Archive | February 2012

A heavy dose of trends within film

Content

Cannon and Project Imagin8ion

Project Imagin8ion is the first ever photo competition to inspire a Hollywood film. People were asked to submit a photo to convey their suggestions for elements of the story such as mood, setting, character etc of the film, to be produced by Ron Howard. Almost 100,000 photos were submitted and the final film, When You Find Me is available to view online and is being screened across the US. It will be really interesting to see what Cannon do next – will this be another project within storytelling?

Crowd-sourced Sci-fi film

In 1945 a bunch of Nazis made it to the Moon and since then, have been preparing for their revenge invasion of Earth in 2018. Sound entertaining? Internet fans have provided about $1 million of the funding for the movie and many elements from the plot and visuals have all been crowd sourced. Despite this the production values seem high and The film opens at the Berlin International Film Festival. How long before a Hollywood blockbuster engages fans in the creative process?

A film made using a computer algorithm

Indie film project whiteonwhite:algorithmicnoir is assembled from thousands of clips of footage, voiceovers and scoring elements, spliced together and edited in real time by a computer system called the ‘serendipity machine’. The film follows the observations of a geophysicist who is stuck in a metropolis operated by the New Method Oil Well Cementing Company and is different every time it is screened.

Dr. Martins #firstandforever

Think I’m getting soppy in my old age but I love these films from Dr Martins with Agnes Deyn. Beautifully shot and understated.

Have consumers had their fill of content?

The seven sins of branded content, a long but very interesting read! Providing branded content has been one of the biggest priorities in marketing in recent times but the question is when does too much content become distracting? Content creation is often seen as part of brand building – rather than a sales driver (which is very difficult to measure.) Take notes ‘the seven sins’ are as follows: long copy is a dead weight, failing to use media in the right way, deluding yourself that people care about your brand values, underestimating the public’s scepticism about brands, believing co-creation is for everyone, focusing on measurable return of investment and finally turning to technology as a saviour.

YouTube is asking Hollywood to create original content channels

Do you use your smart phone more than your TV remote? YouTube is aiming to create 25 hours of programming per day with the help of some of the top names in traditional TV. More and more people are watching content on their mobiles and tablets and the idea is to create artist/director Youtube channels which update subscribers when new content is added.

Social

Social Media key influencer in multi-exposure purchasing path

Research has shown that social media combined with other online ad formats has the power to double commercial revenue. Though many classify social media as either owned or earned media, researchers factored in any click activity generated by paid social advertisements, brand-generated social content and earned mentions.

Sponsorship

Non-sponsor Nike is brand most associated with Olympics

This is when sponsorship goes wrong: non-sponsor Nike is the brand most associated with Olympics even though Adidas signed a £100m to be the official sponsor. Research conducted shows 7.7% of conversations online about the Olympics are connecting it to the brand’s ‘make it count’ campaign. By contrast Adidas is only pulling 0.49% of the conversations. Even though Nike has broken no rules they clearly resonate themselves as being aligned with the Olympics.

Football League steps up pursuit of global sponsors

The Football League is stepping up efforts to grow its global sponsorship income by promoting its Head of Marketing to a new Strategic Partnerships role and taking on several commercial executives. They are looking to drive revenue for its clubs through sponsorship of grassroots initiatives and digital campaigns with global commercial partners. The Football League will lose £23m when the new television rights deal (with BskyB) launches at the start of next season. The governing body of the Championship, League One and League Two is also close to finding a sponsor for the Football League Cup to replace Carling, which has come to the end of its three year exclusive deal.

Brands boost Manchester United’s profit

Growth in sponsorship income helped Manchester United increase revenue by 11.8% in the second half of 2012. The champions revealed total revenue grew to £175m over the last six months of 2011, driven largely by a 16% hike in commercial revenues through brand tie-ups, such as a new training kit deal with delivery company DHL. This month the club expanded its growing roster of global telecommunications sponsors by launching a new ‘Globul United’ tariff to customers in Bulgaria. The deal could help accrue any potential losses induced by the club’s early exits from knockout tournaments, the UEFA Champions League and the FA Cup. It’s all about Europa League Thursday’s on Channel 5.

