Tuesday, January 27, 2009
Monday, January 26, 2009
Monday, January 19, 2009
- jeff yiu
Sunday, January 18, 2009
It is a bit of a mystery really but it is certainly a dream most creatives/clients try to achieve when producing commercials these days.
The ad above was produced by Saatchi for T-Mobile, the youtube video actually hasn't received that many views yet, presumably because it has just launched and the client probably didn't think too much about seeding it. In all fairness I had only came across the ad from going through my rss marketing feeds, so at least some marketing folks are seeing it, T-Mobile actually has a YouTube channel too.
Nevertheless I think there are some common attributes on how creatives can become viral.
But let's be clear...first of all, viral in effect is something you cannot create, it is something that happens. The most common videos to go viral born out of a marketing purpose are usually ads that don't really have a sales pitch, they are created essentially for branding purposes via entertaining means instead of doing the cold hard pitch to win over customer's wallets.
Some good branding examples that have gone viral and essentially kept the brands interest (I refrain from using the term "cool" since it is hard to pinpoint what that is) and be relevant to keeping a pulse on popular culture.
I think it is also important to note, these contemporary Gen-Y brands (both Levi's and RayBan have modernised their brand values to stay fresh and relevant with their target demographic) are building interesting dialogue via offline media, event sponsorship and unusual but well designed digital forums and media to stay top of mind for their consumers to wanting to affiliate their lifestyles with these brands.
We all need to work together, so let's embrace digital with everything else to make an good idea even stronger. Hating brings bad Karma!
- jeff yiu
Wednesday, January 14, 2009
In fact in the US, it is such a big movement, there are companies that specialise in making sense of the social patterns people hold with their networks. Data mining and behaviour targeting might come to mind, but all that basically means how can marketers use these relationships to sell their brands. There are loads of campaigns/gadgets made to fit brands into social networks but most are done very inconsiderate failing to really provide reason or value for people to actually use these branded tools to enhance their socializing experience on their respective networks.
In a nutshell - Social media has effectively challenged marketers to rethink how they need to talk to their fans/customers.
Recently Burger King has created a new app for Facebook users - You can check out the website here. The idea is brilliant, once you have installed the app - you just sacrifice 10 (unwanted) friends from your profile to claim a free whooper! The brilliance of the idea rests with the social nature of Facebook, it is fair to say everyone has a few viritual friends that they don't really need....so Burger King has effective used a real scenario to make their app all the more valuable and easy to reclaim the brand interaction via a tangible prize.
Ironically though, due to such a huge adoption for the App, it was only effective on Facebook for One day. Due to according Facebook, there are privacy reasons to temporarily disable the App.
If you are keen to learn more about social media tools and how it fits in with the Open standard introduced by Facebook called Facebook Connect - Check out the feature Mashable did on top10 tools.
For a brief overview on how the Internet has evolved over the years - check out the video by Mehlil Belgil appropriately titled - History of the Internet!
History of the Internet from PICOL on Vimeo.
Monday, January 12, 2009
Wednesday, January 7, 2009
Interesting follow up to the mobile blog earlier this week - see below, all focused on Australia which is great. Outlines the impact the iphone is having on the overall mobile sector. For the full story - http://www.smartcompany.com.au/Premium-Articles/Top-Story/20080730-How-the-iPhone-will-revolutionise-the-mobile-sector.html
How the iPhone will revolutionise the mobile sector
Thursday, 8 January 2009
By James Thomson
Courtesy of smartcompany.com.au
The iPhone will help triple the size of Australia's mobile content sector in the next five years. The challenge for business is to find the growth hotspots and ride the revolution.
When Apple launched its 3G iPhone on 11 July, it wasn’t just tech heads and Apple diehards that were celebrating.
For most players in Australia’s mobile content sector, the iPhone is seen as the device to transform the fledgling industry by encouraging Australia’s 21 million mobile subscribers to use their phones for much more than making calls and sending text messages.
Alex Young, chief executive of mobile website publisher Mostyle, is a member of an emerging group of mobile content companies that have waited five to 10 years for the mobile data services sector to hit critical mass. “It’s a little bit of a waiting game for the market to catch up – that’s now.”
He believes the iPhone hype will help transform the sector by “waking up” consumers to the potential of mobility. “It’s a great mechanism to allow people to easily access mobile sites. It’s about educating consumers.”
Marisa Maio Mackay, director of research at mobile solutions company m.Net, says the sector is on the cusp of an extremely exciting 12 to 18 months. While she doesn’t see the iPhone as the “killer application” for mobile technology, she does believe its sheer popularity it will help increase the use of mobile for web browsing and other mobile data services. “I think we have reached a point where you are going to go beyond a group of high level users to the masses.
The launch of the iPhone has already sparked a rush of companies launching specific mobile sites and applications. These include:
News Limited, which has launched iPhone-optimised versions of its news and information website, News.com.au, its local business directory Truelocal.com.au, and its ticketing website Moshtix.com.au.
ANZ, which launched an iPhone version of its internet banking site.
Fairfax, which has an iPhone version of its domain.com.au real estate classifieds site.
Lonely Planet, which launched 10 phrasebooks for iPhone users.
Ninemsn, which launched versions of its news, sport and entertainment portals for the iPhone.
Commsec, which launched an iPhone version of its trading platform.
Sunday, January 4, 2009
A discussion on mobile wouldn’t be complete without touching on Twitter – definitely the buzz brand of late 08, if you don’t know it; it’s a social networking tool and/or micro-blogging service. Basically, users can either write or sign up to mini updates of up to 140 characters in length. Barack Obama sent endless ‘tweets’ during the Presidential campaign to hundreds of thousands of followers, and continues to do so as we head to the inauguration... http://www.zdnetasia.com/news/internet/0,39044908,62049668,00.htm
Brands have begun using it as part of wider campaign activity, for a review of some of those see here: http://www.searchenginejournal.com/16-examples-of-huge-brands-using-twitter-for-business/7792/. This includes a dabble from Telstra last year, to much derision from the blogosphere: http://www.itnews.com.au/News/85706,telstra-faces-backlash-on-twitter.aspx. We won’t get too excited in Australia just yet, as you can’t receive tweets on mobile here, but if, as many believe Google buy Twitter then that’ll surely change. Although debate about Twitter’s monetization will need to be looked at before that happens.
Plenty to chew on, and I've only really touched the surface here. All thoughts welcome and if you need any more information or want a more detailed discussion with client on mobile just yell.
See you next time.