Getting The Lay Of The Land
Social media and mobile technology have gained a solid foothold in the past few years. They’re now growing and merging together in important ways:
Convergence of online and offline, often through multiple screens
Location-based content, tools and “games”
In this land, context is king.
For brands, this is the possibility of reaching the right consumer with the right message and in the right way.
If you’re thinking about Millennials, note the majority prefer personal one-on-one communication with brands, according to a recent BFG study.
Consider Your Audience:
Social Media and Mobile Around the World
Top Social Networks Around The World: Key Highlights
With almost 600 million users, Facebook is the top global network and has taken the top spot away from localized networks:
Orkut (Paraguay, India) – still on top in Brazil
Twitter has takenthe number two spot in Canada, Australia and the U.K. LinkedIn is also on the rise in those countries.
Mixi is still tops in Japan.
Meet The World’s Most Popular Mobile Phone
While mobile phone technology is extensive around the world, the majority of people aren’t using smartphones.
At 250 million units sold, the Nokia 1100 is the world’s most popular phone in terms of volume shipped.
In the U.S., 28% of mobile phone owners use a smartphone. The most popular device for the under 45 crowd is iPhone. For the over 45 crowd it’s Blackberry.
Cash & Credit Are So 20th Century
E-commerce and m-commerce are on the rise worldwide – no smartphone required.
By 2015, an estimated $119 billion will be spent via mobile phones.
M-payments account for 12% of Kenya’s GDP.
This is the equivalent of a bank account or credit card in many of the world’s poorest countries.
Earthquake survivors in Haiti are turning to cell phone payment systems to buy necessities like rice, flour and cooking oil.
Stateside, Smartphones Rule M-Commerce
In the U.S., mainstream m-commerce is still far off. However, smartphone users are taking their purchase power to apps.
2010’s Cyber Monday saw a 146% increase in eBay sales via mobile.
eBay’s mobile top product categories: cars/trucks, cell phone accessories, women’s clothing
Cutting Through Clutter:
Reaching Consumers In Ways That Matter
Welcome to the Era of the Jaded Consumer
The average American is exposed to more than 5,000 marketing messages per day, making it that much harder for brands to reach consumers in traditional ways.
This generation is the first to be hyper connected. We’re not only bombarded with messages but also constantly distracted.
According to a recent study, about 1 in 100 students were able to turn their cell phones off for 72 hours.
5-10% of Internet users are “dependent” according to Harvard’s McLean Hospital.
What Does This Mean for Brands?
To reach a consumer, brands can’t rely on the old ways. That’s just adding more noise.
The key is being relevant not just in the message but also in the way the message is delivered.
Don’t Be Digital Noise Either
These lessons also apply to digital spaces where:
Email is now less effective than social media.
Even where brands embrace social media, they need to do it in the right way and not contribute to the noise.
The bottom line: putting up a Facebook page isn’t enough.
Which Brands are Breaking Through the Clutter?
Brands are breaking through the clutter everyday, bringing creativity to traditional spaces like billboards and print and to non-traditional ones like social media and mobile.
Those that are succeeding are winning in one or more of the following ways:
Provide A Voice For Consumers
Content Is Entertaining
Show Understanding Of Consumers
It’s not just in Minority Report. It’s real and it’s in Japan.
Digital billboards are outfitted with a camera that can in turn tell the age and gender of someone walking by to provide targeted, more relevant advertisements.
Nike Gives World Cup Fans a Voice
Nike took over the largest LED screen in Africa during the World Cup as part of a campaign to get fan messages to athletes.
Fans could submit a 57-character message through Facebook, Twitter, QQ (China), or Mxit (South Africa).
Nike chose 100 messages each night for display, giving fans from around the world a chance to be present.
Mini’s Digital Clown Car Style Stunt
To support a pre-launch of the Mini Countryman in the U.K., the brand asked: “How many people can we cram inside the Mini? DIGITALLY.”
Minis were placed in 8 cities with a photo area where participants could make a video that would instantly roll inside the vehicle.
A 30-second walk-by became a 7-minute engagement.
The campaign reached 1.5 million people and the car sold out before it was even officially available.
Mitsubishi Offers Up Virtual Test Drives
With a combination of GPS mapping, robotics and onboard video cameras, Mitsubishi created the world’s first virtual test drive.
To take part all consumers needed was an Internet connection and to sign up on the Outlander Sport website.
A user’s computer actions correlated to actual vehicle movements from a test track in California.
Google Goggles the World Of Print Ads
Google Goggles, a tool to search the mobile web by taking photos, has moved into the world of print ads.
They’ve teamed up with Buick, Delta, Diageo and T-Mobile to bring interactive features to traditional ads.
Snap a photo of the Goggles enabled ads to click through to a mobile site or interactive ad for the company.
Think of this like an amped up QR code.
