Digital Trendspotting: Reaching Youth Via Social Media, Mobile, Digital Content and Gaming July 23, 2009

Overview Welcome to the era of the Digital Native. In many places, this group skipped over the computer in favor of mobile for going online. This group of young people is: Super connected Views community as a central part of everything Trusts unknown peers Has a desire to be heard

Welcome to the era of the Digital Native.

In many places, this group skipped over the computer in favor of mobile for going online.

This group of young people is:

Super connected

Views community as a central part of everything

Trusts unknown peers

Has a desire to be heard

What Digital Natives Are Saying I’m pretty loyal to Facebook. Fira, 21, Malaysia I spend more than 10 hours a day on the Internet. Erica, 23, Taiwan I have MySpace and Facebook but only use Facebook. Sam, 19, US I miss MySpace, the way I could make it my own. But I couldn’t live without Facebook. Melissa, 16, Mexico I’d rather use my mobile phone to go online. Jessica, 19, US I’m a PC user but I also use mobile for the Internet. Nicole, Honduras, 21 I’m loyal to Facebook WAAAY more than MySpace. I think it’s been 3 months since I last checked MySpace. Kristi, 23, US My iPhone is my favorite place for games. Jeff, 16, US

Savvy brands are paying attention to Digital Natives around the world, tapping into: Social Media Mobile Digital Content Gaming

Savvy brands are paying attention to Digital Natives around the world, tapping into:

Social Media

Mobile

Digital Content

Gaming

Top 12 Opportunities And Learnings Digital Scavenger Hunt Aggregating Social Media Twiction Crowdsourcing For The Greater Good Street Cred Source Not Your Mama’s QR Code User Generated Video Viral Happiness Interactive Video Augmentainment Console Gaming Partnership The Anti Virtual Billboard

Top 12 Opportunities And Learnings

Digital Scavenger Hunt

Aggregating Social Media

Twiction

Crowdsourcing For The Greater Good

Street Cred Source

Not Your Mama’s QR Code

User Generated Video

Viral Happiness

Interactive Video

Augmentainment

Console Gaming Partnership

The Anti Virtual Billboard

Social Media Trends and Best Practices

The Global Social Networking Landscape

Top Three Social Networking Sites By Country Australia: Facebook, MySpace, Twitter Canada: Facebook, MySpace, Flickr India: Facebook, Orkut, Hi5 (Twitter is a close fourth) France: Facebook, Skyrock, MySpace China: QQ, Xiaonei, 51 Germany: Facebook, StudiVZ, MySpace Italy: Facebook, Netlog, Badoo Russia: V Kontakte, Odnoklassniki, LiveJournal Spain: Facebook, Tuenti, Fotolog United Kingdom: Facebook, Bebo, MySpace United States: Facebook, MySpace, Twitter

Worldwide Social Networking Trends Facebook is the dominant network around the world, recently passing the 250 million user number. MySpace is on the decline everywhere except Guam. Orkut remains strong in Brazil and India. QQ is the preferred network in China with 300 million users. Post communist/communist countries tend to prefer homegrown networks. Twitter is still primarily a popular U.S. network but is growing in the U.K and with expats around the world.

Facebook is the dominant network around the world, recently passing the 250 million user number.

MySpace is on the decline everywhere except Guam.

Orkut remains strong in Brazil and India.

QQ is the preferred network in China with 300 million users.

Post communist/communist countries tend to prefer homegrown networks.

Twitter is still primarily a popular U.S. network but is growing in the U.K and with expats around the world.

Social Media and Youth: It’s All About Ego The question for youth in social media is “Where am I in the story?” They want to be part of something. Whether it’s a post from a friend, a movie, a band or a brand, they want to have a role and even some ownership. For example, most young folks look for their own image in their friends photos first.

The question for youth in social media is “Where am I in the story?”

They want to be part of something. Whether it’s a post from a friend, a movie, a band or a brand, they want to have a role and even some ownership.

For example, most young folks look for their own image in their friends photos first.

What Does All This Mean For Brands? Facebook cannot be ignored. Involving youth in an experience is key. Giving them something they want to and can share is also important. Take note of their ideas. They’re willing to share them whether you’ve asked for them or not.

Facebook cannot be ignored.

Involving youth in an experience is key.

Giving them something they want to and can share is also important.

Take note of their ideas. They’re willing to share them whether you’ve asked for them or not.

Best Practices: Maximizing A Facebook Fanbase Starbucks has one of the top ranked brand pages on Facebook. It’s also a brand with many products that people have created separate pages for. Rather than make a page for its ice cream, Starbucks is leveraging its main page with 3 million plus fans to promote trial and awareness. Sharing ice cream with a friend taps into the natural functionality of Facebook.

Starbucks has one of the top ranked brand pages on Facebook. It’s also a brand with many products that people have created separate pages for.

Rather than make a page for its ice cream, Starbucks is leveraging its main page with 3 million plus fans to promote trial and awareness.

Sharing ice cream with a friend taps into the natural functionality of Facebook.

Maximizing A Facebook Fanbase: Key Learnings Promote new products Target specific regions with messaging or promotions Add a gifting feature for a real product or merchandise Partner with a store or restaurant for a shareable real world Facebook gift If you’re a brand that already has an established Facebook fan base, be sure to leverage it as much as possible:

Promote new products

Target specific regions with messaging or promotions

Add a gifting feature for a real product or merchandise

Partner with a store or restaurant for a shareable real world Facebook gift

Best Practices: Digital Scavenger Hunt Tony Hawk created instant buzz when he announced a scavenger hunt for one-of-a-kind autographed boards via Twitter. The hunt for his 60 decks hit 10 cities and three countries, generating press and adding to Hawk’s follower count along the way.

Tony Hawk created instant buzz when he announced a scavenger hunt for one-of-a-kind autographed boards via Twitter.

The hunt for his 60 decks hit 10 cities and three countries, generating press and adding to Hawk’s follower count along the way.

Digital Scavenger Hunt: Key Learnings Tony Hawk’s scavenger hunt not only got his fans excited and talking but it also got them involved with his brand. Leverage your brand’s already existing partnerships in the sports and entertainment world, getting a popular athlete or artist involved in a similar scavenger hunt. Twitter is just one way to make this happen. A Facebook page could be leveraged or there are possibilities in certain countries for QR technology to fit.

Tony Hawk’s scavenger hunt not only got his fans excited and talking but it also got them involved with his brand.

