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EXECUTIVE MARKETING TRENDREPORT

ZAPPOS TURNS PINTEREST INTO SHOPPING TOOL

CATWALK AS LIVE SOCIAL SALES SHOW

2012

TABLET MAGAZINES WITH SHOPPING FEATURES


EXECUTIVE TRENDREPORT

EDITION OCTOBER 2012

THE INTERACTIVE FUNCTIONS IN THE EXECUTIVE TRENDREPORT

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Interactive tabs

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INTERACTIVE TAB NAVIGATION Use the interactive tabs to click your way directly to the main categories.

Micro-trends

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DIRECT LINK-UP OF MICRO-TRENDS Click to access the micro-trends in the trend categories.

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LINK-UP TO THE ONLINE TREND DATABASE Trendexplorer This is where you can access the micro-trend in our online trend database. Send a Trend You can use this feature to forward the micro-trend to business partners and colleagues. PPT Export Export the micro-trend directly to a PowerPoint file. More images Call up more images related to this micro-trend. Video Take a look at a video about the micro-trend.

Online trend database

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Deeplink

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DEEPLINK Deeplink takes you directly to the micro-trend’s website

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

OUTDOOR & PROMOTION

MEDIA

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TABLE OF CONTENTS

05 BEST PRACTICE ONLINE 11 ONLINE MARKETING %TAB-INAKTIV% 16 SOCIAL MEDIA 21 WEB INNOVATIONS MOBILE 27 MOBILE MARKETING

33 38 43 46

MEDIA 52 MULTIDIMENSIONAL PUBLISHING LIFESTYLE 58 DIGITAL LIFE

%KATEGORIEBEZEICHNUNG% %SEITE% %KATEGORIEGRUPPEBEZEICHNUNG%

OUTDOOR & PROMOTION OUT OF HOME SENSATION MARKETING PROMOTION EVENTS

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EXECUTIVE TRENDREPORT INDEX

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05 BEST PRACTICE %TAB-INAKTIV%

Zappos turns Pinterest into shopping tool Tablet magazines with shopping features Expressive robot as factory worker Catwalk as live social sales show Getting real-time relevant info on the phone

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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BEST PRACTICE

ZAPPOS TURNS PINTEREST INTO SHOPPING TOOL The online retailer Zappos has developed a platform called "PinPointing" that lets users find items posted by someone on Pinterest and generate a list of related products available at Zappos.com. Will Young, director of Zappos Labs, stated that users are 13 times more likely to share a purchase on Pinterest than on Twitter or Facebook, as it is regarded as the best social shopping experience. Users of "PinPointing" first enter the name of a user and then receive a keyword on each pin as well as a display of matching products.

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SOURCE:

http://pinpointing.apps.zappos.com

INITIATOR:

Zappos.com Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

OUTDOOR & PROMOTION

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LIFESTYLE

BEST PRACTICE

TABLET MAGAZINES WITH SHOPPING FEATURES FlipBoard, an app for aggregating, displaying and reading content from providers such as National Geographic and Rolling Stone, is now offering "social catalogs" with integrated shopping features. The first "social catalog" was created in conjunction with Levi's. The elements on display can be designed interactively and, when touched, play an animation, a video or a melody. They also link up to shopping possibilities for the displayed products and thereby offer new sales opportunities via tablets.

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SOURCE:

http://thenextweb.com

INITIATOR:

FlipBoard, USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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BEST PRACTICE

EXPRESSIVE ROBOT AS FACTORY WORKER Vanguard Plastics is now using an industrial robot developed by Rethink Robotics called "Baxter" in its factory in Connecticut and thus hopes to make production in the USA more competitive. "Baxter" is approx. two metres tall, weighs 300 pounds and can be programmed by any employee without needing specialist skills. The integrated screen represents the robot's face, enabling it to make simple expressions to let colleagues know if it is performing its work correctly or if there is a technical problem.

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SOURCE:

http://www.heartlandrobotics.com

INITIATOR:

Vanguard Plastics, USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

OUTDOOR & PROMOTION

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LIFESTYLE

BEST PRACTICE

CATWALK AS LIVE SOCIAL SALES SHOW The fashion chain Topshop has teamed up with Facebook to organise a live broadcast of a catwalk show in which snapshots of favourite outfits can be posted onto the wall and items on display ordered directly. Facebook specially developed a snapshot feature that captured certain moments from the broadcast as an image. The clothes, accessories and make-up will be sent to customers three months before they go on sale in the stores, and people can also choose from a range of colours. By tweeting their opinions about the brand's collection, people were able to take part in a contest to win prizes.

