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MOST CONTAGIOUS 2009




                       http://berglondon.com/projects/hat © 2009 BERG
CONTAGIOUS most contagious / intro /                                                                                                                                    p.02


                MOST CONTAGIOUS / 2009 /                                                   SUBSCRIPTION OFFER / 20% DISCOUNT
                                                                                           VALID UNTIL 31ST JANUARY 2010
                Lingering	longer	than	a	kiss	under	the	mistletoe	and	more	useful	          NORMALLY £985 GBP, NOW JUST £790 GBP
                than	a	dodgy	jumper,	Most	Contagious	2009	is	our	free	review	of	
CHAPTERS /      the	most	talked-about	trends	and	technologies	to	have	influenced	
01 /            global	marketing	over	the	past	12	months.	Unlike	H1N1,	feel	free	
REAL TIME       to	pass	on.
02 /            In	a	year	when	swine	flu	panic	gripped	the	world	and	the	subprime	
MOVEMENTS
                crisis	spread	like	a	virus	through	the	western	banking	system,	our	
03 /            five	 year-old	 brand	 still	 remains	 the	 number	 one	 search	 result	
TECHNOLOGY      when	typing	‘contagious’	into	Google	or	Bing.	This	means	there’s	
04 /            a	strong	appetite	out	there	for	intelligent	reporting	on	future-facing	
INTEGRATED      brand	activity	and	technological	innovation.	
05 /            Perhaps	 because	 of	 the	 recession,	 there’s	 been	 lot	 of	 creative	
ONLINE
                ingenuity	 flying	 around.	 ‘Think	 further	 with	 less’	 seems	 to	 be	
06 /            2009’s	 tag	 line.	 We’ve	 noted	 trends	 such	 as	 Gutter Tech	
APPS
                (using	simple	technology	to	solve	complex	problems;	think	Nike	
07 /            Chalkbot)	and	the	New Sobriety	(the	‘fewer	but	better’	approach	
GAMING          to	consumption).	
08 /
                Highlights	of	2009	for	Contagious	were:
ENTERTAIN
                •	 Our	WILDFIRE	seminar	and	Titanium	sponsorship	at	Cannes	
09 /            •	 Hosting	our	first	solo	conference,	on	Mobile	Apps
CROWD
                •	 Opening	in	Sydney	and	Mumbai,	with	New	York	to	follow
10 /            •	 Presenting	 Contagious	 Trend	 Briefings	 all	 over	 the	 world	 for	
CONTENT
                clients	such	as	BBC,	Diageo,	Henkel,	Mattel,	Nike,	O2	and	Xbox
 	
11 /            Demand	for	Contagious	consultancy	services	has	been	so	high,	
VIRAL
                we’ve	decided	to	launch	a	dedicated	division.	Named	Contagious
12 /            Insider,	this	new	service	will	offer	practical	advice	and	strategic	
MONEY
                insight	into	the	challenges	of	modern	marketing.
13 /
                We’re	 closing	 2009	 with	 a	 beta	 launch	 of	 a	 new	 Contagious	       Contagious	/	Now	/	Next	/	Why	/
DESIGN
                website.	 Faster	 news,	 more	 video	 commentary	 and	 improved	           Magazine	/	DVD	/	Online	/	FEED	/	Special	Reports	/	Consultancy	/	Events	/	
14 /                                                                                       Special	Offer	to	readers	of	the	Most	Contagious	2009	report	–	
                search	 functionality	 will	 give	 subscribers	 access	 to	 a	 unique	
PLACES
                intelligence	 resource	 (or	 ‘early	 warning	 system’)	 –	 of	 non-        Subscribe	to	Contagious	Magazine	before	31	January	2010	and	save	20%	/	
15 /            traditional	media	solutions.	Let	us	know	what	you	think:		                 Normally	£985	now	just	£790.
OUTDOORS
                www.contagiousmagazine.com                                                 Visit	http://bit.ly/contagiousoffer	to	subscribe	now.	T:	+44	20	7575	1998
16 /                                                                                       www.contagiousmagazine.com	/	E:	sales@contagiousmagazine.com	/	
VIRTUE
CONTAGIOUS most contagious / real time /                                                     p.03


                01 / MOST CONTAGIOUS /
                REAL TIME

CHAPTERS /      Twitter et al /
01 /
REAL TIME
                In	2009,	if	it	wasn’t	happening	in	real	time,	it	wasn’t	happening	
                at	 all.	 Whilst	 Twitter	 has	 been	 around	 a	 couple	 of	 years,	 2009	
02 /            saw	 mass	 adoption	 of	 the	 micro-blogging	 service	 by	 everyone	
MOVEMENTS
                from	news	channels	to	celebrities,	self-help	gurus	and	your	mum.	
03 /            ComScore’s most	 recent	 statistics	 indicate	 that	 growth	 is	 up	
TECHNOLOGY
                949%	to	80	million	users,	with	three	quarters	of	that	user	base	
04 /            outside	 the	 US.	 Twitter’s	 founders	 allegedly	 turned	 down	 offers	
INTEGRATED
                from	Google	and	Facebook,	the	latter	of	which	seems	sufficiently	
05 /            threatened	by	Twitter’s	popularity	that	its	own	interface	has	been	
ONLINE          redesigned	to	incorporate	more	‘live	news’	from	friends	and	family.	
06 /              Uptake	of	real	time	social	media	services	on	mobile	has	also	been	
APPS
                largely	driven	by	Facebook	and	Twitter,	with	usage	up	3500%	in	
07 /            the	first	six	months	of	2009.	Fascinatingly,	the	use	of	page	views	
GAMING
                via	linksharing	services	like	tiny.cc	and	bit.ly	is	up	1068%,	indi-
08 /            cating	 that	 users	 are	 not	 only	 communicating	 activities,	 they’re	
ENTERTAIN
                sharing	content.	Despite	a	widely	held	conviction	by	corner	office-
09 /            dwellers	at	the	mainstream	media	that	Twitter	is	dominated	by	a	
CROWD           cabal	of	lunatics	compulsively	communicating	the	components	of	




                                                                                                    LOULOU AND TUMMIE / HTTP://LOULOUANDTUMMIE.COM
10 /            their	lunch,	the	service	has	proven	itself	capable	of	far	more.	
CONTENT
                  Nor	 is	 this	 real	 time	 movement	 confined	 to	 social	 networks.	
 	
11 /            Google’s	Wave	service	offers	a	platform	for	real	time	collabora-
VIRAL
                tion,	 and	 launched	 in	 October	 2009	 to	 mass	 hysteria	 followed	
12 /            by	 almost	 complete	 confusion.	 YouTube’s	 biggest	 ever	 online	
MONEY
                streaming	event	occurred	this	year	when	10	million	people	tuned	
13 /            to	 see	 U2	 tear	 up	 the	 Pasadena	 Rose	 Bowl.	 And	 our	 favourite	
DESIGN          fusion	of	old	and	new	media	came	in	January	this	year,	when	CNN.
14 /            com	 teamed	 up	 with	 Facebook	 to	 stream	 footage	 of	 Barack
PLACES          Obama’s	 inauguration	 within	 the	 Facebook	 interface,	 meaning	
15 /
                that	people	could	watch,	and	comment,	with	their	friends	or	with	
OUTDOORS        the	world,	in	real	time.	The	collaboration	proved	so	successful	that	
                it	was	repeated	in	July	for	the	funeral	of	Michael	Jackson.
16 /
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CONTAGIOUS most contagious / real time /                                                                                                                                                   p.04


                  Real	time	media	is	not	without	its	flaws.	Many	         Real Time Advertising /
                would	argue	that	the	increased	reliance	of	main-
                stream	reportage	on	services	like	Twitter	results	        Naturally,	the	real-time	phenomenon	also	caught	
                in	a	dumbing	down	of	news	delivery,	and	an	over-          the	attention	of	advertisers,	and	prompted	inno-
CHAPTERS /      estimation	 of	 the	 opinion	 of	 Joe	 Average	 com-      vation	in	business,	customer	service,	marketing,	
                pared	 to	 recognised	 expertise.	 The	 impact	 of	       or	all	three.
01 /
REAL TIME       Twitter’s	community	on	politics	can	also	be	over-         Best Buy / Twelpforce /
                stated.	 140	 characters	 of	 text	 costs	 nothing	 to	
02 /                                                                      The	 US-based	 consumer	 electronics	 retailer	
MOVEMENTS       produce	and	can	result	in	a	hollow	activism.	The	
                                                                          took	its	reputation	for	in-store	service	to	the	next	
                addition	of	many	voices	to	a	movement	does	not	
03 /                                                                      level	with	the	launch	of	Twelpforce	–	an	army	of	
                force	policy	change,	or	provide	humanitarian	aid.
TECHNOLOGY                                                                2100	Best Buy employees	authorised	to	answer	
                  However,	 from	 a	 sociological	 point	 of	 view,	      consumer	questions	via	Twitter.	Queries	are	sub-        pictures	 of	 showrooms	 from	 the	 store	 over	 a	
04 /
INTEGRATED      Twitter	 and	 its	 community	 can	 do	 some	 mar-         mitted	using	the	#twelpforce hashtag.	The	tool	         two	week	period.	Facebook	members	who	had	
                velous	 things.	 We	 suggest	 you	 read	 the	 article	    took	 13,000	 queries	 in	 the	 first	 two	 months,	    requested	 Gordon	 as	 a	 friend	 could	 then	 tag	
05 /
ONLINE          by	 comic	 and	 writer	 Graham Linehan (link	 on	         and	 at	 a	 time	 when	 consumer	 spending	 in	 the	    themselves	to	a	specific	item	in	each	photo	and	
                p.03).	 Frustrated	 with	 yet	 another	 dismissal	 of	    US	is	down	by	1.9%,	the	company	made	a	net	             in	 doing	 so,	 win	 that	 particular	 IKEA	 product.	
06 /
                the	service	he	employed	the	hashtag	#whattwit-            profit	of	$158m	in	3Q09	on	revenues	of	$11	bil-         As	 with	 any	 photo	 on	 Facebook,	 as	 soon	 as	
APPS
                terdidforme	 to	 encourage	 users	 to	 share	 their	      lion	(up	from	$9.8	billion	year-on-year).	See	the	      someone	tagged	themselves,	news	of	this	action	
07 /
                stories	of	Twitter	goodwill.	The	response	was	tre-        Best	Buy	case	study	in	Contagious	21.                   also	 appeared	 on	 their	 news	 feed,	 growing	
GAMING
                mendous,	and	heart-warming.	You	can	also	turn	                                                                    the	 campaign	 across	 thousands	 of	 different	
08 /            that	frown	upside	down	with	@shitmydadsays,	              IKEA / Facebook Showroom /                              profile	pages	as	it	was	shared	between	friends.	
ENTERTAIN
                a	 young	 comedian	 who	 Tweets	 his	 79-year-old	        Tasked	 with	 generating	 buzz	 surrounding	 the	       An	 excellent	 deployment	 of	 a	 long-standing	
09 /            father’s	most	amusing	comments	and	has	since	             launch	of	a	new	IKEA	store	in	Malmö,	Sweden,	           Contagious	 mantra,	 namely	 that	 if	 something’s	
CROWD                                                                                                                             there,	 USE	 IT.	 But	 wisely.	 See	 Contagious	 21	
                been	given	a	TV	show	for	his	efforts.	                    local	 agency	 Forsman & Bodenfors	 created	 a	
10 /                                                                      Facebook	 profile	 for	 the	 new	 store’s	 manager	     DVD.
CONTENT
                We’re	on	Twitter!	@contagiousmag
                                                                          Gordon Gustavsson	who	uploaded	12	different	
 	
11 /
VIRAL

12 /
MONEY

13 /
DESIGN

14 /
PLACES

15 /
OUTDOORS

16 /
VIRTUE
CONTAGIOUS most contagious / real time /                                                                                                                                           p.05


                Lufthansa / MySkyStatus /                                       Playground Stores / Sleepless /
                Users	who	sign	up	to	Lufthansa’s	MySkyStatus	will	              Swedish	 outdoor	 and	 adventure	 sports	 re-
                find	their	Facebook	and	Twitter	profiles	automatically	         tailer	 Playground Stores	 was	 seeking	 to	 promote	
                udated	with	their	altitude,	location,	departure	and	ar-         the	 positive	 health	 effects	 of	 leading	 an	 active	 life-
CHAPTERS /      rival	information.	Lufthansa	is	branding	the	service	as	        style.	Stockholm-based	agency	Åkestam.Holst chose	
01 /            ‘travel made social’,	 but	 any	 customers	 who	 don’t	         four	individuals	including	a	fireman,	a	professional	ath-
REAL TIME       want	to	share	their	itineraries	with	the	world	are	free	to	     lete	and	a	Swedish	TV	celebrity,	and	challenged	them	
02 /
                keep	the	information	private.	There’s	a	comprehensive	          to	break	the	record	for	staying	awake	the	longest	by	
MOVEMENTS       list	 of	 carriers,	 and	 Lufthansa	 has	 linked	 to	 Google    walking	 –	 kitted	 out	 in	 Playground	 Stores	 products	
                Maps	so	users	can	see	the	routes	taken	by	the	flights	          as	 they	 did	 so.	 Users	 familiarised	 themselves	 with	
03 /
                before	 you	 board.	 Through	 Profero,	 New	 York.	 See	        each	 candidate	 via	 profiles	 hosted	 on	 the	 website,	       CADBURY’S NIBBLES /
TECHNOLOGY
                Contagious	21.                                                  before	choosing	who	they	thought	would	last	longest.	
04 /
INTEGRATED                                                                      The	walkers	were	then	tracked	with	an	iPhone	using	
                Cadbury’s Nibbles / Online Pop-Up Shop /                        the	new	Bambuser	live	video	streaming	service.	If	it	
05 /            In	October	2009,	Cadbury	teamed	up	with	British	de-
ONLINE
                                                                                looked	 like	 they	 were	 nodding	 off,	 users	 contacted	
                signer	Giles Deacon	to	create	a	limited	edition	scarf	          them	with	an	SMS	or	with	a	tweet	to	their	Twitter	ac-
06 /            for	 the	 launch	 of	 a	 new	 product,	 Caramel Nibbles.	       counts.	 And	 the	 incentive	 for	 following	 this	 record-
APPS
                A	pop-up	store	was	located	just	off	Carnaby	Street,	            breaking	attempt?	Anyone	purchasing	products	in	the	
07 /            London,	but	to	claim	their	scarf,	people	had	to	locate	         online	shop	‘through’	their	chosen	walker	received	a	
GAMING          the	 pop-up	 shop	 online.	 It	 appeared	 as	 a	 widget	        full	refund	if	they	went	on	to	win.	
08 /            across	different	fashion-focused	sites	such	as	ASOS	
                                                                                 Footfall	increased	11	times	as	a	result	of	the	cam-
ENTERTAIN       and	handbag.com	and	on	fashion	blogs,	closing	and	
                                                                                paign,	 with	 70%	 new	 visitors.	 Site	 traffic	 increased	
09 /            opening	 periodically	 as	 thousands	 of	 fashionistas	
                                                                                eight-fold,	and	conversion	rate	to	online	purchase	was	
CROWD           chased	it	round	the	net.	The	brand	icon,	a	curvaceous	
                                                                                10%.	Featured	in	Contagious	20.
10 /
                bunny,	used	Facebook	to	announce	when	and	where	
CONTENT         the	store	would	be	reopening.	When	users	success-               HTC / You Need a Phone That Gets You /
 	              fully	linked	to	it,	they	could	take	their	place	in	a	virtual	
11 /                                                                            Deutsch	 in	 LA	 programmed	 billboards	 down	 the	
VIRAL           queue,	 wait	 to	 be	 served	 by	 an	 assistant	 and	 claim	
                                                                                West	 Coast	 to	 respond	 to	 events	 happening	 in	 that	
                their	scarf.	
12 /                                                                            area.	Whether	today’s	surf	report	or	a	message	of	en-             PLAYGROUND STORES / SLEEPLESS /
MONEY             This	 smart	 integration	 between	 online	 and	 offline	      couragement	to	fans	of	the	disgruntled	and	disquali-
13 /            saw	 comments	 appearing	 on	 the	 Facebook	 page	 at	          fied	LA	Dodgers	baseball	team,	this	is	a	powerful	use	           links /
DESIGN          the	 rate	 of	 one	 every	 2.5	 seconds	 for	 the	 two	 days	   of	outdoor	for	a	campaign	designed	around	the	twin	              graham linehan / http://bit.ly/2QHQg
14 /
                of	the	promotion,	and	the	store	garnered	an	equiva-             themes	of	personalisation	and	hyper-localisation.                www.twitter.com/twelpforce
PLACES          lent	footfall	in	excess	of	4m	people	with	over	£1.5m	                                                                            ikea / http://bit.ly/4l7tpo
                earned	 through	 social	 media.	 Through	 Hyper	 and	                                                                            www.myskystatus.com
15 /
OUTDOORS        Stink Digital,	 London,	 with	 Fallon	 brokering	 the	                                                                           www.nibblesboutique.com
                Deacon	deal.	Featured	in	Contagious	21.
16 /                                                                                                                                             http://shop.playgroundstores.com
VIRTUE                                                                                                                                           www.htc.com
CONTAGIOUS most contagious / movements /                                                          p.06


