Emerging
Media
&
It’s
Impact
on
                                  Marketing
http://emagine‐group.com
   Experience
Focused...
Digital
is
not
about
technology.
     It’s
about
Human
Behavior
and
     technologies’
seamless
     integration
into
our
...
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Today,
all
brands

                suffer
from
GMOOT
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digi...
‘Get Me One Of Those’       …a phenomenon that helps      explain why there are so many    lousy viral videos and new-medi...
Theyre not the end result of a real     strategy, but are done for the        sake of doing something       because . . . ...
What
Is
Emerging
Media?
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Emerging
Media
–
Rules
of
the
Road
    Authenticity
      –  Grassroots
start
created
value
for
“real”
      –  People
wa...
Emerging
Media
–
Rules
of
the
Road
    Reciprocity
      –  Trading
comments
      –  Following
back
      –  Forwarding
...
Emerging
Media
–
Rules
of
the
Road
    Giving
Credit
      –  Always
credit
other’s
content
      –  Link
to
other
sites
...
What
We
Are
Used
To
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

What
We
Should
Be
Doing
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Why
It
Matters
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Five
Things
Driving
Digital
Media
                                        Mobility
and
new
                               ...
“Marketing
shouldn’t
be
about
   sending
everybody
to
a
point
…
it
    should
be
about
people
and
the
     interactions
be...
A
Lesson
In
Evolution
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Networks
to
Create
&
Share
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Evolution
of
Consumers
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Consumer
before
                                   emerging
media
http://emagine‐group.com
   Experience
Focused,
Socially...
And
now…
http://emagine‐group.com
                                                     33
                            Expe...
http://emagine‐group.com
                                              34
                            Experience
Focused,
...
Consumers
Used
to
Watch
http://emagine‐group.com
                                              35
                        ...
Now
They
Create
http://emagine‐group.com
                                              36
                            Expe...
Now
They
Control
 http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

They
Define
Brands
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

They
Have
Instant
Information
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Evolution
of
Media
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

They
Made
It
–
You
Consumed
It
 http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Now
we
all
have
on‐demand
        access
to
everything.
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
D...
http://emagine‐group.com
                                              43
                            Experience
Focused,
...
And
Then
There’s….
        User
Generated
Content
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digital...
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Evolution
of
Brands
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
                                              48
                            Experience
Focused,
...
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Notanymorehttp://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
                                              52
                            Experience
Focused,
...
Create
utilities
http://emagine‐group.com
                                              53
                            Exp...
Evolution
of
Creativity
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Brands
are
looking
for
new
            sources
of
creative
content
http://emagine‐group.com
   Experience
Focused,
Sociall...
http://emagine‐group.com
                                              59
                            Experience
Focused,
...
“People will not interface with flat       digital spaces as they are     designed today … fluid, touch   and three dimens...
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

The
App
Market
            300,000+
apps
                                  30,000+
apps
      As
SmartPhones,
Android,
iPh...
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Gaming
Consoles
       52.1
million
              48.1
million
                              85.3
million
http://emagine‐g...
So
how
is
emerging
media

            being
used
today?
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
D...
Proximity Marketing http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

LBS
‐
Gowalla
  450,000
users
(“passport
holders”)
  “Keep
up
with
your
friends,
share
   the
places
you
go,
and
discove...
LBS
‐
SCVNGR
     User-base stats not public yet
     “Go places. Do challenges.      Earn points!”
     Marketing oppo...
LBS
‐
Color
 Color
is
a
new
smartphone
application
  that
allows
you
to
be
virtually
all‐seeing
 Combines
a
unique
every...
LBS
‐
Whrrl
 300,000
users
 “Check
in,
Unlock
Societies,
Unleash
  your
Footstream”
 Marekting
Opportunities
    –  Cus...
LBS
–
Loopt
Star
 4
Million
Users
across
all
Loopt
  Platforms
 Marketing
Opportunities
     –  Custom
real‐world
reward...
LBS
‐
BrightKite
 5.5
Million
Users
 The
simple
way
to
keep
up
with
friends
    &
places
 Marketing
Opportunities
     ...
Starbucks
and
BrightKite
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

48 full-time                                                     moderatorshttp://emagine‐group.com
   Experience
Focused,...
Augmented
Reality
http://emagine‐group.com
       Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

