MCAD - FOA 2011 - Session #10

Future of Advertising
Spring 2011 • Mondays, 1-6 PM • Room 416
Instructor: Zach Pentel

Class 10: Empowering Data + Location Based Services

Future of Advertising - March 28

Today
Guest Speaker: Paul Saarinen, Bolin Digital

Break

Empowering Data

Location-Based Services: Why We Care

Creating LBS extensions on your existing portfolio work

Break

Work time for assignment & rapid-fire presentations


Group project managers:
Send me all of your ONE Show final materials


The next 6 weeks
March 28 Building Blocks: New Technology + Empowering Data
+ Mobility: Location, Location, Location

April 4 Building Blocks: Digital Ecosystems

April 11 Building Blocks: Paid Search, SEO, and Online Ads

April 18 Assembling a Modern Portfolio

April 25 Portolio Round 2 & The Future of the Past: Transformation of Old Media

May 2 Ideas: Redux


So...
What is data?


A quick case
study.


Add Big Boi as a
friend - and follow
him around Austin.


Unlock the
“Golden Ticket”
badge.


Redeem it at the
Pepsi Max lot.

Recieve tickets
and vague
instructions.


Show up here.

Enjoy a Big Boi show with 5,000+ close, personal friends.March 28
Future of Advertising -

What could that possibly have to do with data?



Every single step of that process was measurable.




Pepsi & Foursquare know how many people started, how many
participated, and how many completed the hunt.




Pepsi & Foursquare know how many people started, how many
participated, and how many completed the hunt.

Suddenly, we’re able to measure everything. And the users
didn’t even notice. (in a good way)


But that’s brand new. Previously:
Visit relevant website

(Possibly) complete check-ins

Acquire Tickets

Redeem Tickets


Measurable Actions


Measurable Actions
Friend Big Boi


Measurable Actions
Friend Big Boi

Check in #1


Measurable Actions
Friend Big Boi

Check in #1

Check in #2


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge

Redeem Badge for tickets


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert

Shout about “Pepsi” or “Foursquare”


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert


Shout about “Big Boi”


Measurable Actions
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert



Shout with positive keywords like “awesome” or “best concert ever”


Measurable Actions
Rise in Foursquare usage after participating
Friend Big Boi

Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert





Measurable Actions
Friend Big Boi
Search for Pepsi Max using same device you’ve checked in with
Check in #1

Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert





Measurable Actions
Friend Big Boi
Check in #1
Redeem prize codes under cap of Pepsi Max bottles on same device
Check in #2

Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert





Measurable Actions
Friend Big Boi
Check in #1
Redeem prize codes under cap of Pepsi Max bottles on same device
Check in #2
...and so on.
Check in #3

Check in #4

Check in #5

Acquire Badge


Attend Concert

Check in at Concert





Ok, it’s not quite that easy.


Data can seem overwhelming. Future of Advertising - March 28

Do we control data, or does it control us?
It can be scary and intrusive... Future of Advertising - March 28

...or it can be useful. Future of Advertising - March 28

(but computers aren’t perfect) Future of Advertising - March 28

Perhaps this is how
we percieve data.


But in the right hands,
data becomes art.

(and I’m not just talking
about infographics)


Data helps us

In the digital age.

Data helps us
Create

In the digital age.

Data helps us

Know who cares

In the digital age.

Data helps us

Know why they care

In the digital age.

Data helps us

Know when they care more, or less

In the digital age.

Data helps us

Know where and what they’re doing
when they care

In the digital age.

Data helps us

Test what makes a person take action

In the digital age.

Data helps us

Tell more relevant, timely stories
In the digital age.

What does data look like?


Rather... what stories does data tell us?


Nielsen @ Plan

An easy way to compare your target audience to the general public

100 = Average

132 = 32% above average

55 = 45% below average


Data tells us the people we’re trying to reach seem to like
video games a lot more than the average U.S. adult on the
Internet.

How might that influence our conceptual approach, or
interface and page design?


...maybe we’ll take a cue from Groupon.


Data tells us the people we’re trying to reach read certain
kinds of magazines.

Maybe we ought to check those titles out and see if we can
figure out why they read them and what might inspire us to
create better connections.


Data tells us the people we’re trying to reach create and
publish content.

Hmmm...


Where else can we find data that inspires us?


It doesn’t have to be digital.


145,000+ in-store screens


Nielsen conducts a study.

“The average Best Buy
customer watches 5 minutes
of television while in the store.

