Pepe Martínez Media Ussage. TIKI TAKA ADVERTISING.

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Presentation transcript:

Pepe Martínez Media Ussage

TIKI TAKA ADVERTISING

Tiki Taka - Circulation paradigm Barça way of playing football

From distribution A changing paradigm

To circulation A changing paradigm

reach frequency stickyness From…

To…

ROCK&LOVE ADVERTISING

Let´s ROCK

Let´s love!!!

Loss of advertising efectiveness Because audience fragmentation and advertising clutter

The only easy day was yesterday

It´s not about technology,. It´s about culture. Henry Jenkins

IN FACT INTERNET IS NOT A MEDIUM, IT´S A METHAMEDIUM

Markets are conversations There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. We are immune to advertising. Just forget it. If you want us to talk to you, tell us something. Make it something interesting for a change.

FROM DISTRIBUTION TO CIRCULATION The Tiki Taka System

FROM DISTRIBUTION TO CIRCULATION From stickyness to spreadability

FROM DISTRIBUTION TO CIRCULATION From 360º to 365 days

FROM DISTRIBUTION TO CIRCULATION From BIG ideas to Loooooong ideas

FROM DISTRIBUTION TO CIRCULATION Transmedia ube.com/watch? v=CP-zOCl5md0

YIN YANG Masculine Aggregating Cold Conscious Logical Rational Feminine Yielding Warm Unconscious Creative Emotional Transmedia=Tiki Taka

Let´s tiki taka

Paid Media Own Media Earned/ Relationship Media

John west – salmon – fighting fisherman

Carlsberg - bikers

Branded content

5 Requirements to be spreadable

1 surprising!!

Wolkswagen Group China. The People Car Proyect

2 Sense of opportunity

Greenpeace oil on canvas

3 useful

Macy´s Yes, Virginia the musical

4 noticeabilty

The British Heart Foundation, BHF - Mini Vinnie

5 Problem solving

Tesco-Home Plus Korea

1 good Transmedia example Online Offline Mixed

Cultural tension Life is terrific and hard at the same time Brand best self It is vital. Love life Big ideaL The world would be a better place if we saw the glass half-full and not half empty

Transmedia Coke - open happiness commercial

Transmedia Happiness machine

Transmedia Hug machine

Transmedia Coca cola security cams

Try to avoid a typical ad

-Before emphasis was in message: in USP, in competitive advantages of products. -Experiential marketing implies an holistic approach. From rational to emotional consumption. From consumer to the human being. From traditional marketing to experiential one

Hamlet – Photobooth commercial Hamlet – Ferrari commercial

Changes in persuasive keys - Now is more much important to empathize with the target in order to create an emotional link beyond the products. From USP to BERP

Changes in persuasive keys “If you entertain me, I like you. If I like you, I´ll buy you, ”. perhaps

Antwerp zoo A LOCAL and outstanding case

And….do you remember tiki taka ?

Try to provoque circulation!

PEPE MARTÍNEZ