The Trendwatch #12 - Biomarketing

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Biomarketing

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TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization2


Technology has deeply changed the way we think, live, communicate, perceive brands, and purchase products...

But ironically, the last huge trend of marketing is to refocus on what's really important: Life

Introducing The TrendWatch #12

BIOMARKETING

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Biofrom Greek 'bios' = life

1. indicating or involving life or living organisms(biogenesis, biolysis)

2. indicating a human life or career (biography, biopic)

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What really matters now?

Blood and Flesh

True stories, real life, live events, instant promotions, useful help, tangible benefits…

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From 360° to 98.2°F integration

Biomarketing strategies natively involve humans and lifeat the core of the brand communication, product development, and consumer relationship

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Biomarketing media planners consider usage as much as reach



Everyday 65 million people tell the world what they like!

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Since April’s launch of the open graph, over 350k sites have added the like feature to their website.


A REAL world of endless opportunities for brands…

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…especially when the online cost per contact is way below other media… Sources: Morgan Stanley, Media Dynamics, comScore, Ben Swinburne

Note: Based on 2009-2010 rates, all media measured per adult (not per household), low estimates for traditional media includes advertisement aimed at mass market (no demo targeting), Average estimates for TV include early am + daytime + early news + primetime + late evening, and are based on upfront pricing.

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$3Internet

$5Out-of-Home

$10Radio

$12Cable TV

$15Newspaper

$16Magazine

$20Syndication TV

$28Broadcast TV

Average Advertising Cost per Thousand Impressions by Medium (2009-2010)


…and 42% of all consumer sales are initiated onlineSources: eConsultancy

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42%Salesinitiated online

58%Salesinitiated offline


What's mass?

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Lady Gaga and Justin Bieber Race to 1 Billion YouTube Views!

If both artists continue at their current rate, Gaga will beat Bieber to the punch by reaching 1 billion views around October 20. Bieber is expected to reach the milestone around November 1.

Only 18% of traditional TV campaigns generate a positive ROI


⅓ of US teens send over 100 text messages per day

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What's mainstream?

The average facebook user creates 90 pieces of content each month

The average facebook user is connected to 80 community pages, groups and events

The average facebook user has 130 friends

50% of mobile internet traffic in the UK is for facebook

Biomarketing strategic plannerssee digital as real life



JAPAN - With the new Nintendo 3DS you can literally play 24/7

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USA - Discover what your friends will do in one day, one month or one year with Plancast

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WORLDWIDE - Get ready! It's Foursquare's Mayor War

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Foursquare just passed 100 million checkins!


CHINA - "Duo Guo" brick and mortar retail stores sell digital goods only (games, ringtones, softwares) to 500 million mobile phone users

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USA - Teach your phone some cool tricks with the new Google Voice

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JAPAN - Equipped with a camera the "PanelDirector" billboard digs into a database of more than 10,000 patterns to accurately determine the gender and approximate age of the individual.

With that info, it can then show off a targeted advert, appropriate for the viewer.

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USA - "Entrusted" takes care of your digital assets after your death

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Biomarketing technologyuses data to bring (your) life to all kinds of objects



ISRAEL - Coca-Cola brings the "like" concept to real life with a RFID wristband

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The 650 visitors who were in the village at any one time contributed to up to 35,000 pieces of content per group over their three day stay. Each visitor posted an average of 54 branded pieces of Coke merchandise to their facebook page.


USA - Domino's Pizza tells you (and your friends) exactly where your food is

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FRANCE - Parrot introduce the "AR.drone" an iPhone controlled helicopter with live camera and augmented reality games

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CHINA - Volkswagen transforms a simple piece of paper into an augmented reality game, driving 50,000 players to register


USA - Citibank is testing a smart credit card that lets you pay at the point of sale with your loyalty scheme points as well as regular money.

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The solution developed by Dynamics Inc. is potentially more secure than "traditional" cards, since it's far harder to clone, and it expands the capabilities of point-of-sale systems at zero extra cost.

Citi Bank has been trying the technology on a small scale, and will roll out a much bigger-scale trial starting in November.


WORLDWIDE - Apple leads the way towards mass usage of simple and people-focused mobile services

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My credit card inside iPhone5?

It seems increasingly certain Apple is going to bring RFID into common usage with the iPhone5 for 2011 because new patent shows just how far Apple has gone with design thinking for RFID.

The patent shows how an RFID loop, powerful enough to act as both RFID tag or a tag-reader, can actually be built right into the complex layered circuitry of the iPhone (or iPod Touch) screen.


SPAIN - Diesel brings all your facebook friends into the fitting room

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UK - Nokia connects your Burton snowboard to transform your rides into a social game

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As well as sharing tricks and runs with friends via social media integration, Nokia and Burton are hoping that riders will be able to use the unique datasets to create practical, engaging and beautiful visualisations.

