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Presentation by Chris Unwin from Much MTV Group shares how his company is evolving the consumer experience across real and virtual environments to become omnipresent with transmedia audiences. Learn how Much MTV is developing content strategies and collaborating with like-minded brands to the point that worlds truly collide.Follow @chrisunwin and @strategyonline
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worlds
collide
when
3
marketers
consumers
viewers
viewers
viewersconsumers
viewersconsumers
viewersconsumers
participants
“Self expression is the new entertainment”
25% of search queries for top 20 brandsare links to user-generated content
1 platform for positive expression
OOH
mobileplace
experi-ential
PR
audio/video
online
direct
yourmarketing
plan
OOH
mobileplace
experi-ential
PR
audio/video
online
direct
yourmarketing
plan
OOH
mobileplace
experi-ential
PR
audio/video
online
direct
yourmarketing
plan
OOH
mobileplace
experi-ential
PR
audio/video
online
direct
yourmarketing
plan
OOH
mobileplace
experi-ential
PR
audio/video
online
direct
yourmarketing
plan
OOH
mobileplace
experi-ential
PR
audio/video
online
direct
@#&%!?!?
2 evaluate against yourbrand objectives
interruptionssuck
participationrulesinterruptions
suck
3 entertain, don’t interrupt
worlds
collide
when
identity
activities goals
the digital world makes real lifemore meaningful
real life makes the digital world more meaningful
real
digital
millennials live almost exclusivelyin the space between these spheres
we need to acknowledge the overlap between real and digital life
MTV
strategy
Much
valu
e
participants
viewers
volume
traditionalmeasurement
super fans
then now
rethink product development forparticipation & influence
participatory
proprietary
building and contributingto virtual environments
brand
platform
platform
brand
identity
activities
real
digital
goals
Brand Objectives
Audience Benefit
Platform/s
MuchMTV
strategy
two mobile projects with digital environments
MuchMTV
strategyI want my MTV Social
MTV Social is co-viewing app built for the “digital couch”
41%
33%30%
28%
24%
16% 15%
11% 10% 10% 9% 8% 8% 7% 6% 6%4%
Gam
es
Wea
ther
Soci
al N
et.
Mus
ic
GPS
New
s
Spor
ts
TV/V
ideo
Util
ities
Fina
nce
Busi
ness
Hea
lth/W
ell.
Food
/Coo
king
Trav
el
Shop
ping
Refe
renc
e
eBoo
ks
Source: Forrester Research Inc., Q2 2010 N. America Benchmark Survey, Canada, Adults 18+
Canadian Smartphone app usage:Games, Social Networking top the list
86% of mobile internet users watch TVwith their mobile devices
Of that, 40% are social networking,33% using apps, and more than
half are texting
identity
activities goals
real
digital
conceptualizing the MTV Social Co-viewing App
conceptualizing the MTV Social Co-viewing App
Brand Objectives
Platform/s
Audience Benefit
identity
activities goals
real
digital
proprietary
Brand Objectives
Audience Benefit
identity
activities goals
real
digital
MTV Ecosystem
Twitter/Facebook
Easy, Hosted, Super Fans
conceptualizing the MTV Social Co-viewing App
Platform/s
MuchMTV
strategyDegrassi Mobile Game
identity
activities goals
real
digital
conceptualizing theDegrassi Mobile Game
identity
activities goals
real
digital
Brand Objectives
Audience Benefit
conceptualizing theDegrassi Mobile Game
Platform/s
proprietary
Brand Objectives
Audience Benefit
identity
activities goals
real
digital
$$$ Community
Apps/Social Media
Involvement in Story
conceptualizing theDegrassi Mobile Game
Platform/s
for the first time, fans canenroll at Degrassi
for the first time, fans canenroll at Degrassi
for the first time, fans canenroll at Degrassi
for the first time, fans canenroll at Degrassi
for the first time, fans canenroll at Degrassi
episode-based story game“choose your own conversation”
episode-based story game“choose your own conversation”
episode-based story game“choose your own conversation”
acknowledge character traits,manage relationships
social currency translatedinto Degrassi points
and of course, goof offaround campus
and of course, goof offaround campus
thanks
