Friday, June 26, 2009
Thursday, June 25, 2009
Sunday, June 21, 2009
When you are traveling for 30+ hours you have a lot of time to think. Now I've done this long-distance, moisture sucking, patience deteriorating kind of trip before but I've never noticed a very unique thing that occurred to me this time around.
I came down with a bout of twitterexia. I found myself observing my surroundings and feeling distraught by the fact that from 30,000 miles high, I couldn't micro-blog about it. It made me realise that twitter has filled a gap in my life that I didn't even realise I had - it makes me feel like I'm being heard.
What I mean by this is that of the modest 100 or so people following me, while they may or may not consistently read my tweets and therein pay varying levels of attention to them, I do feel like I have a voice. And moreover, a voice that can say whatever it wants with the buffer of 'real life' distance staying in tact.
For instance, on the KL to Amsterdam leg of my trip Cannes, I was sat next to a women whom I now hold anything but fond memories of. She invaded my space for some 12 hours, huffed & puffed everytime I needed to scoot past her and did not let me use the shared armrest once! Small grievances I admit but on a 12 hour flight, grievances that became increasingly irritating.
So there I was thinking about all the things one may implement to make their long haul trip more enjoyable (assuming they're like me and the business class option is out of reach). The problem with arriving at such genius mid flight was that I couldn't easily share my ideas. I kept whispering into my boyfriend's ear but with real fear that initial said woman would hear what I was saying and sock me one. It was also annoying for my boyfriend because as my tired brain spewed out more words of wisdom, I kept interrupting what he was doing.
The beauty of twitter is that you can expel your thoughts in real-time and receive instant gratification for 'getting them off your chest' but people can choose to digest them in their time.
I don't remember the first time I felt naked without my mobile phone but this new feeling of nakedness sans-twitter will be memorable (if only for the fact that I'm blogging about it) and it opens up a whole new list of questions about the application - what is correct twitter ettiquette? Should I log all of my missed tweets at once or will this needlessly clog up my followers' feeds... but then what about the fact that they've missed out on my tweets for the last 24hrs? So much confusion and so few rules to guide me along the way.
Wednesday, June 17, 2009
About 3 weeks ago I downloaded Twikini. It is a very user friendly Twitter application that sits exactly where I want it on my phone and looks just like the desktop twitter interface that I am used to.
I loved using it... then the trial expired. Since then, I have been searching for a replacement and haven't been able to find anything that I like as much. I jumped back on to the twikini site and found an option that made the app even more appealing..... the ability to access it for free if I blogged about it - very cool.
Over night, something evry interesting happened. The US Government asked Twitter to move sechedulled maintenance so as to not interrupt real-time coverage of the election. Given that many journalists and media outlets have been banned from the nation, international news bureaus are now turning to social media tools to keep the rest of the world informed on the events.
This is a clear sign of the times. Full credit to the US Government for recognising the value of social media and its applications outside of 'social networking'.
Tuesday, June 16, 2009
This is a really cool execution that could work for many brands.
It is a year long fundraising project for the Akanksha Foundation where a girl had pledged to wear the same dress for 365 days. Whilst raising funds for her chosen charity, she is dually promoting sustainable fashion.
Here?s how it works: There are 7 identical dresses, one for each day of the week. Every day she will reinvent the dress with layers, accessories and all kinds of accouterments, the majority of which will be vintage, hand-made, or hand-me-down goodies.
The opportunities for brands are inumerable.
FMCG - over 12 months fabric will be subjected to wear and tear. What if a washing powder sponsored her to demonstrate their clothing preservation abilities?
Fashion - the subject is looking for accessories, other clothing items, shoes, and inspiration to 'dress up' the dress. Donations are accepted. What if she was used as a model to launch a new season's range?
Technology - she's blogging, tweeting and flickering. Why not jump on board as a service provider and give her free access or the technology to be social?
I think this concept is brilliant and I'll be interested to see if anybody does jump on her bandwagon and exploit the endless possibilities that she as a living, breathing billboard (complete with CSR initiative) has to offer.
Sunday, June 14, 2009
Friday, June 12, 2009
It is for the launch of a new video game, Red Faction, in which smashing things with a sledgehammer accounts for a vast majority of the fun to be had.
The agency took this and literally interpretated it by placing a car full of the game and a sledgehammer on the street then let nature take its course.
Goes to show that simple works.
Check it out here.
Thursday, June 11, 2009
What I do think is interesting is the effect it seems to be having on higher moral ground. The fact that people think they have permission to persecute those that they, in their personal opinion, consider to have done something wrong.
This week we've seen a couple of cases of people taking advantage of their media nouce for personal gain.
1. Gordon Ramsey V Tracey Grimshaw
2. Woman's Day V Therese Rein
Now everyone has a different opinion on both cases. What I think is most interesting is the third party that has entered into this battle. The blogger.
Today Crickey posted a blog challenging people to "out" Woman's Day editor Fiona Connelly.
By posting this blog, Crickey have basically given their readers permission to right a wrong... well in their opinion anyway.
Who died and made Crikey God?
