adobo magazine Digital Showcase 2012 by Sanserif, Inc.

20 12

Digital Showcase November-December Issue 42 Inside The digital Pinoy Clients expanding digital activities Mobile essentials The gaming report

adobo magazine 2012 Digital Showcase

Editor’s Note Digital is no longer a nice-to-have. It’s been a must-have for years now, well past the stage when it was a playground for the early adopter brands. After all, consumers have not only gravitated online but have gone mobile with media consumption, making it essential that brands do the same too. But as our Digital Showcase illustrates, the medium is unlike any that has come before it. It has an exceptionally expansive canvas – from search to social, from videos to gaming, from blogging to micro-blogging, from location-based to data-driven marketing, from PCs to mobile etc. And lest we forget, the digital space is not only remarkably fluid in spreading the word, but also in igniting a hailstorm of criticism on communication missteps. Just ask Kenneth Cole (news-jacking the Arab Spring for its spring sale), KFC Thailand (ditto for doing the same with a tsunami) or Belvedere Vodka (for posting an apparent pro-rape ad on its Facebook and Twitter feeds). There’s a fine line between edgy and offensive, a distinction that will serve brands well as they take bigger steps into the digital space. On that note, enjoy our showcase of digital creativity.

adobo Team President & Editor-in-Chief

Vice-President & Chief Operating Officer

Angel V. Guerrero

Janelle Barretto Squires

EDITORIAL

MARKETING

Consultant Editor

Sales & Marketing Head

Sharon Desker Shaw

Apple Esplana-Manansala

Associate Editor

Account Manager

Mikhail Lecaros

Jona Loren Atienza

Art Director

Mel Patrick Kasingsing

DESIGN

Multimedia Artist

Cover Illustration, Design, and Layout

Ricardo Malit Editorial Coordinator

Denise Galoyo

Armand Sazon Carmela Cawad OnMedia

adobo magazine

Telephone

Unit 203, Bldg 1, OPVI Center (Jannov Plaza) 2295 Pasong Tamo Extension, Makati City

(+632) 845.0218 (+632) 886.5351

Fax

(+632) 845.0217 www.adobomagazine.com For advertising, sales, subscription, editorial and general inquiries, please get in touch. editorial@adobomagazine.com sales@adobomagazine.com subscriptions@adobomagazine.com events@adobomagazine.com books@adobomagazine.com info@adobomagazine.com adobo Magazine is published bi-monthly by Sanserif Inc. © 2012 Sanserif Inc. All rights reserved.

No part of the magazine maybe reproduced or transmitted by any means without prior permission of the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors of omissions or any circumstance of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher and the editor. Advertisements are the sole responsibility of the advertisers.

adobo magazine 2012 Digital Showcase

Contents FEATURES The digital Pinoy Clients expanding activities

3 7

Proximity matters Mobile essentials Four trends to watch The opportunity is in 'search'

Chinese etymology The gaming report

DIGITAL MEDIA ABS-CBN adobo magazine Philippine Daily Inquirer

26 39 32

28 31 36

E-COMMERCE

Sulit.com.ph

DIGITAL CREATIVES BBDO Guerrero|Proximity Central Digital Lab Digital Spin ForthMedia Go Motion Productions Hot Air Balloon Media Contacts NuWorks Interactive OnMedia ThinkSumo Works of Heart Vitalstrats

6 8 13 14 15

DIGITAL MARKETING iProspect All Famous

16 17 18 19

DIGITAL LIFESTYLE

20 21 30

Power Mac Center

22 IFC

MOBILE

DIGITAL SUPPLIER Digify Thoughtbuzz

EGG Vdopia

46 48

._____.

The digital Pinoy

The average Juan cozies up to the digital lifestyle Infographic Camille Chua

Digital penetration is at an all-time high in the Philippines and with it comes new habits, attitudes and trends, influenced by living a digital lifestyle. We present studies from Aegis Media/Carat CCS, the Ipsos Media Atlas Summary, the Nielsen Consumer and Media View Report and the Cartoon Network New Generations 2012 study to paint the bigger picture of the digital Pinoy of today.

adobo magazine 2012 Digital Showcase

The digital life of Filipinos

adobo magazine 2012 Digital Showcase

B 01

About Us

Contact Details

Established in Manila in 1998, BBDO Guerrero | Proximity Philippines is one of the most internationally recognized creative and digital agencies in the Asia Pacific region.

11/F, Insular Life Building, Ayala Ave., Makati City 1226 Philippines

BBDO Guerrero | Proximity Philippines

Department of Tourism website FedEx 'No Drama Delivery' My Shelter Foundation 'Liter of Light'

01 02 03

Ranked among the top 100 agencies in the 'Gunn Report' it handles some of the most established and respected brands in the country, including Pepsico, Department of Tourism, J&J. FedEx, Fonterra and Emperador.

+632.892.0701 +632.892 7501

BBDO Guerrero | Proximity Philippines has been the most successful digital agency in the IMMAP Boomerang awards for an unprecedented 5 years running.

www.bbdoguerrero.com Ombet Traspe (Director of Marketing) ombet.traspe@bbdoguerrero.com

adobo magazine 2012 Digital Showcase

Scan to visit Company Website

Clients expanding digital activities The average Juan cozies up to the digital lifestyle Words Danielle Austria

the Vaseline Men XTERRA Off-Road Triathlon Global Championship in Maui, Hawaii.

Client Vaseline Men Project ‘Vaseline Men XTERRA’ Partners Media Contacts Philippines and Collab Manila The Work Vaseline Men used digital media to amplify its campaign, thus transcending the way men’s skin products are usually communicated in the local market. Media Contacts went hardcore with a campaign that supported the local triathlon community.

Seven of the country’s best triathletes participated in a three-day Tri-Outs Race, competing in seven grueling Warm-Up and Tri-Challenges (swim, bike, run) to prepare them to compete in Maui. Webisodes of each day at camp were uploaded to Vaseline XTERRA’s YouTube account, which also directed viewers to the official website (www.xterraphil.com) where they could cast their votes for the athletes of their choice. Media Contacts and Collab worked with a production team from Manilaman to film the scenes, using dynamic angles to convey the intense challenge.

Client Procter & Gamble Project ‘P&G Style Factor’ Partners Yahoo! Philippines and MediaCom The Work The FMCG giant set out to reach women where they were spending more time these days – online – with content they seek out, based on trending topics about celebrities, entertainment and fashion news. Style Factor, the branded content channel, launched on Yahoo! Philippines OMG! entertainment site in October (continued on page 10)

The campaign set out to find the strongest, fastest and best triathletes to represent the Philippines for the first time in the ultimate triathlon –

adobo magazine 2012 Digital Showcase

C 01

The digitally restored and remastered Filipino classic film, Himala directed by National Artist Ishmael Bernal. The digitally restored and remastered Filipino classic film, Oro Plata Mata directed by Peque Gallaga. 90’s TVC for Coca-Cola produced by McCann World Group, directed by Carlo Directo of Film Pabrika. 30’s TVC for Mitsubishi Motor Philippines produced by Beginnings Communications, Inc., directed by Sid Maderazo of 88storey Films. 30’s TVC for Smart Communications produced by DM9JaymeSyfu, directed by Mark Querubin of 88storey Films.

01 02 03 04 05

Scan to visit Company Website

Central Digital Lab, Inc. About Us

Contact Details

Central Digital Lab, Inc. was founded in 2011 by four industry leaders: Manet Dayrit, Rick Hawthorne, Sid Maderazo and Mark Querubin.

3/F Jupiter Center Building, #22 Jupiter St. Bel-air Village, Makati City 1209 Philippines

The company provides efficient, high quality, post production services for the Advertising and Film Industry such as: • Digital file conversion and management using the Clipster • 16mm and 35mm Film Scanning using the Millenium Film Scanner • Offline and Online Editing using FCP and Quantel EQ • Color grading using the Da Vinci Resolve • Motion Graphics, 2D and 3D Animation • Film Restoration • DCI Mastering or Digital Cinema Projection (DCP)

adobo magazine 2012 Digital Showcase

+632.822.2939 / +632.822.7981 +632.822.2521

www.facebook.com/CentralDigitalLab Sales & Marketing: FILM - Riza Cruz-Aguinaldo RTV - Yoy Acuña

to provide an immersive platform for five brands, Pantene, Olay, Downy, Ariel and Head & Shoulders. A nod to the ‘content is king’ and ‘distribution is queen’ maxim, Style Factor has a celebrity for the channel, updates content on a regular basis, is creating a series of 79 videos released at the rate of one a week, and uses rich media banner ads and P&G and its ambassadors’ social media sites to drive eyeballs to the channel. Videos range from deep integrated episodes where the product and messaging come to life through contextual storytelling to thematic integrated shows based on brand theme and messaging - but without the actual product - and editorial videos, which will be surrounded by brand advertising. “The episodes are very user - friendly and aimed at attracting quality audience via very timely beauty topics and celebrity trends. With the launch of Social Bar – Yahoo!’s social sharing feature, the stories get instantly shared by users on their Facebook page. All the other interactive features such as comments module, polls and photo galleries will be a part and parcel of the site,” said Arlene Amarante, Yahoo! country ambassador and sales director.

adobo magazine 2012 Digital Showcase

Client The Covenant Car Company Project ‘Chevrolet Colorado’ The Work Chevrolet drove marketing for the all-new Colorado to the internet, launching a Philippine-specific website (www.chevroletcolorado.com. ph), with dedicated Facebook and Twitter accounts to stay connected with customers 24/7. The effort responds to customers who increasingly research online for product news and reviews before making their decision in this high interest category. The site is more than an online brochure, created to deliver an engaging interaction while consumers learn about the Colorado. A dynamic 360-degree exterior view of the Colorado greets visitors at the

home page, with an easy navigation system to check out videos, photos, infographics and essential product details. Chevrolet also co-opted The Colorado Power-Up Series, a four-part feature on the Discovery Channel, for its YouTube channel. Power-Up provides a glimpse of the key features of Chevrolet's latest pickup truck. For a minute and a half, the host shows the viewers how the Colorado caters to the active, achiever and multi-tasking lifestyle of pickup enthusiasts. Digital graphic animations with witty illustrations keep every episode interesting, simple and relevant to the viewers.

Client SM Prime Holdings Project ‘SM iButterfly’ Agency Hot Air Balloon Digital Group The Work The Philippines has one of the highest mobile phone and fastest smartphone penetration rates in Asia. Research shows one in every three mobile phones sold in the country is a smartphone, hinting at a promising future for mobile advertising. With smartphones set to go mainstream, SM worked with its agency to organize the ‘iButterfly Hunt’, an app created by Dentsu Palette. The integrated marketing campaign had

shoppers flocking to SM supermalls over the summer to catch augmented reality (AR) butterflies with the app downloaded to Android and iOS smartphones, in exchange for discounts, purchases, add-ons and instant freebies. The app used a combination of three technologies: augmented reality,

location-based services and motion sensors for users to capture the butterflies with their phone cameras. At the time of this writing, there have been more than 60,000 downloads of the app and a 40 and 49% redemption rate for SM Department Store and SM Cinema coupons, respectively.

adobo magazine 2012 Digital Showcase

The Digital Showcase

D 01

01 02 03

Digital Spin

Scan to visit Company Website

Digital Spin website adspin Advertising Inc., website Ma単osa Properties website

About Us

Contact Details

Give us your product and we'll give it a fresh digital spin.

Penthouse, YL Holdings Building, 115 V.A. Rufino cor. Salcedo Sts., Legaspi Village, Makati City

Let's say you're selling purple penguin paperweights. We'll make yours the most searchoptimized paperweight this side of the web. We'll put those purple penguins in games, Facebook, viral videos, and even create on-the-ground ambient stunts with them. Want a flash mob of penguins? Call us. That's because when it comes to digital marketing, we go lightyears beyond the normal banner ads (which we can do if you really want one). Grounded by our ATL partner, adspin Advertising, we make your campaigns visible on and offline.

+632.894.1567 +632.403.8015

www.digitalspin.ph info@digitalspin.ph

Are you ready for a spin?

adobo magazine 2012 Digital Showcase

F 01

Seattle's Best Coffee Philippines: 'Me & My Traveling SBC' Facebook app. (Design, Production, Digital Marketing) Globe Annual Report : Augmented Reality. (Production) Chatime: iPad Menu. (Design, Production) Pond's White Beauty Naturals: Face to Face Facebook app. (Production) Philstar.com for iOS: iPhone/ iPad app. (Design, Production)

01 02 03 04 05

Scan to visit Company Website

ForthMedia About Us

Contact Details

We're a team of young, creative, and passionate individuals specializing in digital marketing, design, and production.

16/F Burgundy Corporate Tower, 252 Sen. Gil Puyat Ave., Makati City

We've worked with the top brands and top agencies in the country to deliver cutting-edge projects for the web, social media, and mobile. The services offered by ForthMedia include conceptualization, design and development of websites, Facebook apps, iPhone/iPad apps, and Augmented Reality.

+632.856.6428 +632.403.1797

www.forthmedia.net inquire@forthmedia.net

adobo magazine 2012 Digital Showcase

G 01

01 02 03 04 05

SM Accessories Authority Campaign L'OrĂŠal Brandstorm 2012 BPI Road to Pera Vistaland Pontevia GlaxoSmithKline Project Puff

Scan to visit Company Website

Go Motion Productions

About Us

Contact Details

Excellence is an attitude.

Penthouse, One Madrinan Suites, 1 Scout Madrinan St., cor. Mother Ignacia Ave., Quezon City

Lucky for us, excellence is an attitude we've found. Plain and simple, we make great motion pictures. If you can imagine it, we'll put all strings to create it for you. We are outliers - always in motion, always progressive. Just think of us the storybook-makers to the stories you have to tell. Our motion pictures look fresh and will work for your audience, your message, and your budget. Our maxim is "progression with direction."

+632.387.6504 / +632.975.7585 +63917.622.0418

We are Go Motion and this is the way to go. go.motion.ph hello@gomotion.ph

adobo magazine 2012 Digital Showcase

M 01

02 03 04

Nescafé creates meaningful branded content, by creating a destination for conversations with three of the most important OPM acts today with Nescafé Red Mug Sessions. Local courier LBC ranks 3rd WORLDWIDE as most responsive brand on social media – setting the standard for consumer care experience online. Close Up Philippines’ Moving Closer campaign trends globally – quite an experience for an oral care brand! The Sooo Pinoy campaign fed people love for all things Filipino, which got Filipinos craving for more local cuisine and exploring the country with a more patriotic palette. Vaseline sets a standard and an example of how brand experiences can be enjoyed online and offline.

Scan to visit Company Website

Media Contacts Inspiring Filipino Food

About Us

Contact Details

We know that digital communications is not just about fan pages, banner ads, wall posts or websites. It’s all about experience destinations, and how and why people explore these worlds. We believe that the more people experience a brand online, the more meaningful it becomes to them. We open the channels for digital exploration and let the people experience brands in ways they never thought possible. We are Media Contacts Philippines, the back-to-back Araw Media Agency of the Year, and we look forward to creating experience destinations with you.

Penthouse, Executive Building, 369 Sen. Gil Puyat Ave., Makati City

+632.894.4866 +63917.564.5656

www.youdontknowdigitallikewedo.com kaye.enriquez@mediacontactsph.com

adobo magazine 2012 Digital Showcase

N 01

SM Men’s Fashion Show: Hardware-software integration for real-time motion detection and reaction. Purefoods ‘Shop for Mommy’ : Grocery shopping-themed advergame integrated on the Facebook platform. Nido 3+ ‘Yes to a Healthy Tummy’ : iPad app that visually educates mothers on the benefits of Nido 3+. Nido ‘A Million Thanks Mom’ : Online (Facebook) to offline (digital billboard) integration. Crunch Facebook Fanpage: Hit 50,000 fans in 1.5 months via social media management and media placement.

01 02 03 04 05

Scan to visit Company Website

NuWorks Interactive Labs, Inc. About Us

Contact Details

We are the premier innovation-led digital agency that excels in creative technologies. We build engaging brand content environments and develop brand equity.

Unit 401 Amberland Plaza, Julia Vargas Ave., Ortigas Center, Pasig City

We challenge the very essence of innovation by translating digital platforms and online environments to real-world experiences. We fearlessly build digital realities by conceptualizing and executing state-of-the-art campaigns across online, mobile and tabletbased platforms. We go beyond achieving our partners' goals.

adobo magazine 2012 Digital Showcase

+632.470.5802

www.nuworks.ph www.twitter.com/nuworks Jeffrey James R. Saez (Managing Director) jeff.saez@nuworks.ph

O 01

01 02 03 04 05

The people behind creative solutions done by OnMedia Sulit.com.ph TVC - OnMedia led the creatives for the Sulit.com.ph 'Ano hanap mo?' campaign Screen grabs from various institutional AVPs for Ateneo de Manila University Shots from the Digital Documentation of the Philippine World Heritage Sites in partnership with UNACOM and CICT Content Marketing Videos for BlackBerry Pilipinas in partnership with Eon, Inc.

Scan to visit Company Website

OnMedia Creative Solutions, Inc.

About Us

Contact Details

OnMedia Creative Solutions, Inc. is a production house and an advertising agency. We offer creative services and consultancy to address communication, marketing, and branding needs.

Unit 524 Elizabeth Hall Building, Katipunan Ave, Quezon City, Metro Manila, Philippines

We have collaborated with companies such as Ateneo, EON, FOCI, GSIS, MediaCom, Meralco, Pfizer, Snapworx Digital, and Sulit.com.ph.

+632.929.7356 +632.501.2426

With a team of dynamic, smart, hardworking, and passionate individuals, advised by brilliant industry mentors, OnMedia is sure to produce excellent, precise and memorable work. www.onmedia.ph Christian Doroin (Marketing Director) cdoroin@onmedia.ph

adobo magazine 2012 Digital Showcase

T 01

Think Sumo Services: Websites, Systems, and Mobile Team Sumo brushes up for their first group photo. Imagine all the geeky stuff that happens in this humble work space.

01 02 03

About Us

Contact Details

ThinkSumo is a Quezon City-based creative digital company that delivers competitive, creative, and professional technical solutions that satisfy the needs of both our clients and their digitally-knowledgeable consumers. We make strategic use of available and up-to-date digital platforms or devices in constructing software solutions to help our clients communicate their ideas online. We design and develop websites, mobile sites, web systems, Facebook apps, and mobile apps for iOS and Android.

Unit 524 Elizabeth Hall Building, Katipunan Ave, Quezon City

+632.501.2426

ThinkSumoâ&#x20AC;&#x2122;s commitment and professionalism create exceptional digital experiences for all. www.sumofy.me info@sumofy.me

adobo magazine 2012 Digital Showcase

ThinkSumo Creative Media, Inc.

Scan to visit Company Website

W 01

01 02 03 04 05

Works of Heart Official Website Homepage Art Workshop Collaboration with Unilab Foundation Kaya Natin Official Website YSDA Identity and Branding Philippine SONA 2012 Infographic

Scan to visit Company Website

Works of Heart

About Us

Contact Details

Works of Heart is a youth-led social design enterprise and movement that believes in art and design for social change.

Metro Manila, Philippines

We have three goals. Our first goal is to create effective and affordable design with innovative ideas twinned with a heart and passion for social change to catapult mission-based organizations initiatives forward, thus, allowing them to create bigger impacts in society. The people we work with range from NGO's, social enterprises to companies big and small. Our second goal is to spread art in communities and have it truly values in our country. And the last one is to help the country in its most pressing issues through social design.

+63917.726.4521

www.worksofheartph.com contactus@worksofheartph.com www.facebook.com/worksofheartph www.twitter.com/worksofheartph

adobo magazine 2012 Digital Showcase

D 01

Flip the switch and explore limitless possibilities at the Digify website.

About Us

Contact Details

Digify is a TechnoCreative Lab that specializes in end-to-end solutions for standalone digital and integrated marketing campaigns. It seeks to complement the brand-building capabilities of advertising agencies and direct clients.

12/F GMA Network Center, EDSA, Quezon CityÂ

With over a decade of experience in all forms of media, Digify can boast of having the most cross-trained team of digital specialists. Its merry band of TechnoCreatives is entrenched in both traditional and new, with a solid grounding in Technology, Creatives, Strategy and Metrics.

+632.857.4627 +632.928.4553

adobo magazine 2012 Digital Showcase

www.digify.com.ph www.facebook.com/digify

Digify, Inc.

Scan to visit Company Website

Proximity matters

Location-based marketing poised to go mainstream Illustration Camille Chua

Location-based services (LBS) have emerged as the function mobile users worldwide are most interested in, according to research company TNS. Its ‘Mobile Life’ study found 19% of the world’s six billion mobile subscribers were already using LBS, while 62% aspired to do so in the future, driven by more than just a desire to navigate via maps and GPS on their handheld devices. Mobile users were interested in using LBS in other ways – being able to check-in places through social platforms such as Foursquare or finding restaurants and entertainment venues. Some 13% of mobile users worldwide were using LBS to check in places, up 50% from 2011, according to TNS. More than a quarter (26%) used LBS to find restaurants and entertainment venues, 22% to find friends nearby, 19% to check public transportation schedules and 8% to book a taxi. The study found an upside for marketers: One in eight shared their location in exchange for a deal or special offer. A third of non-LBS users who get some type of mobile

adobo magazine 2012 Digital Showcase

vouchers were receptive to the prospect receiving deals when near a store they liked. One in five (21%) mobile users said they found mobile advertising interesting if it offered

them a deal near their current location. In the Philippines, LBS accounts for under 2% of activities conducted on

local handsets, according to Nielsen’s latest Consumer and Media Report. Filipinos tended to use their phones more for social networking (32%) and SMS (93%).

