Havas Sports & Entertainment Chile Review of 2011 and 2012 predictions


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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 Chile, 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 Rainer Grob, 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:

Rainer Grob

Managing Director, Havas Sports & Entertainment Chile



We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.

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  • The Lady Million Blogger,puig, HSE, HSE miami, Pr campaign, perfume campaign, social media campaign, digital, digital experience, create engagement communication platform,Los Caballeros, Las PrefierenBrutas, Alejandro, efficient, digital media campaign, blog traffic
  • 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/
  • Sports subscriptions, sports marketing revenue model, sports rights package, YouTube, Facebookhttp://www.flickr.com/photos/mikecogh/6123331851/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 Chile Review of 2011 and 2012 predictions

    1. 1. Havas Sports & Entertainment ChileReview of 2011 and predictions for 2012A Selection of Best Cases from Latin America
    2. 2. HS&E selected Latam cases in 2011 SOCIAL MEDIA/DIGITAL  Viral Marketing  Community management  Advergaming  Mobile Marketing  Seeding  Blogger relations  Social Media PR & CONTENT  Influence Marketing  Media relations  Live Measurement  Editorial content  …  Celebrities endorsement  E-influence  Lobbying  Social MediaEXPERIENTIAL  Media partnerships  Branded TV programs Live events  Cross media strategies Grassroots programs  Product placement Hospitality  Brand TV channels POS animations  Radio programming Street Marketing  Web channels Product sampling  Advertiser Funding Internal incentives Programs Creative/ OOH Guerrilla Marketing
    3. 3. FOX AT PLANETA TERRA by Volkswagen or how to become the top trending topic on Twitter... Whats the story…  Volkswagen sponsored the Planeta Terra Festival in São Paulo  The festival provided VW with the perfect platform to introduce their new trendy Fox to its target demographic Find the Fox and punch your event tickets…  VW hid tickets for the festival in 10 different places within the city. In order to find the tickets fans had to tweet #foxatplanetaterraImage Credit: brand.gamania.com  The more tweets, the closer the zoom got to the location. The first one to arrive at one of the 10 ground zero’s won a pair of tickets Success  The race went on for 4 straight days  #foxatplanetaterra became the top topic on Twitter in São Paulo in less than 2 hours and remained there for the entire length of the competition reaching the entire city – regardless of age group  More than 50,000 views on YouTube & Vimeo combinedImage Credit: misterviral Go watch the video: http://bit.ly/ig8qnh AGENCY Why we liked it… AlmapBBDO  Success! How to keep your brand as the top trending Twitter topic while as the same time create an excellent brand experience February 2011Image Credit: brand.gamania.com
    4. 4. THE LADY MILLION BLOGGER by Puig or how to create an engaging relationship with consumers in a personable, fun and fresh way Whats the story…  A communication platform that centers all its efforts on The Lady Million Blogger. A character to extend the brand universe and create engagement between consumers and the Lady Million lifestyle. A digital experience!  The hit TV show, Los Caballeros Las Prefieren Brutas provides a perfect affinity avenue to introduce the new Lady Million Blogger. The character of the Lady Million Blogger is seamlessly integrated within the universe of the show through a series of 3 short films that romantically link her to Alejandro, the popular male lead on the show. Which culminates in a cameo bringing the integration full circle.Image Credit: Glossy-Kiss  A blog serves as a pivotal platform to house the Lady Million Blogger adventures and for consumers to interact directly with the character.  A social media campaign ignites a wave of buzz around the blog.  And a targeted, efficient, digital media campaign helps bring traffic to the blog. Success (In the first 2 Months)  Over 41,628 Visits  Over 66,000 Page ViewsImage Credit: Vimeo Video  Over 455 Facebook Likes  Over 158 User Tweets  Over 25 Million Impacts  Check out the blog @ (http://www.ladymillionblog.com) Go watch the video: http://vimeo.com/33079878 AGENCY Why we liked it… HSE Miami A clever way to integrate a brand seamlessly into relevant content with strong affinity to the target as a shoe in to create a dynamic space for the brand to engage with its consumer.Image Credit: ladymillionblog Since Oct 2011
