Havas Sports & Entertainment Global Review of 2011 and 2012 Predictions

Havas Sports & Entertainment Review of 2011 and predictions for 2012 A Selection of Best Cases from Around the World

Global selected case studies in 2011 PR & CONTENT Media relations Editorial content Celebrities endorsement E-influence Lobbying Social Media Media partnerships Branded TV programs Cross media strategies Product placement Brand TV channels Radio programming Web channels Advertiser Funding Programs SOCIAL MEDIA/DIGITAL Viral Marketing Community management Advergaming Mobile Marketing Seeding Blogger relations Social Media Influence Marketing Live Measurement EXPERIENTIAL Live events Grassroots programs Hospitality POS animations Street Marketing Product sampling Internal incentives Creative/ OOH Guerrilla Marketing

NIKE TAKE MOKUM CAMPAIGN by Nike or how to re-launch a sport… What's the story… Nike was determined to reset runner’s minds in the Netherlands. Youngster think that running is boring, so Nike devised a plan to have people “Run Unleashed,” making running light hearted, playful and enjoyable and, thus, attracting a whole new target group of young urban runners A new way to run… Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the map of Amsterdam. They could color the graffiti by going out running, registering the run with Nike+ and filling the graffiti with their actual KM’s run. The graffiti made them run in completely new way. It shifted from being focused on schedules and minutes to expressing creativity while running. And it attracted the young, urban runners who started designing creative graffiti’s turning the map of Amsterdam into a virtual canvas A Nike Runhouse pop-up store was opened close to Amsterdam’s most famous urban park where Nike further engaged youngsters in the Run Unleashed experience with events, runs and free product trials Success They converted over 9,000 new running members The online running club was visited 183,275 times 220 graffiti’s were created on top of the Amsterdam grid within 6 weeks time (colored with 1,268 Nike+ kilometers) Why we liked it… It was a creative way to attract the youth population to a sport that is all about routine, lacks heroes and is actually pretty boring Go watch the video: http://bit.ly/kBObGt Boondoggle June 2011 AGENCY Image Credit Geomarketing Image Credit Amsterdam Ad Blog Image Credit Expression that Inspires

THE FANWAGEN by VOLKSWAGEN or how to communicate tradition via Facebook… Why we liked it… VW successfully connects the old and traditional with the new and trendy by focusing on their iconic models and combining them with Facebook features and Facbook online actions Go watch the video: http://tinyurl.com/67dl88x AGENCY Achtung! November 2011 Image Credit Harrisburg VW Image Credit AdZag Image Credit SpicyTec What's the story… Volkswagen is inviting its fans in the Netherlands to vote for their all-time favorite VW model - and win the vehicle as a reward in a social media campaign Volkswagen Facebook Fans create the “Fanwagen” Not only were consumers invited via Facebook to create unique historical models, SoMe features will be integrated in the product itself These social media features will make the so-called Fanwagen ‘the most social car ever’. Clearly designed for the social network-obsessed, the car includes a license plate that shows your relationship status, and the ability to print your newsfeed on the dashboard This unique model will find a new owner on Facebook as part of a lottery Success More than 20,000 Facebook users registered for the Fanwagen lottery (the VW page in the Netherlands jumped from approximately 10,000 fans to 42,000 fans within 3 weeks) 50,000+ Youtube views Huge online press coverage

JENNIFER ANISTON GOES VIRAL by Smartwater or how to boost your viral hits in a few days… What's the story… Smartwater wanted to promote its water as one of the purest bottled water on the market today To do so, they went viral, soliciting a group of internet geeks and paired them with international star Jennifer Aniston Jennifer Aniston Sex Tape… The clip features Aniston spoofing several well-known viral videos from the past such as the double rainbow guy, the dancing babies, lip-syncing teenage star Keenan Cahill, and the classic viral smash, a kick in the crotch The cherry on the cake was the name, the “Jen Aniston Sex Tape”, to build maximum exposure. Success In the first 24 hours alone, online trending words including "aniston smart water" and "aniston viral video" more than tripled More than 8.4 million views in less than 3 weeks on YouTube Why we liked it… Viral success is difficult to come by, Smartwater decided to play off of prior hits instead of re-inventing the wheel Go watch the video: http://bit.ly/g4F6YB March 2011 AGENCY Zambezi Image Credit Urban mogul Life Image Credit A Man ’ s World Online Image Credit Best Week Ever

CRUSH HOUR by Europcar or how to use a hidden camera to make an impact… What's the story… Europcar wanted to prove a point – that purchasing a car is very risky, and if it something ever happens (like your car is crushed into a 4x4 box) that you are “up the creek without a paddle”…instead of explaining the risk Europcar made it come to life! You’ve already lost your car, now get ready to loose your cool… Helpless consumers who left their car in a parking lot came back from shopping to find that their car had been selected randomly for the ‘car elimination’ program and that their car was a now a pile of scrap metal Luckily a phone number was available to call and find out what happened, irate consumers called in unbeknownst to them that they were actually being broadcast live on radio At the end, the hidden camera operation was revealed and Europcar’s point was made, why buy when you can rent? Success The campaign received over 2.5 million views on YouTube (5th most viewed channel of the month) along with thousands of tweets and views on Facebook The campaign was covered on news outlets and through a partnership with NRJ radio In total the campaign received more than 1M€ of free media and a 300% increase in traffic on their website (resulting in an 83% increase in subscriptions) Why we liked it… The campaign was an incredible success and had real results on the companies business Great mix of traditional outlets such as TV and radio with social media Go watch the video: http://bit.ly/hEHp7P Ogilvy January 2011 AGENCY Image Credit Advert Lover Image Credit Today is Your Happy Image Credit Decision Marketing

