Havas Sports & Entertainment China
Review of 2011 and predictions for 2012
A Selection of Best Cases from Asia-Pacific
PR & CONTENT
 Media relations
 Editorial content
 Celebrities endorsement
 E-influence
 Lobbying
 Social Media
 Med...
THE NIKE SHOUT by Nike
or how to create a real-time interactive platform…
What's the story…
 In order to show fan support...
SUBWAY VIRTUAL STORE by Tesco
or how to increase sales without opening stores…
What's the story…
 Koreans are the 2nd mos...
AUTO ROMEO FLIRTING APP by LYNX
or how to help male consumers feel like studs…
What's the story…
 LYNX’s message to their...
What's the story…
 In Hong Kong, McDonald’s launched its Chicken bacon deluxe burger, one of its best sellers from
New Yo...
Go watch the video: http://tinyurl.com/3u6jph3
Why we liked it…
 This innovative idea shows that with simple promotion me...
What's the story…
 Ariel created a very amusing way to demonstrate the cleaning power of its products using one of
the mo...
What's the story…
 Adidas has followed this principle to bring to life its latest Chinese ad campaign titled, “Don’t
Wast...
What's the story…
 During the MINI LIVE gala several limited edition and customized models were presented to
thousands of...
What's the story…
 The campaign began with the idea that “All ideas start with an ABSOLUT BLANK.”
 To support the global...
What's the story…
 Peugeot wanted to present its RCZ within an engaging artistic installation at PhotoSpring – Arles in
B...
Havas Sports & Entertainment China
Predictions for 2012
 After heavy flirting with social media in 2011,
brands will go beyond merely looking at Likes and
Fans, and start caring...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/31808226@N05/6130296771/
 London 2012 will be swamped...
 Federations, athletes, brands and celebrities will
embrace the new digital and social landscape with
more confidence
 T...
 Cyber PR will become more challenging across
online influencers who traditionally would blog or
tweet about a campaign f...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/pe5pe/3242342574
 Sport will continue to become more ...
 Campaigns will be created in days and weeks, not
months or years. Real time listening, creation, and
distribution will m...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/mwiththeat/3712998374/
 Artists are increasingly aski...
Thanks to Flickr.com- creative
commonshttp://www.flickr.com/photos/42931449@N07/6088751332/
 There will be a continued in...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/ibikefresno/5892802181/
 2011 saw an explosion in the...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/sanjoselibrary/2944498979/
 Content will be more cust...
 PR will become more accountable and more
accurate in measuring the ROI.
 Traditional media monitoring agencies will int...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/9382228@N08/4836210531/
 Influencer marketing will no...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/brook/33496825/
 1 day a year, everything will shut d...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/da_belkin/6462640765/
 Sporting venues and stadiums a...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/zoetnet/4212133196/
 Stronger corporate social respon...
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/vdrg/5458584580/
 Whilst large scale events will rema...
 http://www.venturebeat.com
 http://www.businessweek.com/the_thread/brandnewday/
 http://trendwatching.com
 http://mas...
 http://gregorypouy.blogs.com
 http://www.woweffect.be/
 http://www.marketing-alternatif.com/
 http://www.influencia.n...
For any question, comment or request,
please contact us:
Xavier Daurian
General Manager - China
Xavier.Daurian@havas-se.co...
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Havas Sports & Entertainment China, Review of 2011 and predictions for 2012 - A Selection of Best Cases from Asia-Pacific

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A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.

Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.

This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.

We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:


Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com

http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_

We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.

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  • Social media, Facebook, Facebook likes, Facebook engagement, Facebook friends fans, social CRM, social engagement, community building, ROI, ROSS, return on social spend, 2012 predictionshttp://creativecommons.org/licenses/by/3.0/
  • London Olympics 2012, social media Olympics 2012, SoMe2012, SoMe London Olympics 2012, sports marketing London 2012, Havas sports & entertainment, sports marketing Olympics, flickr, Usain Bolt social media, twitter, 100metre finalhttp://www.flickr.com/photos/31808226@N05/6130296771/http://creativecommons.org/licenses/by/3.0/
  • Sports federations, athletes, brands, real time, athletes on social media, confidence not fearhttp://www.flickr.com/photos/caguard/6094723130/http://creativecommons.org/licenses/by/3.0/
  • Million dollar bloggers, Mexico, latam, $15000 per tweet, blogger networks, bog syndicationhttp://www.flickr.com/photos/suzanneandsimon/1746100681/http://creativecommons.org/licenses/by/3.0/
  • Sport and technology, sport social media, 3d, 4d, slow motion, time lapse, adrenalin sensors, heart monitorshttp://www.flickr.com/photos/pe5pe/3242342574/http://creativecommons.org/licenses/by/3.0/
  • Digital production, digital our-sourcing, agile content, bedroom creators, YouTubehttp://www.flickr.com/photos/walmartcorporate/5793422190/http://creativecommons.org/licenses/by/3.0/
  • Fan sourced singles, 02, Wembley, user generated content, fan royalties, http://www.flickr.com/photos/mwiththeat/3712998374/http://creativecommons.org/licenses/by/3.0/
  • PR, earned media, owned media, paid media, shared media, silo marketing, integration, bloggers,
  • Infographics, video graphics, data visualization, PowerPointhttp://www.flickr.com/photos/ibikefresno/5892802181/
  • Personal content, customized content, shared content, mobile contenthttp://www.flickr.com/photos/sanjoselibrary/2944498979/
  • Roi of pr, accountability, paid media, sentiment, influencer analysis, celebrity marketing, celebrity pr,http://www.flickr.com/photos/cambodia4kidsorg/3290848259/
  • Influencer marketing, pr, celebrities, http://www.flickr.com/photos/9382228@N08/4836210531/
  • Digital amnesty day, switch off, unplug day, Facebook.http://www.flickr.com/photos/brook/33496825/
  • LBS, location based services, social currencyhttp://www.flickr.com/photos/da_belkin/6462640765/http://creativecommons.org/licenses/by/3.0/
  • Live events, green events, recycling at events, carbon neutral, carbon positive marketing, http://www.flickr.com/photos/zoetnet/4212133196/
  • Pop up events, flash mobs, experiential, live event marketing, street marketinghttp://www.flickr.com/photos/vdrg/5458584580/
  • Havas Sports & Entertainment China, Review of 2011 and predictions for 2012 - A Selection of Best Cases from Asia-Pacific

    1. 1. Havas Sports & Entertainment China Review of 2011 and predictions for 2012 A Selection of Best Cases from Asia-Pacific
    2. 2. PR & CONTENT  Media relations  Editorial content  Celebrities endorsement  E-influence  Lobbying  Social Media  Media partnerships  Branded TV programs  Cross media strategies  Product placement  Brand TV channels  Radio programming  Web channels  Advertiser Funding Programs  … SOCIAL MEDIA/DIGITAL  Viral Marketing  Community management  Advergaming  Mobile Marketing  Seeding  Blogger relations  Social Media  Influence Marketing  Live Measurement  … EXPERIENTIAL  Live events  Grassroots programs  Hospitality  POS animations  Street Marketing  Product sampling  Internal incentives  Creative/ OOH  Guerrilla Marketing  … HS&E selected Asia-Pacif cases in 2011
    3. 3. THE NIKE SHOUT by Nike or how to create a real-time interactive platform… What's the story…  In order to show fan support during the AFF Suzuki Cup, Nike used a proprietary software that broadcasts support messages from social media onto the pitch itself Shout out your support!  The more than 400K Nike Football Facebook and Twitter fans could write their messages via these two social media platforms  The messages were sent to the Nike Software Tool, and then displayed into the specially designed perimeter boards  Real time messages were displayed on the pitch at the while the game was being played Success  More than 400 messages displayed per game over the 18 game tournament  Nike’s SEA Facebook & Twitter community grew by 200K in six weeks, as fans shouted their support Why we liked it…  Very interesting real time communication platform, which enables one way communication between fans and players while the event is taking place  Very marketable platform that can be exported to other properties/territories Go watch the video: http://bit.ly/lJE7xi Ogilvy May 2011 AGENCY Image Credit: bolasepako Image Credit: YouTube Image Credit: YouTube
    4. 4. SUBWAY VIRTUAL STORE by Tesco or how to increase sales without opening stores… What's the story…  Koreans are the 2nd most hard working people in the world and Tesco (Home Plus) used this to interact with its consumers. The company tried to overcome the fact that it had less stores in comparison to their competitor E-Mart (leader in the country) with virtual stores implemented in subway stations Bring the store to the people  Although virtual, the displays were similar to actual stores  Users scanned the product’s code with their mobile which allowed them to build an online cart in a very short time. Selected items were then home delivered Success  Number of new registered members rose by 76%  More than 10,000 consumers visited the online Home Plus mall using smart phones  Online sales increased by 130% & Home Plus became n°1 in the online market Why we liked it…  The challenge was bold but the campaign was cost efficient. They managed to transform a dreaded task into an intuitive & fun experience, which saved daily time for the users Go watch the video: http://bit.ly/kPKlA8 Cheil Worldwide June 2011 AGENCY Image Credit: YouTube Image Credit: YouTube Image Credit: YouTube
    5. 5. AUTO ROMEO FLIRTING APP by LYNX or how to help male consumers feel like studs… What's the story…  LYNX’s message to their male consumers is ‘use our product and you will have to fight conquests away with a stick…’. To stress this message LYNX created a new mobile app so that these irresistible men could manage all of these women at once The Ladies Man…  An App was created where the Don Juans simply have to compile a few vital stats about the girls they met recently such as name, birthday, eye color or where they met, so that the app can send individualized messages to them automatically  A video on YouTube explained the concept of the app to encourage men to sign in Success  Over 14,500 views on YouTube  High coverage in the blogosphere Why we liked it…  Even though we highly doubt the actual use of this app in daily life, it is a fun idea to connect with Lynx’s young target group and to create awareness through online coverage Go watch video: http://bit.ly/njrUeX BBH Asia Pacific November 2011 AGENCY Image Credit: android-apps Image Credit: androidzoom Image Credit: YouTube
    6. 6. What's the story…  In Hong Kong, McDonald’s launched its Chicken bacon deluxe burger, one of its best sellers from New York  To highlight the launch the brand commissioned a special fleet of typical NY yellow cabs The New York burger for the Chinese socialite  Customers simply needed to call a free dedicated hotline to make a reservation in advance. The following day the yellow cab showed up to bring them to the McDonald’s restaurant of their choice, free of charge  Passengers were given a coupon for a free New York style burger  For 2 weeks, passengers could flag them down or wait at one of the NY taxi stands that MacDonald’s installed around the city Success  Big impact on all different kinds of media (blogs, twitter, facebook, national TV…)  Most restaurant sold out on launch day  The Chicken Bacon Deluxe became of the fastest-selling burgers for McDonald’s in years Why we liked it…  The effect on sales was phenomenal  McDonalds did an excellent job playing off the image of New York to increase sales and buzz NY YELLOW CABS by Mc Donald’s or how to use an image to increase sales... DDB June 2011 AGENCIES Go watch the video: http://hpar.is/4drn Image Credit: YouTube Image Credit: YouTube Image Credit: trendhunterstatic
