English version of Grape Digital Trends Newsletter #4

1. GRAPE
Digital Trends
Newsletter
#4

2. The objective of the conference is to create a platform for exchanging
international experience, to sum up the achievements in digital
communication of this year and to demonstrate the trends of the
nearest future.
One of the objectives of the conference is to demonstrate the clients’ viewpoint on the
key aspects of working with consumers in interactive media spheres. Besides, executives
of leading international agencies and research companies will present their reports.
More www.digitalconference.ru To ask questions, email: event@grape.ru

3. с4 best practices
с9 online marketing
с13 web 2.0
с16 mobile marketing
с21 interactive media
с25 communications 3.0
с28 sensational marketing
с30 innovations in media
с32 digital lifestyle
с39 innovations in web
с42 statistics and analytics
с47 trends

4. Best practices

5. Searching for treasures and adventures with
Levi’s
Levi’s has launched a new game. “The G.O. IV
Fortune“ is based on the stories about life and deeds
of a legendary discoverer and researcher Grayson
Ozias IV, who was a friend of Levi Strauss Natan’s
nephew.
The game is in fact a quest the aim of which is to find
$100 000, which Ozias hid a hundred years ago. The
users start listening to enigmatic recordings which
were created by the explorer during his adventures.
Hidden inside are the secret codes which should be
disclosed; there users must find keys hidden in the
real worlds, put them in and to get an artifact with a
new secret. It is a quest after treasures when every
step is a new key to the puzzle.
The game will have been finished in the middle of
November when the last trial will be revealed for
100 finalists. They will simultaneously receive the last
http://goforth.levi.com/fortune piece of the story and the first one who achieves the
aim will win $100 000.

6. The fun theory from Volkswagen
In September Volkswagen launched a project
(www.rolighetsteorin.se), the aim people’s behavior human
behavior through fun. In mid-October the campaign
enjoyed huge public attention due to one of the project
cases, which is called “Piano Staircase” (herewith, the Swiss
version of the same promo was not that successful).
The promo website encourages users to send their ideas
which would demonstrate how to change usual objects of
the reality. The winner will be announced on December, 15
(initially – November, 15) and he will be awarded 2500 euro
in cash.
http://www.thefuntheory.com/
http://www.youtube.com/watch?
v=2lXh2n0aPyw

7. A symphony from Vodafone New Zealand
This is a unique music interpretation of
Tchaikovsky overture 1812. 1000 cell
phones, 2000 text messages and impressive
video which demonstrates how to spend
fascinating time while communicating with
each other. Here you can find a detailed
story retelling how the symphony is played
with 53 other melodies.
http://www.youtube.com/watch?v=R3nSoEhY8SM
http://www.vodafone.co.nz/symphonia/

8. Trust, but verify
Samsung offers its users to check an
immortal B2100 model through digital
technologies. We face a room with working
video cameras and 70 phones which can be
put to the test with a vibro ring.
When a certain number is called (and each
phone is marked and it is possible to call the
one which is the closest one to crash), the
vibration moves the phone and it falls on the
stone floor or into the fish tank with fish,
and the phone continues to work! It is
possible to call it even when it is under the
water, thus Samsung overtakes the content
which Youtube users will create while testing
http://www.samsungshakedown.com/ this model.

9. Online marketing

10. Rich-media campaign for iPod
An example of using rich-media
opportunities when placing online
advertisement which demonstrates not only
the users’ mood created by a new Apple
gadget but also the experts’ expertise: that
is how a user can use the product in real
the life.
http://www.youtube.com/watch?v=W6Oj9nxPXyA
http://www.youtube.com/watch?v=7_f6yAi2a0Y

11. Daughters - Mothers 2.0
Telstra, an Australian telecommunication brand
reconstructs lost connections between parents and
children.
The first “Mum. 2.0. Digital Makeover” is an unusual way
to attract adult audience, to attract attention to your
services. It is true that mobile communication, internet and
communicational services can encourage the increase in
communication between people, in a family, especially
when teenagers move into the adulthood. Mothers from
all over the world can use manuals, which reveal specific
features of the digital world, which has changed – it is new
world of their children. The project found more that 2000
friends on facebook in a week.
Slang, different interests, new friends…Children are
moving away from their parents. The brand created a “Call
Mum” project for the latter ones. It calls out to remember
your parents and that there is nobody better than them.
And, if you are lucky, your mom can win a prize – a cell
phone which is randomly raffled among all the registered
http://www.callmum.net/digitalmum/index.php moms.
http://www.callmum.net/

12. Snowboard revolution
Shaun White and RedBull make a new step
in snowboard development and tell about it
online. In distant Colorado mountains
RedBull built a huge pipe to enable the best
snowboarder opened the season with new
tricks and superhuman discoveries which
will be available to users since November
2. But even now the video which saturates
the website makes the viewers dream about
slopes, wind and the adrenaline of the
descent.
http://www.shaunwhite.com/projectx

