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Digital Trends
Newsletter

           #1
с3    best practices
с8    online marketing
с18   web 2.0
с21   mobile marketing
с26   interactive media
с30   communications 3.0
с36   sensational marketing
с39   innovations in media
с43   digital life style
с50   innovations in web
с53   statistics and analytics
Best practices
Why so serious?

                                           Dark Knight alternative reality game. A virus
                                           campaign in support of a film of the same
                                           name. Cyber Lions 2009 Grand Prix. 10
                                           million online members, 750-800 thousand
                                           activities and events in the real world in 380
                                           cities all over the world. In average, the users
                                           were engaged into the game 4-5 times, the
                                           average time within the game – about 2
                                           hours. The players offline received on their
                                           e-mails artifacts from the imaginary world
                                           The amount of subscribers in Gotham Times
                                           equals about 7 million. 1300 video and 5000
                                           photo files were created and. The
                                           participants spent incredible hours at
                                           forums: there were more than 400
                                           branches, 150 thousand posts and 7 million
                                           reviews.
http://www.alternaterealitybranding.com/
whysoserious_viral09/
Wall Case: Face Tracking Sensor in City Light
Panels
                                             In December 2008 Wall AG for the first
                                             time ever realized the idea of passers’ –by
                                             face tracking in outdoor advertising. Wall
                                             AG combined street light panels (City
                                             Light Poster-showcase) with flat screens
                                             and face tracking sensor from Vis-à-pix.
                                             When passers-by sat on a bench at a bus
                                             stop and looked at the panel, the sensor
                                             tracked the face and the screen
                                             demonstrated a happy family. But as soon
                                             as the person looked away, the man on the
                                             screen would start to beat the woman.
                                             The would-be idyll proved to be cover for
                                             violence in the family. Wall


http://www.wall.de/en/press/creative_news/
facetracking_sensor
Philips 140 Characters Versus Twitter
Campaign
                            A merchandizing campaign on the basis of
                            Twitter communication. In order to win
                            this 21:9 TV-set, the contestants should
                            submit their version of product testing
                            ideas under the slogan of "Philips versus
                            140 characters of genius”.
                            The best ideas are picked by the jury and
                            on their basis the brand commercials will
                            be filmed. The winner gets the long wished
                            for prize. Samples of commercials: Philips
                            versus the sun, Philips versus your nose.




http://www.philipsvs.com/
Flygbussarna Airport Coaches

                                                       The battle between the Flybussarna Airport Coaches,
                                                       a Swedish transport company and their main
                                                       competitor – a car. The latter is costly and ecologically
                                                       unfriendly.
                                                       In fact, CO2 exhausts let out by ground transport
                                                       constitute half of all exhausts from the airport
                                                       activity. An average car in Sweden carries 1.2 people. A
                                                       bus can take over 60. Thus the latter ca replace 50
                                                       cars.
                                                       The focus of the campaign was an installation which
                                                       looked like a bus built out of 50 cars. It was located
                                                       on the highway to the largest airport in the country
                                                       (Arlanda). Media activity was created around it: prints,
                                                       outdoor advertisement, banners.
                                                       The blog sphere distributed information about the
                                                       site with the web camera which broadcasted in live
                                                       the highway with the installation which calculated live
                                                       the amount of CO2 from the passing cars.
http://advertising.acne.se/case_studies/flygbussarna/
Online marketing
DIY marketing




BooneOakley                                in Bb 2.0 - a collaborative
                                                                                 Self control freak
                                           music/spoken word project

There are so many instruments
available in the internet that it is not   A concert from video recordings
necessary to create independent            by various musicians and consisting   A camera and creative approach
digital product. The agency site which     of melodies based on users’           allow a usual human being turn into
consists of several Youtube                commercials.                          God for his audience.
commercials.


http://BooneOakley.com                     http://inbflat.net                     http://selfcontrolfreak.com
Dunkin’ Run

                            A Marketing mix from Dunkin’ Donuts – a
                            collective order. Invite your colleagues who
                            are running a little sluggish to fuel up with
                            coffee and donuts. Make a collective order
                            through the website. Print it out and make a
                            run to the nearest Dunkin’ Donuts. Hand in
                            the order – and get the coffee and the
                            sweets. And let your colleagues carry you in
                            their arms. Save them from turning into
                            office plankton.




http://www.dunkinrun.com/
“HOME” – First Run on Youtube

                               “HOME” - a documentary about the
                               environment and the nature by Luc Besson
                               which was released on the same day in
                               movie theatres and on Youtube. Due to
                               Google Maps the authors gave he audience
                               a chance to see objects, pictures, figures,
                               facts related to the environmentalism as
                               well as user’ content around this topic.
                               Due to this innovation, Google destroys the
                               barrier between cinema industry and the
                               consumer and, by all means, this is a trend
                               of presenting free media content for the
                               internet.

http://www.youtube.com/user/
homeproject?blend=3&ob=4
Some words about social media?

                                             This video and the story in it may look silly
                                             but it explains to marketing specialists the
                                             meaning of social marketing. The relationship
                                             between brands and consumers has
                                             irreversibly changed. Just look and see how
                                             Dave found and fell in love with the “Blank”...
                                             Of course, the story and the brand in the
                                             commercial are somewhat absurd, but they
                                             clearly demonstrate the process of turning a
                                             usual consumer into the advocate of the
                                             brand.
                                             If a brand doesn’t start to investigate the blog
                                             sphere and its attitude, it can simply lose the
                                             market as it won’t find understanding on the
                                             part of the consumers if it ignores their
                                             opinion about the trademark, services and
                                             doesn’t pay attention to their real needs and
http://www.youtube.com/watch?v=aaJu89iyEhw
                                             insights.
The PEN Story

                                             Celebrating the 50-th aniversary of PEN
                                             cameras, Olympus created a stopmotion
                                             video.
                                             60,000 pictures were shot for the film,
                                             9.600 prints were used and 1 ,800 had to
                                             be re-shot. There are 20 locations in the
                                             video. And an interesting detail – no post
                                             production! And the result of the
                                             painstaking work the artists and the
                                             production team have carried out – 2
                                             million reviews on Youtube in 3 months.




http://www.youtube.com/watch?v=m9Et7UQh1tg
Are you tweet?

