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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


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budgeting for innovation experimental marketing

Budgeting for Innovation/Experimental Marketing

Dr Bernard Leong, Thymos Capital LLP

themes of the day
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?
slide3

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

OrSiSo

Budgeting for innovation/Experimental marketing

virtual personal secretary
Our first virtual secretary!Virtual personal secretary!

Brand delivery

merged with social conversation

slide7

Branding the Social conversation

Making Ad-sense of the social conversation.

advertising in virtual worlds

Advertising in virtual worlds

Jeremy Snyder, Metaversum / Twinity

cinestar presents the dark knight
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
“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

Microsoft

Budgeting for innovation/Experimental marketing