    5. 5. POOLBALL by Budweiser or how to create a new sport... Whats the story…  Budweiser developed a campaign linking two of mens passions – drinking and soccer Soccer and beer – a marriage made in heaven...  They introduced the biggest pool table ever, 7 x 3 meters large, and redesigned 15 soccer balls to look like pool balls  The rules were the same as regular pool but instead of cues, players could use any soccer legalImage Credit: geeky-gadgets.com limbs to strike the balls  A fridge was integrated under the pool table to refresh players and ensure that they would keep coming back (Budweiser of course) Success  More than 280 players played each night for a total of more than 700 players  ESPN and Fox Sports broadcasted the event live  870,000+ YouTube viewsImage Credit: newsmaker4.com Go watch the video: http://bit.ly/eQ9smt AGENCY Why we liked it… Ogilvy  Any event that manages to be broadcasted on ESPN and Fox Sports is a great success April 2011Image Credit: theinspirationroom.com
    6. 6. THE RUSH HOUR CINEMA by Coca Cola or how to reach your consumer when they cant go anywhere... Whats the story…  To promote small Coca-Cola bottles the brand turned a traffic jam into a drive in cinema in Bogota, the capital city of Colombia Getting factory hits the highway…  A giant billboard was situated strategically in Bogota where there are many traffic jams  Short movies were displayed around the time when traffic get toughImage Credit: elmaaltshift  Drivers could tune into the audio by listening to a specific radio frequency displayed on-screen  Coca Cola hostess were delivering popcorns and the brand new 250ml Coca Cola bottles to onlookers Success  183,332 people were stuck in traffic during the campaign at this intersection, creating an immediate media reaction on television and press  More than 2,500,000 views on social network platformsImage Credit: fruktcomms Go watch the video: http://bit.ly/pRDQ0u AGENCY Why we liked it… Ogilvy  Great street marketing application, transforming an unpleasant moment into a positive experience, in keeping with the brand’s philosophy May 2011Image Credit: 2dayconsultoria
    7. 7. ANTARCTICA BREATHALYZER by Ambev or how to spread an important message via humor... Whats the story…  In Brazil, where there is zero tolerance against drunk driving, Ambev launched the Antarctica Breathalyzer which incitates drunk people to go home with a taxi Save a life, take a taxi…  Ambev turned the drunk driving breath test into something fun and different and took it where it would be most effective, inside a bar  On the video screen, a girl invited people to take the test with a real breath test sensor calledImage Credit: YouTube the “Breathalyzer”  If the sensor detects that the person has been drinking, it shows the real danger of being under the influence of alcohol by displaying a girl totally different from the one who invited them to take the test  Then the Breathalyzer prints a taxi ticket that gives a 50% discount on any ride on one of Ambev’s taxis used for the operation Success  The message was passed and understood in a direct and interactive way: “when drinking goes up, judgement skills go down.”Image Credit: YouTube Go watch the video: http://bit.ly/kRePrT AGENCY Why we liked it… Almap BBDO  This campaign was able to speak to a target about a non-fun subject without over- imposing and keeping it funny June 2011 Image Credit: YouTube
    8. 8. SPECIAL VENDING MACHINE BY LAYS or how to increase buying intention at Point of Sale… Whats the story…  Lays wanted created a sampling campaign at the POS for its potato chips. In order to further create awareness of the campaign and increase buying intention, Lays create a special vending machine “Potatoes instead of coins”  Promoters near special Lays vending machines in big supermarkets distributed real potatoes  When people found the vending machine, they realized it only worked with potatoes insteadImage Credit: thefutureofads of coins  After having inserted one potato in the machine, a big screen appears and the person in front of the vending machine can see what seems to happen with the potato… Washed, peeled, cut, cooked, salted and packed in a typical Lays package! Success  10,000 YouTube viewsImage Credit: Jeanchristophebonis Go watch the video: http://youtu.be/54Y0s0t3S2o AGENCY BBDO Why we liked it…  The current trend is that every brand tries to be innovative in Social Media. But followers on Social Media alone do not create turnover  This innovative spirit can also boost sales when used for traditional marketing approaches. Innovation at the POS may even pay out more as people are prepared for consumption October 2011Image Credit: thefutureofads