29%, which is less than half Indonesia’s, though this could change shortly as the country happens to be the fastest growing smartphone market in Southeast Asia.

A still-low smartphone penetration rate and the lack of pricing innovations among telcos for mobile broadband products may have limited LBS’ growth.

“Marketers in the Philippines are still in the early stages of mobile marketing. The test and learn mode,” notes Arthur Policarpio, the Asia CEO of Mobext. “Despite the rapid growth of smartphones in the country – 400%plus growth in Q1 2012 versus 2011 – marketers are still not fully capitalizing on its potential for marketing.

As of March 2012, the Philippines had a smartphone penetration rate of

“I do expect investment in locationbased services to accelerate in the new future, given its potential for driving consumers to the store.” Mobext has conducted small-scale location marketing campaigns, using an opt-in database to distribute locationspecific SMS coupons, which could be redeemed in nearby supermarkets. It worked with two separate restaurants in creating ‘blue zone’ hot spots. Diners were invited to turn on their phones’ Bluetooth function to receive discount coupons in a bid to drive up repeat visits. The initiative yielded a 74% acceptance rate for one and 52% for the second. One mobile marketing effort launched for SM Supermalls this year spoke volumes of smartphone use, including LBS update, inching towards mainstream use.

promotion campaign that ran in eight SM Supermalls. The malls were filled with virtual butterflies, representing discounts, purchase add-ons and instant freebies from partner advertisers. Consumers had to download the ‘iButterfly’ app on their Android and iOS devices to catch virtual butterflies on their smartphone camera to redeem the coupons. “(There’s the) augmented reality, which uses the camera of the smartphone; location-based services to pinpoint the location of the user; and it also uses the motion sensor built into the smartphone to add an extra layer of engagement,” said TJ Parpan, the agency CEO. Policarpio said success in this space hinged on two factors: “The quality of the targeting – the more granular the targeting, the better”, ie the closer the point of redemption to consumers’ current location, the higher the redemption – and the quality of the offer.” Current low adoption rates suggest the time for affordable experimentation with LBS is now. Early birds will have the opportunity to get out in front of competitors in generating foot traffic and new leads while getting consumers comfortable with sharing their location.

Hot Air Balloon’s ‘iButterfly’ campaign was a multi-brand online

adobo magazine 2012 Digital Showcase

Mobile Essentials

Underground Logic’s Aids Tecson shares his essential Android apps.

adobo takes a look at the phones of industry practitioners who can’t live without them. 1

1. Airdroid - “I use this app to quickly transfer files from any PC or Mac to and from my Android device. ”

Ogilvy Shanghai’s Dirk Eschenbacher shares his essential iPhone apps.

2. Google Goggles - “It's a fun app wherein you can take a photo of a product, font, landmark and it will do an image based search on Google. Very nifty.” 3

3. Tubemate - This app allows you to download youtube videos onto your device, from standard def all the way to HD.

1. Beijing Air Quality App - “A Twitter stream from the American Embassy in Beijing. It shows the current PM2.5 pollution levels.”

4. Endomondo Pro - “I use this app when I ride my bike to track my path, speed and other stats.”

2. AccuWeather - “To check when the wind will kick in and blow the smog out of the city.”

5. Plume Twitter Client - A better Twitter client which allows the user to color code the tweets from different contacts.

3. Google Translate - “To go through long emails and text messages in Chinese (my Chinese is not good enough for this).”

6. Speedtest - Allows you to test the current speed of the wi-fi or 3G connection.

4, 5, 6. WeChat, Weibo and Instagram - “For all my Social media needs (facebook is blocked and needs a VPN to access from China, i do that only on my laptop).”

7. Camscanner - Allows you to take photos of documents, enhances them and turns thems into PDFs

7. Reeder - “My Google reader app.”

8. DSLR Controller - “By far one of the best apps I have. This allows me to connect my phone to my DSLR camera via a USB cable and fully control my camera from my phone.”

8. TripAdvisor - A fun way to plan vacations. 9. Omaha Steak App HD - “I like to grill, and I like steak. I use this for different recipes and also has a built-in timer for grilling.”

9. Photosynth - “It is awesome to shoot amazing panoramas.”

10. YiHaoDian - “We designed an app where you can walk through AR supermarkets with your phone and pick up discounted products.”

10. Mixology - “I also like to drink, and this gives me a quick reference to different cocktails.”

The Digital Showcase

IND US T R Y COLU M N

Four trends to watch By Leigh Reyes, president and chief creative officer, Lowe Philippines

Big data Universal Analytics, Pinterest, HTML 5 versus native apps, multiscreen lives – 2012 wasn’t the end of the world, by a long shot. Every trend analyst has a favorite bet for 2013. Here are four:

Digital detox Today’s digital influentials already question the need for constant connection. In Digital Vertigo, Andrew Keen argues the need for privacy and solitude in a world where hypervisibility feeds social status. There’s a reason why one of iOS 6’s most-touted features was ‘Do Not Disturb’. Marketers can help people who are beginning to feel harassed and stressed by the constant pinging

that goes on in their lives. Instead of more choice, offer less. Offer offline experiences. Reward people for disconnecting. Eaveshopping Eavesdropping + shopping = eaveshopping. The rise of visual social networks such as Pinterest and Instagram means we now have the ability to window-shop not just online stores, but each other’s wish lists and wardrobes. We pin what we want to buy. When we’ve bought it, we document it on Instagram. We see what other people pin, we follow an interesting hashtag like #armparty and, before we know it, we’re buying leggings printed with glowing jellyfish. When we tire of the leggings, we can open Poshmark and sell it, and, other items from our closet, directly to other shoppers as we’re peeking into their closet. Pro tip: Even the most basic product shot must now be pin-worthy.

Brand integrity: improvisation, multiplication, evolution What does brand equity really mean when you’re only as good as your last tweet? Being perfectly in the moment is tough for a brand, especially when there are three layers of approval before a status update can go out. Improvisation is necessary. A single piece of content or communication replicated across different channels doesn’t serve its original purpose of ‘single take-out’ because attention will only become more fragmented, not less. Having brand communities mean brands now evolve in front of people, not just inside a marketing conference room.

My talk: http://www.slideshare.net/ leighpod/eaveshopping

My talk: http://www.slideshare.net/ leighpod/redefining-integration

(continued on pg 35) adobo magazine 2012 Digital Showcase

I 01

“President Aquino & VP Binay together with PDI Chair Marixi Prieto and PDI President Sandy Prieto-Romualdez during the Silver Anniversary celebration of Inquirer and the launch of the book, ‘From Ninoy to Noynoy’.” “The multi-awarded Inquirer Read-Along sessions that develop the passion of reading among the young. One of its highlights is the presence of celebrity readers who selflessly share their talent and time to be role models. This session features celebrity couple Suzi and Paolo Abrera as readers.” “Inquirer employees lend a helping hand to calamity victims such as typhoon Ondoy through the Inquirer Relief Drive.” “Give something that will last forever. Develop the habit of reading. It will be the most precious legacy to the future generation – the gift of knowledge.” “Inquirer goes multi-platform through its digital edition. Read more than 60 Inquirer Group titles with your gadget anytime, anywhere.”

