Future of Digital

1.Digital Overview

2.Means of Attraction

3.Digital Trends

4.Conclusion

Digital Overview

Source:: World Internet Stats [online] Sept 2009

82.5% of the UK population is online, a 234% growth 2000-10

82.5 % 234.0 %

18.7% 10.1% 11.7% 14.8%

UK Media Consumption

18.7% 10.1% 11.7% 14.8%

18.2% 9.2%

UK Media Consumption

Digital socialisation is entrenched into modern culture

Think about how it is ingrained in our daily lives...

Communicate

Entertain ourselvesPurchase items and services

How we seek information

UK internet hour

1 in 4.5 UK minutes online are accounted for by Social Networks & Blogs.

In the last 3yrs email & Online Gaming has leapfrogged Instant Messaging

Source: UKOM 2010

Social Media is now a mature market

Source: Participatory Marketing Network, May 09

96% of Gen Y have social media profiles

Source: Socionomics [Online} 2009

Gen Y now outnumber baby boomers

Source: Nielsen Wire June 2010

And its not just our youth who are digital savvy.... 1 in 4 Brits on the net are 50-64 yrs

The digital environment now exists beyond conventional touch points

Think beyond traditional

Means of attraction

Paid search Online advertising

Social MediaMobile

No SEO strategy

Poor usability

Bad eCRM

Beware of Leaky Bucket

Website

Search & Affiliate

blogging

Content

Online Media

Social Networking

mobile

More DR Focused

Standard Media

Home for conversion

Ways to be found

Means of Attraction

Website

Search & Affiliate

blogging

Content

Online Media

Social Networking

mobile

More brand Focused

Rich Media

Means of Attraction

Home for conversion

Ways to be found

Brand Loyalty Digression

Digital Trends

Standard Media

Standard Media does not need to be ‘standard’

Have a fresh take on the basics

Sexy Search

Click image to view

Ann Summers recently run a campaign with the objective of building the brand online through search. The result was an ingenious campaign that produced bang on brand copy at a fraction of

the cost by bidding on high-traffic, topical keywords and assigning a cheeky, on-brand search result

Best in Class Website

Click image to view

Wonderwall is a Japanese interior design firm. Their site is an online portfolio portraying their “distinctly unique design” that is “attentive to function”. True to this, the site reflects this philosophy with beautiful

design and yet easy navigation. Its draws a user into the playful presentation of content; complementing brand aesthetics and balanced consumer information to drive interest.

Display Media

Pringles won a Gold Cyber Lion in Cannes Advertising Festival with these interactive banners that elevate standard media with rich content. Targeting youth, “Can Hands” unveils a story as the user

clicks on each banner, unlocking surprises at every turn- depicting just how quirky, fun and downright weird life with Pringles can be

Interactive eCRM

This interactive email is yet another Ann Summers feat illustrating standard media elevation through rich content. The email was a valentines special mailer which enabled users to create a sexy personalised

valentines message for loved one, driving online sales by inviting users to give the sender personal info needed for a gift purchase. Cleverly the email had data mechanics built in on numerous levels, gaining

information as specific as bra size. Interaction was driven through a topical and timely send-out in conjunction to novel, humorous content to drive engagement

Click image to view

Rich Media

Trends

• Content- Augmented Reality- Branded Utility- Social Collaborative Art

• Social Media- Twitter- Facebook- You Tube

• Social Gaming- Farmville

• Mobile

- Geo-location & Real-time

• Cross Media- Digital Integration- Digital Mapping

Content

Augmented Reality

Augmented Reality (AR): is a live direct or indirect manipulation of a physical

environment. Using AR, elements of the a real world environment can be

augmented in real-time, by superimposing virtual computer generated

sensory input such as sound or graphics. AR can enhance one’s current

perception of reality, reaching beyond the static graphics of television and

adjusting to the users every head, hand or eye movement.

*** Augmented reality has made a significant contribution in mobilising

e-commerce, overcoming online purchase barriers in visualisation and trial. AR

enables consumers to experience and play with a product prior to

committing to purchase

What is it?

Ray-Ban attempted to make the online sunglasses shopping experience a little easier with their virtual Mirror. Using 3D Augmented technology, this nifty application allows you to try

on the goods without the need to be in the store.

Click image to view

Ray Ban Virtual Mirror

Click image to view

This is great example of the mergence of on and offline to create a seamlessly integrated campaign. The objective was to drive online purchase through AR and enabling consumers to try before they buy. Overcoming possible technological barriers, Tissot created a massive outdoor showroom to

showcase not only their product but how to use the technology to facilitate online purchase.

Tissot Augmented Outdoor Showroom

“It’s easier to be repeatedly

useful than repeatedly funny”

R. Sutherland

“It’s easier to be repeatedly

useful than repeatedly funny”

R. Sutherland

Branded UtilityBranded Utility

Branded utility is when the brand situates itself at the heart of an objects

usefulness. Branded Utility is often subtle branding and rather than

directly pushing brand or product aesthetics, creates cut through by

identifying closely with a related consumer need and adding extra value

by fulfilling it as a go-to resource.

