A digital platform is not an advertising idea!

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In advertising, a digital platform is not an idea! It's a tool for idea creation. So stop trying to create platforms and start building upon existing ones.

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A digital platform is not an advertising idea!

  1. 1. DIGITAL PLATFORMS AND IDEAS. A presentation by Jason Culbertson
  2. 2. A DIGITAL PLATFORM IS NOT AN IDEA. IT’S ATOOL FOR IDEAS.
  3. 3. LIKE ANYTOOL IT NEEDSTO BE USEFUL OR NO ONE WILL CARE.
  4. 4. IT CAN BE SOCIAL.
  5. 5. • 53% of Facebook users play social games • Zynga engages over 250 MM players/mth • Advertising is less than 10% of revenues • Brands must seek a fit and utility within the game SOCIAL GAMING
  6. 6. TOYOTA PRIUS + MONOPOLY Toyota integrated the Prius into the social game Monopoly by using the car as a game piece and tying inToyota’s green initiatives into the game itself.
  7. 7. IT CAN BE ENGAGING.
  8. 8. • 42% of US consumers are multitasking online while watchingTV • Over 1MM members checking intoTV shows via GetGlue • IntoNow fromYahoo can identify a show within seconds and deliver unique content SOCIALTELEVISION
  9. 9. OLD NAVY + SHAZAM Old Navy partnered with Shazam to let users tag Old Navy-branded pop music featured in theTV campaign and unlock and shop the looks featured in those spots.
  10. 10. IT CAN BE CURATED.
  11. 11. •Vital role in raising awareness and driving engagement • 44% of Fortune 500 companies have used crowdsourcing with 95% finding it valuable. • Can have negative impact as conversation is not controlled. CROUDSOURCING
  12. 12. IKEA + FACEBOOK For the opening of the new IKEA Malmö store, Ikea created a Facebook campaign.The mission was to create something engaging that would have the potential of spreading by itself beyond the borders of the Malmö region.They allowed users to tag items in photos with their names for the opportunity to win that particular item.
  13. 13. IT CAN BE EXPERIENTIAL.
  14. 14. • 40 MM+ have checked in using geo-location services • Biggest barrier to entry is consumer concerns regarding privacy • Most important motivation for consumers is the social component of location • Marketers must create rewards and reinforcements that yield richer social connections with their customers GEO-LOCATION
  15. 15. NIKE + FACEBOOK PLACES Teaming up with Koi Fusion, a popular food truck, Nike tweeted clues to followers in search of the Koi Fusion truck, once found, users had to check in with Facebook Places and then order a secret menu item…The Destroyer Burrito. Get there in time, with the right info and they scored a special Destroyer jacket.
  16. 16. OR IT CAN BE ENRICHING.
  17. 17. • NFC is built into mobile devices so no application downloads • Can support actions like sharing files and media between devices, advertising, ticketless transactions and more • Predictions for over 35 million supported handsets by 2012 and around 868 million by 2015 NEAR FIELD COMMUNICATION
  18. 18. NOVA FM +TAPIT Nova FM, an Australian radio station, launched an outdoor campaign, in partnership with the near field communication companyTapit, which enables consumers with NFC capable phones to simply tap their phones against the outdoor billboards to immediately start listening to Nova.
  19. 19. WHAT DOESTHIS ALL MEAN?
  20. 20. IDEAS WILL PERSIST ASTHETOOLS THATTHEY USE CONTINUETO CHANGE.

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