    7. 7. Go watch the video: http://tinyurl.com/3u6jph3 Why we liked it…  This innovative idea shows that with simple promotion measures even traditional cultural habits can be overcome XERUD FORTUNE TELLER BY DUREX or how to overcome cultural barriers… Ogilvy Action October 2011 AGENCY Image Credit: creamglobal Image Credit: advertising.chinasmack What's the story…  The condom producer Durex had trouble connecting and informing Taiwanese people about the importance of condoms as the culture is not sexually ‘open’. For that reason, street promoters had difficulties approaching people with the topic of condoms and distributing product samples “See your future”  In order to connect with their target group, Durex installed “Xerud – the Fortune Teller” in several restaurants, bars and clubs where young people gather  Users of the fortune teller machine not only received a fun message about their sexual future, they also received a condom as product sample and information material Success  The machine overcome the strong Taiwanese stigmatism to approach condoms as users of the machines got hands on them without knowing  Product sample distribution increased from 23 samples per hour by street promoters to 77 samples per hour by “Xerud – the Fortune Teller”  Conversation with consumers via Social Media has finally started
    8. 8. What's the story…  Ariel created a very amusing way to demonstrate the cleaning power of its products using one of the most beloved toys in China - the Wii Stained or clean…  Starting in Guangzhou, they placed five-story t-shirts around sixty different locations in China  Ariel turned a Wii controller into an everyday household items – Ariel (the cleaning power), ketchup, mustard and soy sauce (the stainers)  Members of the public were invited to cover the giant T-shirts in sauce, then remove the sauce with the Ariel Wii controller Success  113% increase in sales and a 300% increase in brand awareness during the campaign period  Over $1,000,000 in PR value Go watch the video: http://bit.ly/kRKoSb Why we liked it…  Ariel managed to combine the product attributes with a Chinese pastime – the Wii  The platform was innovative and entertaining, finding new usage for new technology THE BIG STAIN by Ariel or how to increase interaction around a very un-sexy product line... Saatchi & Saatchi May 2011 AGENCY Image Credit: theinspirationroom Image Credit: advertising.chinasmack Image Credit: theinspirationroom
    9. 9. What's the story…  Adidas has followed this principle to bring to life its latest Chinese ad campaign titled, “Don’t Waste Your Wait”. It reinforces the sports brand’s “adidas is all in” campaign.  The idea is to encourage people (in particular urban workers) to better use the time they spend “waiting” by engaging with sports and fitness. Come and have some punch in the subway!  The outdoor promotion was the highlight of the campaign. Customized padded punch-bags were placed in Shanghai’s subway.The slogan said: “Every year you have to wait on the platform for about 1,824 minutes. Don’t waste your time, come and have a punch to relieve some tension!“.  It was supported by TV, Online, and Outdoor advertising that feature Chinese celebrities to show that:“If even the busiest of celebrities can find the time for sport, using anything and everything as a training object, what’s my excuse?“ Success  The movie star of the 3rd photo had 1,011K+ fans of China. More than 10,000 forwarded the advertisement on Weibo (China’s biggest microblogging platform). Why we liked it…  A fun and ‘integrated’ campaign – an advertising campaign that effectively utilises multiple communication channels to engage people at key moments.  Great advertising without spending fortunes on billboards and TV commercials Go watch the video: http://bit.ly/rLd4My TBWA August 2011 AGENCY Image Credit: WEIBO Image Credit: WEIBO Image Credit: campaignbrief DON’T WASTE YOUR WAIT by adidas or how to promote a brand in one of the busiest places…
    10. 10. What's the story…  During the MINI LIVE gala several limited edition and customized models were presented to thousands of fans  MINI wanted to find a way to engage its target group which includes people who work in creative industries as artists, fashion designers and movie directors,as well as ordinary people with interesting hobbies Let the show begin!  In order to promote the MINI CLUBMAN , famous people were invited as symbols of “CROSS OVER”. The MINI LIVE guests included choreographer Christopher Scott and his dance team The LXD (The Legion of Extraordinary Dancers) , former national women volleyball team member Zhao  Ruirui who also draws comics, and chef Richard Blais, renowned for his innovative cooking.  The new creative features of MINI cars were presented by the brand’s top management Success  18,000 people attended the show  People better understood the brand and the cross over identities Why we liked it…  Innovative content about “cross-over” to highlight MINI”s unique identity towards creative and passionate fans.  Thanks to this stylish show, Mini managed to seduce a Chinese audience who mostly prefers big cars QIYI June 2011 AGENCY Image Credit: Tudou MINI LIVE 2011 by MINI or how to promote a mini car to BIG-car oriented fans… Image Credit: Tudou Image Credit: Tudou Go watch the video: http://bit.ly/rUWjW5
