link real & virtual world

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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TRENDS

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TRENDSOnline Symbols turned into objects

Cristian Zuzunaga

The Houston Fence

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TRENDS Born online

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TRENDS Digital lifestyle lubricants

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TRENDS Mirroring online behavior

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TRENDS The TRYSUMER

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TRENDS The Experience Economy

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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.

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How do you see on- and

offline mixed?

Internet of thingsVirtual GoodsLocation based servicesMobile devicesMixing real and virtual world in cross-media campaigns

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Internet of things

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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

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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

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The Internet of things

digital fuel

The Internet of things

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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.

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digital fuel

Virtual Goods

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Virtual Goods

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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):

Facebook

WOW

...

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Virtual GoodsIn practice

Farmville

GoSupermodel

HabboHotel

Facebook credits

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Location Based

Services

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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

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Location Based Services

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Mobile

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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

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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

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