Grape Digital Trends Newsletter #3 English Version

GRAPE
Digital Trends
Newsletter

#3

Dear and colleagues, were are happy to present the third digest of our newsletter.

The pilot issue of our digest was very successful and starting from this issue we are
planning to enrich the informational contents of our digest with analysis. We shall
present an express analysis of recent events, we shall share our observations and
expectations from the digital market in “the Trends” column.

While preparing our newsletter our editors ﬁnd so much interesting information which
does not ﬁt into the frames of our monthly subscription digest. To make sure it does
not disappear on the shelves, we decided to launch the HOT-DIGITAL.RU site, which
will enable you to learn about fresh and new events which take place in the modern
world of interactive media and technologies. Nevertheless, the best cases and analytical
notes will come to your email in the format of our newsletter.

With respect and love.

с4 best practices
с9 online marketing
с17 web 2.0
с21 mobile marketing
с24 interactive media
с26 communications 3.0
с30 sensational marketing
с33 innovations in media
с35 digital life style
с41 innovations in web
с43 statistics and analytics
с47 trends

SAS Globe of Fortune

CPB Europe and Scandinavian Airline SAS
launched a promo web site, which is
connected to Facebook and which enables
its users to travel up hill and down dale with
their friends from the contact list. It is based
on the mechanics of the “Wheel of
Fortune”, which is aimed only for travelers
and has a certain social coloring. First you
randomly choose where you would like to
fly (from all the available SAS flights) and
when you turn the globe second time it is
defined which of your Facebook contacts
will fly with you.
To guarantee that you will not find yourself
http://www.sasglobeoffortune.com/ with granny Sveta in Urupinsk, you have 10
attempts to win a surprise journey.

Dress your avatar

Fashionable and modern outﬁts from
Adidas, Quiksilver, Roxylabel and other
labels appeared in XBOX online shop.
Brands began to think about not only
dressing up real people but also their virtual
mini-selves.

http://marketplace.xbox.com/en-US/
avatar/catalog.aspx?d=24

Monopoly City Streets

Hasbro jointly with Tribal DDB London and Google
brought the concept of the Monopoly game into the real
world: now it is possible to buy the streets you like and
thus to earn money.

Players owning up to $3 million of virtual cash gamers can
buy and construct 3D buildings at every street of the world
with Google Maps and to watch their creation from a
bird’s – eye view in Google Earth. Users earn money by
leasing the real estate if they visit their project daily. They
can increase their potential income by developing the
infrastructure of the area, building school, wind power
plants etc.

With the help of the “Chance” card the gamers can
sabotage their opponents: throw them in jail, cause
breakages at disposal plants, destruct the infrastructure.
Everyone who manages to earn their first billiard will take
part in the World Championship.

City Streets - is a part of Hasbro marketing strategy which
http://www.monopolycitystreets.com/ is aimed to launch a new version of the Monopoly City
Edition game. The online game officially starts in October
will last 4 months and will be finished in January 2010

Help Enrike

Diesel has been enthusiastic about virus
stories and many of you must believe the
Safe for work porn video.
Recently Diesel Lifestyle department has
launched a video which is aimed to promote
helmets.
The story about a headless man in a helmet
is rather funny and must cause a wave of
discussions about ethics in the blogosphere.
The video takes you to the web site which
enables you to watch “document materials”
about the main character, to download a
picture, and to become a “body donor” as
well as to add Enrike as a Facebook friend
http://www.quiquethehead.com/ etc. Soon they promise to add a programme
http://www.youtube.com/watch? for iPhones – a Tongue Trainer Software.
v=geYaJzca7TM&feature=player_embedded

Find yourself in a horror film

A new experiment from Doritos aimed to promote
two new flavours from Black Pepper Jack and
Smoking Cheddar BBQ chips. The website is open
from 6pm to 6 am. A user wakes up on an operating
table at the moment of lobotomy which will result in
an instant access to the brain which will make it
possible to extract memories. The user is involved in
a strange story of experiments on himself which
takes place in an abandoned shelter in Sweden.
A web camera and instruments of socialization (the
website requests access to Twitter and Facebook
accounts) make the show very realistic: all of a
sudden you see your own reflection in water, your
memories are re-translated on mad scientists’
monitors and you see your friends, their pictures
and their names. All you have to do is to choose
who is next…
http://www.asylum626.com/ The product is implemented into the story through
an augmented reality marker at the package which is
a key to the story itself.

