biomarketing-fullsix

8/7/2019 biomarketing-fullsix

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TheTrendWatchby FullSIX Group Do not distribute or reproduce without authorization

Biomarketing

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TheTrendWatchby FullSIX Group Do not distribute or reproduce without authorization2


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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' =life1.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 98.2F integration

Biomarketing strategies natively involve humans and life

at the core of the brand communication,

product development, and consumer relationship

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Biomarketing media plannersconsider usage

as much as reach



8/84TheTrendWatchby FullSIX Group Do not distribute or reproduce without authorization

Everyday 65 million peopletell the world what they like!

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Since Aprils launch of the open graph, over 350k

sites have added the like feature to their website.


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AREAL world of

endless opportunities

for brands

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especially when the online cost

per contact is way below other

mediaSources: Morgan Stanley, Media Dynamics, comScore, Ben Swinburne

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

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and 42% of all consumer sales

are initiated onlineSources: eConsultancy

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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


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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


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Biomarketing strategic plannerssee digital as real life



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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 yearwith Plancast

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

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Foursquare just passed

100 million checkins!


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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



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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 to35,000 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.


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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


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USA - Citibank is testing a smart credit card

that lets you pay at the point of sale with yourloyalty 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.


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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 farApple 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 builtright into the

complex layered

circuitry of the

iPhone (or iPod

Touch) screen.


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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.


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Biomarketing creative ideastell the real stories of real people

performing in real events



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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 toMessi'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 forMessi's final stop

- Tower Hamlets -

organizers were

forced to cancel

because an

overwhelming 3,000

fans flooded the

venue.


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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


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WORLDWIDE - YouTube top 100

most viewed videos by type

Sources: TubeMogul

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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.


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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 whochecked 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!


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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


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Biomarketing strategies

unleash the power

of real people doing real things


i " "


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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


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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


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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 interactivityto all kinds of media,

redefining storytelling,

news, entertainment, music



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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 C t d ifi ll f th iP d b T l f N th A i


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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 and

twitted 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


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SPAIN - Cmo 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.


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PORTUGAL - the AXE "Dry or Die" campaign

transforms a TV commercial into a real game

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Biomarketing

forces advertisersto refocus on basic values

like trust, transparency, fun,

health, sustainable development



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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!


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SWEDEN - Ikea bringspeople to their

kitchen with a

premium cooking book

called "homemade is

the best"

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WORLDWIDE Greenpeace wants


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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"


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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


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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 subscribers

12 million Groupon sold

$500 million saved in North America

And 120 me-toos on the US market so far

USA - Gap smashes sales record


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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

/ i i "i i "


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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 - Levi s is pioneering social shopping

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USA - Launch a free storefront on facebook


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in 10 minutes with "Payvment"

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


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q , pp g

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2 billions videos

streamed per day(sources: techcrunch)

YouTube is the 2nd

largest search engine


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

WORLDWIDE - With the new Twitter best results dont just


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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.

Theyre wrong.

People love it as a source

for sharing real time news

and information.

As a result, twitter has

become the worlds fastest

growing search engine.

It now reaches 24 billion

search per month. More thanBing (4.1 billion) and

Yahoo (9.4 billion)

combined!


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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


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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 onlinebanking customers already

use mobile services such as

texting or apps for smart

phones.

USA - Netflix is now available in iPhone iPad connected


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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"


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p

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 On average iPhone ownerdownloads a total of 37 apps


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In June 2010 iTunes passed 5 billion downloads,and the last billion took place in the last 2 months

at a rate of 16.7 million download per day day

Source: Apple

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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USA The NewYorker knows about your everyday iPad needs

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Thank You!TheTrendWatch.com

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