                                   An unusual banner from Volkswagen. Via
                                   circle of interests and friends in Twitter, a
                                   simple algorithm chooses a car specifically
                                   for you.




http://caseyshultz.com/vw-ad.php
Terminator Salvation Game

                                    A game for the fans of saga about the
                                    battle between robots and people for the
                                    salvation of your microblog in Twitter. You
                                    are a member of Resistance movement
                                    and you believe in the victory of the
                                    human kind and John Conner over Skynet.
                                    The fighters exchange messages via
                                    Resistance2018 community. The aim is to
                                    decode the Skynet signal and to win. Any
                                    second you can receive a task and you
                                    have to re-twit to it within 2 hours. Your
                                    level depends on your speed.




http://www.resistance2018.com/
http://twitter.com/resistance2018
#ukhols

                        An image project from Vodafone, based on
                        the Twitter and Google Maps open
                        protocol. How do you spend your
                        holidays? Do you travel? In the framework
                        of the summer promo, which takes place
                        from June, 1 until August, 31, Vodafone
                        abolishes all roaming charges: for calls, text
                        messages and MMS. See what other users
                        of the brand say about their holidays.
                        Share bright emotions with friends.




http://ukholsmap.com/
Shopping Online via Augmented Reality

                                             One more way to use augmented reality
                                             technologies from Zugara agency. How can
                                             we help a girl in choosing a blouse or a
                                             skirt in online shopping? There is no
                                             mirror, no friend at her side and NO WAY
                                             of seeing if the garment she likes fits her
                                             or not. A webcam, a proceeded products
                                             catalogue and modern 2.0 web
                                             technologies solve every problem: you can
                                             see yourself as if in a mirror, you can see
                                             how the garment looks on you, what
                                             colour fits you…and show it to the friend
                                             via email or Twitter. And no queues to the
                                             fitting room!

http://www.youtube.com/watch?v=NxQZuo6pFUw
Web 2.0
Design your collection, promote it and sell it.

                             Your contacts are your gold. EXUVE is a
                             top clothing brand, where the consumer
                             and the design are one in the same. Users
                             download their design templates, promote
                             them among their friends and relatives,
                             discuss them in blogs and vote. The best
                             items in the rating hit store shelves in
                             offline reality. The winner receives a prize
                             of $500 in cash and a percentage of sales.




http://www.exuve.com
How can you identify quickly all the profiles of an
individual user?

                                  "Identify“ is a new plug-in for Firefox
                                  browser which is used in order to find
                                  quickly and easily the story of the whole
                                  user’s activity in the Internet: CV,
                                  contacts, all social networks and blogs
                                  profiles.

                                  In order to localize the information, the
                                  instrument uses "Google Social Graph“
                                  interface which searches profiles and
                                  correlations between them. "Identify"
                                  shows the first results right on the page
                                  where the user is located.


http://lab.madgex.com/identify/
Mobile
marketing
TwittaRound: An Augmented Reality Twitter App

                            This innovative application is developed by
                            Michael Zöllner. Due to built-in iPhone
                            camera it is possible to see Twitter
                            microblog posts in real time and attached
                            to real objects. In other words, it is
                            possible to see the where the users send
                            their messages from and to read them.
                            Like in most cases, the augmented reality
                            will need a build-in compass and,
                            consequently, iPhone 3GS.




http://i.document.m05.de/
Nokia Kamppi – New Indoor Positioning Service

                                             An application for Nokia cell phones
                                             which enables you to locate your
                                             acquaintances and friends around you. For
                                             example, while walking in a megamall, you
                                             stopped for a coffee in a coffee shop,
                                             opened an application and saw that some
                                             of your friends are nearby. You can send
                                             them a text and offer them to join you.




http://kamppi.nokia.mobi/
http://www.youtube.com/watch?v=G1PAX3SBxVs
Localized Coupons System

                       "Coupious" is a coupon system for smart
                       phones which is linked to a certain location.
                       The system takes advantage of iPhone и
                       Androidre phone capabilities which locate
                       the phone via GPS device and then via 3G
                       demonstrate special offers from sales at the
                       given moment and exactly in the area of the
                       user. The coupons can be downloaded and
                       demonstrated to the shop assistant straight
                       from the phone screen in case the customer
                       wants to use the discount or special
                       conditions.



http://coupious.com/
Barcode Scanning via Cell Phones

                                       Skycore, MMS and services with increased
                                       additional cost launched "mDAR“ - a new
                                       form of 2D barcodes (Mobile Barcodes -
                                       Delivery, Authentication and Redemption).
                                       The innovation is that from now on
                                       barcodes can be scanned via a cell phone
                                       webcamera. Thus the phones turn into
                                       scanners. The technology is tested at the
                                       AT&T event in the frames of the Wireless
                                       Enterprise Symposium (WES 2009)




http://help.cellyspace.com/312_117_0
Interactive
media
Playing with alternative reality from Eminem

                          A game with alternative reality was
                          organized to promote Eminem’s new album.
                          It started from Eminem’s leakage who, on
                          his own account, hid a secret word in
                          Twitter – the name of a rehabilitation
                          centre. The fans while looking for it would
                          find a phantom website. They had to find a
                          phone number on it and after dialing it one
                          could hear new tracks by Eminem. To
                          support the module an augmented reality
                          module was designed: the fans drew letters
                          "E" and received prizes for their attempts.
                          The game gave the rapper 41,170 new
                          subscribers on Twitter and 113,868 visitors
                          on Eminem.com.
http://www.eminem.com/
Placing a bet with QR codes

                          Bwin, the largest bookmaker in Europe
                          placed 2D codes on 8,000 seats at the Real
                          Madrid match with Barcelona. According to
                          the mark on the barcode, the fans received a
                          voucher or bwin equal to €10 and straight
                          away could place a betting with the phone
                          right before the match.




