Saatchi & Saatchi Promo, Case study NOG PONG by Saatchi & Saatchi Los Angeles


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Industry Advertising agencies, Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Michael Tabtabai
Art Director Jonathan Granewich
Copywriter Jd Beebe
Released September 2012

Credits & Description

Category: Best Use of Social Media
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Michael Tabtabai (Saatchi & Saatchi LA)
Art Director: Jonathan Granewich (Saatchi & Saatchi LA)
Copywriter: JD Beebe (Saatchi & Saatchi LA)
Dir. of Integrated Productions/Multimedia: Tanya LeSieur (Saatchi & Saatchi LA)
Executive Integrated Producer: David Evans (Saatchi & Saatchi LA)
Associate Integrated Producer: Andrew Slough (Saatchi & Saatchi LA)
Creative Technology Director: Christopher Kief (Saatchi & Saatchi LA)
Creative Technology Lead: Luke Grannis (Saatchi & Saatchi LA)
User Experience Designer: Shaelyn Clemments (Saatchi & Saatchi LA)
Project Manager: Bob Gannon (Saatchi & Saatchi LA)
Account Director: Sandra Fox (Saatchi & Saatchi LA)
Account Executive: Allison Fasano (Saatchi & Saatchi LA)
Exec. Communications Director: John Lisko (Saatchi & Saatchi LA)
Robot Development Partners: - (Deeplocal)
Robot Development Team: Nathan Martin (Deeplocal)
Robot Development Team: Patrick Miller (Deeplocal)
Robot Development Team: Eamae Mirkin (Deeplocal)
Robot Development Team: Heather Estes (Deeplocal)
Music: - (APM / South)
Media placement: NBC Los Angeles - Channel 4 News At 11:00 PM - 16 December 2010
Media placement: NBC Los Angeles - Today In LA - 17 December 2010
Media placement: GOOD Magazine - Http:// - 14 December 2010
Media placement: Creativity Online - Http:// - 14 December 2010
Media placement: Agency Spy - Http:// - 14 December 2010
Media placement: Cosby Sweaters Blog - Http:// - 14 December 2010
Media placement: - Http:// - 15 December 2010
Media placement: - Http:// - 15 December 2010
Media placement: The Chicago Egotist Blog - Http:// - 15 December 2010
Media placement: Tomorrow Awards Blog - Http:// - 15 December 2010

Summary of the Campaign
During the holidays, agencies like to say thanks, give back and show off their creative chops. Saatchi LA is no stranger to this dance. Tasked with creating a fun, interactive experience that turned the screws on everything social while helping to raise money for three charities, the Saatchi team looked inward. "What don’t we like about the holidays?" we prodded. "Preachiness!" came one yell, "Boring, one-sided digital experiences!" came another. "What do we like?" the questions rallied- "Family!" "Friends!", "Games!", "Helping!", "Parties!". "Booze!" exclaimed an excited sprite. "Specify!" the crowd roared. "Egg Nog!" the voice elaborated. And it became clear; we were to create an online game of Beer Pong- nay- Nog Pong, that anyone in the world could play in real time with family and friends to help raise money. Teaming up with Deeplocal, Saatchi built the NogBot; a robotic Ping-Pong ball launcher that could be controlled over the web. With bot built, we opened the doors to What resulted was the 4-day holiday party of the decade that raised money for charity and entertained people across the globe and in the Saatchi LA office.

The Situation
Saatchi LA has been creating philanthropic holiday cards for years, but none were ever designed to utilize the connective nature of social media. With advances in streaming video, Facebook and Twitter API and interactive robotics, Saatchi LA decided it was time to leverage technology to bring awareness to our select charities and our agency thinking.

The Goal
The goal of Nog Pong was to create a wholly interactive experience that used both social media and technology to make something that is historically mundane - fund-raising into something enjoyable and exciting. In considering our target, we were bluntly honest with ourselves; the truth is people like cutting loose, having a drink and partying with friends. So we created a holiday party that anyone could be a part of.

The Strategy
In order to make Nog Pong a success, we had to do the following:
1. Present a live, engaging experience
2. Make participation simple and intuitive 3. Facilitate its spread via social media. To do this our team explored multiple avenues for live streaming, both internally served or through consumer services like We teamed with engineers at Deeplocal to create a robot that could process and act on directions given by online players so that there was actual interactivity. We boiled down the site design and controls so that when a users turn finally came – the wait reached 18 hours to shoot at its peak – they could instantly understand the game. Finally, we used Facebook connect to queue players and made our Facebook like button a prominent feature of the site, encouraging people to share with friends.

Nog Pong was designed to be a 4-day (12/13-12/17) live event, operating between 11am-7pm PST during prime holiday party season. The campaign was hosted at with Saatchi social profiles on Twitter and Facebook listening and responding to chatter. Players entered the queue using Facebook Connect and had :45 seconds to control the bot and sink as many shots as they can. For each shot that went in, everyone drank and more money went to charity. All the while our agency employees had fun and cheered each shooter on by name. The team manning the social helm quickly defined the voice of Nog Pong and created new vernacular and methods to interact, encouraging online players to send shout-outs and goofy requests of the Saatchi-side players.

Documented Results
Since the point of this 4-day campaign was to create an interactive experience that would grab attention, encourage sharing and helping raise donations, Nog Pong was a resounding success:
- received 80,000 video streams from 66 countries (including Djibouti), consuming over a terabyte of data
- The site received over 2,000 Facebook likes and garnered over 20,000,000 Twitter impressions
- It made front-page news on Mashable, Creativity-Online, GOOD, NOTCOT as well as 4,000 other websites. It even made the late night news in Southern California.
- Saatchi LA received mentions in over half the articles, helping promote the executional skills and creativity of the agency on a global level.
- Over 8,000 shots were fired and 2,000 cups were sunk. With Saatchi making a donation for every cup hit, raised significant money for three non-profit charities: The Amanda Foundation, Free Arts for Abused Children and New Directions.