Widget Marketing


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Widgets are a great way to make your TG participate in your marketing campaigns.... some really good examples here.

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Widget Marketing

  1. 1. Involving customers….
  2. 2. <ul><li>What is a widget? </li></ul><ul><li>Rise in widget popularity </li></ul><ul><li>Why are brands interested? </li></ul><ul><li>Widget case studies </li></ul>
  3. 3. <ul><li>What is a widget? </li></ul>
  4. 4. Widget definition Definition Mobile Widgets Web Widgets Desktop Widgets A widget is a small program or application which provides or interacts with information in a moveable and customisable way. Widgets can be almost anything including games, tickers, video & audio players, quizzes, slideshows and productivity tools. Widgets can be downloaded onto desktops, web pages (such as start pages, social networks, blogs) and mobiles. Widget Landscape
  5. 5. <ul><li>Rise in widget popularity </li></ul>
  6. 6. The popularity of web widgets has risen in tandem with the rise in social networking <ul><li>Drivers </li></ul><ul><li>Facebook platform </li></ul><ul><li>In May 07 Facebook opened up its platform to third-party developers, allowing them to create widgets (called applications on Facebook) which would work in the Facebook environment. </li></ul><ul><li>The developers got deep access to Facebook users and in return Facebook became a rich platform for third party applications/widgets. </li></ul><ul><li>Opensocial </li></ul><ul><li>In Oct 07 Google launched a system allowing developers to create applications for a variety of social networks including Bebo, Linkedin and MySpace. </li></ul><ul><li>This allows developers to spread their applications across social networks, allowing them to avoid having to learn a new ma,rkup language for each social networking site. </li></ul><ul><li>Size </li></ul><ul><li>These developments are having a major impact upon the growth and popularity of widgets amongst the social networking audience. </li></ul>Source: Adonomics/eMarketer Web Widget Viewers Worldwide, April 2007
  7. 7. <ul><li>Why are brands interested? </li></ul>
  8. 8. Widgets offer brands a number of exciting marketing opportunities <ul><li>Viral distribution </li></ul><ul><li>The viral nature of widgets has made them attractive to marketers looking for ways to tap into the massive social networking audience. </li></ul><ul><li>For example, there were around 60m users on Facebook by the end of 2007. This audience is viral and active – engaged in frequent and meaningful contact with each other. </li></ul><ul><li>When a user likes an application he invites his friends and these friends invite their friends in turn – allowing the application to grow exponentially in popularity. </li></ul><ul><li>Pull rather than Push. Changes the way content is disseminated on the Web – gets content onto other people’s web pages. </li></ul>Widgets are spread virally Source: http://www.nfp2.co.uk/2007/03/06/widgets-of-the-world-unite/
  9. 9. Widgets offer brands a number of exciting marketing opportunities <ul><li>Engagement </li></ul><ul><li>Good widgets are interactive ensuring that users remain engaged with the widget and spend a lot of time with it. </li></ul><ul><li>The ability of widget providers to push fresh information to consumers via the widget ensures that if well done, engagement remains high. </li></ul><ul><li>Personalisation </li></ul><ul><li>Rather than visiting individual sites for different types of information or entertainment, users are increasingly designing their own online destinations - whether blogs, profiles, or other personal pages - and adding content from multiple sources. </li></ul>Flixster Movie Widget Example Engagement: updated comparison of movie tastes amongst friends Personalisation: favourite movies displayed Your reviews published
  10. 10. <ul><li>A few Case Studies </li></ul>
  11. 11. Sample branded widgets Widget Sophistication Widget Popularity Branded Widget Overview Music/Ent Travel Apparel/Fashion FMCG Package Delivery Category Key Note: The examples above are indicative
  12. 12. <ul><li>Music/Entertainment </li></ul>
  13. 13. Dylan ‘messaging service’ widget <ul><li>Objective </li></ul><ul><li>Sony BMG commissioned Techlightenment to create a Facebook App to celebrate Bob Dylan’s forthcoming single and his Greatest Hits album. </li></ul><ul><li>Description </li></ul><ul><li>Customizable version of famous Dylan video, Subterranean Homesick Blues. </li></ul><ul><li>Enter in the text that Dylan scrolls through in the video and which appears on your Facebook profile. </li></ul>
