Berghs School and the Swedish Creative Invasion

Berghs School of Communication is an impressive ad school located in central Stockholm, Sweden. Every year about 3000 people study at Berghs, either in Sweden or abroad and an additional 3000 guests attend their inspirational seminars.  We are highlighting Berghs School to evidence the award-winning work being delivered from our Swedish counterparts. 

Here are some notable examples:

“Don't Tell Ashton”
Berghs students (2010) had a mission: to expose their class to the world. Their solution: ‘Don’t Tell Ashton’.  What started with 140 characters on Twitter reached over 4 million people in 151 different countries in just three days.  Check out the website.

Don't tell Ashton 

We have witnessed the emergence of brands developing and extending services (branded utility) that contribute to something more meaningful (instead of simply advertising). “Swipe for Million Trees NYC” is an excellent example.   It’s also a campaign that won a Gold Pencil (at the ONE Show) for Non-traditional campaign: One Show College.  


The Brief was to create a campaign that supports Million Trees NYCs’ mission to empower New Yorkers to plant and care for 1 million trees through the city before 2017, while at the same time modernizing their image and helping them reach their desired demographic.

Million Trees NYC

Swipe for Million Trees NYC


Bring Change - Here’s another Future Lions 2010 Winner from Berghs School Of Communication students focused on social change and operational efficiency. 

Bring — Change


iSense - a screen cover concept for the iPad that translates display content into Braille.

iSense


The Great Pacific Garbage Patch - Using Biometrics to clean up the worlds oceans.

Just add water - Interactive Institute


Coca-Cola spreads happiness 

Dance for joy!

Red Cross ‘Round Up’

Red Cross — Round Up


Future Lions 2010 Winner - Absolut Vodka’s ‘The Absolut’

Absolut Vodka — The Absolut


Future Lions 2010 Finalist - Beyond Retro ‘The Pocket Store’

Beyond Retro — The Pocket Store


Winner of Brand‐X 2009 - Water Aid ‘The Toilet Adopter’

Water Aid — The Toilet Adopter

♔ SOCIAL MEDIA CASE STUDIES [GB_V39.0]

“Your Life in Sony 3D” Social Media Contest - submit your event, get your friends to vote, and get ready for the big time -because Sony Electronics wants to professionally capture your big summer 2011 event in 3D – then broadcast it to the nation – Website 

Dateline NBC is integrating Twitter and Facebook into their news broadcasts to allow viewers and story subjects to engage in conversation.  - LostRemote 

Lady Gaga + Farmville = New World Order for Virtual Goods. It’s a first on both sides: the first time Lady Gaga has released music in this fashion; it is the first time Zynga is partnering with an artist to offer exclusive virtual items (across as many as 10 games) – Article 

Branded YouTube Channels That Get it Right – Article 

Sony’s cool Facebook app called ‘Media Monster Wars’ featuring Justin Timberlake is a well-integrated collaborative social game that utilizes the content on your FB wall to power your monster – Video 

Death Penalty - 'Take A Stand' Digital Installation - Ultrasonic sensors, weight plates, and QR-codes - we love this impressive marriage of technology and creativity to amplify this experience – Overview 

Brands like McDonald's and Microsoft's Bing are using social games to turn their products into experiences that truly matter to customers.  - ViralBlog 

Design agency Tha Ltd. have developed Framed*  - a ‘platform for new art forms’ which lets users display digital art including interactive art, web applications, motion graphics and illustrations on giant screens. The app controls the display, allowing you to select from a range of artworks in the Framed* store which artists can upload their work to - Video

Converse 'Smart Shoes' - Converse’s RFID-based smart shoes integrate with social media and take your sneaker experience to a whole new level – Video 

Deutsche Telekom’s life-sized ‘Angry Birds’ live game lets passersby swipe their smartphones and hurl a giant bubble-shaped bird using a huge catapult - More

Kraft Foods' Jell-O brand is launching a "Mood Monitor" on Twitter that will randomly send coupons to users found tweeting ":(" to help cheer up their day.  - Advertising Age 

The Science of ReTweets - Ever wonder why ReTweets Matter or which words and phrases are the most ReTweetable? Check out Dan Zarrella’s 'The Science of ReTweets' – Study 

Russian Standard Vodka’s ‘Russian Facebook Roulette’ (by Miami Ad School students Ilya Malyanov and Christian Feist) lets you play for your FB life using your FB profile. Other then the fact it violates FB's TOS, it’s a viral, collaborative, and has great mechanics – Video 