    11. 11. What's the story…  The campaign began with the idea that “All ideas start with an ABSOLUT BLANK.”  To support the global ATL campaign, TBWA aimed to encourage the creative community and ABSOLUT fans to interact with each other, fill in the blank and make the ordinary extraordinary via BTL activations. ABSOLUT Art Collection exhibition 2011  The exhibition made its final stop on the 2011 Asia-Pacific tour in Shanghai in July 2011  The promotion was a celebration of art, creativity and popular culture.  The Shanghai exhibition showcased 20 pieces of original artwork from artists like Warhol, Francesco Clemente, Louise Bourgeois and other Chinese artists  TBWA also created a new Chinese website to promote this event. Success  38,736 followers on the offical weibo account (Chinese Twitter)  Hundreds of guests were encouraged to paint their own blank Absolut bottles, an activity that proved a big hit with attendees. TBWA July 2011 AGENCY ABSOLUT BLANK by Absolut Vodka or how to reconcile Art and Popular Culture Why we liked it…  Very interesting platform mixing experiential & digital  Very marketable platform which has successfully been exported to many countries in Asia Pacific Go watch the video:http://v.youku.com/v_show/id_XMjg2NDE0ODg0.html Image Credit:http://edge.neocha.com Image Credit: absolut.com/cn/blank Image Credit: absolut.com/cn/blank
    12. 12. What's the story…  Peugeot wanted to present its RCZ within an engaging artistic installation at PhotoSpring – Arles in Beijing and redefine Peugeot’s image as an emotions trigger and facilitator of the arts Enter the Black Box!  HS&E China created the Peugeot Blackbox -- a large-scale camera obscura, the symbol of photography’s technological origin. Visitors peered inside to discover a video projection of alluring abstractions  The mysterious structure held bright, exciting images, sparking spectators’ curiosity and leaving an impression Success  Local reviews and blogs revealed the impact of the one-month-long installation as having brought a new meaning to the car and the role of Peugeot in the hearts and minds of China’s art world.  Peugeot’s re-positioning enabled the brand to forge a new identity in the media and establish collaborations, present and future, within China’s expanding creative communities Why we liked it…  Playing with the codes: in China, cars are often displayed on a regular stage during car shows etc; on the contrary, our installation aimed at attracting visitor’s curiosity by hiding the car. Image Credit: Peugeot website Image Credit: Peugeot website Image Credit: Peugeot website BLACK BOX by PEUGEOT or how to re-position the brand’s identity “Motion & Emotion” in China… HSE Mai 2011 AGENCY
    13. 13. Havas Sports & Entertainment China Predictions for 2012
    14. 14.  After heavy flirting with social media in 2011, brands will go beyond merely looking at Likes and Fans, and start caring and measuring engagement and community building  The value of a meaningful relationship will be properly appreciated to build strong communities, CRM programs, loyalty and integrated transactions  To prove the effectiveness of social media campaigns, brands will develop more sophisticated measurement algorithms to prove the ROI, more commonly to be known as ROSS (return on social spend)  By the end of 2012, successful brands in social media will have focused more upon increasing their levels of engagement with fans, than the number of fans Thanks to Flickr.com- creative commons http://www.flickr.com/photos/owenwbrown/4857593259/ Social Media Effectiveness ‘Beyond Fans and Likes’
    15. 15. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/31808226@N05/6130296771/  London 2012 will be swamped in social media  More Tweets, shares, Likes, posts, comments, views will take place in 1 month, than ever before  News, scandals, records & exclusives will all be read on Twitter first. Then on the news channels and papers. Footage we aren’t supposed to see, we will. Thanks to Facebook, bit.ly and YouTube  There will be more Likes and friends for London 2012 than any other sporting event, ever. It will remain one of the top 5 trending topics in Twitter globally, for 1 month  During the 100m final there will be more messages, images and videos shared via social media, than at any other time since the dawn of the world wide web The Social Olympics 2012
