ktm125squad - buzzattack

KTM125SQUAD
KTM 125 Duke – Ready to Race
Dr. Simone Zaha – Marketingleitung KTM
Buzzattack / 13.10.2011 / Wien
KTM125SQUAD
Inhalt
KTM Marke
Ausgangssituation – neues Segment / neue Zielgruppe
Vorgehensweise 125 Duke Launch – Fokus Online
Bewerbungsphase – 125 Duke Squad / Qualifying Events
KTM Squad Challenges und Scoring
Ergebnisse
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KTM125SQUAD
Inhalt
KTM Marke
Ausgangssituation – neues Segment / neue Zielgruppe
Vorgehensweise 125 Duke Launch – Fokus Online
Bewerbungsphase – 125 Duke Squad / Qualifying Events
KTM Squad Challenges und Scoring
Ergebnisse
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KTM125SQUAD
Inhalt
KTM Marke
Ausgangssituation – neues Segment / neue Zielgruppe
Vorgehensweise 125 Duke Launch – Fokus Online
Bewerbungsphase – 125 Duke Squad / Qualifying Events
KTM Squad Challenges und Scoring
Ergebnisse
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Ausgangssituation
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Ausgangssituation
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Ausgangssituation
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KTM125SQUAD
Inhalt
KTM Marke
Ausgangssituation – neues Segment / neue Zielgruppe
Vorgehensweise 125 Duke Launch – Fokus Online
Bewerbungsphase – 125 Duke Squad / Qualifying Events
KTM Squad Challenges und Scoring
Ergebnisse
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Vorgehensweise
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Vorgehensweise
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Vorgehensweise
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Vorgehensweise
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Vorgehensweise
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Inhalt
KTM Marke
Ausgangssituation – neues Segment / neue Zielgruppe
Vorgehensweise 125 Duke Launch – Fokus Online
Bewerbungsphase – 125 Duke Squad / Qualifying Events
KTM Squad Challenges und Scoring
Ergebnisse
Page 20
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Bewerbungsphase – Kommunikation
Facebook.com/ktm125
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Bewerbungsphase
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Bewerbungsphase
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Bewerbungsphase – Auswahl Kriterien
Phase 1: Bewerbung
Phase 2: Qualifikation
• Social Network
• Petrol Head (Opionion Leader)
• Kreativität / Kommunikation
• Motivation
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• Befragung
• Fahrkönnen
• Video
• Technik
• Fanpage
• Kommunikation
KTM125SQUAD
KTM125 Squad Trailer
https://www.facebook.com/video/video.php?
v=124799617602397
KTM125SQUAD
Qualifying Events - Organisation
KTM Headquarters
KTM Germany
KTM Italy
KTM France
KTM Spain
KTM Ambassador
KTM Ambassador
KTM Ambassador
KTM Ambassador
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Squad Qualifying events
Barcelona: 8th/9th of March
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Squad Qualifying events
Milano: 14th/15th of March
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Squad Qualifying events
Paris: 21st/22nd of March
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Squad Qualifying events
Hamburg: 5th/6th of April
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Squad Qualifying events
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KTM Squad 2011 - Auswahl
KTM125SQUAD
Inhalt
KTM Marke
Ausgangssituation – neues Segment / neue Zielgruppe
Vorgehensweise 125 Duke Launch – Fokus Online
Bewerbungsphase – 125 Duke Squad / Qualifying Events
KTM Squad Challenges und Scoring
Ergebnisse
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KTM Squad “Challenges” - Zielsetzung
PRODUCT
• Actionvideos
• Actionphotos
• Individualisierung
Features & Benefits
• Feedback über das Fahrzeug,
Fahrverhalten, Zubehör,…
• Individualisierungs - Kampagne
PROMOTION
• Gartenzwerg-Rennen
• Stickermania
• Orange Flashmob
• Facebook-Fanpage
Aufmerksamkeit
• Ausdehnung Social Media
Präsenz (Facebook, Youtube,
MySpace)
• Zielsetzung:
100.000 Fanpage Fans
• Verbreitung –
KTM and 125 Duke
DISTRIBUTION
• Fahrzeug-Übergabe
• Dealer Rally
• Powerparts
Up- und X-Selling
• Händlerbekanntheit
• Kommunikation PowerWear
und PowerParts
KTM125SQUAD
KTM Squad “Challenges” - Ankündigung
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Beispiele Squad Challenges
KTM125 Squad - Challenge - "Unboxing“ (Product)
A new week, a new challenge! This was the briefing for our Squad members:
"Gather some friends, family and come to get your bike at your dealer! Take a
picture of you guys with the bike and put it up onto your Facebook album by 5th
June! The community will vote whose picture is the best!“
Support your favourite member and get the chance to win special prizes!
KTM125SQUAD
Beispiele Squad Challenges
KTM125 Squad - Challenge: “KTM-Dwarf-Race!“ (Promotion)
“The little friend of yours wants to take a tour! Take him with you and take
creative/unusual/cool photos with him and post them on Facebook! The
community will decide who of you guys took the best picture!”
Support your favorite member and get the chance to win special prizes!
KTM125SQUAD
Beispiele Squad Challenges
KTM125 Squad - Challenge: “Pimp your Bike“ (Product)
The next challenge is launched and this is what our Squad has to do:
“You guys now have 5 days in which to pimp your bike! Ride to the dealer where you got the bike and get the € 200
PowerParts voucher that is waiting for you there! As soon as you’re finished with shopping, start individualizing! Shoot a
video or create a photo diary of the pimping-process. Additionally, write a report about the work, what you’ve pimped and
how you like the result! You get points for the documentation and next week the community will vote whose bike is the
coolest and most beautiful!”
This challenge runs until 12th June, after which the community will vote for the best video! Use the voting app to support
your favorite member and get the chance to win special prizes!
KTM125SQUAD
Beispiele Squad Challenges
KTM125 Squad – Challenge: “Duke Graffity“ (Kommunikation)
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Beispiele Squad Challenges
KTM125 Squad –Challenge: “Liebe auf den 1. Blick“ (Kommunikation)
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Beispiele Squad Challenges
KTM125 Squad –Challenge: “Liebe auf den 1. Blick“ (Kommunikation)
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Beispiele Squad Challenges
KTM125 Squad –Challenge: “Liebe auf den 1. Blick“ (Kommunikation)
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Challenge-Scoring-Methode
Scoring basierend auf quantitativen Kriterien (KTM Jury)
1. place: 20 pts
2. place: 15 pts
3. place: 10 pts
4. place: 5 pts
5. place: 2,5 pts
Scoring basierend auf qualitativen Kriterien (Facebook Community)
1. place: 25 pts
2. place: 20 pts
3. place: 15 pts
4. place: 10 pts
5. place: 5 pts
Kombinaton 1 and 2
Darstellung von
Zwischenergebnissen
auf Facebook
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Challenge-Voting App in Facebook
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Squad Ranking in Facebook
KTM125SQUAD
Inhalt
KTM Marke
Ausgangssituation – neues Segment / neue Zielgruppe
Vorgehensweise 125 Duke Launch – Fokus Online
Bewerbungsphase – 125 Duke Squad / Qualifying Events
KTM Squad Challenges und Scoring
Ergebnisse
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Ergebnisse
Markenbekanntheit
• >60.000 Fans
• Videos ~ 20.000 Views
• über 1.000 Fotos
KTM125SQUAD
Ergebnisse
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Ergebnisse