Generic Research - Cross Platform Brands

 Starbucks (Frappuccino Happy Hour Campaign):

• They released and television advert and updated their website alongside their 10-day campaign.
• There was a use of common imagery across all platforms to link the variety of messaging styles and tactics they used for the campaign.
• They also created their own social media account for Starbucks Frappuccino that was separate from its regular Starbucks account. Both worked to promote the campaign without simply copying the content from the other account.
• The main reason for their success was a consistency across multiple platforms and channels, using consistent visuals, custom content, and unique delivery mechanism to the audience.

Heineken (Departure Roulette Campaign):

• Campaign focused on an interactive video that allowed the audience to get involved with the campaign. This was linked to a web series called "Dropped" which furthered their campaign idea.
• They marketed this video on their website, YouTube channel and social media platforms such as Instagram and Twitter. The brands logo was clearly identifiable alongside the video content.
• However the video focused on visual engagement not the brand of the beer company. This meant the campaign felt more about the audience and less about selling them a product, but the audience still connected to the message the brand was trying to put across.

Land Rover (Bred For Adventure Campaign):

• They created a consistent brand experience for their audience across a multitude of platforms, mainly using masthead adverts on sites such as YouTube. They also used traditional television adverts.
• Campaign also involved influencers as a form of endorsement, who created visual content for Land Rover's website. These influencers visited landmarks on multi-day trips in the cars and the company took photos of these areas and put them on their website and in adverts, which provided a way for the audience to connect with the car and the influencer promoting the product.

Overall cross-platforms brandings success comes from interactive elements, diverse content distribution and most importantly consistency.