Amazon Brings Moviemaking to the Masses
Recognizing the drive and ability to create and edit video, Amazon created Amazon Studios.
It funds amateur content creators and screenwriters, giving $1 million to the best movie and $100,000 to the best script.
Users can also make revisions to any uploaded movie out there.
Going Beyond Traditional Online Video
Tostitos’ “And Then There Was Salsa” video looks like a normal Vimeo video but proceeds to take over your screen with a 3D feel.
“Hunter Shoots A Bear” gives decision making to the viewer, allowing users to decide what the hunter should do to the bear by typing it in their search bar.
Airwalk’s Invisible Pop Up Store
Airwalk offered limited edition sneakers in New York and Los Angeles through an augmented reality app that put shoes in various spots.
Capture shots of the sneakers with the app and unlock a code for the actual goods.
OK Go and Range Rover Take Fans On An Adventure
Known for its cutting edge online antics, band OK Go took things a step further this fall in a partnership with Range Rover’s Evoque.
OK Go spent the day parading around L.A. in the shape of their name.
Fans could follow along by downloading the Pulse of the City app for iPhone which creates a picture based on GPS coordinates.
Ford Forgoes Traditional Marketing
To support the Fiesta launch, Ford went directly to digital influencers.
6 months before the vehicle was available in the U.S., Ford provided 100 people with the car. All they had to do was complete challenges and tell the world about it using blogs, social media and/or videos.
Aside from generating a lot of buzz, the approach also meant a more personal approach than commercials teasing the launch of a new car.
Skittles UK Pulls Off An Interactive Facebook Stunt
A man stood in closet sized room for 24 hours while being buried in Skittles.
Each additional “Like” added more Skittles to the room.
A live stream of the “event” appeared on Facebook.
Edge Drives Interaction Around What’s #SoIrritating
@EdgeShaveZone asked people to Tweet them annoyances that are #soirritating and followed up with prizes that reduce irritation:
GPS to a fan who complained about directions
Football tickets to a sold out game
Starbucks gift card to someone tired at work
Lead to conversations between the brand and consumers, a distinct brand personality and buzz.
A Game Layer
Mobile technology is adding a game layer to the things we do everyday.
Just like a frequent flier program or credit card points, these applications make everything from run-of-the-mill grocery store visits to a stop for a burger a little more fun.
What Does This Mean For Brands?
Most applications connect in some way to social networks, allowing users to spread the word about brands to their friends.
Many also include virtual or physical rewards, which can help drive loyalty.
Jimmy Choo Goes On a Treasure Hunt
Luxury shoemaker Jimmy Choo teamed up with Foursquare for a treasure hunt around London.
All participants had to do was follow Jimmy Choo on Foursquare and race to the location where the brand was checked in. If they made it in time, a free pair of shoes was up for grabs.
Insight: A high-value prize drove buzz and interest.
An Interactive Hunt for $10K
Two anonymous individuals hid a treasure chest filled with $10,000 somewhere in New York, releasing a series of YouTube videos with clues.
Muppet pirates posed as if they lost their gold and maintained Twitter and Facebook pages related to the treasure hunt.
While it’s drawn lots of interest, no one has found the treasure as of yet.
Freshmen Tour Campuses Via SCVNGR
This fall, location-based app SCVNGR partnered with 350 colleges to create challenges and treks to help new students get the lay of the land.
Merging the offline and online worlds, the app effectively created an interactive tour for students and allowed them to create their own shareable content along the way.
Making a Construction Site Interactive
London’s Gatwick Airport is making construction barriers more interesting with Stickybits.
Users scan the barcodes on barriers to see a video about the construction, taking them on a discovery tour of what’s to come at the airport.
Insight: Make lemons out of lemonade and get more out of unutilized space.
Conan Uses Foursquare In a New Way
To promote his new TBS show, Conan O’Brien took to a traveling blimp.
As the blimp traveled the U.S., Foursquare users could check-in to the blimp, earning a special Conan Blimp badge in return.
Insight: The silly stunt resonated with Conan’s passionate audience, allowing lucky badge-earners to brag about the hard-to-get badge to their friends and followers, effectively spreading the word about the show.
The Gamification Of Facebook
56 million Americans are playing social-based games, with Facebook being the most popular spot.
35% of social gamers have never played a traditional video game.
53% are female with an average age of 43.
Virtual goods typically play a role in these games and it’s no small change. An estimated $7.3 billion was spent in 2010 on virtual goods.
70% of those sales come from Asia and Pacific countries.
Source: Study By NPD Group, September 2010
7/11 Goes To The Farm
7/11 partnered with Zynga, maker of Facebook games Farmville, MafiaWars and Yoville.
Gamers could unlock special codes with purchases at 7/11, a huge bonus to players trying to collect special items their friends don’t have.