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SOURCE:

https://www.facebook.com

INITIATOR:

Topshop, USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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BEST PRACTICE

GETTING REAL-TIME RELEVANT INFO ON THE PHONE The company "Expect Labs" develops software modules that analyse the spoken words in telephone calls or video chats and automatically provide the users with relevant information in real time. Complex mathematical algorithms based on voice recognition and semantic analysis recognise the contexts and decide which additional information would be relevant for the users to have. Developers can implement this into their software so that brokers, for example, can get useful, real-time information about the companies they discuss on the phone.

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SOURCE:

http://www.expectlabs.com

INITIATOR:

Expect Labs Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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ONLINE

11 ONLINE MARKETING %TAB-INAKTIV%

21 WEB INNOVATIONS

Mercedes hides A-Class on the web

Cirque du Soleil in the browser

Web-wide advertising based on Facebook data

Data security for digital life

App deletes Facebook timeline for a day

Software determines influencers 100 times faster

Spotify playlist as invitation

Finding out how competitors rank

Video offers 50 different perspectives

Digital notice board for all purposes

16 SOCIAL MEDIA Test of good taste for Facebook fans Crowd-curated subscription service Platform creates personalized career plans Facebook cover updates itself in real time Controlling shared activities on Facebook

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

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EDITION OCTOBER 2012 MOBILE

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ONLINE MARKETING

MERCEDES HIDES A-CLASS ON THE WEB For the launch of the new A-Class, Mercedes-Benz Belgium hid the car and other gifts behind websites for users to go looking for them. Starting from the official A-Class website, people had to drag a miniature version of the car into the browser's bookmark list so that a link could be placed there. When accessing other websites, this link launched a Java code that showed users if they had found a prize. The person who found the car won the chance to drive the A-Class for a year for free.

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SOURCE:

http://newaclass.be

INITIATOR:

Daimler AG, Belgium

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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ONLINE MARKETING

WEB-WIDE ADVERTISING BASED ON FACEBOOK DATA Facebook has announced that, in future, banner ads based on personal information in the network will also appear on third-party websites and mobile apps. Personalized ads have been shown on the website of games provider Zynga since June, and in future they will also appear on platforms where users are given the chance to log in via Facebook. The advertisers themselves will not be given any access to the users' personal information.

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SOURCE:

https://www.facebook.com

INITIATOR:

Facebook Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

OUTDOOR & PROMOTION

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LIFESTYLE

ONLINE MARKETING

APP DELETES FACEBOOK TIMELINE FOR A DAY On the occasion of the 2012 World Alzheimer's Day, the Londonbased organisation Alzheimer's Disease International released a Facebook app that put users in the position of an Alzheimer's patient for a day. The app asked people to donate their Facebook timelines as a gesture of support. For one entire day, an empty page was shown to all the people who had downloaded this app. The timeline was replaced by the message, "Imagine your life without memories".

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SOURCE:

http://www.alzheimerday2012.org

INITIATOR:

Alzheimer's Disease International, UK

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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MEDIA

LIFESTYLE

ONLINE MARKETING

SPOTIFY PLAYLIST AS INVITATION The music streaming service "Spotify" has invited guests to an art exhibition in Stockholm via a link that leads to a playlist whose title tracks created a personalized invitation. The links are sent by an email that only contains a short greeting and the Spotify link. New features from the streaming service make it possible for every guest to be targeted with a song bearing their own name. The exhibition deals with sounds that the experimental musician Hans Berg was inspired to create by the works of art on display.

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SOURCE:

http://www.youtube.com

INITIATOR:

DDB Stockholm, Sweden

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

OUTDOOR & PROMOTION

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LIFESTYLE

ONLINE MARKETING

VIDEO OFFERS 50 DIFFERENT PERSPECTIVES The French advertising agency Buzzman and MTV Mobile have teamed up to organise the "Gif Me More Party", which lets users of the website experience events in an interactive video from the perspective of 50 different people. With a soundtrack from the Californian band Death Grips, the pool party can be seen from the point of view of Cesar, the pizza guy, or Dorine, one of the pool girls. With this interactive campaign, MTV is promoting its own mobile network.

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SOURCE:

http://www.gifmemoreparty.com

INITIATOR:

Buzzman, France

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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SOCIAL MEDIA

TEST OF GOOD TASTE FOR FACEBOOK FANS Crispin Porter & Bogusky have developed a Facebook app for Kraft's mustard brand Grey Poupon, which only lets users become a member of the fanpage if they pass a test for having good taste. After applying for membership, the app searches the user's profile based on criteria such as their proper use of grammar, art taste, check-ins, book and movie selections, and gives them a percentage score for their refinement. If the resulting score is too low, users are asked to refine their profiles and try again.

