Link real & virtual world

Download 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

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  • 1. Link real & virtual World

2. twitter.com/iBert - Bert Van Wassenhove

  • Managing Director at Amphion digital fuel
  • Actief in interactief sinds ... lang
  • Publiceer in Inside/Digimedia/De Morgen/...
  • http://www.ibert.be(blog)
  • http://www.linkedin.com/in/bertvanwassenhove (voor professionele verzoeken)
  • www.twitter.com/ibert (voor interactieve tips en fun)
  • http://www.facebook.com/bertvanwassenhove (vriendschap niet gegarandeerd)
  • http://www.gowalla.com (als je wil weten waar ik uithang)

3. TRENDS digital fuel 4. TRENDS

  • Online Symbols turned into objects

digital fuel Cristian Zuzunaga The Houston Fence 5. TRENDS

  • Born online

digital fuel 6. TRENDS

  • Digital lifestyle lubricants

digital fuel 7. TRENDS

  • Mirroring online behavior

digital fuel 8. TRENDS

  • The TRYSUMER

digital fuel 9. TRENDS

  • The Experience Economy

digital fuel 10. 10 ways to apply OFF=ON

  • It doesnt take marketing genius to apply OFF=ON and ON=OFF to your own brand. Heres what you can set in motion today:
    • Incorporate online symbols into one of your next designs.
    • Have customers design something from scratch online, then bring it into the real world.
    • Add any kind of online functionality or access feature to existing physical products.
    • Study and then incorporate winning characteristics of living and doing business online into your offline processes.
    • Infuse your campaigns with the language of the online-versed.
    • Give your online brand an offline presence.
    • Partner with any kind of relevant meet-up venture.
    • Hop on the mobile-meets-web bandwagon. Start with introducing an iPhone app.

11. How do you see on- and offline mixed? digital fuel

    • Internet of things
    • Virtual Goods
    • Location based services
    • Mobile devices
    • Mixing real and virtual world in cross-media campaigns

12. Internet of things digital fuel 13. The Internet of things

  • What?
    • The web as one big computer
    • All data moves into the cloud
    • Why not add physical objects ...
      • Phones
      • Cars
      • Household electronics
      • Consumer goods

14. The Internet of things

  • How?
    • Build into a device Perfect for new electronic devices Connect with the web via WiFi or Bluetooth (or wire)
    • Add an electronic label
      • High tech: RFID Read from a defined distance Need to program the chip Requires a reader
      • QR code or 2D barcode Read with any Camera (Phone, ...) Print yourself Needs visual contact

15. The Internet of things 16. The Internet of things 17. The Internet of things 18. The Internet of things

  • In Practice?
    • e-coupons
    • quick links to extra info
    • loyalty cards
    • entry tickets
    • add value to objects (e.g. scan product and see movie)
    • ...

19. 20. 21. Virtual Goods digital fuel 22. Virtual Goods 23. Virtual Goods

  • What?
    • Goods that only exist in a virtual world
    • Derive value from the right to entertain or right to be part of a virtual world.
    • Typically exist within a closed network
    • A great way to make money

24. Virtual Goods

  • How?
    • Put a perceived value against virtual rewards.
    • Work with existing networks for credibility (unless you are famous):
      • Facebook
      • WOW
      • ...

25. Virtual Goods

  • In practice
    • Farmville
    • GoSupermodel
    • HabboHotel
    • Facebook credits

26. Location Based Services digital fuel 27. Location Based Services

  • What?
    • All kinds services of taking advantage of knowing where the consumer is.
    • Started about 10 years ago through triangulation on mobile phone networks.
    • Never really worked, because:
      • Privacy feel (opt-in)
      • Lack of mobile internet availability
    • Came to the surface with the introduction of the iPhone with:
      • GPS function
      • Easy mobile internet

28. Location Based Services

  • How:
    • Location based games
      • Gowalla & Foursquare
        • Holiday Inn promotion
      • Check In products
    • Augmented Reality
      • Gouden Gids
      • Immo
      • Vacatures
      • ...
    • Bluecasting

29. Location Based Services 30. Mobile digital fuel 31. Mobile

  • What?
    • The ultimate link between real and virtual
    • New devices make the mobile dream come true
      • Smart phones
      • iPad
      • Mini computers
    • WiFi ubiquity and/or affordable mobile internet

32. Activation in real life in real life 33. Real & virtual in cross-media campaigns digital fuel 34. Real & virtual in cross-media campaigns

  • In a post-digital marketing world, you need to build bridges between the digital and the real world.
  • Consumers still live their lives mostly in the real world, and they live the same life in a different way online.
    • Case: Palm Parkies

35. Palm

  • Social networking the smart way

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 & virtual in cross-media campaigns

  • 360 campaigns
  • Field activation interacting with real world
  • Cases
    • Coke Zero
    • Coke Christmas

44. Coca Cola

  • Wishmas 2009

45. Link Coca-Cola and the magic of Christmas

  • Three consumer insights:
    • Digital Christmas wishes
    • Customization
    • Charity

Mission 46. Digital & Real live encounters

  • Digital:
    • One tree full of Xmas wishes
    • Each wish supports Cliniclowns
    • Facebook, Netlog & Skyrock
    • Personal picture wishes
  • Real Life
    • All daily touchpoints
    • 5 real-life Christmas trucks

Action 47. 48. Did it work?

  • 601.120 visitors
  • 1.6 million wishes sent
    • 600 000 last year
    • 1 million more through social media
  • 17.000 fotos uploaded
  • 50.136 euro to Cliniclowns
  • Uplift brand love (post-research)

Results 37% reach of target 12-44 y.o. 49. Coca Cola Zero

  • Dodge Campaign 2010

50.