dailypixel

nextMEDIA - Insider: Conference Session 5

Audience Engagement Through Digital Media Space

The fifth session at nextMEDIA was focused on audience engagement with William Travis from Attik. It was really great listening to William with his Brittish accent, and very suave attitude. He was a high energy speaker, and a breath of fresh air.

He interacted with Toyota on their Scion campaign called Little Deviant, www.littledeviant.com. Toyota wasn't connecting with the youth audience, and they worked at creating a new brand without any history, and worked at making it popular.

Their market was for the "around twenty-one" year-old audience. They created vehicles that even the presenter said were not the most nicely shaped. (read: ugly)

William also gave some interesting demographic information about the potential market they wanted to reach.

They were in their 20's, male, mostly single, above average income, and some were college educated. He also put forth the mindset of the target group, which is something I had never seen before, and he listed them as the five "i's". They were intelligent, image conscious, inclusive, influential, and independant.

With this information in hand, they created the Little Deviant campaign which was about standing out, and being different from the "sheeple" (sheep people), and standing out as a deviant. They created a whole web and advertising presence around the little monsters, going so far as to include the new car brand name "XD" into the faces of each monster-like creature.

The web presence was very interesting, and capitalized on the normal web games, like beating up a computer controlled competitor in a flash game, or playing a strange version of whack-a-mole with a demon arm, rather than a hammer - all in an attempt to gain enough of a green elixer to run a machine to spread little deviants everywhere in the world.

It was interesting to watch the whole presentation, and while it didn't appeal to me, I could definitely see how it would appeal to my brother, and his friends, and in doing so, they would want to be part of this "deviant" group.

One thing that I did agree with, one-hundred percent, was that younger people don't like going into dealerships, and the sales page for the Scion vehicles, allowed you to pick, choose and order the vehicle you wanted, and only go into the dealership to pick up the keys, something that probably worked very well, and was presented amazingly well by William Travis.

It was one of the most eye-opening, and entertaining presentations we had during the two-day event.

posted by David Peralty, Head of Marketing Splashpress.com

TAGS: conference, nextmedia, partner, toronto
POST TOOLS: