opel adam pokémon challenge

Title Page (White Background)!

Opel Adam Pokémon Challenge

JUNE 2016

Sub Points (White Background)!

A big Wave


A very big Wave

022000000

[VALUE]130000000

500000000

0

100000000

200000000

300000000

400000000

500000000

600000000

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

Downloads Downloads

130M

500M

22M


MassiveTimespent

43Minutes

POKEMON

SNAPCHATINSTAGRAM

MESSENGER

WHAT’SAPP


And Engagement 10%admittrespassingtocatchpokemon16%:morethan4hours21%wouldratherplaypokemonthanhavesex


THEWave

A large Audience High level of engagement Easy recognisable Interest


Choose the board

Fast : Actionable directly

Reactive : Surfing on wave

Engaging: Create local content


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


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.


Goal

Network

Influencer

BRAND

Half Bleed Title Page (White Background)!

The surfer


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


Qualitycontent

Highengagementrates

Skilledinedi]ng

Uniquestyle

Fluenttalker

Agamer

Reachesourtargetaudience

And..Hedidnothaveadrivinglicence

70%viewrateon

subscribers

Bullet Points (White Background)!

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


Creating the Pokémon Adam


Show some features that make the ADAM an awesome city car


Creating fun Pokémon content

MEET THE FANS AND LET THEM SHARE


Final challenge: his first driving experience


Live content creation

#OPEL #Samir #Fans

Bullet Points (White Background)!


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


PAID CAMPAIGNROI

-80%LowerthanClient’s

benchmark

COST PER ENGAGEMENT

DIVIDEDBY

5


And production Cost Included?

-66%LowerthanClient’s

benchmark

COST PER ENGAGEMENT

DIVIDEDBY

3


Thank You!

opel adam pokémon challenge

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