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Discover a new approach : Close Contact Marketing.
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David Merzel, Microsoft Country Manager Retail Sales MarketingMicrosoft Belux
2
Background & Goals
Close Contact Marketing
Results
Background & Goals
Close Contact Marketing
Results
Pre-PC Era(1980)
PC Era(1995)
Internet Era
(2000)
Consumer Era(Today+)
Welcome to the New Consumer Era !
Connected
Informed Choice
Personalized
Anywhere, Anytime
Welcome to the New Consumer Era !
Connected
Informed Choice
Personalized
Anywhere, Anytime
Pre-PC Era(1980)
PC Era(1995)
Internet Era
(2000)
Consumer Era(Today+)
Welcome to the New Consumer Era !
Connected
Informed Choice
Personalized
Anywhere, Anytime
Pre-PC Era(1980)
PC Era(1995)
Internet Era
(2000)
Consumer Era(Today+)
Welcome to the New Consumer Era !
Connected
Informed Choice
Personalized
Anywhere, Anytime
7
What’s KINECT ?
Interface/Entertainment
Communication
Recognizes: Movements, voices, facial expressions
Games
Launch : 11 Nov 2010
8
What were the Marketing Objectives ?
Grow CORE
AudienceExpansion
Transform Entertainme
nt
Awareness
Trial Engagement
9
Background & Goals
Close Contact Marketing
Results
Background & Goals
Close Contact Marketing
Results
Retail demo tour on MSN Kinect mini site, uploads user generated
content MSN and Facebook
TV/Online Campaign – PR Campaign
Press, Partners, Consumers, Retail, Rsp, Early adaptors, employees
(Trail/demo/training)
Kinect : Marketing Tactics
Awareness Trial Engagement
12
Kinect Loft, The Big Idea for Kinect.
Awareness
Trial Engagement
13
Kinect Loft, The Big Idea for Kinect.
Awareness
Trial Engagement
14
Kinect Loft, The Big Idea for Kinect.
Awareness
Trial Engagement
15
Kinect Loft, The Big Idea for Kinect.
Awareness
Trial Engagement
16
Kinect Loft, The Big Idea for Kinect.
Awareness
Trial Engagement
17
Kinect Loft, The Big Idea for Kinect.
Awareness
Trial Engagement
18
Kinect Loft, The Big Idea for Kinect.
19
Kinect Loft, The Big Idea for Kinect.
20
Kinect Loft, The Big Idea for Kinect.
21
Kinect Loft, The Big Idea for Kinect.
22
Kinect Loft, The Big Idea for Kinect.
23
Kinect Loft, The Big Idea for Kinect.
24
Kinect Loft, The Big Idea for Kinect.
25
Kinect Loft, The Big Idea for Kinect.
26
Kinect Loft, The Big Idea for Kinect.
27
Kinect Loft, The Big Idea for Kinect.
28
Keep it simple, social, and FUN
The Experience in the LOFT
Trial, Trial, Trial2 31
Make it visual, make it viral3Engagement & EnchantmentMemorable Experience4
Retail: In May week 19/20, we will have national momentum in Belgium with Kinect as incentive
Retail: In May week 19/20, we will have national momentum in Belgium with Kinect as incentive- Nationale introductie campagne in Belgie.
- Big Bang at shop floor in ca. 700 grotere winkels via Displays, Totems, Info Points, ...
- Actie ondersteund via TV tag-on (ca. 250 GRP‘s) en online bannering. - Tik unieke wincode van de can in op www.rexona.be en kijk of u één van de X Kinects heeft gewonnen.
Activatie ondersteund met TV
tag-on, website, Yunomi
Mara Improve, shorten
content with support from
Hans
Share Close Combat
Marketing
Schools
PressAssoc.
BLOG
32
ImproveSociety
Drive Local Innovation
Education
Vitality
Health
Improve Society.
33
Background & Goals
Close Contact Marketing
Results
Background & Goals
Close Contact Marketing
Results
4 months since launchOUR BIGGEST YEAR
EVER
Innovative & Creative Approach
Belgium
N°1 Worlwide
Top Sub of the YEAR
David MerzelThank YOU !