SAY “KEE-KO” by Chicco or how to get expose consumer produced content… What's the story… Chicco has a problem, little brand recognition in the US with low awareness of its Italian origins, not to mention that most people can not correctly pronounce their name Chicco re-launched its brand in the USA with an advertising campaign focused on the correct pronunciation of Chicco (Kee-Ko) Get your baby on Broadway… Every mother would like to see their baby become a star – Chicco gave parents the opportunity to submit videos of the own babies via Chicco’s US website The babies were broadcast correctly pronouncing the name on a 100 foot digital billboard in Times Square The campaign is being promoted through mom bloggers, Facebook and Twitter Success Huge visibility in the most square in New York City Hundreds of parents uploaded their kids video saying “Kee-ko” Why we liked it… Chicco managed to build a great campaign focusing on what was important to them: the pronunciation of their brand name Go watch the video: http://bit.ly/iawA2x McCann Erickson NY March 2011 AGENCY Image Credit: media.dexigner Image Credit: Vimeo Video Image Credit: Vimeo Video

LONDON FASHION WEEK #TWEETWALK by BURBERRY or how to give a masterclass in digital marketing to boost both image and sales… Why we liked it… Burberry has been known to stage Holographic 3D shows, provide shoppable livestreams and broadcast their catwalk show straight onto a 32-metre high billboard in Picadilly Circus during previous fashion weeks They are established as a pioneer brand in the new media communications space Go watch video : http://youtu.be/C5oFZ53I2N8 In-House October 2011 AGENCY Image Credit Telegraph.co.uk Image Credit Nubry Image Credit Burberry.com What's the story… For their Spring Summer 2012 show on September 19 th , Burberry partnered with Twitter to provide their half a million-strong community of followers exclusive behind-the-scene looks before even people sitting on the front row could get a glimpse at the collection : it was the first ever Tweetwalk “ There’s a Twitter-savvy brand for you!” Creating the #Tweetwalk hashtag on Twitter to gather all their exclusive tweets, they added to their now usual HD live stream experience through Facebook and Burberry.com They also gave the control of the brand’s Instagram account to the most-followed user on the app : photographer Mike Kus, who publicized the event to his 126,000+ followers Success According to BBC London Radio, Burberry had over 80 million sign-ups from all over the world Burberry achieved trending hashtags on the worldwide twitter stream with “#Burberry”, “Christopher Bailey”, and a record-breaking mention’s per minute.

What's the story… Ariel created a very amusing way to demonstrate the cleaning power of its products using one of the most beloved toys in China - the Wii Stained or clean… Starting in Guangzhou, they placed five-story t-shirts around sixty different locations in China Ariel turned a Wii controller into an everyday household items – Ariel (the cleaning power), ketchup, mustard and soy sauce (the stainers) Members of the public were invited to cover the giant T-shirts in sauce, then remove the sauce with the Ariel Wii controller Success 113% increase in sales and a 300% increase in brand awareness during the campaign period Over $1,000,000 in PR value Go watch the video: http://bit.ly/kRKoSb Why we liked it… Ariel managed to combine the product attributes with a Chinese pastime – the Wii The platform was innovative and entertaining, finding new usage for new technology THE BIG STAIN by Ariel or how to increase interaction around a very un-sexy product line... Image Credit: theinspirationroom Image Credit: advertising.chinasmack Image Credit: theinspirationroom Saatchi & Saatchi May 2011 AGENCY

What's the story… Unsuspecting passengers who took the taxi found themselves in a show-like game environment offering various real experiences “ Driving you to surprising and delightful experiences” In the hope of creating some buzz and showcasing many great discounted things you can get from LivingSocial, they decided to deck out a cab with a mystery take-it-or-leave-it challenge Passengers could continue to their destination, or "roll the dice" and embrace an unexpected, exciting new experience. The outings included chess boxing, pole-dancing fitness classes, chef master classes, a speedboat ride up the Thames, and the chance to feed a tiger up close and personal Success 45,000 viewed on the official YouTube video Hundreds of blogs in the UK and all over the world have covered the operation and created awarenes s Go Watch the video : http://bit.ly/qxWEOJ Why we liked it?: The hidden-camera taxicab format is not a new one, but here it works well in showing rather than telling the simple, straightforward brand promise THE LIVING SOCIAL TAXI by LIVING SOCIAL or how to surprise... AGENCY Mind ’ s Eyes Media September 2011 Image Credit Adweek Image Credit My Virtual Scrapbook Image Credit Randy Matheson