The Clorox Company is offering Facebook credits in exchange for views of their video ad spots.  - ClickZ 

Healthline Networks and GE are teaming up to offer an interactive search tool that explores the human anatomy. Consumers can use various social media tools to share the content with friends online.  - BodyMaps 

Dogs are man's best friend. True. But they also have a dark side: dog poo. Every big city knows this problem: Walking through the streets sometimes feels like walking through a minefield. So, how to raise awareness about all the dog crap on your cities street? Poo-Lotto make a game of it – Video 

Express has launched a commerce tab on their Facebook page that enables fans to browse and make purchases without leaving the social network.  - DMNews 

For the first time ever, 5 Gum let's you create your own 3D Projection Mapping Experience and have it projected live on a real building – Website

KLM's "Delft Blue" Facebook Promotion lets you customize your own Delft blue tile (a big part of Dutch tradition) by giving your FB profile picture the 'Delft blue' treatment. Add an inspirational saying and share it with friends on FB – Video 

  

Wal-Mart, Best Buy, Exxon Mobil, and Chevron are among the top 50 Fortune 500 brands ranked by CNN Money as social media champs for their consumer engagement via Twitter, Facebook, and LinkedIn.  - CNN Money 

The Goodbuzz Social Media Planning Overview – Summary 

This impressive Zugara Social Shopping app uses your web cam, detecting where you’re standing in a room and adjusting the position of the overlain clothing appropriately (using Augmented Reality (AR) and Motion Capture) – Video 

At the root of Social Influence Marketing (SIM) is how peer influences work and the fact that peer influence is having a greater affect on brand affinity and purchasing decisions than any traditional form of marketing.  Here a SIM Cheat Sheet to ensure your social brand is optimized - Overview 

Tupperware Brands Corporation is increasing its presence on Twitter and Facebook with the new campaign, "Chain of Confidence." The social networking sites will offer fans blog posts, articles, video clips, and inspirational quotes to help boost confidence levels.  - New York Times 

American Apparel's 'WeatherForecast' App uses your local weather forecast to suggest what to wear each day (based upon geo-location and time of the year i.e. by season). Clicking on any suggested garment takes you directly to the online store to purchase - Video 

‘Collaboration is the New Competition’ – A new mantra by Alex Bogusky – Overview 

Volkswagon, Papa John's, and Google top the list of promoted tweeters by being authentic, using links, and launching new products.  - Advertising Age 

The Lynx Stream Mobile App - Unilever's Lynx Stream (by Razorfish) seeks to bring all the media content emitted by a group out on the town together in one handy timeline for the revelers to keep for posterity.   Now you’ll have more than that rash to remind you – Video 

♔ SOCIAL MEDIA CASE STUDIES [GB_V38.0]

To celebrate May as National Bike Month, Colle + McVoy is encouraging folks to put Facebook to rest, at least for a little bit, with the Out Biking app, which hijacks users' profile pics and photos and replaces them with the Out Biking icon – App 

Imagine a Gym Membership That Charges You for Not Exercising!?  This is the idea behind Gym-Pact, a model aimed at incentivizing members to attend the gym multiple times a week – Website 

Orange's #myroyalplate Twitter Campaign - This fun little campaign takes advantage of the hype surrounding the pending Royal Wedding. The campaign invites users to Tweet a special un-royal moment that they would like to remember to the hash tag #MyRoyalPlate – More 

AT&T's Augmented Reality (AR) Facebook App - lets users experience the latest smartphone features with a layer of seamlessly integrated social content, like friend’s photos and status updates as part of the Augmented Reality experience – More 

Heineken 'Star Player' App - Heineken StarPlayer is a 'dual screen' soccer app that lets fans watch UEFA Champions League (UCL) matches on TV while they play the game in real-time. When a key event occurs, the app triggers in real-time a 'Match Moment' and gamers are asked to choose from outcome options (for example, will that goal go in?). More 

Save As WWF? The World Wildlife Fund has taken paper conservation to a new level with its free WWF software. The software allows you to save a document without printing capabilities, promoting responsible paper use by avoiding the unnecessary printing of digital documents. The idea is compelling – a brilliant example of how a simple call to action can translate a cause into a movement – Website 

PepsiCo's 'Social Vending Machine' - lets users send free soda to their friends. Consumers can personalize the message with a short video recorded by the machine. There’s also an option to send a free beverage to a stranger – More 

Lexus CT Hybrid's 3D Projection Mapping - Using state-of-the-art projection, lighting, shadows and 3D animation, the imagery popped from the walls and windows of the hotel to animate the landmark—all without the need for 3D glasses – Video 

