Most Contagious 2010


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Most Contagious 2010

  1. 1. p.1MOST CONTAGIOUS 2010
  2. 2. CONTAGIOUS most contagious / intro / p.02 MOST CONTAGIOUS / 2010 / SUBSCRIPTION OFFER / 20% DISCOUNT VALID UNTIL 14TH JANUARY 2011 NORMALLY £985 GBP, NOW JUST £790 GBPCONTAGIOUSCHAPTERS / Hello and welcome to Most Contagious 2010. This is our01 / free, shareable review of the trends and technologies thatPROJECTS have provided the loudest bleeps on our radar this year, and02 / comes supported by those nice people at Yahoo!. Send it on.MOVEMENTS In 2010, the smartest brands realised that the model is not 360,03 / it’s 365. This means thinking editorially, reacting in real time andFACEBOOK engaging in reciprocal conversations to distribute content that04 / feels generous, useful and personalised. As we’ve always said,REAL-TIME the best brands are those that see themselves as networks which05 / connect like-minded people around shared interests and causes.STORIES Some of the best initiatives of the year fell into the category of06 / on-going projects, rather than hermetically sealed ad campaigns.VIRAL Think Levi’s’ involvement with the recession-bitten town of07 / Braddock or Kraft’s ‘Real Women of Philadelphia’ community.EXPERIENCE This shows a shift away from the traditional reach and frequency08 / model to one of sustained engagement.GAMING 2010 was also a banner year for infectious online video, with09 / two unexpected players (Old Spice and Tipp-Ex) grabbing theDEVICES viral limelight. It was also a boom time for the much-debated10 / gamification trend and for the connected promise of internet TVTV to finally take root, whilst burgeoning tech trend the Web of Intent11 / fills us with hope for a less chaotic 2011.TECHNOLOGY It’s been quite a year for Contagious, too. Our micro offices in12 /DATA New York and Sydney are up and running and the Contagious Insider consultancy has been working overtime. In December the13 / London team moved into a new HQ in Farringdon, to accommodate Contagious / Now / Next / Why /MONEY all the shiny, new and brilliant people we’ve had to hire. Magazine / DVD / Online / FEED / Special Reports / Consultancy / Events /14 /DESIGN Wishing you a happy and healthy 2011 Special Offer to readers of the Most Contagious 2009 report – Subscribe to Contagious Magazine/Online before 14 January 2011 and save15 / The Contagious Team 20% / Normally £985 now just £790.DEMOS P.S. Please share the joy and forward Most Contagious to your Visit to subscribe now /16 / friends and colleagues. / E: /COMPANIES Supported by
  3. 3. CONTAGIOUS most contagious / projects / p.03 01 / MOST CONTAGIOUS / PROJECTS NOT CAMPAIGNS /CONTAGIOUSCHAPTERS / While the phrase ‘always in beta’ can be euphemistic for ‘not01 / quite finished’, some of 2010’s most striking brand initiativesPROJECTS were ongoing projects as opposed to one-off campaigns.02 / They share a commitment to tinkering in real time, long-termMOVEMENTS engagement, interactivity and total openness to where a project might go… As the examples below show, shifting from the03 /FACEBOOK traditional reach and frequency model to one of sustained engagement can generate phenomenal results.04 /REAL-TIME Levi’s / Go Forth05 / In 2010 Levi’s returned to its roots as ‘the performanceSTORIES sportswear of the 1870s’. Its showpiece campaign, Ready to06 / Work, via Wieden+Kennedy, Portland, was based around theVIRAL small American borough of Braddock, Pennsylvania, celebrating07 / progress and hope, while being brutally honest about the issuesEXPERIENCE contemporary America faces. The brand supported young mayor08 / John Fetterman in his mission to repopulate and redevelop theGAMING town, encouraging artists, craftsmen and business owners to09 / move there.DEVICES Levi’s partnered with Braddock in a two-year financial and legal10 / agreement to fund the completion of a community centre and urbanTV farm, documenting the process in films and still images featuring11 / Braddock’s inhabitants which then became a campaign for theTECHNOLOGY brand’s new line. [See Contagious 24 for a Levi’s Case Study.]12 / Reinforcing its commitment to creativity characterisedDATA subsequent 2010 work. With help from Sub Rosa, New York,13 / Levi’s opened workshops in San Francisco and New York helpingMONEY visitors to learn print work and photography. And to celebrate its new Curve ID range for women in which jeans are measured LEVI’S / GO FORTH /14 /DESIGN on shape, rather than size, the denim brand launched its most15 / sustained online effort to date: the Shape What’s To ComeDEMOS community, targeting young women with a focus on mentorship16 / and the creative arts.COMPANIES Supported by
  4. 4. CONTAGIOUS most contagious / projects / p.04 Levi’s has been prolific rather than precious about Pepsi / Refresh & PepsiCo 10 developing its work, aligning the brand with post- While Pepsi’s ongoing Refresh work was impressive, economic crisis trends: the importance of local, the when the brand pulled its Super Bowl budget to invest value of hard work and creativity, and the demand for $20m in a massive CSR initiative, our jaws dropped.CONTAGIOUSCHAPTERS / brands to use marketing budgets to make tangible The inbuilt viral mechanism, whereby people amass01 / differences. votes for their suggestions across categories such asPROJECTS Philadelphia / Real Women of Philadelphia health, education and the planet saw the campaign gather rapid momentum, with more votes cast in the02 / Philadelphia positioned its cheese as a key ingredientMOVEMENTS first nine months than in the US presidential elections. for home cooking thanks to an online cooking contest. Pepsi rapidly responded to crises as they arose –03 / Women were challenged to submit recipes based onFACEBOOK including announcing an extra $1.3m of funding in July a theme such as side dishes or appetisers, with the to sponsor ideas that would specifically have a positive04 / chance for the most successful to be included in a DULUX /REAL-TIME impact in the Gulf of Mexico, in the wake of this year’s cookbook and win $500. Over 5,000 cookery videos massive oil spill. For more see Contagious 22.05 / were uploaded by the 220,000-strong communitySTORIES in 16 weeks, uncovering new brand ambassadors Pepsi also launched the PepsiCo10, an innovation06 / from the group of enthusiastic cooks. The brand incubator unit, with Mashable and Highland CapitalVIRAL teamed up with all-American chef Paula Deen, who Partners. The unit matched 10 entrepreneurs with07 / delivered weekly video tips and led the community; venture capitalists and industry mentors, developing ideasEXPERIENCE her introduction has been viewed over 10 million and technology that PepsiCo brands can use. Smart. times and, thanks to Real Women, Philadelphia sales08 / www.refresheverything.comGAMING are up 8%. Developed by Digitas, New York, with production by EQAL, LA. Featured in Contagious 24.09 / Volvo / Emissions EqualityDEVICES Volvo in the UK has been working with cleangreencars.10 / Dulux / Let’s Colour Project to create an international ‘kite mark’ for cars based PEPSI /TV A worldwide project from Dulux and Euro RSCG on air pollutants. The standard would ultimately improve11 /TECHNOLOGY combined CSR and social media with the truth that the air quality in cities, where road transport accounts life is better when it’s more colourful. A team of for 70% of air pollution. Volvo is recruiting for a petition12 / via social networks, putting pressure on the automotive brand representatives – including bloggers, DuluxDATA senior management and agency staff - visited cities industry and the government to implement the rating,13 / brightening up tatty squares and streets with a lick and has also developed an iPhone app to help usersMONEY of paint. The resulting time lapse commercial was discover information about toxic emissions based on a14 / an ideal product demonstration, while subsequent car’s make and model. Rumour has it that Volvo has newDESIGN executions played with the notion of colour in different technology up its sleeve that will place it at the top of15 / markets, including a graffiti project in the Parisian the ratings should the standard be adopted, renderingDEMOS suburbs. Featured in Contagious 23. this a canny long-term marketing strategy. Featured in16 / Contagious 23. VOLVO /COMPANIES Supported by
