Google launches its version of like, +1

Google has added a new social element to its search with the launch of “+1”. The new button will appear next to search results and adverts. Clicking on it will allow users’ friends to see what they liked and add to public data.

This is Google's latest attempt at 'social', one that might actually work as in time it might be used to improve search ranking (doesn't for now). Video says it all.

Time we enjoyed the ride

303 have created a new campaign, launching this week for Office of Road Safety.

The campaign is a shift in direction for Road Safety messages and is based on a number of new insights:

• Shock, gore & emotional manipulation are increasingly less effective, as audiences are de-sensitised
• The way we drive is a symptom of the way we live. Too fast*
• Life is better when we slow down

The result is Enjoy the Ride. A campaign that acknowledges the frantic world we live in and takes a holistic approach to reducing speed. Culturally the campaign couldn’t have come at a better time. The ‘Slow Movement’ is gaining traction across the developed world.

The campaign suggests that we take a look at not only how fast we drive, but also how fast we live. When we slow them down they both become more rewarding and less stressful. We should treat our vehicles as a sanctuary from speed and enjoy the ride.

“We don’t want this to feel like an ad campaign, we wanted to help create a movement - in WA and even across the world, where people recognise that life is better enjoyed at a more natural pace, where we don’t feel the need to rush, both on and off the road”. Derry Simpson, Planning Director. 303

The message was launched via a 3-minute launch TV commercial, road-blocking commercial free-to-air TV. This will be followed by two 30-second TVCs, a dedicated lifestyle website featuring editorial and consumer content, radio, outdoor, community posters and a coffee-table book targeting opinion-leaders.

Carl Honore, the bestselling author of ‘In Praise of Slowness’ will officially launch the program. He’ll be supported by a team of industry leaders who will promote the benefits of slow in various aspects of life.

*70% of people with hectic lifestyles admit to speeding.

Only 40% of people with relaxed lifestyles admit to speeding.

Synovate Research 2010

Lovers of art become the creators of art...

In 2011 the Perth International Arts Festival wanted to maximise online ticket sales, so the 303 Group conceived a unique digital device to entice patrons to participate in a unique online digital arts experiment.

303 created a series of generative artworks, called ‘totems’ - one for each event on the festival calendar.

 
Theatre totem

When a patron shortlists the events they plan to see, they bring together their respective event artworks to create their own festival image, as unique as a fingerprint - a personalised visual representation of their 2011 festival experience. This becomes their avatar, shareable in the Festival’s online art gallery and via social media, and even able to be purchased as a high-resolution print.

 
An individual totem

A heady array of totems has been created by the citizens of Western Australia, with site visits currently up 34%, and an artistic phenomenon has emerged from one of the most remote capital cities in the world.‘This was a perfect project for 303 - we’re a blend of technical and creative types who love to push the envelope. Like much of this year’s festival, ‘Totems’ was a balance of art and science. Now that we are live, its incredible to watch people play with it, obsess with it, and create unique forms with it.' says Richard Berney from 303 Perth’s Creative Department.

The bespoke animation was created by FutureDeluxe with cutting-edge programming by Zenbullets, both working out of Brighton, the UK’s current creative hotbed. 


Experience the Totem art on the Perth International Arts Festival site.

New facebook ad unit - Sponsored Stories

Hi

Facebook recently launched a new ad unit called Sponsored Stories. It turns peoples likes or checking in at a place into a branded ad. The ad will only appear on the right column of that persons facebook friends pages.




The controversial aspect of this new ad is that people can’t opt out. So, if a customer has liked a brand and this brand have bought Sponsored Stories they have no say whether this gets made into an ad to show their friends.

However, when people ‘like’ or check-in somewhere they are, in effect, advertising to their friends aren’t they? What do you think?

For more information see this Involver write up.

Thanks
Em

Predicting what Australian customers will want from brands in 2011

PART 2 (GETTING MOBILE)

Australians are getting mobile in more ways than one. This year we’ll see an even bigger increase in smart phones and a wider choice of tablet devices at lower price points. With an increasing number of customers getting mobile they will be expecting location based information and deals and richer experiences.

Location Based Deals

Foursquare and it’s check-ins were certainly one of the digital darlings last year. With 9 million Australians on Facebook, Facebook Places and recently launched Facebook Deals are set to be the most widely used location based service this year. What’s likely to engage customers in 2011 are deals or rewards in exchange for checking in. Brands can layer location based rewards with existing loyalty programs and consider how to reward customers for checking in with time/location based deals.

Tactile and rich in media

If you own or have played with an iPhone, iPad or Kindle you’ll agree it’s a tactile experience. You navigate through content by stroking, pinching and tapping. Customers expect brands to design tactile tablet experiences. Brands need to design tablet experiences with the tactile experience in mind.

Customers want to play with ads on their iPads. Last year Neilson reported 39% of iPad owners consider ads on their devices as “new and interesting” and 35% saying they actually enjoyed viewing ads (especially multimedia ads). After viewing an ad they are also more likely to make a purchase. Brands should experiment with targetted iPad ads using multi-media and the tactile functionality.

Some examples...

Jimmy Choo Treasure Hunt

Safeway/Pepsico Loyalty Program

Predicting what Australian customers will want from brands in 2011

There's a couple of areas we want to cover when looking at 2011, that of being social, and going mobile. I've split them in to two posts to keep these nice and short. Firstly, we take a look at the changes in social media we see in 2011.

Thanks

Emily

BE SOCIAL (don’t just do it)

Customers want brands to display social etiquette - listen, value opinions and remember information about your acquaintances and friends.

Show you are listening

This year customers will continue to share their frustrations and good experiences with their social networks. They’ll be asking questions in forums and the likes of Quora. They want brands to recognise and respond to their rants, raves and questions. Brands can set up social media monitoring and response guidelines to show they are listening.

Peer opinion rules

Before customers make a purchase decision they want to know what other people say about brands through peer reviews, forums, videos, photos, Facebook ‘likes’ and location based reviews through the likes of Foursquare, Facebook Places and Urbanspoon. To demonstrate how they value customer opinion brands can include social functionality in their websites, feature customer reviews and opinions alongside product information on their website and in-store

Get more personal as you get to know them - Social CRM

This year the brands who are jumping into social media monitoring will have access to a whole new world of ‘social data’. They will learn what their customers are saying, key themes of conversation, the kind of language being used and where conversations are happening. Customers are essentially telling brands what’s important to them. The brands who can translate this into their customer relationship management to tailor and improve the customer experience will have a real advantage.

Good examples of being Social

Totally cool banner for Go Airlines

Great engagement piece this for an airline, integrating your mobile in to the website experience. Neat.