Did you know?  The Average Person is Inundated with 174 Newspapers Worth of Info Daily - Report 

Hyundai Projection Mapping – Video 

Getting Creative with Data - Leo Burnett released a study this week about agencies becoming more creative with data, a call to arms for strategists to play close attention to “behavioral archetypes” -  Report 

VW Projection Mapping – Video 

Uniqlooks by Uniqlo  - The popularity of street fashion blogs has inspired the Japanese H&M rival Uniqlo to start an international online community called “Uniqlooks”. Users can submit their own photos with Uniqlo-inspired looks, link directly to items in the store, and compete to be crowned the Look of the Week - Website 

Intelligent Billboards Starting to Learn Who You Are - Immersive Labs in New York City has created billboards and in-store displays that use facial-recognition software to determine the age and gender of the people looking at them and can change the ad that's displayed based on locational and environmental information – More 

VoyURL  - Fast Company Design profiled a new startup site, VoyURL, that can’t help but provoke a gut reaction. In its current beta version, the site let’s you spy on your friends’ web activity and present it in a clickstream, a kind of web history visualization - Website 

Hitting The App Wall – with well over 350,000 apps – how much is enough? – Report 

Task Rabbit  -The existence of Task Rabbit serves as proof that there is no end to unique web services. The site allows you to let "runners" bid on your day-to-day tasks (i.e. dog walking), and organizes the meet up, drop off and payment to make sure your task is dealt with in a secure, timely way - Website 

South Africa’s Mobile Banking impressed us this week with the Mahala Free Banking Platform—a system that allows customers to make ATM withdrawals with their mobile phones - More 

Posterous Events - Posterous has always been a player in the user-friendly blogger realm and their new feature might be enough to separate them from the pack. Posterous’s events feature is a neat and easy way to make an event come to life. Geo-locate your event and invite your buddies – More 

Votizen's Social Lobbying Platform - the world’s first “social lobbying platform”, Votizen tracks down your voting history and keeps track of all your polling activity – More 

Xerox “Business of Your Brain” desktop app analyzes your Microsoft Outlook to provide a snapshot of the things standing between you and your mind's ability to focus on real business - More 

Closing the Mobile Loops with Whereads - eBay is upgrading its Paypal service with the acquisition of a geo-location ad service called Where this week. Whereads, which already run on over 350 apps, have the unique ability to geo-target consumers. By adding Where to Paypal, ebay aims to “close the mobile loop” by allowing people to access deals and products using their phones on location- More 

Tweetland’s Twitter Game - We’ve seen some pretty innovative games lately—and we hope Tweetland can come out with proper funding. Tweetland aims to break down the fourth wall of twitter and gaming interaction by adjusting game play according to tweets in real time – Website 

Ben & Jerry's has launched an inventive promotion called Fair Tweets, which invites users to donate their unused Twitter space to their cause. Created out of Amalgamated, Fair Tweets invites visitors to compose their tweets on a dedicated site or via a browser plug-in, which will transform all the unused character space into a message promoting World Fair Trade Day – Website 

With the help of five friends, and in three easy steps, you could be entered in Expedia‘s FriendTrips contest; 224,567 fans have helped the cheap airfare service’s social networking page land in the top spot - More 

Thor hits theaters this Friday, and the anticipation is growing on Facebook; 127,638 social networkers “liked” the film’s Facebook home for clips and other updates – More. 

Home Elephant: The New Neighborhood Watch - Home Elephant is a new micro-social network that lets you stay in touch with your immediate circle of neighbors straight from the app. Similar to Path, it lets you post pictures and updates to a finite loop of people in your hood. Practical localization is key here—but the quick crossover from the digital to the physical realm makes this app’s functionally really interesting – More 

Hyundai's clever use of RFID and Facebook aggregated over 10,000 Facebook “Likes” at one event – Video 

           

Levi’s Mission for grassroots relevancy - Levi's workshops were originally designed to localize the brand and eventually change people’s perception, both within the organization and externally – Overview 

Visa Invests in Square - technology that gives mobility to payment options as well. Square is a tiny peripheral that attaches to the iPhone and receives credit card payments with a swipe. The receipt is sent to the customer via e-mail, and all the transaction information is saved for the vendor to analyze. You can get a Square for free but its user-friendliness comes with a hitch: Square takes almost 3% of every purchase - More 

Frito-Lay's Guinness World Record Attempt for Facebook Fans.  Bribery? Sure. But the Page added more than 1.5 million Likes in 24 hours, then gave away 24,000 bags of Frito-Lay chips – More 