  5. 5. CONTAGIOUS most contagious / projects / p.05 Kulula / The ‘You Know What’ Trip-planning site and airline Kulula played on FIFA’s inability to take a joke to propel its World Cup campaign, offering reasonably priced localCONTAGIOUSCHAPTERS / flights in South Africa. King James, Cape Town,01 / oversaw print ads announcing the airline as ‘thePROJECTS unofficial carrier of the ‘you know what’’, which02 / subsequently spilled into radio and banner ads.MOVEMENTS When FIFA demanded the ads’ withdrawal - citing03 / trademark violations - they took the cease andFACEBOOK desist order to Twitter and Facebook, and the public and press rallied behind the brand. A further04 /REAL-TIME ad promising free flights to FIFA president Sepp Blatter, or anyone sharing his name, was given an05 /STORIES unexpected twist by the arrival on Facebook of a photogenic Boston terrier (pictured on our front06 / cover) claiming that his name was, indeed, SeppVIRAL Blatter. Kulula ran a final ad announcing that ‘Sepp07 / Blatter flies with us’ and flew the dog all aroundEXPERIENCE the country. Earned media coverage added up to08 / over R3m (£270,000) of free publicity and a 33%GAMING increase in ticket sales. See Contagious 24.09 / www.kulula.comDEVICES10 /TV KULULA /11 /TECHNOLOGY12 /DATA13 /MONEY14 /DESIGN15 /DEMOS16 /COMPANIES Supported by
  6. 6. CONTAGIOUS most contagious / movements / p.06 02 / MOST CONTAGIOUS / MOVEMENTSCONTAGIOUSCHAPTERS / Newsjacking /01 / In October this year, American comedians Jon Stewart, presenterPROJECTS of ‘The Daily Show’, and poliyical satirist Stephen Colbert held a02 / Rally to Restore Sanity and/or Fear in Washington DC – a directMOVEMENTS response to right wing pundit Glenn Beck’s ‘Restoring Honour’03 / rally earlier that year. Much was made of the humorous signageFACEBOOK brought to the event, yet one placard in particular summed up the04 / mood. ‘I go to Fox and CNN for entertainment,’ it proclaimed, ‘andREAL-TIME The Daily Show for news’. / As lines between news, entertainment and corporate lobbyingSTORIES become increasingly blurred and investigative journalism gives06 / way to the incessant documentation of celebrity culture in orderVIRAL to attract eyeballs and advertising revenue, popular confidence in07 / traditional news outlets to report what’s actually happening (ratherEXPERIENCE than what the government would like us to think is happening) is08 / understandably low. Such a calcified system requires aggressiveGAMING tactics to overcome – the sort of ‘newsjacking’ tactics demonstrated09 / by WikiLeaks, a consortium of anonymous journalists headed byDEVICES Australian Julian Assange. In July, WikiLeaks seeded a series10 / of files called ‘The Afghanistan War Logs’, 90,000 documentsTV detailing operations by American and other Allied Forces in Afghanistan between 2004 and 2009. In November, WikiLeaks11 /TECHNOLOGY began the staggered release of a series of US State department diplomatic cables in conjunction with prominent media outlets12 /DATA worldwide including El Pais, The Guardian, and The New York Times. ‘Cablegate’ included a series of embarrassing revelations13 /MONEY about American foreign policy (including the news that Secretary of State Hillary Clinton had apparently ordered the gathering of14 / intelligence on foreign delegations to the UN Security Council inDESIGN contravention of UN directives). Despite the redaction of various BPGLOBALPR /15 / extremely sensitive parts of the document – Assange is keen toDEMOS point out that during WikiLeaks, four years of operation ‘there16 / has been no credible allegation, even by organisations like theCOMPANIES Supported by
  7. 7. CONTAGIOUS most contagious / movements / p.07 Pentagon that even a single person has come to to pass comment on current affairs. The most in the knowledge that all text will be stored for harm as a result of our activities’ – the diplomatic high profile of these was @bpglobalpr, from later consumption. Another app, Memonic, grabs community was thrown into crisis. which account a bedroom activist satirised the any kind of content and posts it to a personalised oil company’s appalling mishandling of the crisis digital archive. Web video streaming hardwareCONTAGIOUS Variously described as an anarchist with aCHAPTERS / in the Gulf of Mexico. ‘Black sand beaches are Boxee enables you to timeshift video in the same god complex or an unparalleled hero in the fight very trendy in some places,’ tweeted the fake way, clicking the browser button so all YouTube01 / for political accountability, Assange’s archivedPROJECTS PR to around 180,000 followers. ‘Mexico, we clips etc can be viewed from the comfort of your blog entries from a time pre-WikiLeaks reveal upgraded you. #bpcares’. Elsewhere, 18th century sofa, later. And Rao’s own service, Trailmeme,02 / a precise and philosophical nature committedMOVEMENTS lexicographer Dr. Samuel Johnson offers his allows for the creation of maps of content – like to the destruction of the culture of spin that acerbic take on the events of the day, including a web browsing journey trackers – to enable users03 / dominates politics and has castrated the media. description of France as ‘a barbarous HEXAGON’. to map the connections between items.FACEBOOK Reports suggest that he may not be long for this04 / world, as the calls for his assassination at even the highest levels of politics would attest (funny And finally – Twitter ‘activism’ claimed a minor how ‘incitement to murder’ becomes political05 / scalp in the form of the new Gap logo. AnnouncedSTORIES commentary depending on who’s saying it). in October to general derision, the new logo was Assange has already been the target of a rape06 / not only redacted, but gave rise to a site, http://VIRAL charge brought by the Swedish authorities,, in which visitors can create their own which he has dismissed as a smear campaign.07 / hamfisted design identities. WikiLeaks this ain’t.EXPERIENCE At time of press, he was under arrest by the British authorities. As a result, he is attempting to The Web of Intent /08 / guarantee his security with the distribution of an Following a decade dominated by the massiveGAMING encrypted document containing the confidential generation and influx of information into our lives,09 / information that was redacted from the original the Web of Intent looks set to offer some respite.DEVICES leak, as well as other extremely sensitive missives. Based on the notion, not that the quantity of10 / Over 100,000 people have access to the file, and content needs reducing, but that we just needTV the details for decryption will be made available more trusted filters to manage it, a series of11 / should anything untoward happen to Assange or applications and services are helping to reshapeTECHNOLOGY the WikiLeaks team. At this fascinating juncture, the web to the whim of individuals.12 / one can only imagine what smoking guns mightDATA be contained therein. As publishing magnate Described by Venkatesh Rao, entrepreneur- Lord Northcliffe once remarked, ‘News is what in-residence at the Xerox Innovation Group, as13 /MONEY somebody somewhere wants to suppress; all the ‘a gritty, greasy, roll-up, fix-it-sleeves vision’, the rest is advertising.’ current Web of Intent comprises platforms like14 /DESIGN Instapaper, an app and browser button. When If it’s still there: one clicks on the browser button, all text from15 / that page is scraped and saved to the InstapaperDEMOS A less sinister form of newsjacking is happening over on Twitter, as members of the Twitter app for reading offline, enabling the user to skip16 / community take on assumed identities in order around the web, following links and clicking, safeCOMPANIES Supported by
