Understand Today's Content Marketing Trends

UNDERSTAND TODAY. SHAPE TOMORROW.
Shared Value Creation, Unconventional Touch Points
& Virtual Reality
The Near Future Series
May, 2016
CONTENT
MARKETING
LHBS // THE NEAR FUTURE OF CONTENT MARKETING
1

Welcome to the next edition of our Near Future Report prepared in close
cooperation with the LHBS Inspiration-Hub.
In this report, we will be tackling the 3 following themes:
- Shared Value Creation - where we will explore how to create new
and valuable relationships between brands and consumers above
and beyond UGC
- Unconventional Touch Points - where we focus on reaching
audiences through unconventional channels while building loyalty
through offering useful experiences & services
- Virtual Reality - a well-known trend that deserves a closer look
since it will increasingly determine how we consume media in the
nearest future.
Take a look at our three stories where we identify what is happening, why
is it important for brands and also a few recommendations from our side.
Fabiola Lewandowska
Consultant at LHBS
lhbs.com | ﬂ@lhbs.com
INTRODUCTION
2
INTRO
DUCTION.

CONTENT.
UNCONVENTIONAL
TOUCH POINTS
VIRTUAL
REALITY
SHARED
VALUE CREATION
CONTENT
3

CHAPTER ONE
UNDERSTAND TODAY. SHAPE TOMORROW. 4
SHARED VALUE CREATION

SHARED
VALUE
CREATION
Relationships between consumers and brands are becoming more
mutually beneﬁcial and evolving beyond simple UGC. Co-creation
has evolved and means more involvement but also more gains and
rewards for both: audience & brand.
Brands are opening up their platforms, sharing data and insights,
as well as providing tools for audiences to be creative and even
more successful. Products are now becoming a common and
shared value and can be used for promoting both: brand and its
evangelists. Audiences on the other hand, give a perspective,
share talent or expertise with brands.
Great initiatives are rising and extraordinary content is getting
created at the intersection between companies’ activities &
audiences creativity.
WHAT IS HAPPENING // SHARED VALUE CREATIONLHBS // THE NEAR FUTURE OF CONTENT MARKETING

UNDERSTAND TODAY. SHAPE TOMORROW.Source:
GET MORE FRIENDS
VIA SPRITE CAN
Explore sign
In Sprite’s Brazil new effort called RFRSH Na Lata
(Fresh On The Can), the brand encourages
consumers to submit Snapcodes via a dedicated
microsite. Featured Snapcodes will later on be
shared on the can.
To kick-start the campaign, Sprite featured
Snapcodes of 15 Snapchat users with large
followings. In return Sprite generated content for
consumers, aided participants in gaining new
followers and upping their popularity. On average,
the number of followers for each one tripled.
Learning: The can as a digital co-creation platform to
connect with consumers by offering new digital
content and possibility to make new connections and
gain new fame
6
SIGN // SHARED VALUE CREATIONLHBS // THE NEAR FUTURE OF CONTENT MARKETING

GOPRO AWARDS
PROGRAM
Explore sign
GoPro, as part of their main strategy, is planning to
share revenue with users.
GoPro Awards allows users to upload their material
from a variety of content categories such as music,
adventure, science, etc., and eventually get rewarded
for content creation. GoPro is confident, that users
could earn substantial financial benefits by sharing
their work with the company.
Learning: Sharing revenue with users for the content
they create
7
SIGN // SHARED VALUE CREATION