"The New Mobile Shopper" - OgilvyOne and OgilvyAction's research Shoppers are becoming increasingly sophisticated in their use of mobile phones to inform retail buying decisions and facilitate purchases – Video 

Mobile Patterns.com—an interactive library of screen caps from some of today’s most popular apps lets you side scroll through activity feeds, check-in screens, lists and user profiles—the differences are subtle. It’s a valuable presentation of user experience, and a good template for future projects - More 

Marketing Sherpa’s Report ranks Social Media tactics by effectiveness, difficultly and usage. You’ll notice a clear and positive correlation between a tactics’ level of difficulty and its level of effectiveness – Report 

UX designer, and founder of Foodspotting.com Alexa Andrzejewski shares her experience with a UX-driven startup in this smart and easily digestible slideshare – Presentation 

They're nondogmatic and willing to scrap conventional ideas.  They are the World’s 50 Most Innovative Companies – Report 

Is Payment is a Form of Communication? According to Twitter co-founder Jack Dorsey it is. His solution? Create a simpler way for merchants to aggregate data from their most basic daily purchases using Google Analytics-like systems – More 

How Demand Media Works: Infographic 

‘Meaning’ is the New ‘Money’ - the modern business landscape is changing. Gone are the days when you can use salary as your employee's only incentive—the new money is in fostering ideas and creating platforms on which they can proliferate – Article 

An Equation for Reverberating Success: The branding mathematicians behind the equation maintain that the “amplification” of a product leads to success, only after the “verb” (what you do) and the “reverb” (release and impact) take place – More 

Visualization: How did Twitter see the Royal wedding? Visualization 

For more articles and posts from the last week please visit both @goodbuzz and@disruptbureau.  If you have info, articles, case studies or other examples of 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.

Frito-Lay's Guinness World Record Attempt for Facebook Fans

Today’s savvy brand campaigns use a variety of methods to engage constituents and grow their Facebook Pages. Some resort to bribery, some subterfuge, some through shear hard work. PepsiCo’s Frito-Lay brand, for example, decided to combine a world record attempt with free food giveaways. Snickers made a play on the popular ‘Like’ button and American Express Canada asked fans to ‘dream big’ about travel.

Frito-Lay

The Goals: Page Growth, Engagement, Network Exposure, Brand Loyalty, and Product Purchase

Core Mechanic: Frito-Lay announced on Facebook its intention to vie for the “Most Fans on Facebook in 24 Hours” title in the book of Guinness World Records.

Method: Frio-Lay promoted then implemented a Guinness World Record attempt to gain the most Facebook fans in 24 hours on April 11. After adding 1,571,161 new Likes during that 24-hour period, and thus gaining the world record, the company wanted to thank its fans. Therefore, the company gave away 24,000 bags of chips (retail value $3.99 USD) starting on April 29 to fans who either already Liked the Page, or new fans who wanted to do so, and who also registered on a tab on the Page.  This allowed the company to again capitalize on its Guinness record, gaining new fans and also appearing in the streams of 24,000 of its fans.

Impact: The Page added more than 1.5 million Likes in 24 hours, then gave away 24,000 bags of Frito-Lay chips. To think of it another way, Frito-Lay appeared in the news feeds of 1.5 million people in a 24-hour period.

FINAL TAKEAWAY:  Bribery works.  Hell, I’ll “Like’ your FB page for a free $3 (Retail) bag of chips (even though they cost you 17 cents and the bag is more expensive then the product).

American Express Canada’s ‘Dream Travel’ Contest

Goal: Page Growth, Engagement, Network Exposure, Product Purchase

Core Mechanic: A sweepstakes app that asks users to submit photos of their travels in order to qualify to win a travel prize.

Method: The sweepstakes is Like-gated, and users who want to participate must enter their information on the app, then submit a photo and description talking about their favorite travel moment, finally, they describe their dream travel experience.

Users then get their networks to vote and share the image, and getting the most votes helps users to be eligible to win. Every time you vote, a story pops-up to be published to the stream, comment on the photos, and users can share photos to Twitter or the Facebook stream.  The prize is $10,000 towards a user’s “travel dream.”

Impact: Thus far the Votigo-powered sweepstakes has garnered about 500 entries, and the Page is up to 28,300 ‘Likes’. Yet, considering the contest has been going since April 6 and is wrapping up this week, you’d expect for there to be more entries, considering the number of fans of the Page.

