Showing posts with label #besoke. Show all posts
Showing posts with label #besoke. Show all posts
Friday, 15 February 2013
Tuesday, 28 February 2012
✔ COCA-COLA 2020 - FROM CREATIVE TO CONTENT
Coca-Cola here defines their strategic road map moving
forwards.
This a response to the widespread recognition in the industry that "the legacy models are all
broken" and "the traditional solutions are all becoming less and less
effective."
What's Coke’s ‘Content 2020’ goal? Double their current sales by creating ideas so contagious they cannot be controlled. The types of content that will be developed? Serial
Storytelling, Multi-faceted Storytelling,
Spreadable Storytelling, Immersion and discovery Storytelling, and
Engagement Storytelling. (A clearer explanation of these content types is available in the videos).
(Part 1)
How will they achieve this? Coca-Cola intends on developing a conversation model that extends brand stories. The brand stories are intended to create ‘liquid’ and ‘linked’ ideas that provoke conversations (which the brand can act and react upon). The company also has identified that they intend on integrating technologists into the core creative teams and further developing direct relationships with Technology companies.
How will they achieve this? Coca-Cola intends on developing a conversation model that extends brand stories. The brand stories are intended to create ‘liquid’ and ‘linked’ ideas that provoke conversations (which the brand can act and react upon). The company also has identified that they intend on integrating technologists into the core creative teams and further developing direct relationships with Technology companies.
(Part 2)
What's clear is that people and organizations are reordering their priorities and causing global change across a range of interconnected spaces from honesty and fair employment to communal, social and environmental responsibility.
One (of many) elements we also believe 100% is the need to optimize efforts such that "every contact point with a customer should tell an emotional story". Kudos to Coca-Cola for establishing a new participatory global brand framework and giving its constituents a voice. We’re confident this positioning will serve you well.
Thursday, 22 December 2011
♔ Social Media Case Studies [GB_V.64]
Diageo,
Brown-Forman, and Heineken are creating social buzz during the holiday season
with multiple Facebook ads and "like" campaigns - ClickZ
HBO has created an
application for their "True Blood" allowing fans to submit photos and
create their own vampire video to share and "glamour" their friends
online - Creativity
Visit Sweden (@Sweden) is the official website for the country’s tourism and travel
information. They’ve come up with a fantastic way of sharing the Swedish brand
by handing over the country’s official Twitter account to its citizens. Every week another person receives
exclusivity over the country’s Twitter account @Sweden to share their thoughts,
stories, information and other content linked to Sweden - Website
Every year, the
leftover amount on unused Metrocards can total $52 million. Metrochange however
offers a cool way to make sure all that loose change gets put to good use - Website
Tragus Group, operator of some of
the UK's favourite restaurant brands including Café Rouge, Bella
Italia and Strada - is encouraging fans to share their own restaurant
experiences through photos and videos in exchange for discounts at their
restaurant chains - Marketing
Week
The account
@RealTimeWWII sends dozens of tweets per day - bringing the Second World War to
a new tech-infused generation. One tweet at a time. More - http://bit.ly/tduRFb
Microsoft is
releasing a new social networking site called So.cl that will incorporate
elements of search with the social experience using Bing - Technology
Review
The Social
Media ProBook - (by Eloqua and agency JESS3) is written by 20 of the
most influential figures in social media. Topics include influencer marketing,
PR, Wikipedia fundamentals, rules for social advertising platforms, scaling
social media globally, social organizational structures, geosocial networks,
writing for Facebook, and more – Slideshare
KLM Royal Dutch
Airlines has designed a social seating tool that will allow passengers to
choose who they sit next to via Facebook and LinkedIn - TechCrunch
Coca-Cola's
Vitaminwater has launched a social game with the help of pop singer Jessie J
via a series of online videos to engage with fans by guessing what's inside
several wrapped gifts - PSFK
YouTube's Top Spots
of 2011 – Here are the top 10 ads viewed (as of this posting) on YouTube over
the past year – Goodbuzz
Canon teamed up with
Ron Howard to produce a crowdsourced short film that was inspired by photos
submitted previously by fans - The Stark
Life
Time Inc.,
Nordstrom, Etsy, and Land's End are using Pintrest, a social bulletin board
where users can share their favorite visuals, to connect with their crafting
fans - Ad Age
Vail Resorts EpicMix
is revolutionizing the way we ski - again. The innovative app that tracks (via
GPS and RFID) vertical feet and days skied - has now adding photo capabilities,
making it even easier for skiers and snowboarders to share their on-mountain
experience. Great digital integration and differentiation - Video
British wireless and
mobile provider O2's new holiday campaign lets their followers tweet Santa a
