Engauge Lunch & Learn - Participation Nation

Lunch & Learn
Participation Nation
9.28.11

THE SHIFT

CONSUMER PARTICIPANT

THE SHIFT

THE SHIFT

Deﬁnition: A person who purchases goods
and services for personal use
Wikipedia

THE SHIFT

Deﬁnition: A person who purchases goods Deﬁnition: A person who takes part in
and services for personal use something
Wikipedia Wikipedia

THE SHIFT

Wikipedia Wikipedia

•Purchases your brand/product

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Wikipedia Wikipedia

•Purchases your brand/product •May purchase your brand/product

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Wikipedia Wikipedia

•Reads and comments on your company blog

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Wikipedia Wikipedia

•“Likes” your Facebook page

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Wikipedia Wikipedia

•Follows and interacts with your brand on Twitter

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Wikipedia Wikipedia

•Shares information about your brand

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Wikipedia Wikipedia

•Watches/shares/comments on branded videos

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Wikipedia Wikipedia

•Blogs about your brand

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Wikipedia Wikipedia

•Plays a branded game

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Wikipedia Wikipedia

•Interacts with OOH or experiential execution

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Wikipedia Wikipedia

•Downloads a mobile app

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Wikipedia Wikipedia

•Signs up for brand emails

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Wikipedia Wikipedia

•Signs up for brand emails
•Scans a 2D Code

PARTICIPANT BEHAVIORAL TRENDS
Informed Consumerism!
More than ever, being selective of and knowledgeable about the
brands and services one chooses. Driven by an abundance of
ratings & reviews, easy access to information and an age of Visual Consumption!
corporate transparency.
A preference for making things visual, even tangible at times, as
opposed to text or sound. Seen through the popularity of
infographics, photos, videos and augmented reality.
Oversharing!
Life-casting to the extreme. Sharing the minutia, often times what
used to be private or unknown – location, health, purchases, each Positive Reinforcement!
and every meal and more.
I !like" it if you do. Consumers are more and more looking for
verification and support for their opinions or decisions. Every
!like," re-tweet or recommendation helps.
Virtual Materialism!
From physical goods to virtual possessions. Consumers are no
longer purchasing paper books, DVDs and magazines, they are Small Acts of Kindness!
utilizing iPods, Kindles and services like Netflix. Trophies, posters
Giving, donating or contributing without expecting something in
and bumper stickers are being replaced by virtual badges, online
return. This is more in terms of small donations, as opposed to
affiliations and points. Digital enables limitless inventory.
contributing lengthy amounts of time, money or energy.

You as an Editor!
Instant Gratiﬁcation!
While the abundance of easy-access content was and is exciting,
this is a movement toward turning off the !stream." Figuring out Expecting to get what you want, when you want it – whether it#s a
how to live a connected life without being continually distracted or discount, customer service or a connection you may not have
inundated. Being selective. access to without the help of technology.

Accidental Discovery! Local-vore!
In an always on, digitally connected world, the want for A movement toward staying close to home in terms of community,
randomness, serendipity or surprise encounters. purchases, news and more.

INNOVATION TRENDS
CONTEXTUAL CONNECTIONS “LIKE”ONOMICS MAKE IT PERSONAL

RECREATING THE TRADITIONAL CROWDSOURCED INNOVATION MOVE SOMEONE
& CO CREATION

CONTEXTUAL CONNECTIONS
Connect with participants within the context of their normal
routines and behaviors.

Instant Gratification

Accidental Discovery

28% of American adults use mobile or social
location-based services, including mobile maps

1/10 set up their Twitter and FB accounts to
disclose their location when they post via
automatic tagging

28% of people use their mobile phone to search
while running errands

Synopsis:
Six Flags partnered with Ask.com to
provide a relevant experience to users at
park locations. Based on a user’s
location the Ask.com app will launch a
“Skip the Line” game where guests can
learn point and win a move to the front
of the line if they answer trivia questions
correctly.

Participant Trends:


Synopsis:
Vitaminwater highlighted its “energy-
boosting” properties with bus shelter
ads in 4 cities that included a 5-volt
battery-powered USB port. Participants
could charge their phones, iPods,
gaming devices etc. while waiting for the
bus. By providing relevant, utilitarian
value the brand was able to drive home
the product beneﬁts in an interesting,
unique way.

