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Technology has deeply changed
the way we think, live,
communicate, perceive brands,
and purchase products...
BIOMARKETING
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Bio
from Greek 'bios' = life
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What really matters now?
Blood and Flesh
True stories, real life, live events,
instant promotions, useful help,
tangible benefits…
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From 360° to 98.2°F integration
Biomarketing strategies natively involve humans and life
at the core of the brand communication,
product development, and consumer relationship
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Biomarketing media planners
consider usage
as much as reach
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Everyday 65 million people
tell the world what they like!
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A REAL world of
endless opportunities
for brands…
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…especially when the online cost
per contact is way below other
media…
Sources: Morgan Stanley, Media Dynamics, comScore, Ben Swinburne
Note: Based on 2009-2010 rates, all media measured per adult (not per household), low
estimates for traditional media includes advertisement aimed at mass market (no demo
targeting), Average estimates for TV include early am + daytime + early news + primetime
$28
+ late evening, and are based on upfront pricing. Broadcast TV
$12 Newspaper
Magazine
$10 Cable TV
Radio
$5
$3 Out-of-Home
Internet
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…and 42% of all consumer sales
are initiated online
Sources: eConsultancy
42%
Sales
initiated
58%
Sales
online
initiated
offline
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What's mass?
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What's mainstream?
⅓ of US teens
50% of mobile internet
send over 100 text traffic in the UK is for
facebook
messages per day
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Biomarketing strategic planners
see digital as real life
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JAPAN - With the new Nintendo 3DS
you can literally play 24/7
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USA - Discover what
your friends will
do in one day, one
month or one year
with Plancast
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WORLDWIDE - Get ready! It's Foursquare's Mayor War
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CHINA - "Duo Guo" brick and mortar retail stores
sell digital goods only (games, ringtones,
softwares) to 500 million mobile phone users
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USA - Teach your phone some cool tricks
with the new Google Voice
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JAPAN - Equipped with a
camera the "PanelDirector"
billboard digs into a
database of more than
10,000 patterns to
accurately determine the
gender and approximate age
of the individual.
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USA - "Entrusted" takes care of your
digital assets after your death
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Biomarketing technology
uses data to bring (your) life
to all kinds of objects
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ISRAEL - Coca-Cola brings the "like" concept
to real life with a RFID wristband
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USA - Domino's Pizza tells you
(and your friends) exactly
where your food is
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FRANCE - Parrot introduce the "AR.drone"
an iPhone controlled helicopter with
live camera and augmented reality games
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CHINA - Volkswagen transforms a simple piece of
paper into an augmented reality game, driving
50,000 players to register
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USA - Citibank is testing a smart credit card
that lets you pay at the point of sale with your
loyalty scheme points as well as regular money.
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WORLDWIDE - Apple leads the way towards mass usage
of simple and people-focused mobile services
My credit card
inside iPhone5?
It seems
increasingly certain
Apple is going to
bring RFID into
common usage with
the iPhone5 for 2011
because new patent
shows just how far
Apple has gone with
design thinking for
RFID.
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SPAIN - Diesel brings all your facebook friends
into the fitting room
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UK - Nokia connects your Burton snowboard
to transform your rides into a social game
As well as sharing tricks and runs with friends via social media integration, Nokia
and Burton are hoping that riders will be able to use the unique datasets to create
practical, engaging and beautiful visualisations.
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Biomarketing creative ideas
tell the real stories of real people
performing in real events
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UK - Adidas lands the soccer legend Lionel Messi
in the middle of 11 random games, creating an
unbelievable experience for thousands of
passionate fans
The adidas
organized events
were spread
entirely through
clues seeded via
the brand's
Facebook group and
UK football blogs
in just four days
leading up to
Messi's arrival.
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FRANCE - Ken Block smokes some tires and youtube
with 2 million+ views after only 2 days
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WORLDWIDE - YouTube top 100 4.7%
Advertising
most viewed videos by type
Sources: TubeMogul
17.2%
User Generated 43.2%
YouTube Partner
34.9%
Unofficial
and pirated
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USA - Gatorade replays the match
It appeared frequently in
sports news roundups on
channels including CNN, from
the use of just $225,000 of
paid media.
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USA - Old Spice includes just about everyone in its last
campaign, boosting sales by +107% and driving the brand to
become #1 of the category
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AUSTRALIA - Coca-Cola launches a "coke machine
fairy" hunt on foursquare
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USA - McDonald's increased
its foot traffic by 33%
during "foursquare Day",
simply offering 100 gift
cards to the people who
checked into one of
McDonald's 14,000 stores on
April 16.
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WORLDWIDE - Smirnoff
celebrates the dance
culture of major cities
across the globe, and
everyone can suggest their
ideas for themes that best
represent their home
country.
