Most Contagious 2012

Introduction /
By Paul Kemp-Robertson, Contagious, and Dave Senay, Fleishman-Hillard
Movements /
Evolution and empowerment
Purpose /
Playing a role in society
Marketing as Service Design /
Utility not noise
Divine Data /
Insight by numbers
Technology /
Big battles, small victors
Design /
Personalised play
Social Business /
Adopting an open door policy
Image Sharing /
The year of the photo
04
06
10
13
16
19
23
27
30
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF

Amplified Live /
Enhance, capture and share
Screen Grabs /
Creating, sharing, watching
Augmented Media /
Layering content and utility
Retail /
Shopping gets connected
Personalisation /
Here’s to you
The New Loyalty /
Services not schemes
Payments /
Changing the way we pay
Small But Perfectly Formed /
Little brands, big thinkers
Most Contagious / Award Winners

33
36
39
43
47
50
53
56
60
3
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
3

Contagious / Introduction
By Paul Kemp-Robertson
Welcome to the Most Contagious 2012 report,
our annual review of the trends, technologies and
creative innovations that have influenced brands
this year. By putting the past 12 months into
context we hope to equip you, in some small way,
for the challenges and opportunities that lie ahead.
The golden thread stitching the year’s report
together is citizenship. Think of the spirit of the
London Olympics encapsulated by Tim Berners-
Lee at the height of the opening ceremony,
tweeting ‘This is for Everyone’ to the watching
world. Think also of the disintermediating potential
of Kickstarter and the grassroots fan fiction
communities that spawned Fifty Shades of Grey.
How about the data-driven intimacy of Obama’s
election campaign? The transparency and ubiquity
of social media is fuelling the rise of people
power. What’s more, Nielsen’s Global, Socially
Conscious Consumer report found that 66% of
consumers prefer to buy from companies that
have implemented programmes to give back to
society. Citizens the world over are demanding
that advertising speeds up its radical shift from
perfection to honesty, from control to collaboration.
In Contagious Magazine’s recent case study
on IBM (Issue 33) we looked at how one of the
world’s biggest brands has re-engineered its
smarter commerce principles around the ‘Chief
Executive Consumer’. This is a business philosophy
also endorsed by Amazon founder Jeff Bezos:
‘Above all else, align with customers. Win when
they win. Win only when they win.’
Brands behaving as super-citizens is something
that our consultancy team at Contagious Insider
explored in a Cannes seminar in June, where we
presented the concept of brand as interface, not
interrupter. We used the title ‘Better With The
Brand’ to suggest that the best brands are a
conduit through which the lives of real people can
be made better. The original definition of the word
interface is to meet, to synchronise, to coordinate,
to harmonise. We think that a brand should behave
as an indispensable tool or a common boundary
that connects people to information, augmented
content, services and experiences that they
wouldn’t get via any other means.
That’s why this report is filled with examples of
brands being driven by a higher sense of purpose.
Brands have long behaved like corporate Medicis
– bestowers of creative munificence in the form of
epic TV commercials or sponsored art – but now
many are starting to take on the more purposeful
role of NGOs. Most Contagious 2012 features
examples of brands acting as lifesavers, health
and wellbeing networks, educators, ecologists,
technology incubators and – in the case of the
Red Bull Stratos mission from the edge of space –
daredevil rocket scientists.
Maybe we should all be aiming higher.
Paul Kemp-Robertson /
Co-founder & Editorial Director
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
4

Fleishman-Hillard / Introduction
By Dave Senay
You’re about to read remarkable stories about people and brands that are pushing
the boundaries of creativity and innovation. How branding is reinventing itself to
meet real human needs, delivering tools and services that truly improve our lives,
how social media is morphing into social business. And that’s just for starters.
Most Contagious is about the structure, nature and purpose of business itself,
and incorporates society as a whole. Creativity is breaking out of the confinements
of communications and marketing to the bigger, deeper role it needs to play in the
transformation of our organisations and society.
Businesses are rising and crashing faster than ever. We see this in the collapse
of the boundaries that used to separate public relations from marketing, reputation
management from brand marketing. These labels seem so irrelevant today. Your
brand is your reputation. Your reputation is your behaviour. How you are is who
you are.
This means our organisations must become exceptionally clear and aligned around
their core values, purpose and character. So we must communicate and behave in
a manner that is consistent with our beliefs. Businesses must define and know their
purpose and ensure that any marketing communication aligns with that. ‘Consumers’
need to be treated as people and provided with genuinely useful tools and services.
We need to look beyond the value of their latest transaction, towards building
lasting relationships.
Most Contagious will provide you with the inspiration. The next step is to channel
that into actions that make a difference. Over to you.
Dave Senay, President and CEO of Fleishman-Hillard
Most Contagious, in partnership with Fleishman-Hillard
5
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
5

Movements /
Evolution and
empowerment
As we pound towards the finish line of
2012, we can finally glance back on the
landmark events, movements and socio-
economic shifts that have shaped the last
12 months.
We’ll try and save you the blood and sweat but
we can’t guarantee not to tear up a little when
replaying the collective glory of the Olympic
Games or Obama’s choking speech to his victo-
rious campaign staff… but more on that later.
In 2011, we described how the torrent of infor-
mation, collaboration and distribution afforded by
the web was putting pressure not just on global
industries, but also on governments and estab-
lished social infrastructures. This year may have
been less riotous, but it hasn’t failed to present
significant fodder for the increasingly connected,
enlightened and empowered world to sink its
tweet-sharpened teeth into. So let’s begin…
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
6

London 2012 /
The spirit of the Olympic Games was summed
up during Danny Boyle’s epic opening cer-
emony, when father of the web, Tim Berners-
Lee, took centre-stage and live-tweeted: ‘This is
for everyone’. The message coursed around the
stadium on over 70,000 handheld pixel screens
wielded by the crowd. London 2012 was an
Olympic Games for, about and powered by the
people.
Beyond the sentiment of this message was the
amplification of the Olympics via social media,
prompting the ‘Social Games’ tag. According to
monitoring agency Radian 6, 9.9 million Olympic
tweets were sent over the course of the 17 days.
Tracking tool VenueSeen revealed that 260,000
images were uploaded to Instagram with the
hashtag #London2012.
High levels of interaction were sustained, with
#Paralympics trending worldwide during the
Paralympics closing ceremony. For the first time
in their 52-year history, the Paralympic Games
sold out, proving that, in mobilising and empow-
ering the masses, London 2012 created an insa-
tiable appetite for Olympic competition which
united every nation that took part, tuned in and tweeted. Well played, social media.
bit.ly/olympics-social-infographic
bit.ly/olympics-instagram
US Presidential Election /
When Obama won his first term in office in
2008, it was no secret that his team wielded a
distinct advantage over McCain et al. thanks to
their competency in the social web and engag-
ing the hoards of precious young voters who
were flocking to Facebook, YouTube and Twit-
ter. 2012, however, was a different matter; not
only were the Republicans catching up in the
polls as well as in their social media compe-
tency, but Obama’s team now had to appeal to
a much wider range of demographics on social
platforms (Facebook’s user base had increased
from 100 million to 800 million). Also the novelty
of social media was wearing off for many voters,
so the same issues that face the world’s biggest
brands today also troubled both parties’ election
teams – namely figuring out how to offer genu-
ine relevance and value.
Mitt Romney’s digital director, 33-year-old Zac
Moffatt, claimed in a pre-election interview with
Mashable that Obama’s team was ‘still running
their Facebook campaign like it’s 2008’. In con-
trast to the Obama team’s failure to adapt and
evolve, he claimed that his strategy centred on
driving engagement only on the platforms most
relevant to Romney and his campaign. These
were Google, Facebook and Twitter, although
Moffatt also flirted with Instagram and Pinterest.
Yet the Obama administration’s head start on all
these platforms proved too much to overcome. At
the time of election, Obama’s 28.8m Facebook
Likes played Romney’s 7.1m; 19.9m Twitter fol-
lowers played 1.1m. In terms of activity, the two
teams employed surprisingly similar tactics, both
opting for consistent, lightweight engagement
and tempting voters with competitions to win din-
ner with Obama or a ride on Romney’s jet.
The key difference, however, was tone. Oba-
ma’s team painted a far more intimate and per-
sonal picture of their candidate. In the end, it was
this that signified Obama’s timely rediscovery of
the ‘everyman’ mojo that won the world’s heart
in 2008 and ended up clinching him a second
Photo © It’s Your London / www.itsyourlondon.co.uk
Photo: bit.ly/11pWuzJ
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
7

term in office. He declared victory on Twitter
and then Facebook shortly after the first US
network made the announcement. The now
infamous ‘Four more years’ picture used by
his team has since become the most shared
in history, racking up a record 4.4m Likes on
Facebook and over 817,000 retweets.
tinyurl.com/mashable-romney-obama
tinyurl.com/social-media-election2012
Disintermediation / Crowdfunding
Admittedly it hardly trips off the tongue, but
disintermediation (that’s cutting out the mid-
dle man) has been one of the hottest topics
in the Contagious office this year.
On 19 November, video game designer
Chris Roberts smashed the record for the
most crowdfunding ever raised for a new
title – US$6.2m – pledged by PC gamers
around the world to see his space sim, Star
Citizen, get made. The generous gamers
won’t get hold of an alpha version of the
title for at least another year, but their faith
and investment is a perfect example of how
crowdfunding has matured in 2012.
tinyurl.com/9amw3tc
Roberts sourced $2.1m of his funding
through Kickstarter, with roughly 34,000
backers donating an impressive average of
$62 each. This is consistent with current
behaviour on the platform, with video games
receiving more funding this year than any
other category. Official figures published
movem ents /
evolution and
empowerment
on the Kickstarter blog show that as of
31 August, Games had racked up $50m,
beating Film ($42m) Design ($40m) Music
($25m) and Technology ($16m).
tinyurl.com/9trtdlp
Despite the success of Kickstarter, 2012
has also revealed potential cracks in the
crowdfunding model. In November Kick-
starter was sued by 3D Systems – a leading
maker of 3D printers – which claimed that
its patents were being infringed by a device
made by an MIT-bred company, Formlabs,
which secured over $2.9m on the crowd-
funding platform. As more established com-
panies start to see their offering undercut by
crowdfunded challenger brands, perhaps
it is inevitable that the rigour and legality
of Kickstarter projects will be increasingly
called into question. Crowdfunded legal
representation anyone?
tinyurl.com/c8aw8my
Kickstarter is working hard to manage the
expectations of backers, clarifying in its blog posts that the platform ‘is not a shop’ and there will be no equity crowdfunding or IPO made available. The process currently remains firmly rooted in gifting, not owner- ship, although this hasn’t stopped many economists claiming that the real revolution will come when backers will be able to obtain equity in exchange for their investment.
tinyurl.com/c9fw38m
Disintermediation / Fifty Shades of Grey
Lastly, we can’t cover disintermediation without recognising the amateur success story of 2012 – E.L. James’ (aka Brit- ish author Erika Leonard’s) erotic novel Fifty Shades of Grey. Although eventually
published through a traditional publisher (Random House subdivision Vintage
Books), Fifty Shades started out as some-
what niche Twilight fan fiction written under
the pen name ‘Snowqueen’s Icedragon’.
It lived first on fanfiction.com, then on
Leonard’s own website, FiftyShades.com,
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
8

The standard in mass, online education was set by the Kahn Acad-
emy, founded in 2006 by Bangladeshi MIT and Harvard Business
School graduate, Salman Khan. This non-profit organisation relies
on donations for funding and has delivered over 200 million lessons
(approx. 3,600 of which are available on YouTube) across topics
including medicine, art history, macroeconomics and computer sci-
ence. What 2012 has brought, however, is a new generation of
alternatives inspired by Kahn’s original dream to provide a ‘high
quality education to anyone, anywhere’.
www.khanacademy.org
Most notable is Udacity, founded by Stanford professor and
Google Fellow Sebastian Thrun. Unlike the Kahn Academy, Udac-
ity is a private organisation funded by venture capital firm, Charles
River Ventures, as well as other companies such as Google that
sponsor specific courses in exchange for access to the most
promising talent. Launched in February this year, Udacity currently
specialises in computer science, with courses including Program-
ming Languages and Applied Cryptography, although 2013 will
see HTML5 Game Development added to the syllabus amongst
other new subjects. Udacity currently has approximately 400,000
students worldwide.
www.udacity.com
It is two of Thrun’s colleagues at Stanford, Andrew Ng and
Daphne Koller, who are responsible for 2012’s other standout source of online education – Coursera. Unlike the Kahn Academy or Udacity, Coursera partners with 33 existing universities such as Princeton, Michigan and Pennsylvania to make some of their most popular courses available for free online. It has already attracted 1.8m students since April, as well as $16m in first round venture funding. As Koller explained to the Guardian newspaper in Novem- ber, ‘We had a million users faster than Facebook, faster than Ins- tagram. This is a wholesale change in the educational ecosystem.’
www.coursera.org
So there you have 2012, a year in which the novelty of social media
wore off and in its place arrived a new standardised expectation for how we can interact with the world. This includes controlling what products are made and how much we pay for them, right through to accessing the kind of education that will create and empower whole new generations of technological entrepreneurs from differ- ent nations around the world. Think we’re making progress now? Something tells us we ain’t seen nothing yet…
before being released as an e-book, join- ing the hundreds of thousands of other titles now being sold directly from author to reader on Amazon.
Only after it gained significant traction on
e-readers around the world was it selected for re-release by Vintage and proceeded to become the best-selling book in British his- tory and spend a record 20 weeks at No.1 on USA Today’s best-selling books list. Like
or loathe Fifty Shades, it proved that any- one with a basic knowledge of BDSM and a passion for the written word could become one of the most successful authors of all time. Go internet.
Democratised Education /
Potentially the most socially significant
well to spring forth from the internet in
2012 is that of democratised educational
resources. Put simply, online learning that
now extends far beyond a bodged Sweet
Child O’ Mine guitar tutorial on YouTube…

MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
9

Purpose has been an overriding
theme of 2012, with companies
realising that a brand doesn’t exist
inside a bubble of happy, shiny
marketing; it has a role to play in
society.
As David Hieatt, founder of Hiut Denim
(featured in our Small But Perfectly
Formed section), says: ‘The great brands
of the world make a great product but
also have a clear understanding of their
purpose. They understand the “why” as
well as the “what” and the “how”.’
One company that embodies this is
US restaurant chain Chipotle, with its
‘Food with Integrity’ mission that pushes
the organic food agenda and fights the
cause of beleaguered farming communi-
ties in America’s bread basket states.
Contagious was delighted to see its
animated Back to the Start film (featured
in Most Contagious 2011) win a flurry of
awards this year, with its prize money for
the Grandy appropriately donated to the
Chipotle Cultivate Foundation.
Purpose /
Playing a
role in
society
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
10

Another Contagious favourite, the out-
door brand Patagonia, pinned its sus-
tainable colours to the mast in January by
becoming a certified B Corp, an idea that’s
gathering momentum across the US. There
are now some 650 B Corps, validated by
the non-profit B Lab based on meeting
specific standards for social and environ-
mental performance, legal accountability
and transparency.
The fact is, people like to be good. One of
Contagious’ choice stats of the year came
from Nielsen’s Global, Socially Conscious
Consumer report, which found that 66% of
consumers around the world prefer to buy
from companies that have implemented
programmes to give back to society. Below
are our top picks from the year.
Safaricom / Daktari 1525
To differentiate itself in the Kenyan telco
marketplace, the company behind success-
ful mobile money transfer service M-Pesa
has rolled out a mobile health service.
With just one doctor for every 10,000
people in Kenya, Safaricom (working with
agency Squad Digital, Nairobi) joined
forces with Dial-a-Doc Ltd, an organisation
specialising in the dissemination of medical
information, to improve access to expert
medical advice for those living in rural areas
and relieve pressure on overstretched out-
patient departments.
The Daktari 1525 service enables Safa-
ricom customers to dial 1525 on their mobiles 24/7 to be connected, via Safa- ricom call centres, to one of 50 qualified doctors recruited by Dial-a-Doc. The call charge of Kshs20 per minute (to cover the doctors’ fees, rather than the connection charge) is subsidised by Safaricom, which recently slashed it in half to widen access. The service currently handles around 2,000 calls per day. Featured in Contagious 31.
The company continues to explore new
ways to transform people’s lives via its mobile network. In October, it joined forces with mobile technology company M-KOPA to make solar power accessible to low income families in rural Kenya via a pay-as- you-go Safaricom SIM card.
tinyurl.com/daktari1525
Tata Docomo / BloodLine Club
Telecoms companies are a vital link between
people. Indian telecoms service Tata Doc-
omo has demonstrated the potential of
using this link for philanthropic purposes
with a peer-to-peer blood donor matching
service called the BloodLine Club.
Volunteer blood donors sign up via their
mobile, Facebook or Twitter by entering a
few details including, of course, their blood
type. In the event that someone needs
blood, they’ll be pinged, and should they
need blood themselves, they can then
ping their network, linking them up with local people who are part of the scheme. Members can even call people directly to arrange giving blood in an emergency.
By using its infrastructure to extend its
remit in this way, Tata Docomo is acting as an NGO, stepping in to provide the kind of life-saving scheme that it could take gov- ernments years to set up.
www.bloodlineclub.com
Renault / MOBILIZ
To help the socially or economically
excluded in France, automotive company
Renault launched Renault MOBILIZ in July.
This initiative aims to make transport more
accessible for those who can’t afford to
own or maintain a car.
Renault is working with volunteer garages
and dealerships in its network, called
‘Socially Responsible Renault Garages’ or
‘Garages Renault Solidaires’, to develop
affordable repair schemes for those on low
incomes. It is also partnering with NGO
Voiture & Co to support initiatives such as
car-pooling, community transport, and low-
cost car hire and has launched (with an ini-
tial budget of
€5m) an investment company,
MOBILIZ Invest, to finance companies
developing innovative mobility solutions for
people in social and financial difficulty.
Renault has long held the ambition of pro-
viding mobility for all, but this programme shows the automotive company moving beyond its core product to invest in mobility services. With lack of access to transport being one of the major causes of social and economic exclusion, Renault MOBILIZ offers a genuine lifeline to the eight million people in France living below the poverty line – who wouldn’t otherwise be custom- ers of Renault, but may well yet become so. Featured in Contagious issue 32.
www.renault-mobiliz.com
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
Movem ents
The New
World Order
11

Banco Popular / The Most Popular Song
Surprise hit of the year comes courtesy of
Puerto Rico’s largest bank. Showing how
a sense of purpose can be aligned with a
company’s mission (and achieve a PR win
in the process), Banco Popular set out to
revive the country’s economy this year by
effecting a fundamental cultural change.
In Puerto Rico, 60% of the population
lives on government handouts and this wel-
fare culture is celebrated in the hit song No
Hago Más Ná (‘I Do Nothing’). Based on
this insight, Banco Popular – with agency
JWT, San Juan – approached popular salsa
band El Gran Combo to re-write their song
so that the lyrics extolled the benefits of
work rather than advocating laziness. The
song quickly topped the music charts and helped spark debate about the local econ- omy and the country’s future. The campaign culminated with the bank organising a free concert (featuring El Gran Combo) for over 60,000 Puerto Ricans in January this year.
The campaign generated $2.3m in earned
media and helped Banco Popular to soar to an unprecedented 80% on a reputation index. It won the PR Grand Prix at Cannes, fulfilling the jury’s criteria of a strong idea, audience impact and a sense of purpose. Featured in Contagious issue 32.
www.popular.com
www.jwt.com/themostpopularsong
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
Movem ents
The New
World Order
12

Marketing as
Service D esign /
Utility not noise
Brands have long taken a good,
hard look at consumer behaviour.
But what if, instead of using that
insight to serve people with the
right type of ad at the right time,
marketers considered adding value
to the lives of those people, or
removing pain points?
That’s a service-design approach to mar-
keting. We saw it in action in March this
year when Dubai pizza-delivery company
Red Tomato realised that because of
the number of languages spoken in the
Emirate, each phone-based order took
nine minutes for customers to complete.
No amount of leaflets through doors
would ever overcome that situation.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
13

But what about – courtesy of TBWA RAAD
– a Bluetooth-enabled fridge-magnet button
that instantly sent an order for that customer’s
favourite pizza via mobile when pressed? That
would revolutionise the whole process. It’s a
marketing solution so frictionless and, dare
we say it, magical, that similar fridge magnets
were quickly developed by Evian in France
and Turkish telco Turkcell. Featured in Con-
tagious issues 31, 32 and 33.
www.redtomato.biz/magnet
tinyurl.com/c6qnfet
Västtrafik / Tram Sightseeing
Gothenburg’s local transport authority, Väst-
trafik, was keen to get tourists off expensive
tour buses and onto its tram network. So rather
than bombard them with ads, it took a service-
design approach to the problem. Created by
Forsman & Bodenfors, a free Tram Sight-
seeing app guided people to their nearest
tram stop. Once they were on a moving tram,
the app used the phone’s GPS to play an
audio tour triggered by the user’s specific
location, telling travellers about landmarks as
they passed them. Each tour told users when
to change trams and dropped them back at
their original location 45 minutes later.
Forsman & Bodenfors told Contagious
that the goal was ‘to produce advertising
that didn’t feel like advertising’. It’s an objec-
tive that encapsulates marketing as service
design: providing something so useful that it
no longer feels like you’re being sold to, merely offered help and utility. Fea- tured in Contagious issue 30.
tinyurl.com/TramApp
Delta / Fly Delta App US airline Delta updated its mobile app to allow customers to track their bags once they disappeared down those mysterious airport conveyor belts. Passengers who have scanned their bag tag can keep updated on its loca- tion even while on a flight, offering a little peace of mind that, even if it’s not where it’s meant to be, it’s at least not lost. A YouTube video, Your Bag’s Journey via Wieden+Kennedy, New York, showing what goes on ‘behind those rubber flaps’ has now cleared the 1.5 million view-count mark. The app also allows people to check-in, view updates to flight and boarding times, change their allocated seat and rebook a cancelled flight. The app is part of a wider personalisation drive from the airline, which includes making a range of back-end logistics data, including passenger profiles and ecom- merce behaviour, available to customers. Featured in Contagious 30.
tinyurl.com/DeltaAndroid
tinyurl.com/DeltaiTunes
www.youtube.com/watch?v=ocbxS5aWUSo
Orca Chevrolet / Rescue Drive
Thinking more broadly about the customer journey than just how to entice
people onto its forecourt, the Orca Chevrolet car dealership in Brazil took
an insightful approach to promoting the new Chevrolet Cobalt. Its Rescue
Drive campaign, created by Monumenta, Brasilia, saw the business part-
nering with a local breakdown service to send a new Cobalt (along with
a salesman) to people stranded with broken-down vehicles. While the
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
14
MArketing as
service design /
utility not noise

rescue company towed their faulty car away, Orca Chev-
rolet allowed motorists to drive themselves home in the new
Cobalt.
At its core, Rescue Drive was a smart way to add value
to people’s lives while also running a product demo pre-
cisely at the time when drivers may be considering a new
purchase, i.e. when their old car had crapped out on them.
Go-getting managers looking to maximise productivity will
no doubt like the way it mobilised showroom staff and stock
into action instead of passively waiting for customers to
come to them. Featured in Contagious issue 32.
www.orca.com.br
Dermacyd / Teen Code
In an attempt to become part of Brazilian girls’ conversa-
tions, intimate soap Dermacyd Teen with Publicis, São
Paulo created an online tool which allowed people to trans-
late social-media posts into Teen Code – a secret language
of symbols, numbers and letters. In order to write in Teen
Code, people first had to gain access to the site by proving
they were a girl – answering questions such as ‘When is
the best time to moisturise?’ Highly secret messages could
then be encoded and posted publicly across social net-
works, allowing friends to copy them and translate using the
same Dermacyd site – as long as they could pass the ‘girls
only’ entry criteria.
With more than 498,000 coded messages written and
an average site dwell time of five minutes 30 seconds, the brand not only positioned itself as a trusted friend to teenage girls, but potentially provided it with a huge quan- tity of personal insights about its target market. Featured in Contagious issue 31.
www.dermacydteencode.com.br
Bupa / FoodSwitch
In a bid to help Australians make healthier food choices,
medical health insurance provider Bupa launched its
FoodSwitch app in January. Supermarket shoppers can
use the app to scan food to view traffic-light coded info
about the saturated fat, sugar and salt content in more
than 20,000 products, as well as receive suggestions for
healthier options. The app, based on three years’ research
by The George Institute for Global Health, was down-
loaded 26,000 times in the first 24 hours of its release – a
figure which rose to 75,000 in just five days, making it Aus-
tralia’s most downloaded free app on iTunes.
Unlike traditional advertising, services are able to truly mani-
fest brand promise and FoodSwitch is a great example of
this. As a medical health insurance provider, Bupa’s mar-
keting may encourage, persuade and influence people to
adopt a healthy lifestyle. This app goes one step further, actu-
ally helping people to attain it. Featured in Contagious 30.
tinyurl.com/foodswitch
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
15

Divine D ata /
Insight by
numbers
If you were in any doubt as to the
value of being more data literate,
this year’s race for the White House
should have you dusting down your
calculator.
So-called ‘big data’ proved its worth for
President Obama, but for brands and
marketers the challenge remains of what
to measure, how to do it and how to act
upon it. According to 2012 research
from the Corporate Executive Board,
marketers depend on data for just 11%
of customer related decisions.
It’s not just companies that are grap-
pling with data: new tools are emerging
to help more people ‘divine’ personal
insights from their physiology too, to
help them improve their health and
wellbeing.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
16

