Upload
digitallabtoronto
View
150
Download
1
Embed Size (px)
DESCRIPTION
As presented to the Digital Lab by Oddcast NYC
Citation preview
Overview Presentation August 2010
About Oddcast
2
The Engagement Marketing Experts Founded in 1999, we are a social media agency based in New York City.
Track Record of Success We have created some of the Internet’s biggest hits, such as Career Builder’s “Monk-E-Mail,” McDonald’s “Avatarize Yourself,” and E*TRADE’s “BabyMail.”
Proprietary Technologies & Infinite Scale We provide end-to-end solutions powered by proprietary video, photo, 3D, augmented reality, voice and avatar platforms. We have the world's only fully-integrated platform for deployment, management, and tracking of user generated media campaigns at “Super Bowl” scale.
Awards and Accolades Oddcast campaigns have won multiple Webby Awards, an Addy Award, and have been featured on CNN, and in the Wall Street Journal, the New York Times, AdAge, MediaPost, Creativity, and many more digital and traditional outlets.
Guaranteed Results Our distribution division ensures success by driving participation of a brand’s target audience, and guaranteeing user engagement levels.
Avg. User Engagements Per Day: 1.2 million Per Month: 36.8 million Per Year: 441.9 million
Avg. User Creations Per Day: 307.4 thousand Per Month: 9.4 million Per Year: 112.8 million
By the Numbers
Clients
3
Power of Social Media
4
“...more likely to recommend”
67%
“...more likely to buy”
51%
79%
60%
*CMB-IMRT Survey, March, 2010
“Since becoming a Follower/Fan of your brand, I am…”
Greatest Hits
5
• 7.8 million users in two months • 6.42 minute average time on site • 198 countries, 7 languages • 25% visitors upload photos • 15% of visitors share • Overview Video
• 2+ million unique users • 650,000 newsletter
subscribers • 40% increase in site traffic • 24% of recipients sent their
own message • 4:30 minute average
interaction
• 29+ million unique users in first four months
• 55+ million total unique users • 150+ million messages played • 22% of recipients sent their own
message
• 2.8 million users • 3.5 million user interactions • 61% of visitors created a baby • 6+ minute average interaction
• 5% of users purchased product
• $50,000+ product sold in the first month
• Over 1.5 million users already • 4:00 minute average time on site • 68% sessions from viral content • Babies can be sent to any mobile
phone • Overview Video
Recently Launched!
6
NBC Universal -“Minion Dominion”
7
• Showcase application for “Despicable Me,” starring Steve Carell
• Use your voice (or keyboard) to issue commands to the minions
• They respond to over 100 commands
• Subservient Chicken on steroids
“play!” “race!” “slap!” “fight!”
“fight”
SAMPLE VIDEO
CLICK TO VIEW
1-click customization
Dove - “Be a Hair Star”
9
• 1-Click Facebook Connect weaves random photos into a seamless Dove video
• Transitions and visual effects are used to create the look and feel of a finished commercial edit
• Users can share their personalized video with a click using e-mail, Facebook, or by grabbing the URL and posting to their blog or personal page.
Users’ personal images inserted
into edit
CLICK TO VIEW
Monte Carlo – “Billboard Your Friend”
10
• 1-Click Facebook Connect converts your photos into a stylized billboard
• Monte Carlo headline automatically inserted into each billboard
• One click to create a full set of billboards
CLICK TO VIEW
Head tracking augmented reality
11
Head Tracking AR – Technology Overview
12
INTRO VIDEO
• Automatic tracking of head in webcam
• Overlay graphics and animations that move with the user
• No need for a marker – face is detected automatically
Turn on webcam Auto Detecting Face Visual Effects
Malibu Rum - “Maliboom-Boom Video”
13
• First of it’s Kind Augmented Reality Application
• No marker required – use your face to navigate
• In native Flash - no download required
• Record and share webcam videos of the experience
CLICK TO VIEW
Webcam tracks face in real time using Oddcast’s automatic face detection technology
SAMPLE VIDEO
Head Tracking AR – Sample Effects
14
Multiply / Mirror Face Insertion
Animated Overlays 360 Navigation by turning head
VIEW CAMPAIGN
Head Tracking AR - Photo Booth Application
15
Change accessories and looks
Change backgrounds, animations, etc!
Animated effects move with you!
Showtime / Dexter - Eye Tracking AR
16
• Mash-up of Facebook Connect and Retinal Scan
• Sleep habits quiz customized according to user’s FB profile
• Application can recognize eye movements (blink, stare, etc.)