AMAZON’S SCREENWRITING TOOL
Amazon is now helping aspiring and established
screenwriters get their work discovered with the newly
developed free screenwriting tool. Amazon Storywriter
is a free cloud-based app that’ allows aspiring authors to
create screenplays (for movies and TV) that get
automatically formatted.
Learning: Free screenwriting tool that does all necessary
formatting for you and is a gateway to Amazon Studios for
aspiring artists
L'OREAL RECRUITS FROM ITS FANS
L’Oréal is encouraging its fans to become guest social
media editors.
This will be a part-time opportunity lasting for 1 year—
the winner of the contest will be responsible for
developing content for the brand while working closely
with the social media and digital marketing team.
NFL SNAPCHAT STORIES EXPLORER
In addition to promoting users’ stories on Snapchat, the
NFL will be able to share a unique perspective on their
events. The content available through the feature will be
a mix of fan-shot footage and ofﬁcial NLF footage, "inside
access content"– both curated through tools provided by
Snapchat.
Learning: The brand gets valuable insights about their
target audience, while fans aspiring to a career in social
media are learning about the brand and widen their skills
Learning: NFL gets exclusive fan footage while users get
encouraged to share it
8
Explore sign Explore signExplore sign
SIGN // SHARED VALUE CREATIONLHBS // THE NEAR FUTURE OF CONTENT MARKETING

Brands and millennials share one very common goal –
both just want to be heard
9UNDERSTAND TODAY. SHAPE TOMORROW.Source: The Guardian
WHY IT MATTERS // SHARED VALUE CREATIONLHBS // THE NEAR FUTURE OF CONTENT MARKETING

Young generations spend
5 hours per day
with media generated by their peers
10UNDERSTAND TODAY. SHAPE TOMORROW.Source: Crowdtap & Ipsos
WHY IT MATTERS // SHARED VALUE CREATIONLHBS // THE NEAR FUTURE OF CONTENT MARKETING

How might you enter the new
level of collaboration with your
audience beyond the classic
UGC?
Think of how to feature your audience through your platforms or products and let them feature you as
a brand through their channels
Think how a relationship between you and your fans might bring value to both
IMPLICATION // SHARED VALUE CREATIONLHBS // THE NEAR FUTURE OF CONTENT MARKETING

CHAPTER TWO
UNCONVENTIONAL
TOUCH POINTS

UNCONVE
NTIONAL
TOUCH
POINTS
Who would have thought that a browser or a team productivity
tool could fully and effectively integrate branded content or e-
commerce possibilities? It seems that now it has all become
possible and actively used by brands and businesses.
New platforms create opportunities to become new
communication and engagement channels while existing ones get
re-imagined to become own content carriers.
Thanks to various extensions, the browser can now serve as a
communication touch point.
Slack is becoming more than a team messaging tool. Thanks to its
open source API, the platform allows third party apps that can be
used to promote products or services. Companies worldwide
have seen this opportunity and started displaying their content or
made their services available through the messenger’s channels.
For example, it is now possible to order a taxi through a special
channel after the user downloads the app.
WHAT IS HAPPENING // UNCONVENTIONAL TOUCH POINTSLHBS // THE NEAR FUTURE OF CONTENT MARKETING

TACO BELL MAKES
TACOBOT FOR SLACK
Explore sign
The fast food chain has partnered with messaging
platform Slack to allow users to order meals straight
from the platform.
Users can browse the menu, order, customize and
pay for meals all from within a message. Tacobot is
only available to a few teams for now, but the fast
food restaurant has plans to offer it to more people in
the future.
Learning: “TacoBot is one of the most gluttonous
manifestations yet of the bot-powered future of work
that many companies predict”
14
SIGN // UNCONVENTIONAL TOUCH POINTS

PRODUCT HUNT
CHROME EXTENSION
Explore sign
Product Hunt’s Chrome extension allows users to
“binge on” the latest hunts on the service each time a
new tab in the browser is opened as well as open
them directly from the browser.
The extension provides the possibility to quickly
jump into discussion about the products– also
straight from the browser.
Learning: Browser as a direct channel that lets viewers
interact with content everywhere they go on the Web
15
SIGN // UNCONVENTIONAL TOUCH POINTSLHBS // THE NEAR FUTURE OF CONTENT MARKETING