                02 / MOST CONTAGIOUS /
                RATIONAL CONVERGENCE

CHAPTERS /      The New TV /
01 /            The	beginning	of	the	21st	century	coincided	with	the	start	of	our	
REAL TIME
                love	 affair	 with	 the	 double-edged	 sword	 of	 convergence.	 There	
02 /            were	 false	 starts:	 TV	 streamed	 to	 mobiles	 is	 wildly	 popular	 in	
MOVEMENTS
                Japan	and	Korea,	but	proved	largely	untenable	in	the	West.	There	
03 /            were	 casualties:	 Google’s	 latest	 addition	 of	 a	 GPS	 route	 plan-
TECHNOLOGY      ner	to	the	Android	platform	could	see	the	Sat	Nav	following	the	
04 /            watch-making	industry	into	the	pile	marked	‘things	rendered	obso-
INTEGRATED      lete	by	the	cellphone’.	There	were	triumphs	–	games	on	PCs	and	
05 /            phones,	and	gaming	consoles	that	used	TV	screens	for	intensive	
ONLINE          audiovisual	experience.	There	was	idiocy	–	that	period	of	trying	to	
06 /
                get	mediocre	TV	ads	to	‘go	viral’	on	the	internet,	for	example.	All	
APPS            in	all,	a	love	affair	in	the	stickiest,	sweatiest,	most	passionate	and	
                flawed	sense.
07 /
GAMING            	 However,	 2009	 heralded	 the	 beginning	 of	 a	 more	 measured	
08 /            approach	to	convergence:	rational	convergence,	if	you	will.	And	
ENTERTAIN       nowhere	is	this	more	evident	than	in	the	advances	in	TV.	As	the	
09 /            best	 bits	 of	 TV	 find	 their	 way	 to	 the	 internet	 –	 catching	 up	 last	
CROWD           night’s	X Factor or	American Idol	via	clips	on	YouTube,	or	stream-
10 /
                ing	30 Rock	on	Hulu	–	so	the	best	bits	of	the	internet	are	finding	
CONTENT         their	way	to	the	screen	in	the	corner	of	your	living	room,	now	an	
 	              interactive,	on-demand	media	platform.
11 /
VIRAL             	Online	video	services	such	as	Hulu	are	prime	examples	of	this	
12 /            rational	convergence.	In	July,	38	million	people	streamed	videos	
MONEY           from	 Hulu	 –	 that’s	 more	 than	 Time Warner Cable,	 America’s	
13 /            second	biggest	cable	company.	The	clue	to	Hulu’s	success	may	
DESIGN          also	 lie	 in	 which	 advertising	 was	 served	 via	 the	 two	 networks.	
14 /
                Hulu	gives	you	options:	either	four	ads	per	hour,	or	one	long	ad	
PLACES          at	the	beginning	and	then	half	an	hour	of	uninterrupted	viewing.	
                On	Time	Warner,	you	get	32	ads	an	hour,	no	questions	asked.	Is	
15 /
OUTDOORS        it	 any	 wonder	 the	 viewers	 are	 defecting?	 In	 May	 2009,	 analyst	
                Laura Martin	concluded	that,	for	every	viewer	defecting	to	Hulu,	
16 /
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CONTAGIOUS most contagious / movements /                                                                                                                                                        p.07


                the	network	would	lose	$920	in	advertising	rev-           interface	design,	games	console	manufacturers,	                whom	such	boundaries	are	meaningless.	It’s	also	
                enue	 (here’s	 the	 science	 part:	 Hulu	 runs	 four	     are	 also	 involved	 in	 the	 bitter	 turf	 war	 for	 con-     worth	pointing	out	that	the	mass	move	towards	
                ads	each	hour	at	a	$50	CPM	compared	 to	32	               trol	 of	 your	 living	 room.	 PS3	 owners	 now	 have	         digital	communication	over	the	last	decade	has	
                ads	during	each	hour	of	programming	on	TV	at	             access	to	PlayStation’s	own	movie	network.	In	                 been	 matched	 only	 by	 our	 huge	 appetite	 for	
CHAPTERS /      a	$35	CPM.	$1,120-$200	=	$920.)	Still,	there	             Japan,	 Wii TV	 is	 on	 the	 rise.	 Nosing	 in	 front	 is	     stuff.	We	like	to	own	things,	and	have	them,	and	
                are	concerns	over	Hulu’s	ability	to	cover	costs.	         Microsoft’s	 Xbox,	 which	 in	 the	 UK	 now	 gives	            whilst	rabid	commercialism	is	hopefully	a	thing	of	
01 /
REAL TIME       Business Week	reported	in	December	that	the	              users	 access	 not	 only	 to	 games,	 but	 to	 Face-           the	past,	it	stands	to	reason	that	at	some	point	
                company	 is	 in	 early-stage	 talks	 with	 cable	 op-     book,	 Twitter,	 and	 crucially,	 BSkyB’s	 mighty	             our	love	of	things	and	of	digital	communication	
02 /
MOVEMENTS       erators	to	limit	access	to	those	viewers	who	can	         cable	TV	service.	The	social	networking	add-ons	               would	eventually	converge.	
                prove	they	already	pay	for	a	cable	subscription.	         also	use	gaming	functionality	to	allow	you	to	see	
03 /
                                                                          what	 your	 friends	 are	 watching,	 and	 comment	
TECHNOLOGY        	The	innovations	come	thick	and	fast.	Services	
                                                                          on	 content	 in	 real	 time.	 All	 of	 this,	 through	 one	
                like	Boxee	allow	for	the	streaming	of	video	con-
04 /                                                                      sleek	black	box.	(See	our	Real	Time	section	for	
INTEGRATED      tent	directly	from	your	PC	to	your	TV	screen.	LG
                                                                          more	information	on	the	fusion	of	TV	content	with	
                has	launched	a	TV	which	comes	with	Netflix	built	
05 /                                                                      social	media.)
ONLINE          in,	allowing	users	to	download	from	the	world’s	
                most	popular	on	demand	movie	service	straight	              	As	for	the	second	half	of	that	equation,	as	far	
06 /
APPS
                to	their	TV.	Samsung	joined	the	fray	with	links	to	       as	 TV	 content	 is	 concerned,	 the	 noughties	 will	
                Blockbuster’s	service,	and	Amazon’s	Video on              be	remembered	as	the	decade	that	gave	us 24,
07 /
                Demand	 (the	 mind	 boggles	 at	 the	 subsequent	         The Wire, Six Feet Under, and Mad Men.	Argu-
GAMING
                potential	of	a	link	between	our	TV	screens	 and	          ably,	 the	 invention	 of	 the	 DVR,	 mass	 uptake	 of	
08 /            the	world’s	biggest	online	retailer).                     home	DVD	players	and	–	dare	we	say	it	–	illegal	
ENTERTAIN
                                                                          downloading	has	created	a	culture	in	which	we	
09 /                                                                      need	 never	 miss	 an	 episode	 of	 TV	 again.	 As	 a	
CROWD
                                                                          result,	the	content	is	pulsing	with	complex	narra-
10 /                                                                      tive	arcs	featuring	gigantic	ensemble	casts.	Far	
CONTENT                                                                   from	dumbing	down,	TV	is	tooling	up.	Sofa-time	                     NEWSPAPER CLUB /
 	
11 /                                                                      has	never	been	so	compelling.		
VIRAL                                                                                                                                     Davies’	 own	 Newspaper Club initiative	 is	 a	
                                                                          Post-Digital / Real World Interactive /                        neat	example	of	post-digital	thinking	–	a	service	
12 /
MONEY                                                                     ‘Post-digital’	 is	 a	 term	 coined	 by	 planner/blog-         by	which	you	supply	text,	and	images,	and	they	
                                                                          ger	Russell Davies	to	describe	the	way	in	which	               print	you	off	anything	from	five	to	5000	copies.	
13 /
DESIGN                                                                    smart	digital	and	online	behaviours	have	begun	                At	the	more	corporate	end	of	the	scale,	Google’s	
                                                                          to	make	their	presence	felt	in	the	real	world,	on	             Espresso Book Machine,	 to	 be	 placed	 in	
14 /
PLACES             XBOX LIVE /
                                                                          real,	 tangible	 objects.	 It’s	 not	 hard	 to	 see	 the	      bookstores	around	the	US,	makes	the	company’s	
                                                                          appeal	of	this	concept	after	years	of	flash-heavy	             archive	of	two	million	titles	available	to	shoppers	
15 /
                                                                          microsites,	 and	 of	 ‘traditional’	 vs.	 ‘digital’	 silos:	   at	the	touch	of	a	button.	You	simply	choose	what	
OUTDOORS          	 Rational	 convergence	 is	 dependent	 on	 two	
                                                                          a	 distinction	 rendered	 increasingly	 obsolete	 by	          you	want,	and	it	prints,	binds,	cuts	and	dispenses.	
                things	 –	 interface,	 and	 content.	 The	 masters	 of	
16 /                                                                      the	 swelling	 ranks	 of	 a	 younger	 generation	 for	
VIRTUE
CONTAGIOUS most contagious / movements /                                                                                                                        p.08


                Rival	Microsoft	has	placed	a	similar	machine	in	new	            roads	of	the	Tour	de	France	in	bright,	LIVESTRONG	
                retail	 environments	 to	 ‘print’	 videogames,	 from	 disc	     yellow	using	48	nozzles	and	vats	of	emulsified	chalk.	
                to	cover	to	inlay	to	box,	to	order.	These	mechanisms	           All	messages	were	also	photographed	by	the	Chalk-
                are	simply	grown-up	versions	of	that	cartoon	classic,	          bot,	 and	 the	 GPS	 coordinates	 captured.	 This	 infor-
CHAPTERS /      the	 breakfast-making-machine.	 Is	 there	 anything	 that	      mation	was	then	returned	to	the	message	sender	via	
                gives	 more	 pleasure	 than	 the	 sight	 of	 automated,	        email.	 During	 the	 course	 of	 the	 Tour,	 the	 Chalkbot	
01 /
REAL TIME       mechanical	wheels	and	pulleys	spinning	and	heaving	             sprayed	 over	 100,000	 messages	 of	 hope	 in	 vibrant	
                to	serve	a	perfect	fry-up	to	Wallace and Gromit?                LIVESTRONG	 yellow,	 and	 one	 gigantic	 Contagious	
02 /
MOVEMENTS                                                                       logo.	 Hey	 –	 if	 you	 don’t	 ask…Check	 it	 out	 on	 the	
                                                                                cover	of	Contagious	20.
03 /
TECHNOLOGY                                                                        DeepLocal	refer	to	this	crunching	together	of	exist-        NIKE CHALKBOT /

04 /
                                                                                ing	 properties	 to	 create	 tangible	 results	 as	 ‘gutter
INTEGRATED                                                                      tech’.	 As	 David Evans,	 chief	 technical	 officer	 com-
                                                                                mented,	‘The	way	that	people	treat	things	changes	a	
05 /
ONLINE                                                                          lot	once	it’s	physical...	it’s	not	just	a	throwaway	text,	
                                                                                or	a	“Yo...I’m	sorry”.	Now	it’s	somewhere,	right?	Now	
06 /
APPS
                                                                                it’s	some	THING.’

07 /                                                                            Mobile Wars /
GAMING
                Gutter Tech /                                                   The	2010	stage	is	set	for	a	battle	royale	in	the	smart-
08 /                                                                            phone	market.	However,	it’s	no	longer	the	handsets,	
ENTERTAIN       And	 finally,	 a	 campaign	 so	 ingenious	 we	 put	 it	 on	
                                                                                but	 the	 operating	 systems	 jousting	 for	 supremacy.	
                the	front	cover	of	our	20th	issue	–	the	Nike Chalk-
09 /                                                                            Apple	has	been	at	the	forefront	of	this	change	for	some	
CROWD           bot	 from	 Wieden + Kennedy,	 Portland	 for	 LIVES-
                                                                                time,	with	sales	of	its	all-conquering	iPhone	rising	by	
                TRONG,	 Lance	 Armstrong’s	 cancer	 charity.	 At	 the	
10 /                                                                            7%	to	7.4	million	in	the	fourth	quarter	of	fiscal	2009.	
                Tour	 de	 France	 each	 year,	 cycling	 enthusiasts	 chalk	
CONTENT                                                                         The	company	has	not	been	shy	in	advertising	the	fact	
                messages	 of	 support	 on	 the	 side	 of	 the	 course	 to	
 	
11 /                                                                            that	 well	 over	 two	 billion	 downloads	 of	 100,000	 or	
                encourage	 and	 communicate	 with	 the	 competitors.	                                                                           WAZE /
VIRAL                                                                           so	apps	have	so	far	been	made	via	its	App Store.	If	
                Armed	 with	 this	 insight,	 Nike	 set	 about	 acting	 as	 a	
12 /
                                                                                the	apps	do	indeed	maketh	the	phone,	then	what	are	
                conduit	 to	 a	 broader	 audience.	 Developed	 in	 con-
MONEY                                                                           we	 to	 make	 of	 the	 news	 from	 mobile	 app	 analytics	
                junction	with	software	and	design	studio	DeepLocal,	
                                                                                provider	 Flurry	 that	 between	 September	 and	 Octo-
13 /            Pittsburgh	and	robotics	developer	Standard Robot,	
DESIGN                                                                          ber	of	this	year,	the	number	of	apps	being	developed	
                the	Chalkbot	is	a	robotic	chalking	mechanism	that	re-
                                                                                for	Google’s	Android	operating	system	increased	by	
14 /            ceives,	processes,	prints,	captures	and	delivers	data	
PLACES
                                                                                94%?	
                (text,	GPS	coordinates	and	photographs).	It	received	
15 /            messages	 from	 anywhere	 in	 the	 world	 via	 Twitter	 to	       Unlike	the	iPhone OS,	Android	allows	multiple	ap-
OUTDOORS        @Chalkbot,	via	an	SMS	shortcode,	or	from	an	entry	              plications	to	be	run	at	any	one	time,	facilitating	multi-
16 /            form	on	wearyellow.com	and	printed	them	along	the	              tasking	which	arguably	results	in	a	more	flexible	and	
VIRTUE                                                                                                                                        NOKIA / N900 /
CONTAGIOUS most contagious / movements /                                                                                                                                              p.09


                involved	 user	 experience.	 This	 is	 more	 reflective	 of	        nobody	was	buying	cars.	Whilst	other	automakers	of-
                the	 principles	 of	 convergence	 happening	 elsewhere	             fered	free	fuel,	dropped	prices	and	ploughed	money	
                in	 digital	 technology	 –	 rather	 than	 a	 series	 of	 dead-      into	advertising,	Hyundai	announced	that	anyone	who	
                ended	 apps,	 there	 is	 power	 in	 the	 idea	 of	 several	         bought	one	of	its	cars	and	subsequently	lost	their	job	
CHAPTERS /      applications	 talking	 to	 each	 other	 at	 once.	 Perhaps	         within	the	next	12	months	could	return	it.	The	Korean	
                most	importantly,	Android	is	completely	open	source	                brand	put	its	entire	media	budget	into	the	campaign,	
01 /
REAL TIME       and	 as	 a	 result,	 Samsung,	 LG,	 HTC,	 Motorola	 and	            and	bet	on	the	fact	that,	once	consumers	drove	a	Hy-
                Sony	 Ericsson	 (amongst	 others)	 are	 all	 now	 devel-            undai,	 any	 preconceptions	 of	 the	 marque	 as	 cheap	
02 /
MOVEMENTS       oping	Android-specific	models.	November’s	launch	of	                and	 inferior	 would	 vanish.	 And	 it	 worked.	 In	 January	
                Verizon’s	new	flagship	Motorola Droid	phone	in	the	                 2009,	sales	of	Hyundai	went	up	by	14.3%	from	the	
03 /
                US	not	only	saw	250,000	handsets	sold	in	the	first	                 previous	year,	where	rival	companies	saw	double	digit	
TECHNOLOGY
                week,	but	also	brought	with	it	the	first	unveiling	of	the	          drops.	 Jeff	 Goodby,	 co-chairman	 and	 creative	 direc-         MOTOROLA / VZW CLOCK /
04 /            Google Maps Navigation	app.	This	GPS-enabled	of-                    tor	at	San-Francisco-based	Goodby	Silverstein,	who	
INTEGRATED
                fering	 provides	 turn	 by	 turn	 voice	 guidance	 and	 3D	         handled	the	Hyundai	account	at	the	time,	described	
05 /            views	à	la	Street View.	Dutch	Sat	Nav	manufacturer	                 the	 campaign’s	 conception	 in	 Contagious	 19:	 ‘It	
ONLINE
                TomTom	 currently	 offers	 a	 £60	 iPhone	 app,	 but	 its	          began	with	someone	at	Hyundai	asking	whether	car-
06 /            shares	plummeted	by	24%	following	the	launch	of	the	                repossession	 could	 be	 made	 into	 something	 other	
APPS            Droid.                                                              than	a	catastrophic	credit	event	for	those	concerned.’
07 /
                  Still	 a	 country	 mile	 ahead	 in	 terms	 of	 smartphone	
GAMING
                market	share,	however,	is	Nokia,	boasting	44%	of	all	
08 /            handsets	 (although	 the	 Finnish	 manufacturer	 did,	 at	
ENTERTAIN
                one	stage	pre-2008,	account	for	in	excess	of	65%).	
09 /            In	 May,	 Nokia	 launched	 its	 own	 apps/cross-media	
CROWD
                system,	Ovi,	yet	the	launch	was	hampered	with	tech-
                                                                                                                                                    HYUNDAI ASSURANCE /
10 /            nical	glitches.	
CONTENT
                  So,	are	you	Android	or	iPhone	or	Ovi?	An	app	guy	
 	
11 /                                                                                                                                                links /
                or	 a	 browser	 girl?	 Into	 the	 handset,	 or	 just	 after	 the	
VIRAL                                                                                                                                               www.hulu.com
                system?	Whoever	you	are,	the	era	of	pocket	person-
                                                                                                                                                    www.boxee.tv
12 /            alisation	is	upon	us,	and	the	long-held	vision	of	easily	
MONEY                                                                                                                                               www.netflix.com
                portable,	distributable	branded	content	for	cellphones	
                                                                                                                                                    Amazon / http://bit.ly/w59w1
13 /            is	coming	to	pass.	We	hate	to	use	the	old	cliché,	but	
DESIGN
                this	could	finally	be	mobile’s	year.	                                                                                               Xbox / http://bit.ly/bZcQs
14 /
                                                                                                                                                    Russell Davies / http://bit.ly/aK9S4
PLACES          Landmark / Hyundai Assurance /                                                                                                      www.newspaperclub.co.uk

15 /            Not	 so	 much	 a	 movement	 as	 a	 landmark,	 Hyundai                                                                               chalkbot / http://bit.ly/17bQnb
OUTDOORS        Motor America’s	 Assurance	 programme	 launched	                                                                                    www.deeplocal.com

16 /
                in	 January	 this	 year.	 The	 economy	 was	 in	 ruins,	 and	                                                                       Hyundai / http://bit.ly/XaDT0
VIRTUE
CONTAGIOUS most contagious / technology /                                                     p.10


                03 / MOST CONTAGIOUS /
                TECHNOLOGY

CHAPTERS /      Augmented Reality /	
01 /            In	Contagious	Issue	19,	Geoffrey	Handley,	co-founder	of	mobile	
REAL TIME       specialists	 The	 Hyperfactory,	 provided	 a	 stark	 assessment	 of	
02 /            2009’s	 craze	 for	 augmented	 reality:	 ‘AR	 is	 still	 only	 seen	 as	 a	
MOVEMENTS       ‘wow!’	thing,	even	with	a	case	that	is	clearly	more.	This	isn’t	helped	
03 /            by	the	overwhelming	number	of	examples	of	AR	that	are	purely	
TECHNOLOGY      “look	how	cool	this	is	and	all	this	cool	stuff	we	can	do”	–	it’s	like	
                a	cycle’.	So	which	campaigns	went	beyond	the	‘wow!’	factor	and	
04 /
INTEGRATED      utilised	AR	to	a	genuinely	useful,	profitable	or	entertaining	end?
05 /              Perhaps	not	the	sexiest,	but	possibly	the	handiest	AR	applica-
ONLINE          tion	of	2009	was	the	United	States	Postal	Service’s	Virtual Box
06 /            Simulator	designed	by	AKQA,	San	Francisco	(See	Contagious	
APPS            Issue	 20).	 The	 website-based	 app	 allows	 users	 to	 place	 their	
07 /            parcels	 inside	 a	 series	 of	 virtual	 boxes,	 calculating	 the	 precise	
GAMING          size	needed,	and	in	doing	so,	saving	them	money	on	postage	and	
                tying	in	with	USPS’	tagline	of	‘If	it	fits,	it	ships’.	At	the	other	end	
08 /
ENTERTAIN       of	 the	 fun	 spectrum	 is	 Topps’ 3D Live Baseball Cards	 via	 AR	
                experts	 Total Immersion.	 When	 scanned	 via	 a	 webcam,	 these	
09 /
CROWD           produce	miniature	animated	players	in	the	palm	of	your	hand	or	on	
                your	desk,	which	can	then	be	controlled	to	play	a	series	of	simple	
10 /
CONTENT
                batting	and	pitching	mini-games.	(See	Contagious	19)
 	
