Blog: Throwback Thursday – Most effective integration/amplification through the ages
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Today’s Throwback Thursday celebrates all that is good in the world of Integration and Amplification. Below are a selection of Field Marketing and Brand Experience Gold winners who have demonstrated how live activity has been supported by above the line, below the line, recording and content generation, social media and PR, as well as other disciplines, to resonate with the brand.
2016 Gold Winner – Initials and Jeep (sponsored by Coalition)
Initials were challenged with making Jeep Renegades’s product placement in the Batman Vs Superman film relevant and creating a platform for activation. The online platform was used as a qualifier to to ensure the target audience were reached, and to enable them to test the Jeep first hand. Initials brought the films storyline into the experiential activity seamlessly in an interactive and engaging way. The digital platform produced results of super proportions. It was deemed so engaging that initials then rolled it out across six different countries in eight languages. What really impressed the judges were the 4000 dealer referrals with intent to buy across the UK.
2015 Gold Winner – Blackjack Promotions with OMD and Talon – Disney Channel (Sponsored by Avantgarde people)
This cunning campaign, running under the guise of a karaoke competition, hit all the right notes with the judges. The three week nationwide singing competition offered a money-cant -buy prize, the chance to sing the Girl Meets World theme song and star in the music video. The winner was announced and the video premiered following the roll out of new GMW episodes on the Disney Channel. 122 ‘sleepover packs’ were distributed to key titles and supported via TV, print, sales promotion and digital. Figures show 4X as many viewers tuned in whilst Girl Meets World aired than the same time slot the previous month.
2014 Gold Winner – Haygarth and Gillette
Haygarth and Gillette’s Movember pop-up touring barber’s shop received mammoth amounts of media, intergration, traditional PR, amplification and social media coverage. Alongside the Gillette on-pack promotion and sales, the pop-up also played host to a month of broadcasts, spin off events, guest appearances and more. The integrated event series ensured all KPIs were surpassed. The confidential results impressed the judges who all agreed it was a cut above the rest and a worthy winner for a worthy cause an