Predicting Presidents /
When asked by a reporter what lesson would-be 2016 US Presidential
candidates should glean from the 2012 election, David Axelrod, chief
strategist for the re-elected Barack Obama, replied: ‘I would invest in peo-
ple… who understand where the technology is going and what the poten-
tial will be by 2016 for communications, for targeting, for mining data, to
make precision possible in terms of both persuasion and mobilisation.’ His
words will no doubt also be ringing in the ears of CMOs the world over.
With an analytics team five times larger than in 2008 and on the back of
a promise from campaign manager Joe Messina ‘to measure every single
thing in this election’, the sophisticated Democrat data machine (known as
Narwhal) crunched its way to helping raise over $1bn in campaign funds,
bagging Obama 1.25 million more votes from 18 to 24-year-olds than in his
previous outing. Its influence on the final result was emphatic.
But data-crunching wasn’t solely the preserve of backroom pollsters:
many regular voters seeking smart analysis turned their attention from tra-
ditional political commentators towards stats junkie Nate Silver. Silver’s
predictive modelling, hosted on blog FiveThirtyEight at the New York Times
website, correctly predicted the race’s outcome in all 50 states, often in the
face of staunch scepticism from the old guard. At one point in the election
run-in, a fifth of traffic to the New York Times website visited Silver’s blog.
fivethirtyeight.blogs.nytimes.com
The Wearable Watchmen /
The Quantified Self movement has gathered momentum over the past few
years, but for most wannabe self-analysts there has been something miss-
ing: simple, affordable (and cool) technology to make personal analytics
accessible. All that changed this year when Nike’s Digital Sport unit, work- ing with R/GA and AKQA, launched Fuel, a new metric for measuring physical activity, and a piece of kit to collect the required input data, Fuel- Band. Nike effectively now sees itself as a tech company.
The sleek black wristband measures steps taken, calories and time spent
exercising via a three axis accelerometer to work out a Nike Fuel score against a daily target. The effect? Throughout the day, Nike – mimicking the relationship between the brand’s founders, coach Bill Bowerman and his college athlete Bill Knight – offers the wearer encouragement to be more active.
A double Cannes Lions Grand Prix success, Stefan Olander, Nike’s VP
of digital sport, told us in Contagious 32 that the thinking behind FuelBand was a customer centric sense of purpose: ‘We don’t start with technology or the potential profit, we always start with the athlete. I think that’s an important distinction, because when you do that the other things follow.’
www.nike.com/FuelBand
Adidas / miCoach Elite System
Not to be left behind, adidas has been making progress with its own per-
sonal fitness tracking tool, miCoach. Football could be on the brink of its very
own Moneyball moment, after the German sportswear brand announced in
July a deal with Major League Soccer (MLS) in the US, whereby every
player in the league next season will be equipped with a miCoach Elite
System data cell. The data transmitted from the devices during games
(including metrics such as heart rate, speed, acceleration, distance, field
position and, power) will help coaches on the touchline make better selec-
tion decisions based on performance levels. The MLS is also promising to
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
17
Divine data /
insight by
numbers

make at least some of that data available to
fans for greater insight into their favourite
teams. Contagious 33.
Meanwhile, for those a touch shy about
their self-quantifying ways, help may be
at hand from Indiegogo-funded company
Misfit Wearables. Its first product, Shine,
is the size of a quarter and discreetly clips
on to clothing to collect activity data. It
syncs with an iPhone when placed on the
phone screen without a Bluetooth or cable
connection.
www.adidas.com/us/micoach
www.misfitwearables.com
Performance-Based Data Deals /
For those inclined to track and share data
on their physical performance, benefits and
offers lie in wait from brands keen to lure or
reward high value customers.
Nike in Mexico used data generated
from Nike+ gizmos to reward runners in a
week of online auctions. Bid Your Sweat,
with JWT, Mexico, saw the kilometres that
runners amassed converted into currency
which could be bid on products such as
Nike FuelBands. The further they ran, or the
better they performed, the more ‘currency’
they amassed. In two weeks, 5,000 people
installed the app to bid with their kilometres. A total of 1,000 km were offered for the first pair of Nike Free 5.0. Contagious 31.
Meanwhile, UK insurance broker Mota-
quote partnered with Dutch GPS naviga- tion specialists TomTom in February to cre- ate a new data-driven policy that gives lower premiums to people who drive better. The Fair Pay policy sees customers provided with a modified satnav that sends details about their driving back to the insurer in real time, as well as to the screen, meaning drivers can modify and improve their driv- ing style whilst Motaquote can offer fairer deals. Contagious issue 30.
nikemexico.mx/subasta
www.motaquote.co.uk
IBM /
Over the last year, business software spe-
cialist IBM has been working with sports
organisations to help fans understand and
analyse performance in new ways, whilst
also showcasing its technology and data
capabilities.
At the start of the year, the software com-
pany partnered with NFL team Miami Dol-
phins to install some of its Smarter Cities
analytics solutions into the franchise’s Sun
Life Stadium. The aim was to provide bet- ter experiences for fans, for whose custom the stadium now competes with the ever- more sophisticated comforts of home and big screen HDTV. The result? By running data from inputs such as information from turnstile passages, weather reports, traffic conditions, and social media updates, IBM’s Intelligent Operations Centre will soon be able to advise stadium management and fans in real time on anything from where to find a car park space, to which parts of the stadium have best performing concessions. See IBM case study in Contagious 33.
Meanwhile over at Flushing Meadows, as
part of its sponsorship of the US Open, the IBM analysts were crunching match stats to offer fans new insights into the strategies of the competing players. The Game Changer Wall was updated in real time to show not only real-time predictions on match out- comes, but also how player performance affected social media sentiment.
tinyurl.com/85fvbyb
www.usopen.org/ibm
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
18
Divine data /
insight by
numbers

Technology /
Big Battles,
Small V ictors
Patent Wars erupted into
mainstream consciousness in 2012,
with Apple beating Samsung in the
first of the year’s major quarrels.
Technology consumers are beginning to
understand the capital value of patents,
both in defending a company’s intel-
lectual property and litigating against
others, often labeled Patent Trolls. As
one Silicon Valley insider told us, it’s like
an arms race, with major tech compa-
nies comparing their stacks of patents
against each other.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
19

Technology /
Big Battles,
Small V ictors
The strategic flow of rare earth metals and the conditions in which prod-
ucts are assembled have become part of the transparency discussion for
major brands. Investigation into Foxconn, supplier to Apple and others,
has sparked ethical questions around consumption and compensation.
Meanwhile, makers in the developed world are debating the efficacy of
robots versus humans, to assemble parts in factories, to choose pills in
pharmacies, to drive cars and to write articles.
Small prototypes point the way forward. We saw many types of wearable
tech offer additional dimensions and functionality. And it’s getting easier
to raise money, with Kickstarter and other crowdfunding sites continuing
to power intriguing projects. But, watch what you make, and how long
you take: Kickstarter has just been named in a patent case, and murmurs
about project fulfillment times and realistic goals versus hype and fraud are
becoming louder…
Google / Project Glass
By far this year’s sexiest piece of tech is Google’s Project Glass, from the
company’s X Lab. Essentially a pair of augmented reality spectacles, the
device allows users to see messages, calendars, maps and even record
and stream live video. After launching in April, Glass made a daredevil
entrance to the company’s I/O developer conference, where Google out- fitted skydivers and bike riders in the glasses and got them to live display their stunts through a Google+ hangout before meeting co-founder Ser- gey Brin onstage. Google sold a prototype of its glasses to the develop- ers who attended the conference for $1,500. This project illustrates the potential of how wearable computing can make it more seamless for con- sumers to share and access information. In September, during New York City’s Fashion Week, Diane von Furstenberg’s fashion show saw mod- els wearing the glasses striding down the runway. After the show Google published a YouTube video of footage captured by models, stylists, and the designer herself. Contagious 31.
plus.google.com/+projectglass
Rethink Robotics / Baxter
Baxter Rodney Brooks, world-renowned robotics expert and professor
emeritus at Massachusetts Institute of Technology, along with his com-
pany Rethink Robotics, has created Baxter, a robot designed to help US
manufacturers. Baxter was created to be more human than existing robots,
with eyes on a screen that register emotions like happiness or surprise.
Baxter adapts to changing conditions and can be taught to perform new
tasks. Importantly, at $22,000 Baxter is cheaper than most traditional
robots, which may help revive US manufacturing. Contagious 33.
www.rethinkrobotics.com
Disney Research / REVEL
Disney’s research arm is working with academics from Carnegie Mellon
University, Pittsburgh, to develop technology that will add artificial tactile
sensations to almost any surface or object. REVEL, by Disney Research,
Pittsburgh, is a wearable system that can add textures to furniture, touch
screens, walls, art, plastic or even human skin. The system injects a weak
electrical signal into a user’s body, so when they touch the surface of another
object connected to the system, it becomes augmented with an additional
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
20

21
artificial texture. For instance, while wearing the REVEL
system, you may be able to feel the texture of stuffed tor-
toises’ shells through a plexi case. The creators believe the
mobile, inexpensive technology could be used to let people
access private tactile information on public touchscreens,
experience personal sensations in applications or games,
or get dynamic tactile feedback from posters and maps.
We can also envisage how the system could add an extra
textural layer to entertainment content, advertisements or
shopping websites. Contagious 33.
tinyurl.com/disneyrevel
Boxer8 / Ouya
Riding the cultural wave for all things open source, startup
Boxer8 and designer Yves Béhar created an Android-
based games console costing $99 called Ouya. Funded on
Kickstarter and also involving former Microsoft VP of games
publishing Ed Fries, the system includes a software devel-
opment kit. All games will be free to play via the console,
with developers setting their own prices for items bought in
the game, or charging after a free trial. Hacking is encouraged – the device
opens with standard screws and rooting it will not void the warranty. This
has had the snowball effect of encouraging prominent developers to commit
games to it. Robotoki founder Robert Bowling has announced an episodic
prequel to Human Element exclusively to Ouya. He told PocketGamer:
‘We really need to adapt our experiences and universes to the device our
players are engaging with most.’ Contagious 32.
www.ouya.tv
Nest /
Former chief architect at Apple, Tony Fadell, has taken the minimalism and
sleekness of the iPhone and adapted it for a $250 home thermostat which
claims to cut energy bills. The Nest Learning Thermostat, through Fadell’s
company Nest Labs in Palo Alto, ‘learns’ as it is used, adapting to a house-
holder’s schedule and using wifi to be ‘weather-aware’. An example of next
generation connected home appliances, it can also be controlled remotely
via a mobile app. Contagious 29.
www.nest.com
Technology /
Big Battles,
Small V ictors
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
21

Technology /
Big Battles,
Small V ictors
Leap /
As the tracking technology powering the Kinect passes through the ini-
tial novelty phase, companies like Leap Motion aim to make faster, more
accurate 3D modeling and response technology. The Leap device sits in
a compact housing about the same size of an iPod and is set to retail
for $70. Leap’s creators claim it’s up to 200 times more accurate than
Kinect, thus enabling it to implement detailed gesture-based commands.
Co-founder and CTO David Holz is a former fluid mechanics researcher
for NASA.
leapmotion.com
Ones to Watch /
Smart Sand comes from MIT’s Distributed Robotics Laboratory and
Computer Science and Artificial Intelligence Laboratory. Essentially,
Smart Sand can self-assemble to copy objects, passing messages
between grains to create structure. From there, the structure can be shuf-
fled off to a permanent assembly protocol, like a 3D printer, leaving the
smart sand to replicate the next item. Contagious 31.
Google’s driverless car project became more significant this year when
Nevada was the first state to allow the cars to operate on its roads. Florida and California have followed as the tech giant lobbies for legislation per- mitting its autonomous vehicles.
In a world where the cost of connected technologies (such as RFID and
NFC) is falling and smartphone penetration continues to rise, the inter- net of things has been on the theoretical table for a while. EVRYTHNG’s engine helps manufacturers create unique digital identities for individual objects. Drinks behemoth Diageo used EVRYTHNG to transform whiskey
bottles in Brazil so that smartphone users could scan a code on a bot- tle to add personalised Father’s Day video messages. It has also used the platform to create applications that help track products in the supply chain and let customers ‘check in’ to products to receive loyalty rewards. Venky Balakrishnan, global vice president for marketing innovation, Dia- geo, said: ‘We now have a profound strategic opportunity to transform our physical products into owned digital media, which can communicate per- sonalised information and experiences to consumers, exactly when and where they want it.’ Contagious 31.
Having pioneered Steam, a software delivery service for its games,
developer Valve is joining game industry heavies including Unity, id Soft-
ware, Epic Games and more on the Oculus Rift, a virtual-reality headset
for gaming. The diagonal field of view of the prototype is 110 degrees, compared with earlier models, which had only 40, and the headset boasts minimal processing delays. Founder Palmer Luckey was able to convince more than 9,500 Kickstarter backers to support the project, buying in to access the software development kit before the general public and raising over $2.4 million. Expected delivery date? January, 2013.
bit.ly/H9Kd7x
bit.ly/GYQHu1
www.evrythng.com
www.oculusvr.com
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
22

Design /
Personalised
Play
In 2012 the increasing affordability
and quality of 3D printing has
seen the process become far more
mainstream, with commercial 3D
printer Cubify (priced at a very
reasonable $1299) and Kickstarter-
funded Formlabs’ Form1 ($3299)
leading the way.
Brands have reacted, utilising the
technology and rethinking manufacturing
processes in order to meet demands
for products that are personalised and
adaptable. Meanwhile hackers, makers
and intrepid amateurs are generating
and sharing their own 3D printing
designs with the help of sites such as
Autodesk’s 123D.
Here, in our round-up of 2012’s design
innovations, we bounce from new-age
architecture and sustainable transport
to playable buildings and shoes that find
the way home for you.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
23

ABSOLUT / Unique
ABSOLUT’s iconic bottle has long been used as a creative medium, but in
September the Pernod Ricard-owned vodka brand outdid itself with a lim-
ited edition of four million uniquely designed and numbered bottles.
Collaborating with Stockholm-based agencies Family Business, Great
Works, and Jung Relations, ABSOLUT re-engineered its production pro-
cess to create what the company describes as ‘carefully orchestrated ran-
domness’. Splash guns sprayed a range of 35 colours onto the bottles,
while complex coating, pattern and placement algorithms ensured that each
specific combination was never repeated. The bright colours and one-off
designs ensure that the bottles create a splash on the shelf, and are desir-
able items that people want to keep, even if the vodka has long since disap-
peared. Contagious 33.
absolut.com/unique
Tesla S /
Tesla’s S model sedan’s combination of performance, style and efficiency
saw it named Motor Trend’s Car of the Year – the first vehicle without a
combustion engine to do so.
Launched in June 2012, the four door electric car manages an impressive
range of 300 miles on one charge using the 85kW h battery, and takes only
30 minutes for a half charge. It aims to compete with the best gas-pow-
ered cars, and sold out the 5,000 models produced in 2012, costing from
$60,000 for the basic model. The Californian-based manufacturer aims to
sell 20,000 units in 2013 at an increased price.
www.teslamotors.com/models
Coca-Cola / Coke Beat Box
Created by young London-based architects Pernilla Ohrstedt and Asif
Khan, Coca-Cola’s iconic pavilion at the Olympic Park was surrounded by a
perpetual queue of people waiting for their opportunity to ‘play’ the building.
Disney / D-Tech Me
Disney’s tales give children the chance to
dream that they are about to be plucked
from obscurity and transformed into royalty,
thanks to a genie or charming prince. This
year, Disney gave wannabe child princesses
the chance to see what they would look like
as Sleeping Beauty or Snow White thanks to
some in-store 3D printing.
Children at the World of Disney Store in
Florida could use the D-Tech Me experience
to capture multiple angles of their face, which
was digitally reconstructed using 3D printing
technology to create a personalised Disney
Princess figurine. Costing $99.95, the prin-
cesses were seven inches high and could be
further customised to match their creator’s
eye, hair and skin colour.
D-Tech Me charmingly illustrates the poten-
tial applications of 3D printed products for
brands, creating toys that are affordable and
unique. The experience ran from August to
November and Disney is considering rolling
it out as a permanent fixture. Contagious 33.
Japanese agency Party has also been ena-
bling 3D portrait miniatures. Visitors were 3D
scanned in a photobooth in Harajuku and then
awaited their tiny selves. Statuettes are avail-
able in three sizes and cost from ¥21,000
($255).
tinyurl.com/Disney-D-Tech
www.omote3d.com
design /
Personalised
p l ay
Photo / Heatherwick Studio
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
24