Leverage your brand’s already existing partnerships in the sports and entertainment world, getting a popular athlete or artist involved in a similar scavenger hunt.

Twitter is just one way to make this happen. A Facebook page could be leveraged or there are possibilities in certain countries for QR technology to fit.

Best Practices: Becoming Part Of A Passionate Community Pepsi has been tapping into the geek community at conferences like SXSW and NYC Internet Week. Screens and a dedicated website filter Tweets and other web content related to the conferences in a unique way. Bloggers are supported on site with special lounges and beverages.

Pepsi has been tapping into the geek community at conferences like SXSW and NYC Internet Week.

Screens and a dedicated website filter Tweets and other web content related to the conferences in a unique way.

Bloggers are supported on site with special lounges and beverages.

Becoming Part Of A Passionate Community: Key Learnings By embedding itself not only into the conferences but also into the tools geeks love, Pepsi was able to stand out to an influential group. While SXSW and web conferences don’t synch up with a youth audience, the lesson is the same: Becoming part of events people are passionate about can pay off.

By embedding itself not only into the conferences but also into the tools geeks love, Pepsi was able to stand out to an influential group.

While SXSW and web conferences don’t synch up with a youth audience, the lesson is the same: Becoming part of events people are passionate about can pay off.

Best Practices: Twiction Twitter is more than a communication tool. It’s a storytelling device. From TV shows to Tweeting dogs and brand mascots, Twitter is a way to entertain fans, show off personality and get people talking.

Twitter is more than a communication tool. It’s a storytelling device.

From TV shows to Tweeting dogs and brand mascots, Twitter is a way to entertain fans, show off personality and get people talking.

Twiction: Key Learnings Compare The Market’s Aleksandr Orlov meerkat character has helped the insurance company increase the number of quotes by 90%. Rather than merely Tweeting about company-focused news, a dose of personality is going a long way with consumers.

Compare The Market’s Aleksandr Orlov meerkat character has helped the insurance company increase the number of quotes by 90%.

Rather than merely Tweeting about company-focused news, a dose of personality is going a long way with consumers.

Best Practices: Crowdsourcing For The Greater Good To support a new gum in Canada, Mentos asked consumers for ideas on how to make the world a better or rounder place. Voting is encouraged as responses are shared and promoted on social networks until the best idea is turned into art and a cash prize.

To support a new gum in Canada, Mentos asked consumers for ideas on how to make the world a better or rounder place.

Voting is encouraged as responses are shared and promoted on social networks until the best idea is turned into art and a cash prize.

Mobile Trends and Best Practices

Think Mobile To Reach Global Between 2000 and 2007, internet subscribers per 100 people in low-income countries grew from only .1 to .8 but mobile cellular subscriptions per 100 people grew from .3 to 21.5. * If you want to reach developing countries, mobile phones are your best bet. *According to the World Bank

Between 2000 and 2007, internet subscribers per 100 people in low-income countries grew from only .1 to .8 but mobile cellular subscriptions per 100 people grew from .3 to 21.5. *

If you want to reach developing countries, mobile phones are your best bet.

Location, Location, Location What’s cool near me? Who’s cool near me? Location Based Services are on a big upswing due to GPS enabled phones and easy to use apps. LBS subscribers are forecast to grow from 41 million in 2008 to 95.7 million in 2009. Teens and young adults account for a big piece of that pie, using technologies like Loopt and Whrrl.

What’s cool near me?

Who’s cool near me?

Location Based Services are on a big upswing due to GPS enabled phones and easy to use apps.

LBS subscribers are forecast to grow from 41 million in 2008 to 95.7 million in 2009.

Teens and young adults account for a big piece of that pie, using technologies like Loopt and Whrrl.

Apps and Youth The one billionth iTunes app was bought by a 13-year-old and it’s not just a coincidence. There are more than 3 million iPhone users in the U.S. Half of them are under age 30. Done right, a mobile application puts an experience in a user’s hands and has the potential to be an endless presence on their device. The iPhone is sold in 80 countries and more devices are becoming app-friendly.

The one billionth iTunes app was bought by a 13-year-old and it’s not just a coincidence.

There are more than 3 million iPhone users in the U.S. Half of them are under age 30.

Done right, a mobile application puts an experience in a user’s hands and has the potential to be an endless presence on their device.

The iPhone is sold in 80 countries and more devices are becoming app-friendly.

QR Codes QR code technology is still largely a Japanese phenomenon but the potential to spread in the U.S., Europe and Australia is growing thanks to devices like the iPhone. In Japan, 4 of 5 cell phones come equipped with QR code readers. Entire Japanese magazines are devoted to QR codes. In Europe, QR codes are becoming more popular. Pepsi is one of the latest big brands to use the technology, placing codes on 400 million cans. In Australia, the last James Bond movie was promoted with a QR code treasure hunt that attracted 10,000 participants without any mainstream advertising.

QR code technology is still largely a Japanese phenomenon but the potential to spread in the U.S., Europe and Australia is growing thanks to devices like the iPhone.

In Japan, 4 of 5 cell phones come equipped with QR code readers.

Entire Japanese magazines are devoted to QR codes.

In Europe, QR codes are becoming more popular. Pepsi is one of the latest big brands to use the technology, placing codes on 400 million cans.

In Australia, the last James Bond movie was promoted with a QR code treasure hunt that attracted 10,000 participants without any mainstream advertising.

What Does All This Mean For Brands? There’s a big opportunity to reach youth globally via mobile devices. To Digital Natives, advertising doesn’t feel strange on a mobile phone. The approach you take with mobile can vary by country but some devices, like the iPhone, are grabbing major ground globally.

There’s a big opportunity to reach youth globally via mobile devices.

To Digital Natives, advertising doesn’t feel strange on a mobile phone.

The approach you take with mobile can vary by country but some devices, like the iPhone, are grabbing major ground globally.

Best Practices: Street Cred Source Adidas’ Urban Art Guide to Berlin is a free iPhone app that incorporates Google maps, a listing of top graffiti art, location based functionality, and the ability for users to comment, rate and add their own photos. It’s the sort of app that that users will hang onto it and keep using.

Adidas’ Urban Art Guide to Berlin is a free iPhone app that incorporates Google maps, a listing of top graffiti art, location based functionality, and the ability for users to comment, rate and add their own photos.

It’s the sort of app that that users will hang onto it and keep using.

Street Cred Source: Key Learnings For Digital Natives it’s all about social currency. Adidas recognized that being in the know about cool things is just the kind of thing that’ll be shared.

For Digital Natives it’s all about social currency. Adidas recognized that being in the know about cool things is just the kind of thing that’ll be shared.

New Possibilities With The iPhone 3GS With a video camera, the iPhone 3GS is opening up new possibilities for brands and app developers. We’re already seeing innovative uses of the video camera for music videos and augmented reality apps. Look for high end improvements in gaming apps soon. Firemint, the maker of Flight Control and Real Racing have a 3-D racing game in the works that allows as many as 40 other players to participate in a game.

With a video camera, the iPhone 3GS is opening up new possibilities for brands and app developers.

We’re already seeing innovative uses of the video camera for music videos and augmented reality apps.

Look for high end improvements in gaming apps soon. Firemint, the maker of Flight Control and Real Racing have a 3-D racing game in the works that allows as many as 40 other players to participate in a game.

Best Practices: Not Your Mama’s QR Code Marc Jacobs is shaking up the QR code world with a hand drawn QR code that’s in color as opposed to the typical black and white generic codes typically used. The code works on Japanese mobile devices, driving users to his new mobile website.

Marc Jacobs is shaking up the QR code world with a hand drawn QR code that’s in color as opposed to the typical black and white generic codes typically used.

The code works on Japanese mobile devices, driving users to his new mobile website.

Not Your Mama’s QR Code: Key Learnings Particularly in Japan, QR codes that stand out resonate with young audiences. In the U.S. and Europe, where we aren’t as exposed to QR codes, this kind of colorful design can also play a major role, coming across as more vibrant and less techie than traditional codes. A partnership with a top artist or designer would also make an impact.

Particularly in Japan, QR codes that stand out resonate with young audiences.

In the U.S. and Europe, where we aren’t as exposed to QR codes, this kind of colorful design can also play a major role, coming across as more vibrant and less techie than traditional codes.

A partnership with a top artist or designer would also make an impact.

Digital Content Trends and Best Practices

Best Practices: User Generated Video Shake The World is a grassroots documentary project that got thousands of people across the globe creating video clips simultaneously this spring. A full documentary of the content will be complete this fall. StrangerFestival is a platform for videos by young people on issues they care about. With a voting system integrated, there’s also a competition element where winners go to the StrangerAcademy to improve their skills.

Shake The World is a grassroots documentary project that got thousands of people across the globe creating video clips simultaneously this spring. A full documentary of the content will be complete this fall.

StrangerFestival is a platform for videos by young people on issues they care about. With a voting system integrated, there’s also a competition element where winners go to the StrangerAcademy to improve their skills.

User Generated Video: Key Learnings As video cameras have become less expensive and more widely incorporated on mobile devices, more young people are creating video content and more interesting outlets are popping up around the globe. Brands that tap into and support video creation stand out among youth audiences.

As video cameras have become less expensive and more widely incorporated on mobile devices, more young people are creating video content and more interesting outlets are popping up around the globe.

Brands that tap into and support video creation stand out among youth audiences.

Best Practices: Viral Happiness Grassroots and brand driven flashmobs have been dominating YouTube views. ImprovEverywhere is a group getting attention for bringing more than 2,000 people together on Roosevelt Island in NYC where they all listened to the same mp3 at the same time, following funny instructions along the way. TMobile’s Life’s for Sharing campaign in the UK has brought the famous Dance video to YouTube and most recently a karaoke event in Trafalgar Square with more than 13,500 singing along.

Grassroots and brand driven flashmobs have been dominating YouTube views.

ImprovEverywhere is a group getting attention for bringing more than 2,000 people together on Roosevelt Island in NYC where they all listened to the same mp3 at the same time, following funny instructions along the way.

TMobile’s Life’s for Sharing campaign in the UK has brought the famous Dance video to YouTube and most recently a karaoke event in Trafalgar Square with more than 13,500 singing along.

Viral Happiness: Key Learnings The keys to a viral video are: emotion, public service and triggers. They don’t always have to correlate to a wild and crazy real life event. In the case of ImprovEverywhere, part of what they were trying to do was bring some fun to NYC and make onlookers happy.

The keys to a viral video are: emotion, public service and triggers.

They don’t always have to correlate to a wild and crazy real life event. In the case of ImprovEverywhere, part of what they were trying to do was bring some fun to NYC and make onlookers happy.

Best Practices: Interactive Video Content Twix brings a “Choose Your Own Adventure” theme to its website where users help a character navigate a party scene. Canadian indie band Arcade Fire took an interactive approach with its video for “Neon Bible.”

Twix brings a “Choose Your Own Adventure” theme to its website where users help a character navigate a party scene.

Canadian indie band Arcade Fire took an interactive approach with its video for “Neon Bible.”

Interactive Video Content: Key Learnings Putting viewers in control of the story is a content choice that works particularly well for younger viewers and keeps them engaged in a video longer. Dove released an interactive video series in Canada last fall called Waking Up Hannah. They found older viewers watched the video in a more passive way, while younger viewers interacted with the video and spent an average of eight minutes longer on the site than their older counterparts. For Dove, they also found brand affinity grew by 6% as a direct result of the video series.

Putting viewers in control of the story is a content choice that works particularly well for younger viewers and keeps them engaged in a video longer.

Dove released an interactive video series in Canada last fall called Waking Up Hannah. They found older viewers watched the video in a more passive way, while younger viewers interacted with the video and spent an average of eight minutes longer on the site than their older counterparts.

For Dove, they also found brand affinity grew by 6% as a direct result of the video series.

Gaming Trends and Best Practices

Thanks to systems like the Wii and even iPhone, there’s been a rise in casual gaming, which is expected to continue. In 2008, U.S. consumers spent $491 million on casual games. By 2013, that number is forecast to be $1.1 billion. MMOGs (Massively Multiplayer Online Games) are a growing part of the gaming world, expected to grow to a $2.5 billion industry by 2012. World of Warcraft is the world’s largest MMOG. In 2008, there were 3.4 million subscription-based MMOGs and 800,000 premium based services. By 2013, those numbers are expected to be 4 million subscriptions and 2 million premium versions. The Rise of Casual Gaming and MMOGs

Thanks to systems like the Wii and even iPhone, there’s been a rise in casual gaming, which is expected to continue.

