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♔ Alex Bogusky's 'Fearless Revolution' and Reforming Capitalism

Alex Bogusky is attempting spark a consumer revolution and has recast himself as a "consumer advocate."  Along with co-conspirators Rob Schuham and John Bielenberg, Bogusky has unveiled nothing less than a roadmap for reinventing capitalism.  This new kind of capitalism, he believes, needs to be fueled by creative people of all stripes - the end goal is a kinder, gentler capitalism that does more than help the rich get richer.  

The overall point—that consumer empowerment, growing inequality and vast structural issues facing our planet are changing economic dynamics—is provocative.  Capitalism reforms based on values like transparency, collaboration and sustainability with more focus on meaning - beyond the bottom line.  Sounds great in principle.   Bogusky and crew plan to attempt it through a new open-source brand, 'Common', which anyone with a sustainable idea can use. The Common brand is devoted to "rapidly prototyping many progressive businesses that unleash creativity to solve social problems." It's an interesting vision and you can watch the entire presentation at Bogusky's Fearless Revolution site.

The FearLess Revolution explores a new relationship between people and brands. It's goals are nothing less then shifting the way business is done - driving more transparency, more collaboration, more democracy, and ultimately more value.


Bogusky sees a big shift under way, empowered by the Internet, where consumers take back control of what exactly they consume. "The data on the web and the creation of new tools for consumers to access that data in real time is going to change the relationship between consumers and those they consume from," he writes. "Our expectations as consumers, in what we deserve for the dollar we hand over, are way too low. All our dollars — both tax dollars and consumption dollars — should never go to waste. But today, our consumption dollars often blindly pay for products and services that appear to be cheap, but come with hidden costs." (You can hear a lot more in the video of his recent speech at conservation event "Turning the Tide". To help turn the tide, Bogusky is assembling a band of folks in the communications industry to push forward this agenda, which includes rewriting the Consumer Bill of Rights.  Maybe there's a chance for us after all?

Watch live video from FearLessTV on Justin.tv


Watch live video from FearLessTV on Justin.tv

♔ NIKE Basketball lets fans 'Unlock the Black Mamba' using Twitter (by R/GA)

Early in 1984, Nike was a struggling shoe company who needed a way to revitalize and reinvent themselves in order to appeal to segment of the market other then running shoes.  Around the same time, rookie player Michael Jordan saw a golden opportunity in Nike's offer to create a new line of shoes called "Air Jordans." At that time, there was not a tremendous impact from a shoe endorsement, and few companies were willing to risk so much of their marketing budget to bet on one athlete to promote their products.  But we all know how that turned out.  Nike ended up owning Basketball.  So, no one then was likely surprised to see Nike throw their weight behind Tiger Woods to amplify Nike’s Golf products. 

So what next along this line of endorsement?  Presumably, with new energy needed in Basketball, Nike has now attached the brand to Kobe Bryant a.k.a. “The Black Mamba” (named appropriately after the fastest snake in the world (capable of moving at up to 5.4 meters per second 16–20 km/h or 10–12 mph). 

Nike Basketball and R/GA have teamed up to emulate his transformation digitally through a website experience that changes the superstar from Kobe to Mamba through tweets.  As Kobe’s tweets accumulate the dark serpent inside him gradually grows until the beast is unleashed.

The best part?  When the site reaches “Mamba” state (600/hr. required), which is dependent upon a Twitter integration/algorithm that monitors the social conversations and automates the metamorphosis, users will have six-hour access to exclusive Kobe content and be eligible to win limited edition Kobe VI sneakers.

With exclusive incentivized participatory content, viral engagement, peer advocacy and the opportunity to win free sneakers – Nike’s yet again proven to clearly understand their target audience and knows how to drive engagement and activation with through-the-line activities.  With so many activities driving ‘street cred’ - it’s really no wonder Nike reigns supreme in so many sectors.

Think everything is big budget?  Think again.  Check out their "Sneak and Destroy"- Destroyer Burrito Promotion below.  Yet again proving to have their finger directly on the pulse of trending topics.  Kudos.

♔ Digital Trends in 2011 (by Firstborn)

As published on (Creativity’s) Creativity and Technology (CaT) - Firstborn's Dave Snyder looks into his crystal ball to predict what digital trends will flourish—or die, in the upcoming year.