Biomarketing creative ideas tell the real stories of real peopleperforming in real events



UK - Adidas lands the soccer legend Lionel Messi in the middle of 11 random games, creating an unbelievable experience for thousands of passionate fans

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The adidas organized events were spread entirely through clues seeded via the brand's Facebook group and UK football blogs in just four days leading up to Messi's arrival.

Over 1,000 fans queued up at Brick Lane for the chance to be one of 50 people to swap old football boots for a brand new signed pair of adidas F50 adiZeros. When it came time for Messi's final stop - Tower Hamlets - organizers were forced to cancel because an overwhelming 3,000 fans flooded the venue.


FRANCE - Ken Block smokes some tires and youtube with 2 million+ views after only 2 days

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Monster, DC's Shoes, and Ford score one of the top 10 viral ads of all times


WORLDWIDE - YouTube top 100 most viewed videos by type

Sources: TubeMogul

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17.2%User Generated

4.7%Advertising

43.2%YouTube Partner

34.9%Unofficial and pirated


USA - Gatorade replays the match

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Online activity included the workout programmes used by the now middle-aged men to get back in shape, and a Facebook app to allow followers to reunite their own sports teams.

Gatorade saw sales in the region where the contest was held soar by 63% and the campaign generated more than $3m worth of media coverage.

It appeared frequently in sports news roundups on channels including CNN, from the use of just $225,000 of paid media.


USA - Old Spice includes just about everyone in its last campaign, boosting sales by +107% and driving the brand to become #1 of the category

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AUSTRALIA - Coca-Cola launches a "coke machine fairy" hunt on foursquare

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USA - McDonald's increased its foot traffic by 33% during "foursquare Day", simply offering 100 gift cards to the people who checked into one of McDonald's 14,000 stores on April 16.

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That's a 20 million customer difference, for a total cost of measly $1,000!


WORLDWIDE - Smirnoff celebrates the dance culture of major cities across the globe, and everyone can suggest their ideas for themes that best represent their home country.

While the campaign incorporates Facebook at its heart, it also includes a global partnership with MTV (who will drive the collaboration through webisodes and news segments hosted on the MTV site), a blogger affiliate program, a mobile channel, local PR drives and a traditional approach featuring TVCs.

The TVCs will be cut together incorporating uploaded clips of users describing their ideal party.

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NORWAY - The Samsung "Shakedown" live experiment makes you win real phones after they crashed

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WORLDWIDE - Enter the Volkswagen "real racing" GTI iPhone game and win a real car

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As screens get smaller, apps get bigger!Currently 1 out of 4 U.S. adults use them

Biomarketing strategiesunleash the power of real people doing real things



USA - With "Twelp Force" everyone can now ask real time questions via twitter to all Best Buy experts

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DELL says 6.5 million in sales comes directly from twitter


USA - Field agent, the first app that pays you! Accept and complete simple tasks (like taking a photo) directly from your iPhone and get paid

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WORLDWIDE - Life In A Day is a historic global experiment to create the world's largest user-generated feature film: a documentary, shot in a single day by you, produced by Ridley Scott and directed by Kevin Macdonald

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FRANCE - Thanks to Nike's "Chalkbot" you can paint your message on the roads of the Tour de France

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EUROPE - True City is an application that unlocks the best of your city: real community, real exhibitions, real concerts, real sports events, real cool places, and of course: real Nike promotions!

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Biomarketing brings interactivity to all kinds of media, redefining storytelling, news, entertainment, music…



WORLDWIDE - Arcade fire partner with google to use HTML5 and street view for their last song "the wilderness downtown"

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USA - ABC's new show "My Generation" is the first TV+iPad full experience

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The Nielsen "Three Screen Report" released in Q1 2010, shows that 59% of Americans are now surfing the Internet and watching TV at the same time


USA - Created specifically for the iPad by Tools of North America and Domani Studios, "Touching Stories" allows users to interact with the narrative by touching, shaking and turning the device

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FRANCE - You decide the end of the new Tipp-Ex campaign on YouTube

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23 million+ brand channel views

#1 most viewed, and subscribed commercial content in france

In less than 5 days, the campaign teaser has been seen more that 4 million in over 200 countries!

The campaign has been published by hundreds of blogs, shared more than 120 000 times via Facebook andtwitted more than 10 000 times

The campaign has appeared on television, the radio and in press articles (on and off line)

Each Internet user:- Spends, on average, 6 minutes viewing the campaign, whereas the usual average time spent is 2 minutes- Makes more than 15 key-word requests during a visit- Views more than 19 pages on average


SPAIN - ¿Cómo quieres llegar? You choose how you want to ride the Adidas interactive street!

