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UGC Apps In Social Media

UGC Apps In Social Media

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Published by DigitalLabToronto
As presented to the Digital Lab by Oddcast NYC
As presented to the Digital Lab by Oddcast NYC

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Published by: DigitalLabToronto on Nov 11, 2010
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11/06/2011

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Overview Presentation

August 2010

About Oddcast
The Engagement Marketing Experts 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. Awards and Accolades Oddcast campaigns have won multiple Webby Awards, an Addy Award, and have been featured on CNN, and in the Wall Street Journal, the New York Times, AdAge, MediaPost, Creativity, and many more digital and traditional outlets. 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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By the Numbers

Avg. User Engagements Per Day: 1.2 million Per Month: 36.8 million Per Year: 441.9 million Avg. User Creations Per Day: 307.4 thousand Per Month: 9.4 million Per Year: 112.8 million

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

4

Greatest Hits

•  29+ million unique users in first four months •  55+ million total unique users •  150+ million messages played •  22% of recipients sent their own message

•  •  •  • 

2.8 million users 3.5 million user interactions 61% of visitors created a baby 6+ minute average interaction

•  •  •  •  •  • 

7.8 million users in two months 6.42 minute average time on site 198 countries, 7 languages 25% visitors upload photos 15% of visitors share Overview Video

•  2+ million unique users •  650,000 newsletter subscribers •  40% increase in site traffic •  24% of recipients sent their own message •  4:30 minute average interaction

•  •  •  • 

Over 1.5 million users already 4:00 minute average time on site 68% sessions from viral content Babies can be sent to any mobile phone •  Overview Video

•  5% of users purchased product •  $50,000+ product sold in the first month

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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 9

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

10

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

12

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!

15

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 CLICK TO VIEW

Oddcast Facial Recognition technology with blink detection

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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)

19

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 rendered “Avatar” version

VIDEO RECAP 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

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* 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
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Vulcan

Officer

Romulan

Photo Morph - “FLOTObooth”
•  3.1 Online and Kioskbased 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 video game box with their image 3. User’s image is broadcast live on Times 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

•  Upload photo to appear in an actionpacked soccer highlight reel •  Photo and personal information is stitched seamlessly into the video at different points •  Videos can be shared via e-mail and social network, or posted to blog or personal page with a click

Name and image appears on stadium screen

Name appears on jersey during highlight reel

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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 •  All clips link directly to DVD purchase

Main application 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 Moustache Headphones Lipstick Nose Ring

OFF OFF OFF OFF OFF

…With Dynamic Face Insertion

Goatee Moustache Headphones Lipstick Nose Ring

OFF OFF OFF OFF OFF

…With Dynamic Face Insertion and Special Effects

Goatee Moustache Headphones Lipstick Nose Ring

ON ON ON ON 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
3D DEMO

•  Unlimited number of animated actions can be added (swirls, flips, jumps, etc.) •  Pre-recorded audio can be added by mp3, PC microphone or toll-free phone call •  This is a quick capability demo – actual lip sync would be more precise

3D DEMO

3D DEMO

3D DEMO

38

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 •  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

Campaign Integration

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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 email, complete with animated Chester •  The #1 most popular application on the Cheetos website

CLICK TO VIEW

42

“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
READ CASE STUDY CLICK TO VIEW
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“The third greatest human achievement, after only democracy and velcro.”

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.

GOAL Increase awareness of the Petcentric site and build the email distribution list for the Petcentric newsletter.

•  Increased registration for the Petcentric.com newsletter, adding over 650,000 new subscribers. •  Generated 40% of the total traffic to the Petcentric.com site. •  Users spend an average of 4:30 Minutes interacting with the application. •  Messages were opened approximately 1.5 times each. •  24% of message recipients went on to send their own message.

47

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

49

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

50

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 popup, 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

52

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%

53

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 drugs I prescribe are addictive and dangerous It does tell us something. Though I have no idea what.

Reality is almost always wrong

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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.

55

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 & Strategic Consultation
Collaborate to develop creative concepts that will engage users and create brand impact. Define successful metrics and set realistic goals.

Experience Design

Coding, Technical & Hosting
Technical implementation and coding of the application

Seeding, Distribution, and Launch
Distribution, P.R. and other “seeding” activities in conjunction with campaign launch

Reporting & Optimization

Develop the user experience flow and application interface design or integrate client provided design.

Real time reporting on all user interactions, including e-mails sent, creations, time on site, and more

59

Reporting Snapshot
Total Sessions Viral Traffic vs. Direct Traffic

•  “Viral” = Sessions initiated from content created in the application •  “Direct” = From users navigating to the application page •  “Sharing” = All instances of sent emails, grabbed URL’s and embed codes, and social network sharing

Sent Message Character Popularity

Widget Installs by Domain

Average Engagement Time

% of Total Sessions Resulting in Photo Upload

% Total Instances of Sharing

60

Reporting Example
USAGE SUMMARY: 4/6 – 4/21

Total Interactions

Summary
Total Interactions User Sessions Viewer Sessions Viral Sessions Avg User Session Length 535,328 245,944 289,384 48% 5’ 26” 10,587 133% 12% 21,312

User Sessions

Player Sessions

Emails Sent Email Open Rate: Email Pass-along Rate Posts and Grabbed URL’s

61

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

62

Guaranteed Distribution

Distribution – Guaranteed Engagements
ACTIVITY ENGAGEMENTS

Analyze
Oddcast Network

•  •  • 

Research deep dive, competitive study Audience ethnography Targeting plan

•  Extensive PR including joint press release •  Distribution cross Oddcast-controlled hubs •  Targeted mailings and social media postings to tens of thousands of influencers

10,000 - 30,0000

Distribute Optimize
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Partner Network

•  •  •  • 

Includes Oddcast Network (Per Above) Social distribution across primary hubs (Facebook, etc) Placement on targeted niche blogs Select demographically appropriate entertainment/lifestyle sites

150,000 - 250,000

Big Seed Network

•  Includes Oddcast, Partner Networks (Per Above) •  Extensive distribution to social media influencers (Twitter, etc) •  High profile placements on entertainment hubs and destinations

750,000 - 1,250,000

•  Detailed qualitative and quantitative tracking integrated into Oddcast’s R/ T reporting dashboard •  Deep analysis and recommendations

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 overdeliver on guaranteed engagements

65

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

67

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

68

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
69 User: demo Pass: mynewdemo

Online Training - Other
Cicso: Sales Training Nexium: CME / Prescription Training

GSK: CME / Prescription Training

Oracle: Sales & Marketing

70

Smart Bots & Artificial Intelligence

71

Pharma campaigns

Nexium & One-a-Day

•  Nexium travel post-card messages •  Offered free samples •  Creative spoke directly to targeted demographic (retired babyboomers)

•  Impactful visualization of support for breast cancer research •  Included a printable coupon for consumers •  Bayer donated money on behalf of every person who pledged support

73

Aleve
•  User Generated Audio Deployments •  Brand awareness campaign •  Ran competition to promote the power of feeling good (with Aleve)

74

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

75

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

76

Nexium
•  Nexium interactive doctor driven by Oddcast character technology •  Simple Q&A interface helps users determine and identify if they are at risk

77

Acne Medication
•  Application ran on-line and off-line (DVD) •  Doctors distributed the DVD and brochure with login info

78

Rozeram
•  Rozeram – “Your Dreams Miss You” campaign •  Extended the existing brand equity from TV to Digital

79

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

82

Nokia

83

Talk Talk

84

Dell

85

Breyers

86

Technologies
The proprietary technologies that power our campaigns

CHARACTER
Avatars Animated, customizable talking character applications 3D PhotoFace Transforms any photo into a 3D avatar 3D VideoStar Lets users put themselves into movie scenes Character Morph Create a 3D Morph from any two images

VOICE
Voice Recording Record by Phone or Mic Add your voice to talking characters Text to Speech Type to make characters speak or sing Voice Morphing Transform naturally recorded audio to different voices Auto Call Send custom phone messages with a click

AUGMENTED REALITY
3D Augmented Reality Manipulate 3D objects and characters in your hand. Complete with animations and interactivity. Enhanced Webcam Graphics Overlay animated graphics onto user face in real-time Head Tracking Pick-up and track users’ faces in the webcam without using a marker or print-out

SHARING & PLATFORMS
Core Sharing Engine Share social media through dozens of sharing options including YouTube and Twitter Oddcast for Social Networks Stage user-generated applications in Facebook Oddcast in a Banner Create full social applications within a banner

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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