  8. 8. CONTAGIOUS most contagious / movements / p.08 Perhaps the most remarkable of these services is ‘curated web experience’ Qwiki. Users search for any of around 300,000 terms, and data is pulled from Wikipedia and thousands of other media sources to create an ‘information experience’ in the formCONTAGIOUSCHAPTERS / of an amalgamation of images, video and audible narration. The01 / Contagious Team looked for Charlie Brown, negative capability,PROJECTS Ecuador – and instantly received a two-minute interactive informa- tion package on each. The overall effect is like watching a news02 /MOVEMENTS report, combining visual data with a voiceover that delivers the key facts. A wormhole of learning that scooped the top prize at the03 /FACEBOOK TechCrunch Disrupt awards in September.04 / www.instapaper.comREAL-TIME www.boxee.tv05 / http://trailmeme.comSTORIES www.qwiki.com06 /VIRAL It Gets Better /07 / This year’s most heartfelt instance of web activism comes inEXPERIENCE the form of sex columnist Dan Savage’s campaign to reach out08 / to the young LGBT population. Following a spate of suicidesGAMING due to bullying, Savage took to the web to point out that even09 / though the situation might look bleak now, it does in fact getDEVICES better. Since the launch of the campaign, everyone from Barack10 / Obama to comedienne Sarah Silverman and the staff of PixarTV have submitted their own videos to confirm the sentiment. Simple, smart, and hopefully, successful. www.itgetsbetter.org11 /TECHNOLOGY Soft Paternalism /12 / This year’s most buzz-worthy political ideology came in the formDATA of references to the book Nudge, written by Richard M. Thaler13 / and Cass Sunstein. As adorable as a little ‘nudge’ might sound,MONEY the principles of the book make reference to a philosophy14 / of soft paternalism – the notion of replacing the stick with theDESIGN carrot in order to skew the decisions of the populace towards a PIXAR/15 / favourable outcome. According to The Economist, proponentsDEMOS of soft paternalism see it as a means of ‘helping you to make16 / the choices you would make for yourself – if only you had theCOMPANIES Supported by
  9. 9. CONTAGIOUS most contagious / movements / p.09 strength of will and the sharpness of mind.’ Barack Obama’s politics owe much to the theory, and in 2010 David Cameron established The Behavioural Insights Unit, dedicated to the development ofCONTAGIOUSCHAPTERS / practical applications of this theory to British life. BBC01 / documentarian Adam Curtis’ blog on the subject isPROJECTS recommended reading.02 / Perhaps unsurprisingly, the tenets of soft paternalism03 / are beginning to make themselves felt in marketing.FACEBOOK GE’s Healthymagination unit in conjunction with Big04 / Spaceship, New York has developed an applicationREAL-TIME called Morsel, which sets small achievable daily05 / targets in order to encourage users towards a moreSTORIES wholesome lifestyle. Sample tip: ‘Buy groceries from06 / around the edges of the store’ is intended to steerVIRAL shoppers towards more fresh produce (although the07 / theory collapses somewhat when the alcohol aislesEXPERIENCE are on the edge. Whisky and asparagus, anyone?).08 / Crispin Porter + Bogusky, Boulder launched a USGAMING campaign for actual carrots by repositioning them as09 / a snack food to appeal to our tiny brains, completeDEVICES with loud packaging and accompanying mobile games, thus achieving double digit sales growth for10 /TV the humble vegetable. And finally, VW’s Fun Theory, BABY CARROTS / in which the automotive manufacturer attempted to11 /TECHNOLOGY prove that the quickest way to get people to change their behaviour was to make things fun, was pure soft12 / paternalism. This year the campaign crossed fromDATA theory into practice when the winning entry to the13 / Fun Theory contest, the ‘Speed Camera Lottery’,MONEY was implemented in a region of Sweden. The prize14 / takes the fines paid by motorists caught speeding andDESIGN transforms them into a lottery fund for those driving / sensibly, and saw an average reduction in speed of www.babycarrots.comDEMOS 22% throughout the course of the campaign. www.thefuntheory.com16 /COMPANIES Supported by
  10. 10. CONTAGIOUS most contagious / facebook / p.10 03 / MOST CONTAGIOUS / FACEBOOKCONTAGIOUSCHAPTERS / It’s safe to call 2010 ‘The Year Your Parents Joined Facebook’.01 / The social network has reached the size where peer comparison isPROJECTS fruitless; more useful quantification comes in terms of the population02 / size of nations. It’d be the fourth largest in the world, with over 500MOVEMENTS million active users and a whole host of new challenges.03 /FACEBOOK Facebook also got the old media treatment in the form of director David Fincher’s The Social Network, a film based on founder04 /REAL-TIME Mark Zuckerberg’s conception of the company. By November, Facebook employee stock, traded on secondary markets in a05 / share auction, led TechCrunch to interpret a $50bn valuation onSTORIES the company, which reported a positive cash flow for the first time06 / in late 2009.VIRAL The company began to dominate search titan Google in simple07 /EXPERIENCE metrics like page views. For a week in November, Hitwise estimated that Facebook had 25% of all US internet traffic,08 /GAMING five times as much as Google. While clicks alone won’t unseat Google’s ecosystem, Facebook is aiming to consolidate areas09 / like gaming, e-commerce, location, mail and collective knowledge.DEVICES Several product launches point to that theme; Messages10 /TV unites Facebook messages, chats and texts in one inbox; it’ll also include a place where users can have their own Facebook email11 /TECHNOLOGY address. Facebook is also emphasising how its social functions will differentiate it from other email services, chiefly Gmail.12 /DATA Facebook also launched a beta of its Questions product,13 / intended to compete with services like Quora, Hunch, Google’sMONEY Aardvark and most successfully Reddit. These services seek to THE SOCIAL NETWORK / refine mainstream products like Yahoo! Answers through the14 /DESIGN aggregated wisdom of the crowd, who vote answers up and down in order to create insightful, informative conversations. Whether15 /DEMOS Facebook will be able to cull the best aspects of these other sites and convince users to participate remains to be seen. As the16 / feature entered beta, we put forth the question ‘What DostoevskyCOMPANIES Supported by
