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New forms of advertising. The Prosumer. Producer & Consumer refers to a new kind of consumer  they take a more active role The prosumer creates goods for their own use and possibly to sell. (YOUTUBE) Prosumers create value for companies without receiving wages. Examples.

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Presentation Transcript
the prosumer
The Prosumer
  • Producer & Consumer
  • refers to a new kind of consumer 
  • they take a more active role
  • The prosumer creates goods for their own use and possibly to sell. (YOUTUBE)
  • Prosumers create value for companies without receiving wages.
examples
Examples
  • Lego! – Lego have events where kids (and adults) can show their creations. They also allow user to upload their creations, and if Lego wants they can market their design.
    • Lego Mindstorm
  • Second Life - Second life is created by it’s consumers who are at the same time producers…Linden Labs1% contribution
examples1
Examples
  • App designers
  • Youtube
  • Wikipedia
  • Jay-Z
  • Doritos & Lays- Marketers began with the “hipper” and younger Doritos and are now marketing to the Lays’ demographic.
slide5

Hackers

  • Mash ups
  • Rise of Re-mix culture
  • Journalism
  • Producers
what if i told you this is already happening on tv
What if I told you this is already happening on TV?
  • Lost (2004-2010)
  • Theories on the show lost hit 482 000 by 2006
  • Integrated marketing and sites for fan use allowed fans to react and continue the experience after the show was over.
  • Fans said they wished they could watch more lost during the week – ABC created lost mini-episodes and more fan sites.
what they learned
What they learned
  • “Love your fans! Feed your fans!”
  • Your fans are not morons.
  • Let them be part of the “game”.
  • Don’t tell a story; create an experience.