с3 best practices
с8 online marketing
с18 web 2.0
с21 mobile marketing
с26 interactive media
с30 communications 3.0
с36 sensational marketing
с39 innovations in media
с43 digital life style
с50 innovations in web
с53 statistics and analytics
Why so serious?
Dark Knight alternative reality game. A virus
campaign in support of a ﬁlm of the same
name. Cyber Lions 2009 Grand Prix. 10
million online members, 750-800 thousand
activities and events in the real world in 380
cities all over the world. In average, the users
were engaged into the game 4-5 times, the
average time within the game – about 2
hours. The players ofﬂine received on their
e-mails artifacts from the imaginary world
The amount of subscribers in Gotham Times
equals about 7 million. 1300 video and 5000
photo ﬁles were created and. The
participants spent incredible hours at
forums: there were more than 400
branches, 150 thousand posts and 7 million
Wall Case: Face Tracking Sensor in City Light
In December 2008 Wall AG for the ﬁrst
time ever realized the idea of passers’ –by
face tracking in outdoor advertising. Wall
AG combined street light panels (City
Light Poster-showcase) with ﬂat screens
and face tracking sensor from Vis-à-pix.
When passers-by sat on a bench at a bus
stop and looked at the panel, the sensor
tracked the face and the screen
demonstrated a happy family. But as soon
as the person looked away, the man on the
screen would start to beat the woman.
The would-be idyll proved to be cover for
violence in the family. Wall
Philips 140 Characters Versus Twitter
A merchandizing campaign on the basis of
Twitter communication. In order to win
this 21:9 TV-set, the contestants should
submit their version of product testing
ideas under the slogan of "Philips versus
140 characters of genius”.
The best ideas are picked by the jury and
on their basis the brand commercials will
be ﬁlmed. The winner gets the long wished
for prize. Samples of commercials: Philips
versus the sun, Philips versus your nose.
Flygbussarna Airport Coaches
The battle between the Flybussarna Airport Coaches,
a Swedish transport company and their main
competitor – a car. The latter is costly and ecologically
In fact, CO2 exhausts let out by ground transport
constitute half of all exhausts from the airport
activity. An average car in Sweden carries 1.2 people. A
bus can take over 60. Thus the latter ca replace 50
The focus of the campaign was an installation which
looked like a bus built out of 50 cars. It was located
on the highway to the largest airport in the country
(Arlanda). Media activity was created around it: prints,
outdoor advertisement, banners.
The blog sphere distributed information about the
site with the web camera which broadcasted in live
the highway with the installation which calculated live
the amount of CO2 from the passing cars.
BooneOakley in Bb 2.0 - a collaborative
Self control freak
music/spoken word project
There are so many instruments
available in the internet that it is not A concert from video recordings
necessary to create independent by various musicians and consisting A camera and creative approach
digital product. The agency site which of melodies based on users’ allow a usual human being turn into
consists of several Youtube commercials. God for his audience.
http://BooneOakley.com http://inbﬂat.net http://selfcontrolfreak.com
A Marketing mix from Dunkin’ Donuts – a
collective order. Invite your colleagues who
are running a little sluggish to fuel up with
coffee and donuts. Make a collective order
through the website. Print it out and make a
run to the nearest Dunkin’ Donuts. Hand in
the order – and get the coffee and the
sweets. And let your colleagues carry you in
their arms. Save them from turning into
“HOME” – First Run on Youtube
“HOME” - a documentary about the
environment and the nature by Luc Besson
which was released on the same day in
movie theatres and on Youtube. Due to
Google Maps the authors gave he audience
a chance to see objects, pictures, ﬁgures,
facts related to the environmentalism as
well as user’ content around this topic.
Due to this innovation, Google destroys the
barrier between cinema industry and the
consumer and, by all means, this is a trend
of presenting free media content for the
Some words about social media?
