Experiential

ChangeTHE BRAND EXPERIENCE AGENCY

ISSUE 01 || APRIL 2012

THE PLAYREPORT A brief study on the changing landscape

of brand experience marketing.

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Featuring LEGO: Life of George, Coca-Cola’s football dormitory, and a prankster’s dream -

the remote-controlled café

SPONSORSHIPS RETAILR MOBILEMACTIVATIONA ONLINEO

Hello

Welcome to the PLAY Report - a brief study on the changing landscape of brand experience marketing.

It is exciting for us to be sharing this snapshot of inspiring ideas with you, because stumbling across remarkable stories and sharing them with the team is simply part of every day at PLAY.

With so much going on, where do we start? You may have noticed a growing interdependence between mobile, digital and experiential in bringing outstanding ideas to life.

In this issue, we bring you a cross-section of digital and live experiences that have created lasting impressions with their audiences. Examples to note include LEGO: Life of George, Coca-Cola’s football dormitory, and a prankster’s dream - the remote-controlled café.

We hope you will find this document a useful marketing reference tool and an intriguing read; perhaps you’ll find something insightful to break bread over.

Yours truly,

The PLAY Team

Coca-Cola transforms its luxury corporate box into a 24-hour dormitory for devoted football fans.

PayPal extends its online capabilities beyond cyberspace.

LEGO: Life of George fuses live product and mobile for a thrilling interactive experience.

Kotex creates personalised gifts for 50 inspirational women based on Pinterest boards.

Kauko Café remedies a lack of consideration for poor design with real time remote control.

LEGOLIFE OF GEORGE

KOTEX ‘INSPIRATION DAY’

PAYPAL OFFLINE PAYMENTS

COCA-COLA DORMITORY

WORLD DESIGN 2012KAUKO CAFÉ

EXPERIENTIAL CHANGE

Did you know?

95% of Facebook wall posts are not answered by brandsALL FACEBOOK

Auto-posting on Facebook decreases likes and comments by 70%INSIDE FACEBOOK

34% of marketers have generated leads via TwitterALL TWITTER

55%of brands globally have closed deals from SOM leadsWEBMARKETING123

50%mobile coupon redemption rate in AustraliaSMS GLOBAL

95%of emails in Australia are read on mobileMARKETING MAG

FMCG brands are the third biggest spenders in mobile advertising, closely following entertainment and media, and telecommunicationsIAB

1/3of B2B marketers don’t track social-media impactsMARKETING MAG

DID YOU KNOW?

35% of smartphone users boot up apps before getting out of bedONLINESCHOOLS.ORG

60% of TV viewers use a computer at the same timeONLINESCHOOLS.ORG

EXPERIENTIAL CHANGE

LEGO: LIFE OF GEORGE

Clever, simple and addictive, LEGO fuses live product experiences with mobile SXSW Interactive award winner in the ‘Amusement’ category, LEGO has created an iPhone/iPod application that combines real LEGO bricks to play.

The game shows an object built with LEGO and challenges the gamer to replicate it using their own kit. Capturing the final work using an iPhone, a brick recognition system awards points for speed and accuracy.

George, the protagonist of the LEGO world, appeals to all ages,(especially to everyday professionals wanting to escape reality) by having a 9-to-5 job, a keen sense of imagination and a passion for travelling.

As the gamers progress, George leads them through a series of building challenges and variously themed levels, ranging from New York to aliens and pirates.

Multiplayer capable, this is a truly exciting, tangible experience to share with Lego-crazy friends that also encourages users to archive their own creations.

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GEORGEDOTLEGODOTCOM

PERSPECTIVE

When designing experiences we need to consider that brand and product

experiences are not just shared and amplified through digital; they completely

rely on mobile and digital to function.

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EXPERIENTIAL CHANGE

SPONSORSHIP DRIVES IMMEDIATE SALES

H&M BEACH demonstrates the commercial benefits of collaborating with charities As part of an ongoing collaboration with the water sanitation charity WaterAid, H&M used a weathered shipping container (easily mistaken for lost cargo) to house its beachwear collection at a popular beach resort in the Netherlands.

With its strategic beach placement and the blue theming of its wares, H&M successfully made sales, raised awareness and provided an engaging environment for consumers to reflect on water issues affecting the world’s poorest communities.

H&M donated 20% of the profits towards the cause, but more importantly, demonstrated the rewarding and profitable outcomes from actively facilitating social responsibility in a way that resonates with consumers.

WATERAID

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EXPERIENTIAL CHANGE

KOTEX RANDOM ACTS OF KINDNESS

Using the Pinterest boards of 50 inspiring women, Kotex delivers personalised gift boxesRevisiting their earlier strategy for the Kleenex Feel Good Campaign, Kotex pioneers the smartest use of new social medium Pinterest in its latest online campaign ‘Inspiration Day’.