What's the story… The Argentinian enthousiasm for football is known by the whole world. Coca Cola has come up with a campaign that encourages supporters to make more and more noise throughout the televised viewing of the match ... If there isn’t noise, no match “ No sound, no match” Several giant screens dispersed in Buenos Aires aired the Argentina selection’s Copa America 2011 matchs The aim of this operation was to test the south american fervour for football. If viewers weren’t playing an active part in supporting their team, the match was no longer displayed on the screens Thanks to sound level measurement instruments, during all the match, the match was seen… or not Success Over 15,000 video views on Youtube Many ad specialized blogs relayed the operation. Go watch the video: http://bit.ly/pFwW5A Why we liked it… A brand gave consumers the ultimatum, “give something otherwise you’ll get nothing” resulting in an advertising operation that was innovative and interactive MAKE SOME NOISE by Coca Cola or how to test national football team supporters’s fervour Image Credit Lavart Collective Image Credit Shotmcn ’ s blog Image Credit Trends2you OgilvyAction July 2011 AGENCY

What's the story… French rail company Voyages SNCF created a street activation in Paris to publicize its new 'Escape’ travel service Where do you want to go? A large black box with a big red button. For those curious enough to push the button, the reward is immense They are asked where they’d like to escape to; the request is logged and suddenly the box turns into an animated singing and dancing extravaganza that presents the curious button pusher with a ticket to their destination of choice Success More than 1M views on YouTube Go watch the video: http://hpar.is/4d9f Why we liked it… SNCF found an interesting way to promote its new service by engaging people in a real life experience. We like the fact that the brand chose to rewards only the curious. And finally we love that one of the contestants requested to escape to Lapland! THE ESCAPE MACHINE by SNCF or how to earn consumer attention via the power of surprise... Image Credit: Youtube screenshot Image Credit: Youtube screenshot Image Credit: Youtube screenshot Pleix and DDB March 2011 AGENCY

What's the story… Canal+ launched its new original TV Show, Borgia last month and wanted to create an event which captured the essence of the series: violence, sex and corruption “ I won’t write an article about it” Taxis were booked for 50 of the most influential bloggers to drive them to a secret party. They had no idea they were on the way to the preview of the brand new Borgia TV series Digital cameras with shady pictures were left on the backseats of various cabs, to make bloggers believe it was forgotten by previous customers Bingo! Pictures created a real confusion among guests, until the set up was revealed at the entrance of the premiere when each blogger received an ostia in white chocolate, a bag containing a pornographic bible, a Rosary-shaped USB stick, a book etc. Success 1,6 million viewers in France for the debut episode 45 articles from 52 bloggers 2,802 views of the promotional video during the private party Go watch the video: http://bit.ly/rwX55X Why we liked it… The campaign found a new way to speak directly to a very influential blogosphere audience BORGIA PRIVATE PARTY by CANAL+ or how to reach influential bloggers… Cake Paris November 2011 AGENCY Image Credit: Youtube screenshot Image Credit: Youtube screenshot Image Credit: Youtube screenshot

What's the story… Guronsan, the perfect remedy for hangover identified the party-goers as their primary target, faced the problem of not reaching its target markets as they don’t often go to pharmacies or read pharmaceutical advertisings when their head is pounding - Guronsan had to find a way to bring a pharmaceutical product to them…by making it cool Kill the monster, have a guronsan ! Guronsan created the hangover monster, a big green creature that shows up in the morning when people have drunk too much. Equip with a sledge hammer, the monster wreaks havoc The monster hangs out where people are likely to party: summer music festivals, college parties, and night clubs The monster is on Facebook too and has daily interaction with fans that could invite him to their own parties Online presence on youtube guaranteed to document the Hangover Monster high jinks Success The Facebook page was the number 1 health page in Portugal and number 10 among all businesses with more than 3 million pages viewed on the social network Generated tons of user content More than 22,000 likes on Facebook Go watch the video: http://bit.ly/k691Gu Why we liked it… Guronsan managed to make its product fun and reached its goal of being recognized as the 1 st remedy for hangover by all the party-goers The ultimate aim was to kill the hangover monster but as it was cool, some would prefer to have him hung around! THE HANGOVER MONSTER by Guronsan or how to make a boring product awesome... Image Credit Coisa Semanal Image Credit Facebook Image Credit AdBeat Lowe Ativism April 2011 AGENCY

What's the story… Yahoo! placed two huge “special” purple mailboxes on two different street corners in Manhattan & Brooklyn. Both mailboxes talked… and rewarded passers-by with precious gifts! “ Talk to me, I’m friendly”... The brand had a radio-connected team of 10 people near both locations, none of them were visible to consumers, all connected to coordinate themselves The goal was to give people gifts that were personally relevant to them. Flowers for a couple, baseball game tickets for Yankee fans or even bones for dogs The mailbox is now on tour, people can check next locations, pictures and the “living mailbox profile” on www.Facebook.com/yahoomail Success Video viewed over 15.000 on the first weekend The Facebook fan page is significantly growing since the campaign is online (Facebook global fan page increased 20% for a current total of 490.000 fan) Go watch the video: http://bit.ly/qU263j Why we liked it… Some of us would say that this campaign is a copy and paste of the coca cola happiness vending machine However, the Yahoo! Purple Mailbox is different through its personality, the mailbox interacts with passers-by and goes beyond a simple promotion The PURPLE MAILBOX by Yahoo! or how to randomly interact with a huge mailbox Image Credit: delapubmaispasque Image Credit: Youtube screenshot Image Credit: Youtube screenshot E2 June 2011 AGENCY

