MOST CONTAGIOUS 2011 Cover image:
Take This LoLLipop / Jason Zada

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mosT ConTagious 2011 / subsCripTion oFFer / 20% disCounT FuTure-prooFing your brain vaLid unTiL 9Th January 2012 offering a saving of £200 gBP chapters / Contagious exists to find and filter the most innovative 01 / exercises in branding, technology, and popular culture, and movemenTs deliver this collective wisdom to our beloved subscribers. 02 / Once a year, we round up the highlights, identify what’s important proJeCTs and why, and push it out to the world, for free. 03 / serviCe Welcome to Most Contagious 2011, the only retrospective you’ll ever need. 04 / soCiaL It’s been an extraordinary year; economies in turmoil, empires 05 / torn down, dizzying technological progress, the evolution of idenTiTy brands into venture capitalists, the evolution of a generation of 06 / young people into entrepreneurs… TeChnoLogy It’s also been a bumper year for the Contagious crew. Our 07 / Insider consultancy division is now bringing insight and inspiration daTa to clients from Kraft to Nike, and Google to BBC Worldwide. We 08 / were thrilled with the success of our first Now / Next / Why event augmenTed in London in December, and are bringing the show to New York 09 / on February 22nd. Grab your ticket here. money We’ve added more people to our offices in London and New 10 / York, launched an office in India, and in 2012 have our sights haCk CuLTure firmly set on Brazil. Latin America, we’re on our way. Get ready! 11 / musiC 2.0 We would also like to take this opportunity to thank our friends, supporters and especially our valued subscribers, all over the 12 / world. We look forward to another great year together. video 13 / The more information there is out there, the more the filters are reTaiL important – and we like to think Contagious is the best filter in the Contagious / Full of Tomorrow / ad business. Future-proof your brain with the Most Contagious. Magazine / Online / FEED / Special Reports / Consultancy / Events / 14 / gaming Think about it. Talk about it. Share it with everyone you know. Special Offer to readers of the Most Contagious 2011 report – Enjoy! Subscribe to Contagious Magazine/Online before 9 January 2012 and save 20%. 15 / pubLishing Visit http://shop.contagiousmagazine.com/subscriptions.php to subscribe now / The Contagious Team www.contagiousmagazine.com / E: sales@contagiousmagazine.com / 16 / design supported by

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p.03 01 / mosT ConTagious / movemenTs / The new worLd order chapters / What a year. It’s difficult to grasp what caused UK, a group of disenfranchised young people The internet did not create the Arab Spring, or 01 / such momentous change around the world took to the streets to burn and steal, for reasons the riots in London, or even Occupy Wall Street. movemenTs this year, but it’s certainly been contagious... still not entirely clear. (The operative failure of However, there’s no doubting it has forever 02 / government, education, policing, the family and changed the ways in which we make ourselves One by one, most power structures came proJeCTs society as a whole can be a difficult thing to pin heard. Initially, the web provided a discussion under pressure from the torrent of information, down.) platform for like-minded souls to connect. Then, 03 / collaboration and distribution afforded by the serviCe it was a communication tool, as protestors web. First came the music industry, where frantic As governments, police forces and armies around the world took to Twitter (and in the 04 / attempts to ringfence a product widely available faced their own citizens, other smaller reminders soCiaL case of the UK riots, BlackBerry Messenger) to for free led to the establishment of newer models of the new world order have come to light. The rally and organise. We then turned to the web to 05 / and younger players amid talk of its own demise. fact that a man as powerful as Rupert Murdoch rationalise events happening in the real world, idenTiTy Then, the news media, which was forced to can be held accountable and forced to answer faster and more thoroughly than before. The 06 / share the limelight with digital-only players, to his own board, as well as a government Guardian’s timelines of the Arab Spring and live TeChnoLogy some of whom are now more influential than inquisition, for the phone-hacking scandal taking coverage of the phone hacking scandal set new 07 / the stalwarts they were created to usurp. Then place at one of his myriad publications sends a standards for the reporting of intricate and fast- daTa Hollywood. Then the TV networks. Then the high very clear message: nobody is untouchable. moving issues. street. Then. Then. Then. 08 / photo / haydn / www.flickr.com/photos/wheelzwheeler/6255028088 augmenTed 2011 will be remembered as the year this gradual 09 / disintegration shifted away from entertainment money and consumerism towards something altogether 10 / more profound. haCk CuLTure The motivations for this shift are extremely 11 / complex. Throughout the ongoing Arab Spring, musiC 2.0 in Tunisia, Egypt, Libya, and the other Middle 12 / Eastern nations in which uprisings occurred, video years of oppression forced political and 13 / ideological change, sparked, in part, by the reTaiL democratisation of technology. 14 / Meanwhile, Occupy Wall Street and the other gaming happenings it spawned have been criticised for 15 / being unfocused, but, over time the discourse of pubLishing wealth distribution, the 99% versus the 1%, has 16 / become the dominant organising ideology. In the design Supported by

