Successful Online Features Customize Me Personalizing messages The Sunny Side of Truth (LogBlog and SquirtAlert), Snakes On A Plane Voicemail, Elf Yourself Individual experience Send to a Friend Everything can be shared Truth Campaign, Clearasil: May Cause Confidence, I Can Has Cheezburger Suggestive and easy to do (WOM) Clean Chaos Tags layout Nike Skateboarding Can figure it out Use of fake language Old Spice Don’t take yourself too seriously Indirect & Hidden Content Orange Lead to discovery of feature Darting In and Out Quick, easy games which take little investment Truth Campaign, Old Spice Hair Body Metrics, Lynx Dirty Girls, Facebook Games Provide temporary entertainment

Customize Me

Personalizing messages

The Sunny Side of Truth (LogBlog and SquirtAlert), Snakes On A Plane Voicemail, Elf Yourself

Individual experience

Send to a Friend

Everything can be shared

Truth Campaign, Clearasil: May Cause Confidence, I Can Has Cheezburger

Suggestive and easy to do (WOM)

Clean Chaos

Tags layout

Nike Skateboarding

Can figure it out

Use of fake language

Old Spice

Don’t take yourself too seriously

Indirect & Hidden Content

Orange

Lead to discovery of feature

Darting In and Out

Quick, easy games which take little investment

Truth Campaign, Old Spice Hair Body Metrics, Lynx Dirty Girls, Facebook Games

Provide temporary entertainment

What you don’t see… Complexity Registrations Multiple steps to get to content Text Heavy Multiple options to choose from or read The Hard Sell Buy product here, new sales and discounts

Complexity

Registrations

Multiple steps to get to content

Text Heavy

Multiple options to choose from or read

The Hard Sell

Buy product here, new sales and discounts

Many panels and buttons to all site features. Information scrolls in center and panels rotate. Leaderboard updates. Top left light switch can change the effect of the entire page. Clean Chaos http://www.thetruth.com/

Type in message for beavers to write out in their “logs”. Send to a friend. Cigarette facts are secondary. Same with SquirtAlert: squirt cow udders to make message. Customize Me Send to a Friend

Facts: “add to Favorites” Polls: ask simple questions based on underlying facts Other site features: Partnerships with Warped Tour and Tony Hawks (teen bloggers and merchandise) A lot of little things: free audio, screen savers, buddy icons, wallpapers, email signatures, desktop kits, posters, profile pages, and stencils. Darting In and Out Customize Me

Facts: “add to Favorites”

Polls: ask simple questions based on underlying facts

Other site features:

Partnerships with Warped Tour and Tony Hawks (teen bloggers and merchandise)

A lot of little things: free audio, screen savers, buddy icons, wallpapers, email signatures, desktop kits, posters, profile pages, and stencils.

Cartoon characters appear throughout certain Real World episodes to poke fun of the cast. Their little cartoon speaking bubbles say things like "Joey has to wear a bra" and “Brianna is wearing a necklace of wooden balls in case she needs help counting”. Around once an episode they sprinkle in the occasional anti-cigarette comment, but they don't harp on it. Instead they drive people to find out more on their own by coming to the site.

Cartoon characters appear throughout certain Real World episodes to poke fun of the cast. Their little cartoon speaking bubbles say things like "Joey has to wear a bra" and “Brianna is wearing a necklace of wooden balls in case she needs help counting”. Around once an episode they sprinkle in the occasional anti-cigarette comment, but they don't harp on it. Instead they drive people to find out more on their own by coming to the site.

Tags organize site Non-invasive Clean Chaos http://www.nike.com/nikeskateboarding/v3/

Old Spice Commercial

Old Spice Commercial

Interactive Game: Place hair on body. Analyzes to give profile. Fake language used in explaining made-up profiles. Download poster. Customize Me Send to a Friend Darting In and Out http://www.oldspice.com/oshairbodymetrics/

Print Ad

Print

Ad

Can continue scrolling down forever as scene continues on. Can click on anything to make it react. Randomly inserted “share” buttons to send things out. Clean Chaos Send to a Friend Darting In and Out http://unlimited.orange.co.uk/flash/go

Choose a balloon and control it as it floats over submitted websites. The balloon which travels the furthest – visits the most sites – wins prizes. Created a platform so sites can gain exposure as well as help people find interesting sites. Customize Me http://www.playballoonacy.com/

Choose a balloon and control it as it floats over submitted websites. The balloon which travels the furthest – visits the most sites – wins prizes.

Simple and clean videos with no brand content. Send to friend feature Experience first, then can click “undo the damage” to go to BMW site http://www.relearntodrive.com/ Darting In and Out

http://www.dontbebobgame.com/ Game by BCBS where you try to avoid life's obstacles that cost you money. You can arm yourself by grabbing cash and protecting yourself with BCBS insurance. Darting In and Out

Ease of sharing: email, digg it, reddit, facebook, myspace, etc. Can participate: upload, vote, comment. Customize Me Send to a Friend http://icanhascheezburger.com/

The Soft Sell They will connect the dots: “A company made the site, they want me to like them” Use of the whimsical/fake: “They don’t take themselves too seriously” Don’t restrict Allow freedom in creating content: “This is how it would work even if a company hadn’t made it” Simple and Direct Skip steps in sharing process: “Being truly connected is effortless” At the extreme, provide an excuse: “It so easy, why not share?” Straightforward, little investment interface: “I wouldn’t even call it gaming” Minimize guidance Naturally repulsed by spoon-feeding: “I can figure it out” Discovery on own terms: “I bet a lot of people missed that”

The Soft Sell

They will connect the dots: “A company made the site, they want me to like them”

Use of the whimsical/fake: “They don’t take themselves too seriously”

Don’t restrict

Allow freedom in creating content: “This is how it would work even if a company hadn’t made it”

Simple and Direct

Skip steps in sharing process: “Being truly connected is effortless”

At the extreme, provide an excuse: “It so easy, why not share?”

Straightforward, little investment interface: “I wouldn’t even call it gaming”

Minimize guidance

Naturally repulsed by spoon-feeding: “I can figure it out”

Discovery on own terms: “I bet a lot of people missed that”

Additional Resources 2008 YPulse Mashup Recap & Another Recap The focus is on improving communication across platforms (mobile, Net, PC, Mac), and the ability to update all of your networks (Myspace, Facebook, AIM) at once. To successfully market to teens, companies must further their relationships, find things they truly care about, and help them build their own personal brands. 10 Youth Marketing Resources

2008 YPulse Mashup Recap & Another Recap

The focus is on improving communication across platforms (mobile, Net, PC, Mac), and the ability to update all of your networks (Myspace, Facebook, AIM) at once.

To successfully market to teens, companies must further their relationships, find things they truly care about, and help them build their own personal brands.

10 Youth Marketing Resources