11 /
                  Toy	manufacturer	Mattel	also	endowed	its	new	range	of	Avatar	
VIRAL           action	figures	with	AR	i-Tags.	These	plastic	cards,	when	held	in	
                front	of	a	webcam,	produce	3D-renderings	of	that	very	toy	which	
12 /
MONEY           then	spring	to	life,	stomping	and	leaping	across	the	user’s	desk-
                top.	See	Contagious	21.
13 /
DESIGN           Interactive	 agency	 Zugara	 in	 Culver	 City	 showcased	 the	 im-
14 /            pressive	 Social Shopper	 application	 to	 prospective	 clients	 via	
PLACES          a	 YouTube-hosted	 demo	 video.	 Designed	 for	 online	 retail	 envi-
15 /
                ronments,	the	app	utilises	motion-tracking	to	allow	the	user	to	
OUTDOORS        dress	themselves	in	a	series	of	virtual	garments.	They	can	even	
                grab	a	picture,	share	it	directly	with	friends	online	and	ask	their	
16 /
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CONTAGIOUS most contagious / technology /                                                                                                                                   p.11


                opinion.	Zugara’s	number	of	new	business	enquiries	                 Beyond	the	festive	period,	the	future	for	the	eBook	
                increased	by	2400%	in	the	two	weeks	following	the	                reader	actually	looks	surprisingly	bright	–	not	to	men-
                video’s	launch.	(See	Contagious	20).	                             tion	colourful.	In	September,	Taiwanese	manufacturer	
                                                                                  Asus	unveiled	its	own	dual-screen,	full-colour	reader	
                  On	mobile,	the	Layar	browsing	application	became	
CHAPTERS /                                                                        which	 opens	 like	 a	 book.	 Dubbed	 the	 Eee Reader
                available	on	iPhone	as	well	as	Android,	and	won	the	
                                                                                  after	the	brand’s	Eee PC	range	of	affordable	comput-
01 /            Vodafone Mobile Startup Challenge	in	September.	
REAL TIME                                                                         ers,	the	device	will	retail	at	around	$180	–	way	below	
                Combining	a	handset’s	camera	and	GPS	functional-
                                                                                  the	 respective	 $259	 and	 $399	 price	 tags	 of	 Ama-
02 /            ity,	 the	 app	 overlays	 information	 relevant	 to	 digitally	
                                                                                  zon’s	Kindle	and	Sony	Daily	Reader.	We	must	also	ac-
MOVEMENTS       tagged	 real-world	 locations	 or	 items	 –	 from	 restau-
                                                                                  knowledge	the	ever-present	rumours	surrounding	the	
03 /            rants	to	sculptures.	Layar	has	recently	launched	ver-
                                                                                  launch	of	an	Apple	handheld	tablet	computer.	Should	
TECHNOLOGY      sion	3.0	with	an	abundance	of	tools	to	help	independ-
                                                                                  it	ever	see	the	light	of	day,	this	unicorn	of	a	product	
                ent	 developers	adapt	the	software.	See	Contagious	
04 /                                                                              will	boast	power	and	browsing	capabilities	to	stun	any	
INTEGRATED      20.	
                                                                                  eBook	 reader	 at	 20	 paces	 and	 no	 doubt	 a	 price	 to	    LAYAR /
05 /              Perhaps	 the	 most	 advanced	 AR	 application,	 how-            stun	consumers	at	fifty	paces…
ONLINE          ever,	 has	 come	 from	 those	 big-brained	 bods	 at	 the	
06 /            Georgia Institute of Technology.	 The	 GVU Earth                  Spotify / FIAT 500 Feel Good 50 Playlist /
APPS            Map	 provides	 real-time	 data	 such	 as	 traffic	 informa-       With	the	music	industry	staggering	bruised	and	bat-
07 /            tion,	pedestrian	movement	and	postal	tracking,	over-              tered	in	2009,	it	was	online	streaming	service	Spotify	
GAMING          laid	on	an	existing	Google	Map.	Also	be	sure	to	check	            which	continued	to	float	like	a	butterfly	and	sting	like	a	
08 /
                out	their	ARhrrrr	Zombie	shooter	which	allows	users	              bee.	Amassing	over	six	million	users	across	six	Euro-
ENTERTAIN       to	place	physical	items	such	as	Skittles	in	the	game	             pean	markets	in	2009,	the	Swedish-based	company	
                which	then	explode	like	little	rainbow	land-mines.	See	           now	has	its	sights	set	on	China	and	the	US.	
09 /
CROWD           Contagious	20.                                                      By	 far	 the	 most	 successful	 advertising	 campaign	
                                                                                  run	so	far	on	Spotify	hails	from	those	smart	chaps	at	
10 /            eBook Readers /                                                                                                                            EBOOK READER /
CONTENT                                                                           FIAT	and	AKQA,	London.	In	July,	the	Italian	automaker	
                With	smart	phone	penetration	increasing	so	rampantly	             promoted	the	launch	of	its	new	500	Cabriolet	super-
 	
11 /            over	the	year,	even	some	of	us	feared	the	worst	for	the	          mini	via	audio	and	display	ads	which	invited	‘Young,	
VIRAL
                under-appreciated	eBook	Reader.	However,	they	are	                cool	 music	 lovers’	 to	 add	 their	 own	 feel-good	 track	
12 /            selling.	Amazon	is	playing	its	customary	trick	of	claim-          to	a	huge	crowd-sourced	Spotify	playlist	at	the	FIAT
MONEY
                ing	that	its	Kindle	device	has	had	its	most	successful	           500 website.	 The	 chance	 to	 win	 a	 premium	 ad-free	
13 /            month	yet	in	November	2009,	without	actually	releas-              subscription	 to	 the	 music	 service	 (worth	 €9.99	 per	
DESIGN          ing	any	sales	figures.	Also	high	on	Christmas	lists	in	           month)	was	provided	as	an	incentive.	From	the	2,500	
14 /            the	US	is	the	Nook,	from	retailer	Barnes & Noble,	al-             songs	submitted,	the	crowd	was	then	asked	to	whittle	
PLACES          though	it	is	reported	that	Sony	may	struggle	with	the	            these	down	to	just	50	for	the	final	list.	Doing	so	auto-
15 /            Yuletide	launch	of	its	Daily Edition Reader,	shipping	            matically	entered	users	into	a	draw	to	win	one	of	many	
OUTDOORS        as	late	as	December	18th.                                         Spotify	Premium	annual	subscriptions.	
16 /
VIRTUE                                                                                                                                           FIAT / SPOTIFY /
CONTAGIOUS most contagious / technology /                                                                                                               p.12


                  This	was	the	first	time	that	Spotify	had	collaborated	
                with	a	brand	on	such	an	initiative.	Imagine	their	delight	
                when	in	October	AKQA	announced	that	of	the	25	mil-
                lion	user-generated	playlists	on	Spotify,	the	FIAT 500
CHAPTERS /      Feel Good 50	playlist	had	reached	no.1,	and	stayed	
                there	for	two	weeks.	See	Contagious	20.	
01 /
REAL TIME
                MIT Media Lab / SIXTHSENSE /
02 /
                Brains	were	boggled	at	the	TED	conference	in	Feb-
MOVEMENTS
                ruary	 by	 the	 MIT Media Lab	 and	 their	 SixthSense	
03 /            application.	This	combines	a	web	cam,	battery-pow-
TECHNOLOGY
                ered	projector	and	mirror	in	communication	with	a	cell	
04 /            phone,	allowing	the	wearer	to	use	their	hands	to	inter-
INTEGRATED
                act	with	information	projected	onto	any	surface	–	from	
05 /            a	wall	to	a	hand,	newspaper	or	entire	person.	In	other	
ONLINE          words,	the	wearable	projector	eliminates	the	need	for	
06 /            you	to	whip	out	a	phone	or	other	device,	bringing	us	
APPS            one	step	closer	to	an	‘always	on’	world.
07 /              The	technology	also	projects	real	time	information
GAMING
                on demand,	 such	 as	 the	 recommendations	 on	 po-
08 /            tential	purchases,	with	the	sophistication	to	integrate	
ENTERTAIN
                Amazon	 ratings,	 environmental	 credentials,	 special	                                       links /
09 /            offers	 and	 critical	 reviews,	 depending	 on	 the	 user’s	                                  www.prioritymail.com/simulator.asp
CROWD           personal	preferences	and	interests.	For	travel,	details	                                      www.toppstown.com
10 /            about	flight	delays	and	gate	information	can	easily	be	                                       www.zugara.com
CONTENT         updated	and	projected	onto	tickets.	See	Contagious	                                           www.avataritag.com
 	
11 /            21.                                                                                           www.layar.com
VIRAL                                                                                                         www.gvu.gatech.edu
                  Los	Angeles-based	interactive	agency,	Schematic,	
12 /            brought	 a	 little	 bit	 of	 Minority Report	 to	 Cannes                                      sixthsense / http://bit.ly/3TaEkn
MONEY                                                                                                         www.schematic.com
                Lions this	year	with	its	Touchwall	technology	which	
13 /            recognised	 and	 greeted	 delegates	 via	 RFID	 tags	 in	                                     http://fiat.mailstat.co.uk/500cplaylist
DESIGN          their	 name	 badges.	 It	 then	 let	 them	 access	 profiles	                                  www.amazon.com/kindle
14 /            of	all	the	event’s	speakers	as	well	as	drag	and	drop	                                         www.barnesandnoble.com/nook
PLACES          individual	conferences	into	their	own	calendars.	Most	                                        www.amazon.com/kindle
15 /            impressively,	if	two	users	pulled	their	names	together,	                                      sony / http://bit.ly/8487pH
OUTDOORS        it	 exchanged	 their	 contact	 details	 via	 instantaneous	                                   www.asus.com
16 /
                email.	See	Contagious	20.                                      MIT MEDIA LAB / SIXTHSENSE /
VIRTUE
CONTAGIOUS most contagious / integrated /                                                  p.13


                04 / MOST CONTAGIOUS /
                INTEGRATED

CHAPTERS /      Compare the Market / Compare the Meerkat /
01 /            The	award	for	best	use	of	meerkats	in	marketing	campaigns	has	
REAL TIME       to	 go	 to	 VCCP,	 London	 for	 bringing	 a	 new	 twist	 to	 price-com-
02 /            parison	 website	 CompareTheMarket.com.	 Legend	 has	 it	 that	
MOVEMENTS       Aleksandr Orlov,	an	extremely	well-turned	out	meerkat,	founded	
03 /            comparethemeerkat.com	back	in	2002	and	was	disgruntled	by	
TECHNOLOGY      the	number	of	visitors	straying	onto	his	site	in	error	seeking	the	
                price	 comparison	 site.	 Like	 any	 smart-thinking	 entrepreneur,	 he	
04 /
INTEGRATED      launched	a	media	quest	to	point	them	in	the	right	direction.	
05 /              Visitors	 to	 the	 ‘original’	 site	 can	 find	 the	 perfect	 meerkat	
ONLINE          companion;	 others	 are	 redirected	 to	 comparethemarket.com	 via	
06 /            pop-ups	and	banners.	Aleks	built	up	a	following	on	social	media	
APPS            platforms	 with	 breath-taking	 speed,	 and	 today	 has	 over	 31,000	
07 /            followers	 on	 Twitter,	 and	 600,000	 Facebook	 friends.	 Hitwise
GAMING          UK	estimates	that,	directly	after	the	campaign	launched,	visits	to	
                comparethemarket.com	increased	by	86%.	According	to	Amelia
08 /
ENTERTAIN       Torode,	VCCP’s	managing	partner	and	head	of	digital	strategy:	
                ‘Creative	ideas	take	on	a	life	of	their	own	when	they	emerge	in	
09 /
CROWD           the	social	media	world.	It	is	on	the	likes	of	Twitter,	YouTube	and	
                Facebook	where	the	real	fun	and	conversations	are	occurring.’	
10 /
CONTENT          During	2009,	Aleks’	activities	included	interviewing	David Has-
 	
11 /
                selhoff	in	a	‘meerchat’	podcast	and	being	recreated	as	a	doll	for	
VIRAL           sale	 in	 Harrods	 and	 Hamleys.	 And	 in	 a	 year	 thin	 on	 memorable	
                catchphrases,	 Aleks’	 trademark	 sign-off	 ‘simples’	 was	 awarded	
12 /
MONEY           slogan	of	the	year	by	AdSlogans.
13 /             The	media	diversity	of	the	Meerkat	campaign	is	evidence	of	the	
DESIGN          Mass & Niche	trend	identified	by	Contagious	last	year.	Traditional	
14 /            advertising	still	has	a	role	to	play,	but	by	creating	more	targeted,	
PLACES          granular,	niche	relationships	with	people,	the	interaction	with	con-
15 /
                sumers	 becomes	 more	 meaningful.	 People	 have	 elected	 to	 be	
OUTDOORS        part	of	the	brand,	and	therefore	expect	deeper	levels	of	service,	
                helpful	applications	and	exclusive	content.		See	Contagious	18.	
16 /
VIRTUE
CONTAGIOUS most contagious / integrated /                                                                                                  p.14


                Doritos / Bring Slow Dancing Back /                            without	any	reference	to	Sagami,	through	texts,	GPS	
                                                                               tracking,	 photos,	 blogs,	 web-chats	 and	 a	 YouTube	
                Why	create	a	marketing	campaign	when	you	can	start	            channel	before	the	brand	was	revealed	on	Christmas	
                a	social	movement,	especially	one	that	involves	poten-         Eve	 2008	 as	 the	 couple	 reunited.	 The	 centrepiece	
CHAPTERS /
                tial	smooching?	Frito-Lay	snack	brand	Doritos	in	Ar-           of	the	campaign	was	a	website,	divided	for	male	and	
                gentina	resurrected	the	slow dance	after	its	agency,	          female	viewers,	which	attracted	over	500,000	unique	
01 /            BBDO	in	Buenos Aires	spent	five	months	on	blogs	
REAL TIME                                                                      visitors,	 along	 with	 widespread	 media	 coverage.	 In	
                and	 social	 networks	 and	 realised	 that	 Argentina’s	       2009	the	campaign	rose	to	global	prominence,	pick-
02 /            youth,	a	generation	used	to	socialising	via	technology,	       ing	up	gold	Cannes Lions	for	film	and	PR,	as	well	as	
MOVEMENTS
                needed	 the,	 ahem,	 physical	 benefits	 offered	 by	 this	    top	 honours	 at	 Adfest	 and	 a	 coveted	 D&AD	 Pencil.	
03 /            great	romantic	institution.                                    See	Contagious	18.	
TECHNOLOGY
                  An	 online	 petition	 persuading	 Argentina’s	 discos	
04 /                                                                           The British Army / Start Thinking Soldier /
                to	play	more	slow	songs	was	hosted	at	a	microsite,	
INTEGRATED
                the	 centre	 of	 the	 campaign.	 It	 then	 gravitated	 onto	
05 /            social	networks,	including	33	Facebook	groups	and	
ONLINE
                Taringa!,	 a	 virtual	 community	 in	 Argentina.	 The	 peti-
06 /            tion	picked	up	500,000	signatures	in	just	two	weeks,	
APPS
                building	 a	 sizeable	 CRM	 database	 for	 Doritos,	 and	
07 /            changing	 the	 playlists	 at	 over	 40	 discos	 to	 incorpo-
GAMING          rate	slow	dances.	The	highlight	was	a	fan-organised	
08 /            flashmob	which	saw	7,000	people	uniting	around	Ar-
ENTERTAIN       gentina’s	largest	mirrorball.	Will	2010	see	a	popula-
                tion	explosion	in	Argentina?	We’ll	keep	you	posted…	           The	 British Army	 has	 an	 impressive	 heritage	 of	 in-
09 /
CROWD           Contagious	19.                                                 teractive	campaigns.	In	2009,	it	added	gaming	to	the	
                                                                               mix,	a	perfect	medium	from	which	to	attract	its	young	
10 /
                Sagami Original / Love Distance /                              target.	Start Thinking Soldier	featured	genuine	sol-
CONTENT
                OK,	stop	sniggering	at	the	back	for	a	second	and	think	        diers	 introducing	 combat	 scenarios	 asking	 players	
 	
11 /
                about	how	you’d	market	condoms.	Durex	and	Trojan	              how	 they	 would	 resolve	 situations.	 Problem-solving	
VIRAL
                can	create	hilarious	virals	for	a	mostly	western	audi-         skills	 were	 required	 as	 players	 removed	 suspect	




                                                                                                                                                  SAGAMI ORIGINAL / LOVE DISTANCE /
12 /
                ence,	 but	 for	 Sagami Rubber Industries	 in	 Japan,	         bomb-making	 materials	 and	 navigated	 underground	
MONEY
                that	approach	isn’t	an	option.	So	Sagami,	which	pro-           tunnels.	After	mastering	teamwork,	participants	were	
13 /            duces	 the	 thinnest	 condom	 in	 the	 world	 (0.02mm),	       tested	in	decision-making	and	leadership.	Those	who	
DESIGN
                told	for	a	true	love	story	through	the	medium	of	‘blind        completed	the	tasks	could	attend	local	events	across	
14 /            branded entertainment’.	Agency	GT Tokyo	enlisted	              the	UK	to	explore	career	opportunities.	
PLACES
                the	help	of	two	lovers	who	lived	apart	in	Fukuoka	and	           The	 website,	 which	 attracted	 1.7	 million	 unique	
15 /            Tokyo,	and,	over	a	month,	tracked	their	progress	run-          visitors,	was	built	by Publicis Modem,	and	London-
OUTDOORS        ning	 the	 billion	 millimeters	 which	 separated	 them...	    based	 digital	 agency	 Skive	 developed	 interactive	
16 /            until	 it	 became	 just	 0.02m.	 Their	 story	 was	 told,	     content.	Contagious	19.
VIRTUE
CONTAGIOUS most contagious / integrated /                                                                                                                                                  p.15


                Tourism Queensland / Best Job In The World /               which	appeared	in	dodgy	street	markets	where	
                Tourism	Queensland	was	nothing	short	of	pelted	            counterfeit	T-shirts	are	usually	sold.	This	immedi-
                with	Lions	at	the	Cannes Advertising Festival,	            ately	propelled	this	relatively	small	national	brand	
                including	Grand Prix	for	Direct,	Cyber,	and	PR.	           into	the	same	hemisphere	as	fashion	giants	like	
CHAPTERS /      How	did	it	achieve	such	an	historic	hat-trick?	It	all	     Prada,	Chanel	and	Lacoste	who	are	the	normal	
                started	with	a	simple	press	ad	appealing	for	an	           targets	of	counterfeiters.	
01 /
REAL TIME
                                                                             Blogs	picked	up	on	the	story,	sparking	outrage	
02 /                                                                       among	Love	Jozi	fans.	When	Love	Jozi	revealed	
MOVEMENTS                                                                  the	 truth	 behind	 the	 two-year	 hoax,	 Luv	 Jozi	
03 /                                                                       became	a	diffusion	label	in	its	own	right,	available	
TECHNOLOGY                                                                 in	a	national	department	store,	existing	alongside	
04 /
INTEGRATED                                                                                                                          sales.	The	campaign	was	created	by	experiential	
05 /                                                                                                                                agency	 Not Actual Size	 with	 digital	 work	 by	
                ‘island	caretaker’.	Dubbed	The Best Job in the
ONLINE                                                                                                                              Jigsaw,	 above	 the	 line	 creative	 by	 Abbott
                World,	the	tiny	‘situations	vacant’	ad	was	covered	
06 /                                                                                                                                Mead Vickers BBDO	and	media	by	OMD UK,	
                by	national	press	around	the	world,	creating	an	
APPS                                                                                                                                all	based	in	London.	Steve	Coll,	senior	creative	
                estimated	$100	million	in	media	coverage.	As	a	
                                                                                                                                    at	 AMV	 BBDO,	 reflects:	 ‘Flavour	 is	 a	 massive	
07 /            result,	 over	 34,000	 people	 from	 201	 countries	
GAMING                                                                                                                              part	of	Walkers’	appeal.	People	understood	the	
                applied	 for	 the	 position	 at	 islandreefjob.com.	
                                                                                                                                    magnitude	of	being	asked	to	create	the	next	Salt	
08 /            Visitors	 to	 the	 site	 watched	 video	 submissions	
ENTERTAIN                                                                                                                           &	Vinegar	or	Cheese	&	Onion.’	Contagious	18.
                and	 voted	 for	 their	 favourite.	 The	 contest	 was	     the	original	label	which	remains	more	premium.	
09 /            won	 by	 the	 UK’s	 Ben Southall,	 whose	 blog	            This	inspired	concept	was	executed	with	impres-
CROWD           posts,	 video	 reports	 and	 photo	 reporting	             sive	attention	to	detail	and	successfully	extended	
10 /            continued	 the	 campaign.	 This	 supplemented	             the	brand’s	reach	beyond	hipsters.	The	Luv	Jozi	
CONTENT         existing	information	on	the	website	about	living,	         range	now	accounts	for	75%	of	the	company’s	
 	
