Grape trends newsletter english version.

1. GRAPE
Digital Trends
Newsletter
#2

2. Dear colleagues and partners. We are happy to present the second digest
in which you will find a selection of interesting and surprising cases from
the world of internet marketing and technical innovations.
In the next issue all the subscribers will receive an application to the
digest which we shall overcome the framework of this dry narrative and
analyze the current condition of the market, reveal new tendencies and
trends, present an original viewpoint on process which take course in the
world of digital advertisement.
With respect and love.

3. с4 best practices
с10 online marketing
с20 web 2.0
с23 mobile marketing
с27 interactive media
с29 communications 3.0
с34 sensational marketing
с37 innovations in media
с41 digital life style
с47 innovations in web
с50 statistics and analytics

4. Best practices

5. Samsung Last Call
On the 7th July, 2009 100 people from across
Europe competed in 24 music phone dance
off. They danced listening tracks on Samsung
Beat DJ phone. The winner got €10000 to
take Swedish singer September out for
dinner and keep the change. Each participant
exchanged their phone to the promoted one
before the show started and if anyone’s
music was interrupted by a call or text, they
were out.
http://www.thelastcall.tv/gbr

6. Global Warming did take place?
Watermarks project. What is the best way of
attracting attention to the deglaciation and
to rising sea level. Many would-be articles
and disaster movies don’t create the desired
effect. In February 2009 an installation was
created in the center of Bristol. There flood
level marks were projected on to the sides
of buildings, showing how high water levels
could potentially rise should the glaciers of
the Arctic and Antarctic Oceans melt. When
you see that a usual spot will be flooded…
And the level of water is marked 28 meters
above you…This is really impressive…
http://watermarksproject.org/

7. Mega – woosh ,)
An example of efficient virus promotion – an
event which attracted a massive amount of
internet users was possible due to Microsoft
Office. MS Project and other programmes
screenshots were presented on a special
website which reflects the realization of the
project.
http://www.mach-es-machbar.de/english/index.php5
http://www.mach-es-machbar.de/english/das-
projekt-megawoosh.php5

8. Doritos Late Night
Doritos Chips and Blink 182 band created
an exclusive 3D show due to augmented
reality. A limited number of packs is a
marker/key to the beginning of the band’s
concert on the promo website. Placing the
pack in front of the website the user
initializes the beginning of the concert
recording. After the virtual show the
winners had a chance to win tickets to the
real concert of Blink 182.
http://www.doritoslatenight.com/

9. Virtual VISA
This is a solution of the Russian problem of
low popularity of credit cards. Using digital
allows one to open a virtual VISA card and
to use it for micro payments online, paying
for goods and services via Internet. It is
possible to acquire access to the world of
internet purchases in any place in Russia
where a QIWI terminal is available. Besides,
there are no reasons to be afraid that the
details of your credit card will be stolen –
use the virtual card to make Internet
payments and pay/ recharge it at payment
terminals.
http://visa.1pb.ru/

10. Online marketing

11. THE SPOT
“Easter egg” on Quicksilver brand website.
In the beginning it looks like a usual promo
featuring skaters. But in a couple of
seconds the characters overcome the
framework of the video player and turn the
website into a skate park. The method
repeats the Youtube destruction in the
demo in the Wario Land game from
Nintendo Wii.
http://skate.quiksilver.com/thespot/index.aspx
http://www.youtube.com/wariolandshakeit2008

12. BF GOODRICH: KDW challenge
An unusual way to demonstrate a
consumer’s experience in product usage
by BF Goodrich. In order to demonstrate
what g-Force tires T/A KDW ("KDW" for
Key feature: Dry and Wet traction) can
do, the company selected several people
who are in love with racing cars and
racing. They were offered to try
themselves in the role of race car
passengers…The level of emotions and
impressions which are rendered due to a
huge amount of web cameras impresses.
Having felt such empathy with the
characters of the promo the viewers
remain completely confident that these
tires can cope with any challenge on the
road.
http://www.kdwchallenge.com/#/home/3

13. Give up socialization! If you can…
Social Media Addicts Association
1. Admit you have a problem but don't tweet
about it.
2. Accept that you don't need upvotes to feel
validated.
3. Understand the risks of poking strangers.
4. Repeat after me: "Twitter and alcohol don't
mix".
5. Don't go cold turkey! Just delete one friend
a day.
But if you are not ready to give up your
Facebook or Twitter and you cannot give up
this habit…you will feel better Sony Vaio W
Series - the best laptop for media addicts.
http://www.stopwritingonmywall.com/index.html