What's the story… Riding off the tag-line ‘That Calls for a Carlsberg,’ Duval Guillaume Modem decided to test the perseverance of a number of innocent couples in a movie theater “ This is not what we paid for” To reinforce the new baseline ‘That Calls for a Carlsberg’ Duval Guillaume Modem proposed an original experiment. In Belgian cinemas some innocent couples were confronted with a theatre filled with not-so-friendly gentlemen and only 2 seats left… How will they react? The result of this experiment can be seen in Kinepolis and online via YouTube Success Nearly 10 000 000 people watched the YouTube video by the end on Dec 2011 A worldwide buzz Why we liked it… Carlsberg has fun with clichés of the beer drinkers and realizes a viral movie in which the rebels are not necessarily the ones that we believe. BIKER CINEMA STUNT by Carlsberg or how to test the perseverance of innocent couples Image Credit Youtube screenshot Image Credit Youtube screenshot Image Credit Youtube Sreenshot October 2011 Watch the video: http://goo.gl/b3zLt Duval Guillaume AGENCY

What's the story… The official beer supplier Carlsberg of Woodstock Festival in Poland, also sponsor of UEFA EURO 2012, created a huge brand zone for the ultimate fan experience and tested possible brand activations for the EURO 2012 “ More than just beer” Besides the generic function of beer supplier, Carlsberg offered various activities to attendees Carlsberg installed a massive football stadium where attendees could watch matches or play in teams against other attendees The Carlsberg Fan zone offered in a chill-out area some fun games such as table-football An activity of returning old Carlsberg cans not only kept the festival ground clean but also provided the collectors with cool Carlsberg products as t-shirts The Carlsberg UEFA tent informed visitors about past European Cups and Carlsberg’s partnership with UEFA Success Brand awareness results among attendees reached incredible 85% for unaided recall and 93% for aided recall on-site 86% of the over 500.000 festival attendees visited the brand zone Why we liked it… Carlsberg proved with this Festival brand activation how flexible and innovative a brand can be to create awareness If you are interested in the results of the European festival study that was conducted by Havas S&E, please contact: Christopher.Rapaport@havas-se.com FESTIVAL FAN ZONE by CARLSBERG or how to raise awareness among attendees at Festivals… Euro 4D October 2011 AGENCY Image Credit: HS&E Image Credit: HS&E Image Credit: HS&E

What's the story… Present Peugeot RCZ within an engaging artistic installation at PhotoSpring – Arles in Beijing Redefine Peugeot’s image as a creator and facilitator of the arts Enter the Black Box! HSE created Peugeot Blackbox -- a large-scale camera obscura, the symbol of photography’s technological origin. Visitors peered inside to discover a video projection of alluring abstractions. The mysterious structure held bright, exciting images, sparking spectators’ curiosity and leaving an impression. Success Local reviews and blogs revealed the impact of the one-month-long installation as having brought new meaning to the car-form and the role of Peugeot in the hearts and minds of China’s art world. Peugeot’s re-positioning that enabled the brand to forge a new identity in the media and establish collaborations, present and future, within China’s expanding creative communities Why we liked it… In China, car are often displayed on a regular stage during car shows etc; on the contrary, our installation aimed at attracting visitor’s curiosity by hiding the car. HS&E Mai 2011 AGENCY Image Credit: Peugeot website Image Credit: Peugeot website Image Credit: Peugeot website BLACK BOX by PEUGEOT or how to re-position the brand’s identity “Motion & Emotion” in China…

What's the story… Nissan wanted to launch its new car in a fun and innovative way The Juke Rocks campaign was launched with four rock bands in four countries (France, Spain, Germany and Italy) who had a total of 6 challenges to complete with a new challenge every week Bring home your favorite band... Each band was presented with a car for a week and was tasked with special assignments such as shooting music videos or performing at fan’s houses The 10 minute episodes of each challenge were put on Nissan Juke Rocks YouTube channel where people could vote for their favorite bands to get energy points The band with the most points won an exclusive concert with an audience of 800 fans recruited via Facebook Success More than 1.7M views on YouTube More than 4,200 likes on Facebook Go watch the video: http://bit.ly/eUzoxl Why we liked it… Great consumer segmentation - the Nissan Juke is urban and young, just like these four bands and their fans NISSAN JUKE ROCKS by Nissan or how to get in bed with your consumers - literally... Image Credit: blog-europeauto Image Credit: lejukedevalerie Image Credit: somethinelse OMD & Fuse March 2011 AGENCY

AMERICA ’ S HONESTY by Honest Tea or how to host a social experiment... What's the story… The brand set up unmanned popup Honest Tea dispensers in the country’s six biggest cities – San Francisco, Los Angeles, Chicago, Boston, Atlanta, New York City – where the public could pay $1 for a bottle of tea…or not This was all part of a social experiment to see which American city was the most honest of them all Resist temptation… Hidden cameras were positioned nearby to record consumer reactions Honest Tea observed as consumers battled with their conscience – the results were in and 87% of Americans did the right thing Success 280 million impressions, 160 press stories, and $2.79 million in earned media – not to mention double digit growth in each market tested Why we liked it… The campaign was funny and got results. It increased consumer testing, created PR, and was a viral buzz AGENCY Go watch the video: http://hpar.is/4cSh Image Credit: thenextweb Image Credit: Youtube screenshot Image Credit: miaminewtimes SS + K March 2011 AGENCY

