Link real & virtual world

2,541 views
2,469 views

Published on

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,541
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
42
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Link real & virtual world

  1. 1. Link real & virtual Worldwoensdag 5 oktober 11
  2. 2. twitter.com/iBert - Bert Van Wassenhove • Managing Partner at “Heaven Can Wait” • http://www.ibert.be (blog) • Little Miss Robot • http://www.linkedin.com/in/ • Mirror Mirror bertvanwassenhove (voor professionele verzoeken) • Content Lab • www.twitter.com/ibert • Monkey Shot (voor interactieve tips en fun) • Speaking & giving training (UBA, HUB, • http://www.facebook.com/ Mercator, Hogent, ...) bertvanwassenhove (vriendschap niet gegarandeerd) • Founder @ spreadid.com • http://profiles.google.com/ • Chief biker @ mototravel.be bertvanwassenhove (+1 me)woensdag 5 oktober 11
  3. 3. Digital Creative Studiowoensdag 5 oktober 11
  4. 4. TRENDSwoensdag 5 oktober 11
  5. 5. TRENDS The Houston Fence Online Symbols turned into objects Cristian Zuzunagawoensdag 5 oktober 11
  6. 6. Trends Born Onlinewoensdag 5 oktober 11
  7. 7. TRENDS Digital lifestyle lubricantswoensdag 5 oktober 11
  8. 8. TRENDS Mirroring online behaviorwoensdag 5 oktober 11
  9. 9. TRENDS The TRYSUMERwoensdag 5 oktober 11
  10. 10. TRENDS The Experience Economywoensdag 5 oktober 11
  11. 11. 10 ways to apply OFF=ON • It doesn’t take marketing genius to apply • Study and then incorporate winning OFF=ON and ON=OFF to your own brand. characteristics of living and doing business Here’s what you can set in motion today: online into your offline processes. • Incorporate online symbols into one of • Infuse your campaigns with the language of your next designs. the online-versed. • Have customers design something from • Give your online brand an offline presence. scratch online, then bring it into the real world. • Partner with any kind of relevant meet-up venture. • Add any kind of online functionality or access feature to existing physical products. • Hop on the mobile-meets-web bandwagon. Start with introducing an iPhone app.woensdag 5 oktober 11
  12. 12. How to mix on- and offline • Basics • Internet of things • Virtual Goods • Location based services • Mobile devices • Interactive installations • Mixing real and virtual world in cross-media campaignswoensdag 5 oktober 11
  13. 13. Basicswoensdag 5 oktober 11
  14. 14. Basics: Connecting Online and Offline Marketing • Offline Reach Building • Tracking URLs • Social Media Lead Intelligence • Social Media Driving Offline Traffic • QR Codes Read more: http://blog.hubspot.com/blog/tabid/6307/bid/17694/5-Methods-for-Connecting-Online-and-Offline-Marketing.aspx#ixzz1ZuPopZLYwoensdag 5 oktober 11
  15. 15. Internet of thingswoensdag 5 oktober 11
  16. 16. The Internet of things • What? • The web as “one big computer” • All data moves into the cloud • Why not add physical objects ... • Phones, Cars, Household electronics • Consumer goodswoensdag 5 oktober 11
  17. 17. The Internet of things • How? • Build into a device Perfect for new electronic devices Connect with the web via WiFi or Bluetooth (or wire) • Add an “electronic label” • High tech: RFID Read from a defined distance Need to “program” the chip Requires a reader • QR code or 2D barcode Read with any Camera (Phone, ...) Print yourself Needs visual contactwoensdag 5 oktober 11
  18. 18. woensdag 5 oktober 11
  19. 19. woensdag 5 oktober 11
  20. 20. woensdag 5 oktober 11
  21. 21. The Internet of things • In Practice? • e-coupons • quick links to extra info • loyalty cards • entry tickets • add value to objects (e.g. scan product and see movie) • ...woensdag 5 oktober 11
  22. 22. woensdag 5 oktober 11
  23. 23. woensdag 5 oktober 11
  24. 24. woensdag 5 oktober 11
  25. 25. Augmented Realitywoensdag 5 oktober 11
  26. 26. Augmented Reality magazines http://www.youtube.com/watch?v=LGwHQwgBzSIwoensdag 5 oktober 11
  27. 27. This is Augmented Reality too http://vimeo.com/7518501woensdag 5 oktober 11