14. My Zappos
An example of online marketing and social
media working together. Zappos, an outfit
and accessories online shop launched a
service with allows your friends to share
their opinion about possible purchases
through open API Facebook and Twitter,
thus making influence on the process of
choice and purchasing.
http://my.zappos.com/

15. HP Digital Genius
HP together with Mensa has developed
an online game named "Digital Genius",
which measures users’ digital knowledge,
their skills and abilities. The game allows
you to share results with your friends or
to boast in front of them. The game is
liked to "Listen 2U", campaign in which
Hewlett-Packard enables young people to
demonstrate their talents in various
situations and tasks, creates space for
young geniuses with each other.
http://areyouadigitalgenius.com/

16. Seat Leon Remixer
Berlin office of the G2 agency launched
its version of the new SEAT Leon -
”LeonMixer” promotion campaign. It
enabled users to create their own virus
versions of the video clip right in the
banner and to save their version on
Youtube in a special promo channel.
http://www.youtube.com/user/LeonRemixer#play/uploads/0/cH1vrjbfqlg
http://www.yeeehaaa.me/

17. Make your potion
Backing up the launch of a new film from
the Harry Potter saga В Warner Bros.
Pictures and YouTube created the first
ever film competition using augmented
reality. Fans downloaded to a special
channel their videos, which contained
new formulas of recipes. It was necessary
for the videos to contain augmented
reality details from the website, which
could be activated with a marker and a
web camera.
http://www.youtube.com/harrypotter

18. The people’s reviewer
Volkswagen and Tribal DDB launched in
Great Britain a “People’s reviewer”
project. The objective of the project is to
promote Tiguan, a new brand of their
cars. The idea of the project is that active
network users, opinion leaders could tell
about the car. 9 participants were chosen
out of 1000 and they had to test the car
in the course of a week and
simultaneously to tell about their
experience via video publications. Final
voting for the best reviewer will take
place on September 3. The prize is a
Tiguan car.
http://www.thepeoplesreviewer.com/

19. Google Virtual Test Drive
How can you drag online users into car
salons? Fiat 500c managers in France
came up with a great way of doing that:
an online test drive. A consumer gets an
impression from driving this car during an
interactive journey along Paris/ London/
New York streets with Google Street
View technology.
It is important to remind that it is not the
first game usage of Google maps. In May a
ship control simulator using Google Earth
in its gameplay was released.
http://www.fiat500c.fr/explorer/

20. Web 2.0

21. TWELPFORCE от Bestbuy
Bestbuy, the largest retailer of electronics
and household appliances, launched a
project of direct communication with
clients in Twitter. Any consumer can ask a
question and the staff will answer it.
Almost 10 000 subscribers and more than
3 000 posts/answers is an example of
excellent brand representation in social
media.
An example of a similar project in Russia
from Eldorado: http://twitter.com/
eldorado_stores
http://twitter.com/Twelpforce

22. Mustang Community Customizer
Mustang new website makes it possible to
create its designs for cars in the process of
joint creativity in real time. The service
proves the slogan: “Designed to be
redesigned”.
http://www.fordvehicles.com/the2010mustang/?id=/customizer%20%3Chttp://www.fordvehicles.com/
the2010mustang/?id=/customizer%3E

23. Mobile
marketing

24. iLike App
A new application from iLike – a social
service of musical innovations – enables
users to spend time well in real life: at the
concert of the favourite band. It is based
on joint usage of GPS navigator and
iphone compass. Due to the application it
is possible to find the nearest to the user
actual concerts, to acquire information
about bands and to look through events
on a certain date and to buy tickets.
http://www.ilike.com/mobile/concerts

25. Pizza Hut App
n application which not only makes it
possible to make a quick order of pizza,
pasta or wings in the nearest PizzaHut, but
also enables the consumer to participate
in the cooking process imitating the chef’s
movements through manipulations with
the phone.
http://www.pizzahut.com/iphone/?WT.mc_id=071209iPhone_Landing_Wildcard
http://www.youtube.com/watch?v=Ojw8I1CFu-w

26. Learning your digital portrait through cell phone
Swedish company TAT (The Astonishing
Tribe) used augmented reality technology
to create “The Augmented ID” project.
This is a mobile application that defines
and visualizes the digital identities of
people you meet in real life. Augmented
reality is used to demonstrate actual
information about your companion’s level
of presence in social media, their latest
activities and status, and all this through
cell phone web camera.
http://www.tat.se/site/showroom/latest_design.html
http://www.youtube.com/watch?v=tb0pMeg1UN0

27. Interactive
media

28. The Future of Retail
Holition demonstrates a way of using
augmented reality in sales points. One of
the problems sales digitalization can solve
is fitting. Using a screen, a camera, special
PO and a marker, it is possible to find
most suitable watch or jewelry without
even touching it.
http://www.holition.com