In 2008, U.S. consumers spent $491 million on casual games. By 2013, that number is forecast to be $1.1 billion.

MMOGs (Massively Multiplayer Online Games) are a growing part of the gaming world, expected to grow to a $2.5 billion industry by 2012.

World of Warcraft is the world’s largest MMOG.

In 2008, there were 3.4 million subscription-based MMOGs and 800,000 premium based services. By 2013, those numbers are expected to be 4 million subscriptions and 2 million premium versions.

No longer a solitary, anti-social form of entertainment, the growth of the casual gamer population has inspired more social gaming. Gamers play with their friends and entire families for fun. Consoles such as the Wii have attracted more social users. This has also created an opportunity to integrate social networking into games. All consoles manufactured in recent years can connect to the internet, and the use of this technology is shifting. Games Get Social

No longer a solitary, anti-social form of entertainment, the growth of the casual gamer population has inspired more social gaming.

Gamers play with their friends and entire families for fun.

Consoles such as the Wii have attracted more social users.

This has also created an opportunity to integrate social networking into games.

All consoles manufactured in recent years can connect to the internet, and the use of this technology is shifting.

Online Social Networking and User-Generated Content Previously, gamers had to be devotees and familiar with the technology to be able to save and upload their user-generated custom content to the web. Now, any user can do this easily in just a few steps within many game interfaces. This has resulted in a massive amount of user-generated content (such as custom characters, levels, videos, etc.) uploads to gaming communities and sites like YouTube and Facebook. Due to the ability to use this technology without being a hardcore gamer, casual gamers are becoming devotees.

Previously, gamers had to be devotees and familiar with the technology to be able to save and upload their user-generated custom content to the web.

Now, any user can do this easily in just a few steps within many game interfaces.

This has resulted in a massive amount of user-generated content (such as custom characters, levels, videos, etc.) uploads to gaming communities and sites like YouTube and Facebook.

Due to the ability to use this technology without being a hardcore gamer, casual gamers are becoming devotees.

Wake Up To Augmented Reality Combining real life and computer generated data, augmented reality gaming is opening up possibilities in the world of gaming, entertainment and mobile. Thanks to devices like the iPhone 3GS and Android, augmented reality is already reality for Twitter apps, travel guides, and even business cards and baseball cards.

Combining real life and computer generated data, augmented reality gaming is opening up possibilities in the world of gaming, entertainment and mobile.

Thanks to devices like the iPhone 3GS and Android, augmented reality is already reality for Twitter apps, travel guides, and even business cards and baseball cards.

Best Practices: Augmentainment Doritos new Late Night brand is linking to the virtual world along with bands Big Boi and Blink-182. Augmented reality happens as you hold a special Doritos bag in front of your webcam, allowing the musicians to break out of the bag and onto the screen. Users are in control, moving the band around a 3D stage.

Doritos new Late Night brand is linking to the virtual world along with bands Big Boi and Blink-182.

Augmented reality happens as you hold a special Doritos bag in front of your webcam, allowing the musicians to break out of the bag and onto the screen.

Users are in control, moving the band around a 3D stage.

Augmentainment: Key Learnings The social media world and blogosphere has been buzzing about this since it launched. By creating a unique and entertaining experience about the bag, people are more interested about what’s in the bag. Bottom line is Doritos is back on the radar. Many social media posts are about buying Doritos for the first time in awhile as a result of this.

The social media world and blogosphere has been buzzing about this since it launched.

By creating a unique and entertaining experience about the bag, people are more interested about what’s in the bag. Bottom line is Doritos is back on the radar.

Many social media posts are about buying Doritos for the first time in awhile as a result of this.

Best Practices: Console Gaming Partnership When Nintendo DS partnered with McDonald’s Japan this year, it was big news. For customers who bring their DS into McDonald’s, they can get exclusive, free games and special coupons.

When Nintendo DS partnered with McDonald’s Japan this year, it was big news.

For customers who bring their DS into McDonald’s, they can get exclusive, free games and special coupons.

Console Gaming Partnership: Key Learnings What made this so popular is that Nintendo and McDonald’s identified a service need: free wifi access. Unlike in the U.S. and Europe, it can be tough to find free wifi in Japan. For one, most people use mobile devices to go online and there are security concerns about open networks. In this case, two popular brands got together to fill that need.

What made this so popular is that Nintendo and McDonald’s identified a service need: free wifi access.

Unlike in the U.S. and Europe, it can be tough to find free wifi in Japan. For one, most people use mobile devices to go online and there are security concerns about open networks. In this case, two popular brands got together to fill that need.

Best Practices: The Anti Virtual Billboard Mountain Dew recently partnered with Blizzard to release exclusive characters in World of Warcraft that you can claim and refuel by drinking Mountain Dew. The partnership also includes special limited versions of Mountain Dew that tie back to the game, in addition to TV support and prizes.

Mountain Dew recently partnered with Blizzard to release exclusive characters in World of Warcraft that you can claim and refuel by drinking Mountain Dew.

The partnership also includes special limited versions of Mountain Dew that tie back to the game, in addition to TV support and prizes.

The Anti Virtual Billboard: Key Learnings Many brands partner with games, becoming embedded as a virtual billboard. What’s unique in this case is that Mountain Dew didn’t just become a virtual billboard. Instead, they’re adding value to the game and its passionate fans.

Many brands partner with games, becoming embedded as a virtual billboard.

What’s unique in this case is that Mountain Dew didn’t just become a virtual billboard. Instead, they’re adding value to the game and its passionate fans.

Appendix: Other Notable Examples

GAS Go Green! Green any site. Easily donate a portion of any online purchase to the environment. It ’ s free, nothing to install, and it takes just a click each time you buy something.

Go Green! Green any site.

Easily donate a portion of any online purchase to the environment. It ’ s free, nothing to install, and it takes just a click each time you buy something.

3D Flash Websites 3D flash sites are becoming more and more popular the more familiar people become with software and using the technique in new and interesting ways to present information.

3D flash sites are becoming more and more popular the more familiar people become with software and using the technique in new and interesting ways to present information.

Burger King/Star Trek promo This is a self-defense website ad on how you can protect yourself from “Kingons” when they try to steal your Burger King glass.

This is a self-defense website ad on how you can protect yourself from “Kingons” when they try to steal your Burger King glass.

DC Shoes Stunt-Driving Website This site features a famous rally driver filmed in an abandoned site. Viral nature.