I've always wanted to do one of these... a predictions list! So here it goes, a little bit of what's to come: digital soothsaying for the annum two thousand and eleven. Please enjoy.

1. Crowdsourcing: People will finally realize that the Crowdsourcing future they've been hearing about isn't really crowdsourcing at all but, rather, a ruse perpetuated by some to navigate an economic and financial downturn. Yet "some" will continue to preach it. And for reasons no one in the industry can comprehend, one of those "some" (someone with no credentials other than a moderate Twitter following) will be named Chief Crowdsourcing Officer of a global agency.

2. Privacy: The stall doors are off and we don't care. We will say goodbye to privacy. Actually, that happened long ago, it's just that people will stop caring. I mean, what can you do? That being said, we still love to complain about it... more than a good Facebook redesign.  Your "junk" will be fondled and you will like it.

3. "The New Agency Model": Both sides will continue to beat their chests. Digital screams, "Hey, we've got ideas too." Traditional yells, "Keep your silly named company (but here's a buyout offer for you), we've got tech figured out!" and as BBDO Chairman Mr. Lubars puts it, "We're kicking their butts!" [Sigh.]

Both are right (sort of). But wait, what's that? You in the back... say that again. "But we're 'Post Digital'!?!" someone sheepishly squirts. Digital and Traditional look at each other and respond (for once in unison), "That is the stupidest thing we've ever heard."  Post Digital is a farce. It's the red herring of 2011, part of the overflowing hype that leaks from the duct-taped side of the perpetual buzz marketing machine.

4. The Buzzword Ban: Across the country agencies and brands alike band together and ban certain marketing buzzwords from the boardroom, mainly: synergistic solutions; passion points, robust eco-systems; social-capital; what's the added value; encourage social advocacy; harness social currency; and who are our brand evangelists? Please add your own in the comment section below. These are always hysterical. But first ask yourself, what is the added value?

5. Flash vs HTML5: Believe it or not, no one actually cares how content is delivered. I know, shocking, right? But that won't stop HTML5 developers from making all the same mistakes Flash developers and designers made previously. Both sides need to reconcile and remember that both are at the mercy of the public. We serve their needs. Not some myopic and overly engineered vision of what things are "supposed" to be.

6. On Millennials: "Say 'Millennial' again! C'mon, say 'Millennial' again! I dare ya, I double dare ya motherfucker, say 'Millennial' one more goddamn time."  Can we start talking about the Net Generation already... please?

7. Mobile: This one is easy. Mobile will finally become ubiquitous. As ubiquitous as what the "You Need to Upgrade Your Flash Player" page was, and what the "You Need an HTML5 Capable Browser" page will be.

8. Location Based Services: We got it right, but man-oh-man did they get it wrong. LBS will continue to be huge. It's just that, in 2011, everyone realizes how NOT exciting Foursquare and Gowalla were and are. Keep your badge; people are cheap and just want coupons. As I predicted last year, the current Location Based Services (the ones that survive) will become little more than the modern day equivalent of a coupon book. And guess what Foursquare, Gowalla and the rest, you don't have the numbers to make marketers care: Facebook Places has rendered you impotent. It was fun (sorta, kinda) while it lasted.

9. Frivolous Technologies: QR codes may have been big elsewhere around the world but the technology is going to be leapfrogged here in the States. QR Codes (and the ilk): your tombstone is waiting for you in the lobby. You've been replaced by label recognition. "This conversation can serve no purpose anymore. Goodbye."

10. Advertising is NOT dead: It's just different... and that is a good thing. It's becoming interesting again. I like what Phil Knight said about advertising a long, long time ago: "I hate it."  He's right. So often, it's so terrible. In fact, at times I can't f'ing stand it. Alas, the ad world is turning toward something meaningful. Even if, at times, it's just a laugh—it's better, however, when it's something useful.  I'm happy to report, this will continue and find more and more traction inside the boardroom.  There it is, ten items to help you start your two thousand and eleven season off right. Let me know what I've missed. With only ten items I know I missed plenty.

Dave Snyder is an associate creative director at Firstborn.  

What’s your brand doing on YouTube?

There was a time when YouTube was considered a wild-wild west of content — a place where marketers shied away from uploading their commercials, let alone building a branded channel. But these days, YouTube has become more mini-van than stagecoach. From Toyota Sienna’s high-profile television commercials urging consumers to visit their YouTube channel, to (what might be considered the anti-minivan) Harley Davidson’s fan-centric YouTube universe, there has been a noticeable shift in corporate adoption of the platform.


