why nerds will rule the world, conquering advertising first
DESCRIPTION
The AdNerds strongly believe emerging media have changed advertising forever. Advertising is no longer the kingdom of small-time artists putting their finger on a cute idea. Advertising now belongs to people in the know, earning the engagement of consumers with creative solutions which are relevant and hence valuable. This in our view cannot be done using analogue media. This can only be achieved with digits. And that is exactly why nerds will rule the advertising world. Discover how nerds are already breaking new ground with online campaigns which are pulverizing objectives. Thanks to ideas which are extremely simple yet technologically daring. Not to mention highly tantalizing. As a nerd you will be sitting behind your screens with a smile, letting the thought dawn on you that you might well be the advertising world's next ruler.TRANSCRIPT
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AdNerds Multi-Mania Award 2009
Why nerds will rule the world.
Conquering advertising first.
Analog sucks.Spam sucks.Nerds don’t.
Because…
Reason 1:
Analog sucks.
Reason 1:
Analog sucks.
Bird illustrations by Luc Latulippe (www.luclatulippe.com).
The internet has johnnyfied every single one of us.
Frozen in time and one size fits all.
Every press release today is OLD NEWS
even before it is published.
What will be tomorrow’s headlines?
The headlines in tomorrow’s newspaper
will be today’s news.
WTF?
690 grams
690 grams
80% SPAM
Newspapers are content dinosaurs.
Vivek Shah, Group Digital President New Business Unit, Time inc.
The internet wil have outgrown TV by next year.
8,9 h/week on the internet
11,5 h/week watching TV
14,2 h/week on the internet
How Hulu hollows out traditional TV.
Newspapers are withering away. Magazines are coughing up blood.
Television is advertising its own death.
Is there any platform out there which actually does have a future?
The internet. Our turf.
Reason 2:
Spam sucks.
Reason 2:
Spam sucks.
4 possibilities:1. You like cola + you like the ad = best possible outcome2. You like cola + you dislike the ad = no effect3. You hate cola + you like the ad = no harm done4. You hate cola + you hate the ad = definitely spammed!
Blasting messages at masses.
Advertising of the future.
When it’s is a fun, fascinating or useful experience.
When you succeed in leveraging the viral power of social networks.
When will consumers come swarminground advertising spontaneously?
Reason 3:
Nerds don’t.
Reason 3:
Nerds don’t.
2005
The Challenge.
Build kick-ass Flash games standing out from the mass of lame ones available online.
Be appealing to a broad audience
2007
The Challenge.
Our first socket-based multiplayer game: custom written Java Application combined with Flash XML sockets.
Game logic (“Connect 4”) had to be reproduced on both server and client side and synchronized with videos of tokens.
Social component: MSN Messenger/Skype/IM to pass on game keys & game initiation.
2009
0
100.000
200.000
300.000
400.000
81.000100.000 109.884
8.500 15.000 35.90233.000
75.000
319.486
2005 2007 2009
Unique visits Registered Games played
0
10.000
20.000
30.000
40.000
20.257
15.645
2009
Traditional Facebook
{35.902
00:08:59
Time spent.
The Challenge.
Mechanical Claw Machines with rope and pulleys and ‘pre-war’ printed boards and ± 2 operations/machine/minute.
2 webcams/machine: + 3 Terabytes video streamed.
RFID, IR and Motion detection to determine winners (for sure).
Extremely dense client-server communication: client had to be able to interpret several client-server messages simultaneously.
Dear nerds, the future is ours. So let’s take it.
AdNeRdSSAY “THANK YOU FOR YOUR ATTENTION!”
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