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+ NEWS | > top |
- 06/25/2003: New Noise Media site is launched
- 03/12/2003: Noise launches Konami Winning Eleven 6 flash official site
- 02/03/2003: Noise launches Toyota Rally Race for Toyota Motor Sales Inc.
+ NEW PROJECTS | > top |
+ COMPANY | > top |
Overview
Noise Media is an interactive agency specializing in cross-platform entertainment marketing solutions.
As a leading developer of rich media enhanced e-business applications and convergence marketing solutions, Noise Media provides a full range of marketing strategies, animation and original branded content for businesses worldwide.
Noise Media interactive
The interactive division of the company provides the following services:
- Web site design, development, deployment & interactive presentations (CD Rom / DVD)
- Strategic Marketing Consulting / Youth Marketing Research
- Media Buying
- Interactive sweepstakes / contests
- Media Strategy
- Youth Marketing
- Interactive Game design, development, deployment
- Rich Media Interstitials / Eye Blasters / Rich Media email deployment
- Video content production and streaming
Noise Media animation
The animation division of the company provides the following services:
- 2D digital animation production (broadcast, broadband, wireless): web shows, animated series, music videos, e-cards, commercials
- Post production audio (editing, sweetening, SFX library)
- Original music composition
- Vocal talent recording
- Story boards and character design
Interactive Youth Marketing
Corporate brands are recognizing the importance of youth culture in the marketplace; however, few have the ability, knowledge, and expertise to effectively communicate with this target group.
Through our extensive experience in producing interactive digital marketing products and strategies, Noise Media has this ability to bridge the cultural gap between corporate America and youth culture.
By completely immersing ourselves into the lives and activities of this group through design, fashion, action sports, music and entertainment, Noise Media is able to communicate a brand message from a relevant and non-threatening perspective.
Designing successful online brand strategies for clients such as Molson, Michelin, Def Jam/Universal, Moonshine Music, Toyota Motor Sales (USA), and Nike techlab, Noise has the experience to effectively serve the marketing needs of corporate clients through quantifiable metrics, while also supporting and contributing to the desires of the youth market.
Viral Entertainment Marketing
"Advertainment" Our in-house team of animators, designers and programmers produce online interactive entertainment applications (Games, Branded Animated Content, Interactive rich media banners w/ internal games, quizzes, Serialized Comic Strip Banners, etc) that deliver marketing messages through engagement. These application strategies supply the advertising message via entertainment-based properties that will position and enhance the end users perception of the your brand.
- Content is key: Entertaining, independent of brand
- Build on "experience referral"
- Based on target's desire to be opinion-leaders
- Iterations:
- Water cooler conversation. "Did you see X on TV last night?"
- Emailing flash animated e-cards or animated "webisodes"
- Product referrals" "Where did you get that?"
- Branding by association - co-branding initiatives focused around leveraging media partners with brand equity in the youth market.
- Products that have value to an audience are 'pass-on' worthy. What it boils down to is; how close of a relationship you have with your consumers or users, and whether they're willing to put their name on the line by recommending a service or product.
Branded Games
- Effective viral nature of co-branded games is based upon ease of use and strong game play.
- Branded games provide interactive experiences that will engage, entertain and build brand awareness.
- Potential use on multiple of platforms:
- Online, CD-ROMs and mini CD-business cards, DVD.
- Provide a memorable way for consumers to interact with your brand and build emotional relationships via online contests and e-coupon reward structures.
- Multiplayer game platforms provide an extremely engaging community based marketing application that is scalable over time.
+ PROJECTS | > top |
Website Development
Integrated Marketing
Viral Entertainment/Games
Animation Production
Interactive Presentations
- Evergreen CD-ROM
- Clever TV CD-ROM
- Online Innovations CD-ROM
+ CASE STUDIES | > top |
1. Eidos Interactive Viral Game promotion
Objective: Create and launch a fun and entertaining viral campaign that would drive online sales and build brand awareness during the holiday shopping season. In addition, Eidos wanted to soften the hard core image and gratuitous violence of the Hitman brand name in order to appeal to a post 9-11 American consciousness.
Strategy: Noise Media created a Christmas themed online Flash game that features the Hitman character "Agent 47" saving Santa Claus from the clutches of an evil rouge Elf.
Results: In the first week along the game recorded thousands of "game plays" with extremely high pass-along rates among those who visited the game. The game also increased traffic to the e-commerce section in the month of December over the previous year. No additional media assisted in driving traffic to the game URL other than a text link from the Eidos interactive US home site. The viral nature of the game proved so popular that the UK division requested it to be posted on their home site. Consequently, Eidos extended the game promotion 30 days past its intended expiry date.
2. Def Jam/Universal Graf Board:
Objective: Def Jam wanted to produce an interactive viral application that would create community, collect opt-in email addresses for future direct marketing initiatives, and provide a engaging and entertaining product that would appeal to their core audience of 12-28 year old hip hop fans.
Strategy: Noise Media designed, programmed and integrated the Def Jam Graf Board - an interactive "graffiti wall". Users are invited to pick a virtual avatar and selection of surfaces (such as a brick wall, side of a subway car etc.) to "tag" that are branded with Def Jam artists. Once their selections have been made they are able to use a Photoshop like spray-painting tool that allows them to select nozzle width and colour palette. Upon completing their graffiti tag, they are able to name and save their work into a SQL database that archives it into a searchable online gallery. This functionality will be used for future graffiti art contests and artist specific promotions. Users are also able to send their creations to friend via a dynamically generated URL that adds a compelling viral component to the application.
Results: Upon its initial launch the Def Jam servers were inundated with graffiti artists wanting to post their creations causing the UMusic IT department to add server capacity to meet demand. In its first month live over 30,000 users logged onto the Graf Board staying an average of 15 minutes per session. The Graf Board successfully created an entertaining destination for urban music fans and a viral marketing tool that increased site traffic and increased brand interaction.
3. Toyota Rally Race Youth Marketing Campaign:
Objective: Toyota approached Noise Media in order to create a compelling interactive campaign that could forge new brand awareness among a younger target audience - some of whom will not even have a driver's license for a few years. The goal was to reposition the Toyota brand and selected vehicles with an engaging and entertaining platform that would create and foster one to one client relationships. In addition, Toyota required a performance -based media strategy with a measured consumer data collection component in order to build a direct marketing database.
Strategy: Noise Media created the first annual Toyota Rally Race; an interactive, animated sweepstakes where the contestant becomes an active participant in the wildest road race since the "Cannonball Run"! Leveraging co-branding partners Microsoft Xbox, Universal Music, Def Jam Recordings, and Moonshine Music, Noise Media produced a campaign that taps into the youth culture of music and video games in order to 'connect' with this difficult to reach market segment.
Featuring the Toyota Matrix, Tacoma, MR2, and Celica, the Rally Race has 4 fearless drivers - Bonita "Bo Lo" Lopez, the hot Latina from New York, Myron Gilbert, the brainy computer geek from Chicago, "Gearshift" Granny Jones, the spunky biker from Sturgis, North Dakota, and Ken Chiang, the skate punk from Southern California - in a cross country 'battle royale' from New York to LA
Producing a truly integrated media strategy, Noise coordinated performance based acquisition media buys, rich media email, embedded branded music content, targeted distribution for a Toyota branded audio CD, acquisition tracking, and database analysis reporting that provided extremely targeted marketing data and accountable campaign ROI.
Results: Creating an innovative media strategy in conjunction with our partners, Shockwave.com and Xbox, Universal Music, and Moonshine Music, Noise Media produced rich media interstitials, and interactive banners that converted an amazing click-through rate - generating millions of page views that in turn doubled the projected acquisition rate. In addition to online media, Noise co-produced a Toyota branded audio CD that was distributed via the Heavy network of key influencers in the US that drove brand awareness and traffic the Rally Race mini-site on Toyota.com. Leveraging our Video Game and Music partners brand equity, the Rally Race campaign was able to engage the networked entertainment focused youth demographic and allow Toyota the opportunity to build meaningful relationships and shift their perception of the Toyota brand.
4. Toyota Tacoma Challenge/Mix campaign:
Objective: The Toyota Certified Used division of Toyota Motor Sales, USA, approached Noise Media to help them market specific Certified Used Vehicles (Celica and Tacoma) that had been lease returned to Toyota dealers in different markets around the US. Specifically, they wanted to target a younger target consumer who would be able to afford the lower priced vehicles as well as getting them interested in the Toyota brand for the first time. Noise was also instructed to coordinate the online effort with local radio and print promotions that would drive Toyota dealership traffic during monthly sales events.
Strategy: Noise Media approached the 6 month long marketing campaign in a truly integrated manner. Combining the networked power of the Web with offline promotional materials in order to tie in onsite promotional activities, Noise produced two integrated marketing concepts; an online game and contest called the Tacoma Challenge and Mix your own Celica, an interactive music marketing platform.
The Tacoma Challenge is an off-road racing game inspired by vintage style Nintendo games and electric slot-car tracks. Using simple game controls the user can choose the color and model, racing a total of 3 tracks against the clock and a computer-generated opponent. Points are awarded based on contestants lap time and can be used to 'purchase' TRD (Toyota Racing Division) components and improve the Tacoma's performance.
Noise Media also included Microsoft Xbox as a prize sponsor and media partner in order to leverage their highly visible youth brand and drive targeted traffic to the Tacoma Challenge micro site.
Combining interactive design and animation to create a viral marketing "Mix your own Celica" platform, Noise's team devised the tag line "want this?....start with this", a reference to the car tuner sub-culture that customizes their vehicles with performance parts. Users were invited to 'start' with a stock TCUV Celica and "mix" their own Celica with a DJ mixing board that acts as the customization tool in order to select various TRD (Toyota Racing Development) parts to add to their own tricked version of the Celica. Once they have mixed their Celica they were able to email it to their friends inviting them to create their own version.
In order to tie the online promotions with localized dealer events and auto shows, Noise adapted each application and produced 40,000 mini-CD ROM's to hand out rather than static printed brochures. The interactive CD's contained TCUV information regarding financing, 128 point inspection specs and dealer locations with direct links from CD-Rom to the Toyota.com website as well as the Tacoma Challenge game site. In addition, Noise designed T-shirts that were shrink-wrapped in the shape of a miniature Celica that featured a graffiti styled logo inspired by the urban feel of the campaign. They were handed out at local dealer/radio remotes as well as auto shows.
Results: Creating an innovative media strategy in conjunction with our partners, Shockwave.com and Xbox, Universal Music, and Moonshine Music, Noise Media produced rich media interstitials, and interactive banners that converted an amazing click-through rate - generating millions of page views that in turn doubled the projected acquisition rate. In addition to online media, Noise co-produced a Toyota branded audio CD that was distributed via the Heavy network of key influencers in the US that drove brand awareness and traffic the Rally Race mini-site on Toyota.com. Leveraging our Video Game and Music partners brand equity, the Rally Race campaign was able to engage the networked entertainment focused youth demographic and allow Toyota the opportunity to build meaningful relationships and shift their perception of the Toyota brand.
+ CLIENTS | > top |
Partial Client List:
- Toyota Motor Sales USA
- Molson Canada
- Konami of America
- Eidos Interactive
- Def Jam Recordings
- Michelin
- Nike
- Shockwave.com
- Moonshine Music
- Microsoft Xbox