The 5 tenets of Indienomics:
1. Independence leads to prosperity.
2. Not all consumers are created equal: one uber-influencer is worth reaching 1,000.
3. Advertising is content.
4. Trust is king.
5. Everyone is a network.

Great Works created presentation materials which speak for both channels’ leadership role in the indie environment. The compelling Indienomics concept celebrates and effectively communicates IFC and Sundance Channel’s unique position in the market. Great Works designed and built a microsite to leverage the Indienomics concept and develop the interest of the brands and media agencies. In addition to the website, Great Works produced the logo, the viral upfront presentation film, guidelines, power point templates, and interactive web banners. Finally, a series of kiosks rolled out across New York City.

“Everyone is a network”

Indienomics

The executions reached out to media buyers where they worked and played: whether it was phone kiosks or web banners, the media was strategically selected to reach media buyers in their natural environment, entertaining them rather interrupting.

THE #1 DIGITAL RUM

These efforts positioned Malibu as the #1 rum brand to follow online, offering their fans original new media features that consumers actually want to watch, play to, react on, and share with friends. To support the Island Melon flavor, Great Works came up with “Big Lebowski” inspired short films and mobile game. The idea was to spread videos on all websites the core consumers of Malibu love to watch: Funny Or Die, Funny Junk, and other comedy websites. 3 viral videos were launched in support of the free mobile game.

Great Works came out with an activation plan to reach out to the different neighborhoods of Internet City: we identified apropriate partners for exclusive assets preview with key websites. We then targeted the Big Lebowski and bowling fansites first to create a grass-roots buzz within these core communities. Later on, supporting the media buy, Great Works broadened the target, pitching Sport blogs, and seeding the application and videos within Mobile, Gaming, and Humor websites.

THE RESULTS ARE IN!

Overall, more than 100 websites picked up the story - representing over 2 million potential readers!

Number of placements: 115
Total reach: 2,136,314, including coverage from:

• AdRants, Branding Unbound, Digitology (Industry news)
• The Apiary, Lebowski Podcast (Humor)
• Mobiles24, GetJar, Appshopper, Mobango, Mobile9, All About Nokia, Gomo News (Mobile gaming)

Total game downloads in the first month: 510,415
Number of video views in the first month: 40,017
The application allows users to bowl with a melon on a lane where pins are replaced by the iconic Malibu bottles. A month after its initial launch, the game had already been downloaded by more than 500,000 fans, and the general campaign covered by more than 100 websites and blogs.

ACTIVATION

Once they have integrated their account with Facebook and/or Twitter their status updates which include the position will be updated on all services. The marketing of the campaign evolves around the hub - wherestheparty.se - and is mostly based on non-bought media. It’s activated through various collaborations with “nightclub portals” such as finest.se and aveny.se, major events, through active PR work, through social media such as blogs, Facebook and Twitter and using known profiles that users can follow on wherestheparty.se. The strongest tool however is word of mouth.

The idea is to give every day various dinner themes. Starting off, we are providing the themes but over time users will add their own themes, creating a huge database of Europe’s best themes for dinner parties. A tool that, together with Electrolux products, allows people to be explorative and bold in the kitchen.

AN EXPERIENCE THAT GOES ALL THE WAY

But Great Works scope of work goes further than this. For Electrolux, digital is the hub of the entire Electrolux brand experience and the only platform where we can impact the entire path to purchase. This means we need to understand everything from building long term relationships to helping consumers make the right choice at price comparison websites and work actively on activities that stimulate Search Engine Optimization.

The relationship with Electrolux is really stimulating for us at Great Works. Not only do we get to work with a company that shares our passion for innovation. We get to develop tools and services that we want to use ourselves. There are more than a couple of devoted home chefs within the company.

GOING DIGITAL

Great Works Stockholm has been assigned to lead this work which is a 360 assignment with the goal to truly engage, and connect with a digital generation. Digital will be a vital part in building a future-proofed retail chain for this digital generation. Hence digital will be at the heart of everything that is being developed, meaning not only in ”traditional” marketing communication. Digital will be a key component in developing the store concepts, providing consumers with relevant tools and services, gaining insights, feedback and learnings from consumers, and of course also be used as the tool for a continuous conversation with our consumers. Great Works started working with JC in May, 2009 and the first results of this co-operation will be seen in late August 2009.

The first project we developed was the internal launch of the new N81. Instead of presenting a technical fact sheet, Great Works created a Boy Band. The Boy Band sang about all the bells and whistles of the phone.

Spreading the word

Supporting material such as a music video, pins, CDs was developed. The activities were totally focused on getting the internal sales team really enthusiastic. It worked - some markets got so enthusiastic they even created their own version. As the band spread outside of Nokia, fans also became devoted and created their own versions.

Since then, Great Works has created a number of both internal and external digital campaigns for Nokia.