Archive | March 2012

Getting social with intellectual property

Content

NuSound experience for music lovers

A Swedish headphone company and students from Hyper Island have come up with a concept that claims to bring the experience of being at a gig to life online, however you are in charge – interact live with the artist and have a panoramic 360 view of the action. Viewers need a ticket to this viewing and the only way to get a ticket is through a binaural sound treasure hunt.There was some debate as to whether the actual experience will match up to the claims but I think there are two key takeouts – how can we create content viewing experiences as well as tell great stories, and secondly, how can we extend the experience and engage fans before and after the main event. Tickets to the first NuSound gig anyone??

Social

Interest social graphs

People are moving onto social sites that are focussed around specific interests rather than a broad group of connections with friends. As a marketer this should be a far easier opportunity to engage potential consumers but few brands seem to be hot off the mark. We are social recommend fostering discovery with multiple notebooks, include non brand assets and most importantly encourage people to curate. Sony especially should be looking to engage specific communities around photography and stop motion on popular sites such as Pinterest.

Make your own Dominos pizza

A mouthwatering simple piece of engagement which uses the communities tastebuds and creative juices to create and name a new Pizza that will feature in stores for people to get a taste of.

Bribing your advocates..a brand in trouble?

Getting your fans to work for you doesn’t have to cost you an arm and a leg. Just a pair of trainers. Skechers identifies the power and ease of getting your biggest fans as advocates. But is free gear the right way to win your fans over? Surely earned media is precisely that – you provide value and engagement and fans will willingly spread the word.

T&Cs

Something we have all been thinking about since learning lunch – 3 hazards with IP and social media (US focussed but we should be clear on the UK standpoint); pictures on Twitter are still subject to copyright and we need to be clear where we are sourcing our images from,don’t just re-post content but transform it and add our own POV, parodies are danger.

Digital

City maps via brand logos

How often do you give directions by saying ‘look out for the Apple store’. One app manufacturer has created a map that uses retail landmarks instead of road names. Purpose-led maps seem to make much more sense – imagine maps of bars, parks, record shops etc. If this takes off we could see it being sold to phone brands, tourism councils or even lonely planet.

Retail

Angry birds to appear in a Walmart near you

A stream of new tech savvy punters will flock to traditional Walmart stores trying to find hidden gems for the new Angry Birds game. Angry Birds will receive an unbelievable reach across America’s non-digital land. A mutual benefit from two very different perspectives.

Advertisements

Personalised branded content at its best

Sponsorship

Coca-Cola eyes Olympic velodrome naming rights

Can Coca-Cola build a long term success of the Olympic Park velodrome if the brand is granted the naming rights? The O2 or the Emirates are two such success stories. As Coca-Cola aims to capitalise on it’s sponsorship of London 2012 it’s interesting to consider what they may intend to do with the space after the Olympics, and how they plan to name it?

Engagement in retail

Ted Baker customers can become an artist’s muse in store

A fun initiative sees Ted Baker create a live art event for consumers in store. The digital service called ‘Ted’s drawing room’ will give 100 customers the opportunity to get their photograph recreated by a top illustrator. The finished portraits will be sent to their owners and will be displayed on Ted Baker’s facebook page – live footage will also be broadcast. As the ease of online shopping continues to threaten the high street I expect we’ll see more brands using their retail stories to host events to bring in the crowds.

Content

Diet Coke announces Jean Paul Gaultier as Creative Director 

Jean Paul Gaultier has created a series of short films titled ‘The Serial Designer’ launched on Facebook as part of his new role. Each film features one of the Diet Coke Puppets and Gaultier helps to solve their fashion emergencies. Working with Gaultier is a massive coup but I’m disappointed by the content – the narrative is weak and the product placement feels too overt, it seems more like an ad. Also there is no call to interact despite the content being hosted on Facebook.

Fat Duck’s reservation experience

Like A Kid In A Sweet Shop. from The Neighbourhood on Vimeo.

The Fat Duck is famous for creating an immersive dining experience, however with a waiting list of about 2 months, how do you keep diners excited? Heston Blumenthal’s team have come up with an idea to engage diners before they’ve even got to the restaurant – after booking, customers get a url which takes them on an animated journey evoking the memory of being a kid in a sweet shop, and binaural sound features too! Anyone that completes the experience also get a digital souvenir. Personalised brand content at it’s best!

BBC to introduce paid download store

Codenamed Project Barcelona the iTunes style store will allow viewers to pay to download programming. Thompson said ‘the BBC iPlayer is the most successful used catch-up service in the world but it’s true that after that 7 day public service window, a large proportion is never seen again’…The window would be non-exclusive and all this content would be made available for producers to exploit in any way they wish.

