Monday, December 3, 2007

New New Media: Tactics to Watch For in ’08

Beyond the Second Life storefront and the MySpace page - still more new ways to connect with your consumer

Some have been toyed with for years but are only now coming into their own; others are big in Japan, or Europe, but not the U.S….yet. Others have just been proposed, but virtually no one’s tried them out yet. Below are a few emerging new media marketing tactics that I think show great promise and will be interesting to watch in the coming year:


Retail Flash Mobs
What is it?
Got a hot sale going on and you need to generate hype and store traffic? With retail flash mobs, users can sign up for real time notifications the second prices are dropped or a new product hits the shelves.
Who’s tried it?
Adidas did this at the recent NBA All Star game in Las Vegas, notifying users on their cell phones when a limited edition All Star shoe became available. Fans mobbed the adidas performance store, whose sales rose 20 fold for the day.
And I like it…why?
First of all, who is organized enough to save all those mailers touting “advance notice” sales? This is a great alternative for forgetful folks like myself. Plus, the sense of immediacy and urgency increases the likelihood that I’ll dash to the store as soon as I get the message.

Participative Billboards
What is it?
These are digital billboards whose message can be altered by users, either by sending a text or e-mail message to an address that feeds directly into the billboard on a real time basis.
Who’s tried it?
BBC for one, who asked users to text their votes on politically charged issues on giant billboards in New York. Opinionated New Yorkers could see their answers in real time tallies appearing prominently on the billboards themselves.
And I like it…why?
Appeals to the exhibitionist in all of us and of course engages the user vastly more than a traditional billboard. Heck, even those who would never spend time texting their opinions to a giant piece of wood would probably at least take a peek at what everyone else saying.

Interactive TV Borders
What is it?
A graphic overlay on the borders of a TV program containing messages, advertising, and opportunities to interact using your phone (e.g., text to win) or even your remote control.
Who’s tried it?
No one yet, but Bravo TV will test this during their March 2008 “A List” Awards show, where users may be able to enter advertiser sponsored sweeps, receive coupons and special offers, or special web or wireless content.
And I like it…why?
This has to be highly contextual and value added to work (vs. an extra commercial running on the borders of your screen during programming), but it can actually make the viewing experience richer while helping advertisers get their message across at the same time. If done right, you can even train the viewer to pay attention to this border whenever it appears, lest they overlook cool content or freebies. Plus, for the terminally lazy, it is easier to just click on a remote button vs. enter a url or whip out your phone to send a text message.

Facebook’s New Marketing Wonderland
What is it?
Mark Zuckerberg recently announced a whole new set of advertiser opportunities on Facebook that he claims will practical reinvent marketing. Too many to go into here (watch soon for a separate post dedicated to this topic), but they largely leverage the vast amount of information Facebook users reveal voluntarily and through their web behavior
Who’s tried it?
Virtually every brand with an ad budget now has a Facebook page, and I understand that over 60 advertisers have already signed up for some of the new, contextual and recommendation based products.
And I like it…why?
Not everything Facebook is offering is new or even innovative. But there are some interesting opportunities to get users to market your products for you, and the context element, if used properly, can make your message much more relevant. But as I said, watch soon for a more complete evaluation.


Webmaster tools for non-webmasters
What is it?
When I was at Warner Bros., we used to do special “webmaster programs”, giving for example, those with Harry Potter fan sites special content, downloadables, advance news, etc. But today, in the age of Facebook, MySpace, blogs and RSS feeds, everyone is a webmaster with their own customized destination. Hence, some companies are making what was once “webmaster content” available to today’s 2.0 webmasters.
Who’s tried it?
Red Bull is the best example I’ve seen, with fun (read: not overly branded) content available for your RSS feed, your blog, your Facebook profile, etc.
And I like it…why?
Another great way to turn users into marketers using widely available technology. Plus, any idea that entertains or amuses your audience while subtly plugging your brand will, to me, always beat out a direct pitch.

Interactive Taxi Ads
What is it?
Interactive PDA-like screens on the back seats of taxi, which let passengers play games, watch video, and find out more information, all focused around advertisers’ brands.
Who’s tried it?
P & G, KFC, Volkswagon and many other usual suspects, although most activity had been in China, where passengers tend to be upscale, sophisticated and engaged. According to provider Touchscreen Media, 89% of passengers play with the screens.
And I like it…why?
A captive and engaged audience is a marketers dream. Provided as always that true value (vs. a direct sell) is offered, I can see this working on planes, buses, trains, anywhere with a captive audience looking for something to do (aside from check their Blackberries).

No comments: