide connected experiences across screens (“What’s on their Screens, What’s on their Minds,” Microsoft Advertising & Wunderman, 2010).
3. Relevancy: While most marketers are pros at immersing their messaging into relevant content, it’s also important to tailor messages to the screen their audience is using in any given moment. Knowing how consumers use each screen is an essential element of any effective multi-screen campaign.
According to our survey, 80% of the multi-screen audience expect more connected experiences—and better engagement on their part as a result (“What’s on their Screens, What’s on their Minds,” Microsoft Advertising & Wunderman, 2010). That’s quite a call-to-action. Which begs the question: how are you delivering your message across screens?