GOOGLE ART PROJECT
Google has worked closely with hundreds of museums
and partners around the world to bring art online and
encourage cultural exchange across the globe.
Google Art Project Chrome extension allows you to
discover art from Google’s partners each time you open a
new browser tab.
Learning: Get exposed to art masterpieces no matter
where you’re browsing from or each time you open a new
tab
HEY GIRL CHROME EXTENSION
Hey Girl Chrome extension replaces all images on any
visited page with Ryan Gosling.
Boring news sites ﬁlled with depressing images? Ryan
Gosling to the rescue!
REQUEST A LYFT RIDE FROM SLACK
To order Lyft from Slack users only have to type a few
commands into Slack, and the ride is on its way.
Users can also input commands to get updates on the
driver’s ETA, estimate trip cost, or set default home or
work addresses.
Learning: Featuring your feeds with anything you need
and like to see, even for a short period of time
Learning: Slack has aimed to make it simpler for developers
to build bots and third-party integrations within the Slack
interface which helps build useful features
16
Explore sign Explore more Explore more
SIGN // UNCONVENTIONAL TOUCH POINTSLHBS // THE NEAR FUTURE OF CONTENT MARKETING

Number of active daily users of Slack
Source: Venture Beat
2
million
WHY IT MATTERS // UNCONVENTIONAL TOUCH POINTSLHBS // THE NEAR FUTURE OF CONTENT MARKETING

Consumers that say
it’s important for brands to make their lives easier
18UNDERSTAND TODAY. SHAPE TOMORROW.Source: razorﬁsh
14 %
86 %
86%
21 %
79 %
79%
19 %
81 %
81%
12 %
88 %
88%

The most successful brands are those that
are becoming truly user-centric and designing
services that help make
people’s lives better and enjoyable
19UNDERSTAND TODAY. SHAPE TOMORROW.Source: razorﬁsh

How might you discover and
utilize new and unconventional
channels for content
distribution?
Mark your presence in the default destinations where your audience is around to shorten the “distance
of clicks” between the user and actual destination of your platforms
Offer your content or services seamlessly through apps like Slack to make your brand more useful at
the same time
IMPLICATION // UNCONVENTIONAL TOUCH POINTSLHBS // THE NEAR FUTURE OF CONTENT MARKETING

CHAPTER THREE
VIRTUAL REALITY

Brands are currently seeking new ways to enrich or maybe even
re-define their storytelling by projecting extra layers of content
on the real-world. The boundaries that previously existed
between virtual and real have collapsed. Interactions between
these two, offer another intensity of content immersion and the
possibility to develop a stronger sense of presence.
VR presents unique possibilities to enrich experiences while
consuming content or taking part in offline events or viewing
installations. Shops are adapting new techniques to awe their
customers. Travel brands let viewers “pre-experience” vacations.
Some brands or services are virtualizing events in order to bring
people together and make it possible for a whole group to
participate in a “moment” together.
Virtual Reality has been associated mainly with gaming. But with
the development of highly affordable sets such as Samsung Gear
VR or Google Cardboard, virtual reality is finding its way into
other contexts, such as utility– not only entertainment.
VIRTUAL
REALITY
22
WHAT IS HAPPENING // VIRTUAL REALITYLHBS // THE NEAR FUTURE OF CONTENT MARKETING

SAMSUNG MAKES
LIVE VR
STORYTELLING APP
Explore sign
Samsung Electronics has created a live VR
storytelling app called Bedtime VR Stories.
The app is designed to have a parent and child read
together inside a VR world when they can't be
physically together.
Both the parent and child wear VR headsets and can
talk to each other as well as see a version of each
other inside the world as they read together.
The app uses a combination of VR and Voice over
Internet Protocol—or VoIP—technology
Learning: A glimpse of what the traditional story time
may look like in the very near future
23
SIGN // VIRTUAL REALITYLHBS // THE NEAR FUTURE OF CONTENT MARKETING

GOOGLE'S 360
DEGREES VIRTUAL
REALITY ART
Explore sign
Google Cultural Institute has teamed up with 60
global performing arts institutes so viewers
everywhere can enjoy performances with a 360-
degree view from the comfort of their couch.
Google's initiative lets viewers experience a live
orchestra, an opera or theatre performances from
around the world, directly from their desktop or
mobile. Google’s partners include Berliner
Philharmonie, Metropolitan Opera in New York or
the Royal Shakespeare Company in the UK.
Learning: Experience classic art & venues through
virtual reality
24