    9. 9. MAKE SOME NOISE by Coca Cola or how to test national football team supporters’s fervour Whats the story…  The Argentinian enthousiasm for football is known by the whole world. Coca Cola has come up with a campaign that encourages supporters to make more and more noise throughout the televised viewing of the match ... If there isn’t noise, no match “No sound, no match”  Several giant screens dispersed in Buenos Aires aired the Argentina selection’s Copa America 2011 matchsImage Credit Trends2you  The aim of this operation was to test the south american fervour for football. If viewers weren’t playing an active part in supporting their team, the match was no longer displayed on the screens  Thanks to sound level measurement instruments, during all the match, the match was seen… or not Success  Over 61,000 video views on Youtube  Many ad specialized blogs relayed the operation.Image Credit Shotmcn’s blog Go watch the video: http://bit.ly/pFwW5A AGENCY Why we liked it… OgilvyAction  A brand gave consumers the ultimatum, “give something otherwise you’ll get nothing” resulting in an advertising operation that was innovative and interactive July 2011Image Credit Lavart Collective
    10. 10. SPYING ON MARISA by MARISA LINGERIE or how to drive the mix between sexy and funny... Whats the story…  Marisa is a Brazilian retail chain in womens clothing for mainstream class audience  The company wanted to launch a new concept store that specialized in lingerie. Before the launch could go ahead, some stores would have to be closed for renovation work, to prepare them for the new concept look  Marisa wanted to create excitement about the new stores and create an experience for consumers who were unable to shop at the store as some compensation for finding it closed “Go ahead, have a peak”  A teaser campaign in OOH media close to the shops signaled the upcoming renovations, with a countdown to the opening of the new improved storeImage Credit creamglobal.com  When people looked in the installed hole, it attracted the attention and curiosity of passers-by. Then a countdown to the end of the renovations and the re-opening day appeared Success  The public interacted for an average of 1 to 2 minutes with the installation, calling others around to also participate. Soon there were videos posted on YouTube of people’s reaction as a joke, accumulating more than 80,000 views in less than four days  News of the activity spread rapidly across national and international websites, blogs, newspapers and magazines, accounting for more than 80 news articles in the week of its launch  This campaign was shortlisted at the 2011 Festival of Media Awards in the Best Event/Activation categoryImage Credit YouTube Go Watch the video : http://bit.ly/nhiddx Why we liked it… AGENCY  This new and sexy way to communicate about a re-opening Fischer & Fala  A lot of OOH campaigns could be vulgare but Marisa drove this one very cleverly and funny September 2011Image Credit YouTube
    11. 11. SPREAD THE TED by TED or how to use word-of-mouth to spread your ideas... Whats the story…  TED seeks to spread ideas and to inspire local citizens in Buenos Aires Taxi Drivers turn into a new communication media...  TED invited taxi drivers to their legendary TED meeting and after listening to 6 hours of conferences, they were sent back to work and picking and driving passengersImage Credit: theinspirationroom  While driving their passengers, they shared what they learned from the conference with them and delivered the message in a more engaging and personable way Success  50 taxis x 20 passengers a day x 1 week = 7000 listeners (7 times the TED’s Buenos Aires Audience)  More than 55,000 YouTube views  5:0 positive sentiment on Social MediaImage Credit: paperblog Go watch the video: http://hpar.is/4dd1 AGENCY Why we liked it… Olgivy  TED engaged with the kings of word of mouth: Taxi Drivers, bringing the TED concept close to the common people creating energy and buzz around it  It made a clever use of the most powerful media : people  So simple. So smart! Coming soon … hairdressers April 2011Image Credit: coloribus