An explosion of social media

Brand Engagement

Engagement Aint Nothing but a number

Businesses that invest in social media are led to focus on soft metrics such as number of ‘likes’, views and interactions. However this article argues that this is to the detriment of really understanding the strength and worth of the community that they have built up, in other words – the ROI and the value of that community. Rather than focussing on stimulating interactions, businesses should be seeking to create meaningful, long term experiences/initiatives that cause effect or change behaviour. This topic could provide a theme for a wider Kameleon Thought Piece – engagement within social media.

Social

Hang out in Google+

[youtube http://www.youtube.com/watch?v=BSsJtzPng5U]

I’m still fairly unconvinced by Google+ but one person taking advantage of the platform is Barak Obama. Along with Coca Cola and Cadburys, Obama has been using the Hangout function which allows 9 people to video chat together through their webcams. The video can then be shared to the wider community on Youtube. Brands need to be careful who they trust to interact so freely with fans but connecting the right people can make for some really interesting discussion and content.

Pinterest: hottest new social media?

Pininterest has been coined the ‘hottest new social media, since sliced bread’ reaching nearly 12million unique users faster than any other stand-alone sight. Statistics show the UK demographic is largely male, wealthy and aged 24-35. Popular audience interests include, SEO, marketing, PR and analytics. With many brands already getting involved the next question will be when Pinterest should start to seriously monetise branded pins, and brand pages?

Content

Future Hipsters

[youtube http://www.youtube.com/watch?feature=player_embedded&v=uGi_r9xlvqE]

This video is a treat from the Social Media Week’s global team. Set in 2062 the video captures interviews with octogenarian hipsters as they take a look back on what social media and digital culture were back in the day aka. 2012. What’s cool now is definitely looking to be very un-cool in 50 years time.

Unruly study sees brand recall improve with social video recommendations

Interesting new research has found that viewers who watch a video are more likely to recall the featured brand when it was recommended by a friend – compared to viewers who found the video through browsing. Therefore, Nick Mason (Pink Floyd drummer) recommending the binaural sound video gives lots of promise. In addition, people who watch a friend-recommended clip are more likely to enjoy the video and purchase the product.

The Times boosts digital subscribers

The number of people paying for a digital subscription to The Times in the past four months has increased 7% to 119,255 in January 2012, with the highest number of downloads on a Sunday. The paper has seen a drop in the number of printed papers purchased. The tide may be turning towards a willingness to pay for premium content – albeit within a certain age group.

Sponsorship

Rangers eyes global sponsor as tonic to uncertain future

Despite Rangers recently entering administration they are on a quest to find a global sponsor – looking to boost commercial revenues to drive down their debts. Strategic partnerships have helped a brief growth in the clubs revenue. As a penalty for entering administration, Rangers have been deducted 10 points – pretty much handing the title to rivals Celtic.

New routes for branded content

A collection of thought provoking articles from the world of content, digital and otherwise.

Branded Content

OK Go – Needing/Getting

The new music video from OK Go was made in partnership with Chevrolet and has recorded over 12m views on Youtube. The band went about a musical drive-by with 1000 instruments over two miles of LA desert, using a Chevy Sonic with retractable pneumatic arms to play the instruments. The video took 4 months of preparation but is well on it’s way to becoming an internet hit after the music video was mentioned within the Chevrolet Sonic Super Bowl ad. Our recent brief from Sony Music could be the beginning of more content partnerships with their artists – across the Sony sister companies but perhaps beyond too.

Heineken use James Bond to stir the digital conversation

Daniel Craig is set to star in Heineken ads for the first time since the brewer started sponsoring the movie franchise in 1997 – the biggest activation of 007 ever. Within Heineken’s ‘Open your world campaign’ the character of Bond will fit into the campaign message, as opposed to the brand trying to fit around the film. Activity will revolve around digital platforms, Facebook and Google. Heineken is looking to make the social network the hub of all its conversations online.