  11. 11. CONTAGIOUS most contagious / facebook / p.11 novel should I read first?’ and have received 36 were gone received a 40% discount. The company answers to date, none of them entirely definitive yet all should be able to scale Deals to retailers large and well informed and thoughtful. (Though the simple ‘You small relatively easily, a move that took rival service have to start with Crime and Punishment’ received Foursquare months. So soon, it seems, even localCONTAGIOUSCHAPTERS / 21 upvotes.) businesses will be able to use Deals for promotions.01 / The most intriguing Facebook pushes of 2010 The next logical step in this process is to integratePROJECTS were Deals and Places, which threaten entrenched Facebook Credits into Places and Deals. From there02 / businesses in their respective spaces by leveraging the real fun starts. Credits are already being sold inMOVEMENTS Facebook’s massive user base. Places, a location- Target and Tesco stores the same way gift cards are03 / based check-in service with the same fundamentals as sold, and more retailers are slated to stock them. AboutFACEBOOK Foursquare, launched in August, and was cemented 200 applications on Facebook accept the currency. at the company’s mobile event in November, when04 / Once Deals and Places are integrated considerREAL-TIME Facebook also unrolled the Single Sign-On and these scenarios: The first 500 people to check in to Deals features.05 / Gap get a $50 gift certificate for Facebook CreditsSTORIES Single Sign-On is meant to simplify the process by (they’re worth about a dime apiece at this point). This06 / which you can use your Facebook account with other is the sort of frantic deal-making that Groupon offersVIRAL services, creating a contiguous landmass of contacts (see money section), with the extra push of Facebook’s07 / that share your various app choices. Sites lose large network effect; I see you’ve bought a Deal, and thereEXPERIENCE groups of potential customers in the registration are only 459 left. Better act fast. process; being able to log-in with your Facebook08 / Direct commerce has also boomed on Facebook,GAMING account facilitates a transaction or interaction with FACEBOOK CREDITS / as brands give customers the ability to buy products others in your network.09 / direct from the source. Procter & Gamble’s PampersDEVICES brand was one of the first to harness this energy,10 / working with Ohio’s Resource Interactive’s Off TheTV Wall product to sell diapers directly from the Facebook Wall in a limited test in February. The initiative makes11 / sense. Market research firm Morpace found 37% of / US. Facebook users became ‘fans’ of a brand on theDATA Deals / site to receive coupons and discounts, which P&G has long used to sway consumers to its products.13 / Through Facebook Deals, marketers can encourageMONEY This initiative has since expanded to a permanent check-ins to Places by offering free or reduced e-commerce store in partnership with Amazon.14 / price goods. For example, in the inaugural push,DESIGN retailer Gap gave away 10,000 pairs of jeans, free, Several other brands have brought commerce to15 / to any customers who checked in to the store using their Facebook pages in one form or another. Levi’sDEMOS Facebook Places, up to a $59.50 value, first come developed its social shopping platform, Friends Store,16 / first served. Customers who arrived after the jeans using the Open Social Graph (see Issue 23), putting aCOMPANIES Supported by
  12. 12. CONTAGIOUS most contagious / facebook / p.12 Like button on its products. Delta gave users the yellow balloons. It also featured a McCafe drink ability to purchase flights directly from its profile. to power-up virtual farmers so they could move Walmart is joining the fray too, offering discounts faster. Branded items aren’t integral to Zynga’s to fans via Facebook through its CrowdSaver revenue stream, though, so it is in a position toCONTAGIOUSCHAPTERS / app. The first week’s deal saw more than 5,000 charge fairly high amounts for placement; in April,01 / people liking a 42” plasma television at $398 – a personal care brand was quoted $600,000PROJECTS securing them an 18% discount on the in-store per week for FarmVille entry. Brand partnerships price. have also extended to currency, with American02 /MOVEMENTS Express allowing its Member Rewards points to be exchanged for virtual goods.03 /FACEBOOK This year’s most high profile in-farm initiative ZYNGA / FARMVILLE / Pampers / saw users able to purchase white corn -04 /REAL-TIME Casual Gaming Domination / special sweet potato seeds to benefit victims05 / of Haiti’s earthquake to benefit the World Food Gareth Davis, platform manager for games atSTORIES Programme (whilst benefiting players by thriving Facebook, told November’s Social Gaming Summit unattended). The seeds raised $1.5m in five days.06 / in London that 200 million Facebook users monthlyVIRAL are active in social games on the site. The vast07 / majority of these are playing games like FarmVille. www.farmville.comEXPERIENCE The New Yorker / FarmVille has paved the way for FrontierVille,08 / FishVille and now CityVille, and investors are It’s a Web 2.0 Suicide /GAMING seeing massive potential for profit. Zynga was ZYNGA / MAFIA WARS /09 / As Facebook continues to grow, so too does its estimated to be worth $5bn in April on anDEVICES army of detractors. With the launch of Places, estimated $500m in 2010 revenue, but much concerns over privacy became an increasingly10 / of that depends on Facebook’s continuedTV vocal protest against the dominance of benevolence. In May, after reports Zynga was Facebook, and the data exchange necessary11 / chafing under Facebook’s proposal that allTECHNOLOGY in order to keep the service free. The Web 2.0 applications use Facebook Credits, which Suicide Machine is an app created to ‘delete all12 / bring Facebook a 30% mark-up for their your energy sucking social-networking profiles,DATA currency, the two companies announced a five kill your fake virtual friends, and completely do13 / year partnership. Presumably Zynga received away with your Web 2.0 alter ego’.MONEY preferential rates, and as a result continues to14 / exist on the platform. For now. Unfortunately, the right to decide is no longer WEB 2.0 SUICIDE /DESIGN yours. Facebook has blocked the Suicide Machine. Brands that have placed sponsored items15 / in FarmVille include Farmers Insurance andDEMOS McDonald’s, which offered farmers special crops16 / that bloomed into golden arches and red andCOMPANIES Supported by
  13. 13. CONTAGIOUS most contagious / facebook / p.13 Skittles / Liking Likes The introduction and subsequent explosion of the Like as a metric was fueled by many brands and activities on Facebook last year. The Mars candy brand Skittles has used the universal prevalenceCONTAGIOUSCHAPTERS / of Like and the Open Social Graph to its advantage, racking up01 / nearly 14 million with a series of unique promotions.PROJECTS Mob the Rainbow used real-time techniques to spread goodwill02 / and spontaneity, such as sending a Valentine to a traffic warden.MOVEMENTS Poll the Rainbow asked the group of fans to choose a wacky03 / scenario; they elected a tree that gave away Skittles. ScholarshipFACEBOOK the Rainbow turned 100,000 likes into a $10,000 scholarship for04 / one winner.REAL-TIME In the UK, Man vs Skittles took stuntman David Phoenix and05 / pitted him against Skittles’ 13 million Facebook fans, locking himSTORIES in a glass box and inviting the community to submerge him in06 / Skittles. Fans could add a specified number of Skittles and theVIRAL more fans watching, the quicker the box filled up. TBWALondon07 / staged the stunt which was broadcast as a live Facebook stream,EXPERIENCE while Academy Content produced. With the addition of almost08 / 1 million likes in the UK from Man vs. Skittles, the same groupGAMING unleashed the Mega Super Updater the following month, turning09 / status updates into movies in an Old Spice-esque promotion.DEVICES /TV11 /TECHNOLOGY12 /DATA13 /MONEY14 /DESIGN15 / SKITTLES /DEMOS16 /COMPANIES Supported by
  14. 14. CONTAGIOUS most contagious / real-time / p.14 04 / MOST CONTAGIOUS / SOCIAL / REAL-TIME / ACTIVISM 365 NOT 360CONTAGIOUSCHAPTERS /01 / In 2010, the smartest brands grasped the nettle starred in a marathon succession of rapid-fire videoPROJECTS and committed to communicating with their responses to admirers on Facebook, YouTube, Twitter02 / customers on at least a daily basis. Less 360, more and Reddit. Offering advice, suggestions, supportMOVEMENTS 365, a powerful combination of micro-interactions, and even a marriage proposal, Mustafa and the W+K personalised responses and ‘planned spontaneity’ team dispatched 117 videos in the first 12 hours03 /FACEBOOK saw some unlikely brands creating the kind of pop alone. Old Spice became YouTube’s most-viewed culture groundswell that traditional marketers can sponsored channel of all time, the YouTube responses04 /REAL-TIME only dream of. As the chaps at P&G would say, generated 40million views and 120,000 people now both surprising AND delightful. follow the brand on Twitter.05 /STORIES Old Spice / Questions Whether it sold any more Old Spice or not is where it all gets a little bit hazy: P&G claimed that Old Spice06 / In a spectacular, Travolta-like renaissance, 2010 was OLD SPICE /VIRAL body wash sales increased over a month by 107% while the year in which P&G-owned Old Spice used real- Symphony IRI data indicated that Old Spice’s market07 / time, spontaneous marketing to transform a brandEXPERIENCE share remained flat. But on the upside, who didn’t feel more associated with unwanted Christmas gifts into better disposed towards Old Spice for entertaining us08 / a beloved icon of the web generation.GAMING so brilliantly? Contagious 24. It all kicked off in February with the now infamous The09 / Gatorade / Mission Control Man Your Man Could Smell Like Super Bowl spotDEVICES promoting Old Spice body wash, which subsequently PepsiCo-owned sports drink Gatorade netted a few10 / netted the 2010 Cannes Lions Grand Prix for film. Lions at the Cannes Advertising Festival this year forTV Initially launched on YouTube just before Super Bowl its Gatorade Replay series via TBWAChiatDay, LA11 / Sunday, it generated 30,000 views. But in a textbook (featured in Most Contagious 2009), whilst also offeringTECHNOLOGY display of viral spread following its TV debut, the view a behind-the-scenes glimpse at ‘Mission Control’, its12 / count rose by over 800% in just four days. The film ‘social media command centre’. The company usesDATA then started to draw viewers in their millions and its Mission Control to track media performance, create GATORADE / star, former National Football League (NFL) player an ongoing dialogue with consumers, and collect13 /MONEY Isaiah Mustafa, stopped counting. insights that will influence new product development as well as marketing strategy. We expect to see a lot14 / P&G and Wieden+Kennedy, Portland, then set to more brands using social media not only to monitorDESIGN work on a sequel. At the end of June, the ‘Questions’ conversations with consumers in 2011, but also to15 / spot reintroduced Mustafa; in July, the campaign react to what they’re saying. A Gatorade case studyDEMOS stepped up a gear when people were invited to ran in Contagious 24. www.gatorade.com16 / interact with him via Twitter. Consequently, MustafaCOMPANIES Supported by
  15. 15. CONTAGIOUS most contagious / real-time / p.15 Hippo /@HelloMeHippo Burger King / Whopperface Twitter as a retail and distribution tool? We were ‘Have it your way’ is Burger King’s long-held mantra, seriously impressed to learn of Hippo, a newly- showing off that all BK sandwiches are made to launched snack food in India, which turned to social order. So Ogilvy Brazil came up with the idea ofCONTAGIOUSCHAPTERS / media when it learnt that consumers couldn’t get personalised packaging for its customers. One São01 / hold of Hippo Baked Munchies. Distributed to over Paulo outlet was fitted with a hidden camera whichPROJECTS 400,000 stores across India, stocks kept running photographed each customer who made a personal02 / low – or running out altogether – because the snack request for their food (extra bacon, hold the mayoMOVEMENTS proved so popular. Hippo worked with Mumbai-based etc). The digital image of their face was then printed03 / Creativeland Asia to use Twitter to speak directly to directly onto a conventional grease-proof sheet usedFACEBOOK consumers, asking them to tweet @HelloMeHippo to wrap their burger – lined up perfectly so that their whenever they couldn’t find the snacks in stores. The ‘Whopper Face’ was beaming up at them from their04 /REAL-TIME brand promised to re-stock any empty store within tray. Both speedy and personalised – ‘have it your hours. With tweets coming in from 45 cities around way’ made real.05 /STORIES India, Hippo established a central Twitter monitoring operation which passed stock details directly onto06 /VIRAL the sales and distribution arm of the business. Again using Twitter, Hippo then notified its followers once07 /EXPERIENCE stock had been replenished. By matching supply with demand, Hippo boosted sales by 76%. And, as an08 / extra incentive to tweet, Hippo delivered personalisedGAMING ‘anti-hunger’ hampers to those customers who09 / tweeted them the most. Rumbling bellies have neverDEVICES been so well rewarded. See Contagious 24.10 /TV http://hippofighthunger.com11 /TECHNOLOGY12 /DATA13 /MONEY14 /DESIGN15 /DEMOS16 /COMPANIES Supported by
  16. 16. CONTAGIOUS most contagious / stories / p.16 05 / MOST CONTAGIOUS / STORIESCONTAGIOUSCHAPTERS / Some of the most successful brands are01 / those simply those that tell the best stories.PROJECTS And 2010 showed that those narratives can02 / survive and flourish in all sorts of obscureMOVEMENTS and unexpected places.03 / Jay-Z / Decoded / Random HouseFACEBOOK Rap legend Jay-Z’s talent for self-expression04 /REAL-TIME has helped him build a worldwide musical empire, but when it came to launching an05 /STORIES eagerly-anticipated autobiography, there’s no place like home.06 /VIRAL To promote the release of Decoded, publishers Random House worked with New York’s Droga07 /EXPERIENCE 5 agency to replicate the book’s status as a kind of holy grail to fans; the key to the secrets08 /GAMING behind the lyrics from the star’s 11 albums. The result was an interactive game on a grand scale.09 / JAY-Z /DEVICES The Jiggaman’s followers were challenged to find individual pages from the book which had Ardent fans could not only read the book, bit by HP / My Computer10 / been incorporated into unexpected real world bit, weeks before it was due to hit the shelves, but Where Jay-Z’s approach was masterfully top-TV locations – from cheeseburger wrappers to anyone who unlocked a page at Bing Maps – or down, preaching to the converted, IT giant HP11 / billboards to plates in a restaurant. out in the field by texting a unique code included took a different tack, initiating the mother of allTECHNOLOGY on each page – stood to win that page signed crowdsourcing projects in a bid to win the hearts Over the course of a month, fans could log12 / by Jay-Z himself, or concert tickets. One canny and minds of China’s youth market.DATA on to a microsite developed with the help individual who managed to solve all 200 clues search experts at Microsoft’s, and The sprawling My Computer, My Stage13 / netted a Lifetime Pass, offering admission for two solve clues to reveal the location of each of campaign inspired and encouraged teens andMONEY to any Jay-Z gig anywhere in the world, for life. the book’s pages. For the true obsessive, that college students to conceive and submit the14 / meant up to three trips to Bing Maps per day As a reinvention of book as an experience, it’s key components for a feature-length movie. WithDESIGN to work through all the challenges – and a lot of an impressive and compelling demonstration of the brand taking a back seat, participants could15 / flitting around NYC - with the help of Bing Maps the power of digital. But more on that later… propose and vote on plot themes and then submitDEMOS - to digest Jay’s finely-wrought memoirs in situ. scripts, film their own scenes and audition for16 / acting roles.COMPANIES Supported by
  17. 17. CONTAGIOUS most contagious / stories / p.17 Previous iterations of the campaign, which IKEA / Easy to Assemble Macmillan / It’s a Book / Lane Smith began in 2008, had used design and music In January, we reported that the second season Finally, while we’re on the subject of storytelling, themes to encourage users to set up profiles of IKEA’s Easy to Assemble web series had it’s worth acknowledging that over in the Devices at HP’s utility-driven microsite, leading to the attracted a phenomenal 6.1 million views, usurping section of this year’s Most Contagious reportCONTAGIOUSCHAPTERS / collation of a book of creative inspiration. Next, Unilever and Sprint’s In The Motherhood for the the impact and success of eReaders, tablets and01 / participants were challenged to produce hip hop title of most-watched sponsored web show. smartphones is heartily and justly applauded.PROJECTS tracks and music videos – music which has since been incorporated into the movie soundtrack. Over the course of this year, the view count for Sometimes, however, you just cannot beat an02 / Easy to Assemble has leapt up to over 20 million, actual, physical, tangible BOOK. Children’sMOVEMENTS According to ad agency Saatchi & Saatchi with a third season currently in production. The author Lane Smith makes this point brilliantly in03 / Beijing, a jaw-dropping 195,000,000 people series was created by and stars actress Illeana It’s a Book, her playful manifesto on behalf ofFACEBOOK took part in the campaign, with 220,000 directly Douglas as an actress-turned-IKEA-employee print in the digital age. It may be a simple kids04 / contributing to the film – a road movie that at the furniture chain’s Burbank branch. As the book, but Adam Gopnick, reviewing it for TheREAL-TIME combined the intense friendships of Stand By transition from overt marketing messages to New York Times Book Review hits the nail on05 / Me with the three-strand storyline used in Pulp engagement strategy continues apace, many are the head: ‘The moral of Smith’s book is the rightSTORIES Fiction. The average dwell time on the site was following the progress of this series with keen one: not that screens are bad and books are 2.3 minutes, but many of the millions who took interest. good, but that what books do depends on the06 /VIRAL part will have spent hours deeply engaged. totality of what they are — their turning pages, For one thing, thanks to a pact with the Screen The lesson for brands? Your audience is at least their sturdy self-sufficiency, above all the way07 / Actors Guild, cast and crew are being paidEXPERIENCE as interesting as you are… See Contagious they invite a child to withdraw from this world near-TV rates for their work on the show. That’s Issue 24. into a world alongside ours in an activity at once08 / a real departure from the low-budget rep ofGAMING mentally strenuous and physically still.’ online production, and potentially a benchmark,09 / too. What’s more, the second series was shot in hi-def: another important step away from the10 / shonky production values that often define web-TV based entertainment. One IKEA exec even went11 / so far as to describe it as ‘an incubator for theTECHNOLOGY future model of its $300 global media budget’.12 / CJP Digital Media promoted the show andDATA helped to make it popular via word of mouth on well-13 / targeted sites. Once IKEA fans started watchingMONEY it, they also helped to spread the word…See14 / Contagious Issue 22.DESIGN www.easytoassemble.tv15 /DEMOS16 / HP / MACMILLAN /COMPANIES Supported by
  18. 18. CONTAGIOUS most contagious / viral / p.18 06 / MOST CONTAGIOUS / VIRAL /CONTAGIOUSCHAPTERS / Much as we wish there was a less dated way of describing01 / compelling content that you love, tweet and forward toPROJECTS friends, ‘viral’ it is. This year was something of a banner year02 / for contagious online video, not just by brands which rarelyMOVEMENTS disappoint (Nike, DC Shoes) but also by unexpected players, like Tipp-Ex. Music videos, too, were some of the most03 /FACEBOOK passed-around films, with bands such as OK Go cementing their reputation as visual artists first, musicians second.04 /REAL-TIME Nike / Write the Future, Tiger Woods, Rise05 / Nike more than upheld its reputation for strong viral films inSTORIES 2010. First up in May, came Write the Future, a blistering three06 / minutes of the on-pitch exploits of Italy captain Fabio Cannavaro,VIRAL England’s Wayne Rooney, Franck Ribery of France, twinkle-toed07 / Brazilian Ronaldinho and Portuguese pin-up Cristiano Ronaldo.EXPERIENCE Their play was interspersed with footage of the three players’08 / imagined destinies: Rooney sees endless babies named Wayne,GAMING while Ronaldo wins that unbeatable badge of fame: a cameo in09 / The Simpsons, all on the understanding that a single momentDEVICES of triumph or failure can lead to immortality or ruin. Unveiled10 / on Facebook to underpin Nike’s ‘Write the Future’ World CupTV 2010 strategy, the ad clocked up 6.3 million views in just six days, smashing Nike’s previous records. Shame the players11 /TECHNOLOGY failed to do the same…. Creative came from Wieden+Kennedy Amsterdam and blockbuster direction from Alejandro G. Inarritu12 /DATA via Independent Films in London and Mokkumercials in Amsterdam. Contagious 2313 /MONEY Next, Nike enlisted Tiger Woods’ deceased father to deliver a14 / pseudo-spanking just in time for golf’s Masters tournament andDESIGN Woods’ return to the golf course. Earl Woods, who died in 2006, narrates the spot, asking probing questions such as: ‘I want15 /DEMOS to find out what your thinking was, I want to find out what your feelings are, and did you learn anything?’ The camera slowly pulls NIKE /16 /COMPANIES Supported by
  19. 19. CONTAGIOUS most contagious / viral / p.19 in to Woods, as he stares straight ahead with the look of a chided teenager. Through Wieden+Kennedy Portland, the oddly creepy 30-second ad attracted its fair share of criticism, although that did nothing to hamper its viral appeal: just a day after it made itsCONTAGIOUSCHAPTERS / debut, there were over 2.2 million views and 40 remixes of the01 / clip, according to video tracking service Visible Measures.PROJECTS Finally, when NBA player LeBron James defected from the02 / Cleveland Cavaliers to Miami Heat under an enormous ESPN-MOVEMENTS shaped cloud, Nike chose to address the controversy surrounding03 / his move with a viral film. Rise showed James asking ‘what shouldFACEBOOK I do?’ and exploring his options. Defensively, he insists ‘I am not04 / a role model’ and asks ‘Should I be who you want me to be?’REAL-TIME The original film attracted 4 million YouTube views and a host05 / of response videos, mainly from bitter Cleveland residents. OurSTORIES favourite was a superbly edited mash-up from film student Tom Hinueber which includes words of wisdom from a previous Nike DC SHOES /06 /VIRAL ad featuring Michael Jordan, demonstrating the brand’s deft capture of athletic sentiment over the years.07 /EXPERIENCE /GAMING / / Ken Block, DC Shoes / Gymkhana 3DEVICES Ken Block’s first two epically-successful automotive virals, which10 / were also sponsored by DC Shoes, were joined by a third thisTV year. Watched by 18.5 million petrolheads on YouTube, the11 / seven-minutes of hair-raising hell-raising showed Block flinging aTECHNOLOGY pimped up Ford Fiesta around a French racing track. The school12 / run it ain’t.DATA / / Tipp-Ex / TippExperienceDESIGN A clever idea from agency Buzzman in Paris for Tipp-Ex correcting15 / fluid resurrected Burger King’s 2004 subservient chicken ideaDEMOS and attracted a phenomenal 13 million views on YouTube. Here’s TIPP-EX /16 / the story: you’re shown a film where a hunter is about to shoot aCOMPANIES Supported by