    12. 12. RETURN by The Surfrider Foundation or how to generate cause awareness... Whats the story…  9.75 tons of garbage were left on Rio de Janeiro’s beaches last summer alone - The Surf Rider Foundation had to find a way to make people aware of the importance of throwing away their garbage Garage will come back to haunt you...  The Surfrider Foundation used a mailing list of associated surf shops and NGOs and sent 10,000Image Credit: hugitforward ecological boxes to people’s houses with objects that were left on the beach  Inside the box was a message: "The garbage thrown on the sea returns someday. For everybody." leaving it clear that, even ones who never threw garbage on the beach, one day, may suffer the consequences  They also took boxes in bars in Rio de Janeiro and checked people’s reactions personnally Success  A total of 10,000 boxes were sent to people’s houses containing plastic cups, ice-cream packages, cans or water bottlesImage Credit: YouTube  The operation received strong media coverage in Brazil  15,000 views on YouTube Go watch the video: http://bit.ly/ieWVcw AGENCY Why we liked it… Script  The Surfrider Foundation managed to find a way to impact beachgoers personally – making an impact without being considered offensive March 2011Image Credit: YouTube
    13. 13. Havas Sports & Entertainment ChilePredictions for 2012
    14. 14. Social Media Effectiveness ‘Beyond Fans and Likes’ 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) Thanks to Flickr.com- creative commons http://www.flickr.com/photos/owenwbrown/4857593259/ 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
    15. 15. The Social Olympics 2012 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 Thanks to Flickr.com- creative commons of the top 5 trending topics in Twitter globally, for 1 http://www.flickr.com/photos/31808226@N05/6130296771/ 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
    16. 16. Confidence not fear 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 Thanks to Flickr.com- creative commons http://www.flickr.com/photos/caguard/6094723130/ The ability for a fan to get closer to their hero, will present an enormous opportunity for communities and brands
    17. 17. Million Dollar Bloggers 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 Thanks to Flickr.com- creative commons range of interests and passions http://www.flickr.com/photos/suzanneandsimon/1746100681/
    18. 18. Sports Subscriptions Sports federations will face a huge challenge in 2012: “How to evolve their (traditional) broadcasting rights package, when many of their audience are no longer tuning into traditional broadcast channel, and in some countries don’t even own a TV anymore?” With more and more fans watching mainstream and niche sports on the web; on social networks; on mobile devices, successful federations will embrace the opportunity Thanks to Flickr.com- creative commons http://www.flickr.com/photos/mikecogh/6123331851/
    19. 19. Sport & Technology 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 immerse. 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… Thanks to Flickr.com- creative commons http://www.flickr.com/photos/pe5pe/3242342574
    20. 20. Agile content : more relevant, less costly 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 Thanks to Flickr.com- creative commons http://www.flickr.com/photos/walmartcorporate/5793422190/
    21. 21. Fan Sourced Singles 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 management. Fans are already able to participate and take control of the artist selection process before they become famous. We suspect this trend will strengthen within the coming year. Brands and artists will embrace this collaborative opportunity. A fan will be supersaulted from his Thanks to Flickr.com- creative commons bedroom to the 02 or Wembley stage. Royalties will http://www.flickr.com/photos/mwiththeat/3712998374/ take this fan from a 1 bedroom apartment, to a beach front bungalow.
    22. 22. PR in the media and marketing mix 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. Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/42931449@N07/6088751332/ 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.
    23. 23. Infographics and story telling through imagery 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. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/ibikefresno/5892802181/
    24. 24. Personalized Content 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. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/sanjoselibrary/2944498979/
    25. 25. PR accountability 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 Thanks to Flickr.com- creative commons http://www.flickr.com/photos/cambodia4kidsorg/3290848259/ more accurate and enable more accurate campaign planning and re-optimization. Clients will request greater accountability and performance related pricing models.