Made from EFTE, a plaster polymer that acts like a speaker, the walls
were sensitive to movement and touch and embedded with sample
sounds. Connecting smartly back to Coke’s Move to the Beat proposi-
tion for its sponsorship of the London 2012 Olympic Games, the sound
samples included a human heartbeat and trainers squeaking on a court
taken from Mark Ronson’s song Anywhere in the World also created for
the brand. Contagious 31.
tinyurl.com/CokeBeatBox
Interactive sound and light installation Resonate also impressed audi-
ences in Frankfurt at the opening of biennial festival of lighting, Luminale
2012. Visitors could ‘play’ complex string structures, which illuminated
and made a sound when plucked. Created by students from University
of Applied Sciences, Mainz and Joannes Gutenberg University, Mainz.
tinyurl.com/CokeBeatBox
luminale2012.fh-mainz.de/en
Izhar Gafni / Cardboard Bike
Demand for sustainable, low cost and innovative solutions for everyday life
is high, so we applaud the creativity of Israeli designer Izhar Gafni who
used origami principles to develop a bike made from cardboard.
Strong, durable and cheap, the bikes are now close to mass production.
They are set to have a substantial impact in developing countries, costing just $9 to produce, and will be sold for around $20. The bike weighs just 9kg, around 65% less than its average metal counterpart, and uses no metal parts – even its chain is made from a car timing belt and the tyres are formed from reconstituted rubber. The cardboard’s coating makes it waterproof and fireproof, as well as giving the bike a slightly sleeker look.
erb.co.il/en/cooperations.asp
Dominic Wilcox / No Place Like Home / GPS Shoes
Layering technology into physical products is growing apace, as Google
Glass demonstrates in the Technology section of this report. A more
whimsical approach comes from British designer Dominic Wilcox who
has created a pair of shoes embedded with GPS to help the wearer eas-
ily find their way home. Inspired by Dorothy’s shoes in The Wizard of Oz,
the shoes are activated when the wearer clicks their heels. The technology
was developed by expert Becky Stewart from Codasign, London, and
the shoes made by Stamp Shoes, Northampton, as part of the Northamp-
tonshire Global Footprint Project to celebrate the English region’s historic
shoe industry.
www.dominicwilcox.com/gpsshoes.htm
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
25
design /
Personalised
p l ay

Mirai Nihon / TBWA\Hakuhodo
The chance to live entirely off the grid in style comes in the form of this hi-
tech house from TBWA\Hakuhodo. The Japanese ad agency collaborated
with 20 companies that could provide the requisite technologies. The Nis-
san Leaf electric car, for example, acts both as a means of transport and
a homepower generator, while Nissan Sangyo Corporation provides a
special heat-resistant and insulating ceramic coating technology currently
used in rockets.
This project is a ground-breaking illustration of how brand alliances can
fulfil a powerful social and environmental vision. Contagious 32.
tinyurl.com/mirainihon
Highly Commended /
British architect Thomas Heatherwick’s incredible Cauldron to hold the
Olympic flame marked the culmination of the London 2012 opening cere-
mony and, impressed as we were by the various stadia in the Olympic park,
this was the piece of design that stood out from the Games this summer.
Made of 204 inscribed copper pots, the Cauldron was formed during the opening ceremony, and dismantled during the closing ceremony, with each constituent part returned to the country it represented. Contagious 32.
The largest climate-controlled greenhouses in the world known as The
Cooled Conservatories have netted the World Building of the Year 2012
award. Designed by Wilkinson Eyre Architects, London, The Conserva- tories form part of Bay South in downtown Singapore and showcase the application of sustainable energy solutions while telling the story of plants and their intimate relationships with man and the ecosystem. Contagious issue 33.
www.heatherwick.com/2012-olympic-cauldron
bit.ly/cooled-conservatories
www.wilkinsoneyre.com
www.mvrdv.nl/#/news/mvrdvwinsfloriade2022
design /
Personalised
p l ay
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
26

Brands are moving past social
media marketing to incorporate
social mechanisms into everything
they do, from supply chains to
customer service to product design.
This is ushering in a new age of
collaboration and transparency.
Even large corporations and
governments have now recognised the
value of giving the public the power
to influence key decisions and have
adopted socially-oriented business
models. This past year, for example,
Iceland invited its citizens to submit
suggestions and comments on a new
draft constitution using Facebook,
Twitter, and Flickr. In October, 66%
voted in favour of basing the new
constitution on this crowdsourced
document.
Social Business /
Adopting an Open
Door P olicy
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
27

Social B usiness /
Adopting an Open
Door P olicy
28
Magazine Você allows Facebook and Orkut users to create their own mini
stores on the social networking sites, stocking them with up to 60 items
from Magazine Luiza’s inventory that they can sell to friends. Each sale gen-
erates between 2.5% and 4.5% commission for the seller, with Magazine
Luiza organising payment processing and deliveries.
Within two weeks of launching, 20,000 people had opened stores online
and the retailer saw 40% higher conversion rates than through traditional
ecommerce stores. The 53,000 virtual stores have sold more than 10,000
products between them.
This genuinely social approach to online retail helped the brand solve its
dilemma of how to increase sales without the expense of building and open-
ing new stores. Contagious 33 features a case study on Magazine Luiza.
www.magazineluiza.com.br
www.magazinevoce.com.br
Domino’s Pizza, Heineken, Walmart, Unilever /
Open Innovation Platforms
This year, a crop of major corporations developed platforms to seek public
input on everything from product design to business strategies, demonstrat-
ing that no company is too large to tap into the spirit of collaboration.
Domino’s continued the transparent approach it has taken since 2009’s
Pizza Turnaround campaign by launching Think Oven (Contagious 30) –
a Facebook platform crowdsourcing suggestions from menu ideas to the
design of the ultimate pizza delivery vehicle. In a similar vein, Heineken
solicited business innovations from beer drinkers through its own platform
Ideas Brewery (Contagious 31). The brand requested suggestions on eve-
rything from reusing and recycling its bottles to reinventing the draught beer
experience. The projects have helped Heineken and Domino’s strengthen
their social relationships with customers by being seen to be listening.
Walmart, through its digital division Walmart Labs, reached out to both
established businesses and new innovators with its Get on the Shelf con-
test (Contagious 30), which uncovered the next products to be stocked
Visit Sweden / Curators of Sweden
By handing over Sweden’s official Twitter
account to ordinary citizens, Visit Sweden, (in
the words of its CEO Thomas Brühl) dem-
onstrated that ‘No one owns the brand of
Sweden more than its people.’ The country’s
tourist and travel information site collaborated
with government agency the Swedish Insti-
tute and agency Volontaire Stockholm on the
campaign, which saw Swedish citizens take
weekly turns sharing their diverse opinions
and recommendations on things to do in Swe-
den via the @Sweden Twitter handle.
The project sparked controversy in early
June when a Swedish woman managing the
account posted messages about Jews and
Nazis. The Cannes Jury nevertheless awarded
Curators of Sweden the Cyber Grand Prix,
commending Visit Sweden for not censoring
the posts. Jury president Iain Tait said: ‘Allow-
ing people to have the conversation out in the
open felt like one of the facets of the case. It
shows that they’re passionate about freedom
of speech.’
twitter.com/Sweden
Magazine Luiza / Magazine Você
Brazilian electronics and homeware retailer
Magazine Luiza illustrated how social devices
could play a fundamental role in driving busi-
ness with its Magazine Você (translation ‘your
store’) platform. Created with Ogilvy Etco,
São Paulo, in partnership with Ogilvy Brasil,
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
28

by the US retail giant. More than 270,000
people voted and 4,000 product designs
were submitted. FMCG conglomerate Uni-
lever also opened its doors to collaborators
both great and small with its Unilever Open
Innovation Submission Portal (run in part-
nership with global technology and IP mar-
ketplace yet2.com) (Contagious 30). Uni-
lever gathered suggestions on how to grow
its business and simultaneously reduce its
environmental impact, asking potential col-
laborators to propose new ways of preserv-
ing food naturally and bringing safe drinking
water to the world’s poorest people. The
global company vowed to pursue the most
promising partnerships – be they with small
technology startups or major international
organisations.
www.thinkoven.com
www.ideasbrewery.com
Getontheshelf.com
oiportal.yet2.com
Harrods / Be the Buyer
With its Be the Buyer project Harrods
proved that even an established retailer
could take an open and collaborative
approach. The London department store
streamed Burberry’s A/W 2012 runway
show live via its Facebook page and invited
fans to vote, via Likes, for their favourite cat-
walk look, with items from the most popular
ensembles guaranteed to appear in store.
Through opening up a previously closed
part of its business – collection buying – to customers Harrods offered an exclusive experience. By Liking a product, people made a public statement of their interest in it, and (as outlined in Robert Cialdini’s clas- sic book Influence) research shows that
these types of commitments are far more likely to result in action, in this case going to Harrods to buy the item they’ve Liked. Contagious 30.
www.facebook.com/Harrods
Ones to Watch /
We’re expecting even companies in sec-
tors traditionally known for keeping their
processes closed to adopt social business
initiatives. It might seem unlikely that a finan-
cial company would open up a credit card’s
profit and loss statements to its customers,
but that’s exactly what Barclaycard in the
US did with its community-driven credit card
Ring. Cardholders become members of an
online community centred round a forum in
which they can vote on product features
and weigh-in on community discussions;
they also benefit from the card’s financial
success through the Giveback programme.
Social business strategies can also ena-
ble brands to turn real customers into not
just advocates but customer service rep-
resentatives. Startup Needle is a live chat
sales platform that pays a brand’s biggest
fans $10 per hour and rewards them with
products for answering customer que- ries. Needle’s clients include major brands Skullcandy, Under Armour and Urban
Outfitters. Featured in Contagious 30.
www.barclaycardring.com
www.needle.com
Xxxxxxx /
29
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
29
Social B usiness /
Adopting an Open
Door P olicy

Image sharing /
The Year of
the P hoto
Visual culture online evolved in
2012, from taking photos to virtually
socialising around them through
a raft of image-based social net-
works.
Brands spent 2012 tentatively figur-
ing out how to use these expanding
networks in their marketing (with mixed
results), and considering how to mon-
etise photos. Brands, said British ad
agency Rabbit, need ‘not only a social
media strategy, but a visual social media
strategy as well.’
Two cultural milestones marked the
Year Of The Photo: iconic film stock
maker Kodak announced it was filing for
bankruptcy in January. And Facebook’s
$1bn, if-you-can’t-beat-them-join-them
buyout of photo-sharing social network
Instagram in April.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
30

A Thousand Words /
The growth of visual culture has been stag-
gering. Late in 2011, blog 1000memories
calculated 10% of all the photos ever snapped
were taken that year. Three hundred million
photos are uploaded to Facebook every day.
Unsurprisingly, people care about photos a lot:
a report from ROI Research found that 35%
of respondents said that of the social media
activity their friends post, they enjoy photos
the most. For brands that matters a great deal.
In the same study 44% said they were likely
to engage with pictures posted by brands on
social media, the highest of all options.
But Facebook wasn’t the big news for
image makers this year, as people gravitated
to niche photo sharing sites in droves. Twin
giants Tumblr and Instagram reached giddy
new heights. The former hit 20 billion monthly
page views, propelling it into the top 20 most-
visited US sites for the first time in September;
the latter reached 100 million users the same
month, double that of 12 months before. New-
comer Pinterest meanwhile rocketed to 25
million users by November to become the third
largest social network (from just 1.27 million in
July 2011), earning a sky high estimated valua-
tion of $7.7bn by Forbes in April.
Show Me the Money /
Having reached a critical mass, all three net-
works matured and started thinking about their
business models, courting brands to turn the
crowd into cash. Fresh from being named Apple’s App Of The Year 2011, Instagram hosted a rash of campaigns from every sector. Among others, apparel brand Levi’s ran a model search, jeweller Tiffany’s created custom
filters for budding snappers and airline BMI launched a photo-based daily
lottery.
After having pretty much ignored brands, Tumblr changed tack in 2012.
In June, it bolstered its team with brand strategists, and announced spon- sorship packages for brands. Adidas Football was among the first to take advantage, posting videos and photos from its various celebrity endorsers. The New York-based company rounded off the year by launching Tumblr A-List, showing its intent to help brands make better use of the platform.
Arguably the most financially tempting of the three for brands is Pinterest,
which has the strongest intent graph (broadly speaking, people publicly posting stuff they want to buy). Its valuation was doubtless helped by stats from content discovery and sharing firm Shareaholic showing that the site drove more referral traffic than LinkedIn and Google+ combined. And those referrals spend a lot. A report from RichRelevance found average spend
from retail shoppers from Pinterest was $169 dollars, compared with just $95 from Facebook, and $71 from Twitter. With around one third of brands already using the platform, according to Econsultancy, the launch of Pin- terest for Business and brand pages in November was an obvious next step towards more official – and lucrative – participation.
www.levistrauss.com/blogs/iamlevis
statigr.am/flybmi
tinyurl.com/WhatMakesLove
adidasfootball.tumblr.com
a-listpartners.tumblr.com
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
31
image sharing /
the year of
photo