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SOURCE:

https://www.facebook.com

INITIATOR:

Kraft Foods Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

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EDITION OCTOBER 2012 MOBILE

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SOCIAL MEDIA

CROWD-CURATED SUBSCRIPTION SERVICE The online platform The Fancy from Thing Deamon, which enables users to find and share inspirations in a variety of categories and buy products directly, is now offering a subscription service based only on the popularity of products. For a monthly contribution of $30, users receive goods valued at $60. The site analyses which goods are most popular in the respective categories, and users are sent that particular product from their own favourite category.

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SOURCE:

http://www.thefancy.com

INITIATOR:

Thing Daemon Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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SOCIAL MEDIA

PLATFORM CREATES PERSONALIZED CAREER PLANS ResumUp from Florida provides users of its platform with personalized career plans, and uses information and comments about the future taken from their social networks. Users sign up via their Google+, LinkedIn or Facebook accounts, allowing ResumUP to access details about their current position, work history and qualifications. They are then asked to complete tests on their skills and personalities. ResumUP then analyses the data, compares it to the profiles of others currently in the sought-after position and offers steps that users need to take to achieve their goals.

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SOURCE:

http://resumup.com

INITIATOR:

ResumUP, USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

OUTDOOR & PROMOTION

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SOCIAL MEDIA

FACEBOOK COVER UPDATES ITSELF IN REAL TIME The Bratislava-based digital agency Zaraguza Digital has created the first Facebook cover that can update itself in real time. Visitors to the company's fan page get a direct, online insight into life at the office and can follow the team during brainstorming sessions, parties and while playing table football. A camera set up in the office takes photos every minute and they are automatically uploaded to an album and become part of the cover.

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SOURCE:

https://www.facebook.com

INITIATOR:

Zaraguza Digital, Slovakia

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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SOCIAL MEDIA

CONTROLLING SHARED ACTIVITIES ON FACEBOOK Facebook has announced a new plug-in that enables users to control activities on their timelines more easily from other apps and websites. Software developers and website operators can integrate the new control element and give users the chance to make Open Graph settings directly from their site without having to go back to their Facebook profile. The features include being able to control who sees the various posts and deleting them immediately.

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SOURCE:

https://developers.facebook.com

INITIATOR:

Facebook Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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WEB INNOVATIONS

CIRQUE DU SOLEIL IN THE BROWSER The Google Chrome experiment "Movi.Kanti.Revo" from Subatomic Systems brings Cirque du Soleil's circus and dance experience to the browser and allows people to use their body movements to find out more about a surreal room. The HTML5 application uses the computer's webcam or the smartphone's accelerometer to track the user's movements. In this way, the user follows a mysterious figure and passes virtual displays by the Cirque du Soleil on the way.

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SOURCE:

http://www.movikantirevo.com

INITIATOR:

Google Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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WEB INNOVATIONS

DATA SECURITY FOR DIGITAL LIFE Social Fortress offers both companies and private individuals simplified access to their digital data and enables them to surf the web more safely. The browser plug-in, available for Chrome, Safari and Firefox, identifies users based on the devices they use and the access data of their Social Fortress accounts. If users access a stored website, they have to type it into an encrypted entry mask so that none of the data can be forwarded to the website's own server.

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SOURCE:

https://www.socialfortress.com

INITIATOR:

Social Fortress Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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LIFESTYLE

WEB INNOVATIONS

SOFTWARE DETERMINES INFLUENCERS 100 TIMES FASTER A software program was presented at the Social Computing Conference in Amsterdam that can determine the most influential people in networks 100 times faster that previous algorithms. When creating so-called "social graphs" – the visualisation of interactions in social networks – previous systems had to restart the computational process from scratch each time a new edge was inserted into a graph. The new software stores the graph's prior centrality data so that networks can be monitored in real time and new important influencers can be determined instantly.

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SOURCE:

http://phys.org

INITIATOR:

Georgia Tech Research Institute (GTRI), USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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WEB INNOVATIONS

FINDING OUT HOW COMPETITORS RANK LinkDetective is an analysis tool that helps website operators to find out how other sites attain their ranking on search engines. This is now made easier to understand as LinkDetective examines data via links that lead to these sites and displays the results in statistical charts. Users can then see clearly if links come from comments, blog entries or other types of websites. It's then possible for users to compare their own rankings in percentages and thus work out how much weight and importance can be attached to certain links.

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SOURCE:

http://www.linkdetective.com

INITIATOR:

Linkdetective, USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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WEB INNOVATIONS

DIGITAL NOTICE BOARD FOR ALL PURPOSES Mural.ly is a browser-based notice board that people can use to enter content and share it with others or turn it into a presentation. With the help of modern JavaScript and HTML5 techniques, it's possible to add content from the web or the user's own computer to the board, which can be filled up with notes, ideas and comments. Several people can work on the board at the same time and show off their ideas in the form of presentations. The various settings available allows users to make the board visible either to everyone or just to selected viewers.