This site features a famous rally driver filmed in an abandoned site.

Viral nature.

Quiksilver Skateboarding Outside The Box Watch the video and see a website fall apart while the skaters tear it up.

Watch the video and see a website fall apart while the skaters tear it up.

Atmosphere’s New Album Release Promo Visitors to this website can upload a website of their choosing and apply graffiti to it. They can then share it with their friends.

Visitors to this website can upload a website of their choosing and apply graffiti to it. They can then share it with their friends.

Uniqlo Website While not as popular in the United States, Uniqlo is a has a huge following internationally. They are know for cutting edge online advertising promotions and web content.

While not as popular in the United States, Uniqlo is a has a huge following internationally.

They are know for cutting edge online advertising promotions and web content.

FMyLife Fmylife.com is a weird and wonderful addition to the web. It’s a collection of everyday anecdotes and stories, likely to happen to anyone and everyone, sent in by users. This is a space where users can let it all out and unwind by sharing the little things that screw with their day, and maybe realize they’re not alone. Posts start with “Today” and end with “FML.” The site is meant to be fun and enjoyed on a daily basis.

Fmylife.com is a weird and wonderful addition to the web. It’s a collection of everyday anecdotes and stories, likely to happen to anyone and everyone, sent in by users.

This is a space where users can let it all out and unwind by sharing the little things that screw with their day, and maybe realize they’re not alone.

Posts start with “Today” and end with “FML.” The site is meant to be fun and enjoyed on a daily basis.

ShrinkYourFoot.org ShrinkYourFoot.org has elements that appeal to all types of visitors—no matter their shade of green. Fun, interactive games and animated educational videos clearly explain the issues in layman’s terms. Measure Your Footprint: Visitors can find a carbon calculator and best practices to live with greater efficiency and sustainability in mind. Through these tools, ShrinkYourFoot.org can help answer common questions about energy and how to Make Your Footprint Smaller.

ShrinkYourFoot.org has elements that appeal to all types of visitors—no matter their shade of green. Fun, interactive games and animated educational videos clearly explain the issues in layman’s terms.

Measure Your Footprint: Visitors can find a carbon calculator and best practices to live with greater efficiency and sustainability in mind.

Through these tools, ShrinkYourFoot.org can help answer common questions about energy and how to Make Your Footprint Smaller.

Head Racquet producer HEAD is driving interest online around a new racquet. The website takes an amusing approach to tennis, with a cartoon and the support of Novak Djokovic’s voice. The tone of voice and the visual approach chosen by the brand is unexpected. Irony and cartoons actually work pretty well to present a racquet.

Racquet producer HEAD is driving interest online around a new racquet.

The website takes an amusing approach to tennis, with a cartoon and the support of Novak Djokovic’s voice.

The tone of voice and the visual approach chosen by the brand is unexpected. Irony and cartoons actually work pretty well to present a racquet.

Crocs Contest: Japan The Crocs Photo Community is an idea from Japan, where they've launched a website to collect and showcase photos of the Crocs.

The Crocs Photo Community is an idea from Japan, where they've launched a website to collect and showcase photos of the Crocs.

BMW One renowned artist is given a 300-horsepower paintbrush and total creative freedom. Online plus iPhone application

One renowned artist is given a 300-horsepower paintbrush and total creative freedom.

Online plus iPhone application

The Printed Blog The Printed Blog was a free publication of blogs and artwork, not written or provided by reporters but by a network of bloggers. Even though it’s gone out of business, the idea behind The Printed Blog is still relevant.

The Printed Blog was a free publication of blogs and artwork, not written or provided by reporters but by a network of bloggers.

Even though it’s gone out of business, the idea behind The Printed Blog is still relevant.

LG Cyon Lollipop Mobile Phone LG is to promoting its latest mobile phone, the Cyon Lollipop, in South Korea. Full of bright colors and pop music, the site doesn't show much about the phone but rather focuses on providing a cool amusing experience. Could be one of the first examples of a website (and a TV commercial) created like a music clip. The protagonists of the campaign are the Big Bang a Korean R&B and hip-hop group.and.

LG is to promoting its latest mobile phone, the Cyon Lollipop, in South Korea.

Full of bright colors and pop music, the site doesn't show much about the phone but rather focuses on providing a cool amusing experience.

Could be one of the first examples of a website (and a TV commercial) created like a music clip.

The protagonists of the campaign are the Big Bang a Korean R&B and hip-hop group.and.

BOXEE Connect your computer or laptop to a TV and watch your favorite videos and movies, listen to music, and view your photo albums all on your TV using the TVs remote. Plus you can access videos from your favorite online sites.

Connect your computer or laptop to a TV and watch your favorite videos and movies, listen to music, and view your photo albums all on your TV using the TVs remote.

Plus you can access videos from your favorite online sites.

Cooliris A browser plugin and iPhone app that creates an amazing digital wall of photos and videos on your computer or from the web.

A browser plugin and iPhone app that creates an amazing digital wall of photos and videos on your computer or from the web.

Dr. Martens Dr. Martens held an online contest to create a boot design that would actually be produced. Participants could choose from a variety of tools to decorate with (spray paint, nail polish, Sharpie, cigarette lighter), upload an image, and add symbols to customize their boot design.

Dr. Martens held an online contest to create a boot design that would actually be produced.

Participants could choose from a variety of tools to decorate with (spray paint, nail polish, Sharpie, cigarette lighter), upload an image, and add symbols to customize their boot design.

Prototype An advertising campaign and prize giveaway site for a new video game. Answer questions and “infect” your friends on facebook to get a chance at winning an XBOX 360 or a copy of the video game.

An advertising campaign and prize giveaway site for a new video game.

Answer questions and “infect” your friends on facebook to get a chance at winning an XBOX 360 or a copy of the video game.

Kit Kat Perfect Web Fun Kit Kat has an interactive web environment that gives you games to play and also redirects you to to humorous videos and posts.

Kit Kat has an interactive web environment that gives you games to play and also redirects you to to humorous videos and posts.

We Tell Stories We tell stories are multiple short stories told by writers using different creative ideas on the web. One is the 21 Steps. It uses Google maps to navigate you through the story to different locations.

We tell stories are multiple short stories told by writers using different creative ideas on the web.

One is the 21 Steps. It uses Google maps to navigate you through the story to different locations.