    16. 16.  Federations, athletes, brands and celebrities will embrace the new digital and social landscape with more confidence  Those that are un-prepared, under resourced and schizophrenic will continue to fear the new world of communities and communications  Athletes will be seen to check-in, update, upload and respond pre, after and even sometimes during a sporting event. Digital devices and applications will relay a kaleidoscope of information about the athlete, in real time, direct to fans and desktops  The ability for a fan to get closer to their hero, will present an enormous opportunity for communities and brands Thanks to Flickr.com- creative commons http://www.flickr.com/photos/caguard/6094723130/ Confidence not fear
    17. 17.  Cyber PR will become more challenging across online influencers who traditionally would blog or tweet about a campaign for free. This will change in 2012. The world’s first million dollar blogger will be created  Already in LATAM, and especially in Mexico, it is not un-common for a blogger to request $15,000 for a Tweet or blog post mentioning or linking to a brand. This emerging trend will spread across the globe  Accessing a blogger, will in some instances require contacting a blog management agency. Blog networks will manage the syndication of posts across a diverse range of interests and passions Thanks to Flickr.com- creative commons http://www.flickr.com/photos/suzanneandsimon/1746100681/ Million Dollars Bloggers
    18. 18. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/pe5pe/3242342574  Sport will continue to become more scientific, and technology will bring the most dramatic imagery and revelations to both big screen and little screen  Enjoyment of sport, even from an armchair, will become a thrilling experience. No longer a lean back and enjoy, but lean forward and immersion  Sports cam technology will bring footage to our screens that we’ve never seen before. From 3D to 4D; slow motion to split screen; helmet cam to ball cam; adrenalin sensors to heart monitors… Sport & Technology
    19. 19.  Campaigns will be created in days and weeks, not months or years. Real time listening, creation, and distribution will mean a trending topic is acted upon, to create the long tail effect of relevance, overnight  Traditional production and content costs will go down, but licensing costs will go up, benefiting bedroom content creators  A fan at a sporting event will get rich quick, over the course of the weekend, at the press of a button. His unique content will be viewed (YouTube giving him advertising revenue for his page), licensed (broadcast revenue) and used without permission, winning a liable case Thanks to Flickr.com- creative commons http://www.flickr.com/photos/walmartcorporate/5793422190/ Agile content : more relevant, less costly
    20. 20. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/mwiththeat/3712998374/  Artists are increasingly asking their fans to not only suggest or create their album artwork, but to contribute to the actual audio that is released on the single or album.  During 2012 we predict an increase in fan sourced audio. More and more fans will contribute to the official release, making the list of credits read like a who’s who of the ultimate fan club.  Brands and artists will embrace this collaborative opportunity. A fan will be supersaulted from his bedroom to the 02 or Wembley stage. Royalties will take this fan from a 1 bedroom apartment, to a beach front bungalow. Fan Sourced Singles
    21. 21. Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/42931449@N07/6088751332/  There will be a continued integration of PR in the marketing, advertising and customer service mix.  Every campaign will have a strong role for PR and this will lead to a stronger and more strategic place for PR professionals around an integrated planning table. Silo’s will continue to be broken down.  Earned media, paid media, owned media and shared media will become standard categories for all PR professionals to consider how they plan and integrate campaigns.  Developing relationships with bloggers in ‘earned media’ will no longer be a speciality of a digital team or agency. All PR agencies will offer this outreach. PR in the media and marketing mix