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SOURCE:

http://mural.ly

INITIATOR:

Mural.ly, Argentina

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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MOBILE

27 MOBILE MARKETING %TAB-INAKTIV%

In-store interaction through mobile real-time deals Company presence in mobile chat network Apple launches app for coupons and tickets Winning products with mobile scratch cards Paying to opt out of ads in tablet

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

OUTDOOR & PROMOTION

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MOBILE MARKETING

IN-STORE INTERACTION THROUGH MOBILE REAL-TIME DEALS The New York start-up Swarm provides retailers with a cloud-based web platform that enables them to send their customers mobile offers in real time. The web platform is integrated into the respective store's Wi-Fi network so that customers don't have to install any mobile apps. Customers who connect their smartphone to the network automatically see the app that they can open to receive offers from the store. What's more, Swarm gives retailers the option of checking out online price comparisons and then making their offers to customers based on the results.

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SOURCE:

http://swarm-mobile.com

INITIATOR:

Swarm, USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

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EDITION OCTOBER 2012 MOBILE

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MOBILE MARKETING

COMPANY PRESENCE IN MOBILE CHAT NETWORK WeChat, a smartphone application for sending messages with over 100 million users mainly in Asia, is now opening up its doors to companies. By scanning a QR code, it's possible to add companies as contacts and then receive product information, coupons and other things from them. The app is connected to users' mobile phone numbers and people can share their lists by bumping phones together. Starbucks is now the first global enterprise that has decided to keep subscribers from its mainly young, consumer-friendly and urban community informed of the latest developments.

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SOURCE:

http://www.techinasia.com

INITIATOR:

WeChat, China

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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MOBILE MARKETING

APPLE LAUNCHES APP FOR COUPONS AND TICKETS With its new standard application called "Passbook", Apple is enabling iPhone and iPod touch users to scan and manage their tickets and coupons. It shows how long coupons are still valid, where cinema and concert seats are located and how much credit is left on various tickets. It's also possible to check in for flights by scanning a boarding card. The settings allow users to display tickets and coupons on their screens at the right time and place, such as when they arrive at an airport or enter a store.

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SOURCE:

http://www.apple.com

INITIATOR:

Apple Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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MOBILE MARKETING

WINNING PRODUCTS WITH MOBILE SCRATCH CARDS The provider of location-based services Gettings offers companies the chance to book mobile advertising campaigns in stores that playfully connect their customers to brands. Using the mobile app from "Gettings Explore", customers can scan the barcode on a previously selected product in a participating store and then receive a virtual scratch card with which they can try to win the respective product. If they're lucky, the customers will then get a coupon that they can redeem at the checkout for the product.

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SOURCE:

http://www.gettings.de

INITIATOR:

Gettings GmbH, Germany

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

ONLINE

EDITION OCTOBER 2012 MOBILE

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MOBILE MARKETING

PAYING TO OPT OUT OF ADS IN TABLET The tablet PC "Kindle Fire HD" from Amazon now comes with a preinstalled advertising module that can be removed for a fee of 15 dollars. According to an Amazon spokesperson, the advertising shown in the screensaver and in the lower part of the screen serves to finance the comparatively low price of the device. However, customers who don't like the advertising can opt out of it by paying the fee.

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SOURCE:

http://reviews.cnet.com

INITIATOR:

Amazon.com Inc., USA

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EXECUTIVE TRENDREPORT INDEX

BEST PRACTICE

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EDITION OCTOBER 2012 MOBILE

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OUTDOOR & PROMOTION

33 OUT OF HOME %TAB-INAKTIV%

43 PROMOTION

Pong lights make waiting more fun

VW turns postbox into recycling container

Window shopping for single men

Food trucks promote shoe sales

Coca-Cola gets people to eat together

Google Glass used for fashion documentary

VW invites people to kiss Interactive experiences at the US Open

38 SENSATION MARKETING

46 EVENTS

IKEA's floating night market

"FANCAM" films stadium in high-definition

Exhibition combines glass with digital technology

Dancing quadrocopters

Interactive installation reacts to sound

Fashion store offers musical for schools

URL in novel lets readers win a car

Crowdfunding for live concerts

Song broadcast from Mars

Luxury drive-through from Mercedes

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EXECUTIVE TRENDREPORT INDEX

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EDITION OCTOBER 2012 MOBILE

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OUT OF HOME

PONG LIGHTS MAKE WAITING MORE FUN Students at the University of Applied Sciences and Arts in Hildesheim, Germany, have fitted traffic lights with touchscreens so that people waiting at the lights can play Pong against someone on the other side of the road. The colours show how long the green and red phases last. At the beginning of the red phase, the pedestrians have to press the touch-sensitive screen on both sides of the road. The game then starts and makes the waiting time for the lights to change much more fun.