What's the story… On Sunday, March 13th before the Bari-AC Milan football game, Gazzetta dello Sport, an Italian sport newspaper decided to set up an amazing spoof of the pregame rituals of all 22 players on the field Ibrahomiv playing frisbee... Players from both sides ran out onto the pitch and immediately abandoned their usual warm-up routine Zlatan Ibrahimovic chose to play frisbee. A pink capped Sergio Almiron pretended to go for a swim. Thiago Silva entertained the crowd with his limbo skills. Even Gennaro Gattuso got involved as the pitbull began prancing around with the referee Success Confusion started to reign in the stadium - fan reaction was incredible More than 400,000 views of the video on YouTube in only a few days Go watch the video: http://bit.ly/g4nROU Why we liked it… A fabulous stunt pulled off by Gazzetta dello Sport that fits really well with their slogan ALL THE PINK OF LIFE by Gazzetta dello Sport or how to create buzz via live and traditional media... Image Credit: Youtube screenshot Image Credit: Youtube screenshot Image Credit: Youtube screenshot March 2011 AGENCY G-Com

A NEW WAY TO DELIVERY by JoJo Project or how to combine fashion and ecology… What's the story… An Eco-friendly brand launches a new line of shoes and wants to highlight its eco-responsible philosophy. To do this, JoJo offered an interesting delivery service From fashion to ecology… The concept is simple: Choose, Act, Check You choose the shoe model that fits you the most, you select which NGO you want to support, and you can check on the website the progress of the project What’s new? Make people believe that pigeons are going to deliver the shoes! Invent the greenest delivery process and explain it via video post on the internet Success Over 6.000 fans on the Facebook page More than 100.000 pairs sold within a few months Around 40.000 views on YouTube Why we liked it… The brand partners with two nonprofits organization: Tree-Nation , a social network dedicated to fighting climate change, and The Water Project , which builds wells and rainwater filtration systems in Kenya, Sudan, Sierra Leone, and India Go watch the video: http://bit.ly/miHBSE JoJo June 2011 AGENCY Image Credit: Youtube screenshot Image Credit: ecouterre Image Credit: media.treehugger

What's the story… TED seeks to spread ideas and to inspire local citizens in Buenos Aires Taxi Drivers turn into a new communication media... TED invited taxi drivers to their legendary TED meeting and after listening to 6 hours of conferences, they were sent back to work and picking and driving passengers While driving their passengers, they shared what they learned from the conference with them and delivered the message in a more engaging and personable way Success 50 taxis x 20 passengers a day x 1 week = 7000 listeners (7 times the TED’s Buenos Aires Audience) Go watch the video: http://hpar.is/4dd1 Why we liked it… TED engaged with the kings of word of mouth: Taxi Drivers, bringing the TED concept close to the common people creating energy and buzz around it It made a clever use of the most powerful media : people So simple. So smart! Coming soon … hairdressers Olgivy April 2011 AGENCY SPREAD THE TED by TED or how to use word-of-mouth to spread your ideas... Image Credit: theinspirationroom Image Credit: paperblog Image Credit: coloribus

Go watch video: http://tinyurl.com/c7kvj8f Jung von Matt December 2011 AGENCY OBERMUTTEN by the mayor of Obermutten or how a small village can reach global press coverage… Why we liked it… A village of 79 inhabitants creates a campaign that reaches 60 Million and generates more fan engagement than Lady Gaga. A good example for “THINK BIG” Image Credit Page Online de Image Credit 24 heures Image Credit Browse What's the story… Switzerland has many lovely little villages in the Alps, such as Obermutten, but sadly nobody knows them. For that reason, the major of the small town Obermutten decided to create a Facebook page with a special promise “ Grüezi” to Obermutten The campaign started with a video, featuring the mayor's promise that anyone who 'liked' the village's facebook page would have their profile picture put on the Obermutten's notice board. Soon, the notice board was so full that the profile pictures had to be put on houses. In addition to the profile pictures posting, the campaign engaged its fans with more video postings and a contest for one lucky person to win a scarf knitted by the mayor’s daughter . Success Almost 15.000 Facebook Fans 4 out of 5 Fans interact with the page Fans from 32 countries Approximately 60 Million people have read or heard about Obermutten worldwide thanks to the Facebook campaign and the press coverage around it Costing about 10,000 Swiss francs, the campaign has reportedly brought in 2.4 million francs in earned media

THE TAILOR SHOP OF MR. LEE by Playstation Go watch the video: http://hpar.is/4da6 AGENCY Leo Burnett April 2011 Image Credit Nerd Bastards Image Credit Creative Review Image Credit D2D Why we liked it… They brought to life the charaters in the game with a real life opportunity to be tailored like your superhero. This campaign enabled the whole family to experience and be informed about the world of DC universe online [and offline] What's the story… To announce its brands new video game (DC UNIVERSE ONLINE), in which you can design your own super hero, Playstation created a real-life tailor shop. Gamers could go in and have their personal super hero suits made “ Mr. Lee is all about confidentiality…” An original truly integrated campaign where you can make your suit a reality and live the same experience as the game in the off line world The shop opened in the heart of Madrid, near the majority of comic shops. Undoubtely, it received lots of success and soon there was a long waiting list to get tailored. Book yours and try your chances to make your crime fighting alter-ego a reality Success It was the most successful campaign launch for Playstation yet and Mr Lee Taylor Shop is more sought – after than the Batcave !

