The Twelves - Im not gonna teach your boyfriend how to dance with you
Monday, 15 December 2008
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 ;)
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.
Friday, 9 May 2008
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
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.
Thursday, 13 December 2007
2009 Land Cruiser launch microsite
A nicely executed Land Cruiser site from the US for the launch of the 2009 Land Cruiser.
Land Cruiser launch microsite
Saturday, 15 September 2007
Compelling Brand Campaign
A highly engaging Hyundai site for their 'Think About It' Campaign. This campaign symbolises Hyundai's move to improve their brand perception. Ie. Hyundai is not a cheap poor quality auto manufacturer. Use of video to draw you in then snippets of animated information to entice the consumer to change their perceptions on the brand and products. The interesting thing is that it doesn't once show the product.
Monday, 16 July 2007
Monday, 4 June 2007
Dr Pepper uses Content for Brand Engagement
Dr Pepper puts an unknown band in a plastic bubble on NY’s West Side Highway, throw the switch on 24 cameras, and let people watch whatever camera they want at any time of the day or night as the band records an album, snoozes, shaves their bodies. An impressive effort use of content for brabd engagement.
Dr. Pepper Bubble
Tuesday, 14 November 2006
Automotive and Google
This campaign originated when Google approached Goodby, Silverstein & Partners to help create compelling new content and creative uses for its new click-to-play video ad medium and technology. The technology and possibilities with Google were a great fit for Saturn to help launch its new car and drive traffic into their retail locations. Creative, new media and interactive came together to form this idea to solve a difficult business issue in a way never done before. Saturn is a very human kind of car company, and this project allowed us to create a personal experience to express that. Google's geo-targeting and click-to-play video ads allowed us to engage the audience in non-intrusive ways and deliver a highly relevant message-- people are taken from a high level brand experience right into the door of a retailer for a test drive.
By clicking on the initial banner, users trigger the launch of a special Google Earth application that zeroes in on the local dealership nearest them. The ad then transports visitors (virtually) to the dealership itself, launching a video in which the local Saturn manager introduces a brief Aura spot and interactive features like a 360° view of the car, an engine inspection and a printable map with directions.
The process involved capturing and seamlessly combining imagery from Google Earth, 3D renderings and motion graphics with live footage from each of 22 different Saturn locations filmed in six cities. In addition, 22 microsites were built and customized for each location. We leveraged Google Video Ads, Google Video, Google Maps, Google Earth and Google's Content Network of sites in an integrated experience. Creatively, the range of technology was actually liberating. Once we opened ourselves to it, we were able to find creative uses to weave them together purposefully."
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