Conference Buddies

SESSION LEADER:
Conor Brady, Chief Creative Officer, Organic

SESSION PARTICIPANTS:
Niels Aillaud, Senior Manager Digital Marketing, LG Electronics
Scott Briskman, VP, Executive Creative Director, Agency.com San Francisco
Jared Cluff, VP, User Acquisition, Ask.com
John Rabasa, Executive VP, Managing Director, Publicis Modem West

1. Markets are conversations, but make sure you are invited
2. Social Media is about 2 things: context & people
3. Participation is good, but creative participation is better
4. A good campaign is organic, and will want to keep going
5. If your brand is friended, be a friend back: commitment to be active in the community

Start with one channel for testing, the top performers will be expanded & built-on to the next medium/channel. Examples include:

LG Phone:

• From Micro-Site to Facebook
• Viral Marketing on YouTube to Landing Page to Micro-Site

Ask.com:

• Display Ads (Simple Flash) to Rich Media (Video Banner: 15 sec.) to TV
• TV advertising included:
  1. Contextual Crawls: Bottom Third of TV (performed 4 times better than commercial spots)
  2. Commercials: 15 sec. spots
  • Ask.com: evoke curiosity
  • LG Phone: top fashion theme

Creative & Strategic Capital: new way of integrated marketing

Relevance between message to audience