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Overview Presentation

August 2010
About Oddcast

The Engagement Marketing Experts By the Numbers


Founded in 1999, we are a social media agency based in New York City.

Track Record of Success


We have created some of the Internet’s biggest hits, such as Career
Builder’s “Monk-E-Mail,” McDonald’s “Avatarize Yourself,” and
E*TRADE’s “BabyMail.”

Proprietary Technologies & Infinite Scale


We provide end-to-end solutions powered by proprietary video, photo,
3D, augmented reality, voice and avatar platforms. We have the world's
only fully-integrated platform for deployment, management, and tracking
of user generated media campaigns at “Super Bowl” scale.
Avg. User Engagements
Awards and Accolades Per Day: 1.2 million
Per Month: 36.8 million
Oddcast campaigns have won multiple Webby Awards, an Addy Award, Per Year: 441.9 million
and have been featured on CNN, and in the Wall Street Journal, the New
Avg. User Creations
York Times, AdAge, MediaPost, Creativity, and many more digital and Per Day: 307.4 thousand
traditional outlets. Per Month: 9.4 million
Per Year: 112.8 million

Guaranteed Results
Our distribution division ensures success by driving participation of a
brand’s target audience, and guaranteeing user engagement levels.

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Clients

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Power of Social Media

“Since becoming a Follower/Fan of your brand, I am…”

“...more likely to buy”

67%

51%

“...more likely to recommend”

79%

60%

*CMB-IMRT Survey, March, 2010

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Greatest Hits

•  29+ million unique users in first


four months •  2.8 million users
•  55+ million total unique users •  3.5 million user interactions
•  150+ million messages played •  61% of visitors created a baby
•  22% of recipients sent their own •  6+ minute average interaction
message

•  2+ million unique users


•  7.8 million users in two months •  650,000 newsletter
•  6.42 minute average time on site subscribers
•  198 countries, 7 languages •  40% increase in site traffic
•  25% visitors upload photos •  24% of recipients sent their
•  15% of visitors share own message
•  Overview Video •  4:30 minute average
interaction

•  Over 1.5 million users already


•  4:00 minute average time on site •  5% of users purchased
•  68% sessions from viral content product
•  Babies can be sent to any mobile •  $50,000+ product sold in the
phone first month
•  Overview Video

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Recently Launched!

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NBC Universal -“Minion Dominion”

•  Showcase application for


“Despicable Me,” starring
Steve Carell

•  Use your voice (or


keyboard) to issue
commands to the minions

•  They respond to over 100


commands

•  Subservient Chicken on
steroids

“fight”

SAMPLE VIDEO

“slap!” “play!” “race!” “fight!” CLICK TO VIEW

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1-click customization
Dove - “Be a Hair Star”

•  1-Click Facebook Connect


weaves random photos
into a seamless Dove
video

•  Transitions and visual


effects are used to create
the look and feel of a
finished commercial edit

•  Users can share their


personalized video with a
click using e-mail,
Facebook, or by grabbing
the URL and posting to
their blog or personal
page.

CLICK TO VIEW

Users’ personal
images inserted
into edit

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Monte Carlo – “Billboard Your Friend”

•  1-Click Facebook
Connect converts your
photos into a stylized
billboard

•  Monte Carlo headline


automatically inserted into
each billboard

•  One click to create a full


set of billboards

CLICK TO VIEW

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Head tracking augmented reality

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Head Tracking AR – Technology Overview

•  Automatic tracking of
head in webcam

•  Overlay graphics and


animations that move
with the user

•  No need for a marker


– face is detected
automatically

INTRO VIDEO

Turn on webcam Auto Detecting Face Visual Effects

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Malibu Rum - “Maliboom-Boom Video”

•  First of it’s Kind Augmented


Reality Application

•  No marker required – use


your face to navigate

•  In native Flash - no
download required

•  Record and share webcam


videos of the experience

Webcam tracks face


in real time using
Oddcast’s automatic
face detection
technology

SAMPLE VIDEO

CLICK TO VIEW

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Head Tracking AR – Sample Effects

Multiply / Mirror Face Insertion

Animated Overlays 360 Navigation by turning head

VIEW CAMPAIGN
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Head Tracking AR - Photo Booth Application

Change accessories and looks

Change backgrounds, animations, etc!

Animated effects move with you!

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Showtime / Dexter - Eye Tracking AR

•  Mash-up of Facebook
Connect and Retinal
Scan

•  Sleep habits quiz


customized according
to user’s FB profile

•  Application can
recognize eye
movements (blink,
stare, etc.)

•  Tech can also


recognize facial
gestures (smile, etc)

Eye: Open State Detected Eye: Blink Detected


SAMPLE VIDEO
Oddcast Facial
Recognition
technology with
blink detection
CLICK TO VIEW

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Mobile Capabilities
Send 2 Mobile – BabyMail Example

Video Message Generated Online Video Message Received on Smart Phone

VIDEO RECAP

CLICK TO VIEW
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iPhone Applications - Capabilities

•  Oddcast has a devoted


iPhone application
development team

•  Applications may utilize


Oddcast technology (via a
flash wrapper)

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3D Photo-Morphing

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Photo Morph - “Make Your Friend Confess”

•  Most successful campaign


of 2009

•  7.4MM Sessions – 1.1MM


in the first 10 days

•  10:39 Average Session


Time

•  77% of traffic generated by


the application itself (ie:
viral)

•  1.5MM shared messages

•  1.5MM photos uploaded

User: client@oddcast.com
Pass: review123 CLICK TO VIEW

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Photo Morph - Avatarize Yourself

•  7.8MM Sessions in 2
months

•  6:42 Average Session Time

•  One out of four sessions


results in photo upload

•  One out of six sessions


results in sharing via email
or social networks

•  34% of traffic generated by


the application itself (ie,
viral)

•  198 countries, 7 languages

•  Massive blog / Twitter/


Facebook presence
Oddcast PhotoMorph
technology transforms any
head shot into a 3D VIDEO RECAP
rendered “Avatar” version

CLICK TO VIEW
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Avatarize Yourself – Social Redistribution

Blog Posts… Facebook profile pics and wall posts

Twitters

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Avatarize Yourself – Global Reach

Favorability Rating Countries

Age Demographics Gender Demographics

24 * Source: Sysomos Social Media Monitoring Service


Photo Morph - “Trek Yourself”

•  3.1 MM Sessions

•  5:24 Average Session


Time

•  50% of traffic generated


by the application itself
(ie, viral)

•  15,200 users grabbed the


application and installed it
on their blog, personal
site, or social profile.

CLICK TO VIEW

User: client@oddcast.com
Pass: review123

Captain Vulcan Officer Romulan

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Photo Morph - “FLOTObooth”

•  3.1 Online and Kiosk-


based campaign

•  7:40 Minute Average


Session Time

•  One third of all Flo’s


created were shared

•  One out of every four


was from a player
embedded on a social
network

CLICK TO VIEW

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EA Games – Web to Billboard

1. User uploads photo to create personalized 3. User’s image is broadcast live on Times
video game box with their image Square video billboard

2. Time given for Times Square broadcast

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SAMPLE VIDEO
Star in a Video
Video Star – “Enter the Game

Dynamic face insertion


during video highlights

Name and image


appears on stadium
•  Upload photo to appear in an action- screen
packed soccer highlight reel

•  Photo and personal information is


stitched seamlessly into the video at
different points
Name appears on
•  Videos can be shared via e-mail and jersey during highlight
social network, or posted to blog or reel
personal page with a click

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VIDEO DEMO
Video Star – “My Movie Moment”

•  Upload photo to appear


in famous movie scenes,
from Alien to Office
Space

•  Movie scenes change on


a regular basis

•  Site is “reskinned” for


different holidays, with
clips appropriate to that
holiday
Main application
•  All clips link directly to
DVD purchase
Holiday “skins”

Alien Wizard of Oz City Slickers

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VIEW CAMPAIGN
Video Star – GameStop

“Zombify-Yourself” “Christmas Morning Freak Out”

Two Holiday Promotions Generate over 500K User


Engagements in less than a month

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Dynamic Video – Face Insertion Technology

Original Scene – No personalization

Goatee OFF
Moustache OFF
Headphones OFF
Lipstick OFF
Nose Ring OFF

…With Dynamic Face Insertion

Goatee OFF
Moustache OFF
Headphones OFF
Lipstick OFF
Nose Ring OFF

…With Dynamic Face Insertion and Special Effects

Goatee ON
Moustache ON
Headphones ON
Lipstick ON
Nose Ring ON

DYNAMIC VIDEO DEMO


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Verizon Wireless – “Commit Your Friend”

•  Upload photos of your


friends to see them in a
video where they appear
in the infamous “Arkham
Asylum” from The Dark
Knight

•  Nearly 23,000 custom


videos created resulting
in over 500,000 video
views

•  Emailed videos were


played an average of 2.6
times.

•  23% of email recipients


created and passed
along their own videos.

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Dynamic 3D engine

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3D Engine - Toy Story 3

•  A Digital Gift With


Purchase of Select
Kellogg’s Cereals

•  Users can customize


clothing, ears
accessories, eyes, and
more

•  Fully animated 3D

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3D Engine - Svedka Fem Bot

Choose body type •  Create personalized 3D


versions of the Svedka
Vodka “Fem Bot”

•  Upload image to insert


your face into the
character

Customize features and look •  Trigger animations and


send to friends with
personal messages

CLICK TO VIEW

Choose animations and send

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3D Engine – Human Characters

3D DEMO 3D DEMO

3D DEMO

3D DEMO

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3D Engine - Animals

•  Oddcast can turn any


high quality photograph
into a living, breathing 3D
character

•  Unlimited number of
3D DEMO
animated actions can be
added (swirls, flips,
jumps, etc.)

•  Pre-recorded audio can


be added by mp3, PC
3D DEMO
microphone or toll-free
phone call

•  This is a quick capability


demo – actual lip sync
would be more precise
3D DEMO

3D DEMO

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Voice Command 3D – Parrot Application

•  Parrot responds to a
wide range of
commands spoken
aloud by the user

•  Parrot can interact with


other 3D objects in the
environment – change
radio channels, perch
on handle, etc.

•  Parrot body type and


colors can be changed
by speaking out loud

“Fly”

3D DEMO
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Custom audio campaigns
Sonic’s “Tater Taunt”

Application •  Taunt your friends using


the Sonic “Tater”
character

•  Customize look of Tater


to reflect your favorite
football team
Campaign Integration

•  58,000 Users

•  3:29 Average Session


Time

•  One out of four users


share via email or social
networks

•  46% of sessions result in


audio creation

•  5 unique audios created


per session

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Cheetos – Chester Talk

•  Simple, monk-e-mail style


application where users
can type to hear their
words spoken in “Chester
Talk”

•  Users can send


messages to phone or e-
mail, complete with
animated Chester

•  The #1 most popular


application on the
Cheetos website

CLICK TO VIEW

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“Get Munked” & “Squeakquel”

•  Create audio messages


using 3D Animated
characters from Alvin and
the Chipmunks movie
and “The Squeakquel”

•  Dress up and customize


character

•  Customized music and


backgrounds

•  Send animated character


messages via e-mail,
social networks, etc

CLICK TO VIEW

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Custom E-Card Campaigns

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Career Builder - “Monk-E-Mail”

•  Still going strong after


three years of heavy use

•  57MM total users – 29MM


within the first four months

•  155MM Monk-E-Mails have


been sent

•  7 Minute + Average
Session Time

•  22% Pass-Along Rate


(Email recipients who then
sent their own messages)

•  Average Monk-E-Mail
opened 1.6 times
“The third greatest human achievement, after
only democracy and velcro.”
READ CASE STUDY

CLICK TO VIEW

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Kraft Lunchables - “Animal Mix-Up”

•  Focused on younger demo,


yielding fantastic
engagement and
conversion data

•  Total Sessions: 89,000

•  8:30 Average Session


Time

•  48% of visitors entered a


code from the packaging

•  1/3 sessions resulted in


sharing

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Purina - Brand Partnership

“Critter Carols” “Beggin’ Time” “Friend Fetcher”

•  More than 2 million users have participated in the campaign.

•  Increased registration for the Petcentric.com newsletter,


GOAL adding over 650,000 new subscribers.
Increase awareness of the
Petcentric site and build the email •  Generated 40% of the total traffic to the Petcentric.com site.
distribution list for the Petcentric •  Users spend an average of 4:30 Minutes interacting with the
newsletter. application.

•  Messages were opened approximately 1.5 times each.

•  24% of message recipients went on to send their own


message.

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PointRoll Rich Media Ads – Powered by Oddcast

•  Oddcast has partnered with PointRoll to give


marketers 1-stop shopping for cutting edge,
IAB-standard interactive banners

•  Oddcast widgets integrate easily into any


PointRoll format

•  Gain insight into how users interact with your


ad through robust insights and custom
reporting

•  Leverage two industry leaders in rich media


advertising to make your campaign a success

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TGI Friday’s - “Call Woody”

•  Goal: Get 500K new FB


Fans to TGIF and
everyone gets a free
hamburger

•  Goal attained in: 5 Days

•  Video + Voice Recognition


+ Auto-Call in a Banner

•  Winner of 2010 Webby

VIDEO RECAP

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Rich Media Ad - Features

•  Flexible: Oddcast Rich Media Ads can be implemented in pop-up


banners, expandable banners and floating banners via our
partnership with PointRoll

•  Interactive: Oddcast Rich Media Ads enable users to customize a


media experience with photos, audio, text and other customizations,
guaranteeing deeper engagement

•  Viral: User creations can be emailed and shared throughout blogs


and the social net to drive greater participation

•  Trackable: Using PointRoll’s proprietary serving and tracking tools,


advertisers can glean useful insights from these banners

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Rich Media Banner – Sample Pop-Up

•  Oddcast user-generated
campaigns can appear in
banners, pop-ups, or any
rich media advertising

•  All interactivity can take


place directly in the pop-
up, resulting in strong
brand impressions without
demanding click-throughs

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Rich Media Example: Vonage

•  Vonage reduced CPA by


93%

•  Progressive messaging

•  Content based on
geography

•  2.5% click through rate

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Rich Media Example - BP Baby Mail

•  The holiday email


campaign saw an 87%
open rate.

•  The pass along rate for


emails sent from Baby Mail
was 19%

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Rich Media Example - House

•  Artificial Intelligence-driven
‘live’ chat with Hugh Laurie
of Fox’s House.

•  Character responds to user


questions and comments
with funny quips and other
A.I. driven responses

•  Banner had 3 minute


average engagement time

Pretty much all the It does tell us


Reality is almost drugs I prescribe something.
always wrong are addictive and Though I have no
dangerous idea what.

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Rich Media Example: Killington

•  Banner urged rollover


for deals, ski
conditions, and events
for the ski resort.

•  Rollover/open rate was


3%

•  Click through to
Killington’s “The Buzz”
landing page was
1300x more than
previous standard .gif
banners.

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Interactive Blogs

Launched 6/20/07 and is Still Live

Fashion show blog featuring celebrity


designers and editors

Objective: Create Buzz and monetize Oddcast


technology by selling pre-roll ads, distributing mov
versions of the episodes to ITunes, IPhone and other
sites for promotion.
Nominated for:
Call to Action Content Delivery

•  Website avatar character


helps guide towards
special deals and offers.