This video and the story in it may look silly
but it explains to marketing specialists the
meaning of social marketing. The relationship
between brands and consumers has
irreversibly changed. Just look and see how
Dave found and fell in love with the “Blank”...
Of course, the story and the brand in the
commercial are somewhat absurd, but they
clearly demonstrate the process of turning a
usual consumer into the advocate of the
If a brand doesn’t start to investigate the blog
sphere and its attitude, it can simply lose the
market as it won’t ﬁnd understanding on the
part of the consumers if it ignores their
opinion about the trademark, services and
doesn’t pay attention to their real needs and
The PEN Story
Celebrating the 50-th aniversary of PEN
cameras, Olympus created a stopmotion
60,000 pictures were shot for the ﬁlm,
9.600 prints were used and 1 ,800 had to
be re-shot. There are 20 locations in the
video. And an interesting detail – no post
production! And the result of the
painstaking work the artists and the
production team have carried out – 2
million reviews on Youtube in 3 months.
Are you tweet?
An unusual banner from Volkswagen. Via
circle of interests and friends in Twitter, a
simple algorithm chooses a car speciﬁcally
Terminator Salvation Game
A game for the fans of saga about the
battle between robots and people for the
salvation of your microblog in Twitter. You
are a member of Resistance movement
and you believe in the victory of the
human kind and John Conner over Skynet.
The ﬁghters exchange messages via
Resistance2018 community. The aim is to
decode the Skynet signal and to win. Any
second you can receive a task and you
have to re-twit to it within 2 hours. Your
level depends on your speed.
An image project from Vodafone, based on
the Twitter and Google Maps open
protocol. How do you spend your
holidays? Do you travel? In the framework
of the summer promo, which takes place
from June, 1 until August, 31, Vodafone
abolishes all roaming charges: for calls, text
messages and MMS. See what other users
of the brand say about their holidays.
Share bright emotions with friends.
Shopping Online via Augmented Reality
One more way to use augmented reality
technologies from Zugara agency. How can
we help a girl in choosing a blouse or a
skirt in online shopping? There is no
mirror, no friend at her side and NO WAY
of seeing if the garment she likes ﬁts her
or not. A webcam, a proceeded products
catalogue and modern 2.0 web
technologies solve every problem: you can
see yourself as if in a mirror, you can see
how the garment looks on you, what
colour ﬁts you…and show it to the friend
via email or Twitter. And no queues to the
Design your collection, promote it and sell it.
Your contacts are your gold. EXUVE is a
top clothing brand, where the consumer
and the design are one in the same. Users
download their design templates, promote
them among their friends and relatives,
discuss them in blogs and vote. The best
items in the rating hit store shelves in
ofﬂine reality. The winner receives a prize
of $500 in cash and a percentage of sales.
How can you identify quickly all the proﬁles of an
"Identify“ is a new plug-in for Firefox
browser which is used in order to ﬁnd
quickly and easily the story of the whole
user’s activity in the Internet: CV,
contacts, all social networks and blogs
In order to localize the information, the
instrument uses "Google Social Graph“
interface which searches proﬁles and
correlations between them. "Identify"
shows the ﬁrst results right on the page
where the user is located.
TwittaRound: An Augmented Reality Twitter App
This innovative application is developed by
Michael Zöllner. Due to built-in iPhone
camera it is possible to see Twitter
microblog posts in real time and attached
to real objects. In other words, it is
possible to see the where the users send
their messages from and to read them.
Like in most cases, the augmented reality
will need a build-in compass and,
consequently, iPhone 3GS.
Nokia Kamppi – New Indoor Positioning Service
An application for Nokia cell phones
which enables you to locate your
acquaintances and friends around you. For
example, while walking in a megamall, you
stopped for a coffee in a coffee shop,
opened an application and saw that some
of your friends are nearby. You can send
them a text and offer them to join you.
Localized Coupons System
"Coupious" is a coupon system for smart
phones which is linked to a certain location.
