12 TRENDS FROM
CANNES 2011

1. SOCIAL TV BRAND BOWL
BY MULLEN 86% OF US MOBILE WEB USERS WATCH TV WITH THEIR DEVICES IN HAND 40% ARE USING THEM FOR SOCIAL NETWORKING Source: Nielsen/Yahoo via Edward Boches

1. SOCIAL TV THE REBIRTH
OF LINEAR TV? “What we’re seeing now is that Twitter is, in fact, about flocking audiences back to a shared experience, and that usually means a live one” Chloe Sladden, twitter MTV VMA Awards Twitalyser

1. SOCIAL TV: OLD SPICE
GUY 40 MILLON VIDEO VIEWS 1.4 BILLION CAMPAIGN IMPRESSIONS CYBER LION GRAND PRIX

2. DIGITAL STORYTELLING “Think of
the article not as the goal of journalism but as a value added luxury or as a by product of the process” Jeff Jarvis “The primary shift is one of thinking of the book as a process rather than an artifact” Kevin Kelly

2. DIGITAL STORYTELLING: SOCIAL STORIES
CROWD-CREATED STORIES SOCIAL STORIES

2. DIGITAL STORYTELLING: BRANDS AS
PUBLISHERS “In the age of conversational media, brands must become publishers... ...Publishing means connecting a community through the art and science of communication.” John Battelle, Federated Media, spoke on this theme at the festival

3. HTML 5 AND THE
RISE OF WEB APPS FACEBOOK’S RUMOURED HTML 5 STORE HTML 5 MAGAZINES OPEN SOURCE, CROSS PLATFORM WEB LANGUAGE DELIVERING APP-LIKE EXPERIENCES IN BROWSER

HERO-ED IN GOOGLE’S GROUND- BREAKING
CHROME EXPERIMENTS CYBER LION GRAND PRIX THE NEXT GENERATION....

4. COLLABORATION & CO-CREATION “The
three Cs of modern creativity: Community, Crowd-sourcing and Collaboration” John Wilkins, Naked Communications & Stuart Wells, Nokia

SNEAKERPEDIA FOOTLOCKER PROJECT DESIGNED TO
CROWD-SOURCE AN ARCHIVE OF RARE & LIMITED EDITION TRAINERS LAUNCHED IN PRIVATE BETA TO BUILD KUDOS & DESIRE TO PARTICIPATE IN BETA, REACHED 6.7 M FANS & GENERATED $1M OF FREE PRESS

5. THE POWER OF REAL
TIME BUDWEISER IRELAND: DYNAMIC PRICING LINKED TO TEMPERATURE INCREASES BRONZE LION-PROMOTION & ACTIVATION

5. THE POWER OF REAL
TIME UNIQLO: DYNAMIC PRICING LINKED TO VOLUME OF TWEETS

6. THE RISE OF SOCIAL
BUSINESS “Last year, business analysts Frost & Sullivan predicted that 5.5 million Europeans will be part of a car sharing scheme in 2016,....this will give Europe some 77, 000 shared vehicles. It’s no surprise then, that automakers are moving quickly to ensure that they have some control over such a booming industry” The Independent, 13/05/2011

ASOS MARKETPLACE- DEMOCRATISING DISTRIBUTION USERS
TAKE PICTURES OF CLOTHES THEY WANT TO SELL THEIR OWN DESIGNS/ VINTAGE/SECOND HAND UPLOAD & PRICE THE OUTFITS THEY CAN THEN SELL THEM (WITH A 10% FEE TO ASOS)

7. DESIGNING FOR NETWORKS &
UNDERSTANDING SOCIAL SPREAD PROJECT CASCADE BY THE NEW YORK TIMES- VISUALISING HOW A STORY SPREADS IN A NETWORK