    26. 26. PR and the role of Influencers 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 Thanks to Flickr.com- creative commons their objectives http://www.flickr.com/photos/9382228@N08/4836210531/
    27. 27. Digital Amnesty Day 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 Thanks to Flickr.com- creative commons yearly event. http://www.flickr.com/photos/brook/33496825/
    28. 28. Location Based Entertainment (LBE) 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 Thanks to Flickr.com- creative commons – more shareable, more entertaining and more http://www.flickr.com/photos/da_belkin/6462640765/ personalized
    29. 29. Live events get greener 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. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/zoetnet/4212133196/
    30. 30. Pop Up Events and Experiences 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. Thanks to Flickr.com- creative commons http://www.flickr.com/photos/vdrg/5458584580/
    31. 31. “OUR SOURCES OF INSPIRATION  http://www.venturebeat.com  www.trendcentral.com  http://www.businessweek.com/the_thread/brandnewday/  http://www.mediapost.com/publications/  http://trendwatching.com  http://www.agentwildfire.com/  http://mashable.com/  http://www.springwise.com/ideas/  http://www.nma.co.uk/  http://www.trendhunter.com/  http://www.partnershipactivation.com/  http://adage.com/  http://www.fastcompany.com/  http://www.psfk.com/  http://brand-e.biz/  http://blog.becausexm.com/  http://www.eventmarketer.com/  http://www.docnews.fr  http://www.bloguerrilla.it/  http://www.contagiousmagazine.com/  http://www.adforum.com/index.asp  http://blogopub.tv/  http://www.adweek.com/aw/index.jsp  http://www.gaduman.com/  http://adverblog.com/  http://www.paper-plane.fr/  http://mastercom.over-blog.com/  http://www.blogoergosum.com/  http://creativecriminals.com/  http://publigeekaire.com/  http://clients.pcni.fr/trendz/index_en.html  http://trendspotting.com/  http://www.auslatics.com/  http://www.luckie.com/  http://blog.becausexm.com/  http://mpg.com/case-studies.php  http://trendspotting.com/  http://www.electronlibre.com/  http://www.luckie.com/  http://www.novactif.com/  http://mpg.com/case-studies.php  http://fr.blog.buzzparadise.com  http://www.electronlibre.com/  http://www.wired.com  http://www.saycheese.co.uk/magazine/SCMAGAZINE2010.html  http://www.techcrunch.com  http://www.brandrepublic.com
    32. 32. “OUR SOURCES OF INSPIRATION  http://gregorypouy.blogs.com  http://www.camillejourdain.fr/  http://www.woweffect.be/  http://www.conseilsmarketing.fr/  http://www.marketing-alternatif.com/  http://www.jbonnel.com/  http://www.influencia.net/  http://www.marketing-chine.com/  http://www.vanksen.fr/blog  http://www.darkplanneur.com/  http://blogopub.tv/guerilla+marketing  http://www.culture-buzz.fr/  http://www.fubiz.net  http://www.webandluxe.com/  http://www.leblogdebango.fr  http://www.narominded.com/  http://www.artskills.net  http://www.blogoergosum.com/Publiz  http://www.tribords.com  http://www.blogpersonalbranding.com/  http://www.trendsnow.net  http://www.webmarketing-com.com/  http://www.buzzeum.com  http://www.reseaux-professionnels.fr/  http://www.roycod.com  http://marketing-insolite.blogspot.com/  http://www.culturepub.fr  http://henrikaufman.typepad.com/et_si_lon_parlait_marketing  http://viacomit.net  http://www.webmarketingjunkie.com/  www.adsoftheworld.com  http://www.creativeguerrillamarketing.com/  http://theadbuzz.com/  http://www.docnews.fr  http://theinspirationroom.com  http://up2social.com  http://www.ibelieveinadv.com  http://thenextweb.com/dd/  http://scaryideas.com/  http://www.pariscomlight.com/  www.mashable.com  http://publigeekaire.com/  http://emarketinglicious.fr/  http://www.nicolasbordas.fr/  http://publigeekaire.com/  http://gregorypouy.blogs.com/  http://www.paper-plane.fr/  http://www.minutebuzz.com/  http://gregorypouy.blogs.com/  http://z-factory.blogspot.com/  http://jedblogk.blogspot.com/  http://www.paper-plane.fr/  http://www.trendspotin.com/  http://www.kesako-le-blog.fr/  http://curiositycounts.com/  http://mashable.com/  http://www.brandingmagazine.com/  http://www.publiz.net/  http://www.adverblog.com/  http://www.vanksen.fr/blog/  http://notrelienquotidien.com/  http://www.emarketinglicious.fr/
    33. 33. For any question, comment or request, please contact us: Rainer Grob Managing Director rainer.grob@havas-se.com http://www.havas-se.com