EL/WLA Interactive Gaming Seminar

Henrik Berger JørgensenDirector Mindshare

THE BIG SHIFT in CULTURE and MARKETING

CAMPAIGN AIMED AT …

MESSAGE

Weight?Active Passive

SENDER TARGETTHE WHOLE TRUTH

START STOP

NEWS 5COMPLEXITY 6TARGET GROUP -5RECEPTIVITY 0CONTEXT 10NUMBER OF MEDIA 5FORMAT 5

EFFECTIVE FREQUENCY 26

25 TIMES IN 50 MINUTES

’BRIDGE TO THE FUTURE’

AUGUST 29, 1996

10 YEARS LATER

”THE AGE OF INTERRUPT AND REPEAT IS OVER.”

Niall Fitzgerald, former CEO Unilever

Seth Godin in 1999: 1) Attention is a scarce 2) Interrupters are the bad guys

9 WHITE LIES and 1 BIG FAT ONE

Image by fenchurch/flickr.com

‘the white lie is told to avoid the harmful realistic implications of the truth’ (wiki)

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

WE ARE IN CONTROL

Image by jessiefish/flickr.com

The Big Fat One

Will never read a newspaper but attracted to some magazines

Will never own a land-line phone (and maybe not a watch)

Will not watch television on someone else’s schedule

Trust unknown peers more than experts

Little interest in the source of information

Community at the center of Internet experience

Everything will move to mobile

Television dominates less than any generation before

Want to move content freely from platform to platform with no restrictions

Want to be heard

Use Instant Messaging. Think e-mail is for their parents

Center for the Digital Future at USC Annenberg School

1 MILLION SALES

IPOD 2 YEARSIPHONE 74 DAYSIPHONE 3G ???

Image by niallkennedy/flickr.com

1 MILLION SALES

IPOD 2 YEARSIPHONE 74 DAYSIPHONE 3G 3 DAYS

Image by niallkennedy/flickr.com

HAVE WE EVER HAD CONTROL?

MARKET SHARES DO NOT CHANGE MUCH

SHARE OF LOYALISTS STABIL

MOST PRODUCTS SIMILIAR AND INTERCHANGEABLE

MOST CAMPAIGNS ARE WALLPAPER

STRONG DIRECT MAIL RESPONSE 4%

AVERAGE CLICKRATE 0,1%

ATTENTION

INTEREST

DESIRE

ACTIONPERSUASION

WEAK FORCE OR STRONG FORCE?

GREATEST CHALLENGE:

LET GO

Image by shengung lin/flickr.com

JOGA BONITA IS THE WAY I PLAY MY GAME

IT’S SHAPED BY STREETS, BY BEACHESBY CAR PARKS, BY ALLEY WAYS AND PARKS.

I BELIEVE THAT DIVING IS FOR THE SWIMMING POOLAND ARGUING FOR POLITICIANS.

I SEE YOUR OFF-SIDE TRAP AS A SAD ATTEMPTTO COVER FOR LACK OF SPEED

YOUR DIVING JUST PROVES THAT YOURFINISHING TOUCH IS AS WEAK

AS THE TV RECEPTION IN MONGOLIA.

I PLAY MY FOOTBALL WITH MY ACCENT.WITH MY STYLE AND MY JOY.

I AM AS LOCAL AS THE WEATHER.

THIS IS MY GAME.

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

CYBERSPACE IS SOMETHING ELSE

’THERE IS NO REAL LIFE AND DIGITAL LIFE, IT’S THE SAME PLACE.’

Jeffrey Cole, Center for the Digital Future at USC Annenberg School

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

TV IS DEAD

”The role of traditional media is more limited than ever before.

Our ad messages co-exist alongside thousands of other voices that consumers trust more, like their peers.

In the past marketing went deeper into the funnel, beginning with awareness and continuing into consideration and preference. But now the the drivers of consideration and preference hva shifted in roves to the web and social media, confining traditional media to mer awareness drivers.”

Bob Greenberg, Adweek

”The online space isn’t remotely developed enough – nor will it be anytime soon – to:

•absorb the advertisng budgets of the top 100 marketers•match the reach of traditional media or •fulfil the content desires of the audience”

Bob Garfield, Adage

Marketing & Media Ecosystem 2010/Booz & Company

INTEREST IN TWO-WAY MEDIA

’RATHER THAN SHRINKING, TV (VIDEO) WILL GROW DRAMATICALLY IN IMPORTANCE.’