https://www.bwin.com/
Making Calls Through Augmented Reality

                                                               Developpers of Ribbit , a VoIP provider
                                                               innovation applications, presented exciting
                                                               opportunities in the sphere of
                                                               telecommunications. Using “gestural
                                                               augmented reality” now it is possible to
                                                               interact with a piece of paper or other
                                                               object as if it were a phone. You can dial
                                                               each other just placing the receiver to your
                                                               ear. And when you finish the conversation,
                                                               make the gesture of putting down the
                                                               receiver.




http://brendanlee.org/blog/different-ways-to-interact-in-a-virtual-world/
http://developer.ribbit.com/blog/ribbit-news-augmenting-reality-connecting-air-sockets-php-lovers-unite-road-tripping/
http://www.youtube.com/watch?v=lvOtUBEgkMI
Communications 3.0
Virtual Races against Real Drivers

                                                    This promo game offers you to compete
                                                    with a real racer on a racing ring without
                                                    leaving home. The game is developed as part
                                                    of Fiat Punto promotion campaign in Brazil.
                                                    One track, one type of car, two different
                                                    drivers – a virtual and a real one. Who will
                                                    win? See yourself.




http://www.t-racer.com
http://fiat.terra.com.br/2009/07/05/theodoro-jose/
Augmented Reality Guide with Image Recognition

                                             Sein Kanemura developed an application for
                                             iPhone using augmented reality. If compared
                                             to other similar instruments which use a
                                             built-in compass or a GPS device, i.e. they
                                             are linked to a location, SREngine defines
                                             smaller objects in the marked area and gives
                                             annotations and links to more detailed
                                             information. For example, it is possible to
                                             receive more information about objects if
                                             you make a picture the space around it, a
                                             bookshelf or a restaurant menu which is
                                             very topical if you are in Tokyo.



http://blog.srengine.com/
http://www.youtube.com/watch?v=r55Nh1-c3NE
Do-It-Yourself TV Show

                         French Company Dassault Systems
                         launched a new project which enables its
                         users to create and to share self-made
                         3D TV shows .
                         The program mechanism creates an
                         avatar on the basis of downloaded user’s
                         pictures, voices it over decoding the
                         written text into the voice. Alternatively,
                         one can download a mp3 file with their
                         own sound/voice.




http://www.tvnima.com/
Assassins Creed 2 Augmented Reality

                                                      A teaser website of the sequel to the
                                                      "Assasins Creed 2" game from Ubisoft,
                                                      realized with the augmented reality
                                                      technology. In the teaser trailer to the
                                                      game the users could see new types of
                                                      the clothes the character wears and
                                                      secret weapons. These novelties were
                                                      used in the mini campaign: the user could
                                                      print out a marker, fix it on the hand and
                                                      to see on the screen their own hand
                                                      wearing a garment from the new game
                                                      with a unique weapon.



http://assassinscreed.uk.ubi.com/assassins-creed-2/
http://www.ustream.tv/recorded/1360331
We all are Autobots

                             This is an image project which supports a
                             new series of the saga about Transformers
                             “Revenge of the Fallen”. With face trekking
                             technology and augmented reality, any
                             person can turn into one of the main
                             characters of the film – Optimus Prime.




http://weareautobots.com//
Sensational
marketing
Remove all the landmines!

                                   The Norwegian Peoples Aid created a
                                   project which enabled usual people
                                   realize how difficult it is to live in mine
                                   fields. Via projection technologies and a
                                   website the customers of the shopping
                                   mall and those who watched them online
                                   through web cameras, happened to be
                                   the first players of the game in which the
                                   first ones could be “exploded” by chance
                                   and the second ones fought against field
                                   mines which from time to time appeared
                                   on video translation screens. The
                                   consumers were informed at the
                                   entrance to the mall that there is a
                                   danger of finding themselves in a mine
http://www.remove-landmines.com/   field.
Popcorn shower

                                             The telecommunications company Orange
                                             showered hundreds of lucky cell phone
                                             competition winners with popcorn.
                                             The competition was held to mark the
                                             fifth anniversary of “Orange Wednesday”, a
                                             weekly promotion to encourage people to
                                             visit the cinema.
                                             From the huge bucket full of popcorn
                                             suspended not far from the Tower Bridge
                                             the lucky winners got mobile phones,
                                             weekend breaks and exclusive tickets to
                                             the Star Trek.



http://www.youtube.com/watch?v=1KXpW1A3D9Q
Innovations in media
Chat for Cinemas

                          "Mu-Vchat", the first cinema chat, was
                          tested in a cinema in Illinois. The
                          programme developed by Rien Heald,
                          enables you to text messages which would
                          be displayed on screen. This can be done
                          with a mobile phone and a short number.
                          There is a special desktop in the room
                          which quickly blocks projection
                          undesirable users.




http://www.muvchat.com/
Internet Radio Looks Better

                                                            Internet radio Last.FM presented a new
                                                            option: a Personalized Visual Radio.
                                                            Listening to favourite tunes is now linked
                                                            to the interactive slide show which is
                                                            shaped from photo images downloaded by
                                                            the users and the staff. The photo images
                                                            are thematically connected to the trek. A
                                                            stream of various artists can be mixed in
                                                            one radio stream or a station can be
                                                            created on the basis of various tags.




http://www.last.fm/
http://www.last.fm/listen#pane=webRadioPlayer&station=%252Flisten%252Fartist
%252FChris%252BBotti%252Fsimilarartists
ATM advertisement

                         AtmAd offers its clients advertisement
                         opportunities of an ATM network all over
                         England. While withdrawing the money, the
                         customers will receive a message on the
                         ATM screen and on the receipt. For
                         example, fast food restaurants network
                         "Subway“ offered free chips and a drink to
                         those who show a receipt with the logo in
                         the nearest restaurant..




http://www.atm-ad.com/
Digital life style
Apple App Wall

                                             More than 3 000 applications are
                                             downloaded every minute from the Apple
                                             Store. There is a small miracle in front of
                                             you – a live feed from 20 000 most
                                             popular programmes for iPhone from App
                                             Store. Every time when a user downloads
                                             the application, its icon lights up.




