bringing the mountain to the masses: new media and immersive marketing
TRANSCRIPT
Bringing the Mountain to the Masses: New Media and Immersive Marketing
Paul PinchbeckBernice Allinson
We put the mountain in
your living room.
2008
2010
70 millionAmericans own a tablet.
Source: The Pool
1 in 4Americans.
Source: The Pool
20%of the U.S. population owned a TV within 6 years.
Source: The Pool
50%+of the U.S. population will own a tablet this year.
Source: The Pool and eMarketer
780 millionTablets owned by 2017.
Source: Forrester
WHAT DO PEOPLE DO ON
TABLETS?
The Brief
Awareness.
Excitement.
Trial.
AdventureSeekers.
UrbanDwellers.
Tech-savvy.
THE BIG PROBLEM.
Not so memorable.
Not so interactive.
Limited size and format.
Tell me.
I’LL FORGET.
Show me.
I’LL REMEMBER.
Involve me.I’LL UNDERSTAND.
Inventa new experience on tablet.
18xHigher than the average desktop CTR.
2xhigher than the average interaction rate.
88%of users played the game.
69%of users played the game again.
5 minuteshanging out discovering Blue Mountain.
5xhigher than the average non-food coupon redemption rates.
HOW
oneDesign for the medium.
TABLET-IZE.Exploit tablet design and interaction.
SPEAK TABLETTAP, SWIPE, PINCH
GIMME.Humans want to dig deeper, get involved.
twoUse the right ad format.
FIT MY WORLD.Be personally or contextually relevant.
threeMeasure success differently.
R.I.P. CTRs
HELLO Engagement Rates
DONUTS FOR ALL.
THANK YOU.
Bernice Allinson - Associate Creative DirectorRain43647-987-9015
John Yorke - PresidentRain43 416-318-1804 Ext. 300
Paul Pinchbeck - Director, MarketingBlue Mountain Resorts705-445-0231 Ext. 6202