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p.04 Many web pundits were the first to lay out From a brand perspective, the implications of all They don’t actually embody any of those things. in simple terms why, exactly, the Wall Street this are obvious. When everything is changing, They just emulate. It’s scary man, this simulation Protesters were so very angry. Others followed, be consistent. When everyone is confused, be life that we’re living. It scares me.’ essentially creating a coherent narrative on behalf transparent. And when the world seems bleak, Pitchfork’s analysis of the Tumblr phenomenon chapters / of those too busy trying to garner consensus to be good. is recommended reading. The argument against do it for themselves. 01 / Tumblr / is that Tumblr could wreak as much intellectual movemenTs damage as it provides dumb entertainment. In September, blogging/reblogging/image- 02 / proJeCTs sharing platform Tumblr announced that it had Democratisation – be it of technology, reached its 10 billionth post, up from one billion information or pictures of cats on trampolines – 03 / serviCe one year previously. That’s ten times as much apparently always comes at a price. content in the space of one year, created on 04 / In the meantime, be distracted by the rise 28.5 million blogs and averaging 36 million posts soCiaL of single-usage Tumblrs – blogs created to per day. In the same month, Tumblr also closed aggregate images around one theme only. From 05 / an $85m round of venture capital, valuing this idenTiTy ‘Accidental Chinese Hipsters’ to ‘Shit that Siri moodboard machine at close to $1bn. Says’, we’ve aggregated as many as possible 06 / TeChnoLogy The appeal of Tumblr is obvious. Essentially a over here. Enjoy: http://singleusage.tumblr.com curated channel of bits and pieces that you find 07 / (For next year’s niche-gone-mainstream As the global pendulum swings towards the around the web – images, other Tumblr posts, daTa technology, look no further than image-sharing rising BRIC countries, Western nations, faced music, video – it’s an easy way to project the kind 08 / network Instagram’s iPhone app; it has been photo / guney Cuceloglu / www.flickr.com/photos/guneyc/6208557363 with the decline of their own industrial heft, of person you are, or the kind of person you’d like augmenTed downloaded 14 million times, and an average of are focusing their efforts on the burgeoning to be, with very little effort. Never one to ignore a 50 photos per second were uploaded over the 09 / Innovation Economy. All of this is happening popular platform, Barack Obama has launched money recent Thanksgiving holiday in the US. Not bad while a generation comes of age having taken his own crowd-sourced Tumblr to grab images for a company with a staff of six. Anxious Android 10 / its moral code not from the individual laws that and sentiment from the 2012 campaign trail. haCk CuLTure users can expect their own version next year.) govern the country in which they live, but from But there’s always a flipside to popularity. To 11 / a more collective and instinctive mindset that get an idea of why it’s so popular, you could musiC 2.0 prevails online. This is a generation that grew do worse than read confessional hip-hop artist 12 / up with the internet, has two decades worth of Drake’s comments, posted on his own blog in video conviction that global warming is real and entered November this year: ‘I’m really scared for my 13 / the job market in the middle of a global financial generation, you know. The thing that scares me reTaiL collapse. Faced with undeniable evidence that most is Tumblr. I hate what Tumblr has become… 14 / the people in charge – politicians, bankers, Instead of kids going out and making their own gaming educators – have failed to adapt, millennials are moments, they’re just taking these images 15 / harking back to concepts of pride, community, and living vicariously through other people’s pubLishing honour, labour and decency instead of the flabby moments. It just kills me. Then you’ll meet them consumerism that ate their boomer parents. and they’re just the biggest turkey in the world. 16 / design Supported by

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p.05 02 / mosT ConTagious / proJeCTs noT Campaigns / born To Live, noT buiLT To die chapters / Our Projects not Campaigns category recognises a new strain 01 / of marketing in which the brand, agency and consumer work movemenTs together to reach a tangible, meaningful goal. As a decade 02 / of digital interaction gives way to socially, collaboratively proJeCTs organised initiatives, brands and marketers have been less 03 / inclined to accept the traditional campaign as their default serviCe strategy in the battle for consumers’ hearts and minds. 04 / It’s a sign of the times. Having evolved to suit the tightly defined soCiaL media options of yore, a campaign is the end product of the 05 / creative process, fine-tuned and finished before it goes out of the idenTiTy door; concept, realised. Media, bought. Backs turned. A project, 06 / on the other hand, is the beginning of something, not the end. To TeChnoLogy borrow the title of a presentation delivered by David Lee, digital 07 / executive creative director at TBWAWorldwide, at the Future daTa Flash conference in Canada in May, projects are about ‘creating things that are born to live, not built to die’. 08 / augmenTed A project needs to be nurtured and encouraged. It relies 09 / on engagement, feedback and input. It is collaborative and money communal, and requires constant monitoring. It is undoubtedly 10 / more challenging, but potentially much more rewarding. And, haCk CuLTure crucially, it plays to the strengths of the new media landscape in 11 / which the flow of information is two-way, not top down, and can musiC 2.0 be experienced, echoed and amplified in real time. 12 / The appeal of creating a project is clear: not only can it video encourage deeper engagement and forge social connections, but pepsi / sound oF FooTbaLL 13 / it also gives brands the chance to nail their colours to a particular reTaiL mast and show what they stand for by effecting change in the real 14 / world. Advertising has woken up to pop culture’s favourite cliché: gaming it really is about the journey. 15 / pubLishing 16 / design supported by

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p.06 Patagonia / Common Threads Initiative on the selling-on of second-hand goods, a into a surround-sound landscape. The result is As a brand, Patagonia has always favoured process which happily involves no additional a kind of sonic image that helps participants a long term approach, and this year partnered manufacturing. In fact, eBay’s Green Shopping identify and locate other players, the goal, the with eBay on an extraordinary mission to reduce portal touts the universal truth that the greenest sidelines and ball. chapters / excess consumption, creating a resale website product is the one that already exists. The technology advances the current blind 01 / where people can buy pre-owned Patagonia However, it’s a riskier step for Patagonia, which football game, whereby players wear bells to movemenTs outdoor clothing and kit. The Common Threads doesn’t directly profit from the eBay sales, but alert each other to where they are, and use a 02 / Initiative asks would-be buyers and sellers to benefits instead from the less tangible value specially weighted ball. The mix of innovation, proJeCTs take a pledge that fundamentally redefines the of practising what it preaches; the website imagination and human interest is also earned- 03 / role of the consumer and also clearly delineates demonstrates the brand’s own dedication to media catnip: Discovery Channel is creating a serviCe the responsibilities that Patagonia embraces reducing, repairing, reusing, and recycling, by, 30-minute documentary charting the project. 04 / as a manufacturer. It states: ‘Patagonia agrees for example, donating unsold goods to disaster to build useful things that last, to repair what Akestam Holst and Society46 are determined soCiaL victims or encouraging customers to return worn breaks and recycle what comes to the end of to extend the magic of the technology to other goods to Patagonia stores to be recycled into 05 / its useful life.’ Consumers undertake ‘to buy only sports and situations, and Pepsi is encouraging idenTiTy new fabrics. This bold strategy reached a peak what I need (and will last), repair what breaks, the public to pitch in their own ideas for further on the shopping armageddon of Black Friday 06 / reuse (share) what I no longer need and recycle ‘Sound of’ projects. See Contagious 29 TeChnoLogy when the brand ran a full page ad in The New everything else.’ www.thesoundoffootball.com York Times saying simply, ‘Do not buy this jacket’. 07 / daTa See Contagious 29 www.patagonia.com/us/common-threads 08 / augmenTed Pepsi / Sound of Football 09 / money 2011 saw Pepsi’s Refresh Project rolled out in other regions, with this iteration from Sweden 10 / leaving Contagious staffers slack-jawed with haCk CuLTure admiration and wondering where the hell were 11 / Nike and adidas when this idea came up? musiC 2.0 Ad agency Akestam Holst, Stockholm, 12 / video creative technology experts Society46 and The Swedish Association of Visually Impaired 13 / From almost any other brand this idea would Youth collaborated on a system that allows blind reTaiL seem optimistic at best and, at worst, offensively football players the ability to ‘see’ with sound. 14 / sanctimonious. But Patagonia’s track record The system relies on TRACAB 3D tracking gaming as a champion of sustainability throughout its technology, originally used in fighter planes, to 15 / business enables the brand to stake a claim on capture data on players’ positions, how far they pubLishing the moral high ground. It’s a perfect PR match-up have run, etc, but Society46 has pushed the 16 / for eBay since the auction site was predicated technology further, translating the information design Supported by

