際際滷

際際滷Share a Scribd company logo

DEUTSCHE TELEKOM _experiential marketing_performance_marketing.pptx

Download as PPTX, PDF
S
ShekharParentage

Historic - STRATEGIC EXPERIMENTAL MARKETING... Conducted a campaign research by extracting the consumer responses on social media to measure strategic experiential module to find the best performance indicators for experiential elements of campaign. Findings: The success of the "Angry Birds Live Game" campaign offers valuable insights for Deutsche Telekom's future marketing strategies: 1. Experiential Continuation: Deutsche Telekom should continue to prioritize customer experiential marketing, creating campaigns that immerse customers in memorable experiences that resonate with the brand's message. 2. Interactive Touchpoints: Incorporating interactive elements at various customer touchpoints, such as public transport stops, can enhance engagement and provide opportunities for customers to interact with the brand. 3. Strategic Collaborations: Collaborating with well-known brands or franchises can amplify the experiential aspect of marketing campaigns. Partnerships like the one with Rovio can leverage existing brand affinity. 4. Omnichannel Approach: An omnichannel marketing strategy, as seen in this campaign, can ensure that the experiential elements reach a diverse audience across various platforms.

1 of 7
Download to read offline
DEUTSCHE TELEKOMS ANGRY BIRDS LIVE CAMPAIGN By /-Suwarn Shekhar
ABOUT DEUTSCHE TELEKOMS ANGRY BIRDS LIVE CAMPAIGN In June 2011, Deutsche Telekom launched an international campaign in the Czech Republic, featuring the immensely popular mobile game "Angry Birds." This campaign was strategically designed to align with the principles of customer experiential marketing The campaign aimed to demonstrate the fun side of smartphones and, in the process, engage a broader audience by immersing them in a captivating and interactive experience. The campaign aimed to demonstrate the fun side of smartphones and, in the process, engage a broader audience by immersing them in a captivating and interactive experience.
STRATEGIC EXPERIMENTAL MODULES FEEL: Feel experiences are designed to evoke emotional responses from consumers. SENSE: This module focuses on stimulating the five senses-sight, sound, taste, touch, and smell- to create a multisensory brand experience. THINK: Think experiences engage consumers on an intellectual or cognitive level. ACT: Act experiences encourage customers to take a specific action, such as making a purchase, signing up for aa newsletter, or participating in a contest. RELATE: Relate experiences focus on building strong experiences between the brand and its customers. These experiences aim to foster a sense of community, belonging, and shared values.
PROCESS : RESEARCH METHODOLOGHY 1. Creating an Experiential Connection The campaign incorporated the "Angry Birds Live Game" concept, where real-life actors dressed as Angry Birds characters engaged with a live audience. 2. Multi-Channel Engagement The campaign utilized various channels, including television, print media, billboards, public transport stops, and even zoos, to reach a diverse audience. 3. Collaborative Synergy Deutsche Telekom collaborated with Rovio, the creator of Angry Birds, to leverage the game's immense popularity.
INTERPRETATIONS "Feel" likely represents the emotional aspect of the customer relationship. A high positive "Feel + Score" (46) suggests that customers generally have a positive emotional sentiment towards the relationship. Sense + Score (37) and Sense - Score (0): "Sense" could represent how customers perceive or sense the quality or value of the relationship. Think + Score (29) and Think - Score (9): "Think" may represent how customers analyze or think about their interactions with the company. Act + Score (16) and Act - Score (3): "Act" could signify how customers behave or act based on their interactions with the company. Relate + Score (11) and Social - Score (6): "Relate" may represent how customers engage with the company or discuss it with others on social platforms.
FINDINGS The success of the "Angry Birds Live Game" campaign offers valuable insights for Deutsche Telekom's future marketing strategies: 1. Experiential Continuation: Deutsche Telekom should continue to prioritize customer experiential marketing, creating campaigns that immerse customers in memorable experiences that resonate with the brand's message. 2. Interactive Touchpoints: Incorporating interactive elements at various customer touchpoints, such as public transport stops, can enhance engagement and provide opportunities for customers to interact with the brand. 3. Strategic Collaborations: Collaborating with well-known brands or franchises can amplify the experiential aspect of marketing campaigns. Partnerships like the one with Rovio can leverage existing brand affinity. 4. Omnichannel Approach: An omnichannel marketing strategy, as seen in this campaign, can ensure that the experiential elements reach a diverse audience across various platforms.
CONCLUSION In conclusion, Deutsche Telekom's "Angry Birds Live Game" campaign exemplifies the power of customer experiential marketing. By creating immersive and engaging experiences, the campaign effectively demonstrated the fun side of smartphones while forging a stronger bond between the brand and its customers. These principles should continue to guide Deutsche Telekom's marketing efforts, ensuring meaningful and memorable customer interactions.