Participant Trends:



Small Acts of Kindness

Synopsis:
Cadbury’s just launched an Augmented
Reality game that uses candy bars
themselves as the trigger that allows
users to access the game. By
incorporating the product into the game
play they are able to drive sales and
brand engagement through an
innovative execution.

Participant Trends:

Visual Consumption


Synopsis:
GranataPet Food connected with dog
owners while they were out and about
walking their dogs by offering free
samples of pet food at speciﬁc OOH
placement. Users checked into
Foursquare at the billboard location and
the check-in triggered ready-to-eat
samples that were dispensed into an
attached bowl.

Participant Trends:



“LIKE”onomics
“Likes” are currency for your brand. Earn brand love via social sharing.

Oversharing

Positive Reinforcement

LOCATION, LOCATION, LOCATION
Each fan of a Facebook page = an extra 20
visits to the website

56% of Facebook fans say they are more
likely to recommend a brand after
becoming a fan

51% of fans say that they are more likely to
buy a product after becoming a Facebook fan.

“LIKE”onomics
Synopsis:
Coca Cola used RFID bracelets to allow
users to “Like” attractions, rides and
experiences in the real world at the
Village Amusement Park in Israel. They
saw over 35K updates a day that were
generated by just 600 guests.

Participant Trends:

Oversharing


“LIKE”onomics
Synopsis:
European car company Renault used
Facebook Connect and RFID to make the
cars on display at the Amsterdam auto
show “Like”-able. The “like” was shared
on the attendees’ Facebook pages and
generated discussion in the
socialsphere.
Participant Trends:

Oversharing


Informed Consumerism

“LIKE”onomics
Synopsis:
Diesel has begun implementing an
application that allows users to “Like” a
product on Facebook via QR codes
directly at POP in physical retail
locations.

Participant Trends:

Oversharing



MAKE IT PERSONAL
Personalizing the content and experiences provides an extra layer of connection to the participant. In a
world overﬂowing with connections, it is needed to help your brand stand out.

You as Editor Local-vore


78% of people believe that organizations
providing custom content are interested in
building good relationships with them

3/4 participants are
willing to provide some
meaningful amount of
personal information
in exchange for a more
personalized,
relevant experience

61% of people feel
better about a
company that delivers
personalized
experiences and are
more likely to buy
from that company

MAKE IT PERSONAL
Synopsis:
Intel’s “Museum of Me” video let’s users
tour a “visual archive” of their social life
using Facebook Connect. The execution
then incorporates personal content from
the user’s Facebook page into the
“exhibit”. The experience was used to
promote the company’s Core i5
processor.

Participant Trends:

Oversharing

Visual Consumption

MAKE IT PERSONAL
Synopsis:
KLM recently used 140 employees to
create personalized video responses
to questions posted on Twitter. The
tag line of the campaign is “KLM
answers every tweet and post in
person. Within the hour. Day and
night.” Not only are they applying a
best social media management
practice, but they are doing it in a
very unique and innovative way.

Participant Trends:

Oversharing

Visual Consumption

MAKE IT PERSONAL
Synopsis:
Tipp-Ex, a European whiteout brand
allowed users to rewrite the ending of an
online video in which a hunter
encounters a bear and must decide
whether or not to shoot it. They shot 50
different endings and let users
customize the video they viewed based
on the new title they typed in.

Participant Trends:

You as Editor

Visual Consumption

RECREATING THE TRADITIONAL
Innovation doesn’t have to be outside the box. It can be innovatively executing within existing boxes.
Content and user controlled experiences leveraging advanced technologies can your brand do this.

Accidental Discovery Visual Consumption


Synopsis:
Reporters Without Borders published four
different print ads. People where ask to
scan the QR code at the bottom of the ad
and place their iPhone on the mouth of
the person. Is isn’t the mouth of the
person on the photo who speak but a
journalist speaking about what is
happening in Libya, Iran or Russia. After
the ﬁlm people where redirected to a
dedicated campaign site where they could
ﬁnd more information about Reporters
Without Borders and an explanation of the
campaign.