What
is
                            AdverGaming?
http://emagine‐group.com
      Experience
Focused,
Socially
Active,
Digit...
The
practice
of
using
custom
         branded
or
sponsored
video
        games
to
advertise
a
product,
           service,...
Most
visited
aspect
of
brand
        websites
and
becoming
an
      integrated
part
of
brand
media
   planning
in
an
incre...
Associating
a
brand
with
the
fun
of
        gaming
is
known
to
lift
brand
     metrics
such
as
brand
awareness,
     messa...
Consumers
are
more
likely
to
         remember
not
just
the
brand
or
          product
itself,
but
to
associate
         s...
Viral
advergames
                              Get
the
Glass
was
a
campaign
for
                              “Got
Milk”
t...
Viral
advergames
  http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Viral
advergames
                                  TeamGeist
was
an
Adidas
                                  campaign
that...
Viral
advergames
  http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Social
advergames
Je
Tue
Un
Ami
was
a
campaign
to
hire
assassins
to
kill
your
Facebook
friends.
  http://emagine‐group.com...
Social
advergames
                                221B
was
built
around
the
                                              ...
Q&A
‐
Aardvark
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Q&A
‐
Quora
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

QR
Codes
 2D
Barcodes
on
everything
 How
Is
It
Used?
     –  Distribute
URLs,
Text
and
Phone
        Numbers
     –  New...
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

Branded
                            Entertainment
http://emagine‐group.com
     Experience
Focused,
Socially
Active,
Digit...
IKEA
‐
Easy
to
Assemble
    Online
web
series
created
by
Illeana
Douglas
and
financed
by
     IKEA
    Scored
1.5
millio...
Began
as
branded
web
series
                                          financed
by
Suave
Shampoo,
                         ...
http://emagine‐group.com
   Experience
Focused,
Socially
Active,
Digitally
Enabled

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Emerging Media & It's Impact on Marketing

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This is the 13th lecture of my Interactive Global & Regional Marketing course. The lecture covers emerging medias like location and proximity based marketing, augmented reality, advergaming and branded entertainment.

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Emerging Media & It's Impact on Marketing

  1. 1. Emerging
Media
&
It’s
Impact
on
 Marketing
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  2. 2. Digital
is
not
about
technology.
 It’s
about
Human
Behavior
and
 technologies’
seamless
 integration
into
our
daily
life.
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  3. 3. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  4. 4. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  5. 5. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  6. 6. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  7. 7. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  8. 8. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  9. 9. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  10. 10. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  11. 11. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  12. 12. Today,
all
brands

 suffer
from
GMOOT
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  13. 13. ‘Get Me One Of Those’ …a phenomenon that helps explain why there are so many lousy viral videos and new-media initiatives out there.http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  14. 14. Theyre not the end result of a real strategy, but are done for the sake of doing something because . . . well, because everyone else is.
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  15. 15. What
Is
Emerging
Media?
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  16. 16. Emerging
Media
–
Rules
of
the
Road
  Authenticity
 –  Grassroots
start
created
value
for
“real”
 –  People
want
to
hear
a
voice
 –  Communication
is
conversational,
not
canned
 –  What
you
are
for
lunch
does
matter

  Transparency
 –  Don’t
think
“cling
wrap”
 –  Community
members
want
to
know
who
is
talking
 –  Openly
communicate
&
solve
problems
 –  You
don’t
have
to
show
everything
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  17. 17. Emerging
Media
–
Rules
of
the
Road
  Reciprocity
 –  Trading
comments
 –  Following
back
 –  Forwarding
information
on
by
sharing
  User
Generated
Content
 –  Has
greater
value
than
corporate
 –  Has
authenticity
&
transparency
built
in
 –  Has
altered
expectations
for
the
online
economy
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  18. 18. Emerging
Media
–
Rules
of
the
Road
  Giving
Credit
 –  Always
credit
other’s
content
 –  Link
to
other
sites
in
blog
posts
 –  Create
a
corporate
blog
roll
to
acknowledge
regular
 content
creators
  Listening
 –  Take
time
to
follow
and
observe
 –  Evaluate
communication
over
a
period
of
time
 –  Use
tools
for
listening
&
monitoring
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  19. 19. What
We
Are
Used
To
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  20. 20. What
We
Should
Be
Doing
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  21. 21. Why
It
Matters
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  22. 22. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  23. 23. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  24. 24. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  25. 25. Five
Things
Driving
Digital
Media
 Mobility
and
new
 platforms
 New
business
 models

