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A journalist recently asked us what we thought the big media trends of the day are, what with the upfront season upon us once again. And, naturally, we had some opinions. The list below doesn’t include anything brand spanking new, just what we see breaking through the clutter—at present and for the near future.
3D. Big pushes coming from a number of directions (movies, games, home electronics, tk) have succeeded in making this a clutter buster for consumers. How long the novelty value will last is hard to predict, but there are plenty of partnership opportunities available right now, and if integrated well with existing media and PR efforts, 3D can be a differentiator. A couple of notable headlines here and here.
Augmented Reality. This one is tricky. As we’ve previously opined, AR is not worth doing unless done well, and the majority of efforts we’ve seen to date disappoint. That being said, there’s heat here, what with a steady stream of technology advances and widening adoption of sexy devices (iPads to smartphones to…) looking for sexy experiences. You and your creative team up for a promising challenge? One platform to watch, the Layar Browser, here.
Integrated Outdoor. Outdoor sexy? Oh, yes. These aren’t your Mad Man’s billboards. Some of the most engaging creative we’re seeing links outdoor platforms to the social media mainline via activities, photo ops, scannable codes, what have you. Connect real world and virtual experiences and you’re well on your way to getting the virtuous circle of buzz a-spinning. Some of our fave examples:
Digital “Zines.” The burgeoning e-reader market is full of both new product and traditional guys testing the waters, which means there’s plenty of room for innovation, from straight advertising to sponsorship to straight up content plays. Sometimes you want to wait for a new platform to stabilize. Other times, you want to get in there before it congeals. This feels like the latter. See demos here and here.
Paying The Tab. Not in the market to create unique content or expend significant effort on content development? Consider teaming up with someone who is, and needs some support. As more and more content and app plays test out pay walls to generate cash, there are, well, more and more opportunities to cover the tab and offer your customers free access and/or samples. This can be good for brand ID and delivers a real service to your consumers. A recent example from Stella Artois here.
Original Content. Of course, some folks just can’t resist the oh-so-tempting siren song of branded content. Rare is the truly strong, creative idea that incorporates your brand without overt shilling… and don’t count on this approach being the cheaper option. But for the lucky winners? It’s total brand control and an exponential payoff. Recent example of note: the Anheuser-Busch InBev online reality show timed to the 2010 FIFA World Cup, ‘Bud House.’
Viral. We hesitate to even include this one, as everyone is already obsessed with going viral. What was a challenge a couple of years ago is nearly ridiculous now that the noise level has gotten deafening. And yet… it’s not going away any time soon. Our best advice? Hire some really creative people and let them do their thing, as long as it’s true to the authentic voice of the brand. And, ideally, don’t place all your money on one horse—try multiple approaches and don’t cling to any one execution.
For a good recap of what’s viral, see Ad Age’s YouTube playlist, here.
And two other “oldies” but goodies here and here.
Then again, if you really want to get really radical, maybe the time has come to carve a few pennies off the media budget and use it to hire a Social Media Community Manager or two?
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