Emerging Media & It's Impact on Marketing

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

EmergingMedia&It’sImpactonMarketing

Digitalisnotabouttechnology.It’saboutHumanBehaviorandtechnologies’seamlessintegrationintoourdailylife.

Today,allbrandssufferfromGMOOT

‘Get Me One Of Those’

…a phenomenon that helps explain why there are so many

lousy viral videos and new-media initiatives out there.

They're not the end result of a real strategy, but are done for the

sake of doing something because . . . well, because

everyone else is.

WhatIsEmergingMedia?

EmergingMedia–RulesoftheRoad Authenticity

– Grassrootsstartcreatedvaluefor“real”– Peoplewanttohearavoice– Communicationisconversational,notcanned– Whatyouareforlunchdoesmatter

Transparency– Don’tthink“clingwrap”– Communitymemberswanttoknowwhoistalking– Openlycommunicate&solveproblems– Youdon’thavetoshoweverything

EmergingMedia–RulesoftheRoad Reciprocity

– Tradingcomments– Followingback– Forwardinginformationonbysharing

UserGeneratedContent– Hasgreatervaluethancorporate– Hasauthenticity&transparencybuiltin– Hasalteredexpectationsfortheonlineeconomy

EmergingMedia–RulesoftheRoad GivingCredit

– Alwayscreditother’scontent– Linktoothersitesinblogposts– Createacorporateblogrolltoacknowledgeregularcontentcreators

Listening– Taketimetofollowandobserve– Evaluatecommunicationoveraperiodoftime– Usetoolsforlistening&monitoring

WhatWeAreUsedTo

WhatWeShouldBeDoing

WhyItMatters

Mobilityandnewplatforms

Localization

ContentisfragmentedEverythingissocial

Newbusinessmodels

FiveThingsDrivingDigitalMedia

“Marketingshouldn’tbeaboutsendingeverybodytoapoint…itshouldbeaboutpeopleandtheinteractionsbetweenpeople.”

ALessonInEvolution

NetworkstoCreate&Share

EvolutionofConsumers

Consumerbeforeemergingmedia

Andnow…

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled34

ConsumersUsedtoWatch

NowTheyCreate

NowTheyControl

TheyDefineBrands

TheyHaveInstantInformation

EvolutionofMedia

TheyMadeIt–YouConsumedIt

Nowweallhaveon‐demandaccesstoeverything.

AndThenThere’s….UserGeneratedContent

EvolutionofBrands

Not anymore

Createutilities

EvolutionofCreativity

Brandsarelookingfornewsourcesofcreativecontent

“People will not interface with flat digital spaces as they are

designed today … fluid, touch and three dimensional design will be embedded into people’s lives

everywhere.”

TheAppMarket

300,000+apps 30,000+apps

AsSmartPhones,Android,iPhoneandWindowsPhonescontinuetogrowinthemarket,thenumberofavailableappswillcontinuetoincreaseforallouron‐the‐goneeds

GamingConsoles

52.1million 85.3million48.1million

Sohowisemergingmediabeingusedtoday?

Proximity Marketing

LBS‐Gowalla 450,000users(“passportholders”)

“Keepupwithyourfriends,sharetheplacesyougo,anddiscovertheextraordinaryintheworldaroundyou.”

Marketingopportunities:

CuratedTrips

BrandedPins&Items

CaseStudy:TOMSShoes/AT&T

Celebrate1‐millionthshoeforneedy

Prizesforcheckins,virtualshoes

Notablebrands:Chevrolet,NBA,CNN,USAToday,Levi’s,NationalGeographic

LBS‐SCVNGR User-base stats not public yet

“Go places. Do challenges. Earn points!”

Marketing opportunities:

Custom Challenges, Treks, Badges

Rewards for completing Challenges

Case Study: Eat Pray Love

Custom trek with challenges

Eat Pray Love badges

Notable brands: New England Patriots, Journeys, National Geographic, Resident Evil, Tesla, Harvard University, MetLife

LBS‐Color Colorisanewsmartphoneapplicationthatallowsyoutobevirtuallyall‐seeing

CombinesauniqueeverythingispublictoeveryoneprivacypolicyusingTwitterandFacebookprofilesconnectedtoourphones

Colorfollowstheuserswherevertheygowiththeirphones,connectingthemtootherColorusersbasedonproximity(location)

Howdoesitwork–imagineyourselfataweddingwhereeveryoneistakingpicturesandvideowiththeirphonespostingthemtoColor

Allthepictureswillbeimmediatelysharedwithallthesurroundingphones–aswellasanyotherpicturessharedwiththeapp

LBS‐Whrrl 300,000users “Checkin,UnlockSocieties,UnleashyourFootstream”

MarektingOpportunities– CustomSocieties– SocietyRewards

NotableBrands– RedBull– CaesarsPalace– CirquedeSoleil– JiveRecords

LBS–LooptStar 4MillionUsersacrossallLooptPlatforms

MarketingOpportunities– Customreal‐worldrewards– Coupons,e‐mailcodes,displayed

codesforcashiers CaseStudy–VirginAmerica

– 2‐for‐1tacosandticketstoMexico

– 5thhighestsalesdayinVirginAmericahistory

NotableBrands– Gap– BurgerKing

LBS‐BrightKite 5.5MillionUsers Thesimplewaytokeepupwithfriends

&places MarketingOpportunities

– Highlytargetedmediaplacement– Loyaltyprograms

CaseStudy–Starbucks– Location&CompetitorTargeting– Badges,CouponsandHappy

Hours NotableBrands

– McDonald’s– DentyneGum– BestBuy– P&G– CBSTelevision

StarbucksandBrightKite

48 full-time moderators

AugmentedReality

WhatisAdverGaming?

Thepracticeofusingcustombrandedorsponsoredvideogamestoadvertiseaproduct,

service,organizationorviewpoint.

Mostvisitedaspectofbrandwebsitesandbecomingan

integratedpartofbrandmediaplanninginanincreasinglyfractured

mediaenvironment.

Associatingabrandwiththefunofgamingisknowntoliftbrand

metricssuchasbrandawareness,messageassociationandpurchase

intent

Consumersaremorelikelytoremembernotjustthebrandorproductitself,buttoassociatespecificbrandattributeswithit

Viraladvergames

GettheGlasswasacampaignfor“GotMilk”thatgeneratedover4millionvisitorsspendingandaverageof9minutes/visit.

Viraladvergames

TeamGeistwasanAdidascampaignthathadover500,000visitsinthefirstthreeweeksonthecampaign

Viraladvergames

Socialadvergames

JeTueUnAmiwasacampaigntohireassassinstokillyourFacebookfriends.

Socialadvergames 221Bwasbuiltaroundthelaunchofthe“SherlockHolmes”movietojoinyourFacebookfriendshelpSherlockHolmessolvehiscase.

Q&A‐Aardvark

Q&A‐Quora

QRCodes 2DBarcodesoneverything HowIsItUsed?

– DistributeURLs,TextandPhoneNumbers

– NewHyperlinks– Coupons

BrandedEntertainment

IKEA‐EasytoAssemble

OnlinewebseriescreatedbyIlleanaDouglasandfinancedbyIKEA

Scored1.5millionviewspermonthinitssecondseason Brandfinancedprojectsarefindingmajorviewershiponline

BeganasbrandedwebseriesfinancedbySuaveShampoo,SprintandMSN

Aftergettingbigviewership,theserieswasboughtbyABCforaTVversion.

Forthefirsttime,abrandbecamealicensorofintellectualpropertytoabroadcaster.ABCpaidthebrandstousetheirbrandedcontent.

Emerging Media & It's Impact on Marketing

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