Emerging Media & It's Impact on Marketing

Emerging Media & It’s Impact on 
Marketing 

http://emagine‐group.com  Experience Focused, Socially Active, Digitally Enabled

Digital is not about technology. 
It’s about Human Behavior and 
technologies’ seamless 
integration into our daily life. 


Today, all brands  
suffer from GMOOT 


‘Get Me One Of Those’

…a phenomenon that helps
explain why there are so many
lousy viral videos and new-media
initiatives out there.


They're not the end result of a real
strategy, but are done for the
sake of doing something
because . . . well, because
everyone else is. 


What Is Emerging Media? 


Emerging Media – Rules of the Road 
 Authenticity 
– Grassroots start created value for “real” 
– People want to hear a voice 
– Communication is conversational, not canned 
– What you are for lunch does matter  
 Transparency 
– Don’t think “cling wrap” 
– Community members want to know who is talking 
– Openly communicate & solve problems 
– You don’t have to show everything 


 Reciprocity 
– Trading comments 
– Following back 
– Forwarding information on by sharing 
 User Generated Content 
– Has greater value than corporate 
– Has authenticity & transparency built in 
– Has altered expectations for the online economy 


 Giving Credit 
– Always credit other’s content 
– Link to other sites in blog posts 
– Create a corporate blog roll to acknowledge regular 
content creators 
 Listening 
– Take time to follow and observe 
– Evaluate communication over a period of time 
– Use tools for listening & monitoring 


What We Are Used To 


What We Should Be Doing 


Why It Matters 


Five Things Driving Digital Media 
Mobility and new 
platforms 

New business 
models   Localization 

Content is 
Everything is social  fragmented 


“Marketing shouldn’t be about 
sending everybody to a point … it 
should be about people and the 
interactions between people.” 


A Lesson In Evolution 


Networks to Create & Share 


Evolution of Consumers 


Consumer before 
emerging media 


And now… 

http://emagine‐group.com  33 
Experience Focused, Socially Active, Digitally Enabled

Consumers Used 
to Watch 


Now They Create 


Now They Control 

They Define Brands 


They Have Instant Information 

Evolution of Media 


They Made It – You Consumed It 


Now we all have on‐demand 
access to everything. 


And Then There’s…. 
User Generated Content 


Evolution of Brands 


Not
anymore

Create utilities 


Evolution of Creativity 


Brands are looking for new 
sources of creative content 


“People will not interface with flat
digital spaces as they are
designed today … fluid, touch
and three dimensional design will
be embedded into people’s lives
everywhere.” 


The App Market 

300,000+ apps  30,000+ apps 

As SmartPhones, Android, iPhone and Windows Phones continue to 
grow in the market, the number of available apps will continue to 
increase for all our on‐the‐go needs 


Gaming Consoles 

52.1 million  48.1 million  85.3 million 


So how is emerging media  
being used today? 


Proximity Marketing

LBS ‐ Gowalla 
 450,000 users (“passport holders”) 
 “Keep up with your friends, share 
the places you go, and discover the 
extraordinary in the world around 
you.” 
 Marketing opportunities: 
 Curated Trips 
 Branded Pins & Items 
 Case Study: TOMS Shoes / AT&T 
 Celebrate 1‐millionth shoe for 
needy 
 Prizes for checkins, virtual 
shoes 
 Notable brands: Chevrolet, NBA, 
CNN, USA Today, Levi’s, National 
Geographic 


LBS ‐ SCVNGR 
 User-base stats not public yet 
 “Go places. Do challenges.
Earn points!” 
 Marketing opportunities: 
 Custom Challenges, Treks,
Badges 
 Rewards for completing
Challenges 
 Case Study: Eat Pray Love 
 Custom trek with
challenges 
 Eat Pray Love badges 
 Notable brands: New England
Patriots, Journeys, National
Geographic, Resident Evil,
Tesla, Harvard University,
MetLife 


LBS ‐ Color 
 Color is a new smartphone application 
that allows you to be virtually all‐seeing 
 Combines a unique everything is public 
to everyone privacy policy using Twitter 
and Facebook profiles connected to our 
phones 
 Color follows the users wherever they 
go with their phones, connecting them 
to other Color users based on proximity 
(location) 
 How does it work – imagine yourself at 
a wedding where everyone is taking 
pictures and video with their phones 
posting them to Color 
 All the pictures will be immediately 
shared with all the surrounding phones 
– as well as any other pictures shared 
with the app 


LBS ‐ Whrrl 
 300,000 users 
 “Check in, Unlock Societies, Unleash 
your Footstream” 
 Marekting Opportunities 
– Custom Societies 
– Society Rewards 
 Notable Brands 
– Red Bull 
– Caesars Palace 
– Cirque de Soleil 
– Jive Records 


LBS – Loopt Star 
 4 Million Users across all Loopt 
Platforms 
 Marketing Opportunities 
– Custom real‐world rewards 
– Coupons, e‐mail codes, displayed 
codes for cashiers 
 Case Study – Virgin America 
– 2‐for‐1 tacos and tickets to 
Mexico 
– 5th highest sales day in Virgin 
America history 
– Gap 
– Burger King 


LBS ‐ BrightKite 
 5.5 Million Users 
 The simple way to keep up with friends 
& places 
 Marketing Opportunities 
– Highly targeted media placement 
– Loyalty programs 
 Case Study – Starbucks 
– Location & Competitor Targeting 
– Badges, Coupons and Happy 
Hours 
– McDonald’s 
– Dentyne Gum 
– Best Buy 
– P&G 
– CBS Television 


Starbucks and BrightKite 


48 full-time
moderators

Augmented Reality 


What is 
AdverGaming? 


The practice of using custom 
branded or sponsored video 
games to advertise a product, 
service, organization or 
viewpoint. 


Most visited aspect of brand 
websites and becoming an 
integrated part of brand media 
planning in an increasingly fractured 
media environment. 


Associating a brand with the fun of 
gaming is known to lift brand 
metrics such as brand awareness, 
message association and purchase 
intent 


Consumers are more likely to 
remember not just the brand or 
product itself, but to associate 
specific brand attributes with it 


Viral advergames 

Get the Glass was a campaign for 
“Got Milk” that generated over 4 
million visitors spending and 
average of 9 minutes/visit. 



TeamGeist was an Adidas 
campaign that had over 500,000 
visits in the first three weeks on 
the campaign 


Social advergames 

Je Tue Un Ami was a campaign to 
hire assassins to kill your 
Facebook friends. 

Social advergames  221B was built around the 
launch of the “Sherlock 
Holmes” movie to join your 
Facebook friends help 
Sherlock Holmes solve his 
case. 


Q&A ‐ Aardvark 


Q&A ‐ Quora 


QR Codes 
 2D Barcodes on everything 
 How Is It Used? 
– Distribute URLs, Text and Phone 
Numbers 
– New Hyperlinks 
– Coupons 


Branded 
Entertainment 


IKEA ‐ Easy to Assemble 

 Online web series created by Illeana Douglas and financed by 
IKEA 
 Scored 1.5 million views per month in its second season 
 Brand financed projects are finding major viewership online 


Began as branded web series 
financed by Suave Shampoo, 
Sprint and MSN 

After getting big viewership, 
the series was bought by ABC 
for a TV version. 

For the first time, a brand 
became a licensor of 
intellectual property to a 
broadcaster. ABC paid the 
brands to use their branded 
content.  


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