11 /
                working	 or	 travelling	 to	 Queensland.	 	 Nitro,	        sales.	See	Contagious	21.
VIRAL           Brisbane	 was	 responsible	 for	 Best	 Job	 In	 The	
                World,	described	by	Cannes	PR	Jury	President,	             Walkers / Do Us A Flavour /
12 /
MONEY           Lord	Tim	Bell,	as	‘an	absolutely	classic	campaign	         If	 there’s	 one	 thing	 that	 2009	 highlighted,	 it	
                that	captured	the	attention	of	most	of	the	world’s	                                                                 links /
                                                                           was	 the	 UK’s	 passion	 for	 the	 humble	 crisp.	 A	
13 /                                                                                                                                http://quevuelvanloslentos.blogspot.com
DESIGN          media’.	Contagious	19.                                     contest	 for	 Walkers	 called	 Do Us A Flavour	
                                                                           generated	a	staggering	1.2	million	ideas	for	new	        http://comparethemeerkat.com
14 /            Love Jozi / Luv is Love /                                                                                           www.lovedistance.jp
PLACES                                                                     taste	 sensations.	 Five	 finalists,	 Cajun Squirrel,	
                One	 of	 the	 bravest,	 most	 original	 strategies	 for	   Chocolate and Chilli,	 Onion Bhaji,	 Fish and            http://armyjobs.mod.uk
15 /            an	 apparel	 brand	 came	 from	 South	 African	 T-         Chips,	 Crispy Duck	 were	 pipped	 to	 the	 post	        www.islandreefjob.com
OUTDOORS
                shirt	label	Love Jozi.	The	company	took	the	in-            by	 Builder’s Breakfast,	 	 whose	 proud	 creator	       www.lovejozi.com
16 /            genious	step	of	creating	a	‘fake’	brand,	Luv Jozi,	        was	awarded	£50,000	plus	a	1%	share	of	future	           www.walkers-crisps.co.uk
VIRTUE
CONTAGIOUS most contagious / online /                                                          p.16


                05 / MOST CONTAGIOUS /
                ONLINE

CHAPTERS /      2009	 saw	 a	 move	 away	 from	 destination	 websites	 as	 brands	
01 /
                sought	to	integrate	themselves	into	social	networks	and	engage	
REAL TIME       in	real	time	media.	However,	there	were	still	a	fair	few	URLs	that	
                rocked	our	world.	
02 /
MOVEMENTS
                Philips / Carousel /
03 /
                To	highlight	the	Aurea	TV’s	high	def	21:9	frame	and	inbuilt	Ambi-
TECHNOLOGY
                light	technology,	manufacturer	Philips	came	up	with	a	campaign	
04 /            to	redefine	a	category	long	dominated	by	Fallon,	London’s	work	
INTEGRATED
                for	Sony	Bravia.	
05 /
ONLINE            Thanks	to	the	DDB Philips	team,	Tribal DDB	Amsterdam	and	
                Stink Digital	in	London,	director	Adam Berg	created	Carousel,	
06 /
APPS            an	 eerie	 film	 depicting	 a	 complicated	 heist	 shot	 in	 frozen	 slow	
                motion.	 The	 beauty	 of	 the	 film	 was	 not	 only	 that	 it	 ran	 exclu-
07 /
                sively	online,	but	also	that	the	action	could	be	paused	at	various	
GAMING
                ‘hotspots’	 to	 enable	 the	 viewer	 to	 watch	 brief	 tutorials	 from	 the	
08 /            director,	visual	effects	supervisor	and	director	of	photography.
ENTERTAIN
                 An	impressive	product	demo	combined	with	an	engaging	piece	
09 /
CROWD           of	content	saw	1.9	million	visitors	staying	on	the	site	for	an	aver-
                age	of	4.5	minutes	–	twice	as	long	as	the	length	of	Carousel	itself.
10 /
CONTENT           This	compelling	interactive	experience	–	not	a	commercial,	but	
 	
11 /            rather	a	piece	of	commercial	video	content	–	scooped	the	Film	
VIRAL           Grand	Prix	at	Cannes	Lions	and	Eurobest,	the	Grand	Prix	at	BIMA	
12 /
                and	a	Silver	Cyber	Lion.	Philips	also	gave	Contagious	the	chance	
MONEY           to	bask	in	our	far-sightedness	and	scare	small	children	when	we	
                featured	one	of	Carousel’s	terrifying	clown	masks	on	the	cover	of	
13 /
DESIGN          Contagious	19.	

14 /            Nike / REALCiTY / Jumpman23 /
PLACES
                Nike’s	own	standards	for	compulsive	web	experiences	are	high,	
15 /            but	 this	 year,	 a	 couple	 of	 projects	 from	 different	 sides	 of	 the	
OUTDOORS
                globe	dropped	Contagious	jaws	to	the	floor.	First	up,	Studio 4°C,	
16 /            Tokyo’s	 website	 for	 NIKEiD	 (Contagious	 18)	 and	 History of
VIRTUE
CONTAGIOUS most contagious / online /                                                                                                                                           p.17


                Flight (Contagious	 21),	 a	 Canadian	 effort	 from	               aplomb.	Working	with	digital	agency Boondoggle	in	
                Vancouver-based	 Academy	 celebrating	 25	 years	 of	              Leuven,	 the	 bank	 hosted	 banner	 ads	 which	 allowed	
                Nike’s	Air Jordan	sneakers.	                                       25	 up	 and	 coming	 bands	 to	 perform	 ‘inside’	 the	 ad	
                                                                                   spaces.	This	was	achieved	by	filming	the	acts	inside	
                  REALCiTY,	directed	by	Studio	4°C’s	Koji Morimo-
CHAPTERS /                                                                         specially	 constructed	 sets,	 designed	 to	 match	 the	
                to,	 features	 three	 Manga-esque	 characters	 hovering	
                                                                                   standard	proportions	of	online	banners.
01 /            on	the	edge	of	a	black	and	white	outline	of	a	city.	As	
REAL TIME
                they	launch	into	the	blank	urban	canvas	they	splash	                 Live	gigs	were	streamed	through	the	banner	frames,	
02 /            it	with	colour,	until	they	reach	the	ultimate	prize	of	a	          and	viewers	could	vote	for	their	top	band.	The	winner	
MOVEMENTS       blank	Blazer	hi-top	sneaker	which	can	be	customised	               got	to	perform	at	Ancienne	Belgique,	one	of	Belgium’s	
03 /            and	bought	or	downloaded	as	a	wallpaper.	                          biggest	concert	halls.	The	gig	was	also	streamed	live	
TECHNOLOGY                                                                         online.	 An	 embed	 option	 to	 include	 the	 banners	 in	
                 History	 of	 Flight	 is	 a	 stand-out	 mini	 site	 within	 the	
                                                                                   blogs	and	on	fan	pages	achieved	a	20%	click	through	
04 /            Jumpman	 universe.	 It	 uses	 a	 beautiful	 series	 of	
INTEGRATED                                                                         rate.	The	ads	achieved	seven	million	impressions	and	
                pop-up	models	to	allow	users	to	delve	into	Jordan’s	
                                                                                   won	five	Gold	Lions	at	Cannes	in	Media,	Cyber,	Inter-
05 /            shoe	designs	(1986:	faux	lizard	skin	upper),	greatest	
ONLINE                                                                             active	and	Direct	(2).	Contagious	18.
                achievements	and	historic	commercials.	
06 /                                                                               Swedish Armed Forces / Recruitment /
                  Jumpman	itself	contains	a	seemingly	infinite	amount	
APPS
                of	content,	charting	‘the	man,	the	moments,	the	shoes,	            In	order	to	recruit	exactly	the	right	calibre	of	candidate	
07 /            the	stories’.	Rotate	the	25th	anniversary	shoe	and	ex-             amongst	the	country’s	18-25	year-olds,	the	Swedish
GAMING                                                                             Armed Forces	 used	 a	 dark,	 complex	 website	 that	
                plore	its	raison	d’être	via	hotspots	or	watch	Dwayne	
08 /            Wade	apply	to	fill	Michael	Jordan’s	oversize	shoes.	               sent	 users	 through	 a	 series	 of	 psychological	 tests	
ENTERTAIN                                                                          assessing	 intelligence	 and	 motor	 abilities.	 Direct	
09 /
                adidas / Teamgeist /                                               mail	provided	personal	feedback	on	the	online	tests,	            DEXIA / AXION BANNER CONCERTS /
CROWD           Sporting	giant	adidas	used	a	stylish	online	game	in-               resulting	 in	 a	 response	 rate	 of	 72.6%.	 The	 average	
10 /            spired	by	the	graphic	novel	genre	to	allow	fans	to	ex-             dwell	time	was	almost	nine	minutes	and	the	site	(www.
CONTENT         plore	the	true	value	of	the	adidas	jersey	worn	by	the	             mil.se)	 received	 record	 breaking	 figures	 during	 the	
 	              German	 national	 football	 team.	 Through	 Stockholm-             campaign.	Via	DDB Stockholm,	with	North Kingdom,	
11 /
VIRAL           based	 agency	 North Kingdom,	 the	 Teamgeist	 site	               Skelleftea,	 Teenage Engineering	 and	 Stopp,	
                placed	 captain	 Michael Ballack	 and	 star	 players	 in	          Stockholm	all	contributing.	See	Contagious	20.
12 /
MONEY           an	augmented	reality,	interactive	comic	book.	Visitors	
                                                                                   PlayStation 3 / Killzone 2 /
                helped	 the	 team	 win	 back	 its	 identity	 after	 players	
13 /
                became	lost	in	‘blank’	jerseys.	The	game	was	played	               Deutsch,	LA	collaborated	with	ZOIC Studios	on	an	
DESIGN
                500,000	times	in	the	first	three	weeks.	Contagious21.              interactive	 4D	 ad	 /	 viral	 /	 TV	 trailer	 which	 enabled	
14 /                                                                               users	to	manipulate	the	action	by	switching	between	
PLACES          Dexia / Axion Banner Concerts /                                    different	camera	angles	and	in	doing	so,	explore	what	
15 /            Cramming	 excitement	 into	 a	 limited	 ad	 space	 has	            would	constitute	playable	levels	of	the	futuristic	army	         SWEDISH ARMED FORCES /
OUTDOORS                                                                           game,	Killzone 2.
                always	 been	 a	 challenge,	 but	 one	 that	 Axion,	 the	
16 /            youth	 division	 of	 Belgium’s	 Dexia Bank	 met	 with	
VIRTUE
CONTAGIOUS most contagious / online /                                                    p.18


                  Over	 in	 the	 UK,	 Agency Republic,	 London,	 created	 the	 Kil-
                lzone 2 Toolbar,	 an	 online	 app	 to	 build	 pre-launch	 buzz.	 Once	
                downloaded,	an	advergame	allowed	users	to	fight	with	up	to	three	
                friends	as	part	of	a	squad.	Contagious	18.
CHAPTERS /
                UNIQLO / Tokyo Fashion Map /
01 /
REAL TIME       Last	 year	 that	 UNIQLO	 dominated	 Most	 Contagious	 2008’s	
                Online	section.	This	year	the	fashion	brand	has	continued	its	im-
02 /
MOVEMENTS
                pressive	work,	most	notably	with	Tokyo Fashion Map	via	Dentsu,	
                which	gained	a	gold	Cyber	Lion	at	Cannes.	The	campaign	invited	




                                                                                                UNIQLO / TOKYO FASHION MAP /
03 /            random	people	in	Tokyo	to	wear	a	UNIQLO	parka	and	used	the	
TECHNOLOGY
                city	as	a	backdrop,	to	create	a	fluid,	virtual	map.	See	Contagious	
04 /            20.
INTEGRATED

05 /
                Burberry / Art of the Trench /
ONLINE          Burberry’s	social	networking	platform	has	gained	an	impressive	
06 /            following	since	its	launch	in	November.	We	love	the	collaboration	
APPS            between	established	bloggers	like	The Sartorialist	and	the	street	
07 /
                portraits	of	beautiful	trenchcoat	wearers.	Within	a	week	of	launch,	
GAMING          the	site	had	gained	200,000	unique	visitors	from	177	countries,	
                adding	up	to	three	million	page	views.
08 /
ENTERTAIN

09 /
CROWD
                links
10 /            www.cinema.philips.com
CONTENT         nike / bit.ly/79jein
 	
11 /            dwayne wade / http://bit.ly/5F18nb
VIRAL           http://nike.jp/nike_id/blazer
12 /            www.nike.com/jumpman23
MONEY           www.nike.com/jumpman23/historyofflight




                                                                                                PLAYSTATION 3 / KILLZONE 2 /
13 /            www.adidas.com/teamgeist
DESIGN          www.axionweb.be/nl/bannerconcerts
14 /            http://rekryt.mil.se/recruitment2009
PLACES          killzone 2 / http://bit.ly/5mEpPY
15 /            www.killzonewebgame.com
OUTDOORS        www.uniqlo1000.com
16 /            http://artofthetrench.com
VIRTUE
CONTAGIOUS most contagious / apps /                                                                                                                    p.19


                06 / MOST CONTAGIOUS /
                BRANDED APPLICATIONS

CHAPTERS /      Last	 year	 only	 a	 couple	 of	 branded	 iPhone	 apps	           Barclaycard / Waterslide /
01 /
                managed	 to	 creep	 into	 the	 Most	 Contagious	 annual	          Becoming	 the	 most	 popular,	 free,	 branded	 iPhone	
REAL TIME       review.	Fast	forward	twelve	months	and	we	have	over	              game	 ever	 is	 quite	 an	 achievement.	 Who’d	 have	
                100,000	 apps	 to	 choose	 from	 on	 the	 App Store,	 a	          thought	it	would	come	from	a	bank?	Continuing	the	
02 /
MOVEMENTS       bunch	of	which	are	handy	little	widgets	created	by	the	           slippery	slidey	fun	from	BBH London’s	wonderful	TV	
                brands	you	use	daily.	The	big	one	of	2009	came	from	              ad,	 Barclaycard’s	 digital	 agency	 Dare,	 London	 cre-
03 /
TECHNOLOGY      the	world’s	third	largest	food	and	beverage	company,	             ated	 the	 Waterslide Extreme	 game,	 downloaded	
                Kraft.	iFood	Assistant	shot	to	#2	in	the	Lifestyle	cat-           seven	million	times	to	date	(with	three	million	in	just	
04 /
INTEGRATED
                egory	of	the	app	store,	which	is	impressive	before	you	           12	days!).	The	game	was	also	the	most	popular	free	
                even	take	into	account	people	paying	99	cents	a	pop.	             app	 in	 57	 countries	 and	 was	 promoted	 as	 an	 App	
05 /            Back	in	April	when	it	was	featured	in	the	Contagious
ONLINE                                                                            Store	staff	favourite.	Featured	in	Contagious	20.
                Mobile Apps	report	it	was	still	in	the	top	100	paid	
06 /            applications	-	proof	that	people	are	willing	to	tolerate	         Zipcar /
APPS
                and	even	pay	for	apps	featuring	brands	and	advertis-              Zipcar	 is	 a	 smart	 car	 share	 scheme	 popping	 up	 in	
07 /            ing,	so	long	as	something	relevant	and	worthwhile	is	             most	 major	 cities.	 Like	 its	 rivals,	 you	 book	 your	 car	
GAMING
                offered	in	return.	The	iFood	Assistant	proved	surpris-            online	and	then	locate,	unlock	and	drive	it	away.	But	
08 /            ingly	popular	amongst	the	young	male	demographic,	                the	ingenious	app	means	users	can	now	see	where	
ENTERTAIN       opening	up	a	whole	new	target	market	for	Kraft.	Fea-              available	cars	are	on	a	handy	mobile	map.	Reserve	a	
09 /            tured	in	Contagious	19.                                           car	on	the	fly,	browse	different	models,	and	extend	or	
CROWD                                                                             cancel	reservations.	Can’t	find	the	car	in	a	crowded	
                Volkswagen / Real Racing GTi /
10 /                                                                              car	park?	The	app	lets	you	honk	the	horn,	and	even	
CONTENT         AKQA	 New	 York	 stuck	 two	 fingers	 up	 at	 traditional	        unlocks	the	doors	after	you	scan	your	zipcard.	
 	              media	and	launched	the	new	VW Golf GTi	with	a	neat	
11 /
VIRAL           car	racing	game	on	the	iPhone	-	and	ONLY	that.	Rather	            Pizza Hut / Dominos GPS Tracker /
                than	going	it	alone,	a	partnership	was	formed	with	an	            Two	impressive	apps	came	from	big	rivals,	and	both	
12 /
                existing	successful	app,	Firemints Real Racing.	This	             made	 ordering	 your	 favourite	 fast	 food	 a	 fun	 experi-
MONEY
                had	 long	 hovered	 in	 the	 top	 10	 of	 the	 App	 Store’s	      ence.	Pizza Hut	through	IMC2	Dallas	went	down	the	
13 /            racing	 game	 section	 with	 a	 consistent	 4	 star	 rating,	
DESIGN
                                                                                  engaging	route	with	an	iPhone	app	allowing	users	to	
                and	VW	worked	with	its	creators	to	create	a	lite,	free	           drag	and	drop	toppings,	pinch	to	change	pizza	size,	
14 /            version	 with	 all	 the	 action	 taking	 place	 in	 their	 new	   shake	 virtual	 chicken	 wings	 to	 mix	 the	 sauce,	 and	
PLACES
                model.	The	game	has	seen	three	million	downloads	to	              even	play	a	game	while	waiting	for	the	pizza	to	arrive.	
                date.	VW	previously	spent	$60m	to	promote	the	Mk5




                                                                                                                                                    ZIPCAR /
15 /                                                                              With	a	20%	discount	on	the	order,	it’s	not	surprising	
OUTDOORS        GTi back	 in	 2006	 –	 the	 racing	 app	 is	 estimated	 to	       this	 app	 generated	 over	 $1m in sales	 in	 just	 three	
16 /            have	cost	a	more	crunch-friendly	$500,000.	                       months,	according	to	MobileMarketer.
VIRTUE
CONTAGIOUS most contagious / apps /                                                                                                                                 p.20


                  Domino’s	took	a	more	functional	route,	coming	up	
                trumps	with	a	slick	interface	and	GPS Pizza Tracker
                feature	 that	 allowed	 customers	 to	 follow	 their	 pre-
                cious	pizza	from	order	to	oven	to	front	door.	Nice	work	
CHAPTERS /      from	Crispin Porter + Bogusky,	Boulder.	Featured	in	
                Contagious	21.
01 /
REAL TIME
                Puma / Puma Index /
02 /
MOVEMENTS
                Doing	 its	 bit	 to	 lift	 spirits	 during	 the	 downturn,	
                Droga5,	New	York	made	market	crashes	a	good	thing	
03 /            with	a	revealing	microsite	and	iPhone	app	to	promote	
TECHNOLOGY
                Puma’s	Bodywear	range	of	undies.	The	Puma Index
04 /            reacts	 to	 the	 fortunes	 of	 the	 Dow,	 German	 (DAX)	
INTEGRATED
                and	Australian	(ASX)	stock	markets:	the	lower	share	
05 /            prices	fall,	the	more	clothes	come	off	the	hot	male	and	
ONLINE          female	 models,	 representing	 each	 of	 the	 three	 mar-     VW / REAL RACING GTI /   PUMA / PUMA INDEX /
06 /            kets.	A	20%	discount	can	be	redeemed	if	users	show	
APPS            the	app	in	store.	To	date,	the	app	and	site	have	gener-
07 /            ated	118	million	media	impressions.	Of	course,	as	the	
GAMING          markets	recover,	the	models	recover	their	clothes,	so	
08 /
                by	the	time	you	read	this	there	could	(un)fortunately	
ENTERTAIN       be	little	skin	on	show.	Featured	in	Contagious	21.
09 /            Burger King / Whopper Sacrifice /




                                                                                                                                                        DOMINOS /
CROWD
                This	devilishly	fun	and	heavily	awarded	Facebook	app	
10 /
                from	 PR-savvy	 Crispin Porter + Bogusky,	 Boulder	
CONTENT
                encouraged	users	to	do	a	bit	of	friend	culling	in	return	
 	
11 /            for	a	delicious	meaty	Whopper.	The	ironic	app	tempt-
VIRAL
                ed	Facebook	users	to	sacrifice	ten	acquaintances	in	
12 /            return	for	a	free	burger,	and	watch	the	resultant	fallout	                                           links /
MONEY                                                                                                                www.vw.com/realracinggti/en/us
                on	the	site’s	newsfeed.	60,000	installs	and	233,906	
13 /            terminated	friendships	later	it	was	clear	that	Burger                                                www.waterslide.barclaycard.co.uk
DESIGN          King	 had	 struck	 a	 loud	 chord	 with	 users,	 although	                                           www.sitorsquat.com
14 /            not	with	Facebook	who	banned	the	app	after	a	week,	                                                  www.zipcar.com/iphone
PLACES          citing	privacy	issues.	More	publicity	plus	a	Titanium,	                                              www.pizzahut.com/iphone
15 /            Cyber	 and	 Media	 Gold	 at	 the	 2009	 Cannes Lions	                                                dominos / http://btly2mPWIL
OUTDOORS        was	 probably	 enough	 to	 console	 everyone	 involved.	                                             www.theindex.puma.com
16 /
                See	the	Burger	King	case	study	in	Contagious	18.                                                     burger king / http://bitly/XyE7
VIRTUE
CONTAGIOUS most contagious / gaming /                                                           p.21


                07 / MOST CONTAGIOUS /
                GAMING

CHAPTERS /      Next	time	you	see	someone	sporting	a	bizarre	mixture	of	a	Vietnam	
01 /
                Vet-esque	twitch	and	shaking	thumb/forefingers,	you’ll	know	what	
REAL TIME       to	blame	–	Call of Duty: Modern Warfare 2.	Activision’s	block-
                busting	war-sim	has	brought	out	the	latent	scum-sucking	maggot	
02 /




                                                                                                       CALL OF DUTY: MODERN WARFARE 2 /
MOVEMENTS       in	an	extraordinary	percentage	of	the	world’s	gaming	community.	
03 /              It	outgrossed	previous	gaming	golden	child,	Grand Theft Auto
TECHNOLOGY      IV	(from	Rockstar)	on	both	day	and	week	one	copies	sold:	GTA4	
04 /            shifted	3.6	million	copies	worldwide	on	the	first	day	of	its	launch	
INTEGRATED      whereas	MW2	managed	4.2	million	in	the	US	and	UK	alone.	Over	
05 /
                the	first	five	days	GTA	grossed	US$500m	whereas	MW2	passed	
ONLINE          $550m	–	$310m	of	which	was	made	on	day	one.
06 /               There	 is	 no	 doubt	 that	 the	 multi-platform	 MW2	 will	 provide	 a	
APPS            much-needed	 festive	 boost	 to	 2009	 game	 sales	 which	 have	
07 /            dipped	 since	 2008.	 In	 October,	 for	 example,	 sales	 were	 down	
GAMING          19%	compared	to	the	same	month	last	year.	The	rise	and	rise	of	
08 /            casual	gaming	–	particularly	on	mobile	platforms	–	has	no	doubt	
ENTERTAIN       had	 a	 profound	 effect	 on	 sales	 of	 next-gen	 console	 games.	 In	
09 /
                September,	Steve Jobs	told	The New York Times that	Apple	
CROWD           would	market	its	revised	iPod Touch	as	primarily	a	gaming	device;	
                little	surprise	given	that	one	in	five	of	the	100,000	apps	currently	
10 /
CONTENT         available	 in	 the	 App	 Store	 is	 a	 game.	 In	 the	 closing	 months	 of	
 	              2009,	the	Touch	has	remained	the	second	best	selling	consumer	
11 /
VIRAL           electronic	device	on	both	Amazon	and	Wal-Mart	in	the	US	–	in	
                turn,	making	it	the	best-selling	gaming	‘console’.
12 /
MONEY             A	host	of	new	titles	which	make	use	of	the	device’s	Wi-Fi	capa-
13 /
                bility	to	enable	networked-based	multiplay	were	also	launched	in	
DESIGN          time	for	Christmas.	Now,	users	can	duel	with	a	Harry	Potter	spell-
                casting	 app,	 fly	 together	 in	 squadrons	 of	 World	 War	 2	 fighter	
14 /
PLACES          planes	(Skies of Glory)	or	nurture	a	brood	of	puppies	before	in-




                                                                                                               HALO 3 / ODST /
                viting	friends’	virtual	pets	over	for	a	play-date	(Touch Pets: Dogs).	
15 /
OUTDOORS        Of	 course,	 these	 retail	 for	 only	 a	 few	 dollars	 each	 –	 a	 fraction	
                of	 the	 price	 of	 a	 Nintendo DS	 game.	 But	 what	 about	 the	 free	
16 /
VIRTUE
CONTAGIOUS most contagious / gaming /                                                                                                                                                                p.22


                gaming	opportunities	which	2009	has	brought?	                  Offerpal.	Paypal	has	even	now	opened	to	third	              on	screen.	Check	out	the	website	for	a	host	of	
                In	particular,	social	network-based	MMOG	(Mas-                 party	developers	to	maximise	e-commerce.                    dumbfounded	 celebrity	 endorsements,	 includ-
                sively	Multiplayer	Online	Games)	have	exploded,	                                                                           ing	 Steven Spielberg who	 comments:	 ‘This	 is	
                                                                                FarmVille	 invites	 players	 to	 share	 their	 news,	
                but	 that’s	 an	 entirely	 different	 kettle	 of	 fish,	 or	                                                               a	pivotal	moment	that	will	carry	with	it	a	wave	of	
                                                                               send	 each	 other	 free	 gifts	 and	 even	 network	
CHAPTERS /      vampires,	or	farmers…                                                                                                      change,	the	ripples	of	which	will	reach	far	beyond	
                                                                               within	 the	 game	 by	 taking	 neighbouring	 plots.	
                                                                                                                                           video	games.’	See	Contagious	20.
01 /            Zynga / FarmVille /                                            The	 sensation	 has	 even	 moved	 offline	 with	
REAL TIME
                                                                               cleverly-linked	fancy	dress	competitions	and	fan	           Hasbro / Monopoly City Streets /
02 /                                                                           groups.	 A	 well-received	 innovation	 saw	 online	
MOVEMENTS                                                                      cash	converted	to	charitable	causes	–	half	of	the	
03 /                                                                           $854,000	spent	on	sweet	potato	seeds	in	just	
TECHNOLOGY                                                                     3	 weeks	 (!)	 was	 donated	 to	 Haitian	 children’s	
04 /
                                                                               causes.	
INTEGRATED
                                                                               Microsoft / Project Natal /
05 /
ONLINE

06 /
APPS

07 /
GAMING

08 /
ENTERTAIN
                In	2009	social	gaming	gurus	Zynga	saw	60	mil-                                                                              As	anyone	who	has	bankrupted	their	mother	on	
                lion	users	worldwide	don	a	straw	hat	and	denim	                                                                            Boxing	Day	will	tell	you,	Hasbro’s	classic	prop-
09 /
                dungarees	 to	 join	 Facebook	 phenomenon,	                                                                                erty	 development	 board	 game	 Monopoly	 is	 all	
CROWD
                FarmVille	 –	 helping	 the	 company	 to	 generate	                                                                         about	the	numbers.	However,	even	we	were	sur-
10 /            $150	 million	 in	 the	 process.	 This	 has	 helped	                                                                       prised	by	the	scale	of	Monopoly City Streets	–	
CONTENT
                push	sales	of	virtual goods past	the	billion	dollar	           Visitors	to	Las	Vegas’	E3 (Electronic Entertain-
                                                                                                                                           a	new	MMOG	which	piggybacks	Google Maps	
 	
11 /            annual	marker	in	the	US	alone.                                 ment) Expo	in	June	were	agog	with	the	unveiling	
                                                                                                                                           to	create	the	largest	real	time	Monopoly	contest	
VIRAL                                                                          of	not	one,	but	two	prototypes	for	motion-sen-
                  Players	 addicted	 to	 the	 virtual	 smallholding	                                                                       ever	played.
12 /
                                                                               sitive control systems	 from	 Sony	 and	 Micro-
MONEY
                game	are	buying	some	800,000	virtual	tractors	                 soft,	 to	 rival	 Nintendo’s	 Wii	 console.	 The	 most	       For	 the	 pre-Christmas	 launch	 of	 the	 new	 Mo-
                a	day,	plus	cows,	sheep,	seeds	and	all	kinds	of	               impressive	was	Microsoft’s	Project Natal.	Unlike	           nopoly	 City	 Edition	 (in	 which	 players	 erect	 sta-
13 /
                cutely-rendered	 farmyard	 staples.	 The	 fact	 that	          the	 Wii,	 which	 utilises	 both	 an	 infra-red	 control	   diums	 and	 skyscrapers	 instead	 of	 houses	 and	
DESIGN
                the	US	and	the	UK	provide	the	highest	number	of	               and	 TV-mounted	 sensor,	 Natal	 is	 completely	            hotels),	Tribal DDB,	London	developed	a	virtual	
14 /            virtual	smallholders	is	a	notable	step,	taking	the	            hands-free	 and	 works	 with	 just	 the	 sensor	            version	hosted	at	monopolycitystreets.com.	After	
PLACES
                frontier	 of	 virtual	 spend	 beyond	 its	 Far	 Eastern	       which	it	uses	to	detect	the	player’s	body	move-             signing	up,	players	are	given	an	initial	bank	bal-
15 /            base.	Worldwide,	the	virtual	goods	market	is	now	              ment.	 Most	 impressive	 is	 the	 face-recognition          ance	of	three	million	Monopoly	dollars	which	they	
OUTDOORS
                worth	an	annual	$6	billion	and	helped	a	surge	in	              capability	which	not	only	knows	who	you	are,	but	           then	use	to	purchase	any	street	in	the	world	–	if	
16 /            activity	for	online	micropayment	groups	such	as	               can	 replicate	 and	 then	 manipulate	 your	 image	         it’s	on	Google Maps,	it	can	go	in	your	portfolio.	
VIRTUE
CONTAGIOUS most contagious / gaming /                                                                                                               p.23


                  The	object	is	to	construct	an	ambitious	assortment	               Coca-Cola China / Coke Zero Aion /
                of	properties,	collecting	as	much	cumulative	rent	from	             A	 partnership	 with	 game	 developers	 Shanda	 repre-
                these	as	possible.	You	can	sabotage	your	fellow	play-               sented	 Coke Zero’s	 first	 marketing	 push	 in	 China,	
                ers’	 dealings	 by	 using	 ‘Chance’	 cards,	 and	 even	 in-         and	 gave	 the	 brand	 the	 chance	 to	 engage	 with	 the	
CHAPTERS /      dulge	in	some	virtual	boardroom	table-slapping	via	the	             300	 million	 registered	 players	 of	 Aion	 –	 one	 of	 the	
                Monopoly	City	Streets	Twitter	feed.                                 country’s	fastest	growing	MMORPGs.
01 /
REAL TIME         Since	launch,	the	website	has	received	an	average	                Aion: The Tower of Eternity	is	a	fantasy	combat	title	
02 /            of	4.5	million	unique	visits	and	15	billion	dynamic	re-             in	the	series	which	had	gained	over	a	million	unique	
MOVEMENTS       quests	per	month.	What’s	more,	70%	of	these	users	                  users	 in	 the	 three	 months	 since	 its	 launch	 in	 April	
03 /            are	spending	10	minutes	or	more	on	the	site	per	visit,	             2009.	The	collaboration	saw	a	Coke	Zero	character	
TECHNOLOGY      and	50%,	half	an	hour	or	more.	This	places	Monopoly	                feature	in	the	game,	complete	with	virtual	props	de-
04 /
                City	Streets	in	the	top	20	most	popular	online	games	               veloped	 by	 Shanda.	 The	 promotion	 was	 integrated	
INTEGRATED      in	the	world.	See	Contagious	21.                                    across	 digital	 and	 real-world	 touchpoints	 including	
                                                                                    internet	 cafés,	 retail	 environments,	 in	 lifestyle	 maga-
05 /            Sony PlayStation / MLB 09: The Show /
ONLINE                                                                              zine,	 Milk,	 and	 on	 the	 brand’s	 website,	 icoke.cn.	 A	
                Tasked	with	generating	increased	sales	for	the	latest	              nifty	connected	product	initiative	gave	fans	who	pur-
06 /
                title	in	the	Sony	PlayStation	baseball	franchise	MLB                chased	 the	 promotional	 can	 a	 13 digit code	 on	 the	
APPS
                09: The Show, Deutsch Inc,	Los	Angeles	set	about	                   ring	pull	which	could	be	exchanged	for	virtual	props.
07 /            not	 creating	 a	 campaign,	 but	 a	 debate.	 This	 pitted	
GAMING                                                                                A	 user-generated	 aspect	 to	 the	 campaign	
                Boston Red Sox	player	and	American	League	MVP	
08 /            of	 2008	 season	 Dustin Pedroia	 against	 fictional	               encouraged	gamers	to	upload	their	own	Aion-inspired	
ENTERTAIN
                Sony	PlayStation	‘Director	of	Game	Accuracy’	Kevin                  images	and	scripts.	A	winning	script	was	integrated	
09 /            Butler. A	 series	 of	 viral	 and	 TV	 spots	 began	 with	          into	the	game,	and	the	writer	awarded	a	much-prized	
CROWD           Pedroia	protesting	the	realism	of	the	game	in	which	                internship	 at	 Shanda.	 Creative	 was	 developed	 by	
10 /            his	 character	 can’t	 hit	 the	 ‘high-inside	 fast	 ball’.	 The	   Red Lounge,	 Shanghai,	 a	 collective	 of	 agencies	
CONTENT         debate	raged	on	the	campaign	website	where	visitors	                including	Leo Burnett	and	Starcom MediaVest.	See	
 	              could	try	the	game	before	casting	their	vote.                       Contagious	20.
11 /
VIRAL
                  TV	audiences	and	sportscasters	waited	for	Red	Sox	




                                                                                                                                                           COCA-COLA CHINA / COKE ZERO AION /
12 /            games	to	see	Pedroia	settle	the	debate	by	pounding	
MONEY
                shots	out	of	what	he	would	later	reveal	is	ironically	his	
13 /            ‘hot	area’.	248,000	copies	of	the	game	being	sold	in	                links /
DESIGN          the	first	month	alone	–	a	46%	increase	over	MLB	08.	                 www.farmville.com
14 /            See	Contagious	20.                                                   www.xbox.com/en-us/live/projectnatal
PLACES
                                                                                     www.monopolycitystreets.com
15 /                                                                                 http://twitter.com/monopolycitysts
OUTDOORS
                                                                                     www.us.playstation.com/mlb09theshow
16 /                                                                                 www.icoke.cn
VIRTUE
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
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Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009
Most Contagious Report 2009

