Page 41 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS BRONZE

Accenture,
CCM Hockey brought to market with its new RBZ

Mobile Accenture
product for Xbox. The RBZ hockey stick which integrates
Accenture (Global)
the innovative Speedblade technology in the head of the

Accenture.com is the
stick, enabling hockey players to accelerate considerably

dynamic online presence for
the speed of their shot needed to be introduced to
Accenture, a $27.9 billion
the Canadian market. To that end the media strategy

global management consulting,
needed to reach a highly solicited target effectively while
technology services and
educating consumers about the unique attributes of the

outsourcing company. To serve
product. The key insight that drove the media platform
the growing number of visitors
choice was the result of a study by Xbox which indicated

accessing the site from a mobile
that more than 50% of Xbox NHL 2012 players who play
hockey-related games also play hockey in real life.
device, Accenture had long
provided a mobile-optimized version of accenture.com.
The strategy execution was activated in three phases,
However, while visitors to the desktop version of our site
could scan more than 50,000 pages to learn about our creating a Branded Destination Experience within the

services, research insights and our success with clients, ‘Hockey Central’ section of Xbox live containing detail
those visiting through a phone could scan little more around the new Speedblade technology, the second

than a simple list of services in a mobile-optimized consisted of ilming the winner’s experience at the Pro
format.
Hockey Summit to create exclusive content for the

Hockey Central section. Finally, the third phase was
Studying their target’s use of mobile technology directly tied to the simultaneous launches of the RBZ

Accenture found that fully half of their time online is hockey stick and the NHL 2013 game, the most popular
hockey game played on console. CCM Reebok gave all
spent through either a tablet or a smartphone. Further,
they found more than three-quarters of our target
players the chance to obtain for free a virtual CCM-RBZ

use a smartphone and that a growing percentage is hockey stick for their virtual avatar, a irst in Canada.
leveraging mobile-enabled content. Beyond offering

mobile-optimized pages, Accenture wanted to enable
our mobile presence to expand seamlessly with their General

website and needed an innovative approach enabling Mills,
them to publish updates to their mobile optimized site Hello

simultaneously, without creating a separate site in the Cereal
Lovers
process.
McCann
(Local)
Accenture has since seen heavy trafic to the site—nearly
40,000 visits and more than 60,000 page views in the Cereal is

most recent month for which we have complete metrics. a beloved
They have launched mobile-optimized versions of our American

website for internationally, in the United Kingdom, staple,
India, Philippines, Australia, Brazil, Japan, Germany, going back more than a century. What

Italy, Spain, Chile, Argentina, Mexico, Netherlands, could be more iconic than starting the day off with a
big bowl of cereal? Lately, even as in-home breakfast
China and France.
consumption has gone up, cereal consumption has gone
down. General Mills knew something had to be done

CCM
to reverse this pattern. Using a comprehensive social
Reebok,
media strategy, they sought to harness the nostalgic
RBZ Hockey
power of cereal by starting a conversation and creating

Stick
a platform for sharing their engagement and love of
Carat
cereal. On Facebook General Mills garnered 312,861 fans

(Local)
and on YouTube, using just four videos, they received a
The launch
total of 151,406 views.

of a new
The success of the campaign provoked discussion from
hockey stick rarely makes
headlines unless a major technological breakthrough mainstream media, notably in a New York Times article
praising the campaign for being brand agnostic.
transforms the user’s experience. This is precisely what

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