• Tech can also recognize facial gestures (smile, etc)
Eye: Open State Detected Eye: Blink Detected
Oddcast Facial Recognition
technology with blink detection CLICK TO VIEW
SAMPLE VIDEO
Mobile Capabilities
Send 2 Mobile – BabyMail Example
18
VIDEO RECAP
Video Message Generated Online Video Message Received on Smart Phone
CLICK TO VIEW
iPhone Applications - Capabilities
19
• Oddcast has a devoted iPhone application development team
• Applications may utilize Oddcast technology (via a flash wrapper)
3D Photo-Morphing
20
Photo Morph - “Make Your Friend Confess”
21
• Most successful campaign of 2009
• 7.4MM Sessions – 1.1MM in the first 10 days
• 10:39 Average Session Time
• 77% of traffic generated by the application itself (ie: viral)
• 1.5MM shared messages
• 1.5MM photos uploaded
User: [email protected] Pass: review123 CLICK TO VIEW
Photo Morph - Avatarize Yourself
22
• 7.8MM Sessions in 2 months
• 6:42 Average Session Time
• One out of four sessions results in photo upload
• One out of six sessions results in sharing via email or social networks
• 34% of traffic generated by the application itself (ie, viral)
• 198 countries, 7 languages
• Massive blog / Twitter/Facebook presence
VIDEO RECAP
Oddcast PhotoMorph technology transforms any
head shot into a 3D rendered “Avatar” version
CLICK TO VIEW
Avatarize Yourself – Social Redistribution
23
Blog Posts… Facebook profile pics and wall posts
Twitters
Avatarize Yourself – Global Reach
24
Favorability Rating Countries
Age Demographics Gender Demographics
* Source: Sysomos Social Media Monitoring Service
Photo Morph - “Trek Yourself”
25
• 3.1 MM Sessions
• 5:24 Average Session Time
• 50% of traffic generated by the application itself (ie, viral)
• 15,200 users grabbed the application and installed it on their blog, personal site, or social profile.
Captain Vulcan Officer Romulan
CLICK TO VIEW
User: [email protected] Pass: review123
Photo Morph - “FLOTObooth”
26
• 3.1 Online and Kiosk-based campaign
• 7:40 Minute Average Session Time
• One third of all Flo’s created were shared
• One out of every four was from a player embedded on a social network
CLICK TO VIEW
EA Games – Web to Billboard
27
1. User uploads photo to create personalized video game box with their image
2. Time given for Times Square broadcast
3. User’s image is broadcast live on Times Square video billboard
SAMPLE VIDEO
Star in a Video
Video Star – “Enter the Game
29
Dynamic face insertion during video highlights
Name and image appears on stadium screen
Name appears on jersey during highlight reel
• Upload photo to appear in an action-packed soccer highlight reel
• Photo and personal information is stitched seamlessly into the video at different points
• Videos can be shared via e-mail and social network, or posted to blog or personal page with a click
VIDEO DEMO
Video Star – “My Movie Moment”
30
Alien Wizard of Oz City Slickers
Main application
Holiday “skins”
• Upload photo to appear in famous movie scenes, from Alien to Office Space
• Movie scenes change on a regular basis
• Site is “reskinned” for different holidays, with clips appropriate to that holiday
• All clips link directly to DVD purchase
VIEW CAMPAIGN
Video Star – GameStop
31
Two Holiday Promotions Generate over 500K User Engagements in less than a month
“Zombify-Yourself” “Christmas Morning Freak Out”
Dynamic Video – Face Insertion Technology
32
Goatee OFF Moustache OFF Headphones OFF Lipstick OFF Nose Ring OFF
Original Scene – No personalization
Goatee OFF Moustache OFF Headphones OFF Lipstick OFF Nose Ring OFF
…With Dynamic Face Insertion
Goatee ON Moustache ON Headphones ON Lipstick ON Nose Ring ON
…With Dynamic Face Insertion and Special Effects
DYNAMIC VIDEO DEMO
Verizon Wireless – “Commit Your Friend”
33
• Upload photos of your friends to see them in a video where they appear in the infamous “Arkham Asylum” from The Dark Knight
• Nearly 23,000 custom videos created resulting in over 500,000 video views
• Emailed videos were played an average of 2.6 times.
• 23% of email recipients created and passed along their own videos.
