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Oh my god what happened and what should I do?


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Great document about the disruption digital has caused communication by the inventors of 'Pay with a Tweet'

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Oh my god what happened and what should I do?

  2. 2. Hey!Thanks for the download of‘Oh My God What Happened and What Should I Do?’.If you want to tell your friends about this book, justclick this button:SEND TO A FRIENDAlso, you are able to share each learning by its ownby just clicking the ‘share’ button in the lower rightcorner next to the page number.Have fun!For the best view of this book, open this PDF with theAdobe Acrobat Reader in ‘Two-Up’ mode. 2
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  6. 6. YEAH. 6
  7. 7. “You watch TV, you readmagazines, but you hangout online. In DigitalMedia the consumerbecomes a user. ... 7
  8. 8. OH MY GOD WHAT HAPPENED? 1969 - 2010 15WHAT SHOULD I DO? 43GOOD TO KNOW FOR YOURSELF:Digital is not a job for specialists anymore. 47 Lose the New Media Phobia. 49Make the generational change in your head. 51Live the media. 53 Make a Techi friend. 55GOOD TO KNOW IN GENERAL:Interactive doesn’t mean it’s digital. 59 Integrate. Don’t interrupt. 61 Having a blog is not enough. 63 “If an idea doesn’t work online, 65it’s not a good idea.” Every campaign is a global campaign. 67 Focus on the individual. 69 The Social Filter. 71 Lies have long Tweets. 73It doesn’t cost anything to listen. 75Add meaning, not media. 77Own the media. 79 8
  9. 9. ... And that is whereadvertising ends to be justadvertising. Now thesolution can be a realadvantage to the people. ... 9
  10. 10. GOOD TO KNOW ABOUT TECHNOLOGY: Using an innovative technology doesn’t 83make an innovative idea.Technology has to serve the people. 85Technology is deployed right, when it’s invisible. 87 89“Things are only impossible until they are not.” GOOD TO KNOW FOR YOUR IDEAS:Focus on one. 93The three types of integrated campaigns. 95 Viral is not YouTube. 99 Don’t plan to be viral. Plan to be awesome. 101The Viral Test. 103Do it for real. 105The Forced Viral. 107Give it a name. 109Serve the On-Demand-Society. 111Make it accessible. 113Make it mixable. 117Make it shareable. 119Use the power of the status message. 121Become personal. 123 10
  11. 11. ... And through this, it ismuch easier to create arelationship between abrand and the people.” 11
  12. 12. Everyone is a reporter. 125Exceed expectations. 127 Dope your products digitally. 129Give your story a simple idea. 131Banners are the new print ads. 133GOOD TO KNOW IN GENERAL: PART 2Buying doesn’t mean you own it. 137Use the crowd. 141 User-Gen needs guidance. 143The Freemium Model. 145The $9.900 elf. 147Piracy pushes innovation. 149The Neomobilization. 151 The people will be always online. 155Everything will be digital. 157The End. So far ... 159WHO THE FUCK ARE INNOVATIVE THUNDER? 163 12
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  16. 16. A lot of things have happened during the past fewyears. Digital media have become far more than justtoys for nerds – they now have an impact on every-body’s life to a greater extent than ever before. Fromthe cell phone in your pocket and industries fighting tosurvive down to your old high-school friend you blockon Facebook to prevent him from bothering you everytime you’re online.We’re currently experiencing a time of change, a changein that a whole generation is evolving; this generation isgrowing up with an entirely new media behavior. It’s ageneration that can’t imagine a world that is not digital.Under this paradigm, the marketing industry mustadapt, since you can hardly reach this generation us-ing means and methods from the past. What’s the rightway to deal with these changes? What do you have tobe aware of and what do marketing guys need to do tostay at it?Before we dive deep into the world of digital awesome-ness, let’s take a look back one more time: What has actually happened? 16
  17. 17. 1969 - 1983 17
  18. 18. 1969: The Internet is born.In order to link universities with research facilities,the Advanced Research Project Agency run by the USDepartment of Defense developed ARPANET, whichserved as the basis of the Internet as we know it today.Rumor has it that the original objective of this project,against the backdrop of the Cold War, was to develop adistributed communication system to ensure fail-safecommunication in case of a nuclear war. 1971: The first e-mail.Ray Tomlinson, inventor of e-mail, sends a messageto his colleagues in 1971 and informs them about thefact that from then on, it was possible to send news viaa network by adding the @-icon and the computer’shost name to the addressee’s user name. In Germany,the first e-mail is received on August 3rd, 1984, at 10:14CET. Under his address, “rotert@germany”, MichaelRotert at Karlsruhe University receives greetings, whichwere sent the day before. 1983: The cell phone.Motorola releases the first commercial cell phone. Itcosts nearly $4,000 and allows talking for only one hour. SHARE THIS PAGE 18
  19. 19. 1989 - 1990 19
  20. 20. 1989: The WorldWideWeb is born.In order to keep the data chaos at the CERN researchcenter within a limit, Tim Berners-Lee, a Brit who worksthere as a computer scientist, lays down his “Informa-tion management” white paper. Many consider this tobe the birth certificate of the World Wide Web. The ideaof the first browser to move within the World Wide Webis also Tim’s idea. Its name, “World Wide Web”, becamea synonym for the Internet as a whole. 1989: The invention of the MP3.Karlheinz Brandenburger completes his doctoral thesis,“Digital Music Compression”, which he had begun in1982 at the Frauenhofer-Institut as well as at the Fried-rich-Alexander University in Erlangen-Nuremberg.The research he and his team embarked on facilitatedthe birth of the music industry’s nightmare: the MP3. 1988/90: DSL pushes the Internet.DSL makes it suddenly possible to receive data tentimes as fast as with a regular 56k modem. Finally, thisnew high-speed Internet allows listening to music andwatching movies in real-time. 1990: Accessing the Internet with your cell phone.From the beginning of the nineties, it is possible for theconsumer to access the Internet via the GSM net, eventhough this access is at low speed. SHARE THIS PAGE 20
  21. 21. 1993 - 1994 21
  22. 22. 1993: The golden Shield.China launches its blocking program for anti-regimecontent on the Internet. They call it “The GoldenShield” or “The Great Firewall of China”. 1993: The first CD burners hit the market.In combination with the invention of the MP3, a lethalduo evolves, since it is now possible for anybody toburn his or her own music and to trade or even sell it. 1994/95: The foundation of Yahoo.David Filo and Jerry Yang work on a navigation aid forthe Internet. The number of Internet sites registeredin the web catalogue, a kind of telephone directory forthe Internet, was growing simply too rapidly. So, theystarted categorizing them. This turned out to be thecornerstone for one of the most successful brands ofthe Internet. Its name: Yahoo. 1994: The first banner ads are sold.HotWired is the first company to sell banner ads on alarge scale. The first buyers: AT&T and Zima. The clickrate, the number of clicks on one banner in relation toits overall number of views, is 30%! Today, it is alreadyconsidered a success when the 1% barrier is reached. SHARE THIS PAGE 22
  23. 23. 1997 - 1998 23
  24. 24. 1997: Blank CDs enter the charts.In 1997, music, downloaded illegally from the Inter-net, burnt on CD and sold illegally, is the trigger forthe worldwide crisis of the sound carrier industry. Forthe first time, in 2001, more blank CDs (182m) are soldthan recorded CDs (172m). 1998: College Kid destroys the music industry.Shawn Fanning programmes the peer-to-per music-sharing tool “Napster” and thus plunges the alreadyvery weakened music industry into an unrivalled crisisit is still recovering from today. 1998: goes online as a test version and is one ofthe first “real” search engines where a program combsthrough the Net, not an editorial department. In theyear of its foundation, Google already knows 25 mil-lion sites and has become the worldwide leader on thesearch engine market with 80% of all search requests. 1998: The “MP3” of the movie business.French hacker, Jerome Rota, creates the first “DivX ;)”video codec, which is basically MP3 for videos. “DivX;)” allows, in combination with DSL and other high-speed Internet access methods, users to share full mov-ies via the Internet. Today, DivX is a company withoutthe smiley in its name, with profits of approximately$84.9 million in 2007. SHARE THIS PAGE 24
  25. 25. 1998 - 2001 25
  26. 26. 1998: The MP3 player.The first portable MP3-player hits the shelves. 2000: Google gives up its ad-free policy.By introducing Google Adwords, the company inventskeyword advertising, a new form of online advertise-ment displaying relevant ads along with the search re-sult. By 2009, Adwords is responsible for 95% of Google’sincome. 2000: Nobody can stop file sharing.Napster is buried in lawsuits and is in danger of beingforced to pay millions to labels. Yet, instead of this movedecreasing file sharing, users jump to many other peer-2-peer tools such as Gnutella, eDonkey2000, Kazaa andMorpheus, which can now even share movies, e-booksand software. 2000: The dotcom bubble.The retained Internet hype starts blowing up in March2000. The first stock prices go down and an increasingnumber of stocks are sold. Still, many investors believethe market will recover soon, and thus miss the righttime to bail out, losing a fortune. 2001: The knowledge of the crowd: Wikipedia.The free online encyclopedia, “Wikipedia”, is foundedand any Internet user is not only allowed to read Wiki-pedia articles for free, but he or she can also write oredit them. The days when people had to pay hundredsof Euros for a whole lexicon volume are over. Right now(September 2009), Wikipedia stores approximately 10million articles provided in more than 230 languages. SHARE THIS PAGE 26
