knallgrau usergeneratedadvertising web2.0expoberlin 112007

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

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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?

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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 ...

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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

dieter.rappold@knallgrau.athttp://ww.sierralog.com

Knallgrau New Media SolutionsPezzlgasse 7/11170 Wien

http://www.knallgrau.at