Pepe Martínez

Media Ussage

TIKI TAKA ADVERTISING

Tiki Taka - Circulation paradigm

Barça way of playing football

From distribution

A changing paradigm

To circulation

A changing paradigm

reachfrequency

stickyness

From…

To…

ROCK&LOVEADVERTISING

Let´s ROCK

Let´s love!!!

Loss of advertising efectiveness

Because audience fragmentation and advertising clutter

The only easy day

was yesterday

It´s not about technology,. It´s about culture. Henry Jenkins

IN FACT INTERNET IS NOT A MEDIUM, IT´S A METHAMEDIUM

Markets are conversations

There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

We are immune to advertising. Just forget it.

If you want us to talk to you, tell us something. Make it something interesting for a change.

FROM DISTRIBUTION TO CIRCULATION

The Tiki Taka System

FROM DISTRIBUTION TO CIRCULATION

From stickyness to spreadability

FROM DISTRIBUTION TO CIRCULATION

From 360º to 365 days

FROM DISTRIBUTION TO CIRCULATION

From BIG ideas to Loooooong ideas

FROM DISTRIBUTION TO CIRCULATION

Transmediahttps://www.youtube.com/watch?v=CP-zOCl5md0

YIN YANG

Masculine AggregatingColdConsciousLogicalRational

FeminineYieldingWarmUnconsciousCreativeEmotional

Transmedia=Tiki Taka

Let´s tiki taka

Let´s tiki taka

Paid Media

Own Media

Earned/Relationship

Media

John west – salmon – fighting fisherman

Carlsberg - bikers

Branded content

5 Requirements to be spreadable

1 surprising!!

Wolkswagen Group China. The People Car Proyect

2 Sense of opportunity

Greenpeace oil on canvas

3 useful

Macy´sYes, Virginia the musical

4 noticeabilty

The British Heart Foundation, BHF - Mini Vinnie

5 Problem solving

Tesco-Home PlusKorea

1 good Transmedia example

OnlineOfflineMixed

Cultural tension

Life is terrific and hard at the same time

Brand best self

It is vital. Love life

Big ideaL

The world would be a better place if we saw the glass half-full and

not half empty

TransmediaCoke - open happiness commercial

TransmediaHappiness machine

TransmediaHug machine

TransmediaCoca cola security cams

Try to avoid a typical ad

-Before emphasis was in message: in USP, in competitive advantages of products.

-Experiential marketing implies an holistic approach. From rational to emotional consumption. From consumer to the human being.

From traditional marketing to experiential one

Hamlet – Photobooth commercial

Hamlet – Ferrari commercial

Changes in persuasive keys

- Now is more much important to empathize with the target in order to create an emotional link beyond the products.

From USP to BERP

Changes in persuasive keys

“If you entertain me, I like you.

If I like you, I´ll buy you, ”.

perhaps

Antwerp zooA LOCAL and outstanding case

And….do you remember tiki taka ?

Try to provoque circulation!

PEPE MARTÍNEZ