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Budgeting for Innovation/Experimental Marketing Dr Bernard Leong, Thymos Capital LLP Themes of the Day Emergence of New Digital Marketing Tech/Social Practices. What are the new technologies for innovation/experimental marketing?

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Budgeting for Innovation/Experimental Marketing

Dr Bernard Leong, Thymos Capital LLP


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Themes of the Day

  • Emergence of New Digital Marketing Tech/Social Practices.

    • What are the new technologies for innovation/experimental marketing?

  • The Nature of Advertising has changed for both the corporations and consumers.

    • Why should brands and major corporations invest in these new marketing tools? What’s the objective?

    • How are consumers responding and reacting to these new technologies or social practices?

    • Any case studies that provides reach or effective targeting for brands?


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  • Changing Mindsets and Resetting Expectations

    • What are the new metrics and ROIs to measure innovation/experimental marketing to ensure that proper advertising dollars are spent?

    • Is there any new pricing or business model that media buyers, platform owners and brand marketers can think about when utilizing these new marketing tools?


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OrSiSo

Budgeting for innovation/Experimental marketing


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OrSiSo

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Our first virtual secretary!

Virtual personal secretary!

Brand delivery

merged with social conversation


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Branding the Social conversation

Making Ad-sense of the social conversation.


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Advertising in virtual worlds

Jeremy Snyder, Metaversum / Twinity


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CineStar presents “The Dark Knight”

Marketing Campaign

1:1 replica

  • CineStar movie theatre Berlin

  • Virtual space to interact with CineStar community

  • Opening: August 25 2008

  • Meeting point for Batman fans worldwide

  • Initial prelaunch party

  • Weekly ongoing parties

  • Movies, Games, Music, Party and Merchandizing

  • Additional 3D sales channel B2B

  • Midterm: Video on demand services, ticket selling

Shared entertainment / community building

Merchandise / Give-aways

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© 2008 Metaversum Asia Pte Ltd. All rights reserved. -- CONFIDENTIAL


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“The Spirit” in Twinity

  • Cinestar Cubix Theater setting

  • Feb 2 – Mar 5, 2009 campaign

  • In-world experience – Spirit glasses

  • Change from Twinity to Spirit – black, white & red

  • Contest for best screenshot and machinima: creates participation, viral advertising via Flickr, YouTube, etc

  • Prizes from the movie – tickets, signed comic book

  • Regular ongoing parties

  • Closing party with prize winners

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© 2008 Metaversum Asia Pte Ltd. All rights reserved. -- CONFIDENTIAL


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Microsoft

Budgeting for innovation/Experimental marketing