32 CHAPTER 1 INTEGRATED COMMUNICATIONSbuild on the natural spread of news that was expected to
occur once the events started happening, the team put in
place a range of dedicated resources to ensure speed and
flexibility in how they managed the campaign unfolding:
z Round the clock, a social media team fuelled and
responded to conversations, some of which were initi-
ated by local residents as soon as the afternoon of the
first day of shooting.
z A PR team, located on site, were able to facilitate live event
reporting opportunities for the embedded journalists,
including interviews with the celebrities. The instant
news flows that resulted helped maximise the ‘live’
impact of the campaign.z A video/TV editing team, located on site and in
London, were able quickly to deliver content ready for
distribution while other filming activity was still taking
place. All approvers were on call to allow rapid turnround
and sign-off, with TV stations lined up for last minute
play-out.Phasing plan and content distribution
strategy
The phasing plan involved three discrete stages,
tease → reveal → extend , and was guided by two principles:
(1) surprise – reflecting the nature of the core idea; (2) the
tactics used by major motion pictures (preview with trailers →Source : BBDO.Source : BBDO.M01_PELS3221_05_SE_C01.indd 32M01_PELS3221_05_SE_C01.indd 32 5/28/13 11:09 AM5/28/13 11:09 AM