Serge Seidlitz - Personal Site Collage is a cool trend in web design that deserves attention. Assembling random images to build a good looking site is one though task, but there are those who manage to do a fantastic job. Every single image here is clickable. The site, work and overall style appeals to younger generations.

Collage is a cool trend in web design that deserves attention.

Assembling random images to build a good looking site is one though task, but there are those who manage to do a fantastic job.

Every single image here is clickable. The site, work and overall style appeals to younger generations.

Emilie Chollat - Personal Site This is another fully interactive collage style site that also plays like a movie at times. It gives a more personal experience to the viewer and includes great music selections that can be changed by the viewer. There’s also a time lapse video in the “How I Did It” section that is just plain fun to watch.

This is another fully interactive collage style site that also plays like a movie at times.

It gives a more personal experience to the viewer and includes great music selections that can be changed by the viewer.

There’s also a time lapse video in the “How I Did It” section that is just plain fun to watch.

Nikon Infinite Photograph User “dives” into a photomosaic made up of photos generated and submitted by Nikon users. As the user moves the yellow square over area, they can double click on an image to see more info. As one clicks they explore deeper into infinite photograph.

User “dives” into a photomosaic made up of photos generated and submitted by Nikon users.

As the user moves the yellow square over area, they can double click on an image to see more info.

As one clicks they explore deeper into infinite photograph.

Orange Cinema Series awesome stop motion animation interaction motivation good use of color to convey feeling 3D and 2D mix to create environment For the French telecom provider’s cinema series, this site delivers:

awesome stop motion animation

interaction motivation

good use of color to convey feeling

3D and 2D mix to create environment

Cold War Kids This interactive music video allows multiple instruments for each band member represented by different colors. Instruments can be changed throughout song. How to watch the video is up to the user.

This interactive music video allows multiple instruments for each band member represented by different colors.

Instruments can be changed throughout song.

How to watch the video is up to the user.

Labuat This Spanish site has a music/artist website intro The music creates imagery. An inked line follows a cursor throughout song, creating different words and pictures.

This Spanish site has a music/artist website intro

The music creates imagery.

An inked line follows a cursor throughout song, creating different words and pictures.

TFLN - Texts From Last Night Texts From Last Night (TFLN) was founded in February 2009 by two friends for reasons that may or may not include: the tendency to press send more easily as the night turns to morning.

Texts From Last Night (TFLN) was founded in February 2009 by two friends for reasons that may or may not include: the tendency to press send more easily as the night turns to morning.

Toshiba Toshiba came up with a fantastically innovative way of publicizing its new digital billboards in Japan recently. The electronics company turned one of its sites in Akihabara, Tokyo, into an interactive game site that was accessible through both Toshiba's YouTube channel and via cellphone.

Toshiba came up with a fantastically innovative way of publicizing its new digital billboards in Japan recently.

The electronics company turned one of its sites in Akihabara, Tokyo, into an interactive game site that was accessible through both Toshiba's YouTube channel and via cellphone.

Sharpie Interactive e-cast billboards have been scattered around cities, which allow people to experience the rush of creating their own graffiti. Choose some colors, write a message and Sharpie makes it possible for anyone to leave his permanent mark on the side of the bus stop or the public phone or anywhere else billboard advertising may be experienced.

Interactive e-cast billboards have been scattered around cities, which allow people to experience the rush of creating their own graffiti.

Choose some colors, write a message and Sharpie makes it possible for anyone to leave his permanent mark on the side of the bus stop or the public phone or anywhere else billboard advertising may be experienced.

VW Convertible Ad Promo This is an ad for Volkswagen’s new line of convertible bugs. The cars drive off the page when you open the containers by pulling the tab.

This is an ad for Volkswagen’s new line of convertible bugs.

The cars drive off the page when you open the containers by pulling the tab.

Gillette: uArt iPhone application Gillette iPhone Application / uArt is a new iPhone and iTouch app developed by Gillette. Just take a picture of you or a friend, add a beard, and shave it into any facial hairstyle you want.

Gillette iPhone Application / uArt is a new iPhone and iTouch app developed by Gillette.

Just take a picture of you or a friend, add a beard, and shave it into any facial hairstyle you want.

7-Eleven An iPhone application developed for 7-Eleven in Sweden combines a store locator with coupons for a free coffee and biscotti. After downloading the app, users plug in their phone number and receive a unique coupon code on their iPhone. To claim their coffee, they just show the code to a 7-Eleven clerk; no purchase necessary. The application was downloaded 2,500 times in the week it launched, which is a considerable number given the size of the Swedish iPhone community.

An iPhone application developed for 7-Eleven in Sweden combines a store locator with coupons for a free coffee and biscotti.

After downloading the app, users plug in their phone number and receive a unique coupon code on their iPhone. To claim their coffee, they just show the code to a 7-Eleven clerk; no purchase necessary.

The application was downloaded 2,500 times in the week it launched, which is a considerable number given the size of the Swedish iPhone community.

AMF Pension Outdoor advertising invited passers-by to take a picture of themselves with their mobile phones and to MMS it to the pension-provider. A few minutes later AMF sent back a picture showing how the person might look when they are 70 years old.

Outdoor advertising invited passers-by to take a picture of themselves with their mobile phones and to MMS it to the pension-provider.

A few minutes later AMF sent back a picture showing how the person might look when they are 70 years old.

A*Star Gender Recognition A gender recognition software system focused for advertisers. Future ads will be able to detect the gender of the viewer and be able to track the time a viewer spends in front of the screen.

A gender recognition software system focused for advertisers.

Future ads will be able to detect the gender of the viewer and be able to track the time a viewer spends in front of the screen.

Greenpeace A downloadable application for Mac and PC that creates a black pixel on your monitor. This one black pixel will save on energy consumption. At any time you can highlight the black pixel and see how many people are saving energy with the application.

A downloadable application for Mac and PC that creates a black pixel on your monitor.

This one black pixel will save on energy consumption.

At any time you can highlight the black pixel and see how many people are saving energy with the application.

Pringles A web banner that keeps you clicking for almost 40 times before you get the end result but it’s quite funny and entertaining.

A web banner that keeps you clicking for almost 40 times before you get the end result but it’s quite funny and entertaining.

Pomegranate “Come to Life” Seemingly, a viral ad for a Phone that can also brew instant coffee. Actually a promo for Nova Scotia tourism.

Seemingly, a viral ad for a Phone that can also brew instant coffee.

Actually a promo for Nova Scotia tourism.

Nike+Challenge Men Vs. Women The Nike+ Challenge Men vs. Women is all about beating the other gender on the running track. They took this spirit to the Web by connecting a Nike+ banner on a website for women with one on a website for men, creating a direct communication channel, that gave the adversarial sexes a chance to talk things out or just verbally beat the crap out of each other.

The Nike+ Challenge Men vs. Women is all about beating the other gender on the running track.

They took this spirit to the Web by connecting a Nike+ banner on a website for women with one on a website for men, creating a direct communication channel, that gave the adversarial sexes a chance to talk things out or just verbally beat the crap out of each other.

Burger King- “Collapse” Ad Put Indiana Jones and the Whopper together and you got an idol worth dodging a crumbling temple for. This interactive piece warned you in no uncertain terms that you should not click on the Whopper. Despite this, countless intrepid adventurers/web surfers did so and were met with the same ominous tremble that greets Indy at so many turns. The browser window itself shook and began to collapse around users, closing in on the puzzle they had to solve in time to halt the web implosion. Average time of interaction was over 50 seconds, which annihilated the industry average of 11.

Put Indiana Jones and the Whopper together and you got an idol worth dodging a crumbling temple for.

This interactive piece warned you in no uncertain terms that you should not click on the Whopper. Despite this, countless intrepid adventurers/web surfers did so and were met with the same ominous tremble that greets Indy at so many turns.

The browser window itself shook and began to collapse around users, closing in on the puzzle they had to solve in time to halt the web implosion. Average time of interaction was over 50 seconds, which annihilated the industry average of 11.

Capri Sun “Disrespectoids” (Respect the Pouch) “ Respect the Pouch” campaign features six different “Disrespectpids” cartoon characters. “ Capri Sun Disrespectoids Recreation Center” sponsored area at www.neopets.com Game on www.nick.com Game on www.cartoonnetwork.com Series of YouTube videos featuring Disrespectoids characters. Disrespectoids game at Respect the Pouch homepage Disrespectoids integrated area at www.neopets.com

“ Respect the Pouch” campaign features six different “Disrespectpids” cartoon characters.

“ Capri Sun Disrespectoids

Recreation Center” sponsored area at www.neopets.com

Game on www.nick.com

Game on www.cartoonnetwork.com

Series of YouTube videos featuring Disrespectoids characters.

Popsicle Popsicle “Slow Melt” Game Zone at www.popsicle.com Popsicle-sponsored games at www.nick.com Slow Melt Popsicle games on www.neopets.com ; hidden Slow Melt Popsicle Pops hidden at various points on “Neopia;” find them all and win a “cool virtual item. Contains “visit www.popsicle.com ” brand messaging. Popsicle-sponsored area at www.nick.com Popsicle-sponsored area at www.neopets.com

Popsicle “Slow Melt” Game Zone at www.popsicle.com

Popsicle-sponsored games at www.nick.com

Slow Melt Popsicle games on www.neopets.com ; hidden Slow Melt Popsicle Pops hidden at various points on “Neopia;” find them all and win a “cool virtual item.

Contains “visit www.popsicle.com ” brand messaging.

Goldfish Animated banner ads on www.nick.com for Goldfish snacks. Clicking on banners takes kids to a Pepperidge Farms site, marked as an advertisement. Goldfish-sponsored games at www.nick.com Goldfish Central” at www.pfgoldfish.com : Games, Finn & Friends profiles; movies; cartoons Kids encouraged to register to “add Finn as a friend” Goldfish Games Xtreme Challenge. Effort to inspire America’s youth to lead an active lifestyle. Kids submit videos of themselves participating in their favorite creative physical activity. Link from sites like www.nick.com ; hub site at www.pfgoldfish.com Goldfish Zone at Nicktropolis (social interaction platform on www.nick.com) Goldfish Games XTREME Challenge homesite Goldfish Central Finn & Friends Profile Area Nick.com Goldfish banner ads

Animated banner ads on www.nick.com for Goldfish snacks.

Clicking on banners takes kids to a Pepperidge Farms site, marked as an advertisement.

Goldfish-sponsored games at www.nick.com

Goldfish Central” at www.pfgoldfish.com : Games, Finn & Friends profiles; movies; cartoons

Kids encouraged to register to “add Finn as a friend”

Goldfish Games Xtreme Challenge. Effort to inspire America’s youth to lead an active lifestyle. Kids submit videos of themselves participating in their favorite creative physical activity. Link from sites like www.nick.com ; hub site at www.pfgoldfish.com

Goldfish Zone at Nicktropolis (social interaction platform on www.nick.com)

Apple Jacks Gliders Custom branded site at Yahoo! Kids featuring: Airplane/flying/gliding/air sports information (tie-in to “Gliders” product) Apple Jacks eCards Polls Apple Jacks-themed games (featuring Apple and CinnaMon) “ Breaking News” with product info Create Your Own Glider (and join the race to the bowl) Apple Jacks Glider Challenge at www.neopets.com AppleJacks.com “ Get Your Move On” physical activity ideas Games Apple Jacks Racing Channel at Yahoo! Kids Apple Jacks Gliders Challenge at Neopets

Custom branded site at

Yahoo! Kids featuring:

Airplane/flying/gliding/air sports information (tie-in to “Gliders” product)

Apple Jacks eCards

Polls

Apple Jacks-themed games (featuring Apple and CinnaMon)

“ Breaking News” with product info

Create Your Own Glider (and join the race to the bowl)

Apple Jacks Glider Challenge at www.neopets.com

AppleJacks.com

“ Get Your Move On” physical activity ideas

Games

Go Green Mobile A joint initiative with AT&T, Nokia, UCLA & includes a Facebook application component. Go Green Mobile is an initiative designed to raise awareness among young people that they are in control of their choices, and that they can make a difference. It’s about being empowered to make choices that leave a smaller carbon footprint. And it's about being able to monitor, measure and manage those choices -- right on their mobile phones

A joint initiative with AT&T, Nokia, UCLA & includes a Facebook application component.

Go Green Mobile is an initiative designed to raise awareness among young people that they are in control of their choices, and that they can make a difference.

It’s about being empowered to make choices that leave a smaller carbon footprint. And it's about being able to monitor, measure and manage those choices -- right on their mobile phones

Bluetooth Proximity Marketing Consumers enter Bluetooth zones to receive messages or advertisements. Incentive opportunities such as free downloads, coupons, games, etc could offer consumer value. Proximity scavenger hunts could lead users to free product or prizes.