The system takes advantage of iPhone и
Androidre phone capabilities which locate
the phone via GPS device and then via 3G
demonstrate special offers from sales at the
given moment and exactly in the area of the
user. The coupons can be downloaded and
demonstrated to the shop assistant straight
from the phone screen in case the customer
wants to use the discount or special
Barcode Scanning via Cell Phones
Skycore, MMS and services with increased
additional cost launched "mDAR“ - a new
form of 2D barcodes (Mobile Barcodes -
Delivery, Authentication and Redemption).
The innovation is that from now on
barcodes can be scanned via a cell phone
webcamera. Thus the phones turn into
scanners. The technology is tested at the
AT&T event in the frames of the Wireless
Enterprise Symposium (WES 2009)
Playing with alternative reality from Eminem
A game with alternative reality was
organized to promote Eminem’s new album.
It started from Eminem’s leakage who, on
his own account, hid a secret word in
Twitter – the name of a rehabilitation
centre. The fans while looking for it would
ﬁnd a phantom website. They had to ﬁnd a
phone number on it and after dialing it one
could hear new tracks by Eminem. To
support the module an augmented reality
module was designed: the fans drew letters
"E" and received prizes for their attempts.
The game gave the rapper 41,170 new
subscribers on Twitter and 113,868 visitors
Placing a bet with QR codes
Bwin, the largest bookmaker in Europe
placed 2D codes on 8,000 seats at the Real
Madrid match with Barcelona. According to
the mark on the barcode, the fans received a
voucher or bwin equal to €10 and straight
away could place a betting with the phone
right before the match.
Making Calls Through Augmented Reality
Developpers of Ribbit , a VoIP provider
innovation applications, presented exciting
opportunities in the sphere of
telecommunications. Using “gestural
augmented reality” now it is possible to
interact with a piece of paper or other
object as if it were a phone. You can dial
each other just placing the receiver to your
ear. And when you ﬁnish the conversation,
make the gesture of putting down the
Virtual Races against Real Drivers
This promo game offers you to compete
with a real racer on a racing ring without
leaving home. The game is developed as part
of Fiat Punto promotion campaign in Brazil.
One track, one type of car, two different
drivers – a virtual and a real one. Who will
win? See yourself.
Augmented Reality Guide with Image Recognition
Sein Kanemura developed an application for
iPhone using augmented reality. If compared
to other similar instruments which use a
built-in compass or a GPS device, i.e. they
are linked to a location, SREngine deﬁnes
smaller objects in the marked area and gives
annotations and links to more detailed
information. For example, it is possible to
receive more information about objects if
you make a picture the space around it, a
bookshelf or a restaurant menu which is
very topical if you are in Tokyo.
Do-It-Yourself TV Show
French Company Dassault Systems
launched a new project which enables its
users to create and to share self-made
3D TV shows .
The program mechanism creates an
avatar on the basis of downloaded user’s
pictures, voices it over decoding the
written text into the voice. Alternatively,
one can download a mp3 ﬁle with their
Assassins Creed 2 Augmented Reality
A teaser website of the sequel to the
"Assasins Creed 2" game from Ubisoft,
realized with the augmented reality
technology. In the teaser trailer to the
game the users could see new types of
the clothes the character wears and
secret weapons. These novelties were
used in the mini campaign: the user could
print out a marker, ﬁx it on the hand and
to see on the screen their own hand
wearing a garment from the new game
with a unique weapon.
We all are Autobots
This is an image project which supports a
new series of the saga about Transformers
“Revenge of the Fallen”. With face trekking
technology and augmented reality, any
person can turn into one of the main
characters of the ﬁlm – Optimus Prime.
Remove all the landmines!
The Norwegian Peoples Aid created a
project which enabled usual people
realize how difﬁcult it is to live in mine
ﬁelds. Via projection technologies and a
website the customers of the shopping
mall and those who watched them online
through web cameras, happened to be
the ﬁrst players of the game in which the
ﬁrst ones could be “exploded” by chance
and the second ones fought against ﬁeld
mines which from time to time appeared
on video translation screens. The
consumers were informed at the
entrance to the mall that there is a
danger of ﬁnding themselves in a mine
The telecommunications company Orange
showered hundreds of lucky cell phone
competition winners with popcorn.
