iCrossing brand integration SMVR case study

8/9/2019 iCrossing brand integration SMVR case study

1/3web: www.liberatemedia.com email: [email protected]

iCrossingbrandintegration sMVr Casestudy

Following Spannerworks acquisition by iCrossing, Liberate Media was tasked withcommunicating the digital marketing agencys integration into the iCrossing brand.

CoMMuniCationsobjeCtiVes:

* Develop a hook that would interest target audiences in the UK and US* Educate key audiences in the iCrossing proposition in the UK* Communicate the strength of iCrossings worldwide presence* Introduce iCrossings vision for the future of digital marketing

Challenges:

* Brand integration alone is not newsworthy due to the acquisition announcementa year earlier

* Limited time prior to launch* Limited availability of US and UK spokespeople

CaMpaign:

To deliver on the key objectives for the brand integration, Liberate Media felt that anew approach would be needed to reect iCrossings forward-thinking approach. Itwas agreed that the communications messages should be conveyed in an innovativeand easily accessible format, utilising a social media-focused strategy to assist mes-sage delivery and distribution. One option was to prepare a social media press re-

lease, but the PR team felt that a more visual and audible format was needed to com-municate the intricacies of this announcement.

As part of its ongoing social media research and development, the team at LiberateMedia had been developing a new social media platform that it has titled the socialmedia video release (SMVR). The SMVR contains the key elements of a social mediapress release combined with interactive video, allowing the viewer to click through tosupporting data such as relevant sites, key statistics and research that supports thenarrative. iCrossing would become the rst brand to utilise this new form of communi-cation.
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Liberate Media worked with iCrossing in the US and UK to develop the storyboard andthe video element, while collating relevant evidence that would be made available viathe interactive interface. Following international agreement on the storyboard andhaving briefed the key spokespeople, the SMVR was professionally shot, edited, codedand had links inserted to achieve the desired social media-focused announcement.

launCh:

On launch day, which was coordinated with US and UK ofces, the video was launchedvia iCrossing UKs blog and seeded on relevant news channels, linking all trafc backto iCrossings corporate websites. The SMVR was also made available to the web viainteractive video site asterpix.com, and of course mainstream sites such as YouTube.

results:

Below are the page views from the major video publishing sites that we aggregatedthe SMVR to.

Asterpix - The main SMVR interactive site, and url (embeded code) was forwarded toall relevant bloggers and key journalist. It has had 566 views at the time of publish-ing.Youtube - 1839 views up to publishing date

Metacafe - 139 views up up publishing date

honours:

#34 - YOUTUBE - Most Viewed (Today) - News & Politics - United Kingdom - 28-01-2008#36 - YOUTUBE - Most Viewed (Today) - News & Politics - United Kingdom - 29-01-2008

results:

Click the above button to see sample coveragege
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FeedbaCkFroM arjo ghosh, Ceo andFounderiCrossing uk

How did you nd the process ofproducing the video?

If Im honest I found the lming pro-cess a bit stressful. The format wouldhave worked much better for us if wewere being interviewed. Talking tocamera is really difcult if you haveno experience of it.

What did you think was mostinteresting/innovative about theSMVR?

Links interwoven into the talk. Asterpix and YouTube as the platform.

What results have you been most impressed with?

Over 2000 people viewing is impressive.
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iCrossing brand integration SMVR case study