Social

PG Tips is ‘most engaged with UK’ brand on Facebook

PG Tips is the most engaged with brand and it’s not all about the number of fans. According to research, nearly 2 out of 10 fans actively responded to the brand’s page over a week by liking, commenting, posting, responding to polls or sending RSVPs. If like me, you are wondering how they do this it’s simple –they focus posts around the lovable ‘Monkey’ and Jonny Vegas. Brands need a personality and great content to maintain engagement beyond marketing campaigns to grow fan acquisition.

Adprovising: Agile marketing made easy

Not only did SXSW (9-13 March) social media carnival throw up some great trends as seen last week with Me-TV but it produced a great variety of talks. This one was easy to share, so, I’m sharing it! Hyper Island’s Tim Leake gave a great, thought provoking talk on Adprovising: Agile marketing made easy – check out the link.

Agency uses app to find their interns

Are we looking to vet any new interns – why not use an app to do it? A bit on the ‘digital savvy/crazy’ side the app assesses applicants by asking them to draw a picture for a given word. The agency behind this believes the key to successful messages is simplicity. If you fancy your changes why not download the app and get drawing.

The Industry

 SXSW Festival: POV piece

A festival famous for highlighting the ‘things to come’ there are 3 connected trends emerging from this year – which will have both an impact on brand reputation and comms. They are crowd-sourcing ‘social’ and privacy. All of which are set to revolutionise traditional practise – we are in an area of networked intelligence and cracking the code will lead to more successful aggregation and understanding of engagement.

The changing pattern of content distribution

Content distribution

The Me-TV Trend

 

 

 

 

 

 

 

 

 

 

 

 

One of the key trends to come out of SXSW – new personalised entertainment platforms to help aggregate the increasing amount of content online, and help you find more to your taste. One such platform is Shelby.tv – an online platform that aggregates all the videos being recommended by family and friends on Facebook and Twitter into a single video channel, imagine a personalised Youtube. As these services move to the cloud, people will be able to access their content anywhere and consume it on their preferred device.

Branded content

Nike styles young Paris basketball team

Pigalle Paris ‘BARBES BASKETBALL’ from PIGALLE PARIS on Vimeo.

French clothing boutique Pigalle Paris has set up the Amateur Basketball project to support teams with a  strong sporting and social background. Their first initiative, aided by Nike Stadium Paris and Nike Bowery New York, has been to remake the outfits for local team Goutte d’Or Basket Ball from Barbès. The team received first class sports equipment and a well-defined graphic identity. Beautifully shot video too from Nike, as you would expect.

Social

10 changes to Facebook you need to know

The blurring of paid, owned and earned media, timelines to show a brand’s history and the ever increasing need for great customer service.

C4 to launch 4seven channel

Channel 4 is to launch 4seven, a TV channel powered in part by social media and viewer feedback, that lets you watch shows again from the past 7 days that have been talked about on social media. Personally with the popularity of 4oD I think this announcement offers little to viewers, but does help C4 promote their programming.

Coca-Cola having fun

 

 

 

 

 

 

 

 

 

 

 

Coca-Cola have posting a series of riddles to their Facebook fans Even if they pop I smile, It’s no secret why, The soapy rainbow swirls, Are magic to my eye. I love looking up at clouds, And blowing …in the …com. Think you’ve solved it – got to the url. A nice reminder that a brand needs to have a personality.

Keeping it short and sweet

Content

Sam Sure & Giacomo music video

Take a tour around Notting Hill with Sam Sure & Giacomo in their interactive music video. Whilst watching you can click on the screen and drag the camera direction round, like you’re on Google street view. Although an engaging idea to bring you inside a music video, I think this functionality has more potential – imagine making interactive content in this style with binaural sound.

Worth the wait? 

Swedish rapper Adam Tensta has only released one copy of his single and despite this being released online, only one person can listen at a time. Fans have to download the app and then wait their turn for the track to be passed on to them. Although a good PR story, this is an unusual approach for a music artist who surely wants to engage a wider fan base. Maintaining this air of exclusivity would be better suited to a luxury fashion brand.

Move to the Beat

Coca Cola’s ‘Move to the Beat’ campaign aims to use music to unlock the social side of the sports event. Mark Ronson travelled the world to meet up and coming athletes and fused the sound of their sports to create the campaign anthem. This is one campaign to keep an eye on – there will be events, digital activation and a full 60 minute documentary on Ronson’s travels airing soon.

Media

The Guardian ad

Created by BBH this ad for The Guardian uses the children’s story of the Three Little Pigs to demonstrate the future of journalism – crowd sourcing, open platform collaboration, social media. A fantastic ad to show how the traditional newspaper industry must evolve if they ever hope of remaining relevant.

Partnerships

Visit Scotland and Disney Pixar

Disney Pixar’s latest cinema release tells the tale of a flame haired heroine and is set in the Scottish Highlands. The film is scheduled for release this summer and the global marketing campaign will also be aimed at promoting Scottish tourism through TV and cinema advertising, PR opportunities, digital marketing and events.