worlds collide when
3
 
marketers consumers
viewers
viewers
viewers consumers
viewers consumers
viewers consumers participants
“ Self expression is the new entertainment”
25% of search queries for top 20 brands are links to user-generated content
1 platform for positive  expression
print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
print OOH mobile place experi- ential PR audio/ video online direct @#&%!?!?
 
2 evaluate against  your brand objectives
 
interruptions suck
participation rules interruptions suck
3 entertain, don’t interrupt
worlds collide when
 
 
 
 
 
 
 
identity  activities  goals
the digital world makes real life more meaningful
real life makes the digital world  more meaningful
real  digital
millennials live almost exclusively in the space between these spheres
we need to acknowledge the overlap between real and digital life
MTV strategy Much
value participants viewers volume traditional measurement super fans then now rethink product development for participatio...
participatory proprietary building and contributing to virtual environments brand platform platform brand identity activit...
Much MTV strategy two mobile projects with digital environments
 
Much MTV strategy I want my MTV Social
 
MTV Social is co-viewing app  built for the “digital couch”
Source: Forrester Research Inc., Q2 2010 N. America Benchmark Survey, Canada, Adults 18+ Canadian Smartphone app usage: Ga...
86% of mobile internet users watch TV with their mobile devices
Of that, 40% are social networking, 33% using apps, and more than  half are texting
identity activities goals real  digital conceptualizing the MTV Social Co-viewing App
conceptualizing the MTV Social Co-viewing App Brand Objectives Platform/s Audience Benefit identity activities goals real ...
proprietary Brand Objectives Audience Benefit identity activities goals real  digital MTV Ecosystem Twitter/Facebook Easy,...
 
Much MTV strategy Degrassi Mobile Game
 
identity activities goals real  digital conceptualizing the Degrassi Mobile Game
identity activities goals real  digital Brand Objectives Audience Benefit conceptualizing the Degrassi Mobile Game Platfor...
proprietary Brand Objectives Audience Benefit identity activities goals real  digital $$$ Community Apps/Social Media Invo...
for the first time, fans can enroll at Degrassi
for the first time, fans can enroll at Degrassi
for the first time, fans can enroll at Degrassi
for the first time, fans can enroll at Degrassi
for the first time, fans can enroll at Degrassi
episode-based story game “ choose your own conversation”
episode-based story game “ choose your own conversation”
episode-based story game “ choose your own conversation”
acknowledge character traits, manage relationships
social currency translated into Degrassi points
and of course, goof off around campus
and of course, goof off around campus
 
thanks
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"Understanding Youth" Conference 2011: When Worlds Collide by Chris Unwin

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Presentation by Chris Unwin from Much MTV Group shares how his company is evolving the consumer experience across real and virtual environments to become omnipresent with transmedia audiences. Learn how Much MTV is developing content strategies and collaborating with like-minded brands to the point that worlds truly collide.

Follow @chrisunwin and @strategyonline

Published in: Technology, Business
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  • It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
  • It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
  • It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
  • It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
  • It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
  • It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
  • Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
  • Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
  • Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
  • Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
  • Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
  • Mash up of technological advance, hyper-branded world, and our attempt to make sense of it as avatars in the landscape Appropriate that Eboy has been so popular both with consumers, and doing commissioned pieces for brands Great image to depict a collision – of real world and digital world Gamification of everyday life
  • Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
  • Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
  • Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
  • Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
  • Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
  • Communication, Education, Entertainment, all increasingly taking place online Not one destination – now it’s mobile – web connectivity will come to all products Impact on Friendship, Family, Community – and on us as individuals/self-perception Opportunity for brands to have a much more intimate/involved relationship with consumer
  • Unites strangers and communities around the globe Unlocks crowd-sourced human potential Game theory and escapism - Farmville
  • Brings flesh and brick to the world of digital - authenticity
  • 12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.
  • 12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.
  • 12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.
  • "Understanding Youth" Conference 2011: When Worlds Collide by Chris Unwin

    1. 1. worlds collide when
    2. 2. 3
    3. 4. marketers consumers
    4. 5. viewers
    5. 6. viewers
    6. 7. viewers consumers
    7. 8. viewers consumers
    8. 9. viewers consumers participants
    9. 10. “ Self expression is the new entertainment”
    10. 11. 25% of search queries for top 20 brands are links to user-generated content
    11. 12. 1 platform for positive expression
    12. 13. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
    13. 14. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
    14. 15. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
    15. 16. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
    16. 17. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
    17. 18. print OOH mobile place experi- ential PR audio/ video online direct @#&%!?!?
    18. 20. 2 evaluate against your brand objectives
    19. 22. interruptions suck
    20. 23. participation rules interruptions suck
    21. 24. 3 entertain, don’t interrupt
    22. 25. worlds collide when
    23. 33. identity activities goals
    24. 34. the digital world makes real life more meaningful
    25. 35. real life makes the digital world more meaningful
    26. 36. real digital
    27. 37. millennials live almost exclusively in the space between these spheres
    28. 38. we need to acknowledge the overlap between real and digital life
    29. 39. MTV strategy Much
    30. 40. value participants viewers volume traditional measurement super fans then now rethink product development for participation & influence
    31. 41. participatory proprietary building and contributing to virtual environments brand platform platform brand identity activities real digital goals Brand Objectives Audience Benefit Platform/s
    32. 42. Much MTV strategy two mobile projects with digital environments
    33. 44. Much MTV strategy I want my MTV Social
    34. 46. MTV Social is co-viewing app built for the “digital couch”
    35. 47. Source: Forrester Research Inc., Q2 2010 N. America Benchmark Survey, Canada, Adults 18+ Canadian Smartphone app usage: Games, Social Networking top the list
    36. 48. 86% of mobile internet users watch TV with their mobile devices
    37. 49. Of that, 40% are social networking, 33% using apps, and more than half are texting
    38. 50. identity activities goals real digital conceptualizing the MTV Social Co-viewing App
    39. 51. conceptualizing the MTV Social Co-viewing App Brand Objectives Platform/s Audience Benefit identity activities goals real digital
    40. 52. proprietary Brand Objectives Audience Benefit identity activities goals real digital MTV Ecosystem Twitter/Facebook Easy, Hosted, Super Fans conceptualizing the MTV Social Co-viewing App Platform/s
    41. 54. Much MTV strategy Degrassi Mobile Game
    42. 56. identity activities goals real digital conceptualizing the Degrassi Mobile Game
    43. 57. identity activities goals real digital Brand Objectives Audience Benefit conceptualizing the Degrassi Mobile Game Platform/s
    44. 58. proprietary Brand Objectives Audience Benefit identity activities goals real digital $$$ Community Apps/Social Media Involvement in Story conceptualizing the Degrassi Mobile Game Platform/s
    45. 59. for the first time, fans can enroll at Degrassi
    46. 60. for the first time, fans can enroll at Degrassi
    47. 61. for the first time, fans can enroll at Degrassi
    48. 62. for the first time, fans can enroll at Degrassi
    49. 63. for the first time, fans can enroll at Degrassi
    50. 64. episode-based story game “ choose your own conversation”
    51. 65. episode-based story game “ choose your own conversation”
    52. 66. episode-based story game “ choose your own conversation”
    53. 67. acknowledge character traits, manage relationships
    54. 68. social currency translated into Degrassi points
    55. 69. and of course, goof off around campus
    56. 70. and of course, goof off around campus
    57. 72. thanks
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