April 14th was not only a day where the warm spring wind was finally blowing in Copenhagen, but also a day where the new media wind was blew with full power. At the conference Den Store Medierevolution at the top of Berlingske's domicile in Pilestræde, leading Danish and international media personalities gave their view on what is hot and happening right now. A sold-out hall and a lively debate made it clear that the media world definitely has changes by now, and the interest in how it will develop is massive.
The screen is the scene
The 2010 consumer is not just sitting in front of the TV screen, but is operating just as much on the computer, the mobile phone and a brand new category of tablets. Therefore it was a returning subject at the conference how content is communicated on these screens. Both how TV operators are adjusting to the new media world with interactive TV-boxes, how the TV manufacturer are developing TV’s with direct and user-friendly Internet access, how online video clips are becoming clickable for users to interact with them and much, much more.
Big brands with big ideas
When the advertising medias are changing it is also necessary to rethink the way the advertising money is spent. Marketing Director in Carlsberg Group, Keld Strudahl, told about how they use the media venture Partofthegame.tv distribution the content of the site in many different channels, spreading it to the target group with the use of partners who are interested in the professional football content found at Partofthegame.tv. An innovative business model that has turned out to be a huge success for Carlsberg.
David Reti, Creative Director for Nike, told how they use Nike ID, Nike Football and Nike+, not just for selling shoes, but also for adding value to their consumers on many levels. They have, if any, managed to renew the media world and the way you act in advertising, and the audience at the conference was paying close attention to the legendary Nike cases presented at the impressive presentation.
Watch selected features from Den Store Medierevolution at www.brandzation.tv.
See you in 2011!