http://www.youtube.com/watch?v=T2IMHuZXfl0/
Xbox Project Natal

                                             We are presenting a revolutionary project
                                             from Xbox: a game and console
                                             management without any controller. Do
                                             you see a ball on the screen? Hit it, dodge
                                             the opponent, catch it. Manage it with your
                                             hands, legs, the whole body, the voice. Join
                                             the fun! All you need is the enjoyment of
                                             life.




http://www.youtube.com/watch?v=I9tmr8VDqN8
A usual pillow controller

                                                          Instructables.com user published an
                                                          instruction which enables you to create a
                                                          controller from a usual pillow. It is
                                                          suggested to use the miraculous invention
                                                          in a game on nescafeweb.com portal
                                                          which is called "Mike Tyson’s Punch-Out".
                                                          Hit the pillow! Punch Mike out!




http://www.instructables.com/id/Interfaces_for_Games_PunchOut/
La Vitrine

                                             A joint project from the Moment Factory
                                             and PHOTONIC Dreams. The first
                                             developed the interactive system and
                                             created an interactive content for it.
                                             The latter created an original video wall
                                             from LED displays for La Vitrine in
                                             Montreal.
                                             The installation consists of 35 000 LED
                                             light bulbs and a tracking device which
                                             makes it possible to show various
                                             visualizations linked to the movement of
                                             passing by people. The visitors can enjoy
                                             the installation from 19.00 to 23.00.

                                             La Vitrine
                                             145, rue Sainte-Catherine Ouest, Montréal

http://www.youtube.com/watch?v=6xriYUzJ9Ls
Find the Nearest Tube Station

                                             An application from Acrossair. Forget
                                             about old tube maps! Use this wonderful
                                             programme which uses the video function
                                             of the iPhone 3GS, in order to find the
                                             nearest station of the London tube.
                                             When you download the application, hold
                                             the central button and all 13 lines of the
                                             London underground will be displayed in
                                             colored arrows on the pavement. By tilting
                                             the phone upwards you will see the
                                             nearest stations: what direction they are in
                                             relation to your location, how many
                                             kilometers away they are. If you continue
                                             to tilt the phone upwards, you will see the
                                             stations in front of you as stacked icons.


http://www.youtube.com/watch?v=U2uH-jrsSxs
The most incredible joint musical video you have ever seen.

                                             The music video for Sour’s (a Japanese
                                             band)“Hibi no Neiro” (“Daily Sound”). It is
                                             filmed by Masashi Kawamura, Hal
                                             Kirkland, Magico Nakamura and Masayoshi
                                             Nakamura. The cast is chosen from the
                                             fans from all over the world. And… the
                                             most incredible…each one filmed only
                                             with their web camera.




http://www.youtube.com/watch?v=WfBlUQguvyw
Innovations in web
Playlist Formation via Mood Recognition

                                                       SonyEricsson Mobile Communications
                                                       registered a new invention which is capable of
                                                       generating users’ playlists on the basis of their
                                                       mood. The playlists are created be means of
                                                       fixing the users’ mimics while they are listening
                                                       to music compositions. This innovation couples
                                                       various genres and songs with certain
                                                       movements which are registered on the user’s
                                                       face. Thus a smile generates a “happy” music
                                                       playlist.




http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-
bool.html&r=7&f=G&l=50&co1=AND&d=PG01&s1=Andreasson&OS=Andreasson&RS=Andreasson
Chronological Search from Google

                                      Google Labs launched a new product which
                                      is called "Google News Timeline”. The
                                      service enables you to carry out the search
                                      according to the key word and it presents
                                      the result composed of news, articles,
                                      pictures, and video as a timeline though the
                                      sources of information are still pretty
                                      limited. Thus users receive a chronologically
                                      structured and clear impression about
                                      events and topics. The period of information
                                      output can have time limitations.




http://newstimeline.googlelabs.com/
Statistics and
analytics
How Teenagers Consume Media

                                          Three pages of report from Morgan Stanley.
                                          The main conclusions:
                                          • Teenagers don’t listen to the radio, they use such services as
                                          Last.FM
                                          • Teenager watch certain seasonal programmes and types of
                                          sport and use servers similar to BBC iPlayer
                                          • Teenagers read only yellow and free press
                                          • The most popular console is Wii, then comes Xbox, and then
                                          PS3
                                          • Every teenager has access to internet.Young people do not
                                          use Twitter but use Facebook.
                                          • Most teenagers enjoy and support virus marketing.
                                          • Teenagers from high income families use iPod’ами, and low
                                          income ones use mobile phones.

http://www.scribd.com/doc/17319794/How-   • Teenagers visit cinemas quite often but not in order to watch
Teenagers-Consume-Media                   films but to get together with friends.
                                          • 99% have mobile phones.
Brands should pay attention to digital consumers




The findings of the Millward Brown research show that on average digital consumers have a 15 percent stronger
relationship between the brand and the consumer than usual ones. The strongest relationship between a brand and a
consumer was found for the airline brands which was twice as strong as their offline counterparts. Other key
categories where digital consumers had stronger relationships with brands than non-digital included IT hardware (48%
stronger), software (45% stronger), credit cards (33% stronger) and fragrances (29% stronger).The digital advantage
between digital consumers and brands was found throughout the world with correlations to internet penetrations -
Japan and Taiwan (+36%) scored the highest difference between offline and online consumers in correlation to brands.



http://www.trendsspotting.com/blog/?p=1307
Internet Advertisement in Russia: the audience
and perception
Different people have different attitude to the advertisement. Which of the                                  Which sources of information are most important for you when you choose
following statements is similar to your opinion?                                                             goods and services?

   Advertisement shapes my needs, attracts my attention to new goods and ideas.
                                                                                                            My experience, my own opinion
   Advertisement is a convenient way of gaining information about a commodity and its quality
   I do not trust advertisement, advertisement always gives positive coloring to a commodity
                                                                                                Advice given by friends, acquaintances, family
   Can’t answer

                                                                                                                            Experts’ opinion                      Urban population

                                                                                                             Advice given by shop assistants                      Local internet audience

                                                                                                                                                                  Those who don’t use the internet 
                                                                                                                              Advertisement

                                                                                                            Production companies’ websites                                   use the internet as a source
                                                                                                                                                                             of information about goods
                                                                                                              Users’ websites, users’ forums                                 and services. 
          Local internet audience                         Those who don’t use the internet 




Please, tell us if you see or don’t see advertisement in the internet? If yes, how                        Some people take advertisement on web sites calmly, others are irritated with
often do you click advertisement links?                                                                   it. Which group do you think you belong to?