Billions (literally) of people are watching today – so I'm sure you agree that YouTube provides a unique opportunity for high-profile brand placements. Not sure where to start?  Check out YouTube Trends to get an idea of the types of content currently being consumed.   Also, think of your YouTube channel as an extension of your brand that lives and breathes. You’ll need someone who is dedicated to tending to that page, building your audience by reaching out to fans, and managing your profile online.


Start by searching your brand on YouTube and see what the existing conversation looks like. Then try reaching out to people who already have an affinity for your product or service by commenting on their videos and/or “friending” them. Remember that YouTube is an online community, and if you’re not participating in the dialogue, then you are missing the opportunity for true engagement.  More tips and tricks or for good examples by content type, select the area of concentration below:

Gaming

How-to / Education

TV + Film

Music

Non-profit

Sports

The Gap’s Project Reindeer (by AKQA)

The perfect mix of creativity and emerging technology - The Gap’s Project Reindeer (by AKQA) equips 8 live reindeer with GPS, that participate in challenges over five days that users can vote on.  


Watch the PastureCam (updated every five minutes), Meet the Herd, or tweet a deal to win.

Whichever animal wins will trigger a unique in-store deal for the consumer. For example, Emma the reindeer won the "shortest distance contest" today, giving consumers 40% off their entire purchase if they say Emma40 at the register.

As the site says - 8 Reindeer / 8 Deals / 5 Days. Track the movements of our GPS-enabled reindeer as they decide our stylish in-store deals. Tweet to boost your favorite and check back daily to see which deal wins!  We think its great work.  Fun. On brand and the perfect mix of creativity and emerging technology.  What do you think? 

"The Next Level" – Nike Football's Branded Utility

While Nike had been gaining traction in soccer for years, it had been losing traction with advanced players, who tended to gravitate toward rivals such as Adidas as they moved into more-serious competition. The 2008 European Championships presented just the opportunity to change this perception.  Note:  This campaign is a few years old now, but would work as well today as the day it was launched.  Great ideas are great ideas.  Period.

What resulted was the kind of campaign (by 72andSunny) that proved that it doesn't take a big footprint to do great work that delivers results.  Moreover, this is also exactly what we mean when we talk about branded content and utility - brands creating something that is participatory and useful/valuable to their customers.

The centerpiece of the program was a striking, fast-paced two-minute film directed by Guy Richie, which shows one athlete's first-person view of taking his game to a higher and higher level (first person POV complete with pre-match vomiting and requests for autographs).

Taking the self improvement theme further, an online "boot camp" based on Nike's site provided video-based advanced training and skills regiments. The short film by Guy Ritchie featured superstars such as Cesc Fabregas, Wayne Rooney and Cristiano Ronaldo showing off dazzling skills, but positioned in the context of all the training it takes to get to the next level.

RESULTS
The effort drove 50 million unique visitors to Nike's site in six months, a total that doesn't include external websites such as YouTube, where one posting of Ritchie's film has drawn more than 4.2 million views. Print and outdoor executions focused on specific elite skills, and challenged readers as to whether they had them while also prominently referring them to the Nikefootball.com website.

SOCIAL MEDIA CASE STUDIES [DEC10-GB_V20.0]

Both Coca-Cola and General Mills are leveraging already-trending hashtags in their promoted tweets to create better brand awareness on Twitter - ClickZ

Billboard (Magazine) is launching the "Social 50," a weekly chart that ranks artists' popularity based on social networking activity - Impact Lab

Duncan Hines is building branded content - releasing a new YouTube video each week as a part of their holiday mini web series promoting its new ‘Amazing Glazes’ line - MarketingDaily

Joining the ranks of Gatorade and other big brands, DELL is opening its new Social Media Listening Command Center in order to keep track of its thousands of daily internet mentions - Statesman Business Blog

McDonald's is keeping its multicultural fan base engaged by communicating with them in their preferred dialogue and social networking sites - Iconoculture

Automakers Mercedes-Benz and Audi are both launching separate social media contests for their fans to prove their loyalty - USA Today

Levi's discusses how they are turning online shoppers into Facebook friends and brand ambassadors - SmartBlog

Members of InterContinental Hotels Group's Priority Club ‘Rewards’ online community earn points by checking in at nearly all of IHG's 4,500 hotels worldwide - eMarketer

Scholastic share how they used social media to transform Scholastic Clubs customers into brand ambassadors - Vimeo

McDonald's (Mobile Check-in) Advent Calendar (by TBWA Berlin)

Designed to drive foot traffic and reward customers for visiting 700 McCafés each day running up to Christmas, McDonald's latest campaign (by TBWA's Digital Arts team in Berlin) developed a proprietary web service called 'Unloqable'.  


