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So simple and powerful! This twitter based social experiment inspired by the extraordinary ‘We Fell Fine’ exploration of human emotion by Jonathan Harris and Sep Kamvar just made my day.
Thanks Amy Hoy and Thomas Fuchs!
We’ll be following closely the next steps of your project…
In the era of media fragmentation, your target is multitasking between TV, internet, mobile, in-game, instant messaging, social network…
So what the F*** is the best strategy?
Let’s play with your ROI…
Media planners are now reacting and preaching a bowling strategy with a ‘360° approach’: Each media is a bowling pin and your two bowling balls are the communication investment waves you have to reach your target. If you’re lucky/agile you’ll hit it at the right angle to get a strike or at least a spare.
But if you’re not… you’ve just killed no birds with two stones!
;-)
What about a cool pinball game?
Size does not really matter… you can still have fun with smaller balls!
The pinball (your investment) is way smaller but the goal of the game is radically different too. Its no longer about a linear ’shoot’ but rather a surprising continuous game. Some of the tools (flippers, shaking the machine) are under your control, others react themselves (bumpers, ramps…) and help you if you play the game well to increase your score.
The goal now is to develop non-linear strategies, and to keep a small ball going and going, bouncing around everywhere giving you unique opportunities like extra balls and jackpots.
Same player plays again?
These small little bags filled with goodies are known as onpacku (on-pack). These usually can be shown on any product (mostly beverages) when there is a promotion going on. Promotions vary from; new product release, sponsorship of a new movie, video game, or even seasonal reasons.
Japan is actually very well known for releasing items seasonally, and I don’t mean clothes- but food!. For example: in the spring time you can find sakura (cherry blossom) flavored kit-kat, or Poiful will come out with their summer blend of jelly beans, or Fanta will release a tropical fruit flavored line. All of these will be pulled from the shelves when the season is over.
But what are the benefits of the on-pack? If gives the buyer something more, it gives them something FREE! If you are browsing the cooler at a convenient store your eyes are automatically drawn, it just bulges out from the top. You want to pick it up and see what’s inside.
What usually sits on top of this big erect bottle? Almost anything that’s small, but usually a type of toy- like the example above. They’re great because if you have one, you want to collect the rest of the set. It’s almost as if you are buying the soda just to get the toy. In summer 2006 Gatorade’s summer on-pack had an assortment of items from sweatbands, massagers, energy pills, and even whistles. This was a seasonal line that helped promote summer fitness while enjoying it with Gatorade. This shows that some of the free items featured can actually be useful!
The on-pack is a wonderful way to attract a buyer of all ages. If you are not a fan of cheap plastic goodness you are bound to find something in these small packages that will interest you. It can also help the buyer pick one product over another because they’re not only are they getting a drink, they’re getting something free too.
I was stumbling upon the other day when I came across a certain video. This video, fan-made, was one of the most awesome stuff I’ve seen in a while. There are two reasons why - first of all, as a hardcore gamer myself, I couldn’t help but love to see my favorite familiar characters battling it out. But, in a second insight, I realised something far more deep - Generation C is already using certain concepts and symbologies that are considered to be “new” in a pre-web conception of reality.
The thing is that having a video focused on video game women battling it out might sound simple to the most, but in fact it retains a few aspects that are noteworthy:
- The amateur work around the 3D in this video is unbelievable, casting a shadow upon some million dollar productions I can think of (The Spirits Within, cough cough…);
- The use of women in a male-dominant cenario shows how the women’s role in this Generations conception is drastically shifting - none of them is bouncy or half naked - they are actually fighting it off in a “old fashion” manner;
- Most of the elements in the video are directed towards a hardcore videogame community, but most of them are already familiar. From Tifa using a Haste spell to Yuna’s drastic attempt to send a Mana potion, this might sound like something strange, but for this Generation these are familiar actions and symbols;
I could continue to describe the elements I think that are relevant, but this IS a sidenote. So the main focus of this sidenote is this - Generation C is already making path to a new Generation. Why so? Because certain elements that are “new” are becoming “old” - rapture is one of the key elements for a Generation shift. And taking into account how time is considered in the modern society, where Generation gap with only a few years difference, it’s not too soon to already start thinking about it. In a soon to come article, I will describe some elements that, when placed together, toggle the birth of a possible new generation. It’s not predicting the future, but yes provide some guidance into the path audiences are taking nowadays. And what is more important for a Marketer than to know his future target?
But for now, enjoy this inspiring video - it’s awesome!
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So, we finally know what you guys want from a site. Give your opinion and read the ones posted by your peers, you want good deals, you want to make sure that you don’t get screwed, you want some video demos, you still love those cute newsletter in your inbox (some of you made the switch to RSS though), and you want to entertain and be entertained.
No rocket-science here but it’s always good to be backed-up by some good stats when you present a new project that includes one of the above mentioned.
In my last post, I talked about the dangers of user-generated content and asked you how you felt about UGC and how we should use it. Your replies allowed me to dig deeper into this subject.
There have been quite a few sucessfull UserGeneratedContent campaigns these last few years, and the first lesson I learned is that each UGC campaign is a different experience.
Continue reading ‘UGC experiences - or how i learned to stop worrying and love the bomb’
Virality is one of those big words used so much nowadays that it’s almost blaze. Clients demand it, marketers sought it, but it doesn’t have an effective study done to show how to obtain it. Of course there is some randomness to it – but it also involves some background and context.
Virality can be obtained via the following formula: Continue reading ‘Virality 101′
Since we all work hard on CRM strategies to leverage brand communication, let’s take a step back and ask ourself this key question:
‘Who REALLY controls the interactions between the vendor and the customer?’
THE CUSTOMER decide when, how and why he will - or not - interact with a brand… And this simple fact leads us to the most mind blowing marketing concept since the long tail: the VRM
The Vendor Relationship Management is the reciprocal of Customer Relationship Management. With VRM, the customer controls his or her relationship with vendors rather than vice versa. The purpose of VRM is to provide the customer with ways of bearing some of relationship burden which has in the past been borne entirely by the vendor. In so doing, VRM intends to improve markets by equipping customers to lead as well as to follow.
This theory tests the belief that any market can be truly free and open, and in control by customers as well as vendors.
ProjectVRM, at Harvard University’s Berkman Center for Internet and Society, is working on tools and methodologies to provide customers with both independence from vendors and ways to engage with vendors.
This project is headed by Doc Searls:
‘In real markets customers do more than just consume. They can produce more than just money and data for systems that manage them’ Doc says… ‘What if we help vendors rather than just carp about them. What if we could relate on our terms and not just on theirs, for the good of both. What if we were to manage our own stuff and relationships with producers and vendors. What if we were in charge of our preferences across whole markets. What if what mattered most were our real intentions, rather than just our attention.’
So, are your interactions with your customer focused on transactions or relationships? A real relationship, and not just coerced agreements we call relationships. ;-)
Remember my desperate cry for help to get an invite for FFFFOUND? Well, I never got one but it doesn’t really matter. Now I can play with We Heart It.
It’s pretty much the same concept, a social bookmarking tool for images and videos, except that it’s open to everyone. Great inspiration igniter for designers.
But can the 2 sites co-exist or will only one survive the design bookmarking war? Will the invite-only kill FFFFOUND or will it do the opposite, re-enforce the quality of the shared items while We Heart It becomes too mass-market to be considered by the design industry people?
I love charts. And I know that you love your PPTs filled with them. Here are the latest ones I like to show off in my keynotes, for you to use and share.
More details at eMarketer.
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