At the Digital Marketing and Media Summit 2009, EURO RSCG’s Paul Hutchins and Sony Australia’s Michelle Hall revealed the guiding principles they abided to when developing and implementing Sony’s “The Quantum Code” promotion.
- Make new technology relevant
- Apply the KISS principle
- Plan, plan and then plan some more
- Be prepared to adapt and update on the fly
- It’s not just local but global
- Be prepared to relinquish control
- Don’t underestimate your consumers
- Make sure the experience is seamless and always the close the loop – have an exit strategy
By sticking to these guiding principles, they were able to a launch a highly engaging digital campaign that captured the imagination of discerning Bond-loving techies around the world – with nearly zero ATL support!
Lucky for you, the 8 guiding principles are not tied into any one brand and can be applied to any digital marketing strategy.
Use it wisely.
