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? • 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?
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?
OrSiSo Budgeting for innovation/Experimental marketing
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Our first virtual secretary! Virtual personal secretary! Brand delivery merged with social conversation
Branding the Social conversation Making Ad-sense of the social conversation.
Advertising in virtual worlds Jeremy Snyder, Metaversum / Twinity
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 9 © 2008 Metaversum Asia Pte Ltd. All rights reserved. -- CONFIDENTIAL
“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 10 © 2008 Metaversum Asia Pte Ltd. All rights reserved. -- CONFIDENTIAL
Microsoft Budgeting for innovation/Experimental marketing