Rexona X Race

Supermarket turbo carts races which
integrate Rexona brand product. The
emphasis is put on the performance and
the gaming process. The graphics, sound
and dynamics are answer the
requirements of best racing actions in
game consoles (which is achieved with a
special module which can be
downloaded). Thus the demonstration of
the quality and excellence takes place.

http://www.rexona.com.br/xrace/

Nation of Go

Americans are a real nation of go. Every citizen of the
country at least once in their lifetime crosses endless
prairies and deserts, forests and steppes, whether that be
by bus, by car, in a trailer or hitch-hiking. For those who
like such trips The BF Goodrich brand and The Martin
Agency created a Nation of Go online community and
i-Phone application. The application uses GPS and geo
tagging and allows users to put down their favourite
routes in real time and mark interesting or necessary
stopping points. Drivers can also develop their own
drives manually, the project cursor uses Google Maps.

All socialization instruments are realized in the project:
users can share their drives, receive updates about races
and events which have to do with driving.

A 20 day tour which was meant to support the country
took place all around the country. In the process of the
tour the participants published their pictures, video,
developed a blog in communities, on Twitter and on
http://www.nationofgo.com/ Youtube.

Sony Altus

World brands are still eaten up by Philips
“Carousel” case in which Ambilight
product and technology are visually
demonstrated to viewers. A website
presenting Sony Altus musical wireless
equipment tells in detail about the essence
of the product, demonstrates consumers’
experience through video and offering to
learn the details at the immediate moment
of usage.

http://discover.sonystyle.com/altus/index-fullsize.html#/experience

A deal from FWA

The Laudi Vidni project is created with an
objective to help girls acquire their own
individuality. It takes some time to acquire a unique
bag, to customize it in accordance with your taste.
But it is even more interesting that when the web
site received a prestigious Site of the day award
fromFavorite Website Awards, it announced about
a 25% discount which was supposed to last a week
long and to celebrate this victory. This
demonstrates 3.0 web economy.

http://www.laudividni.com/

Saab – change perspective

This is a simple and beautiful promo site
which suggests we not only learn about
Saab technologies, but also to develop
with the brand just by clicking the mouse:
to move from the past to the present. And
to get registered to a test drive :)

http://changeperspective.saab.com/global/en/

Profiler

This is an unusual promo project from Belgacom .
It is an alternative events and account navigator in
your Facebook. Using Papervision technology, the
user can surf your friends’ profiles in 3D. To attract
more attention and to promote, it is offered to
place your 3D portrait of your avatar from your
user’s content on your page.

http://www.theprofiler.be/

Earn money from your and your friends’
pictures!
Udorse is a project which is aimed to use
Facebook photo content to promote
brands through users. A user authorizes
via Facebook Connect and imports the
whole Udorse photo archive into Udorse,
in which it is possible to tag objects from
photos and thus to motivate both friends
and random visitors to purchase this
object, a certain garment, drink, a brand of
cigarettes etc. You may get paid for the
amount of reviews and for useful actions/
sales.

http://www.techcrunch.com/2009/09/14/tc50-udorse-
leverages-facebook-photos-for-social-product-endorsements/
http://udorse.com

Passive Candidate Sourcing Engine

TalentSeekr™ is a convenient recruiting instrument through targeted
online advertising. No matter what type of candidate you're
searching for, TalentSeekr can advertise your opening on industry-
leading websites where candidates spend their time. TalentSeekr's
powerful targeting system helps ensure that your money is spent
getting in front of the right people.

http://www.enticelabs.com/Products/TalentSeekr/

IKEA Spacemaker

As a new academic year starts, lots of
American students need to buy new
furniture. For them and for everyone who
lives in a small apartment or room, IKEA
launched a Space Maker project.
The programme is very simple: you just
have to choose a room type, to place the
furniture, to print out your project and
run to the nearest IKEA. No lines and no
headache.

http://www.ikea.com/ms/en_US/rooms_ideas/youth/
index.html

Lifecasting for your friends in Facebook
from Ovi and Nokia
With Ovi your share where you are with your
Facebook friends, tell them what you do or going to
do. All you have to do is add Ovi Lifecasting widget on
the on your Nokia N97 desktop.
You can be the ﬁrst one to test a beta version.
Download Ovi widget.
Your Nokia N97 deﬁnes your real life location with
GPS/A-GPS or according to network location. Your
can share your address, interesting sightseeing places
which can be found nearby and save your favourite
place at yourOvi MapsBeta. And if you want to make
the impression unforgettable, you can use the camera
and attach a picture to your post.

http://betalabs.nokia.com/blog/2009/09/01/lifecast-with-ovi-to-share-memorable-moments-with-your-friends-on-facebook

http://www.youtube.com/watch?v=8blPNtqJaeM

Yelp dragged augmented reality into в
iPhone
Augmented Reality has ofﬁcially appeared
on iPhone platform. An easter egg in
mobile application from Yelp portal. To
open the function one should start the
application on iPhone 3GS and shake the
phone really well. Once a user has
activated the camera, they can see city
streets through the camera and can read
information about the nearest objects and
their evaluation over the pictures.

http://www.yelp.com/yelpmobile

Augmented Reality in a Contact Lens?
Andre Norton, a science ﬁction writer
described soldiers of the future in his novel
“Star Rangers”: an atom reactor and a massive
costume which increases the might of a human
body in thousand times. Day by day we are
approaching the era when people will voluntary
turn into cyber-type robots.