Social Shopping /
Much like early efforts on Facebook and Twitter, brands that aligned
their visual social media strategies with people’s behaviour on the
platforms fared best. These either provided seamless added utility,
or entertainment and relevant information. Many brands nonethe-
less simply posted ad-like content, missing the point entirely of a
mood board to aggregate inspiration.
Highlights on Pinterest included online fashion retailer ASOS’s
simple strategy of using the site as an editorial newsfeed: posting
catwalk trends, celebrity news and more across its 23 boards.
Better still was fashion brand Oscar de la Renta’s campaign, in
which it live-pinned the catwalk show of its bridal collection, tapping
the site’s heavily female-skewed demographic and the large number
of bridal-themed boards.
Other smart executions created tools to maximise the conveni-
ence of the online pinboard: interiors magazine House Beautiful’s
print campaign let people pin directly to Pinterest via their smart-
phone, for example. Gucci meanwhile cannily unveiled pinnable
online banner ads that led to the brand’s ecommerce site. Online
shoe retailer Zappos focused on Pinterest’s role as virtual wish list.
It’s gearing up for the Christmas retail bonanza with a service called
Pinpointing, which lets people enter a loved one’s Pinterest user-
name to get gift suggestions based on their pinning activity.
pinterest.com/asos
pinterest.com/oscarprgirl/bridal
pinterest.com/gucci
pinpointing.apps.zappos.com
Ones to Watch /
While the big three visual social networks work on monetising
content through brand partnerships, three youngsters have taken
a more explicitly commercial approach from the off. Social shop-
ping start up Svpply brings together influencers, retailers and shop-
pers. It provides a real-time stream of images of products curated
by members from across the web, personalised to each user based
on their social network on Facebook, who they follow on the site,
and their interests. Influential Svpply’ers tapping the ‘Want’ button
are then offered deals directly by retailers who have partnered with
them.
In September eBay bought Svpply to bolster its personalisation
and curation capabilities. Reflecting the influence of visual social
networks, the world’s biggest online marketplace has since subtly
changed its homepage to ape Svpply and Pinterest’s personalised,
image-rich aesthetic. Working along the same curation lines, Svpply
rival Fancy has around two million users. Affiliated brands bid to sell
people products they’ve earmarked on the site.
Rather than build a proprietary system, in-stream commerce app
Chirpify (launched this year) aims to piggyback Instagram’s API. It
lets people enter their payment details, then buy directly from the
Instragram stream by simply putting the word ‘Buy’ in the comments
under any photo with the #InstaSale hashtag.
svpply.com
www.thefancy.com
chirpify.com
image sharing /
the year of
photo
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
32

Amplified Live /
Enhance, C apture
and S hare
This year’s Olympics, the first
‘social games’ (see Movements
section) showed how audiences are
increasingly creating and sharing
content during live events.
This kind of user-created activity can
be amplified to heighten the experience
of the people at the venue, as well as
enabling them to share and amplify
that experience to their wider social
networks. Brands are now recognising
that these additional, participatory layers
can have a powerful impact on their
businesses, and are starting to provide
consumers with tools to heighten,
capture and broadcast live experiences.
It’s still early days for the Amplified Live
trend, but below are some cases that
should inspire wider creativity in this
area in 2013.
3333
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF

Coldplay / Xyloband
British rock band Coldplay has built a
reputation for its colourful live shows, with
lasers and balloons galore. For their 2012
world tour, however, the band took this a
step further by introducing Xylobands.
Each ticket-holder was given a wristband
containing LEDs and ultra-low-power
microcontrollers. During various songs,
these wristbands lit up in sync with the
music and stage lights – effectively turn-
ing the audience into a visual extension of
the show. The devices were designed by
Devon-based RB Concepts, a company
in which Coldplay has now invested.
In a similar move, Disney handed out light-
up Mickey Mouse ears for its Glow with the
Show event at Disney California Adventure
Park. The LED-filled ears were purchased
beforehand and collectively synched to
flash during the show. Both examples gen-
erated a visually stunning spectacle, height-
ening the audience’s enjoyment of, and
interaction with, the performance.
xylobands.com
Dan Deacon App /
For his 2012 tour, Baltimore-based musi-
cian Dan Deacon created an app that
turns the audience’s smartphone into an
extension of his live act. The application
turns the speaker into an instrument, the flash into a strobe and the screen into part of the light show.
The app doesn’t require data connectivity or a phone signal
to operate, ensuring it will work in any venue. Fans install
the app before the show and watch as their smartphone
becomes an extension of the performance. The application
is activated by audio signals emitted from the stage, which
carry data to trigger these functions.
Forget the flags at Glastonbury; holding mobile phones in
the air has become a 21st century frustration for millions of
gig-goers. Deacon’s app turns this (rather annoying) habit
into one that amps up the collective excitement around the
concert. Contagious 33.
bit.ly/RQN0s7
Beldent / Random Music Fest
Mondelez (née Kraft)-owned chewing gum Beldent left the
audience guessing at a festival held in Buenos Aires, Argen-
tina, on 29 September. Devised as part of the Project Fly
innovation programme (which we’re proud to be a partner
in), The Beldent Random Music Fest featured four stages
with a lighthouse in the centre of the audience. This light-
house randomly illuminated a particular stage, which was
the cue for the next band to begin playing. A mobile app
detected the live music and provided lyrics for the audience.
People could also use the app to vote for their favourite band
to perform an encore. More than 8,500 people attended the
event, while 250,000 watched the live stream on Facebook.
Featured in Contagious 33.
www.beldent.com.ar
amplified live /
enhance capture
and share
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
34

Frontrow /
At this year’s Vivid Live Festival in Sydney, Australia, Google’s Creative
Lab launched Frontrow – an in-built functionality on YouTube enabling
viewers to take photos whilst watching a live stream. Fans could pause
the action, move the camera and zoom in and out to capture their favourite
image. These photos could then be shared on social networks. Frontrow
was first introduced for US band The Temper Trap’s headline performance
inside the iconic Sydney Opera House.
Rather than being passive viewers at home, fans from all over the world
could create a unique image to save, and share. In just ten hours, the
stream notched up 296,000 live views – 100 times the capacity of the
concert hall. In addition to the photos taken inside the Opera House itself,
a further 66,000 were captured by people watching the live-stream via
YouTube, significantly increasing the event’s presence on social channels.
www.youtube.com/user/SOHfestival
Ones to Watch /
Increasingly, brands will provide more effective tools for consumers to
amplify their experiences at live events, and share these stories with their
friends. Enabling consumers to relive events after they’ve taken place is
another interesting avenue, which we saw in August with Blur’s Insta-
gram feed. Those attending the band’s Hyde Park gig were encouraged to
upload their images using the hashtag #blurhydepark2012. These were then streamed in a continuous, moving gallery on the band’s website, cre- ating a visual record of the evening’s events. Aggregation platform This is Now took this a stage further, by collating geo-tagged Instagram photos from cities around the world, and displaying them in a live stream online.
Developments in technology will also accelerate this trend, providing con-
sumers with more seamless tools to capture and share their live experi- ences. Taking real-time life logging to its natural conclusion, for example, is Kickstarter project Memoto: an always-on buttonhole camera from a Swedish tech collective that takes two photos every minute, tagged by location for easy search. Contagious 33.
Amplified Live will continue to spread beyond its obvious home of live
music and sporting events. During September’s London Fashion Week, Topshop partnered with Facebook to launch Shoot the Show – a camera button embedded within a live stream window that lets viewers click to snap pictures of their favourite looks. These could then be shared directly with Facebook friends. Contagious 33.
blur.co.uk/hydepark2012
now.jit.su
memoto.com
www.facebook.com/Topshop
35
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
35

Screen G rabs /
Creating, S haring,
Watching
Twenty four miles. That’s how high
the bar for branded content has
now been set.
Seven years and tens of millions of dol-
lars in the making (the exact cost isn’t
known), Red Bull’s Stratos project saw
Felix Baumgartner free fall from space,
breaking the sound barrier and a brace
of world records. Coverage of the feat
set a landmark for live streaming: eight
million people tuned in. Contagious 33.
Stratos represented, in some ways,
how content this year changed: from
recorded to live streaming video; and
short-form amateur content to longer-
form, professionally-produced films.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
36

Robert Kyncl told fellow Googlers in January in a speech about the future
of TV and content, reported in The New Yorker. ‘We think they will continue
to go that way – spend more and more time in the niches – because now
the distribution landscape allows for more narrowness.’ A case in point is
Twitch.TV, founded in 2011. The site lets videogamers stream their play
live to eager videogame voyeurs, and hit 20 million monthly unique views
in August. Average daily viewing time per user? A staggering 75 minutes.
www.twitch.tv
TV Everywhere /
Video content began to untether further from TV, and onto web tablets
and mobiles. A 14-country study from NPD found that tablet use for
watching TV had doubled in 12 months (to around 15% of total view-
ing), and that 70% said they were watching video on devices that weren’t
TVs. That was a boon to VOD services like Netflix, Hulu and Amazon
Prime. Despite downgrading forecasts, Netflix is projected to have added
between 4.7 and 5.4 million subscribers this year as more cable custom-
ers cut the cord. And as LTE/4G mobile rolls out, expect broadcasters to
look to more so-called TV Everywhere initiatives as a way to keep viewers
watching.
Among the most progressive, ESPN this year announced it was going
‘mobile first’ with its content, while MTV’s Under The Thumb app from
AKQA brought paid-for mobile content to US Millennials (Contagious 30).
In the mainstream meanwhile, NBC’s streaming service for the Olympics
saw seven million households stream via web and mobile apps. HBO, a
groundbreaker with its TV Everywhere app HBO Go, even rattled cable
companies by going it alone in Scandinavia with stand-alone, over-the-top
streaming service HBO Nordic. See HBO case study in Contagious 31.
www.mtvunderthethumb.com
www.hbogo.com
YouTube’s evolution to a professional network through a
shiny new channel strategy, investment in content makers
(the Creators Hub and London studio space) and $100m
to production companies paid off. Seventy two hours of
content are uploaded every minute to the site, but usage
is changing. ComScore reported in May that people are
watching fewer clips (they peaked at 21.8bn in January,
going down to 15.3bn in April), but spending 57% more
time watching clips. In short, engagement is up – which
is great news for advertisers, 90% of whom agreed that
content marketing would become more important in the
next 12 months, according to an Econsultancy report
from October. The bad news? Only 38% said they had a
content marketing strategy in place.
www.redbullstratos.com
Going With the Flow /
Live streaming and socialising online around content
became more popular throughout 2012, a trend which
Contagious identified as Digital Live. In the news realm,
the Huffington Post launched a live, socially-led news
service bringing people into the heart of breaking stories.
Google pushed new social network Google+’s differ-
entiator, Hangouts, hard, enlisting celebs, most notably
President Obama, to appear via the service. Lots of
brands joined in too, including online UK grocery deliv-
ery service Ocado, which streamed instructional cook-
ing videos (Contagious 32), and fashion e-tailer ASOS,
which let viewers quiz US fashion writer Indigo Clarke
and model, blogger and IT girl Cory Kennedy about fash-
ion and style.
Niche streaming sites gained serious traction too. ‘Peo-
ple went from broad to narrow,’ senior YouTube exec
37
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
screen GRABS /
creating, sharing,
watching

38
And Finally… /
What round up of this year’s content couldn’t name-check
South Korean rapper Psy’s Gangnam Style (c’mon, you
know the one…) with its monstrous 830 million plus views?
Born of the country’s industrialised pop music-making
machine – K-Pop’s notorious ‘cultural technology’ pro-
gramme – Psy deeply subverts its picture perfect boy and
girl band output with his age (too old), look (too fat) and
off-brand message (Gangnam residents are vapid and vul-
gar). But WHY the views, you ask? Perhaps it’s the global
zeitgeist of lampooning the rich in a time of austerity. Or
the cultural jolt of seeing a wry Asian piss-take of bombas-
tic American music video clichés. Or maybe just the sheer
bloody ridiculousness of it. More likely, like most virals, it’s a
confluence of factors so mind-bogglingly complicated we’ll
never properly fathom it.
www.youtube.com/user/officialpsy
Amateur Dramatics /
Phones and tablets are also a platform on which videos
can be created too, and brands are empowering people
with the tools to become directors and distributors.
Ever the smart marketer, Red Bull tapped into the long
standing extreme sports tradition of videoing tricks with
its Flow app, which let fans shoot, edit and share content
direct from their mobile. LEGO’s Superheroes Movie
Maker app, through Pereira & O’Dell, San Francisco, lets
children direct stop motion shorts using their phone and
favourite brick-based creations. Contagious 31.
redbullflow.com
dcuniversesuperheroes.lego.com

Ones to Watch / Social Video
Just as Instagram threatened the dominance of Facebook
with a superior mobile interface and social sharing func-
tion for images, so YouTube is watching with interest the
explosive rise of a new breed of video sites that do the
same. GIFs had a brief flicker of popularity among brands
early in the year, with VW , GE and even Burberry launching
campaigns in the format, but it was ‘Instagram for video’
apps including SocialCam, Viddy, Klip and Threadlife
that really came to prominence in 2012, through building
in seamless social sharing.
User numbers are difficult to pin down, but SocialCam
claimed 16 million downloads in July (from a massive 54
million peak), and Viddy 26 million users in May, accord-
ing to The Wall Street Journal. At last count Red Bull,
GE, Sierra Mist were among the brands experimenting on
the platforms. However, YouTube needn’t worry just yet: no
one truly cracked social video this year.
socialcam.com / www.viddy.com
www.klip.com / www.threadlife.com

screen GRABS /
creating, sharing,
watching
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
38

