"Understanding Youth" Conference 2011: When Worlds Collide by Chris Unwin
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Presentation by Chris Unwin from Much MTV Group shares how his company is evolving the consumer experience across real and virtual environments to become omnipresent with transmedia audiences. Learn how Much MTV is developing content strategies and collaborating with like-minded brands to the point that worlds truly collide. Follow @chrisunwin and @strategyonline
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"Understanding Youth" Conference 2011: When Worlds Collide by Chris Unwin
- 2. 3
- 5. viewers
- 6. viewers
- 10. “ Self expression is the new entertainment”
- 11. 25% of search queries for top 20 brands are links to user-generated content
- 12. 1 platform for positive expression
- 13. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
- 14. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
- 15. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
- 16. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
- 17. print OOH mobile place experi- ential PR audio/ video online direct your marketing plan
- 18. print OOH mobile place experi- ential PR audio/ video online direct @#&%!?!?
- 20. 2 evaluate against your brand objectives
- 23. participation rules interruptions suck
- 24. 3 entertain, don’t interrupt
- 33. identity activities goals
- 34. the digital world makes real life more meaningful
- 35. real life makes the digital world more meaningful
- 36. real digital
- 37. millennials live almost exclusively in the space between these spheres
- 38. we need to acknowledge the overlap between real and digital life
- 40. value participants viewers volume traditional measurement super fans then now rethink product development for participation & influence
- 41. participatory proprietary building and contributing to virtual environments brand platform platform brand identity activities real digital goals Brand Objectives Audience Benefit Platform/s
- 42. Much MTV strategy two mobile projects with digital environments
- 44. Much MTV strategy I want my MTV Social
- 46. MTV Social is co-viewing app built for the “digital couch”
- 47. Source: Forrester Research Inc., Q2 2010 N. America Benchmark Survey, Canada, Adults 18+ Canadian Smartphone app usage: Games, Social Networking top the list
- 48. 86% of mobile internet users watch TV with their mobile devices
- 49. Of that, 40% are social networking, 33% using apps, and more than half are texting
- 50. identity activities goals real digital conceptualizing the MTV Social Co-viewing App
- 51. conceptualizing the MTV Social Co-viewing App Brand Objectives Platform/s Audience Benefit identity activities goals real digital
- 52. proprietary Brand Objectives Audience Benefit identity activities goals real digital MTV Ecosystem Twitter/Facebook Easy, Hosted, Super Fans conceptualizing the MTV Social Co-viewing App Platform/s
- 54. Much MTV strategy Degrassi Mobile Game
- 56. identity activities goals real digital conceptualizing the Degrassi Mobile Game
- 57. identity activities goals real digital Brand Objectives Audience Benefit conceptualizing the Degrassi Mobile Game Platform/s
- 58. proprietary Brand Objectives Audience Benefit identity activities goals real digital $$$ Community Apps/Social Media Involvement in Story conceptualizing the Degrassi Mobile Game Platform/s
- 59. for the first time, fans can enroll at Degrassi
- 60. for the first time, fans can enroll at Degrassi
- 61. for the first time, fans can enroll at Degrassi
- 62. for the first time, fans can enroll at Degrassi
- 63. for the first time, fans can enroll at Degrassi
- 64. episode-based story game “ choose your own conversation”
- 65. episode-based story game “ choose your own conversation”
- 66. episode-based story game “ choose your own conversation”
- 67. acknowledge character traits, manage relationships
- 68. social currency translated into Degrassi points
- 69. and of course, goof off around campus
- 70. and of course, goof off around campus
- 72. thanks
Editor's Notes
- It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
- It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
- It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
- It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
- It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
- It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
- Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
- Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
- Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
- Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
- Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
- Mash up of technological advance, hyper-branded world, and our attempt to make sense of it as avatars in the landscape Appropriate that Eboy has been so popular both with consumers, and doing commissioned pieces for brands Great image to depict a collision – of real world and digital world Gamification of everyday life
- Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
- Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
- Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
- Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
- Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
- Communication, Education, Entertainment, all increasingly taking place online Not one destination – now it’s mobile – web connectivity will come to all products Impact on Friendship, Family, Community – and on us as individuals/self-perception Opportunity for brands to have a much more intimate/involved relationship with consumer
- Unites strangers and communities around the globe Unlocks crowd-sourced human potential Game theory and escapism - Farmville
- Brings flesh and brick to the world of digital - authenticity
- 12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.
- 12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.
- 12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.