The world is changing
very fast.
Big will not beat small
anymore.
It will be the fast beating
the slow.
- Rupert Murdoch
1.0 Clients in a 2.0 World

Fueling the Future of
Digital Marketing
Trends to watch. Work that inspires. Powered by Adobe.
Presented by Nicole Still, Digital Strategist | Consultant, Drink Digital Pty. Ltd.
@ the Adobe Roadshow in Sydney, Melbourne and Brisbane Australia
16 February 2009 | Commercial in Confidence
1.0 Clients in a 2.0 World

We live in an era of exponential change…
Click on this
image to watch a
video clip in
Quicktime >>
Source: http://shifthappens.wikispaces.com/
WATCH ENTIRE VIDEO: http://www.youtube.com/watch?v=zAxv115dONo

And, exponential creativity

Changes happen overnight: Facebook shifts from social media to broadcast media
LINK: http://www.facebok.com

Change is hard.
10 companies that make it look easy.
1.0 Clients in a 2.0 World

1. EA Games embraces its critics on YouTube
WATCH VIDEO: http://www.youtube.com/watch?v=FZ1st1Vw2kY&watch_response

2. Obama’s most powerful campaign tool: his ‘unofficial’ tribe
WATCH VIDEO: http://www.youtube.com/watch?v=jjXyqcx-mYY

And, the Great Schlep led Obama to win the Florida vote
LINK: http://www.thegreatschlep.com

3. NBC/News’ Hulu.com is accelerating TV/online convergence
LINK: http://www.hulu.com

4. Amazon’s Kindle has catapulted e-books
WATCH VIDEO: http://www.oprah.com/media/20081024_tows_kindle

5. Rexona moves from brand marketing to content marketing
LINK: http://www.greatestathlete.com.au

6. J&J shifts from a destination to syndication
LINK: http://www.babycenter.com.au/

7. Coke creates video ads, not TV ads
LINK: http://creativezone.eyeblaster.com/#ItemName=Coke%20Video%20Wall

8. Nike puts consumers to work powering personalisation
LINK: http://nikeid.nike.com and http://www.nike.com/nikeos/p/nikesoccer

9. Stride Gum’s ‘Dancing Matt,’ a 90M+ YouTube hit
LINKS: http://www.youtube.com/watch?v=zlfKdbWwruY and http://www.wherethehellismatt.com

10. Pepsi masters all of the above with refresheverything.com
LINK: http://www.refresheverything.com and http://creativezone.eyeblaster.com

The iPhone - a mobile game changer
WATCH VIDEO: http://www.youtube.com/watch?v=A3MfQIswl3k

‘You Suck at Photoshop,’ created by Adobe’s fans
WATCH VIDEO: http://www.youtube.com/watch?v=U_X5uR7VC4M

It goes without saying
that every example
shown today was
powered by Adobe.
1.0 Clients in a 2.0 World

Questions?
1.0 Clients in a 2.0 World

Contact
» Nicole Still
Digital Strategist
Drink Digital Pty Ltd
nicole.still@drinkdigital.com
+61 401 812 624
Skype: nicole.still
» Or, find me on Facebook, Linked In or
Twitter

Meet Nicole Still, Digital Strategist
» 12+ years experience in the digital space as a publisher, client and agency on 2
continents: U.S. and Australia, (but with a traditional media heritage).
» 3 of the world’s largest » 2 of the world’s largest
» She has worked with 4 of
Australia’s largest advertising agencies…
integrated media
companies …
advertisers…
A Publicis Company
A Time Warner Company
A Microsoft Company
A News Limited Company