•  Increased traffic to super


savings by 85%

I see you are renting a


car in LA. We have a
special deal for you!
Oddcast Platform
Process

How Oddcast helps create successful campaigns

Creative & Experience Coding, Seeding, Reporting &


Strategic Design Technical & Distribution, Optimization
Consultation Hosting and Launch

Collaborate to Develop the user Technical Distribution, P.R. Real time reporting
develop creative experience flow implementation and other on all user
concepts that will and application and coding of “seeding” activities interactions,
engage users interface design the application in conjunction with including e-mails
and create brand or integrate campaign launch sent, creations, time
impact. Define client provided on site, and more
successful design.
metrics and set
realistic goals.

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Reporting Snapshot

Total Sessions Viral Traffic vs. Direct Traffic

•  “Viral” = Sessions
initiated from content
created in the application

•  “Direct” = From users


navigating to the
Sent Message Character Popularity Widget Installs by Domain application page

•  “Sharing” = All instances


of sent emails, grabbed
URL’s and embed codes,
and social network sharing

Average Engagement Time % of Total Sessions Resulting % Total Instances of Sharing


in Photo Upload

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Reporting Example

USAGE SUMMARY: 4/6 – 4/21

Total Interactions Summary

Total Interactions 535,328

User Sessions 245,944

Viewer Sessions 289,384

Viral Sessions 48%

Avg User Session Length 5’ 26”

Emails Sent 10,587


User Sessions Player Sessions
Email Open Rate: 133%

Email Pass-along Rate 12%

Posts and Grabbed URL’s 21,312

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Moderation

Moderation “dashboard” for real-time content screening •  Moderate user media


uploads, including photos,
video and audio

•  User uploads can post


automatically or require
moderator approval

•  “Bad Word Filter” for Text


To Speech applications

•  Includes phonetic and


‘work-around’ spelling
variations and bleeping

•  Partners can customize


filter by adding or removing
any words

•  Oddcast can also provide


managed moderation for
an additional fee

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Guaranteed Distribution
Distribution – Guaranteed Engagements

ACTIVITY ENGAGEMENTS
Analyze

•  Research deep dive, competitive study


•  Audience ethnography
•  Targeting plan

•  Extensive PR including joint press release


•  Distribution cross Oddcast-controlled hubs
Oddcast Network 10,000 - 30,0000
•  Targeted mailings and social media postings to tens of thousands of
influencers
Distribute

•  Includes Oddcast Network (Per Above)


•  Social distribution across primary hubs (Facebook, etc)
Partner Network 150,000 - 250,000
•  Placement on targeted niche blogs
•  Select demographically appropriate entertainment/lifestyle sites

•  Includes Oddcast, Partner Networks (Per Above)


Big Seed Network •  Extensive distribution to social media influencers (Twitter, etc) 750,000 - 1,250,000
•  High profile placements on entertainment hubs and destinations
Optimize

•  Detailed qualitative and quantitative tracking integrated into Oddcast’s R/


T reporting dashboard
•  Deep analysis and recommendations

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Distribution Case Study - Wet

•  Oddcast launched “The


World’s Greatest Lover” just
prior to Valentine’s Day 2010

•  Distribution plan included


targeted outreach to
consumer, trade press and
relationship/sex bloggers
(including Wet samples for
top 50 trafficked influencers)

•  Spoof video campaign


received massive coverage in
New York Times

•  Active management of
promotion-specific Twitter
account; Facebook app
targeting

•  Campaign tracking to over-


deliver on guaranteed
engagements

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E-learning & customer service
E-Learning Solutions - Chase

•  Enhance Marketing and


Sales efforts through
interactive communication

•  Utilize audio / visuals to


convey a clear and
engaging message

•  Emphasize brand
differentiation

•  Ensure employees
NATIONWIDE are clear on
the company’s unique
positioning and brand
identity
Chase internal training application for sales and marketing team

CLICK TO VIEW

User: demo
Pass: mynewdemo

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Comprehensive Training Center - Chase

•  Full custom training


simulation center to
educate sales and
marketing team on brand
messaging and key
promotions

•  Includes Interactive
classrooms, avatar guided
Q&A, and other features

•  Animated speaking
characters bring scenarios
to life and enhance
learning

CLICK TO VIEW

User: demo
Pass: mynewdemo

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E-Learning Solutions - The Children’s Place

•  Proven to increase sales


by effectively conveying
best practices

•  Effectively utilizes both


senses of sight and
hearing

•  Provides engaging
interactive human element
that audience relates to

•  Increase user
engagement / interest
levels in content / Cool!

Result:
Avatar-based learning center for “PLACE Card” sales team TCP increased enrollment for
their “PLACE” card by 29%
through Avatar training!
CLICK TO VIEW

User: demo
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Pass: mynewdemo
Online Training - Other

Cicso: Sales Training Nexium: CME / Prescription Training

GSK: CME / Prescription Training Oracle: Sales & Marketing

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Smart Bots & Artificial Intelligence

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Pharma campaigns
Nexium & One-a-Day

•  Nexium travel post-card messages •  Impactful visualization of support for


breast cancer research
•  Offered free samples
•  Included a printable coupon for
•  Creative spoke directly to targeted consumers
demographic (retired babyboomers)
•  Bayer donated money on behalf of every
person who pledged support

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Aleve

•  User Generated Audio


Deployments

•  Brand awareness
campaign

•  Ran competition to
promote the power of
feeling good (with Aleve)

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National Suicide Prevention

•  User-driven messaging
on suicide prevention

•  Users tell their individul


stories, which are
postedanonymously
using Oddcast avatar
characters

•  Users can hear others’


stories without identity
ever being
compromised

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GSK / Glaxo Smith Kline

•  Goal: Increase awareness for the importance of


the Flu shot and increase sales of their Fluarix
brand Flu Shot

•  Open rates for their monthly emails had been


minuscule.

•  They incorporated speaking avatar messages


within their emails as hyperlinked image

•  Distributed to over 50,000 healthcare providers


•  Brought static print brochure to life in an effort to
•  Achieved a 100% open rate! increase sales to Doctors and Pharmacists

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Nexium

•  Nexium interactive doctor


driven by Oddcast
character technology

•  Simple Q&A interface


helps users determine and
identify if they are at risk

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Acne Medication

•  Application ran on-line


and off-line (DVD)

•  Doctors distributed the


DVD and brochure with
login info

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Rozeram

•  Rozeram – “Your
Dreams Miss You”
campaign

•  Extended the existing


brand equity from TV
to Digital

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Advil

•  Avatar-driven banner
illustrates the power of
Aleve

•  Character animates
within banner, creating
brand impression
without demanding a
click-through from the
user

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APPENDIX
Jamba Juice

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Nokia

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Talk Talk

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Dell

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Breyers

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Technologies

The proprietary technologies that power our campaigns

CHARACTER VOICE AUGMENTED REALITY SHARING & PLATFORMS

Avatars Voice Recording 3D Augmented Reality Core Sharing Engine


Animated, customizable Record by Phone or Mic Manipulate 3D objects and Share social media through
talking character applications Add your voice to talking characters in your hand. dozens of sharing options
characters Complete with animations and including YouTube and Twitter
3D PhotoFace interactivity.
Transforms any photo into a Text to Speech Oddcast for Social Networks
3D avatar Type to make characters Enhanced Webcam Graphics Stage user-generated
speak or sing Overlay animated graphics onto applications in Facebook
3D VideoStar user face in real-time
Lets users put themselves Voice Morphing Oddcast in a Banner
into movie scenes Transform naturally recorded Head Tracking Create full social applications
audio to different voices Pick-up and track users’ faces in within a banner
Character Morph the webcam without using a
Create a 3D Morph from any Auto Call marker or print-out
two images Send custom phone
messages with a click

Developer Packages are also available for small-scale character deployments,


large-scale character deployments, audio customization, and voice creation/recording functionality.

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