03 04 05

Scan to visit Company Website

Philippine Daily Inquirer About Us

Contact Details

The Philippine Daily Inquirer was born during the last days of the Marcos regime. Its maiden issue, published on 9 December 1985 sold merely 30,000 copies. Today, the Inquirer dominates all other newspapers in readership and in virtually every socioeconomic class in the Philippines and its circulation continues to grow at a rate higher than the industry’s. Its trademark balanced news, fearless views and style of reporting has won Inquirer over 200 journalistic awards, more than any other newspaper in the history of Philippine journalism. The Inquirer is arguably the most influential news organisation in the country and continues to be the benchmark among news media groups around the country.

1098 Chino Roces Ave., cor. Yague and Mascardo Sts., Makati City 1204 Philippines

adobo magazine 2012 Digital Showcase

+632.897.8808 (Connecting All Departments)

www.inquirer.net / www.inquirer.com.ph feedback@inquirer.com.ph ww.twitter.com/inquirer.net

The hottest news in the coolest way

Get

NEWSPAPERS, MAGAZINES, eBOOKS & a NEW INQUIRER TAB for only Php33/day (thru BPI Credit)

• 7” IPS LCD capacitive touchscreen • Android Ice Cream Sandwich 4.0 • Dual-core 1.2 GHz Qualcomm processor • 5MP autofocus rear facing camera w/ HD video recording capabilities • HSPA+ 14.4 Mbps, WiFI 11b/g/n • Flash 10.3 • HDMI port • Phone call and SMS

(02) 249 4306 eMail inquirerdigital@inquirer.com.ph Visit www.inquirer.net/inquirertab

Call

S 01

Sulit.com.ph founders RJ and Arianne David with Ringo Perreras, the grand winner of the 2012 Honda City. Sulit.com.ph gave away an iPhone 5 during the "Ano Hanap ni Lourd?" segment hosted by the brand ambassador himself. One of the Sulit briefcases contained an iPad Mini for the winner of the "Hanap. Usap. Deal." game. www.sulitcars.com www.sulitrealestate.com

01 02 03 04 05

Scan to visit Company Website

Sulit.com.ph About Us

Contact Details

Sulit.com.ph is undeniably the choice of netizens when it comes to buying and selling online. With pageviews reaching over 200 million a month, it has become the best-value advertising platform for budding entrepreneurs who are looking to promote their business to a wide audience.

40/F Unionbank Plaza, Meralco Avenue cor. Onyx and Sapphire Roads, Ortigas Center, Pasig City

More than that, Sulit.com.ph is an online buyerâ&#x20AC;&#x2122;s haven as it hosts more than 1 million active ads at any given time, making it the most easily accessible market place for almost anything you need. Pinakamadali, pinakamabilis, pinakamaraming pagpipiliang listahan sa internet, anuman ang hanap mo.

adobo magazine 2012 Digital Showcase

+632.477.8548 +632.470.1876

www.sulit.com.ph advertise@sulit.com.ph support@sulit.com.ph www.facebook.com/sulit.com.ph www.twitter.com/sulit www.youtube.com/sulitizen

Are we mobile yet? Don’t ask. Just do. One important area to watch: mHealth. As the first mobile generation ages, health and wellness have become a primary concern. And developments in the mobile sector point to just that. AT&T’s recent giant venture into mobile health is only one example.

Leigh Reyes Up-Close This has been described as the age of flux – what skills should people master if they want to grow in this industry? Don’t just think, build. Learn to code. Even just a little. That’s what Codecademy’s (Picture 01) for.

dette Jiwa; Wait: The Art and Science of Delay, by Frank Partnoy; Thinking, Fast and Slow, by Daniel Kahneman; Changing the World Is the Only Fit Work For a Grown Man, by Steve Harrison. 03

What do you look for when hiring creative talent to meet demand for innovative digital communications? Proof of curiosity and experimentation. Are you finding talent that matches your requirements readily in the market? No. Call me maybe?

Technology has forced disruption – what advice would you give clients struggling to figure out what to do next? Attend one forward-thinking conference to get inspired, like SXSW, TechCrunch Disrupt (Picture 02) or Ad:tech. What materials are you reading to stay abreast of the disruption and flux inherent in doing business today? Digital Vertigo by Andrew Keen; Make Your Idea Matter (Picture 03), by Berna-

@LeighFollows @thinkwithgoogle @insightlabs @thenextweb @tnwdesign @rww @techcrunch @lowecounsel

adobo magazine 2012 Digital Showcase

INDUSTRY C OLU MN

The opportunity is in ‘search’ Search is a touchpoint with strong influence for all ages By Venus Navalta, chairman, ZenithOptimedia Philippines Visuals Mikhail Plata Photo ZenithOptimedia

To date, digital has received the siloed treatment in this market. Added to the back end of ATL campaigns with a simple URL mention, it has delivered only a fraction of its potential. A brand’s digital assets (websites, social media pages, microsites, etc.) are of little use if no traffic goes there. This is where integration comes into play. Offline campaigns have the ability to drive massive amounts of traffic toward those properties if digital is inherently woven into the framework. As a result, the brand gains in exposure, engagement or even conversion (depending on campaign parameters) with a minimal additional investment. Part of the exercise involves identifying the touchpoints that will deliver the best returns based on the level of

influence each yields – which changes from age to age. Looking at Touchpoints ROI Tracker’s global norms, search as a touchpoint has strong influence across all age groups and even increases in influence among older people. Because the first reflex of consumers nowadays is to Google what catches their interest, search ought to be part of any online or offline campaign. So consumers can be channeled toward the proper digital assets to continue their brand experience. Beyond this campaign backbone function, search can also fulfill a number of specialist tasks – the most known is conversion (a primary focus in categories like travel and finance) but others include the use of search to optimize the performance of display buys. And given that Filipinos are the most active searchers in Southeast Asia, search should be at the top of every marketer’s list – to be on the look out for consumers looking them up and those checking out the competition. Happy (opportunity) hunting!

Navalta on search What has held the Philippines back from exploiting search marketing? Lack of credible data to measure its success: Usually it’s the small and medium size entrepreneurs who use search directly with their limited budgets, providing little evidence on

adobo magazine 2012 Digital Showcase

and with location-based marketing becoming available soon, more opportunities will be available to the brave and adventurous brands. Content using multimedia sites (like YouTube) and search offer large potential in terms of overall reach in the Philippines. And for the youth, online games and IM should also be considered, given their local prevalence.

Navalta... Limited search knowledge hampers use of search

its outcome. With the exception of cellular service providers, the traditional search marketers (e.g. online retailers, travel-related businesses and financial institutions) are under-represented in this market. Wrong benchmarking of success metrics: Search metrics which are performance-based like cost-per-click or per membership or per sale are compared with traditional media metrics such as cost per reach, often at the disadvantage of search. Limited search knowledge of agency planners: Thus conveniently omitted in their recommendations.

