Widget Marketing

Involving customers….

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

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

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

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/

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

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

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.

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.

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

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

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.

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).

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’.

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.

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

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Widget Marketing

by biraja swain on Jun 24, 2008

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Widget Marketing — Presentation Transcript