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User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 2
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 dieausdrückliche und schriftlich erteilte Genehmigung von Knallgrau New Media Solutions GmbH nicht gestattet.Alle Rechte vorbehalten.
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 3
advertising?
"The means of providing the mostpersuasive possible selling message to theright prospects at the lowest possiblecost“
IPA definition
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 4
advertising yesterday
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 5
The landscape changed ...
iPodTV
FacebookMySpace
PSP
iTunes
Wii
LastFM
Blogs
Podcasts Vodcasts
YouTubeNewspapers
MMORPGsMagazines
Radio
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Who‘s gonna create tommorrow‘s winning slogan?
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 7
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 8
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 9
What is user generated advertising?
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 10
Professional platforms and new ecosystems ...
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 11
Marketing, Advertising, PR & Branding
Marketing, Advertising, PR & Brandingbecome blurred in the new social web.
The passive consumer mutates into anactive prosumer. Change passiveCouch-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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You can‘t ignore it - control is an illusion ...
User generated advertising, Web 2.0 Expo, Berlin, 8th of Nov 2007 13
Where are we heading?
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Coca-Cola – „Weallspeakfootball“ WM 2006Rich media Blog- and Eventplatformfor FIFA Soccer Worldcup 2006:
» 4 A-List-Blogger & 60 Guest-Blogger from 14 countries party inBerlin
» Strong international reach, visitorsfrom 148 countries
» 56% from the US without classicmarketing, organic viral seeding
» 350+ Media clippings:Businessweek, USA Today, BBC,TIMES, Handelsblatt u.a.
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High end user generated advertising ...
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WASF: Testimonials» “We all Speak Football, which is
essentially a mash-up of Real World takeson Social Media Revolution takes onGOOOOOAAALLL. (...) This looks like areally well crafted and nurtured effort.”
» “(…) I do believe Coke is pushing someinnovative ground here (…) the key hereis to keep the branding and/orsponsorship pushed as far to thebackground as possible.”
» “Personally I think the most innovative bitof advertising in this world cup has comefrom Coke.”
» “Coca-Cola has produced one of the mostreadable World Cup blogs” The Times
» “It's a good move. (…) What they'redoing now has more energy and verve.”Business Week
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answers
[email protected]://ww.sierralog.com
Knallgrau New Media SolutionsPezzlgasse 7/11170 Wien
http://www.knallgrau.at