  27. 27. 2001 - 2003 27
  28. 28. 2001: Apple launches iTunes.Apple introduces iTunes and shows the music industry(with the “iTunes Music Store”) how to make money byselling songs and albums via the Internet. By Septem-ber 2006, Apple has sold more than 200 million songsin the USA and Canada. By the middle of 2007, Applewill have sold more than 3 billion songs, 50 million TV-series episodes and 2 million movies worldwide via“iTunes Store”. 2001: Apple introduces the iPod.In February, Jon Rubinstein introduces the first, 1.8-inch hard drive to Steve Jobs, along with the idea ofcarrying your whole music collection with you in yourpocket. Steve Jobs says: “Go for it!” and on October23rd, Apple presents the first iPod, featuring a 5 GBhard drive. 2003: Hello MySpace.Tom Anderson founds the “MySpace” Internet com-munity, and thus, re-defines the way all following gen-erations communicate. In the future, some will meettheir boyfriend or wife-to-be, not in a disco, but via asocial network. In 2006, the 100th millionth memberwill get registered, and by the end of 2008, the numberof members will have grown to 260 million. SHARE THIS PAGE 28
  29. 29. 2003 - 2004 29
  30. 30. 2003: Skype scares the telecommunication indus-try.Skype is Voice-over-IP software, which allows makingcalls or even video calls for free over the Internet. Thebeta version goes live in 2003. VoIP tools such as Skypejeopardize the core business of many telecommunica-tion enterprises and cell phone service providers, sincethey are trying for a few more years to make moneythrough telephone fees. The consequence will be thatin 2009, cell phone service providers are doing their ut-most to block the usage of Skype on their cell phones. 2004: UMTS makes the mobile web usable.UMTS allows far higher data transfer rates than before.Finally, the way has been cleared for services such asmobile Internet, IPTV and Voice-over-IP services likeSkype, which are going to become standard on everysmart phone in just a few years from now. 2004: Competition for MySpace.In February, Harvard student Mark Zuckerberg devel-ops the social online network “Facebook” for his fellowstudents. 2004: World of Warcraft enters the market.World of Warcraft, WoW in short, is an online role-play-ing game. Today, more than 11 million players are go-ing online as dwarves and company, and are paying ona regular basis. SHARE THIS PAGE 30
  31. 31. 2005 - 2006 31
  32. 32. 2005: Murdoch buys MySpace.The media mogul, Rupert Murdoch, buys MySpace for$580m. 2005: Broadcast yourself.Chad Hurley, Steve Chen and Jawed Karim found theInternet portal, “YouTube”, on which users can uploadand watch video clips for free. 12. October 2005: Goodbye video rental store.The change doesn’t stop at the doors of video rentalstores. In October 2005, Apple presents the new videofeature on iTunes. One year later, 550 TV shows and 75movies can be downloaded in the USA. It’s more thanobvious that an increasing number of people can’t bebothered to go outside and head for the next videorental store, since you can watch nearly any movie bysimply clicking on it. 2006: Boom of the online travel agencies.Another industry has changed utterly, which is thetravel and tourism industry, since its core business hasincreasingly shifted to the Internet. Up until a few yearsago, families flipped through brochures at travel agen-cy offices and were looking for personal advice. Now,in 2006, an estimated 70 million people go online togather information about their next holiday trip. SHARE THIS PAGE 32
  33. 33. 2006 33
  34. 34. 2006: Google buys YouTube.Google announces the take-over of YouTube for $1.5billion. 2006: Facebook opens up.Until September 2006, only American pupils, studentsand company employees were able to register withFacebook. From now on, students of foreign universi-ties can also register. 2006: The first party for the digital natives.On January 1st, 2006, the pirate party is founded inSweden and becomes the first party to commit itselfto civil and freedom rights as well as to freedom of in-formation and data privacy. Its most important targetgroups are Internet users and file sharing platform us-ers, deploying tools such as BitTorrent and students inparticular. 2006: Internet changes the porn industry.From the very beginning, pornography was one of themain drivers of the Internet and the word “sex” was oneof the most often-entered terms in search engines. Yet,just as the high supply of freely available music causedbig trouble for the music industry, the oversupply ofsex on the net and Internet sites such as YouPorn (fea-turing free titty clips) made the conventional porn in-dustry lose up to 50% of its income. SHARE THIS PAGE 34
  35. 35. 2006 - 2007 35
  36. 36. 2006: The world starts tweeting.The social network, “Twitter”, is presented to the pub-lic in March 2006. Twitter is a so-called “micro bloggingservice”. As with common blogs, it is mostly used as apublic diary – the only difference being that it is fed inreal-time via the cell phone, the web or several differ-ent apps and widgets, in never more than 140 charac-ters. The purposes for which Twitter is being used aremanifold. The NASA, for instance, has Twitter feedsfor several of their projects; some Tweets even camein from outer space. The Los Angeles Fire Departmentwill use this service for spreading information duringthe Southern California forest fires in 2007. Due to theirshort message character limit, notes on current eventscan often be found even faster on Twitter than on me-dia backed up by editorial departments. Examples willbe the emergency landing of US Airways flight 1549 orthe Winnenden gun rampage. October 2006: Suicide through MySpaceMegan M. commits suicide after being mobbed by afriend’s mother through MySpace messages. March 2007: Google Books starts scanning theworld’s literature.Google has digitalised more than one million books.Nearly one-and-a-half years later, by October 2008, youwill be able to flip through 7 million books on GoogleBooks. SHARE THIS PAGE 36
  37. 37. 2007 - 2008 37
  38. 38. 2007: The iPhone.On June 29th, 2007, the first iPhone is available on theUS market and is responsible for a drastic increase ofmobile Internet usage. Already two years later, morethan 65% of all mobile Internet users in the US go on-line with an iPhone or an iPod Touch. 2007: Radiohead says “Pay what you want”.Radiohead releases their album, “In Rainbows” as adigital download on their website and let every down-loader pay as much as he or she wants – even nothing.Only in the first 29 days after the release, more than 1.2million people visited the site and paid an average of$2.26 for the album. Twelve percent even paid between$8 and $12 - about the same amount like iTunes wouldcharge. 2008: With the Internet strategy into the WhiteHouse.Thanks to a groundbreaking election strategy withthe Internet and social websites such as MySpace andFacebook being its center point, Obama’s campaignstarts off with only 21 million dollars in May 2007 butis able to collect over 150 million dollars by Septem-ber 2008 through small donations made via the In-ternet. Thanks to the “Neighbor-to-Neighbor” tool, Obama’s supporting volun-teers are able to reach far more people within theircommunity in much less time than before. This selec-tive deployment of e-mails, text messages and the sup-port of the Obama girl in 2007 not only turn him intothe most innovative, but also the “hippest” president. SHARE THIS PAGE 38
  39. 39. 2008 - 2010 39
  40. 40. 2008: 1 out of 8 couples getting married in the USAhave met online. 2008: Monty Python open their own YouTube chan-nel to “suppress the illegal distribution of their vid-eos”. What appeared to be a typical Python joke at firstquickly pays off for the guys: from then on the onlyway Monty Python DVDs know in the Amazon salescharts is up. 2009: Dell announces to have made more than 3million dollars in computer sales via Twitter posts in2007. 2009: More than 15,000 people in the newspaperindustry have lost their jobs. 2010: Pope Benedict XVI calls on using the Inter-net even more than before to spread the “Word ofChrist”. Amen. SHARE THIS PAGE 40
  41. 41. 2009:Media spending for ads innewspapers -18%Media spending for ads on TV -10% 41
  42. 42. 2009:Media spending for mobile ads +18%Media spending for online ads +9% 42
  43. 43. AND WHATSHOULD I DO? 43
  44. 44. In order to stay relevant as a marketing professional,you now have to change the way you think. The follow-ing pages present 49 learnings that can help you makethe move into the digital era of awesomeness.Read, think about it, criticize, adopt what you like andbuild your own opinion. These are our personal experi-ences expressed in written words and do not representthe views of our past or current employers. 44
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  47. 47. Digitalis not a jobfor specialistsanymore. 47
  48. 48. There will always be media specific specialists. Yet,nobody should take this as an excuse to do nothing.Nowadays, everybody should have an understandingof what digital is all about, be it a writer, a designer, anevent manager, an accounter or a planner. Still, digitalspecialists themselves need to open up to traditionalmedia and story telling, since theoretically, anyonemust be able to take over the other person’s job. An on-line writer should be able to write a TV script, just likethe art director should know how to design a website.In order to be able to solve problems of the future, any-one needs to have an understanding of the mediumwith which others on his or her team are working. Ifthis is not the case, it is nearly impossible to create atruly integrated campaign, especially when separatedepartments are working as a team. SHARE THIS PAGE 48
