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What is a widget? Rise in widget popularity Why are brands interested? Widget case studies

What is a widget?

Rise in widget popularity

Why are brands interested?

Widget case studies

What is a widget?

What is a widget?

Widget definition Definition Mobile Widgets Web Widgets Desktop Widgets A widget is a small program or application which provides or interacts with information in a moveable and customisable way. Widgets can be almost anything including games, tickers, video & audio players, quizzes, slideshows and productivity tools. Widgets can be downloaded onto desktops, web pages (such as start pages, social networks, blogs) and mobiles. Widget Landscape

Rise in widget popularity

Rise in widget popularity

The popularity of web widgets has risen in tandem with the rise in social networking Drivers Facebook platform In May 07 Facebook opened up its platform to third-party developers, allowing them to create widgets (called applications on Facebook) which would work in the Facebook environment. The developers got deep access to Facebook users and in return Facebook became a rich platform for third party applications/widgets. Opensocial In Oct 07 Google launched a system allowing developers to create applications for a variety of social networks including Bebo, Linkedin and MySpace. This allows developers to spread their applications across social networks, allowing them to avoid having to learn a new ma,rkup language for each social networking site. Size These developments are having a major impact upon the growth and popularity of widgets amongst the social networking audience. Source: Adonomics/eMarketer Web Widget Viewers Worldwide, April 2007

Drivers

Facebook platform

In May 07 Facebook opened up its platform to third-party developers, allowing them to create widgets (called applications on Facebook) which would work in the Facebook environment.

The developers got deep access to Facebook users and in return Facebook became a rich platform for third party applications/widgets.

Opensocial

In Oct 07 Google launched a system allowing developers to create applications for a variety of social networks including Bebo, Linkedin and MySpace.

This allows developers to spread their applications across social networks, allowing them to avoid having to learn a new ma,rkup language for each social networking site.

Size

These developments are having a major impact upon the growth and popularity of widgets amongst the social networking audience.

Why are brands interested?

Why are brands interested?

Widgets offer brands a number of exciting marketing opportunities Viral distribution The viral nature of widgets has made them attractive to marketers looking for ways to tap into the massive social networking audience. For example, there were around 60m users on Facebook by the end of 2007. This audience is viral and active – engaged in frequent and meaningful contact with each other. When a user likes an application he invites his friends and these friends invite their friends in turn – allowing the application to grow exponentially in popularity. Pull rather than Push. Changes the way content is disseminated on the Web – gets content onto other people’s web pages. Widgets are spread virally Source: http://www.nfp2.co.uk/2007/03/06/widgets-of-the-world-unite/

Viral distribution

The viral nature of widgets has made them attractive to marketers looking for ways to tap into the massive social networking audience.

For example, there were around 60m users on Facebook by the end of 2007. This audience is viral and active – engaged in frequent and meaningful contact with each other.

When a user likes an application he invites his friends and these friends invite their friends in turn – allowing the application to grow exponentially in popularity.

Pull rather than Push. Changes the way content is disseminated on the Web – gets content onto other people’s web pages.

Widgets offer brands a number of exciting marketing opportunities Engagement Good widgets are interactive ensuring that users remain engaged with the widget and spend a lot of time with it. The ability of widget providers to push fresh information to consumers via the widget ensures that if well done, engagement remains high. Personalisation Rather than visiting individual sites for different types of information or entertainment, users are increasingly designing their own online destinations - whether blogs, profiles, or other personal pages - and adding content from multiple sources. Flixster Movie Widget Example Engagement: updated comparison of movie tastes amongst friends Personalisation: favourite movies displayed Your reviews published

Engagement

Good widgets are interactive ensuring that users remain engaged with the widget and spend a lot of time with it.

The ability of widget providers to push fresh information to consumers via the widget ensures that if well done, engagement remains high.

Personalisation

Rather than visiting individual sites for different types of information or entertainment, users are increasingly designing their own online destinations - whether blogs, profiles, or other personal pages - and adding content from multiple sources.

A few Case Studies

A few Case Studies

Sample branded widgets Widget Sophistication Widget Popularity Branded Widget Overview Music/Ent Travel Apparel/Fashion FMCG Package Delivery Category Key Note: The examples above are indicative

Music/Entertainment

Music/Entertainment

Dylan ‘messaging service’ widget Objective Sony BMG commissioned Techlightenment to create a Facebook App to celebrate Bob Dylan’s forthcoming single and his Greatest Hits album. Description Customizable version of famous Dylan video, Subterranean Homesick Blues. Enter in the text that Dylan scrolls through in the video and which appears on your Facebook profile.

Objective

Sony BMG commissioned Techlightenment to create a Facebook App to celebrate Bob Dylan’s forthcoming single and his Greatest Hits album.

Description

Customizable version of famous Dylan video, Subterranean Homesick Blues.

Enter in the text that Dylan scrolls through in the video and which appears on your Facebook profile.

Alicia Keys ‘extra content’ widget Objective The objective was to raise awareness for the release of Alicia Keys’ new album, ‘As I Am’. This ‘extra-content’ widget was produced for fans to put on their MySpace or Facebook pages. Description Weekly studio footage was downloaded to fans via the widget, giving insight into the process behind creating the album. It also allowed fans to upload videos, comments and pictures to a fan channel accessible via the widget.

Objective

The objective was to raise awareness for the release of Alicia Keys’ new album, ‘As I Am’.

This ‘extra-content’ widget was produced for fans to put on their MySpace or Facebook pages.

