Widget Marketing

Slideshow Transcript

1. Slide 1: Involving customers….
2. Slide 2: • What is a widget? • Rise in widget popularity • Why are brands interested? • Widget case studies
3. Slide 3: What is a widget?
4. Slide 4: Widget definition Widget Landscape Desktop Widgets Web Widgets Mobile Widgets Definition 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.
5. Slide 5: Rise in widget popularity
6. Slide 6: The popularity of web widgets has risen in tandem with the rise in social networking Drivers Size Facebook platform • These developments are having a major impact • In May 07 Facebook opened up its platform to upon the growth and popul rity of widgets a third-party developers, allowing them to amongst the social networking audience. create widgets (called applications on Facebook) which would work in the Facebook environment. Web Widget Viewers Worldwide, April 2007 • 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. Source: Adonomics/eMarketer
7. Slide 7: Why are brands interested?
8. Slide 8: Widgets offer brands a number of exciting marketing opportunities Widgets are spread virally 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. Source: http://www.nfp2.co.uk/2007/03/06/widgets-of-the-world-unite/
9. Slide 9: Widgets offer brands a number of exciting marketing opportunities Engagement: updated comparison of movie Flixster Movie Widget tastes amongst friends Example 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 Personalisation: content from multiple sources. favourite movies Your reviews displayed published
10. Slide 10: A few Case Studies
11. Slide 11: Sample branded widgets Branded Widget Overview Widget Popularity Note: The examples above are indicative Widget Sophistication Category Key Apparel/ Package Music/Ent Travel Fashion FMCG Delivery
12. Slide 12: Music/Entertainment
13. Slide 13: 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.
14. Slide 14: 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.
15. Slide 15: 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
16. Slide 16: 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
17. Slide 17: Logistics
18. Slide 18: 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.
19. Slide 19: Travel
20. Slide 20: 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). •
21. Slide 21: Apparel/Fashion
22. Slide 22: 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’.
23. Slide 23: FMCG
24. Slide 24: 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.
25. Slide 25: 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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