    22. 22. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/ibikefresno/5892802181/  2011 saw an explosion in the use of Infographics to decipher an analytical story. More than 500,000 Infographics were created. 2012 will continue this trend, but with the addition of video Infographics.  Infographics will evolve with he ability to click through multiple layers of content, creating a rabbit hole of data visualization.  Agencies will create presentations leveraging these new formats. PowerPoint presentations will reduce in the number of slides, with more and more information being displayed creatively on one slide. Infographics and story telling through imagery
    23. 23. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/sanjoselibrary/2944498979/  Content will be more customized for each target audience based upon location, profile, interests and their networks.  Smart filtering and customization will make content more shareable and rewarding. Sharing content across a consumer’s peer groups, will provide another layer of rewards for the consumer. Great content will continue to be viral and shareable.  An increase in mobile content, delivered direct to a consumer’s handset will create connections all through the day, the night, and weekend. Personalized Content
    24. 24.  PR will become more accountable and more accurate in measuring the ROI.  Traditional media monitoring agencies will integrate buzz monitoring services and metrics to provide more accurate qualative and quantative results.  Every PR agency will provide as part of a campaign evaluation : reach, sentiment, influencer analysis and equivalent media value (through an updated media evaluation tool).  Accountability and campaign evaluation will become more accurate and enable more accurate campaign planning and re-optimization. Clients will request greater accountability and performance related pricing models. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/cambodia4kidsorg/3290848259/ PR accountability
    25. 25. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/9382228@N08/4836210531/  Influencer marketing will not just mean inviting a high profile celebrity to an event. Much of the influencer engagement and marketing will take place online.  Influencer identification tools will enable the PR industry to more accurately identify and engage with powerful online advocates. These influencers will be leveraged to not online feature and talk about a campaign, but to be involve din the planning, ideation and evolution of a campaign.  Each agency will create their own rating system to identify the most important influencers pertinent to their objectives PR and the role of Influencers
    26. 26. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/brook/33496825/  1 day a year, everything will shut down, almost. Companies will ask all their staff to ‘switch off and unplug for 24 hours’.  At first employees will be scared and confused. They will scratch their heads wondering how they can perform their job or task, without a digital connection.  After 3 hours a smile will spread across their faces. It will be a beautiful day or real relationships and friendships the old fashioned way, face to face. We will re-discover social skills, beyond Facebook. We will put into perspective the role of digital. It will become a yearly event. Digital Amnesty Day
    27. 27. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/da_belkin/6462640765/  Sporting venues and stadiums are the second most checked-in places worldwide. The most popular checked-in places are airports  Brands, sponsors and rights holders will leverage this opportunity to geo target fans with compelling and shareable content and promotional messages. Having identified a physical fan, data will provide an on-going and customized relationship back to their home  2012 will see a huge increase in the connections between these attending fans, virtual fans and brand messages. 2012 will become the year of social currency – more shareable, more entertaining and more personalized Location Based Entertainment (LBE)