  49. 49. Lose theNew MediaPhobia. 49
  50. 50. As more of the big advertisement spending cake wan-ders off into the digital direction, the first companiestake away the lead from their traditional agency andgive it to a digital agency – still the majority of the cre-atives would rather spend their time thinking of printads and TV spots instead of jumping at the next digi-tal briefing as soon as possible. Most of these creativessuffer from the New Media Phobia. They believe theymust know about programming languages or have tomaster Flash in order to be able to develop New Mediacampaigns. Yet, this is merely a pretext for not leavingthe comfort zone with which they are familiar.An old colleague of us summarized things nicely: “I have a book with great TV spots, many awards and the best print advertisements you can get – but unfortunately, it feels like the 90s.”He had no digital experience at all, and thus made astep back from senior copywriter in a traditional agencyto a copywriter in an integrated agency. He will defi-nitely not regret this “step backwards”, since in a fewyears from now, nearly all customers will demand in-tegrated campaigns and solutions from their agency.Creatives with no digital experience under their beltswon’t be allowed to play along and will be dismissed. SHARE THIS PAGE 50
  51. 51. Make thegenerationalchange in yourhead. 51
  52. 52. In many agencies, you can find the same type of boss-es: mostly male and growing old. They also like talk-ing about change and about the fact that digital andinteractivity are becoming increasingly important attheir own agency, too, of course. Yet when you ask thecreative teams, you often get the answer that theyhaven’t really noticed anything yet. In every briefingthis is part of the agenda; however, there’s no real out-come in terms of interactive or even integrated cam-paigns. No wonder, since in most cases, these execu-tives have no idea of how to deal with New Media. It’snot their fault, since they haven’t grown up with these,unlike the youngsters in their teams.So, as an old stager in the marketing business, it is ofthe utmost importance that you make the generationalchange – a generational change inside your mind as wellas in the way you behave. In the next few years, young-er people will become executive managers, bringing anunderstanding with them that many older ones don’thave. So, if you happen to be one of these older execu-tives, start making your generational change and moveon to the next page. SHARE THIS PAGE 52
  53. 53. Live the media. 53
  54. 54. You don’t need to attend expensive seminars to learnhow make use of New Media for yourself and your busi-ness. The best way to discover all the possibilities NewMedia have to offer is to live them. In short: Don’t justread about it – do it. There are countless ways to start.If you don’t have a Facebook account yet, get yourselfone, find old friends, win new ones and cultivate them.Organize your weblinks, widgets and RSS feeds Use to keep your friendsupdated in real-time. Go to and start yourown blog. Get yourself a smart phone and discover theworld of the apps. Create your own website by usingone of hundreds of tools without needing to programone single line of code.What’s important is that you try things out for your-self and don’t ask someone else to do them for you. Bymaking your own experiences and mistakes, and hav-ing your very own little success stories, you will developa better understanding and gain more self-confidencewhen talking to a client or a techie, since you will reallyknow what you’re talking about. SHARE THIS PAGE 54
  55. 55. Make a Techifriend. 55
  56. 56. Ground-breaking technologies are going to be crucialparts of big campaigns in the future and already are.Yet, you can only develop campaigns with these if youknow what’s possible and what’s not. Techies (somecall them nerds) do know what’s possible. Usually, theycan be found under titles such as web developer, pro-grammer, technical director or simply IT expert. Ourtechie at Jung von Matt was called “Mägic”. He was avery kind nerd with the gift of being able to make otherpeople understand complex processes and technolo-gies. With a guy like this in the background, you can berelaxed from the very beginning and think of things asif anything was possible, letting him check afterwardswhether things can be done the way you want them tobe or not. If things turn out to be impossible until now,think of how they can be programmed or simply inventthem to make them possible.A continuous contact with your techie also providesyou with new food for ideas and for understandingstructures, something that, in turn, will help you withdeveloping new ideas. SHARE THIS PAGE 56
  58. 58. 58
  59. 59. Interactivedoesn’t meanit’s digital. 59
  60. 60. Interactive doesn’t automatically mean it must be awebsite, a banner campaign or something else likethat. Interactivity should rather be the bar raised for allyour ideas and campaigns. How can you make peopleinteract with your advertisement, your TV spot or yourintegrated campaign? How can you integrate peoplein such a way that they become part of the campaign?What can you do to make them visit a website afterstumbling over the respective print advertisement, andthus, to occupy themselves with the brand? How canyou turn your campaign into a tool people keep usingover and over again and tell their friends about? Thetimes in which people just listened to a brand are over.A brand must give its users the possibility of interactingwith it.Bad example: Let’s say we create an event that en-courages people to lend their car to a friend for a testdrive and the car brand rewards them for that. Now wecould just send out flyers telling the people about theevent and where they can sign up for it, but a betterway might be to just create a Facebook application thatdoes this job.So, interactive doesn’t mean it has to be digital. Digitalmedia is simply often the best way to execute an inter-active idea. SHARE THIS PAGE 60
  61. 61. Integrate.Don’t interrupt. 61
  62. 62. In a time in which you can simply wipe away com-mercials with TiVO or download any movie you wantfrom the Internet legally or illegally, commercials areincreasingly avoided, both wanted or unwanted. Peo-ple have understood that there are more than enoughtools they can use to enjoy their movie (or whatever)without being interrupted by commercials.So, a brand should draw attention towards itself with-out being considered a nuisance, but instead, an en-richment. Either it is integrated into the respectivecontent or it creates a new one that people want to see.The digitalization of our environment is also a chanceto think about new, maybe better ways of creatingcommercials. Maybe commercials could be custom-ized and integrated into a TV show. So, for example, abillboard from a scene in the teeny show, “Gossip Girl”,could be booked without creating any interruption; orbrands could create tools around their products thatcan really help people accomplish things. So many op-portunities: beautiful.A brand should insert itself meaningfully into people’slives by enabling and enriching their existing behav-iors, not by requiring new ones. SHARE THIS PAGE 62
  63. 63. Having a blogis not enough. 63
  64. 64. Many CMO’s are currently thinking of getting a blog, aYouTube channel, a Facebook group or an iPhone appfor their products. The dangerous thing about this isthat this advice alone is already considered by many tobe a creative accomplishment. Many neglect to reallymake use of the respective medium channel and don’toffer anything relevant to the user. So, instead of saying,“Let’s have a blog” and then thinking about what youactually want to communicate through that blog, youshould rather approach things the other way around.This means: Go and find some really relevant contentyou would like to communicate and then choose thebest medium channel through which to address thedesired people. SHARE THIS PAGE 64
  65. 65. “If an ideadoesn’t workonline, it’s nota good idea.” 65
  66. 66. One day, one of our ex-bosses said while talking totraditional creatives: “If an idea doesn’t work online, it’s not a good idea.”He was right, because when you realize that your ideaonly works in a print ad or as a TV spot, it becomes ob-vious that this idea can’t be that great. Of course, thisquote also works the other way around. When an ideaonly works online or with a specific medium, it proba-bly hasn’t got enough relevance or potential to becomean integrated campaign. SHARE THIS PAGE 66
  67. 67. Everycampaignis a globalcampaign. 67
  68. 68. Until a few years ago, the people had no idea of howa brand communicates in another country than his orher own. Yet today, we have the Internet. Everyone hasit, everyone uses it, everything spreads at the speed oflight, and above all, the Internet is global. So for exam-ple, when Volkswagen has launched a cool campaignfor the USA, people in Germany will notice. Nowadays,companies keep losing an increasing amount of con-trol over when, what and where people get to knowabout things.Hence, when tossing something into the net, make sureit not only works for your country, but that it works fornearly anywhere else as well. SHARE THIS PAGE 68
  69. 69. Focus on theindividual. 69
