Tic Tac are the most popular candy in the world. You can find them anywhere, in a gas station, at the grocery store, in Italy, Germany and even China. So, what do Tic Tac and the digital editions of Condenast's Wired Italy have in common?
As of today, both are ubiquitous! Wired, Italy has launched their social reader with Paperlit.
Ubiquity, if you think about it, is one key in becoming a powerhouse in the consumer world. Starbucks, Levis, McDonalds and Coca Cola can all vouch for that.
When we showed our clients at Conde' Italy the Paperlit Social Reader, they really liked the idea but they asked us for some more features before launching. They asked us to connect the iPad version to the Social Reader, for example," to make it even a bit more social; a bit more ubiquitous."
And so, this is what we did.
A consumer reading an article on the Wired, Italy iPad version can "like" that article and that like will show up on his/her Facebook page. The link, however, on Facebook will bring friends to the easiest place to go to and if you are on the web, that means a link to the Wired Social Reader.
In addition, the Paperlit Social Reader app is connected to Open Graph and therefore when a consumer is reading the Wired Social Reader his friends see that and can discover and share the app with other friends.
A consumer that comes to the Wired Social Reader can enjoy the latest edition and archive editions for 5 minutes for free (sneak preview) before being asked to purchase the copy with Facebook credits. The number of minutes a publisher offers for free, the number of different publications a user can access and the frequency are all marketing tools the publisher manages on his own. These sneak preview rules can be changed in real time via our back office as a publisher chooses. That is something which Tic Tac would die for but just cannot do;0).
The Wired Social Reader has the familiar look and feel of the iPad app with both premium and free content present. The difference is of course in the medium, so while on the iPad a reader is more likely to read the entire magazine, on an airplane or in the comfort of his own home on a chilly February morning, readers on Facebook are more likely to want to share and comment on an article with their friends and colleagues.
Again here the difference in the medium is important. Within the Wired Italy Social Reader, publishers own a lot of space which they can use to promote their products or share with a sponsor.
As a grocery store sells its shelf space for a premium next to the cashier, so will our publishers take advantage of some very precious real estate next to their publications within the Paperlit Social Reader. Thus, publishers will find new and different advertising opportunities within the Facebook App world, compared to the iOS or Android platform.
This is another consumer marketing rule which we take for granted but sometimes need a reminder and a concrete example. Just as consumers behave differently in different markets, (an Italian would never go to a drug store to buy a Tic Tac) so is the same in our digital paradise.
Long story short, Facebook is, more than anything else, a social tool and a social reader, first and foremost, needs to contain the instruments to make the consumer experience as social and viral as possible.
Thank you Conde' Italy for having chosen us and for some important input to improve our concept of what a social reading experience should be!