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Bringing the Mountain to the Masses: New Media and Immersive Marketing
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Transcript of Bringing the Mountain to the Masses: New Media and Immersive Marketing
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Bringing the Mountain to the Masses: New Media and Immersive Marketing
Paul PinchbeckBernice Allinson
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We put the mountain in
your living room.
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2008
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2010
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70 millionAmericans own a tablet.
Source: The Pool
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1 in 4Americans.
Source: The Pool
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20%of the U.S. population owned a TV within 6 years.
Source: The Pool
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50%+of the U.S. population will own a tablet this year.
Source: The Pool and eMarketer
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780 millionTablets owned by 2017.
Source: Forrester
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WHAT DO PEOPLE DO ON
TABLETS?
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The Brief
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Awareness.
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Excitement.
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Trial.
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AdventureSeekers.
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UrbanDwellers.
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Tech-savvy.
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THE BIG PROBLEM.
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Not so memorable.
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Not so interactive.
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Limited size and format.
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Tell me.
I’LL FORGET.
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Show me.
I’LL REMEMBER.
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Involve me.I’LL UNDERSTAND.
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Inventa new experience on tablet.
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18xHigher than the average desktop CTR.
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2xhigher than the average interaction rate.
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88%of users played the game.
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69%of users played the game again.
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5 minuteshanging out discovering Blue Mountain.
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5xhigher than the average non-food coupon redemption rates.
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HOW
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oneDesign for the medium.
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TABLET-IZE.Exploit tablet design and interaction.
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SPEAK TABLETTAP, SWIPE, PINCH
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GIMME.Humans want to dig deeper, get involved.
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twoUse the right ad format.
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FIT MY WORLD.Be personally or contextually relevant.
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threeMeasure success differently.
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R.I.P. CTRs
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HELLO Engagement Rates
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DONUTS FOR ALL.
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THANK YOU.
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Bernice Allinson - Associate Creative DirectorRain43647-987-9015
John Yorke - PresidentRain43 416-318-1804 Ext. 300
Paul Pinchbeck - Director, MarketingBlue Mountain Resorts705-445-0231 Ext. 6202