Presentation by Chris Unwin from Much MTV Group shares how his company is evolving the consumer experience across real and virtual environments to become omnipresent with transmedia audiences. Learn how Much MTV is developing content strategies and collaborating with like-minded brands to the point that worlds truly collide.
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40. value participants viewers volume traditional measurement super fans then now rethink product development for participation & influence
41. participatory proprietary building and contributing to virtual environments brand platform platform brand identity activities real digital goals Brand Objectives Audience Benefit Platform/s
46. MTV Social is co-viewing app built for the “digital couch”
47. Source: Forrester Research Inc., Q2 2010 N. America Benchmark Survey, Canada, Adults 18+ Canadian Smartphone app usage: Games, Social Networking top the list
48. 86% of mobile internet users watch TV with their mobile devices
49. Of that, 40% are social networking, 33% using apps, and more than half are texting
51. conceptualizing the MTV Social Co-viewing App Brand Objectives Platform/s Audience Benefit identity activities goals real digital
52. proprietary Brand Objectives Audience Benefit identity activities goals real digital MTV Ecosystem Twitter/Facebook Easy, Hosted, Super Fans conceptualizing the MTV Social Co-viewing App Platform/s
57. identity activities goals real digital Brand Objectives Audience Benefit conceptualizing the Degrassi Mobile Game Platform/s
58. proprietary Brand Objectives Audience Benefit identity activities goals real digital $$$ Community Apps/Social Media Involvement in Story conceptualizing the Degrassi Mobile Game Platform/s
It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
It was acceptable for a few to dictate products, services, and marketing to many (“Tail wagging the dog”) It’s their brand and we are accountable to them in real time
Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
Expected to understand and leverage countless channels New channels/platforms being added to the list seemingly every day
Mash up of technological advance, hyper-branded world, and our attempt to make sense of it as avatars in the landscape Appropriate that Eboy has been so popular both with consumers, and doing commissioned pieces for brands Great image to depict a collision – of real world and digital world Gamification of everyday life
Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
Mainstream culture joins virtual world Digital infrastructure integral to future of city planning Foursquare and others add gaming/virtual layer to everyday life Friends, strangers, brands engage in a landscape that isn’t quite real, isn’t quite virtual
Communication, Education, Entertainment, all increasingly taking place online Not one destination – now it’s mobile – web connectivity will come to all products Impact on Friendship, Family, Community – and on us as individuals/self-perception Opportunity for brands to have a much more intimate/involved relationship with consumer
Unites strangers and communities around the globe Unlocks crowd-sourced human potential Game theory and escapism - Farmville
Brings flesh and brick to the world of digital - authenticity
12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.
12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.
12-34 demo is hardwired to participate (Over 25% of users ages 18-24 are interested in having more social features integrated into their TV) Renewed excitement around appointment viewing/live tv – 4,064 tweets per second at last SuperBowl Harnesses chats from across social web; brings it back to our platform. Creates culture of “mini-celebs” with Much MTV fan community.