The platform offers access to digital content (when users can prove their whereabouts) via a location-based service like Facebook Places or Foursquare. When users check-in at a McCafé using the platform they are immediately given the option to download their gift.

The idea of providing added value to each consumer's visit is consistent with the chain's existing (German) positioning of 'Alles Gute beginnt mit einem guten Kaffee' ('Everything good starts with a good cup of coffee'). ;)   For more please visit www.mccafecoffee.com.

EMERGING TECHNOLOGY AND DISRUPTING THE STATUS QUO

As a tribute to some of our favourite past digital campaigns that disrupted the status quo, we've compiled the following.  Note that the years represent when they were introduced to consumers.

CHALKBOT, 2009, for the Livestrong Foundation and Nike, by Wieden + Kennedy. Consumers used a Web site and social media to submit messages “of hope and inspiration” that were chalked onto the course of the Tour de France.

DOVE EVOLUTION, 2006, for the Dove brand sold by Unilever, by Ogilvy + Mather Worldwide, part of WPP. A commercial that began running online before it appeared on TV asked for a reassessment of traditional standards of beauty.

DREAM KITCHENS, 2005, for Ikea, by Forsman & Bodenfors. Ikea’s first online commercials presented 3-D renditions of six wish-list kitchens.

ECO DRIVE, 2008, for Fiat, by AKQA. Software that recorded driving habits and offered tips on efficiency.

HBO VOYEUR, 2007, for HBO, a division of Time Warner, by two agencies, the BBDO New York division of the Omnicom Group and Big Spaceship. Passersby on a Manhattan street were invited to watch the goings-on in eight faux apartments in a campaign that also included a Web site.

THE HIRE (aka BMW Films), 2001-2, for BMW, by Fallon Worldwide, part of the Publicis Groupe. Clive Owen played a mysterious driver in a series of shorts — or long commercials — directed by filmmakers like John Frankenheimer and Ang Lee.

NIKE PLUS, 2006, for Nike, by R/GA, part of the Interpublic Group of Companies. A Web site, heralded by Nike as an “online goal-tracking running motivator,” supports Nike Plus shoes, which are equipped with sensors that transmit data to iPods.

SUBSERVIENT CHICKEN, 2004, for Burger King, by Crispin Porter & Bogusky. To promote the TenderCrisp chicken sandwich, Burger King invited visitors to an oddball Web site to order a chicken to perform fanciful tasks.

UNIQLOCK, 2007, for Uniqlo, by Projector. A widget, or small application, bearing the brand of Uniqlo, the Japanese clothing retailer, offered computer users music, dance clips and a qlock — er, clock.

WHOPPER SACRIFICE, 2009, for Burger King, by Crispin Porter & Bogusky. The campaign asked Facebook users to give up 10 friends in exchange for coupons for free Whopper sandwiches. Facebook, which was not party to the campaign, pressured Burger King to end it early — perhaps generating more publicity than if it had run its course.

All the above campaigns leverage both new media and new technologies for “great storytelling” that rivals the stories told by ads in traditional media like television and print.  Viral, branded utility at it's best.

Proximity Marketing and Amplifying Live Events

Many brands involved with Experiential Marketing today have been wondering how best to engage and integrate participants as a part of the live event in a meaningful and relevant way?   More specifically, how to leverage and integrate today’s social media and proximity marketing tools with live brand experiences?  The good news is that there are a number of ways to connect to tech-savvy fans today in unique and memorable ways that extend and amplify (on-premise) interaction. 

When branded content becomes technologically invasive (and fully permeates the audience's lifestyle) across multiple forms of media, it is indeed a disruptive, differentiating, unique and powerful tool.  With that in mind, here are some ways you may not have thought of engaging fans on-premise at a live event. 

