The two-way relationship between physical and digital already exists; it simply needs to be expanded. Brands have an opportunity to extend their digital reach into physical environments and allow their customers’ digital actions to bear tangible effects.
How our interactions on the web can lead to physical results:
Grandpa, tell me about the old-timey desktop web.
In April of 2010, Mary Meeker of Morgan Stanley released a report that stated mobile web would overtake desktop internet usage in the next 5 years. This forecast is “technically” on track to happen two years ahead of schedule (probably at the end of 2013). The extraordinary thing is that “mobile” actually overtook the desktop internet over a year ago and we never really noticed.
Here’s what I mean:
If you look at December 2010 you’ll see that time spent on the web was only 4 minutes ahead of the time spent with mobile apps. The interesting bit is that 6% (or 4.2 minutes) of the “web” time was “mobile web.” When this 4 minutes changes columns you end up with 66 minutes on the Desktop web and 70 minutes spent with mobile web and mobile apps. Am I cheating a bit? Sure, but the point is that time spent with mobile had already hit critical mass by the end of 2010 and has been accelerating ever since, which, leads nicely into our next topic, the desktop computer.
Grandma, what’s a desktop computer?
If you don’t already have a tablet buy one.* Tablets are the fastest selling new technology in history and the impact on consumer behavior is transformative. A lot of people spending a lot of time and buying a lot of stuff means that tablets will become a critical point of brand engagement.
*Just don’t do it today, wait until March when the iPad 3 is released, it’ll be so worth it.
But all this tablet love means someone is going to be left lonely. Here’s how much less love tablet owners give to their other gadgets:
As you can see tablets have a significant impact on time spent with other devices in the household but nothing is being neglected more than poor Mr. desktop computer. 3% of tablet owners stop using them completely and 32% use them less then they did before. Simultaneously, sales of new desktop PC’s are being cannibalized by tablet sales. In fact, 2011 was the second worst year for PC sales in history (except for Apple).
What’s the moral of the story? Start thinking about the opportunities for our brands in a post-PC, multi-screen mobile world AND what you’re going to do with all that space that’s about to become available on your desktop. A jellyfish tank perhaps?
Here’s a special holiday thank you to our clients, friends and family. You’ve all helped make 2011 a wonderful year for us, and we created a festive video to show our appreciation.
Chief Experience Officer Juan Fernando Santos defines the agency’s role in a digital-savvy consumer landscape.
Director of Digital Strategy John Rich explores the challenge of reaching the consumer in all mediums.
Some of Studiocom’s best debate the future of each social network. Which side has the upper hand? See for yourself.
Viva® Paper Towels is calling for customers to share their loyalty for the brand by taking the “Tough When Wet” pledge on Facebook. Each customer who “pledges” to try Viva towels at home on their tough messes will receive a valuable coupon and have a chance to win great prizes along the way.
As more people take the pledge, Viva’s prize offering sweetens, creating definite motivation to share the pledge with friends. When we reach our pledge goal of 50,000, one lucky pledger will win a new backyard grill. Tough When Wet has earned over 20,000 pledges in its first week—catapulting Viva’s Facebook presence from 48,000 to over 69,000 fans—without a dime of paid media support!
Viva towels are packed with fiber and tough when wet — particularly compared to quilted paper towel brands. Once people try Viva paper towels and feel the Viva difference they are inspired to share with friends and family. If you’re ready to take the pledge, check it out on Viva’s Facebook page.
Dunkin’ Donuts, Studiocom, and PlacePunch have partnered to launch a new promotion: “Be President of Dunkin’ Nation!”
This check-in sweepstakes will award the title of President of Dunkin’ Nation and some executive-level prizes to a new Dunkin’ fan each week.
DD fans can check in on Foursquare or Facebook Places to climb the leaderboards towards presidential status. All entrants are eligible for the daily $25 gift card, but only the President will take home the Presidential Prize Pack—which includes a 50” LCD TV, $200 DD Card and exclusive DD gear.
The contest runs from August 22nd through September 23th. Go run to a Dunkin’ Store and start your campaign!
For more details, check out the promotion from your computer or on your mobile device.
Following the success of My Coke Rewards, Studiocom has begun a Loyalty Program for NOS®. Studiocom devised the NOS Rewards Program, built on principles of accessibility and organization.
Studiocom helped NOS match partners and prizes to their fans’ interests. The agency ensured an offering of physical and digital rewards, with options to redeem points online or by phone. Our whole rewards system is fraud-proofed and standardized to the Client’s own widgets (so that they can manage the web code without calling in a third party). We even designed the program the fit NOS’ blue flame styling.
To check out the program, click here!
