Transcript Media usage 17/3 - IP EUTA 2014 | Home

Pepe Martínez
Media Ussage
TIKI TAKA
ADVERTISING
Tiki Taka - Circulation paradigm
Barça way of playing football
A changing paradigm
From distribution
A changing paradigm
To circulation
From…
reach
frequency
stickyness
To…
ROCK&LOVE
ADVERTISING
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
Transmedia
https://www.yout
ube.com/watch?
v=CP-zOCl5md0
Transmedia=Tiki Taka
YIN
YANG
Feminine
Yielding
Warm
Unconscious
Creative
Emotional
Masculine
Aggregating
Cold
Conscious
Logical
Rational
Let´s tiki taka
Let´s tiki taka
Earned/
Relationship
Media
Paid
Media
Own
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´s
Yes, Virginia the musical
4 noticeabilty
The British Heart Foundation,
BHF - Mini Vinnie
5 Problem solving
Tesco-Home Plus
Korea
1 good Transmedia example
Online
Offline
Mixed
Cultural tension
Brand best self
Life is terrific and
hard at the same
time
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
Coke - open happiness commercial Transmedia
Happiness machine
Transmedia
Hug machine
Transmedia
Coca cola security cams
Transmedia
Try to avoid a typical ad
From traditional marketing to experiential one
-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.
Hamlet – Photobooth commercial
Hamlet – Ferrari commercial
Changes in persuasive keys
From USP to BERP
- Now is more much important to empathize with
the target in order to create an emotional link
beyond the products.
Changes in persuasive keys
“If you entertain me, I like you.
If I like you, I´ll buy you, perhaps”.
A LOCAL and outstanding case
Antwerp zoo
And….do you remember tiki taka ?
Try to provoque circulation!
PEPE MARTÍNEZ