KEEP COOLER by Vinicola Aurora AGENCY Digital ZOO December 2011 Go Watch the video : http://vimeo.com/28669056 Image Credit Vimeo Image Credit Salon Image Credit Pimp My Space Why we liked it… Keep Cooler managed to catch up with the new generation and revamp the brand with a single but clever campaign Digital played a crucial role and proved, once again, that good content and is a powerful communication tool when it involves the audince and motivates participation By leveraging lifestyle interest and passion through music and informal art it made the brand resonate with the hip and relevant audience What's the story… 25 years ago, Keep Cooler was one the most hippest drink in Brazil. As time passed, both market shares & popularity decreased due to competition. The brand is now starting over and is fighting to regain the awareness it deserves “ Draw a meme! ” The main challenge was to overcome its link with the aging population of its original core target (former young adults that are now in their fifties) in order to gain credit among young Brazilians Jumping on one of the most popular bandwagon online, the brand ingeniously created ‘Meme Maker’, a very easy-to-use virtual tool which creates personal & virtual ‘Meme’, while the campaign was promoted with a competition by influential Brazilian blogger, Cauemoura Success Very quickly, Meme covered bottles started to fill all department stores. As a result, the Rap song by Cauemoura encountered massive success with a stunning 2 million views and 170.000 cartoons created on the website. In addition, the brand was mentioned 130.000 times on social networks and did 40 entries in national & international on & off line medias!

“ GIRO SUCHT HERO ” by Sparkasse or how to entice young people’s appetite for debit cards AGENCY MPG / HS&E / AM Image Credit: Spkgoe Image Credit Creative Review Image Credit D2D Why we liked it… Biggest brand Facebook page amongst German financial brands Facebook page ranks #10 worldwide among financial pages +135,000 Facebook-fans, 441,000 visits, and 25,500 comments 823,406 votes 1.8M battle video views Mai 2011 What's the story… Since young people can’t spend money like there’s no tomorrow, we helped them enjoy tomorrow without spending money: having fun with the perfect ambassadors for their generation We challenged Joko and Klaas, popular Jackass-style rival comedians, to the ultimate battle Giro sucht Hero” (Giro Casts a Hero) to become Sparkasse´s next ambassador and provide product testimonials to young people “ Serial born endorsers” The pair casted musicians to recreate the best Sparkassen theme-song and shake up the brand´s safe style Strapped into rally cars with pro-drivers racing 150 km/h They used the bank´s locator app to deliver a cake to a Sparkassen customer, competing to convert football fanatics with a cash prize transferred via the bank´s mobile app, they narrowly escape angry fans On holidays, the pair used Sparkassen´s credit card to take hideous revenge on each other Success 39% spontaneous ad recall vs closest competitor (13% V+R Banken and 10% ING) +75% recall for its Giro offers +21% desire for Giro account (45% vs V+R 22% and ING 5%) +8% leader bank

Havas Sports & Entertainment Predictions for 2012

After heavy flirting with social media in 2011, brands will go beyond merely looking at Likes and Fans, and start caring and measuring engagement and community building The value of a meaningful relationship will be properly appreciated to build strong communities, CRM programs, loyalty and integrated transactions To prove the effectiveness of social media campaigns, brands will develop more sophisticated measurement algorithms to prove the ROI, more commonly to be known as ROSS (return on social spend) By the end of 2012, successful brands in social media will have focused more upon increasing their levels of engagement with fans, than the number of fans Thanks to Flickr.com- creative commons http://www.flickr.com/photos/owenwbrown/4857593259/ Social Media Effectiveness ‘Beyond Fans and Likes’

The Social Olympics 2012 Thanks to Flickr.com- creative commons http://www.flickr.com/photos/31808226@N05/6130296771/ London 2012 will be swamped in social media More Tweets, shares, Likes, posts, comments, views will take place in 1 month, than ever before News, scandals, records & exclusives will all be read on Twitter first. Then on the news channels and papers. Footage we aren’t supposed to see, we will. Thanks to Facebook, bit.ly and YouTube There will be more Likes and friends for London 2012 than any other sporting event, ever. It will remain one of the top 5 trending topics in Twitter globally, for 1 month During the 100m final there will be more messages, images and videos shared via social media, than at any other time since the dawn of the world wide web

Federations, athletes, brands and celebrities will embrace the new digital and social landscape with more confidence Those that are un-prepared, under resourced and schizophrenic will continue to fear the new world of communities and communications Athletes will be seen to check-in, update, upload and respond pre, after and even sometimes during a sporting event. Digital devices and applications will relay a kaleidoscope of information about the athlete, in real time, direct to fans and desktops The ability for a fan to get closer to their hero, will present an enormous opportunity for communities and brands Confidence not fear Thanks to Flickr.com- creative commons http://www.flickr.com/photos/caguard/6094723130/

Cyber PR will become more challenging across online influencers who traditionally would blog or tweet about a campaign for free. This will change in 2012. The world’s first million dollar blogger will be created Already in LATAM, and especially in Mexico, it is not un-common for a blogger to request $15,000 for a Tweet or blog post mentioning or linking to a brand. This emerging trend will spread across the globe Accessing a blogger, will in some instances require contacting a blog management agency. Blog networks will manage the syndication of posts across a diverse range of interests and passions Million Dollars Bloggers Thanks to Flickr.com- creative commons http://www.flickr.com/photos/suzanneandsimon/1746100681/