The ﬁrst step has been made. An exosceleton
which costs $2300 is on sale. The second step
has been made by Babak A. Parviz, a professor
of the Washington University, published an
article in IEEE Spectrum, which tells about the
work of his team on an electronic contact lens
which can constantly detects and monitors
glucose. It uses AR technology and there is
potential in its development.

http:// http://
www.youtube.com/ www.spectrum.ieee.org/
watch? biomedical/bionics/
v=B_k30yeCk4c augmented-reality-in-a-
contact-lens/0

Kidrobot QR codes

On September, 10 Kidrobot, a limited
edition toys and outﬁt brand and
WeArePlus started a 5-day game hunt to
promote their new Dunny 2009
collection. Kidrobot brand fans were
offered to download a programme which
can read QR codes for their smart phones
and then search for codes on promo
displays in secret locations in New York
and online. With these codes the gamers
daily assembled virtual Dunnies and they
were liable to receive various prizes
including the main prize – a complete
collection of Dunny 2009 toys.

http://dunnyhunt.kidrobot.com/

Conducting music with gestures

Minivegas studio team has developed an
exciting virtual museum in which digital
sculptures renders respond to music and
users’ gestures. mp3 album cover is
reﬂected on the walls of the gallery and
3D sculpture grows and changes its shape
as the melody develops. Visitors can
change the movement of the sculpture
with their web camera.

http://minivegas.co.uk/#/featured/responsive%20sculptures/

Discuss in Twitter what you see in the
Internet now.
This is a free application to Firefox and
Internet Explorer browsers which makes
it possible to discuss any open webpage
while surﬁng at web sites with all twitter
users and anyone who is on the same
webpage now, or visited it recently.

http://www.kutano.com/

Zulu Alpha Kilo's Agency in a Box

Last autumn Zak Mroueh, the founder of Zulu
Alpha Kilo agency and former creative director of
Taxi agency decided to test the quality and the
speed of creative solutions made by the team of his
studio. He placed the employees into a huge white
box in the center of Dundas Square in the center
of Toronto and they spent there 9 hours.
Promoters invited citizens of Toronto to look
inside the white box and to ﬁnd a solution to any
problem. Eight creative managers with invited
independent architects, photographers, designers
and directors were looking for best solutions and
offered best scenarios. And then Zulu Alpha Kilo
agency collected all the material of this project,
documented the, and uploaded on Thinking Inside
the Box project website.

http://www.thinkinginsidethebox.ca//

Virtual Football in a window shop for ESPN

ESPN and W+K/N.Y. together with
Monster Media agency created a touch
screen billboard which reacts to
passersby's’ movements. Billboards which
offered to become quarter backs in virtual
American football were placed in New
York, Boston and Chicago on a shop
window street.
The game started on September, 14 and it
is too early to speak about results but the
agency expects 40 games an hour.

http://www.monstermedia.net/news.php?id=95/
http://creativity-online.com/news/behind-the-work-espns-virtual-football/139066

Mixed Reality from Nokia

Mixed Reality is a conceptual platform which makes it
possible to connect digital information and real world in
the same time and space. Nokia believes that borders
between digital and real world get blurred more and
more with development of geolocation instruments,
photo sharing, convergence of various media channels
and due to the Internet growth, virtual world
interactivity development with actions in reality.

Mixed Reality in its daily format consists of two
components: augmented reality and augmented virtuality.
The ﬁrst technology is getting more spread now though
it has been used for quiet a while (for example in war
planes pilot helmet. The second technology makes it
possible to link any amount of relevant information to
any physical object.

http://research.nokia.com/ﬁles/insight/NTI_MARA_-_June_2009.pdf/
http://www.youtube.com/watch?v=CGwvZWyLiBU/

MAPTOR – you cannot get lost now

This is an instrument which combines
three components: Google maps, GPS and
a projector. Now if you find yourself in any
spot of this planet and feel that you are
going in a wrong direction or if you find
Maptor, project the map on the wall and
learn how to find the right way.

http://www.yankodesign.com/2009/08/24/getting-lost-is-not-so-trendy/
http://www.youtube.com/watch?v=FH6jVJiXBok

Conceptual Playstation 4

New Play station concept was inspired by
the popularity of previous versions but
this time the emphasis is set on
functionality. The ﬁrst special feature is
cold shades in its design and transparent
solution of both joysticks and of the main
block.

