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Emerging Media & It’s Impact on  Marketing

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Digital is not about technology.  It’s about Human Behavior and  technologies’ seamless  integration into our daily life.

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Today, all brands  suffer from GMOOT

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‘Get Me One Of Those’ …a phenomenon that helps explain why there are so many lousy viral videos andnew-media initiatives out there.

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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.

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What Is Emerging Media?

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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

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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

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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

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What We Are Used To

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What We Should Be Doing

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Why It Matters

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Five Things Driving Digital Media Mobility and new platforms

New business  models

Localization

Everything is social

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Content is  fragmented

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“Marketing shouldn’t be about  sending everybody to a point … it  should be about people and the  interactions between people.”

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A Lesson In Evolution

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Networks to Create & Share

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Evolution of Consumers

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Consumer before  emerging media

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And now…

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Consumers Used to Watch

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Now They Create

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Now They Control http://emagine‐group.com

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They Define Brands

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They Have Instant Information http://emagine‐group.com

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Evolution of Media

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They Made It – You Consumed It

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Now we all have on‐demand  access to everything.

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And Then There’s…. User Generated Content

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Evolution of Brands

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Create utilities

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Evolution of Creativity

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Brands are looking for new  sources of creative content

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“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.”

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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

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Gaming Consoles

52.1 million

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48.1 million

85.3 million

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So how is emerging media  being used today?

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Proximity Marketing http://emagine‐group.com

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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

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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

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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

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LBS ‐ Whrrl 300,000 users “Check in, Unlock Societies, Unleash  your Footstream” Marekting Opportunities – Custom Societies – Society Rewards Notable Brands – Red Bull – Caesars Palace – Cirque de Soleil – Jive Records

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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

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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

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Starbucks and BrightKite

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48 full-time moderators http://emagine‐group.com

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Augmented Reality

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What is AdverGaming?

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The practice of using custom  branded or sponsored video  games to advertise a product,  service, organization or  viewpoint.

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Most visited aspect of brand  websites and becoming an  integrated part of brand media  planning in an increasingly fractured  media environment.

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Associating a brand with the fun of  gaming is known to lift brand  metrics such as brand awareness,  message association and purchase  intent

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Consumers are more likely to  remember not just the brand or  product itself, but to associate  specific brand attributes with it

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Viral advergames

Get the Glass was a campaign for  “Got Milk” that generated over 4  million visitors spending and  average of 9 minutes/visit.

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Viral advergames

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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

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Viral advergames

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Social advergames

Je Tue Un Ami was a campaign to  hire assassins to kill your  Facebook friends. http://emagine‐group.com

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Social advergames

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221B was built around the  launch of the “Sherlock  Holmes” movie to join your  Facebook friends help  Sherlock Holmes solve his  case.

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Q&A ‐ Aardvark

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Q&A ‐ Quora

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QR Codes 2D Barcodes on everything How Is It Used? – Distribute URLs, Text and Phone  Numbers – New Hyperlinks – Coupons

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Branded Entertainment

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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

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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. 

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emerging media