NETEYE TREND LETTER #1 MAY 2010
USER EXPERIENCE: KEEPS BECOMING EASIER CATEGORY / USER EXPERIENCE Interactivity is one of the best ways to make products come to life. Let‘s say: To experience reality in a digital way. Therefore, using interactivity keeps becoming easier and more direct. Take Nike, Wrangler or VW for example: Grabbing a guy on his clothes and tossing him all over your screen is just as much fun as turning the new VW Fox inside out. Less is more. Especially with the „Mouse-Drag-Video-Experience“.
> www.eu.wrangler.com/bluebell/ > www.foxfromtheinside.com > www.nike.com/jumpman23/throwback
CHATROULETTE CONNECTS RANDOM STRANGERS CATEGORY / CHATROULETTE Chatting becomes a thing of the past when there is Chatroulette! This website is as simple as it is contagious: Two strangers are being connected for a video chat. Randomly. This concept did not only manage to get 500.000 visitors per day. It also gave inspiration for big concerts and advertisement ideas like this ad by Harley Davidson.
> Harley Davidson on Chatroulette > www.chatroulette.com/
3D EVERYWHERE CATEGORY / 3D After being sneered at in the beginning, the hype of using 3D technology in blockbuster movies is nowadays an added value you don‘t want to go without. And the hype spreads fast: 3D Touchpads are on the rise, TV sets are able to show 3D images without the need of „goggles“ and 3D holograms for your living room may change your perspective of seeing „touchable“ things in the future.
> Holograms for your living room > 3D TV > Packaging
DIGITAL TRY ON OF FASHION-OUTFITS CATEGORY / FASHION Polyvore enables the user to combine clothes and accessories to a whole new outfit. Further they‘re able not only to save their created outfits in a „set“ but also browse the sets of other user‘s creations. Best part about this: Once an outfit is finished the user can buy the whole thing – or single items of it – just a click later.
TOP 3 VIRALS CATEGORY / VIRAL VIDEO A whole city is being attacked from the video game stars of the 80ies, a camera is traveling around the world and a sports shoe is being used to create next level hip hop sounds. Our top 3 from the best virals in may.
> Pixels > Nike Music Shoe > Le tour du monde en 80 secondes
PEPSI AND THE ALTERATION OF COURSE CATEGORY / FRESH MARKETING In 2009, instead of spending 33 million dollar for one Super Bowl ad, Pepsi decided to use the money on social media. The „Pepsi Refresh Project“ sets an example for a new way of understanding digital marketing. Consumers have the chance to submit socially important projects (e.g. self-defence training for girls, equipping school theatres or re-gardening the Bronx). Other participants are asked to rate the relevance for the community. This way up to 32 projects are funded with 250.000 dollar – EVERY MONTH! Quote of Nicole Bradley, publicist of Pepsi: "In 2010, each of our beverage brands has a strategy and marketing platform that
The big picture: instead of launching one huge campaign, the brand‘s commitment now managed to maintain a continuous dialog with the consumers.
will be less about a singular event and more about a movement.”
> Pepsi Refresh Project
Or put simply: Lot‘s of marbles instead of a big rigid rock.
THE IPAD: BREAKING THE MOLD FOR MAGAZINES? CATEGORY / IPAD The iPad is the beginning of a new generation of operating with gadgets. No mouse, no keyboard and no redundant ports. After a very successful launch in the USA, lot‘s of magazines pin their hopes on the new apple device. An integration of interactive contents will break fresh ground – as the WIRED iPad demo already shows. And who knows? Maybe „couch surfing“ will get a whole new meaning in the future.
> WIRED iPad demo
FACEBOOK: THE „LIKE“-BUTTON ALL OVER THE INTERNET CATEGORY / FACEBOOK The so-called „Open Graph“ of Facebook opens doors: Now you‘re able to embed the „LIKE“-button in every website. This way consumers can see which one of their friends likes an article from NYT ONLINE or which book they recently bought on Amazon. A brilliant piece of technology which enables the social media platform Facebook to push back the boundaries of its own network. > Facebook Open Graph
FOURSQUARE CONNECTS SOCIAL MEDIA WITH THE REAL WORLD CATEGORY / OUTERNET Foursquare is an application for mobile devices which shows locations like restaurants, museums, companies, bars, etc. on your smartphone. Users of Foursquare are able to share their position by „checking in“ at the location which then can be rated and commented. Of course, only other Foursquare users can see these comments/ratings. Whoever checks in the most at a certain location becomes the mayor of this establishment. What makes this concept viral is its connection to Facebook. Commercial use is easy to imagine, e.g. if you are at the same restaurant the 5th time you get a free cake with your coffee. How about your company? Is your office on Foursquare? Who is the mayor? Any cake yet? Facebook already announced to be working on the integration of this feature. In cooperation with McDonald‘s they said: There‘s an app for that … soon. > www.foursquare.com
E-COMMERCE ON FACEBOOK CATEGORY / SOCIAL NETWORKS easyJet presents the holidayPlanner on Facebook. A clever connection of eCommerce and social media. The user is not only able to randomly generate his holiday destination but book it and invite friends to it as well.
> easyJet Holiday Planner
MOBILE APPS OF THE MONTH CATEGORY / MOBILE APPS
Type of advertisement:
Delicious: Order a pizza the quick and easy way – with the Pizza Hut application! Chose, order, enjoy. > link
Stylish: The AddLib app takes your photos and designs stunning frames around it. > link
Handy: Transfer money to a friend via bump (poking an other iPhone). > link
Hip: With the incredible cool Hipstamatic app your iPhone photos look like pictures „from the old days“.
Use Yoc Splash Screen Ad to put your ads right in the loading screen of running apps. With a very high involvement – as it is not disturbing the owner of the device. The first brand exploring this grounds is Lätta (Unilever Germany)
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