Robbie is talking about connected entertainment and experience entertainment in a social environment. xbox Live has 12 million members. They are there because their friends are there. xbox live has had up to 1 million users online at once.
Connected entertainment is very personal. How do we deliver a targeted message to these people rather than just a general broadcast message? As a leader in the IPTV space they will be able to allow advertisers to target consumers.
Connected entertainment is interactive. Consumers can connect and interact with advertising and it’s not broadcast advertising anymore.
Looking across the world of where people will experience this entertainment: PC, TV, mobile. MS partnership with aQuantive is allowing them to optimize the reach to these 2 screens.
Let’s talk about television:
Gamers love on screen advertising when it’s done right. When it’s a proper experience. The platform enables people to reach to all levels of gamers. Rockband has had 10 million songs downloaded. That’s an opportunity.
Robbie has handed the stage to Mark Kroese. He is demonstrating the 3 screens for us starting with xbox.
He’s signed in to his xbox and there are some ads integrated to the page. Nissan is integrated through the game Forza 2. You can also download a Nissan car to use in the game. The third way is in the game with Nissan display advertising. This advertising can be dynamically inserted into the game through the network.
McDonald’s is also integrated into the xbox dashboard by offering movie downloads.
Nike Sparq training is intergrated - think of it like a microsite that you navigate with your xbox controller. Lots of streaming video through xbox Live.
Doritos ran a one year campaign that invited the xbox audience to participate in a user generated game concept. The winner of the contest is having his game produced and it will be released on xbox live later this year. The contest also ran on xbox.com and msn.com. Doritos achieved a 15% brand lift over the course of the year from this concept.
Robbie is back and we’re now talking about mobile and people on the go. (Zune, pocket pc, etc).
Zune social - share playlists and what you like or don’t with your friends. Zune Social creates a personalize entertainment space.
Phones - in the next 3 years - up to 500 million phones capable of media and gaming etc.
Mark is back demonstrating the Zune Card and how social connections work within the Zune network as well as how that integrates into Facebook. This is all wrapped up in a Doritos promotion that allows for music to be shared and paid for by Doritos as part of the promotion. This is then all synced to the Zune player and the advertising is getting attribution all the way along and the user is still getting value.
The idea is adding real value to the customer and advertising in an integrated campaign that moves between TV the PC and mobile devices.
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