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SOURCE:

http://www.golem.de

INITIATOR:

HAWK Hildesheim, Germany

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OUT OF HOME

WINDOW SHOPPING FOR SINGLE MEN The French dating website "AdopteUnMec" (Adopt a guy) showcased its business model with an array of pop-up shops in which single men could present themselves in toy-like boxes. This dating platform is free for women, while men can pay a fee to be able to introduce themselves in different ways and attempt to attract the ladies. Set up in Paris, Brussels, Lausanne, Toulouse, and Lyon, this travelling shop allows men to impress women with their skills – from playing the guitar to flexing their muscles.

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SOURCE:

http://www.adopteunmec.com

INITIATOR:

adopteunmec.com, France

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OUT OF HOME

COCA-COLA GETS PEOPLE TO EAT TOGETHER As part of its Happiness campaign, Coca-Cola has sent a "Happiness Truck" to Naples to cheer up the locals with some great food. In cooperation with Naked Communications, a truck was converted so that it was possible to cook inside it and eat from a pull-out dining table. This enables the city's residents and passers-by to take a seat and share a meal together. The food was prepared by chef and TV personality Simone Rugiati and served to the guests. To round off the feeling of happiness, the meals were accompanied by live Italian music.

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SOURCE:

http://www.sibeg.it

INITIATOR:

The Coca-Cola Company, Italy

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OUT OF HOME

VW INVITES PEOPLE TO KISS As part of a campaign to promote the new VW Golf VII, DDB Tribal teamed up with blowUP media to set up an installation in Berlin that asked passers-by to kiss each other and then show their kiss on screens. Part of the train station at Potsdamer Platz in the centre of Berlin was rebuilt for this campaign and people were asked, "If you could only kiss only one person for the rest of your life, who would it be?". The kisses could be photographed on cameras outside the station, and they were then shown on eight small screens outside the faรงade and on one 40 sqm LED screen inside the station.

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SOURCE:

http://www.blowup-media.de

INITIATOR:

Volkswagen AG, Germany

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ONLINE

EDITION OCTOBER 2012 MOBILE

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OUT OF HOME

INTERACTIVE EXPERIENCES AT THE US OPEN IBM and the United States Tennis Association used IBM's cloud technology at the 2012 US Open to link tennis fans around the world to the events on the courts. With this iPhone and iPad app, users were able to access live videos, highlights and detailed statistics, as well as communicate with other fans. IBM and Ogilvy & Mather also set up an interactive data wall at the event, enabling greater interaction with spectators and allowing them to access comparative analyses, visualisations and a Twitter feed.

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SOURCE:

http://www-03.ibm.com

INITIATOR:

IBM Corp., USA

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IKEA'S FLOATING NIGHT MARKET The Swedish furniture company IKEA recently set up its own night market in London's Regent's Canal. The boats were decoratively illuminated and designed with colour-themed products from the company's new seasonal collection. This floating market lasted for just one night and was inspired by markets in various Asian countries with their special sounds, colours and optical charms.

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SOURCE:

https://www.facebook.com

INITIATOR:

INGKA Holding B.V., UK

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EXHIBITION COMBINES GLASS WITH DIGITAL TECHNOLOGY For an exhibition at London's Design Museum, the luxury items company Swarovski has combined digital technologies with faceted crystals. This "Digital Crystal" exhibition showcases the approaches of various artists and designers to the topic of the "Future of Memory". The designs on offer from artists such as Ron Arad, Yves Behar, Maarten Baas and Paul Cocksedge use elements including LEDs, laser lights, mirrors, light painting and intangible holograms.

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http://digitalcrystal.designmuseum.org

INITIATOR:

Swarovski, UK

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INTERACTIVE INSTALLATION REACTS TO SOUND The South Korean car manufacturer Hyundai has teamed up with the Seoul-based media arts group Jonpasang to create an interactive installation that is controlled by the sounds made by the audience. It's a steel construction fitted with thousands of 30x30cm cubes that determine the origin of individual sounds. Controlled by stepper motors, the cubes move forwards and backwards independently to create a limitless number of patterns and shapes.

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INITIATOR:

Hyundai Motor Group, South Korea

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URL IN NOVEL LETS READERS WIN A CAR After publication of his science fiction novel "Ready Player One", about a group of gamers searching for the ultimate prize, the author Ernest Cline organised a contest that lets the winner of a video game win a De Lorean car as a prize. Participants first have to find a URL hidden in the novel which leads them to the first of three rounds in the game. The first person to complete the game gets to take the car home, which had already been presented to Cline during his book readings.