Participant Trends:

Visual Consumption


Synopsis:
Newcastle recently commissioned two
shadow artists to create a billboard that
uses bottle caps, shadow and light to cast
an image of a man reaching for a beer.
The billboard highlights the brand’s
“Lighter Side of Dark” campaign.

Participant Trends:


Visual Consumption

Synopsis:
AXA, a Belgium insurance brand launched
an immersive TV ad which allowed users
to step into the ad via their iPhones. The
ad prompted users to scan a QR code
within the commercial which then allowed
users to see the story unfold with a ﬁrst
person view on their phone.

Participant Trends:

Visual Consumption


Synopsis:
To celebrate a “baby boom” of animals,
the Amsterdam Zoo placed removable
stickers on posters across the city.
Anyone could remove the stickers of
baby giraffes, penguins, parrots and
more and place them elsewhere. A
guerrilla campaign that proves that even
traditional advertising can go “viral.”

Participant Trends:

Visual Consumption


Local-vore

CROWDSOURCED INNOVATION & CO-CREATION
Participants want to feel involved and connected to brands and products they love. Let them! Allow users to
generate content to promote & create your products and positioning.

Oversharing Informed Consumerism

You as Editor

44% of companies have used crowdsourcing
to help provide ideas and solutions to
business problems

43% had better
product ideas or
requirements as
a result of
crowdsourcing

Synopsis:
ModCloth uses crowdsourcing to allow
users to vote on products that should
be featured as “Be The Buyer” picks.
This use of crowdsourcing helps to
guide merchandizing, drive sales, and
foster the independent culture that the
company is built around.

Participant Trends:
Oversharing

You as Editor


Synopsis:
In an attempt to position itself as an
online industry authority in all things
“sneaker,” Foot Locker launched a
lightly-branded Sneakerpedia, a
Wikipedia for sneakerheads. The site is
organized by year, brand, type, material
and more. Users can also record their
“personal sneaker stories.” There is no
link to buy the sneakers; it’s just for
pure fun!

Participant Trends:

You as Editor


Synopsis:
Starbuck and Dell both use
crowdsourcing for ongoing product and
service innovation though the
MyStarbucksidea and IdeaStorm
websites respectively. Both sites require
users to log in. Ideas are posted to the
“crowd” and those that receive a high
number of community votes get put into
productions. Both sites also update
users on the status of ideas that are on
their way to implementation.

Participant Trends:

You as Editor


MOVE SOMEONE
Participants want to connect with something larger than a product. Create a movement that wraps a product
of cause in a container of passion-driven action.

Small Acts of Kindness Local-vore

You as Editor

71% of
participants
endorse the
statement, “I make
a point to buy
brands from
companies whose
values are
similar to my
own.”

85% of millennials will buy a product where a
portion of the sales support a good cause

MOVE SOMEONE
Synopsis:
Two runners on opposite sides of the world
represented Gatorade’s Night and Day
ﬂavors, and raced in their respective cities/
time of day. Users were able to follow on
social channels and voice their support for
each of the athletes. After the initial race,
thousands participated in a second race,
racing for either Day or Night. In only 6
weeks, sales of Gatorade Day and Night
surpassed the four months volume forecast.
300K unique visitors from 54 countries
followed the challenge on Gatorade’s
website, and more than 12K followed the
event live on Twitter.
Participant Trends:

Local-vore

MOVE SOMEONE
Synopsis:
American Express OPEN declared
the Saturday after Thanksgiving
Small Business Saturday. American
Express gave $100 in free Facebook
advertising to the ﬁrst 10,000
businesses that signed up for the
program. Over 1.2M people joined
the movement by “liking” Small
Business Saturday on Facebook,
and nearly 30K tweets were sent
using the has tags
#smallbusinesssaturday and
#smallbizsaturday.

Participant Trends:

Local-vore


MOVE SOMEONE
Synopsis:
Coca Cola just concluded a
campaign focused on driving users
to vote for their favorite park as
part of the “America is Your Park”
campaign. Participants were asked
to vote and the 3 parks that
received the most votes were
awarded grants that will help
restore, rebuild and enhance
recreational areas.

Participant Trends:

Local-vore


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