Description

Weekly studio footage was downloaded to fans via the widget, giving insight into the process behind creating the album.

It also allowed fans to upload videos, comments and pictures to a fan channel accessible via the widget.

Radiohead ‘extra content’ widget Objective Radiohead have taken an extremely unconventional approach to prompting and marketing their new album, ‘In Rainbows’. This ‘extra content’ widget was made available for online usage via wide range of social networks and also as a desktop application. Description It takes the form of a TV with a number of different channels to choose from. Each channel takes the theme of a song from the album. By clicking on a channel you get video content featuring the band, with each track played in different locations. Source: Widgify

Objective

Radiohead have taken an extremely unconventional approach to prompting and marketing their new album, ‘In Rainbows’.

This ‘extra content’ widget was made available for online usage via wide range of social networks and also as a desktop application.

Description

It takes the form of a TV with a number of different channels to choose from. Each channel takes the theme of a song from the album.

By clicking on a channel you get video content featuring the band, with each track played in different locations.

Blockbuster ‘distribution channel’ widget Objective ‘ Movie clique’ is a widget built by Blockbuster to promote their online movie service, but also to offer existing customers a new distribution channel as they can order films via the widget. Description Enables Facebook users to search thousands of movie titles, create lists of favourites, as well as ratings and reviews to share with their friends. Source: http://www.facebook.com/press/releases.php?p=9171

Objective

‘ Movie clique’ is a widget built by Blockbuster to promote their online movie service, but also to offer existing customers a new distribution channel as they can order films via the widget.

Description

Enables Facebook users to search thousands of movie titles, create lists of favourites, as well as ratings and reviews to share with their friends.

Logistics

Logistics

UPS ‘package delivery’ widget Objective The UPS Widget, a small animated character and downloadable desktop application, lets customers track packages from their computers well as link to other UPS services directly from their desktop. Description Launched in September 07, and being promoted via an integrated print, outdoor, online and DM campaign, the UPS Widget can be downloaded from a 3D interactive web site www.ups.com/widget.

Objective

The UPS Widget, a small animated character and downloadable desktop application, lets customers track packages from their computers well as link to other UPS services directly from their desktop.

Description

Launched in September 07, and being promoted via an integrated print, outdoor, online and DM campaign, the UPS Widget can be downloaded from a 3D interactive web site www.ups.com/widget.

Travel

Travel

STA travel widgets Objective The student-focussed travel company, STA, offers a range of desktop widgets which keep help customers to plan and look forward to their trips. This helps to keep the brand front-of-mind. Description Travellers can place a series of widgets which include a travel countdown, weather comparison, travel to-do list and special offers device on their desktop (as well as on their website or social networking page).

Objective

The student-focussed travel company, STA, offers a range of desktop widgets which keep help customers to plan and look forward to their trips.

This helps to keep the brand front-of-mind.

Description

Travellers can place a series of widgets which include a travel countdown, weather comparison, travel to-do list and special offers device on their desktop (as well as on their website or social networking page).

Apparel/Fashion

Apparel/Fashion

Topshop ‘fashion fix’ widget Objective This widget can be downloaded to the desktop or to a web destination. To keep Topshop customers engaged with the latest Topshop fashions. Description Allows users to view and vote on different Topshop fashion items. After downloading the widget, TopShop sends the users a daily ‘fashion fix’, giving them styles and ideas from Topshop fashion ‘experts’.

Objective

This widget can be downloaded to the desktop or to a web destination.

To keep Topshop customers engaged with the latest Topshop fashions.

Description

Allows users to view and vote on different Topshop fashion items.

After downloading the widget, TopShop sends the users a daily ‘fashion fix’, giving them styles and ideas from Topshop fashion ‘experts’.

FMCG

FMCG

Red Bull ‘Rock, Paper, Scissors’ widget Objective Facebook wanted to promote its brand by producing a game-based widget which would connect well with the Facebook audience. Description The Roshambull widget is an online version of the school playground game, ‘Rock, Paper, Scissors’. Users can challenge their friends and compile stats and a ‘scouting sheet’ on performance.

Objective

Facebook wanted to promote its brand by producing a game-based widget which would connect well with the Facebook audience.

Description

The Roshambull widget is an online version of the school playground game, ‘Rock, Paper, Scissors’.

Users can challenge their friends and compile stats and a ‘scouting sheet’ on performance.

Sprite ‘Sips’ widget Objective Coca-Cola are looking to promote the Sprite brand by getting Facebook users to download the Sprite Sips application. This widget is supported by a new Facebook Page for Sprite Sips in addition to a series of Social Ads that leverage Facebook’s natural viral communications to spread the application across its user base. Description Users will be able to create, configure and interact with an animated ‘Sprite Sips’ character. For consumers in the United States, the experience can be enhanced by entering a PIN code found under the cap of every 20 oz. bottle of Sprite to unlock special features and accessories. Source: http://www.facebook.com/press/releases.php?p=9171

Objective

Coca-Cola are looking to promote the Sprite brand by getting Facebook users to download the Sprite Sips application.

This widget is supported by a new Facebook Page for Sprite Sips in addition to a series of Social Ads that leverage Facebook’s natural viral communications to spread the application across its user base.

Description

Users will be able to create, configure and interact with an animated ‘Sprite Sips’ character.

For consumers in the United States, the experience can be enhanced by entering a PIN code found under the cap of every 20 oz. bottle of Sprite to unlock special features and accessories.

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