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SOURCE:

http://www.readyplayerone.com

INITIATOR:

Ernest Cline, USA

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SONG BROADCAST FROM MARS The Black Eyed Peas singer Will.iam recently presented his new solo single via NASA's internet transmitter, so that it could be broadcast live to earth from Mars. The track is aptly called "Reach for the Stars" and it was previously transmitted to the Mars rover Curiosity. The singer also used this world premier event to highlight his "i.am.angel" foundation, which works to make learning material available to children. NASA also recently presented new discoveries from the surface of the red planet.

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SOURCE:

http://derstandard.at

INITIATOR:

National Aeronautics and Space Administration (NASA), USA

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VW TURNS POSTBOX INTO RECYCLING CONTAINER To encourage magazine readers to join in the sustainability campaign by Volkswagen's BlueMotion hybrid technology, the South African branch of the agency Ogilvy arranged for return stickers to be inserted into the magazine so that readers could post it to a recycling plant once they had finished with it. Instead of using the advertising budget on producing print ads and therefore even more paper, the agency came up with this more environmentally-friendly solution that fits more closely to the client's message.

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SOURCE:

http://www.adverblog.com

INITIATOR:

Volkswagen AG, South Africa

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FOOD TRUCKS PROMOTE SHOE SALES During the New York Fashion Week, the shoe designer Cole Haan promoted his new pumps, which feature Nike Air technology to guarantee 20 hours of comfort, to passers-by from food trucks. The fashion label wanted to motivate women to stay out all night and distributed VIP tickets across the city to parties organised for this event. The food trucks also handed out free sandwiches and sold the new shoes to enable shoppers to convince themselves of the quality of the integrated technology.

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SOURCE:

http://www.colehaan.com

INITIATOR:

Cole Haan, USA

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GOOGLE GLASS USED FOR FASHION DOCUMENTARY The fashion designer Diane von F端rstenberg has used Google Glass technology, which enables videos to be made from a person's own perspective, during her show at the New York Fashion Week, and made a documentary about the creative process in the fashion industry from the recordings made. The glasses were worn by the models, the label's own staff and Diane von F端rstenberg herself. One week later, the project appeared on the designer's Google+ page.

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SOURCE:

https://plus.google.com

INITIATOR:

Diane von F端rstenberg, USA

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"FANCAM" FILMS STADIUM IN HIGH-DEFINITION Just before the beginning of a football match involving the Denver Broncos, the U.S. Bank created a 360-degree image of the field and the seats so that fans could look for themselves online after the game on the "FANCAM" website. The spectators had to take their seats ten minutes before kick-off because the ultra high-definition recording with 20,000 megapixels needed a total of seven minutes. During the following 24 hours, people could look for themselves or their friends in the crowd, tag the images and share them by e-mail or on Facebook and Twitter.

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SOURCE:

http://blog.denverbroncos.com

INITIATOR:

U.S. Bancorp Investments Inc., USA

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DANCING QUADROCOPTERS An air show involving 50 quadrocopters was recently staged in Linz, Austria, as part of the "voestalpine Klangwolke" multimedia music festival. The choreographed show was achieved through a collaboration involving Ascending Technologies and the Ars Electronica Future Lab. AscTec Hummingbird quadrocopters were fitted with LEDs, receivers and modified firmware, and controlled by computers. As a symbol of digital interplay, the shining quadrocopters danced across the evening sky and impressed all the onlookers with their formations.

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SOURCE:

http://www.asctec.de

INITIATOR:

Ars Electronica Future Lab, Austria

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FASHION STORE OFFERS MUSICAL FOR SCHOOLS The American retail chain Macy's has arranged for a Christmas musical to be written by professional musicians and writers, and for it to be offered license-free to schools so that they can perform it. The project's website offers teachers all the information they need, from designing the costumes and stage to a variety of theatrical tips. The first 100 schools to take up an interest in the project will be given extra financial support to the tune of $1,000.

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SOURCE:

https://yesvirginiamusical.com

INITIATOR:

Macy's Inc., USA

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CROWDFUNDING FOR LIVE CONCERTS The start-up Queremos from Rio de Janeiro wants to raise the number of concerts in the city and uses crowdfunding to guarantee musicians and bands successful shows. As it's quite common in Rio for people to arrange their evenings spontaneously and buy tickets for gigs on the door, many foreign bands avoid playing there in case the shows sell badly. This platform now allows users to offer money in advance for concerts they want to see. Once the minimum amount of money is reached, the concert is planned and the band will travel to the gig.

