Trending The Future - space150 v27

02.18.11

TRENDING THE FUTURE
The last 150 days & the next 150 days in the world of digital marketing & advertising.

27

Wednesday, February 23, 2011

A spaceLab Production
www.space150.com

27


The World is Changing.

The last 150 days have seen violence, political unrest, natural
disasters, cultural, and economic struggle amidst an evolving era of
technological questions that have made us all a little nervous and
a little bit more excited.

Is the world we’ve created holding inﬂuence over technology, or is
technology dictating our future?


LET’S TAKE A LOOK AT:
The World
The Digital Landscape
The Future


THE WORLD


v27

U.S. troops have now been in Afghanistan longer
than the Soviet Union was.

http://www.telegraph.co.uk/news/worldnews/asia/afghanistan/8162940/Nato-in-Afghanistan-longer-than-Soviet-Union-analysis.html


Hungary endured toxic ﬂoods. October 4


Economies struggled in Europe. October 12-22


North Korea ﬁred shots at South Korea. November 23


America worked through the 2010 Mid-term Elections and Healthcare Reform.


Floods devastated eastern Australia.


WikiLeaks all but conﬁrmed that peak oil is imminent. February 9, 2011


Luckily, there was a positive side.


WikiLeaks redeﬁned conﬁdentiality on a global scale and made
governments rethink their international responsibility.


The Burj Khalifa was completed in Dubai, seizing the title of world’s tallest
building. October 1


The world’s ﬁrst private spacecraft was launched. December 8


The International Space Station surpassed the record for the longest
human occupation of space. October 22


NASA discovered arsenic-based life. December 2


Egypt gave us a taste of what happens when the Internet is taken away...


...what people will do to get it back, and its power to connect the
world when it’s working.


THE DIGITAL
LANDSCAPE


Digital technology is not killing our social lives.
It’s changing the world for the better.

Or is it?

Over the last 150 days, digital technology has seen some
growing pains.


The 30-second Spot :: How will it evolve?
Publishing :: Who is your real competition?
Twitter :: Does it work?
Group Buying :: Who will prevail?
Tablets :: Fad or death of the laptop?
Mobile :: Does your grandma have a smartphone?


THE 30-SECOND SPOT:
HOW WILL IT EVOLVE?


The Old Spice Man campaign was the pioneer of life beyond 30-seconds. Over a
year later, he’s still going strong and back for round 3.


Mercedes organized a “tweet race” to the Super Bowl fueled not by gas, but by
the tweets of people following along and leading up to the TV spot.


Doritos has been doing “Crash the Super Bowl” for years now, but this year they
partnered with Pepsi to take it to a new level of buzz before and after the game.


Volkswagen leaked their Super Bowl spots the Friday before the game and took
home top ratings as the most likeable ads during the game.


Glee: Gleeking into every nook and cranny of American media and culture through
iTunes, live shows, magazine covers, product placement, and a Super Bowl ad.


FORMAT MAY
CHANGE, BUT SHORT
VIDEO MESSAGES
WON’T GO AWAY.

ROCK THE
BEFORE &
FOR THE FUTURE:
AFTER OR
DON’T EVEN
SHOW UP TO
THE GAME.

PUBLISHING:
WHO IS YOUR REAL
COMPETITION?


The nature of the internet is cheap publishing - openly available to all.


It used to be that to publish a book, you needed a publishing deal or
a ton of money.


Seth Godin’s Domino Project is breaking down the barriers of traditional publishing
- getting quality ideas to more people, more quickly, by cutting out the middleman.


Amazon now sells 115 E-Books for every 100 paperbacks. With the proliferation
of mobile technology, the way we distribute content will continue to evolve.


The Mac and Chrome app stores have launched, making it easy for anyone to publish
new software ideas or download the applications without physical distribution.


BOLD IDEAS ARE THE
REAL COMPETITION.


THE MOST
FOR THE FUTURE:
AGILE
INNOVATORS
WILL WIN.

TWITTER:
DOES IT WORK?


Digital spam is becoming a bigger issue on Twitter. The signal to noise ratio is
starting to exceed people’s tolerance.


John Mayer left 3.7 million followers behind when he
quit Twitter in favor of Tumblr.

“no artwork created by someone with a healthy grasp of social media
thus far has proven to be anything other than disposable.”
-John Mayer


v27

Digital Death showed that we may overestimate the popularity of celebrities in
social media and what their fans would be willing to pay to get them back.


$#*! My Dad Says went from Twitter to broadcast. An interesting phenomenon,
but ratings show it’s on the verge of cancellation.


The Old Spice “Smell Like a Man, Man” campaign helped Old Spice become the
number one selling men’s deodorant in America. http://www.slideshare.net/space150/trending-the-future-space150-v27#postComment


After some positive tweets from 50 Cent about the stock of his company, H&H
Imports, the stock soared 240% driving the company value up $50 million.