The competition was held to mark the
ﬁfth anniversary of “Orange Wednesday”, a
weekly promotion to encourage people to
visit the cinema.
From the huge bucket full of popcorn
suspended not far from the Tower Bridge
the lucky winners got mobile phones,
weekend breaks and exclusive tickets to
the Star Trek.
Chat for Cinemas
"Mu-Vchat", the ﬁrst cinema chat, was
tested in a cinema in Illinois. The
programme developed by Rien Heald,
enables you to text messages which would
be displayed on screen. This can be done
with a mobile phone and a short number.
There is a special desktop in the room
which quickly blocks projection
Internet Radio Looks Better
Internet radio Last.FM presented a new
option: a Personalized Visual Radio.
Listening to favourite tunes is now linked
to the interactive slide show which is
shaped from photo images downloaded by
the users and the staff. The photo images
are thematically connected to the trek. A
stream of various artists can be mixed in
one radio stream or a station can be
created on the basis of various tags.
AtmAd offers its clients advertisement
opportunities of an ATM network all over
England. While withdrawing the money, the
customers will receive a message on the
ATM screen and on the receipt. For
example, fast food restaurants network
"Subway“ offered free chips and a drink to
those who show a receipt with the logo in
the nearest restaurant..
Apple App Wall
More than 3 000 applications are
downloaded every minute from the Apple
Store. There is a small miracle in front of
you – a live feed from 20 000 most
popular programmes for iPhone from App
Store. Every time when a user downloads
the application, its icon lights up.
Xbox Project Natal
We are presenting a revolutionary project
from Xbox: a game and console
management without any controller. Do
you see a ball on the screen? Hit it, dodge
the opponent, catch it. Manage it with your
hands, legs, the whole body, the voice. Join
the fun! All you need is the enjoyment of
A usual pillow controller
Instructables.com user published an
instruction which enables you to create a
controller from a usual pillow. It is
suggested to use the miraculous invention
in a game on nescafeweb.com portal
which is called "Mike Tyson’s Punch-Out".
Hit the pillow! Punch Mike out!
A joint project from the Moment Factory
and PHOTONIC Dreams. The ﬁrst
developed the interactive system and
created an interactive content for it.
The latter created an original video wall
from LED displays for La Vitrine in
The installation consists of 35 000 LED
light bulbs and a tracking device which
makes it possible to show various
visualizations linked to the movement of
passing by people. The visitors can enjoy
the installation from 19.00 to 23.00.
145, rue Sainte-Catherine Ouest, Montréal
Find the Nearest Tube Station
An application from Acrossair. Forget
about old tube maps! Use this wonderful
programme which uses the video function
of the iPhone 3GS, in order to ﬁnd the
nearest station of the London tube.
When you download the application, hold
the central button and all 13 lines of the
London underground will be displayed in
colored arrows on the pavement. By tilting
the phone upwards you will see the
nearest stations: what direction they are in
relation to your location, how many
kilometers away they are. If you continue
to tilt the phone upwards, you will see the
stations in front of you as stacked icons.
The most incredible joint musical video you have ever seen.
The music video for Sour’s (a Japanese
band)“Hibi no Neiro” (“Daily Sound”). It is
ﬁlmed by Masashi Kawamura, Hal
Kirkland, Magico Nakamura and Masayoshi
Nakamura. The cast is chosen from the
fans from all over the world. And… the
most incredible…each one ﬁlmed only
with their web camera.
