Archive for May, 2007
Digital Desktop Toilet Paper …
Cottonelle has accomplished the tricky task…they’ve made toilet paper digital :)…not exactly, of course, because the day toilet paper is digital…well, I haven’t even heard of digital TP in Sci-Fi novels…
Nonetheless, Cottonelle has developed the ‘puppy’ to represent soft….since soft is what people want when it comes with toilet paper…And now, they’ve taken the puppy to the desktop by developing a Branded Desktop Application (BDA)…Now you can download the puppy onto your desktop for screen savers, wallpaper, ringtones…and puppy contests that your kid’s will love (and you know they’ll want the puppy paper when you go to the market)…
Moreover, the BDA allows you to change the puppy promotion on the fly. The ability of push technology (instantaneous communication) and seamless versioning (changing content without interrupting the user experience) will allow consumer brands to realize the true potential of their work on the desktop.
Now you have a regular audience for your promotional messages. BDAs deliver a customized experience, bringing brands into a more tangible, easily accessible position in the daily lives and habits of the core audience the websites were intended for.
All our brand partners should consider this easy win….
Of course, if they want a real viral experience…you can never go wrong with a funny hat on a bulldog…
My so called life(cast)…
Taking a page out of the Truman Show and EdTV….you can now get a glimpse of Justin Kan and his “lifecast” Justin.TV …You can follow around Justin 24/7/365 days a year…if you really want to…
Justin’s page consist of live streaming video,a chat room, calendar, clip voting system and Twitter module to update the page via mobile phone. And…of course…an area for a sponsor clip.
It has taken off like gangbusters as reported by TechCrunch….TechCrunch is highly influential in the digital/Silicon Valley community…”You’ve made it” when you’re getting constant coverage from the leading digital blog…Of course, if TechCrunch wasn’t reporting on JustinTV would anybody care…
…and now you can go from voyeur to “lifecaster” since JustinTV and another service ustream.tv that are allowing people to broadcast their lives (or as they now call it…”lifecast”)
We’re getting to the point that everyone can have their individual life channel…Who’s lives will be the most interesting….the Truman show….EdTV….Justin….me (well…probably not me since I don’t want to show off my sleeping patterns)….you…your best friend…it can be anyone and everyone…
….and don’t forget….you can have Kellogg’s sponsor you….you just have to eat Special K every morning as people watch.
The Oreo Doctrine…
The Oreo Doctrine stipulates that media agencies are going to split into two just like an Oreo. And when an Oreo splits one side gets the cream…
One side of the cookie (i.e., agencies) will be transactional players providing quantitative analysis. The other side will be creative and flexible solution provider. One side will operate at a line-level. The other side will consult at a C-level…Hmmm….this all sounds a bit familiar…What side will the agency you work for be on???? Take a read…
Read Full Post | Make a Comment ( None so far )“C” stands for Converation…
It’s the Conversation Economy, Stupid! is a great Business Week article about making the move to conversation and a conversation ecosystem (picture above). As the articles states, “Conversation leads to relationships and relationships lead to affinity.” The article also stresses the need to move to facilitation vs simple one-way communication.
This is important from a MindShare perspective since we’ve traditional placed the message but now we have to learn facilitate the conversation…
And I have some ideas on how to do this… (which will not be disclosed in this particular post)…
Read Full Post | Make a Comment ( None so far )BBC goes ARG
Alternative Reality Game’s (ARG) combine traditional media, digital and mobile to drive viral adoption. They can be simple or complex. Some past ideas have included I Love Bees for Halo 2, the more complex Perplex City and the Lost Experience for the TV show. For the past month, BBC has created an ARG for their Radio 1 festival this weekend.
The game centers on Paul Denchfield, a fired and frustrated BBC new media freelancer who has been using his blog, You Tube and Twitter (that’s another blog entry) to uncover a mystery at the BBC.Take a look…It’s an aggressive move by BBC. ARGs are a great way to use digital content to market entertainment properties that can get people excited about the event….as long as it’s not too hokey…of course…then the whole thing could blow up in your face….
Read Full Post | Make a Comment ( None so far )The Big Switch Break Up
He’s an advertiser…
She’s a consumer…
And she’s furious…
The Break Up
Uploaded by geertdesager
(Click on link for video…it looks like I did not imbed correctly…)
He doesn’t know as much as he thinks he does…
Interesting viral piece for digital professionals by Microsoft…I was searching for some information on another blog…played the video and went to a very simple wordpress blog where there’s more information called Bring the Love Back…
Now let’s see if they keep with their viral promotion or go more traditional….
Read Full Post | Make a Comment ( 1 so far )A ‘Real’ Lonely Girl?
I was looking for video diaries that thrive in social networks and I remembered Lonely Girl 15. Her video blog (vlog) became quite the phenomenon in 2006 for what she was talking about, but more importantly, was she real or fake? Here’s the story…
Three big takeaways:
- Consumers are open to new forms of content…
- If you are fake you’ll be found out…
- There needs to be a trigger or value exchange to really drive viral user generated content (UCG). In this case it was the trigger was ‘is she real or not?’ And you get your video detectives creating their own video to become part of the story…
The site remains popular despite the fact it is not real. Check it out here
Read Full Post | Make a Comment ( None so far )Let’s start with Web 2.0
For the first entry…let’s start with something big…Web 2.0…Here’s a You Tube explanation (You Tube being one of the first children of Web 2.0):
Not sure if you made it through the entire 4:31, but there is some good ‘stuff’ at the end…Web 2.0 is about creation, sharing (or mashing may be a better term) and organizing…From an emotional perspective, it’s about people…people sharing, trading and collaborating…
So….
What does this mean for brands, marketing, etc?
It creates a Word of Mouth echo…
Let me explain…Marketing has always been about generating Word of Mouth (WOM)…Simplistically, brands developed some type of message strategy, broadcast it via TV (typically) and the message went out into the vaporware….Sure…there are measurement tools like CPM, sales, qual./quant…etc, but essentially there was little for consumers to do in terms of feedback…
Now there is an echo…the message bounces back…in both positive and negative ways… Blogs, microblogs, social network sites, social organizing, wikis, mobile social networks, e-mail are all part of consumer’s arsenal to create their own content…and it’s only growing….
Read Full Post | Make a Comment ( 1 so far )
The Secret Lives of I-Performance... 
