TheTrendWatch #12

Biomarketing

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TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization

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Technology has deeply changed
the way we think, live,
communicate, perceive brands,
and purchase products...

But ironically, the last huge
trend of marketing is to refocus
on what's really important: Life

Introducing The TrendWatch #12

BIOMARKETING
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Bio
from Greek 'bios' = life

1. indicating or involving life or living organisms
(biogenesis, biolysis)

2. indicating a human life or career
(biography, biopic)

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What really matters now?
Blood and Flesh
True stories, real life, live events,
instant promotions, useful help,
tangible benefits…

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From 360° to 98.2°F integration
Biomarketing strategies natively involve humans and life
at the core of the brand communication,
product development, and consumer relationship

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Biomarketing media planners
consider usage
as much as reach

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Everyday 65 million people
tell the world what they like!

Since April’s launch of the open graph, over 350k
sites have added the like feature to their website.

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A REAL world of
endless opportunities
for brands…

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…especially when the online cost
per contact is way below other
media…
Sources: Morgan Stanley, Media Dynamics, comScore, Ben Swinburne

Note: Based on 2009-2010 rates, all media measured per adult (not per household), low
estimates for traditional media includes advertisement aimed at mass market (no demo
targeting), Average estimates for TV include early am + daytime + early news + primetime
$28
+ late evening, and are based on upfront pricing. Broadcast TV

Average Advertising Cost
per Thousand Impressions $20
by Medium (2009-2010)
$15 $16 Syndication TV

$12 Newspaper
Magazine

$10 Cable TV
Radio
$5
$3 Out-of-Home
Internet

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…and 42% of all consumer sales
are initiated online
Sources: eConsultancy

42%
Sales
initiated
58%
Sales
online
initiated
offline

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What's mass?

Lady Gaga and Justin Bieber Race
to 1 Billion YouTube Views!

If both artists continue at their
current rate, Gaga will beat
Bieber to the punch by reaching 1
billion views around October 20.
Bieber is expected to reach the
milestone around November 1.

Only 18% of traditional TV
campaigns generate a positive ROI

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What's mainstream?

⅓ of US teens
50% of mobile internet
send over 100 text traffic in the UK is for
facebook
messages per day

The average facebook
The average facebook user user has 130 friends
is connected to 80
community pages, groups
and events
The average facebook
user creates 90 pieces
of content each month

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Biomarketing strategic planners
see digital as real life

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JAPAN - With the new Nintendo 3DS
you can literally play 24/7

15

USA - Discover what
your friends will
do in one day, one
month or one year
with Plancast

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WORLDWIDE - Get ready! It's Foursquare's Mayor War

Foursquare just passed
100 million checkins!

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CHINA - "Duo Guo" brick and mortar retail stores
sell digital goods only (games, ringtones,
softwares) to 500 million mobile phone users

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USA - Teach your phone some cool tricks
with the new Google Voice

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JAPAN - Equipped with a
camera the "PanelDirector"
billboard digs into a
database of more than
10,000 patterns to
accurately determine the
gender and approximate age
of the individual.

With that info, it can
then show off a targeted
advert, appropriate for
the viewer.

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USA - "Entrusted" takes care of your
digital assets after your death

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Biomarketing technology
uses data to bring (your) life
to all kinds of objects

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ISRAEL - Coca-Cola brings the "like" concept
to real life with a RFID wristband

The 650 visitors who
were in the village
at any one time
contributed to up to
35,000 pieces of
content per group
over their three day
stay. Each visitor
posted an average of
54 branded pieces of
Coke merchandise to
their facebook page.

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USA - Domino's Pizza tells you
(and your friends) exactly
where your food is

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FRANCE - Parrot introduce the "AR.drone"
an iPhone controlled helicopter with
live camera and augmented reality games

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CHINA - Volkswagen transforms a simple piece of
paper into an augmented reality game, driving
50,000 players to register

26

USA - Citibank is testing a smart credit card
that lets you pay at the point of sale with your
loyalty scheme points as well as regular money.

The solution developed by
Dynamics Inc. is potentially
more secure than
"traditional" cards, since
it's far harder to clone,
and it expands the
capabilities of point-of-
sale systems at zero extra
cost.

Citi Bank has been trying
the technology on a small
scale, and will roll out a
much bigger-scale trial
starting in November.

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WORLDWIDE - Apple leads the way towards mass usage
of simple and people-focused mobile services

My credit card
inside iPhone5?

It seems
increasingly certain
Apple is going to
bring RFID into
common usage with
the iPhone5 for 2011
because new patent
shows just how far
Apple has gone with
design thinking for
RFID.

The patent shows how
an RFID loop,
powerful enough to
act as both RFID tag
or a tag-reader, can
actually be built
right into the
complex layered
circuitry of the
iPhone (or iPod
Touch) screen.