 Localization
 Content
is
 Everything
is
social
 fragmented
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  26. 26. “Marketing
shouldn’t
be
about
 sending
everybody
to
a
point
…
it
 should
be
about
people
and
the
 interactions
between
people.”
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  27. 27. A
Lesson
In
Evolution
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  28. 28. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  29. 29. Networks
to
Create
&
Share
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  30. 30. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  31. 31. Evolution
of
Consumers
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  32. 32. Consumer
before
 emerging
media
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  33. 33. And
now…
http://emagine‐group.com
 33
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  34. 34. http://emagine‐group.com
 34
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  35. 35. Consumers
Used
to
Watch
http://emagine‐group.com
 35
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  36. 36. Now
They
Create
http://emagine‐group.com
 36
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  37. 37. Now
They
Control
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  38. 38. They
Define
Brands
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  39. 39. They
Have
Instant
Information
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  40. 40. Evolution
of
Media
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  41. 41. They
Made
It
–
You
Consumed
It
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  42. 42. Now
we
all
have
on‐demand
 access
to
everything.
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  43. 43. http://emagine‐group.com
 43
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  44. 44. And
Then
There’s….
 User
Generated
Content
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  45. 45. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  46. 46. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  47. 47. Evolution
of
Brands
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  48. 48. http://emagine‐group.com
 48
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  49. 49. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  50. 50. Notanymorehttp://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  51. 51. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  52. 52. http://emagine‐group.com
 52
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  53. 53. Create
utilities
http://emagine‐group.com
 53
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  54. 54. Evolution
of
Creativity
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  55. 55. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  56. 56. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  57. 57. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  58. 58. Brands
are
looking
for
new
 sources
of
creative
content
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  59. 59. http://emagine‐group.com
 59
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  60. 60. “People will not interface with flat digital spaces as they are designed today … fluid, touch and three dimensional design will be embedded into people’s lives everywhere.”
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  61. 61. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  62. 62. The
App
Market
 300,000+
apps
 30,000+
apps
 As
SmartPhones,
Android,
iPhone
and
Windows
Phones
continue
to
 grow
in
the
market,
the
number
of
available
apps
will
continue
to
 increase
for
all
our
on‐the‐go
needs
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  63. 63. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  64. 64. Gaming
Consoles
 52.1
million
 48.1
million
 85.3
million
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  65. 65. So
how
is
emerging
media