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p.07 Chipotle / Back to the Start Norte / Best Excuse Ever to boost the counter. More than 50,000 minutes US restaurant chain Chipotle Mexican Grill In Argentina this year, lager brand Norte (34 days) worth of good deeds were accrued collaborated with legendary country music discovered that nothing says ‘Corporate and the campaign gained sufficient coverage in crooner Willie Nelson, creating a heart-rending Social Responsibility’ like an icy cold bottle of print, radio and TV to mitigate any unease about chapters / animated film to promote its commitment to beer. Having no doubt thoroughly researched its ‘do it for the community’ approach to drinking 01 / sustainable farming. the market, Norte discovered that wives and beer. Contagious 27 movemenTs girlfriends were constantly overriding the www.cervezanorte.com.ar 02 / carefully laid social plans of their menfolk (i.e. proJeCTs going to the bar) with worthy alternatives. Nike / MAG 03 / The feelgood campaign of 2011 has to be serviCe Nike’s limited edition release of the futuristic trainers worn by Michael J. Fox in Back to the 04 / soCiaL Future Part II. The power-lacing, self-illuminating Nike MAG shoes were specially designed by the 05 / idenTiTy brand for the 1989 film, in which Marty McFly visits the year 2015. 06 / Back to the Start tells the story of a farmer who TeChnoLogy transforms his family farm into an industrial animal 07 / factory, but then has a change of heart and reverts daTa to sustainable farming practices. The soundtrack 08 / to the film is a cover of Coldplay’s The Scientist, augmenTed performed by Nelson and available on iTunes for $0.99 with proceeds going towards the Chipotle In retaliation, the brand hit back with a booze- 09 / money Cultivate Foundation, which funds sustainable fuelled CSR campaign that offered men ‘The agriculture, family farming, and culinary education. Best Excuse Ever’. Every time a man drank a 10 / Norte beer at a bar, he could drop the bottle haCk CuLTure Chipotle’s preference for sustainably grown cap into a counter box. For each bottle cap, the 11 / ingredients and food ‘naturally raised with brand promised that one minute of good deeds musiC 2.0 respect for the animals, the land, and the farmers – repairing schools, improving parks, restoring For the 2011 iteration, only 1,500 pairs of who produce the food’ echoes Patagonia’s 12 / monuments, planting trees and cleaning lakes – shoes were made, sold in batches of 150 pairs video considered approach, but stops short of would be carried out by a team of Norte workers. per day on eBay. Prices ranged from $3,500 to suggesting that customers pledge allegiance 13 / $10,000 ensuring that a substantial sum was to the cause. On a related theme, Chipotle also To put the campaign firmly in the public eye, reTaiL raised for The Michael J. Fox Foundation for commissioned Abandoned, a short film about Norte, through Del Campo Nazca Saatchi 14 / Parkinson’s Research, set up by the actor when the hardships faced by family farmers trying & Saatchi, Buenos Aires, ran a series of wry gaming he was diagnosed with the disease. to compete with industrialised agriculture. It commercials and installed counters on streets, 15 / features another Willie Nelson track, this time tracking the total on its website and Facebook, YouTube clips featuring Fox, Saturday Night pubLishing covered by Karen O of the Yeah Yeah Yeahs. and posting details of its good works. Facebook Live star Bill Hader and Christopher Lloyd, who 16 / See Contagious 29 www.chipotle.com users could also click an ‘I’m going out’ button played Doc Emmett Brown in the original movie, design Supported by

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p.08 hyped up the auction and drove fan donations Dulux / Own a Colour Ones to Watch / to The Fox Foundation. A perfect storm of brand Paint brand Dulux partnered with UNICEF on We’re expecting to see this trend for Projects loyalty, fan culture and fundraising, the MAG Own a Colour, a charitable project which lets not Campaigns continue throughout 2012, project, through Wieden+Kennedy, Portland visitors to the website buy one of the 16.7 million particularly as the final quarter of 2011 spawned chapters / and produced by @radicalmedia, Los Angeles, colours that smartphones, tablets and computer two stand-out examples. In October, JWT Madrid 01 / served as an acknowledgment and celebration screens are able to display. escorted seven residents from the land-locked movemenTs of the shoe’s enduring cult status, matched Chinese village of Bulin to the sea for the first only by the affection still felt for Michael J. Fox Each colour costs £1, and buyers are able 02 / time on behalf of Mexican beer brand Corona, and his role in a pop culture phenomenon. to tag it with a name (e.g. ‘Tanya’s Teal’), then proJeCTs its Experience the Extraordinary philosophy See Contagious 29 supply some text explaining why they chose it. and inherent love of the beach. And in the final 03 / The website is a retina-blasting motherlode of serviCe www.back4thefuture.com nikemag.ebay.com countdown to Christmas, Coke Philippines, via polychromatic options that allows visitors to McCann Worldgroup, fixed it for three OFWs 04 / OMO / Super Nice Training Center view trending colours and see popular shades soCiaL (Overseas Filipino Workers who work abroad to by gender or country. At the time of writing, the Sao Paulo-based interactive agency F.biz support their families back home) to make it back 05 / campaign – which was kick-started with celebrity idenTiTy Brazil applied a project-based approach to help for the holidays. Continuing Coke’s global series contributions from Roger Moore, Jemima Khan, launch the Unilever brand OMO Líquido Super of campaigns that ask ‘where will happiness 06 / Matt Dawson and Duncan Bannatyne – had Concentrado (super concentrated liquid) in strike next?’, the Filipino version and English TeChnoLogy raised over £88,000 for UNICEF. Brazil, showing that projects, not campaigns can subtitled versions together have broken 1 million 07 / work wonders for FMCG brands. Although deeply reminiscent of the infamous views on YouTube in five days. Three cheers for daTa Million Dollar Homepage, this celebration of colour the real thing. The target audience was Brazil’s large 08 / is perfectly on brand for Dulux. Contagious 29 augmenTed community of maids, a group accounting for 19% of the country’s working women. F.biz set www.ownacolour.com 09 / money up the Super Nice Training Center, a blog and website offering a series of free lessons 10 / about housekeeping and home economics. The haCk CuLTure tutorials could be watched online or downloaded. 11 / As well as learning key cleaning skills, tips were musiC 2.0 offered on how to write résumés and check 12 / housekeeping job vacancies. The guides also video cited the importance of using sustainable cleaning 13 / products and awarded a study certificate to those reTaiL who completed the course. 14 / This campaign not only offered training for gaming a sector not exactly renowned for career duLux / 15 / development, but also showed consistent pubLishing respect for the people who use Unilever’s 16 / products on a daily basis. www.omo.com.br Corona / design Supported by

