Presentation on user generated advertising at the web 2.0 expo in berlin, November 2007

1. User generated advertising
Web 2.0 Expo, Berlin
08th of NOV 2007
Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die
ausdrückliche und schriftlich erteilte Genehmigung von Knallgrau New Media Solutions GmbH nicht gestattet.
Alle Rechte vorbehalten.
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2. advertising?
quot;The means of providing the most
persuasive possible selling message to the
right prospects at the lowest possible
cost“
IPA definition
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3. advertising yesterday
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4. The landscape changed ...
LastFM
TV PSP
YouTube
iPod
Wii
Newspapers
Blogs
MMORPGs
Magazines
MySpace
Facebook
iTunes
Vodcasts
Podcasts
Radio
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5. Who‘s gonna create tommorrow‘s winning slogan?
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6. User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 7

7. User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 8

8. What is user generated advertising?
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9. Professional platforms and new ecosystems ...
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10. Marketing, Advertising, PR & Branding
Marketing, Advertising, PR & Branding The passive consumer mutates into an
become blurred in the new social web. active prosumer. Change passive
Couch-Potato into active Mouse-Potato.
source: http://adsoftheworld.com/blog/ivan/2007/apr/11/
the_difference_between_marketing_pr_advertising_and_branding
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11. You can‘t ignore it - control is an illusion ...
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12. Where are we heading?
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13. Coca-Cola – „Weallspeakfootball“ WM 2006
Rich media Blog- and Eventplatform
for FIFA Soccer Worldcup 2006:
» 4 A-List-Blogger & 60 Guest-
Blogger from 14 countries party in
Berlin
» Strong international reach, visitors
from 148 countries
» 56% from the US without classic
marketing, organic viral seeding
» 350+ Media clippings:
Businessweek, USA Today, BBC,
TIMES, Handelsblatt u.a.
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14. High end user generated advertising ...
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15. WASF: Testimonials
» “We all Speak Football, which is » “Personally I think the most innovative bit
essentially a mash-up of Real World takes of advertising in this world cup has come
on Social Media Revolution takes on from Coke.”
GOOOOOAAALLL. (...) This looks like a
really well crafted and nurtured effort.” » “Coca-Cola has produced one of the most
readable World Cup blogs” The Times
» “(…) I do believe Coke is pushing some
innovative ground here (…) the key here » “It's a good move. (…) What they're
is to keep the branding and/or doing now has more energy and verve.”
sponsorship pushed as far to the Business Week
background as possible.”
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16. answers
dieter.rappold@knallgrau.at
http://ww.sierralog.com
Knallgrau New Media Solutions
Pezzlgasse 7/1
1170 Wien
http://www.knallgrau.at
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