And all you’re showing them is
an outdated episode of Planet
Earth.”


Enter:
Best Buy Content Network

2-3 minute clips of bands,
movies, and other rich content

15 minutes of every hour are
commercials


It worked.

Average customer now spends
13.5 minutes watching video in-
store.


Let’s change gears.



Mobile data = Gold.



Mobile data = Gold.
(It tells us why they care, and what they’re doing when they care.)



Mobile data = Gold.

How do we get this data?



Mobile data = Gold.

How do we get this data?

Incentives.


Foursquare will leverage check-in
data to predict locations that you
would want to attend.!
!
Tie-in with American Express gives
cardholders additional incentive to build
loyalty at their favorite retail locations!


Incentive: Special deals & AmEx points.

!


Incentive: Special deals & AmEx points.

!

Data: Where are our customers making minor purchases?

Starbucks offers deals to the mayors
of all of its US locations.!
!
Despite the investment of such a
promotion, Starbucks executives
estimate that their year-end data will
ultimately show an increase in loyalty.!


Incentive: Free coffee.

!


Incentive: Free coffee.

!

Data: How loyal are our customers?

Pinpoint tracks the exact location of a
credit card transaction and matches it
to the location of the cardholder!s
smartphone."
!
If they are far apart, both user and bank
are notiﬁed.!


Incentive: Keep your money safe.

smartphone."
!
are notiﬁed.!


Incentive: Keep your money safe.

smartphone."
!
are notiﬁed.!

Data: Geographical purchasing habits.

Google has built a “route around traffic”
feature into Google Maps for mobile,
which finds alternate, faster routes.!
!
The feature has saved users a total of
2 years of time and $250k in gas costs
since beta launch.!
!
Location-based service providers hope to
amplify benefits to the user to spur
adoption.!


Incentive: Get to your destination more
quickly.

!
since beta launch.!
!
adoption.!


Incentive: Get to your destination more
quickly.

!
since beta launch.!
!
adoption.!

Data: Where you’re going, and how fast you’re getting there.

“You visit a place and are presented
with a list of challenges. One might ask
you just to check-in for one point, or to
take a photo for two. Another might
challenge you to solve a riddle to earn
three points and yet a fourth to create a
tin-foil origami sculpture out of your
burrito wrapper and snap a pic!”


Incentive: Do entertaining things, get free stuff



Incentive: Do entertaining things, get free stuff


Data: User-created relevant marketing

The more fun and engaging our ads
are, the more people interact with
them.

And in the new marketing economy
fueled by what the users themselves
think, this is the only way to ensure
that your advertising will spread
beyond the ﬁrst place that you put it.


You will definitely be asked this in an interview.



“What do you think of location based services?”

or

“Have you ever done a Foursquare promotion?”



“What do you think of location based services?”

or


Most people will find this question challenging or confusing.
After today, you will not.


Hint:


=
“Either the only LBS I know about is Foursquare, or
I think the only LBS you know about is
Foursquare.”


The real question:

What data can we get users to give us?


Location-based services are becoming ubiquitous.

How can we use them to answer this question?


Come up with two location-based extensions for campaigns
you’ve done in the past.

Pick two clients you’ve already worked on - this should
supplement something that already exists in your portfolio.


What does the
Pick a service. Tell us why.
brand get back?

•Foursquare •Reward for check-in •Wherepeople use a
product
•Gowalla •Micrositethat
compiles content •When they talk
•Flickr about a brand
•Valuable service
•Facebook Places •When they have
•Recommendations interactions that are
•Google Maps
•Or, what else is valuable to us
•SCVNGR
valuable? •More?
•Pinpoint


At the end of class: you’ll have 2 minutes to share both of your
ideas.

Due to me via email: a one-page write-up of your two ideas.
Due by Sunday at noon


Learn how it works: visit the LBS Q&A section.

foursquare.com/business/brands

Next week


Next week

Blog assignment will be posted to Posterous (article response)


Next week

Email me your LBS concepts (and keep them around for future use)


Next week


In Class:


Next week


In Class:
• Digital Ecosystems


Next week


In Class:
• Websites + Social Media


Next week


In Class:
• Making everything play nice together


Next week


In Class:

Guest Speaker: Anders Sjostedt, Managing Director, Hyper Island


Next week


In Class:

Guest Speaker: Anders Sjostedt, Managing Director, Hyper Island
Evening Event: CATFOA @ Fineline Music Cafe


MCAD - FOA 2011 - Session #10

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