47. A Brand is a conversation
• Two power-house brands
• Top-notch product design
• Great cross-product integration
• Online component delivers relevant utility… actually
contributes to training
• Website becomes gathering point for running
enthusiasts… has social media characteristics
• Site is as valuable as the physical products
48. A Brand is a conversation
1-21
6-33
3-18
10
• Complex series of hidden messages - on t-shirts,
USB drives left in bathrooms, phone messages, web
sites…
• Leaked album tracks quickly downloaded
• GarageBand track released
• Buzz built among fans on fan sites, Digg, message
boards, etc.
• Wikipedia entry
• All before April 17th album release!
49. A Brand is a conversation
• Doll purchase required
• Build online “home”
• Text message friends in virtual world
• Play games to earn “Kinz Cash”
• Average time on Webkinz = 2+ hours (YouTube = 31
minutes)
• 870,000 unique visitors/month
• “I get all my homework done during recess because then I
can go home and play Webkinz.”