  70. 70. In the past, people used to talk about target groupssince it was impossible to address individuals. Yetthrough improved targeting, it is finally possible andwill be accomplished in more diverse media.The more people give insights into their lives on Face-book and such for free, enterprises like Google willtrack and store user behavior; the more possibilitiesthere are to identify users, such as cookies, the largerthe human database becomes that marketing peoplecan access. This allows the creation of tailor-madeadvertisements and the ability to catch people at thebest possible place.This is why a “target group” suddenly becomes a “targetperson”. It doesn’t matter whether you like it or not: Weknow who you are, what you do, what you like and wecan talk to you individually.Yet these techniques are still very young, so right now,this intimate knowledge is recent. Although, think tenyears in the future; then we have known you already for10 or 15 years and have seen you growing up, changingand evolving – not only you, but also your entire socialnetwork. SHARE THIS PAGE 70
  71. 71. TheSocial Filter. 71
  72. 72. The more people use Twitter and other similar appli-cations, the more that news will suddenly find its wayto your desktop or your cell phone. Since you only fol-low people who are relevant to you, only news that areinteresting to you will arrive on your desktop. What iscreated here is a social filter. In former times, an editormade the decision regarding which news was impor-tant for you and which not; now your social networkis doing this job. Further, you determine who is part ofthat network.So, the more people receive their individual news viasocial filters automatically, the less people will active-ly look for current information, since the informationthey want is suddenly just there.The possible consequence for news portals is thatthe number of returning readers will drop, sincepeople don’t visit that often anymoreto flip through the headlines for relevant informa-tion. Rather, they pick up news from many differentsites through their social filters. Since your social filter“Peter” links to an article on, filter “Michael”to a blog entry and filter “Susan” to a forum, you don’tget your information from one single source, but frommany different ones.In order to get picked up with an article, a product ora campaign by a social filter, these items have to havea certain relevance for that filter. This relevance variesfrom filter to filter, of course, so there is no generalrule to which you can adhere. Yet, it definitely helps tomake content shareable and to deploy the Viral Test.This method checks a campaign’s “virality” and will belooked at closer later in this book. SHARE THIS PAGE 72
  73. 73. Lies have longTweets. 73
  74. 74. In the movie “Thank you for smoking” the spokesmanof the tobacco industry tells his son about his job andsays: “When you argue right, you’re never wrong.”This means with the right line of arguments, you couldsell nearly anything, be it credit cards right in the mid-dle of a financial crisis or burgers to fat Americans.Thanks to the Internet this doesn’t work that easilyanymore. One example is the “Kryptonite” brand. Thebicycle lock brand’s slogan was: ‘UNBREAKABLE BONDS’It was bad luck for the company that a video appearedon the net showing how some of these locks could bepicked by using a standard pen.When the product itself is of poor quality, even the bestmarketing campaign can’t make up for it anymore.Since when a brand lies, if they know it or not, therewill be someone in this world who will find out about itand spread the news via Twitter and Co to thousands ofpeople within seconds. Thus, honesty is still king. SHARE THIS PAGE 74
  75. 75. It doesn’t costanything tolisten. 75
  76. 76. People talk. That’s what they’ve always been doing.However now, they do this in public on blogs, in forumsand social networks. They talk and they also talk aboutbrands. Even when actually many brands have real-ized, some are still afraid of criticism. Yet in most cases,it doesn’t cost anything to just listen and maybe learnsomething important about your brand. The best thingwould be to provide your brand with a platform of itsown so people can tell you directly about the ideas,troubles and problems they have with your brand.After all, you can only win here.People often make jokes about the “Web 2.0” trend andabout someone launching his or her website as a “Beta”version. This is done to 1) have an excuse for small mis-takes and 2) officially ask the people to send feedback– since it’s not done yet and needs the help of all thosetesters out there.One example for this just came from a friend and ac-count guy. He had learned via Twitter that the websitethey had just launched still had some problems on cer-tain browsers, and thus, was able to fix them in timebefore banners and TV spots made the traffic rise.Apart from that, “listening” can help save money on ex-pensive focus groups and spot dissatisfaction early. SHARE THIS PAGE 76
  77. 77. Add meaning,not media. 77
  78. 78. We remember the launch of a compact car in Ger-many during which the whole country was coveredwith ads. We also believe this campaign to be one ofthe most expensive campaigns ever in Germany. Everycorner had a picture of this small car standing in somedry desert. It was so much that people started makingjokes about it, but funny enough, we no longer haveany idea which car that was. The only thing we knowis that it was a lot of ads and people got annoyed aboutthis over-presence.So don’t push your product relying only on a large me-dia budget, but rather, push it based on a cool idea.Since people won’t get annoyed by that but will talkabout it because they want to, the great media volumewill generate nearly automatically – for far less money. SHARE THIS PAGE 78
  79. 79. Own themedia. 79
  80. 80. The value of your campaign is measured in contacts.Usually, there are three ways to gather contacts:1. Paid media – These are media you pay for, be it anad in a magazine or a banner on a website.2. Press – Coverage of a product, event or campaign.3. Word of mouth – People who tell their friends abouta product or a campaign.Now, there is a new way: Owned media – Media thatbelongs to a brand.In former days, it was unthinkable that brands hadtheir own media channels; but today, digitalizationmakes it easy and above all, affordable. The price fora print magazine can rise quickly, whereas calling up awebsite usually doesn’t even cost a cent. This way, it issuddenly possible for brands to have their own mediachannel, from the funny microsite down to a completebrand community à la Nike+.In most cases, however, you need paid media, pressand word of mouth, to draw people’s attention to-wards owned media. Yet then owned media provide ameans to bind and keep these people. So, points 1-3are of a temporary character, whereas owned media isconstant. Where paid media, press and word of mouthwork rather like a sieve (one goes in and out again, justa few stay), owned media are the collecting basin tokeep all those purchased contacts. SHARE THIS PAGE 80
  82. 82. 82
  83. 83. Using aninnovativetechnologydoesn’t makean innovativeidea. 83
  84. 84. As soon as an innovative technology appears on theweb, it usually takes only a couple of months and threeagencies have created an ad for award shows basedon that new technology. Still, making use of innova-tive technologies doesn’t automatically mean the basicidea behind it is innovative, too. In most cases, the onlyfascinating part of the ad is the technology itself.So, do not start off with a great technology and thenlook for ideas, but rather, focus on a great idea first andthen look for the right technology to bring this idea tolife. SHARE THIS PAGE 84
  85. 85. Technologyhas to servethe people. 85
  86. 86. People have always wanted to express themselves, topresent themselves, to talk with each other and to play.The evolution of technology merely developed toolssupporting people in unfolding these deeply rootedneeds. Yet, it has not reinvented people’s behaviors, butonly developed them further.Technology should be adapted to people’s habits andmake things easier. I feel like playing and turn on myXBox. I feel like presenting myself and thus create awebsite. I feel like I want to know what my friends aredoing today and read their status messages on Face-book. SHARE THIS PAGE 86
  87. 87. Technologyis deployedright, whenit’s invisible. 87
  88. 88. At the E3 2009, the world’s largest trade show for elec-tronic entertainment, Microsoft presented Project Na-tal: An XBox controller that is able to recognize gesturesand speech, and thus allows you to control games andother content on your TV screen without a remote con-trol or the physical contact with other kinds of control-lers. This is only possible through a complex interplayof different technologies, but still, the user doesn’t real-ize this. You don’t have to press buttons on fancily de-signed devices; you simply act intuitively.This means technology is deployed in a right way whenthe user doesn’t realize it’s there, when he’s doing some-thing without thinking about what he is doing and sim-ply does what he’s used to doing. SHARE THIS PAGE 88
  89. 89. “Thingsare onlyimpossibleuntil theyare not.“ - Jean-Luc Picard 89
  90. 90. Sometimes it’s a good thing to only have half-knowl-edge, since many “onliners“ have such a profoundknowledge about technology that they tend to onlythink about what they know really works. It can be anadvantage to keep a certain degree of naïveté, since thatway, you can think freely, at a larger scale and not onlyabout what’s possible, but something like, “Wouldn’t itbe cool if ...”. As long as you haven’t tried everything tomake it possible, it’s still not impossible. As Star Trek’sJean-Luc Picard once put it: “Things are only impossible until they’re not.” SHARE THIS PAGE 90
  92. 92. 92
  93. 93. Focus on one. 93
