Pepe Martínez
Media Ussage
TIKI TAKA ADVERTISING
Tiki Taka - Circulation paradigm
Barça way of playing football
From distribution
A changing paradigm
To circulation
A changing paradigm
reachfrequency
stickyness
From…
To…
ROCK&LOVEADVERTISING
Let´s ROCK
Let´s love!!!
Loss of advertising efectiveness
Because audience fragmentation and advertising clutter
The only easy day
was yesterday
It´s not about technology,. It´s about culture. Henry Jenkins
IN FACT INTERNET IS NOT A MEDIUM, IT´S A METHAMEDIUM
Markets are conversations
There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
We are immune to advertising. Just forget it.
If you want us to talk to you, tell us something. Make it something interesting for a change.
FROM DISTRIBUTION TO CIRCULATION
The Tiki Taka System
FROM DISTRIBUTION TO CIRCULATION
From stickyness to spreadability
FROM DISTRIBUTION TO CIRCULATION
From 360º to 365 days
FROM DISTRIBUTION TO CIRCULATION
From BIG ideas to Loooooong ideas
FROM DISTRIBUTION TO CIRCULATION
Transmediahttps://www.youtube.com/watch?v=CP-zOCl5md0
YIN YANG
Masculine AggregatingColdConsciousLogicalRational
FeminineYieldingWarmUnconsciousCreativeEmotional
Transmedia=Tiki Taka
Let´s tiki taka
Let´s tiki taka
Paid Media
Own Media
Earned/Relationship
Media
John west – salmon – fighting fisherman
Carlsberg - bikers
Branded content
5 Requirements to be spreadable
1 surprising!!
Wolkswagen Group China. The People Car Proyect
2 Sense of opportunity
Greenpeace oil on canvas
3 useful
Macy´sYes, Virginia the musical
4 noticeabilty
The British Heart Foundation, BHF - Mini Vinnie
5 Problem solving
Tesco-Home PlusKorea
1 good Transmedia example
OnlineOfflineMixed
Cultural tension
Life is terrific and hard at the same time
Brand best self
It is vital. Love life
Big ideaL
The world would be a better place if we saw the glass half-full and
not half empty
TransmediaCoke - open happiness commercial
TransmediaHappiness machine
TransmediaHug machine
TransmediaCoca cola security cams
Try to avoid a typical ad
-Before emphasis was in message: in USP, in competitive advantages of products.
-Experiential marketing implies an holistic approach. From rational to emotional consumption. From consumer to the human being.
From traditional marketing to experiential one
Hamlet – Photobooth commercial
Hamlet – Ferrari commercial
Changes in persuasive keys
- Now is more much important to empathize with the target in order to create an emotional link beyond the products.
From USP to BERP
Changes in persuasive keys
“If you entertain me, I like you.
If I like you, I´ll buy you, ”.
perhaps
Antwerp zooA LOCAL and outstanding case
And….do you remember tiki taka ?
Try to provoque circulation!
PEPE MARTÍNEZ