Why should they be the ones controlling retribution for Therese Rein? And, didn't anybody stop and think that this blog and its associated sites have political undertones that could benefit from a glowing report from Ms Rein's influential hubby?
When bloggers start to assume positions as moral gatekeepers, who reigns (pardons the pun) them back in? Is this, like the private turning public, just a fact of life or are we seeing the fourth estate actaully rear its head and take a position of marshall law?
Personally, I think it's really scary. That someone (an influential blogger at that) would persecute someone else for just doing their job seems a bit archaic to me. Grow up and do unto others is my opinion....
Wednesday, June 10, 2009
This also meant I was privy to a lot of daytime advertising.... and I observed something interesting.
We are all familiar with Brand Power and Zoot Review. These 'endorsement' style interstitials have been around for a long time and have proven quite successful for many FMCG brands. What I noticed yesterday thoguh is that the Australian Women's Weekly now broadcast similar ads on not just Nine, but also Channel 7 and Ten. In fact with only one ad in between, I saw an AWW endorsed spot followed by an Infocus Segment (Ch7's version) and both of these were within the New Idea program.
This posed a few questions for me:
1. Were the drugs making me dellusional? (a quick referral to the EPG proved no)
2. Why were SMG Red and Ten allowing AWW to endorse products on their channels? Are they desperate for ad revenue?
3. Don't the traffic team notice that such clashes exist and that clients may not be happy about it?
4. What does this mean for the credibility of the 'endorsed' interstitial? Will their cut-through diminish? Will their trustworthiness decline?
It all seems a bit odd to me. The beauty of borrowed credibility is that it is usually somewhat exclusive. What I saw yesterday was a slap in the face for both advertisers and consumers. The endorsement seemed obviously paid for and entirely fake given the proximity to similar ads.
Whilst in the past I have been an advocate of this style of ad for my clients after yesterday's experience, I won't be recommending 'endorsed' interstitials for my clients anytime soon.
Friday, June 5, 2009
It is brilliant.
The comms team are capitalizing on the fact that their follower base has multiplied by 400% in a matter of weeks and that people are going to great lengths to interract with the brand.
Their latest Tweet: iSpyLevis: PEOPLE! We've got 501 followers. Follower number 568 will get a pair of 568® SKINNYS IN RESIN SEALED. Tell your friends! Demonstrates how they are taking this campaign even further. I guarntee that they are hitting all client objectives.
I am still trying my hardest to get a pair (after securing a pair for my friend last week). The 'game' is completely addictive. I can only hope that I can produce a piece of similar brilliance for one of my clients!
Thursday, June 4, 2009
Yes, he is lucky to be so attractive. Yes, he has his communication skills down pat and Yes, he has an army of staff behind him to help him reach great heights. The truly admirable thing that he does however, is reach out to people and make it easy for them to join a conversation with him.
Let's be clear, it is unlikely that Barrack is the one responding to tweets, facebook messages, myspace posts or emails but, the image he porjects is one of accessibility. He makes people feel like he is within their reach and that he will act upon their suggestions. He listens to what people want to hear and then tells them what they want to hear.
So with all of this in mind, it is unsurprising that the speech he will deliver on bridging the gap between the U.S. and the Muslim world in Cairo will be accesible via all of his previous touchpoints but also via SMS.
What this means is that he has even further broken down the barriers between himself and the wider world. He is making himself available to not only American voters but global citizens who may or may not be living in nations with restrictions on the information they can access.
President Obama should be applauded for his brand building efforts and his consistency. If other brands operated in a similar fashion to him - remained on-strategy and single minded about their image - I would argue that they could feel more confident about entering a conversation with consumers and as such would have greater success in winning over consumers and building brand loyalty.
Wednesday, June 3, 2009
In the media-sphere it is difficult to keep up with the latest advancements and to think of ways they will fit into your client's marketing plans, particualrly when many clients are still addicted to TV and think that tweet is a sound that birds make.
One trend that I have noticed lately though, is that no matter what the medium, sex still sells.
Check out this Tweet from earlier today:
I find this really interesting because just last week, hashtag 3words (aftre sex) was incredibly popular.
If i were in the business of selling sex, safe sex or sex-related products (ie condoms, lubricant.. let your imagination run wild) I would be harnessing the information coming from these tags.
Given the popularity of these two organic tags, as a sex brand, why wouldn't you initiate a new trending topic equally as topical but backed by your brand? It would generate a significant amount of online chatter and also serve as a rich source of information for NPD.
So perhaps this can work for other brands too or even just as a source of ideas for us to take to clients. By tracking trends on social networks that are related to our brands we can beat the client to the next idea and even start to predict the outcomes of qual research.
Now the next challenge, who do we conivince others to believe in the power of this?
Monday, June 1, 2009
Upon joining bellamyhayden I had no idea how much I was about to learn. I was surrounded by brilliant people, in a hardworking office and seemed to learn by osmosis.
It confirmed to me that it actually didn't matter where I worked because it was the calibre of people that I surrounded myself with that would impact the qaulity of my output.
During my time at bellamyhayden I made lifelong friends, won my first media award and was inspired to never do less than my best.
It was at this point in my life that UM approached me with an interesting job offer.