Sports Subscriptions Thanks to Flickr.com- creative commons http://www.flickr.com/photos/mikecogh/6123331851/ Sports federations will face a huge challenge in 2012: “ How to evolve their (traditional) broadcasting rights package, when many of their audience are no longer tuning into traditional broadcast channel, and in some countries don’t even own a TV anymore?” With more and more fans watching mainstream and niche sports on the web; on social networks; on mobile devices, successful federations will embrace the opportunity The ability to watch catch up and real time sporting events, will increasingly be consumed on Facebook and YouTube. Social media subscription packages will provide new revenue streams and help reach and engage with young and new fans

Sport & Technology Thanks to Flickr.com- creative commons http://www.flickr.com/photos/pe5pe/3242342574 Sport will continue to become more scientific, and technology will bring the most dramatic imagery and revelations to both big screen and little screen Enjoyment of sport, even from an armchair, will become a thrilling experience. No longer a lean back and enjoy, but lean forward and immersion Sports cam technology will bring footage to our screens that we’ve never seen before. From 3D to 4D; slow motion to split screen; helmet cam to ball cam; adrenalin sensors to heart monitors…

Campaigns will be created in days and weeks, not months or years. Real time listening, creation, and distribution will mean a trending topic is acted upon, to create the long tail effect of relevance, overnight Traditional production and content costs will go down, but licensing costs will go up, benefiting bedroom content creators A fan at a sporting event will get rich quick, over the course of the weekend, at the press of a button. His unique content will be viewed (YouTube giving him advertising revenue for his page), licensed (broadcast revenue) and used without permission, winning a liable case Agile content : more relevant, less costly Thanks to Flickr.com- creative commons http://www.flickr.com/photos/walmartcorporate/5793422190/

Fan Sourced Singles Thanks to Flickr.com- creative commons http://www.flickr.com/photos/mwiththeat/3712998374/ Artists are increasingly asking their fans to not only suggest or create their album artwork, but to contribute to the actual audio that is released on the single or album. During 2012 we predict an increase in fan sourced audio. More and more fans will contribute to the official release, making the list of credits read like a who’s who of the ultimate fan club. Brands and artists will embrace this collaborative opportunity. A fan will be supersaulted from his bedroom to the 02 or Wembley stage. Royalties will take this fan from a 1 bedroom apartment, to a beach front bungalow.

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/42931449@N07/6088751332/ PR in the media and marketing mix There will be a continued integration of PR in the marketing, advertising and customer service mix. Every campaign will have a strong role for PR and this will lead to a stronger and more strategic place for PR professionals around an integrated planning table. Silo’s will continue to be broken down. Earned media, paid media, owned media and shared media will become standard categories for all PR professionals to consider how they plan and integrate campaigns. Developing relationships with bloggers in ‘earned media’ will no longer be a speciality of a digital team or agency. All PR agencies will offer this outreach.

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/ibikefresno/5892802181/ Infographics and story telling through imagery 2011 saw an explosion in the use of Infographics to decipher an analytical story. More than 500,000 Infographics were created. 2012 will continue this trend, but with the addition of video Infographics. Infographics will evolve with he ability to click through multiple layers of content, creating a rabbit hole of data visualization. Agencies will create presentations leveraging these new formats. PowerPoint presentations will reduce in the number of slides, with more and more information being displayed creatively on one slide.

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/sanjoselibrary/2944498979/ Personalized Content Content will be more customized for each target audience based upon location, profile, interests and their networks. Smart filtering and customization will make content more shareable and rewarding. Sharing content across a consumer’s peer groups, will provide another layer of rewards for the consumer. Great content will continue to be viral and shareable. An increase in mobile content, delivered direct to a consumer’s handset will create connections all through the day, the night, and weekend.

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/cambodia4kidsorg/3290848259/ PR accountability PR will become more accountable and more accurate in measuring the ROI. Traditional media monitoring agencies will integrate buzz monitoring services and metrics to provide more accurate qualative and quantative results. Every PR agency will provide as part of a campaign evaluation : reach, sentiment, influencer analysis and equivalent media value (through an updated media evaluation tool). Accountability and campaign evaluation will become more accurate and enable more accurate campaign planning and re-optimization. Clients will request greater accountability and performance related pricing models.

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/9382228@N08/4836210531/ PR and the role of Influencers Influencer marketing will not just mean inviting a high profile celebrity to an event. Much of the influencer engagement and marketing will take place online. Influencer identification tools will enable the PR industry to more accurately identify and engage with powerful online advocates. These influencers will be leveraged to not online feature and talk about a campaign, but to be involve din the planning, ideation and evolution of a campaign. Each agency will create their own rating system to identify the most important influencers pertinent to their objectives

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/brook/33496825/ Digital Amnesty Day 1 day a year, everything will shut down, almost. Companies will ask all their staff to ‘switch off and unplug for 24 hours’. At first employees will be scared and confused. They will scratch their heads wondering how they can perform their job or task, without a digital connection. After 3 hours a smile will spread across their faces. It will be a beautiful day or real relationships and friendships the old fashioned way, face to face. We will re-discover social skills, beyond Facebook. We will put into perspective the role of digital. It will become a yearly event.