More Related Content

DEUTSCHE TELEKOM _experiential marketing_performance_marketing.pptx

  • 1. DEUTSCHE TELEKOMS ANGRY BIRDS LIVE CAMPAIGN By /-Suwarn Shekhar
  • 2. ABOUT DEUTSCHE TELEKOMS ANGRY BIRDS LIVE CAMPAIGN In June 2011, Deutsche Telekom launched an international campaign in the Czech Republic, featuring the immensely popular mobile game "Angry Birds." This campaign was strategically designed to align with the principles of customer experiential marketing The campaign aimed to demonstrate the fun side of smartphones and, in the process, engage a broader audience by immersing them in a captivating and interactive experience. The campaign aimed to demonstrate the fun side of smartphones and, in the process, engage a broader audience by immersing them in a captivating and interactive experience.
  • 3. STRATEGIC EXPERIMENTAL MODULES FEEL: Feel experiences are designed to evoke emotional responses from consumers. SENSE: This module focuses on stimulating the five senses-sight, sound, taste, touch, and smell- to create a multisensory brand experience. THINK: Think experiences engage consumers on an intellectual or cognitive level. ACT: Act experiences encourage customers to take a specific action, such as making a purchase, signing up for aa newsletter, or participating in a contest. RELATE: Relate experiences focus on building strong experiences between the brand and its customers. These experiences aim to foster a sense of community, belonging, and shared values.
  • 4. PROCESS : RESEARCH METHODOLOGHY 1. Creating an Experiential Connection The campaign incorporated the "Angry Birds Live Game" concept, where real-life actors dressed as Angry Birds characters engaged with a live audience. 2. Multi-Channel Engagement The campaign utilized various channels, including television, print media, billboards, public transport stops, and even zoos, to reach a diverse audience. 3. Collaborative Synergy Deutsche Telekom collaborated with Rovio, the creator of Angry Birds, to leverage the game's immense popularity.
  • 5. INTERPRETATIONS "Feel" likely represents the emotional aspect of the customer relationship. A high positive "Feel + Score" (46) suggests that customers generally have a positive emotional sentiment towards the relationship. Sense + Score (37) and Sense - Score (0): "Sense" could represent how customers perceive or sense the quality or value of the relationship. Think + Score (29) and Think - Score (9): "Think" may represent how customers analyze or think about their interactions with the company. Act + Score (16) and Act - Score (3): "Act" could signify how customers behave or act based on their interactions with the company. Relate + Score (11) and Social - Score (6): "Relate" may represent how customers engage with the company or discuss it with others on social platforms.
  • 6. FINDINGS The success of the "Angry Birds Live Game" campaign offers valuable insights for Deutsche Telekom's future marketing strategies: 1. Experiential Continuation: Deutsche Telekom should continue to prioritize customer experiential marketing, creating campaigns that immerse customers in memorable experiences that resonate with the brand's message. 2. Interactive Touchpoints: Incorporating interactive elements at various customer touchpoints, such as public transport stops, can enhance engagement and provide opportunities for customers to interact with the brand. 3. Strategic Collaborations: Collaborating with well-known brands or franchises can amplify the experiential aspect of marketing campaigns. Partnerships like the one with Rovio can leverage existing brand affinity. 4. Omnichannel Approach: An omnichannel marketing strategy, as seen in this campaign, can ensure that the experiential elements reach a diverse audience across various platforms.
  • 7. CONCLUSION In conclusion, Deutsche Telekom's "Angry Birds Live Game" campaign exemplifies the power of customer experiential marketing. By creating immersive and engaging experiences, the campaign effectively demonstrated the fun side of smartphones while forging a stronger bond between the brand and its customers. These principles should continue to guide Deutsche Telekom's marketing efforts, ensuring meaningful and memorable customer interactions.