What is it?What is it?

Fiat’s ecoDrive is an ideal marriage of social and technology. Using a cool little USB gadget plugged into your car, the ecoDrive will measure your driving performance. This can then be plugged into your

computer to download a performance report and shared or compared to friends and colleagues or kept as personal target. EcoDrive ticks all the boxes, green, social and simple to use with real consumer

value.

Fiat ecoDrive

Click image to view

Simple but effective! There is nothing more frustrating than not being able to find an ATM when you need one! Mastercard’s iPhone app is the pinnacle of branded utility –resolving

the problem of what can be a very frustrating daily activity with their ATM hunter.

MasterCard ATM Hunter

Social Collaborative Art

Social Collaboration: The internet has transformed how we socialise,

breaking down geographic boundaries and promoting information

sharing and individual expression. Stemming from this, there is a

growing trend for social collaborative projects that capture the

unique and moving ways the digital environment can be used to

unite people, passions and interests in collaborative works.

What is it?

Johnny Cash Project

The Johnny Cash invites fans to recreate every single frame of the video using a fairly rudimentary online painting tool

The Johnny Cash Project is a global collective art project. Working with a single image as a template and using a custom drawing tool, you can create a unique and personal portrait of Johnny. Your

work will then be combined with art from participants around the world, and integrated into a collective whole: a music video for "Ain’t No Grave"

Click image to view

You Tube Symphony Orchestra allows musicians worldwide to audition for an international orchestra using the You Tube platform.

You Tube Symphony Orchestra

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“Womanity” was a recent Thierry Muglar campaign. The website consisted of a mosaic of tiles, each hosting a piece of contributed content expressing the creativity of women around the world i.e. Poem, video, picture. Each piece of content was assigned a corresponding color by the contributor which was used to form a “mood bar” seen at the top of the page. At the end of campaign the mood

indicator was used to determined the next product to be released by the brand - A scent titled Womanity.

Thierry Muglar: Womanity

Click image to view

Social Media

500m active user worldwide

300,000 business have a presence Facebook

#2 largest search engine in the world

13hrs of video uploaded every minute

100,000,000 videos viewed per day

75, 000, 000m+ user

Over 50m tweets daily

Just how big is social media

Social Media is now apart of dominate modern culture, forming the foundations of a mainstream

communication currency.

Tippex have created this clever and fun interactive play that enables people to type their own action into the tippexed space to determine the end of the Hunter and Bear tale. This is

great campaign supported by strong content that can absorb you in many hours of fun

Tippex turns spectators into participants

Click image to view

Diesel brought the on an offline worlds a little closer with an interactive in-store installation in Spain. Consumers were able to take & then publish pictures directly to their own

Facebook account, using Facebook Connect in-store to log in safely.

Diesel's Facebook Change-room

Click image to view

The American fashion label incorporated Twitter into an innovative marketing campaign in order to offer special deals to customers. For every tweet about one of their products, the price of the item would be reduced for all potential buyers. The extensive social media activity by users succeeded in securing discounts of up to

60%.

Price Cutting Tweets

Social Gaming

Stemming from the social media craze- “Social games” are web-based games like Mafia Wars and FarmVille played on social

networks like Facebook, not Xbox 360 action games which remains dominated by young males. Interestingly however, a

recent a recent survey of those who play online social games found that the average social gamer is a 43-year-old woman.

In fact it showed 55% of social gamers are female and 45% are male. Facebook was noted as the most popular destination

for online games, with 83% of respondents saying they have played games there. So why is this such an up and coming

trend? One hundred million people are playing these games and about $1 billion in revenue is expected this year alone

Mashable: Social Media Survey 02/17/2010

What is it?

FarmVille has 80 million+ active users

That’s more active users than

Do you consider FarmVille a viable social platform?

Green Giant On FarmVille

In the US, Farmville teamed up with Green Giant to put Farmville Cash coupon stickers with ‘5 free farm cash’ on select Green Giant products. In the 6wk pilot for the promotion, more than 100,000 in virtual Farm Cash was redeemed using the stickers, which appeared on 25 different Green Giant produce

items

McDonald’s created a branded farm on Farmville and in a special one day event and become a “Neighbour Farm” to every Farmville player in the world. Players were able to work on the McDonald’s Farm were rewarded with all sorts of virtual McCafe items that enabled them to grow their own farms twice as fast! This was an ingenious campaign for McDonald’s who gained both instant exposure and

potential brand interaction to Farmville’s 80m+ active global players around.

McDonalds ‘Neighbour Farm’

Chromaroma is a game depicting your travel movements by capturing Oyster Card data as you swipe in and out of the Tube. It aims to connects communities of people who cross paths and routes

on a regular basis, encouraging people to explore alternative journeys and highlighting common points for people to socialise, whilst potentially also minimising travel stress. Chromaroma illustrates

just how mainstream and useful social gaming techniques have and can become.

