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Introduction / By Paul Kemp-Robertson, Contagious, and Dave Senay, Fleishman-Hillard Movements / Evolution and empowerment Purpose / Playing a role in society Marketing as Service Design / Utility not noise Divine Data / Insight by numbers Technology / Big battles, small victors Design / Personalised play Social Business / Adopting an open door policy Image Sharing / The year of the photo

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Contagious / Introduction By Paul Kemp-Robertson Welcome to the Most Contagious 2012 report. services and experiences that they wouldn’t get via any other means. We used the title ‘Better With The Brand’ to suggest that the best brands are a conduit through which the lives of real people can be made better. educators.’ Brands behaving as super-citizens is something that our consultancy team at Contagious Insider explored in a Cannes seminar in June. health and wellbeing networks. in some small way. to harmonise. The original definition of the word interface is to meet. This is a business philosophy also endorsed by Amazon founder Jeff Bezos: ‘Above all else. Most Contagious 2012 features examples of brands acting as lifesavers. Citizens the world over are demanding that advertising speeds up its radical shift from perfection to honesty. Think also of the disintermediating potential of Kickstarter and the grassroots fan fiction communities that spawned Fifty Shades of Grey. Brands have long behaved like corporate Medicis – bestowers of creative munificence in the form of epic TV commercials or sponsored art – but now many are starting to take on the more purposeful role of NGOs. Maybe we should all be aiming higher. align with customers. How about the data-driven intimacy of Obama’s election campaign? The transparency and ubiquity of social media is fuelling the rise of people power. not interrupter. The golden thread stitching the year’s report together is citizenship. In Contagious Magazine’s recent case study on IBM (Issue 33) we looked at how one of the world’s biggest brands has re-engineered its smarter commerce principles around the ‘Chief Executive Consumer’. where we presented the concept of brand as interface. Nielsen’s Global. Socially Conscious Consumer report found that 66% of consumers prefer to buy from companies that have implemented programmes to give back to society. Think of the spirit of the London Olympics encapsulated by Tim BernersLee at the height of the opening ceremony. for the challenges and opportunities that lie ahead. By putting the past 12 months into context we hope to equip you. to synchronise. augmented content. ecologists. Win when they win. tweeting ‘This is for Everyone’ to the watching world. technologies and creative innovations that have influenced brands this year. technology incubators and – in the case of the Red Bull Stratos mission from the edge of space – daredevil rocket scientists. Paul Kemp-Robertson / Co-founder & Editorial Director 4 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . What’s more. We think that a brand should behave as an indispensable tool or a common boundary that connects people to information. That’s why this report is filled with examples of brands being driven by a higher sense of purpose. our annual review of the trends. Win only when they win. from control to collaboration. to coordinate.

deeper role it needs to play in the transformation of our organisations and society. How you are is who you are. reputation management from brand marketing.Fleishman-Hillard / Introduction By Dave Senay You’re about to read remarkable stories about people and brands that are pushing the boundaries of creativity and innovation. Most Contagious will provide you with the inspiration. in partnership with Fleishman-Hillard 5 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . Businesses are rising and crashing faster than ever. President and CEO of Fleishman-Hillard Most Contagious. and incorporates society as a whole. ‘Consumers’ need to be treated as people and provided with genuinely useful tools and services. nature and purpose of business itself. towards building lasting relationships. This means our organisations must become exceptionally clear and aligned around their core values. Your reputation is your behaviour. The next step is to channel that into actions that make a difference. So we must communicate and behave in a manner that is consistent with our beliefs. We see this in the collapse of the boundaries that used to separate public relations from marketing. Dave Senay. Over to you. How branding is reinventing itself to meet real human needs. how social media is morphing into social business. Most Contagious is about the structure. Your brand is your reputation. Creativity is breaking out of the confinements of communications and marketing to the bigger. purpose and character. We need to look beyond the value of their latest transaction. delivering tools and services that truly improve our lives. And that’s just for starters. These labels seem so irrelevant today. Businesses must define and know their purpose and ensure that any marketing communication aligns with that.

We’ll try and save you the blood and sweat but we can’t guarantee not to tear up a little when replaying the collective glory of the Olympic Games or Obama’s choking speech to his victorious campaign staff… but more on that later. movements and socioeconomic shifts that have shaped the last 12 months.MoveMents / evolution and eMpowerMent As we pound towards the finish line of 2012. enlightened and empowered world to sink its tweet-sharpened teeth into. This year may have been less riotous. we can finally glance back on the landmark events. collaboration and distribution afforded by the web was putting pressure not just on global industries. but also on governments and established social infrastructures. but it hasn’t failed to present significant fodder for the increasingly connected. In 2011. we described how the torrent of information. So let’s begin… 6 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .

took centre-stage and live-tweeted: ‘This is for everyone’. the two teams employed surprisingly similar tactics.8m Facebook Likes played Romney’s 7. At the time of election. so the same issues that face the world’s biggest brands today also troubled both parties’ election teams – namely figuring out how to offer genuine relevance and value. In terms of activity. bit.ly/olympics-social-infographic bit.uk London 2012 / The spirit of the Olympic Games was summed up during Danny Boyle’s epic opening ceremony.itsyourlondon. both opting for consistent.Photo © It’s Your London / www. with #Paralympics trending worldwide during the Paralympics closing ceremony. although Moffatt also flirted with Instagram and Pinterest. The key difference.1m.ly/olympics-instagram US Presidential Election / When Obama won his first term in office in 2008. however. claimed in a pre-election interview with Mashable that Obama’s team was ‘still running their Facebook campaign like it’s 2008’. not only were the Republicans catching up in the polls as well as in their social media competency. YouTube and Twitter. In contrast to the Obama team’s failure to adapt and evolve. in mobilising and empowering the masses. High levels of interaction were sustained. however. The message coursed around the stadium on over 70. Facebook and Twitter. the Paralympic Games sold out. prompting the ‘Social Games’ tag. Obama’s 28.9m Twitter followers played 1. Also the novelty of social media was wearing off for many voters.000 handheld pixel screens wielded by the crowd. 2012. it was no secret that his team wielded a distinct advantage over McCain et al. proving that. lightweight engagement and tempting voters with competitions to win dinner with Obama or a ride on Romney’s jet. Obama’s team painted a far more intimate and personal picture of their candidate. For the first time in their 52-year history.co. about and powered by the people. Beyond the sentiment of this message was the amplification of the Olympics via social media.1m. 19. These were Google. was a different matter. he claimed that his strategy centred on driving engagement only on the platforms most relevant to Romney and his campaign. According to monitoring agency Radian 6.ly/11pWuzJ sbpf . when father of the web.000 images were uploaded to Instagram with the hashtag #London2012. social media. Tracking tool VenueSeen revealed that 260. was tone.9 million Olympic tweets were sent over the course of the 17 days. London 2012 was an Olympic Games for. London 2012 created an insatiable appetite for Olympic competition which united every nation that took part. thanks to their competency in the social web and engaging the hoards of precious young voters who were flocking to Facebook. but Obama’s team now had to appeal to a much wider range of demographics on social platforms (Facebook’s user base had increased from 100 million to 800 million). it was this that signified Obama’s timely rediscovery of the ‘everyman’ mojo that won the world’s heart in 2008 and ended up clinching him a second 7 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment Photo: bit. Mitt Romney’s digital director. tuned in and tweeted. 33-year-old Zac Moffatt. In the end. Tim BernersLee. Yet the Obama administration’s head start on all these platforms proved too much to overcome. 9. Well played.

Games had racked up $50m.com.9m on the crowdfunding platform. although this hasn’t stopped many economists claiming that the real revolution will come when backers will be able to obtain equity in exchange for their investment. Official figures published Despite the success of Kickstarter. but their faith and investment is a perfect example of how crowdfunding has matured in 2012. In November Kickstarter was sued by 3D Systems – a leading maker of 3D printers – which claimed that its patents were being infringed by a device made by an MIT-bred company.com/c9fw38m Disintermediation / Fifty Shades of Grey Lastly.com/9amw3tc on the Kickstarter blog show that as of 31 August.L. then on Leonard’s own website.com/c8aw8my expectations of backers. tinyurl. perhaps it is inevitable that the rigour and legality of Kickstarter projects will be increasingly called into question. The process currently remains firmly rooted in gifting.2m – pledged by PC gamers around the world to see his space sim. Formlabs. He declared victory on Twitter and then Facebook shortly after the first US network made the announcement.com. On 19 November. 8 Kickstarter is working hard to manage the MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . FiftyShades. Star Citizen. The now infamous ‘Four more years’ picture used by his team has since become the most shared in history.com/social-media-election2012 Disintermediation / Crowdfunding Admittedly it hardly trips off the tongue. Fifty Shades started out as somewhat niche Twilight fan fiction written under the pen name ‘Snowqueen’s Icedragon’. tinyurl. tinyurl. video game designer Chris Roberts smashed the record for the most crowdfunding ever raised for a new title – US$6.1m of his funding through Kickstarter.com/mashable-romney-obama tinyurl. This is consistent with current behaviour on the platform. we can’t cover disintermediation without recognising the amateur success story of 2012 – E. beating Film ($42m) Design ($40m) Music ($25m) and Technology ($16m). which secured over $2. 2012 has also revealed potential cracks in the crowdfunding model.000 retweets.4m Likes on Facebook and over 817. The generous gamers won’t get hold of an alpha version of the title for at least another year. clarifying in its blog posts that the platform ‘is not a shop’ and there will be no equity crowdfunding or IPO made available. tinyurl. It lived first on fanfiction. James’ (aka British author Erika Leonard’s) erotic novel Fifty Shades of Grey. with video games receiving more funding this year than any other category. get made. not ownership. Crowdfunded legal representation anyone? tinyurl.com/9trtdlp Roberts sourced $2. but disintermediation (that’s cutting out the middle man) has been one of the hottest topics in the Contagious office this year.000 backers donating an impressive average of $62 each.MoveMents / evolution and eMpowerMent term in office. racking up a record 4. As more established companies start to see their offering undercut by crowdfunded challenger brands. Although eventually published through a traditional publisher (Random House subdivision Vintage Books). with roughly 34.

Coursera partners with 33 existing universities such as Princeton.8m students since April.org It is two of Thrun’s colleagues at Stanford.600 of which are available on YouTube) across topics including medicine. is a new generation of alternatives inspired by Kahn’s original dream to provide a ‘high quality education to anyone. Think we’re making progress now? Something tells us we ain’t seen nothing yet… 9 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . Salman Khan. as well as other companies such as Google that sponsor specific courses in exchange for access to the most promising talent. right through to accessing the kind of education that will create and empower whole new generations of technological entrepreneurs from different nations around the world.udacity. www. although 2013 will see HTML5 Game Development added to the syllabus amongst other new subjects. Andrew Ng and Daphne Koller. As Koller explained to the Guardian newspaper in November.before being released as an e-book. online learning that now extends far beyond a bodged Sweet Child O’ Mine guitar tutorial on YouTube… The standard in mass. ‘We had a million users faster than Facebook. Udacity currently specialises in computer science.000 students worldwide. faster than Instagram. What 2012 has brought. macroeconomics and computer science. with courses including Programming Languages and Applied Cryptography.coursera.’ www. it proved that anyone with a basic knowledge of BDSM and a passion for the written word could become one of the most successful authors of all time. Unlike the Kahn Academy or Udacity. as well as $16m in first round venture funding. Michigan and Pennsylvania to make some of their most popular courses available for free online. who are responsible for 2012’s other standout source of online education – Coursera. This includes controlling what products are made and how much we pay for them. Put simply. Go internet. however. Unlike the Kahn Academy. 3. Udacity is a private organisation funded by venture capital firm. Udacity currently has approximately 400.1 on USA Today’s best-selling books list. Charles River Ventures. Like or loathe Fifty Shades.org Most notable is Udacity. a year in which the novelty of social media wore off and in its place arrived a new standardised expectation for how we can interact with the world. www. anywhere’. art history. Launched in February this year.com So there you have 2012. online education was set by the Kahn Academy. Only after it gained significant traction on e-readers around the world was it selected for re-release by Vintage and proceeded to become the best-selling book in British history and spend a record 20 weeks at No. Democratised Education / Potentially the most socially significant well to spring forth from the internet in 2012 is that of democratised educational resources. joining the hundreds of thousands of other titles now being sold directly from author to reader on Amazon. This non-profit organisation relies on donations for funding and has delivered over 200 million lessons (approx.khanacademy. It has already attracted 1. founded by Stanford professor and Google Fellow Sebastian Thrun. This is a wholesale change in the educational ecosystem. founded in 2006 by Bangladeshi MIT and Harvard Business School graduate.

