Posts Tagged ‘media’
Over the summer the media140 team have been busy creating four complementary Social Business workshops designed to take your organisation from a standing start with social media right through to business transformation and cultural change.
For those of you who missed or were unable to attend the DigitalBusiness event we recently hosted in Perth, Australia – we have picked out a few of the keynotes from the opening event on the 26th April in this post. We’ve also collated the majority of the speaker slides from across the three days, and if we’re missing one you particularly wanted to see – please let us know!
En préparation de l’évènement Unethical web event qui prendra place le 15 Septembre 2001, Simon Gouth, marketing professionnel pour Redfront considère de quelle façon, les faux profiles créés en ligne on une répercussion qui ne ce limite pas seulement au fait de remplir la boite de courrier indésirables des utilisateurs.
Journalism is filled with ideas. Many of them ‘bold’. Some of them ‘great’. A few might even be ‘good’. But rarely are any ‘innovative’. There is a preconceived idea in many media companies that the future is what you follow, i.e. ‘we will do that when our competitor does that as well’.
Bots! Twitter bots to be precise. Mention a certain keyword and Shakespeare or Tyler Durden, All-The-Cheeses or Bot Marley will have something to say in response. In doing so they take something away from the personal interaction of Twitter.
With more than 583 million members including 60% of US Internet users you could be forgiven for thinking that Facebook didn’t have much further to go before it achieved complete global domination. In Japan it’s a very different story, evidence of a chasm between Eastern and Western sensibilities. Rachel Pictor explores the issue which was reported this month in The New York Times.
We have reached a point with social media and web technology that allows the creative industries to design immersive and interactive experiences for the audience.
The Old Spice YouTube ad’s were a great example of interactive advertising where the participants can solicit a personal response from the advertiser. Whilst more sophisticated story telling can be achieved by giving the audience the ‘directors chair’ letting them select shots, angles and deciding how the plays out.
These interactive experiences do take many forms and Tony Wright, a digital marketing and social media executive, takes a look at a number of recent examples which have caught his attention.
Tony is a big enthusiast and advocate of social media and the first to drown colleagues with case studies at the slight hint of a raised eyebrow as to the potential and power of online debate, discussion and across the board creativity.
You can find out more about Tony by following his blog.
Over the last 12 months, much has been hyped about the further emergence of HD television and Hollywood’s new obsession with 3D. Amongst all of this visual advancement, one gem that deserves to shine far brighter than it has done is that of ‘interactive’ video, one that offers a participatory experience with its audience.
It might be some time before the latest cinema blockbuster drags choose your own adventure books onto the big screen, but increasingly, we’re seeing great attempts at letting an audience member determine the visual that’s presented to them. From government campaigns to tackle gun crime to simple online video quizzes and promotional tools from the music industry, the viewer’s moving further away from the front row, into the projection room or further still, into the director’s chair.
Lots of typical content consumers wont be interested in being so hands on with the material they’re served and some would argue that it’s a video producer’s job, not an audience member, to provide something that deserves attention, though with a great idea, considered execution and ‘insert more ‘think outside of the box‘ jive here’ the finished product can serve up a fresh, engaging and involving experience that a simple start/stop button set up can’t touch.
Here’s just a few of the interesting ways video’s been getting used throughout the past couple of months -
Arcade Fire music video
A collaboration between producer Chris Milk and Google’s Chrome browser, the band’s video for ‘The Wilderness Downtown’ takes a visitors childhood postcode and uses HTML5 to explode a storm of nostalgia across the computer screen, complete with layered maps from Google Street View and an interactive ‘write to the old you’ segment.
Artist reality TV streams
Always a genre to push the boundaries not only of traditional music structure but promotion, several prominent rappers in the world of Grime have been taking to UStream.TV to interact with live chat rooms of fans as they wander their houses, talking about rival artists, forthcoming releases and even making new material before the viewers’ eyes. Number one selling artist Wiley answers questions whilst squatting flies in his living room and searching his fridge for snacks.
‘What’d you do?’ story-boarding
Increasing popular with ad agencies tasked with getting government campaigns noticed by the younger generations they target, series’ of video clips are being uploaded to Youtube with a narrative running through them, strung together by clip overlays that instruct viewers to go down particular routes.
Video quizzes
And when it’s Friday afternoon, you don’t feel like rap music or learning not to stab people, there’s always the digitalised office quiz.
Fan filmed movies
Taking inspiration from Beastie Boys’ ‘I Fuckin’ Shot This’ a group of Radiohead fans from around the world grouped up in Prague to each record a concert by the band from multiple angles. The footage was then glued together to provide one of the most up front and personal concert films you’re likely to find, far surpassing the intimacy that any officially approved film could offer. The beauty of this one is, it’s free to download in multiple formats and has been given approval by the band itself.
If you fancy yourself as a movie maker, be sure to check out the Digital Revolutions ‘How Digital Technology Changed My Life‘ competition which has a top prize of £5,000 for professionals and £10,000 for amateurs.
Ironically the first Old Spice fragrance was originally designed for women and was only introduced for men in 1937, yet the fragrance has been a prominent male American brand for over 70 years.
Dominated by a nautical theme of sailing ships, clippers and more recently yachts the brand classic buoy shaped design has been a staple product with many famous actors including Bruce Campbell, Neil Patrick Harris and more recently Isaiah Mustafa endorsing it.
And if you are young enough to remember, the original 1970′s Old Spice TV ads featured a surfer risking life and limb to manoeuvre through the wake of huge waves, a glamorous and seductive woman waiting for him back on shore and the thundering voices from “O Fortuna” by Carl Orff.
However, all that changed with the recent social media rebranding campaign that generated over 40 million video views and over 1.4 billion impressions.
Wieden+Kennedy recently released a case study of the recent Old Spice social media campaign, calling it “the fastest-growing and most popular interactive campaign in history”
Actor Isaiah Mustafa stars in the video as character ‘Old Spice man’, recording and putting out over 200 videos (so far) featuring answers to questions received via social networking channels such as Facebook, YouTube, Twitter and Digg.
This is a great example of combining traditional TV production methods and realtime social media technologies with a very creative team, one that managed to write nearly 200 ads in 48 hours creating incredibly funny and personalised content.
Questions to Old Spice man came from the general public and well known web personalities including Ashton Kutcher, Ellen DeGeneres, Guy Kawasaki and Digg Founder Kevin Rose.
This is will undoubtedly become a referenced case study for how a brands can use social media effectively to engage with fans in entertaining, innovative and realtime way.
Whether this will be a case study that demonstrated real commercial returns is another question; Ad Week reported sales of Old Spice body wash had declined by 7% over the past year.
On the other hand the Wieden+Kennedy are naturally claiming success with a sales increase of 107% within the last month, as to whether this is sustainable that has yet to be seen.
However, if you still yearn to be that surfer with the 70′s lifestyle and side burns you can still experience this on You Tube
Paul Adams, a senior user experience researcher at Google created an extremely rich and insightful presentation looking at the challenges that real-life social networks bring to web design.
When it comes to reflecting our real life social networks into what could be considered rudimentary online networks, there is a real design challenge in terms representing how your friends, colleagues and associates inter-relate to each other.
Social technologies such as Facebook and Twitter have a homogenised view of friendship; they group everyone together. This typically doesn’t reflect how real friendships are nurtured and naturally creates communication challenges.
For example, not everyone will want to know on a daily basis about your fondness of cats, or wants to know about your regular eating habits.
So next time before you tag your photo’s on Facebook, Flickr or send that Tweet consider who will actually see it and do they need to?
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