Transcript VEIL interactive

VEIL
ADVANCED TECHNOLOGY &
INT E LLE CT UAL PROPE RTY COMPANY
WHAT DOES VEIL DO?
VEIL
1 - SOLVES TOUGH MARKETING PROBLEMS
Solves marketing problems tied to engaging today’s “connected consumers” that
most agencies and brands aren’t equipped to tackle on their own
2 - MAKES MEDIA ASSETS WORK HARDER & SMARTER
Enhances existing marketing, promotional, sponsorship and mobile
solutions/assets via application of advanced technologies
3 - FUNCTIONS AS AN R&D LAB FOR MEDIA, CONTENT AND
PROMOTIONAL INNOVATION
Serves as a one-stop shop for branded interactive content, mobile/product
development and promotional experimentation via a unique combination of
technology, resources and expertise
CONSUMER ENGAGEMENT
Our business is about engaging consumers in very unique ways through the use of advanced
technologies to enhance a brand’s marketing, sponsorship, content and promotional
VEIL
solutions.
Most agencies and brands don’t have the resources to sort through the explosive growth in
emerging technologies let alone invest the considerable resources necessary to create and
test their own. This is where VEIL fits in.
In the post-interruptive era of marketing communications, we believe in the supreme
importance of creating “opt-in” environments in both the physical and digital world that
consumers choose to participate in. This means we view technology as a means to create
“magical moments” between brands and consumers that are welcomed, not avoided.
Moments worthy of sharing.
We work with forward thinking marketing executives who are looking to innovate in
meaningful yet simple ways and need a true partner to deliver the resources necessary to
innovate. We don’t “innovate” for the sake of “innovation”, we innovate to help our clients
exceed the status quo of industry expectations by creating solutions grounded in a keen
understanding of business strategy and scalability.
Think of VEIL as an R&D like extension to a brand’s innovation efforts by bringing a highly
differentiated group of assets and expertise to the table. Think of VEIL as a lab staffed with
next level engineering horsepower working to crack the code of your marketing and business
challenges.
Think of VEIL as your Innovation Partner.
R&D LAB FOR MEDIA, CONTENT AND PROMOTIONAL INNOVATION
Led by a visionary CEO and a senior management team with a broad understanding of
marketing communications, sponsorship, content, promotions and technology, VEIL brings
together
VEILunique assets and expertise to propel innovative client initiatives forward.
VEIL’s lab can help client’s incubate scalable innovation in a cost effective and efficient way.
Technology
Infrastructure
Hardware &
Software
Engineers
VEIL SDK & 2nd
Screen
Infrastructure
- US & Canada
World Events
Production –
Producers of
Voltron
Prototype Development of
Interactive Devices,
Systems or Apps
Ability to Make Content
Interactive Through Mobile
Apps as it Airs on Traditional
TV in US or Canada
Programming Development
and Production
2nd Screen
Distribution
Proprietary
InTOUCHTV
FOX-KRBK –
Local TV
Station
Intellectual
Property
Portfolio
TV Station Functioning as a
Lab Environment to Test
Interactive Content Concepts
Robust IP Portfolio of
Patents Tied to Consumer
Engagement Via Apps and
Devices Tied to Live TV
VEIL’s Second Screen App
- Experimenting With
Integrated 2nd Screen &
POS Promotions
Content
CLIENT EXAMPLE – INTERACTIVE SYSTEM FOR AB-INBEV
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Challenge/Opportunity:
VEIL client AB-INBEV was seeking ways to react to competitive threats to Budweiser and other
portfolio brands that will protect and grow on-premise tap handle real estate, drive measurable
incremental sales and deliver strong branding.
AB-INBEV brand managers were seeking a “magical” way to engage consumers through an inbar promotional concept tied to its significant investment in sports marketing. The limiting
factor being the devices couldn’t be dependent on an Internet connection because that would
limit the scalability of the technology solution.
Solution:
VEIL built an interactive in-bar promotional system to be triggered in conjunction with televised
sporting events as they unfold in real-time via a radio based technology.
Pilot testing the initiative in Boston around Red Sox baseball, VEIL built an interactive system
that included a tap handle, scrolling LED sign and an HD quality pico projector that would “light
up” the moment that the Red Sox scored a run during any home or away game. Effectively
creating a highly engaging mechanism to distribute original Budweiser content tied to consumer
passion with a call-to-action tied to marketing and financial metrics.
With an eye towards a sports-agnostic and national roll out, AB had VEIL build and install 38
interactive systems across 26+ Boston bars to bring a little “magic” to the in-bar, Boston Red
Sox viewing experience.
http://www.nesn.com/2012/07/budweiser-draught-rally-tap.html
CLIENT EXAMPLE – INTERACTIVE SYSTEM FOR AB-INBEV
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VEIL enabled innovation aka “magic”.
On Tuesday June 19th, the Boston Red Sox played the Miami Marlins at Fenway which marked
the Boston debut of the interactive systems.
In the bottom of the 1st inning, down 2-0 to Ozzie Guillen’s Miami Marlins, up to the plate
stepped David “Big Poppi” Ortiz. With a man on base, Big Poppi smashed a 2-run home run
which activated the Budweiser systems.
As you can see from the user generated video below that captures the events as they unfolded
at legendary Red Sox bar Jillian’s, the system delivered real-time magic.
http://www.youtube.com/watch?v=XaUV1_fLIMI&feature=youtu.be
THE “2ND SCREEN”
“50% of all adult cell phone owners are ‘connected viewers,’
employing their phones to supplement their TV viewing, or
what Pew calls ‘engagement, diversion or interaction.’ That
‘connected viewer’ figure jumps to 81% for users 18-24, but is
strong across the board, with 72% of adults 25-34 connected
viewers and 60% of those 35-44.”