Dynamic 3D engine
34
3D Engine - Toy Story 3
35
• A Digital Gift With Purchase of Select Kellogg’s Cereals
• Users can customize clothing, ears accessories, eyes, and more
• Fully animated 3D
3D Engine - Svedka Fem Bot
36
• Create personalized 3D versions of the Svedka Vodka “Fem Bot”
• Upload image to insert your face into the character
• Trigger animations and send to friends with personal messages
Choose body type
Customize features and look
Choose animations and send
CLICK TO VIEW
3D Engine – Human Characters
37
3D DEMO
3D DEMO
3D DEMO
3D DEMO
3D Engine - Animals
38
• Oddcast can turn any high quality photograph into a living, breathing 3D character
• Unlimited number of animated actions can be added (swirls, flips, jumps, etc.)
• Pre-recorded audio can be added by mp3, PC microphone or toll-free phone call
• This is a quick capability demo – actual lip sync would be more precise
3D DEMO
3D DEMO
3D DEMO
3D DEMO
Voice Command 3D – Parrot Application
39
“Fly”
• Parrot responds to a wide range of commands spoken aloud by the user
• Parrot can interact with other 3D objects in the environment – change radio channels, perch on handle, etc.
• Parrot body type and colors can be changed by speaking out loud
3D DEMO
Custom audio campaigns
Sonic’s “Tater Taunt”
41
• Taunt your friends using the Sonic “Tater” character
• Customize look of Tater to reflect your favorite football team
• 58,000 Users
• 3:29 Average Session Time
• One out of four users share via email or social networks
• 46% of sessions result in audio creation
• 5 unique audios created per session
Application
Campaign Integration
Cheetos – Chester Talk
42
• Simple, monk-e-mail style application where users can type to hear their words spoken in “Chester Talk”
• Users can send messages to phone or e-mail, complete with animated Chester
• The #1 most popular application on the Cheetos website
CLICK TO VIEW
“Get Munked” & “Squeakquel”
43
• Create audio messages using 3D Animated characters from Alvin and the Chipmunks movie and “The Squeakquel”
• Dress up and customize character
• Customized music and backgrounds
• Send animated character messages via e-mail, social networks, etc
CLICK TO VIEW
Custom E-Card Campaigns
44
Career Builder - “Monk-E-Mail”
45
• Still going strong after three years of heavy use
• 57MM total users – 29MM within the first four months
• 155MM Monk-E-Mails have been sent
• 7 Minute + Average Session Time
• 22% Pass-Along Rate (Email recipients who then sent their own messages)
• Average Monk-E-Mail opened 1.6 times “The third greatest human achievement, after
only democracy and velcro.” READ CASE STUDY
CLICK TO VIEW
Kraft Lunchables - “Animal Mix-Up”
46
• Focused on younger demo, yielding fantastic engagement and conversion data
• Total Sessions: 89,000
• 8:30 Average Session Time
• 48% of visitors entered a code from the packaging
• 1/3 sessions resulted in sharing
Purina - Brand Partnership
47
“Critter Carols” “Beggin’ Time” “Friend Fetcher”
• More than 2 million users have participated in the campaign.
• Increased registration for the Petcentric.com newsletter, adding over 650,000 new subscribers.
• Generated 40% of the total traffic to the Petcentric.com site.
• Users spend an average of 4:30 Minutes interacting with the application.
• Messages were opened approximately 1.5 times each.
• 24% of message recipients went on to send their own message.
GOAL Increase awareness of the Petcentric site and build the email distribution list for the Petcentric newsletter.
PointRoll Rich Media Ads – Powered by Oddcast
48
• Oddcast has partnered with PointRoll to give marketers 1-stop shopping for cutting edge, IAB-standard interactive banners
• Oddcast widgets integrate easily into any PointRoll format
• Gain insight into how users interact with your ad through robust insights and custom reporting
• Leverage two industry leaders in rich media advertising to make your campaign a success
TGI Friday’s - “Call Woody”
49
• Goal: Get 500K new FB Fans to TGIF and everyone gets a free hamburger
• Goal attained in: 5 Days
• Video + Voice Recognition + Auto-Call in a Banner
• Winner of 2010 Webby
VIDEO RECAP
Rich Media Ad - Features
50
• Flexible: Oddcast Rich Media Ads can be implemented in pop-up banners, expandable banners and floating banners via our partnership with PointRoll
• Interactive: Oddcast Rich Media Ads enable users to customize a media experience with photos, audio, text and other customizations, guaranteeing deeper engagement
• Viral: User creations can be emailed and shared throughout blogs and the social net to drive greater participation
• Trackable: Using PointRoll’s proprietary serving and tracking tools, advertisers can glean useful insights from these banners
Rich Media Banner – Sample Pop-Up
51
• Oddcast user-generated campaigns can appear in banners, pop-ups, or any rich media advertising
• All interactivity can take place directly in the pop-up, resulting in strong brand impressions without demanding click-throughs
Rich Media Example: Vonage
52
• Vonage reduced CPA by 93%
• Progressive messaging
• Content based on geography
• 2.5% click through rate
Rich Media Example - BP Baby Mail
53
• The holiday email campaign saw an 87% open rate.