Playlist Formation via Mood Recognition
SonyEricsson Mobile Communications
registered a new invention which is capable of
generating users’ playlists on the basis of their
mood. The playlists are created be means of
ﬁxing the users’ mimics while they are listening
to music compositions. This innovation couples
various genres and songs with certain
movements which are registered on the user’s
face. Thus a smile generates a “happy” music
Chronological Search from Google
Google Labs launched a new product which
is called "Google News Timeline”. The
service enables you to carry out the search
according to the key word and it presents
the result composed of news, articles,
pictures, and video as a timeline though the
sources of information are still pretty
limited. Thus users receive a chronologically
structured and clear impression about
events and topics. The period of information
output can have time limitations.
How Teenagers Consume Media
Three pages of report from Morgan Stanley.
The main conclusions:
• Teenagers don’t listen to the radio, they use such services as
• Teenager watch certain seasonal programmes and types of
sport and use servers similar to BBC iPlayer
• Teenagers read only yellow and free press
• The most popular console is Wii, then comes Xbox, and then
• Every teenager has access to internet.Young people do not
use Twitter but use Facebook.
• Most teenagers enjoy and support virus marketing.
• Teenagers from high income families use iPod’ами, and low
income ones use mobile phones.
http://www.scribd.com/doc/17319794/How- • Teenagers visit cinemas quite often but not in order to watch
Teenagers-Consume-Media ﬁlms but to get together with friends.
• 99% have mobile phones.
Brands should pay attention to digital consumers
The ﬁndings of the Millward Brown research show that on average digital consumers have a 15 percent stronger
relationship between the brand and the consumer than usual ones. The strongest relationship between a brand and a
consumer was found for the airline brands which was twice as strong as their ofﬂine counterparts. Other key
categories where digital consumers had stronger relationships with brands than non-digital included IT hardware (48%
stronger), software (45% stronger), credit cards (33% stronger) and fragrances (29% stronger).The digital advantage
between digital consumers and brands was found throughout the world with correlations to internet penetrations -
Japan and Taiwan (+36%) scored the highest difference between ofﬂine and online consumers in correlation to brands.
Internet Advertisement in Russia: the audience
Different people have different attitude to the advertisement. Which of the Which sources of information are most important for you when you choose
following statements is similar to your opinion? goods and services?
Advertisement shapes my needs, attracts my attention to new goods and ideas.
My experience, my own opinion
Advertisement is a convenient way of gaining information about a commodity and its quality
I do not trust advertisement, advertisement always gives positive coloring to a commodity
Advice given by friends, acquaintances, family
Experts’ opinion Urban population
Advice given by shop assistants Local internet audience
Those who don’t use the internet
Production companies’ websites use the internet as a source
of information about goods
Users’ websites, users’ forums and services.
Local internet audience Those who don’t use the internet
Please, tell us if you see or don’t see advertisement in the internet? If yes, how Some people take advertisement on web sites calmly, others are irritated with
often do you click advertisement links? it. Which group do you think you belong to?
I do not see online advertisement Internet advertisement does not irritate
Do not click advertisement links
Internet advertisement irritates
Rarely click advertisement links
Often click advertisement links
% of the monthly audience of the North – % of the monthly audience of the North –
% от месячной интернет аудиториив СЗФО
Western Federal District of Russia Western Federal District of Russia
Socio-internet monitoring. North – Western
Federal District of Russia. FOM: Public opinion http://bd.fom.ru/report/cat/smi/smi_int/intrekl290609
Foundation. March 2009
Problems which bother internet users…
…less than they bother those who …more than they bother those who
do not use the internet don’t use the internet
The data is given in % from the whole group
“Georating” mega poll June 3-17, 2009.
1930 populated places ,
68 subjects of the Russian Federation, 34 000
The situation with migrants
Low level of salary
Roads condition, roads
Goods price increase
Unsatisfactory condition of
Unaffordable high prices in
the housing and public
utilities. High prices on
Corruption and Bribing
Corruption and Bribing
housing and public utilities
among law enforcement and
City internet audience 25-44 years old
25 -44 y.o. city audience which has never used the internet