INSIGHTS & CONTENT INNOVATION - THINK TANK FEB 2015
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Transcript of INSIGHTS & CONTENT INNOVATION - THINK TANK FEB 2015
CONTENTS
INTRO. CONSUMERS AS PARTICIPANTS
THE BRAND ECOSYSTEM
PARCIPTATIVE BRANDING APPROACH
NEW TECHNOLOGIES, IDEAS AND CASE STUDIES
This presentation is designed to open our minds
to new ways of thinking about content innovation, brand marketing
for application across brands and agencies
CONSUMERS AS PARTICIPANTS
Consumers have moved from leaning back, receiving brand messages, to leaning forward, actively
engaging with them.
Always-on and connected consumers want to create, curate & share their ‘experiences’
https://www.youtube.com/watch?v=AHkNS9UF2gw
https://www.youtube.com/watch?v=AHkNS9UF2gw
GENERATION C.
Not a demographic but a new consumer mindset.
Gen C. are the consumers that we need to engage and connect with… and if done right, these people will
proliferate the brand story and organically expand the brand ecosystem
WHAT IS THE BRAND ECOSYSTEM?
Its an organic model, where the role of the brand is to listen to the conversations happening around it, energise those conversations with interesting content and experiences. It’s all about giving the ‘brand community’ something to talk about within their own social networks, and ’influencers’ are then able to add momentum to your ideas.
Nike are kings of fuelling their brand ecosystem with new content, events, stories, controversies, world records and ambassador sponsorship.
A key element in creating the Brand Eco System is to embrace the
Participative Branding Approach.
Participative Branding is how a brand engages and behaves with consumers across channels and over time to earn both their attention and their
participation through experiences.
HOW DO WE JUST DO IT?
Understand your audience & how they connect (Technology/Networks)
Understand how they interact with each other (Language/Culture/Content)
Deliver creative ways to intersect and engage in an authentic way
leveraging technology
Innovation plays a key role here
ENGAGE. CAPTURE. CONNECT.
CONTENT CAPTURE
4K CamerasDrones
360 Cameras Remote Control Cameras
Bullet Time User Gen
Hidden Cameras
HUMAN INTERACTION
ExperientialKinect
MoceanWearables
Projection MappingVirtual Reality
Augmented Reality
APPLICATION/NETWORKS
Interactive VideoSocial Networks
Native VideoOwned Platforms
Custom Build / AppsSocial Aggregation
Analytics
WHY IT WORKS
Celebrities draw in fans and have amazing power to influence
Philanthropy adds a layer to a story and can make magic happen