Archive | Research RSS for this section

New opportunities for branded content

Think of this space as a pre-roll in YouTube…. How can brand make the most of this new opportunity?  This week Juiced gives you a sneak peak into Doves new hacking app, Googles ‘I cried’ button and an app which may make Lego fanatics more than a little bit happy.

Digital

Dove’s app to replace negative Facebook ads

Although a little (very) cheesy, the technology behind this app could be a lot fun. Basically it lets women on Facebook hack in and replace the online ads promoting weight loss, boob job etc with more positive body image ads. Users can choose a group of women to send these ads to. Imagine if a brand like Pepperoni or WKD got their hands on this app and gave people the option for far more cheeky messages.

Content

Want to convey more than just a like to a video?

Project Goodcry is an experiment to make crying a collective experience. Google Chrome users can now download an ‘I cried button’ on Youtube and the top ranked videos are collected on the Goodcry website. As an engagement company we are generally focussed on enjoyment, is there ever a role for creating content that evokes a sorrow?

Lego stop motion

To promote their new Super Heroes Collection Lego have released a free Super Hero movie maker for iOS. The app makes capturing stop motion on your mobile really easy and you can choose from 11 customisable title cards and 5 soundtracks. Any chance to get our Sony tutorials into the community..?

Youtube launches Adwords for video

Potentially big news for us. More demand for content, less media agency middlemen… Just need to convince people that pre-roll is an opportunity for content campaigns rather than an outlet for ads.

Social Media

Pinterest fashion show in real time

This week fashion house Oscar de la Renta live-pinned photos of their latest bridal collection in a real-time catwalk show, along with images from backstage. What is our POV on brand engagement within this new platform. Are there opportunities for M&S fashion on Pinterest?

Your digital footprint is being tracked

This week we look at how Tupac became a global twitter sensation, an interactive map that documents many lost nights in the vibrant place that is east London and how social sites and marketers can use our online footprint to their advantage.

Brand Engagement

The secret history of East London

As part of Dazed & Confused magazine’s May issue Is East London Dead? Dazed Digital has launched an interactive map that enables creative residents of the area to upload personal memories, into what will become a permanent archive or digital exhibition. Over time, ‘A Secret History of East London’ will document the events, exhibitions, lost nights, gigs … in fact just about anything between 1990 and the present, to create an alternative history for this vibrant area. In an interesting twist, commercial businesses are sharing memories and using inspiration from the past to publicise new and upcoming events.

What has your shoe got to say?

New Balance flagship store in Boston has incorporated content into the retail experience in an interesting way. Picking up a trainer triggers content related to the particular shoe to play on in-store screens. Shoppers can also choose to play certain videos through the screens themselves. This could get really interesting if the content moves beyond ads to offer training content tailored to the shoe, or a bit of back-story to give the product personality. Exploring the role for content within the retail experience is hot right now as brands are looking to enhance the retail experience and increase footfall. How can Sony Gold content be used to enhance Sony’s retail experience and boost the brand?

Events

Tupac hologram may go on tour

Fresh from its triumphant performance at Coachella, the hologram of Tupac Shakur is in demand for a full-scale tour. When the hologram appeared on stage with Snoop Dog and Dr.Dre it created a global sensation. Live on stage the 2-D Tupac rapped both alone and with the other artists – playing songs he had never before performed live. Not a cheap trick, Dre has big visions for this venture. It could have been Sony who explored this massive and somewhat unusual opportunity – a hologram gig was a previous idea we’ve had for a Sony experiential event.

Digital and Social

Facebook Ads Can Now Be Optimized To Drive Any On-Facebook Action, Such As In-App Purchases, Shares, Offer Claims

A ‘Like’ is just a ‘Like’ and with it we know doesn’t necessarily come much, until now. Through their Ads API Facebook is giving marketers the ability to target their communication to those most likely to not just ‘like’ but actively engage through either sharing or buying. Soon brands will be able to effectively target audiences based on their key social behavioural patterns.

How will the new law on cookies affect internet browsing?

Websites track every stage of visitors’ activity, but will legal changes to users’ consent make a difference to websites? Virtually every internet user will have hundreds of cookies (trackers) on their computer which store and examine their online life – how else would we remember our many passwords? From May 26 new EU law will force websites across the UK to flag and explain to users the information they’re tracking – data they had previously taken for granted. In terms of protecting privacy this seems like a great solution but it definitely doesn’t do much for user experience. Websites future success may depend on how well this is done.

Brands need to ramp up investment for creativity in social TV

The influx of social TV apps means that it’s more important than ever to produce content that is engaging, relevant and activated effectively across platforms. It’s going to become increasingly important to consider upfront how the content social platforms will run and effective activation within these to target different areas in order to create memorable experiences.

Sponsorship

Coke eyes legacy with major Olympics push

A big news week for Coca Cola’s marketing – In the run up to the Olympics, Coca Cola will undertake what it claims to be “one of the biggest experiential activations the country will ever see.” As part of its sponsorship of the Olympic torch relay, Coke with a fleet of interactive branded vehicles will host a series of events to highlight the positive things that young people are doing in their communities. Each night during the 70 day relay, special events will be set up. Among these events will be; live music, limited edition Coke and creating and sharing your own music, all of which go towards establishing Coke as a recognised music brand. Do you think these kind of events are a successful approach to brand engagement? Will it help people all over the country remember Coca Cola for putting on great music events?

Interesting and engaging advertising formats

Not quite vibrating Nokia tattoo’s but this weeks Juiced brings you Google’s augmented reality glasses, miniature billboards, Facebook film casting and a kissable pop star poster – which is both interesting, engaging all be it slightly unhygienic.

Brand Engagement

Legoland places miniature billboards made of legos around London

In an interesting new campaign Lego went big with small ads to create great advertising and a lot of small talk around town. To promote new attractions at LEGOLAND – Agency DLKW created 12-inch high signs, made of Lego and placed them around London. With a game like vibe people were able to find the signs guided by Google maps and then share their photos on Twitter using a special hashtag. The use of social engagement maximised the campaigns reach to impressive proportions.

Today’s weird idea from the future: Ads that want to kiss you

Perhaps the most unhygienic campaign of the week goes to a group of Japanese scientists who created digital adverts interactive enough you can kiss them. The digital posters come complete with ultra-sound sensors that change the image to a kissy face as you approach. With further research scientists are hoping this technology will be able to recognise the scent of shampoo or flavour of lip balm. Splitting opinion- is this invention incredibly cool or are the ramifications of this technology both undignified and unsanitary?

Pepsico and Arby’s join trend for offering rewards for engagement

Many brands are jumping on the latest trend of offering rewards for digital engagement. Consumers have come to expect discounts and rewards and as a result we are seeing a lot more brands willing to come up with such goods. There are numerous ways brands are going about this. As a working example Arby’s reward consumers who spend $5 in store earn 10 Facebook credits – this could turn out a useful way to monetise its existing social media network. What is Kameleon’s view on rewarding people for engagement? Do such incentives actually providing meaningful engagement?

Digital

A guide to brand building on Pinterest and Tumblr

Should Kameleon make the move to Pinterest and Tumblr? As more brands and companies move to communicate within these mediums we need to re-think (once again) the way we write and present our content to gain maximum traction. Pinterest is predominantly a visual medium whereas Tumblr is more versatile, however, the most successful posts are still those which are visually stimulating. There are four keys points to consider when planning successful content for these mediums; understanding what your audience wants, getting creative with how you title your boards, be willing to show your brands personality and finally write to sell aesthetic. There is definitely something interesting about what people are choosing to pin – we are finding it is usually something that inspires them – brands should take to these media with a similar spirit and enthusiasm.

Google begins testing its augmented reality glasses

This video has had more than 11 million views in 5 days.

If you thought Nokia’s vibrating tattoos were peculiar check out the latest invention from Google. Last week Google gave us a sneak peak at their secret initiative called Project Glass. The glasses are the company’s first venture into wearable computing – check out the video to discover all the potential uses of this new invention. Not available for sale yet Google is trying to stimulate conversation and gain valuable input from a wider audience.

