Digital Playground

Introduction
Part I: 10 Key Concepts of Digital Marketing
How are creatives around the world winning the hearts of consumers?

01 Playground
Experiential advertising: From mind share to life share
The evolution of digital marketing: Connecting with consumers at every moment of their lives

02 Ambient Media
The magic of ambient media

03 Viral
The key to a killer viral campaign: Stand out at the right time
Storytelling marketing: Brands need stories

04 Collaboration
Co-creation: Creative process gone hybrid
Crowdsourcing: Tapping into the global ecosystem of experts and their collective intelligence
Collaboration requires a change in mindset

05 YouTube Generation
PSY fever and the power of YouTube
The birth of “we”: Sharing warmth
YouTube remaps the American political landscape

06 Like, Share, Follow, Retweet
Social media fuels the digital advertising market
The age of the one-man media: The public sets its own agenda
The demise of push advertising: Consumers have changed
Smart consumers know what companies are thinking

07 Mobile
The mobility mentality
Digital detox: A counterculture

08 Innovation
Technology and innovation: A revolutionary future approaches
Google shoots for the moon: Moonshot thinking
Amazon: From A to Z
Japan leads innovation in digital marketing with a focus on details
Prototypes: The embryo of innovation

09 Digital Warmth
Technology with a human face: Marketing to create analog, human value

10 Creating Shared Value
Cannes Chimera: Creating shared value through collective intelligence
CSV boosts revenues and brand equity
Downtown Project: From survival to co-existence

Part II: 10 Hottest Campaigns in the Digital Decade
Top 10 game changers of the decade in digital marketing

01 BMW Films
02 Nike+
03 Evolution
04 Uniqlock
05 Whopper Sacrifice
06 Smell like a Man, Man
07 Fun Theory
08 Museum of Me
09 Re: Brief
10 Dumb Ways to Die

Marketers around the world no longer only think about what to say to customers but also how to engage them. They are especially interested in building a “playground” for consumers in a digital environment. A brand’s playground should fascinate consumers; they should be itching to try it out, like children waiting impatiently for breaktime. They should be the ones to seek out and experience the brand, and then share what they felt was valuable or interesting about it. Designing a playground where people meet, play with, and share the brand is the key to success in today’s marketing industry, in which mass media can no longer simply push information to consumers. Marketers now have a range of communication channels to reach customers, and customers come into more contact with the brand in various ways. Digital technology is the medium through which marketers can set up this playground and induce enthusiasm from customers.
_ in Part of 01 Playground

It would not be an overstatement to say that the advent of YouTube in 2005 caused a swift paradigm shift in marketing. YouTube put an end to one-way communication. Rather than watching what was being pushed to us on TV, we could engage in two-way communication via YouTube. We could quite easily share our own videos with the world, and watch what other ordinary people had created beyond the constraints of time and space. The birth of a medium that encouraged participation and sharing virtually revamped our communication ecosystem.
Video is becoming the go-to medium for any type of resource. People turn to video, instead of image or text, to find out how to dribble a soccer ball, make an unusual dish, learn groovy dance moves, do difficult yoga poses, open a bag of chips with ease, or use certain functions on various smart devices. This is a culture forged by YouTube. Now, we can watch practically anything on YouTube. It’s not surprising to learn that every minute, a hundred hours’ worth of video is uploaded to YouTube.
_ in Part of 05 YouTube Generation