Ninety nine years ago, German
newspaper editor Wolfgang Riepl
famously observed that new media
doesn’t kill old media, but rather
they converge.
2012 saw a raft of mobile inventiveness
in augmented reality and two-screen
viewing behaviours. Smartphones are
creating exciting new ways for brands
to redraw the traditional purchase fun-
nel for TV and print by adding contextual
layers of information, utility and entertain-
ment in real time. The promise for brands
is, ultimately, cutting the time and friction
between awareness and purchase to
almost nothing.
Augmented Media /
Layering C ontent
and U tility
39
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF

That’s being led by a change in people’s mobile behaviour and
how they interact with traditional media. Smartphone penetration
tipped over 50% in the US this year, and tablets are set to out-
sell PCs next year, Microsoft’s VP web services Antoine Leblond
told attendees at the TechEd conference in Amsterdam in June.
Nielsen reported in April that 86% of US tablet owners and 84%
of smartphone owners used a second screen at least once over a
30-day period while watching TV, with as many as 45% doing so
on a daily basis.
In last year’s Most Contagious we looked at how audio recog-
nition technology Shazam was moving from being just a music
recognition service to being a trigger for TV content. Since then
it’s bloomed: the app counts 250 million users and is growing at
two million a week, with a staggering 54% trying to use the app to
identify shows they’re watching, according to Shazam. That growth
didn’t go unnoticed by broadcasters and brands; 160 channels in
the US now make their content ‘Shazamable’, serving up trivia, info
and links, as did almost half the advertisers at this year’s Super
Bowl.
TV wasn’t the only winner, though. Print evolved from a static
medium to an interactive and changeable platform – a gateway to
play games, watch entertainment content and buy products direct.
Coca-Cola / Coke Polar Bowl
More than 110 million fans tuned into the 2012 Super Bowl, and
an estimated 60% watched the big game while using a second
screen such as a mobile phone, or PC. To maximise its media
investment, Coke, with Wieden+Kennedy, Portland, created a
campaign that extended its presence beyond a standard TV spot,
merging two-screen viewing with social media.
Two TV spots aired during the game containing content specific
to whichever team was in the lead. The ads, along with Facebook
and outdoor messages, drove users to www.cokepolarbowl.com where two animated Coca-Cola polar bears reacted in real time to events happening during the game and the ad breaks, including placing their hands on their hearts during a patriotic Chrysler com- mercial and even leaving their seats during a Pepsi spot.
The user experience was enhanced on social channels too: the
bears took over Coke’s Twitter account and interacted directly with fans, answering questions and sharing pictures. Sharable high- lights of the bears’ antics were uploaded to YouTube and Face- book, and the brand also streamed the bears’ reactions live via a Facebook app.
Extending dwell times well beyond the TV spots, nine million con-
sumers engaged with the bears for an average of 28 minutes and Twitter followers grew by 38% during a four-hour period. Conta- gious issue 30.
www.cokepolarbowl.com
Augmented Media /
Layering C ontent
and U tility
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF

California Milk Processor Board /
Time to Go to Bed
To increase milk consumption among His-
panic children, the California Milk Proces-
sor Board developed a campaign that used
Shazam for TV to add interactive content
to a traditional commercial. Time to Go to
Bed, created by Grupo Gallegos, Hunting-
ton Beach, CA, featured an animated video
showing droplets of milk helping a young
boy get to sleep. The spot aired in the early
evening on two of the largest Spanish lan-
guage television networks, letting children
know that it’s time to go to bed while also
promoting a glass of milk and bedtime story.
Parents could tag the TV spot using
Shazam and receive a free download of a children’s book which, of course, inte- grated milk into the story. They could replay the video, leave comments, and share it with their friends on their social networks. 120,000 hard copy books were distrib- uted to paediatricians’ offices in California and were also available digitally via Face- book, where they were reported to be downloaded at a rate of 110 books a day.
Featured in Contagious 33.
tinyurl.com/timetogotobed
Australian Defence Force / Mobile Medic
The Australian Defence Force won a bunch
of gongs this year for its inventive way of
recruiting medical students for its Defence
Force University Scholarship. Working with
George Patterson Y&R, Melbourne, it cre-
ated an augmented reality-based outdoor
campaign that put students’ skills to the
test.
A series of posters featured patients in
need of medical treatment. By pointing the
app at the ad, students could virtually diag-
nose and treat the patients using tools such
as CT scans, X-ray scans, stethoscopes,
41
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
Augmented Media /
Layering C ontent
and U tility

and ECG. After treating all of the patients, students entered their
details via the app and those who performed best were contacted
and offered a scholarship.
Effectively acting as an entrance exam, Mobile Medic was a clever
way of immersing students in the role of an army medical officer as
well as testing their skill. It lives on as an education platform in all
Defence Force Universities. Contagious issue 32.
www.defence.gov.au
IKEA / IKEA Catalogue
This year IKEA added another dimension to its traditional print cata-
logue by presenting users with a layer of digital content accessible
through a free augmented reality app.
Scanning the catalogue with the app reveals a variety of features:
users can interact with 3D product models, find out product details,
view how-to videos and be inspired by photo galleries.
IKEA worked with McCann, New York and Allofus, London, to
redefine its iconic publication, which has 211 million copies in cir- culation, and extend its lifecycle throughout the year. Contagious issue 32.
www.ikea.com
ASOS / Scan to Shop
British AR specialists Aurasma have been busy this year adding
clouds of digital content and interactive functionality to a range of
print publications from Tesco’s Real Food magazine to the entire
September edition of American GQ . Contagious’ favourite was the
ASOS Scan to Shop app, which enables the 450,000 UK subscrib-
ers of the retailer’s monthly magazine to access additional video
content, product information, unlock exclusive offers and purchase
items directly from the pages.
bit.ly/scan-to-shop-itunes
bit.ly/scan-to-shop-play
www.aurasma.com
Shortlist Magazine /
Meanwhile, UK-based Shortlist Magazine partnered with AR com-
pany Blippar, which is reported to have more than 350,000 users in
the UK, to create a special interactive gaming edition that featured a
playable AR version of a 1980s computer game on the cover.
Inside the magazine, exclusive video interviews, interactive polls,
competitions and podcasts could be experienced on a phone via
Blippar. Users could also ‘blipp to buy’ items straight from the
pages of the magazine.
Blippar recorded 229,178 blipps of the issue from more than
50,000 unique readers, who viewed and played with interactive
content for over six minutes each, on average.
blippar.com
Augmented Media /
Layering C ontent
and U tility
42
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
42

In Burberry’s majestic new retail
space, it was the screen – not in
cinematic portrait format, but iPad-
esque landscape – that epitomised
the convergence of online and
offline shopping in 2012.
This year saw retailers bring social,
mobile and web into the physical space,
embedding products with RFID chips,
sensors to detect shoppers and person-
alise content, frictionless payment, and
layers of online functionality via mobile
apps and services.
Retail / S hopping
Gets C onnected
43
43
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
43

Retail /
Shopping G ets
Connected
brands like adidas, Nike and Puma. Fans
with the app checking out competitors’
wares were offered a 99% reduction on
trainers from Meat Pack – but with every
passing second, the discount got 1%
smaller. To get the best deal, the customer
had to drop everything and run.
Meat Pack Hijack is fascinating because it
neatly combines location, connectivity and
strategic discounting with the motivational
power of a relentlessly ticking clock. Retail
with jeopardy? We’re in! And so were the
600 customers the brand hijacked from its
competitors in just one week. Contagious
32.
www.facebook.com/themeatpack
Audi City /
Buying a new car is less impulsive than buy-
ing a new pair of trainers, but the impact
of digital on that process is driving key
changes across the sector. This year saw
the launch of Audi City, a small-footprint
digital showroom in London’s West End.
Visitors use multi-touch screen tables (cre-
ated by Razorfish International) to design
their ideal Audi from more than 3.5 million
possible configurations. Their creation can
be viewed, life-sized, from all angles on
huge HD screens, and can be seen ‘driv-
ing’ through virtual landscapes.
That vivid first impression is more impor-
tant than ever. Research by Jaguar Land
Why? Because shoppers no longer see physical, techno-
logical and geographical boundaries, and retailers needs to adapt to changing behaviour. According to IBM’s 2012 Winning Over The Empowered Consumer report, 25% of people use three or more technologies to shop; mean- while, mobile sales for Black Friday exceeded 16% this year, up from 9.8% in 2011, also according to IBM.
The smartest retailers are rethinking the customer journey
– from initial awareness and product research to in-store experience, purchase and post-sales – seamlessly bring- ing together the best of offline and online to make a com- pelling, entertaining and frictionless shopping experience.
C&A / Fashion Likes
The familiar metric of Facebook Likes was given a social
twist when DDB Brasil repurposed it into an interactive
rating system for its clothes. To kick-start the idea, the
new season’s C&A fashion collection was previewed on
the brand’s Facebook page. Users were encouraged to
Like their favourite items, and after a week of online voting
the collection finally hit the rails at C&A’s flagship store
in São Paulo – with one important difference. Each item
was displayed on a hanger that showed a running total of
the Likes it had earned, changing the scores in real time
as fans continued to vote online. Social proof moved from
Facebook into the real world. Contagious 31.
www.facebook.com/ceaBrasil
Meat Pack / Hijack
If there’s one thing we all like, it’s a bargain. Working with
4AM Saatchi & Saatchi, Guatemala, sneaker retailer Meat
Pack enhanced its existing app with a time-sensitive dis-
count feature that used GPS to map the stores of rival
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
44

Rover discovered that in 2000 people
made an average of 7.5 trips to dealer-
ships before buying a car. By 2010 that
figure had shrunk to 1.3 visits. The impact
of each encounter gains significance. Audi
City combines the flexibility of digital car-
configuration with the sense of high-impact
retail theatre that a brand-controlled envi-
ronment of a store can offer. It’s a strategy
the brand clearly believes in: Audi plans 20
further such destinations around the world
by 2015. Contagious 32.
tinyurl.com/audicity
Neiman Marcus / NM Service App
With a long standing reputation for cus-
tomer service, high end US department
store Neiman Marcus spent the summer
trialling a smartphone app designed to
enhance the relationship between sales
staff and shoppers. The free NM Service
app allowed users to see which staff were
on duty, and set up meetings with their pre-
ferred associate. The opt-in service notified
staff when participating customers entered
the store, displaying their Facebook profile picture (to help assistants identify them) and also their purchase history. Shoppers could use the app to access product infor- mation and to tag their favourite items, help- ing staff make more accurate recommenda- tions for individual customers.
So far San Francisco-based Signature
Labs, the clienteling specialists behind the app, are maintaining an enigmatic silence about results. This much we know: the Lux- ury Institute, New York, recently published the findings of its 2012 Luxury Customer Index survey, which found that across cat- egories 70% of ultra-wealthy customers say their relationship with a specific sales associate causes them to spend more. Confirmation, if it were needed, that it pays to know your customers. Contagious 31.
www.getsignature.com
Topshop Unique / London Fashion Week
Understanding its young clientele is a
major obsession for Topshop, the standard-
bearer for British high street fashion. The Customise the Catwalk feature for its London Fashion Week show allowed web users to not only select and order key looks and accessories, but also to change the colour of their preferred option before buy- ing. Additionally, Shoot the Show let view- ers snap and share pictures of their favour- ite looks direct from the show’s live stream. Music and make-up from the show could also be bought straight away, with online tutorials available to help customers repli- cate the beauty looks created for the show.
Topshop’s new CMO Justin Cooke –
former vice president of PR at Burberry – described the show as ‘social entertain- ment’, but Topshop is not innovating for the sake of it. Cooke is very clear on the value of this heady mix of social, entertainment and commerce: ‘By putting our custom- ers in control of the live experience, they show us what they love, how they want to consume information, the ways they like to share and more.’ Contagious 33.
www.topshop.com
45
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
45

Burberry World Live /
It may have been a big, exciting year for retail generally, but it’s
also been a big, exciting year for Britishness; in the launch of Burb-
erry’s new flagship London store, those factors collided to headline-
grabbing effect. The Regent Street space has been redesigned as
a physical manifestation of the brand’s online experience, from its
acoustic music sessions to Burberry Bespoke and the Art of the
Trench.
Burberry World Live will not only host fashion events, concerts
and performances, but blurs the boundaries between online and
offline retail. RFID tags in the garments trigger relevant multimedia
content, with mirrors turning into screens when entering changing
rooms. On the shop floor, the same system cues making-of videos
when certain screens in the space are approached. Sales staff use
iPads to get real-time stock updates and product specifications,
and clienteling software is used to access customers’ purchase his-
tory and shopping preferences.
The democratisation of fashion may be a keenly debated topic
right now, but what has set Burberry apart from most luxury brands
is the authenticity of the delight it takes in embracing tech and the
passion of younger consumers. Contagious 33.
uk.burberry.com
Retail /
Shopping G ets
Connected
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
46

Personalisation /
Here’s to YOU
47
‘P&G’s vision is to build our brands
through lifelong, one-to-one rela-
tionships in real-time with every
person in the world,’ said P&G’s
global marketing and brand build-
ing officer, Mark Pritchard, in
March. ‘It means shifting from mass
broadcasting, to creating more
personal, one-to-one conversa-
tions.’ Welcome to the age of mass
personalisation.
Underpinning personalisation is of
course personal data, and vast amounts
of it. Boston Consulting Group’s report
in May said globally people send ten bil-
lion text messages and make one billion
posts to a blog or social network. There
are six billion mobile phones, of which
one billion are smartphones. That’s led
to data-driven stories, products and
even services. ‘Data,’ claims Daniel
Stein, founder of digital agency EVB, ‘is
the new creative brief.’
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF

Personalisation /
here’s to you
But what about privacy? It seems that our growing personal data
literacy means people are becoming more receptive to a new value
exchange: a recent Accenture study found 61% of online shoppers
would trade privacy for personalisation, and three in four shoppers
actually prefer retailers that use personal information to improve
shopping experiences.
Our relationship with technology is changing, too, as digital per-
sonal assistants like Siri become more sophisticated. We’re more
dependent on it, and brands like Google are starting to build digital
tools like Google Now based on our personal data to pre-empt our
every need.
AXE Anarchy / Personalised graphic novel
If a brand seeks out your creative input, recreates your profile pic-
ture to flattering effect and integrates you into an online graphic
novel, wouldn’t you at least try the product? This strategy paid
dividends for Unilever when it rewarded AXE’s millennial target
audience with its 15 megabytes of fame. To promote Anarchy, the
brand’s first unisex variant, Razorfish, New York, partnered with
Aspen Comics on creating a crowd-sourced online graphic novel
starring AXE Facebook fans and Twitter followers. An initial trailer,
which attracted 3.2 million views, invited the 2.3 million-strong
social media fan-base to get involved. After opting in, people
posted 15,249 story suggestions to help steer the plot, with 34%
coming from females. Fans were rewarded by seeing animated ver-
sions of themselves in the graphic novel which depicted scientists
attempting to hit upon a formula for attraction. Since launching in
January 2012, Anarchy has become the best-selling body spray in
the US. Take that, Old Spice. Contagious 30.
www.axeanarchy.com
Hellmann’s / Recipe Receipts
In a smart use of real-time data, Hellmann’s used personalised,
persuasive tactics to encourage Brazilian consumers to realise that
mayonnaise is more versatile than just a condiment for sandwiches
and potato salad. Using point-of-sale software, the brand gener-
ated personalised recipes based on the products people bought
in 100 outlets of the country’s St Marche supermarkets. If a shop-
per put Hellmann’s in their basket, they received a customised till
receipt which doubled up as a recipe card. The recipe included
Hellmann’s mayonnaise along with other products they were pur-
chasing. In-store signage informed shoppers: ‘If there’s Hellmann’s
in your cart, there’s a surprise in your receipt.’ The campaign,
through Ogilvy, São Paulo, generated a 44% rise in sales within
a month. ‘We wanted to prove that Hellmann’s can be used daily
in basic consumption without asking people to change anything in
their shopping carts,’ Ogilvy account supervisor Daniela Glicen-
stajn told Contagious. Contagious 31.
www.hellmanns.com.br
Carvalho Hosken / The Social Home Tour
Visits to new-build homes can be tricky; it’s hard to imagine living
in a show-house because they feel so impersonal and generic. So
Rio-based estate agency Carvalho Hosken used Facebook content
to personalise display homes for potential buyers, helping them to
visualise themselves in the property. Via Artplan in Rio de Janeiro,
Carvalho Hosken decorated apartments with digital picture frames
containing personal photos from Facebook as potential buyers
looked around. They saw their favourite films playing on the TV,
also selected from their Facebook profiles, and heard their most-
loved tunes. While inside, they received an unexpected phone call
targeting them with a special offer. The social home tour helped to
convert 28% of visits into sales, a rate that was three times higher
than usual. Contagious 32.
www.carvalhohosken.com.br
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
48

Bank of America / BankAmeriDeals
In an initiative that is not only personalised, but frictionless too, Bank
of America launched a new deals service, BankAmeriDeals, which
gives customers targeted discounts and offers at the stores and
restaurants they regularly visit. Customers accept the offers they
want and typically receive a discount through their online banking
service. When they make a purchase in-store with a Bank of Amer-
ica debit or credit card, they don’t even need to hand over a cou-
pon: the cash is automatically refunded into their account the next
month. This eliminates the need for physical coupons or any addi-
tional interaction with individual retailers, as well as fulfilling Bank
of America’s objectives to increase account and card activity and
reinforce existing customer relationships. Contagious 30.
www.bankofamerica.com
Ones to Watch /
Where is personalisation headed? Ford ’s partnership with location-
aware alerts startup Roximity shows how collaboration is bringing
convenience: Ford drivers can now benefit from a personalised in-
car service which sends – via their dashboard’s telemetry system –
notifications of nearby deals that tally with their particular interests.
When better to serve deals than when you’re close, and mobile?
On that note, expect Google Now to gather momentum. The
search giant’s personal assistant incorporates data from your brows-
ing history, location and time of day to help you plan your life better.
Google Now might even suggest a gym visit in your lunch hour, or
an alternative commuter route to avoid a delay (Contagious 33).
Meanwhile, Google Field Trip offers an unprompted personalised
history lesson about the places around you via your smartphone.
However, you can moderate how much or how little it serves up, lim-
iting it to just restaurant reviews, for instance. This is pivotal to per-
sonalisation: the brands that allow the users to control how, when
and with what they are targeted will be 2013’s success stories.
beta.roximity.com
www.google.com/landing/now
tinyurl.com/Google-Field-Trip
Personalisation /
here’s to you
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
4949

While the loyalty scheme is in
demise, loyalty services are gaining
momentum. Forward-thinking
companies are using technology to
incorporate loyalty mechanics across
a wide range of brand touchpoints.
Traditionally tied to product transactions,
loyalty is now being mapped to experi-
ence and engagement. A number of
brands and apps are rewarding a range
of everyday activity, from watching TV
(Viggle) to sharing status updates (Nike).
With smartphone penetration skyrock-
eting, mobile is a key force behind this
unfettered approach to loyalty. Almost
a quarter of the top 100 brands in the
2012 Brand Keys Customer Loyalty
Engagement Index enable consumer
engagement via mobile.
bit.ly/brandkeys-index

The New L oyalty/
Services not
schemes
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
50

Shopkick /
Spurring a revolution in location-based loyalty, Shopkick rewards cus-
tomers simply for walking into a store. The mobile app, which has partnered
US retailers like Target and Macy’s, also tracks in-store activities, allowing
shoppers to accumulate points, called ‘kicks’, through actions like trying on
clothes. These can be exchanged for a wide variety of rewards such as gift
vouchers or meals.
A recent redesign based around Pinterest-inspired ‘lookbooks’ has
extended Shopkick’s functionality so people can now be rewarded for ‘pre-
shopping’ activity such as browsing products and saving items in which
they’re interested.
These new features have bolstered engagement levels. At current rates,
Shopkick will reach one billion product views within 12 weeks. The app
also reached one million verified monthly walk-ins to partner stores in Octo-
ber this year.
Shopkick has quickly become the third most-used shopping app after
eBay, Amazon and Groupon, according to Nielsen, and offers a compelling
shortcut for retailers keen to avoid the costs and hassle of developing their
own reward app.
www.shopkick.com
Starbucks / Passbook
One of the major stories to come out of the launch of Apple’s iOS 6 this
year (apart from its geographically-challenged Maps) is Passbook. The new
feature is a form of mobile wallet that stores everything from movie tickets
to loyalty cards. Geolocation means Passbook pulls up the relevant pass
at the appropriate place, taking much of the pain out of collecting points.
As mobile money develops, loyalty and payment mechanics are merging,
making loyalty more frictionless. While the iPhone 5 doesn’t incorporate
a payment mechanism like an NFC chip, Passbook can make payments
by proxy. Starbucks, for example, allows customers to store their digital
Starbucks card in Passbook, so they collect loyalty points and pay with
one scan of their phone. Notably, Starbucks customers can also pay via the
Square Wallet app, which also supports Starbucks’ loyalty program and
geo-fenced pop-ups (see Payment section).
While paying with Passbook is still in its early stages, it is likely that it will
soon become widespread. It is expected, for example, that Apple custom-
ers will soon be able to scan Passbook-enabled Apple Store gift cards.
www.apple.com/ios/whats-new
The new loyalty /
services not
schemes
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
51

Nike Hong Kong / Make it Count
Alongside mobile, social media is a key
driver of the new loyalty. Rethinking the idea
of loyalty schemes for the social web, Nike
launched a campaign earlier this year that
rewards people for engagement and social
amplification.
Created by Razorfish in Hong Kong as part
of the wider global Make it Count campaign,
amateur athletes can undertake a series of
missions on the Nike Hong Kong Facebook
page. However, users have to then share the
completed mission online using the #makeit-
count hashtag in order to accumulate points
that can later be exchanged for Nike prizes.
The initiative is an acknowledgement by Nike
that loyalty encompasses far more than purchase, and an astute use by the
brand of existing mechanisms for sharing and posting to reward loyal fans.
Social amplification is becoming an increasingly important variable in the
new loyalty, as brands and consumers become more acutely aware of its
value. Virgin America, for example, allows travellers to earn loyalty points
each time they post a status update or take a photo at a Virgin America
airport terminal or baggage claim via loyalty app Topguest.
www.nike.com.hk/local/makeitcount
www.topguest.com
Kiip /
The new loyalty encompasses a fresh approach to the idea of rewards. One
of the main players turning the idea of loyalty points on its head is mobile
app Kiip, which focuses on tying reward to moments of achievement.
Kiip was initially set up to offer real-world rewards for virtual achievements
in mobile games but is now significantly widening its focus. One of its most
successful campaigns to date has been with PepsiCo fitness water brand
Propel, which partnered with the platform in April to reward users who logged fitness achievements in apps such as MapMyRUN. According to figures released in October,
the campaign increased purchase intent by 51%. Kiip has also just introduced iPhone Passbook integration, so rewards coupons can now be sent directly to Passbook and redeemed in-store.
It seems that reaching out to consumers
during more meaningful moments pays off. According to Kiip, advertisers benefit from initial engagement rates of 18 to 22% for their rewards and a 50% engagement rate for users who have previously redeemed a reward.
Having raised $11m in Series B funding earlier this year, it’s likely that
Kiip will become more prolific in 2013. The company has said it will soon announce a major development that brings mobile rewards and physical redemption at point of sale systems closer than ever before.
www.kiip.me
Safeway / just for U
The new loyalty goes beyond one-size-fits all: a study by the CMO Council
suggests that 54% of people would defect from their loyalty programme if
it didn’t provide tailor-made, relevant offers.
With personalisation becoming a growing consumer demand, companies
are turning to technology to create more one-to-one relationships with cus-
tomers. US supermarket chain Safeway is one of the biggest retailers to be
doing this on a major scale, with the launch of a loyalty programme built on
personalised pricing; ‘just for U’ mines your shopping history and habits and
serves you tailored prices via a desktop and mobile app.
www.safeway.com
The new loyalty /
services not
schemes
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
52

Payment /
The Changing
Way W e Pay
With financial transactions
increasingly digital, cash is
no longer king.
Last year the conversations
about digital money revolved
around NFC (near-field
communication), due in part
to Google’s introduction of its
NFC-based Google Wallet
solution. But while NFC is
gaining pace, it is doing so more
slowly than initially expected.
However, other technology is
springing up and changing the
way we pay.
53
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF

Much of this change is driven by
smartphones. Mobile money is far from
being reliant on NFC, as the success
of Square demonstrates. The disrup-
tive startup has had a boost this year
following a $25m investment from
Starbucks. The Square Mobile Wallet
can now be used to pay at 7,000 Star-
bucks stores across the US. And just
this month it announced that it’s pro-
cessing $10bn in payments annually.
As people learn to pay via multiple
devices, they are also becoming
more open to new units of exchange,
ranging from in-game virtual currency
to social currency.
www.google.com/wallet
squareup.com
Wallaby /
Wallets bursting with multiple credit
cards have become emblematic of
our times. According to Experian’s
‘National Score Index’, 10% of Ameri-
cans have more than ten credit cards.
Having so many payment options
means consumers are rarely using
them in the most efficient way – a phe-
nomenon that Wallaby aims to coun-
teract through the creation of ‘one card
to rule them all.’ The service solves the
conundrum of which credit card to
use to maximise savings and points by
letting people add credit cards to a cen- tralised system. When paying online or in store, Wallaby automatically sifts through the users’ cards, and crunches which one should be used to maximise returns.
The way in which Wallaby helps consoli-
date and organise multiple payment offer- ings is analogous to Passbook (see Loyalty section). It points to a future where pay- ment and loyalty increasingly converge and become more frictionless.
www.walla.by
Barclays / Pingit
While banks tend to be known for making
life more complicated, Barclays in the UK
released an app in February that makes
transferring money incredibly simple. Pingit
lets users transfer up to £300 a day to
other people using just their mobile phone
number. The average order value of each
transaction is £70, higher than current
NFC mobile payment services, which are
usually capped at about £20.
Mobile banking has being growing expo-
nentially but this has largely come from
developing countries, where access to
formal financial services is lower than in the
West. Last year, for example, Visa aped the
success of mobile money transfer service
M-Pesa by introducing a mobile payment
service in Africa for people without bank
accounts.
Pingit has had an enthusiastic reception
in the UK, which could well set a prece- dent for future mobile banking offerings in this market. Within two days of the service launching, 20,000 users had signed up and it has now attracted more than 1.2 million downloads. Barclays claims that a signifi- cant amount of these are non-customers, with Pingit now helping Barclays to acquire more new customers than any of its other online acquisition tools.
www.barclays.co.uk/pingit
Barclaycard / PayBand
While Barclays’ Pingit works via a mobile
phone, Barclaycard has been developing
frictionless payment solutions in more unu-
sual contexts.
At this summer’s London Wireless music
festival, Barclaycard debuted PayBand,
an NFC-enabled wristband that allowed
festival-goers to make cashless payments.
People signed up for a free PayBand,
loaded it with up to £250 a day, then wore
it around the festival site, negating the need
to carry extra cash or cards. To pay for items
from stallholders users simply swiped the
band on a card payment system.
PayBand is an imaginative evolution of
Barclaycard PayTag, a credit card sticker
that, when stuck to a mobile handset, ena-
bles contactless payments. Both PayTag
and PayBand demonstrate that NFC isn’t
Payment / the
changing way
w e pay
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
Payment / T he
Changing W ay We
Pay
54

