Promise




          5/27/09
          Slide 2
Beyond the Promise




                     5/27/09
                     Slide 3
26/05 - Experience
27/05 - Media
28/05 - Conversations




                        5/27/09
                        Slide 4
Today’s starting point :
The paradox of advertising.



                              5/27/09
                            ...
We spend 90% of our money distributing an idea
     and 10% on the content of the idea.

Yet we spend 90% of our time and ...
What if we didn’t make an
artificial distinction between
the idea and its distribution?


                             5/27...
The idea is the distribution.
The distribution is the idea.
Tate Tracks Case :
http://www.youtube.com/watch?v=S10QU8n3ulc
...
The question then becomes :
do you want to own or hire
your media?



                          5/27/09
                  ...
5/27/09
Slide 10
5/27/09
Slide 11
5/27/09
Slide 12
A “cross platform digital training-program”

                                              5/27/09
                       ...
“For true ballers, the hunt for the hottest game never ends. So to help
ballers get in the game, meet and challenge other ...
Harnessing the power of the Nike+ platform and its massive online community,
     Nike hosted the largest 10K race in hist...
Extra :
If the idea is interesting,
people become a medium.


                              5/27/09
                      ...
5/27/09
Slide 17
Case : http://casemovies.wordpress.com/2009/02/24/uniqlock-uniqlo/
Overview : http://www.projector.jp/awards/uniqlock/ever...
5/27/09
Slide 19
Bottom line :
Less broadcasting
More facilitating


                    5/27/09
                    Slide 20
5/27/09
Slide 21
5/27/09
Slide 22
http://vimeo.com/3156206




 http://vimeo.com/3156206

                            5/27/09
                            Sl...
Media take-outs
 The idea and its distribution don’t need to separated.
 The question rather becomes : do you want to ow...
BTPsessions Media Framework
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BTPsessions Media Framework

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the framework + some fat cases to introduce the second Beyond The Promise session about MEDIA on 27/05/09

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BTPsessions Media Framework

  1. 1. Promise 5/27/09 Slide 2
  2. 2. Beyond the Promise 5/27/09 Slide 3
  3. 3. 26/05 - Experience 27/05 - Media 28/05 - Conversations 5/27/09 Slide 4
  4. 4. Today’s starting point : The paradox of advertising. 5/27/09 Slide 5
  5. 5. We spend 90% of our money distributing an idea and 10% on the content of the idea. Yet we spend 90% of our time and interest on the content of the idea and 10% on it's distribution. Clearly it's time for a new model with a better distribution of money and attention. http://garethkay.typepad.com/brand_new/2009/04/the-paradox-of-advertising.html 5/27/09 Slide 6
  6. 6. What if we didn’t make an artificial distinction between the idea and its distribution? 5/27/09 Slide 7
  7. 7. The idea is the distribution. The distribution is the idea. Tate Tracks Case : http://www.youtube.com/watch?v=S10QU8n3ulc 5/27/09 Slide 8
  8. 8. The question then becomes : do you want to own or hire your media? 5/27/09 Slide 9
  9. 9. 5/27/09 Slide 10
  10. 10. 5/27/09 Slide 11
  11. 11. 5/27/09 Slide 12
  12. 12. A “cross platform digital training-program” 5/27/09 Slide 13
  13. 13. “For true ballers, the hunt for the hottest game never ends. So to help ballers get in the game, meet and challenge other players at every skill level, anywhere in the world, Nike created Ballers Network.” 5/27/09 Slide 14
  14. 14. Harnessing the power of the Nike+ platform and its massive online community, Nike hosted the largest 10K race in history: the Nike+ Human Race. http://www.rga.com/#/section=work/article=72 5/27/09 Slide 15
  15. 15. Extra : If the idea is interesting, people become a medium. 5/27/09 Slide 16
  16. 16. 5/27/09 Slide 17
  17. 17. Case : http://casemovies.wordpress.com/2009/02/24/uniqlock-uniqlo/ Overview : http://www.projector.jp/awards/uniqlock/everlasting/ 5/27/09 Slide 18
  18. 18. 5/27/09 Slide 19
  19. 19. Bottom line : Less broadcasting More facilitating 5/27/09 Slide 20
  20. 20. 5/27/09 Slide 21
  21. 21. 5/27/09 Slide 22
  22. 22. http://vimeo.com/3156206 http://vimeo.com/3156206 5/27/09 Slide 23
  23. 23. Media take-outs  The idea and its distribution don’t need to separated.  The question rather becomes : do you want to own or hire your medium?  If the idea is interesting, people become the medium.  Brands need to evolve from broadcasting to facilitating. 5/27/09 Slide 24

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