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SPAIN - Diesel brings all your facebook friends
into the fitting room

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UK - Nokia connects your Burton snowboard
to transform your rides into a social game

As well as sharing tricks and runs with friends via social media integration, Nokia
and Burton are hoping that riders will be able to use the unique datasets to create
practical, engaging and beautiful visualisations.

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Biomarketing creative ideas
tell the real stories of real people
performing in real events

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UK - Adidas lands the soccer legend Lionel Messi
in the middle of 11 random games, creating an
unbelievable experience for thousands of
passionate fans

The adidas
organized events
were spread
entirely through
clues seeded via
the brand's
Facebook group and
UK football blogs
in just four days
leading up to
Messi's arrival.

Over 1,000 fans
queued up at Brick
Lane for the
chance to be one
of 50 people to
swap old football
boots for a brand
new signed pair of
adidas F50
adiZeros. When it
came time for
Messi's final stop
- Tower Hamlets -
organizers were
forced to cancel
because an
overwhelming 3,000
fans flooded the
venue.

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FRANCE - Ken Block smokes some tires and youtube
with 2 million+ views after only 2 days

Monster, DC's Shoes, and Ford
score one of the top 10 viral
ads of all times

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WORLDWIDE - YouTube top 100 4.7%
Advertising
most viewed videos by type
Sources: TubeMogul

17.2%
User Generated 43.2%
YouTube Partner

34.9%
Unofficial
and pirated

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USA - Gatorade replays the match

Online activity included the
workout programmes used by
the now middle-aged men to
get back in shape, and a
Facebook app to allow
followers to reunite their
own sports teams.

Gatorade saw sales in the
region where the contest was
held soar by 63% and the
campaign generated more than
$3m worth of media coverage.

It appeared frequently in
sports news roundups on
channels including CNN, from
the use of just $225,000 of
paid media.

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USA - Old Spice includes just about everyone in its last
campaign, boosting sales by +107% and driving the brand to
become #1 of the category

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AUSTRALIA - Coca-Cola launches a "coke machine
fairy" hunt on foursquare

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USA - McDonald's increased
its foot traffic by 33%
during "foursquare Day",
simply offering 100 gift
cards to the people who
checked into one of
McDonald's 14,000 stores on
April 16.

That's a 20 million customer difference,
for a total cost of measly $1,000!

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WORLDWIDE - Smirnoff
celebrates the dance
culture of major cities
across the globe, and
everyone can suggest their
ideas for themes that best
represent their home
country.

While the campaign
incorporates Facebook at
its heart, it also includes
a global partnership with
MTV (who will drive the
collaboration through
webisodes and news segments
hosted on the MTV site), a
blogger affiliate program,
a mobile channel, local PR
drives and a traditional
approach featuring TVCs.

The TVCs will be cut
together incorporating
uploaded clips of users
describing their ideal
party.

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NORWAY - The Samsung "Shakedown" live experiment
makes you win real phones after they crashed

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WORLDWIDE - Enter the Volkswagen
"real racing" GTI iPhone game
and win a real car

As screens get smaller, apps get bigger!
Currently 1 out of 4 U.S. adults use them

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Biomarketing strategies
unleash the power
of real people doing real things

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USA - With "Twelp Force" everyone can now ask real
time questions via twitter to all Best Buy experts

DELL says 6.5 million in sales
comes directly from twitter

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USA - Field agent, the first app that pays you! Accept and complete simple
tasks (like taking a photo) directly from your iPhone and get paid

44

WORLDWIDE - Life In A Day is a historic global experiment to create the world's
largest user-generated feature film: a documentary, shot in a single day by you,
produced by Ridley Scott and directed by Kevin Macdonald

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FRANCE - Thanks to Nike's "Chalkbot" you can paint
your message on the roads of the Tour de France

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EUROPE - True City is an application that unlocks the best of your
city: real community, real exhibitions, real concerts, real sports
events, real cool places, and of course: real Nike promotions!

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Biomarketing
brings interactivity
to all kinds of media,
redefining storytelling,
news, entertainment, music…

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WORLDWIDE - Arcade fire partner with google to use HTML5 and
street view for their last song "the wilderness downtown"

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USA - ABC's new show "My Generation" is
the first TV+iPad full experience

The Nielsen "Three Screen Report" released in Q1 2010, shows that 59% of
Americans are now surfing the Internet and watching TV at the same time

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USA - Created specifically for the iPad by Tools of North America
and Domani Studios, "Touching Stories" allows users to interact
with the narrative by touching, shaking and turning the device

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FRANCE - You decide the end of the
new Tipp-Ex campaign on YouTube

23 million+ brand
channel views

#1 most viewed, and
subscribed commercial
content in france

In less than 5 days, the
campaign teaser has been
seen more that 4 million
in over 200 countries!

The campaign has been
published by hundreds of
blogs, shared more than
120 000 times via
Facebook and
twitted more than 10 000
times

The campaign has
appeared on television,
the radio and in press
articles (on and off
line)

Each Internet user:
- Spends, on average, 6
minutes viewing the
campaign, whereas the
usual average time spent
is 2 minutes
- Makes more than 15
key-word requests during
a visit
- Views more than 19
pages on average

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SPAIN - ¿Cómo quieres llegar? You choose how
you want to ride the Adidas interactive street!

