Allan Kent, Head of AtPlay, is talking about changing the face of marketing by integrating new media into your traditional marketing strategy.
People don't trust businesses the way that they used to. They trust their peers. Allan mentions the shift in power and how, even at this conference, audiences often have a side conversation amongst themselves online (in this case, on Twitter) because questions aren't (or are) being answered well enough by the speaker/s.
Advertising has far less relevance. The media landscape has changed. The Super Bowl ads represent the last bastion of mass media. The price for a 30 second ad has increased from $42 500 in 1967 to $2.4 million in 2005.
Marketing needs to be integrated. Practicalities of an integrated marketing campaign:
Everyone needs to be in on it from the start - planners, creatives, the whole lot
One team
A core idea - a single focused idea that people can engage with
Allan pulls up some examples of integrated campaigns, including:
Engen One Stop Wimpy: Endless Summer. This included a branded MXit chatroom, with 100 000 messages free for users to kick off the conversation. There were then hidden keywords that would reveal URLs with wallpapers, ringtones and mobile games. Moderators in the chatroom seeded some of this into the chatrooms e.g. "I tried this keyword and I got this". These keywords (dot commands) were included on point of sale material in Engen One Stop Wimpy outlets.
Archers Aqua: He's so uploadable. Print ads had hidden faces of men, inviting women to upload their own bachelor pics of men they'd like to see in the ad. This was advertised on radio too and rewarded the ultimate winner with a cruise. Over 5 000 users registered on the site and 683 bachelor pics were uploaded.
The key is to have an idea that is neutral of media, because it integrates any or all of them via transmedia planning, allowing each medium to bring a part of the story together:
