A Mix of Technology and Creative Thinking
Content in 2012
In a pre-digital world brands were static but now the ambition has evolved to become part of people’s online conversations. Because these conversations happen all the time, brands need to move from telling one big story a year to continual engagement – telling multiple stories all day and every day.
There are some key principles brands need to consider when creating effective content: first listen and understand what people are currently saying, target influencers and consider what is their incentive to share and potentially how can they be brought into the creative process, make it participatory, make it travel rather than considering where to place it and finally – the importance of tone of voice.
Brands that are most likely to make full use of the content opportunities in 2012 will mix technology with creative thinking to create groundbreaking, new experiences. There are more screens than ever before to work with and consider how they work in combination – dual-screen TV viewing. All you need is ambition, a willingness to collaborate, to be unafraid of making mistakes and to put creative media thinking at the heart of your strategy. Let’s write the Kameleon POV for Campaign.
Axe have jumped on the graphic novel trend – or realised that geeks are most likely to buy deodorant that pulls girls! They have created an online graphic novel on Youtube that evolves as viewers participate. You can pick out characters, choose scene locations and propose story lines that can later be selected and incorporated into each issue. There will also be the opportunity for people to appear in future issues. I think this has the potential to be a long lasting idea if people relate to the characters[youtube http://www.youtube.com/watch?v=ttnPGpDu3xg]
Scottish band Twin Atlantic are using their fans in new ways to build PR by encouraging their fans to share their instagram pictures #freetwinatlantic on Facebook to unlock free musical content. Musicians are increasingly acting like brands and rewarding their fans with additional or exclusive content for spreading the word.
Research has shown the use of micro-blogging tools by businesses is set to jump in the next few years – as companies take advantage of their benefits. It is suggested that such technology helps staff to collaborate more easily, communicate with specialists in their company, reduce product development timelines and much more. #lunchtime drinks?
The controversy surrounding the Stop Online Privacy Act (SOPA) trended on twitter (#wikipediablackout) this Thursday. SOPA is said to be the desire of powerful media conglomerates who wish to content creation to return to thin-pipe content distribution days. In essence changing the way the web works now. Media companies who were once in sole control of content distribution are now powerless to stop UGC. Restricting open post fields would see the downfall of many familiar sites such as Twitter and YouTube.
Did anyone do their Christmas shopping through their phone? Research has shown a whopping 187% increase in the number of mobile transactions during December 2011, from same month in 2010. This has helped increase total online shopping by 5.4%. This study demonstrates that retailers will benefit from smarter commerce initiatives- complying with consumer’s needs.
Britvic and Pepsico have joined forces with environmental regeneration charity Groundwork launching a campaign for the social good. The 9 month cross-brand ‘Transform Your Patch’ campaign will be launched across the UK to transform outdoor spaces helping community sports and outdoor activities. H&K will be doing the PR for this campaign. The campaign will be launched February 2012.
Virgin Media is launching its biggest advertising campaign to date, which features Olympic gold medal sprinter Usain Bolt. The ‘Keep Up’ campaign by DDB UK features Bolt, the fastest man in the world, sporting a blonde goatee beard in Branson’s office impersonating the Virgin boss.[youtube http://www.youtube.com/watch?v=gpNtntHVrkc]
P&G is partnering with the International Olympics Committee (IOC) to give children the opportunity to practise sports by supplying facilities and training. As part of P&G’s ‘Thank You Mum‘ campaign for the London 2012 Olympic Games, the campaign also offers athletes’ mothers the opportunity to see their children compete at the Games. P&G is an IOC TOP partner, and, through its brands, is sponsoring more than 150 athletes, who will be featured in advertising and retail marketing to generate sales and donations to support youth sports. P&G has already named 11 British athletes as brand ambassadors for a range of its products.
Vinnie Jones’ ad for the British Heart Foundation, which premiered on the web before its TV debut, is the most-shared video this week with more than 53,000 shares across Facebook, Twitter and the blogosphere.[youtube http://www.youtube.com/watch?v=ILxjxfB4zNk&feature=relmfu]
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