Yesterday we attended Total Media’s ‘Integrating social media into the marketing mix’ event for Social Media Week.
@Kwaichi presented some thought provoking examples – from the use of augmented reality in conjunction with Germany’s Sueddeutsche Zeitung magazine and T mobile’s Facebook wall in Hungary, to the Mercedes Benz Tweet-fuelled race and Nike’s Danish ‘Free to choose’ campaign. It’s fascinating to see how the big brands use social media as part of their marketing activities and we’re certainly considering the learnings for application in the consumer and healthcare worlds.
What came through in all the case studies was the level of collaboration among marketing disciplines – above and below the line. Genuine communication was the common theme and it demonstrated that creative, media, digital and PR agencies must work closely together to generate such a groundswell response and ultimately results and ROI.
Another hot topic was social TV and dual screening – apparently 76% of us have accessed the internet whilst watching TV! Again some interesting examples were provided: The Honda Jazz app which required audio recognition of the TV advert and Coke’s recent Superbowl campaign in which fans could visit www.CokePolarBowl.com to watch the game with two virtual polar bears – one supporting New England and the other New York Giants – both of who would respond to play in real time. It raises some interesting questions about the future role of advertising Vs integrated media, which will soon surely need to be addressed?
The session reiterated that modern marketing really is about having conversations with your audience – not just promoting at them. And with social media it’s so simple to do. OK, they might say they love you or hate you – but you won’t know unless you ask. Are you brave enough to ask the question and join the conversation?
Tags: dual screening, Healthcare, marketing, SMW, social media, social TV, Virgo, Virgo HEALTH