with its prize money for the Grandy appropriately donated to the Chipotle Cultivate Foundation. it has a role to play in society.purpose / playing a role in society Purpose has been an overriding theme of 2012. As David Hieatt. with its ‘Food with Integrity’ mission that pushes the organic food agenda and fights the cause of beleaguered farming communities in America’s bread basket states. with companies realising that a brand doesn’t exist inside a bubble of happy. 10 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . They understand the “why” as well as the “what” and the “how”.’ One company that embodies this is US restaurant chain Chipotle. shiny marketing. says: ‘The great brands of the world make a great product but also have a clear understanding of their purpose. Contagious was delighted to see its animated Back to the Start film (featured in Most Contagious 2011) win a flurry of awards this year. founder of Hiut Denim (featured in our Small But Perfectly Formed section).

linking them up with local people who are part of the scheme. their blood type. stepping in to provide the kind of life-saving scheme that it could take governments years to set up. This initiative aims to make transport more accessible for those who can’t afford to own or maintain a car. to improve access to expert medical advice for those living in rural areas and relieve pressure on overstretched outpatient departments. With just one doctor for every 10. via Safaricom call centres. By using its infrastructure to extend its remit in this way. people like to be good. It is also partnering with NGO Voiture & Co to support initiatives such as car-pooling. In the event that someone needs blood. MOBILIZ Invest. the outdoor brand Patagonia. The fact is. Renault has long held the ambition of providing mobility for all. The company continues to explore new ways to transform people’s lives via its mobile network.bloodlineclub. With lack of access to transport being one of the major causes of social and economic exclusion. Renault is working with volunteer garages and dealerships in its network.com Renault / MOBILIZ To help the socially or economically excluded in France. The service currently handles around 2. and should they need blood themselves. the company behind successful mobile money transfer service M-Pesa has rolled out a mobile health service. which recently slashed it in half to widen access.com/daktari1525 ping their network. called ‘Socially Responsible Renault Garages’ or ‘Garages Renault Solidaires’. Socially Conscious Consumer report. an idea that’s gathering momentum across the US. to one of 50 qualified doctors recruited by Dial-a-Doc. Facebook or Twitter by entering a few details including. Featured in Contagious issue 32. they can then 11 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . pinned its sustainable colours to the mast in January by becoming a certified B Corp. Renault MOBILIZ offers a genuine lifeline to the eight million people in France living below the poverty line – who wouldn’t otherwise be customers of Renault. validated by the non-profit B Lab based on meeting specific standards for social and environmental performance. tinyurl. community transport. of course. One of Contagious’ choice stats of the year came from Nielsen’s Global. The call charge of Kshs20 per minute (to cover the doctors’ fees.renault-mobiliz. and lowcost car hire and has launched (with an initial budget of €5m) an investment company.MoveMents the new world order Another Contagious favourite. Safaricom / Daktari 1525 To differentiate itself in the Kenyan telco marketplace. legal accountability and transparency. Volunteer blood donors sign up via their mobile. Nairobi) joined forces with Dial-a-Doc Ltd. www.000 people in Kenya. but this programme shows the automotive company moving beyond its core product to invest in mobility services. an organisation specialising in the dissemination of medical information. it joined forces with mobile technology company M-KOPA to make solar power accessible to low income families in rural Kenya via a pay-asyou-go Safaricom SIM card. but may well yet become so. The Daktari 1525 service enables Safaricom customers to dial 1525 on their mobiles 24/7 to be connected.com Tata Docomo / BloodLine Club Telecoms companies are a vital link between people. Members can even call people directly to arrange giving blood in an emergency. to develop affordable repair schemes for those on low incomes. In October. www. There are now some 650 B Corps. Below are our top picks from the year. Featured in Contagious 31. they’ll be pinged. which found that 66% of consumers around the world prefer to buy from companies that have implemented programmes to give back to society.000 calls per day. to finance companies developing innovative mobility solutions for people in social and financial difficulty. Tata Docomo is acting as an NGO. rather than the connection charge) is subsidised by Safaricom. automotive company Renault launched Renault MOBILIZ in July. Safaricom (working with agency Squad Digital. Indian telecoms service Tata Docomo has demonstrated the potential of using this link for philanthropic purposes with a peer-to-peer blood donor matching service called the BloodLine Club.

000 Puerto Ricans in January this year. The campaign culminated with the bank organising a free concert (featuring El Gran Combo) for over 60. Showing how a sense of purpose can be aligned with a company’s mission (and achieve a PR win in the process). www.jwt. Based on this insight. Banco Popular set out to revive the country’s economy this year by effecting a fundamental cultural change. 60% of the population lives on government handouts and this welfare culture is celebrated in the hit song No Hago Más Ná (‘I Do Nothing’). audience impact and a sense of purpose.3m in earned media and helped Banco Popular to soar to an unprecedented 80% on a reputation index.MoveMents the new world order Banco Popular / The Most Popular Song Surprise hit of the year comes courtesy of Puerto Rico’s largest bank. The song quickly topped the music charts and helped spark debate about the local economy and the country’s future. It won the PR Grand Prix at Cannes. The campaign generated $2. fulfilling the jury’s criteria of a strong idea. Banco Popular – with agency JWT.com/themostpopularsong 12 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . In Puerto Rico.com www.popular. Featured in Contagious issue 32. San Juan – approached popular salsa band El Gran Combo to re-write their song so that the lyrics extolled the benefits of work rather than advocating laziness.

or removing pain points? That’s a service-design approach to marketing. hard look at consumer behaviour. instead of using that insight to serve people with the right type of ad at the right time. But what if. each phone-based order took nine minutes for customers to complete.Marketing as service design / utility not noise Brands have long taken a good. 13 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . We saw it in action in March this year when Dubai pizza-delivery company Red Tomato realised that because of the number of languages spoken in the Emirate. marketers considered adding value to the lives of those people. No amount of leaflets through doors would ever overcome that situation.

change their allocated seat and rebook a cancelled flight.com/watch?v=ocbxs5aWUso Orca Chevrolet / Rescue Drive Thinking more broadly about the customer journey than just how to entice people onto its forecourt. Featured in Contagious issues 31. that similar fridge magnets were quickly developed by Evian in France and Turkish telco Turkcell. tinyurl.biz/magnet tinyurl. dare we say it. saw the business partnering with a local breakdown service to send a new Cobalt (along with a salesman) to people stranded with broken-down vehicles. Once they were on a moving tram. even if it’s not where it’s meant to be. showing what goes on ‘behind those rubber flaps’ has now cleared the 1. available to customers. Its Rescue Drive campaign.5 million view-count mark.Marketing as service design / utility not noise But what about – courtesy of TBWA\ RAAD – a Bluetooth-enabled fridge-magnet button that instantly sent an order for that customer’s favourite pizza via mobile when pressed? That would revolutionise the whole process. including passenger profiles and ecommerce behaviour. Forsman & Bodenfors told Contagious that the goal was ‘to produce advertising that didn’t feel like advertising’. which includes making a range of back-end logistics data.com/DeltaAndroid tinyurl.redtomato. telling travellers about landmarks as they passed them. it’s at least not lost. Created by Forsman & Bodenfors. Brasilia. magical. A YouTube video. the app used the phone’s GPS to play an audio tour triggered by the user’s specific location. offering a little peace of mind that. Each tour told users when to change trams and dropped them back at their original location 45 minutes later. So rather than bombard them with ads. 32 and 33. tinyurl. it took a servicedesign approach to the problem. It’s an objective that encapsulates marketing as service design: providing something so useful that it Delta / Fly Delta App US airline Delta updated its mobile app to allow customers to track their bags once they disappeared down those mysterious airport conveyor belts. view updates to flight and boarding times. www. It’s a marketing solution so frictionless and. was keen to get tourists off expensive tour buses and onto its tram network. merely offered help and utility. Your Bag’s Journey via Wieden+Kennedy. Passengers who have scanned their bag tag can keep updated on its location even while on a flight. The app also allows people to check-in. Featured in Contagious 30. Västtrafik. New York. the Orca Chevrolet car dealership in Brazil took an insightful approach to promoting the new Chevrolet Cobalt.com/TramApp Västtrafik / Tram Sightseeing Gothenburg’s local transport authority.com/c6qnfet no longer feels like you’re being sold to. a free Tram Sightseeing app guided people to their nearest tram stop. Featured in Contagious issue 30. created by Monumenta.youtube. While the 14 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .com/DeltaiTunes www. The app is part of a wider personalisation drive from the airline.

when their old car had crapped out on them. Featured in Contagious 30. São Paulo created an online tool which allowed people to translate social-media posts into Teen Code – a secret language of symbols. Go-getting managers looking to maximise productivity will no doubt like the way it mobilised showroom staff and stock into action instead of passively waiting for customers to come to them.e.dermacydteencode. services are able to truly manifest brand promise and FoodSwitch is a great example of this. At its core.000 in just five days. The app. This app goes one step further. allowing friends to copy them and translate using the same Dermacyd site – as long as they could pass the ‘girls only’ entry criteria. Featured in Contagious issue 31. Supermarket shoppers can use the app to scan food to view traffic-light coded info about the saturated fat.com.000 times in the first 24 hours of its release – a figure which rose to 75. but potentially provided it with a huge quantity of personal insights about its target market. sugar and salt content in more than 20.rescue company towed their faulty car away. actually helping people to attain it. As a medical health insurance provider. intimate soap Dermacyd Teen with Publicis. In order to write in Teen Code. Unlike traditional advertising.com. tinyurl. www. Rescue Drive was a smart way to add value to people’s lives while also running a product demo precisely at the time when drivers may be considering a new purchase. persuade and influence people to adopt a healthy lifestyle. Bupa’s marketing may encourage. Orca Chevrolet allowed motorists to drive themselves home in the new Cobalt. was downloaded 26. the brand not only positioned itself as a trusted friend to teenage girls.000 products. i. based on three years’ research by The George Institute for Global Health. as well as receive suggestions for healthier options. www.br With more than 498. medical health insurance provider Bupa launched its FoodSwitch app in January. Featured in Contagious issue 32. numbers and letters.000 coded messages written and an average site dwell time of five minutes 30 seconds.com/foodswitch 15 Dermacyd / Teen Code In an attempt to become part of Brazilian girls’ conversations.br Bupa / FoodSwitch In a bid to help Australians make healthier food choices. MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . making it Australia’s most downloaded free app on iTunes.orca. people first had to gain access to the site by proving they were a girl – answering questions such as ‘When is the best time to moisturise?’ Highly secret messages could then be encoded and posted publicly across social networks.

According to 2012 research from the Corporate Executive Board. how to do it and how to act upon it. So-called ‘big data’ proved its worth for President Obama. this year’s race for the White House should have you dusting down your calculator. It’s not just companies that are grappling with data: new tools are emerging to help more people ‘divine’ personal insights from their physiology too. marketers depend on data for just 11% of customer related decisions. but for brands and marketers the challenge remains of what to measure.divine data / insight by nuMbers If you were in any doubt as to the value of being more data literate. 16 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . to help them improve their health and wellbeing.

With an analytics team five times larger than in 2008 and on the back of a promise from campaign manager Joe Messina ‘to measure every single thing in this election’. power) will help coaches on the touchline make better selection decisions based on performance levels. David Axelrod. The sleek black wristband measures steps taken. Its influence on the final result was emphatic. acceleration. miCoach. to make precision possible in terms of both persuasion and mobilisation. The MLS is also promising to 17 The Wearable Watchmen / The Quantified Self movement has gathered momentum over the past few years.’ www.com accessible. whereby every player in the league next season will be equipped with a miCoach Elite System data cell. field position and. A double Cannes Lions Grand Prix success. Silver’s predictive modelling. for targeting. fivethirtyeight.blogs. The effect? Throughout the day. distance. calories and time spent exercising via a three axis accelerometer to work out a Nike Fuel score against a daily target. correctly predicted the race’s outcome in all 50 states.com/FuelBand Adidas / miCoach Elite System Not to be left behind. At one point in the election run-in. for mining data. replied: ‘I would invest in people… who understand where the technology is going and what the potential will be by 2016 for communications. Stefan Olander.nike. Nike – mimicking the relationship between the brand’s founders. speed. we always start with the athlete. because when you do that the other things follow. told us in Contagious 32 that the thinking behind FuelBand was a customer centric sense of purpose: ‘We don’t start with technology or the potential profit.nytimes. chief strategist for the re-elected Barack Obama. The data transmitted from the devices during games (including metrics such as heart rate. affordable (and cool) technology to make personal analytics MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . and a piece of kit to collect the required input data. But data-crunching wasn’t solely the preserve of backroom pollsters: many regular voters seeking smart analysis turned their attention from traditional political commentators towards stats junkie Nate Silver. adidas has been making progress with its own personal fitness tracking tool. coach Bill Bowerman and his college athlete Bill Knight – offers the wearer encouragement to be more active. Nike’s VP of digital sport. but for most wannabe self-analysts there has been something missing: simple. often in the face of staunch scepticism from the old guard. Nike effectively now sees itself as a tech company. launched Fuel.’ His words will no doubt also be ringing in the ears of CMOs the world over. All that changed this year when Nike’s Digital Sport unit. Football could be on the brink of its very own Moneyball moment. the sophisticated Democrat data machine (known as Narwhal) crunched its way to helping raise over $1bn in campaign funds. a fifth of traffic to the New York Times website visited Silver’s blog.divine data / insight by nuMbers Predicting Presidents / When asked by a reporter what lesson would-be 2016 US Presidential candidates should glean from the 2012 election. working with R/GA and AKQA. I think that’s an important distinction. after the German sportswear brand announced in July a deal with Major League Soccer (MLS) in the US. FuelBand. bagging Obama 1. hosted on blog FiveThirtyEight at the New York Times website.25 million more votes from 18 to 24-year-olds than in his previous outing. a new metric for measuring physical activity.

org/ibm Performance-Based Data Deals / For those inclined to track and share data on their physical performance.0. Shine. It syncs with an iPhone when placed on the phone screen without a Bluetooth or cable connection. Its first product. The further they ran. See IBM case study in Contagious 33.com installed the app to bid with their kilometres. The aim was to provide better experiences for fans.000 km were offered for the first pair of Nike Free 5. the software company partnered with NFL team Miami Dolphins to install some of its Smarter Cities analytics solutions into the franchise’s Sun 18 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . business software specialist IBM has been working with sports organisations to help fans understand and analyse performance in new ways.usopen. benefits and offers lie in wait from brands keen to lure or reward high value customers. Contagious issue 30.divine data / insight by nuMbers make at least some of that data available to fans for greater insight into their favourite teams. saw the kilometres that runners amassed converted into currency which could be bid on products such as Nike FuelBands. help may be at hand from Indiegogo-funded company Misfit Wearables.motaquote. or the better they performed. but also how player performance affected social media sentiment. the IBM analysts were crunching match stats to offer fans new insights into the strategies of the competing players. The Fair Pay policy sees customers provided with a modified satnav that sends details about their driving back to the insurer in real time.uk Life Stadium. tinyurl. In two weeks.co. as part of its sponsorship of the US Open. whilst also showcasing its technology and data capabilities. for those a touch shy about their self-quantifying ways. Contagious 33.adidas. A total of 1. Meanwhile over at Flushing Meadows. for whose custom the stadium now competes with the evermore sophisticated comforts of home and big screen HDTV.com/85fvbyb www. Contagious 31. The result? By running data from inputs such as information from turnstile passages.misfitwearables. IBM’s Intelligent Operations Centre will soon be able to advise stadium management and fans in real time on anything from where to find a car park space. Mexico.mx/subasta www. 5. UK insurance broker Motaquote partnered with Dutch GPS navigation specialists TomTom in February to create a new data-driven policy that gives lower premiums to people who drive better. to which parts of the stadium have best performing concessions. At the start of the year. traffic conditions. The Game Changer Wall was updated in real time to show not only real-time predictions on match outcomes. with JWT. the more ‘currency’ they amassed. Meanwhile. www. weather reports. meaning drivers can modify and improve their driving style whilst Motaquote can offer fairer deals. nikemexico.com/us/micoach www. as well as to the screen. Nike in Mexico used data generated from Nike+ gizmos to reward runners in a week of online auctions.000 people IBM / Over the last year. Bid Your Sweat. and social media updates. Meanwhile. is the size of a quarter and discreetly clips on to clothing to collect activity data.

Technology consumers are beginning to understand the capital value of patents. 19 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . it’s like an arms race.technology / big battles. with Apple beating Samsung in the first of the year’s major quarrels. both in defending a company’s intellectual property and litigating against others. with major tech companies comparing their stacks of patents against each other. often labeled Patent Trolls. sMall victors Patent Wars erupted into mainstream consciousness in 2012. As one Silicon Valley insider told us.

and murmurs about project fulfillment times and realistic goals versus hype and fraud are becoming louder… Google / Project Glass By far this year’s sexiest piece of tech is Google’s Project Glass. and how long you take: Kickstarter has just been named in a patent case. Investigation into Foxconn. touch screens. has sparked ethical questions around consumption and compensation. to drive cars and to write articles. where Google outfitted skydivers and bike riders in the glasses and got them to live display their stunts through a Google+ hangout before meeting co-founder Sergey Brin onstage. stylists. The system injects a weak electrical signal into a user’s body.rethinkrobotics.500. maps and even record and stream live video. sMall victors entrance to the company’s I/O developer conference. walls. plus. is a wearable system that can add textures to furniture. the device allows users to see messages. After launching in April. Contagious 31. by Disney Research. calendars. After the show Google published a YouTube video of footage captured by models. with eyes on a screen that register emotions like happiness or surprise. Pittsburgh. Diane von Furstenberg’s fashion show saw models wearing the glasses striding down the runway. REVEL. a robot designed to help US manufacturers. world-renowned robotics expert and professor emeritus at Massachusetts Institute of Technology. Google sold a prototype of its glasses to the developers who attended the conference for $1. Baxter was created to be more human than existing robots.google. supplier to Apple and others. to develop technology that will add artificial tactile sensations to almost any surface or object.000 Baxter is cheaper than most traditional robots. Pittsburgh. Importantly. makers in the developed world are debating the efficacy of robots versus humans. and the designer herself. watch what you make. Essentially a pair of augmented reality spectacles. to assemble parts in factories. at $22. it becomes augmented with an additional 20 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . Contagious 33. plastic or even human skin. art. to choose pills in pharmacies. which may help revive US manufacturing. This project illustrates the potential of how wearable computing can make it more seamless for consumers to share and access information. Baxter adapts to changing conditions and can be taught to perform new tasks. from the company’s X Lab. Meanwhile. has created Baxter. Small prototypes point the way forward. And it’s getting easier to raise money.com/+projectglass The strategic flow of rare earth metals and the conditions in which products are assembled have become part of the transparency discussion for major brands. along with his company Rethink Robotics. www. Glass made a daredevil Rethink Robotics / Baxter Baxter Rodney Brooks. during New York City’s Fashion Week. with Kickstarter and other crowdfunding sites continuing to power intriguing projects.com Disney Research / REVEL Disney’s research arm is working with academics from Carnegie Mellon University. so when they touch the surface of another object connected to the system. In September.technology / big battles. We saw many types of wearable tech offer additional dimensions and functionality. But.

or get dynamic tactile feedback from posters and maps.com Boxer8 / Ouya Riding the cultural wave for all things open source.nest. or charging after a free trial. We can also envisage how the system could add an extra textural layer to entertainment content. Funded on Kickstarter and also involving former Microsoft VP of games publishing Ed Fries. ‘learns’ as it is used. while wearing the REVEL system. advertisements or shopping websites. adapting to a householder’s schedule and using wifi to be ‘weather-aware’. inexpensive technology could be used to let people access private tactile information on public touchscreens.ouya. the system includes a software development kit. you may be able to feel the texture of stuffed tortoises’ shells through a plexi case. Contagious 29. The creators believe the mobile. startup Boxer8 and designer Yves Béhar created an Androidbased games console costing $99 called Ouya. Tony Fadell. All games will be free to play via the console. tinyurl. with developers setting their own prices for items bought in 21 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .tv Nest / Former chief architect at Apple. Contagious 33. An example of next generation connected home appliances. it can also be controlled remotely via a mobile app. The Nest Learning Thermostat. through Fadell’s company Nest Labs in Palo Alto. He told PocketGamer: ‘We really need to adapt our experiences and universes to the device our players are engaging with most. sMall victors artificial texture.’ Contagious 32. www.technology / big battles. Robotoki founder Robert Bowling has announced an episodic prequel to Human Element exclusively to Ouya. has taken the minimalism and sleekness of the iPhone and adapted it for a $250 home thermostat which claims to cut energy bills.com/disneyrevel the game. Hacking is encouraged – the device opens with standard screws and rooting it will not void the warranty. www. For instance. This has had the snowball effect of encouraging prominent developers to commit games to it. experience personal sensations in applications or games.

exactly when and where they want it. 22 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . the internet of things has been on the theoretical table for a while.500 Kickstarter backers to support the project.technology / big battles. Having pioneered Steam. Leap’s creators claim it’s up to 200 times more accurate than Kinect. global vice president for marketing innovation. id Software. companies like Leap Motion aim to make faster.4 million. 2013. compared with earlier models.oculusvr. passing messages between grains to create structure. It has also used the platform to create applications that help track products in the supply chain and let customers ‘check in’ to products to receive loyalty rewards. Venky Balakrishnan. a virtual-reality headset for gaming.evrythng. which can communicate personalised information and experiences to consumers. like a 3D printer. thus enabling it to implement detailed gesture-based commands. Co-founder and CTO David Holz is a former fluid mechanics researcher for NASA. sMall victors Leap / As the tracking technology powering the Kinect passes through the initial novelty phase.’ Contagious 31. a software delivery service for its games. Founder Palmer Luckey was able to convince more than 9. The diagonal field of view of the prototype is 110 degrees. In a world where the cost of connected technologies (such as RFID and NFC) is falling and smartphone penetration continues to rise. the structure can be shuffled off to a permanent assembly protocol. Florida and California have followed as the tech giant lobbies for legislation permitting its autonomous vehicles. From there. Essentially. more accurate 3D modeling and response technology.com www.ly/GYQHu1 www. Epic Games and more on the Oculus Rift. which had only 40. said: ‘We now have a profound strategic opportunity to transform our physical products into owned digital media. Smart Sand can self-assemble to copy objects. bit. and the headset boasts minimal processing delays. leapmotion.com Google’s driverless car project became more significant this year when Nevada was the first state to allow the cars to operate on its roads. developer Valve is joining game industry heavies including Unity. EVRYTHNG’s engine helps manufacturers create unique digital identities for individual objects. Contagious 31. leaving the smart sand to replicate the next item. Drinks behemoth Diageo used EVRYTHNG to transform whiskey bottles in Brazil so that smartphone users could scan a code on a bottle to add personalised Father’s Day video messages.ly/H9Kd7x bit.com Ones to Watch / Smart Sand comes from MIT’s Distributed Robotics Laboratory and Computer Science and Artificial Intelligence Laboratory. Diageo. buying in to access the software development kit before the general public and raising over $2. The Leap device sits in a compact housing about the same size of an iPod and is set to retail for $70. Expected delivery date? January.

design / personalised play In 2012 the increasing affordability and quality of 3D printing has seen the process become far more mainstream. makers and intrepid amateurs are generating and sharing their own 3D printing designs with the help of sites such as Autodesk’s 123D. we bounce from new-age architecture and sustainable transport to playable buildings and shoes that find the way home for you. Brands have reacted. with commercial 3D printer Cubify (priced at a very reasonable $1299) and Kickstarterfunded Formlabs’ Form1 ($3299) leading the way. Here. in our round-up of 2012’s design innovations. utilising the technology and rethinking manufacturing processes in order to meet demands for products that are personalised and adaptable. Meanwhile hackers. 23 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .

com/unique Tesla S / Tesla’s S model sedan’s combination of performance. The bright colours and one-off designs ensure that the bottles create a splash on the shelf. creating toys that are affordable and unique. It aims to compete with the best gas-powered cars. The Californian-based manufacturer aims to sell 20. This year.com/Disney-D-Tech www. even if the vodka has long since disappeared. and takes only 30 minutes for a half charge. tinyurl. Splash guns sprayed a range of 35 colours onto the bottles. style and efficiency saw it named Motor Trend’s Car of the Year – the first vehicle without a combustion engine to do so. Photo / Heatherwick Studio 24 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . while complex coating. Collaborating with Stockholm-based agencies Family Business.95. ABSOLUT re-engineered its production process to create what the company describes as ‘carefully orchestrated randomness’. The experience ran from August to November and Disney is considering rolling it out as a permanent fixture. www. Visitors were 3D scanned in a photobooth in Harajuku and then awaited their tiny selves. and are desirable items that people want to keep. but in September the Pernod Ricard-owned vodka brand outdid itself with a limited edition of four million uniquely designed and numbered bottles. D-Tech Me charmingly illustrates the potential applications of 3D printed products for brands. and sold out the 5.teslamotors.omote3d.com ABSOLUT / Unique ABSOLUT’s iconic bottle has long been used as a creative medium. Costing $99. Disney gave wannabe child princesses the chance to see what they would look like as Sleeping Beauty or Snow White thanks to some in-store 3D printing.com/models Coca-Cola / Coke Beat Box Created by young London-based architects Pernilla Ohrstedt and Asif Khan.000 units in 2013 at an increased price. the princesses were seven inches high and could be further customised to match their creator’s eye.000 ($255). Statuettes are available in three sizes and cost from ¥21. Launched in June 2012. hair and skin colour. thanks to a genie or charming prince. and Jung Relations. costing from $60. the four door electric car manages an impressive range of 300 miles on one charge using the 85kW h battery. which was digitally reconstructed using 3D printing technology to create a personalised Disney Princess figurine.000 for the basic model. pattern and placement algorithms ensured that each specific combination was never repeated. Great Works.design / personalised play Disney / D-Tech Me Disney’s tales give children the chance to dream that they are about to be plucked from obscurity and transformed into royalty.000 models produced in 2012. absolut. Japanese agency Party has also been enabling 3D portrait miniatures. Contagious 33. Coca-Cola’s iconic pavilion at the Olympic Park was surrounded by a perpetual queue of people waiting for their opportunity to ‘play’ the building. Children at the World of Disney Store in Florida could use the D-Tech Me experience to capture multiple angles of their face. Contagious 33.

a plaster polymer that acts like a speaker. Contagious 31.com/cokeBeatBox Strong. Inspired by Dorothy’s shoes in The Wizard of Oz.fh-mainz. www. as well as giving the bike a slightly sleeker look. tinyurl. low cost and innovative solutions for everyday life is high. and the shoes made by Stamp Shoes. the walls were sensitive to movement and touch and embedded with sample sounds.asp Interactive sound and light installation Resonate also impressed audiences in Frankfurt at the opening of biennial festival of lighting. costing just $9 to produce. Northampton. around 65% less than its average metal counterpart. which illuminated and made a sound when plucked. the sound samples included a human heartbeat and trainers squeaking on a court taken from Mark Ronson’s song Anywhere in the World also created for the brand. Connecting smartly back to Coke’s Move to the Beat proposition for its sponsorship of the London 2012 Olympic Games.dominicwilcox. They are set to have a substantial impact in developing countries. durable and cheap. as part of the Northamptonshire Global Footprint Project to celebrate the English region’s historic shoe industry. The technology was developed by expert Becky Stewart from Codasign. 25 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . London. Mainz.com/cokeBeatBox luminale2012. erb. so we applaud the creativity of Israeli designer Izhar Gafni who used origami principles to develop a bike made from cardboard.il/en/cooperations.co. and will be sold for around $20.design / personalised play Made from EFTE.htm Izhar Gafni / Cardboard Bike Demand for sustainable. Luminale 2012. Visitors could ‘play’ complex string structures. Mainz and Joannes Gutenberg University. and uses no metal parts – even its chain is made from a car timing belt and the tyres are formed from reconstituted rubber. A more whimsical approach comes from British designer Dominic Wilcox who has created a pair of shoes embedded with GPS to help the wearer easily find their way home. Created by students from University of Applied Sciences.com/gpsshoes. the bikes are now close to mass production. as Google Glass demonstrates in the Technology section of this report. the shoes are activated when the wearer clicks their heels. The cardboard’s coating makes it waterproof and fireproof.de/en Dominic Wilcox / No Place Like Home / GPS Shoes Layering technology into physical products is growing apace. The bike weighs just 9kg. tinyurl.

mvrdv. London. The Nissan Leaf electric car. for example.com/mirainihon Made of 204 inscribed copper pots. The Japanese ad agency collaborated with 20 companies that could provide the requisite technologies. Contagious 32. Designed by Wilkinson Eyre Architects. 26 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . this was the piece of design that stood out from the Games this summer.heatherwick. The largest climate-controlled greenhouses in the world known as The Cooled Conservatories have netted the World Building of the Year 2012 award. Contagious issue 33. while Nissan Sangyo Corporation provides a special heat-resistant and insulating ceramic coating technology currently used in rockets. impressed as we were by the various stadia in the Olympic park.design / personalised play Mirai Nihon / TBWA\Hakuhodo The chance to live entirely off the grid in style comes in the form of this hitech house from TBWA\Hakuhodo. acts both as a means of transport and a homepower generator. This project is a ground-breaking illustration of how brand alliances can fulfil a powerful social and environmental vision.com www. The Conservatories form part of Bay South in downtown Singapore and showcase the application of sustainable energy solutions while telling the story of plants and their intimate relationships with man and the ecosystem.nl/#/news/mvrdvwinsfloriade2022 Highly Commended / British architect Thomas Heatherwick’s incredible Cauldron to hold the Olympic flame marked the culmination of the London 2012 opening ceremony and.ly/cooled-conservatories www.wilkinsoneyre. with each constituent part returned to the country it represented. Contagious 32. www. the Cauldron was formed during the opening ceremony. tinyurl.com/2012-olympic-cauldron bit. and dismantled during the closing ceremony.

Iceland invited its citizens to submit suggestions and comments on a new draft constitution using Facebook. This is ushering in a new age of collaboration and transparency. In October. and Flickr. from supply chains to customer service to product design. 27 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .social business / adopting an open door policy Brands are moving past social media marketing to incorporate social mechanisms into everything they do. Twitter. for example. 66% voted in favour of basing the new constitution on this crowdsourced document. This past year. Even large corporations and governments have now recognised the value of giving the public the power to influence key decisions and have adopted socially-oriented business models.

magazinevoce. Unilever / Open Innovation Platforms This year.000 virtual stores have sold more than 10.com. The Cannes Jury nevertheless awarded Curators of Sweden the Cyber Grand Prix. commending Visit Sweden for not censoring the posts.5% commission for the seller. Jury president Iain Tait said: ‘Allowing people to have the conversation out in the open felt like one of the facets of the case.000 people had opened stores online and the retailer saw 40% higher conversion rates than through traditional ecommerce stores.com. The projects have helped Heineken and Domino’s strengthen their social relationships with customers by being seen to be listening. reached out to both established businesses and new innovators with its Get on the Shelf contest (Contagious 30).magazineluiza. Visit Sweden. (in the words of its CEO Thomas Brühl) demonstrated that ‘No one owns the brand of Sweden more than its people. Heineken solicited business innovations from beer drinkers through its own platform Ideas Brewery (Contagious 31). The brand requested suggestions on everything from reusing and recycling its bottles to reinventing the draught beer experience.br www.social business / adopting an open door policy Visit Sweden / Curators of Sweden By handing over Sweden’s official Twitter account to ordinary citizens. in partnership with Ogilvy Brasil.br Domino’s Pizza.com/sweden Magazine Você allows Facebook and Orkut users to create their own mini stores on the social networking sites.’ The country’s tourist and travel information site collaborated with government agency the Swedish Institute and agency Volontaire Stockholm on the campaign. This genuinely social approach to online retail helped the brand solve its dilemma of how to increase sales without the expense of building and opening new stores. Walmart. In a similar vein. São Paulo. Domino’s continued the transparent approach it has taken since 2009’s Pizza Turnaround campaign by launching Think Oven (Contagious 30) – a Facebook platform crowdsourcing suggestions from menu ideas to the design of the ultimate pizza delivery vehicle. stocking them with up to 60 items from Magazine Luiza’s inventory that they can sell to friends. with Magazine Luiza organising payment processing and deliveries. Contagious 33 features a case study on Magazine Luiza. The project sparked controversy in early June when a Swedish woman managing the account posted messages about Jews and Nazis. It shows that they’re passionate about freedom of speech. Within two weeks of launching. through its digital division Walmart Labs. 20. The 53.5% and 4.’ twitter. Heineken. Each sale generates between 2. Walmart. a crop of major corporations developed platforms to seek public input on everything from product design to business strategies. www. 28 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .000 products between them. which uncovered the next products to be stocked 28 Magazine Luiza / Magazine Você Brazilian electronics and homeware retailer Magazine Luiza illustrated how social devices could play a fundamental role in driving business with its Magazine Você (translation ‘your store’) platform. which saw Swedish citizens take weekly turns sharing their diverse opinions and recommendations on things to do in Sweden via the @Sweden Twitter handle. demonstrating that no company is too large to tap into the spirit of collaboration. Created with Ogilvy Etco.

Xxxxxxx / MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .com Ones to Watch / We’re expecting even companies in sectors traditionally known for keeping their processes closed to adopt social business initiatives.com oiportal.000 product designs were submitted.social business / adopting an open door policy by the US retail giant. but that’s exactly what Barclaycard in the US did with its community-driven credit card Ring. www. Startup Needle is a live chat sales platform that pays a brand’s biggest fans $10 per hour and rewards them with 29 Harrods / Be the Buyer With its Be the Buyer project Harrods proved that even an established retailer could take an open and collaborative approach.facebook. Contagious 30. Social business strategies can also enable brands to turn real customers into not just advocates but customer service representatives. www. www. Needle’s clients include major brands Skullcandy.barclaycardring. FMCG conglomerate Unilever also opened its doors to collaborators both great and small with its Unilever Open Innovation Submission Portal (run in partnership with global technology and IP marketplace yet2. with items from the most popular ensembles guaranteed to appear in store. people made a public statement of their interest in it. Under Armour and Urban Outfitters. Unilever gathered suggestions on how to grow its business and simultaneously reduce its environmental impact.com Through opening up a previously closed part of its business – collection buying – to customers Harrods offered an exclusive experience.thinkoven.com www.000 people voted and 4. By Liking a product.needle. More than 270. The London department store streamed Burberry’s A/W 2012 runway show live via its Facebook page and invited fans to vote. via Likes. they also benefit from the card’s financial success through the Giveback programme. Cardholders become members of an online community centred round a forum in which they can vote on product features and weigh-in on community discussions.yet2. It might seem unlikely that a financial company would open up a credit card’s profit and loss statements to its customers. for their favourite catwalk look. and (as outlined in Robert Cialdini’s classic book Influence) research shows that these types of commitments are far more likely to result in action. asking potential collaborators to propose new ways of preserving food naturally and bringing safe drinking water to the world’s poorest people.ideasbrewery.com/Harrods products for answering customer queries.com Getontheshelf. The global company vowed to pursue the most promising partnerships – be they with small technology startups or major international organisations. in this case going to Harrods to buy the item they’ve Liked.com www. Featured in Contagious 30.com) (Contagious 30).

said British ad agency Rabbit. And Facebook’s $1bn. need ‘not only a social media strategy.’ Two cultural milestones marked the Year Of The Photo: iconic film stock maker Kodak announced it was filing for bankruptcy in January. Brands. and considering how to monetise photos. from taking photos to virtually socialising around them through a raft of image-based social networks. Brands spent 2012 tentatively figuring out how to use these expanding networks in their marketing (with mixed results).iMage sharing / the year of the photo Visual culture online evolved in 2012. if-you-can’t-beat-them-join-them buyout of photo-sharing social network Instagram in April. but a visual social media strategy as well. 30 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .

In June. people publicly posting stuff they want to buy). jeweller Tiffany’s created custom filters for budding snappers and airline BMI launched a photo-based daily lottery. showing its intent to help brands make better use of the platform. Its valuation was doubtless helped by stats from content discovery and sharing firm Shareaholic showing that the site drove more referral traffic than LinkedIn and Google+ combined. courting brands to turn the crowd into cash. Late in 2011.com/WhatMakesLove adidasfootball. as people gravitated to niche photo sharing sites in droves.com a-listpartners. the highest of all options. they enjoy photos the most.27 million in July 2011). Show Me the Money / Having reached a critical mass. which has the strongest intent graph (broadly speaking.7bn by Forbes in April. Twin giants Tumblr and Instagram reached giddy new heights. The former hit 20 billion monthly page views. apparel brand Levi’s ran a model search. people care about photos a lot: a report from ROI Research found that 35% of respondents said that of the social media activity their friends post. Tumblr changed tack in 2012. earning a sky high estimated valuation of $7. www. Among others. the launch of Pinterest for Business and brand pages in November was an obvious next step towards more official – and lucrative – participation. In the same study 44% said they were likely to engage with pictures posted by brands on social media. and announced sponsorship packages for brands.tumblr. The New York-based company rounded off the year by launching Tumblr A-List. Arguably the most financially tempting of the three for brands is Pinterest. Instagram hosted a rash of campaigns from every sector.com/blogs/iamlevis statigr. After having pretty much ignored brands. double that of 12 months before. With around one third of brands already using the platform.tumblr.iMage sharing / the year of photo A Thousand Words / The growth of visual culture has been staggering. And those referrals spend a lot. But Facebook wasn’t the big news for image makers this year. propelling it into the top 20 mostvisited US sites for the first time in September.am/flybmi tinyurl. compared with just $95 from Facebook. all three networks matured and started thinking about their business models. Newcomer Pinterest meanwhile rocketed to 25 million users by November to become the third largest social network (from just 1. Fresh from being named Apple’s App Of The Year 2011.levistrauss. Three hundred million photos are uploaded to Facebook every day. For brands that matters a great deal. blog 1000memories calculated 10% of all the photos ever snapped were taken that year. A report from RichRelevance found average spend from retail shoppers from Pinterest was $169 dollars. it bolstered its team with brand strategists. the latter reached 100 million users the same month. posting videos and photos from its various celebrity endorsers. according to Econsultancy. Adidas Football was among the first to take advantage. and $71 from Twitter. Unsurprisingly.com 31 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .

personalised to each user based on their social network on Facebook. Highlights on Pinterest included online fashion retailer ASOS’s simple strategy of using the site as an editorial newsfeed: posting catwalk trends.com www. image-rich aesthetic. then buy directly from the Instragram stream by simply putting the word ‘Buy’ in the comments under any photo with the #InstaSale hashtag. tapping the site’s heavily female-skewed demographic and the large number of bridal-themed boards.thefancy. Influential Svpply’ers tapping the ‘Want’ button are then offered deals directly by retailers who have partnered with them.zappos. missing the point entirely of a mood board to aggregate inspiration. These either provided seamless added utility.com chirpify. which lets people enter a loved one’s Pinterest username to get gift suggestions based on their pinning activity. or entertainment and relevant information. Affiliated brands bid to sell people products they’ve earmarked on the site. Better still was fashion brand Oscar de la Renta’s campaign. pinterest. Online shoe retailer Zappos focused on Pinterest’s role as virtual wish list. Reflecting the influence of visual social networks. Gucci meanwhile cannily unveiled pinnable online banner ads that led to the brand’s ecommerce site. who they follow on the site. in-stream commerce app Chirpify (launched this year) aims to piggyback Instagram’s API. svpply.com/gucci pinpointing. Working along the same curation lines. In September eBay bought Svpply to bolster its personalisation and curation capabilities. It lets people enter their payment details. celebrity news and more across its 23 boards. It’s gearing up for the Christmas retail bonanza with a service called Pinpointing.com Ones to Watch / While the big three visual social networks work on monetising content through brand partnerships. the world’s biggest online marketplace has since subtly changed its homepage to ape Svpply and Pinterest’s personalised. It provides a real-time stream of images of products curated by members from across the web.com/oscarprgirl/bridal pinterest. Social shopping start up Svpply brings together influencers.apps. Rather than build a proprietary system.com 32 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . Many brands nonetheless simply posted ad-like content. and their interests.com/asos pinterest. Svpply rival Fancy has around two million users.iMage sharing / the year of photo Social Shopping / Much like early efforts on Facebook and Twitter. retailers and shoppers. in which it live-pinned the catwalk show of its bridal collection. three youngsters have taken a more explicitly commercial approach from the off. brands that aligned their visual social media strategies with people’s behaviour on the platforms fared best. for example. Other smart executions created tools to maximise the convenience of the online pinboard: interiors magazine House Beautiful’s print campaign let people pin directly to Pinterest via their smartphone.

the first ‘social games’ (see Movements section) showed how audiences are increasingly creating and sharing content during live events. as well as enabling them to share and amplify that experience to their wider social networks.aMplified live / enhance. capture and broadcast live experiences. 33 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . and are starting to provide consumers with tools to heighten. This kind of user-created activity can be amplified to heighten the experience of the people at the venue. It’s still early days for the Amplified Live trend. but below are some cases that should inspire wider creativity in this area in 2013. capture and share This year’s Olympics. Brands are now recognising that these additional. participatory layers can have a powerful impact on their businesses.

ar Dan Deacon App / For his 2012 tour. In a similar move.com turns the speaker into an instrument.com. a company in which Coldplay has now invested. however. the band took this a step further by introducing Xylobands. Deacon’s app turns this (rather annoying) habit into one that amps up the collective excitement around the concert. and interaction with. Fans install the app before the show and watch as their smartphone becomes an extension of the performance. The devices were designed by Devon-based RB Concepts. The app doesn’t require data connectivity or a phone signal to operate. This lighthouse randomly illuminated a particular stage.ly/rQN0s7 Beldent / Random Music Fest Mondelez (née Kraft)-owned chewing gum Beldent left the audience guessing at a festival held in Buenos Aires. the performance. xylobands. Argentina. Featured in Contagious 33. which was the cue for the next band to begin playing. which carry data to trigger these functions.500 people attended the event.beldent. A mobile app detected the live music and provided lyrics for the audience. bit. Devised as part of the Project Fly innovation programme (which we’re proud to be a partner in). For their 2012 world tour. holding mobile phones in the air has become a 21st century frustration for millions of gig-goers. During various songs. Contagious 33. Disney handed out lightup Mickey Mouse ears for its Glow with the Show event at Disney California Adventure Park. ensuring it will work in any venue. heightening the audience’s enjoyment of. Forget the flags at Glastonbury. Baltimore-based musician Dan Deacon created an app that turns the audience’s smartphone into an extension of his live act. these wristbands lit up in sync with the music and stage lights – effectively turning the audience into a visual extension of the show. The application is activated by audio signals emitted from the stage. Each ticket-holder was given a wristband containing LEDs and ultra-low-power microcontrollers.aMplified live / enhance capture and share Coldplay / Xyloband British rock band Coldplay has built a reputation for its colourful live shows. The Beldent Random Music Fest featured four stages with a lighthouse in the centre of the audience. while 250. People could also use the app to vote for their favourite band to perform an encore. with lasers and balloons galore. www. More than 8.000 watched the live stream on Facebook. the flash into a strobe and the screen into part of the light show. The application 34 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . Both examples generated a visually stunning spectacle. on 29 September. The LED-filled ears were purchased beforehand and collectively synched to flash during the show.

significantly increasing the event’s presence on social channels.co. fans from all over the world could create a unique image to save. In addition to the photos taken inside the Opera House itself. Topshop partnered with Facebook to launch Shoot the Show – a camera button embedded within a live stream window that lets viewers click to snap pictures of their favourite looks. Rather than being passive viewers at home. blur. Amplified Live will continue to spread beyond its obvious home of live music and sporting events. Google’s Creative Lab launched Frontrow – an in-built functionality on YouTube enabling viewers to take photos whilst watching a live stream. Contagious 33.youtube. Australia.com www.su memoto.com/user/sOHfestival upload their images using the hashtag #blurhydepark2012. is Kickstarter project Memoto: an always-on buttonhole camera from a Swedish tech collective that takes two photos every minute. www. Contagious 33.facebook. by collating geo-tagged Instagram photos from cities around the world.com/Topshop Ones to Watch / Increasingly. the stream notched up 296. for example. Those attending the band’s Hyde Park gig were encouraged to 35 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .uk/hydepark2012 now. brands will provide more effective tools for consumers to amplify their experiences at live events.jit. These could then be shared directly with Facebook friends. and share. and displaying them in a live stream online.000 were captured by people watching the live-stream via YouTube. During September’s London Fashion Week. and share these stories with their friends. a further 66. move the camera and zoom in and out to capture their favourite image. creating a visual record of the evening’s events. These were then streamed in a continuous. moving gallery on the band’s website.000 live views – 100 times the capacity of the concert hall. Aggregation platform This is Now took this a stage further.Frontrow / At this year’s Vivid Live Festival in Sydney. tagged by location for easy search. which we saw in August with Blur’s Instagram feed. Frontrow was first introduced for US band The Temper Trap’s headline performance inside the iconic Sydney Opera House. Developments in technology will also accelerate this trend. Fans could pause the action. In just ten hours. Enabling consumers to relive events after they’ve taken place is another interesting avenue. providing consumers with more seamless tools to capture and share their live experiences. These photos could then be shared on social networks. Taking real-time life logging to its natural conclusion.

Contagious 33. breaking the sound barrier and a brace of world records. Red Bull’s Stratos project saw Felix Baumgartner free fall from space. professionally-produced films.screen grabs / creating. how content this year changed: from recorded to live streaming video. watching Twenty four miles. Coverage of the feat set a landmark for live streaming: eight million people tuned in. That’s how high the bar for branded content has now been set. Seven years and tens of millions of dollars in the making (the exact cost isn’t known). and short-form amateur content to longerform. 36 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . in some ways. Stratos represented. sharing.

socially-led news service bringing people into the heart of breaking stories.com Robert Kyncl told fellow Googlers in January in a speech about the future of TV and content. reported in The New Yorker. which streamed instructional cooking videos (Contagious 32). a groundbreaker with its TV Everywhere app HBO Go. A 14-country study from NPD found that tablet use for watching TV had doubled in 12 months (to around 15% of total viewing). HBO.mtvunderthethumb. a trend which Contagious identified as Digital Live. and fashion e-tailer ASOS. which let viewers quiz US fashion writer Indigo Clarke and model.4 million subscribers this year as more cable customers cut the cord.3bn in April).8bn in January. enlisting celebs. Google pushed new social network Google+’s differentiator. even rattled cable companies by going it alone in Scandinavia with stand-alone.hbogo. www. Among the most progressive.’ senior YouTube exec 37 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . over-the-top streaming service HBO Nordic. Seventy two hours of content are uploaded every minute to the site. In the mainstream meanwhile.tv TV Everywhere / Video content began to untether further from TV. most notably President Obama. ‘We think they will continue to go that way – spend more and more time in the niches – because now the distribution landscape allows for more narrowness. the Huffington Post launched a live. expect broadcasters to look to more so-called TV Everywhere initiatives as a way to keep viewers watching. hard. but usage is changing. going down to 15. investment in content makers (the Creators Hub and London studio space) and $100m to production companies paid off. Hangouts. www. and onto web tablets and mobiles. www. sharing. ESPN this year announced it was going ‘mobile first’ with its content. and that 70% said they were watching video on devices that weren’t TVs. See HBO case study in Contagious 31. while MTV’s Under The Thumb app from AKQA brought paid-for mobile content to US Millennials (Contagious 30). watching YouTube’s evolution to a professional network through a shiny new channel strategy. And as LTE/4G mobile rolls out. In the news realm.’ A case in point is Twitch. according to an Econsultancy report from October.TV.com www. founded in 2011. Average daily viewing time per user? A staggering 75 minutes. blogger and IT girl Cory Kennedy about fashion and style.7 and 5. ‘People went from broad to narrow. Netflix is projected to have added between 4.com Going With the Flow / Live streaming and socialising online around content became more popular throughout 2012.twitch. Niche streaming sites gained serious traction too. to appear via the service. Despite downgrading forecasts. Hulu and Amazon Prime. ComScore reported in May that people are watching fewer clips (they peaked at 21.redbullstratos.screen grabs / creating. including online UK grocery delivery service Ocado. 90% of whom agreed that content marketing would become more important in the next 12 months. The bad news? Only 38% said they had a content marketing strategy in place. NBC’s streaming service for the Olympics saw seven million households stream via web and mobile apps. and hit 20 million monthly unique views in August. That was a boon to VOD services like Netflix. engagement is up – which is great news for advertisers. In short. but spending 57% more time watching clips. The site lets videogamers stream their play live to eager videogame voyeurs. Lots of brands joined in too.

so YouTube is watching with interest the explosive rise of a new breed of video sites that do the same.youtube. Klip and Threadlife that really came to prominence in 2012. with VW. edit and share content direct from their mobile. But WHY the views. GIFs had a brief flicker of popularity among brands early in the year.viddy. but it was ‘Instagram for video’ apps including SocialCam.com / www. Viddy. Contagious 31.screen grabs / creating. More likely. Ever the smart marketer.lego. lets children direct stop motion shorts using their phone and favourite brick-based creations. which let fans shoot. However.klip. watching Amateur Dramatics / Phones and tablets are also a platform on which videos can be created too. through Pereira & O’Dell. but SocialCam claimed 16 million downloads in July (from a massive 54 million peak). socialcam.com 38 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens 38 augmented retail personalise new loyalty payment sbpf .com/user/officialpsy Ones to Watch / Social Video Just as Instagram threatened the dominance of Facebook with a superior mobile interface and social sharing function for images. GE. Or maybe just the sheer bloody ridiculousness of it. redbullflow. GE and even Burberry launching campaigns in the format.com www. sharing. like most virals.com And Finally… / What round up of this year’s content couldn’t name-check South Korean rapper PSY’s Gangnam Style (c’mon. YouTube needn’t worry just yet: no one truly cracked social video this year. San Francisco.threadlife. Or the cultural jolt of seeing a wry Asian piss-take of bombastic American music video clichés. At last count Red Bull. look (too fat) and off-brand message (Gangnam residents are vapid and vulgar). Red Bull tapped into the long standing extreme sports tradition of videoing tricks with its Flow app. it’s a confluence of factors so mind-bogglingly complicated we’ll never properly fathom it. through building in seamless social sharing. and brands are empowering people with the tools to become directors and distributors. User numbers are difficult to pin down. and Viddy 26 million users in May. according to The Wall Street Journal. www. Sierra Mist were among the brands experimenting on the platforms. LEGO’s Superheroes Movie Maker app. you ask? Perhaps it’s the global zeitgeist of lampooning the rich in a time of austerity.com / www.com dcuniversesuperheroes. you know the one…) with its monstrous 830 million plus views? Born of the country’s industrialised pop music-making machine – K-Pop’s notorious ‘cultural technology’ programme – PSY deeply subverts its picture perfect boy and girl band output with his age (too old).

The promise for brands is. but rather they converge. ultimately.augMented Media / layering content and utility Ninety nine years ago. utility and entertainment in real time. 2012 saw a raft of mobile inventiveness in augmented reality and two-screen viewing behaviours. German newspaper editor Wolfgang Riepl famously observed that new media doesn’t kill old media. Smartphones are creating exciting new ways for brands to redraw the traditional purchase funnel for TV and print by adding contextual layers of information. 39 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . cutting the time and friction between awareness and purchase to almost nothing.

Print evolved from a static medium to an interactive and changeable platform – a gateway to play games. serving up trivia. Portland. including placing their hands on their hearts during a patriotic Chrysler commercial and even leaving their seats during a Pepsi spot. www. In last year’s Most Contagious we looked at how audio recognition technology Shazam was moving from being just a music recognition service to being a trigger for TV content. created a campaign that extended its presence beyond a standard TV spot. Extending dwell times well beyond the TV spots. Two TV spots aired during the game containing content specific to whichever team was in the lead. The ads. Contagious issue 30.augMented Media / layering content and utility That’s being led by a change in people’s mobile behaviour and how they interact with traditional media. Coke. with Wieden+Kennedy. That growth didn’t go unnoticed by broadcasters and brands. watch entertainment content and buy products direct. with as many as 45% doing so on a daily basis. Coca-Cola / Coke Polar Bowl More than 110 million fans tuned into the 2012 Super Bowl. To maximise its media investment.cokepolarbowl. and tablets are set to outsell PCs next year. Nielsen reported in April that 86% of US tablet owners and 84% of smartphone owners used a second screen at least once over a 30-day period while watching TV. as did almost half the advertisers at this year’s Super Bowl. info and links. answering questions and sharing pictures. Sharable highlights of the bears’ antics were uploaded to YouTube and Facebook. and the brand also streamed the bears’ reactions live via a Facebook app. 160 channels in the US now make their content ‘Shazamable’. drove users to www. along with Facebook and outdoor messages.com where two animated Coca-Cola polar bears reacted in real time to events happening during the game and the ad breaks. Smartphone penetration tipped over 50% in the US this year.cokepolarbowl. merging two-screen viewing with social media. TV wasn’t the only winner. Microsoft’s VP web services Antoine Leblond told attendees at the TechEd conference in Amsterdam in June. with a staggering 54% trying to use the app to identify shows they’re watching. according to Shazam. though. and an estimated 60% watched the big game while using a second screen such as a mobile phone. The user experience was enhanced on social channels too: the bears took over Coke’s Twitter account and interacted directly with fans. nine million consumers engaged with the bears for an average of 28 minutes and Twitter followers grew by 38% during a four-hour period.com MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . Since then it’s bloomed: the app counts 250 million users and is growing at two million a week. or PC.

41 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . stethoscopes. featured an animated video showing droplets of milk helping a young boy get to sleep. CA. Parents could tag the TV spot using Shazam and receive a free download of a children’s book which.augMented Media / layering content and utility California Milk Processor Board / Time to Go to Bed To increase milk consumption among Hispanic children. Time to Go to Bed. leave comments. it created an augmented reality-based outdoor campaign that put students’ skills to the test. They could replay the video. Melbourne. Working with George Patterson Y&R. students could virtually diagnose and treat the patients using tools such as CT scans. integrated milk into the story. By pointing the app at the ad. the California Milk Processor Board developed a campaign that used Shazam for TV to add interactive content to a traditional commercial.000 hard copy books were distributed to paediatricians’ offices in California and were also available digitally via Facebook. Huntington Beach. The spot aired in the early evening on two of the largest Spanish language television networks. A series of posters featured patients in need of medical treatment.com/timetogotobed Australian Defence Force / Mobile Medic The Australian Defence Force won a bunch of gongs this year for its inventive way of recruiting medical students for its Defence Force University Scholarship. and share it with their friends on their social networks. letting children know that it’s time to go to bed while also promoting a glass of milk and bedtime story. of course. tinyurl. 120. Featured in Contagious 33. X-ray scans. created by Grupo Gallegos. where they were reported to be downloaded at a rate of 110 books a day.

000 users in the UK. find out product details. Contagious issue 32.ly/scan-to-shop-play www. After treating all of the patients.aurasma.ly/scan-to-shop-itunes bit. view how-to videos and be inspired by photo galleries. interactive polls. www. competitions and podcasts could be experienced on a phone via Blippar. New York and Allofus. Effectively acting as an entrance exam. Users could also ‘blipp to buy’ items straight from the pages of the magazine. unlock exclusive offers and purchase items directly from the pages.000 unique readers. Inside the magazine. Mobile Medic was a clever way of immersing students in the role of an army medical officer as well as testing their skill. London.au IKEA worked with McCann. Scanning the catalogue with the app reveals a variety of features: users can interact with 3D product models.ikea. bit. students entered their details via the app and those who performed best were contacted and offered a scholarship. blippar. exclusive video interviews. product information. Shortlist Magazine / Meanwhile. and extend its lifecycle throughout the year.gov.defence. to redefine its iconic publication. to create a special interactive gaming edition that featured a playable AR version of a 1980s computer game on the cover.augMented Media / layering content and utility and ECG.com IKEA / IKEA Catalogue This year IKEA added another dimension to its traditional print catalogue by presenting users with a layer of digital content accessible through a free augmented reality app.178 blipps of the issue from more than 50.000 UK subscribers of the retailer’s monthly magazine to access additional video content. who viewed and played with interactive content for over six minutes each. Blippar recorded 229. Contagious’ favourite was the ASOS Scan to Shop app.com 42 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment 42 sbpf . UK-based Shortlist Magazine partnered with AR company Blippar. Contagious issue 32.com ASOS / Scan to Shop British AR specialists Aurasma have been busy this year adding clouds of digital content and interactive functionality to a range of print publications from Tesco’s Real Food magazine to the entire September edition of American GQ. on average. which is reported to have more than 350. www. It lives on as an education platform in all Defence Force Universities. which has 211 million copies in circulation. which enables the 450.

This year saw retailers bring social. it was the screen – not in cinematic portrait format. sensors to detect shoppers and personalise content. mobile and web into the physical space. embedding products with RFID chips. but iPadesque landscape – that epitomised the convergence of online and offline shopping in 2012. and layers of online functionality via mobile apps and services.retail / shopping gets connected In Burberry’s majestic new retail space. frictionless payment. 43 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .

changing the scores in real time as fans continued to vote online. Their creation can be viewed. www. Guatemala. the customer had to drop everything and run.5 million possible configurations. also according to IBM. mobile sales for Black Friday exceeded 16% this year.com/themeatpack Audi City / Buying a new car is less impulsive than buying a new pair of trainers. from all angles on huge HD screens. Fans with the app checking out competitors’ wares were offered a 99% reduction on trainers from Meat Pack – but with every passing second. Contagious 31. life-sized. up from 9. and after a week of online voting the collection finally hit the rails at C&A’s flagship store in São Paulo – with one important difference. Meat Pack Hijack is fascinating because it neatly combines location. Each item was displayed on a hanger that showed a running total of the Likes it had earned. To get the best deal. a small-footprint digital showroom in London’s West End.com/ceaBrasil brands like adidas.facebook. but the impact of digital on that process is driving key changes across the sector.retail / shopping gets connected Why? Because shoppers no longer see physical.facebook. and retailers needs to adapt to changing behaviour. sneaker retailer Meat Pack enhanced its existing app with a time-sensitive discount feature that used GPS to map the stores of rival MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . connectivity and strategic discounting with the motivational power of a relentlessly ticking clock. Social proof moved from Facebook into the real world. This year saw the launch of Audi City. the discount got 1% smaller. meanwhile. Retail with jeopardy? We’re in! And so were the 600 customers the brand hijacked from its competitors in just one week. Visitors use multi-touch screen tables (created by Razorfish International) to design their ideal Audi from more than 3. C&A / Fashion Likes The familiar metric of Facebook Likes was given a social twist when DDB Brasil repurposed it into an interactive rating system for its clothes. That vivid first impression is more important than ever.8% in 2011. purchase and post-sales – seamlessly bringing together the best of offline and online to make a compelling. 25% of people use three or more technologies to shop. and can be seen ‘driving’ through virtual landscapes. Working with 4AM Saatchi & Saatchi. The smartest retailers are rethinking the customer journey – from initial awareness and product research to in-store experience. Research by Jaguar Land 44 Meat Pack / Hijack If there’s one thing we all like. the new season’s C&A fashion collection was previewed on the brand’s Facebook page. technological and geographical boundaries. entertaining and frictionless shopping experience. Contagious 32. Users were encouraged to Like their favourite items. To kick-start the idea. According to IBM’s 2012 Winning Over The Empowered Consumer report. www. it’s a bargain. Nike and Puma.

New York. The free NM Service app allowed users to see which staff were on duty.getsignature. the clienteling specialists behind the app. with online tutorials available to help customers replicate the beauty looks created for the show.com 45 Neiman Marcus / NM Service App With a long standing reputation for customer service. Shoppers could use the app to access product information and to tag their favourite items. recently published the findings of its 2012 Luxury Customer Index survey. It’s a strategy the brand clearly believes in: Audi plans 20 further such destinations around the world by 2015. So far San Francisco-based Signature Labs.3 visits. www.’ Contagious 33. but Topshop is not innovating for the sake of it. Audi City combines the flexibility of digital carconfiguration with the sense of high-impact retail theatre that a brand-controlled environment of a store can offer.5 trips to dealerships before buying a car. displaying their Facebook profile picture (to help assistants identify them) and also their purchase history. which found that across categories 70% of ultra-wealthy customers say their relationship with a specific sales associate causes them to spend more. that it pays to know your customers. if it were needed. they show us what they love. and set up meetings with their preferred associate. entertainment and commerce: ‘By putting our customers in control of the live experience. helping staff make more accurate recommendations for individual customers. www. By 2010 that figure had shrunk to 1. tinyurl. Confirmation. This much we know: the Luxury Institute. Cooke is very clear on the value of this heady mix of social. Music and make-up from the show could also be bought straight away.Rover discovered that in 2000 people made an average of 7. high end US department store Neiman Marcus spent the summer trialling a smartphone app designed to enhance the relationship between sales staff and shoppers. The opt-in service notified staff when participating customers entered Topshop Unique / London Fashion Week Understanding its young clientele is a major obsession for Topshop. the ways they like to share and more. are maintaining an enigmatic silence about results. how they want to consume information. Contagious 31. Additionally. Contagious 32. The Customise the Catwalk feature for its London Fashion Week show allowed web users to not only select and order key looks and accessories. Shoot the Show let viewers snap and share pictures of their favourite looks direct from the show’s live stream. The impact of each encounter gains significance. the standard- MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .com/audicity the store. Topshop’s new CMO Justin Cooke – former vice president of PR at Burberry – described the show as ‘social entertainment’.com bearer for British high street fashion. but also to change the colour of their preferred option before buying.topshop.

but blurs the boundaries between online and offline retail. On the shop floor.retail / shopping gets connected Burberry World Live / It may have been a big. uk. but it’s also been a big. Sales staff use iPads to get real-time stock updates and product specifications. The Regent Street space has been redesigned as a physical manifestation of the brand’s online experience. the same system cues making-of videos when certain screens in the space are approached. concerts and performances. those factors collided to headlinegrabbing effect.burberry. and clienteling software is used to access customers’ purchase history and shopping preferences. with mirrors turning into screens when entering changing rooms. Contagious 33. The democratisation of fashion may be a keenly debated topic right now.com 46 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . but what has set Burberry apart from most luxury brands is the authenticity of the delight it takes in embracing tech and the passion of younger consumers. from its acoustic music sessions to Burberry Bespoke and the Art of the Trench. Burberry World Live will not only host fashion events. exciting year for retail generally. exciting year for Britishness. in the launch of Burberry’s new flagship London store. RFID tags in the garments trigger relevant multimedia content.

products and even services. of which one billion are smartphones. one-to-one conversations.’ said P&G’s global marketing and brand building officer. ‘is the new creative brief. Underpinning personalisation is of course personal data. Boston Consulting Group’s report in May said globally people send ten billion text messages and make one billion posts to a blog or social network.’ claims Daniel Stein. in March. There are six billion mobile phones. founder of digital agency EVB.personalisation / here’s to you ‘P&G’s vision is to build our brands through lifelong. Mark Pritchard. ‘It means shifting from mass broadcasting.’ Welcome to the age of mass personalisation. ‘Data.’ 47 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . and vast amounts of it. That’s led to data-driven stories. to creating more personal. one-to-one relationships in real-time with every person in the world.

personalisation / here’s to you

But what about privacy? It seems that our growing personal data literacy means people are becoming more receptive to a new value exchange: a recent Accenture study found 61% of online shoppers would trade privacy for personalisation, and three in four shoppers actually prefer retailers that use personal information to improve shopping experiences. Our relationship with technology is changing, too, as digital personal assistants like Siri become more sophisticated. We’re more dependent on it, and brands like Google are starting to build digital tools like Google Now based on our personal data to pre-empt our every need. AXE Anarchy / Personalised graphic novel If a brand seeks out your creative input, recreates your profile picture to flattering effect and integrates you into an online graphic novel, wouldn’t you at least try the product? This strategy paid dividends for Unilever when it rewarded AXE’s millennial target audience with its 15 megabytes of fame. To promote Anarchy, the brand’s first unisex variant, Razorfish, New York, partnered with Aspen Comics on creating a crowd-sourced online graphic novel starring AXE Facebook fans and Twitter followers. An initial trailer, which attracted 3.2 million views, invited the 2.3 million-strong social media fan-base to get involved. After opting in, people posted 15,249 story suggestions to help steer the plot, with 34% coming from females. Fans were rewarded by seeing animated versions of themselves in the graphic novel which depicted scientists attempting to hit upon a formula for attraction. Since launching in January 2012, Anarchy has become the best-selling body spray in the US. Take that, Old Spice. Contagious 30.
www.axeanarchy.com

Hellmann’s / Recipe Receipts In a smart use of real-time data, Hellmann’s used personalised, persuasive tactics to encourage Brazilian consumers to realise that mayonnaise is more versatile than just a condiment for sandwiches and potato salad. Using point-of-sale software, the brand generated personalised recipes based on the products people bought in 100 outlets of the country’s St Marche supermarkets. If a shopper put Hellmann’s in their basket, they received a customised till receipt which doubled up as a recipe card. The recipe included Hellmann’s mayonnaise along with other products they were purchasing. In-store signage informed shoppers: ‘If there’s Hellmann’s in your cart, there’s a surprise in your receipt.’ The campaign, through Ogilvy, São Paulo, generated a 44% rise in sales within a month. ‘We wanted to prove that Hellmann’s can be used daily in basic consumption without asking people to change anything in their shopping carts,’ Ogilvy account supervisor Daniela Glicenstajn told Contagious. Contagious 31.
www.hellmanns.com.br

Carvalho Hosken / The Social Home Tour Visits to new-build homes can be tricky; it’s hard to imagine living in a show-house because they feel so impersonal and generic. So Rio-based estate agency Carvalho Hosken used Facebook content to personalise display homes for potential buyers, helping them to visualise themselves in the property. Via Artplan in Rio de Janeiro, Carvalho Hosken decorated apartments with digital picture frames containing personal photos from Facebook as potential buyers looked around. They saw their favourite films playing on the TV, also selected from their Facebook profiles, and heard their mostloved tunes. While inside, they received an unexpected phone call targeting them with a special offer. The social home tour helped to convert 28% of visits into sales, a rate that was three times higher than usual. Contagious 32.
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Bank of America / BankAmeriDeals In an initiative that is not only personalised, but frictionless too, Bank of America launched a new deals service, BankAmeriDeals, which gives customers targeted discounts and offers at the stores and restaurants they regularly visit. Customers accept the offers they want and typically receive a discount through their online banking service. When they make a purchase in-store with a Bank of America debit or credit card, they don’t even need to hand over a coupon: the cash is automatically refunded into their account the next month. This eliminates the need for physical coupons or any additional interaction with individual retailers, as well as fulfilling Bank of America’s objectives to increase account and card activity and reinforce existing customer relationships. Contagious 30.
www.bankofamerica.com

Ones to Watch / Where is personalisation headed? Ford’s partnership with locationaware alerts startup Roximity shows how collaboration is bringing convenience: Ford drivers can now benefit from a personalised incar service which sends – via their dashboard’s telemetry system – notifications of nearby deals that tally with their particular interests. When better to serve deals than when you’re close, and mobile? On that note, expect Google Now to gather momentum. The search giant’s personal assistant incorporates data from your browsing history, location and time of day to help you plan your life better. Google Now might even suggest a gym visit in your lunch hour, or an alternative commuter route to avoid a delay (Contagious 33). Meanwhile, Google Field Trip offers an unprompted personalised history lesson about the places around you via your smartphone. However, you can moderate how much or how little it serves up, limiting it to just restaurant reviews, for instance. This is pivotal to personalisation: the brands that allow the users to control how, when and with what they are targeted will be 2013’s success stories.

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While the loyalty scheme is in demise, loyalty services are gaining momentum. Forward-thinking companies are using technology to incorporate loyalty mechanics across a wide range of brand touchpoints. Traditionally tied to product transactions, loyalty is now being mapped to experience and engagement. A number of brands and apps are rewarding a range of everyday activity, from watching TV (Viggle) to sharing status updates (Nike). With smartphone penetration skyrocketing, mobile is a key force behind this unfettered approach to loyalty. Almost a quarter of the top 100 brands in the 2012 Brand Keys Customer Loyalty Engagement Index enable consumer engagement via mobile. bit.ly/brandkeys-index
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for example. While paying with Passbook is still in its early stages.apple. which also supports Starbucks’ loyalty program and geo-fenced pop-ups (see Payment section). which has partnered US retailers like Target and Macy’s. taking much of the pain out of collecting points. Amazon and Groupon. It is expected. loyalty and payment mechanics are merging. through actions like trying on clothes. These new features have bolstered engagement levels.shopkick. Starbucks. Shopkick has quickly become the third most-used shopping app after eBay. Starbucks customers can also pay via the Square Wallet app. called ‘kicks’. making loyalty more frictionless.the new loyalty / services not scheMes Shopkick / Spurring a revolution in location-based loyalty. Shopkick will reach one billion product views within 12 weeks. and offers a compelling shortcut for retailers keen to avoid the costs and hassle of developing their own reward app. also tracks in-store activities. www. that Apple customers will soon be able to scan Passbook-enabled Apple Store gift cards. Geolocation means Passbook pulls up the relevant pass at the appropriate place. As mobile money develops. according to Nielsen. These can be exchanged for a wide variety of rewards such as gift vouchers or meals. Notably. so they collect loyalty points and pay with one scan of their phone. At current rates. While the iPhone 5 doesn’t incorporate a payment mechanism like an NFC chip.com/ios/whats-new 51 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . it is likely that it will soon become widespread. Passbook can make payments by proxy.com Starbucks / Passbook One of the major stories to come out of the launch of Apple’s iOS 6 this year (apart from its geographically-challenged Maps) is Passbook. www. The app also reached one million verified monthly walk-ins to partner stores in October this year. Shopkick rewards customers simply for walking into a store. for example. A recent redesign based around Pinterest-inspired ‘lookbooks’ has extended Shopkick’s functionality so people can now be rewarded for ‘preshopping’ activity such as browsing products and saving items in which they’re interested. The new feature is a form of mobile wallet that stores everything from movie tickets to loyalty cards. The mobile app. allows customers to store their digital Starbucks card in Passbook. allowing shoppers to accumulate points.

which partnered with the platform in April to reward users who logged fitness achievements in apps such as MapMyRUN. Kiip has also just introduced iPhone Passbook integration.com.safeway. companies are turning to technology to create more one-to-one relationships with customers.topguest.nike.com Propel.me Safeway / just for U The new loyalty goes beyond one-size-fits all: a study by the CMO Council suggests that 54% of people would defect from their loyalty programme if it didn’t provide tailor-made. Nike launched a campaign earlier this year that rewards people for engagement and social amplification. www. so rewards coupons can now be sent directly to Passbook and redeemed in-store. ‘just for U’ mines your shopping history and habits and serves you tailored prices via a desktop and mobile app. Created by Razorfish in Hong Kong as part of the wider global Make it Count campaign. and an astute use by the brand of existing mechanisms for sharing and posting to reward loyal fans. Kiip was initially set up to offer real-world rewards for virtual achievements in mobile games but is now significantly widening its focus.com 52 Kiip / The new loyalty encompasses a fresh approach to the idea of rewards. However. According to figures released in October. Rethinking the idea of loyalty schemes for the social web. amateur athletes can undertake a series of missions on the Nike Hong Kong Facebook page.kiip. Having raised $11m in Series B funding earlier this year. advertisers benefit from initial engagement rates of 18 to 22% for their rewards and a 50% engagement rate for users who have previously redeemed a reward. relevant offers. One of the main players turning the idea of loyalty points on its head is mobile app Kiip. the campaign increased purchase intent by 51%. One of its most successful campaigns to date has been with PepsiCo fitness water brand MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . it’s likely that Kiip will become more prolific in 2013.the new loyalty / services not scheMes Nike Hong Kong / Make it Count Alongside mobile. social media is a key driver of the new loyalty. The company has said it will soon announce a major development that brings mobile rewards and physical redemption at point of sale systems closer than ever before. Social amplification is becoming an increasingly important variable in the new loyalty. www. Virgin America. It seems that reaching out to consumers during more meaningful moments pays off. with the launch of a loyalty programme built on personalised pricing.hk/local/makeitcount www. According to Kiip. The initiative is an acknowledgement by Nike that loyalty encompasses far more than purchase. which focuses on tying reward to moments of achievement. allows travellers to earn loyalty points each time they post a status update or take a photo at a Virgin America airport terminal or baggage claim via loyalty app Topguest. With personalisation becoming a growing consumer demand. US supermarket chain Safeway is one of the biggest retailers to be doing this on a major scale. www. as brands and consumers become more acutely aware of its value. for example. users have to then share the completed mission online using the #makeitcount hashtag in order to accumulate points that can later be exchanged for Nike prizes.

due in part to Google’s introduction of its NFC-based Google Wallet solution.payMent / the changing way we pay With financial transactions increasingly digital. cash is no longer king. 53 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . it is doing so more slowly than initially expected. But while NFC is gaining pace. Last year the conversations about digital money revolved around NFC (near-field communication). However. other technology is springing up and changing the way we pay.