   I do not see online advertisement                                                                         Internet advertisement does not irritate

   Do not click advertisement links

                                                                                                             Internet advertisement irritates
   Rarely click advertisement links


   Often click advertisement links
                                                                                                             Can’t answer



% of the monthly audience of the North –                                                                    % of the monthly audience of the North –
                                                                                                           % от месячной интернет аудиториив СЗФО
Western Federal District of Russia                                                                          Western Federal District of Russia



                                       Socio-internet monitoring. North – Western
                                       Federal District of Russia. FOM: Public opinion                    http://bd.fom.ru/report/cat/smi/smi_int/intrekl290609
                                       Foundation. March 2009 
Problems which bother internet users…

…less than they bother those who                                                                                                               …more than they bother those who
do not use the internet                                                                                                                        don’t use the internet

The data is given in % from the whole group
                                                                                                                                                                                                                                                            Optimism and
                                                                                                                                                                                                                                                            discontent
                                                                                                                                                                                                                                                            online
                                                                                                                                                                                                                                                                 “Georating” mega poll June 3-17, 2009.
                                                                                                                                                                                                                                                                 1930 populated places ,
                                                                                                                                                                                                                                                                 68 subjects of the Russian Federation, 34 000
                                                                                                                                                                                                                                                                 respondents.


                                                                                                                                                                                                                                                                 http://bd.fom.ru/report/cat/smi/smi_int/d092814




                                                                                                                                                                                                                                                                        The situation with migrants 
                                                                                                                                                                                                                                         Ecological situation,
                                  Low level of salary




                                                                                                                                                                            Roads condition, roads
           Goods price increase




                                                        Unsatisfactory condition of




                                                                                                                 Unaffordable high prices in




                                                                                                                                                                                                                                     environmental situation
                                                            the housing and public
                                                            utilities. High prices on




                                                                                                                                Real Estate




                                                                                                                                                   Corruption and Bribing




                                                                                                                                                                                                        Corruption and Bribing
                                                         housing and public utilities




                                                                                                                                                       among authorities




                                                                                                                                                                                         situation




                                                                                                                                                                                                              judicial authorities
                                                                                                                                                                                                     among law enforcement and




                                                                            City internet audience 25-44 years old
                                                                            25 -44 y.o. city audience which has never used the internet
Sources
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Grapedigitaltrendsnewsletter1eng 090904060339-phpapp01