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p.09 03 / mosT ConTagious / markeTing as serviCe design / meeTing The unmeT need chapters / With brands more adept at tapping into the rich wells of 01 / data which consumers now leave in their wakes, many are movemenTs becoming increasingly able to spot the gaps, or unmet needs, 02 / in people’s lives. Addressing these was previously trusted to proJeCTs token utilities such as mobile apps; however, a recent study ConTagious / issue 26 / sneakerpedia: so good we puT iT on our FronT Cover in q1/11 03 / by Deloitte found that a 80% of branded apps have been serviCe downloaded less than 1,000 times. Today, consumers expect something wholly more relevant, enabling and ultimately 04 / soCiaL less self-serving. This is where marketing becomes genuine service design. 05 / idenTiTy Foot Locker / Sneakerpedia 06 / TeChnoLogy Based on the simple insight that footwear retailer Foot Locker’s core demographic – sneakerheads – have ‘enthusiasm beyond 07 / daTa reason’ for their collections, SapientNitro, London, built a crowd- sourced holy grail of a platform in the shape of Sneakerpedia. 08 / augmenTed The Wiki-esque website enables users to create a profile and then upload pictures of all the cool kicks in their collection – 09 / money complete with a brief history and info on the make, model, material etc. This tagging helps the site to then archive each model 10 / haCk CuLTure correctly, creating a vast and infinitely navigable database of every significant sneaker ever bought and cherished. 11 / musiC 2.0 Creating a platform from scratch, rather than piggybacking an 12 / existing social network or fan portal, was a bold move on the video part of Foot Locker. Even braver, however, is the distinct lack of overt branding on the site, which adds to the sense that this is 13 / reTaiL somewhere enthusiasts can come to share their passion, not be marketed to. However, by stepping out of the frame and putting 14 / gaming users at ease, Foot Locker is able to draw rich social data about what makes/models are popular etc. It has even been encouraging 15 / new floor staff in stores to join up and immerse themselves in the pubLishing culture as part of their training. 16 / design supported by

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p.10 Proof that the platform has struck a chord with scanned with smartphones, transformed the devices sneakerheads around the world is evident in initial into venues for the Hidden Live gigs. What’s more, results: In beta format alone, Sneakerpedia reached audiences could interact with the bands in real time, more than 6.7 million fans online and delivered more and even buy the albums directly from their phones. chapters / than $1 million worth of free media exposure. See More than 10,000 attended the online festival each Contagious 26 www.sneakerpedia.com 01 / night and, better still, Zoo Records sold out 80% of movemenTs Flair / Fashiontag the albums for the performing bands. Leo Burnett, 02 / Hong Kong was responsible. See Contagious 27 proJeCTs Working on the insight that women take fashion inspiration from their friends’ wardrobes, Belgian www.zoo-records.com 03 / fashion weekly Flair launched a Facebook application serviCe Orange / Glastonbury 2011 App that lets users request information on specific outfits 04 / Telco provider Orange continued its impressive track FLair / in uploaded photos. soCiaL record of muddy field-based branded utility, with a 05 / Flair Fashiontag, created by Duval Guillaume, mobile app developed by M&C Saatchi Sport & idenTiTy Brussels, lets users tag an item of clothing or Entertainment London for the Glastonbury Festival. accessory that they’d like to know more about and 06 / post it to their friend’s wall. All Fashiontags and All the handy functions from previous incarnations TeChnoLogy responses are then displayed in a gallery on the Flair were present, such as performance schedules, 07 / page and the best tags are published in the weekly planners, and maps. New additions included a series daTa print magazine. of ‘smiley’ symbols through which users could specify 08 / – and geo-tag – their mood. This data was used to augmenTed Fashiontag is a perfect example of how creating build a collective mood map, plotting the buzziest (or successful Facebook apps is all about spotting and indeed most cold, wet and skint) areas of the site. 09 / money then augmenting existing behaviours. After launching A news feed also pinged regular write-ups directly on 22 March the application increased the number from the Guardian, as well as any must-know festival 10 / Zoo reCords / haCk CuLTure of Flair fans on Facebook in one week by 35%, from updates from organisers. 17,000 to 23,000. See Contagious 27 11 / The improvements resulted in the app being musiC 2.0 www.flair.be downloaded 100,000 downloads in a single month, 12 / Zoo Records / Hidden Live amounting to 70% of the festival audience – a 75% video increase on previous years. See Contagious 28 In March, Hong Kong-based indie music store Zoo 13 / Records staged a music festival – Hidden Live – http://glastonbury.orange.co.uk reTaiL featuring eight bands across four nights. What made 14 / it unique, however, is that the performances were only gaming accessible via mobile. 15 / pubLishing Two hours prior to the event, free tickets were made orange / available in-store and for download on Facebook. A 16 / design hidden code was printed on each ticket, which when Supported by

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p.11 04 / mosT ConTagious / soCiaL and beyond / aLways on(Line) chapters / It’s the tail end of 2011, and 96 out of the to recognise the airline’s heritage. And in KLM’s activity, in conjunction with Tribal 01 / top 100 advertisers in the US are spending September, it promoted its social media policy DDB Amsterdam, forms part of a new school movemenTs money on social media, with the rest of the of answering every tweet and post in person, of marketing and branding that sees the 02 / world not far behind. However, the profound within the hour, day and night, by assembling brand committed to exploiting existing social proJeCTs changes wrought by social media on the ways a ‘living alphabet’ of employees who answered platforms to improve the user experience. 03 / in which we interact go much, much deeper online queries using letter boards. For 12 hours Contagious 28 and 29 serviCe than advertising. Facebook in particular is the airline replaced normal Facebook and www.tileyourself.com becoming the black hole of the web, absorbing Twitter typed responses with a team of 500 https://twitter.com/kLm 04 / soCiaL ecommerce, content distribution, CRM and KLM volunteer crew members who answered by www.youtube.com/kLm marketing budgets into its gravity field. This running around and assembling the answer live http://bit.ly/kLmLive 05 / idenTiTy year saw social mechanisms incorporated before your eyes, inside 60 minutes. The Live into everything from supply chains to Reply videos were hosted on YouTube. 06 / TeChnoLogy customer service to product design. As data mining becomes increasingly sophisticated, 07 / we can expect social channels to register daTa highly on everyone’s radar, from the CMO to 08 / the teenager at the checkout. augmenTed In this section, we salute the brands committing 09 / money most fully to Mark Zuckerberg’s vision of a future that is ‘social by design’. 10 / haCk CuLTure KLM / All Social, All the Time 11 / You’d be hard pushed to find a brand, or company, musiC 2.0 that has committed more wholeheartedly to the 12 / integration of social media than Dutch airline video KLM. In January, KLM laid on a special direct 13 / flight to a dance festival in Miami at the Twitter reTaiL behest of an aspiring raver, on the understanding 14 / that he help fill the plane with 351 dance music gaming professionals. He did, and KLM fulfilled its part 15 / of the bargain. In June, it covered a plane with pubLishing its fans’ Facebook profile pics, transformed into traditional Dutch blue ‘tiles’ for Tile & Inspire, 16 / design Supported by

