16 December 2010

Hyper Island III: Hype vs. Results

NEW YORK – This morning’s post touched on the effect digital strategy can have on brand equity. What other results should we watch?

This afternoon we’ve been looking at a range of digital programs and their results: Uniqlo, Old Spice, Kill Zone 2, Fun Theory and others. The results were reported in a number of ways: alleged sales lift, messages generated, downloads made, brand awareness, number of Twitter followers or Facebook friends, or the size of a community one builds.

Two quick observations:

Ultimately, Sales is what matters. All of the measures listed above are important, but if they do not grow the business, none of them matter.

Results can’t be put in silos. I’ve posted frequently about how various media can’t be planned in silos – and the same holds true for results. As Daniele Fiandaca told us, “It’s the combination of all the results.”

An example of both points was Kill Zone 2 in the U.K. The launch drove some six-figure participation numbers, which generated a ton of P.R. in gaming magazines, which drove the sales. The number of online participants alone did not tell the entire story.

Remember: Follow #HIMC on Twitter to listen in on our Hyper Island Master Class.

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