tied to smartphones, but can be used crea-
tively to solve pain points in the payment
process in a wide range of contexts. Fea-
tured in Contagious issue 32.
www.barclaycardpayband.com
Digital Currencies / Bitcoin
As people grow more open to new ways of
paying, we’re seeing a rise in the ubiquity
and legitimacy of virtual currencies. One of
the most prominent of these is Bitcoin: a
peer-to-peer digital currency that has been
called ‘potentially world-changing’ by emi-
nent cryptographers.
Bitcoin is not overseen by any central
banking authority; instead the network
regulates transactions and issuances. This
means it is highly anonymous, which has led
to it becoming something of an unofficial
currency of the underground economy. One
Carnegie Mellon study estimates that $2m
a month in Bitcoin drug sales take place on
the online marketplace Silk Road.
Despite its dodgy heritage, Bitcoin seems
slowly to be moving into the mainstream.
WordPress, which powers the blog plat-
form for the likes of the New York Times and
CNN, has just started to accept Bitcoins
and Reddit has suggested that it might
begin transacting in Bitcoins for subscrip-
tions to its premium Reddit Gold service.
The appeal of Bitcoins for these platforms is
that, unlike credit cards and PayPal, which
block payments from a number of countries, Bitcoin enables instant payments to anyone, from anywhere in the world.
Bitcoin may also become more estab-
lished via a physical presence. In August the company announced it was working on a BitInstant Paycard: a prepaid debit card that would let users spend their Bitcoins at any store that accepts MasterCard. The debit card is yet to materialise, but with vir- tual currencies becoming a larger part of the payment landscape it seems unlikely to be long before such a card, be it linked to Bitcoins or not, exists.
bitcoin.org
www.bitinstant.com
Google / Physical Wallet
As virtual currencies like Bitcoin look to gain
a real-world presence it also appears that
Google may be issuing a physical credit
card. The Google Wallet card, which would
look and operate like other credit cards, would act as a complement to the Google Wallet mobile payment system.
News about the Google Wallet leaked in
November and at the time of writing there are still few details available. The move can be seen, however, as Google trying to establish a stronger brand in the pay- ment space while NFC remains far from mainstream.
Last year the conversation around digital
money focused on the ‘digital.’ However, as we move towards a more fluid approach to payment, the landscape is increasingly being characterised by a digital/physical blur. Just as we no longer think of ‘digital media’ and simply think of ‘media’, ‘digital money’ will eventually become just ‘money.’
www.google.com/wallet
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
55
Payment / T he
Changing W ay We
Pay

Small B ut
Perfectly F ormed /
Little B rands,
Big T hinkers
Although many established compa-
nies strive to act like a startup, the
only genuine way to experience this
kind of nimble, rapid and adaptive
way of working is to actually launch
a new venture.
This section celebrates some of the
great thinkers and agile disruptors that
Contagious has featured this year.
One sector-agnostic trait that many of
the companies below have employed is
the subscription model, which relies on
cutting friction from more mundane pur-
chases, and providing a fantastic service
at a great price point.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
56

Another important shift is that social responsi-
bility is no longer just a bolt-on feature, but is
becoming part of the fabric of some of the best
new businesses. And people want to buy from
companies that care. This year’s Edelman’s
goodpurpose study of 8,000 consumers across
16 markets found that if price and quality is
equal, social purpose is the most important factor
determining people’s purchasing decisions.
Sir Richard’s /
US condom brand Sir Richard’s impressed us
this year by exemplifying the Contagious mantra
of ‘useful, relevant, entertaining’, combining
chemical-free contraceptives with a social-
impact mission, all brought to life through some
great marketing. The brand’s Vagina Rules
campaign, for example, featured an online film
of women explaining what they wouldn’t put
in their vaginas (‘Investment bankers, roadies,
street performers...’) to highlight the product’s
vegan-friendly and PETA-certified credentials.
The brand’s wider social mission takes the
form of Sir Richard’s donating a condom to a
developing country, such as Haiti, for every one
bought. However, the process isn’t quite as
functional as ‘buy one, give one’. The company
worked with Haitian artists and musicians to
create a stand-alone brand called KORE (a Hai-
tian slang term roughly translating as ‘I have your
back’) appropriate for that country. Speaking to
Contagious earlier in the year, Sir Richard’s MD,
Jim Moscou, told us how it allowed people to
‘use their product choice to create a positive impact on the world’.
The product went to market in 2010, securing
distribution across the US in 2011. It subse- quently launched in the UK during October 2012 and aims to expand into mainland Europe and Russia in the near future. Contagious 33.
www.sirrichards.com
Hiut Denim /
The South Wales-based denim company,
founded by David and Clare Hieatt, previously
of clothing brand howies, started crafting its
high-end, handmade jeans earlier this year, res-
urrecting the denim industry in Cardigan, Wales.
Every pair comes with a unique code known
as a HistoryTag. This allows owners to follow
the production of their jeans in the factory and
then build up a presence for the jeans online,
by tweeting or tagging images on Flickr and Ins-
tagram with their code, adding their own experi-
ences to the lifeline of the jeans. We all associate
certain songs, scents and objects with significant
life experiences and love how Hiut is enabling
people to attach their own memories to a phys-
ical product. Welcome to the internet of things.
Contagious 31.
hiutdenim.co.uk
SBPF / Little
Brands, B ig
Thinkers
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
57

Who Gives A Crap /
One of the most remarkable projects arising from
crowdfunding platform Indiegogo this year is Who
Gives A Crap, a subscription-based toilet paper brand
making a direct attempt to solve sanitation issues by
donating 50% of its profits to help build waste facili-
ties in the developing world. The company was first
established in late 2010 by social entrepreneur Simon
Griffiths, former Method designer Daniel Alexander
and strategist Jehan Ratnatunga.
Who Gives A Crap has successfully proven that a
commodity product like toilet paper does not need to
be dull and fluffy, or without a grander sense of pur-
pose. The company raised AU$66,548 (US$69,000)
in just 50 hours in July 2012, partially thanks to Grif-
fiths staging a ‘sit in’, live-streaming himself on the
toilet until the company hit its funding goal.
The organisation is currently taking pre-orders from
Australia and the US. Contagious 33.
whogivesacrap.org
Percolate /
How often have you been annoyed by bland and
generic posts on a brand’s social media pages along
the lines of ‘Like this funny cat video if you also like
cats’? Branded content has been one of the most
hotly discussed topics in ad land this year. Percolate, a
New York startup founded by former Barbarian Group
strategy director Noah Brier and former VP of pub-
lishing at Federated Media James Gross, has devel-
oped smart algorithms to help blue chip clients source
brand-relevant content, from interesting studies to
sector-specific news.
This then enables brands to use this content as the
basis for their messages across social media, helping them navigate the potentially tricky waters in a more relevant and meaningful way. Percolate received $1.5m in funding late last year and secured another $9m, in November. We’re looking forward to seeing what Percolate will get up to next, given that 90% of respondents to a content marketing survey by Econ- sultancy (October 2012) said that branded content will become increasingly important over the next 12 months. Contagious 33.
percolate.com
Dollar Shave Club /
Dollar Shave Club burst onto the subscription ser-
vices scene with a standout convenience service that
skilfully does away with the hassle and cost of buying
razors. Its witty launch video featuring charismatic co-
founder and improv comic Michael Dubin clocked up
more than seven million views while challenging the
big players in the male grooming market (‘Do you like
spending $20 a month on brand-name razors? Nine-
teen go to Roger Federer.’).
After receiving initial funding of $1.1m in March this
year, Dollar Shave Club secured an additional $9.8m
in November. Given the monthly subscription options
at $1, $6 or $9, this is a great vote of confidence for
the company and its founders Dubin and Mark Levine. Contagious 33.
www.dollarshaveclub.com
Raspberry Pi /
Raspberry Pi was cited as a ‘one to watch’ in the
technology section of 2011’s Most Contagious report
before its release. Since going on general sale in
February, the credit-card sized computer has been
stocked by major high street electronics retailers and
is expected to sell more than one million units by Feb-
ruary 2013. Founder Eben Upton’s Cambridge-based
organisation aimed to address a decline in uptake of
computer science classes in schools by developing
a programmable mini computer that could easily be
wiped and rebooted.
Since its launch the device has featured in hack days
from Scotland to SXSW, rebooting maker culture.
Raspberry Pi has been approached by hospitals and
museums; developing countries are hoping to benefit
from the device thanks to its low cost (between $25-
35) and ease of use. The registered charity reports that
some universities are providing their freshmen with a
Raspberry Pi whilst even seven-year-olds are using it
to program games themselves.
www.raspberrypi.org
SBPF / Little
Brands, B ig
Thinkers
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
58

Get Contagious’ thinking in your life next year for only £740
Offer ends on the 11 January 2013
Subscribe to Contagious Magazine before
11 January 2013 and enjoy a 25% discount
off the normal price of £985
Your subscription will include four issues of
the award-winning quarterly magazine, online
access to the Contagious Magazine archive and
access to our multi-platform app.
Contagious / Full of tomorrow
Visit www.contagiousmagazine.com/shop
to take advantage of this offer.

Most C ontagious A wards / 2012
Winners /
Most Contagious Purpose / Safaricom / Daktari 1525
Agency / Squad Digital, Nairobi
www.safaricom.co.ke
Most Contagious Technology / Google / Project Glass
plus.google.com/+projectglass/posts
Most Contagious Design / Heatherwick Studio / Olympic Cauldron
www.heatherwick.com
Most Contagious Retail / Audi City
Agencies / Razorfish, SapientNitro, Designit, RTT, Valtech
microsites.audi.com/audi-city/en/index.html
Most Contagious Story of the Year / Red Bull Stratos / Mission to the Edge of Space
Red Bull Media House, Riedel Communications, Wuppertal, Flightline Films, Las Vegas,
3G Communications, Glen Burnie
www.redbullstratos.com
Small But Perfectly Formed (Company Award) / Raspberry Pi Foundation
www.raspberrypi.org
Nominations
Purpose / Renault MOBILIZ, Safaricom Daktari 1525, Tata Docomo BloodLine Club
Technology / Baxter (Rethink Robotics), Google Project Glass, Leap Motion, Nike FuelBand, Ouya (Boxer8)
Design / ABSOLUT Unique, Cooled Conservatories (Wilkinson Eyre), Disney D-Tech Me,
Olympic Cauldron (Heatherwick Studio), Tesla S
Retail / Audi City, Magazine Você (Magazine Luiza), Topshop Unique, Neiman Marcus NM Service App
Small But Perfectly Formed / Dollar Shave Club, Hiut Denim, Raspberry Pi Foundation,
Sir Richard’s, Percolate, Who Gives a Crap
The Most Contagious awards are bestowed by Contagious.
The criteria are simple. They are awarded for ideas and innovations that the
Contagious editorial team have judged to be the world’s most contagious
ideas of the year in key business categories.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
60

61 61
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF

Published by Contagious Communications
Writers / Lucy Aitken, Sheelin Conlon, Katrina Dodd, Emily Hare, Patrick Jeffries, Alex
Jenkins, Arwa Mahdawi, Georgia Malden, Chloe Markowicz, Nick Parish, Gina Rembe,
Will Sansom, Dan Southern, Ed White
Editors / Emily Hare, Paul Kemp-Robertson, Georgia Malden
Research/Production / Sian Bateman, Laura Parsons
Design / Dean Dorat, Smita Mistry
Design concept / Art direction / Garvin Hirt, FLOK Design, www.flokdesign.com
Contagious Communications is a leading global news and intelligence authority
at the intersection of marketing and communications, consumer culture and technology.
Contagious / Dunstan House, 14a St Cross Street, London EC1N 8XA, UK
Contagious / 435 Hudson Street, 8th Floor, New York, NY 10014, USA
www.contagiousmagazine.com
www.mostcontagious.com
@contagious
No parts of this publication may be reproduced, copied or transmitted in any form or by any means
stored in any information storage or retrieval system without the publisher’s written permission.
Where source material has been reproduced the copyright remains the property of the copyright
owner and material may not be reproduced in any form whatsoever without the owner’s prior consent.
MOVEMENTs purpose service dataTechnology design social biz sharing amplified screens augmented retail personalise new loyalty paymentSBPF
62

www.mostcontagious.com

Most Contagious 2012

About This Presentation

Slide Content

Tags

Categories

Download

Quick Actions

Statistics

Related Slideshows

Most Contagious 2012

About This Presentation

Slide Content

Slide 2

Slide 3

Slide 4

Slide 5

Slide 6

Slide 7

Slide 8

Slide 9

Slide 10

Slide 11

Slide 12

Slide 13

Slide 14

Slide 15

Slide 16

Slide 17

Slide 18

Slide 19

Slide 20

Slide 21

Slide 22

Slide 23

Slide 24

Slide 25

Slide 26

Slide 27

Slide 28

Slide 29

Slide 30

Slide 31

Slide 32

Slide 33

Slide 34

Slide 35

Slide 36

Slide 37

Slide 38

Slide 39

Slide 40

Slide 41

Slide 42

Slide 43

Slide 44

Slide 45

Slide 46

Slide 47

Slide 48

Slide 49

Slide 50

Slide 51

Slide 52

Slide 53

Slide 54

Slide 55

Slide 56

Slide 57

Slide 58

Slide 59

Slide 60

Slide 61

Slide 62

Slide 63

Tags

Categories

Download

Quick Actions

Statistics

Related Slideshows

The Ins and Outs of Sports Sponsorship: What Characterizes the Best Deals and Activations

Commerce at the Limit - Marketecture - October 2025_v5.pptx

Marketing Environment and navigating changes

FAMILY_PLANNING_METHODS available for women

himani .8.pptx this is about marketing presentation that how marketing control works

GAT NEW.pptxfgjjkkkbhhhjjjjiiiuuuuuu8uy4rr