  • 2. с3 best practices с8 online marketing с18 web 2.0 с21 mobile marketing с26 interactive media с30 communications 3.0 с36 sensational marketing с39 innovations in media с43 digital life style с50 innovations in web с53 statistics and analytics
  • 4. Why so serious? Dark Knight alternative reality game. A virus campaign in support of a film of the same name. Cyber Lions 2009 Grand Prix. 10 million online members, 750-800 thousand activities and events in the real world in 380 cities all over the world. In average, the users were engaged into the game 4-5 times, the average time within the game – about 2 hours. The players offline received on their e-mails artifacts from the imaginary world The amount of subscribers in Gotham Times equals about 7 million. 1300 video and 5000 photo files were created and. The participants spent incredible hours at forums: there were more than 400 branches, 150 thousand posts and 7 million reviews. http://www.alternaterealitybranding.com/ whysoserious_viral09/
  • 5. Wall Case: Face Tracking Sensor in City Light Panels In December 2008 Wall AG for the first time ever realized the idea of passers’ –by face tracking in outdoor advertising. Wall AG combined street light panels (City Light Poster-showcase) with flat screens and face tracking sensor from Vis-à-pix. When passers-by sat on a bench at a bus stop and looked at the panel, the sensor tracked the face and the screen demonstrated a happy family. But as soon as the person looked away, the man on the screen would start to beat the woman. The would-be idyll proved to be cover for violence in the family. Wall http://www.wall.de/en/press/creative_news/ facetracking_sensor
  • 6. Philips 140 Characters Versus Twitter Campaign A merchandizing campaign on the basis of Twitter communication. In order to win this 21:9 TV-set, the contestants should submit their version of product testing ideas under the slogan of "Philips versus 140 characters of genius”. The best ideas are picked by the jury and on their basis the brand commercials will be filmed. The winner gets the long wished for prize. Samples of commercials: Philips versus the sun, Philips versus your nose. http://www.philipsvs.com/
  • 7. Flygbussarna Airport Coaches The battle between the Flybussarna Airport Coaches, a Swedish transport company and their main competitor – a car. The latter is costly and ecologically unfriendly. In fact, CO2 exhausts let out by ground transport constitute half of all exhausts from the airport activity. An average car in Sweden carries 1.2 people. A bus can take over 60. Thus the latter ca replace 50 cars. The focus of the campaign was an installation which looked like a bus built out of 50 cars. It was located on the highway to the largest airport in the country (Arlanda). Media activity was created around it: prints, outdoor advertisement, banners. The blog sphere distributed information about the site with the web camera which broadcasted in live the highway with the installation which calculated live the amount of CO2 from the passing cars. http://advertising.acne.se/case_studies/flygbussarna/
  • 9. DIY marketing BooneOakley in Bb 2.0 - a collaborative Self control freak music/spoken word project There are so many instruments available in the internet that it is not A concert from video recordings necessary to create independent by various musicians and consisting A camera and creative approach digital product. The agency site which of melodies based on users’ allow a usual human being turn into consists of several Youtube commercials. God for his audience. commercials. http://BooneOakley.com http://inbflat.net http://selfcontrolfreak.com
  • 10. Dunkin’ Run A Marketing mix from Dunkin’ Donuts – a collective order. Invite your colleagues who are running a little sluggish to fuel up with coffee and donuts. Make a collective order through the website. Print it out and make a run to the nearest Dunkin’ Donuts. Hand in the order – and get the coffee and the sweets. And let your colleagues carry you in their arms. Save them from turning into office plankton. http://www.dunkinrun.com/
  • 11. “HOME” – First Run on Youtube “HOME” - a documentary about the environment and the nature by Luc Besson which was released on the same day in movie theatres and on Youtube. Due to Google Maps the authors gave he audience a chance to see objects, pictures, figures, facts related to the environmentalism as well as user’ content around this topic. Due to this innovation, Google destroys the barrier between cinema industry and the consumer and, by all means, this is a trend of presenting free media content for the internet. http://www.youtube.com/user/ homeproject?blend=3&ob=4
  • 12. Some words about social media? This video and the story in it may look silly but it explains to marketing specialists the meaning of social marketing. The relationship between brands and consumers has irreversibly changed. Just look and see how Dave found and fell in love with the “Blank”... Of course, the story and the brand in the commercial are somewhat absurd, but they clearly demonstrate the process of turning a usual consumer into the advocate of the brand. If a brand doesn’t start to investigate the blog sphere and its attitude, it can simply lose the market as it won’t find understanding on the part of the consumers if it ignores their opinion about the trademark, services and doesn’t pay attention to their real needs and http://www.youtube.com/watch?v=aaJu89iyEhw insights.
  • 13. The PEN Story Celebrating the 50-th aniversary of PEN cameras, Olympus created a stopmotion video. 60,000 pictures were shot for the film, 9.600 prints were used and 1 ,800 had to be re-shot. There are 20 locations in the video. And an interesting detail – no post production! And the result of the painstaking work the artists and the production team have carried out – 2 million reviews on Youtube in 3 months. http://www.youtube.com/watch?v=m9Et7UQh1tg
  • 14. Are you tweet? An unusual banner from Volkswagen. Via circle of interests and friends in Twitter, a simple algorithm chooses a car specifically for you. http://caseyshultz.com/vw-ad.php
  • 15. Terminator Salvation Game A game for the fans of saga about the battle between robots and people for the salvation of your microblog in Twitter. You are a member of Resistance movement and you believe in the victory of the human kind and John Conner over Skynet. The fighters exchange messages via Resistance2018 community. The aim is to decode the Skynet signal and to win. Any second you can receive a task and you have to re-twit to it within 2 hours. Your level depends on your speed. http://www.resistance2018.com/ http://twitter.com/resistance2018
  • 16. #ukhols An image project from Vodafone, based on the Twitter and Google Maps open protocol. How do you spend your holidays? Do you travel? In the framework of the summer promo, which takes place from June, 1 until August, 31, Vodafone abolishes all roaming charges: for calls, text messages and MMS. See what other users of the brand say about their holidays. Share bright emotions with friends. http://ukholsmap.com/
  • 17. Shopping Online via Augmented Reality One more way to use augmented reality technologies from Zugara agency. How can we help a girl in choosing a blouse or a skirt in online shopping? There is no mirror, no friend at her side and NO WAY of seeing if the garment she likes fits her or not. A webcam, a proceeded products catalogue and modern 2.0 web technologies solve every problem: you can see yourself as if in a mirror, you can see how the garment looks on you, what colour fits you…and show it to the friend via email or Twitter. And no queues to the fitting room! http://www.youtube.com/watch?v=NxQZuo6pFUw
  • 19. Design your collection, promote it and sell it. Your contacts are your gold. EXUVE is a top clothing brand, where the consumer and the design are one in the same. Users download their design templates, promote them among their friends and relatives, discuss them in blogs and vote. The best items in the rating hit store shelves in offline reality. The winner receives a prize of $500 in cash and a percentage of sales. http://www.exuve.com