Ideas were drawn from the Pinterest boards of 50 inspirational women, capturing their individual style, and delivering personalised gifts to encourage their sense of flair and aspirations.

With greater capability for visual self-expression than Facebook, the campaign successfully demonstrated the functionality of the platform for brands to render personalisation.

The campaign was amplified with recipients posting about their prizes over Pinterest, Facebook, Twitter and Instagram.

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PERSPECTIVE

The right approach to marketing on SOM platforms in forging connections with customers can evidently deliver outstanding

ROI. With the wrong approach, however, brands can just as easily sever valuable relationships

and trust. Understanding the boundaries and social cues inherent to SOM forums is

key to successful marketing campaigns.

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DIGITAL OUTDOOR INSTALLATION

Nike water projections ‘make a splash’ for a new shoeFor the launch of Carmelo Anthony’s new!Jordan Melo M8 shoe, Nike mounted a colossal water projection installation in New York City. The night time installation, located off the Hudson River, featured a three-storey-tall dribbling, dunking and walking projection of Carmelo Anthony on the water’s surface.!

A crowd of 2,500 gathered by the river to watch the show that projected lights onto water fountains to complement the movement.!The show featured a helicopter stunt where a body double of Anthony plunged into the river, followed by surprise appearances from rap star Nas and Anthony himself.!

Challenged with extending the campaign to those who could not attend, Nike created a dynamic web experience using HTML 5, Flash and Javascript, with the campaign gaining viral recognition.

In an increasingly digital world, large scale outdoor campaigns like this create powerful experiences.

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PERSPECTIVE

Large outdoor campaigns are progressively incorporating advanced

digital capabilities to deliver powerful live experiences, inviting viral dissemination

and content appropriation by trend spotters and bloggers.

EXPERIENTIAL CHANGE

REMOTE CONTROL CAFE

Design affects you and you can affect itThe World Design Capital 2012 Festival in Helsinki saw the installation of a movable remote-controlled café around the city to promote the under appreciated importance of good design.

Appropriately named Kauko [Finnish for ‘remote-control’] Café, patrons of the café encountered poor design in the form of awkward serviette dispensers and temperamental chairs. Objects were controlled remotely, through web real-time connections, by anyone who downloaded the complimentary web app, leaving some delighted by the unexpected pranks and other non-anticipating victims perplexed.

Post-engagement, individuals were prompted to suggest improvements on the design and functionality of items encountered day to day. PR, print and OOH advertising supported the amplification of the campaign and directed people to the experience.

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COCA-COLA ENGAGES THROUGH EXPERIENTIAL SPONSORSHIP

Coca-Cola elevates devoted fans’ experience with ‘executive’ privilegesAs part of the long standing sponsorship of Sport Lisboa e Benfica, Coca-Cola owns an executive stadium box with incredible views, traditionally only accessible to its employees and partners.

Exploring fresh channels for consumer engagement, Coca-Cola surrendered the box and transformed the space into a 24-hour luxury dormitory for 8 lucky winners. Tempted by the exceptional soccer-viewing experience, a luxury suite and VIP service, fans were invited to register through Facebook for a chance to win the stay in this unique experiential setting.

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EXPERIENTIAL CHANGE

POP-UP GROCERY STORES IN PRAGUE’S SUBS

Virtual grocery stores for your convenienceCollaboration between P&G and Mall.cz enabled Prague’s four busiest subway stations to temporarily hostvirtual grocery stores on their walls.

Commuters owning smartphones were able to purchase much needed grocery items in transit whilst waiting to board a train. The campaign featured priced life-sized representations of products with QR codes lined as if on shelves at a supermarket, simulating the look and feel of a physical store.

The service included next day delivery, with the consumer confirming the time of the delivery by responding to a message.

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POWERFUL DIGITAL INSTALLATIONS

Chelsea take on digital projections of Space Invaders As part of a promotional campaign for sports book provider 188Bet, the Chelsea Football Club played tribute to the coin-operated space invaders game in real life.

Content of the team members engaged in friendly competition, fending off an invasion of giant aliens with their amazing football skills, was captured and featured in the advertisement. The winner, striker Nicolas Anelka, allocated his winnings to a charity of choice.

The 90-foot installation was housed in a warehouse mere days before its demolition. 3D projection mapping technology was combined with ultrasonic motion sensors and other technical elements to create a physical gaming experience.

PERSPECTIVE

Real motion projection mapping demonstrates how crucial it is to employ evolving platforms and technologies to keep up with consumer expectations.

For large scale events in particular, real-life projection mapping represents an

opportunity to create high-impact, highly interactive and memorable

brand experiences.