  94. 94. Especially when thinking about ideas for websites,one gets easily taken away by ideas and would ratherintegrate 200 great tools and ideas into one site. Yet,200 great tools are, by far, not as overwhelming as ONEsingle really unbelievable top-notch idea.As soon as someone wants to tell someone else aboutthis site, he suddenly has to focus hard on telling aboutthis whole bunch of ideas. The real, basic idea of thesite can easily get lost. So, look at which of these 200ideas really is the best of all and make this one ideareally great, top-notch and overwhelming, since thissingle idea is easier to talk about than 200.Don’t get us wrong here; an integrated campaign canconsist of many smaller ideas, but each one of theseideas must be able to stand by itself. This means: In thecase of web ideas, each idea should have its own web-sites, e-mail or app and should not be hidden amongmany others. SHARE THIS PAGE 94
  95. 95. The threetypes ofintegratedcampaigns. 95
  96. 96. Many companies and agencies still believe that anadditional website and banner ad turn their traditionalcampaign automatically into an integrated campaign.Over the last few years, we have formed our own opin-ion on this and have spotted three different types of in-tegrated campaigns.1. The adaptive campaignLet’s say you have an idea for a great TV spot, for in-stance. Now you think of how this TV spot could looklike printed, as a banner ad and as a website. Still basi-cally, each execution is the same. This may make everyexecution very recognizable, but also lame. There is areason why you get annoyed when you see the same TVcommercial four times in a row. Many creatives alreadycall this an “integrated campaign”, but we would rathercall this an “adaptive campaign”.2. The integrated campaignYou have a medium-independent idea based on an in-sight that suits your brand or product. Based on thisidea, you come up with concepts for all required cam-paign media (TV, print, web, out of home, etc.). Com-pared with the adaptive campaign, the individual me-dia display the campaign idea in their very own way.Here, each campaign component has its own idea, tai-lor-made to fit the respective medium.So, let’s say your campaign idea is “Deals so good, hap-piness is hard to hide”. Here, the TV spot shows peoplewho are unable to bargain anymore, since they can’tmanage to suppress their joy. Online, you can hire a vir-tual “dealer” to negotiate on your behalf on Craigslistetc. No award winner here, but you get the point. SHARE THIS PAGE 96
  97. 97. The threetypes ofintegratedcampaigns./2 97
  98. 98. The result: People discover and experience more andmore with each campaign component, but perceivethe overall campaign as one whole, integrated experi-ence. This is, for us, the basic version of an integratedcampaign.3. Integrated campaign with event characterYou have a medium-independent idea that feels al-ready press worthy without any execution. Based onthis idea, which is usually of an event nature, creatingTV spots, banner ads or funny Facebook apps comeseasy. A good example for this would be Crispin’s CokeZero campaign.The idea: “Coke Zero” tastes like Coke; that’s why Cokesues “Coke Zero” and thus, basically themselves. On TV,real-life reactions of lawyers on this were shown andonline you were able to sue your friends for the sametaste.Other good examples are the “The Best Job in the World”campaign in which you were able to win the job of yourdreams of becoming a paid inhabitant of an Australianisland, or Burger King’s “Whopper Freakout” campaignin which the Whopper disappeared from the menu forone day to prove the people’s love for the burger byshowing their reactions.In a best case scenario, the campaign always leads toa brand platform to keep the conversation going, evenwhen the campaign is over – even if the platform is justa Twitter account. We believe this to be the master classof an integrated campaign. SHARE THIS PAGE 98
  99. 99. Viral is notYouTube. 99
  100. 100. Many friends of ours in the industry tell us about theirbosses briefing them on viral campaigns, but in theend, all they have in mind is a funny and provocativevideo on YouTube.But what really is a viral campaign?A viral campaign is content that is so good or is opti-mized towards a current momentum that people vol-untarily tell others about it.Which brings us to the point that viral campaigns don’tnecessarily have something to do with digital media,because the goal of a campaign like this is to make peo-ple talk about your brand or your product.During the financial crisis, there was a campaign byHyundai that gave people the guarantee that if theylose their job the following year, Hyundai would buytheir car back. It was an idea that spread virally withoutsolely living online.During the past years, digital media have pushed viralideas even more, because now you can track live howmany people have told their friends about them. Viralessentially became measurable. Suddenly, marketingpeople became aware that their money was able to ac-complish much more than just buying fixed contacts.This is a great thing. However, one should not forgetthat the kick-off for a viral campaign doesn’t necessar-ily need to take place online. All it needs to be is an ideapeople like telling others about. SHARE THIS PAGE 100
  101. 101. Don’t planto be viral.Plan to beawesome. 101
  102. 102. Can I plan my campaign in such a way that it is viral?Yes, by doing something that is really amazingly over-whelmingly awesome. Everything that is really amaz-ingly overwhelmingly awesome becomes viral auto-matically, because everyone enjoys sending his or herfriends something that is really amazingly overwhelm-ingly awesome.That’s for sure.By the way, you can often read that this or that com-pany has “launched a viral campaign the other day,”although it is impossible to launch a viral campaign,since a campaign only becomes viral if it gets forward-ed by the people. SHARE THIS PAGE 102
  103. 103. The Viral Test. 103
  104. 104. One thing we have learned at CP+B is what we liketo call “the Viral Test”. When do you know that the ideayou have is really awesome? When it is talked about inthe media, since the best ad is the one people like tell-ing others about and which is so good that the mediathink it’s worthwhile giving coverage to it.Hence this tip: As soon as you have an idea, write itdown in the same way the media would write on it. Ifthat works out well, your idea is probably really viraland is likely to be talked about in the media and by thepeople.So take the Viral Test and ask yourself: “Is my idea worth writing about?” SHARE THIS PAGE 104
  105. 105. Do it for real. 105
  106. 106. If you want your idea to pick up steam and generatemedia coverage, you should simply imagine people’sresponse. The best would be: “Holy shit! They really did this!?”If this is the response you want to get, there is a simplerule to follow: Do it for real.Burger King really fed people who had never seen aBurger in their life with the Whopper. 7Eleven havereally re-built their stores into Quick-e-Marts. TheSwedish agency, ACNE, has really thrown an oversizeddice down a glacier and had people bet on the outcome.All these campaigns have received intense media cov-erage. Why? Because it was no fake; they did it for real. SHARE THIS PAGE 106
  107. 107. TheForced Viral. 107
  108. 108. Of course things do not become viral just like that.They need selected “injections“, postings on blogs,press releases etc. The content needs to be pushed. Yetwith certain actions, you can turn people into multipli-ers. Before downloading this book for free, people getasked to post a Tweet on it, for instance. Another ideawould be to first tell three friends about it before beingallowed to download it.But a Forced Viral doesn’t necessarily have to do withfree content. As soon as an action deals with socialstuff, this task is taken on automatically. Taking Whop-per Sacrifice from Burger King as an example, as soonas you delete one of your friends on Facebook for aWhopper, the friend is automatically informed aboutyour action via that app and this draws his or her at-tention automatically towards it. An automated, pre-programmed virality evolves. SHARE THIS PAGE 108
  109. 109. Give it a name. 109
  110. 110. For TV spots, having a name was only importantwhen they were entered in award shows in order toonce again emphasize the basic idea behind the spot.However, today when campaigns often are full eventsspanning across different media, having a name ismore important than ever before. When someone no-tices the campaign, what’s the way the viewer tells hisor her friends about it? “Hey Dude! Have you seen the campaign where peoplejust get crazy ’cause they don’t get a Whopper? Gotta’google that one!”Or “Hey Dude! Have you already seen the Whopper Freakout?It’s on”So, a good, catchy name can help you with two things: 1. It can help you pass on the information. 2. It can help identify the domain or for finding thecampaign easily online as soon as you’ve heard aboutit.And when you have done everything right, the namemight even be incorporated in people’s vocabulary. SHARE THIS PAGE 110
  111. 111. Serve theOn-Demand-Society. 111
  112. 112. Along with the proceeding digitalization of our en-vironment and the spreading of the Internet, our so-ciety has increasingly changed into an on-demandsociety, as people become more and more accustomedto things being available right away. Your completemusic collection in your pocket, any video clip canbe reached with just a few clicks on YouTube and 24/7grocery stores. Having to wait has never been as pain-ful as it is today. When the video doesn’t load withinseconds, people tend to freak out.As a result, we were able to watch live as business mod-els based on on-demand grew rapidly during the pastfew years. By 2009, iTunes, for instance, had sold morethan 6 million songs since its launch in 2003 – and it’sno wonder. When someone listens to music today, it isdigitalized, which means when I go and buy myself aCD, I not only have to wait until I’m back home, I alsohave to rip it onto my mp3-player to be able to listen toit on the go. SHARE THIS PAGE 112
  113. 113. Make itaccessible. 113
