About

Download

  • A free mini-guide on how to blog a conference in detail, by Ethan Zuckerman and Bruno Giussani.

Search LoIP

  • Web LoIP

Get LoIP per email

  • Enter your email address:

Non-profit

Books by Bruno Giussani

« DLD06: Innovation? | Main | DLD06: Shapes »

January 24, 2006

DLD06: Paid by the minute

Fifth session of day 2 of DLD06. (Conference's moblog - Flickr pictures - DLD06 at Google Blogsearch - Technorati tag).
Running notes: Andrew Robertson (CEO of BBDO Worldwide) is talking about branding and advertising, shows some cool ad concepts, and stresses the importance of "engaging the consumer": "I would love to be paid by the seconds of "consumer engagement time" that we generate for the advertiser". A member of the audience wonders whether there isn't something beyond engagement that brands should focus on: relationship.
Tom Kerschke, editor of bunte.t-online.de and Sven Slezak of StarNetOne present a feature on the website of Bunte, one of Burda's leading publications (think of a German People magazine): StarControl, which is a sort of real-time popularity index for stars, based on the number of times they're mentioned in the media (as I write, the top celebrity in Germany are Chancellor Angela Merkel - politics - and actor Brad Pitt for the entertainment index).
Next Hans-Peter Kleebinder, director of marketing for Mini (the car) in Germany. "Mini is more than a car": it's a lifestyle. He shows how they used analog/digital concepts (print, web, cell phone, movies, games and contests) to promote the car by engaging potential customers and stimulating user-generated content. That's quite a step away from the top-down approach BWM (owner of Mini) used a couple of years ago to promote the BMW cars: bwmfilms.com, which featured short "action" movies made by Hollywood directors. Kleebinder also stressed the need for speed: "be fast to be successful".

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d834517e6e69e200d8342588ca53ef

Listed below are links to weblogs that reference DLD06: Paid by the minute:

» Aufmerksamkeitsökonomie from Das E-Business Weblog
Unter Werbern verwendet man gerne das Bild einer Tochter (Referenten sprechen dann gerne von "ihren" Töchtern, egal ob sie welche haben oder nicht), die vor dem Fernseher sitzt, dabei am... [Read More]

Comments

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.

Upcoming conferences