Barclaycard debuted PayBand. enables contactless payments. When paying online or in store.google.000 Starbucks stores across the US.com/wallet squareup. www. According to Experian’s ‘National Score Index’. for example. Mobile money is far from being reliant on NFC. Mobile banking has being growing exponentially but this has largely come from developing countries. which could well set a precedent for future mobile banking offerings in this market. www. where access to formal financial services is lower than in the West. At this summer’s London Wireless music festival. The disruptive startup has had a boost this year following a $25m investment from Starbucks. Visa aped the success of mobile money transfer service M-Pesa by introducing a mobile payment service in Africa for people without bank accounts. loaded it with up to £250 a day. PayBand is an imaginative evolution of Barclaycard PayTag. 10% of Americans have more than ten credit cards. then wore it around the festival site. To pay for items from stallholders users simply swiped the band on a card payment system. an NFC-enabled wristband that allowed festival-goers to make cashless payments.by Pingit has had an enthusiastic reception in the UK.2 million downloads. Pingit lets users transfer up to £300 a day to other people using just their mobile phone number. when stuck to a mobile handset. Barclays claims that a significant amount of these are non-customers. a credit card sticker that. 20.payMent / the changing way we paypay we Much of this change is driven by smartphones. Barclaycard / PayBand While Barclays’ Pingit works via a mobile phone. Barclays in the UK released an app in February that makes transferring money incredibly simple. Both PayTag and PayBand demonstrate that NFC isn’t 54 Wallaby / Wallets bursting with multiple credit cards have become emblematic of our times. and crunches which one should be used to maximise returns. Having so many payment options means consumers are rarely using them in the most efficient way – a phenomenon that Wallaby aims to counteract through the creation of ‘one card to rule them all. Last year. which are usually capped at about £20. The Square Mobile Wallet can now be used to pay at 7. with Pingit now helping Barclays to acquire more new customers than any of its other online acquisition tools.uk/pingit Barclays / Pingit While banks tend to be known for making life more complicated. negating the need to carry extra cash or cards. And just this month it announced that it’s processing $10bn in payments annually.000 users had signed up and it has now attracted more than 1. www. Barclaycard has been developing frictionless payment solutions in more unusual contexts. The average order value of each transaction is £70. higher than current NFC mobile payment services.walla. The way in which Wallaby helps consolidate and organise multiple payment offerings is analogous to Passbook (see Loyalty section). as the success of Square demonstrates. Within two days of the service launching. Wallaby automatically sifts through the users’ cards.com letting people add credit cards to a centralised system. they are also becoming more open to new units of exchange. ranging from in-game virtual currency to social currency.’ The service solves the conundrum of which credit card to use to maximise savings and points by MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf .co.barclays. As people learn to pay via multiple devices. It points to a future where payment and loyalty increasingly converge and become more frictionless. People signed up for a free PayBand.

The move can be seen. One Carnegie Mellon study estimates that $2m a month in Bitcoin drug sales take place on the online marketplace Silk Road.org www. Despite its dodgy heritage. be it linked to Bitcoins or not. In August the company announced it was working on a BitInstant Paycard: a prepaid debit card that would let users spend their Bitcoins at any store that accepts MasterCard. One of the most prominent of these is Bitcoin: a peer-to-peer digital currency that has been called ‘potentially world-changing’ by eminent cryptographers. This means it is highly anonymous. WordPress. unlike credit cards and PayPal. The appeal of Bitcoins for these platforms is that. but can be used creatively to solve pain points in the payment process in a wide range of contexts. Just as we no longer think of ‘digital media’ and simply think of ‘media’. bitcoin. Bitcoin seems slowly to be moving into the mainstream. Bitcoin is not overseen by any central banking authority. News about the Google Wallet leaked in November and at the time of writing there are still few details available.google.payMent / the changing way we pay tied to smartphones. which has led to it becoming something of an unofficial currency of the underground economy. The Google Wallet card.com/wallet Digital Currencies / Bitcoin As people grow more open to new ways of paying.com block payments from a number of countries. has just started to accept Bitcoins and Reddit has suggested that it might begin transacting in Bitcoins for subscriptions to its premium Reddit Gold service. however. we’re seeing a rise in the ubiquity and legitimacy of virtual currencies. Bitcoin enables instant payments to anyone. would act as a complement to the Google Wallet mobile payment system. the landscape is increasingly being characterised by a digital/physical blur.’ www. but with virtual currencies becoming a larger part of the payment landscape it seems unlikely to be long before such a card. which Google / Physical Wallet As virtual currencies like Bitcoin look to gain a real-world presence it also appears that Google may be issuing a physical credit card.barclaycardpayband.’ However. which would 55 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . www.bitinstant. Bitcoin may also become more established via a physical presence. Featured in Contagious issue 32. from anywhere in the world.com look and operate like other credit cards. Last year the conversation around digital money focused on the ‘digital. as Google trying to establish a stronger brand in the payment space while NFC remains far from mainstream. The debit card is yet to materialise. which powers the blog platform for the likes of the New York Times and CNN. exists. ‘digital money’ will eventually become just ‘money. as we move towards a more fluid approach to payment. instead the network regulates transactions and issuances.

56 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . the only genuine way to experience this kind of nimble. big thinkers Although many established companies strive to act like a startup. and providing a fantastic service at a great price point. One sector-agnostic trait that many of the companies below have employed is the subscription model.sMall but perfectly forMed / little brands. This section celebrates some of the great thinkers and agile disruptors that Contagious has featured this year. rapid and adaptive way of working is to actually launch a new venture. which relies on cutting friction from more mundane purchases.

sbpf / little brands. the process isn’t quite as functional as ‘buy one. previously of clothing brand howies.’) to highlight the product’s vegan-friendly and PETA-certified credentials.com Hiut Denim / The South Wales-based denim company. resurrecting the denim industry in Cardigan.sirrichards.uk 57 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . This year’s Edelman’s goodpurpose study of 8. Wales. Contagious 33.000 consumers across 16 markets found that if price and quality is equal. This allows owners to follow the production of their jeans in the factory and then build up a presence for the jeans online. featured an online film of women explaining what they wouldn’t put in their vaginas (‘Investment bankers. give one’. for example. However. started crafting its high-end. entertaining’. The brand’s wider social mission takes the form of Sir Richard’s donating a condom to a developing country. scents and objects with significant life experiences and love how Hiut is enabling people to attach their own memories to a physical product. for every one bought. hiutdenim. combining chemical-free contraceptives with a socialimpact mission. all brought to life through some great marketing. securing distribution across the US in 2011. www. but is becoming part of the fabric of some of the best new businesses. founded by David and Clare Hieatt. such as Haiti. Jim Moscou. Welcome to the internet of things.co. Speaking to Contagious earlier in the year.. And people want to buy from companies that care. The brand’s Vagina Rules campaign. street performers. big thinkers Another important shift is that social responsibility is no longer just a bolt-on feature. Contagious 31. The product went to market in 2010. adding their own experiences to the lifeline of the jeans. handmade jeans earlier this year. Every pair comes with a unique code known as a HistoryTag. by tweeting or tagging images on Flickr and Instagram with their code. It subsequently launched in the UK during October 2012 and aims to expand into mainland Europe and Russia in the near future. social purpose is the most important factor determining people’s purchasing decisions. roadies.. relevant. told us how it allowed people to ‘use their product choice to create a positive impact on the world’. We all associate certain songs. The company worked with Haitian artists and musicians to create a stand-alone brand called KORE (a Haitian slang term roughly translating as ‘I have your back’) appropriate for that country. Sir Richard’s / US condom brand Sir Richard’s impressed us this year by exemplifying the Contagious mantra of ‘useful. Sir Richard’s MD.

given that 90% of respondents to a content marketing survey by Econsultancy (October 2012) said that branded content will become increasingly important over the next 12 months.’).com the company and its founders Dubin and Mark Levine. Since its launch the device has featured in hack days from Scotland to SXSW.org Dollar Shave Club / Dollar Shave Club burst onto the subscription services scene with a standout convenience service that skilfully does away with the hassle and cost of buying razors.8m in November. partially thanks to Griffiths staging a ‘sit in’.1m in March this year. The company raised AU$66. Dollar Shave Club secured an additional $9.dollarshaveclub. former Method designer Daniel Alexander and strategist Jehan Ratnatunga. helping them navigate the potentially tricky waters in a more relevant and meaningful way. After receiving initial funding of $1. Its witty launch video featuring charismatic cofounder and improv comic Michael Dubin clocked up more than seven million views while challenging the big players in the male grooming market (‘Do you like spending $20 a month on brand-name razors? Nineteen go to Roger Federer. live-streaming himself on the toilet until the company hit its funding goal.000) in just 50 hours in July 2012.5m in funding late last year and secured another $9m. The company was first established in late 2010 by social entrepreneur Simon Griffiths. The organisation is currently taking pre-orders from Australia and the US. www. the credit-card sized computer has been stocked by major high street electronics retailers and is expected to sell more than one million units by February 2013. Founder Eben Upton’s Cambridge-based organisation aimed to address a decline in uptake of computer science classes in schools by developing a programmable mini computer that could easily be wiped and rebooted. The registered charity reports that some universities are providing their freshmen with a Raspberry Pi whilst even seven-year-olds are using it to program games themselves. Percolate received $1.548 (US$69. in November. $6 or $9. www. or without a grander sense of purpose. Since going on general sale in February.raspberrypi. Contagious 33. percolate. Contagious 33. this is a great vote of confidence for Percolate / How often have you been annoyed by bland and generic posts on a brand’s social media pages along the lines of ‘Like this funny cat video if you also like cats’? Branded content has been one of the most hotly discussed topics in ad land this year.sbpf / little brands. Given the monthly subscription options at $1. rebooting maker culture.com Raspberry Pi / Raspberry Pi was cited as a ‘one to watch’ in the technology section of 2011’s Most Contagious report before its release. We’re looking forward to seeing what Percolate will get up to next. a subscription-based toilet paper brand making a direct attempt to solve sanitation issues by donating 50% of its profits to help build waste facilities in the developing world. 58 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . a New York startup founded by former Barbarian Group strategy director Noah Brier and former VP of publishing at Federated Media James Gross. has developed smart algorithms to help blue chip clients source brand-relevant content. developing countries are hoping to benefit from the device thanks to its low cost (between $2535) and ease of use.org This then enables brands to use this content as the basis for their messages across social media. Who Gives A Crap has successfully proven that a commodity product like toilet paper does not need to be dull and fluffy. Raspberry Pi has been approached by hospitals and museums. big thinkers Who Gives A Crap / One of the most remarkable projects arising from crowdfunding platform Indiegogo this year is Who Gives A Crap. Contagious 33. whogivesacrap. Percolate. from interesting studies to sector-specific news.

Offer ends on the 11 January 2013 . online access to the Contagious Magazine archive and access to our multi-platform app.contagiousmagazine.Get Contagious’ thinking in your life next year for only £740 Subscribe to Contagious Magazine before 11 January 2013 and enjoy a 25% discount off the normal price of £985 Your subscription will include four issues of the award-winning quarterly magazine. Contagious / Full of tomorrow Visit www.com/shop to take advantage of this offer.

Ouya (Boxer8) Design / ABSOLUT Unique. Cooled Conservatories (Wilkinson Eyre). Olympic Cauldron (Heatherwick Studio).ke Most Contagious Technology / Google / Project Glass plus. Topshop Unique. SapientNitro. Who Gives a Crap 60 MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf . Glen Burnie www.com/+projectglass/posts Most Contagious Design / Heatherwick Studio / Olympic Cauldron www.raspberrypi. 3G Communications. Las Vegas.safaricom. The criteria are simple.org Nominations Purpose / Renault MOBILIZ. Google Project Glass. Winners / Most Contagious Purpose / Safaricom / Daktari 1525 Agency / Squad Digital. Valtech microsites.heatherwick. Flightline Films. Nike FuelBand. Magazine Você (Magazine Luiza). Designit.com Small But Perfectly Formed (Company Award) / Raspberry Pi Foundation www. Hiut Denim. Raspberry Pi Foundation. Wuppertal. RTT. Riedel Communications.Most contagious awards / 2012 The Most Contagious awards are bestowed by Contagious.com/audi-city/en/index. Tata Docomo BloodLine Club Technology / Baxter (Rethink Robotics). Neiman Marcus NM Service App Small But Perfectly Formed / Dollar Shave Club.co.audi. Leap Motion. Safaricom Daktari 1525.google. Nairobi www. Tesla S Retail / Audi City. Percolate. Disney D-Tech Me. Sir Richard’s.redbullstratos.html Most Contagious Story of the Year / Red Bull Stratos / Mission to the Edge of Space Red Bull Media House. They are awarded for ideas and innovations that the Contagious editorial team have judged to be the world’s most contagious ideas of the year in key business categories.com Most Contagious Retail / Audi City Agencies / Razorfish.

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