13. Web 2.0

14. English black PR
Liberal democrats have mocked the
Labour party members and the
Conservatives really well.
The Speechbreaker project makes it
possible to compose your “historical
speech” from fragments taken from
Gordon Brown’s and David Cameron’s
speeches.
It is not enough to laugh on your own. You
can also share your version with friends by
uploading this promo to Youtube. The
Liberals are presented only with one
version, which demands to elect only one
party.
http://www.speechbreaker.co.uk/

15. Desires 2.0 shape goods display
This is a recommendation service for
good. On the basis of wish lists the system
shapes a list of interesting goods. Each of
them has a link which you can click to go
to the webpage of the shop, which sells
the selected object.
So far the website exists due to invitations
system.
The website has an easy and clear
monetization: shops pay when clients click
the link or buy something from the server.
http://svpply.com/

16. Mobile
marketing

17. Zipcar Appliction from App Store
Zipcar, a widely spread network which renders
rent service, raises the bar of the technical literacy
of its clients with its new iPhone application.
Zipcar free application automatically shows the
nearest offices on the map. When you click an
office, cars available for rent and their prices are
demonstrated.
The application enables permanent clients to rent,
change, prolong and cancel the reservation. The
“Drive” is a special feature, which makes it
possible, with a touch, to open, to close the car and
even to beep the klaxon of the reserved car.
http://www.zipcar.com/iphone/
http://www.youtube.com/watch?v=rCO0jFoJ1xY

18. Layar brings the augmented reality browser to
the iPhone platform.
Apple allowed the application created by
the Dutch company Layar to enter the
App Store. First time when this augmented
reality mobile browser was demonstrated
last year at Mobile 2.0 Europe exhibition
in Europe. Then it worked with the
Android platform. Throughout year 2009
Apple did not accept a single application
which used the functionality of combining
reality and virtual content. (Yelp
application was the only one which
succeeded to get through by concealing
this option from the App Store
administration). Finally they did it!
http://layar.com/

19. NIKE ID on iPhones
NikeID is in your hands: make your
crosses, share impressions online, order
and demonstrate them on yourself in real
life.
http://www.youtube.com/watch?v=d_xAAHVhXRI
http://itunes.apple.com/WebObjects/MZStore.woa/wa/
viewSoftware?id=332640529&mt=8

20. Toyota Prius Application in Times Square
Toyota enabled New Yorkers to express
their attitude to the popular model of the
hybrid in Times Square from October, 26
until October, 28. Every iPhone owner had
a chance to demonstrate their pattern to
the whole city on the Reuters billboard.
The patterns were drawn by the Prius
Experience application and downloaded
from the ITunes Store.
http://www.youtube.com/watch?v=Vix2GkK1FJU

21. Interactive
media

22. Sniff – a public interactive projector
You are walking down the street and
suddenly you approach a dog. It is
alarmed, it guards the territory and it
is trying to attract attention. It follows
you all around and depending on the
situation meets you either tenderly or
aggressively.
Sniff is an interactive technology, which
is projected on shop windows. It reacts
to people by catching movements in
pre-shop space. The artificial intellect
of the project enables it to
communicate with passers – by, to
change behavior and to involve them
into communication.
http://www.gravitytrap.com/sniff/
http://vimeo.com/6421688 http://vimeo.com/6400266

23. Where is Dexter?
If you went completely bugs from
soap operas, a short video quest
from Dexter will make things only
worse. All you need is to look for
the maniac in the crowd and to
point the avenging mouse cursor at
him. And thus level by level, promo
by promo, day by day, year by year
until Dexter knocks your door.
http://www.youtube.com/watch?v=QyQ1W5GD6D8

24. A new series format?
HBO, a new American cable online channel
has launched a new project “It’s more than
you can imagine”. The objective of the
project is to demonstrate the aspiration to
break the boundaries, to change the
perspective and to create a truly new
experience.
The plot unfolds, and the user can
influence it, for example – to watch a scene
from a different perspective, which makes
it possible to notice what was hidden
behind the scene. Each viewer randomly
builds the sequence of scene in which the
characters and the events unfold with new
shades and intonations.
The production quality and the way the
actors act demonstrates a truly new
format of a TV show. It is a real
http://www.hboimagine.com/ convergence of TV and digital.