The transparent part of the station is used
to show menu elements to the user. The
play station is controlled by touching the
icons.

http://www.tuvie.com/conceptual-playstation-4-with-glass-touchscreen-panel/

DEEP GREEN plays pool

Many of us heard about merciless Deep
Blue, an IBM computer who outplayed
Gary Kasparov in chess ten years ago. And
now a new page in the development of a
robot technology genius is open. Meet
Deep Green, a robot who plays pool. And
if you believe the demo video, he cannot
lose.
Deep Green is a project of the Queen’s
University robot technology and
computer vision lab.

http://www.deepgreenrobot.org/
http://www.youtube.com/watch?v=AENJxqR0g48

Courier: first details about a Microsoft
secret gadget
Everyone expects tablets from the Apple,
but, perhaps Microsoft will be the first one
and will overtake the competitor. Courier
is a real gadget, and, according to the latest
rumors, it is under the last phase of
prototyping. And it is not a tablet but a
booklet. A double 7-inch multitouch
screen is made for writing, drawing and
leafing with a stylos or fingers.

http://gizmodo.com/5365299/courier-first-details-of-microsofts-secret-tablet
http://gizmodo.com/5369493/leaked-courier-video-shows-how-well-actually-use-it

Google Sky Map – mobile application for
Android platform
Google Sky Map is an attempt made by
Google to enter augmented reality
technology. But in real time data output is
severely delayed.
At the same time... It is possible to get rid
of the desire to buy a telescope and to
ﬁnd constellations easily while looking at
your mobile phone screen and the starry
sky.

http://www.youtube.com/watch?v=p6znyx0gjb4

Leave your mark

TalkTalk mobile provider will promote its
services with an unusual video card which
you can create with your mobile phone. All
you need is an access to the website, a web
cam, switched off light, a screen of a switched
on mobile phone and good mood. The
camera catches the neon phone trail which
repeats the owners’ arms movements. Do
you want to send a video smile to your
girlfriend? Come on! It is funny!

http://xfactor.talktalk.co.uk/

Facebook popularity growth in Russia

This year the amount of
Russian citizens registered on
Facebook grew 600% and
exceeded 0.5 million people. It
is characteristic that the
auditorium which actively uses
the Facebook is represented by
trend setters. Russian
Facebook of late 2000 is
equivalent to the Cyrillic
Livejournal.com in the
beginning of the decade in
terms of the auditorium and its
activity.

http://checkfacebook.com

Brand managers mastering social media

Some marketers were planning on adding social media
activities over the next year, including 15% of respondents in
businesses with fewer than 50 employees and 24% of those
whose companies had at least 500 workers. But most brand
marketers interested in social media were already using it.

Respondents reported many common barriers to social media
adoption. Among brand marketers, 37% did not know enough
about social media to begin, and another 37% said there was
no good way to measure its effectiveness. Agency marketers
reiterated those concerns, and were also likely to say that
social media was not proven or tested as a marketing strategy
(31%). Funding was also a problem for about one-quarter of
brand and agency respondents.

http://www.emarketer.com/Article.aspx?R=1007246

Cost per Lead in the USA

As we can see, cost-per-lead pricing varies by Advertisers in the travel and nonprofit industries saw the
industry, and also by the amount of data highest average costs per lead for basic fields, at $1.40
consumers are willing to provide about and $1.33, respectively. But the highest costs for premium
themselves. “Basic fields” include such information fields were in the technology, health and entertainment
as first and last names, e-mail addresses and postal industries.
addresses. “Premium” information, such as Twitter
usernames and phone numbers, commands higher
prices.

http://www.emarketer.com/Article.aspx?R=1007255

Tagging all around us.

Technologies make it possible to
describe the surrounding world
much better.
We change everything not only in our behavior – we start every
morning with a twitter post, we make our work more interesting,
share things we did not notice before. For example – that shopping
malls toilet cleaners never raise their heads. They spend their whole
life looking at the marble ﬂoor.

Stop counting, start buying!

Smart clients have always said that we count internet
companies efﬁciency. There were different ways to count. In ten
years accountants have made a way from reviews and clicking
to useful actions and sales. We count sales. What can be
cooler?

