A Handy little thought starter courtesy of McKinsey
Discovered on the twitter feed of @JoeDLunn.
“The number of consumers who shopped online in 2013 was actually higher than the number of those who did online banking. In fact, if you’re a retailer, chances are that nine in 10 (89%) of your consumers purchased a product online last year.”
I don’t think the Richmond Football Club were expecting to lose against the Gold Coast Suns in the first round of the AFL. Why should they, the Suns have not exactly shone to date.
Is it a bit over confident to partner with your main sponsor and launch a campaign idea off the anticipated win?
Because that’s what they did, launching “Drive Home Proud” – a campaign to “celebrate the feeling you get when you know you’ve given your all and have been rewarded for doing so, whether you’re a player or a fan.”
I like the fans video, it captures that great feeling after a win. Just a shame it launched on a loss.
Luckily there was no social media debacle, the hashtag just didn’t really take off.
Jeep offered this dignified tweet at the final siren.
And apart from that, the feed was dominated by one sad fan, Melanie, who addressed a tweet to each of the Richmond players with a #gotiges she’d written in the sand of the Gold Coast. Sweet, Melanie, sweet.
Let’s hope they can do better tonight against Carlton!
Disclosure: I am married to a Richmond fan and have shared many post game drives with him that were not so proud (and not in a Jeep)
A new study from Google (The New Multi-Screen World: Understanding Cross Platform Consumer Behaviour, August 2012) has some interesting pointers when it comes to building the content across various screens for campaigns.
Most of it reinforces common sense. I love how concise it is.
Some great thought-starters for those of us who design campaign experiences:
The four screens account for 90% of all media interactions.
The phone is the most common starting point and the most common companion device.
TV is the major prompt for search.
There are 2 forms of Multiscreening behaviour:
1. Sequential Screening
2. Simultaneous Screening
Which breaks out into 2 groups. Unrelated activity and Complementary activity.
Where do you take the consumer after they have seen your ad, or while they are watching your ad?