Your SlideShare is downloading. ×
MCAD - FOA 2011 - Class #14
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

MCAD - FOA 2011 - Class #14

613
views

Published on

Ideas Redux

Ideas Redux


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
613
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Physics (machines) are static and stable. They’re really good at some things. When you pull a lever, the same thing happens every single time. \n\nInterchangeable parts, etc. The problem is that you design a machine for an environment that you assume to be static; to be unchanging.\n\nBiology is adaptive and change-oriented. If I walk up to you and stick out my hand, but then I push you, the next time I walk up to you, you will react differently. The lever works different every time.\n
  • Organic systems are different, because they aren’t process oriented. \n\nWe can’t know what boxes are going to connect to which in advance. \n\nBut what we can do is have standard protocols for connection. \n\nWe don’t know what we’re going to do on a website at first. But when we do, we have a protocol. We have HTTP. \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • So why is it weird that we share our credit card purchases?\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Transcript

    • 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach Pentel Class 14: Ideas Redux Future of Advertising - April 25
    • 2. TodayIdeas: Today, tomorrow, and indefinitelyBreakGuest Speaker: Tim Brunelle6:00 PM: CATFOA at the Fineline Music Cafe Future of Advertising - April 25
    • 3. So...We know everything about today. Future of Advertising - April 25
    • 4. “The quid pro quo between the marketer and theaudience, for several centuries, has been free orsubsidized media in exchange for inundation with admessages. In the Brave New World, the valueproposition will be similar but the barter itemsvery different. A marketer needn’t pay for episodesof ‘24’; it need only provide value—whether inentertainment, information, discount or utility.” —Bob Garfield, AdAge Future of Advertising - April 25
    • 5. “The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing business ideas to our clients.” —Jeff Graham, Account Director Crispin Porter + Bogusky Future of Advertising - April 25
    • 6. Data creates value. source: Ogilvy’s Jan Leth Future of Advertising - April 25
    • 7. Data creates value.Data = Better stories source: Ogilvy’s Jan Leth Future of Advertising - April 25
    • 8. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainment source: Ogilvy’s Jan Leth Future of Advertising - April 25
    • 9. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performance source: Ogilvy’s Jan Leth Future of Advertising - April 25
    • 10. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience. source: Ogilvy’s Jan Leth Future of Advertising - April 25
    • 11. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience. source: Ogilvy’s Jan Leth Future of Advertising - April 25
    • 12. So...What can we look forward to in the next year? Future of Advertising - April 25
    • 13. Future of Advertising - April 25
    • 14. So...What can we look forward to in the next year? Future of Advertising - April 25
    • 15. Emerging tech = high school scienceGame mechanics rule the worldPrivacy is mootOk fine, we’ll talk about apps Future of Advertising - April 25
    • 16. Physics Biology Future of Advertising - April 25
    • 17. Machines Living Things Future of Advertising - April 25
    • 18. Machines = Complicated (predictable) Future of Advertising - April 25
    • 19. Living Things = Complex (unpredictable) Future of Advertising - April 25
    • 20. In the business world: Future of Advertising - April 25
    • 21. The machine breaks easily - so let’s stop treating people like machines.In fact, let’s take advantage of that complexity whenever we can. Standard protocols Pre-planned connections for connection Prepared answers Strict workflows to guide response Legal sign-off on every communication Templates & constructs Future of Advertising - April 25
    • 22. In the next year:Less focus on More focus on Technology Behavior Future of Advertising - April 25
    • 23. They want to play games. All the time. Future of Advertising - April 25
    • 24. =Future of Advertising - April 25
    • 25. SCVNGR: =Future of Advertising - April 25
    • 26. SCVNGR:A mobile game with real-world challenges =Future of Advertising - April 25
    • 27. SCVNGR:A mobile game with real-world challengesAn entire level of experience based on game mechanics. =Future of Advertising - April 25
    • 28. =Future of Advertising - April 25
    • 29. SCVNGR: =Future of Advertising - April 25
    • 30. SCVNGR:A mobile game with real-world challenges =Future of Advertising - April 25
    • 31. SCVNGR:A mobile game with real-world challenges Game mechanics: =Future of Advertising - April 25
    • 32. SCVNGR:A mobile game with real-world challenges Game mechanics: “concepts, techniques, know-how and best practices for developing successful and distinctive social games.” =Future of Advertising - April 25
    • 33. SCVNGR:A mobile game with real-world challenges Game mechanics: “concepts, techniques, know-how and best practices for developing successful and distinctive social games.” 95% psychology =Future of Advertising - April 25
    • 34. SCVNGR:A mobile game with real-world challenges Game mechanics: “concepts, techniques, know-how and best practices for developing successful and distinctive social games.” 95% psychology 5% technology =Future of Advertising - April 25
    • 35. =Future of Advertising - April 25
    • 36. EXAMPLE: =Future of Advertising - April 25
    • 37. EXAMPLE:Appointment Dynamic =Future of Advertising - April 25
    • 38. EXAMPLE:Appointment DynamicDefinition: A dynamic in which to succeed, one mustreturn at a predefined time to take some action. =Future of Advertising - April 25
    • 39. EXAMPLE:Appointment DynamicDefinition: A dynamic in which to succeed, one mustreturn at a predefined time to take some action.Example: Cafe World and Farmville where if you returnat a set time to do something you get something good,and if you don’t something bad happens. =Future of Advertising - April 25
    • 40. =Future of Advertising - April 25