Chromaroma

Click image to view

Mobile

45 Million UK Mobile Users aged 18years +

91% mobile users go online to socialise compared to 79% of traditional desktop users

Dec 2009 GSMA Mobile Media & IAB Oct 2010

Geo-location

Location based services utilise Global positioning systems (GPS) to associate a users position with their activities and interests to enrich the social

networking experience

User submitted location data enables social networks to connect & coordinate a users with their locales, offering explanation, analysis & detailed

commentary through a combination of multimedia content.

With the growth of mobile and social media and demand for real-time information, Geo-location social apps are making their mark; the most

prominent being Foursquare, Gowalla and Facebook Places which have stirred much media hype this year.

What is it?

Facebook Places broadcasts a location check-in to a user news feed, users can view

friends and events nearby or review/recommend place. Centric to the concept is to enhance

the social experience by utilising location to merge on and offline. Unlike it’s main rivals

Gowalla and Foursquare, Places misses a gaming element. In saying this, it has partnered

with other geo-location companies, including Gowalla, Foursquare, InCrowd and Yelp to

help integrate it’s services. Recently added was a function to find local deals, expanding the

platforms marketing potential. Although there are no published numbers for usage, with

Facebook’s 500+ active million users the potential for Places is evidently vast.

Facebook Places

Foursquare has two primary functions. Firstly, a social component for sharing your location with friends, figuring out where they are or

making a recommendation. Second is a gaming element centred around the collection of points, prize "badges," and eventually coupons.

In October 2010 Foursquare signed up its 4 millionth member and to date has generated much interest as an extended social media strand,

enabling brands to directly reward loyalty.

Foursquare

Although Gowalla has been in the spotlight as a LBS contender, outside the US Gowalla

holds little pull as a marketing platform with a base of approx 450,000 global

members. Similar to Foursquare, Gowalla works on a gaming premise that rewards

users with badges and points for check-ins. Although you are able to connect with

friends, Gowalla has a more individual focus than Foursquare.

Gowalla

Jimmy Choo teamed up with Foursquare for a trainer treasure hunt around London (Catch-a Choo). Participants were lead through a series of suitably fashionable London check-in points on Foursquare and location details were simultaneously posted on twitter and Facebook. Ultimately the objective was to arrive at the final destination and catch a pair of swanky trainers before they

left. Click here for more details.

Chicago tourism came up an engaging idea using a social media play on nostalgia to drive interest in the city. Using foursquare, visitors were encouraged to explore Chicago the way Ferris Bueller did in John Hughes classic; Ferris Buellers Day Off. Supported by ‘The Explore Chicago Giveaway’ (a

free trip for two out-of towners) on Foursquare’s Facebook page, users were invited to post a comment detailing the scene they would like to recreate from the movie.

This mini cooper campaign is a brilliant game of catch. Using a mobile geo-location app users must track and catch a mini and then keep there distance from other users for 7days in order to win the

mini as a prize. This is an innovative example of brands thinking beyond the limitations that existing Geo-location apps may offer, building their own platform to meet their specific needs

Click image to view

Digital Cross Channel

Digital Integration: Achieving cut through in a saturated market is

increasingly reliant on engaging consumers through experience.

Brands are exploring new ways to push the boundaries of

technology and extend reach beyond conventional static

platforms. Digital integration is a cross channel application of

digital technology, creating new and exciting environments for

consumers to interact with brands

Toyota Auris used 3D light projection in a recent campaign to illustrate the cars recycled energy. The idea entailed parking the car in a normal, everyday location and using projection mapping showcase the Hybrid technology. To people walking past on the night the car appeared to come alive, the bodywork of the car peeling back to reveal a glowing blue light to symbolize the car's recycled energy. The blue light then escaped from the car ‘energising’ objects in the surrounding environment - before going back into

the car to demonstrate how the Auris Hybrid gets its energy back.

I am a big fan of light projections so I may come across a little enthusiastic but this 3D light projection from Samsung is magic! It perfectly captured the technical craftsmanship of their product, stopping people in the street & obtaining a wealth of earned off and online media

Click image to view

Join the Hilfiger Hall of Fame in Dublin by adding your pictures to an interactive wall! The store features a unique through-window touch screen, providing an interface for shoppers to capture, stylise

and submit their image even outside of business hours. At the end of the campaign, customers can return to the store and have their own T-shirt specially printed using the image they created as the

design.

Conclusion Digital is ingrained in modern culture & a prime facet of mainstream communication.

Don’t be blinded by sexy technology and remember the basics

Standard Media doesn’t need to be standard, elevate it through rich content

Think social! Earned media is the most powerful

Engage, Interact, Entertain and don’t forget to Listen and Learn

Creativity is key, a good idea that is well executed will carry further than expensive glossy production

Digital now exist beyond conventional Touch points- New technologies are merging the virtual and real-world.

REMEMBER the strongest campaign is a fully integrated one. Digital should not be an afterthought. It needs to be included in primary creative planning.

Thank YouLiz Ryan: l.ryan@skive.co.uk

Digital PlannerSkive Creative