  28. 28. Social Media Integration http://www.vimeo.com/6734803woensdag 5 oktober 11
  29. 29. Virtual Goodswoensdag 5 oktober 11
  30. 30. woensdag 5 oktober 11
  31. 31. Virtual Goods • What? • Goods that only exist in a virtual world • Derive value from the “right to entertain” or “right to be part of a virtual world”. • Typically exist within a closed network • A great way to make moneywoensdag 5 oktober 11
  32. 32. Virtual Goods • How? • Put a perceived value against virtual rewards. • Work with existing networks for credibility (unless you are famous): • Facebook • WOW • ...woensdag 5 oktober 11
  33. 33. Virtual Goods In practice Farmville GoSupermodel HabboHotel Facebook creditswoensdag 5 oktober 11
  34. 34. Location Based Serviceswoensdag 5 oktober 11
  35. 35. Location Based Services • What? • All kinds services of taking advantage of knowing where the consumer is. • Started about 10 years ago through triangulation on mobile phone networks. • Never really worked, because: • Privacy “feel” (opt-in) • Lack of mobile internet availability • Came to the surface with the introduction of the iPhone with: • GPS function • Easy mobile internetwoensdag 5 oktober 11
  36. 36. Location Based Services • How: • Location based games • Gowalla & Foursquare • Holiday Inn promotion • Check In products • Add-on Reality • Gouden Gids • Immo • Vacatures • ... • Bluecastingwoensdag 5 oktober 11
  37. 37. woensdag 5 oktober 11
  38. 38. woensdag 5 oktober 11
  39. 39. woensdag 5 oktober 11
  40. 40. Mobilewoensdag 5 oktober 11
  41. 41. Mobile • What? • The ultimate link between real and virtual • New devices make the mobile “dream” come true • Smart phones • iPad • Mini computers • WiFi ubiquity and/or affordable mobile internetwoensdag 5 oktober 11
  42. 42. http://www.youtube.com/watch?v=FdkV_eU1B3cwoensdag 5 oktober 11
  43. 43. Interactive Installationswoensdag 5 oktober 11
  44. 44. Current technologies • All interactive technologies have 1 thing in common: they try to sense something • they sense motion, sound, humidity, color, ...woensdag 5 oktober 11
  45. 45. Current technologies a) SENSORING and arduino ‣ Low cost microprocessor (atmega chip) ‣ Open source (!) ‣ Active community ‣ Endless range of components ‣ “Homemade” readywoensdag 5 oktober 11
  46. 46. Current technologies b) VISION and kinect ‣ “cheap” high end depth sensor ‣ “no” security > hacked in 5 minutes ‣ allows nightvision, very accurate motion detectionwoensdag 5 oktober 11
  47. 47. Current technologies c) TOUCH and applefamily ‣ long list of touch-enabled devices ‣ iPad/iPod/iPhone family ‣ Android ‣ Also larger possibilities with custom made screenswoensdag 5 oktober 11
  48. 48. EOS talking treewoensdag 5 oktober 11
  49. 49. NIPRO interactivewoensdag 5 oktober 11
  50. 50. Samsung Dance Wallwoensdag 5 oktober 11
  51. 51. Real & virtual in cross-media campaignswoensdag 5 oktober 11
  52. 52. • In a post-digital marketing world, you need to build bridges between the digital and the real world. • Consumers still live their lives mostly in the real world, and they live the same life in a different way online.woensdag 5 oktober 11
  53. 53. • 360° campaigns • Field activation interacting with real world • Cases • Coke Zero • Coke Christmaswoensdag 5 oktober 11
  54. 54. • Wishmas 2009woensdag 5 oktober 11
  55. 55. jáëëáçå • Three consumer insights: • Digital Christmas wishes • Customization • Charitywoensdag 5 oktober 11
  56. 56. ^Åíáçå • Digital: • One tree full of Xmas wishes • Each wish supports Cliniclowns • Facebook, Netlog & Skyrock • Personal picture wishes • Real Life • All daily touchpoints • 5 real-life Christmas truckswoensdag 5 oktober 11
  57. 57. woensdag 5 oktober 11
  58. 58. woensdag 5 oktober 11
  59. 59. 37% oÉëìäíë targ reach et 1 of 2-44 y.o. • 601.120 visitors • 1.6 million wishes sent • 600 000 last year • 1 million more through social media • 17.000 fotos uploaded • 50.136 euro to Cliniclowns • Uplift brand love (post-research)woensdag 5 oktober 11

×