- Pew Research Center’s Internet and American Life Project 07.17.12
VEIL 2nd SCREEN – INFRASTRUCTURE & MOBILE APP SDK
VEIL’s proprietary technology is licensed by WPP’s Kantar Media to power their Broadcast
Verification Services business. Kantar’s BVS enables its Fortune 500 clients to actualize TV
media buys across 210+ DMAs in the US and into Canada. This technology provides brands with
VEIL
the ability
to automate the verification of when and where their TV spots ran. BVS is powered
by VEIL’s proprietary audio watermarking technology that encodes commercial spots so that
they are then recognized by VEIL decoding software installed on computers monitoring
broadcast and cable TV in each DMA.
VEIL and Kantar have made an investment to evolve this infrastructure so that it now interfaces
with a proprietary VEIL Software Development Kit (SDK) to create a highly dependable 2nd
screen system. This system can then be used by VEIL clients to engage consumers through a
mobile app while they’re watching televised content.
Different from a microphone based approach, the VEIL system isn’t affected by noise that can
prevent other microphone based second screen apps from consistently recognizing content.
Powered by automation, VEIL’s system is different from internet alternatives that require
resources invested in human channel monitoring.
The infrastructure is portable and can be set-up outside of North America.
210+ DMAs
VEIL 2nd SCREEN - INTOUCHTV
Enhancing the viewing experience as opposed to distracting consumers.
VEIL’s SDK, along with its 2nd screen infrastructure, provides its clients with a highly
VEILway to engage consumers by linking a mobile app on their 2nd screen device to
dependable
televised content.
VEIL expanded its investment in the 2nd screen by building a consumer facing app around its
SDK – InTOUCHTV – and launched a 2-week interactive trivia contest with its sister company,
FOX-KRBK, of Springfield, MO, during Q1. The contest included branded interactive content
airing spontaneously during the hours of 5-7pm and 7-11pm where consumers could “play
along” via the InTOUCHTV app. Participating consumers were driven to point of sale by
earning points that could be redeemed for rewards from FOX-KRBK advertising partners at
retail. As you can see from the video link below, the FOX-KRBK viewing market responded
quite well to VEIL enabled interactive programming.
The successful launch attracted advertiser attention which has resulted in a 6-month
sponsorship commitment by a Springfield, MO community bank – Great Southern – to power
interactive weekly InTOUCHTV trivia once per month, over the next 6 months.
http://www.veilinteractive.com/vsst/
CONTENT GAMIFICATION
“By 2014, a gamified service for consumer goods marketing and
customer retention will become as important as Facebook, eBay
or Amazon, and more than 70% of Global 2000 organizations
will have at least one gamified application…”
“Once long-standing marketing techniques are now failing.
They’re failing because people today are experiencing more
reward and more engagement from experiences than ever
before.”
– Mashable 7.28.11
APPLICATIONS OF VEIL 2ND SCREEN – SPORTS MEDIA
PROPERTIES
Making existing assets work harder and smarter.
VEIL has initiated conversations with professional sports properties to create an interactive
fan loyalty platform for teams by enhancing their mobile application through VEIL’s SDK.
As local media properties, sports teams are ideally positioned to benefit from VEIL’s SDK due
to their rabid fan bases, abundance of original content and portfolio of sponsorship
relationships.
A VEIL enabled second strategy and the resulting gamification of relevant content will drive
incremental sponsorship/media revenue, deliver opt-in consumer data while enhancing fan
engagement and “shareable moments”.
Helping sports properties better leverage their existing sponsorship assets while activating
fans towards the business interests of both the properties and their sponsor partners
through their mobile application is an opportunity VEIL is uniquely positioned to help them
achieve.
OTHER THOUGHT STARTERS - EXPERIENTIAL, PROMOTIONAL
& TRADESHOW APPLICATIONS OF VEIL TECHNOLOGIES
VEIL
Interactive content has a “magical” way of engaging people.
Experiential , Promotional and Tradeshow marketing revolve around engaging consumers in
a more personal or customized environment. By making content interactive, VEIL is
positioned to offer its clients a new and innovative tool to enhance their existing efforts in
a significant way.
The power of interactive content combines the superior ability of content to engage,
entertain and inform with the “magic” of a synchronized event that will provide a highly
unique and differentiated consumer experience.
VEIL ‘s technology can help its clients achieve their ultimate goal – enhanced consumer
engagement – and in doing so, improve the ROI of these types of marketing efforts.
Whether its activating around a sponsorship investment, improving the performance of an
annual tradeshow commitment or bringing interactive content into a retail/screen network
environment to drive promotional value, VEIL helps clients leverage branded interactive
content to achieve measurable results.
VEIL is able to connect consumers with content in ways no other
company can and is the ideal innovation partner for today’s
forward thinking and international agencies.
We look forward to hearing from you and learning how we might
be able to innovate together.
Alec Coughlin
VEIL
Director of Business Development
50 Maryland Plaza, STE 300
St. Louis, MO 63108
O: 314.345.1079
C: 917.312.9598
F: 314.345.1093
E: alec@koplar
T: @alec_coughlin
m
John Teichmann
VEIL Business Development
C: 772.538.7483
O: 314.345.1000
F: 314.345.1093
E: john@koplar