 being
used
today?
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  66. 66. Proximity Marketing http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  67. 67. LBS
‐
Gowalla
  450,000
users
(“passport
holders”)
  “Keep
up
with
your
friends,
share
 the
places
you
go,
and
discover
the
 extraordinary
in
the
world
around
 you.”
  Marketing
opportunities:
   Curated
Trips
   Branded
Pins
&
Items
  Case
Study:
TOMS
Shoes
/
AT&T
   Celebrate
1‐millionth
shoe
for
 needy
   Prizes
for
checkins,
virtual
 shoes
  Notable
brands:
Chevrolet,
NBA,
 CNN,
USA
Today,
Levi’s,
National
 Geographic
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  68. 68. LBS
‐
SCVNGR
  User-base stats not public yet
  “Go places. Do challenges. Earn points!”
  Marketing opportunities:
   Custom Challenges, Treks, Badges
   Rewards for completing Challenges
  Case Study: Eat Pray Love
   Custom trek with challenges
   Eat Pray Love badges
  Notable brands: New England Patriots, Journeys, National Geographic, Resident Evil, Tesla, Harvard University, MetLife
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  69. 69. LBS
‐
Color
 Color
is
a
new
smartphone
application
 that
allows
you
to
be
virtually
all‐seeing
 Combines
a
unique
everything
is
public
 to
everyone
privacy
policy
using
Twitter
 and
Facebook
profiles
connected
to
our
 phones
 Color
follows
the
users
wherever
they
 go
with
their
phones,
connecting
them
 to
other
Color
users
based
on
proximity
 (location)
 How
does
it
work
–
imagine
yourself
at
 a
wedding
where
everyone
is
taking
 pictures
and
video
with
their
phones
 posting
them
to
Color
 All
the
pictures
will
be
immediately
 shared
with
all
the
surrounding
phones
 –
as
well
as
any
other
pictures
shared
 with
the
app
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  70. 70. LBS
‐
Whrrl
 300,000
users
 “Check
in,
Unlock
Societies,
Unleash
 your
Footstream”
 Marekting
Opportunities
 –  Custom
Societies
 –  Society
Rewards
 Notable
Brands
 –  Red
Bull
 –  Caesars
Palace
 –  Cirque
de
Soleil
 –  Jive
Records
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  71. 71. LBS
–
Loopt
Star
 4
Million
Users
across
all
Loopt
 Platforms
 Marketing
Opportunities
 –  Custom
real‐world
rewards
 –  Coupons,
e‐mail
codes,
displayed
 codes
for
cashiers
 Case
Study
–
Virgin
America
 –  2‐for‐1
tacos
and
tickets
to
 Mexico
 –  5th
highest
sales
day
in
Virgin
 America
history
 Notable
Brands
 –  Gap
 –  Burger
King
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  72. 72. LBS
‐
BrightKite
 5.5
Million
Users
 The
simple
way
to
keep
up
with
friends
 &
places
 Marketing
Opportunities
 –  Highly
targeted
media
placement
 –  Loyalty
programs
 Case
Study
–
Starbucks
 –  Location
&
Competitor
Targeting
 –  Badges,
Coupons
and
Happy
 Hours
 Notable
Brands
 –  McDonald’s
 –  Dentyne
Gum
 –  Best
Buy
 –  P&G
 –  CBS
Television
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  73. 73. Starbucks
and
BrightKite
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  74. 74. 48 full-time moderatorshttp://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  75. 75. Augmented
Reality
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  76. 76. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  77. 77. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  78. 78. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  79. 79. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  80. 80. What
is
 AdverGaming?
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  81. 81. The
practice
of
using
custom
 branded
or
sponsored
video
 games
to
advertise
a
product,
 service,
organization
or
 viewpoint.
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  82. 82. Most
visited
aspect
of
brand
 websites
and
becoming
an
 integrated
part
of
brand
media
 planning
in
an
increasingly
fractured
 media
environment.
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  83. 83. Associating
a
brand
with
the
fun
of
 gaming
is
known
to
lift
brand
 metrics
such
as
brand
awareness,
 message
association
and
purchase
 intent
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  84. 84. Consumers
are
more
likely
to
 remember
not
just
the
brand
or
 product
itself,
but
to
associate
 specific
brand
attributes
with
it
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  85. 85. Viral
advergames
 Get
the
Glass
was
a
campaign
for
 “Got
Milk”
that
generated
over
4
 million
visitors
spending
and
 average
of
9
minutes/visit.
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  86. 86. Viral
advergames
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  87. 87. Viral
advergames
 TeamGeist
was
an
Adidas
 campaign
that
had
over
500,000
 visits
in
the
first
three
weeks
on
 the
campaign
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  88. 88. Viral
advergames
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  89. 89. Social
advergames
Je
Tue
Un
Ami
was
a
campaign
to
hire
assassins
to
kill
your
Facebook
friends.
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  90. 90. Social
advergames
 221B
was
built
around
the
 launch
of
the
“Sherlock
 Holmes”
movie
to
join
your
 Facebook
friends
help
 Sherlock
Holmes
solve
his
 case.
 http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  91. 91. Q&A
‐
Aardvark
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  92. 92. Q&A
‐
Quora
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  93. 93. QR
Codes
 2D
Barcodes
on
everything
 How
Is
It
Used?
 –  Distribute
URLs,
Text
and
Phone
 Numbers
 –  New
Hyperlinks
 –  Coupons
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  94. 94. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  95. 95. Branded
 Entertainment
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  96. 96. IKEA
‐
Easy
to
Assemble
  Online
web
series
created
by
Illeana
Douglas
and
financed
by
 IKEA
  Scored
1.5
million
views
per
month
in
its
second
season
  Brand
financed
projects
are
finding
major
viewership
online
http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  97. 97. Began
as
branded
web
series
 financed
by
Suave
Shampoo,
 Sprint
and
MSN
 After
getting
big
viewership,
 the
series
was
bought
by
ABC
 for
a
TV
version.
 For
the
first
time,
a
brand
 became
a
licensor
of
 intellectual
property
to
a
 broadcaster.
ABC
paid
the
 brands
to
use
their
branded
 content.

http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

  98. 98. http://emagine‐group.com
 Experience
Focused,
Socially
Active,
Digitally
Enabled

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