1.     SMS

Extend real-time interactivity to fans. At home games for example, users might send pictures and/or text messages to the Jumbotron or digital ticker tape to be displayed.  Fans could participate in real-time polls, text short codes to enter promotions or contests. Imagine an autographed item promotion at an event enticing more individuals to text in or real-time fan polling.  It's simple, relevant and contextual. 

2.     Video

Imagine live and exclusive ad-supported streaming mobile content (event highlights, on-demand videos, live broadcasts). 

3.    Mobile App's

Mobile Apps offer another dynamic way extend the brand experience, letting fans compete and earn points by playing a skills game, for example, where results can be shared with peers (and amplified) socially.   Whether player, team, or event information, promotion, or news, apps offer a great way to aggregate associated information.


Mobile's geo-locational features could further amplify a live event by integrating sponsor/partner promotion in context starting with "checking-in" to physical location.  Moreover, promotional add-on's for partner/sponsors could be added to the app for events that specifically extend new features and functionality.  Imagine a GM night whereby an OnStar enabled App add-on allows one fan to remotely start and win a GM car at center ice using OnStar functionality.  Apps are a fun, immersive way to build loyalty and reinforce the brand attributes.  


Online interactions also allow for a natural user engagement hierarchy to be established (allowing us to evidence the most committed fan or group of fans).  This allows us to extend a competitive element to user engagement where fans could compete against each other from game to game (on any number of variables).

4.    QR Codes

Activate displays or print promotions using QR codes. Whether in the event program, a pop-up display, or even on the Jumbotron, fans scan a static QR code and link to exclusive offers and content. 

5.    RFID

RFID-enabled items can hold unique user identification like a Fans Facebook login and password.   It's also a passive technology triggered by a fans physical distance (proximity) from the microchip (with a variance of around three metres).   Therefore, events can be passively triggered  to update status, check-in, or any number of other actions.  

6.    Bar-Code (2D)

To simplify the event entry process, fans could show a bar code (Event Ticket) on their mobile phone when entering event.  This evidences waste reduction, efficiency and makes fans and employees lives easier.   Season ticket holders for example, could receive their e-ticket on their handsets or PDA.  At the security/ entry checkpoint, fans could then simply scan the bar code and enter the venue.  All they’d need is an active email address where their ticket/pass may be sent, and an Internet-enabled mobile device where the 2D bar code can be received.  Simple.

7.    (GPS) Geo-Locational 

When users “check in” at various locations, this event could trigger any number of associated actions leading fans on a supporting event storyline.

8.    Social Media + User-Generated Content (UGC)

All activities and content could be integrated (in a relevant, contextual manner) via all social/ participatory channels with exclusive content and promotions i.e. Facebook "only" events) could be extended along social channels to incentivize where users share content.  Social Plug-in's further enhance the social experience and integration (via FB Connect for example) and could easily integrate with social shopping and gifting). 

9.    (Mobile) Augmented Reality (AR)

Fans easily download an Augmented Reality (AR) application to visualize their existing world with associated contextual information layered on top of the visual.  AR promises to provide for an extremely dynamic, buzz worthy venue experience.

10.  BlueCasting - Bluetooth Proximity Marketing 

As up to 80% of Mobile devices are Bluetooth-enabled, the technology enables brands to activate static content and push messages directly to the fan - whether text, images, audio, video, events, Java Applications, or even games.  Brands such as Coca-Cola, Cadbury, Red Bull and Kraft are running proximity-based mobile coupon promotions targeting consumers with Bluetooth-enabled devices while they are in convenience stores. More.

11.  3-D Projection Mapping

3D projection mapping “is any method of mapping three-dimensional points to a two-dimensional plane.”  It's really amazing and add's significant sizzle to live events.  Expect to see a whole lot more of this moving forwards.  More at http://bit.ly/9Zkx4t

12.  Interactive Billboards 

Today's facial-recognition technology for example allows interactive billboards to displaying user-specific ads.  Digital screens that seem to recognize and interact specifically with fans walking by. Imagine, for example, a large screen showing paparazzi getting extremely excited; jostling and competing for the best photograph of YOU the fan walking by.   

Have other examples of on-premise activation?  We'd love to hear about them.  Please e-mail to info@goodbuzz.ca or visit us on Facebook.