The document discusses trends in digital collaboration and content. It discusses how brands are opening up their technologies through APIs to encourage collaboration with developers. It also discusses how brands are tapping into consumer nostalgia through campaigns that reference memories and childhood experiences. Additionally, it discusses how brands are starting to use Google+ as a new social media platform and the benefits it provides in connecting with consumers. Finally, it discusses how consumers are customizing and remixing brand content on platforms like YouTube, and that brands could benefit from embracing this trend.

1. THECOLLABORATION
THETECHNOLOGY
THEAPPROACH
THEPLATFORM
THECONTENT
DERTY TRENDS
Nov 2011

2. What do MasterCard, Nike and Sony have in common?
Not sure? Well read on to find out! Brands are itching to
jump on the Olympic bandwagon that is gaining
momentum towards next summer.
THECOLLABORATION
To remind you the top tier sponsors are Adidas, BMW, BP,
British Airways, BT, EDF and Lloyds TSB and whilst
these are allowed to advertise within the tight restrictions
of LOCOG , the Olympics is unique as an event as no
branding is allowed within the stadiums. But with
multimillion pound expenditure for official status there is
some debate on the end benefit in terms of recall and
inevitably, sales.
Coca-Cola and McDonald's are seen as the most
recognisable Olympic sponsors according to Marketing
Week. With two in five consumers aware that Coca-Cola
has sponsored the games since 1928 and one in three
recognised McDonald's. However the top tier brands BA,
Lloyds and Visa only had around 23% visibility as
sponsors. However with even more stringent rules
governing guerrilla marketing ploys for non official
sponsors this may change. Research shows that
MasterCard, Sony and Nike are associated with the
Olympics even though they have never been sponsors.

3. Opening up an API (a solution to interconnect websites in
a fluid and user-friendly way) is not a new phenomenon,
but there is a clear upward curve of brands embracing a
more open approach.
Collaboration is at the core of an open API, or application
programming interface, offering developers the chance to
access the back end of a site or service and have a play
around with it. EMI Music is one of the latest players,
THETECHNOLOGY
making thousands of music tracks, videos and artwork
available to app developers to help create a wave of new
applications for artists. Working closely with developers,
EMI will market successful apps for artists on their roster,
sharing revenues with the developers and rights holders.
Music companies have been some of the most open,
Edelman client Last.fm considers the openness of its API
as a key driver for growth and creativity. A ‘playground’ on
the site shares some of the most exciting quirks born from
the API with Tastebuds.fm one of the most successful
services to take advantage of it.
The Facebook team are fans too, with the recent opening
of the advertising API joining pages and insights open
APIs - a tactic to encourage the creation of apps and
services on top of its social infrastructure.

4. Nostalgia. The clue is in the word. There’s nothing new
about this trend. John Lewis have been making us cry
with their Christmas campaigns for years. Check out
Wonky_Donkey’s take on the Naked Pheasant. Muller
yoghurt has splashed some cash on their latest campaign,
serving up Yogi Bear, the Mr Men , Muttley. and KIT. This
rag bag bunch of childhood references is a bit random –
but you can’t fault the message. Tapping into consumer
nostalgia pulls on the heart strings and loosens the purse
strings
THEAPPROACH
What we like though is how it’s not just brands on the
band wagon. Digital platforms are being used to create
some really interesting products and art projects. The
photographer Irina Werning has a wonderful photo
project where she helps grownups recreate the photos of
their youth. There are some lovely examples (pictured).
Another take on this is mybandshirt.tumblr.com – an
awesome website where musos share the stories behind
their faded gig t-shirt. It’s worth bearing in mind that
reaching consumers doesn’t necessarily involve splashing
cash on some nostalgic IP. It can equally be effective just
to help them remember a feeling or memory from their
own past.

5. Google+ launched to a moderate fanfare in June as a
social channel for individuals to connect with others and
share things. The de facto search engine has now opened
up the platform to commercial clients. Some of the first
brands in the UK to stake their claim to a Google+ profile
include Burberry, O2 and Mumsnet.
The jury is largely still out on the social platform as users
get to grips with the usability and make the inevitable
comparisons to Facebook and Twitter. But digitally savvy
brands are quick to adopt, noticing the benefits of a quick
and direct route for consumers to reach a brand online.
THEPLATFORM
A key strength of the platform lies in the ability for users to
follow brands directly from search results. The video chat
feature known as Google Hangouts and deep integration
with YouTube also offers exciting potential. Perhaps most
interestingly though, is the ability to create ‘circles’ of
people that would give brands a valuable way of targeting
different audiences to deliver relevant content. A golden
rule of modern brand engagement and something which
makes Google+ a definite one to watch.

6. While brand engagement is an established concept, the
rules are changing. Consumers are now relishing in the
opportunity to take content from brands and customise it,
often changing the meaning all together.
When the John Lewis 2011 Christmas advert was
premiered on YouTube, within a few hours people had
already changed the meaning of the entire ad by changing
the background music to the soundtrack from The Shining,
this received over 300 views within the first 6 hours.
THECONTENT
Movie and game trailers are some of the hottest properties
to be customised. One of the most popular examples is a
mash up of Toy Story 3 with Inception which has
amassed over 3 million YouTube hits proving the trend to
be a mainstream form of entertainment rather than a one
off quirk.
The majority of the time, the brands themselves have
nothing to do with it, but the bolder ones are cottoning on
to the benefits of letting consumers play around with
content. If brands embrace it properly they could benefit
from getting exposure to new, potentially untapped and
hard to reach audiences.

7. www.edelman.co.uk
www.thenakedpheasant.wordpress.com