• The pass along rate for emails sent from Baby Mail was 19%
Rich Media Example - House
54
• Artificial Intelligence-driven ‘live’ chat with Hugh Laurie of Fox’s House.
• Character responds to user questions and comments with funny quips and other A.I. driven responses
• Banner had 3 minute average engagement time
Reality is almost always wrong
Pretty much all the drugs I prescribe are addictive and
dangerous
It does tell us something.
Though I have no idea what.
Rich Media Example: Killington
55
• Banner urged rollover for deals, ski conditions, and events for the ski resort.
• Rollover/open rate was 3%
• Click through to Killington’s “The Buzz” landing page was 1300x more than previous standard .gif banners.
Launched 6/20/07 and is Still Live
Fashion show blog featuring celebrity designers and editors
Interactive Blogs
Objective: Create Buzz and monetize Oddcast technology by selling pre-roll ads, distributing mov versions of the episodes to ITunes, IPhone and other sites for promotion.
Nominated for:
Call to Action Content Delivery
• Website avatar character helps guide towards special deals and offers.
• Increased traffic to super savings by 85%
I see you are renting a car in LA. We have a special deal for you!
Oddcast Platform
Process
59
Creative & Strategic Consultation
Experience Design
Coding, Technical & Hosting
Seeding, Distribution, and Launch
Reporting & Optimization
Collaborate to develop creative concepts that will engage users and create brand impact. Define successful metrics and set realistic goals.
Develop the user experience flow and application interface design or integrate client provided design.
Technical implementation and coding of the application
Distribution, P.R. and other “seeding” activities in conjunction with campaign launch
Real time reporting on all user interactions, including e-mails sent, creations, time on site, and more
How Oddcast helps create successful campaigns
Reporting Snapshot
60
Total Sessions Viral Traffic vs. Direct Traffic
Average Engagement Time % of Total Sessions Resulting in Photo Upload
% Total Instances of Sharing
Sent Message Character Popularity Widget Installs by Domain
• “Viral” = Sessions initiated from content created in the application
• “Direct” = From users navigating to the application page
• “Sharing” = All instances of sent emails, grabbed URL’s and embed codes, and social network sharing
Reporting Example
61
User Sessions Player Sessions
Total Interactions
USAGE SUMMARY: 4/6 – 4/21
Total Interactions 535,328
User Sessions 245,944
Viewer Sessions 289,384
Viral Sessions 48%
Avg User Session Length 5’ 26”
Emails Sent 10,587
Email Open Rate: 133%
Email Pass-along Rate 12%
Posts and Grabbed URL’s 21,312
Summary
Moderation
Moderation “dashboard” for real-time content screening • Moderate user media uploads, including photos, video and audio
• User uploads can post automatically or require moderator approval
• “Bad Word Filter” for Text To Speech applications
• Includes phonetic and ‘work-around’ spelling variations and bleeping
• Partners can customize filter by adding or removing any words
• Oddcast can also provide managed moderation for an additional fee
62
Guaranteed Distribution
ACTIVITY ENGAGEMENTS
Analyze
• Research deep dive, competitive study • Audience ethnography • Targeting plan
Distribute
Oddcast Network
• Extensive PR including joint press release • Distribution cross Oddcast-controlled hubs • Targeted mailings and social media postings to tens of thousands of
influencers
10,000 - 30,0000
Partner Network
• Includes Oddcast Network (Per Above) • Social distribution across primary hubs (Facebook, etc) • Placement on targeted niche blogs • Select demographically appropriate entertainment/lifestyle sites
150,000 - 250,000
Big Seed Network • Includes Oddcast, Partner Networks (Per Above) • Extensive distribution to social media influencers (Twitter, etc) • High profile placements on entertainment hubs and destinations
750,000 - 1,250,000
Optim
ize
• Detailed qualitative and quantitative tracking integrated into Oddcast’s R/T reporting dashboard
• Deep analysis and recommendations
Distribution – Guaranteed Engagements
64
Distribution Case Study - Wet
65
• Oddcast launched “The World’s Greatest Lover” just prior to Valentine’s Day 2010
• Distribution plan included targeted outreach to consumer, trade press and relationship/sex bloggers (including Wet samples for top 50 trafficked influencers)
• Spoof video campaign received massive coverage in New York Times
• Active management of promotion-specific Twitter account; Facebook app targeting
• Campaign tracking to over-deliver on guaranteed engagements
E-learning & customer service
E-Learning Solutions - Chase
• Enhance Marketing and Sales efforts through interactive communication
• Utilize audio / visuals to convey a clear and engaging message
• Emphasize brand differentiation
• Ensure employees NATIONWIDE are clear on the company’s unique positioning and brand identity
Chase internal training application for sales and marketing team
67
CLICK TO VIEW
User: demo Pass: mynewdemo
Comprehensive Training Center - Chase
• Full custom training simulation center to educate sales and marketing team on brand messaging and key promotions
• Includes Interactive classrooms, avatar guided Q&A, and other features
• Animated speaking characters bring scenarios to life and enhance learning
68
CLICK TO VIEW
User: demo Pass: mynewdemo
E-Learning Solutions - The Children’s Place
• Proven to increase sales by effectively conveying best practices
• Effectively utilizes both senses of sight and hearing
• Provides engaging interactive human element that audience relates to
• Increase user engagement / interest levels in content / Cool!
