opel adam pokémon challenge

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Opel Adam Pokémon Challenge

JUNE 2016

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A big Wave

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A very big Wave

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1-juil. 8-juil. 15-juil. 22-juil. 29-juil. 5-août 12-août 19-août 26-août

Downloads Downloads

130M

500M

22M

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MassiveTimespent

43Minutes

POKEMON

SNAPCHATINSTAGRAM

MESSENGER

WHAT’SAPP

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And Engagement 10%admittrespassingtocatchpokemon16%:morethan4hours21%wouldratherplaypokemonthanhavesex

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THEWave

A large Audience High level of engagement Easy recognisable Interest

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Choose the board

Fast : Actionable directly

Reactive : Surfing on wave

Engaging: Create local content

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Influencers

Connect with people difficult to reach

Cynical about brands promoting themselves

Millennials are the highest Ad-blockers

Be different.

Create their own content

Fast and reactive

Something that is difficult to get for a Brand AUTHENTICITY

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WorkingWith Influencers

Buildingrela,onshipwiththepeoplewhocanbuildrela,onshipforyou

Social Listening tools

Place Google Alerts

Follow Hashtags

Use Tools or influencers

Aggregators

Spot the right personality

1. FINDING THEM 2. WORK WITH THEM

Create a framework

- Exclusivity - legal framework - Measure

Help them to help You

- Challenge - Ideation - Technical support

3. AMPLIFY

Offer the influencer a Real Amplification of their talent

Offer to the brand an optimised Amplification on the right targets

The question is no longer if 

it works or not

it's how to integrate influencer marketing

in a scalable way.

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Goal

Network

Influencer

BRAND

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The surfer

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OPEL ADAM

Increase engagement with young people A fully - connected car with features like

A wireless charger Connected on star A night-Sky roof

Urban Customizable Fun

POKEMON PLAYERS

Young Connected

Like customisation Obviously like playing and have fun

Easily targetable

6/7 13/7 19/7 22/7 1/8 13/8

Launch of Pokémon GO

Pokémon Go(es) in Belgium

Creative proposals to clients

OPEL agreement

Setup start

ACTION!

#dontdriveandpokemon

#DONTPOKEMONGO ANDDRIVE

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Qualitycontent

Highengagementrates

Skilledinedi]ng

Uniquestyle

Fluenttalker

Agamer

Reachesourtargetaudience

And..Hedidnothaveadrivinglicence

70%viewrateon

subscribers

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INFLUENCER

!  Build up to the challenge

!  Complete the challenge

!  Tell a live story

!  Edit the video in his signature style

!  Publish on own channels

Collaboration

ISOBAR

•  Supply a mix of Earned and Paid Media

•  Organise the Challenge

•  Support Creative production

•  Target People

•  Terms and condition

•  Legal aspect

•  Guard brand safety

Build up to the challenge…

…by both us & the influencer

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Creating the Pokémon Adam

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Show some features that make the ADAM an awesome city car

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Creating fun Pokémon content

MEET THE FANS AND LET THEM SHARE

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Final challenge: his first driving experience

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Live content creation

#OPEL #Samir #Fans

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CONCLUSION

1 THE POKEMON WAVE HAS BEEN SURFED

2 1.5 MILLION BELGIAN INTERESTED IN POKÉMON GO & OPEL WERE REACHED

4 16.500 ENGAGEMENTS AND 555.000 VIDEO VIEWS

3 WE CREATED A WIN-WIN SITUATION FOR BOTH THE INFLUENCER AND OPEL

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PAID CAMPAIGNROI

-80%LowerthanClient’s

benchmark

COST PER ENGAGEMENT

DIVIDEDBY

5

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And production Cost Included?

-66%LowerthanClient’s

benchmark

COST PER ENGAGEMENT

DIVIDEDBY

3

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Thank You!