Link real & virtual world

Link real & virtual World

woensdag 5 oktober 11

• Managing Partner at “Heaven Can Wait”

• Little Miss Robot

• Mirror Mirror

• Content Lab

• Monkey Shot

• Speaking & giving training (UBA, HUB, Mercator, Hogent, ...)

• Founder @ spreadid.com

• Chief biker @ mototravel.be

• 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://profiles.google.com/bertvanwassenhove(+1 me)

twitter.com/iBert - Bert Van Wassenhove


http://www.linkedin.com/in/jocaudron




http://www.twitter.com/jcaudron

http://www.twitter.com/jcaudron

http://www.facebook.com/profile.php?id=650406703&ref=mf




http://profiles.google.com/bertvanwassenhove






Digital Creative Studio


TRENDS


Online Symbols turned into objects

Cristian Zuzunaga

The Houston Fence

TRENDS


http://www.cristianzuzunaga.com/

http://www.cristianzuzunaga.com/

TrendsBorn Online


Digital lifestyle lubricants

TRENDS


Mirroring online behavior

TRENDS


The TRYSUMER

TRENDS


The Experience Economy

TRENDS


• It doesn’t take marketing genius to apply OFF=ON and ON=OFF to your own brand. Here’s 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.

10 ways to apply OFF=ON


How to mix on- and offline

• Basics

• Internet of things

• Virtual Goods

• Location based services

• Mobile devices

• Interactive installations

• Mixing real and virtual world in cross-media campaigns


Basics


Basics: Connecting Online and Offline Marketing

• Offline Reach Building

• Tracking URLs

• Social Media Lead Intelligence

• Social Media Driving Offline Traffic

• QR Codes

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/17694/5-Methods-for-Connecting-Online-and-Offline-Marketing.aspx#ixzz1ZuPopZLY


http://blog.hubspot.com/blog/tabid/6307/bid/17694/5-Methods-for-Connecting-Online-and-Offline-Marketing.aspx#ixzz1ZuPopZLY

http://blog.hubspot.com/blog/tabid/6307/bid/17694/5-Methods-for-Connecting-Online-and-Offline-Marketing.aspx#ixzz1ZuPopZLY

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

The Internet of things


• How?

• Build into a devicePerfect for new electronic devicesConnect with the web via WiFi or Bluetooth (or wire)

• Add an “electronic label”

• High tech: RFIDRead from a defined distanceNeed to “program” the chipRequires a reader

• QR code or 2D barcodeRead with any Camera (Phone, ...)Print yourselfNeeds visual contact






• In Practice?

• e-coupons

• quick links to extra info

• loyalty cards

• entry tickets

• add value to objects (e.g. scan product and see movie)

• ...






Augmented Reality


Augmented Reality magazines

http://www.youtube.com/watch?v=LGwHQwgBzSI




This is Augmented Reality too

http://vimeo.com/7518501




Social Media Integration

http://www.vimeo.com/6734803woensdag 5 oktober 11

http://www.vimeo.com/6734803

http://www.vimeo.com/6734803

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

Virtual Goods


• How?

• Put a perceived value against virtual rewards.

• Work with existing networks for credibility (unless you are famous):

• Facebook

• WOW

• ...

Virtual Goods


In practiceFarmville

GoSupermodelHabboHotel

Facebook credits

Virtual Goods


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



• How:

• Location based games

• Gowalla & Foursquare

• Holiday Inn promotion

• Check In products

• Add-on Reality

• Gouden Gids

• Immo

• Vacatures

• ...

• Bluecasting






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

Mobile


http://www.youtube.com/watch?v=FdkV_eU1B3c




Interactive Installations


Current technologies

• All interactive technologies have 1 thing in common: they try to sense something

• they sense motion, sound, humidity, color, ...


Current technologiesa) SENSORING and arduino

‣ Low cost microprocessor (atmega chip)‣ Open source (!)‣ Active community‣ Endless range of components‣ “Homemade” ready


Current technologiesb) VISION and kinect

‣ “cheap” high end depth sensor‣ “no” security > hacked in 5 minutes‣ allows nightvision, very accurate motion detection


Current technologiesc) TOUCH and applefamily

‣ long list of touch-enabled devices‣ iPad/iPod/iPhone family‣ Android‣ Also larger possibilities with custom made screens


EOS talking tree


NIPRO interactive


Samsung Dance Wall


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.


• 360° campaigns

• Field activation interacting with real world

• Cases

• Coke Zero

• Coke Christmas


• Wishmas 2009


• Three consumer insights:

• Digital Christmas wishes

• Customization

• Charity

jáëëáçå


• 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

^Åíáçå




• 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)

37% reach of target 12-44 y.o.

oÉëìäíë


Date post:	18-Nov-2014
Category:	Technology
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Link real & virtual world

Technology