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Original y entrañable campaña para fans de Doctor en Alaska

Aquí muestro un ejemplo de campaña de RR.PP. realizada para el lanzamiento en DVD de la aclamada serie de televisión "Doctor en Alaska" en España dirigida a sus incondicionales fans.

Original y entrañable campaña para fans de Doctor en Alaska

  1. 1. HOW TO ENGAGECONSUMERS BY THEEMOTIONAL SIDEIBERIABEST PRACTICEQ2 2008By Norma del Barrio
  2. 2. BACK-GROUNDBroadcasted in the 90s latenight with irregular timetableCult series aimed to a veryspecific target: high culturallevel, quality demanding, noteasily impressed bycommercial products buteager to be attracted by the“beautiful things” of life.
  3. 3. OBJECTIVES Create awareness aroundthe Season 3 DVD releaseApproach already existingfans and attract new onesGet to know consumers aspart of our loyalty strategy
  4. 4. WHAT DOFANS LIKEABOUTTHESERIES?They love the exquisitemusic selection and thereferences to thepoets, writers, philosophersand artists mentioned in theseries.
  5. 5. STRATEGY Different communicationapproach.To make fans feel differentfrom the rest.Affordable but effective.
  6. 6. Bringing the “Cicelyatmosphere” back to real lifeas part of an innovativeonline viral campaign.HOW?By recreating the seriesradio station (KBHR) on theinternet to interact withnostalgic fans.APPROACHTHRUEMOTIONS
  7. 7. CREATION OF KHBR RADIOSTATION ONLINE
  8. 8. WHERE FANS CAN SEND “DEDICATIONS”TO THEIR FRIENDS AND FAMILY
  9. 9. EXPRESSING THEIR CREATIVITY BYLEAVING MESSAGES THAT WILL BE AIRED
  10. 10. AND VOTING FOR THE BEST ONES!
  11. 11. WHILE LISTENING TO “CHRIS IN THEMORNING’S” RADIO SHOW
  12. 12. STARTINGFROMSCRATCHTaking advantage of ourexisting consumersdatabase (70K members)and searching for newpartners online.
  13. 13. OURONLINEPARTNERSOur campaign is havinggreat impact throughoutonline communities as wellas on major sites likeGoogle and Yahoo.
  14. 14. THESUCCESSIS JUSTSTARTINGMore than 48K visits in just2 weeks!!!.... and this is only thebeginning as we will have asecond wave in september!
  15. 15. AND WEGOBEYONDWe are developing a veryspecial PR project: Organise a “NorthernExposure Day” from oneof top national radiostations in Spain with thecollaboration of expertfans. The idea is to bring backthe series atmosphere toaudience, with itsmusic, charaters, dialogues, literature excerptsand let them take part.Fans will love it!
  16. 16. THAT’SALL FOLKSTHANKS.
  • privera79

    Jul. 20, 2015

Aquí muestro un ejemplo de campaña de RR.PP. realizada para el lanzamiento en DVD de la aclamada serie de televisión "Doctor en Alaska" en España dirigida a sus incondicionales fans.

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