25. Communications 3.0

26. A U2 concert on Youtube
A U2 concert was webcast live on Youtube. It was
the largest concert that has ever been cast via a
video hosting. Almost 100 thousand people saw it
life and 10 million people all over the world could
watch it online for free. Unfortunately the webcast
is available for a limited number of countries (the
USA, the UK, France, Canada, Italy, Spain, Japan,
Brazil, Australia, New Zealand, Ireland, Mexico,
India, Israel, the South Korea and the Netherlands.
Youtube has been experimenting with video
streaming for a while, but so far there are no clear
plans for this direction development.
http://www.youtube.com/watch?v=W2xae9dcAVg

27. The Foo Fighters stream concert on Facebook
The Foo Fighters stream concert took
place on Facebook on October 30. It was
cast right from their Studio 606 in Los
Angeles. Unlike the U2 there was no huge
real audience, just online users were
present there. Live video was created with
Livestream.
http://www.facebook.com/event.php?
eid=317195110480

28. Sensational
marketing

29. My Sky Status from Lufthansa
Lufthansa has found an innovative way to attract the
Internet users’ attention to its brand. Free service
MySkyStatus enables passengers to sign up for an
automatic update of their status on Facebook or on
Twitter. It is available to all air companies in the world.
MySkyStatus posts regular information about the
departure status, the height, the location and the arrival.
MySkyStatus reminded of the FlightCaster project,
which makes it possible to learn about the situation
with the flight (if it is delayed/cancelled earlier than the
airport information services will announce it. раньше
службы оповещения аэропортов.
https://myskystatus.com//

30. Innovations in media

31. Video Painting from Sweatshoppe
Sweatshoppe is a multimedia project
from Blake Shaw and Bruno Levy, which
enables artists to paint video onto any
surface with a LED roller. The technology
makes it possible to connect video,
architecture and the artist’s creative
potential in a single performance video.
LED rollers paint the pattern by catching it
from the video cameras angle, then lines
are shaped and a video stream is projected
onto them.
http://vimeo.com/7012935/
http://www.sweatshoppe.org//

32. Digital lifestyle

33. Facebook, Twitter and Last.fm enter Xbox
Microsoft develops the social
opportunities of its game platform. A
chance to socialize within your own
accounts appeared in Twitter, Facebook
and Last.FM
The only minus is that it is very
inconvenient to type in the text if
you do not have an additional
keyboard.
http://www.xbox.com:80/en-US/community/

34. A laptop concept from OLED panels
Orkin Design’s Rolltop is a futuristic
impression about possible use of OLED
technologies and PC industry. The
constructive solution is convenient for
carrying, exterior functional elements are
not present (the controls and the
keyboard are on the panel), if necessary,
the whole surface turns into a
presentation screen.
We would like to remind that Sony has
already demonstrated the concept of a
flexible laptop at the CEATEC 09
exhibition.
http://www.youtube.com/watch?v=7H0K1k54t6A

35. iDriver - iPhone as a car control
An application for iPhone, developed by
computer specialists from Berlin's Free
University makes it possible to control the
Spirit of Berlin minivan. Steering, brake and
acceleration commands are sent over Wi-
Fi. The promo shows a car control video
experiment.
http://www.youtube.com/watch?v=oHDwKT564Kk

36. Apple new multi-touch surface patent
Apple continues to create frenzy around
its new semi-mythical product - the apple
tablet.
In October there appeared information
about a new patent of a multi-touch
surface, which allows to use the touch of
all ten fingers turning the screen into a
ten-finger keyboard, a mouse and a scriber.
Secrecy, rumors and the expectation of
innovation from Apple create a huge
deferred demand for an unexisting
product.
http://www.engadget.com/2009/10/02/apple-seeks-
to-take-multitouch-where-its-never-been-before-
in-n/

37. Desktop Bumptop in Windows 7
Developers of the alternative desktop
interface Bumptop have announced in
their blog that new multi-touch features
appeared with a new Windows 7
operational system.
In fact, now we have a tactile feature which
makes in possible to feel and manage the
contents and the programmes in the
computer. The control is on the literally on
the tips of your fingers.
Meanwhile Apple is working on a gadget
without the keyboard, Microsoft develops
touch-based object control features.
http://bumptop.com/blog/
http://www.youtube.com/watch?v=6jhoWsHwU7w

38. Wii – the baby and Me
“Bring your baby to life with your Wii
remote,” – this is what the box for the
“Baby and Me” game says. Possibly, this is
the weirdest accessory for the Wii
console – a doll with a special section for
a controller.
While playing one must make the baby
laugh, gurgle or cry with the Wii remote.
Game situations include feeding and
putting the baby to bed. It is possible to
create your own clothes, new accessories
and playrooms for the doll.
http://aussie-nintendo.com/news/20163/

39. Innovations in web

40. Faces recognition system in video clips.
Viewdle is a platform for faces recognition
and tagging people in video clips.
The system interprets the video, analyzes it
shot by shot (55 shots a second). At the
moment the system is used by the Reuters
agency video search and VideoFriends
Facebbok application, which makes it
possible to tag your friends within a video.
http://viewdle.com/