  114. 114. When Napster was released in 1999 (or rather, poppedup), it struck a chord with people.Chord one: “Fuck! I can download any song and burn it on CD!!!”Chord two: “How awesome! I can leech the music I want, whenever Iwant!!!“You can’t do much about the “chord one“ people sincethere will always be ways to download music illegallyfrom the web. Sometimes it will be easy, sometimesnot so easy, but it will always be possible. “Chord one”,however, is crucial for today’s on-demand society. Here,Napster has met a need no one has ever met before.In April 2003, four years after Napster was launched,iTunes Music Store was opened in the States and finallymet the need of being able to buy music wheneverpeople felt like it – but this time, it was all safe and le-gal. Since those people who didn’t dare to downloadillegally and were afraid of getting caught now boughttheir music from iTunes, only when these people don’tfind their music on iTunes, they might go back to filesharing. SHARE THIS PAGE 114
  115. 115. Make itaccessible./2 115
  116. 116. This is like at a grocery store. If I don’t find the choco-late bar I’ve seen being advertised all week long at mylocal store, I go and buy a different one, or I just don’tbuy anything.The result: In an on-demand society, companies haveto make sure that their products are as available as theycan be, which means via a variety of channels. When auser can’t get his or her need met immediately the userwill wander off to the competition, be it a legal or anillegal one. SHARE THIS PAGE 116
  117. 117. Make itmixable. 117
  118. 118. In times when anyone is able to produce an albumor an entire movie on his or her home computer, theremix has become a tool more than ever before to notonly let unfold someone’s creativity but also to expresssomeone’s opinion in the form of a parody or a collage.This can be done through sound, vision or many otherinteractive forms you can think of.Remix has become part of communication. People useit to present their opinion quickly without boring oth-ers, be it in a positive or a negative way. The cominggeneration is not a pure society of users anymore but asociety of producers. It has grown up creating and dis-tributing its own content. A product or a campaign itcannot interact with is simply irrelevant for that gen-eration. Hence, it is crucial that your product or yourcampaign is not only interactive, but also “remixable”.Some wise man once said: “Getting spoofed is the biggest praise you can get.”Any parody usually needs a discussion going on be-forehand. The best thing that can happen to someoneis to trigger a discussion, since suddenly, people oc-cupy themselves with a product or a campaign and thenumber of your contacts multiplies automatically. SHARE THIS PAGE 118
  119. 119. Make itshareable. 119
  120. 120. In May 2009, one of the first phishing schemes (a wayto gather user data illegally) on Facebook made therounds. People received a message from a friend saying“Hey! Check”. After clicking on that link apage would open up looking exactly like the Facebookpage, asking for a username and a password. It seemedto be quite normal, because sometimes you have tologin once again. Yet now the phishing guys had yourFacebook account data, and the first thing they didwith your data was send messages to even more friendsof yours in your name. The point was that the reasonthat these phishing messages were so successful wasthat people had blind trust in that link – just becauseit was “recommended” by a friend. This is a good ex-ample for how much people trust their friends.The opinion of friends has always been something onwhich people relied. Today, this opinion is spread viastatus messages. So, nowadays, one of the best thingsthat can happen to a product is to find its way into astatus message on Facebook, Twitter and the like. That’swhy it is crucial to make your product or your cam-paign as shareable as possible, since the easier peoplecan post it on Facebook and such, the more likely thatproduct or campaign gets recommended to others. SHARE THIS PAGE 120
  121. 121. Use the powerof the statusmessage. 121
  122. 122. One of our Creative Directors has just posted onFacebook: “Good morning, LA”Without haven spoken a single word with him, Iknow that he’s in L.A. right now. A status message onFacebook or Twitter is able to give me full knowledgeof what’s going on in the everyday life of someone Iknow. I can read where he or she currently is, what he’sinterested in or simply what’s bothering him.The status message is the social megaphone of thedigital generation. All you have to do is type in a fewcharacters and the message is sent to the desktops ofall your friends. While we distributed funny videos viae-mail a few years ago, this is done through our statusmessage today.The interesting thing is that everybody is concernedabout data privacy on the Internet, whereas nearlyeverybody “undresses” himself willingly. We’re stillwaiting for the news message that someone broke intosomeones’s house because he or she had twittered tobe on holiday.*For marketing people like us, status messages are ofparticular importance since they work basically like apersonal recommendation. Also, in the future, moreand more automated tools will be connected withthem. So, one day the news that I’ve just entered Star-bucks might do the rounds as soon as I set my foot ontheir doorstep – fully automated, to all my friends.* Note: While making the last changes of our book, we hear of a gang in BeverlyHills that broke into several celebrity homes and stole a multitude of diamonds.They only were able to do so,because they always knew when the celebrities wereout of town – thanks to their updated Twitter feeds. SHARE THIS PAGE 122
  123. 123. Becomepersonal. 123
  124. 124. Name three websites you visit every day. I bet you visitat least two of these websites out of a personal interest,such as YouTube or Social Networking. This is in addi-tion to the piles of e-mails and all the content linked onFacebook and the like. All in all, this is certainly morecontent that is of a personal interest to you than con-tent that is job related.So how can a product or a campaign become personalcontent? The best thing would be to provide somethingthat integrates with your personal life, such as NikePlus. Here, a brand interferes with your personal expe-rience of jogging and you even think that’s cool.One option any brand has are Facebook apps, be it dif-ferent kinds of personality tests, deleting your friendsfor a Whopper or your personal love song combinedwith a slideshow of pictures of shared moments. Face-book is the perfect place to become part of the personalcontent millions of people consume every day, since assoon as a brand engages your personal information oryour friends, it automatically becomes personal con-tent.So, one of the requirements an idea should have is thatthe campaign itself is already able to create personalmoments, because then, your idea becomes sociallyrelevant to people and they will start talking about it. SHARE THIS PAGE 124
  125. 125. Everyone isa reporter. 125
  126. 126. On January 15th, 2009, Janis K. tweeted: “There’s a plane in the Hudson. I’m on the ferry going topick up the people. Crazy.”His tweet probably was the first public message on thatevent. A picture he had attached to his tweet was laterused by the press. That message came from an individ-ual person and not from a news company.New Media, with the speed and interconnectednessthey have, can be used by a single person to have nearlyas much power as a gigantic news corporation has. Theoutcome is that people will be the first ones in manycases and press will lose its monopoly position in termsof informational edge. Eyewitnesses suddenly turn intoauthors and report directly, without any detours, ignor-ing the press. The press quotes later on.Hence, engage people – because in most cases, theywill be there before you.The biggest German daily newspaper, the BILD, has re-alized this already a few years ago and has thus createdthe “BILD Leser-Reporter” (BILD reader reporter). Yousee something you think is newsworthy? Take a pictureor a video with your cell phone, send it exclusively toBILD and when they print it you will get a few Euros. SHARE THIS PAGE 126
  127. 127. Exceedexpectations. 127
  128. 128. In America there’s an online store for shoes, The way this store is designed is horrible and Iwas concerned about my credit card data when I or-dered there. Only 12 minutes after I placed my order,however, I received an e-mail that it was dispatched,that they wouldn’t charge delivery costs and that theywould even upgrade to overnight delivery since theyappreciate having me as a customer. 10 hours later, Ihad my new shoes on my feet and I’m so happy that ev-erything went so smoothly that I even write about it ina book and do promotion for these guys – and all theyhad done was exceed my expectations.So, it is important as a company to not only talk abouthow to meet the customers’ expectations, but also tothink of how these can even be exceeded. This is espe-cially true because through New Media, a quick Googlesearch is able to completely change your buying deci-sion. Today, it’s not about what a single friend thinks,but what thousands of users think.Update: Meanwhile, Zappos has been bought by Ama-zon – for $928,000,000. SHARE THIS PAGE 128
  129. 129. Dope yourproductsdigitally. 129
  130. 130. The beautiful thing about advertising is that nearlyanything is allowed. Even doping. From smoking weedat the Christmas party down to doping products thischapter is about.So, the New Media have made doping products easy,and above all, affordable. Almost any product can havea digital extension now. A nice example: When you goand buy a Kinder Surprise Egg, you not only find a toyinside but also a code for an online game.All of a sudden, digital media enable you to have in-fluence on the product without having to influence theproduct itself, since digital extensions are cheap andopen new ways for improving a product. SHARE THIS PAGE 130
