1. EL/WLA Interactive Gaming Seminar Henrik Berger Jørgensen Director Mindshare THE BIG SHIFT in CULTURE and MARKETING

2. CAMPAIGN AIMED AT … MESSAGE Weight? Active Passive SENDER TARGET THE WHOLE TRUTH START STOP

4. 25 TIMES IN 50 MINUTES ’ BRIDGE TO THE FUTURE’ AUGUST 29, 1996

5. 10 YEARS LATER

6. ” THE AGE OF INTERRUPT AND REPEAT IS OVER.” Niall Fitzgerald , former CEO Unilever Seth Godin in 1999: 1) Attention is a scarce 2) Interrupters are the bad guys

7. 9 WHITE LIES and 1 BIG FAT ONE Image by fenchurch /flickr.com ‘ the white lie is told to avoid the harmful realistic implications of the truth’ (wiki)

8. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

9. WE ARE IN CONTROL Image by jessiefish/flickr.com The Big Fat One

13. 1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G ??? Image by niallkennedy/flickr.com

14. 1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G 3 DAYS Image by niallkennedy/flickr.com

15. HAVE WE EVER HAD CONTROL?

16. MARKET SHARES DO NOT CHANGE MUCH SHARE OF LOYALISTS STABIL MOST PRODUCTS SIMILIAR AND INTERCHANGEABLE MOST CAMPAIGNS ARE WALLPAPER STRONG DIRECT MAIL RESPONSE 4% AVERAGE CLICKRATE 0,1%

17. ATTENTION INTEREST DESIRE ACTION PERSUASION

18. WEAK FORCE OR STRONG FORCE?

19. GREATEST CHALLENGE: LET GO Image by shengung lin/flickr.com

22. JOGA BONITA IS THE WAY I PLAY MY GAME IT’S SHAPED BY STREETS, BY BEACHES BY CAR PARKS, BY ALLEY WAYS AND PARKS. I BELIEVE THAT DIVING IS FOR THE SWIMMING POOL AND ARGUING FOR POLITICIANS. I SEE YOUR OFF-SIDE TRAP AS A SAD ATTEMPT TO COVER FOR LACK OF SPEED YOUR DIVING JUST PROVES THAT YOUR FINISHING TOUCH IS AS WEAK AS THE TV RECEPTION IN MONGOLIA. I PLAY MY FOOTBALL WITH MY ACCENT. WITH MY STYLE AND MY JOY. I AM AS LOCAL AS THE WEATHER. THIS IS MY GAME.

26. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

27. CYBERSPACE IS SOMETHING ELSE

28. ’ THERE IS NO REAL LIFE AND DIGITAL LIFE, IT’S THE SAME PLACE.’ Jeffrey Cole, Center for the Digital Future at USC Annenberg School

32. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

33. TV IS DEAD

34. ” The role of traditional media is more limited than ever before. Our ad messages co-exist alongside thousands of other voices that consumers trust more, like their peers. In the past marketing went deeper into the funnel, beginning with awareness and continuing into consideration and preference. But now the the drivers of consideration and preference hva shifted in roves to the web and social media, confining traditional media to mer awareness drivers.” Bob Greenberg, Adweek

37. ’ RATHER THAN SHRINKING, TV (VIDEO) WILL GROW DRAMATICALLY IN IMPORTANCE.’ Center for the Digital Future at USC Annenberg School

38. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

39. CLICKS ARE ALL THAT COUNT

41. Image by jessielein/flickr.com SHORT-TERM NO HISTORY NO FUTURE NO BRAND EQUITY REPETITIOUS PREDATOR/PREY MODEL NO COMMUNICATION EFFECTS

42. OPTIMIZE OR INNOVATE? ACCOUNTABILITY OR EFFECTIVENESS?

43. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

44. IT’S ALL ABOUT TECHNIQUE Image by bronx/flickr.com

52. WHY WOULD SOMEONE SPEND TIME ON … WHY WOULD SOMEONE BE INTERESTED IN … HOW EXCITING IS THE SAME THING EVERY TIME CAN YOU EXPECT ENGAGEMENT WITHOUT BEING ENGAGED … WHY WOULD SOMEONE CARE, IF … DOESN’T CARE ABOUT ANYTHING WHAT TYPE OF ENGAGEMENT DO YOU GET IF YOU TRY TO CONTROL IT WHY WOULD SOMEONE TALK ABOUT … IS IT ALL ABOUT TECHNIQUE?

53. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

54. BRANDS SHOULD NEVER CHANGE

60. Image by thomashawk/flickr.com BRAND POLICE

61. LARRY LIGHT: BRAND JOURNALISM

62. Product Price Place Concept Product Price Place Promotion JAN RIJKENBERG: CONCEPT BRANDS

63. JOHN GRANT: DYNAMIC CULTURAL MOLECULES

64. ADAM MORGAN: LIGHTHOUSE IDENTITY

66. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

67. IMAGE IS EVERYTHING

68. FROM AT TO FOR FROM AVOIDANCE TO CONNECTION

73. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

74. TARGET TARGET GROUPS

75. ” The tricky thing to come to terms with is putting away your medallions and teeth whitening toothpaste and learning to take an interest in your customers lives .” John Grant Image by prozaciswack/flickr.com

80. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

81. BIG IS BEAUTIFUL

82. BOWLING OR PINBALL ADVERTISING? Matias Palm-Jensen , Farfar Image by kapungo/flickr.com

83. IDEAS PEOPLE LOVE TO SHARE

84. 1 OF 20 IDEAS YEAR 1: 36 MILLION YEAR 2: 193 MILLION 30% MORE LIKELY TO BUY EMAIL FOLLOW-UP

86. 35.000 APPLICANTS 200 COUNTRIES THE PR, THE PR

88. The big fat one: HAVE WE EVER HAD CONTROL? NO SO LET GO

89. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising

90. Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

91. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

92. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

93. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

94. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

95. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

96. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

97. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same

98. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People applaud good advertising NOW UPDATED 1. Cyberspace and RL the same