Vice teams up with YouTube to create exclusive music channel

The curated music Youtube channel – Noisey is launched in partnership with Dell and Intel and will feature original content, reviews, interview shows, live events and special programs to promote individual artists across the world.

 
Each scene in the Lanvin look book is shot and presented as a rapid succession of stills, just like a gif.

Digital

Twitter rolls out first wave of UK brand pages

It was only rolled out 9 days ago yet 20 companies have already produced their own Twitter brand pages. The new format allows brands to showcase branded banners, a permanent tweet and even embed videos to showcase or promote desired content. This is definitely offering more creative opportunities for brands on Twitter, however, brands that do choose to go down this route have to spend £25,000 on media.

Social Media Trends for 2012

The key predictions: this is the year that social commerce will become common behaviour with people buying real products via social media on their community’s recommendations and a greater focus on loyalty schemes and personalised online experiences. Also, following the success of Moshi Monsters – social games and worlds for children will continue to grow with a greater focus on narrative. This is especially interesting for Digital Stories and the opportunity to evolve digital stories into an interactive storytelling platform.

Sponsorship

Brands and Bands make music festival experience

The summer festival line-ups were released this week and it’s clear to see how alcohol sponsors have become central to the music experience. However, music festivals are now being targeting by an increasingly diverse range of brands who recognise the rare opportunity to engage a collective and captive youth audience – all willing to be entertained. What are the branding guidelines with regards to Snowfest?

The collaboration of apps and video

Gaming meets TV

Sims based drama on C4 education
SuperMes is an online drama – played by virtual actors in a virtual studio. The documentary-style content is designed to help teens cope with their new working lives and is the result of a collaboration between Electronic Arts and content design company Somethin’ Else, and uses the Sims 3 content platform. This is a really interesting evolution in storytelling and the merging (..intersection) between film and gaming.

Also in a further collaboration between gaming and TV, Stardoll the massively popular social network for young girls has partnered with BBC Worldwide (the commercial division). The BBC are using the platform to promote Strictly Come Dancing and introduce new revenue streams. Stardoll members will have access to an exclusive ‘Strictly’ Clyb where they can purchase virtual items – costumes inspired by the show to customise their Stardoll avatars and can build stage sets.

[youtube http://www.youtube.com/watch?v=sYnbVTpVyfk]

Social

Heineken readies Facebook valentine’s push
Heineken have created ‘The Serenade’ Facebook app which aims to help men send funny, personalised songs to potential partners inviting them on a date. It is the same band that features in ‘The Date’ ad that sings the songs – a choice of over 620 songs in just 4 clicks. To promote the app Heineken are hosting Serenade live on 9th Feb, an 8 hour event on Youtube where people around the world can sing to the object of their heart’s desire. There are some great UGC examples already on Youtube. Heineken explain that they want to
focus on social media based activity around events and actions that young men can relate to and Valentine’s day is just the first.

Coke brings back their polar bears for the Super Bowl
W&K have come up with an idea for Coke to offer further family entertainment during the game, rather than your standard ad placement. Viewers of the Super Bowl will be able to interact with the Coke bears through Facebook and Twitter to hear the bears thoughts and insights on the game – a nice idea for Coke to become part of the viewing experience.

[youtube http://www.youtube.com/watch?v=S2nBBMbjS8w]

Sport

Sky Sports transfer deadline day
The January transfer window has now closed; it is a time of year that can make or break the rest of the season. This year SkySports has designed an interactive news wheel – why not check it out – if you have always wanted to play for Barcelona this is definitely the application for you.

City sets Premier League first with Twitter initiative
Manchester City’s digital quest to become a global brand continues. City will be using Twitter to enhance the match day experience – connecting fans from around the world. This strategy will add a new dimension to the pre-match build up, engaging and entertaining fans whotune into the TV broadcasts at City Square – a dedicated fan area near the club’s shop. The club also plans to integrate real-time fan Tweets on Etihad Stadium’s video boards, TV broadcasts and other stadium distribution channels including their website.