When do you expect search to become a bigger part of the marketing mix? Possibly in the next 12-18 months, driven by the entrance of online retailers like Zalora and Lazada, the uptake of digital among all marketers (even the more conservative ones) and the new usage of search data in display advertising. Besides social, what digital platforms should marketers be looking at given the current state of digital use in the Philippines? Based on our Touchpoint studies conducted in 2012, Filipinos are more influenced by mobile phones and viral videos aside from social. As people start switching to smartphones

Are client marketing organizations currently structured appropriately to maximize digital communications? Most clients still treat digital as an ad-hoc activity and usage is at a ‘test and learn’ stage. In the near future, we expect digital marketing to become a base skill of clients’ brand and media managers. How should client organizations be structured to maximize their digital marketing investment? Progressive clients are now structuring their marketing organizations to include a digital team and putting in place processes to make the collaboration among the different parties easier. The whole marketing team now has better visibility of the total picture. Digital’s role and the corresponding budget are also integrated right at the start of the communication plan creation, no longer in silos where activities are isolated and budgets are prescribed as a percentage rather than per a brand’s need.

adobo magazine 2012 Digital Showcase

IN D USTR Y C OLU MN

Engagement and crisis lessons from Chinese etymology Christel Quek, global social marketing manager, Havas Media Ortega Illustration supplied by writer

Illustration The etymology of which illustrates an acrobat doing a backflip and how ” has evolved throughout history is the Mandarin translation of social media, with the literal meanings of “社会” being “society” and as “media”. But there is an extra character, , which is attached to “ ”, or society. “ ” refers to influencing and facilitating transformation. Interestingly, whether intended or not, the extra word of “ does underscore the transformation we have seen – such as the shift in power from brands to people; from institutions to the social swarm. People are influencing, transforming, and shaping media. It also highlights

the need for brands to transform their own thinking to stay relevant and excel in this socially charged ecosystem. Transform your communication into a dialogue. Today’s business of business across social media platforms is all about engagement. It’s not about one-way communication, but about igniting meaningful two-way dialogue. Transform your engagement through a social brand story. Stop blasting excessive promotions at consumers. The onus is to write a social brand story where meaningful social content and dialogue can spring from. So, transform your content strategy. Don’t just gun for content consumption when you can think about how your content can be shared. Meaningful engagement inspires emotions and provokes reactions. A good social brand story is an ecosystem of listen-

ing and constructive iterations. Listen to create value-added content with your consumer. More importantly, you have to be Relevant, Consistent, and Clear to be Contagious. At Havas Media Ortega, for instance, we work with Unilever’s Close-Up brand on Facebook. By crafting relevant content and listening to our communities, we strive to articulate a consistent social brand story, which consumers can identify with. Our results have been encouraging -- our fanbase has increased from 33,956 in Q3 2011 to 403,849 in Q3 2012. More importantly, we effectively increased our engaged users (taken across 28 days) by over 500% this Q3, from 11,155 to 55,092. We are in a business of trust and we need to earn it meaningfully through consistent engagement with our communities. Ultimately, a social brand story (continued on pg 40)

adobo magazine 2012 Digital Showcase

A 01

01 02 03

abobo magazine

Scan to visit Company Website

The adobo magazine website The adobo e-blast, a thrice-weekly newsletter For your daily dose of advertising news: The adobo text blast

About Us

Contact Details

Since its inception, adobo magazine has been blazing the trail in digital publishing and industry events coverage with its multiple-award winning online presence, bagging numerous commendations and awards, including the 2010 Philippine Quill Award for Communication Skills in the Digital and Electronic Category and award for the Most Effective Digital Platform at the 2010 Asian Publishing Awards.

Unit 203, Bldg 1, OPVI Center (Jannov Plaza) 2295 Pasong Tamo Extension, Makati City

+632 845.0218 / +632 886.5351 +632 845.0217

In print, adobo magazine brings the cutting edge to its growing 80,000-strong international readership with adoboReality, a proprietary augmented reality experience that lets users bring the magazine to life like never before, and QR code-enhanced showcases and features. All of these are in tandem with adobo's existing integrated digital platform, which includes a thrice-weekly e-newsletter sent out to 40,000 subscribers, daily sms blasts for local subscribers, and official website www.adobomagazine.com.

www.adobomagazine.com info@adobomagazine.com sales@adobomagazine.com editorial@adobomagazine.com

adobo magazine 2012 Digital Showcase

The Old Spice Man... campaign made the classic brand relevant again

Quek... stop thinking of captivity

(continued from pg 38) appeals to the emotional, removes the fear, and builds trust. What do most brands fail to understand about the digital audience? Most brands make the mistake of identifying digital consumers as ‘captive’ audiences across digital channels. Stop thinking of captivity. Think of mobility and liquidity, because these values are at the core of digital behaviour. The digital content ecosystem needs to embrace consistency, relevance, and resonate to allow content to be truly social, and be shared by the digital consumer. What should marketers do to diffuse social media missteps when they occur? As a brand, don’t position yourself on a pedestal and prolong the misstep by talking ‘down’ to the consumer. Listen. When you listen, you’re demonstrating your brand’s

adobo magazine 2012 Digital Showcase

willingness to admit that its not perfect and its looking at shaping a social brand experience together with the consumer. When social media missteps occur, it always is an opportunity for marketers to listen, gather feedback and use this to implement constructive iterations for social content and brand messaging on social media platforms. Technology has forced disruption – what advice would you give clients struggling to figure out what to do next? Disruption always carries a negative connotation, but I can see innovation getting borne out of disruptive thinking. You can choose to complain about the wind, or simply adjust your sails because you know you can’t force the wind to bend to your will. Don’t shy away from technology – embrace what the wind can

bring as a force of change. It’s more important to be adaptable; to re-look at how you can improve both internal and outward communications, be people-centric, and take small steps in becoming a truly social business. What makes a good social brand story? We often think that our brands need to be on social media platforms to go “viral”. Truth is, thanks to the power of mobility, the social consumer can also tweet/ post on Facebook about cool offline content! One of the most well-known social media case studies of all time, Old Spice, supported its campaign through massive TV media buys during the Super Bowl. Consumers tweeted about it and then went online to search for the Old Spice Guy. The rest, as they say, is history. Be relevant, be consistent, and your social brand story will be contagious.

I 01

Global Overview

Top 5 Industries†

As a percentage of global spending

As a percentage of EMEA spending

As a percentage of APAC spending

As a percentage of North America spending

iProspect is the global digital performance agency with a proven track record of driving measurable business results by creating customized digital marketing programs.

CONSUMER ELECTRONICS 24%

TRAVEL

CONSUMER ELECTRONICS 17

RETAIL

FINANCE

TRAVEL

FINANCE

RETAIL 28%

Snapshot

TRAVEL

RET

TRAVEL & TOURISM 10

ENT 7

CONSUMER ELECTRONICS 10

HEALTH & PHARMACEUTICAL 8

FM 7

FMCG

FINANCE 7

FIN 6

AUTO

FMCG 8

TELECOM

45% FMCG 10

FINANCE 11

16% 14

offices across 39 countries*

RETAIL

1,580

employees*

Global Revenue†

EMEA Revenue†

APAC Revenue†

As a percentage of total revenue, by service line

PPC/SEM/SEA

years

51%

digital experience

SEO PERF DISPLAY 9

$780

BUSINESS INTELLIGENCE 8

million

in billings‡

SOCIAL MEDIA 6 MOBILE 4

1,500+

AFFILIATES/FEEDS 2

clients†

46%

47%

49%

SEO 20

SEO

25 20 01 19 Global of APAC infographics SOCIAL MEDIA BUSINESS MOBILE Facebook Promo 02 INTELLIGENCE adidas "Leave a Legacy" 9 11 12 (Performance Display, Application Development, Social PERF DISPLAY PERF DISPLAY PERF DISPLAY Media Management)8 8 10 03MEDIA Cobra "Mga Kwentong Tunay na Lakas" Promo BUSINESS INTELLIGENCE AFFILIATES/FEEDS SOCIAL 8 Social 4 10 (Performance Display, Application Development, AFFILIATES/FEEDS MOBILE BUSINESS INTELLIGENCE Media Management) 2 2 4 04 Client Testimonial from Jason Gervasio of MOBILE AFFILIATES/FEEDS SOCIAL adidas Philippines 3 1 2