THE IMPORTANCE OF SOCIAL SPREAD
WHAT PROMPTS USERS TO WATCH VIDEO ON-LINE: 28.2% OF CONSUMERS WATCHED ON-LINE VIDEO ON A FRIENDS’ !"#$%$"&'($)*' RECOMMENDATION "+(,*&('"'(*"&-.'/0*&1' !&$*+2'&*-3##*+2*2' /0"%$)1'3!'2*($4+'' 17% CONSUMED NEWS &*-*+)%1'5&320-*2' ARTICLES ON FRIENDS’ RECOMMENDATION Source: Global Web Index 2011

PAY WITH A TWEET- (LITERALLY)
SOCIAL CURRENCY DEVELOPED TO LAUNCH A BOOK BY R/GA CDs CHRISTIAN BEHRENDT & LEIF ABRAHAM OVER 13,000 BOOK DOWNLOADS IN THE FIRST 24 HOURS EXTENDED AS A PAYMENT MECHANIC OPEN TO OTHER ARTISTS, WRITERS, CHARITIES & CELEBRITIES +10,000 “PAY WITH A TWEET” BUTTONS INSTALLED TO DATE LEADING TO 400,000 “PURCHASES” CYBER LION GRAND PRIX

8. SEAMLESS INTEGRATION ACROSS DEVICES
46% OF AMERICANS GET NEWS FROM 4-6 CHANNELS OVER COURSE OF A DAY 59% GET NEWS FROM A COMBINATION OF ON AND OFF-LINE SOURCES Source: Pew Research

8. SEAMLESS INTEGRATION
ACROSS DEVICES

“AUGMENTED” TELEVISION AND FILM APPS
THAT SYNCH WITH TELEVISION PROGRAMMING HONDA “JAZZ” COMMERCIAL WHERE USERS CAN “CATCH” CHARACTERS FROM THE TVC WITH AN iPHONE APP

9. THE POWER OF THE
TANGIBLE/ CREATING SOCIAL OBJECTS FAUX AMERICAN-ISATION REPACKAGING BABY CARROTS OF A NATIONAL CHOCOLATE BRAND AS JUNK FOOD TO RECONNECT WITH “REACTIVE PATRIOTISM” 2 GRAND PRIXES-PROMOTION & ACTIVATION/DIRECT

10. THE RISE OF THE
TABLET 25 MILLION iPADS SOLD TO DATE c. 82 ANDROID TABLETS PRESENT AT CES IN VEGAS 1/3 OF ADULTS CONSIDERING BUYING A TABLET IN THE NEXT 2/3 YEARS

A COMPLETELY NEW KIND OF
ON-LINE EXPERIENCE LEAN FORWARD LEAN BACK “The iPad has a low resting heart rate....build for leisure but optimise for quick sprints” Josh Clark, Author, Tapworthy

OPPORTUNITIES TO DELIVER CONNECTED ADVERTISING
-Highly interactive -Apps within apps -Configurate, customise, browse & buy -Leveraging open -Connected to rich & web standards dynamic data sets (HTML 5, -Geographic data, Javascript) social data, price & to run across any purchase data platform

11. GETTING CREATIVE WITH PLAYERS
AND BROWSERS TIPPEX GOOGLE CHROME FAST BALL -11 MILLION VIEWS OF TEASER FILM IN -A ‘RACE” ACROSS THE INTERNET TO DRAMATISE THE FIRST 36 DAYS THE SPEED OF GOOGLE CHROME -318, 000 SHARES ON FACEBOOK -USERS PROMPTED TO SOLVE PROBLEMS USING -25.5 MILLION CHANNEL VIEWS GOOGLE MAPS, SEARCH & TRANSLATE, TWITTER AND LAST.FM ALL WITHIN THE YOUTUBE VIDEO

12. SOCIALLY CONNECTED OBJECTS “By
year end 2012, physical sensors will create 20% of non-video internet traffic” Gartner Predictions 2009

MERCEDES BENZ TWEET RACE REAL
CARS, FUELLED BY TWEETS 30,000 ACTIVE PARTICIPANTS, 150,000 TWEETS 2 MILLION VIDEO VIEWS TWITTER REACH OF C. 25 MILLION SHORTLISTED, CYBER LION