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25.5.09
Why Brands Have an Eye on Facebook -
3 interesting brand extensions from America
2. National Geographic owning the Grand Canyon Visitor Centre and IMAX theatre in the Grand Canyon
3. Southeby's getting into real estate
Nokia colorful emails
Nowadays to create an original, creative website to present a mobile phone is a hell of a challenge. We've seen (almost) everything. Like in the case of the automotive industry creativity seems to be the hardest word. Competition is fierce, differentiation is weak, money isn't always there. So what should an agency do to introduce a new Nokia mobile phone which wants to challenge the Blackberry?
Try, for example, with a colorful and engaging interface. Then create a video which uses pictograms a smart way. Shake everything together and then add a tiny smart widget that give a touch of originality to your emails. Visit the new Nokia E75 website to experience all of this.
Clean, simple and effective in delivering the message. Very nice work.
The agency is Farfar.
24.5.09
Tinker.com:::Tapping into brand conversations on Twitter and Facebook
Tapping into brand conversations on Twitter and Facebook
Glam Media - whose first product, glam.com, positioned the company as a go-to online fashion information provider - has grown its focus to include health and wellness, shopping, luxury items, a new male-focused site (brash.com) and, most recently, a web-consolidation business in the form of Tinker.com.
This, Glam Media's latest venture, is a service that follows what Joe Lagani, vp/brand sales, calls "event streams" in real-time as they develop on various social-networking sites (most notably, Twitter and Facebook.)
So, when Oprah makes some odd kind of digital history by posting her first tweet, Tinker.com consolidates not just the original comment but a variety of feedback in one consolidated package:
With a less ground-breaking but far more functional purpose, Tinkerers are able to tap into an amalgamation of social-networking sources with one click. Witness Tinker.com's swine-flu presence:
In the course of a presentation before the American Association of National Advertisers' "Brand Building in Tough Times & Beyond" event earlier this month, Lagani explained, "Tinker aggregates and creates real-time conversations around events. It's the place where people can go to see what people are twittering about."
Following the original glam.com model ("We have 900 links from others' sites and 80 per cent of our content comes from other partner sites," Lagani said), Tinker's business proposition is designed to appeal to"new influencers - niche publishers and independent voices that want to become engaged in pivotal viral markets."
By aggregating content, he added, Tinker is cost-efficient in that it recognizes "the idea that 'If you build it, they will come' does not work in online [media] either."
"Consumers are moving from big sites to niche sites," observed Lagani, the former publisher of both Meredith Corp's Country Home and Condé Nast's House and Garden magazines.
"If you love Manolo Blahnik shoes, you want to get to your passion-point web site. It's part of the process of de-portalization, the rise of widgets, and the introduction of thousands of new media titles."
The "real-time" appeal of Tinker.com, he continued, is a reflection of a number of immediate observational engagements, ranging from reality television to online blogs, to social networks and the rise of what he called"micro-blogging networks".
Explained Lagani: "How do we deal with these issues? How can we leverage existing content to engage consumers where they spend time? How can we provide scale with niche targeting? We need to provide solutions that put content and advertising in niche sites where consumers go. Scale is important. But targeted scale is even more important."
The downside for marketers, he acknowledged, is not a new discovery. "How can you control what is being said?' And how can you control the environment? [These] are challenges fraught with danger."
Tinker.com, he continued, refines that process by offering filters that enable marketers to focus on precise digital discussions.
"There are all kinds of filtering elements - profanity filters, filters for discussions about competitive brands - that lead to good, solid, real-time conversations about brands. To find out what people are chattering about right now. To examine the top events that people are tweeting about. To check the population of an event [or brand] discussion."
From the Tinker.com home page comes a directory of on-going conversations:
For instance, for consumers who want to be part of an on-going conversation about Chanel - across Twitter and a variety of other social media - clicking on the company logo opens onto a consolidated conversation:
And, for marketers seeking to track daily discussions, a detailed discussion page features information about participants and daily conversation levels:
"The brand challenge on Twitter" Lagani insisted, "is how can you join these real-time web, people-to-people conversations? Better yet, how can you join a real-time conversation already happening about your brand?"
For Dunkin Donuts, Tinker.com created a prototypical site that demonstrated the potential of content in a marketing-directed environment.
"The conversations were terrific," Lagani said. "Some of the people were wondering how much they spent on coffee. Others were talking about how much they loved the copy - and that was nothing but free promotion.
"For a company like Dunkin Donuts, if they're able to assemble the conversation about the brand, they'll find out how they can manage to get in front of their customers."
Once a brand has a Tinker.com presence, "You can develop all kinds of streams. You can post them on Facebook pages, or anywhere it suits your product. It's a live feed, an on-going conversation about your brand. It offers you the ability to take a specific unit and put it out on the internet where people can experience it."
Does honesty sell?
"Men Wanted for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success."
Ad written around 1900 by the famed polar explorer Sir Ernest Shackleton.
"???" in today's context of consumer cepticism and distrut, would plain honesty without the hyperbolic adjectives we're used to hear on brands' speeches, be the best and more effective way to reach people?
23.5.09
Afia TVC executions
When you are a pan Arab mega brand? What is the best strategy of your TVC’s communication
- 1. Do you produce one and hope that “one size fits all”?
- 2. Do you isolate the audio element and adapt it to local dialect?
- 3. Or do you produce market specific communication while maintain core values?
Telecoms Viral
This viral is widely forwarded among Saudi Arabia forums, it adds another layer on marketing offering war between providers.
Simply it mocks up all mobiles there is and conclude with one to one assessment with blackberry powered by Mobily.
No official proof or statement that Etesalat is the creator/ promoter of this viral , however it’s mark is all over the place..
22.5.09
Kellogg's:::Football Superstar
Kellogg recognized that teens were spending less time with traditional media, and so wanted to create engaging content for them.
As a result, Football Superstar became the most successful series in terms of viewers across all FOX8 local productions, with an average of 120,000 viewers per episode. The online campaign reached more than 1.8m teens and ther were 26,125 visitors to the mobile site.
BRAND
Nutri-Grain
BRAND OWNER
Kellogg's
CATEGORY
Food
REGION
Australia
DATE
Feb 2008 - Oct 2008
MEDIA CHANNEL
human leadership::: What is common between Pepsi & Obama
Both "Brands"managed to read and analyze current people needs and wants.
Expressively, they taped into cultural –hopefulness, brightness-movement, spirit of optimism, thirst for positive change and Intense -passionate-desire of active participation.
In the core, they symbolizes and amplifying our crave for happiness , sense of achievement by releasing and realizing dynamics of change.
Pepsi plugs into a classic teenage dream with “Rising”, a TV advert in which a young man climbs a pile of seemingly impossible odds to fulfil his goals, finally reaching the mantra, “I can”. A young man sips on a can of Pepsi as he surveys a huge mound of objects. He sets off to climb through the symbolic collection, yelling “I can’t hear you” every time his peers, family and teachers discourage his dream.
21.5.09
Using social media in increasingly potent ways
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