Location Based Entertainment (LBE) Thanks to Flickr.com- creative commons http://www.flickr.com/photos/da_belkin/6462640765/ Sporting venues and stadiums are the second most checked-in places worldwide. The most popular checked-in places are airports Brands, sponsors and rights holders will leverage this opportunity to geo target fans with compelling and shareable content and promotional messages. Having identified a physical fan, data will provide an on-going and customized relationship back to their home 2012 will see a huge increase in the connections between these attending fans, virtual fans and brand messages. 2012 will become the year of social currency – more shareable, more entertaining and more personalized

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/zoetnet/4212133196/ Live events get greener Stronger corporate social responsibility, combined with increased consumer awareness of recycling and the need for a cleaner environment, will result in more environmentally friendly events. Sponsors will require event producers to have committed to make the event as carbon neutral as possible. Sponsors will consider this ‘green score’ just as much as the number of attendees and media value. Recycling will have high visibility at each event and be a creative and entertaining activity that attendees warmly embrace.

Thanks to Flickr.com- creative commons http://www.flickr.com/photos/vdrg/5458584580/ Pop Up Events and Experiences Whilst large scale events will remain a key feature of a brand’s yearly outdoor calendar, increasingly brands will take to the streets, beaches and parks with impromptu pop up events. There will be equal investment in large scale one offs with small socially promoted flash mobs. Mystery and intrigue will be created in the run up to a pop up event, but only announced in the last 48 hours through social media.

“ Our sources of inspiration http://www.venturebeat.com http://www.businessweek.com/the_thread/brandnewday/ http://trendwatching.com http://mashable.com/ http://www.nma.co.uk/ http://www.partnershipactivation.com/ http://www.fastcompany.com/ http://brand-e.biz/ http://www.eventmarketer.com/ http://www.bloguerrilla.it/ http://www.adforum.com/index.asp http://www.adweek.com/aw/index.jsp http://adverblog.com/ http://mastercom.over-blog.com/ http://creativecriminals.com/ http://clients.pcni.fr/trendz/index_en.html http://www.auslatics.com/ http://blog.becausexm.com/ http://trendspotting.com/ http://www.luckie.com/ http://mpg.com/case-studies.php http://www.electronlibre.com/ http://www.saycheese.co.uk/magazine/SCMAGAZINE2010.html http://www.brandrepublic.com www.trendcentral.com http://www.mediapost.com/publications/ http://www.agentwildfire.com/ http://www.springwise.com/ideas/ http://www.trendhunter.com/ http://adage.com/ http://www.psfk.com/ http://blog.becausexm.com/ http://www.docnews.fr http://www.contagiousmagazine.com/ http://blogopub.tv/ http://www.gaduman.com/ http://www.paper-plane.fr/ http://www.blogoergosum.com/ http://publigeekaire.com/ http://trendspotting.com/ http://www.luckie.com/ http://mpg.com/case-studies.php http://www.electronlibre.com/ http://www.novactif.com/ http://fr.blog.buzzparadise.com http://www.wired.com http://www.techcrunch.com

“ Our sources of inspiration http://gregorypouy.blogs.com http://www.woweffect.be/ http://www.marketing-alternatif.com/ http://www.influencia.net/ http:// www.vanksen.fr/blog http://blogopub.tv/guerilla+marketing http://www.fubiz.net http://www.leblogdebango.fr http://www.artskills.net http://www.tribords.com http://www.trendsnow.net http://www.buzzeum.com http://www.roycod.com http://www.culturepub.fr http://viacomit.net www.adsoftheworld.com http://theadbuzz.com/ http://theinspirationroom.com http://www.ibelieveinadv.com http://scaryideas.com/ www.mashable.com http://emarketinglicious.fr/ http://publigeekaire.com/ http://www.paper-plane.fr/ http://gregorypouy.blogs.com/ http://jedblogk.blogspot.com/ http://www.trendspotin.com/ http://curiositycounts.com/ http://www.brandingmagazine.com/ http://www.adverblog.com/ http://notrelienquotidien.com/ http://www.camillejourdain.fr/ http://www.conseilsmarketing.fr/ http://www.jbonnel.com/ http://www.marketing-chine.com/ http://www.darkplanneur.com/ http://www.culture-buzz.fr/ http://www.webandluxe.com/ http://www.narominded.com/ http://www.blogoergosum.com/Publiz http://www.blogpersonalbranding.com/ http://www.webmarketing-com.com/ http://www.reseaux-professionnels.fr/ http://marketing-insolite.blogspot.com/ http://henrikaufman.typepad.com/et_si_lon_parlait_marketing http://www.webmarketingjunkie.com/ http://www.creativeguerrillamarketing.com/ http://www.docnews.fr http://up2social.com http://thenextweb.com/dd/ http://www.pariscomlight.com/ http://publigeekaire.com/ http://www.nicolasbordas.fr/ http://gregorypouy.blogs.com/ http://www.minutebuzz.com/ http://z-factory.blogspot.com/ http://www.paper-plane.fr/ http://www.kesako-le-blog.fr/ http://mashable.com/ http://www.publiz.net/ http://www.vanksen.fr/blog/ http://www.emarketinglicious.fr/

http://www.havas-se.com http://www.facebook.com/havas.se http://www.twitter.com/havas_se Valentina Candeloro Global Marketing Manager [email_address] Valeria Herzer Global Strategic Planner [email_address] Jez Jowett Global Digital Director jez.jowett@havas-se.com

Havas Sports & Entertainment Global Review of 2011 and 2012 Predictions

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Havas Sports & Entertainment Global Review of 2011 and 2012 Predictions

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