  20. 20. CONTAGIOUS most contagious / viral / p.20 bear, but before he does, he reaches outside of the There were a few NSFW promos in 2010 worth frame, grabs the Tipp-Ex Pocket Mouse and whites noting: an explicit video for Klaxons’ track Twin out ‘shoots’, enabling visitors to insert their own verb Flames directed by Saam Farahmand through which the congenial bear then executes. What did you Partizan, London, and inspired by Brian Yuzna’sCONTAGIOUSCHAPTERS / write? Yep, us too. Contagious 25 1989 flick Society, showed writhing bodies joined01 / together by sex, limbs, torsos and fluids. As onePROJECTS YouTube commenter drily noted, ‘The video is ultra T-Mobile / Welcome Home amazing so you won’t notice just how shit the song02 /MOVEMENTS 27 October 2010 was just another day at London’s is’. And MIA’s Born Free showed a dystopian world Heathrow Airport…. until a seemingly impromptu where red-heads were under siege. Being withdrawn03 /FACEBOOK welcoming committee burst into song and dance to from YouTube only enhanced its viral appeal. greet returning travellers. Yes, following the success For her promo for Don’t Fucking Tell Me What04 /REAL-TIME of 2009’s flashmob Dance at Liverpool Street station To Do, Swedish pop star Robyn used a production and the mass karaoke in Trafalgar Square, those process which eschewed cameras for code, revealing05 /STORIES talented people at T-Mobile and Saatchi & Saatchi the song’s lyrics as well as a stream of user-generated London took to that most emotional of places – the images from fans’ Twitter comments. Fans could join06 / airport arrivals hall - to cheer up po-faced Londoners. in Robyn’s whinge-fest by tweeting about ‘what’sVIRAL As well as tears and laughter, the film of their antics killing you’ via or using the07 / also provoked a grand total of 4.7 million views hashtag #killingme. The brainchild of Mary Fagot,EXPERIENCE on YouTube alone. Considering that its Life’s For creative director for Blip Boutique and Stopp Web in08 / Sharing proposition helped it acquire 143,000 new Stockholm, expect to see a few ad-based copycats ofGAMING UK customers and boost sales by 52% in 2009, this technique in 2011…09 / mass-scale singing and dancing are clearly workingDEVICES wonders for T-Mobile. This latest iteration saw a10 / 12% rise in sales in the week after airing. Featured inTV Contagious 25.11 / The Rebirth of the Music Promo12 /DATA In 2010, OK Go’s output was prolific, kicking off with13 / This Too Shall Pass in March (think of a much moreMONEY colourful lo-fi Honda Cog) which racked up nearly 20m YouTube views. Other highlights included the dog-14 /DESIGN infested White Knuckles and brand collaborations with Samsung and Land Rover as they sought to15 / piggy-back the band’s viral magic. T-MOBILE /DEMOS OK GO /16 /COMPANIES Supported by
  21. 21. CONTAGIOUS most contagious / experience / p.21 07 / MOST CONTAGIOUS / MOST CONTAGIOUS / EXPERIENCECONTAGIOUSCHAPTERS / The more demands digital culture places Arcade Fire / Google / The Wilderness To run the video, users are advised to on our attention, the greater the emotional Downtown shut down everything on their computer ex-01 / cept the Chrome web browser. Then, at potential of real life events and experiences The collaboration between anthemic multi-PROJECTS that reconnect us to the tangible world. Brands instrumentalists Arcade Fire and Google on, viewers02 / have noticed this too… Heineken’s ‘Auditorium’ their single ‘We Used to Wait’ has pushed both are asked to key in the address or postcode ofMOVEMENTS viral, a mass-pranking of Italian football fans, music video and product demo into new territory the home where they grew up. This cues a multi-03 / showed just how poignantly we feel each by combining sound, memory and the emotionally window journey through various satellite views ofFACEBOOK other’s pleasures and pains. Finding ways to unpromising contribution of a web browser to their old neighbourhood, following a hooded figure04 / tap into this sense of collective experience is mesmerising effect. running home as Google Maps and Street ViewREAL-TIME becoming a winning strategy for advertisers. images create a montage of eerily familiar images.05 / As the song builds to a crescendo, viewersSTORIES are asked to write or draw a message to their06 / younger self. Their keystrokes and cursor linesVIRAL grow plant-like branches and tendrils, presaging07 / the final stage of the video which sees treesEXPERIENCE bursting forth across the streets and gardens of08 / the viewer’s childhood home.GAMING Director Chris Milk and Google Creative Labs09 / artist Aaron Koblin led the project, collaboratingDEVICES with a large team from B-Reel, Google and10 / friends to create, yes, an experience, but one thatTV felt like it was just for you. And what did you do11 / when it was over? Pause. Breathe. And then tellTECHNOLOGY everyone. See Contagious Issue 25.12 / www.thewildernessdowntown.comDATA13 / Coca-Cola Israel / Real Life ‘Like’MONEY Picking up on teenage enthusiasm for heavily14 / subsidised thrills, sunshine, friendship and sweetDESIGN fizzy drinks, Coca-Cola Israel hosted a series of15 / three day festivals called Coca-Cola Village.DEMOS These events, essentially brand-sponsored16 / GOOGLE / holiday parks, are popular, oversubscribed, andCOMPANIES Supported by
  22. 22. CONTAGIOUS most contagious / experience / p.22 available to just 650 teens at a time. With fox-like Nike / Write the Future cunning, digital marketing experts Publicis E-dologic Nike’s Write The Future activity round the 2010 in Tel-Aviv combined Facebook and RFID technology World Cup was more than just that epic ad (see to bring the Facebook ‘Like’ to life. ‘Viral’ section). Aiming to connect fans to players,CONTAGIOUSCHAPTERS / Write The Future, via Wieden+Kennedy Amsterdam,01 / encouraged users to posting footage of their footballPROJECTS skills on Facebook to compete for a place at a Nike02 / Football Academy.MOVEMENTS The focus then switched to Jo’Burg, where the03 / brand wrapped landmark skyscraper The Life CentreFACEBOOK in 90 metre-tall digital LED screens. Using social04 / networks Facebook, Twitter, MXit and QQ fans allREAL-TIME over the world could pick a Nike-sponsored star for05 / the LEDs to display and send a short message ofSTORIES encouragement to be broadcast across the South06 / African capital’s skyline. A hundred messages wereVIRAL displayed every evening throughout the tournament,07 / COCA-COLA / with each contributor receiving a photograph of theirEXPERIENCE words lighting up the night sky. RFID, that little chip that lurks in travel cards and08 / other dull-but-handy places, was embedded in plastic Nike’s deft post-digital touch also travelled to JapanGAMING where the brand asked fans to tweet messages of wristbands and handed out to the teenage Coke-fiends.09 / Then, specially-rigged RFID readers were placed at support to the national team. The best messages wereDEVICES strategic locations around the Village. Each time a visitor selected to carve into a statue of Japan and Nagoya10 / touched their wristband to these RFID ‘Like Machines’, Grampus star Marcus Tulio Tanaka. The life-sizedTV a cheery update was posted to their Facebook profile. piece was constructed by a Kawasaki Robotics-built11 / Positive buzz ensued among each visitor’s circle of sculpting arm and housed at Nike’s Harajuku storeTECHNOLOGY Facebook friends, telling everyone what a great time in Tokyo where cameras provided a Ustream feed they were having at the Coca-Cola Village. sending live transmissions of the robotic inscription12 /DATA process. A microsite hosted the full message archive Some 35,000 real-life ‘Likes’ were registered by and also featured a ‘Twitter face-off’ between Tulio and13 / each group of 650 visitors over their three day stays, stars such as England’s Wayne Rooney and Korea’sMONEY generating 105 million views and responses on Ji Sung Park: players’ online images were revealed in14 / the events Facebook page. Talk about a happiness greater detail with every tweet featuring their name.DESIGN factory. See Contagious Issue 24. See Contagious Issue 24.15 /DEMOS NIKE /16 /COMPANIES Supported by