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EXPERIENTIAL CHANGE

POP-UP RETAIL NEIGHBOURHOOD

Temporary, community-owned retail to boost visits to OaklandPopuphood was created as a small business incubator in the hope of revitalising the port city of Oakland, San Francisco. In an attempt to boost the lagging retail sector, the urban initiative offered free retail space in long-empty store fronts and unused buildings for up to six months, subsequently creating jobs for local artists and attracting greater foot traffic.

Launched last September, creators Alfonso Dominguez and Sarah Filley hope to encourage support for the local community and the renewal of a thriving local shopping precinct.

Opening night launched the sale of a variety of locally made items, including jewellery, clothes, art and bicycles. As an additional incentive, discounts from existing businesses could be redeemed by presenting a ticket acknowledging the purchase of items from Popuphood retailers.

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PERSPECTIVE

Consumers are constantly seeking variety in the overall shopping experience.

Temporary and unexpected in nature, pop-up stores offer the exclusivity

that drives consumers in store out of fear of missing out.

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EXPERIENTIAL CHANGE

CHANGING THE MOVIEGOERS’ EXPERIENCE

QKR payment service delivers food to moviegoers QKR is a new mobile payment system that allows moviegoers to order food from the comfort of their seat whilst already in the theatre. A collaboration between Mastercard, Hoyts Cinemas and the Commonwealth Bank of Australia, QKR ensures that those who are late, or who like the idea of convenience, are able to order food without missing any of the movie.

Pronounced as ‘quicker’, the app allows the patron to scan or type the QR code located on their armrest with their smart phone to launch the menu. There they select what they would like to eat and drink, pay immediately, and have it delivered to their seat by a staff member.

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PERSPECTIVE

Smartphone and tablet proliferation is an exponentially growing phenomenon.

Moving forward, businesses must accept the inherence of such devices in consumer

lives and learn to manage expectations by delivering similar applications

and engagements.

EXPERIENTIAL CHANGE R M OR M O

THE POWER OF OUTDOOR INSTALLATIONS

700 lost lives represented in melting ice sculptures Each year, an estimated 700 people lose their lives to skin cancer in Spain. The local health authority, in collaboration with Bungalow 25, mounted this powerful outdoor campaign in Madrid to raise awareness around the severity of the disease.

700 ice sculptures were strategically placed around the city while the baking sun literally ‘killed’ them off. Intended to educate and encourage individuals to seek further information on early detection methods, prevention and cures, people were reminded of the destructive force of the sun.

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IMMERSE YOURSELF WITH THIS IN STORE EXPERIENCE

Zegna Store leading the upper end retail in technological revolutionErmenegildo Zegna, the Italian luxury menswear house, has launched an iPad application with a virtual retail experience for customers to engage with its products and brand. As an indication of interest and attitude towards the brand, Zegna can deduce consumer behaviour patterns beyond engagement with its virtual platform based on click-through rates and the level of immersion within the store.

Greeted by personal shopping guide and actress, Milla Jovovich, users navigate the store by swiping the screen, browsing and examining the products by tapping on them. The visual design is reminiscent of the film Avatar, on which visual consultant James Lima formerly worked.

Challenged to cater to an international market, Zegna offers convenience without losing the key attributes of individuality and authenticity by going digital.

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CAN FAST FOOD GET ANY FASTER?

Order McDonald’s remotely with the use of your phone and voiceIs it possible for fast food to get any faster?

It might just be possible if restaurants employ the latest voice recognition technology.

'Mobile Ordering' will see customers’ orders being automatically sent to POS systems. Voice recognition technology will identify which order corresponds to which customer and will even be able to make recommendations based on products previously ordered.

It also has the ability to remember phone numbers and understand different languages and dialects.

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EXPERIENTIAL CHANGE

PAVING THE WAY FOR THE FUTURE OF SHOPPING

PayPal is changing the way we consume, make decisions and payPayPal has been paving the way of the future, with recent exciting developments in how people can consume, make decisions and control the way they pay.

PayPal is still primarily an online payment platform, eliminating the need to use or exchange bank information or credit card details.

However, PayPal is taking its online capabilities beyond cyberspace and making them available in real world situations.

For example, PayPal is now a point of sale payment option at Home Depot in the US. By simply entering your mobile phone number and a personal pin number associated with your account you can complete your transaction. No need to carry cash or cards, as the money will simply be taken out of your PayPal account.

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FACEBOOK LOYALTY PROGRAM

Plink online credits facilitate sales and reward consumer loyaltyPlink has launched a Facebook credits-based loyalty program that rewards users for dining and shopping offline.

The program is designed to reach customers online in social media environments, but subsequently motivate their purchases offline.