VIRTUAL REALITY
MAGAZINE COVER
Explore sign
Elle Canada has recently integrated a virtual reality
ﬁlm into their magazine's cover which takes viewers
on the set of the shooting and lets them experience it
as editors.
The publishing brand wanted to immerse readers
into the reality of creating a cover by letting them
experience it ﬁrst hand.
Learning: VR as a means of getting close to the brand
and getting to know the behind-the-scenes
25

VIRTUAL REALITY
ROOM SERVICE
Explore sign
The Marriott hotel chain has teamed up with
Samsung to appeal to their digital savvy visitors by
offering VR experience in their rooms.
Hotel guests get the chance to order a Samsung Gear
Virtual Reality headset for the whole day and
experience e.g. "VR postcards" such as the Andes
Mountains, a Rwanda ice-cream shop or even a busy
Beijing street.
Learning: Offering VR in a business environment and
as part of the service experience
26

MOUNTAIN DEW'S VR EXPERIENCE
Mountain Dew, using six cameras and binaural,
multidimensional audio recording equipment, captured a
unique backcountry snowboarding experience, putting
viewers into the snowboard bindings of their favorite
winter athletes. The experience could be viewed through
Samsung Gear VR.
Learning: Virtual reality experience combined with a real-
time sports event
TOMMY HILFIGER’S VR IN-STORE
Tommy Hilﬁger becomes the ﬁrst major retailer to
include virtual reality in their stores. Customers can sit
back and view a 3D experience of the front-row New
York Fashion Week show— another step in digitalizing
the brick-and-mortar stores and making them more
relevant in a digital world.
IKEA'S VR ONLINE WEDDINGS
IKEA has begun offering a virtual wedding service.
"Wedding Online" allows couples to get married over the
internet in front of family members and friends from all
over the world.
IKEA provides couples with several options for
backgrounds in which to get married.
Learning: Product presentation and purchasing
opportunities through virtual reality and at the same time
Learning: Virtual experiences help bridging distances and
bringing people together for this one special “moment”
27
Explore signExplore signExplore sign

Main uses of virtual reality
Source: Forbes
Gaming Video Marketing Travel Social media
WHY IT MATTERS // VIRTUAL REALITYLHBS // THE NEAR FUTURE OF CONTENT MARKETING

“We are entering into a period where that’s going to increasingly be
primarily videos, and we’re seeing huge growth there. But that’s not the
end of the line, right? I mean, there’s always a richer way that people
want to share and consume thoughts and ideas, and I think that
immersive 3D content is the obvious next thing after video.”
Mark Zuckerberg
WHY IT MATTERS // VIRTUAL REALITY
Source: QZ

40 %
60 %
18-24 year olds
that have already
tried virtual reality
30Source: YouVisit
82 %
18 %
18%

Forecasted rise of AR & VR devices
Source: Forbes
From to
2,5
million
in 2015
24
million
in 2018

The VR industry is projected to grow to around
$30 billion
annually by 2020
UNDERSTAND TODAY. SHAPE TOMORROW. 32Source: Tech Crunch

How might you integrate VR
experiences into content and
events?
Think of content itself, bridging the distances between viewers and the brand or even geographical
distances to awe your audience and transport them into another level of immersion
IMPLICATION // VIRTUAL REALITYLHBS // THE NEAR FUTURE OF CONTENT MARKETING

Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der  
LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung,  
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154
10997 Berlin Germany
IMPRINT
www.lhbs.com
THANK YOU

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INSPIRATION-HUB The Inspiration-Hub is a service that
gives marketing teams constant access to the latest insights
and inspiration, so that they can develop more relevant
marketing ideas.
http://www.inspiration-hub.com
INSPIRATION-HUB
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ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, German
Mittelstand and fast growing startups.
http://www.lhbs.com
ABOUT
LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
We work with our clients to build more purposeful and therefore more
profitable relationships with the customers.
In a rapidly changing business world, we are committed to watch, listening
and translating sign of change into strategic opportunities and powerful
ideas for products, services, experiences and communication.
http://www.lhbs.com

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