This is the 13th lecture of my Interactive Global & Regional Marketing course. The lecture covers emerging medias like location and proximity based marketing, augmented reality, advergaming and branded entertainment.
2. Digital is not about technology.
It’s about Human Behavior and
technologies’ seamless
integration into our daily life.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
12. Today, all brands
suffer from GMOOT
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
13. ‘Get Me One Of Those’
…a phenomenon that helps
explain why there are so many
lousy viral videos and new-media
initiatives out there.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
14. 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.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
16. Emerging Media – Rules of the Road
Authenticity
– Grassroots start created value for “real”
– People want to hear a voice
– Communication is conversational, not canned
– What you are for lunch does matter
Transparency
– Don’t think “cling wrap”
– Community members want to know who is talking
– Openly communicate & solve problems
– You don’t have to show everything
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
17. Emerging Media – Rules of the Road
Reciprocity
– Trading comments
– Following back
– Forwarding information on by sharing
User Generated Content
– Has greater value than corporate
– Has authenticity & transparency built in
– Has altered expectations for the online economy
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
18. Emerging Media – Rules of the Road
Giving Credit
– Always credit other’s content
– Link to other sites in blog posts
– Create a corporate blog roll to acknowledge regular
content creators
Listening
– Take time to follow and observe
– Evaluate communication over a period of time
– Use tools for listening & monitoring
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
25. Five Things Driving Digital Media
Mobility and new
platforms
New business
models Localization
Content is
Everything is social fragmented
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
26. “Marketing shouldn’t be about
sending everybody to a point … it
should be about people and the
interactions between people.”
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
60. “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.”
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
62. The App Market
300,000+ apps 30,000+ apps
As SmartPhones, Android, iPhone and Windows Phones continue to
grow in the market, the number of available apps will continue to
increase for all our on‐the‐go needs
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
67. LBS ‐ Gowalla
450,000 users (“passport holders”)
“Keep up with your friends, share
the places you go, and discover the
extraordinary in the world around
you.”
Marketing opportunities:
Curated Trips
Branded Pins & Items
Case Study: TOMS Shoes / AT&T
Celebrate 1‐millionth shoe for
needy
Prizes for checkins, virtual
shoes
Notable brands: Chevrolet, NBA,
CNN, USA Today, Levi’s, National
Geographic
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
68. 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
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
69. LBS ‐ Color
Color is a new smartphone application
that allows you to be virtually all‐seeing
Combines a unique everything is public
to everyone privacy policy using Twitter
and Facebook profiles connected to our
phones
Color follows the users wherever they
go with their phones, connecting them
to other Color users based on proximity
(location)
How does it work – imagine yourself at
a wedding where everyone is taking
pictures and video with their phones
posting them to Color
All the pictures will be immediately
shared with all the surrounding phones
– as well as any other pictures shared
with the app
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
71. LBS – Loopt Star
4 Million Users across all Loopt
Platforms
Marketing Opportunities
– Custom real‐world rewards
– Coupons, e‐mail codes, displayed
codes for cashiers
Case Study – Virgin America
– 2‐for‐1 tacos and tickets to
Mexico
– 5th highest sales day in Virgin
America history
Notable Brands
– Gap
– Burger King
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
72. LBS ‐ BrightKite
5.5 Million Users
The simple way to keep up with friends
& places
Marketing Opportunities
– Highly targeted media placement
– Loyalty programs
Case Study – Starbucks
– Location & Competitor Targeting
– Badges, Coupons and Happy
Hours
Notable Brands
– McDonald’s
– Dentyne Gum
– Best Buy
– P&G
– CBS Television
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
80. What is
AdverGaming?
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
81. The practice of using custom
branded or sponsored video
games to advertise a product,
service, organization or
viewpoint.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
82. Most visited aspect of brand
websites and becoming an
integrated part of brand media
planning in an increasingly fractured
media environment.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
83. Associating a brand with the fun of
gaming is known to lift brand
metrics such as brand awareness,
message association and purchase
intent
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
84. Consumers are more likely to
remember not just the brand or
product itself, but to associate
specific brand attributes with it
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
85. Viral advergames
Get the Glass was a campaign for
“Got Milk” that generated over 4
million visitors spending and
average of 9 minutes/visit.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
87. Viral advergames
TeamGeist was an Adidas
campaign that had over 500,000
visits in the first three weeks on
the campaign
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
90. Social advergames 221B was built around the
launch of the “Sherlock
Holmes” movie to join your
Facebook friends help
Sherlock Holmes solve his
case.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
95. Branded
Entertainment
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96. IKEA ‐ Easy to Assemble
Online web series created by Illeana Douglas and financed by
IKEA
Scored 1.5 million views per month in its second season
Brand financed projects are finding major viewership online
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled
97. Began as branded web series
financed by Suave Shampoo,
Sprint and MSN
After getting big viewership,
the series was bought by ABC
for a TV version.
For the first time, a brand
became a licensor of
intellectual property to a
broadcaster. ABC paid the
brands to use their branded
content.
http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled