::::::::::::::::::::::::::::::::::::::::::::::::::::::: Everything is changing! Mass production is now mass customization. Differentiation rules. Marketers must understand emotions, social patterns, and media consumption in order to design the next generation of products and messages. Advertising is dynamic communication. It's not easy keeping up. Fortunately, we love this shit.
One of the things I hate most about this industry is the use of the
word consumer. It’s a bad word and it implies that humans do nothing
more than consume. What bothers me about the word consumer is that it
objectifies people and neglects natural cycles. I usually replace the
word with people or audience whenever possible. But, by doing so I
avoid thinking about the negative side of consumption. Like most of
you, I am not a “green” freak, but I am a logic freak. We can’t consume
forever without some natural corrective cycle.
I came across a neat little site, which tells a great story in a way
that is easy and logical to follow. It tells The Story of Stuff.
It brings to life human production and consumption patterns. It’s a
must see for two reasons. It’s deals directly with an issue that many
of us (or maybe just me) haven’t looked at beyond a surface level. The
story of stuff is also a good example of digital and mixed media being
used to engage, entertain and enlighten without losing sight of
It started off as a music video. It was picked up by the social media community and passed around. Then it was revealed that it was a piece of communication from AXE. Clever? Underhanded? This is an example of mixed media gone wild. It's a stealth teaser campaign on steroids thanks to social media.
Silky Kumar, an Indian pop artist in the making, came out with a song called "Scent of Desire". The well produced video was played heavily on MTV and developed an following. It was passed around Facebook, Myspace, Orkut and other conversational media. The artist gained popularity.
Then a blogger wrote that Hindustan Unilever Limited, Unilever's Indian operation was behind the Silky Kumar act. The video has no product mentions or specific branding, but HUL is creating a "Scent of Desire" product for AXE. Now that everyone knows the song it will be easier to market the product. Clearly some will be turned off by the campaign, but the product should succeed. Here is the video that started the ongoing conversations about "Scent of Desire". read more
Facebook opened its doors to developers in an effort to enhance the member experience. Some applications provide a few minutes of fun while others enhance the experience. Apps like "Pirates vs. Ninjas," are very different than the "Places I've Been" App. It is important to understand the Facebook community in order to add value. The Free Condoms application offers some insight into how to effectively create a Facebook application.
Here's how it works. You add the application to your page. Invite friends to join. You receive "bangin bucks" or points for referrals. You sign up for offers like Fastweb (scholarship search), Blockbuster, or ringtone sites. You get 60-150 points for signing up. You redeem your points for condoms, t-shirts, and other packages. A 30 pack of condoms costs 40 points.
There are community features also built in where you can see who has earned the most points. There are different levels of participation with names like "bed wetter" and "big Pimp'n".
The creators of the application answer questions on the forum routinely. Keep in mind that people can say what ever they want, and they often do. You can't just leave your application to be overrun by just anyone. Some level of moderation is necessary. There are already 100,000 members on board with an estimated 20% participation. Creating applications isn't expensive. I'm not sure how much they spent, but it looks like they will receive a handsome return on investment. This isn't the best application I've ever seen, but they did some things right. The most important thing to remember is that you are creating a community within a community, not just selling.
What they did right: 1. Promoted the site using Facebook flyers, which are much more cost effective than banners. 2. Used a Facebook lingo; "Poke Safely" 3. A good match. College Students use condoms. 4. Created a dialog. 5. Made it easy to share. 6. Partnered with companies that fit the market. 7. The concept has good word of web and word of mouth mobility.
What they could have done differently: 1. Offer the ability to purchase condoms and "stuff" for those who don't want the offers.
Ever since Facebook opened up their network to developers, I've seen dozens of little apps come and go. You can get a "Sticky Notes" widget, a "Super Wall" or even a "Pirates vs. Ninjas" app.
Some developers are making useful applications, but others are creating spam. Facebook is taking action against some of these spam apps.
There are a few developers creating applications that actually enhance your Facebook experience. The "Where I've Been" application has been downloaded by millions of users thus far. For that reason TripAdvisor purchased the widget for 3 Million Dollars. Not bad at all. This is the biggest Facebook app purchase to date.
About a week ago, a co-worker introduced me to “we feel fine” (wefeelfine.org). It’s a simple concept that is difficult to explain. You almost have to see it in action.
The site uses a program that captures terms like “I feel” and “I am” from blog entries. It adds the blogger regional information in addition to weather and other factors. Read more
It then creates a particle for each feeling and adds it to the system. You can learn about how people feel globally using their simple, eye catching and fun interface. Just check it out. It takes a few seconds to load, but it’s well worth every second.
The other day, I found myself aimlessly walking around the city. A few blocks into the walk I came across the Tate Modern Collection, a museum here in London. There was no cover fee, which made it much more appealing. The Global Cities exibit was most interesting. Here's how they describe it on the site.
Global Cities looks at changes in the
social and built forms of ten large, dynamic, international cities:
Cairo, Istanbul, Johannesburg, London, Los Angeles, Mexico City,
Mumbai, Sao Paulo, Shanghai and Tokyo. Drawing on data originally
assembled for the 10th Venice Architecture Biennale, the exhibition
features both visual art and architectural responses to explore these
cities through five thematic lenses: speed, size, density, diversity
It makes you stop and think. As marketers, it's easy to lose site of the big picture when we focus on products and services. It's all about people. It's good to slow down and consider the global impact of our actions. I don't want to get too philosophical so I'll shut up and let the photos speak.
It’s official. The Geico Cavemen are coming to a TV near you this fall. The pilot was part of last week’s Upfronts, where media networks show off their new shows and advertisers get to buy TV time in blocks. ABC will run “Cavemen” Tuesdays at 8:00PM. The producers of 3rd Rock are working to make the series a success.
It’s early too early to predict if the show will be a hit, but if publicity and word of web are taken into account, I’d say the “Cavemen” stand a good chance. The show has to deliver. So far, so good. The Cavemen have successfully entertained millions in small doses. It will be interesting to see if they can do it for a half hour.
Ty Montague of JWT said it best when he said “TV is still a great place to tell a story”. While media neutrality is important, I believe that without entertainment value, programming and advertising can fall short of good. If “Cavemen” can tell a good story and provide some entertainment, then I smell another season.
I’m sure The Martin Agency will miss Joe Lawson, creator of the Cavemen. Steve Bassett, Senior Vice President, Creative Director at The Martin Agency spoke to us in April about “The Evolution of the GEICO Campaign”. According to Steve, once the show starts, you’ll see less Cavemen ads on TV. The Cavemen ads will live in the interactive world in an effort to give the show some elbow room.