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WORLDWIDE - Microsoft's Xbox "Kinect" is the first interface that uses your body as controller to reach mass market

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BELGIUM - AXA launches its app with a print+iPhone interactive ad

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WORLDWIDE - FOX's smash hit TV show Glee, syndicated across 21 countries, with a peak of 13.6m viewers in the US alone, has amassed a global fan base with one of the best selling iTunes apps.

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Such a spike in popular culture has not gone unnoticed by brands.

A high profile association with Unilever's Dove Hair Care sees adverts for the brand reflecting the show's musical nature, and a daily competition to win everything from free haircare products to a VIP styling package and a trip to the set to meet the stars.


PORTUGAL - the AXE "Dry or Die" campaign transforms a TV commercial into a real game

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Biomarketing forces advertisers to refocus on basic valueslike trust, transparency, fun, health, sustainable development



USA - Domino's tells the truth behind the perfect TV ad pizza

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…and asks you to upload your real life photos to compare!


SWEDEN - Ikea brings people to their kitchen with a premium cooking book called "homemade is the best"

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WORLDWIDE - Greenpeace wants facebook to unfriend coal

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USA - Coca-Cola and Walmart recycle together

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USA - Amex members take charge of making difference

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USA - A mix of skype, facebook and your preferred doctor, "Hello health" is simply medical care as you wanted it

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USA - 37signal's last book "rework" contains simple stories with names like "Meetings are toxic","Decommoditize your product" and "Underdo your competition" reacting against traditional structures and outlining a philosophy towards people and culture.

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Biomarketing leverages social interactionsto build sales, and optimize ROI

We call it "Buy-ology"



BELGIUM - 1 like on the Skoda facebook page gives you a 2 euros discount on a new car… Line your friends' up!

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USA - Groupon is the fastest growing internet company and a pure social phenomena

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18 million Groupon subscribers12 million Groupon sold$500 million saved in North America

…And 120 me-toos on the US market so far


USA - Gap smashes sales record with a Groupon promotion!

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The national promotion resulted in income of $11 million from sales of a $25 coupon worth $50 of store merchandise to over 440,000 shoppers


JAPAN/USA - Is Gilt Group and its "invite only" community the future of retail?

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Gilt, with more than 2 million members, did $97 million web sales in 2009


USA - Levi's is pioneering social shopping

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USA - Launch a free storefront on facebook in 10 minutes with "Payvment"

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UK - FCUK launches "YouTique", a mix of YouTube and shopping

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2 billions videos streamed per day (sources: techcrunch)

YouTube is the 2nd largest search engine

Biomarketing has already changed the web and your life, putting people's needs before the brands agenda



USA - Wired claims "The web is dead"Read the full article here: http://www.wired.com/magazine/2010/08/ff_webrip/all/1

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… and brand websites as destination are in danger:

Coca-Cola.com unique visitors fell more than 40% to 242,000 vs July YAG… But on the flip side, the Coke facebook page has 13 million+ fans

Oreo.com is also down 73% to 321,000, but counts 10.5 million facebook fans

http://www.wired.com/magazine/2010/08/ff_webrip/all/1

http://www.wired.com/magazine/2010/08/ff_webrip/all/1


WORLDWIDE - With the new Twitter, best results don’t just show up in a search engine, they show up in real life

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Many think of twitter as a social network.

They’re wrong.

People love it as a source for sharing real time news and information.

As a result, twitter has become the world’s fastest growing search engine.

It now reaches 24 billion search per month. More than Bing (4.1 billion) and Yahoo (9.4 billion) combined!


WORLDWIDE - Facebook launched "places" bringing Location Based Services to 500+ million people

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USA - Chase Bank launched a full suite of mobile banking services that allows you to deposit a check from your phone

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Bank of America, the country's largest bank, says 17% of its online banking customers already use mobile services such as texting or apps for smart phones.


USA - Netflix is now available in iPhone, iPad, connected TV, apple TV… And you phone can now stream it on any TV!

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USA - CNN with "iReport" and "NewsPulse" reinvent journalism around the reader

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WORLDWIDE - the world's biggest music store introduces "Ping": an embedded social network that allows people to recommend and discover new (iTunes) music

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WORLDWIDE - The app race

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In June 2010 iTunes passed 5 billion downloads,and the last billion took place in the last 2 monthsat a rate of 16.7 million download per day day

Source: Apple

On average iPhone owner downloads a total of 37 apps, and one paid app per month

Source: Nielsen


USA - "The NewYorker" knows about your everyday iPad needs

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Thank You!TheTrendWatch.com

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The Trendwatch #12 - Biomarketing

Technology

Transcript of The Trendwatch #12 - Biomarketing