  • 20. How can you identify quickly all the profiles of an individual user? "Identify“ is a new plug-in for Firefox browser which is used in order to find quickly and easily the story of the whole user’s activity in the Internet: CV, contacts, all social networks and blogs profiles. In order to localize the information, the instrument uses "Google Social Graph“ interface which searches profiles and correlations between them. "Identify" shows the first results right on the page where the user is located. http://lab.madgex.com/identify/
  • 22. TwittaRound: An Augmented Reality Twitter App This innovative application is developed by Michael Zöllner. Due to built-in iPhone camera it is possible to see Twitter microblog posts in real time and attached to real objects. In other words, it is possible to see the where the users send their messages from and to read them. Like in most cases, the augmented reality will need a build-in compass and, consequently, iPhone 3GS. http://i.document.m05.de/
  • 23. Nokia Kamppi – New Indoor Positioning Service An application for Nokia cell phones which enables you to locate your acquaintances and friends around you. For example, while walking in a megamall, you stopped for a coffee in a coffee shop, opened an application and saw that some of your friends are nearby. You can send them a text and offer them to join you. http://kamppi.nokia.mobi/ http://www.youtube.com/watch?v=G1PAX3SBxVs
  • 24. Localized Coupons System "Coupious" is a coupon system for smart phones which is linked to a certain location. The system takes advantage of iPhone и Androidre phone capabilities which locate the phone via GPS device and then via 3G demonstrate special offers from sales at the given moment and exactly in the area of the user. The coupons can be downloaded and demonstrated to the shop assistant straight from the phone screen in case the customer wants to use the discount or special conditions. http://coupious.com/
  • 25. Barcode Scanning via Cell Phones Skycore, MMS and services with increased additional cost launched "mDAR“ - a new form of 2D barcodes (Mobile Barcodes - Delivery, Authentication and Redemption). The innovation is that from now on barcodes can be scanned via a cell phone webcamera. Thus the phones turn into scanners. The technology is tested at the AT&T event in the frames of the Wireless Enterprise Symposium (WES 2009) http://help.cellyspace.com/312_117_0
  • 27. Playing with alternative reality from Eminem A game with alternative reality was organized to promote Eminem’s new album. It started from Eminem’s leakage who, on his own account, hid a secret word in Twitter – the name of a rehabilitation centre. The fans while looking for it would find a phantom website. They had to find a phone number on it and after dialing it one could hear new tracks by Eminem. To support the module an augmented reality module was designed: the fans drew letters "E" and received prizes for their attempts. The game gave the rapper 41,170 new subscribers on Twitter and 113,868 visitors on Eminem.com. http://www.eminem.com/
  • 28. Placing a bet with QR codes Bwin, the largest bookmaker in Europe placed 2D codes on 8,000 seats at the Real Madrid match with Barcelona. According to the mark on the barcode, the fans received a voucher or bwin equal to €10 and straight away could place a betting with the phone right before the match. https://www.bwin.com/
  • 29. Making Calls Through Augmented Reality Developpers of Ribbit , a VoIP provider innovation applications, presented exciting opportunities in the sphere of telecommunications. Using “gestural augmented reality” now it is possible to interact with a piece of paper or other object as if it were a phone. You can dial each other just placing the receiver to your ear. And when you finish the conversation, make the gesture of putting down the receiver. http://brendanlee.org/blog/different-ways-to-interact-in-a-virtual-world/ http://developer.ribbit.com/blog/ribbit-news-augmenting-reality-connecting-air-sockets-php-lovers-unite-road-tripping/ http://www.youtube.com/watch?v=lvOtUBEgkMI
  • 31. Virtual Races against Real Drivers This promo game offers you to compete with a real racer on a racing ring without leaving home. The game is developed as part of Fiat Punto promotion campaign in Brazil. One track, one type of car, two different drivers – a virtual and a real one. Who will win? See yourself. http://www.t-racer.com http://fiat.terra.com.br/2009/07/05/theodoro-jose/
  • 32. Augmented Reality Guide with Image Recognition Sein Kanemura developed an application for iPhone using augmented reality. If compared to other similar instruments which use a built-in compass or a GPS device, i.e. they are linked to a location, SREngine defines smaller objects in the marked area and gives annotations and links to more detailed information. For example, it is possible to receive more information about objects if you make a picture the space around it, a bookshelf or a restaurant menu which is very topical if you are in Tokyo. http://blog.srengine.com/ http://www.youtube.com/watch?v=r55Nh1-c3NE
  • 33. Do-It-Yourself TV Show French Company Dassault Systems launched a new project which enables its users to create and to share self-made 3D TV shows . The program mechanism creates an avatar on the basis of downloaded user’s pictures, voices it over decoding the written text into the voice. Alternatively, one can download a mp3 file with their own sound/voice. http://www.tvnima.com/
  • 34. Assassins Creed 2 Augmented Reality A teaser website of the sequel to the "Assasins Creed 2" game from Ubisoft, realized with the augmented reality technology. In the teaser trailer to the game the users could see new types of the clothes the character wears and secret weapons. These novelties were used in the mini campaign: the user could print out a marker, fix it on the hand and to see on the screen their own hand wearing a garment from the new game with a unique weapon. http://assassinscreed.uk.ubi.com/assassins-creed-2/ http://www.ustream.tv/recorded/1360331
  • 35. We all are Autobots This is an image project which supports a new series of the saga about Transformers “Revenge of the Fallen”. With face trekking technology and augmented reality, any person can turn into one of the main characters of the film – Optimus Prime. http://weareautobots.com//
  • 37. Remove all the landmines! The Norwegian Peoples Aid created a project which enabled usual people realize how difficult it is to live in mine fields. Via projection technologies and a website the customers of the shopping mall and those who watched them online through web cameras, happened to be the first players of the game in which the first ones could be “exploded” by chance and the second ones fought against field mines which from time to time appeared on video translation screens. The consumers were informed at the entrance to the mall that there is a danger of finding themselves in a mine http://www.remove-landmines.com/ field.
  • 38. Popcorn shower The telecommunications company Orange showered hundreds of lucky cell phone competition winners with popcorn. The competition was held to mark the fifth anniversary of “Orange Wednesday”, a weekly promotion to encourage people to visit the cinema. From the huge bucket full of popcorn suspended not far from the Tower Bridge the lucky winners got mobile phones, weekend breaks and exclusive tickets to the Star Trek. http://www.youtube.com/watch?v=1KXpW1A3D9Q
  • 40. Chat for Cinemas "Mu-Vchat", the first cinema chat, was tested in a cinema in Illinois. The programme developed by Rien Heald, enables you to text messages which would be displayed on screen. This can be done with a mobile phone and a short number. There is a special desktop in the room which quickly blocks projection undesirable users. http://www.muvchat.com/
  • 41. Internet Radio Looks Better Internet radio Last.FM presented a new option: a Personalized Visual Radio. Listening to favourite tunes is now linked to the interactive slide show which is shaped from photo images downloaded by the users and the staff. The photo images are thematically connected to the trek. A stream of various artists can be mixed in one radio stream or a station can be created on the basis of various tags. http://www.last.fm/ http://www.last.fm/listen#pane=webRadioPlayer&station=%252Flisten%252Fartist %252FChris%252BBotti%252Fsimilarartists
  • 42. ATM advertisement AtmAd offers its clients advertisement opportunities of an ATM network all over England. While withdrawing the money, the customers will receive a message on the ATM screen and on the receipt. For example, fast food restaurants network "Subway“ offered free chips and a drink to those who show a receipt with the logo in the nearest restaurant.. http://www.atm-ad.com/