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Most Contagious Report 2009

  • 1. p.08 MOST CONTAGIOUS 2009 http://berglondon.com/projects/hat © 2009 BERG
  • 2. CONTAGIOUS most contagious / intro / p.02 MOST CONTAGIOUS / 2009 / SUBSCRIPTION OFFER / 20% DISCOUNT VALID UNTIL 31ST JANUARY 2010 Lingering longer than a kiss under the mistletoe and more useful NORMALLY £985 GBP, NOW JUST £790 GBP than a dodgy jumper, Most Contagious 2009 is our free review of CHAPTERS / the most talked-about trends and technologies to have influenced 01 / global marketing over the past 12 months. Unlike H1N1, feel free REAL TIME to pass on. 02 / In a year when swine flu panic gripped the world and the subprime MOVEMENTS crisis spread like a virus through the western banking system, our 03 / five year-old brand still remains the number one search result TECHNOLOGY when typing ‘contagious’ into Google or Bing. This means there’s 04 / a strong appetite out there for intelligent reporting on future-facing INTEGRATED brand activity and technological innovation. 05 / Perhaps because of the recession, there’s been lot of creative ONLINE ingenuity flying around. ‘Think further with less’ seems to be 06 / 2009’s tag line. We’ve noted trends such as Gutter Tech APPS (using simple technology to solve complex problems; think Nike 07 / Chalkbot) and the New Sobriety (the ‘fewer but better’ approach GAMING to consumption). 08 / Highlights of 2009 for Contagious were: ENTERTAIN • Our WILDFIRE seminar and Titanium sponsorship at Cannes 09 / • Hosting our first solo conference, on Mobile Apps CROWD • Opening in Sydney and Mumbai, with New York to follow 10 / • Presenting Contagious Trend Briefings all over the world for CONTENT clients such as BBC, Diageo, Henkel, Mattel, Nike, O2 and Xbox 11 / Demand for Contagious consultancy services has been so high, VIRAL we’ve decided to launch a dedicated division. Named Contagious 12 / Insider, this new service will offer practical advice and strategic MONEY insight into the challenges of modern marketing. 13 / We’re closing 2009 with a beta launch of a new Contagious Contagious / Now / Next / Why / DESIGN website. Faster news, more video commentary and improved Magazine / DVD / Online / FEED / Special Reports / Consultancy / Events / 14 / Special Offer to readers of the Most Contagious 2009 report – search functionality will give subscribers access to a unique PLACES intelligence resource (or ‘early warning system’) – of non- Subscribe to Contagious Magazine before 31 January 2010 and save 20% / 15 / traditional media solutions. Let us know what you think: Normally £985 now just £790. OUTDOORS www.contagiousmagazine.com Visit http://bit.ly/contagiousoffer to subscribe now. T: +44 20 7575 1998 16 / www.contagiousmagazine.com / E: sales@contagiousmagazine.com / VIRTUE
  • 3. CONTAGIOUS most contagious / real time / p.03 01 / MOST CONTAGIOUS / REAL TIME CHAPTERS / Twitter et al / 01 / REAL TIME In 2009, if it wasn’t happening in real time, it wasn’t happening at all. Whilst Twitter has been around a couple of years, 2009 02 / saw mass adoption of the micro-blogging service by everyone MOVEMENTS from news channels to celebrities, self-help gurus and your mum. 03 / ComScore’s most recent statistics indicate that growth is up TECHNOLOGY 949% to 80 million users, with three quarters of that user base 04 / outside the US. Twitter’s founders allegedly turned down offers INTEGRATED from Google and Facebook, the latter of which seems sufficiently 05 / threatened by Twitter’s popularity that its own interface has been ONLINE redesigned to incorporate more ‘live news’ from friends and family. 06 / Uptake of real time social media services on mobile has also been APPS largely driven by Facebook and Twitter, with usage up 3500% in 07 / the first six months of 2009. Fascinatingly, the use of page views GAMING via linksharing services like tiny.cc and bit.ly is up 1068%, indi- 08 / cating that users are not only communicating activities, they’re ENTERTAIN sharing content. Despite a widely held conviction by corner office- 09 / dwellers at the mainstream media that Twitter is dominated by a CROWD cabal of lunatics compulsively communicating the components of LOULOU AND TUMMIE / HTTP://LOULOUANDTUMMIE.COM 10 / their lunch, the service has proven itself capable of far more. CONTENT Nor is this real time movement confined to social networks. 11 / Google’s Wave service offers a platform for real time collabora- VIRAL tion, and launched in October 2009 to mass hysteria followed 12 / by almost complete confusion. YouTube’s biggest ever online MONEY streaming event occurred this year when 10 million people tuned 13 / to see U2 tear up the Pasadena Rose Bowl. And our favourite DESIGN fusion of old and new media came in January this year, when CNN. 14 / com teamed up with Facebook to stream footage of Barack PLACES Obama’s inauguration within the Facebook interface, meaning 15 / that people could watch, and comment, with their friends or with OUTDOORS the world, in real time. The collaboration proved so successful that it was repeated in July for the funeral of Michael Jackson. 16 / VIRTUE
  • 4. CONTAGIOUS most contagious / real time / p.04 Real time media is not without its flaws. Many Real Time Advertising / would argue that the increased reliance of main- stream reportage on services like Twitter results Naturally, the real-time phenomenon also caught in a dumbing down of news delivery, and an over- the attention of advertisers, and prompted inno- CHAPTERS / estimation of the opinion of Joe Average com- vation in business, customer service, marketing, pared to recognised expertise. The impact of or all three. 01 / REAL TIME Twitter’s community on politics can also be over- Best Buy / Twelpforce / stated. 140 characters of text costs nothing to 02 / The US-based consumer electronics retailer MOVEMENTS produce and can result in a hollow activism. The took its reputation for in-store service to the next addition of many voices to a movement does not 03 / level with the launch of Twelpforce – an army of force policy change, or provide humanitarian aid. TECHNOLOGY 2100 Best Buy employees authorised to answer However, from a sociological point of view, consumer questions via Twitter. Queries are sub- pictures of showrooms from the store over a 04 / INTEGRATED Twitter and its community can do some mar- mitted using the #twelpforce hashtag. The tool two week period. Facebook members who had velous things. We suggest you read the article took 13,000 queries in the first two months, requested Gordon as a friend could then tag 05 / ONLINE by comic and writer Graham Linehan (link on and at a time when consumer spending in the themselves to a specific item in each photo and p.03). Frustrated with yet another dismissal of US is down by 1.9%, the company made a net in doing so, win that particular IKEA product. 06 / the service he employed the hashtag #whattwit- profit of $158m in 3Q09 on revenues of $11 bil- As with any photo on Facebook, as soon as APPS terdidforme to encourage users to share their lion (up from $9.8 billion year-on-year). See the someone tagged themselves, news of this action 07 / stories of Twitter goodwill. The response was tre- Best Buy case study in Contagious 21. also appeared on their news feed, growing GAMING mendous, and heart-warming. You can also turn the campaign across thousands of different 08 / that frown upside down with @shitmydadsays, IKEA / Facebook Showroom / profile pages as it was shared between friends. ENTERTAIN a young comedian who Tweets his 79-year-old Tasked with generating buzz surrounding the An excellent deployment of a long-standing 09 / father’s most amusing comments and has since launch of a new IKEA store in Malmö, Sweden, Contagious mantra, namely that if something’s CROWD there, USE IT. But wisely. See Contagious 21 been given a TV show for his efforts. local agency Forsman & Bodenfors created a 10 / Facebook profile for the new store’s manager DVD. CONTENT We’re on Twitter! @contagiousmag Gordon Gustavsson who uploaded 12 different 11 / VIRAL 12 / MONEY 13 / DESIGN 14 / PLACES 15 / OUTDOORS 16 / VIRTUE
  • 5. CONTAGIOUS most contagious / real time / p.05 Lufthansa / MySkyStatus / Playground Stores / Sleepless / Users who sign up to Lufthansa’s MySkyStatus will Swedish outdoor and adventure sports re- find their Facebook and Twitter profiles automatically tailer Playground Stores was seeking to promote udated with their altitude, location, departure and ar- the positive health effects of leading an active life- CHAPTERS / rival information. Lufthansa is branding the service as style. Stockholm-based agency Åkestam.Holst chose 01 / ‘travel made social’, but any customers who don’t four individuals including a fireman, a professional ath- REAL TIME want to share their itineraries with the world are free to lete and a Swedish TV celebrity, and challenged them 02 / keep the information private. There’s a comprehensive to break the record for staying awake the longest by MOVEMENTS list of carriers, and Lufthansa has linked to Google walking – kitted out in Playground Stores products Maps so users can see the routes taken by the flights as they did so. Users familiarised themselves with 03 / before you board. Through Profero, New York. See each candidate via profiles hosted on the website, CADBURY’S NIBBLES / TECHNOLOGY Contagious 21. before choosing who they thought would last longest. 04 / INTEGRATED The walkers were then tracked with an iPhone using Cadbury’s Nibbles / Online Pop-Up Shop / the new Bambuser live video streaming service. If it 05 / In October 2009, Cadbury teamed up with British de- ONLINE looked like they were nodding off, users contacted signer Giles Deacon to create a limited edition scarf them with an SMS or with a tweet to their Twitter ac- 06 / for the launch of a new product, Caramel Nibbles. counts. And the incentive for following this record- APPS A pop-up store was located just off Carnaby Street, breaking attempt? Anyone purchasing products in the 07 / London, but to claim their scarf, people had to locate online shop ‘through’ their chosen walker received a GAMING the pop-up shop online. It appeared as a widget full refund if they went on to win. 08 / across different fashion-focused sites such as ASOS Footfall increased 11 times as a result of the cam- ENTERTAIN and handbag.com and on fashion blogs, closing and paign, with 70% new visitors. Site traffic increased 09 / opening periodically as thousands of fashionistas eight-fold, and conversion rate to online purchase was CROWD chased it round the net. The brand icon, a curvaceous 10%. Featured in Contagious 20. 10 / bunny, used Facebook to announce when and where CONTENT the store would be reopening. When users success- HTC / You Need a Phone That Gets You / fully linked to it, they could take their place in a virtual 11 / Deutsch in LA programmed billboards down the VIRAL queue, wait to be served by an assistant and claim West Coast to respond to events happening in that their scarf. 12 / area. Whether today’s surf report or a message of en- PLAYGROUND STORES / SLEEPLESS / MONEY This smart integration between online and offline couragement to fans of the disgruntled and disquali- 13 / saw comments appearing on the Facebook page at fied LA Dodgers baseball team, this is a powerful use links / DESIGN the rate of one every 2.5 seconds for the two days of outdoor for a campaign designed around the twin graham linehan / http://bit.ly/2QHQg 14 / of the promotion, and the store garnered an equiva- themes of personalisation and hyper-localisation. www.twitter.com/twelpforce PLACES lent footfall in excess of 4m people with over £1.5m ikea / http://bit.ly/4l7tpo earned through social media. Through Hyper and www.myskystatus.com 15 / OUTDOORS Stink Digital, London, with Fallon brokering the www.nibblesboutique.com Deacon deal. Featured in Contagious 21. 16 / http://shop.playgroundstores.com VIRTUE www.htc.com
  • 6. CONTAGIOUS most contagious / movements / p.06 02 / MOST CONTAGIOUS / RATIONAL CONVERGENCE CHAPTERS / The New TV / 01 / The beginning of the 21st century coincided with the start of our REAL TIME love affair with the double-edged sword of convergence. There 02 / were false starts: TV streamed to mobiles is wildly popular in MOVEMENTS Japan and Korea, but proved largely untenable in the West. There 03 / were casualties: Google’s latest addition of a GPS route plan- TECHNOLOGY ner to the Android platform could see the Sat Nav following the 04 / watch-making industry into the pile marked ‘things rendered obso- INTEGRATED lete by the cellphone’. There were triumphs – games on PCs and 05 / phones, and gaming consoles that used TV screens for intensive ONLINE audiovisual experience. There was idiocy – that period of trying to 06 / get mediocre TV ads to ‘go viral’ on the internet, for example. All APPS in all, a love affair in the stickiest, sweatiest, most passionate and flawed sense. 07 / GAMING However, 2009 heralded the beginning of a more measured 08 / approach to convergence: rational convergence, if you will. And ENTERTAIN nowhere is this more evident than in the advances in TV. As the 09 / best bits of TV find their way to the internet – catching up last CROWD night’s X Factor or American Idol via clips on YouTube, or stream- 10 / ing 30 Rock on Hulu – so the best bits of the internet are finding CONTENT their way to the screen in the corner of your living room, now an interactive, on-demand media platform. 11 / VIRAL Online video services such as Hulu are prime examples of this 12 / rational convergence. In July, 38 million people streamed videos MONEY from Hulu – that’s more than Time Warner Cable, America’s 13 / second biggest cable company. The clue to Hulu’s success may DESIGN also lie in which advertising was served via the two networks. 14 / Hulu gives you options: either four ads per hour, or one long ad PLACES at the beginning and then half an hour of uninterrupted viewing. On Time Warner, you get 32 ads an hour, no questions asked. Is 15 / OUTDOORS it any wonder the viewers are defecting? In May 2009, analyst Laura Martin concluded that, for every viewer defecting to Hulu, 16 / VIRTUE
  • 7. CONTAGIOUS most contagious / movements / p.07 the network would lose $920 in advertising rev- interface design, games console manufacturers, whom such boundaries are meaningless. It’s also enue (here’s the science part: Hulu runs four are also involved in the bitter turf war for con- worth pointing out that the mass move towards ads each hour at a $50 CPM compared to 32 trol of your living room. PS3 owners now have digital communication over the last decade has ads during each hour of programming on TV at access to PlayStation’s own movie network. In been matched only by our huge appetite for CHAPTERS / a $35 CPM. $1,120-$200 = $920.) Still, there Japan, Wii TV is on the rise. Nosing in front is stuff. We like to own things, and have them, and are concerns over Hulu’s ability to cover costs. Microsoft’s Xbox, which in the UK now gives whilst rabid commercialism is hopefully a thing of 01 / REAL TIME Business Week reported in December that the users access not only to games, but to Face- the past, it stands to reason that at some point company is in early-stage talks with cable op- book, Twitter, and crucially, BSkyB’s mighty our love of things and of digital communication 02 / MOVEMENTS erators to limit access to those viewers who can cable TV service. The social networking add-ons would eventually converge. prove they already pay for a cable subscription. also use gaming functionality to allow you to see 03 / what your friends are watching, and comment TECHNOLOGY The innovations come thick and fast. Services on content in real time. All of this, through one like Boxee allow for the streaming of video con- 04 / sleek black box. (See our Real Time section for INTEGRATED tent directly from your PC to your TV screen. LG more information on the fusion of TV content with has launched a TV which comes with Netflix built 05 / social media.) ONLINE in, allowing users to download from the world’s most popular on demand movie service straight As for the second half of that equation, as far 06 / APPS to their TV. Samsung joined the fray with links to as TV content is concerned, the noughties will Blockbuster’s service, and Amazon’s Video on be remembered as the decade that gave us 24, 07 / Demand (the mind boggles at the subsequent The Wire, Six Feet Under, and Mad Men. Argu- GAMING potential of a link between our TV screens and ably, the invention of the DVR, mass uptake of 08 / the world’s biggest online retailer). home DVD players and – dare we say it – illegal ENTERTAIN downloading has created a culture in which we 09 / need never miss an episode of TV again. As a CROWD result, the content is pulsing with complex narra- 10 / tive arcs featuring gigantic ensemble casts. Far CONTENT from dumbing down, TV is tooling up. Sofa-time NEWSPAPER CLUB / 11 / has never been so compelling. VIRAL Davies’ own Newspaper Club initiative is a Post-Digital / Real World Interactive / neat example of post-digital thinking – a service 12 / MONEY ‘Post-digital’ is a term coined by planner/blog- by which you supply text, and images, and they ger Russell Davies to describe the way in which print you off anything from five to 5000 copies. 13 / DESIGN smart digital and online behaviours have begun At the more corporate end of the scale, Google’s to make their presence felt in the real world, on Espresso Book Machine, to be placed in 14 / PLACES XBOX LIVE / real, tangible objects. It’s not hard to see the bookstores around the US, makes the company’s appeal of this concept after years of flash-heavy archive of two million titles available to shoppers 15 / microsites, and of ‘traditional’ vs. ‘digital’ silos: at the touch of a button. You simply choose what OUTDOORS Rational convergence is dependent on two a distinction rendered increasingly obsolete by you want, and it prints, binds, cuts and dispenses. things – interface, and content. The masters of 16 / the swelling ranks of a younger generation for VIRTUE
  • 8. CONTAGIOUS most contagious / movements / p.08 Rival Microsoft has placed a similar machine in new roads of the Tour de France in bright, LIVESTRONG retail environments to ‘print’ videogames, from disc yellow using 48 nozzles and vats of emulsified chalk. to cover to inlay to box, to order. These mechanisms All messages were also photographed by the Chalk- are simply grown-up versions of that cartoon classic, bot, and the GPS coordinates captured. This infor- CHAPTERS / the breakfast-making-machine. Is there anything that mation was then returned to the message sender via gives more pleasure than the sight of automated, email. During the course of the Tour, the Chalkbot 01 / REAL TIME mechanical wheels and pulleys spinning and heaving sprayed over 100,000 messages of hope in vibrant to serve a perfect fry-up to Wallace and Gromit? LIVESTRONG yellow, and one gigantic Contagious 02 / MOVEMENTS logo. Hey – if you don’t ask…Check it out on the cover of Contagious 20. 03 / TECHNOLOGY DeepLocal refer to this crunching together of exist- NIKE CHALKBOT / 04 / ing properties to create tangible results as ‘gutter INTEGRATED tech’. As David Evans, chief technical officer com- mented, ‘The way that people treat things changes a 05 / ONLINE lot once it’s physical... it’s not just a throwaway text, or a “Yo...I’m sorry”. Now it’s somewhere, right? Now 06 / APPS it’s some THING.’ 07 / Mobile Wars / GAMING Gutter Tech / The 2010 stage is set for a battle royale in the smart- 08 / phone market. However, it’s no longer the handsets, ENTERTAIN And finally, a campaign so ingenious we put it on but the operating systems jousting for supremacy. the front cover of our 20th issue – the Nike Chalk- 09 / Apple has been at the forefront of this change for some CROWD bot from Wieden + Kennedy, Portland for LIVES- time, with sales of its all-conquering iPhone rising by TRONG, Lance Armstrong’s cancer charity. At the 10 / 7% to 7.4 million in the fourth quarter of fiscal 2009. Tour de France each year, cycling enthusiasts chalk CONTENT The company has not been shy in advertising the fact messages of support on the side of the course to 11 / that well over two billion downloads of 100,000 or encourage and communicate with the competitors. WAZE / VIRAL so apps have so far been made via its App Store. If Armed with this insight, Nike set about acting as a 12 / the apps do indeed maketh the phone, then what are conduit to a broader audience. Developed in con- MONEY we to make of the news from mobile app analytics junction with software and design studio DeepLocal, provider Flurry that between September and Octo- 13 / Pittsburgh and robotics developer Standard Robot, DESIGN ber of this year, the number of apps being developed the Chalkbot is a robotic chalking mechanism that re- for Google’s Android operating system increased by 14 / ceives, processes, prints, captures and delivers data PLACES 94%? (text, GPS coordinates and photographs). It received 15 / messages from anywhere in the world via Twitter to Unlike the iPhone OS, Android allows multiple ap- OUTDOORS @Chalkbot, via an SMS shortcode, or from an entry plications to be run at any one time, facilitating multi- 16 / form on wearyellow.com and printed them along the tasking which arguably results in a more flexible and VIRTUE NOKIA / N900 /