41. Sketch2Photo: an automatic Internet image
montage
Five Chinese students presented a prototype
of an instrument which creates a realistic
picture from a simple freehand sketch
annotated with text labels. The composed
picture is generated by seamlessly stitching
several photographs in agreement with the
sketch and text labels; these are found by
searching the Internet. Although online image
search generates many results, our system is
able to automatically select suitable objects
to generate a high quality composition.
http://cg.cs.tsinghua.edu.cn/montage/main.htm
http://vimeo.com/6496886

42. Statistics and
analytics

43. An image of a Russian Internet user
(Russian Public Opinion Research Centre, 17.09.09)
Do you use the Internet? If yes, how often? (a closed question – one question, one
answer)
September September September
2006 2008 2009
A daily Internet user lives, as a rule, in the Practically daily 5 11 15
North-West region of Russia (27%), in Several times a week 8 9 8
Several times a month 6 7 6
Moscow or in St. Petersburg, or in a city Episodically, not less than ones in half- 4 3 3
(22-25%), male (17%), in 18-24 age year
I do not use it 76 69 69
group(36%), highly educated and financially Don’t know 1 0 0
secure 28 and 22% accordingly), or a
student(47%). The Internet is not used Why do you need an Internet access ? (an open question – any amount of answers,
% of Internet users.
mostly by those who live in the Volga region To gain necessary information, to expand the perspective 41
Communication 38
and the Urals (75 and 72% accordingly), rural Work, Income 23
people (81%), women (71%), elderly people To be in the know of all events, to follow the news and the weather
Entertainment
14
14
(97%), low-income respondents (97%) Studies 12
(84%), as well as retirees and non-qualified Correspondence
Online shopping
9
2
employees (97 и 95% accordingly). «To kill the time» 1
Other 3
Do not know 5
http://wciom.ru/novosti/press-vypuski/press-vypusk/single/12441.html

44. Brands and Bloggers in 2009
• 70% bloggers write Meanwhile, there is an
about brands overwhelming majority of
• 80% - only professional non-professionals who blog
bloggers for fun - 72%
STATE OF THE BLOGOSPHERE. October, 2009

45. Online Ads Pro and Contra
Only 2% do not see any benefits in
investing into online marketing.
It is important that clients see an
opportunity to allot the budget and to see
direct results in the chosen
communication instruments in Internet
mechanisms.
http://www.emarketer.com/Article.aspx?R=1007308

46. How can you measure the efficiency of a digital
campaign?
New customers and the data about them (leads) is the
basis for online communication efficiency evaluation.
The most efficient instruments are a corporate
websites, social media and custom content.
http://www.emarketer.com/Article.aspx?R=1007343

47. Trends

48. World digital agencies in Russia
Business globalization and target audience
similarity will motivate more foreign
agencies to take part in Russian tenders.
These won’t be Russian representatives of
the network, but global offices.

49. Local solutions influence brands beyond state
boundaries
Communication becomes international as
the Internet develops
Mobile platforms applications, virus and TV clips from the western market are freely
distributed in our country and vice versa. There are no boundaries; mentality and
regional specifics do not make any difference.
Soon agencies will become more international; it will be easier, faster and more efficient
to launch global companies.

50. Offline comes to online
Human life becomes strongly
connected to online – we practically
gave up handwriting. A new format
of communication and entertainment
is developing in the blogosphere now
– writing comments or posts on
paper, scanning them and
downloading.
So far this is just a game, but its background is
interesting – users call on their online environment
to return to their offline values. Thus they make up
for the growing role of virtual space in their life.

51. Twitter Store?
Twitter thinks of buying the oneforty.com. This
is a database/collector of everything you need
for twitting. We suppose that a paid app store
for various needs will appear in the nearest
future.
It is logical to collect all the twitter-based
services in one place and to present the same
game rules and development monetization
features to developers.

52. Le Roi Est Mort, Vive Le Roi!
Like all sciences originated from
philosophy, all media became
integral part of the Internet.
That is where they will exist.
That is why all advertisement will be digital
and in order not to waste words it will not be
called digital advertisement. It will simply be
called ADVERTISEMENT.

53. The pig flue infected the Internet
The users began anew sending pictures
massively to their friends and acquaintances on
emails, ICQ and facebook like it used to be
several years ago.
A fashionable topic of the pig flue motivated them to
remember the old habit. A bright image of the pig made
the users to visualize their vision of the flue virus
problem. And now we are sending pictures with poor
piglets to our friends and acquaintances like in good old
times.

54. Sources

56. The last drop

57. http://mzkagan.posterous.com/advertising-1980-vs-
advertising-2009

60. Стив Балмер на NBC перед стартом продаж Windows 7. Microsoft доверяет публичную
демонстрацию своих продуктов платформе Apple (на экране Mac Book Pro).

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