2012 Emerging Platforms DiscussionMay 2012
Frank       Cooper       @f3cooper       @PepsiCo       CMO and       Chief Culture       OfficerProprietary and Confident...
FRANK’S INFLUENCERS           “Clive Davis giving a moving speech dedicating the evening to           Whitney Houston..” @...
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CULTURE’S ROLE FOR BRANDSProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SPONSORSHIP           Need to think about brands as more than a funding source because brands are thinking           about...
r                 NEW ROLE OF SPONSORSHIP                                                                             Low ...
ROLE OF TECHNOLOGY                                                                      Defining and Developing A Value-Cr...
MOBILE’S KILLER APPS    MOBILE APPS & THE SOLOMO INTERSECTION                                                             ...
SMARTPHONE                                                                                                      AR/Discove...
AND THENTHERE’STHE TABLETSources: comScore and Intermedia October 2011Proprietary and Confidential ©2012 Schawk, Inc. All ...
AND THENTHERE’STHE TABLETSources: comScore and Intermedia October 2011Proprietary and Confidential ©2012 Schawk, Inc. All ...
CUDDLE UP MEDIUM                                                              AR/Entertainment Opportunity Source: Nielsen...
FITS-IN MEDIUM                                                                                                            ...
• Shipments of smartphones & tablets                                                                             passed de...
BIG IDEASHIDING INSOLOMOProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved                               ...
BIG IDEASHIDING INSOLOMOProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved                               ...
SOLOMO’SBIGGESTTHREAT:PRIVACYSource: Nielsen Q3 2011 Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved  ...
RED BULL AUGMENTED RACING             High hurdle:             • Buy 12 Pack             • iPhone             • Download A...
THE WORLD’S SMALLEST TOAST                                          Gnomes from 6,666 years ago have arrived with beer? Le...
PEPSI LOOTProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
BACK TO THE             X-FACTOR PLATFORMProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
X-FACTOR PLATFORMProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
X-FACTOR PLATFORM-             SUPERBOWL SPOT             Augmented Reality arrives             when a big idea meets     ...
THANK YOU             Connect:                       @marksilva                       @anthemww             BIG BRAND HACK...
Upcoming SlideShare
Loading in...5
×

Brands for Augmented Reality Dev Ecosystem

1,686

Published on

Presentation for the Augmented Reality Event May 8, 2012, a gathering of some of the leading minds and developers in the field. The audience was expecting PepsiCo's CMO and Chief Engagement Officer, Frank Cooper, who asked me to step in due to schedule conflicts. I presented three brands of radically different scale and fit in consumer's lives from Pepsi to Red Bull to La Chouffe beer. The core themes were:

1) that AR and other technologies make it mainstream when they cross over to culture
2) that SoLoMo is an advantaged experiential and consumer opportunity for AR development
3) that developers have to think about brands as more than a paycheck b/c brands are thinking about content, curation and extending consumer engagement over their marketing platforms in more sophisticated ways
4) that AR is still nascent with much room for creativity and the budget/rationale unlocks will be via metadata and path to purchase while the story over them must be entertainment/culture

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,686
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
40
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Brands for Augmented Reality Dev Ecosystem"

  1. 1. 2012 Emerging Platforms DiscussionMay 2012
  2. 2. Frank Cooper @f3cooper @PepsiCo CMO and Chief Culture OfficerProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  3. 3. FRANK’S INFLUENCERS “Clive Davis giving a moving speech dedicating the evening to Whitney Houston..” @f3CooperProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  4. 4. Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  5. 5. CULTURE’S ROLE FOR BRANDSProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  6. 6. SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  7. 7. SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  8. 8. SPONSORSHIPProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  9. 9. SPONSORSHIP Need to think about brands as more than a funding source because brands are thinking about their role in more sophisticated ways.Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  10. 10. r NEW ROLE OF SPONSORSHIP Low Observer Sponsor Value Curator High Creator Source: PepsiCo 2011 Web2.0 Presentation by Frank Cooper & Shiv Singh Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  11. 11. ROLE OF TECHNOLOGY Defining and Developing A Value-Creating EcosystemSource: Anthem Worldwide 2012Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  12. 12. MOBILE’S KILLER APPS MOBILE APPS & THE SOLOMO INTERSECTION YOUTUBE GOOGLE SEARCH GOOGLE VOICE FACEBOOK GOOGLE MAPS GMAIL PANDOR RADIO THE WEATHER CHANNEL GROUPON TWITTER BARCODE SCANNER WORDS WITH FRIENDS FACEBOOK MESSENGER YELP SHOPKICK FOURSQUARE MOVIES BY FLIXTER TALK - TEXT TO VOICE LIVINGSOCIAL DROPBOX WEATHERBUG 28 OF THE TOP WORDS WITH FRIENDS GAS BUDDY 50 APPS HAVE FREE GOOGLE + FANDANGO A SOCIAL & OR REDBOX LOCAL SKYPE STREETVIEW COMPONENT SOCIAL LOCALSource: Nielsen Q4 2011 P30-Day Used Phone for ShoppingProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 10 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  13. 13. SMARTPHONE AR/Discovery OpportunitySHOPPERDiscovery and purchasebehaviorsSource: Nielsen  Smartphone  Analy2cs,  December  2011  IOS  &  ANDROID  Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 11 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  14. 14. AND THENTHERE’STHE TABLETSources: comScore and Intermedia October 2011Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 12 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  15. 15. AND THENTHERE’STHE TABLETSources: comScore and Intermedia October 2011Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 12 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  16. 16. CUDDLE UP MEDIUM AR/Entertainment Opportunity Source: Nielsen Q3 2011 Connected Device ReportProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 13 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  17. 17. FITS-IN MEDIUM 89% 82% 80% 76% 47% 49% 39% 43%Source: Nielsen Q3 2011 Connected Device ReportProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 14 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  18. 18. • Shipments of smartphones & tablets passed desktops/laptops • US mobile searches grew 4X last yearSOLOMO BY • Google forecasts $2.3 BN 2011 mobile revenues; 1 in 3 mobile searches are localTHE • Converts like crazy: after searching for a local business, 61% of users called and 59% visitedNUMBERS • 74% of consumers have purchased as result of using smartphone while shoppingCredit: Mary Meeker @Google’s Think Mobile 2/10/11Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 15 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  19. 19. BIG IDEASHIDING INSOLOMOProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 16 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  20. 20. BIG IDEASHIDING INSOLOMOProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 16 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  21. 21. SOLOMO’SBIGGESTTHREAT:PRIVACYSource: Nielsen Q3 2011 Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 17 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  22. 22. RED BULL AUGMENTED RACING High hurdle: • Buy 12 Pack • iPhone • Download App • Layout cans • Capture shiny 3D cans • Hit Render (20-seconds) Great adoption, stacks in stores, “sold a buttload of Red Bull.” -- Kevin Doohan, Director of Digital at ad:tech SF 2012Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  23. 23. THE WORLD’S SMALLEST TOAST Gnomes from 6,666 years ago have arrived with beer? Let’s see ‘em.Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  24. 24. PEPSI LOOTProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  25. 25. BACK TO THE X-FACTOR PLATFORMProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  26. 26. X-FACTOR PLATFORMProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  27. 27. X-FACTOR PLATFORM- SUPERBOWL SPOT Augmented Reality arrives when a big idea meets natural extension in Superbowl spotProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  28. 28. THANK YOU Connect: @marksilva @anthemww BIG BRAND HACKATHON CALL FOR DEVELOPERS SF CONVENTION CENTER JUNE 16-17, WINNERS ANNOUNCED JUNE 18Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×