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.

1. HOW TO ENGAGE
CONSUMERS BY THE
EMOTIONAL SIDE
IBERIA
BEST PRACTICE
Q2 2008
By Norma del Barrio

2. BACK-
GROUND
Broadcasted in the 90s late
night with irregular timetable
Cult series aimed to a very
specific target: high cultural
level, quality demanding, not
easily impressed by
commercial products but
eager to be attracted by the
“beautiful things” of life.

3. OBJECTIVES Create awareness around
the Season 3 DVD release
Approach already existing
fans and attract new ones
Get to know consumers as
part of our loyalty strategy

4. WHAT DO
FANS LIKE
ABOUT
THE
SERIES?
They love the exquisite
music selection and the
references to the
poets, writers, philosophers
and artists mentioned in the
series.

5. STRATEGY Different communication
approach.
To make fans feel different
from the rest.
Affordable but effective.

6. Bringing the “Cicely
atmosphere” back to real life
as part of an innovative
online viral campaign.
HOW?
By recreating the series
radio station (KBHR) on the
internet to interact with
nostalgic fans.
APPROACH
THRU
EMOTIONS

7. CREATION OF KHBR RADIO
STATION ONLINE

8. WHERE FANS CAN SEND “DEDICATIONS”
TO THEIR FRIENDS AND FAMILY

9. EXPRESSING THEIR CREATIVITY BY
LEAVING MESSAGES THAT WILL BE AIRED

10. AND VOTING FOR THE BEST ONES!

11. WHILE LISTENING TO “CHRIS IN THE
MORNING’S” RADIO SHOW

12. STARTING
FROM
SCRATCH
Taking advantage of our
existing consumers
database (70K members)
and searching for new
partners online.

13. OUR
ONLINE
PARTNERS
Our campaign is having
great impact throughout
online communities as well
as on major sites like
Google and Yahoo.

14. THE
SUCCESS
IS JUST
STARTING
More than 48K visits in just
2 weeks!!!
.... and this is only the
beginning as we will have a
second wave in september!

15. AND WE
GO
BEYOND
We are developing a very
special PR project:
 Organise a “Northern
Exposure Day” from one
of top national radio
stations in Spain with the
collaboration of expert
fans.
 The idea is to bring back
the series atmosphere to
audience, with its
music, charaters, dialogu
es, literature excerpts
and let them take part.
Fans will love it!

16. THAT’S
ALL FOLKS
THANKS.