message in exchange for a personalized YouTube video response - The Real Time
Report
Canal+ Borgia
Integrated Transmedia Experience - The evolution of Storytelling - this 360
degree narrative works seamlessly across multiple devices. The Canal+ Borgia TV
series is the world’s first 360 degree narrative that works seamlessly across
your desktop, iPad and iPhone to provide a complete experience - Video
Anonysize -
Anonymously find the right size and give great gift. This web site solves the problem of buying the right size
present for someone (shoes, clothes, rings). You go to the site, enter your
recipient's phone number and gender, your phone number and email, and a text is
sent to the recipient asking them what their size is. They'll never know who's shopping
for them, and unless the thing you buy is hideous, it stands a good chance of
not being returned - Website
Itron's discuss how
they developed a company-wide listening strategy - Vimeo
JWT Augmented
Reality Business Card (powered by Blippar) - JWT London has created a truly
unique and innovative way to showcase the agency's latest showreel on the back
of their business cards – Video
Every year, the
leftover amount on unused Metrocards can total $52 million. Metrochange however
offers a cool way to make sure all that loose change gets put to good use - Website
Here’s an
interesting Christmas shopping themed infographic (http://bit.ly/ud1oqh) that shows the power of
social recommendations around the holiday season. Mr. Youth surveyed 4,500
adults and found that social media has definitely been a key driver of
Christmas gift purchases this year – Graphic
We’ve been trying to
break the 50,000 'Weekly Reach’ benchmark (on Facebook) for some time now, so
we’re delighted to announce that we’ve finally done it (and with only days left
in 2011 to spare). On behalf of all of us – thanks for viewing - and all the
best to you in 2012. Booyah.
NOTE: FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK
PLEASE VISIT US ON TWITTER @GOODBUZZ. IF
YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY
MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND
VIA E-MAIL AND WE’LL TAKE
CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY
WERE ALL LIVE AT THE TIME OF THIS POSTING)
ABOUT GOODBUZZ
#Goodbuzz prototypes the future - focusing on linking the
digital and physical worlds by developing 'branded utility' and moving away
from interruptive 'push' models towards more meaningful ways of connecting.
Contact us today for more information - info@goodbuzz.ca
Thursday, 15 December 2011
♔ Social Media Case Studies [GB_V.63]
Dealing With
Negative Social Feedback - Every
brand experiences negative feedback. But, it's how you handle it that separates
you from everyone else - Article
Heineken has teamed up with Facebook for a global deal that
will give the brewer access to the social network's newest products and advice
on reaching millions of people - Ad Age
Most
Contagious 2011 - Contagious exists to find and filter innovative
exercises in branding, technology, and pop culture. Once a year they put
together a ‘best of’ overview of the year’s best. Here are your 2011 highlights
- Website
Here's an excellent tool (marketing.grader.com) from HubSpot
that grades and benchmarks your online activities (website, social, conversion,
etc.) against competitors – Website
Learn how Whole Foods, Southwest, and Best Buy are building
their Twitter strategies to connect with fans - The Wall
Street Journal
The Social
Brand Experience Report - Social
consumers indicate they are looking for "exclusive experiences, savings,
and perks from the brands they like." But marketers apparently still
believe that content and connection to peers are the primary drivers to 'likes'
and 'follows'. Time to evolve your brands social media strategy? - Report
Cisco discuss how they are measuring social media ROI - MediaPost
KLM's
'Seatmates' will allow passengers the ability to choose their seats using
Facebook and LinkedIn profiles. When they check in online, they'll be able to
view other passengers' profiles and select their seat (presumably for either
professional networking or possibly even joining the mile-high club). The
service will be piloted early next year –
Facebook
Hertz and LiveNation.com have joined forces to offer a
"Movin' with Music"- themed effort that features concert
venue-related car rentals, a streaming radio station, social media contests, a
rewards program, and artist interviews to be shared online - Fast Company
Here's an excellent example of using real-time biometric and
GPS data to get the most out of an athlete's performance. Kudos to Nike. We're impressed - Video
Procter & Gamble's Old Spice character is back as
"Manta Clause" with a five-day YouTube campaign promising gifts for
all seven billion people in the world - Brand Channel
McCormick is hosting a cookie share on Facebook featuring
their new app that lets fans customize their own cookie recipie and share with
friends online - The Treats
Truck
To create buzz around the upcoming season of Spartacus,
Starz Entertainment has released an interactive Facebook application - The Hollywood
Reporter
Yahoo! has released a new application that connects to
Facebook to let fans compare what was going on in their lives when other
significant events were happening around the world in 2011 - Yahoo!