FINAL TAKEAWAY:  The (Forrester) Technographic profile for the American Express target audience identifies they’re not content creators - they are joiners and followers. Therefore asking users to upload photo content here is a miss - and is reflected by the low level of engagement (especially with a high fan base).  The miss here is not the idea, rather the execution.

♔ SOCIAL MEDIA CASE STUDIES [GB_V37.0]

Brands like Levi's, Amazon, and Diesel are relying on the "F-Factor" and focusing on their fans' social experience of making a purchase or using a product. - ConversationAgent 

The Washington Post is launching Trove -- a personalized, social news site that aggregates news according to subjects of interest, important daily headlines, and Facebook likes and dislikes from more than 10,000 sources. - TechCrunch 

According to Visibli's study, Audi and American Airlines top the list of most engaging Facebook pages. For every 100,000 fans, Audi is averaging 228 likes per post, while American Airlines averages 128. - ClickZ

Fast Society App - Whether a group conference call or sending a text message to everyone at once. Reach everyone at once by simply texting a single number - or shout out to all with a recorded voice message. This could be a nice campaign add-on -  App

The New York Times' R&D Group's 'Project Cascade' - The tool visualizes "how information propagates through the social media space." With it, users can see the lifecycle of a news sharing conversation, the connection between readers and publishers, and the most influential sharers and contributors to a conversation -Video 

Renault connects Facebook using RFID - Renault placed specially made Facebook pillars in front of the Renault cars. By holding their event pass in front of these pillars, a connection was made to the users profile and the car was "shared" on their FB wall- Video 

Intel's Social Media Strategist, Ekaterina Walter, shares seven strategies they used to handle an attack on Facebook. - SmartBlog on Social Media 

Molson Coors Canada brought their Silver Bullet Express icon to life with a three-month campaign that followed the train and its activities on YouTube and Facebook. - Marketing Magazine 

NIKE FOOTBALL’S ‘Zuperfly’ campaign site (http://bit.ly/i3tajf) and social integration (by Naked Communications, Sweden) is a fantastic mix of creativity, interactivity and technology. Also well integrated socially via Facebook

Procter & Gamble's Pepto Bismol brand is celebrating Cinco de Mayo with a YouTube app that lets users customize their own smashing piñata video and share it on Facebook and Twitter. - YouTube 

By engaging shoppers with videos, photos, and special offers, Victoria's Secret and its Pink brand became two of the most liked retail brands on Facebook in March. - Internet Retailer 

Orange's 'Predict-A-Chick' Campaign - Orange was running a cool little campaign called Predict-A-Chick on TheFeed, streaming a live hatchling lab of about 17 numbered chicken eggs that would become a real-time guessing game for “First to Hatch” and even things the “Loudest Tweeter” – Video 

Turner Broadcasting System's TruTV has created the first Facebook-only full-length episode as the fans' reward for reaching 500,000 likes on the "Operation Repo" Facebook page. - Ad Age  

Reebok is releasing The Promise Keeper -- a new mobile application that keeps track of your scheduled runs and shares with friends on Facebook or Twitter whether or not you've completed them. - HotHardware 

Brands like Levi's, Amazon, and Diesel are relying on the "F-Factor" and focusing on their fans' social experience of making a purchase or using a product. - ConversationAgent 

On the Merits of the UX Designer - Who doesn't love a good UX design? Video 

The Washington Post is launching Trove -- a personalized, social news site that aggregates news according to subjects of interest, important daily headlines, and Facebook likes and dislikes from more than 10,000 sources. - TechCrunch 

PepsiCo's Quaker brand is donating two million bowls of oatmeal to help feed Canadians in need after fans created the goal of 25,000 virtual breakfast bowls on Facebook. - Social Media Release 

SEA LIFE's 'RAINCAMPAIGN' - Here's a clever aquarium ad (from FRESH GREEN ADS, Holland) that appears on the sidewalk - but only when it rains. Of course, in the Netherlands it rains over 240 days of the year, so not at all a wasted effort - Video 

Livestrong 'Break Cancer' Campaign Case Study - Here's an impressive Butler Bros campaign that aligned multiple constituents, garnered more than 10 world records, and over 10 million social impressions. Video 

Reporters Without Borders Print Ads That Really Speak to You - Just scan the QR code with your iPhone and place the phone over the leader's mouth in the print ad. The voice turns out to be a journalist discussing media censorship in that particular country - More 

For more articles and posts from the last week please visit both @goodbuzz and @disruptbureau.  If you have info, articles, case studies or other examples of 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.