To activate the program, users log into Plink via Facebook and register a credit or debit card. Credits or points are earned when a registered card is used in a transaction at participating, but not limited to, Taco Bell, Outback Steak House, 7 Eleven, Dunkin’ Donuts franchises. In total, the loyalty program involves 25,000 locations across the US.

For assurance purposes, bank level security ensures details cannot be accessed by anyone else.

The program eliminates the need to obtain and carry loyalty cards, is easy to implement and requires no point of sale integration. It also eliminates interruptions that can cause delays in the sale process.

“Facebook Credits is the missing ingredient that’s been needed to connect social media to offline sales. Now with the ‘glue’ of Facebook Credits, our national restaurant and offline retailer partners have a way to tap into the nearly 800 million users on Facebook, motivate them to become loyal customers, and reward them.”

PETER VOGEL, PLINK’S CEO

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E-COMMERCE

Mobile internet and the future of retailWith Smartphones and tablets poised to become the core devices for internet usage, what exactly are we using these devices to search for?

Google has released new data showing that online retail enquiry is one of the fastest growing mobile internet search categories. Google reports a dramatic 220% increase in retail queries via mobile annually. Similar data reveals a 29% increase in overall shopping-related searches year on year.

The lead-up to Christmas has particularly demonstrated the power of mobile retail search and shopping. A staggering quarter of all Christmas shopping-related Google searches in 2011 came from mobiles.

“If you asked a business owner whether she’d ignore every fourth customer to walk in her shop this Christmas season, the answer would certainly be no,” says Google Head of Retail, Ross McDonald.

“But with 25 per cent of Christmas shopping-related queries coming in on mobile, not having a mobile website is basically the same thing. The missed potential is huge.”

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EXPERIENTIAL CHANGE

Globally, 70% of online consumers watch online video, with slower adoption across the North American and European regions.

NEILSENWIRE

In the next two years, video content is expected to to drive 91% of all internet traffic.

CISCO

Online video ads have a 19% higher recall rate than TV ads.

NEILSEN VIDEO STUDY

61%video views happen outside of YouTube and hulu.com

COLLECTIVE

60%of people exclusively watch video on their laptop at home.

KNOWLEDGE NETWORKS

The Online Video

ContagionBrand recall online is 22% higher than TV, while message recall is 18% higher online than on TV.NEILSEN VIDEO STUDY

On average, online video consumption is highest from 12pm-3pm and then again between 9pm-1am. Lowest consumption occurs around dinnertime from 6pm-9pm.YAHOO

96%increase in email marketing click-through rates, due to video inclusion.

KNOWLEDGE NETWORKS

11.7songs have now been downloaded from iTunes globally.

DIGITAL MUSIC NEWSbillion

THE ONLINE VIDEO CONTAGION

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AMAZON’S FLOW

Amazon’s Flow app features continuous scanning technology. As soon as users point their phone at books, games, DVDs, or CDs, information appears; including media clips, reviews and purchase information.

GETTING PERSONAL WITH ADIDAS

The Adidas’ Originals iPhone app can take a photo of any Adidas sneaker and have it scanned against the brand’s range to find the closest match, product information and local stockists.

TAKING ON GOOGLE GOGGLES

Layar, partnering with Telefonica, brings together the latest visual search capabilities being developed by the telecommunications giant’s I+D research lab. The technologies are similar to Google Goggles, and allow users to access digital information attached to objects without the need for special tags or packaging. The companies are yet to announce how they will roll out the technologies to consumers.

POINT AND BUY RE-INNOVATES EBAY

eBay’s CEO John Donahoe announced that image recognition will be a key feature of eBay’s future mobile applications. Users will be able to take photos of real world objects and find similar items for sale on eBay.

Consumers in control

This week on apps...

Amazon’s Flow app

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PLAY is a communication agency that specialises in Brand Experience Marketing. We activate brands, leverage sponsorships, create events and branded environments, and maximise every connection through mobile and digital amplification. We are known for our strategic, accountable and business centric approach. Our clients understand that we deliver sales, differentiate their brand and products, and build loyalty across consumer, trade and internal audiences.

WHO WE ARE

We are experiential thinkers.!We place the customer experience at the centre of what we do. This enables us to identify channel neutral, high impact marketing opportunities for our clients and ensures a relevant and meaningful dialogue with consumers.

WHAT MAKES US DIFFERENT

WE HAVE AN EXPERIENTIALMIND AND A DIGITAL SPIRITConsumers don't differentiate between a digital and real life experience with a brand. Neither do we. We fuse our strategic, creative, digital and activation capabilities into a seamless experience, delivering against defined business objectives.

For business and press enquiries please contact:Johannes Weissenbaeck // Founder & Directorjohannes@playcommunication.com.au

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