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SOURCE:

http://www.queremos.com

INITIATOR:

Queremos, Brazil

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LUXURY DRIVE-THROUGH FROM MERCEDES For the London Fashion Week, Mercedes-Benz and the food artists Bompas & Parr got together to launch the luxurious "Mercedes Drive Thru". It is located beneath Selfridges in the 40m long marble entrance to the Old Selfridges Hotel. The Drive Thru aimed to turn the enjoyment of dining in a car into an exceptional sensory experience. Besides all the culinary highlights in a revolving restaurant, guests are offered a light show from the artist Jason Bruges and entertainment from roller girls.

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SOURCE:

http://www.jellymongers.co.uk

INITIATOR:

Daimler AG, UK

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52 MULTIDIMENSIONAL PUBLISHING %TAB-INAKTIV%

Analysis software for e-books Cloud service with TV and on-demand content Joint paywall for 42 news websites Electronic book expands reading experience User-generated photos as marketing instrument

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ANALYSIS SOFTWARE FOR E-BOOKS With the help of some analysis software, the American start-up Hiptype makes it possible to understand the user behaviour of e-book readers. The software is based on JavaScript routines and provides statistics on how people use their e-books. Publishers and authors can use this service to find out which quotes people share with each other or at what places people interrupt their reading. What's more, this software can be integrated into reading samples in an attempt to understand when people make their decision to buy something.

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SOURCE:

http://www.hiptype.com

INITIATOR:

Hiptype Inc., USA

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CLOUD SERVICE WITH TV AND ON-DEMAND CONTENT The Stockholm start-up "Magine" offers a cloud service of the same name that combines television with on-demand services on one platform and enables access to it from a variety of devices. For a fixed monthly fee, users receive all of Sweden's television content as well as a variety of on-demand services. The live TV shows can be rewound and missed programmes can be viewed later without having to buy a set-top box. The "Magine" service was made possible thanks to a cooperation with TV broadcasters and film distributors who also take a share in the sales from subscriptions.

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http://magine.com

INITIATOR:

Magine, Sweden

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JOINT PAYWALL FOR 42 NEWS WEBSITES The Bratislava-based company Piano Media is introducing a paywall in Poland for a total of 42 media websites. Users pay either €2.37 for a weekly subscription, €4.70 on a monthly basis or €47 for an annual subscription, and then gain access to the 119 categories from the 42 participating websites. 30% of the profits go to Piano Media, while 40% go to the advertising website. The remaining 30% is divided between the other websites depending on how long they are used.

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SOURCE:

http://www.pianomedia.eu

INITIATOR:

Piano Media a. s., Poland

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ELECTRONIC BOOK EXPANDS READING EXPERIENCE The "Elektrobiblioteka" project by the Polish product designer Waldek Wegrzyn connects a book and a computer so that when a user browses the book's pages, it simultaneously triggers the website to react. The individual pages are fitted with invisible circuits made of conductive paint. As the user flicks between pages, the touch sensitive elements trigger the website to provide the user with additional information and content synced to the page they're reading.

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SOURCE:

http://www.elektrobiblioteka.net

INITIATOR:

Waldek Wegrzyn, Poland

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USER-GENERATED PHOTOS AS MARKETING INSTRUMENT The start-up Pixlee from Palo Alto enables brands to share usergenerated photos that are shared in social networks as a marketing instrument. Using the Pixlee platform, it's possible to find the shared photos with the most comments and likes, and display them across the web. In addition, the platform offers tools to measure user engagement, impressions, and ROI. The concept is based on studies that claim that 90% of the interviewed customers trust peer recommendations.

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SOURCE:

http://pixlee.com

INITIATOR:

Pixlee Inc., USA

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58 DIGITAL LIFE %TAB-INAKTIV%

Football collects donors Building projects with Minecraft Rubbish bins charge users for waste NFC-enabled supermarket simplifies shopping Posting moods with NeuroSky device

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FOOTBALL COLLECTS DONORS The "Ludo" from Unchartered Play is a football that converts the amount of time played into points that can, in turn, be used by players to support social projects. It features an integrated chip that recognises when the ball is in motion. This time is recorded and then wirelessly updated to the "Play Fund" platform. Users log in and select a project to donate their money to. The donations come partly from the price of the ball – approx. $60 – and partly from the participating companies.

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SOURCE:

http://unchartedplay.com

INITIATOR:

Uncharted Play Inc., USA

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BUILDING PROJECTS WITH MINECRAFT In a cooperation between the United Nations and the inventor of the Lego-like game Minecraft, it was recently announced that the freeform building game is inviting players to help redesign real-world locations around the world. The simple game from Minecraft enables anyone to become an amateur architect by piling up building blocks – even on old and slow computers. The first area to be redesigned is the Undugu playground in Nairobi, Kenya.