Nissan India launches Bollywood movie cast on Facebook

An interesting move for Nissan India sees them launch the ‘New Star of India’ campaign – creating the world’s first Bollywood movie that was cast on Facebook. With an enormous Bollywood following this campaign paints Nissan in an innovative and fresh light – creating engagement not only within the Bollywood market and aspiring actors but with first time car buyers too. (To watch the short-feature film follow the hyperlink.)

Branded Events

Breakdancing meets soccer in ‘street style’

http://c.brightcove.com/services/viewer/federated_f9?isVid=1

As we’ve seen in recent Gold research Red Bull are always push the boundaries when it comes to partnering with extreme events on land, sea and sky but this new venture combines two relatively mainstream pastimes  – football and dancing. A somewhat off the wall event that attracts those interested in both or either sports or perhaps an event which may instantly turns off both groups. The fact it’s now a world championship event says to us that it could become the next Olympic sport.

Campaigns for the Social Good

It is always nice to read about brand campaigns developed for the social good. This week Juiced brings you a whole host of different campaigns all facilitating societal change in their own way. It is particularly interesting to see how such campaigns have evolved as technology changes.

Recylebank

One way to motivate people to change their behaviour for the greater social good is through rewards and incorporating a gaming mechanic. Recyclebank–is an online platform in the UK and US with 3 million users that rewards individuals with points and cash rebates for making environmentally conscious decisions, both on and offline. Is gamification something the NHS should consider in trying to get people to lead healthier lives?

 Mxit

 Mxit, South Africa’s largest Social Network, uses innovation and new tools within mobile platforms to facilitate societal change as a model of sustainability. Addressing the relevant needs of the 50 million registered Mxit users, on their social platform of choice (mobile) they support issues that matter to them. One example of this is the Advice Support partnership which is an initiative that enables access to professional counselling on various issues such as HIV, substance abuse and depression via mobile chat.

miGOx

Mxit also introduced miGOx (My Interactive GOvernment eXperience), a technology platform allowing citizens to access open and available government information via their mobile phone, rendered in a user-friendly interface. It will provide citizens the opportunity to monitor promises on service delivery – if citizens are unhappy about the service delivery then they’ll be able to flag and rank it, making government officials more accountable to their promises to local communities.

Transform your patch

 Why not help transform 1cm2 of your community by buying one of the nation’s favourite drinks. Groundwork in partnership with a handful of soft drink manufacturers have launched this project to make a big difference to outdoor spaces which will give communities more access to outdoor sports, activities and fun. The beauty of this campaign is its simplicity – every drink purchased contributes. Communities can then vote on which piece of land they would like transformed. As a brand engagement agency how could we contribute to the long lasting legacy of this socially good campaign?

Waterless

Levis has launched an interactive campaign to encourage fans to adopt a lifestyle that is more conscious of water as a precious resource and helps provide water to those without. Users can enter several competitions to unlock WaterCredits to support the Water.org initiative and discover the all-important steps into changing your habits to save water every day. To increase engagement this campaign also includes a partnership with Instagram enabling users to upload their own pictures taken at Levis stores to show support for the campaign. Fans can share which challenge they have taken across social media channels and earn as many points as possible.

The good gym

A gym designed for the social good – the twist is that this gym encourages runners to get off the treadmill and run to a destination – the home of an elderly person looking for company. The benefits are that the home owner gets company whilst motivating the runners too – you’re far more inclined to exercise if it stops you letting somebody down. Research has shown 13% of people over 65 in the UK say that they always or often feel lonely, and 17% of those living alone see family and friends less than once a week. This campaign started in Tower Hamlets, aiming to expand in partnership with Olympic Park Legacy Company.

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.

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.

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?

A Mix of Technology and Creative Thinking

Content in 2012

Think BR: The role of branded content

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.

Technology enabled content experiences

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.

Digital

Axe Anarchy

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]

Bands gives fans new, free content for boosting their presence on Instagram

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.

Business use of microblogging tools is set to rocket

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?

SOPA will take us back to the dark ages

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.

Mobile shopping increases nearly three fold

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.

Content

Britvic and Pepsico brands join forces for ‘Transform Your Patch’ campaign

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.


Bolt becomes Branson in Virgin Media speed spoof

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 raise $5m for youth sports programmes

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.


Campaign Viral Chart: Vinnie Jones BHF ad comes in ‘hard and fast’

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]