29. Communications 3.0

30. All blacks
Adidas и TBWA / Whybin have combined MS
Photosynth and the fans to enable them to
create a banner celebrating the 10th
anniversary of “All Blacks” (New Zealand
Rugby team).
Those who by the team’s t-shirt in the course
of the year get a chance to become one of 10
lucky winners who will shoot the team during
the game as professional photographers with
Canon high-end cameras. Those fans who
wear АВ t-shirts will be given a chance to
shoot expression at the tribunes. Photosynth
technology unites all the pictures and on
creates posters which are based on this
pictures and can be downloaded online. Until
now Barack Obama’s inauguration moment
had been the most popular object shot with
http://www.adidas.com/campaigns/campaigns_nz/ this technology.
ishotthe2009allblacks/content/index.asp

31. IKEAFANS
The project is devoted to the personal
experience with IKEA products. Here you
can follow or join the latest discussions
about the brand, furniture, bedrooms,
children’s room and kitchens. Thanks to
this club IKEA has a chance to turn its fans
into the brand advocates. All the brand has
to do is to provide them with contents to
ask their opinion and to join the
discussions…And thus all the loyal
consumers turn into ambassadors. And we
all know that when choosing customers
put most trust into their friends and
acquaintances, who may have become
IKEA brand ambassadors.
http://www.ikeafans.com/

32. Cardboard races from Red Bull
We all know about Red Bull Flugtag, a
competition of self made flying objects.
The brand develops the theme of fun
pastime and offers to participate in online
self-made cardboard objects races. Create
any moving machinery from a constructor,
organize the route, invite your friends and
compete with them…and of course…
download the results of your races into
your blog!
http://www.redbullsoapboxracer.com/

33. Choose a different ending
The GB police online project tells about the dangers of weapon
and its usage. You can always do without touching a knife or a
gun even if it self-defense as using it endangers somebody’s life.
To demonstrate possible endings a film with various endings
was created. Users via Youtube decide what comes next.
http://www.droptheweapons.org/
http://www.youtube.com/watch?
v=JFVkzYDNJqo

34. Sensational
marketing

35. 100 bucks digital campaign
A virus promo by Brazilian agency
Gringo. The success of the project is
guaranteed by the demonstration of all
the fears potential clients have when they
apply to digital agencies…
http://www.campanhainstantanea.com//

36. Quick Acquaintances from Trident
"Trident“ gums brand turned San Paulo
underground into a location for quick
acquaintances. The passengers had a
chance to spent three minutes in the
carriage with video cameras and the film
crew. Short films with flirting couples
were downloaded to Youtube and
included the girls’ reactions to the guys
who turned them down. The promos
were very successful – everyone wanted
to test a new way of getting acquainted)))
http://www.leveavidamaistrident.com.br/

37. Innovations in media

38. Video in bicycle wheels from MonkeyLectric
MonkeyLectric develops a series of
products that combine LED displays
and…bicycles. A new technology -
"Video Pro m464q“ – makes it possible to
play images and video while the wheels
move. A picture in 256 colours is visible
at the speed of 12-40 km/h. The playlist is
changed with a remote control, which
makes this system ideal for evening and
promo events.
http://www.monkeylectric.com/m464q.htm/
http://www.youtube.com/watch?v=mT13ZcpwYtA/

39. i-Aroma
NTT Communications has developed a system of
communicating fragrances online. i-Aroma service
was tested from mid-July until late August. The
system is based on an USB device (its height is 15
cm.) which holds 6 basic oils which create
fragrances via commands which are transferred via
the internet. The result is fragrances created by the
machine.
360 lucky participants test it for free. One of two
“aroma communication” formats of testing was
chosen. The first one was developed by a
professional astrologist and it gives out the
fragrance which is characteristic of the planet
dominating on that day. The second one is created
by an aroma-therapist and it gives the user
positive impressions affecting nose stimulus all day
long. NTT created a closed community to allow
the participants of the experiment exchange
http://www.i-aroma.jp
experience.