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SOURCE:

http://www.mojang.com

INITIATOR:

United Nations Habitat, Kenya

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RUBBISH BINS CHARGE USERS FOR WASTE Some 6,000 intelligent rubbish bins are being deployed in the Netherlands, which contain RFID chips and can only be opened by presenting a corresponding ID card. The quantity of rubbish is then used to calculate the customer's bill, although things going into the recycling pile are free. As soon as the bins are full, they use their embedded phone to call up a truck, thereby reducing the overall distance trucks have to drive.

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SOURCE:

http://www.theregister.co.uk

INITIATOR:

Mic-O-Data BV, Netherlands

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NFC-ENABLED SUPERMARKET SIMPLIFIES SHOPPING The French supermarket chain Casino will soon be opening up a store in the Belles Feuilles shopping centre in Paris that will be fully fitted with NFC tags to enable shopping and payment via the smartphone. The NFC services include the use of the "mCasino NFC" mobile app, which allows customers to buy any of the 25,000 products on offer. The total price of the goods in the shopping basket is updated in real time and transferred to the checkout via NFC. The NFC tags will also provide customers with more information about the products and offer them tips and coupons based on their own preferences.

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http://www.groupe-casino.fr

INITIATOR:

Casino Guichard-Perrachon S.A., France

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POSTING MOODS WITH NEUROSKY DEVICE An invention from Japan wants to enable people to share their mood and location online in the same way as they check in to places in social networks. This is made possible by an app that translates signals measured by NeuroSky's brainwave scanner into moods and determines GPS positions via the phone connected to the multifunctional scanner. Either automatically or as an option, people's moods and locations can be shared in this way across social networks.

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SOURCE:

http://www.engadget.com

INITIATOR:

NeuroSky Inc., Japan

62


NEWS & DATES DECEMBER 2012

NEWS & DATES Mobile card payment via smartphone INTERVIEW WITH iZETTLE ABOUT MOBILE PAYMENT DEVELOPMENTS The payment sector has long been seen as one of the most promising segments of e-commerce. With its mobile payment solution, the Swedish company iZettle has established itself on the German market. We spoke to Wilhelmina Douglas of iZettle: You define yourselves as a social payment company. What do you mean by this term? “There are two social elements to our service: We enable small businesses and individuals to make payments in all kinds of social situations. Whether it’s paying your plumber or settling a debt with a friend. We also give you the option of sharing your purchases on Facebook. If you’ve bought a great pair of shoes at a market stall, why not share your iZettle receipt with your friends? You can also include a picture of the shoes. You choose whether you post the amount you paid.”

We are discovering more and more trends in the P2P economy. How promising is the potential of iZettle with regard to it being used by private individuals in this market? “The potential in the P2P market is huge. iZettle is designed for individuals who are rapidly abandoning cash, and would prefer to settle restaurant bills or casual sporting wagers between friends without having to run to a cash point. A necessity for individuals wanting to go cashless is an alternative to cash. Today the most established cashless alternative is credit and debit cards. Considering the fact that individuals have not been able to accept card payments before - but have instead had to resort to cash, checks and invoices – this is definitely a huge step forward for payments in general, and without compromising security. As iZettle has been proven to drastically increase the number of card acceptance places in the market, we’d definitely say iZettle is helping a society go cashless.”

More information on how it works and free registration is available at www.izettle.com


NEWS & DATES DECEMBER 2012

NEWS & DATES For 2013 we recommend the following events:

8 – 11 January 2013 | LAS VEGAS The world’s biggest consumer electronics show, where many technical innovations and new products are presented every year.

20 – 22 January 2013 | MUNICH For the 13th time, the global conference network will offer creative people, investors and opinion formers space for inspiration and discussion.

8 – 17 March 2013 | AUSTIN The SXSW is a festival for interactive media. The wideranging program offers numerous presentations and exhibitions of video games, innovative ideas and technologies.

6 – 8 February 2013 | GENEVA LIFT is one of Europe’s leading technology and innovation events, which focuses on the social and economic influence of digital technologies.

17 April 2013 | SAN FRANCISCO Mobile no longer only means smartphone and tablet, as it increasingly influences all sectors. The DEMO Mobile will offer the most innovative mobile products from a wide range of industries.


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DISCLAIMER 2012 COPYRIGHT ALL RIGHTS RESERVED. THE DOCUMENTED TRENDS IN THIS PRESENTATION AND TRENDS THESES ARE INTELLECTUAL PROPERTY OF TRENDONE GMBH AND ARE SUBJECT TO THE APPLICABLE COPYRIGHT LAWS. THE PICTURES ARE USED ONLY FOR RESEARCH AND ILLUSTRATION PURPOSES. THEY ARE NOT FREE FOR PUBLICATION.

TrendOne Marketing Trend Report_EN  

The Marketing Trend Report comes up with interesting trends and best practice cases in marketing from all over the world.

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