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WORLDWIDE - Microsoft's Xbox "Kinect" is the first interface
that uses your body as controller to reach mass market

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BELGIUM - AXA launches its app with
a print+iPhone interactive ad

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WORLDWIDE - FOX's smash hit TV show Glee, syndicated across 21
countries, with a peak of 13.6m viewers in the US alone, has amassed
a global fan base with one of the best selling iTunes apps.

Such a spike in popular culture
has not gone unnoticed by brands.

A high profile association with
Unilever's Dove Hair Care sees
adverts for the brand reflecting
the show's musical nature, and a
daily competition to win
everything from free haircare
products to a VIP styling package
and a trip to the set to meet the
stars.

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PORTUGAL - the AXE "Dry or Die" campaign
transforms a TV commercial into a real game

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Biomarketing
forces advertisers
to refocus on basic values
like trust, transparency, fun,
health, sustainable development

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USA - Domino's tells the truth
behind the perfect TV ad pizza

…and asks you to
upload your real
life photos to
compare!

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SWEDEN - Ikea brings
people to their
kitchen with a
premium cooking book
called "homemade is
the best"

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WORLDWIDE - Greenpeace wants
facebook to unfriend coal

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USA - Coca-Cola and Walmart recycle together

62

USA - Amex members take charge
of making difference

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USA - A mix of skype, facebook and your preferred doctor,
"Hello health" is simply medical care as you wanted it

64

USA - 37signal's last book "rework" contains simple stories with names like
"Meetings are toxic","Decommoditize your product" and "Underdo your competition"
reacting against traditional structures and outlining a philosophy towards people
and culture.

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Biomarketing
leverages social interactions
to build sales, and optimize ROI

We call it "Buy-ology"

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BELGIUM - 1 like on the Skoda facebook
page gives you a 2 euros discount on a
new car… Line your friends' up!

67

USA - Groupon is the fastest growing internet company and a pure social phenomena

18 million Groupon subscribers
12 million Groupon sold
$500 million saved in North America

…And 120 me-toos on the US market so far

68

USA - Gap smashes sales record
with a Groupon promotion!

The national promotion resulted in
income of $11 million from sales of
a $25 coupon worth $50 of store
merchandise to over 440,000 shoppers

69

JAPAN/USA - Is Gilt Group and its "invite only"
community the future of retail?

Gilt, with more than 2 million members,
did $97 million web sales in 2009

70

USA - Levi's is pioneering social shopping

71

USA - Launch a free storefront on facebook
in 10 minutes with "Payvment"

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UK - FCUK launches "YouTique", a mix of YouTube and shopping

YouTube is the 2nd 2 billions videos
largest search engine streamed per day
(sources: techcrunch)

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Biomarketing has already
changed the web and your life,
putting people's needs
before the brands agenda

74

USA - Wired claims "The web is dead"
Read the full article here: http://www.wired.com/magazine/2010/08/ff_webrip/all/1

… and brand websites as destination are in danger:

Coca-Cola.com unique visitors fell more than 40% to 242,000 vs July YAG… But
on the flip side, the Coke facebook page has 13 million+ fans

Oreo.com is also down 73% to 321,000, but counts 10.5 million facebook fans

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WORLDWIDE - With the new Twitter, best results don’t just
show up in a search engine, they show up in real life

Many think of twitter as a
social network.

They’re wrong.

People love it as a source
for sharing real time news
and information.

As a result, twitter has
become the world’s fastest
growing search engine.

It now reaches 24 billion
search per month. More than
Bing (4.1 billion) and
Yahoo (9.4 billion)
combined!

76

WORLDWIDE - Facebook launched "places"
bringing Location Based Services to
500+ million people

77

USA - Chase Bank launched a full suite of mobile
banking services that allows you to deposit a check
from your phone

Bank of America, the
country's largest bank,
says 17% of its online
banking customers already
use mobile services such as
texting or apps for smart
phones.

78

USA - Netflix is now available in iPhone, iPad, connected
TV, apple TV… And you phone can now stream it on any TV!

79

USA - CNN with "iReport" and "NewsPulse"
reinvent journalism around the reader

80

WORLDWIDE - the world's
biggest music store
introduces "Ping": an
embedded social network
that allows people to
recommend and discover new
(iTunes) music

81

WORLDWIDE - The app race On average iPhone owner
downloads a total of 37 apps,
and one paid app per month

Source: Nielsen

In June 2010 iTunes passed 5 billion downloads,
and the last billion took place in the last 2 months
at a rate of 16.7 million download per day day

Source: Apple

82

USA - "The NewYorker" knows about your everyday iPad needs

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Thank You!
TheTrendWatch.com

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TheTrendWatch #12

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TheTrendWatch #12