Link real & virtual world

Link real & virtual World

woensdag 5 oktober 11

twitter.com/iBert - Bert Van Wassenhove
• Managing Partner at “Heaven Can Wait” • http://www.ibert.be
(blog)
• Little Miss Robot
• http://www.linkedin.com/in/
• Mirror Mirror bertvanwassenhove
(voor professionele verzoeken)
• Content Lab
• www.twitter.com/ibert
• Monkey Shot (voor interactieve tips en fun)

• Speaking & giving training (UBA, HUB, • http://www.facebook.com/
Mercator, Hogent, ...) bertvanwassenhove
(vriendschap niet gegarandeerd)
• Founder @ spreadid.com
• http://proﬁles.google.com/
• Chief biker @ mototravel.be bertvanwassenhove
(+1 me)


Digital Creative Studio


TRENDS


TRENDS The Houston Fence
Online Symbols turned into objects

Cristian Zuzunaga

Trends
Born Online


TRENDS
Digital lifestyle lubricants


TRENDS
Mirroring online behavior


TRENDS
The TRYSUMER


TRENDS
The Experience Economy


10 ways to apply OFF=ON
• It doesn’t take marketing genius to apply • Study and then incorporate winning
OFF=ON and ON=OFF to your own brand. characteristics of living and doing business
Here’s what you can set in motion today: online into your ofﬂine processes.

• Incorporate online symbols into one of • Infuse your campaigns with the language of
your next designs. the online-versed.

• Have customers design something from • Give your online brand an ofﬂine presence.
scratch online, then bring it into the real
world. • Partner with any kind of relevant meet-up
venture.
• Add any kind of online functionality or
access feature to existing physical
products.
• Hop on the mobile-meets-web
bandwagon. Start with introducing an
iPhone app.


How to mix on- and ofﬂine
• Basics
• Internet of things

• Virtual Goods
• Location based services
• Mobile devices

• Interactive installations
• Mixing real and virtual world in cross-media campaigns


Basics


Basics: Connecting Online and Offline Marketing

• Offline Reach Building

• Tracking URLs

• Social Media Lead Intelligence

• Social Media Driving Offline Traffic

• QR Codes

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/17694/5-Methods-for-Connecting-Online-and-Offline-Marketing.aspx#ixzz1ZuPopZLY


Internet of things


The Internet of things
• What?

• The web as “one big computer”

• All data moves into the cloud

• Why not add physical objects ...

• Phones, Cars, Household
electronics

• Consumer goods


• How?
• Build into a device
Perfect for new electronic devices
Connect with the web via WiFi or Bluetooth (or wire)
• Add an “electronic label”
• High tech: RFID
Read from a deﬁned distance
Need to “program” the chip
Requires a reader
• QR code or 2D barcode
Read with any Camera (Phone, ...)
Print yourself
Needs visual contact


• In Practice?

• e-coupons

• quick links to extra info

• loyalty cards

• entry tickets
• add value to objects (e.g. scan
product and see movie)

• ...


Augmented Reality


Augmented Reality magazines

http://www.youtube.com/watch?v=LGwHQwgBzSI


This is Augmented Reality too

http://vimeo.com/7518501

Social Media Integration

http://www.vimeo.com/6734803

Virtual Goods


Virtual Goods
• What?

• Goods that only exist in a
virtual world

• Derive value from the “right
to entertain” or “right to be
part of a virtual world”.

• Typically exist within a
closed network

• A great way to make money


Virtual Goods
• How?

• Put a perceived value against virtual rewards.
• Work with existing networks for credibility (unless you are
famous):

• Facebook

• WOW
• ...


Virtual Goods
In practice
Farmville
GoSupermodel
HabboHotel
Facebook credits


Location Based Services


• What?

• All kinds services of taking advantage of knowing where
the consumer is.
• Started about 10 years ago through triangulation on
mobile phone networks.
• Never really worked, because:

• Privacy “feel” (opt-in)
• Lack of mobile internet availability

• Came to the surface with the introduction of the iPhone
with:
• GPS function
• Easy mobile internet


• How:

• Location based games

• Gowalla & Foursquare

• Holiday Inn promotion
• Check In products

• Add-on Reality

• Gouden Gids
• Immo

• Vacatures

• ...

• Bluecasting


Mobile


Mobile
• What?
• The ultimate link between real and virtual

• New devices make the mobile “dream” come true
• Smart phones
• iPad

• Mini computers
• WiFi ubiquity and/or affordable mobile internet


http://www.youtube.com/watch?v=FdkV_eU1B3c


Interactive Installations


Current technologies

• All interactive technologies
have 1 thing in common: they
try to sense something

• they sense motion, sound,
humidity, color, ...


a) SENSORING and arduino

‣ Low cost microprocessor (atmega chip)
‣ Open source (!)
‣ Active community
‣ Endless range of components
‣ “Homemade” ready


b) VISION and kinect

‣ “cheap” high end depth sensor
‣ “no” security > hacked in 5 minutes
‣ allows nightvision, very accurate motion detection


c) TOUCH and applefamily

‣ long list of touch-enabled devices
‣ iPad/iPod/iPhone family
‣ Android
‣ Also larger possibilities with custom made screens


EOS talking tree


NIPRO interactive


Samsung Dance Wall


Real & virtual in cross-media campaigns


• In a post-digital marketing world, you need to build bridges
between the digital and the real world.

• Consumers still live their lives mostly in the real world, and
they live the same life in a different way online.


• 360° campaigns

• Field activation interacting with real world

• Cases

• Coke Zero

• Coke Christmas


• Wishmas 2009


jáëëáçå

• Three consumer insights:
• Digital Christmas wishes
• Customization
• Charity


^Åíáçå
• Digital:

• One tree full of Xmas wishes

• Each wish supports Cliniclowns

• Facebook, Netlog & Skyrock

• Personal picture wishes

• Real Life

• All daily touchpoints

• 5 real-life Christmas trucks


37%
oÉëìäíë targ reach
et 1 of
2-44
y.o.
• 601.120 visitors

• 1.6 million wishes sent

• 600 000 last year

• 1 million more through social media

• 17.000 fotos uploaded

• 50.136 euro to Cliniclowns

• Uplift brand love (post-research)


Link real & virtual world

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