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NORWAY - The Samsung "Shakedown" live experiment
makes you win real phones after they crashed
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WORLDWIDE - Enter the Volkswagen
"real racing" GTI iPhone game
and win a real car
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Biomarketing strategies
unleash the power
of real people doing real things
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USA - With "Twelp Force" everyone can now ask real
time questions via twitter to all Best Buy experts
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USA - Field agent, the first app that pays you! Accept and complete simple
tasks (like taking a photo) directly from your iPhone and get paid
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WORLDWIDE - Life In A Day is a historic global experiment to create the world's
largest user-generated feature film: a documentary, shot in a single day by you,
produced by Ridley Scott and directed by Kevin Macdonald
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FRANCE - Thanks to Nike's "Chalkbot" you can paint
your message on the roads of the Tour de France
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EUROPE - True City is an application that unlocks the best of your
city: real community, real exhibitions, real concerts, real sports
events, real cool places, and of course: real Nike promotions!
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Biomarketing
brings interactivity
to all kinds of media,
redefining storytelling,
news, entertainment, music…
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WORLDWIDE - Arcade fire partner with google to use HTML5 and
street view for their last song "the wilderness downtown"
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USA - ABC's new show "My Generation" is
the first TV+iPad full experience
The Nielsen "Three Screen Report" released in Q1 2010, shows that 59% of
Americans are now surfing the Internet and watching TV at the same time
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USA - Created specifically for the iPad by Tools of North America
and Domani Studios, "Touching Stories" allows users to interact
with the narrative by touching, shaking and turning the device
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FRANCE - You decide the end of the
new Tipp-Ex campaign on YouTube
23 million+ brand
channel views
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SPAIN - ¿Cómo quieres llegar? You choose how
you want to ride the Adidas interactive street!
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WORLDWIDE - Microsoft's Xbox "Kinect" is the first interface
that uses your body as controller to reach mass market
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BELGIUM - AXA launches its app with
a print+iPhone interactive ad
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WORLDWIDE - FOX's smash hit TV show Glee, syndicated across 21
countries, with a peak of 13.6m viewers in the US alone, has amassed
a global fan base with one of the best selling iTunes apps.
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PORTUGAL - the AXE "Dry or Die" campaign
transforms a TV commercial into a real game
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Biomarketing
forces advertisers
to refocus on basic values
like trust, transparency, fun,
health, sustainable development
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USA - Domino's tells the truth
behind the perfect TV ad pizza
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SWEDEN - Ikea brings
people to their
kitchen with a
premium cooking book
called "homemade is
the best"
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WORLDWIDE - Greenpeace wants
facebook to unfriend coal
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USA - Coca-Cola and Walmart recycle together
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USA - Amex members take charge
of making difference
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USA - A mix of skype, facebook and your preferred doctor,
"Hello health" is simply medical care as you wanted it
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USA - 37signal's last book "rework" contains simple stories with names like
"Meetings are toxic","Decommoditize your product" and "Underdo your competition"
reacting against traditional structures and outlining a philosophy towards people
and culture.
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Biomarketing
leverages social interactions
to build sales, and optimize ROI
We call it "Buy-ology"
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BELGIUM - 1 like on the Skoda facebook
page gives you a 2 euros discount on a
new car… Line your friends' up!
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USA - Groupon is the fastest growing internet company and a pure social phenomena
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USA - Gap smashes sales record
with a Groupon promotion!
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JAPAN/USA - Is Gilt Group and its "invite only"
community the future of retail?
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USA - Levi's is pioneering social shopping
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USA - Launch a free storefront on facebook
in 10 minutes with "Payvment"
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UK - FCUK launches "YouTique", a mix of YouTube and shopping
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Biomarketing has already
changed the web and your life,
putting people's needs
before the brands agenda
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USA - Wired claims "The web is dead"
Read the full article here: http://www.wired.com/magazine/2010/08/ff_webrip/all/1
Coca-Cola.com unique visitors fell more than 40% to 242,000 vs July YAG… But
on the flip side, the Coke facebook page has 13 million+ fans
Oreo.com is also down 73% to 321,000, but counts 10.5 million facebook fans
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WORLDWIDE - With the new Twitter, best results don’t just
show up in a search engine, they show up in real life
They’re wrong.
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WORLDWIDE - Facebook launched "places"
bringing Location Based Services to
500+ million people
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USA - Chase Bank launched a full suite of mobile
banking services that allows you to deposit a check
from your phone
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USA - Netflix is now available in iPhone, iPad, connected
TV, apple TV… And you phone can now stream it on any TV!
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USA - CNN with "iReport" and "NewsPulse"
reinvent journalism around the reader
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WORLDWIDE - the world's
biggest music store
introduces "Ping": an
embedded social network
that allows people to
recommend and discover new
(iTunes) music
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WORLDWIDE - The app race On average iPhone owner
downloads a total of 37 apps,
and one paid app per month
Source: Nielsen
Source: Apple
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USA - "The NewYorker" knows about your everyday iPad needs
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Thank You!
TheTrendWatch.com
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