04 *Updated Monthly †Updated Quarterly ‡Updated Annually

CLIENT TESTIMONIAL "We have just started working with iProspect this year but already they’ve been instrumental in significantly increasing our brand’s awareness, influence and engagement with consumers online. They are quick to learn and quick to adapt. Their expertise in the digital space is a must-have in today’s online-driven world. ” Jason Gervasio Brand Communications and Sports Marketing Manager adidas Philippines

iProspect

Scan to visit Company Website

About Us

Contact Details

iProspect creates customized and integrated digital marketing programs that drive dramatic and measurable business results. As a leading global digital marketing agency, we are customer ambassadors, developers of winning technology formulas for clients’ unique needs, and facilitators of exponential business growth. Since 1996, this has been the company’s commitment – Performance Marketing at a Global Scale.

10/F Liberty Center Building, 104 H.V. Dela Costa cor. L.P. Leviste Sts., Salcedo Village, Makati City

In the Philippines, iProspect offers SEO, PPC, Performance Display, Social, and Mobile. We use proprietary tools that enable us to track your brand’s ROI and effectiveness based on reach, conversion, and brand impact.

A r

PPC

PPC/SEM/SEA

North America Revenue† As a percentage of total revenue, by service line

+632.750.0989

www.iprospect.com shayne.garcia@iprospect.com angelito.pangilinan@carat.com

adobo magazine 2012 Digital Showcase

BUS 9

PER 8

SOC 1

MO 1

AFF 1

A 01

Folded & Hung Famous Salon digital campaign Salesforce.com Marketing Cloud, our technology partner. Nuffnang Blogopolis campaign Transcom IMC Folded & Hung Famous Salon digital campaign

01 02 03 04 05

Scan to visit Company Website

All Famous About Us

Contact Details

A thousand Facebook ‘Likes’ does not a Digital Marketing plan make.

30/F Philam Life Tower 8767 Paseo De Roxas, Makati City, Philippines

We should know; we have the means to determine ROI from your social media. The digital ecosystem is complex, highly integrated—yet remains constantly evolving. Only when you understand how all the pieces work can you effectively tweak and optimize your efforts. And achieve the desired results. We’ve partnered with Salesforce.com Marketing Cloud, the most powerful social listening and engagement technology, to bring you intelligent strategies, world-class content marketing and keep you connected to your customers via social CRM. Get recognized in the right way. Contact us today.

adobo adobo magazine magazine 2012 2012 Digital Digital Showcase Showcase

+632.586.9275

www.allfamous.com

P 01

Power Mac Center, Apple Premium Reseller The first Apple Premium Service Provider in the country, Power Mac Center Northeast Square, Greenhills Apple Authorized Training Center

01 02 03

Power Mac Center

About Us

Contact Details

Power Mac Center is a recognized Apple Premium Reseller, Authorized Education Reseller, Authorized Training Center and Authorized Service Provider in the Philippines.

RETAIL STORES: Greenbelt 3, TriNoma The Annex at SM City North EDSA, SM City Marikina, SM Megamall, The Podium, Power Plant Mall, SM Mall of Asia, Festival Supermall, Harbor Point, SM City Pampanga, SM City Bacoor, Abreeza Mall.

SERVICE CENTERS: Power Mac Center Apple Premium Service Provider (APSP): Northeast Square Greenhills, San Juan, Metro Manila.

Scan to visit Company Website

Power Mac Center Apple Authorized Service Provider (ASP): Greenbelt 3, TriNoma, Festival Supermall, Abreeza Mall. TRAINING CENTER: Power Mac Center Apple Authorized Training Center (AATC): 1006 Arnaiz Avenue (formerly Pasay Road) Makati City.

adobo magazine 2012 Digital Showcase

www.powermaccenter.com info@powermaccenter.com www.facebook.com/PowerMacCenter www.twitter.com/PowerMacCenter

V 01

The global leader in mobile video advertising.

Vdopia has every available mobile video on the planet that works on all Smartphone OS! Industry pioneers in integrating user engagements & interactions through social media. Vdopia Rich Media expertise provides added value to any digital campaign. Vdopia Pre-roll Videos provide greater impact for brand awareness and brand perception.

About Us

Contact Details

Vdopia is a leader in the mobile and online video advertising space, enabling brands to engage their desired audiences in premium content environments. Its mobile reach covers potentially over 1 billion video ad impression monthly for clients including Coca-Cola, Proctor&Gamble and Disney. Vdopia pioneered the industry benchmark of integrating customer engagements and interactions through social media in every campaign beyond the usual click through rate. Vdopia has been delivering multi-awarded campaigns online and on mobile globally from US, Europe, Middle East and to the APAC regions since 2008.

37/F Singapore Land Tower, #50 Raffles Place, Singapore 048623

01 02 03

Vdopia Media & Software Solutions

Scan to visit Company Website

adobo magazine 2012 Digital Showcase

+65.68297107 Celine Veloso (Philippines Commercial Manager) +63917.815.7576

mobile.vdopia.com marketing@vdopia.com Mimmie Ong (Regional Head of Sales, SEA) mimmie@vdopia.com

The Gaming Report: Video gaming goes is mainstream Big spends, elaborate gimmicks mark modern video gaming Words Mikhail Lecaros

With the recent box office success of Wreck-It Ralph, so-called experts have been falling over themselves to proclaim the arrival of video gaming – and its associated culture – in the mainstream. Fact of the matter is, they needn’t have bothered. While the “experts” were busying themselves with execrable vampire movies and Justin Bieber’s love life, the video game business has become an industry that regularly gives Hollywood a run for its money. Even Forbes magazine took the time to notice, for instance, when Call of Duty: Black Ops II, the latest in Activision’s first-person shooter series, became the largest single media release of all time, taking in $500 million in its first 24 hours of sale earlier this month, easily besting the $400 million initial three-day haul earned by predecessor Call of Duty: Modern Warfare 3 in 2011. In July of this year, Forbes went so far as to forecast the global industry growing to $82 billion by 2017, up

from 2012’s (at the time of printing) estimated $67 billion, figures that seem even more plausible when paired with a 2011 study by the Entertainment Software Association (ESA), the United States’ video game trade association, which indicated that 72 percent of American households played video games. Wreck-it Ralph Disney’s film foray into video game culture

When one really stops to think about it, these numbers aren’t that surprising, given that the generation that grew up on Pac-Man in the arcades is now in its mid-forties, while those who lived through the home console revolution (spearheaded by Atari and Nintendo) follow close behind, with all the disposable income that those demographics suggest. Unlike other trappings of childhood that fall by the wayside as the years go by, consumers’ fascination with electronic gaming never really goes away. “People aged 6 to 36 have grown up playing games, and as they age they see no reason to stop… Interactive entertainment is as natural and basic as watching TV or listening to the radio was for previous generations,” says Doug Lowenstein, former president of the ESA. Of course, the picture wasn’t always this rosy; as video arcade attendance figures dropped in the mid 90’s, the home console market was faced with its own challenges: following a glut

adobo magazine 2012 Digital Showcase

Bigger Than Life Video game ad spend (such as for the GTA IV mural in L.A., at left) now rivals those of major brands and Hollywood.