Besides just being a brilliant media buy, #demandaljazeera showed us the real
power of Twitter to connect the world in real-time.


TWITTER IS NOT A
SOCIAL NETWORK.
IT’S AN INFORMATION
NETWORK.

START
THINKING
FOR THE FUTURE:
DIFFERENTLY
ABOUT
TWITTER.

GROUP BUYING:
WHO WILL
PREVAIL?


Groupon: The OG.


Google took a $6 billion stab at buying Groupon, but was rejected. No matter.
They’ll soon be joining the group-buy melee with Google Offers.


Amazon just sunk a $175 million investment into Groupon rival LivingSocial.


Facebook Deals now piggybacks onto Facebook Places allowing local business
owners to do Foursquare-like specials for check-ins at their location.


As we climb out of the recession, consumers have
changed. Impulse has become a luxury and our
perception of value has been redeﬁned.


CONSUMERS AND
BUSINESSES MUST
BOTH BENEFIT.


VALUE
FOR THE FUTURE:
WILL REIGN
SUPREME.


TABLETS:
FAD OR DEATH OF THE
LAPTOP?


The iPad’s sales have outpaced iPhone initial-year sales. The iPhone has been
around since 2007, and it’s certainly not going anywhere.


The BlackBerry PlayBook will be the device that brings tablets to corporate
America, but greater success will depend on it’s appeal to non-BlackBerry users.


Sink or swim, every manufacturer is jumping on the tablet bandwagon. We’re
past the early adoption phase. The early majority arrived at Christmas.


Will E-Readers stay relevant as tablet prices drop? Will the lines between E-Readers
and tablets continue to blur or will innovation diverge? We can’t be sure.


What we do know is: the demand for laptops is still big and they do lots of things
that tablets just aren’t made for. Don’t give up on them yet.


THERE IS NOW A
DIFFERENT DEVICE
FOR EVERY PART OF
YOUR DAY.

TABLETS ARE
FOR THE FUTURE:
HERE TO
STAY.


MOBILE:
DOES YOUR GRANDMA
HAVE A SMARTPHONE?


91% of Americans use
cell phones.

http://arstechnica.com/telecom/news/2010/03/wireless-survey-91-of-americans-have-cell-phones.ars


THAT MEANS YOUR
GRANDMA HAS ONE.

AND YOUR BABY.

By Christmas 2011,
1 in 2 Americans will
have a SmartPhone.
http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/


There are roughly 37.5
million grandmas in the
United States.


That’s at least 18.75
million grandmas with
SmartPhones by
Christmas.

More people, more devices.

What about the 27% of Americans who
already have a smartphone?


Remember that old joke?

YOUR REFRIGERATOR
IS RUNNING...


IT JUST
STARTED.


Mobile is now more than one device, it’s digital functionality like “smart” appliances,
augmented reality and physical functionality that connect with our lives and devices.


Mobile isn’t just in American homes. It’s larger than
that, shaping culture and the world as we know it.
At home and abroad.


6 in 10 people around
the world now have a
mobile phone.
http://www.usatoday.com/tech/news/2009-03-02-un-digital_N.htm


EGYPT WAS A
GLOBAL
LANDMARK
OF MOBILE
ACTIVISM.

MOBILE. EVERYONE.
EVERYWHERE. IT’S
BECOMING A PART OF
OUR DNA.

NOT THINKING MOBILE?
YOU’RE BEHIND.


FOR THE FUTURE:
MOBILE
EVERYTHING.


THE FUTURE


The future will be about...

Agile Innovation
Transforming the way we interact with information and our environment
Value for both brand and consumer
Truly integrated technology


THIS IS PROGRESS. THE FUTURE a
We Are Here

Time


THANKS


COMMENTS?


Nicole Newville Jake Szymanski
VP Brand & Media Planning Associate Brand Planner

nicole.newvillw@space150.com jake.szymanski@space150.com

27
www.space150.com


Special Thanks To:
Craig Key
Christina Dorr
Ned Lampert
Eric Schlauch
Michelle Swanson
James Squires

27
www.space150.com


IMAGE CREDITS
Boston.com - The Big Picture Matt McClain Peter Macdiarmid
Los Angeles Times Framework Boston.com - The Big Picture
Getty Images Getty Images

AP Photo / Bela Szandelszky OK_01 Lefteris Pitarakis
Boston.com - The Big Picture Pro-Zak Boston.com - The Big Picture
Flickr Associated Press

REUTERS / Charles Platiau Ben Stansall / AFP Is Your Refrigerator Running?
Boston.com - The Big Picture Boston.com - The Big Picture dmguz
Getty Images Flickr

STR/AFP Mono Lake Tufas
Boston.com - The Big Picture Dan Smith
Getty Images Picasa


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