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p.12 Domino’s / Pizza and The Art of War Burberry / Tweetwalk Since 2009’s Pizza Turnaround campaign, Burberry is fast becoming the Terminator of luxury Domino’s, America’s largest pizza delivery chain, has branding. It just doesn’t stop. As competitors struggle been aggressively pursuing a policy of transparency to execute the most basic of digital functions – chapters / with regard to its product and service. In July this ecommerce, for example – this British powerhouse 01 / year, the pizza chain took this further by broadcasting has demonstrated an uncanny ability to embrace new movemenTs comments from customers – regardless of whether platforms and democratise the brand without selling 02 / they were positive or negative – to thousands of out any of its aspirational exclusivity. At London proJeCTs onlookers via a digital billboard in New York’s Times Fashion Week in September, Burberry tweeted 03 / Square. This was to promote Domino’s tracker backstage Twitpics of every look before they were serviCe system for quality maintenance where customers can sent down the runway, allowing its Twitter followers 04 / follow their pizzas online, giving feedback throughout to see the Spring/Summer 2012 collection before the soCiaL the process. The campaign was masterminded by fashion bigshots on the front row. Take THAT, Wintour. Crispin Porter + Bogusky, Boulder. 05 / During the Tweetwalk, Burberry’s Instagram idenTiTy CMO Russell Weiner claimed earlier this year that account was taken over by photographer Mike 06 / Domino’s strategy was inspired by a story in Sun Tzu’s Kus, the most-followed Instagram user in the UK, TeChnoLogy The Art of War, in which he advises that the best way to and Burberry streamed the show – complete with 07 / win a war fought on an island is to blow up the bridge celebrity arrivals – live in HD through Burberry.com daTa yourself. That way, your army will fight for their lives, and Facebook. As if that weren’t enough, Burberry 08 / as they have no option of retreat. This combination once again offered a ‘Runway to Retail’ service, with augmenTed of bravery and insanity is working. The company the collection available to purchase for one week after announced that same-store sales growth increased the show. Viewers can also download the catwalk 09 / money 10.4% between 2009 and 2010, and rose a further soundtrack through the iTunes on-demand service. 2.3% in the first quarter of 2011. Contagious 28. 10 / What makes this Contagious? Simplicity. haCk CuLTure www.dominos.com Christopher Bailey, the brand’s creative director, 11 / said: ‘We are now as much a media-content company musiC 2.0 as we are a design company, because it’s all part of 12 / the overall experience.’ He’s right. None of the social video technologies Burberry has employed are complicated, but the benefit of feeding this content to growing 13 / reTaiL legions of fans is immense. See Contagious 29 14 / www.burberry.com gaming 15 / pubLishing 16 / burberry / design Supported by

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p.13 Kraft / Mac&Tweets Essentially an online notice board to which you Kraft gets an honourable mention for embracing can pin pictures and items of interest, Pinterest Twitter more than most. As well as taking a leaf has quickly racked up an estimated 3.3 million out of the Old Spice playbook, incorporating unique users and secured $27m in funding chapters / comments from its Twitter followers into ads earlier this year. Ideal for moms, DIY enthusiasts, 01 / that were subsequently broadcast on TV, Kraft’s events organisers and anybody looking to create, movemenTs Mac & Cheese brand also invited internet share or aggregate pictures around a certain 02 / sensation Ted Williams – a homeless man with theme, brands like Whole Foods are already on proJeCTs an extraordinary voice for radio – to be the voice board to share recipe suggestions. 03 / of its advertising. This was done through Crispin http://pinterest.com serviCe Porter + Bogusky in Miami. See Contagious 26 04 / www.youtube.com/kraftmacncheese soCiaL Ones to Watch / 05 / idenTiTy The ‘wishlist’ is a fundamental part of the ecommerce experience – where you keep track 06 / TeChnoLogy of stuff you like, but perhaps can’t afford to buy yet. The UK-based startup, Fantasy Shopper, 07 / daTa aims to recreate the emotional experience of real world shopping online. After collecting virtual 08 / paydays to get hold of some pretend cash, augmenTed players can put together outfits and shop for high 09 / street brands to create a virtual wishlist. Looks money are shared with the community, or users can click 10 / through to buy clothes from the stores in real life. haCk CuLTure Currently available in the UK, the service has 11 / items from 300 real shops, including New Look, musiC 2.0 Topshop, UNIQLO, Reiss and Harrods. Users 12 / create outfits from a wardrobe of purchased video items, and follow other users to comment on 13 / purchases and creations. Additional cash can be reTaiL earned in a variety of ways, including introducing 14 / others to the platform. Fantasy Shopper launched gaming in October 2011, and could prove an interesting indicator of the social future of ecommerce. 15 / pubLishing See Contagious 29 www.fantasyshopper.com kraFT / 16 / design Supported by

