a digital platform is not an advertising idea!

DIGITAL PLATFORMSAND IDEAS.

A presentation by Jason Culbertson

A DIGITAL PLATFORM IS NOT AN IDEA.IT’S A TOOL FOR IDEAS.

LIKE ANY TOOL IT NEEDS TO BE USEFUL OR NO ONE WILL CARE.

IT CAN BE SOCIAL.

• 53% of Facebook users play social games

• Zynga engages over 250 MM players/mth

• Advertising is less than 10% of revenues

• Brands must seek a fit and utility within the game

SOCIAL GAMING

TOYOTA PRIUS + MONOPOLYToyota integrated the Prius into the social game Monopoly by using the car as a game piece and tying in Toyota’s green initiatives into the game itself.

IT CAN BE ENGAGING.

• 42% of US consumers are multitasking online while watching TV

• Over 1MM members checking into TV shows via GetGlue

• IntoNow from Yahoo can identify a show within seconds and deliver unique content

SOCIAL TELEVISION

OLD NAVY + SHAZAMOld Navy partnered with Shazam to let users tag Old Navy-branded pop music featured in the TV campaign and unlock and shop the looks featured in those spots.

IT CAN BE CURATED.

• Vital role in raising awareness and driving engagement

• 44% of Fortune 500 companies have used crowdsourcing with 95% finding it valuable.

• Can have negative impact as conversation is not controlled.

CROUDSOURCING

IKEA + FACEBOOK

For the opening of the new IKEA Malmö store, Ikea created a Facebook campaign. The mission was to create something engaging that would have the potential of spreading by itself beyond the borders of the Malmö region. They allowed users to tag items in photos with their names for the opportunity to win that particular item.

IT CAN BE EXPERIENTIAL.

• 40 MM+ have checked in using geo-location services

• Biggest barrier to entry is consumer concerns regarding privacy

• Most important motivation for consumers is the social component of location

• Marketers must create rewards and reinforcements that yield richer social connections with their customers

GEO-LOCATION

NIKE + FACEBOOK PLACES

Teaming up with Koi Fusion, a popular food truck, Nike tweeted clues to followers in search of the Koi Fusion truck, once found, users had to check in with Facebook Places and then order a secret menu item… The Destroyer Burrito. Get there in time, with the right info and they scored a special Destroyer jacket.

OR IT CAN BE ENRICHING.

• NFC is built into mobile devices so no application downloads

• Can support actions like sharing files and media between devices, advertising, ticketless transactions and more

• Predictions for over 35 million supported handsets by 2012 and around 868 million by 2015

NEAR FIELD COMMUNICATION

NOVA FM + TAPIT

Nova FM, an Australian radio station, launched an outdoor campaign, in partnership with the near field communication company Tapit, which enables consumers with NFC capable phones to simply tap their phones against the outdoor billboards to immediately start listening to Nova.

WHAT DOES THIS ALL MEAN?

IDEAS WILL PERSIST AS THE TOOLS THAT THEY USE CONTINUE TO CHANGE.