Center for the Digital Future at USC Annenberg School

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

CLICKS ARE ALL THAT COUNT

Image by jessielein/flickr.com

SHORT-TERM

NO HISTORY

NO FUTURE

NO BRAND EQUITY

REPETITIOUS

PREDATOR/PREY MODEL

NO COMMUNICATION EFFECTS

OPTIMIZE OR INNOVATE?

ACCOUNTABILITY OR

EFFECTIVENESS?

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

IT’S ALL ABOUT TECHNIQUE

Image by bronx/flickr.com

QuickTime™ and a decompressor

are needed to see this picture.

WHY WOULD SOMEONE SPEND TIME ON …WHY WOULD SOMEONE BE INTERESTED IN …HOW EXCITING IS THE SAME THING EVERY TIMECAN YOU EXPECT ENGAGEMENT WITHOUT BEING ENGAGED …WHY WOULD SOMEONE CARE, IF … DOESN’T CARE ABOUT ANYTHINGWHAT TYPE OF ENGAGEMENT DO YOU GET IF YOU TRY TO CONTROL ITWHY WOULD SOMEONE TALK ABOUT …

IS IT ALL ABOUT TECHNIQUE?

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

BRANDS SHOULD NEVER CHANGE

Image by thomashawk/flickr.com

BRAND POLICE

LARRY LIGHT: BRAND JOURNALISM

Product

Price

Place

Concept

Product

Price

Place

Promotion

JAN RIJKENBERG: CONCEPT BRANDS

JOHN GRANT: DYNAMIC CULTURAL MOLECULES

ADAM MORGAN: LIGHTHOUSE IDENTITY

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

IMAGE IS EVERYTHING

FROM AT TO FOR

FROM AVOIDANCE TO CONNECTION

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

TARGET TARGET GROUPS

” The tricky thing to come to terms with is putting away

your medallions and teeth whitening toothpaste and

learning to take an interest in your customers lives.”

John Grant

Image by prozaciswack/flickr.com

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

BIG IS BEAUTIFUL

BOWLING OR PINBALL ADVERTISING?

Matias Palm-Jensen , Farfar

Image by kapungo/flickr.com

IDEAS PEOPLE LOVE TO SHARE

1 OF 20 IDEAS

YEAR 1: 36 MILLIONYEAR 2: 193 MILLION

30% MORE LIKELY TO BUY

EMAIL FOLLOW-UP

35.000 APPLICANTS200 COUNTRIESTHE PR, THE PR

The big fat one:HAVE WE EVER HAD CONTROL?

NO

SOLET GO

1. Cyberspace is something else

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

Image by threeerin and robpatrick/flickr.com

2. TV is dead

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands should never change

6. Image is everything

3. Clicks are all that count

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands should never change

6. Image is everything

3. ROI is the result, not the start

4. It’s all about technique

7. Target target groups

8. Big is beautiful

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands should never change

6. Image is everything

3. ROI is the result, not the start

4. It’s all about concepts

7. Target target groups

8. Big is beautiful

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands are alive

6. Image is everything

3. ROI is the result, not the start

4. It’s all about concepts

7. Target target groups

8. Big is beautiful

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands are alive

6. Value replacing image

3. ROI is the result, not the start

4. It’s all about concepts

7. Target target groups

8. Big is beautiful

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands are alive

6. Value replacing image

3. ROI is the result, not the start

4. It’s all about concepts

7. Connect in context/relevance

8. Big is beautiful

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands are alive

6. Value replacing image

3. ROI is the result, not the start

4. It’s all about concepts

7. Connect in context/relevance

8. Try, listen and learn, try again

9. People hate advertising

NOW UPDATED

1. Cyberspace and RL the same

Image by threeerin and robpatrick/flickr.com

2. TV’s role will change and grow

5. Brands are alive

6. Value replacing image

3. ROI is the result, not the start

4. It’s all about concepts

7. Connect in context/relevance

8. Try, listen and learn, try again

9. People applaud good advertising

NOW UPDATED

1. Cyberspace and RL the same