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MCAD 2009 - Future of Advertising: session #08 recap (March 16)

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And here's the recap of my in-class presentation for the 8th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 16 we talked about Widgets, Gadgets, Applications—and Marketing as Utility. Many thanks to Adrian Ho from Zeus Jones for coming to class to share his wonderful insights and examples. Please note the Creative Commons license. Thanks.

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MCAD 2009 - Future of Advertising: session #08 recap (March 16)

  1. 1. Takashi Murakami characters. Image via http://www.lri.fr/~jkeren/jkeren/Iordanis-Art_Murakami3.jpg The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #08: MARCH 16 UTILITY: WIDGETS, GADGETS, BUBBLES AND BADGES, OH MY! Creative Commons Attribution & Non-Commercial License
  2. 2. Today: 1. Defining “utility” 2. Widget, gadgets, bubbles & badges BREAK 3. Guest speaker: Adrian Ho, Founder Zeus Jones 4. Next steps
  3. 3. Defining “Utility” “When Nike global director of digital media Stefan Olander looks at the Web, he doesn’t see an ad medium, though Nike runs its share of banner ads. Instead, he sees a chance to build Nike’s brand by providing valuable services. ‘We’ve been viewing digital as less of a marketing channel than a place for services,’ he said.” —Adweek
  4. 4. http://nikeplus.nike.com/nikeplus/
  5. 5. http://nikeid-europe.nike.com/nikeid-europe/banner/identify_yourself/
  6. 6. http://nikeid.nike.com
  7. 7. http://www.oliverpayne.co.uk/ogilvy/05-cisco-livecast-banner/
  8. 8. Defining “Utility” “...advertisers want to build brand loyalty by providing utilities that both improve people’s lives in some small way -- even if it’s simply a tool for customizing pizza -- and directly pad corporate bottom lines.” —Jeff Benjamin, CP+B quoted in Adweek
  9. 9. Defining “Utility” “When you create a utility...it becomes less about information as pollution and more about information to help people get through life.” —Nick Law, R/GA quoted in Adweek
  10. 10. http://www.dominos.com/home/index.jsp
  11. 11. Defining “Utility” “There’s a big possibility to deliver on your brand through the tools or functionality you can give people that are positive.” —David Armano, Critical Mass quoted in Adweek
  12. 12. http://www.visitlasvegas.com/vegas/my-vegas/login.jsp
  13. 13. Today: 1. Defining “utility” 2. Widget, gadgets, bubbles & badges BREAK 3. Guest speaker: Adrian Ho, Founder Zeus Jones 4. Next steps
  14. 14. Widget, gadgets, bubbles & badges = “Content redistribution” Simply put, all of these (micro) tools are examples of portability—code that enables anyone to move and share content that pleases them.
  15. 15. A few examples of widget/gadgets (and what they make portable) from my blog: music social travel audio
  16. 16. A few examples of widget/gadgets (and what they make portable) from my blog: presentations video
  17. 17. Content redistribution: “‘No digital property is an island anymore,’ said Schmidt. ‘Everything can be connected to everyone. You have to design for that. We think about how we can chunk up content, and make it viral and distributable.’” — Garrick Schmidt, Avenue A/Razorfish quoted in Adweek
  18. 18. http://widgets.yahoo.com/
  19. 19. iGoogle (http://www.google.com/ig) is a website you create almost entirely from widgets.
  20. 20. http://www.google.com/ig/directory?url=www.starbucksmeetinggadget.com/gadget.xml
  21. 21. http://www.apple.com/downloads/dashboard/
  22. 22. Another way to think about widgets, gadgets, et al are as applications.
  23. 23. http://apps.facebook.com/carbon_bigfoot/
  24. 24. http://www.adobe.com/products/air/
  25. 25. In-class assignment: Find+share two widgets
  26. 26. Guest speaker: Adrian Ho Founder+Partner, Zeus Jones http://zeusjones.com
  27. 27. Monday, March 23: “Relevant Data: Getting to know (and predict) you” 1. Guest speaker: Patty Henderson Consultant 2. Assignment #3 usefullunacy.typepad.com tim_brunelle@mcad.edu
  28. 28. Thank you. Creative Commons Attribution & Non-Commercial License

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