most contagious / identity /
p.14 05 / mosT ConTagious / idenTiTy onLine / This one has my FaCe on iT chapters / As we spend an increasing amount of our 01 / waking days online, it is becoming harder movemenTs to distinguish between what we would 02 / previously have referred to as our ‘digital’ proJeCTs and ‘physical’ lives. The reality, of course, 03 / is that the lines between the two are now serviCe constantly shifting and blurring. Emphasising the fact that we no longer exist online in a 04 / soCiaL separate, anonymous capacity, brands have been exploring the notion of the digital self 05 / idenTiTy – holding mirrors to consumers and helping them visualise, celebrate or simply make 06 / sense of their own identity. TeChnoLogy 07 / Intel / Museum of Me daTa arms delicately pluck pictures of your friends of all time via his production company, Tool of Semiconductor powerhouse Intel took an from the air, arranging them into a mosaic which North America. 08 / ambitious step towards changing its image from eventually forms your own profile photo. augmenTed that of a technology company into one of a lifestyle Take This Lollipop shows the dangers of 09 / brand, via the interactive website Museum of Proof that personalised experiences often result sharing your identity online by using Facebook money Me. Built by Tokyo-based Projector (of Cannes in increased levels of engagement, more than Connect to scrape information before revealing Titanium Grand Prix-winning UNIQLOCK fame), 440,000 people created their own museums a creepy man poring over your profile page. You 10 / haCk CuLTure this site uses Facebook Connect to draw in the three days following launch. More than then see the man calculate your actual location personal content from each user’s page, before 150,000 users took advantage of the built-in by verifying server addresses etc, before driving 11 / musiC 2.0 presenting it to them in a virtual tour of their own one-click sharing mechanisms, by publishing their to your house with your Facebook profile picture personalised museum. exhibition catalogues directly to Facebook. In total, taped to his dashboard. The film ends with 12 / more than 21 million impressions were recorded a timer set for an hour and lists which of your video The resulting video pans elegantly through a on the social network. See Contagious 28 Facebook friends ‘is next’. 13 / minimalist interior, in which onlookers peruse www.intel.com/museumofme/r At time of writing, the app had been liked reTaiL a series of exhibitions including your photos, friends, Liked content and geo-located check-ins. Take This Lollipop / Jason Zada over 11 million times on Facebook. Not bad 14 / gaming A digital billboard even filters, in real time, through for something which took just one month to Director Jason Zada – the man behind Office everything written on your wall before finally produce… See Contagious 29 and the front 15 / Max’s Elf Yourself website – proved that he hasn’t pubLishing displaying the most common word. The tour cover of this report. lost his touch for creating insanely viral content, ends in a cavernous space where two robotic www.takethislollipop.com 16 / by unleashing the fastest-growing Facebook app design Supported by

most contagious / identity /
p.15 Pedigree / Doggelganger Coke Zero / My Life As A Game In an attempt to raise awareness of dog food brand Coke Zero created a particularly compelling and Pedigree’s Adoption Drive for shelter dogs, Colenso interactive expression of one person’s everyday life, BBDO, Auckland and Auckland-based production by translating it into a playable advergame. chapters / company NEC created the gleefully compelling Digital agency Gringo, São Paulo, first launched a 01 / Doggelganger website, which plays to the endearing movemenTs search via popular blog Jovem Nerd (‘young nerd’), observation that people often look like their pets. before finally selecting entrant Lucas Dias as the basis 02 / for the character. His mission? To have more time for proJeCTs his life outside work, and in particular his girlfriend. 03 / serviCe The final video-game was called Minha vida de game (‘My life at stake’) and was created by São Coke Zero / 04 / soCiaL Paulo-based Hive Digital Media. Dias was filmed and photographed before the images were projected on 05 / idenTiTy a 3D scanner and then rendered to build the game. See Contagious 26 06 / TeChnoLogy http://bit.ly/game_cokezero 07 / Lynx / Stream daTa Unilever-owned male grooming brand Lynx took a 08 / break from the female-fleshed theme of its regular augmenTed advertising, with a rather nifty mobile app that lets Visitors are asked to either upload a picture of their 09 / users plot, document and share a night out. The Lynx money face, or capture one directly via web cam. Facial Stream requires a group of friends to create an event mapping technology then measures the precise 10 / via the app, which then aggregates all photos, videos, position, shape and size of key features, before haCk CuLTure tweets and check-ins from that night into one single, cross-referencing the information with a database of 11 / chronological thread. genuine shelter dogs. It will then unite them with their musiC 2.0 own, personal ‘Doggelganger’. By logging on to the Lynx Stream site the next 12 / morning (coffee and aspirin in hand), the group can video There is the option to make contact regarding a then watch and share their own video stream – even genuine adoption request; however, recognising that 13 / deleting any particularly private or compromising reTaiL the majority of users will feel an affinity with their pooch ‘occurances’. Razorfish, New York was responsible. but not realistically be in a position to acquire a new 14 / See Contagious 27 Lynx / gaming pet, there is also the option to make a donation. Of www.thelynxstream.com course, Doggelgangers can also be shared directly 15 / via Facebook, Twitter, Digg, etc. See Contagious 27 pubLishing www.doggelganger.co.nz 16 / design Supported by

most contagious / technology /
p.16 06 / mosT ConTagious / TeChnoLogy / hiding The wires chapters / The technology section in last year’s Most pre-installed on the iPhone 4S in October. Siri actually 01 / Contagious was, in our own words, packed with originated outside of Apple, having been spun out of movemenTs ‘digital complexity’ to ‘boggle your mind’. So it’s developers SRI International back in 2007 as Siri 02 / telling that this year, some of the most remarkable Inc. The company launched a voice activated personal proJeCTs pieces of tasty tech are rather the opposite… assistant app of the same name on the App Store in February 2010 and was acquired by Apple just a few 03 / For a while our consultancy division, Contagious serviCe months later. Insider, has been tracking examples of ‘experience 04 / over innovation’ – where technology is used to reduce Siri can complete a wide array of tasks through soCiaL friction in people’s lives. Apple’s voice activated Siri voice activated commands. In addition to sending 05 / and Jawbone’s movement monitoring wristband UP, text messages and emails, it can, for example, book idenTiTy for example, place advanced technology in people’s restaurants and find locally recommended services. 06 / hands but with a user experience that ‘makes the Over time, it even learns your preferences and tailors TeChnoLogy wires disappear’: it’s simple, effective and focused on its responses accordingly. benefitting the customer first and foremost. 07 / It courted controversy recently, however, when it daTa With Google executive chairman Eric Schmidt was found to be able to locate local brothels, but not 08 / bemoaning the level of computer science being nearby abortion clinics – an app with a pro-life agenda augmenTed taught in UK schools, it’s been fascinating to see proving difficult for many users to swallow. 09 / the emergence of hardware and software kits, such http://bit.ly/oJynhc money as Raspberry Pi and Twine, which are designed to 10 / provide anyone with an interest in computers with Twine / haCk CuLTure the building blocks required to make coding and We’ve long been fans of all things Arduino, the 11 / programming more accessible. popular open-source microcontroller. However, a musiC 2.0 We included 3D printers in Most Contagious 2010, recent project on the crowdfunding site Kickstarter 12 / but the technology has continued to amaze this year, aims to get more people tinkering with electronics and video most recently with the 3D printing of bones through hardware at home. Twine is a small wireless module Washington State University and the generation of a and online service that help people to connect their 13 / reTaiL functioning kidney during one extraordinary TED talk. household objects to the internet. 14 / Mary Shelley should have something to say about that. Sensors within the Twine module detect, amongst gaming Apple / Siri other things, changes in temperature and movement. 15 / These can be programmed through Spool, a web app One saving grace for Apple fans when the rumoured pubLishing which communicates messages via SMS, email and iPhone 5 wasn’t released earlier this year was the social network. So, if you want to be warned if a door 16 / success of voice activated service Siri, which came design Supported by

