Takashi Murakami characters. Image via http://www.lri.fr/~jkeren/jkeren/Iordanis-Art_Murakami3.jpg
The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle
SESSION #08: MARCH 16
UTILITY: WIDGETS, GADGETS, BUBBLES AND BADGES, OH MY!
Creative Commons Attribution & Non-Commercial License

Today:
1. Defining “utility”
2. Widget, gadgets, bubbles & badges
BREAK
3. Guest speaker: Adrian Ho, Founder
Zeus Jones
4. Next steps

Defining “Utility”
“When Nike global director of digital media
Stefan Olander looks at the Web, he doesn’t
see an ad medium, though Nike runs its
share of banner ads. Instead, he sees a
chance to build Nike’s brand by providing
valuable services.
‘We’ve been viewing digital as less of a
marketing channel than a place for
services,’ he said.”
—Adweek

http://nikeplus.nike.com/nikeplus/

http://nikeid-europe.nike.com/nikeid-europe/banner/identify_yourself/

http://nikeid.nike.com

http://www.oliverpayne.co.uk/ogilvy/05-cisco-livecast-banner/

Defining “Utility”
“...advertisers want to build brand loyalty
by providing utilities that both improve
people’s lives in some small way -- even if
it’s simply a tool for customizing pizza --
and directly pad corporate bottom lines.”
—Jeff Benjamin, CP+B
quoted in Adweek

Defining “Utility”
“When you create a utility...it becomes less
about information as pollution and more
about information to help people get
through life.”
—Nick Law, R/GA
quoted in Adweek

http://www.dominos.com/home/index.jsp

Defining “Utility”
“There’s a big possibility to deliver on your
brand through the tools or functionality you
can give people that are positive.”
—David Armano, Critical Mass
quoted in Adweek

http://www.visitlasvegas.com/vegas/my-vegas/login.jsp

Today:
1. Defining “utility”
2. Widget, gadgets, bubbles & badges
BREAK
3. Guest speaker: Adrian Ho, Founder
Zeus Jones
4. Next steps

Widget, gadgets, bubbles & badges
=
“Content redistribution”
Simply put, all of these (micro) tools are
examples of portability—code that enables
anyone to move and share content that
pleases them.

A few examples of widget/gadgets (and
what they make portable) from my blog:
music social travel audio

A few examples of widget/gadgets (and
what they make portable) from my blog:
presentations video

Content redistribution:
“‘No digital property is an island anymore,’
said Schmidt. ‘Everything can be
connected to everyone. You have to design
for that. We think about how we can chunk
up content, and make it viral and
distributable.’”
— Garrick Schmidt, Avenue A/Razorfish
quoted in Adweek

http://widgets.yahoo.com/

iGoogle (http://www.google.com/ig) is a website you create almost entirely from widgets.

http://www.google.com/ig/directory?url=www.starbucksmeetinggadget.com/gadget.xml

http://www.apple.com/downloads/dashboard/

Another way to think about widgets,
gadgets, et al are as applications.

http://apps.facebook.com/carbon_bigfoot/

http://www.adobe.com/products/air/

In-class assignment: Find+share two widgets

Guest speaker: Adrian Ho
Founder+Partner, Zeus Jones
http://zeusjones.com

Monday, March 23:
“Relevant Data: Getting to know
(and predict) you”
1. Guest speaker: Patty Henderson
Consultant
2. Assignment #3
usefullunacy.typepad.com
tim_brunelle@mcad.edu

Thank you.
Creative Commons Attribution & Non-Commercial License