40. Youtubing championship
Jeff Crouse, Aaron Meyers, Ania Wagner
and Chris Vamos and Artbeam Art +
Technology Centre in New York organized
a competitive game with Youtube best
videos. The participants chose several
videos before the game started, placed
them between augmented reality markers
and in the process of competition
demonstrated them to competitors and
the viewers. The audience members chose
the winners with laser pointers. Space?
Definitely! But it is such fun!!!
http://www.worldseriesoftubing.com/
http://www.youtube.com/watch?v=nQJ7GGzBqpE

41. Digital life style

42. Display buttons will soon become
physically interactive
Image that your car’s interface helps you
with the choice of climate control
regime…in a tactile way. Chris Harrison’s
invention makes it possible to turn
interfaces of electric devices and
household appliances not only into
interactive ones but also tactile, physical
and sensitive.
http://www.chrisharrison.net/projects/pneumaticdisplays/

43. Rhonda
"Rhonda" is a software for 3D graphics
which was created by Amit Pitaru in 2003.
Rhonda has been demonstrated in various
galleries, museums, festivals and
conferences in the course of recent years.
And finally we can watch an online video –
the software in action.
It is expected that stable release for
various operational systems will soon take
place.
http://rhondaforever.com/

44. Film Warcraft: the director of the film is
defined
Blizzard Entertainment and Legendary
Pictures found a director for a film after
the World of Warcraft. That will be Sam
Raimi known as the director of “Spider
Man ” and “30 Days of Night”.
The phenomenon of the World of
Warcraft long ago became part of pop
culture and has become a common name.
“Make Love. No Warcraft” episode of the
Southpark 10th series can be considered as
its most unexpected manifest.
http://www.blizzard.com/us/press/090721.html
http://www.southparkstudios.com/episodes/103797

45. A new way to use iPhones: drone control
MIT student and professors are having
fun. The cost of the project, including the
robot is $5000. The biggest problem the
leader of the project faced was not a
technical one – every engineer had to have
a personal iPhone…Watch the video – the
future is so close.
http://web.mit.edu/aeroastro/labs/halab/index.shtml
http://www.youtube.com/watch?v=YlbEbQ6TJMc

46. WII Vitality Sensor will appear in 2010
Satoru Iwata, the president of Nintendo
announced that a new Wii Vitality Sensor
will appear in early 2010. A fingure sensor
is connected to a Wiiremote and makes it
possible to read the pulse. The versions of
future usage sound blurred but
nevertheless interesting: defining stressful
conditions, helping in achieving relaxation,
measuring players’ physical condition in
games.
http://www.nintendo.co.jp/ir/en/library/events/090731qa/index.html

47. Innovations in web

48. The first augmented reality game
Zugara agency continues to experiment with
augmented reality technology. Now it is
possible to take part in a virtual game in
which animated characters do their best to
use you as a target. Office plankton will finally
start moving and the problem of hypo
dynamics will be solved. If your colleague
suddenly blenches and jumps away from the
screen, a big chance is that he plays Cannon
Ballz.
http://www.cannonballzthegame.com/

49. TweetCraft
"TweetCraft" is a special Twitter function
which is developed by Microsoft the World
of Warcraft gamers. It enables them to
transfer an easy way of communication to
the location where they spend a lot of time.
The programme makes it possible to send
and to receive messages in the process of
the game. Users have an opportunity to
keep the messages and to select/control
them while sending. Besides, the screenshot
that users make in the process of the game
can also be downloaded with TwitPic.
http://tweetcraft.codeplex.com/
http://www.youtube.com/watch?v=lfUDUAtG7Rs

50. Statistics and
analytics

51. Universal McCann - Wave 4 Blog Sphere and
Internet Global Research
10-step programme for successful social media from Universal McCann:
1. Listen to and observe what the target audience do in social 6. Optimize your content for sharing – particularly via newsfeed and Twitter
media 7. Use paid-for media to get the ball rolling
2. Create “a social object” that is relevant to the brand and of 8. Take advantage of extreme targeting offered by social networks.
genuine interest to the target audience. 9. Make sure you have the resources to manage your community
3. Segment the target audience into “tribes”. Give them something they management and refresh the content.
can join 10. Track the results and optimize where necessary
4. Allow them to engage via they preferred platform of choice – create
multiple interfaces to your community.
5. Make the experience better when shared
http://universalmccann.bitecp.com/wave4/

52. Home Internet in Russia
Russian users’ total Home internet expenses, % from those paying
expenses for internet for for home Internet
the first half of 2009
equaled approximately US Cable
$1,1 billion. Besides, 16% of
this sum is Moscow share Mobile
($173 million). Don’t Now
Types of Internet access at home, % from those
using the Internet at home.
http://bd.fom.ru/report/cat/smi/smi_int/domint300709

53. Home Internet in Russia
http://bd.fom.ru/report/cat/smi/smi_int/domint300709

54. Teenagers do not Twit

55. WOM Market in the States
WOM Market in the USA is
evaluated as $1.7 which is 10,2%
higher than the previous year.
http://www.emarketer.com/Article.aspx?R=1007221

56. Sources

58. The last drop

59. http://www.meettheboss.com/amazon-acquisitions-and-investments-zappos.html

60. Balance Your Media Diet
http://www.wired.com/culture/lifestyle/magazine/17-08/
by_media_diet

63. GRAPE
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