  • 9. CONTAGIOUS most contagious / movements / p.09 involved user experience. This is more reflective of nobody was buying cars. Whilst other automakers of- the principles of convergence happening elsewhere fered free fuel, dropped prices and ploughed money in digital technology – rather than a series of dead- into advertising, Hyundai announced that anyone who ended apps, there is power in the idea of several bought one of its cars and subsequently lost their job CHAPTERS / applications talking to each other at once. Perhaps within the next 12 months could return it. The Korean most importantly, Android is completely open source brand put its entire media budget into the campaign, 01 / REAL TIME and as a result, Samsung, LG, HTC, Motorola and and bet on the fact that, once consumers drove a Hy- Sony Ericsson (amongst others) are all now devel- undai, any preconceptions of the marque as cheap 02 / MOVEMENTS oping Android-specific models. November’s launch of and inferior would vanish. And it worked. In January Verizon’s new flagship Motorola Droid phone in the 2009, sales of Hyundai went up by 14.3% from the 03 / US not only saw 250,000 handsets sold in the first previous year, where rival companies saw double digit TECHNOLOGY week, but also brought with it the first unveiling of the drops. Jeff Goodby, co-chairman and creative direc- MOTOROLA / VZW CLOCK / 04 / Google Maps Navigation app. This GPS-enabled of- tor at San-Francisco-based Goodby Silverstein, who INTEGRATED fering provides turn by turn voice guidance and 3D handled the Hyundai account at the time, described 05 / views à la Street View. Dutch Sat Nav manufacturer the campaign’s conception in Contagious 19: ‘It ONLINE TomTom currently offers a £60 iPhone app, but its began with someone at Hyundai asking whether car- 06 / shares plummeted by 24% following the launch of the repossession could be made into something other APPS Droid. than a catastrophic credit event for those concerned.’ 07 / Still a country mile ahead in terms of smartphone GAMING market share, however, is Nokia, boasting 44% of all 08 / handsets (although the Finnish manufacturer did, at ENTERTAIN one stage pre-2008, account for in excess of 65%). 09 / In May, Nokia launched its own apps/cross-media CROWD system, Ovi, yet the launch was hampered with tech- HYUNDAI ASSURANCE / 10 / nical glitches. CONTENT So, are you Android or iPhone or Ovi? An app guy 11 / links / or a browser girl? Into the handset, or just after the VIRAL www.hulu.com system? Whoever you are, the era of pocket person- www.boxee.tv 12 / alisation is upon us, and the long-held vision of easily MONEY www.netflix.com portable, distributable branded content for cellphones Amazon / http://bit.ly/w59w1 13 / is coming to pass. We hate to use the old cliché, but DESIGN this could finally be mobile’s year. Xbox / http://bit.ly/bZcQs 14 / Russell Davies / http://bit.ly/aK9S4 PLACES Landmark / Hyundai Assurance / www.newspaperclub.co.uk 15 / Not so much a movement as a landmark, Hyundai chalkbot / http://bit.ly/17bQnb OUTDOORS Motor America’s Assurance programme launched www.deeplocal.com 16 / in January this year. The economy was in ruins, and Hyundai / http://bit.ly/XaDT0 VIRTUE
  • 10. CONTAGIOUS most contagious / technology / p.10 03 / MOST CONTAGIOUS / TECHNOLOGY CHAPTERS / Augmented Reality / 01 / In Contagious Issue 19, Geoffrey Handley, co-founder of mobile REAL TIME specialists The Hyperfactory, provided a stark assessment of 02 / 2009’s craze for augmented reality: ‘AR is still only seen as a MOVEMENTS ‘wow!’ thing, even with a case that is clearly more. This isn’t helped 03 / by the overwhelming number of examples of AR that are purely TECHNOLOGY “look how cool this is and all this cool stuff we can do” – it’s like a cycle’. So which campaigns went beyond the ‘wow!’ factor and 04 / INTEGRATED utilised AR to a genuinely useful, profitable or entertaining end? 05 / Perhaps not the sexiest, but possibly the handiest AR applica- ONLINE tion of 2009 was the United States Postal Service’s Virtual Box 06 / Simulator designed by AKQA, San Francisco (See Contagious APPS Issue 20). The website-based app allows users to place their 07 / parcels inside a series of virtual boxes, calculating the precise GAMING size needed, and in doing so, saving them money on postage and tying in with USPS’ tagline of ‘If it fits, it ships’. At the other end 08 / ENTERTAIN of the fun spectrum is Topps’ 3D Live Baseball Cards via AR experts Total Immersion. When scanned via a webcam, these 09 / CROWD produce miniature animated players in the palm of your hand or on your desk, which can then be controlled to play a series of simple 10 / CONTENT batting and pitching mini-games. (See Contagious 19) 11 / Toy manufacturer Mattel also endowed its new range of Avatar VIRAL action figures with AR i-Tags. These plastic cards, when held in front of a webcam, produce 3D-renderings of that very toy which 12 / MONEY then spring to life, stomping and leaping across the user’s desk- top. See Contagious 21. 13 / DESIGN Interactive agency Zugara in Culver City showcased the im- 14 / pressive Social Shopper application to prospective clients via PLACES a YouTube-hosted demo video. Designed for online retail envi- 15 / ronments, the app utilises motion-tracking to allow the user to OUTDOORS dress themselves in a series of virtual garments. They can even grab a picture, share it directly with friends online and ask their 16 / VIRTUE
  • 11. CONTAGIOUS most contagious / technology / p.11 opinion. Zugara’s number of new business enquiries Beyond the festive period, the future for the eBook increased by 2400% in the two weeks following the reader actually looks surprisingly bright – not to men- video’s launch. (See Contagious 20). tion colourful. In September, Taiwanese manufacturer Asus unveiled its own dual-screen, full-colour reader On mobile, the Layar browsing application became CHAPTERS / which opens like a book. Dubbed the Eee Reader available on iPhone as well as Android, and won the after the brand’s Eee PC range of affordable comput- 01 / Vodafone Mobile Startup Challenge in September. REAL TIME ers, the device will retail at around $180 – way below Combining a handset’s camera and GPS functional- the respective $259 and $399 price tags of Ama- 02 / ity, the app overlays information relevant to digitally zon’s Kindle and Sony Daily Reader. We must also ac- MOVEMENTS tagged real-world locations or items – from restau- knowledge the ever-present rumours surrounding the 03 / rants to sculptures. Layar has recently launched ver- launch of an Apple handheld tablet computer. Should TECHNOLOGY sion 3.0 with an abundance of tools to help independ- it ever see the light of day, this unicorn of a product ent developers adapt the software. See Contagious 04 / will boast power and browsing capabilities to stun any INTEGRATED 20. eBook reader at 20 paces and no doubt a price to LAYAR / 05 / Perhaps the most advanced AR application, how- stun consumers at fifty paces… ONLINE ever, has come from those big-brained bods at the 06 / Georgia Institute of Technology. The GVU Earth Spotify / FIAT 500 Feel Good 50 Playlist / APPS Map provides real-time data such as traffic informa- With the music industry staggering bruised and bat- 07 / tion, pedestrian movement and postal tracking, over- tered in 2009, it was online streaming service Spotify GAMING laid on an existing Google Map. Also be sure to check which continued to float like a butterfly and sting like a 08 / out their ARhrrrr Zombie shooter which allows users bee. Amassing over six million users across six Euro- ENTERTAIN to place physical items such as Skittles in the game pean markets in 2009, the Swedish-based company which then explode like little rainbow land-mines. See now has its sights set on China and the US. 09 / CROWD Contagious 20. By far the most successful advertising campaign run so far on Spotify hails from those smart chaps at 10 / eBook Readers / EBOOK READER / CONTENT FIAT and AKQA, London. In July, the Italian automaker With smart phone penetration increasing so rampantly promoted the launch of its new 500 Cabriolet super- 11 / over the year, even some of us feared the worst for the mini via audio and display ads which invited ‘Young, VIRAL under-appreciated eBook Reader. However, they are cool music lovers’ to add their own feel-good track 12 / selling. Amazon is playing its customary trick of claim- to a huge crowd-sourced Spotify playlist at the FIAT MONEY ing that its Kindle device has had its most successful 500 website. The chance to win a premium ad-free 13 / month yet in November 2009, without actually releas- subscription to the music service (worth €9.99 per DESIGN ing any sales figures. Also high on Christmas lists in month) was provided as an incentive. From the 2,500 14 / the US is the Nook, from retailer Barnes & Noble, al- songs submitted, the crowd was then asked to whittle PLACES though it is reported that Sony may struggle with the these down to just 50 for the final list. Doing so auto- 15 / Yuletide launch of its Daily Edition Reader, shipping matically entered users into a draw to win one of many OUTDOORS as late as December 18th. Spotify Premium annual subscriptions. 16 / VIRTUE FIAT / SPOTIFY /
  • 12. CONTAGIOUS most contagious / technology / p.12 This was the first time that Spotify had collaborated with a brand on such an initiative. Imagine their delight when in October AKQA announced that of the 25 mil- lion user-generated playlists on Spotify, the FIAT 500 CHAPTERS / Feel Good 50 playlist had reached no.1, and stayed there for two weeks. See Contagious 20. 01 / REAL TIME MIT Media Lab / SIXTHSENSE / 02 / Brains were boggled at the TED conference in Feb- MOVEMENTS ruary by the MIT Media Lab and their SixthSense 03 / application. This combines a web cam, battery-pow- TECHNOLOGY ered projector and mirror in communication with a cell 04 / phone, allowing the wearer to use their hands to inter- INTEGRATED act with information projected onto any surface – from 05 / a wall to a hand, newspaper or entire person. In other ONLINE words, the wearable projector eliminates the need for 06 / you to whip out a phone or other device, bringing us APPS one step closer to an ‘always on’ world. 07 / The technology also projects real time information GAMING on demand, such as the recommendations on po- 08 / tential purchases, with the sophistication to integrate ENTERTAIN Amazon ratings, environmental credentials, special links / 09 / offers and critical reviews, depending on the user’s www.prioritymail.com/simulator.asp CROWD personal preferences and interests. For travel, details www.toppstown.com 10 / about flight delays and gate information can easily be www.zugara.com CONTENT updated and projected onto tickets. See Contagious www.avataritag.com 11 / 21. www.layar.com VIRAL www.gvu.gatech.edu Los Angeles-based interactive agency, Schematic, 12 / brought a little bit of Minority Report to Cannes sixthsense / http://bit.ly/3TaEkn MONEY www.schematic.com Lions this year with its Touchwall technology which 13 / recognised and greeted delegates via RFID tags in http://fiat.mailstat.co.uk/500cplaylist DESIGN their name badges. It then let them access profiles www.amazon.com/kindle 14 / of all the event’s speakers as well as drag and drop www.barnesandnoble.com/nook PLACES individual conferences into their own calendars. Most www.amazon.com/kindle 15 / impressively, if two users pulled their names together, sony / http://bit.ly/8487pH OUTDOORS it exchanged their contact details via instantaneous www.asus.com 16 / email. See Contagious 20. MIT MEDIA LAB / SIXTHSENSE / VIRTUE
  • 13. CONTAGIOUS most contagious / integrated / p.13 04 / MOST CONTAGIOUS / INTEGRATED CHAPTERS / Compare the Market / Compare the Meerkat / 01 / The award for best use of meerkats in marketing campaigns has REAL TIME to go to VCCP, London for bringing a new twist to price-com- 02 / parison website CompareTheMarket.com. Legend has it that MOVEMENTS Aleksandr Orlov, an extremely well-turned out meerkat, founded 03 / comparethemeerkat.com back in 2002 and was disgruntled by TECHNOLOGY the number of visitors straying onto his site in error seeking the price comparison site. Like any smart-thinking entrepreneur, he 04 / INTEGRATED launched a media quest to point them in the right direction. 05 / Visitors to the ‘original’ site can find the perfect meerkat ONLINE companion; others are redirected to comparethemarket.com via 06 / pop-ups and banners. Aleks built up a following on social media APPS platforms with breath-taking speed, and today has over 31,000 07 / followers on Twitter, and 600,000 Facebook friends. Hitwise GAMING UK estimates that, directly after the campaign launched, visits to comparethemarket.com increased by 86%. According to Amelia 08 / ENTERTAIN Torode, VCCP’s managing partner and head of digital strategy: ‘Creative ideas take on a life of their own when they emerge in 09 / CROWD the social media world. It is on the likes of Twitter, YouTube and Facebook where the real fun and conversations are occurring.’ 10 / CONTENT During 2009, Aleks’ activities included interviewing David Has- 11 / selhoff in a ‘meerchat’ podcast and being recreated as a doll for VIRAL sale in Harrods and Hamleys. And in a year thin on memorable catchphrases, Aleks’ trademark sign-off ‘simples’ was awarded 12 / MONEY slogan of the year by AdSlogans. 13 / The media diversity of the Meerkat campaign is evidence of the DESIGN Mass & Niche trend identified by Contagious last year. Traditional 14 / advertising still has a role to play, but by creating more targeted, PLACES granular, niche relationships with people, the interaction with con- 15 / sumers becomes more meaningful. People have elected to be OUTDOORS part of the brand, and therefore expect deeper levels of service, helpful applications and exclusive content. See Contagious 18. 16 / VIRTUE
  • 14. CONTAGIOUS most contagious / integrated / p.14 Doritos / Bring Slow Dancing Back / without any reference to Sagami, through texts, GPS tracking, photos, blogs, web-chats and a YouTube Why create a marketing campaign when you can start channel before the brand was revealed on Christmas a social movement, especially one that involves poten- Eve 2008 as the couple reunited. The centrepiece CHAPTERS / tial smooching? Frito-Lay snack brand Doritos in Ar- of the campaign was a website, divided for male and gentina resurrected the slow dance after its agency, female viewers, which attracted over 500,000 unique 01 / BBDO in Buenos Aires spent five months on blogs REAL TIME visitors, along with widespread media coverage. In and social networks and realised that Argentina’s 2009 the campaign rose to global prominence, pick- 02 / youth, a generation used to socialising via technology, ing up gold Cannes Lions for film and PR, as well as MOVEMENTS needed the, ahem, physical benefits offered by this top honours at Adfest and a coveted D&AD Pencil. 03 / great romantic institution. See Contagious 18. TECHNOLOGY An online petition persuading Argentina’s discos 04 / The British Army / Start Thinking Soldier / to play more slow songs was hosted at a microsite, INTEGRATED the centre of the campaign. It then gravitated onto 05 / social networks, including 33 Facebook groups and ONLINE Taringa!, a virtual community in Argentina. The peti- 06 / tion picked up 500,000 signatures in just two weeks, APPS building a sizeable CRM database for Doritos, and 07 / changing the playlists at over 40 discos to incorpo- GAMING rate slow dances. The highlight was a fan-organised 08 / flashmob which saw 7,000 people uniting around Ar- ENTERTAIN gentina’s largest mirrorball. Will 2010 see a popula- tion explosion in Argentina? We’ll keep you posted… The British Army has an impressive heritage of in- 09 / CROWD Contagious 19. teractive campaigns. In 2009, it added gaming to the mix, a perfect medium from which to attract its young 10 / Sagami Original / Love Distance / target. Start Thinking Soldier featured genuine sol- CONTENT OK, stop sniggering at the back for a second and think diers introducing combat scenarios asking players 11 / about how you’d market condoms. Durex and Trojan how they would resolve situations. Problem-solving VIRAL can create hilarious virals for a mostly western audi- skills were required as players removed suspect SAGAMI ORIGINAL / LOVE DISTANCE / 12 / ence, but for Sagami Rubber Industries in Japan, bomb-making materials and navigated underground MONEY that approach isn’t an option. So Sagami, which pro- tunnels. After mastering teamwork, participants were 13 / duces the thinnest condom in the world (0.02mm), tested in decision-making and leadership. Those who DESIGN told for a true love story through the medium of ‘blind completed the tasks could attend local events across 14 / branded entertainment’. Agency GT Tokyo enlisted the UK to explore career opportunities. PLACES the help of two lovers who lived apart in Fukuoka and The website, which attracted 1.7 million unique 15 / Tokyo, and, over a month, tracked their progress run- visitors, was built by Publicis Modem, and London- OUTDOORS ning the billion millimeters which separated them... based digital agency Skive developed interactive 16 / until it became just 0.02m. Their story was told, content. Contagious 19. VIRTUE
  • 15. CONTAGIOUS most contagious / integrated / p.15 Tourism Queensland / Best Job In The World / which appeared in dodgy street markets where Tourism Queensland was nothing short of pelted counterfeit T-shirts are usually sold. This immedi- with Lions at the Cannes Advertising Festival, ately propelled this relatively small national brand including Grand Prix for Direct, Cyber, and PR. into the same hemisphere as fashion giants like CHAPTERS / How did it achieve such an historic hat-trick? It all Prada, Chanel and Lacoste who are the normal started with a simple press ad appealing for an targets of counterfeiters. 01 / REAL TIME Blogs picked up on the story, sparking outrage 02 / among Love Jozi fans. When Love Jozi revealed MOVEMENTS the truth behind the two-year hoax, Luv Jozi 03 / became a diffusion label in its own right, available TECHNOLOGY in a national department store, existing alongside 04 / INTEGRATED sales. The campaign was created by experiential 05 / agency Not Actual Size with digital work by ‘island caretaker’. Dubbed The Best Job in the ONLINE Jigsaw, above the line creative by Abbott World, the tiny ‘situations vacant’ ad was covered 06 / Mead Vickers BBDO and media by OMD UK, by national press around the world, creating an APPS all based in London. Steve Coll, senior creative estimated $100 million in media coverage. As a at AMV BBDO, reflects: ‘Flavour is a massive 07 / result, over 34,000 people from 201 countries GAMING part of Walkers’ appeal. People understood the applied for the position at islandreefjob.com. magnitude of being asked to create the next Salt 08 / Visitors to the site watched video submissions ENTERTAIN & Vinegar or Cheese & Onion.’ Contagious 18. and voted for their favourite. The contest was the original label which remains more premium. 09 / won by the UK’s Ben Southall, whose blog This inspired concept was executed with impres- CROWD posts, video reports and photo reporting sive attention to detail and successfully extended 10 / continued the campaign. This supplemented the brand’s reach beyond hipsters. The Luv Jozi CONTENT existing information on the website about living, range now accounts for 75% of the company’s 11 / working or travelling to Queensland. Nitro, sales. See Contagious 21. VIRAL Brisbane was responsible for Best Job In The World, described by Cannes PR Jury President, Walkers / Do Us A Flavour / 12 / MONEY Lord Tim Bell, as ‘an absolutely classic campaign If there’s one thing that 2009 highlighted, it that captured the attention of most of the world’s links / was the UK’s passion for the humble crisp. A 13 / http://quevuelvanloslentos.blogspot.com DESIGN media’. Contagious 19. contest for Walkers called Do Us A Flavour generated a staggering 1.2 million ideas for new http://comparethemeerkat.com 14 / Love Jozi / Luv is Love / www.lovedistance.jp PLACES taste sensations. Five finalists, Cajun Squirrel, One of the bravest, most original strategies for Chocolate and Chilli, Onion Bhaji, Fish and http://armyjobs.mod.uk 15 / an apparel brand came from South African T- Chips, Crispy Duck were pipped to the post www.islandreefjob.com OUTDOORS shirt label Love Jozi. The company took the in- by Builder’s Breakfast, whose proud creator www.lovejozi.com 16 / genious step of creating a ‘fake’ brand, Luv Jozi, was awarded £50,000 plus a 1% share of future www.walkers-crisps.co.uk VIRTUE