    • 41. EXAMPLE: =Future of Advertising - April 25
    • 42. EXAMPLE:Communial Discovery =Future of Advertising - April 25
    • 43. EXAMPLE:Communial DiscoveryDefinition: The game dynamic wherein an entirecommunity is rallied to work together to solve ariddle, a problem or a challenge. Immensely viraland very fun. =Future of Advertising - April 25
    • 44. EXAMPLE:Communial DiscoveryDefinition: The game dynamic wherein an entirecommunity is rallied to work together to solve ariddle, a problem or a challenge. Immensely viraland very fun.Example: DARPA balloon challenge, the cottageindustries that appear around McDonaldsmonopoly to find “Boardwalk” =Future of Advertising - April 25
    • 45. Why?Because it’s fun, damnit. Simple as that.Fun things aren’t marketing - they’re engineered relevance. =Future of Advertising - April 25
    • 46. “The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing business ideas to our clients.” —Jeff Graham, Account Director Crispin Porter + Bogusky Future of Advertising - April 25
    • 47. Groupon:Free Lunch +Communal Gameplay +Countdown =$15 Billion Company =Future of Advertising - April 25
    • 48. 1: Free Lunch “What the...” =Future of Advertising - April 25
    • 49. 2. Communal GameplaySend it to your friends, oryou won’t be able to get thedeal. =Future of Advertising - April 25
    • 50. 3. CountdownBeat the clock: act now, oryou’ll miss out. =Future of Advertising - April 25
    • 51. “Advertising going forward is about turning bigideas into personal experiences that change/reinforce both perceptions and behavior.” —Jan Leth, Vice Chairman/Global Digital Creative Ogilvy & Mather Future of Advertising - April 25
    • 52. American Express:Influence + Status Dynamic =Future of Advertising - April 25
    • 53. Influence + Status Dynamic =Future of Advertising - April 25
    • 54. Influence + Status Dynamic Start with a green card. But if you spend enough... =Future of Advertising - April 25
    • 55. Influence + Status Dynamic Start with a green card. But if you spend enough... ...you get a gold card... =Future of Advertising - April 25
    • 56. Influence + Status Dynamic Start with a green card. But if you spend enough... ...you get a gold card... ...or a platinum card... =Future of Advertising - April 25
    • 57. Influence + Status Dynamic Start with a green card. But if you spend enough... ...you get a gold card... ...or a platinum card... Until you reach the holy grail. $2,500 / year =Future of Advertising - April 25
    • 58. The more fun and engaging our adsare, the more people interact withthem.And in the new marketing economyfueled by what the users themselvesthink,this is the only way to ensure thatyour advertising will spread beyondthe first place that you put it. =Future of Advertising - April 25
    • 59. Privacy is for boring people. =Future of Advertising - April 25
    • 60. Get ready for Blippy. =Future of Advertising - April 25
    • 61. Think about telephone operators. =Future of Advertising - April 25
    • 62. Old-minded people never learn.They petitioned to shut downGmail 100 years later. gmail-is-too-creepy.com =Future of Advertising - April 25
    • 63. What about one hour photo? =Future of Advertising - April 25
    • 64. Vacation timers! =Future of Advertising - April 25
    • 65. Youtube, facebook,twitter, linkedin, flickr,foursquare:all found success inhelping you sharesomething previouslyconsidered private. =Future of Advertising - April 25
    • 66. The privacy debate is dead. =Future of Advertising - April 25
    • 67. The success of a technology will becompletely contingent on its purpose. =Future of Advertising - April 25
    • 68. Situationist encouragesrandom interaction.Alerts members to eachothersproximity and gets them tointeract in compelling ways.“Compliment me on my haircut.”“Hug me for exactly five seconds.”Members pick what they want tohave done to them... and wait. =Future of Advertising - April 25
    • 69. Google has built a “route around traffic”feature into Google Maps for mobile,which finds alternate, faster routes.!!The feature has saved users a total of2 years of time and $250k in gas costssince beta launch.!!Location-based service providers hope toamplify benefits to the user to spuradoption.! =Future of Advertising - April 25
    • 70. =Future of Advertising - April 25
    • 71. LinkedIn sucks, so Hashablemade something better.Meet + exchange contact info bytweet, along with where and howyou met.Make introductions, find newpeople, and more. =Future of Advertising - April 25
    • 72. Addieu: similar, but worksacross all platformsConnect with someone on yourchoice of 8 social networks. =Future of Advertising - April 25
    • 73. Group messaging is coming.Email, text, voicemail, and sendcontent to pre-determined lists ofpeople.Some sync with twitter, facebook,or your address book - otherswork independently. =Future of Advertising - April 25
    • 74. WalkIn waits in line for you.Scan a QR code at the restaurant,and reserve a table without talkingto anyone.Wander about while it countsdown until your table is ready. =Future of Advertising - April 25
    • 75. Make things for people and with people.Not at people. -Joseph Rueter =Future of Advertising - April 25
    • 76. “Domestic Robocop” =Future of Advertising - April 25
    • 77. What are the odds of technology progressing intothat daily ritual? =Future of Advertising - April 25
    • 78. What are the odds of technology progressing intothat daily ritual?Zero. Behavior leads ideas. And ideas lead advertising. =Future of Advertising - April 25
    • 79. Lee Bryant: =Future of Advertising - April 25
    • 80. Lee Bryant:“Forget process as often as possible. Don’t be afraid tobe scared shitless.It’s the only way to surprise yourself into coming upwith new things.” =Future of Advertising - April 25
    • 81. One last thingWhat were your favorite topics in this class?Given the classes you’ve taken prior to Future of Ad, what was missing inthis class?Are there any topics that you would have liked to spend more time on?Email it to me. =Future of Advertising - April 25
    • 82. Thank You.Email me: z.pentel@martinwilliams.comTweet me: @zackolanternCall me: 612-342-9702Find me: 60 6th Street South (Gaviidae Commons) =Future of Advertising - April 25