Ad-Funded Experience on the Zune
Saturday, May 24 2008
Sean Alexander has a new gig - he's now Director of Product Planning for Ad-funded Experiences at Microsoft. Essentially Sean's job is to put the "fun in ad-funded entertainment experiences". At Microsoft's Advertising Leader Forum advance>>08 there was talk of advertising on the Zune - specifically on the Zune Social. Sean took a moment to highlight some examples of where advertising was used with the Xbox 360 and soon the Zune for some Ad-Funded Experiences that brought in pretty cool results as well as being fun for the consumer.
I'd like to call out a part of Sean's post about what they will be testing out with Zune users this summer:
"One concept we’re piloting this summer is the ability to connect with artists and music events as “friends” on the Social. The goal is to take what’s been so successful on Xbox with gaming and video, and extend that value exchange to music enthusiasts on Zune Social. The experience is a microsite on Zune Social, offering free music and video downloads, sponsored by brands such as Doritos in the example shown and connected to music downloads from the CMJ Music Festival."
So essentially this summer, users will be able to opt-in on the Zune Social to participate in Ad-Funded Experiences on the Zune Social with such things as connected with artists and events by adding them as a "friend" on the Zune Social (I put an emphasis on the opt-in part).
So will I opt-in?
Absolutely.
I am really excited about the potential these so-called "Ad-Funded Experiences" could have with Zune. Let me explain how I see this having potential. Let's take Weezer's coming new album "The Red Album" hitting stores first week of June. Weezer could use the Zune Social to advertise their upcoming new album by letting users add their band as a friend on the Zune Social offering exclusives for users. Those exclusives could be exclusive Weezer songs or even backgrounds for your Zune. Of course Weezer's new album hits next week - I'm just using Weezer and their new album as a example of potential in terms of advertising. I wouldn't think twice about adding Weezer as a friend on Zune Social (or say Foo Fighters for that matter!). Music is really important to me so interacting with bands and artists on the Zune Social seems exciting to me.
What I like about this is that I can choose to participate or choose not to. Nothing will be shoved in my face.
I look forward to seeing how this all plays out and if its anything like I think it will be - it should be pretty cool.
Tags: zune, ad-funded-experience, ad-funded, advertising, zune-social, zune-card, music, xbox-360
2 comment(s) so far
The way they did it with Ninja Gaiden II was great. Completely unobtrusive, and on demand.
Two executions of this idea that would be fantastlc: 1. Music festivals like Bonaroo or Coachella having their own Zune Cards with up-to-date concert information that (since Zune Cards can be synced) would be on your Zune. 2. Letting artists edit their own profiles/Zune Cards, including local/indie/unsigned bands that might not otherwise appear on the Zune Social at all.
"it should be pretty cool"
Too right it will. I couldn't care less about having ads stuffed in my face if I'm getting stuff for free so if they're potentially adding to the experience as well - so much the better.
-Jamie