  • 16. CONTAGIOUS most contagious / online / p.16 05 / MOST CONTAGIOUS / ONLINE CHAPTERS / 2009 saw a move away from destination websites as brands 01 / sought to integrate themselves into social networks and engage REAL TIME in real time media. However, there were still a fair few URLs that rocked our world. 02 / MOVEMENTS Philips / Carousel / 03 / To highlight the Aurea TV’s high def 21:9 frame and inbuilt Ambi- TECHNOLOGY light technology, manufacturer Philips came up with a campaign 04 / to redefine a category long dominated by Fallon, London’s work INTEGRATED for Sony Bravia. 05 / ONLINE Thanks to the DDB Philips team, Tribal DDB Amsterdam and Stink Digital in London, director Adam Berg created Carousel, 06 / APPS an eerie film depicting a complicated heist shot in frozen slow motion. The beauty of the film was not only that it ran exclu- 07 / sively online, but also that the action could be paused at various GAMING ‘hotspots’ to enable the viewer to watch brief tutorials from the 08 / director, visual effects supervisor and director of photography. ENTERTAIN An impressive product demo combined with an engaging piece 09 / CROWD of content saw 1.9 million visitors staying on the site for an aver- age of 4.5 minutes – twice as long as the length of Carousel itself. 10 / CONTENT This compelling interactive experience – not a commercial, but 11 / rather a piece of commercial video content – scooped the Film VIRAL Grand Prix at Cannes Lions and Eurobest, the Grand Prix at BIMA 12 / and a Silver Cyber Lion. Philips also gave Contagious the chance MONEY to bask in our far-sightedness and scare small children when we featured one of Carousel’s terrifying clown masks on the cover of 13 / DESIGN Contagious 19. 14 / Nike / REALCiTY / Jumpman23 / PLACES Nike’s own standards for compulsive web experiences are high, 15 / but this year, a couple of projects from different sides of the OUTDOORS globe dropped Contagious jaws to the floor. First up, Studio 4°C, 16 / Tokyo’s website for NIKEiD (Contagious 18) and History of VIRTUE
  • 17. CONTAGIOUS most contagious / online / p.17 Flight (Contagious 21), a Canadian effort from aplomb. Working with digital agency Boondoggle in Vancouver-based Academy celebrating 25 years of Leuven, the bank hosted banner ads which allowed Nike’s Air Jordan sneakers. 25 up and coming bands to perform ‘inside’ the ad spaces. This was achieved by filming the acts inside REALCiTY, directed by Studio 4°C’s Koji Morimo- CHAPTERS / specially constructed sets, designed to match the to, features three Manga-esque characters hovering standard proportions of online banners. 01 / on the edge of a black and white outline of a city. As REAL TIME they launch into the blank urban canvas they splash Live gigs were streamed through the banner frames, 02 / it with colour, until they reach the ultimate prize of a and viewers could vote for their top band. The winner MOVEMENTS blank Blazer hi-top sneaker which can be customised got to perform at Ancienne Belgique, one of Belgium’s 03 / and bought or downloaded as a wallpaper. biggest concert halls. The gig was also streamed live TECHNOLOGY online. An embed option to include the banners in History of Flight is a stand-out mini site within the blogs and on fan pages achieved a 20% click through 04 / Jumpman universe. It uses a beautiful series of INTEGRATED rate. The ads achieved seven million impressions and pop-up models to allow users to delve into Jordan’s won five Gold Lions at Cannes in Media, Cyber, Inter- 05 / shoe designs (1986: faux lizard skin upper), greatest ONLINE active and Direct (2). Contagious 18. achievements and historic commercials. 06 / Swedish Armed Forces / Recruitment / Jumpman itself contains a seemingly infinite amount APPS of content, charting ‘the man, the moments, the shoes, In order to recruit exactly the right calibre of candidate 07 / the stories’. Rotate the 25th anniversary shoe and ex- amongst the country’s 18-25 year-olds, the Swedish GAMING Armed Forces used a dark, complex website that plore its raison d’être via hotspots or watch Dwayne 08 / Wade apply to fill Michael Jordan’s oversize shoes. sent users through a series of psychological tests ENTERTAIN assessing intelligence and motor abilities. Direct 09 / adidas / Teamgeist / mail provided personal feedback on the online tests, DEXIA / AXION BANNER CONCERTS / CROWD Sporting giant adidas used a stylish online game in- resulting in a response rate of 72.6%. The average 10 / spired by the graphic novel genre to allow fans to ex- dwell time was almost nine minutes and the site (www. CONTENT plore the true value of the adidas jersey worn by the mil.se) received record breaking figures during the German national football team. Through Stockholm- campaign. Via DDB Stockholm, with North Kingdom, 11 / VIRAL based agency North Kingdom, the Teamgeist site Skelleftea, Teenage Engineering and Stopp, placed captain Michael Ballack and star players in Stockholm all contributing. See Contagious 20. 12 / MONEY an augmented reality, interactive comic book. Visitors PlayStation 3 / Killzone 2 / helped the team win back its identity after players 13 / became lost in ‘blank’ jerseys. The game was played Deutsch, LA collaborated with ZOIC Studios on an DESIGN 500,000 times in the first three weeks. Contagious21. interactive 4D ad / viral / TV trailer which enabled 14 / users to manipulate the action by switching between PLACES Dexia / Axion Banner Concerts / different camera angles and in doing so, explore what 15 / Cramming excitement into a limited ad space has would constitute playable levels of the futuristic army SWEDISH ARMED FORCES / OUTDOORS game, Killzone 2. always been a challenge, but one that Axion, the 16 / youth division of Belgium’s Dexia Bank met with VIRTUE
  • 18. CONTAGIOUS most contagious / online / p.18 Over in the UK, Agency Republic, London, created the Kil- lzone 2 Toolbar, an online app to build pre-launch buzz. Once downloaded, an advergame allowed users to fight with up to three friends as part of a squad. Contagious 18. CHAPTERS / UNIQLO / Tokyo Fashion Map / 01 / REAL TIME Last year that UNIQLO dominated Most Contagious 2008’s Online section. This year the fashion brand has continued its im- 02 / MOVEMENTS pressive work, most notably with Tokyo Fashion Map via Dentsu, which gained a gold Cyber Lion at Cannes. The campaign invited UNIQLO / TOKYO FASHION MAP / 03 / random people in Tokyo to wear a UNIQLO parka and used the TECHNOLOGY city as a backdrop, to create a fluid, virtual map. See Contagious 04 / 20. INTEGRATED 05 / Burberry / Art of the Trench / ONLINE Burberry’s social networking platform has gained an impressive 06 / following since its launch in November. We love the collaboration APPS between established bloggers like The Sartorialist and the street 07 / portraits of beautiful trenchcoat wearers. Within a week of launch, GAMING the site had gained 200,000 unique visitors from 177 countries, adding up to three million page views. 08 / ENTERTAIN 09 / CROWD links 10 / www.cinema.philips.com CONTENT nike / bit.ly/79jein 11 / dwayne wade / http://bit.ly/5F18nb VIRAL http://nike.jp/nike_id/blazer 12 / www.nike.com/jumpman23 MONEY www.nike.com/jumpman23/historyofflight PLAYSTATION 3 / KILLZONE 2 / 13 / www.adidas.com/teamgeist DESIGN www.axionweb.be/nl/bannerconcerts 14 / http://rekryt.mil.se/recruitment2009 PLACES killzone 2 / http://bit.ly/5mEpPY 15 / www.killzonewebgame.com OUTDOORS www.uniqlo1000.com 16 / http://artofthetrench.com VIRTUE
  • 19. CONTAGIOUS most contagious / apps / p.19 06 / MOST CONTAGIOUS / BRANDED APPLICATIONS CHAPTERS / Last year only a couple of branded iPhone apps Barclaycard / Waterslide / 01 / managed to creep into the Most Contagious annual Becoming the most popular, free, branded iPhone REAL TIME review. Fast forward twelve months and we have over game ever is quite an achievement. Who’d have 100,000 apps to choose from on the App Store, a thought it would come from a bank? Continuing the 02 / MOVEMENTS bunch of which are handy little widgets created by the slippery slidey fun from BBH London’s wonderful TV brands you use daily. The big one of 2009 came from ad, Barclaycard’s digital agency Dare, London cre- 03 / TECHNOLOGY the world’s third largest food and beverage company, ated the Waterslide Extreme game, downloaded Kraft. iFood Assistant shot to #2 in the Lifestyle cat- seven million times to date (with three million in just 04 / INTEGRATED egory of the app store, which is impressive before you 12 days!). The game was also the most popular free even take into account people paying 99 cents a pop. app in 57 countries and was promoted as an App 05 / Back in April when it was featured in the Contagious ONLINE Store staff favourite. Featured in Contagious 20. Mobile Apps report it was still in the top 100 paid 06 / applications - proof that people are willing to tolerate Zipcar / APPS and even pay for apps featuring brands and advertis- Zipcar is a smart car share scheme popping up in 07 / ing, so long as something relevant and worthwhile is most major cities. Like its rivals, you book your car GAMING offered in return. The iFood Assistant proved surpris- online and then locate, unlock and drive it away. But 08 / ingly popular amongst the young male demographic, the ingenious app means users can now see where ENTERTAIN opening up a whole new target market for Kraft. Fea- available cars are on a handy mobile map. Reserve a 09 / tured in Contagious 19. car on the fly, browse different models, and extend or CROWD cancel reservations. Can’t find the car in a crowded Volkswagen / Real Racing GTi / 10 / car park? The app lets you honk the horn, and even CONTENT AKQA New York stuck two fingers up at traditional unlocks the doors after you scan your zipcard. media and launched the new VW Golf GTi with a neat 11 / VIRAL car racing game on the iPhone - and ONLY that. Rather Pizza Hut / Dominos GPS Tracker / than going it alone, a partnership was formed with an Two impressive apps came from big rivals, and both 12 / existing successful app, Firemints Real Racing. This made ordering your favourite fast food a fun experi- MONEY had long hovered in the top 10 of the App Store’s ence. Pizza Hut through IMC2 Dallas went down the 13 / racing game section with a consistent 4 star rating, DESIGN engaging route with an iPhone app allowing users to and VW worked with its creators to create a lite, free drag and drop toppings, pinch to change pizza size, 14 / version with all the action taking place in their new shake virtual chicken wings to mix the sauce, and PLACES model. The game has seen three million downloads to even play a game while waiting for the pizza to arrive. date. VW previously spent $60m to promote the Mk5 ZIPCAR / 15 / With a 20% discount on the order, it’s not surprising OUTDOORS GTi back in 2006 – the racing app is estimated to this app generated over $1m in sales in just three 16 / have cost a more crunch-friendly $500,000. months, according to MobileMarketer. VIRTUE
  • 20. CONTAGIOUS most contagious / apps / p.20 Domino’s took a more functional route, coming up trumps with a slick interface and GPS Pizza Tracker feature that allowed customers to follow their pre- cious pizza from order to oven to front door. Nice work CHAPTERS / from Crispin Porter + Bogusky, Boulder. Featured in Contagious 21. 01 / REAL TIME Puma / Puma Index / 02 / MOVEMENTS Doing its bit to lift spirits during the downturn, Droga5, New York made market crashes a good thing 03 / with a revealing microsite and iPhone app to promote TECHNOLOGY Puma’s Bodywear range of undies. The Puma Index 04 / reacts to the fortunes of the Dow, German (DAX) INTEGRATED and Australian (ASX) stock markets: the lower share 05 / prices fall, the more clothes come off the hot male and ONLINE female models, representing each of the three mar- VW / REAL RACING GTI / PUMA / PUMA INDEX / 06 / kets. A 20% discount can be redeemed if users show APPS the app in store. To date, the app and site have gener- 07 / ated 118 million media impressions. Of course, as the GAMING markets recover, the models recover their clothes, so 08 / by the time you read this there could (un)fortunately ENTERTAIN be little skin on show. Featured in Contagious 21. 09 / Burger King / Whopper Sacrifice / DOMINOS / CROWD This devilishly fun and heavily awarded Facebook app 10 / from PR-savvy Crispin Porter + Bogusky, Boulder CONTENT encouraged users to do a bit of friend culling in return 11 / for a delicious meaty Whopper. The ironic app tempt- VIRAL ed Facebook users to sacrifice ten acquaintances in 12 / return for a free burger, and watch the resultant fallout links / MONEY www.vw.com/realracinggti/en/us on the site’s newsfeed. 60,000 installs and 233,906 13 / terminated friendships later it was clear that Burger www.waterslide.barclaycard.co.uk DESIGN King had struck a loud chord with users, although www.sitorsquat.com 14 / not with Facebook who banned the app after a week, www.zipcar.com/iphone PLACES citing privacy issues. More publicity plus a Titanium, www.pizzahut.com/iphone 15 / Cyber and Media Gold at the 2009 Cannes Lions dominos / http://btly2mPWIL OUTDOORS was probably enough to console everyone involved. www.theindex.puma.com 16 / See the Burger King case study in Contagious 18. burger king / http://bitly/XyE7 VIRTUE
  • 21. CONTAGIOUS most contagious / gaming / p.21 07 / MOST CONTAGIOUS / GAMING CHAPTERS / Next time you see someone sporting a bizarre mixture of a Vietnam 01 / Vet-esque twitch and shaking thumb/forefingers, you’ll know what REAL TIME to blame – Call of Duty: Modern Warfare 2. Activision’s block- busting war-sim has brought out the latent scum-sucking maggot 02 / CALL OF DUTY: MODERN WARFARE 2 / MOVEMENTS in an extraordinary percentage of the world’s gaming community. 03 / It outgrossed previous gaming golden child, Grand Theft Auto TECHNOLOGY IV (from Rockstar) on both day and week one copies sold: GTA4 04 / shifted 3.6 million copies worldwide on the first day of its launch INTEGRATED whereas MW2 managed 4.2 million in the US and UK alone. Over 05 / the first five days GTA grossed US$500m whereas MW2 passed ONLINE $550m – $310m of which was made on day one. 06 / There is no doubt that the multi-platform MW2 will provide a APPS much-needed festive boost to 2009 game sales which have 07 / dipped since 2008. In October, for example, sales were down GAMING 19% compared to the same month last year. The rise and rise of 08 / casual gaming – particularly on mobile platforms – has no doubt ENTERTAIN had a profound effect on sales of next-gen console games. In 09 / September, Steve Jobs told The New York Times that Apple CROWD would market its revised iPod Touch as primarily a gaming device; little surprise given that one in five of the 100,000 apps currently 10 / CONTENT available in the App Store is a game. In the closing months of 2009, the Touch has remained the second best selling consumer 11 / VIRAL electronic device on both Amazon and Wal-Mart in the US – in turn, making it the best-selling gaming ‘console’. 12 / MONEY A host of new titles which make use of the device’s Wi-Fi capa- 13 / bility to enable networked-based multiplay were also launched in DESIGN time for Christmas. Now, users can duel with a Harry Potter spell- casting app, fly together in squadrons of World War 2 fighter 14 / PLACES planes (Skies of Glory) or nurture a brood of puppies before in- HALO 3 / ODST / viting friends’ virtual pets over for a play-date (Touch Pets: Dogs). 15 / OUTDOORS Of course, these retail for only a few dollars each – a fraction of the price of a Nintendo DS game. But what about the free 16 / VIRTUE
  • 22. CONTAGIOUS most contagious / gaming / p.22 gaming opportunities which 2009 has brought? Offerpal. Paypal has even now opened to third on screen. Check out the website for a host of In particular, social network-based MMOG (Mas- party developers to maximise e-commerce. dumbfounded celebrity endorsements, includ- sively Multiplayer Online Games) have exploded, ing Steven Spielberg who comments: ‘This is FarmVille invites players to share their news, but that’s an entirely different kettle of fish, or a pivotal moment that will carry with it a wave of send each other free gifts and even network CHAPTERS / vampires, or farmers… change, the ripples of which will reach far beyond within the game by taking neighbouring plots. video games.’ See Contagious 20. 01 / Zynga / FarmVille / The sensation has even moved offline with REAL TIME cleverly-linked fancy dress competitions and fan Hasbro / Monopoly City Streets / 02 / groups. A well-received innovation saw online MOVEMENTS cash converted to charitable causes – half of the 03 / $854,000 spent on sweet potato seeds in just TECHNOLOGY 3 weeks (!) was donated to Haitian children’s 04 / causes. INTEGRATED Microsoft / Project Natal / 05 / ONLINE 06 / APPS 07 / GAMING 08 / ENTERTAIN In 2009 social gaming gurus Zynga saw 60 mil- As anyone who has bankrupted their mother on lion users worldwide don a straw hat and denim Boxing Day will tell you, Hasbro’s classic prop- 09 / dungarees to join Facebook phenomenon, erty development board game Monopoly is all CROWD FarmVille – helping the company to generate about the numbers. However, even we were sur- 10 / $150 million in the process. This has helped prised by the scale of Monopoly City Streets – CONTENT push sales of virtual goods past the billion dollar Visitors to Las Vegas’ E3 (Electronic Entertain- a new MMOG which piggybacks Google Maps 11 / annual marker in the US alone. ment) Expo in June were agog with the unveiling to create the largest real time Monopoly contest VIRAL of not one, but two prototypes for motion-sen- Players addicted to the virtual smallholding ever played. 12 / sitive control systems from Sony and Micro- MONEY game are buying some 800,000 virtual tractors soft, to rival Nintendo’s Wii console. The most For the pre-Christmas launch of the new Mo- a day, plus cows, sheep, seeds and all kinds of impressive was Microsoft’s Project Natal. Unlike nopoly City Edition (in which players erect sta- 13 / cutely-rendered farmyard staples. The fact that the Wii, which utilises both an infra-red control diums and skyscrapers instead of houses and DESIGN the US and the UK provide the highest number of and TV-mounted sensor, Natal is completely hotels), Tribal DDB, London developed a virtual 14 / virtual smallholders is a notable step, taking the hands-free and works with just the sensor version hosted at monopolycitystreets.com. After PLACES frontier of virtual spend beyond its Far Eastern which it uses to detect the player’s body move- signing up, players are given an initial bank bal- 15 / base. Worldwide, the virtual goods market is now ment. Most impressive is the face-recognition ance of three million Monopoly dollars which they OUTDOORS worth an annual $6 billion and helped a surge in capability which not only knows who you are, but then use to purchase any street in the world – if 16 / activity for online micropayment groups such as can replicate and then manipulate your image it’s on Google Maps, it can go in your portfolio. VIRTUE
  • 23. CONTAGIOUS most contagious / gaming / p.23 The object is to construct an ambitious assortment Coca-Cola China / Coke Zero Aion / of properties, collecting as much cumulative rent from A partnership with game developers Shanda repre- these as possible. You can sabotage your fellow play- sented Coke Zero’s first marketing push in China, ers’ dealings by using ‘Chance’ cards, and even in- and gave the brand the chance to engage with the CHAPTERS / dulge in some virtual boardroom table-slapping via the 300 million registered players of Aion – one of the Monopoly City Streets Twitter feed. country’s fastest growing MMORPGs. 01 / REAL TIME Since launch, the website has received an average Aion: The Tower of Eternity is a fantasy combat title 02 / of 4.5 million unique visits and 15 billion dynamic re- in the series which had gained over a million unique MOVEMENTS quests per month. What’s more, 70% of these users users in the three months since its launch in April 03 / are spending 10 minutes or more on the site per visit, 2009. The collaboration saw a Coke Zero character TECHNOLOGY and 50%, half an hour or more. This places Monopoly feature in the game, complete with virtual props de- 04 / City Streets in the top 20 most popular online games veloped by Shanda. The promotion was integrated INTEGRATED in the world. See Contagious 21. across digital and real-world touchpoints including internet cafés, retail environments, in lifestyle maga- 05 / Sony PlayStation / MLB 09: The Show / ONLINE zine, Milk, and on the brand’s website, icoke.cn. A Tasked with generating increased sales for the latest nifty connected product initiative gave fans who pur- 06 / title in the Sony PlayStation baseball franchise MLB chased the promotional can a 13 digit code on the APPS 09: The Show, Deutsch Inc, Los Angeles set about ring pull which could be exchanged for virtual props. 07 / not creating a campaign, but a debate. This pitted GAMING A user-generated aspect to the campaign Boston Red Sox player and American League MVP 08 / of 2008 season Dustin Pedroia against fictional encouraged gamers to upload their own Aion-inspired ENTERTAIN Sony PlayStation ‘Director of Game Accuracy’ Kevin images and scripts. A winning script was integrated 09 / Butler. A series of viral and TV spots began with into the game, and the writer awarded a much-prized CROWD Pedroia protesting the realism of the game in which internship at Shanda. Creative was developed by 10 / his character can’t hit the ‘high-inside fast ball’. The Red Lounge, Shanghai, a collective of agencies CONTENT debate raged on the campaign website where visitors including Leo Burnett and Starcom MediaVest. See could try the game before casting their vote. Contagious 20. 11 / VIRAL TV audiences and sportscasters waited for Red Sox COCA-COLA CHINA / COKE ZERO AION / 12 / games to see Pedroia settle the debate by pounding MONEY shots out of what he would later reveal is ironically his 13 / ‘hot area’. 248,000 copies of the game being sold in links / DESIGN the first month alone – a 46% increase over MLB 08. www.farmville.com 14 / See Contagious 20. www.xbox.com/en-us/live/projectnatal PLACES www.monopolycitystreets.com 15 / http://twitter.com/monopolycitysts OUTDOORS www.us.playstation.com/mlb09theshow 16 / www.icoke.cn VIRTUE