May 

17, 2011
The Consumer Love Affair With The AutomobiIe
Is Declining
 New Vehicles Have Fallen On People’s Wish
List

#1New Home #1 Vacation

Investment/
#2 Savings

#2 New Car #3 Home Electronics

#4 Home Improvement
#3 New Kitchen #5 Big Screen TV

#6 New Furniture

#7 New Landscaping

#8 Used Car

#12 Used Car #9 New Car

Source: CNW Major Purchase Intentions 1990/1020
The Path To Purchase Is Less Predictable Today

Influence – Consumer Operated

SOCIAL PODCASTS
NETWORKING VOD
ONLINE WEBSITE
SEEDING
OPINION
BRANDED VIRTUAL SITES
ENTERTAINMENT WORLDS
GAMING
SMS
BLOGS
SEARCH WORD OF
MOBILE
MOUTH
WIDGETS
DVR

WEB VIDEO
BILLBOARDS CABLE TV Purchase
NETWORK TV

MAGAZINES
WEB
PORTALS IN‐THEATER MASS RADIO
TRANSIT
NEWSPAPERS
RETAIL
Mass Media Drives Digital Shopping

Web Traffic
 We can no longer rely
on interrupting what
people are interested in…
We need to BECOME what
they’re interested in
We Need To Become What They’re Interested In

Live Event Video
Place Holder
Amplifying The Moment - Social Media Strategy

# OptimaJam # OptimaJam
# OptimaJam
# OptimaJam # OptimaJam
Response Was Immediate

Optima Jam

Typical Response

2 Days
 Shopping Increased

Traffic to Kia.com

2 Days
Within Days, This Was on Air...
30 Second Spot
Place Holder
The New Framework

Advocacy

Purchase

Lead Generation

Interactivity

Awareness
&
Branding
Can We Duplicate This?
Use existing assets to drive conversation and
interest

Become what people are interested in

Make it easy to share and distribute broadly

Measure success in shopping and sales

 Media Can
Change Perceptions

Digital Can
Change Shopping