Ice Break
Coffee deals with 'hater' Paul - What do you do if someone starts a
negative Facebook page about your brand? Well, if you can't earn their love,
you should at least try to win their respect. Here's a great example (by ICE BREAK) of turning
negative brand publicity into good buzz (or in this case great buzz and 20,000
new 'Likes') – Video
Wendy's promotional tweet to help raise money for the Dave
Thomas Foundation for Adoption was named the "Most Retweeted" in 2011
- QSRweb.com
MINI 'Vending Machine' Projection
Mapping - Those passing by are able to interact with the projection
by texting to a shortcode to select the MINI of their choice. Upon doing this,
it triggers the MINI they’ve selected make its way down to the bottom of the
vending machine, in trademark cheeky MINI animated style - Video
Cargill discusses how the company used social media sites
Facebook and Twitter to create brand awareness of their Truvia product - Vimeo
For a brand that won't even allow consumers to post comments
or content of any kind to its Facebook page (#fail) - the Canadian Tire brand
manages to actually appear participatory in this case. The campaign mechanics
here include a simple aggregator that separates message types then adds an
associated colored light to a tree. Thereby the more social mentions the
brighter the tree gets - Website
NOTE: FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK
PLEASE VISIT US ON TWITTER @GOODBUZZ. IF
YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY
MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND
VIA E-MAIL AND WE’LL TAKE
CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY
WERE ALL LIVE AT THE TIME OF THIS POSTING)
ABOUT GOODBUZZ
#Goodbuzz prototypes the future - focusing on linking the
digital and physical worlds by developing 'branded utility' and moving away
from interruptive 'push' models towards more meaningful ways of connecting.
Contact us today for more information - info@goodbuzz.ca
Sunday, 11 December 2011
♔ Social Media Case Studies [GB_V.62]
To help get their fans through the holidays, Betty Crocker is going to be answering cooking questions on Twitter with the hashtag #Betty911 - Twitter
AT&T is making it easy for fans to "make the case" to their family and friends about why they deserve a new smartphone with personalized (and hilarious) video arguments - MediaPost
Stockholm’s 'Aids Prevention' Condom Promotion – AKA The Gamification of Sex - Scanning the QR code on the back of the condom pack links to the Smartphone App. The app reminds you to use a condom, then measures things like rhythm, sound, and duration of your every performance so you can compete against others online – Video (Also below)
Build-A-Bear Workshop has created a special place online for kids to interact with Santa's live-streaming elves via Twitter, play games, and share drawings - Bearville.com
Boeing is giving fans the chance to paint their own design on a virtual 787 Dreamliner airplane and share with friends around the web - Boeing
The Humane Society shares how they reached over one million Facebook fans by being attentive and knowing their audience - Ragan
Dunkin' Donuts and KFC have each launched a Twitter contest to engage their followers and create brand awareness around the grand prizes of a JetBlue flight voucher and a college scholarship, respectively - Nation's Restaurant News
Best Buy is getting fans in the Christmas spirit on Facebook with ways to send your wishlist directly to the North Pole, share personalized greeting cards with friends, and win prizes - Facebook
UPS is integrating Twitter and YouTube components in their Road Trip Challenge sweepstakes to promote their immediate seasonal job openings - Wild Fire
Deeplocal's 'Deck The Screens!' App - A fun holiday project from Deeplocal - Design and Development for Humans and Machines. The app showcases their tech wizardry by letting multiple devices talk to each other using Node and Socket.io to create "strings" of lights across devices – Website
Pillsbury is targeting 'tech-savvy mums' by offering additional recipe content when the TV ads are scanned with the Shazam mobile app. Once people have scanned the recipe suggestions, the app saves them to review later while shopping. Pillsbury is also delivering customizable holiday videos that can be shared on Facebook, also available through Shazam – Video
What is a brand? We're certain there are numerous opinions. We especially like Matthew Clark's (from Subplot Design Inc.) definition we stumbled upon in 'Applied Arts' 2011 Creative (as seen below).
Playing on the lowest common denominator theory (and their apparent view of their core user base), Old Spice offers users yet another online diversion – this time blowing random objects up. Imagine if all this creativity actually aligned usage with product attributes!? Inconceivable – Website
REI's "Find Out NYC" Augmented Reality (#AR) Print Activation uses an #AR app to help NYC users to virtually escape to the great outdoors, explore the scene and find the special objects embedded in the scenery for a chance to win some great prizes – Video
Burberry Bespoke is an online service that allows you to design and order your own unique trench coat. Simply select the cut, fabric, colour, linings and trimmings and 4 to 8 weeks later - voilà - the coat arrives – Website
The Emergence of Hyper-Local Social Media Platforms – Article
NOTE: FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ. IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)
ABOUT GOODBUZZ
#Goodbuzz prototypes the future - focusing on linking the digital and physical worlds by developing 'branded utility' and moving away from interruptive 'push' models towards more meaningful ways of connecting. Contact us today for more information - info@goodbuzz.ca
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