1. 9 Emerging Trends for Foodservice Marketers 06.22.11 David Berkowitz Senior Dir Emerging Media & Innovation, 360i @dberkowitz / @360i / dberkowitz@360i.com

2. We love opportunities to learn from each other 6/21/2011 Page 2 Presentation Name Blog.360i.com

3. What we’ll cover today Introduction 2 9 Trends 9 Recap 36 Q&A/Applause 38 6/21/2011 Page 3 Presentation Name

4. US mobile app usage – time spent all social fun & games 6/21/2011 Page 4 Presentation Name

5. 1/3 of Facebook Posting is Mobile 6/21/2011 Page 5 Presentation Name Dan Zarrella, May 2011

6. eMarketer: US Mobile Social Network Users (in millions) 6/21/2011 Page 6 Presentation Name

7. Story time 6/21/2011 Page 7 Presentation Name Blog.360i.com

8. Story 1 6/21/2011 Page 8 Presentation Name

9. 9 Trends for Today… and Beyond 6/21/2011 Page 9 Presentation Name Check-ins Local Q&A Crowdsourcing Synced sharing Daily deals Geomessaging Barcodes & scanning Augmented reality Near Field Communication

10. Get people to share that they’re at your location with their friends, and reward them for desired action (loyalty, trial, bringing friends, etc) People need a reason to check in, either because there’s something special about it or because the reward is worth talking about 1: Check-ins 6/21/2011 Page 10 Presentation Name

11. Buffalo Wild Wings throws down the SCVNGR challenges 6/21/2011 Page 11 Presentation Name

12. McDonald’s rewards check-ins with donations 6/21/2011 Page 12 Presentation Name

13. With social media, brands must provide value, and in this case the value is your expertise Brands are not always welcome, and on some sites like Formspring, a lot of content is not generally brand-friendly 2: Local Q&A 6/21/2011 Page 13 Presentation Name

14. Localmind (often) taps the best experts near you 6/21/2011 Page 14 Presentation Name

15. Local Q&A doesn’t always have to be mobile 6/21/2011 Page 15 Presentation Name

16. With social media, brands must provide value, and in this case the value is your expertise Participants have a way of taking such projects in unexpected directions, so be prepared, and set fair boundaries 3: Crowdsourcing 6/21/2011 Page 16 Presentation Name

17. Getting consumers to do your dirty work for you Letting consumers run your ad campaigns A fancy word for a focus group Giving up total control over your brand What crowdsourcing ISN’T 6/21/2011 Page 17 Presentation Name X

18. El Monterey crowdsources flavors 6/21/2011 Page 18 Presentation Name

19. Wendy’s wants to hear from fans 6/21/2011 Page 19 Presentation Name

20. Connecting mobile with TV can finally deliver on iTV in a way that gets promotions right into consumers’ hands – and gets those hands and feet into your stores Most of these apps are <1 year old, so while mobile devices are used heavily during TV viewing, promos still need to fit in with consumer behavior 4: Synced sharing 6/21/2011 Page 20 Presentation Name

21. Call to action appears on TV Offer delivered to phone via app How Synced Sharing works 6/21/2011 Page 21 Presentation Name Redeem in store

22. When deals are truly social, opportunities abound to expand reach, grow sales Sometimes merchants must break the bank to woo customers 5: Daily Deals 6/21/2011 Page 22 Presentation Name

23. PeopleDeals get better the more they’re shared 6/21/2011 Page 23 Presentation Name

24. Target consumers near you or at your stores with special offers relevant to what they’re doing right then and there Relevance is critical, as the wrong kind of message can trigger a backlash 6: Geomessaging 6/21/2011 Page 24 Presentation Name

25. When relevant, geomessaging can promote loyalty 6/21/2011 Page 25 Presentation Name

26. Xtify brews local alerts 6/21/2011 Page 26 Presentation Name

27. Use a trigger to create an instant link between consumers’ physical and mobile environments Not everyone knows what do with them yet, marketers need to figure out the strategy for where they lead 7: Barcodes 6/21/2011 Page 27 Presentation Name

28. Jon Stewart’s baffled by QR on TV – you should be too 6/21/2011 Page 28 Presentation Name

29. Buy pineapple Spot code User experience must be paramount 6/21/2011 Page 29 Presentation Name Say what?

30. Starbucks offers a truly mobile experience 6/21/2011 Page 30 Presentation Name

31. Deliver digital information superimposed over the physical world for utility or entertainment Many applications have been gimmicky to date, but the technology still holds promise 8: Augmented reality 6/21/2011 Page 31 Presentation Name

32. Google Goggles Aurasma Google Goggles: recognize images of brands, as well as ads Aurasma: make any physical object instantly interactive GoldRun: create augmented reality scavenger hunts and invisible pop-up stores 3 visions of the future of AR 6/21/2011 Page 32 Presentation Name GoldRun

33. Beyond speeding up the checkout process, encourage loyalty and brand advocacy Google’s Nexus S is the only widely available phone; stopgap measures will ease into the transition but expect limited use before 2013, if not later 9: Near Field Communication (NFC) 6/21/2011 Page 33 Presentation Name

34. Stickers provide an interim opportunity to use NFC 6/21/2011 Page 34 Presentation Name

35. First Data Mixi First Data’s GO-Tag Stickers on phone used by 7-Eleven in pilot Other providers include Tetherball and Bling Nation Mixi’s NFC check-in Prove that a consumer is really inside a location with physical check-in 6/21/2011 Page 35 Presentation Name 2 ways NFC can work with stickers today

36. Story time 6/21/2011 Page 36 Presentation Name Blog.360i.com

37. 6/21/2011 Page 37 Presentation Name Story 2

38. David Berkowitz, dberkowitz@360i.com, @dberkowitz You’re the best! 6/21/2011 Page 38 Presentation Name