Link real & virtual world

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How to see on- and offline mixed?- Internet of things- Virtual Goods- Location based services- Mobile devices- Mixing real and virtual world in cross-media campaigns


<ul><li> 1. Link real &amp; virtual World</li></ul> <p> 2. - Bert Van Wassenhove </p> <ul><li>Managing Director at Amphion digital fuel </li></ul> <ul><li>Actief in interactief sinds ... lang </li></ul> <ul><li>Publiceer in Inside/Digimedia/De Morgen/... </li></ul> <ul><li> </li></ul> <ul><li> (voor professionele verzoeken) </li></ul> <ul><li> (voor interactieve tips en fun) </li></ul> <ul><li> (vriendschap niet gegarandeerd) </li></ul> <ul><li> (als je wil weten waar ik uithang) </li></ul> <p> 3. TRENDS digital fuel 4. TRENDS </p> <ul><li>Online Symbols turned into objects </li></ul> <p>digital fuel Cristian Zuzunaga The Houston Fence 5. TRENDS </p> <ul><li>Born online </li></ul> <p>digital fuel 6. TRENDS </p> <ul><li>Digital lifestyle lubricants </li></ul> <p>digital fuel 7. TRENDS </p> <ul><li>Mirroring online behavior </li></ul> <p>digital fuel 8. TRENDS </p> <ul><li>The TRYSUMER </li></ul> <p>digital fuel 9. TRENDS </p> <ul><li>The Experience Economy </li></ul> <p>digital fuel 10. 10 ways to apply OFF=ON </p> <ul><li>It doesnt take marketing genius to apply OFF=ON and ON=OFF to your own brand. Heres what you can set in motion today: </li></ul> <ul><li><ul><li>Incorporate online symbols into one of your next designs. </li></ul></li></ul> <ul><li><ul><li>Have customers design something from scratch online, then bring it into the real world. </li></ul></li></ul> <ul><li><ul><li>Add any kind of online functionality or access feature to existing physical products. </li></ul></li></ul> <ul><li><ul><li>Study and then incorporate winning characteristics of living and doing business online into your offline processes. </li></ul></li></ul> <ul><li><ul><li>Infuse your campaigns with the language of the online-versed. </li></ul></li></ul> <ul><li><ul><li>Give your online brand an offline presence. </li></ul></li></ul> <ul><li><ul><li>Partner with any kind of relevant meet-up venture. </li></ul></li></ul> <ul><li><ul><li>Hop on the mobile-meets-web bandwagon. Start with introducing an iPhone app.</li></ul></li></ul> <p> 11. How do you see on- and offline mixed? digital fuel </p> <ul><li><ul><li>Internet of things </li></ul></li></ul> <ul><li><ul><li>Virtual Goods </li></ul></li></ul> <ul><li><ul><li>Location based services </li></ul></li></ul> <ul><li><ul><li>Mobile devices </li></ul></li></ul> <ul><li><ul><li>Mixing real and virtual world in cross-media campaigns </li></ul></li></ul> <p> 12. Internet of things digital fuel 13. The Internet of things </p> <ul><li>What? </li></ul> <ul><li><ul><li>The web as one big computer </li></ul></li></ul> <ul><li><ul><li>All data moves into the cloud </li></ul></li></ul> <ul><li><ul><li>Why not add physical objects ... </li></ul></li></ul> <ul><li><ul><li><ul><li>Phones </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Cars </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Household electronics </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Consumer goods </li></ul></li></ul></li></ul> <p> 14. The Internet of things </p> <ul><li>How? </li></ul> <ul><li><ul><li>Build into a device Perfect for new electronic devices Connect with the web via WiFi or Bluetooth (or wire) </li></ul></li></ul> <ul><li><ul><li>Add an electronic label </li></ul></li></ul> <ul><li><ul><li><ul><li>High tech: RFID Read from a defined distance Need to program the chip Requires a reader </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>QR code or 2D barcode Read with any Camera (Phone, ...) Print yourself Needs visual contact </li></ul></li></ul></li></ul> <p> 15. The Internet of things 16. The Internet of things 17. The Internet of things 18. The Internet of things </p> <ul><li>In Practice? </li></ul> <ul><li><ul><li>e-coupons </li></ul></li></ul> <ul><li><ul><li>quick links to extra info </li></ul></li></ul> <ul><li><ul><li>loyalty cards </li></ul></li></ul> <ul><li><ul><li>entry tickets </li></ul></li></ul> <ul><li><ul><li>add value to objects (e.g. scan product and see movie) </li></ul></li></ul> <ul><li><ul><li>... </li></ul></li></ul> <p> 19. 20. 