1. 2012 Emerging Platforms Discussion
May 2012

2. Frank
Cooper
@f3cooper
@PepsiCo
CMO and
Chief Culture
Officer
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3. FRANK’S INFLUENCERS
“Clive Davis giving a moving speech dedicating the evening to
Whitney Houston..” @f3Cooper
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5. CULTURE’S ROLE FOR BRANDS
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6. SPONSORSHIP
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7. SPONSORSHIP
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8. SPONSORSHIP
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9. SPONSORSHIP
Need to think about brands as more than a funding source because brands are thinking
about their role in more sophisticated ways.
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10. r
NEW ROLE OF SPONSORSHIP
Low Observer
Sponsor
Value Curator
High
Creator
Source: PepsiCo 2011 Web2.0 Presentation by Frank Cooper & Shiv Singh
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11. ROLE OF TECHNOLOGY
Defining and Developing A Value-Creating Ecosystem
Source: Anthem Worldwide 2012
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12. MOBILE’S KILLER APPS
MOBILE APPS & THE SOLOMO INTERSECTION
YOUTUBE GOOGLE SEARCH
GOOGLE VOICE
FACEBOOK GOOGLE MAPS
GMAIL
PANDOR RADIO THE WEATHER CHANNEL
GROUPON
TWITTER BARCODE SCANNER
WORDS WITH FRIENDS
FACEBOOK MESSENGER YELP SHOPKICK
FOURSQUARE MOVIES BY FLIXTER
TALK - TEXT TO VOICE
LIVINGSOCIAL
DROPBOX WEATHERBUG 28 OF THE TOP
WORDS WITH FRIENDS
GAS BUDDY 50 APPS HAVE
FREE GOOGLE +
FANDANGO A SOCIAL & OR
REDBOX LOCAL
SKYPE
STREETVIEW COMPONENT
SOCIAL LOCAL
Source: Nielsen Q4 2011 P30-Day Used Phone for Shopping
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13. SMARTPHONE AR/Discovery Opportunity
SHOPPER
Discovery and purchase
behaviors
Source: Nielsen
Smartphone
Analy2cs,
December
2011
IOS
&
ANDROID
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14. AND THEN
THERE’S
THE TABLET
Sources: comScore and Intermedia October 2011
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15. AND THEN
THERE’S
THE TABLET
Sources: comScore and Intermedia October 2011
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16. CUDDLE UP MEDIUM
AR/Entertainment Opportunity
Source: Nielsen Q3 2011 Connected Device Report
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17. FITS-IN MEDIUM
89%
82%
80%
76%
47%
49%
39%
43%
Source: Nielsen Q3 2011 Connected Device Report
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18. • Shipments of smartphones & tablets
passed desktops/laptops
• US mobile searches grew 4X last year
SOLOMO BY • Google forecasts $2.3 BN 2011 mobile
revenues; 1 in 3 mobile searches are
local
THE • Converts like crazy: after searching
for a local business, 61% of users
called and 59% visited
NUMBERS • 74% of consumers have purchased as
result of using smartphone while
shopping
Credit: Mary Meeker @Google’s Think Mobile 2/10/11
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19. BIG IDEAS
HIDING IN
SOLOMO
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20. BIG IDEAS
HIDING IN
SOLOMO
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21. SOLOMO’S
BIGGEST
THREAT:
PRIVACY
Source: Nielsen Q3 2011
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22. RED BULL AUGMENTED RACING
High hurdle:
• Buy 12 Pack
• iPhone
• Download App
• Layout cans
• Capture shiny 3D cans
• Hit Render (20-seconds)
Great adoption, stacks in stores, “sold a buttload of Red Bull.”
-- Kevin Doohan, Director of Digital at ad:tech SF 2012
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23. THE WORLD’S SMALLEST TOAST
Gnomes from 6,666 years ago have arrived with beer? Let’s see ‘em.
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24. PEPSI LOOT
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25. BACK TO THE
X-FACTOR PLATFORM
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26. X-FACTOR PLATFORM
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27. X-FACTOR PLATFORM-
SUPERBOWL SPOT
Augmented Reality arrives
when a big idea meets
natural extension in
Superbowl spot
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28. THANK YOU
Connect:
@marksilva
@anthemww
BIG BRAND HACKATHON CALL FOR DEVELOPERS
SF CONVENTION CENTER JUNE 16-17, WINNERS ANNOUNCED JUNE 18
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