Consumers enter Bluetooth zones to receive messages or advertisements.

Incentive opportunities such as free downloads, coupons, games, etc could offer consumer value.

Proximity scavenger hunts could lead users to free product or prizes.

Cellfire Coupons Cellfire is a digital coupon service with mobile applications. Automatically saves coupons to consumer’s grocery store cards. No need to clip or print. Send alerts to mobile users when Coke products are on sale near them. Partnered with regional and national carriers.

Cellfire is a digital coupon service with mobile applications.

Automatically saves coupons to consumer’s grocery store cards. No need to clip or print.

Send alerts to mobile users when Coke products are on sale near them.

Partnered with regional and national carriers.

Remixable Music Apps Remixable music apps are starting to be released by more artists. User can remix selected albums released by artists. The latest artist to jump on this trend is David Bowie. Other artists who have utilized this technology are Stereo MCs, 1 Giant Leap and Bob Sinclair.

Remixable music apps are starting to be released by more artists.

User can remix selected albums released by artists.

The latest artist to jump on this trend is David Bowie. Other artists who have utilized this technology are Stereo MCs, 1 Giant Leap and Bob Sinclair.

Music Mashup apps Jamble is music app that lets users mash up music. It turns any user into a DJ. Users can mix up songs by their favorite artists, along with adding drums, beats and other instruments.

Jamble is music app that lets users mash up music.

It turns any user into a DJ. Users can mix up songs by their favorite artists, along with adding drums, beats and other instruments.

In-Game Brand Interaction Nivea with Splinter Cell: More than just simple product placement, the brand is integrated deeply into the gameplay and visuals Out-of-game ads were also created to complement the in-game placement Nokia with Tony Hawk The skater interacts with a Nokia phone, and the gamer must use an in-game version of the phone to check their location and receive important messages throughout the game

Nivea with Splinter Cell:

More than just simple product placement, the brand is integrated deeply into the gameplay and visuals

Out-of-game ads were also created to complement the in-game placement

Nokia with Tony Hawk

The skater interacts with a Nokia phone, and the gamer must use an in-game version of the phone to check their location and receive important messages throughout the game

In-Game Brand Interaction GT Legends - BMW contributed designs of their Mini Cooper and BMW M3 with the help of 10tacle Studios in reproducing the GT legends. BMW Mini Cooper S & M3 were some of the cars used in the making and production of this game. And1 Streetball - This game is a basketball game. It advertises the shoe And1 shoes and accessories/gear. Players can play it online as a multiplayer game and show off their skills and moves to be the best.

GT Legends - BMW contributed designs of their Mini Cooper and BMW M3 with the help of 10tacle Studios in reproducing the GT legends. BMW Mini Cooper S & M3 were some of the cars used in the making and production of this game.

And1 Streetball - This game is a basketball game. It advertises the shoe And1 shoes and accessories/gear. Players can play it online as a multiplayer game and show off their skills and moves to be the best.

Advergaming Brands are developing games in which their brand characters play the leading role. Burger King teamed up with Xbox to produce a game that retailed for less than $5. The results were the sales of 3.2 million units.

Brands are developing games in which their brand characters play the leading role.

Burger King teamed up with Xbox to produce a game that retailed for less than $5. The results were the sales of 3.2 million units.

Tweetcraft Tweetcraft is an in game Twitter client for World of Warcraft. Allows users to send and receive Tweets during a game creating a larger sense of community around the game.

Tweetcraft is an in game Twitter client for World of Warcraft.

Allows users to send and receive Tweets during a game creating a larger sense of community around the game.

Motion Controlled Gaming Following the lead of the Nintendo Wii, PlayStation and Microsoft have unveiled plans for video-supported motion controls that allow the player to physically act in the game. Microsoft’s version doesn’t even need a controller at all, the camera can track any person and what they do, so they are essentially the controller. Even facial recognition to differentiate between players. Allows games to relate closer to specific actions to involve the player.

Following the lead of the Nintendo Wii, PlayStation and Microsoft have unveiled plans for video-supported motion controls that allow the player to physically act in the game.

Microsoft’s version doesn’t even need a controller at all, the camera can track any person and what they do, so they are essentially the controller. Even facial recognition to differentiate between players.

Allows games to relate closer to specific actions to involve the player.

Open Screen Project Partners in the Open Screen Project are working together to provide a consistent runtime environment for open web browsing and standalone applications. Taking advantage of Adobe® Flash® Player and, in the future, Adobe® AIR®. This consistent runtime environment will remove barriers to publishing content and applications across desktops, mobile phones, televisions, and other consumer electronics

Partners in the Open Screen Project are working together to provide a consistent runtime environment for open web browsing and standalone applications.

Taking advantage of Adobe® Flash® Player and, in the future, Adobe® AIR®. This consistent runtime environment will remove barriers to publishing content and applications across desktops, mobile phones, televisions, and other consumer electronics

Wii-no-Ma Direct-to-console trailers, programs, and ads. Allows gamers to get videos of new games right from their couch Popular new Wii feature in Japan

Direct-to-console trailers, programs, and ads.

Allows gamers to get videos of new games right from their couch

Popular new Wii feature in Japan

GPS Tron Part of a growing trend of real-life integration with video games Like the classic arcade game Tron, this game has two bikers facing off to avoid each others path, this time through GPS tracking.

Part of a growing trend of real-life integration with video games

Like the classic arcade game Tron, this game has two bikers facing off to avoid each others path, this time through GPS tracking.

OnLive Online games on demand No downloads or installs Can be used via TV, Mac or PC Allows you to demo games before buying Play with other users in OnLive’s gaming community

Online games on demand

No downloads or installs

Can be used via TV, Mac or PC

Allows you to demo games before buying

Play with other users in OnLive’s gaming community

Xbox 360 TV Programs Microsoft's European boss, Chris Lewis says securing exclusive television programming through the Xbox 360 is the next step in the console's plans for domination in the UK. Though not exclusive, TV deals have been secured with UK broadcaster Sky, and French broadcaster, Canal+

Microsoft's European boss, Chris Lewis says securing exclusive television programming through the Xbox 360 is the next step in the console's plans for domination in the UK.

Though not exclusive, TV deals have been secured with UK broadcaster Sky, and French broadcaster, Canal+