  • 44. Apple App Wall More than 3 000 applications are downloaded every minute from the Apple Store. There is a small miracle in front of you – a live feed from 20 000 most popular programmes for iPhone from App Store. Every time when a user downloads the application, its icon lights up. http://www.youtube.com/watch?v=T2IMHuZXfl0/
  • 45. Xbox Project Natal We are presenting a revolutionary project from Xbox: a game and console management without any controller. Do you see a ball on the screen? Hit it, dodge the opponent, catch it. Manage it with your hands, legs, the whole body, the voice. Join the fun! All you need is the enjoyment of life. http://www.youtube.com/watch?v=I9tmr8VDqN8
  • 46. A usual pillow controller Instructables.com user published an instruction which enables you to create a controller from a usual pillow. It is suggested to use the miraculous invention in a game on nescafeweb.com portal which is called "Mike Tyson’s Punch-Out". Hit the pillow! Punch Mike out! http://www.instructables.com/id/Interfaces_for_Games_PunchOut/
  • 47. La Vitrine A joint project from the Moment Factory and PHOTONIC Dreams. The first developed the interactive system and created an interactive content for it. The latter created an original video wall from LED displays for La Vitrine in Montreal. The installation consists of 35 000 LED light bulbs and a tracking device which makes it possible to show various visualizations linked to the movement of passing by people. The visitors can enjoy the installation from 19.00 to 23.00. La Vitrine 145, rue Sainte-Catherine Ouest, Montréal http://www.youtube.com/watch?v=6xriYUzJ9Ls
  • 48. Find the Nearest Tube Station An application from Acrossair. Forget about old tube maps! Use this wonderful programme which uses the video function of the iPhone 3GS, in order to find the nearest station of the London tube. When you download the application, hold the central button and all 13 lines of the London underground will be displayed in colored arrows on the pavement. By tilting the phone upwards you will see the nearest stations: what direction they are in relation to your location, how many kilometers away they are. If you continue to tilt the phone upwards, you will see the stations in front of you as stacked icons. http://www.youtube.com/watch?v=U2uH-jrsSxs
  • 49. The most incredible joint musical video you have ever seen. The music video for Sour’s (a Japanese band)“Hibi no Neiro” (“Daily Sound”). It is filmed by Masashi Kawamura, Hal Kirkland, Magico Nakamura and Masayoshi Nakamura. The cast is chosen from the fans from all over the world. And… the most incredible…each one filmed only with their web camera. http://www.youtube.com/watch?v=WfBlUQguvyw
  • 51. Playlist Formation via Mood Recognition SonyEricsson Mobile Communications registered a new invention which is capable of generating users’ playlists on the basis of their mood. The playlists are created be means of fixing the users’ mimics while they are listening to music compositions. This innovation couples various genres and songs with certain movements which are registered on the user’s face. Thus a smile generates a “happy” music playlist. http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch- bool.html&r=7&f=G&l=50&co1=AND&d=PG01&s1=Andreasson&OS=Andreasson&RS=Andreasson
  • 52. Chronological Search from Google Google Labs launched a new product which is called "Google News Timeline”. The service enables you to carry out the search according to the key word and it presents the result composed of news, articles, pictures, and video as a timeline though the sources of information are still pretty limited. Thus users receive a chronologically structured and clear impression about events and topics. The period of information output can have time limitations. http://newstimeline.googlelabs.com/
  • 54. How Teenagers Consume Media Three pages of report from Morgan Stanley. The main conclusions: • Teenagers don’t listen to the radio, they use such services as Last.FM • Teenager watch certain seasonal programmes and types of sport and use servers similar to BBC iPlayer • Teenagers read only yellow and free press • The most popular console is Wii, then comes Xbox, and then PS3 • Every teenager has access to internet.Young people do not use Twitter but use Facebook. • Most teenagers enjoy and support virus marketing. • Teenagers from high income families use iPod’ами, and low income ones use mobile phones. http://www.scribd.com/doc/17319794/How- • Teenagers visit cinemas quite often but not in order to watch Teenagers-Consume-Media films but to get together with friends. • 99% have mobile phones.
  • 55. Brands should pay attention to digital consumers The findings of the Millward Brown research show that on average digital consumers have a 15 percent stronger relationship between the brand and the consumer than usual ones. The strongest relationship between a brand and a consumer was found for the airline brands which was twice as strong as their offline counterparts. Other key categories where digital consumers had stronger relationships with brands than non-digital included IT hardware (48% stronger), software (45% stronger), credit cards (33% stronger) and fragrances (29% stronger).The digital advantage between digital consumers and brands was found throughout the world with correlations to internet penetrations - Japan and Taiwan (+36%) scored the highest difference between offline and online consumers in correlation to brands. http://www.trendsspotting.com/blog/?p=1307
  • 56. Internet Advertisement in Russia: the audience and perception Different people have different attitude to the advertisement. Which of the Which sources of information are most important for you when you choose following statements is similar to your opinion? goods and services? Advertisement shapes my needs, attracts my attention to new goods and ideas. My experience, my own opinion Advertisement is a convenient way of gaining information about a commodity and its quality I do not trust advertisement, advertisement always gives positive coloring to a commodity Advice given by friends, acquaintances, family Can’t answer Experts’ opinion Urban population Advice given by shop assistants Local internet audience Those who don’t use the internet  Advertisement Production companies’ websites use the internet as a source of information about goods Users’ websites, users’ forums and services.  Local internet audience Those who don’t use the internet  Please, tell us if you see or don’t see advertisement in the internet? If yes, how Some people take advertisement on web sites calmly, others are irritated with often do you click advertisement links? it. Which group do you think you belong to? I do not see online advertisement Internet advertisement does not irritate Do not click advertisement links Internet advertisement irritates Rarely click advertisement links Often click advertisement links Can’t answer % of the monthly audience of the North – % of the monthly audience of the North – % от месячной интернет аудиториив СЗФО Western Federal District of Russia Western Federal District of Russia Socio-internet monitoring. North – Western Federal District of Russia. FOM: Public opinion http://bd.fom.ru/report/cat/smi/smi_int/intrekl290609 Foundation. March 2009 
  • 57. Problems which bother internet users… …less than they bother those who …more than they bother those who do not use the internet don’t use the internet The data is given in % from the whole group Optimism and discontent online “Georating” mega poll June 3-17, 2009. 1930 populated places , 68 subjects of the Russian Federation, 34 000 respondents. http://bd.fom.ru/report/cat/smi/smi_int/d092814 The situation with migrants  Ecological situation, Low level of salary Roads condition, roads Goods price increase Unsatisfactory condition of Unaffordable high prices in environmental situation the housing and public utilities. High prices on Real Estate Corruption and Bribing Corruption and Bribing housing and public utilities among authorities situation judicial authorities among law enforcement and City internet audience 25-44 years old 25 -44 y.o. city audience which has never used the internet
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