Author: Jennifer Wilson at the Adknowledge event on social media The world, technology and consumers are all changing. Sometimes, the impetus driving the change is not always apparent. Definitely the changes in technology are giving us new ways of talking to audiences and getting their attention, if we can determine how and when to use them. This brief presentation will look at some of the more cutting edge development in technology, applications and the linking of these with brands (products and concepts) to see what they might mean and how they might be utilised as part of the process of getting engagement, interest and a bit of ‘wow’ buzz.

1. Innovation
New technology
New audiences
New engagement
(does the same old shit still work?)

2. What’s changing?
All of the world's trade conducted in 1949 now happens in a
single day today
All the foreign exchange deals done in 1979 now happen in a
single day
As do all the telephone calls made around the world in 1984
And we estimate that all of the internet traffic in the world in
2002 now happens in a single day
(and YouTube is another matter…. scary!)

3. Things change
Over time
Over a single day
Source: Nielsen Internet and Technology Report

4. Drivers of change

5. Brands need help to be cool

6. Where can you afford not to be?
Increase interest More measurable
Increase revenue More scalable
Increase attention More repeatable
Multi-platform
Each action
influences
each
environment
Consistent Crossing
Experience boundaries
online mobile games social virtual

7. Augmented Reality
http://www.nightatthemuseumcomestolife.com.au/

8. Adds a mobile (plotting) layer

9. And becomes game play
http://www.youtube.com/watch?v=BUOHfVXkUaI

11. The things that get people talking
Brief:
New range of eco & organic products to be launched
However retailer (ICA) seen as old school
Requirement:
Strong consumer engagement to recall the new products
and reposition the retailer
Outcome:
‘The Eco Dance’: an eco-symbiosis between you and Marius

12. Users as content (not generated)
http://www.theecodance.com/

13. Users making (and mashing) content
http://hockeynightmashup.cbc.ca/mashuptool

14. Start them talking (and keep talking)
http://www.mycybertwin.com/chat/cloe
http://www.mycybertwin.com/chat/perfectboyfriend

15. Innovation
It isn’t about what you’re selling
It’s about getting them to buy the
message
jennifer@theprojectfactory.com guy@theprojectfactory.com
+61 414 59 58 57 +61 409 901 607
@JenWilsonSydney @GGadney