Through this study, Viacom set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved. This paper summarises the key findings from the study and presents a 'festival framework', identifying the key ingredients to get right, as well as those that are not as important. It provides a comprehensive understanding of music festivals, along with the opportunities and challenges that they present for brands.
Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed and for marketers, understanding the new family dynamics when it comes to decision making is the key to unlocking family budgets. The study examines the role of kids in initiating the conversations with parents, before the shopping trips commence. Also, we uncover what parents think they know about what their kids are doing vs. what kids tell us they are doing, the gap between perception and reality in the family.
Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide? This paper highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe.
The presentation describes a new methodology -Seeding Lab- and its application to a qualitative survey for MTV Italy. Seeding Lab combines the spontaneous approach of a web environment and traditional qualitative ethnographic techniques. Members interact with the admin and each other at their convenience, acting as co-researchers. Therefore, as the case study will show, it has been totally successful in stimulating the creation process, evaluating and optimizing Mtv News and widely exploring lifestyle and communication patterns.
Online advertising and marketing is still relatively new, and measuring effectiveness and understanding consumer reactions is correspondingly nascent. The industry (clients and agencies) have accepted that metrics are weak and the self-report feedback is the best we can do. In order to debunk these myths our client-vendor team undertook innovative biometric research in an online environment to understand the engagement and effectiveness of three key online messaging techniques: banner ads, pre-roll video, and integrated messaging in games. The findings were used by the client organization (MTV Networks) to reassess how advertisers and agencies think about online space and their consumers.
The question 'who am I?' is especially pertinent during adolescence. MTV Networks wants to understand identity construction among youngsters aged between 13-17 in a changing media landscape. The rise of social networks and other new internet applications supports online social interactions and conversations. Youngsters, especially pre-adults, are increasingly living their lives in a virtual context. Hence, the question - to what extent is the online identity of youngsters similar to their offline identity? How do they experiment with their identity and what role do brands and products have in the expression of their identities?
In light of the 3PS of Innovation Perspective, Process and Product, the focus of this paper and presentation will be two-fold: 1) Discussion of the experiences working to make research part of the innovation perspective, process, and products for our internal digital clients, and 2) A case study of following the P's through our work on the first preschool-targeted game for the Nintendo Wii on the market in the U.S.
This paper presents an internationally validated study proving that the right brand and the right media venue produce increased sales and that it can be measured, before media is bought. This innovative approach examines two Latin American brands and the effects that can be gained when advertising on a medium that engages consumers, thus reinforcing the brands' values. In fact, marketers can predictively correlate media selection with increased levels of positive consumer behavior in the marketplace. Using this approach allows marketers and strategic planners to leverage real brand and media values to accurately identify optimum marketing and media opportunities. From a 21st century media Return-On-Investment perspective it allows the media to present their strengths (beyond appropriate demographics and audience size) as it pertains to offering increased levels of consumer engagement in the advertising and positive behavior in the marketplace. The model, called Brand-to-Media-Engagement (B2ME), allows marketers and planners to accurately measure the levels of engagement that will result from advertising efforts. This more strategic and effective planning approach turns traditional 'targets' into actual paying 'customers'. Most importantly, these assessments can be conducted before marketers spend their money, a win-win for all parties!
Teens and young adults around the world are multitasking like there's no tomorrow. Our diary research among over 8,000 15 to 24 year olds suggests at least four activities are being done at once. When we add up everything that young people are doing over 24 hours we find that they are living a 38 hour day watching television, surfing the net, listening to music, and watching movies, and by and large loving it.The study set out to answer a number of questions, notably:1. With content being increasingly global, are young people using technology and media in the same way? 2. Are we witnessing a technological youth? What traditional behaviour has technology altered / eclipsed? 3. Is there a prime age of digital engagement? 4. What factors dictate media platform and content choice?