21. Virtual Goods digital fuel 22. Virtual Goods 23. Virtual Goods </p> <ul><li>What? </li></ul> <ul><li><ul><li>Goods that only exist in a virtual world </li></ul></li></ul> <ul><li><ul><li>Derive value from the right to entertain or right to be part of a virtual world. </li></ul></li></ul> <ul><li><ul><li>Typically exist within a closed network </li></ul></li></ul> <ul><li><ul><li>A great way to make money </li></ul></li></ul> <p> 24. Virtual Goods </p> <ul><li>How? </li></ul> <ul><li><ul><li>Put a perceived value against virtual rewards. </li></ul></li></ul> <ul><li><ul><li>Work with existing networks for credibility (unless you are famous): </li></ul></li></ul> <ul><li><ul><li><ul><li>Facebook </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>WOW </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>... </li></ul></li></ul></li></ul> <p> 25. Virtual Goods </p> <ul><li>In practice </li></ul> <ul><li><ul><li>Farmville </li></ul></li></ul> <ul><li><ul><li>GoSupermodel </li></ul></li></ul> <ul><li><ul><li>HabboHotel </li></ul></li></ul> <ul><li><ul><li>Facebook credits </li></ul></li></ul> <p> 26. Location Based Services digital fuel 27. Location Based Services </p> <ul><li>What? </li></ul> <ul><li><ul><li>All kinds services of taking advantage of knowing where the consumer is. </li></ul></li></ul> <ul><li><ul><li>Started about 10 years ago through triangulation on mobile phone networks. </li></ul></li></ul> <ul><li><ul><li>Never really worked, because: </li></ul></li></ul> <ul><li><ul><li><ul><li>Privacy feel (opt-in) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Lack of mobile internet availability </li></ul></li></ul></li></ul> <ul><li><ul><li>Came to the surface with the introduction of the iPhone with: </li></ul></li></ul> <ul><li><ul><li><ul><li>GPS function </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Easy mobile internet </li></ul></li></ul></li></ul> <p> 28. Location Based Services </p> <ul><li>How: </li></ul> <ul><li><ul><li>Location based games </li></ul></li></ul> <ul><li><ul><li><ul><li>Gowalla &amp; Foursquare </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Holiday Inn promotion </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Check In products </li></ul></li></ul></li></ul> <ul><li><ul><li>Augmented Reality </li></ul></li></ul> <ul><li><ul><li><ul><li>Gouden Gids </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Immo </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Vacatures </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>... </li></ul></li></ul></li></ul> <ul><li><ul><li>Bluecasting </li></ul></li></ul> <p> 29. Location Based Services 30. Mobile digital fuel 31. Mobile </p> <ul><li>What? </li></ul> <ul><li><ul><li>The ultimate link between real and virtual </li></ul></li></ul> <ul><li><ul><li>New devices make the mobile dream come true </li></ul></li></ul> <ul><li><ul><li><ul><li>Smart phones </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>iPad </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Mini computers </li></ul></li></ul></li></ul> <ul><li><ul><li>WiFi ubiquity and/or affordable mobile internet </li></ul></li></ul> <p> 32. Activation in real life in real life 33. Real &amp; virtual in cross-media campaigns digital fuel 34. Real &amp; virtual in cross-media campaigns </p> <ul><li>In a post-digital marketing world, you need to build bridges between the digital and the real world. </li></ul> <ul><li>Consumers still live their lives mostly in the real world, and they live the same life in a different way online. </li></ul> <ul><li><ul><li>Case: Palm Parkies </li></ul></li></ul> <p> 35. Palm </p> <ul><li>Social networking the smart way </li></ul> <p> 36. Quid? Can you build a community around an FMCG product? 37. Yes, if you find the right angle 38. Start from an existing/physical community. 39. Make sure theres a relevant reason for 40. Activate in real life in real life 41. Launch/Nurture a conversation 42. 43. Real &amp; virtual in cross-media campaigns </p> <ul><li>360 campaigns </li></ul> <ul><li>Field activation interacting with real world </li></ul> <ul><li>Cases </li></ul> <ul><li><ul><li>Coke Zero </li></ul></li></ul> <ul><li><ul><li>Coke Christmas </li></ul></li></ul> <p> 44. Coca Cola </p> <ul><li>Wishmas 2009 </li></ul> <p> 45. Link Coca-Cola and the magic of Christmas </p> <ul><li>Three consumer insights:</li></ul> <ul><li><ul><li>Digital Christmas wishes </li></ul></li></ul> <ul><li><ul><li>Customization </li></ul></li></ul> <ul><li><ul><li>Charity </li></ul></li></ul> <p>Mission 46. Digital &amp; Real live encounters </p> <ul><li>Digital:</li></ul> <ul><li><ul><li>One tree full of Xmas wishes </li></ul></li></ul> <ul><li><ul><li>Each wish supports Cliniclowns </li></ul></li></ul> <ul><li><ul><li>Facebook, Netlog &amp; Skyrock </li></ul></li></ul> <ul><li><ul><li>Personal picture wishes </li></ul></li></ul> <ul><li>Real Life </li></ul> <ul><li><ul><li>All daily touchpoints </li></ul></li></ul> <ul><li><ul><li>5 real-life Christmas trucks </li></ul></li></ul> <p>Action 47. 48. Did it work? </p> <ul><li>601.120 visitors </li></ul> <ul><li>1.6 million wishes sent </li></ul> <ul><li><ul><li>600 000 last year </li></ul></li></ul> <ul><li><ul><li>1 million more through social media </li></ul></li></ul> <ul><li>17.000 fotos uploaded </li></ul> <ul><li>50.136 euro to Cliniclowns </li></ul> <ul><li>Uplift brand love (post-research) </li></ul> <p>Results 37% reach of target 12-44 y.o. 49. Coca Cola Zero </p> <ul><li>Dodge Campaign 2010 </li></ul> <p> 50. </p>