Wednesday 3 December 2008

Are research results more important or time spent with a brand?



Burger King travels over 20,000 miles to find people who have never heard of the WHOPPER and perform the world's purest taste test.

This is another example of using content to occupy the consumer's share of mind.

As this ethically needs to be an unbiased research - the results needs to be displayed as they come. What would happen if BK found that these people liked Big Macs more than the Whopper?
Does it really matter what the result is? Does what matter more is the fact that BK were able to use interesting content to attract consumers to spend time with brand? I think so....

Tuesday 2 December 2008

Great depiction of the current state of tradition vs digital media


Jeff Zucker, head of NBC Universal, was famously quoted earlier this year warning that the media industry had to work so "that we do not end up trading analog dollars for digital pennies."

After this comment was made there's been many response activity appearing around the internet.

Of all responses out there, I thought Joel Mitch from Six Pixels of Separation had the most substance.

A must see Photography Exhibition


If you're in Melbourne make sure you check out the Rennie Ellis photography exhibition who was renowned for his candid documentary images of contemporary Australian life . Highly inspiration work accurately depicting ocka Aussie culture in an era of expressionism, decadence and indulgence. Thanks Nads for taking me! ;)

An exhibition of Ellis' work opens at the Ian Potter Centre, NGV Australia, Federation Square, Melbourne on Friday until February 22, '09.

Admission is free.


http://www.ngv.vic.gov.au/rennieellis/

Sunday 23 November 2008

Follow the Nissan Z

The 'Follow the Z' Norther American Rally is brilliant. The legendary Z will be touring across the US, stopping at Z enthusiast clubs along the way. Each pit stop will allow fans unprecedented access to the newly announced 370Z. Using the Widget (below) and website, users can track the progress in real-time - adding another layer of connectivity.

As a pre-launch activity, it a great way to connect with brand advocates. Not to mention the content created can be used to drive traffic and create engagement within the brand community online. We will be utilising the content for the 370Z pre-launch microsite in Australia - stay tuned ;)


Thursday 13 November 2008

Jeep and Social Media


Jeep is an auto manufacturer that utilises the online environment to its full potential. Besides the usual online product feature communications - Jeep uses social media such as brand experiences and social networks to connect with consumers, drive engagement and form brand communities. Thus not only supporting their marketing communication activities and sales conversions but increasing their brand equity as well through positive consumer brand attitudes.

You can examples of their great work here:
Jeep and Social Media

Wednesday 5 November 2008

Seth Godin Interview on Tribes


Seth Godin talks Tribes and the future of Brand engagement

Tuesday 4 November 2008

US Presendential live results

A great Widget indeed - Live election results to connect with audiences and drive traffic MSNBC.

Wednesday 29 October 2008

Amazing Race style content for Dodge Ram Brand Experience


This is the brand experience to launch the new Dodge Ram. Needless to say a lot of money was spent on it and it's very Redneck! However I'm sure this kind of thing would really connect with the target audience.

Even though it's obviously scripted to introduce the product features, the content is engaging enough to be tolerable. Also the fact that the KSPs are coming from a 'spokesperson' and not the brand makes it ever more believable.

This brand experience seeds the 'tough' proposition well within the marketspace.

Wednesday 7 May 2008

Hype Machine helps consumers discover, catalouge and share music.


Every day, thousands of people around the world write about music they love. Hype Machine follows music blog discussions and allows you to aggregate your favorite tracks, artists, blogs and users found on the site.

There is so much information and content on the internet that there is a real need for aggregation on a macro level. Blogs do a great job of communicating information/content on a micro level but the millions of blogs that are updated every second need to be catalogued so that it can be easily accessed by the end consumer.

Artists also win as it's another touch point to their fans. If a user likes what they hear they can purchase the track straight away from iTunes. Bands can advertise their tour dates and tickets can be purchase through the site. All this content and fucnctionality means traffic to the site and traffic means ad dollars. Everyone wins - Consumers, Artists and Hype Machine.

Eventually Artists will use platforms like Hype Machine to connect, engage and sell to fans as well increase their fan base.

Go to Hype Machine



Friday 8 February 2008

Bloodlines. Using sound to tell a brand story.


Simply effective. Need I say more? Uses sound to tell a brand story. It's my ambition to one day own a Porsche. This experience makes me want it so much more.

Porsche Bloodlines. Go there now.

Friday 11 January 2008

St Jeromes, Melbourne.

Swingers - Talking to the answering machine



There is this hilarious scene in Swingers where Mike rings Nikki - the girl he met earlier that night. Not listening to his friends and waiting the token 3 days - he completely screws up any chance of seeing this girl. The scene makes me laugh because we've all been there with the premature or one too many phone calls which make us seem too eager. Its just one of those things in life where going against what feels right will actually work better in the end. I'll let the script do the talking:
Mike collapses into his futon and lights a smoke.

Beat.

He pulls out the COCKTAIL NAPKIN. He stares at the number.

He looks at the clock. 2:20 AM.

He looks at the napkin.

He thinks better of it, and puts the napkin away.

Beat.

He takes out the napkin and picks up the phone.

ANSWERING MACHINE
(synthesized voice)
Don't do it, Mike.

MIKE
Shut up.

He dials.

It rings twice, then...

NIKKI
(recorded)
Hi. This is Nikki. Leave a message.
(beep)

MIKE
Hi, Nikki. This is Mike. I met you
tonight at the Dresden. I, uh, just
called to say I, uh, I'm really glad we
met and you should give me a call. So
call me tomorrow, or , like, in two days,
whatever. My number is 213-555-4679...
(beep)

Mike hangs up.

Beat.

He dials again.

NIKKI
(recorded)
Hi. This is Nikki. Leave a message.
(beep)

MIKE
Hi, Nikki. This is Mike, again. I just
called because it sounded like your
machine might've cut me off before I gave
you my number, and also to say sorry for
calling so late, but you were still there
when I left the Dresden, so I knew I'd
get your machine. Anyway, my number
is...
(beep)

Mike calls back right away.

NIKKI
(recorded)
Hi. This is Nikki. Leave a message.
(beep)

MIKE
213-555-4679. That's all. I just wanted
to leave my number. I don't want you to
think I'm weird, or desperate or
something...
(he regrets saying it
immediately)
... I mean, you know, we should just
hang out. That's it. No expectations.
Just, you know, hang out. Bye.
(beep)

He hangs up.

Beat.

He dials.

NIKKI
(recorded)
Hi. This is Nikki. Leaves a message.
(beep)

MIKE
I just got out of a six-year
relationship. Okay? That should help to
explain why I'm acting so weird. It's
not you. It's me. I just wanted to say
that. Sorry.
(pause)
This is Mike.
(beep)

He dials again. There's no turning back.

NIKKI
(recorded)
Hi. This is Nikki. Leave a message.
(beep)

MIKE
Hi, Nikki. This is Mike again. Could you
just call me when you get in? I'll be up
for awhile, and I'd just rather talk to
you in person instead of trying to
squeeze it all...
(beep)

He dials yet again.

NIKKI
(recorded)
Hi. This is Nikki. Leave a message.
(beep)

MIKE
Hi, Nikki. Mike. I don't think this is
working out. I think you're great, but
maybe we should just take some time off
from each other. It's not you, really.
It's me. It's only been six months...

NIKKI
(Live, in person. she picks
up the line)
Mike?

MIKE
Nikki! Great! Did you just walk in, or
were you listening all along?

NIKKI
(calmly)
Don't call me ever again.

MIKE
Wow, I guess you were home...
(click)

She hung up on him.

He's frozen.

He hangs up.