multichannel campaigns

Q&A: Sony Ericsson’s Zorayda Pedersen on multichannel marketing

To accompany the launch of its Xperia Pureness phone, Sony Ericsson created an international campaign, which combined billboard advertising in select cities, which was backed up by an online programme to identify ‘design influencers’. 

I’ve been asking Zorayda Pedersen, Global Marketing Manager at Sony Ericsson, about the company’s campaign and its approach to multichannel marketing.

Inception: multichannel marketing that works like a dream

InceptionInstigating a truly multichannel campaign can be a
daunting one. You know your business better than anybody, but it’s
still always helpful to have a few pointers in the right direction at
the beginning.

So which industries can we look at to provide a solid
example of a truly successful and joined up multichannel campaign that leads
customers across channels and encourages them to interact more fully
with a brand?

Fortunately there are several places to look, but one of
the more obvious can currently be found shoring up your local multiplex:

Why do top global brands like Coca Cola ignore Twitter for engagement?

Coke can, by poolie on FlickrRecently we’ve been looking more and more at the online performance of brands, which is increasingly key to success in a multichannel world.

Historically, many FMCG brands have not considered their products as being relevant for the internet, and certainly not in terms of e-commerce. It is understandable. Nobody really visits Google to find a place to buy a Coke. 

Nevertheless, the brand owners spend countless millions, and in some cases billions, on multichannel advertising campaigns. Partly because they have to, and partly because they can.

But here’s the truth of the matter: many ad campaigns aren’t delivering what they should be because budgets aren’t being invested into digital channels to encourage (and capture) engagement.

All too often the internet (and mobile) is a last-minute thought, when it should be built into a campaign at the outset. More than that, it should now be hardwired into marketing strategies by default.

Coca Cola’s major multichannel campaign is a minor fail

A bunch of Diet Coke cans by AlwaysSecondBest via FlickrOne of my earliest brand-related memories involved eating lots of Weetabix in order to secure some ‘free’ Lego. I ate more Weetabix than ever before, and one sunny day my free Lego turned up. 

This reflects something that FMCG brands have known for many decades: on-pack promotions are an extremely powerful tool in the marketing toolkit.

Coca Cola is no different, and is currently promoting a campaign to win £10,000. All you have to do is drink lots of Diet Coke and look under the ringpulls for unique codes.