  131. 131. Give your storya simple idea. 131
  132. 132. Let’s briefly take a look at the movie industry. This isalso a topic that can be used for making concepts for acampaign.Name a porn movie you know the title of and the storyline. 70% of the people reading this will probably thinkabout Deep Throat from the 70s. Meanwhile, 20% re-ally watch a lot of porn movies while 10% couldn’t evenname one.But why was Deep Throat so much more successfulthan other porn movies? It had a clear, simple idea –an idea that can easily be told to others and a storylinethat follows that idea all along. That means when youthink of that movie, you don’t really think about thestory but the concept idea: Girl realizes her clitoris isin her throat and you can already guess how the rest ofthe story goes.Another good example is the Saw series. Each year, anew film is released doing nothing more than movingfrom torture trap to torture trap, and each year, thatmovie is another smasher.So when a story contains a simple idea, it can easilybe told to others, and the story itself can be continuedeasily as well. SHARE THIS PAGE 132
  133. 133. Banners arethe newprint ads. 133
  134. 134. Many creative heads have prejudices against bannerads, since the only thing they have in mind when theyhear the term are flashing pop-ups. While print ads al-ways used to be the medium that gave proof of one’screative excellence, online banners are becoming theplace to really be creative.You have to keep in mind that banner ads are, at best,interactive and thus open up many more possibilitiesfor being creative than a print ad does. Movies, games,music, social media and all kinds of possible effectsturn the banner into a creative playground in pixel di-mensions.So don’t be afraid of banner ads, but rather considerthem as a chance to produce really hot shit capable ofwinning awards. SHARE THIS PAGE 134
  136. 136. 136
  137. 137. Buying doesn’tmean youown it. 137
  138. 138. In July 2009, Amazon had a quarrel with the publishinghouse of George Orwell’s classic, 1984. It seemed that aKindle version of the book (eBook version by Amazon)was put up for sale on without any agree-ments made beforehand. Amazon’s response was sim-ple and quite efficient: Stopping the sale immediatelyand deleting that eBook from all Kindle devices. Yes,they’ve deleted it. “But the people had already boughtthe book,” some of you might think. Yet, in a world ofdigital interconnectedness, buying something does notautomatically mean you own it. Since a Kindle, Ama-zon’s eBook reader, updates automatically with the on-line shop, the result is that Amazon has total controlof which content is stored on the devices and which isnot. Things are quite similar with the iTunes store andtheoretically also with data stored on the iPhone. Witha simple update, Apple could get full control over youriTunes and iPhone data.That was a real gift for the press, of course, since it was1984, a novel about the state having total control over itscitizens. Amazon gave all buyers of the book a voucherof the same value and released an official apology inwhich they stated that things like that would never everhappen again. SHARE THIS PAGE 138
  139. 139. Buying doesn’tmean youown it./2 139
  140. 140. What do we learn from this?1. Digitalization means more control. The question iswho has the control, since when I make use of a serviceI can use to lock my home door with while traveling,this means more control for me. On the other hand,that service will also be able to open my door anytime,too.2. In a digital world, buying something does not meanyou own it. When Amazon takes away a book from you,a book you’ve bought, this would be stealing – right? SHARE THIS PAGE 140
  141. 141. Use the crowd. 141
  142. 142. At the time we’re writing this book, crowdsourc-ing has become one of the most popular buzzwords.So what actually is crowdsourcing? Wikipedia says: “Crowdsourcing is a neologistic compound of Crowd andOutsourcing for the act of taking tasks traditionally per-formed by an employee or contractor, and outsourcing themto a group of people or community, through an “open call” toa large group of people (a crowd) asking for contributions.”So, the idea is outsourcing onto the intelligence of otherpeople, for free, if possible. This is actually exactly whatGoogle is doing, since most of the Google products arenot based on a content of their own, but on the contentof others (YouTube, Google Search, Google Books etc.)Yet Google adapts to the on-demand society, becausethey make this content immediately available to any-one.With crowdsourcing, it’s also about creating tools thatcan help companies listen to what their users wantor what they don’t want as well as give people the op-portunity to contribute to the brand. The Apple AppStore, for instance, is crowdsourcing at its best. Here,thousands of free developers voluntarily work on soft-ware exclusively for Apple products, the iPhone, iPodand iPad. They do this without Apple paying them. Ofcourse, these developers get their share of the sales, butat their own risk; the apps they’ve programmed eitherpay off or they don’t. Apart from that, each new app in-creases the value of the iPhone and Co and provides anadditional reason for people to buy it. SHARE THIS PAGE 142
  143. 143. User-Genneedsguidance. 143
  144. 144. Nowadays, creative content in the sense of enter-tainment, advertisement and journalism is created bymore than a small elitist circle of creatives behindclosed doors during long brainstorming sessions. TheInternet has opened the doors wide and all are invitedto contribute and upload to YouTube or to post onFacebook.Still, creatives in marketing don’t need to be afraidof losing their jobs, since leaving everything to theusers would only end up in anarchy. Yet when a branddecides to carry through a user-gen campaign, it’s cru-cial not to give the users too much freedom. The moremeans, specifications and tools to which the users getto contribute with their creativity, the easier it’s goingto be for them, the more people are going to participateand the better the result will be. SHARE THIS PAGE 144
  145. 145. The FreemiumModel. 145
  146. 146. The philosophy the first Internet users had was thatany piece of information should be available immedi-ately and for free, to anyone, anytime. The web com-munity is accustomed to getting content for free, be itmusic, movies, books and of course, information of anykind.Theoretically, any type of digital goods can be providedfor free on the Internet, since digital goods can be mul-tiplied endlessly without losing quality and at very lowcosts.When you release a new service or a new product on-line, it makes sense, at the beginning at least, to giveit away for free. Since the web community has grownup with getting things for free, it will accept your newproduct with open arms and will spread it voluntarily,since costs without trying it first usually repel Internetusers. When the free basic version keeps what it prom-ised, many users will then be willing to pay for the pre-mium version of that service or product. If it’s not youwho provides it for free, someone else is going to do it.So this is also part of competitiveness.We have pinched the term ‘Freemium’ from Chris An-derson. The Wired magazine chief editor has writtena whole book on this topic. The author even keeps hispromise, since you can get his book Free online, forfree. Just google it. SHARE THIS PAGE 146
  147. 147. The $9.900 elf. 147
  148. 148. More than 11.5 million users are playing the World ofWarcraft online role-playing game. An account costs atleast $11 every month. So this makes a turnover of ap-proximately $126.5m every month. That’s not bad forsomething that’s supposed to be a niche product – notto speak of trading with virtual goods and high-levelcharacters from the game on eBay and the like. In Sep-tember 2007, for instance, a World of Warcraft accountwith a high-level character was sold for £5,000 (approx-imately $9,900 at that time).Another phenomenon is Farmville. Farmville is cur-rently the most popular Facebook application. In thisgame, it’s about building your own farm. The moreyou play, the farther you get and the more virtualmoney you get with which to buy great new goodies.In October 2009, that game had more than 56,1mactive (!) users. It started in June of the same year.By making use of forced viral tactic, it got 5 times asmany active users as World of Warcraft has within fourmonths. This is because when you are successful in thegame, the news is posted on your Facebook wall and allyour friends will notice. If you want to get new goodiesfaster, you can also buy them for real dollars.For the digital generation, virtual goods sometimeshave nearly as much value as real goods, since theybuild up a personal relation with their game or tool overtime. That’s why it’s worth looking from time to time atwhich digital goods your tool can have, since they mayturn into another income source in the future. SHARE THIS PAGE 148
  149. 149. Piracy pushesinnovation. 149
  150. 150. Internet piracy is a crime, no doubt about that. Butwhy are these crimes not seen as what they are by awhole generation?These people have grown up with a technology thatprovided them with new ways of consuming and trad-ing content. The new ways had suddenly met a needthat was always there – being able to enjoy music andmovies whenever people felt like it.A few years after the first file-sharing networks revolu-tionized the Internet and high-speed connections likeDSL allowed watching movies in real-time, smart com-panies have realized that it made no sense to suppresspeople’s needs; instead, they thought of ways to makeprofit with these needs. This is one reason why iTunesand Hulu entered the market.Today, many TV broadcasting companies put their se-ries online so they can be watched for free instead ofsuing sites that have done this before they did. So, don’tgo and look at whom you can sue, but rather try andfind out how to meet unsatisfied needs – to make profit. SHARE THIS PAGE 150