It is a new trend. Couple weeks ago we heard a serious client say that we don’t buy reviews
and clicks anymore. Only users’ certain actions, which they will carry out on our web site.
Advertising grounds are to face the challenge! Not all of them but the moment a key player
starts ready working, this model will reﬂect a year to come. We give own year!

Public indulgence

From now on all collective actions should be carried
out by their users in accordance with their, let’s say,
religious beliefs. All these should be realized via Twitter.

For example, it is possible to apologize to every friend
on a certain day a religion appointed. Why call and text
everyone if you can do that once and with everyone.
And you can forgive everyone in one click as well. It is
even easier than making a Vkontakte.ru or
Odnoklassniki.ru mailing list – there you need click on
everyone and here – you just post 140 characters and
that is it. Those who saw the post, forgave you.

Growth in game popularity
in social networks
More people play games in social networks. Game
applications hit popularity records (for example “A
happy Farmer” has 6 million participants in Kontakt and 2
million unique users). Last week twitter witnessed a wave of
invitations to join the Mobster World game, resetting points
in a popular game caused a wave of resentment and the
administration faced real threats. It is characteristic that this
epidemic crush touched a wide circle of users. Even top-
managers of Russian internet companies and mass media ﬁght
in social networks and are as happy as kids to rich new levels
and to acquire new artifacts.

Competing to retain users

Large social media witness a new trend of retaining
the auditorium and copying competitors’
technologies instead of developing own
innovations.

Having accumulated a large auditorium, global servers do their best to
enrich their instruments with other comparable competitors in order to
retain the clients. Facebook, to keep pace with twitter, directs users with
@, re-makes the home page to turn it into an active page a-la Twitter,
develops lite.facebook.com, to be as light as Twitter and wants to launch
its version of Skype. Youtube introduces trends. Worpress “speeds up” RSS
by launching RSS-Cloud.

Trend Blend 2009+
Severe water shortages
Global supply Severe heatwaves
chain disruption People taking trend
maps too seriously Nano-solar Alternative energy bubble
Eco-Cynics Wind power
a map of time and tide Electricity Vertical agriculture Clean coal Return of SARS
shortages
Rehiring of retirees
Bio-fuel backlash
Networked risk Declining water quality Space weather
Asset price uncertainty Peak landfill
Income inequality Major earthquake in
Negawatts economic centre
Increased regulation
Iran Energy dashboards
Pakistan Skills shortages Skimming
Nuclear power Facebook fatigue
Oil /gas price spikes Resource shortages Short formats Influenza pandemic
Green cities Flight to quality
Collapse of nuclear Low cost competition Online video
non-proliferation treaty Urbanisation Seriousness
Green taxes
Storytelling
Outsourcing backlash e-books
Virtual protests Protectionism
Too much
Transparency information Digital privacy
Immigration backlash
Fantasy & escape
Web 2.0 campaigning CSR
Climate
change Micro-boredom
Energy insecurity crisis
Fall of US Empire Digitalisation Digital diets
Search for We not me
Globalisation in retreat control
Collapse of US dollar Sustainability Global
Pensions funding Growth of autocracy Connectivity Anxiety Old skool
Merchantilism Rising protectionism
Prediction markets Slowdown in growth Enoughism
Volatility
Uncertainty Religious and
Shorter product lifecycles Industry consolidation Power Shift ethnic tension
Eastwards Utility
Re-regulation De-leveraging
Debt
Authenticity
Deflation Obesity
GRIN tech Ageing Trust
Sovereign wealth funds Islands of Tranquility
Food shortages Web 2.0 Debt stress
2-speed economies
Green IT
Inflation Allowable luxuries
Virtualisation
Increased societal
Simplicity appetite for risk

Data security Single person households

Credit default swaps Energy storage
IMBYs
LEGEND
Telepresence
Major
Device convergence internet
failure Extended financial families www.nowandnext.com
Cloud computing

Robotics Renting things
Critical Global Risk Society Politics
infrastructure
Gesture based computing attack Home cooked meals Dangerous currents Technology Business
Rapid growth of
transnational crime Mobile computing Economy Family
Unplugging
EMF radiation Possible red herring
Geo-fencing
Middle class unrest Environment Media
Back to basics
Gated communities * Size of circle denotes likely impact of trend (hey, it’s just an educated guess).
Nicole Kidman wins
another Oscar This map is published under a Creative Commons Attribution - ShareAlike License.
Map by Richard Watson with help from Ben. More at www.nowandnext.com

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Grape Digital Trends Newsletter #3 English Version

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Grape Digital Trends Newsletter #3 English Version