Result:
TCP increased enrollment for their “PLACE” card by 29% through Avatar training!
Avatar-based learning center for “PLACE Card” sales team
69
CLICK TO VIEW
User: demo Pass: mynewdemo
Online Training - Other
Cicso: Sales Training Nexium: CME / Prescription Training
GSK: CME / Prescription Training Oracle: Sales & Marketing
70
Smart Bots & Artificial Intelligence
71
Pharma campaigns
Nexium & One-a-Day
73
• Nexium travel post-card messages
• Offered free samples
• Creative spoke directly to targeted demographic (retired babyboomers)
• Impactful visualization of support for breast cancer research
• Included a printable coupon for consumers
• Bayer donated money on behalf of every person who pledged support
Aleve
74
• User Generated Audio Deployments
• Brand awareness campaign
• Ran competition to promote the power of feeling good (with Aleve)
National Suicide Prevention
75
• User-driven messaging on suicide prevention
• Users tell their individul stories, which are postedanonymously using Oddcast avatar characters
• Users can hear others’ stories without identity ever being compromised
GSK / Glaxo Smith Kline
76
• Goal: Increase awareness for the importance of the Flu shot and increase sales of their Fluarix brand Flu Shot
• Open rates for their monthly emails had been minuscule.
• They incorporated speaking avatar messages within their emails as hyperlinked image
• Distributed to over 50,000 healthcare providers
• Achieved a 100% open rate! • Brought static print brochure to life in an effort to
increase sales to Doctors and Pharmacists
Nexium
77
• Nexium interactive doctor driven by Oddcast character technology
• Simple Q&A interface helps users determine and identify if they are at risk
Acne Medication
78
• Application ran on-line and off-line (DVD)
• Doctors distributed the DVD and brochure with login info
Rozeram
79
• Rozeram – “Your Dreams Miss You” campaign
• Extended the existing brand equity from TV to Digital
Advil
80
• Avatar-driven banner illustrates the power of Aleve
• Character animates within banner, creating brand impression without demanding a click-through from the user
APPENDIX
Jamba Juice
82
Nokia
83
Talk Talk
84
Dell
85
Breyers
86
Technologies
87
CHARACTER VOICE
Avatars Animated, customizable talking character applications
3D PhotoFace Transforms any photo into a 3D avatar
3D VideoStar Lets users put themselves into movie scenes
Character Morph Create a 3D Morph from any two images
Voice Recording Record by Phone or Mic Add your voice to talking characters
Text to Speech Type to make characters speak or sing
Voice Morphing Transform naturally recorded audio to different voices
Auto Call Send custom phone messages with a click
SHARING & PLATFORMS
Core Sharing Engine Share social media through dozens of sharing options including YouTube and Twitter
Oddcast for Social Networks Stage user-generated applications in Facebook
Oddcast in a Banner Create full social applications within a banner
The proprietary technologies that power our campaigns
Developer Packages are also available for small-scale character deployments, large-scale character deployments, audio customization, and voice creation/recording functionality.
AUGMENTED REALITY
3D Augmented Reality Manipulate 3D objects and characters in your hand. Complete with animations and interactivity.
Enhanced Webcam Graphics Overlay animated graphics onto user face in real-time
Head Tracking Pick-up and track users’ faces in the webcam without using a marker or print-out