Dell Technologies - Listen & Respond

STRATEGY

95%

VISUAL/DESIGN

80%

RESEARCH

95%

MOTION

70%

The FIFA Men’s World Cup. The most important sports event of the year. And this year, the event was held in Brazil. A place that’s crazy for soccer and social media. So since Dell wasn’t an official sponsor we approached Dell with a Listen and Respond campaign. We launched a series of conversation starters during and before game days to engage high potential users who were cheering for Brazil on Twitter. Our team would then reply celebrating their emotions, amplified their passion, and reacted to their feelings with handcrafted images, copy and even lyrics, all created and posted in real time.

I was the lead Sr. Digital Art Director for all creative and templated structures for the project, at the end of the day we created over 220 icons that could be instantly inserted to multiple templates for any conversation. During those three weeks we impacted 580,000 users with a 98% Positive Engagement for the brand.

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Being that the FIFA Men’s World Cup was being held in Brazil, a place that’s crazy for soccer and social media – we were able to enable the Dell brand to tap into this global experience and connect with Brazilian consumers without becoming an official sponsor.

Strategy on engagement

Based on our strategy to attract and engage these wonderful soccer fans we understood the larger engagement of local Brazilian fans and their adoption of Twitter as a source of following the live games with this listen & respond project, which allowed our team to be part of the high potential of users who were cheering for brazil on twitter.

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Engaging in the potential

Our war room followed twitter fan responses plus all activity pre and post-game for continuous action to capture and celebrate their emotions, amplify their passion and react to their feelings.

These were all areas that our team was able to practice and rehearse months ahead of time, to be able to one follow the right targeted fans, plan a handcrafted discussion and be able to deliver a custom specialized custom image, copy and even lyrics of retweet to a lucky fan in real time!! and see how they would interact once more, just continuously growing the activation and participation levels. This all happened in a matter of minutes, so practice made perfect.

Delivering on campaign evolution variables

As the buzz of Dell’s interaction grew amongst followers and soccer fans alike, the teams efforts in both visual and creative content engagement continued to evolve and reengineer new content and provided extra fuel to deliver on our audiences fandom.

So at this point our team was ready for the big show aka “The big launch” or basically the live FIFA Men’s World Cup matches, but before all that was set in stone all the development and content creation were variables that the larger digital creative and research staff/teams had to spend and dedicate our time in developing and putting to test.

We knew that once we had determined a visual direction, that this would allow us to ultimately mass produce in a short time frame in order to keep our audience engaged and excited to experience the fandom.

 

Some examples of visuals that my team tested.

"

Focus on the elements and how they can evolve"

With this our cross functional partnerships with the dell brand ambassadors and detailing this new isometric design style had to serve as a streamlined base for exploration and allow our team to seek the evolution in the library of assets to evolve as the real Soccer tournament evolved. Focusing on the elements and how the brand specific guidelines could evolve, and grow were key to our success.

Keeping with our global guidelines: line width, texture, color pallet, color combination and aesthetic movement, we captured the variances that would allow for a controlled base on controlled themed components or i.e. the housing for the visual space.

As this was being developed our partners in communication worked the direction for a multi asset library: all things sports – music – food – trend – pop-culture, as a jump start to our focus and preparation to real time content creation, these were items that we could easy pick up and start creating on top of.

As shown above from a condensed icon library of 175 icons capturing
monuments, music, celebration, soccer, fandom among various areas.

Participating in real time conversations

As the events commenced during its two-week tournament coverage, our team dove into over 500 real time conversations with global twitter users engaged in live game action as well as Pre and post-game FIFA Men’s World Cup coverage.

Supporting & engaging fandom

With each engagement we contributed to an alternate and real time experience that supported and encouraged a fans passion and support to a game played on a global stage.

Along the way our icon library grew to over 700 atomic elements, that our team was able to customize for each tweet. Here are a few samples of some of the amazing creative that came out of this great social media opportunity.

Adding motion & delight

With each engagement we contributed to an alternate and real time experience that supported and encouraged a fans passion and support to a game played on a global stage. As the FIFA Men’s World Cup tournament concluded, our team continued to surprise some of the most extreme fans that would continue to retweet @Dell with custom animated video clips to enhance their experience.

Play Video

@ gabrieuv

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@ danizinbonfim

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@ BizzleVadio

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@ MatheusBSS

The Listen & Respond mechanics


Applying a transparent focus on the Dell brand to tap into the global FIFA Men’s World Cup experience and connect with Brazilian consumers.

—

1

Listen everywhere

  • Look for fans that are spreading cheer and support for the game of soccer. If their message is honest and clear, we know that we have an opportunity to interact and engage with these fans.

2

Engage & roll with it

  • Depending on the formate or structure of the interaction with the fan, our team understood that it was important to target that persons interest and passion. So we structured the retweet by developing that same conversation internally with our team to start concepting a reply for that lucky fan. 

3

Take action retweet

  • The greater the spirit and passion shared the better the customized experience, from “signing out of your balcony” to “eating a bowl of spaghetti”  there was never a dull moment for our team. All around it was a great example that team work and planning pay off.

Things we expanded on:

“_ Challenge

How to you amplifying reach for the Dell global brand to have a voice to share personality, mission, values, and awareness with all soccer fans without becoming an official sponsor of the FIFA Men’s World Cup and putting them in front of all the happening before and after tournament events.

   Personas covered:

• Social media - customers, employees, and general soccer audiences.

“_ Outcomes

98

Positive Engagement for the brand.

During those two weeks our team impacted and surprised over 580,000 twitter users.

Thank You!

Imagination is everything.
It empowers our teams imagination and creativity.

Special loud clap to the team of Content strategist, copy writers, designers, the activation crew over at VML, and of course the hundreds of fans that cheered us on and made this project such a blast.

Amazing team work throughout the length of campaign

Great content strategy and writing discipline

Killer designs for amazing fans