  14. 14. Alicia Keys ‘extra content’ widget <ul><li>Objective </li></ul><ul><li>The objective was to raise awareness for the release of Alicia Keys’ new album, ‘As I Am’. </li></ul><ul><li>This ‘extra-content’ widget was produced for fans to put on their MySpace or Facebook pages. </li></ul><ul><li>Description </li></ul><ul><li>Weekly studio footage was downloaded to fans via the widget, giving insight into the process behind creating the album. </li></ul><ul><li>It also allowed fans to upload videos, comments and pictures to a fan channel accessible via the widget. </li></ul>
  15. 15. Radiohead ‘extra content’ widget <ul><li>Objective </li></ul><ul><li>Radiohead have taken an extremely unconventional approach to prompting and marketing their new album, ‘In Rainbows’. </li></ul><ul><li>This ‘extra content’ widget was made available for online usage via wide range of social networks and also as a desktop application. </li></ul><ul><li>Description </li></ul><ul><li>It takes the form of a TV with a number of different channels to choose from. Each channel takes the theme of a song from the album. </li></ul><ul><li>By clicking on a channel you get video content featuring the band, with each track played in different locations. </li></ul>Source: Widgify
  16. 16. Blockbuster ‘distribution channel’ widget <ul><li>Objective </li></ul><ul><li>‘ Movie clique’ is a widget built by Blockbuster to promote their online movie service, but also to offer existing customers a new distribution channel as they can order films via the widget. </li></ul><ul><li>Description </li></ul><ul><li>Enables Facebook users to search thousands of movie titles, create lists of favourites, as well as ratings and reviews to share with their friends. </li></ul>Source: http://www.facebook.com/press/releases.php?p=9171
  17. 17. <ul><li>Logistics </li></ul>
  18. 18. UPS ‘package delivery’ widget <ul><li>Objective </li></ul><ul><li>The UPS Widget, a small animated character and downloadable desktop application, lets customers track packages from their computers well as link to other UPS services directly from their desktop. </li></ul><ul><li>Description </li></ul><ul><li>Launched in September 07, and being promoted via an integrated print, outdoor, online and DM campaign, the UPS Widget can be downloaded from a 3D interactive web site www.ups.com/widget. </li></ul>
  19. 19. <ul><li>Travel </li></ul>
  20. 20. STA travel widgets <ul><li>Objective </li></ul><ul><li>The student-focussed travel company, STA, offers a range of desktop widgets which keep help customers to plan and look forward to their trips. </li></ul><ul><li>This helps to keep the brand front-of-mind. </li></ul><ul><li>Description </li></ul><ul><li>Travellers can place a series of widgets which include a travel countdown, weather comparison, travel to-do list and special offers device on their desktop (as well as on their website or social networking page). </li></ul>
  21. 21. <ul><li>Apparel/Fashion </li></ul>
  22. 22. Topshop ‘fashion fix’ widget <ul><li>Objective </li></ul><ul><li>This widget can be downloaded to the desktop or to a web destination. </li></ul><ul><li>To keep Topshop customers engaged with the latest Topshop fashions. </li></ul><ul><li>Description </li></ul><ul><li>Allows users to view and vote on different Topshop fashion items. </li></ul><ul><li>After downloading the widget, TopShop sends the users a daily ‘fashion fix’, giving them styles and ideas from Topshop fashion ‘experts’. </li></ul>
  23. 23. <ul><li>FMCG </li></ul>
  24. 24. Red Bull ‘Rock, Paper, Scissors’ widget <ul><li>Objective </li></ul><ul><li>Facebook wanted to promote its brand by producing a game-based widget which would connect well with the Facebook audience. </li></ul><ul><li>Description </li></ul><ul><li>The Roshambull widget is an online version of the school playground game, ‘Rock, Paper, Scissors’. </li></ul><ul><li>Users can challenge their friends and compile stats and a ‘scouting sheet’ on performance. </li></ul>
  25. 25. Sprite ‘Sips’ widget <ul><li>Objective </li></ul><ul><li>Coca-Cola are looking to promote the Sprite brand by getting Facebook users to download the Sprite Sips application. </li></ul><ul><li>This widget is supported by a new Facebook Page for Sprite Sips in addition to a series of Social Ads that leverage Facebook’s natural viral communications to spread the application across its user base. </li></ul><ul><li>Description </li></ul><ul><li>Users will be able to create, configure and interact with an animated ‘Sprite Sips’ character. </li></ul><ul><li>For consumers in the United States, the experience can be enhanced by entering a PIN code found under the cap of every 20 oz. bottle of Sprite to unlock special features and accessories. </li></ul>Source: http://www.facebook.com/press/releases.php?p=9171
  26. 26. Stay Tuned for More!!! Digivine.wordpress.com