most contagious / technology /
p.17 is opened in your home while you’re at work, you is going to be available in the UK through the can programme Twine to inform you via Twitter. Raspberry Pi website, and the charity reports that Or if your basement is prone to flooding, you can a range of people are interested; from education, programme Twine to send you a text message if to technology companies and individual software chapters / it detects moisture on the floor. developers. www.raspberrypi.org 01 / Developed by MIT grads David Carr and Ones to Watch / movemenTs John Kestner of Cambridge, MA-based New York-based developers Kyle McDonald 02 / Supermechanical, the project has been proJeCTs and Arturo Castro demonstrated their real-time pledged over $220,000, easily exceeding the face substitution app, using face tracking and 03 / original goal of $35,000. http://kck.st/uuhljt serviCe cloning. Their software swaps faces, allowing Raspberry Pi / anyone to masquerade as Brad Pitt or Barack 04 / Obama (at least while their webcam’s switched Twine / soCiaL When he visited the UK earlier this year, Google on). Contagious 29 05 / bigwig Eric Schmidt pointed out that too many idenTiTy schools continue to teach pupils how to use In Issue 28 we covered Japanese confectionery software, rather than the building blocks to brand Ezaki Glico which used an advert to 06 / TeChnoLogy create it. introduce a new member of pop band AKB 48, Aimi Eguchi, with the help of Dentsu 07 / The Raspberry Pi Foundation, based in Kansai, Osaka. Actually a computer-generated daTa Cambridge, is a UK registered charity that aims composite of existing members’ facial features, 08 / to address that issue, by creating low cost the new member sparked a flurry of excitement, augmenTed computers specifically for teaching computer with Eguchi even appearing in Japan’s Weekly programming to children. 09 / Playboy. money ‘We perceived that in the UK, the reduction in But fans began to get suspicious when Eguchi 10 / access to programmable hardware to children went straight from trainee to starring in the haCk CuLTure was leading to a reduction of the number and raspberry pi / commercial for the confectionery company’s Ice 11 / quality of applicants to University and in turn no Mi candy. Some particularly observant fans musiC 2.0 number of graduates for the industry,’ says Eben even noticed that her birthday, 11 February, is 12 / Upton, one of the foundation’s trustees. the date that Ezaki Glico was founded. video PCs and other machines make learning ‘Their hunch proved right and they solved the 13 / coding tricky, as they’re focused purely on end reTaiL mystery quite rapidly,’ said creative director user experience. Raspberry Pi’s development Toshitaka Nakao. After a few days, Ezaki Glico 14 / philosophy has been to place education and released a ‘making of’ video revealing that Eguchi gaming coding skills front and centre. was a sophisticated hoax, created entirely by CGI. 15 / Its first computer is set to launch imminently, at pubLishing http://vimeo.com/29279198 a cost of just £25 and has been developed with http://vimeo.com/29348533 eZaki gLiCo / 16 / open source principles. The initial run of 10,000 design Supported by

most contagious / data /
p.18 07 / mosT ConTagious / daTa / The Fine arT oF meaning-making chapters / As the assembly line otherwise known as ‘progress’ pushes 01 / us forward through the information age, and past the movemenTs connected era, humans are creating sophisticated tools to 02 / sort the deluge of information we generate. We have now proJeCTs entered the age of the algorithm. 03 / These logical sequences are increasingly responsible for serviCe shaping our world beyond the computer. The biggest companies 04 / are built on them. They control what you see on Facebook, and soCiaL how and when billions of dollars of shares are traded on markets. 05 / Brands are using them to evolve their marketing. For an excellent idenTiTy discussion on the importance of algorithms, check out Kevin 06 / Slavin’s TED Global talk here. TeChnoLogy Clive Humby, founder of shopper marketing firm dunnhumby, 07 / is widely credited with the 2006 observation that ‘Data is the new daTa oil’ – exceptionally valuable when refined. However, there’s still an 08 / immense amount of room for us to build and tweak the structures augmenTed governing how data is distributed, which represents a new frontier 09 / in marketing: how will we take command of the natural resource money of the information age? 10 / The Privacy Crunch haCk CuLTure As marketers’ relationships with data evolves, now more than 11 / musiC 2.0 ever brands need a firm understanding of how they’re protecting customer privacy. 12 / video It’s no longer enough just to design programs to fuel massive amounts of data harvesting. The creeping liability inherent in these 13 / reTaiL efforts comes as consumers get smarter about their own data and its privacy, and will hold your business more accountable in its 14 / gaming gathering and storage. bLueFin Labs / 15 / BlackBerry and Research In Motion have been pilloried for pubLishing releasing data; Twitter lauded for retaining it. Google was in 16 / the spotlight when The Wall Street Journal announced the US design supported by

