EL/WLA Interactive Gaming Seminar Henrik Berger Jørgensen Director Mindshare THE BIG SHIFT in CULTURE and MARKETING

CAMPAIGN AIMED AT … MESSAGE Weight? Active Passive SENDER TARGET THE WHOLE TRUTH START STOP

25 TIMES IN 50 MINUTES ’ BRIDGE TO THE FUTURE’ AUGUST 29, 1996

10 YEARS LATER

” THE AGE OF INTERRUPT AND REPEAT IS OVER.” Niall Fitzgerald , former CEO Unilever Seth Godin in 1999: 1) Attention is a scarce 2) Interrupters are the bad guys

9 WHITE LIES and 1 BIG FAT ONE Image by fenchurch /flickr.com ‘ the white lie is told to avoid the harmful realistic implications of the truth’ (wiki)

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

WE ARE IN CONTROL Image by jessiefish/flickr.com The Big Fat One

Will never read a newspaper but attracted to some magazines Will never own a land-line phone (and maybe not a watch) Will not watch television on someone else’s schedule Trust unknown peers more than experts Little interest in the source of information Community at the center of Internet experience Everything will move to mobile Television dominates less than any generation before Want to move content freely from platform to platform with no restrictions Want to be heard Use Instant Messaging. Think e-mail is for their parents Center for the Digital Future at USC Annenberg School

Will never read a newspaper but attracted to some magazines

Will never own a land-line phone (and maybe not a watch)

Will not watch television on someone else’s schedule

Trust unknown peers more than experts

Little interest in the source of information

Community at the center of Internet experience

Everything will move to mobile

Television dominates less than any generation before

Want to move content freely from platform to platform with no restrictions

Want to be heard

Use Instant Messaging. Think e-mail is for their parents

1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G ??? Image by niallkennedy/flickr.com

1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G 3 DAYS Image by niallkennedy/flickr.com

HAVE WE EVER HAD CONTROL?

MARKET SHARES DO NOT CHANGE MUCH SHARE OF LOYALISTS STABIL MOST PRODUCTS SIMILIAR AND INTERCHANGEABLE MOST CAMPAIGNS ARE WALLPAPER STRONG DIRECT MAIL RESPONSE 4% AVERAGE CLICKRATE 0,1%

ATTENTION INTEREST DESIRE ACTION PERSUASION

WEAK FORCE OR STRONG FORCE?

GREATEST CHALLENGE: LET GO Image by shengung lin/flickr.com

JOGA BONITA IS THE WAY I PLAY MY GAME IT’S SHAPED BY STREETS, BY BEACHES BY CAR PARKS, BY ALLEY WAYS AND PARKS. I BELIEVE THAT DIVING IS FOR THE SWIMMING POOL AND ARGUING FOR POLITICIANS. I SEE YOUR OFF-SIDE TRAP AS A SAD ATTEMPT TO COVER FOR LACK OF SPEED YOUR DIVING JUST PROVES THAT YOUR FINISHING TOUCH IS AS WEAK AS THE TV RECEPTION IN MONGOLIA. I PLAY MY FOOTBALL WITH MY ACCENT. WITH MY STYLE AND MY JOY. I AM AS LOCAL AS THE WEATHER. THIS IS MY GAME.

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

CYBERSPACE IS SOMETHING ELSE

’ THERE IS NO REAL LIFE AND DIGITAL LIFE, IT’S THE SAME PLACE.’ Jeffrey Cole, Center for the Digital Future at USC Annenberg School

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

TV IS DEAD

” The role of traditional media is more limited than ever before. Our ad messages co-exist alongside thousands of other voices that consumers trust more, like their peers. In the past marketing went deeper into the funnel, beginning with awareness and continuing into consideration and preference. But now the the drivers of consideration and preference hva shifted in roves to the web and social media, confining traditional media to mer awareness drivers.” Bob Greenberg, Adweek

” The online space isn’t remotely developed enough – nor will it be anytime soon – to: absorb the advertisng budgets of the top 100 marketers match the reach of traditional media or fulfil the content desires of the audience” Bob Garfield , Adage Marketing & Media Ecosystem 2010/Booz & Company INTEREST IN TWO-WAY MEDIA

” The online space isn’t remotely developed enough – nor will it

be anytime soon – to:

absorb the advertisng budgets of the top 100 marketers

match the reach of traditional media or

fulfil the content desires of the audience”

Bob Garfield , Adage

’ RATHER THAN SHRINKING, TV (VIDEO) WILL GROW DRAMATICALLY IN IMPORTANCE.’ Center for the Digital Future at USC Annenberg School

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

CLICKS ARE ALL THAT COUNT

Image by jessielein/flickr.com SHORT-TERM NO HISTORY NO FUTURE NO BRAND EQUITY REPETITIOUS PREDATOR/PREY MODEL NO COMMUNICATION EFFECTS

OPTIMIZE OR INNOVATE? ACCOUNTABILITY OR EFFECTIVENESS?

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

IT’S ALL ABOUT TECHNIQUE Image by bronx/flickr.com

WHY WOULD SOMEONE SPEND TIME ON … WHY WOULD SOMEONE BE INTERESTED IN … HOW EXCITING IS THE SAME THING EVERY TIME CAN YOU EXPECT ENGAGEMENT WITHOUT BEING ENGAGED … WHY WOULD SOMEONE CARE, IF … DOESN’T CARE ABOUT ANYTHING WHAT TYPE OF ENGAGEMENT DO YOU GET IF YOU TRY TO CONTROL IT WHY WOULD SOMEONE TALK ABOUT … IS IT ALL ABOUT TECHNIQUE?

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

BRANDS SHOULD NEVER CHANGE

Image by thomashawk/flickr.com BRAND POLICE

LARRY LIGHT: BRAND JOURNALISM

Product Price Place Concept Product Price Place Promotion JAN RIJKENBERG: CONCEPT BRANDS

JOHN GRANT: DYNAMIC CULTURAL MOLECULES

ADAM MORGAN: LIGHTHOUSE IDENTITY

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

IMAGE IS EVERYTHING

FROM AT TO FOR FROM AVOIDANCE TO CONNECTION

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

TARGET TARGET GROUPS

” The tricky thing to come to terms with is putting away your medallions and teeth whitening toothpaste and learning to take an interest in your customers lives .” John Grant Image by prozaciswack/flickr.com

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

BIG IS BEAUTIFUL

BOWLING OR PINBALL ADVERTISING? Matias Palm-Jensen , Farfar Image by kapungo/flickr.com

IDEAS PEOPLE LOVE TO SHARE

1 OF 20 IDEAS YEAR 1: 36 MILLION YEAR 2: 193 MILLION 30% MORE LIKELY TO BUY EMAIL FOLLOW-UP

35.000 APPLICANTS 200 COUNTRIES THE PR, THE PR

The big fat one: HAVE WE EVER HAD CONTROL? NO SO LET GO

1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People applaud good advertising NOW UPDATED 1. Cyberspace and RL the same