Personalised branded content at its best
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
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.
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.
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!
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.
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.
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.
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.
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.
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