most contagious / data /
p.19 government had a secret court order to turn over the But it’s only recently that a series of technological files of Wikileaks supporter Jacob Appelbaum. and cultural forces have come together to see an explosion of such activity – the radical transparency But what’s lost in the idea of data as oil is that and sharing ethos of social media, the growing data, in many cases, is personal. The oil is made of chapters / concern among people about health and wellbeing, tiny bits of our lives. The data is the colour of your and the prevalence of sophisticated devices packed 01 / first car, the grade you got in college chemistry, or movemenTs with sensors, recording and monitoring devices such the flirtatious comment you left on a facebook photo. as GPS, cameras, microphones and accelerometers 02 / As the Facebook Timeline is a mainline to our past, proJeCTs – cheap convenient and ubiquitous enough to make personal data is loose bits of unrefined nostalgia. this widespread. This is most recognisable in the form 03 / serviCe Your company already has a privacy policy of the smartphone, our most intimate, and frequently somewhere. Is it time for a revision? Should you put used piece of technology. 04 / it into plain English and prove you understand your soCiaL Total shipments of smartphones in 2010 were responsibility? Should you post it on the front door? 05 / 302.6 million units, up 74.4% from 2009, according idenTiTy Take Ritz-Carlton as an example. It’s taken big to IDC, with smartphones making up 21.8% of all steps in the hotel and hospitality sector using the data handsets shipped. 89% of smartphone users confess 06 / TeChnoLogy it collects on its customers to build loyalty and great to using their mobile throughout the day, according customer service. But were that data to be applied to Google/IPSOS’ Mobile Movement Study (April 07 / daTa without relevance, or made OVER-relevant, it pushes 2011) – meaning that it has never been easier for past the ever-changing ‘creepy’ boundary. people to gather their own data. 08 / augmenTed Competent monitoring of data will soon be an Brands have entered this arena by creating essential ingredient in the recipe for success. A Sybase products, services and software to cater to the 09 / money commissioned survey from the University of Texas trend; GE, for example, launched four iPhone apps at Austin, called ‘Measuring the Business Impacts that monitor sleep, weight, pregnancy and mood in 10 / haCk CuLTure of Effective Data,’ found that a mere 10% increase in conjunction with online community MedHelp. As data usability for Fortune 1000 companies resulted community members use these tools to track their 11 / musiC 2.0 in a $2.01 billion increase in revenue across the 150 own development, MedHelp collects this data in real companies surveyed; a 49% increase in productivity time and aggregates it to produce real-time results on 12 / in the retail industry, 20% in food products, 19% in video symptoms and general norms. With over 11 million automotive. monthly visitors and growing, the content available is 13 / constantly evolving. Meanwhile, apps like TicTrac are reTaiL Life tracking / emerging. TicTrac promises a personal dashboard and FaCebook TimeLine / 14 / Self-quantification is not new. People have been meta-analytic service that can discern more complex gaming meticulously measuring many aspects of their lives by patterns in users’ lives. 15 / painting pictures and recording where they are, when pubLishing and what they’re eating, and how they’re feeling, for 16 / centuries – the basic diary being a common example. design Supported by

most contagious / data /
p.20 Ford / Sync measure them against their competitors, creating Ford has unveiled an ambitious string of a more nuanced picture from which to direct partnerships with medical monitoring and creative and strategy. technology companies in order to create ‘the http://bluefinlabs.com chapters / car that cares’. Extensions to its existing in-car 01 / Sync technology, which to date has focused on Netflix / House of Cards movemenTs entertainment and communication, will enable US entertainment streaming company Netflix 02 / diabetes sufferers and those with other chronic recently outbid traditional cable channels HBO proJeCTs conditions to monitor themselves from behind and AMC to secure the rights to House of Cards 03 / the wheel. By plugging the same wireless blood – a series which hasn’t yet begun production. serviCe sugar monitors used in the home into a Sync The series, a remake of the 1990 BBC political 04 / interface, the car would be able to notify the thriller, is slated to be directed by David Fincher soCiaL driver when glucose levels rise or fall, with voice and star Kevin Spacey, and was bought by Netflix recognition software removing the need for any for a reported $100m. It’s the first time Netflix 05 / idenTiTy manual interaction. has invested in original programming. Originally 06 / http://ford.com/technology a subscription-based distributor of film and TV TeChnoLogy content, the company has expanded to become Bluefin Labs / an on-demand streaming content provider under 07 / daTa MIT Media Lab startup Bluefin is matching the Netflix Instant banner. Content is streamed social media chatter to TV to help brands, online and to games consoles such as Xbox 360, 08 / TiCTraC / networks and production companies work out Nintendo Wii, or PS3, and devices such as Blu- augmenTed what content viewers are most engaged with. ray players and internet connected HDTVs. 09 / money Founded by professors Deb Roy and Michael The company mined vast amounts of subscriber Fleischman in 2008, Bluefin works by scanning viewing data to determine whether its audience 10 / haCk CuLTure over three billion social media mentions a would find the combination of political drama, month, and matching visual signatures from an director and stars a compelling one. The same 11 / musiC 2.0 archive of over 200,000 TV broadcasts from data which allowed Netflix to decide which series over 50 national broadcast and cable stations. to invest in, will also help the company to promote 12 / The two are then married together, to provide House of Cards to subscribers appropriately video retrospective data about what viewers were using the service’s existing recommendation 13 / saying about a show in real-time. system. http://bit.ly/blog_netflix reTaiL This, the company says, will help brands to get 14 / gaming a deeper and more accurate understanding of Ford / HOW viewers are watching, rather than simply 15 / pubLishing measuring eyeballs. The service will allow brands to check how ads work in different time slots and 16 / across different channels and shows, as well as design Supported by

most contagious / augmented /
p.21 08 / mosT ConTagious / augmenTed ConTenT / adding vaLue, noT disTraCTion chapters / Emerging technologies and non-traditional Giving viewers something to do with these itchy There is even a complete set of badges to 01 / media platforms may not be directly stealing fingers, Star Player is a free to download mobile collect by answering certain tricky questions, movemenTs eyeballs from TV as many predicted they gaming application (also available online and on along with mini trophies such as ‘Free Kick hero’, 02 / would – Thinkbox research reveals that TV Facebook) that allows football fans to interact ‘Goal Master’ and ‘Corner King’. Facebook proJeCTs viewing figures in the UK have risen every in real time with Champions League games. By Connect allows users to show these off directly 03 / year since 2006. However, what they are doing syncing automatically with the televised game, via their profile walls – in doing so attracting serviCe is fundamentally changing how audiences the app challenges users to predict goals, bet more potential Star Players to the platform. behave. People now expect content on on the outcome of set plays and even take See Contagious 27 04 / soCiaL demand. They want to be able to share their part in mini pop quizzes – amassing points in www.facebook.com/heineken experiences. And increasingly, they want competition with friends and fellow Star Players. 05 / idenTiTy access to added layers of interactivity that take advantage of the smartphone, tablet 06 / TeChnoLogy or laptop resting on the arm of the sofa. For brands, new opportunities exist not in creating 07 / content from scratch, but in spotting existing daTa consumption behaviours and augmenting 08 / them with added value. Put simply, this is augmenTed about content being better for having the 09 / brand involved. money Heineken / Star Player 10 / haCk CuLTure With Heineken looking to make its headline 11 / sponsorship of the UEFA Champions League musiC 2.0 work a little harder, agency AKQA did some research into exactly how we watch football on 12 / video TV. Two key findings were unearthed; one, from UEFA, confirmed that the vast majority (72%) 13 / reTaiL of viewers watch the UEFA Champions League alone at home; and a second piece of third-party 14 / gaming research confirmed that most of these viewers (80%) are dual-screening – using laptops or 15 / phones to access social networks or other pubLishing platforms to share their experience of watching 16 / the game. design Supported by