digital fuel
Link real & virtual World
twitter.com/iBert - Bert Van Wassenhovetwitter.com/iBert - Bert Van WassenhoveManaging Director at Amphion digital fuelManaging Director at Amphion digital fuel
Actief in interactief sinds ... langActief in interactief sinds ... lang
Publiceer in Inside/Digimedia/De Morgen/...Publiceer in Inside/Digimedia/De Morgen/...
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digital fuel
TRENDS
digital fuel
TRENDSOnline Symbols turned into objects
Cristian Zuzunaga
The Houston Fence
digital fuel
TRENDS Born online
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TRENDS Digital lifestyle lubricants
digital fuel
TRENDS Mirroring online behavior
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TRENDS The TRYSUMER
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TRENDS The Experience Economy
digital fuel
10 ways to apply OFF=ONIt 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.
digital fuel
How do you see on- and
offline mixed?
Internet of thingsVirtual GoodsLocation based servicesMobile devicesMixing real and virtual world in cross-media campaigns
digital fuel
Internet of things
digital fuel
The Internet of thingsWhat?
The web as “one big computer”
All data moves into the cloud
Why not add physical objects ...Phones
Cars
Household electronics
Consumer goods
digital fuel
The Internet of thingsHow?
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
digital fuel
The Internet of things
digital fuel
The Internet of things
digital fuel
The Internet of things
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The Internet of thingsIn Practice?
e-coupons
quick links to extra info
loyalty cards
entry tickets
add value to objects (e.g. scan product and see movie)
...
digital fuel
QuickTime™ and a decompressor
are needed to see this picture.
digital fuel
digital fuel
Virtual Goods
digital fuel
Virtual Goods
digital fuel
Virtual GoodsWhat?
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
digital fuel
Virtual GoodsHow?
Put a perceived value against virtual rewards.
Work with existing networks for credibility (unless you are famous):
WOW
...
digital fuel
Virtual GoodsIn practice
Farmville
GoSupermodel
HabboHotel
Facebook credits
digital fuel
Location Based
Services
digital fuel
Location Based ServicesWhat?
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
digital fuel
Location Based ServicesHow:
Location based gamesGowalla & Foursquare
Holiday Inn promotion
Check In products
Augmented RealityGouden Gids
Immo
Vacatures
...
Bluecasting
digital fueldigital fuel
Location Based Services
digital fuel
Mobile
digital fuel
MobileWhat?
The ultimate link between real and virtual
New devices make the mobile “dream” come trueSmart phones
iPad
Mini computers
WiFi ubiquity and/or affordable mobile internet
Activationin real life
digital fuel
Real & virtual in
cross-media campaigns
digital fuel
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
PalmSocial networking the smart way
Quid?
Can you build a communityaround an FMCG product?
Yes, if you find the
right angle
Start from an
existing/physical
community.
Make sure there’s a relevant
“reason for”
Activatein real life
Launch/Nurture a
conversation
digital fuel
Real & virtual in cross-media campaigns
360° campaigns
Field activation interacting with real world
CasesCoke Zero
Coke Christmas
Coca Cola Wishmas 2009
Link Coca-Cola and the magic of Christmas
Three consumer insights: Digital Christmas wishesCustomizationCharity
Mission
Digital & Real live encounters
Digital: One tree full of Xmas wishesEach wish supports CliniclownsFacebook, Netlog & SkyrockPersonal picture wishes
Real LifeAll daily touchpoints5 real-life Christmas trucks
Action
Did it work?
601.120 visitors
1.6 million wishes sent600 000 last year1 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.Results
Coca Cola Zero
Dodge Campaign 2010
digital fuel