budgets used to launch today’s games would put those of many a movie to shame. Microsoft spent over $40 million dollars to promote the launch of their self-published Halo 3 in 2007, selling a record 3.3 million copies in the first few days for a first-week gross of $170 million, while the 2010 reboot of publisher Electronic Arts’ Medal of Honor series had a $50 million ad spend – a drop in the bucket compared to the $1.08 billion the company took in this year (as of the third quarter).

that collapsed the industry in the early 80’s (killing Atari), early 90’s concerns of in-game violence (leading to the creation of self-regulating bodies in the US and Europe) and late 90’s hubris (that killed Sega’s hardware division) would combine to stoke the fires of resilience and innovation in the companies that would make it to the 2000’s. Nintendo was one of the fortunate ones, buoyed by their N64 console and long overdue upgrades (lighter units, bigger screens, backlighting and – finally – color!) to their trademark handheld Gameboy platform (helped in no small part by the introduction of Pokémon in 1996). Despite a

adobo magazine 2012 Digital Showcase

middling response to the Nintendo Gamecube console in 2002, Nintendo saw new success in the Gameboy’s successor, the DS, which introduced touch screen capabilities and their motion-controlled Wii console. The downfall of Sega’s hardware aspirations saw their spot in the market taken by newcomer Sony (in direct reaction to a spat with Nintendo) and, eventually, Microsoft; the companies would define the next generation of home consoles with their Playstation and X-Box lines, respectively. Ad spend has increased dramatically in the past few years; whereas before, a print ad of two kids playing on a Family Computer would suffice, the

As ad spend has increased, so too has the elaborate nature of the advertising, both in-game and out. Sports-based titles based on the evergreen NBA and FIFA franchises feature photo-realistic stadiums adorned many of the same advertisements one would find at actual sporting events, while games like James Bond adventure Everything or Nothing prominently featured 007 utilizing 3D recreations of Porsches and Ducati motorcycles – brands absent from the actual films! In-game product placement was particularly prevalent in Konami’s 2010 release, Metal Gear Solid: Peace Walker, which had, in a quest to stop a nuclear holocaust, Axe, Pepsi, Mountain Dew, Bon Curry, Doritos, several Japanese magazines, Sony Walkman, clothing line Uniqlo, and even a mention of fellow-video game Assassins Creed II.

01 Modern Warfare 3 TVC with Channing Tatum and Jonah Hill 02 Angry Birds 03 Resident Evil 6 Meat Shop

tion to the millions they make from merchandising. There’s even an actual Angry Birds store in Finland! Not bad for a game that cost only $140,000 to make.

Hollywood star power has also begun to be employed: Where the aforementioned Halo 3 boasted TVC’s directed by District 9’s Neil Blomkamp, in addition to 10,000 launch parties worldwide, including one at New York’s Nasdaq building this year’s Halo 4 features TVC’s produced by director David Fincher (The Curious Case of Benjamin Button, The Social Network,) and the construction of a game-accurate United Nations Space Command military camp in the nation of Liechtenstein, on top of decorating nearby Gutenberg Castle as a similarly-themed military installation. Not to be outdone, Modern Warfare 3 featured a series of humorous TVC’s starring Channing Tatum and Jonah Hill as soldiers, while the Guitar Hero series’ TVC’s have featured Playboy Playmates and Victoria’s Secret Angels jamming to classic tunes. Such campaigns and activations make Electronic Arts’ 2008 free gasoline giveaway (for Mercenaries 2: World in Flames) and Japanese publisher

Capcom’s recent opening of a macabre “butcher shop” (featuring food products made to resemble human body parts) in downtown London (to promote the September release of Resident Evil 6) look positively quaint. With the increasing prevalence of mobile apps making games cheaper – and more ubiquitous – than ever before, entirely new business models have cropped up. For instance, modern classic Angry Birds, in all its permutations, has been downloaded over 1 billion times at an average cost of $0.99 for iOs, with even the “free” Android versions taking in over $1 million a month in advertising revenue. This is, of course, in addi-

“It’s clear that the industry’s surging growth is no passing fancy,” says Lowenstein, and it’s not hard to see why. As games and their players have become more sophisticated, so to have the tools and techniques used to vie for their hard-earned cash. Trends, tastes and technology may evolve, but it’s become eminently clear that video games are here to stay. To anyone left who thinks that Wreck-It Ralph heralds a new age in video games’ mainstream prominence and acceptance, it must be awfully lonely on whatever desert island they’re stuck on. Maybe they should have brought a Gameboy.

adobo magazine 2012 Digital Showcase

Quick Index ADOBO MAGAZINE +632.845.0218 / +632.886.5351 +632.845.0217 sales@adobomagazine.com editorial@adobomagazine.com www.adobomagazine.com ABS-CBN +632.415.2272 loc. 2548 +632.924.4101 +632.448.7464 www.abs-cbn.com

GO MOTION PRODUCTIONS +632.387.6504 / +632.975.7585 +63917.622.0418 hello@gomotion.ph go.motion.ph HOT AIR BALLOON +632.631.0246 sales@hotairballoongroup.com www.hotairballoongroup.com

ALL FAMOUS +632.586.9275 www.allfamous.com

IPROSPECT +632.750.0989 shayne.gargia@iprospect.com angelito.pangilinan@carat.com www.iprospect.com

BBDO GUERRERO | PROXIMITY +632.892.0701 +632.892 7501 ombet.traspe@bbdoguerrero.com www.bbdoguerrero.com

MEDIA CONTACTS +632.894.4866 +63917.564.5656 kaye.enriquez@mediacontactsph.com www.youdontknowdigitallikewedo.com

CENTRAL DIGITAL LAB +632.822.2939 / +632.822.7981 +632.822.2521 www.facebook.com/CentralDigitalLab DIGIFY +632.857.4627 +632.928.4553 www.digify.com.ph DIGITAL SPIN +632.894.1567 +632.403.8015 info@digitalspin.ph www.digitalspin.ph EGG +63917.545.8236 DM@egg.ph www.facebook.com/egg.digitalmarketing FORTHMEDIA +632.856.6428 +632.403.1797 inquire@forthmedia.net www.forthmedia.net

NUWORKS INTERACTIVE +632.470.5802 jeff.saez@nuworks.ph www.nuworks.ph ONMEDIA+632.929.7356 +632.501.2426 cdoroin@onmedia.ph www.onmedia.ph PHILIPPINE DAILY INQUIRER +632.897.8808 feedback@inquirer.com.ph www.inquirer.com.ph POWER MAC CENTER info@powermaccenter.com www.powermaccenter.com SULIT.COM.PH +632.477.8548 +632.470.1876 advertise@sulit.com.ph support@sulit.com.ph www.sulit.com.ph

THINKSUMO +632.501.2426 info@sumofy.me www.sumofy.me THOUGHTBUZZ +632.894.5707 contactus@thoughtbuzz.net www.thoughtbuzz.net VDOPIA +65.68297107 +63917.815.7576 marketing@vdopia.com mobile.vdopia.com www.powermaccenter.com VITALSTRATS +632.435.9379 +632.435.9289 hello@vitalstrats.net www.vitalstrats.net WORKS OF HEART +63917.726.4521 contactus@worksofheartph.com www.worksofheartph.com