    28. 28. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/zoetnet/4212133196/  Stronger corporate social responsibility, combined with increased consumer awareness of recycling and the need for a cleaner environment, will result in more environmentally friendly events.  Sponsors will require event producers to have committed to make the event as carbon neutral as possible. Sponsors will consider this ‘green score’ just as much as the number of attendees and media value.  Recycling will have high visibility at each event and be a creative and entertaining activity that attendees warmly embrace. Live events get greener
    29. 29. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/vdrg/5458584580/  Whilst large scale events will remain a key feature of a brand’s yearly outdoor calendar, increasingly brands will take to the streets, beaches and parks with impromptu pop up events.  There will be equal investment in large scale one offs with small socially promoted flash mobs.  Mystery and intrigue will be created in the run up to a pop up event, but only announced in the last 48 hours through social media. Pop Up Events and Experiences
    30. 30.  http://www.venturebeat.com  http://www.businessweek.com/the_thread/brandnewday/  http://trendwatching.com  http://mashable.com/  http://www.nma.co.uk/  http://www.partnershipactivation.com/  http://www.fastcompany.com/  http://brand-e.biz/  http://www.eventmarketer.com/  http://www.bloguerrilla.it/  http://www.adforum.com/index.asp  http://www.adweek.com/aw/index.jsp  http://adverblog.com/  http://mastercom.over-blog.com/  http://creativecriminals.com/  http://clients.pcni.fr/trendz/index_en.html  http://www.auslatics.com/  http://blog.becausexm.com/  http://trendspotting.com/  http://www.luckie.com/  http://mpg.com/case-studies.php  http://www.electronlibre.com/  http://www.saycheese.co.uk/magazine/SCMAGAZINE2010.ht ml  http://www.brandrepublic.com  www.trendcentral.com  http://www.mediapost.com/publications/  http://www.agentwildfire.com/  http://www.springwise.com/ideas/  http://www.trendhunter.com/  http://adage.com/  http://www.psfk.com/  http://blog.becausexm.com/  http://www.docnews.fr  http://www.contagiousmagazine.com/  http://blogopub.tv/  http://www.gaduman.com/  http://www.paper-plane.fr/  http://www.blogoergosum.com/  http://publigeekaire.com/  http://trendspotting.com/  http://www.luckie.com/  http://mpg.com/case-studies.php  http://www.electronlibre.com/  http://www.novactif.com/  http://fr.blog.buzzparadise.com  http://www.wired.com  http://www.techcrunch.com OUR SOURCES OF INSPIRATION
    31. 31.  http://gregorypouy.blogs.com  http://www.woweffect.be/  http://www.marketing-alternatif.com/  http://www.influencia.net/  http://www.vanksen.fr/blog  http://blogopub.tv/guerilla+marketing  http://www.fubiz.net  http://www.leblogdebango.fr  http://www.artskills.net  http://www.tribords.com  http://www.trendsnow.net  http://www.buzzeum.com  http://www.roycod.com  http://www.culturepub.fr  http://viacomit.net  www.adsoftheworld.com  http://theadbuzz.com/  http://theinspirationroom.com  http://www.ibelieveinadv.com  http://scaryideas.com/  www.mashable.com  http://emarketinglicious.fr/  http://publigeekaire.com/  http://www.paper-plane.fr/  http://gregorypouy.blogs.com/  http://jedblogk.blogspot.com/  http://www.trendspotin.com/  http://curiositycounts.com/  http://www.brandingmagazine.com/  http://www.adverblog.com/  http://notrelienquotidien.com/  http://www.camillejourdain.fr/  http://www.conseilsmarketing.fr/  http://www.jbonnel.com/  http://www.marketing-chine.com/  http://www.darkplanneur.com/  http://www.culture-buzz.fr/  http://www.webandluxe.com/  http://www.narominded.com/  http://www.blogoergosum.com/Publiz  http://www.blogpersonalbranding.com/  http://www.webmarketing-com.com/  http://www.reseaux-professionnels.fr/  http://marketing-insolite.blogspot.com/  http://henrikaufman.typepad.com/et_si_lon_parlait_marketing  http://www.webmarketingjunkie.com/  http://www.creativeguerrillamarketing.com/  http://www.docnews.fr  http://up2social.com  http://thenextweb.com/dd/  http://www.pariscomlight.com/  http://publigeekaire.com/  http://www.nicolasbordas.fr/  http://gregorypouy.blogs.com/  http://www.minutebuzz.com/  http://z-factory.blogspot.com/  http://www.paper-plane.fr/  http://www.kesako-le-blog.fr/  http://mashable.com/  http://www.publiz.net/  http://www.vanksen.fr/blog/  http://www.emarketinglicious.fr/ OUR SOURCES OF INSPIRATION
    32. 32. For any question, comment or request, please contact us: Xavier Daurian General Manager - China Xavier.Daurian@havas-se.com http://www.havas-se.cn

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