cannes lions: connected moments with kiip & campari america
TRANSCRIPT
Brian Wong, CEO & Founder Kiip Cannes Lions 2015
Engaging Consumers in “Connected Moments”
The Kiip Story
Inventing a New Metric: Innovation Around Moments
The Connected Generation And Why Moments Matter
Case Study: Taking CSR And Making it “Connect”
What’s Next in Moments
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We innovated through gaming into everyday life.
We sought to power every moment on the planet.
Rewarding moments across 3,500 apps
Across 150 million devices globally monthly
35 million registered users
Seeing 700+ million moments every month
$25mm in VC Capital raised from Verizon, AmEx, True Ventures, Relay Ventures
Here’s a reward for Unlocking an Achievement
MomentsMoments
Media
Conversion
CRM/Loyalty
Data
The moment was so much more.
It was about inventing a new permission.
We measured the emotional value of a moment.
© 2014 IPG Media Lab. Proprietary & Confidential
Achievements generate positive feelings. The feels.
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Valence
-14
-9.5
-5
-0.5
4
Quarter Seconds of App Usage
10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180
Valence Measure During App Usage
App Usage Moment of Achievement
Reward
Post-Moment
Achievement Anticipation
MOTION
HEART RATE
SKIN PERSPIRATION
TEMPERATURE
PHYSIOLOGICAL / NEED-STATES
=
It soon dawned on us that connectivity was very powerful & had moments, too.
The Connected Generation
Always-on, low loyalty, high choice, on-demand.
The “Connected” Generation.
A bit of new, a bit of old.
The Notification Economy
TAPPING INTO CONNECTIVITY
moment
moment
moment
tran
saction
tran
saction
tran
saction
moment
moment
moment
moment
moment
moment
Letting the connected generation live their lives. Rewards don’t define behavior, behavior should define rewards.
Exclusively Mobile Customer Journeys.
Not another screen: a new moments source.
CONNECTED MOMENTS
OUT OF GAS
INCREASED HEART RATE
HIT CALORIE INTAKE GOAL
SLEPT 8 HOURS
EXERCISED 30 MINUTESSICK
FRIDGE EMPTYVACUUMED TWICE
IDLE AT DESK FOR 30 MINUTESRUNNING IN THE RAIN
READ 10 PAGES LOWER ENERGY USAGE FOR HEAT
MORE THAN 15 MINUTES FOR PARKING
Case: Campari & Kiip
Problem: CSR = Boring
Brunch
Happy Hour
Summer FridayGirls/Guys Night Out
Increasingly Busy and Connected Consumer
Solution: Do Something About it, “in the Moment”
Mindshare + m/SIX
✓ Mixing drinks and cocktail recipes
✓ Setting your playlist for a night of fun
✓ In the grocery store before a night out
✓ You’re planning brunch
✓ Leveling up in your favorite drinking games
✓ Checking off your to-do list before the weekend
✓ You meet a potential new date
✓ Someone is looking into events or buying tickets
Sample Moments…
Here’s a reward for Unlocking an Achievement
33% Engagement
Results So Far:
Taking it To the Next Level
The Notification Economy
Meanwhile, developers logged
2 BILLIONmoments with Kiip
2015
The Moments Graph
Product Moments Converted to
Digital!
Moments/Interaction Audit!
Moments Mix!
Rewards/Content Mix!
Feedback Mechanisms Established!
Moments A/B!
Find Your Moments
OWNED (FIRST PARTY)
CONNECTED MOMENTS
APP MOMENTS
