Own the Media. Or the Media Will Own You at #SXSW2012

Monday, March 12, 2012 at South by Southwest Interactive Conference, Austin, Texas #sxsw #ownmedia
by Cristina Monteiro (Marketing Manager – Pepsico Brazil), Lucas Mello (CEO – Live AD), Mauro Silva (Creative Director – Live AD), and Ricardo Guerra (Head of Consumer Channels – Banco Itau)

Three Types of Media in the New Digital World

Own Media
Paid Media
Earned Media

The Rise of Own Media

new digital technologies
impact of startup culture on brands
facebook fanpages, a new friendly environment for brands (you can now submit your brand work to the Facebook Gallery)

Nike

Live AD Brasil did a campaign for Nike called the SP-RIO Challenge which featured runners running on relay teams for 600km.

Nike used FuelBands to connect the athletes to their social networks. There were “like” mats along the route that would allow them to send Twitter messages and Facebook posts as they were running along the route. Successful campaign where athletes shared the fun of running on their own networks, as well as will Nike.

In Brazil, people don’t start running until they’re in their mid-30’s so Nike has a challenge to create a new running culture.

Started with Own Media. Started Twitter account @nikecorre 5 years ago and now has 169,183 followers. Started Facebook fan page 3 years ago which now has almost 300,000 fans. One year ago they started a runner influencers group with 3000 runners.

What they have found is that people are no longer only consumers. They were able to start communicating with their running network 5 months before the event because people are now also the media which could point their networks to the “own media” that they had created.

Here are the properties that were created for the race, which is now an annual event:

They also now have The Virtual 600K Challenge on Nike+.

Doritos (Pepsico Brazil)

Doritos in Brazil is not as big as in the US. A few years ago, Pepsico was considering delisting Doritos from the Brazilian product line. It is a unique brand because the brand is stronger than the actual product. 3 years ago, they started from scratch, with no web site, fan page or Twitter account. They started their fan page in June of 2011 as “Doritos uncut” where fans could tell a story. The story with the most likes would be turned into an animated storyboard. The storyboard with the most likes would be turned into an animated short and the winner won a trip to Hollywood.

They didn’t have a large budget to promote the campaign, so they only promoted it on Doritos packaging. The campaign grew the fan page to 58 thousand fans. The win was that they got a larger budget for this year, which they are using for their new campaign.

For this summer, they are launching a limited-edition bbq flavor. Summer is very important in Brasil. The campaign was to submit the worst summer picture ever. The best/worst picture winner each day would receive 12 lbs of Doritos. The winner of the campaign would get a trip to Cancun. They hired a comedian who was known to be the worst and to highlight the worst of everything.

What they learned from their campaigns

Know your brand personality and be faithful to your fans/customers
Create a digital culture

Itaú

8th largest bank in the world
50 million clients
40% of credit card market share
2 million online daily visitors
30,000 ATMs
4,000 Branches

Design for now and design for the future. Mobile is an important channel. Every company has the opportunity to understand customers better. You used to have to create panels and discussion groups to get customer feedback, but now it’s all out there. It helps you to improve your brand and improve customer experience.

Nike Releases FuelBand API at SXSW Music Hackathon (mashable.com)
First impressions of the Nike+ Fuelband; elegant design, limited functionality (zdnet.com)
Nike+ FuelBand turns your physical activity into Fuel (geek.com)

Three Types of Media in the New Digital World

The Rise of Own Media

Nike

Doritos (Pepsico Brazil)

What they learned from their campaigns

Itaú

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