Integrate: 7 point plan for SL strategy, point 3. Marketers realise that the best way to great syngergy from marketing campaigns (and budgets) is to take one over-riding concept and deploy it across several media platforms at the same time. This is classical integrated marketing.
There are several benefits to adopting an integrated approach to marketing and advertising campaigns:
- Recall: If a campaign has been running at an optimal level one one channel (for example TV), then taking the same concept into another channel means the audience will recognise the campaign quickly, because they are familiar with it
- Measurement: By including online channels in an integrated campaign it is significantly easier and faster to obtain metrics relating to the campaign
- Synergy: Message delivery and assimilation delivered faster means concepts can be further developed by leveraging brand advocates
- Relationship building: Operating a singular campaign across multiple channels widens the net of communications deliver and facilitates a deeper relationship with prospects and customers
One of the best examples of integrated marketing campaigns in Second Life is the Nissan Sentra concept. TV and print channels were used to promote the new Sentra model and dove-tailed into the campaign was a Second Life venue allowing residents to own replicas of the cars – from a giant vending machine.
Another example is the Vodafone ‘Make the most of now’ campaign which has shortly been launched into Second Life from real world channels.
So, expect to see more and more campaigns shifting from radio, print, TV and direct mail (to name a few channels) into Second Life. Companies will benefit clearly from speed of campaign recognition. And, not before long, we’ll see SL campaigns encouraging a call to action back to a website….or even to other channels.
Integration takes on a whole new meaning when you throw simulcasting into the mix. Simulcasting (a portmanteau phrase) refers to a simultaneous broadcast. A great example is the upcoming Jimmy Carr event. The comedian is doing a stand-up show in real life (in front of a select audience) and in real-time broadcasting and performing on a virtual stage in SL.
Taking simulcasting to a more advanced level, IBM are re-creating the Australian Open inside SL by taking real-time data from the Hawkeye system which tracks ball trajectories and simulating matches as they happen.
Another example of integration is blogging and podcasting. For example, the K Zero blog (yes, this one) is linked in real-time to a digital RSS display within the K One office in Second Life. Visitors to the K One office can read blog articles in Second Life and if they click the story, be taken directly to the blogsite. Podcasting works in similiar ways – you have the audio file already and SL can accept audio streams, so combining the two is very straightforward – video works in exactly the same way, which is why we’re seeing more and more films being showcases/premiered within SL.
But, a quick (and important) note about integration. It’s not easy. Firstly you need original concepts that can actually be migrated (withing losing impact) from one channel to another – not all concepts can do this. Secondly, you need an in-depth understanding of the demographic profile of each channel and coupled to this insight into media planning techniques. With offline and online experience of integrated campaign development, K Zero can deliver integrated SL campaigns.
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