2012 Emerging Platforms Discussion

May 2012

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Frank Cooper@f3cooper@PepsiCo

CMO andChief Culture Officer

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FRANK’S INFLUENCERS

“Clive Davis giving a moving speech dedicating the evening to Whitney Houston..” @f3Cooper

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CULTURE’S ROLE FOR BRANDS

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SPONSORSHIP

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SPONSORSHIP

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SPONSORSHIP

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SPONSORSHIP

Need to think about brands as more than a funding source because brands are thinking about their role in more sophisticated ways.

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NEW ROLE OF SPONSORSHIPObserver

Sponsor

Curator

Creator

Value

CreatorCreatorCreator

Low

High

Source: PepsiCo 2011 Web2.0 Presentation by Frank Cooper & Shiv Singh

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ROLE OF TECHNOLOGY

Defining and Developing A Value-Creating EcosystemSource: Anthem Worldwide 2012

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MOBILE’S KILLER APPS

10Source: Nielsen Q4 2011 P30-Day Used Phone for Shopping

FACEBOOK

GROUPONTWITTER

FOURSQUARE

YELP

LIVINGSOCIAL

GOOGLE +

YOUTUBEGOOGLE VOICE

GMAIL PANDOR RADIO

WORDS WITH FRIENDS

FACEBOOK MESSENGER

TALK - TEXT TO VOICE

WORDS WITH FRIENDS FREE

SKYPE

DROPBOX

GOOGLE SEARCH

GOOGLE MAPS

THE WEATHER CHANNEL

BARCODE SCANNER

SHOPKICK

MOVIES BY FLIXTER

WEATHERBUG

GAS BUDDYFANDANGO

REDBOX

STREETVIEW

28 OF THE TOP50 APPS HAVEA SOCIAL & OR

LOCAL COMPONENT

MOBILE APPS & THE SOLOMO INTERSECTION

SOCIAL LOCAL

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SMARTPHONESHOPPERDiscovery and purchase behaviors

11

Source: Nielsen  Smartphone  Analy2cs,  December  2011  IOS  &  ANDROID  

AR/Discovery Opportunity

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AND THEN THERE’S THE TABLET

12

Sources: comScore and Intermedia October 2011

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AND THEN THERE’S THE TABLET

12

Sources: comScore and Intermedia October 2011

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Source: Nielsen Q3 2011 Connected Device Report

CUDDLE UP MEDIUM

AR/Entertainment Opportunity

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FITS-IN MEDIUM

14

Source: Nielsen Q3 2011 Connected Device Report

89%82%

80%76%

47%49%

39%43%

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SOLOMO BY THE NUMBERS

• Shipments of smartphones & tablets passed desktops/laptops

• US mobile searches grew 4X last year• Google forecasts $2.3 BN 2011 mobile

revenues; 1 in 3 mobile searches are local

• Converts like crazy: after searching for a local business, 61% of users called and 59% visited

• 74% of consumers have purchased as result of using smartphone while shopping

15

Credit: Mary Meeker @Google’s Think Mobile 2/10/11

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BIG IDEAS HIDING IN SOLOMO

16

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BIG IDEAS HIDING IN SOLOMO

16

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SOLOMO’S BIGGEST THREAT: PRIVACY

17

Source: Nielsen Q3 2011

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RED BULL AUGMENTED RACINGHigh hurdle:• Buy 12 Pack• iPhone• Download App• Layout cans• Capture shiny 3D cans• Hit Render (20-seconds)

Great adoption, stacks in stores, “sold a buttload of Red Bull.” -- Kevin Doohan, Director of Digital at ad:tech SF 2012

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THE WORLD’S SMALLEST TOAST

Gnomes from 6,666 years ago have arrived with beer? Let’s see ‘em.

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PEPSI LOOT

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BACK TO THE X-FACTOR PLATFORM

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X-FACTOR PLATFORM

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X-FACTOR PLATFORM-SUPERBOWL SPOTAugmented Reality arrives when a big idea meets natural extension in Superbowl spot

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THANK YOU

Connect:

@marksilva@anthemww

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