  151. 151. Neo-mobilization. 151
  152. 152. When Mahmoud Ahmadinejad was re-elected presi-dent in Iran and was accused of election fraud, thou-sands of demonstrators gathered via Twitter and simi-lar services.During the election in the US, Obama’s campaign teamprovided a platform for the people they could use tomobilize themselves in order to stage their own elec-tion events.Another younger case of neo-mobilization took placeat the end of 2009 in the UK. Since people were fed upwith the winner of the last casting show always leadingthe British charts around Christmas, a Facebook groupcalled out on boycott. Due to the line, “Fuck you I won’tdo what you tell me,” that year the 17 year-old song“Killing in the Name” by Rage Against The Machinewas supposed to be the chart leader. So, everyone wascalled to buy the single by this American Metal band toprevent that year’s winner of the casting show (“X-Fac-tor”), Joe McElderry, from becoming number 1 in thecharts. Then, right on time for Christmas, the number1 of the British charts was announced; the Christmassingle for 2009 in the UK was Rage Against the Machinewith “Killing in the Name”, with more than 500,000 soldsingles – 50,000 more than Joe McElderry’s “The Climb”.What does that mean: The Internet enables people toget themselves mobilized in no time, even when thosepeople don’t know each other. SHARE THIS PAGE 152
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  155. 155. The peoplewill be alwaysonline. 155
  156. 156. It’s 7:30am in the morning and John’s cell phonealarm is ringing. His Twitter account automatically an-nounces that he’s getting up right now. He takes a show-er, quickly shoves a slice of toast down his throat andleaves the house. From then on, his friends on Skypecan see that he’s online. Arriving at the subway station,he receives a message from his colleague: “Ey John! I can see you’re already on your way, I’ve over-slept, keep me covered.” And John replies: “Sure thing, Bill!”Yet his train is late and he can watch the morning meet-ing starting off without him on his cell phone.A few years back, people were asked in surveys how longthey were online per week. Now, with smart phones,you are always online, because the smart phone alwaysis. This means you’re available anywhere at any time,not only for your friends, but also for receiving ad mes-sages. What’s more – via your GPS, we even know whereyou are and can contact you right on location. SHARE THIS PAGE 156
  157. 157. Everythingwill be digital. 157
  158. 158. In 2007, seven countries started reconstructing theiranalogue TV into a digital signal. Many think of digi-tal television only to get digital picture quality, such asHD TV. Yet digitalizing TV also has other great factors,such as tracking and targeting. That way, viewing rateswill not only be defined by selected average citizens,but by every single viewer, since it can be preciselytracked who is watching for how long and what. In thenext step, they even know who this person is. Anotherthing digitalization has in store is interactivity, and thiswill not only be the case with TV. Also, print media willbecome digital sooner or later, and thus, interactive.Amazon, for instance, is already pushing digital booksright now – books that can be read with Amazon’s owneBook reader, Kindle, anywhere. These are books thatcan also be bought anywhere. That way, people will buybooks nearly always digitalized, just like music fromthe iTunes store.As a traditional ad guy, you should get some experiencein the digital field under your belt as quickly as possi-ble, since sooner or later, everything will be digital andhaving experience in that field or not will be the decid-ing factor regarding your being hired or getting fired. SHARE THIS PAGE 158
  159. 159. The End.So far ... 159
  160. 160. Actually, what we witness today is just the beginningof the digital era of awesomeness. The new media arelike a large Research and Development department inwhich countless new business models are tested everyday. When you compare the sheer number of new me-dia start-ups in general with the number of new mediastart-ups, which have received relevance in society oreven make profit, you realize there is still no universalrule for success within the world of new media. Some-times people try to make us believe the key for onlinesuccess has been found by throwing out new insights,inventions and trends, such as “viral”, “branded utili-ties”, “social media” and now “crowdsourcing”, but thepotential of new media has not been reached by far. Infact, in the years to come, there is still a lot to discoverand a lot to forget. (Do you remember Second Life?)Because this is just the beginning.P You can find all the case examples from the book at SHARE THIS PAGE 160
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  164. 164. Innovative Thunder is a creative team for innova-tive marketing solutions. Currently Thunder, alias LeifAbraham and Christian Behrendt, work as an AssociateCreative Director team with AdWeek’s Digital Agency ofthe Decade and the creators of Nike+, R/GA New York.Here, they create worldwide campaigns and platformsfor brands like MasterCard and Nike.Before that, Thunder was the Lead Interactive teamat the Activision/Guitar Hero account with AdAge’sAgency of the Decade, Crispin, Porter + Bogusky inBoulder, Colorado, where they created the launchcampaign of the video game “DJ Hero”. Apart from that,Thunder worked with CP+B for brands like Best Buy,Volkswagen and Burger King Germany. And becausethe job title of the ‘Concept Creative’ doesn’t exist in theUS, their business cards just said ‘Innovative Thunder’.Leif and Christian met at Germany’s Hotshop Jung vonMatt in Hamburg, where they created campaigns forbrands such as Mercedes-Benz, Sixt rent a car and theTV series, Lost. With JvM alone, Thunder has won morethan 90 national and international awards. They werepart of the team that made Jung von Matt WorldwideAgency of the Year 2007 (The BigWon) as well as for thefirst time Interactive Agency of the Year 2007 and 2008(Horizont). SHARE THIS PAGE 164
  166. 166. Before his agency life Christian worked as a marketingmanager for domestic and international Pop, Danceand Techno artists such as Peaches, Scooter and Brook-lyn Bounce. Under Christian’s supervision, BrooklynBounce became Sony Music/Germany’s most success-ful national artist in 2001, a success for which he re-ceived a Gold Record. One year later, Christian becameHead of Beat Department at Warner Music/Wea Ger-many. When the music industry’s downturn started, hedecided to pass his salary, sell his car and his apartmentand move back to his parent’s house in order to switchto another industry. He won a scholarship from theMiami Ad School and started after a successful grad-uation in 2005, his second career with Jung von Mattwhere he met Leif, and their joint creative romancebegan.Leif created various Internet projects for several years,from one of Germany’s biggest gaming networks withmore than 8 million page impressions per month downto managing several affiliate marketing projects. Basedon his experience and expertise on the digital field,Leif started off with Jung von Matt at the age of 19 andbecame the agency’s youngest employee at the time.Since 2010, Leif & Christian are teaching at the MiamiAd School, New York. SHARE THIS PAGE 166
  167. 167. Sources1969: The Internet is born. The first e-mail. The cell phone is invented.1990: Accessing the Internet with your cell phone. The WorldWideWeb is born. The invention of the MP3. DSL pushes the Internet. The golden Shield. The first CD burners hit the market. The first banner ads are sold. The foundation of Yahoo. Blank CDs enter the charts. College Kid destroys the music industry. Google. The “MP3” of the movie business. The MP3 player. Google gives up its ad-free policy. 167
  168. 168. Sources/22000: Nobody can stop file sharing. The dotcom bubble. The knowledge of the crowd: Wikipedia. Apple launches iTunes. Apple introduces the iPod. Hello MySpace. Skype scares the telecommunication industry. UMTS makes the mobile web usable. Competition for MySpace. World of Warcraft enters the market. Murdoch buys MySpace. Broadcast yourself. October 2005: Goodbye video rental store. Boom of the online travel agencies. Google buys YouTube. Facebook opens up. 168
  169. 169. Sources/3006: The first party for the digital natives. Internet changes the porn industry. The world starts tweeting. 2006: Suicide through MySpace 2007: Google Books starts scanning the world’s literature. The iPhone. Radiohead says “Pay what you want”. With the Internet strategy into the White House. 1 out of 8 couples getting married in the USA have met online. Monty Python open their own YouTube chan- nel to “suppress theillegal distribution of their vid- eos”. Dell announces to have made more than 3 million dollars in com-puter sales via Twitter posts in 2007. More than 15,000 people in the newspaper industry have lost theirjobs. 1 out of 8 couples getting married in the USA have met online. Pope Benedict XVI calls on using the Inter- net even more thanbefore to spread the “Word of Christ”. spendings - page 42,43 169
  170. 170. Sources/4“One example is the “Kryptonite” brand.” the on-demand society 129:Janus K.’s tweet: 131:“Zappos has been bought by Amazon for $928.000.000” 135:Amazon’s Kindle scandal 151:World of Warcraft: what you want result: 170
  171. 171. Imprint© 2010 Leif Abraham & Christian 9 7838 3918 4752Die Deutsche Nationalbibliothek verzeichnet diesePublikation in der Deutschen Nationalbibliografie;detaillierte bibliografische Daten sind im Internet 171über abrufbar.
  172. 172. THANKS. 172