  23. 23. CONTAGIOUS most contagious / experience / p.23 Intel / The Creators Project / Vice Intel joined forces with Vice to appeal to bright young creative things. The Creators Project straddles online and offline worlds in a bid to support new creative talent across music, film and art,CONTAGIOUSCHAPTERS / creating a virtual mecca for influential tech-inspired artists and01 / cool-hunting consumers. Documentaries of over 100 CreatorsPROJECTS have been broadcast online, and a series of interactive events has02 / toured from New York to London, São Paulo, Seoul and Beijing.MOVEMENTS The website drew over five million five-minute visits in two months,03 / and over 15 million Creators videos have been viewed to date.FACEBOOK See Contagious 24. www.thecreatorsproject.com04 /REAL-TIME05 /STORIES06 /VIRAL07 /EXPERIENCE08 /GAMING INTEL /09 /DEVICES MINI / Getaway10 /TV To drive (sorry) word-of-mouth around the MINI Countryman launch in Sweden, Jung von Matt set out to engage consumers11 /TECHNOLOGY in a game that took place on smartphones and Stockholm’s streets. An iPhone app challenged players to find a virtual MINI12 / in Stockholm via GPS/Google Maps; GPS pinpointed both theDATA player’s location and that of the virtual MINI. Once they had made13 / their way to within 50 meters of it, the app invited them to ‘TAKEMONEY THE MINI NOW’. The next challenge was to avoid other players14 / aiming to snatch the car… The player with the virtual MINI at theDESIGN end of the week-long game won a real one . Some 11,413 people15 / downloaded the app and took part. See Contagious 25.DEMOS MINI / http://minigetawaystockholm.com16 /COMPANIES Supported by
  24. 24. CONTAGIOUS most contagious / gaming / p.24 08 / MOST CONTAGIOUS / GAMING /CONTAGIOUSCHAPTERS / Before we dive into a year of Facebook- Check-in Culture / based farms, swine-bombing birds or record- Due to the personalisation and portability of01 / breaking war sims, let’s consider how the the mobile phone, one of the most successfulPROJECTS mechanics and points systems from these platforms for points-scoring initiatives in 201002 / games are influencing other industries and has been the location-based mobile game.MOVEMENTS everyday life. Foursquare – in which users ‘check in’ to03 / locations and earn badges and points – hasFACEBOOK Gamification / proved most popular with brands. Pepsi, Jimmy04 / Gamification, the process where real-world Choo and Courvoisier have all rewarded usersREAL-TIME activities become imbued with the points for their location-based loyalty. Facebook, with05 / systems and playfulness of a game, has become its new ‘Places’ functionality is now also inSTORIES a serious trend in 2010. In one of 2010’s must- on the act – capitalising on users’ typically see key-notes at the D.I.C.E. summit, former compulsive sharing habits. Foursquare rival06 /VIRAL Disney Imagineer and casual game studio Gowalla has also proved popular, although it head Jesse Schell introduced the proposition is Booyah’s MyTown which has hosted some07 /EXPERIENCE of a ‘gamepocalypse’ – a hypothetical world of the most impressive marketing campaigns. where we get points for brushing our teeth in08 / the morning, or for watching TV ads. Schell’s The H&M MyTown campaign enabled usersGAMING ultimate point was that these rewards would help who checked into US stores not only to earn09 / refine our behaviour and make us better people. game points, but also receive digital discounts.DEVICES During the campaign, 10.6 million brand ILLUSTRATION / WWW.LEEHASLER.COM / Whilst it’s true that points systems have been impressions were delivered to MyTown users,10 /TV used to motivate us for years in the form of airmiles resulting in 700,000 check-ins, and H&M being and loyalty systems, the advertising industry the most searched for retail brand on the app.11 /TECHNOLOGY is now abuzz with the notion that consumers can be rewarded for participating in marketing The retailer has recently launched a new12 / campaigns, or helping with market research (see feature on MyTown which lets users earn pointsDATA NBC’s Fan It for an example). Whilst the notion by checking in to a specific H&M product, either13 / of a media landscape dominated by continual by scanning its barcode or taking a picture ofMONEY exhortations to score points and head to the next it. During the first week of the feature’s launch,14 / level rightly sounds exhausting, there’s no doubt users notched up 350,000 products check-DESIGN that genuine playfulness can be immensely ins and were entered into a sweepstake for a15 / appealing. Read on... $500 H&M gift card.DEMOS www.foursquare.com16 / www.booyah.comCOMPANIES Supported by
  25. 25. CONTAGIOUS most contagious / gaming / p.25 Rovio / Angry Birds Without doubt the gaming success story of 2010 is Swedish developer Rovio’s mobile title, Angry Birds, a deceptivelyCONTAGIOUS addictive finger twiddler that involves catapulting the eponymousCHAPTERS / winged avengers at the pigs who stole their eggs. (And yes, we are01 / aware of how stupid the concept looks written down). LaunchedPROJECTS for iPhone in December 2009, this unassuming puzzler has since02 / become the no. 1 downloaded iPhone app in 70 different countriesMOVEMENTS worldwide, with 12m sold to date and over 30m free game03 / downloads. When it launched for Android in October, serversFACEBOOK crashed within one hour – a feat repeated when introduced on04 / the Palm platform. 2011 will see Angry Birds released not only forREAL-TIME PC, MAC and Facebook, but also on PlayStation 3, Xbox 360 and05 / Wii. Not wanting to risk being usurped, EA bought Angry BirdsSTORIES publisher, Chillingo, that same month for $20 million. However, Rovio quickly tweeted: ‘We did not sell to EA, Chillingo did. We06 /VIRAL own Angry Birds and all the rights.’07 / The game was even parodied in a skit on Israeli comedy showEXPERIENCE Eretz Nehederet. In a mock UN peace negotiation, talks between08 / the birds and pigs rapidly disintegrate into a violent free-for-allGAMING despite the attempts of the hapless moderator. The video has09 / attracted over 2m views.DEVICES Farmville-parent company Zynga, has also grabbed the10 / headlines in 2010 – not least for refusing exclusivity of its titlesTV to Facebook and amassing more players of its farming game,11 / Farmville, than there are registered Twitter users. The most recentTECHNOLOGY press surrounding Zynga, however, has not been too positive. In12 / October, the developer was hit with a class action lawsuit claimingDATA it had breached privacy agreements by selling the personal data13 / of millions of users to advertisers. This would not only put it inMONEY violation of US Federal law, but also its contract with Facebook. Attempts have since been made (unsuccessfully) by the developer14 /DESIGN to dismiss the lawsuit, but at present, the case continues… ANGRY BIRDS /15 / www.rovio.comDEMOS www.zynga.com16 /COMPANIES Supported by
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