Personal thoughts on the evolution of media and advertising, showcasing interesting work and discussing the impact of new developments on politics and society
Converse are running a Search Engine Spelling Bee in the US. The Converse campaign is based around a series of video minisites that are promoted using intriguing Search advertising.
The journey is started by typing 'is everything going to be OK' into Google and the top natural search result is for an unlabelled Converse site - www.iseverythinggoingtobeok.com
Clicking the link for www.iseverythinggoingtobeok.com takes the user through to a front screen that says 'Yes It Is.'
After a short pause some navigational arrows appear that allow users to view a series of different (random) Converse videos - each published under their own URL. For example:
This video introduces an online Converse spelling Bee. The video tells users to spell the word 'ludicrous' and enter it into a Search Engine. US users are then told to look for the Converse ad on Google and follow instructions.
Clicking on the Google ad takes users to a new Converse spelling test which repeats the cycle. After five successful answers users are taken to www.aspellingbeewinnerisyou.com which congratulates users and gives them the chance to download a Converse Spelling Bee certificate.
All of this activity links through to the a Converse site that promotes latest Converse designs. Whilst Eyecube feels that this may move Converse too far away from their traditional target, I think this is a bold adaptation of traditional viral advertising and could help widen the Converse audience.
From a technical point of view giving each video a bespoke URL is an interesting variation on the accepted idea of aggregating content within a single microsite and this activity also demonstrates that Search can be used creatively - and for a lot more than just driving acquisition!
Sweden were in Euro 2008 and the media and marketing activity around the tournament showed what we missed as a result of England not qualifying.
The Independent claimed that England not qualifying for Euro 2008 was 'expected to cost the economy between £1bn and £2bn, accounting for as much as half a percentage point off the UK gross domestic product.' The Independent also states that profits at retailers like Sports Direct and JJB Sports would be severely affected whilst advertising revenues would also be hit - especially at ITV where it could see ITV lose 'upwards of 10m in advertising revenue due to reduced audience interest.'
These are just figures on paper though. I have just spent the last 2 weeks in Sweden and seeing how much excitement there was around Euro 2008 makes me realise how flat it was in the UK.
1) Novelty Euro 2008 football songs
England not qualifying meant there were no England songs in the UK charts. Traditionally there are a plethora of tournament related musical offerings, but this time there was little public interest in a re-release of Three Lions etc. Sweden has served as a reminder of what we have been missing as the Swedish top 10 has been dominated by Euro 2008.
The number one album has been 'Absolute Football Anthems'
and the singles chart has had various football related entries from Swedish acts like Markoolio and Frans feat Elias. There has also been a return for Rednex (the group behind 'Cotton Eye Joe'). Rednex got to number one in Sweden with a song called 'Football is our religion.' The video is below - enjoy!
2) Player endorsement of products
During a major football tournament we are used to seeing the faces of English players like David Beckham and Michael Owen appearing in everything from ads for ASDA through to sports equipment and products like Pepsi - but with England not qualifying there were few (if any) topical football ads. Player endorsement was evident in Sweden over Euro 2008, however whilst Swedish media coverage of the Sweden team focussed on Zlatan Ibrahimovic, there is no doubt who the Swedish advertising poster boy is. Freddie Ljungberg has been on a wide range of products including using a variety of poses on Pepsi Max bottles as well as appearing on random cardboard cut outs.
3) Football related marketing
A number of Swedish products piggybacked Euro 2008 with their advertising and packaging. I was particularly impressed with Norrlands Guld lager. Norrlands Guld is literally translated as North Lands Gold. Originating from the North of Sweden, through various tongue in cheek, Swedish themed advertising Norrlands Guld has become one of the most popular beers in Sweden.
For Euro 2008 packaging was changed and an ad campaign was created around the theme of 'Nu Vi Tar Guuuld!' (now we take gold).
A typically over the top 3 minute TV ad was shown featuring traditional Swedish scenes, fighter planes, mountains, hordes of people and a rock song entitled 'Nu tar vi Guuuld'. This activity was then supported with a Euro 2008 themed blog, the song was made available for download and the video was uploaded to YouTube (receiving 86,000 views to date):
4) Swedish TV coverage
Sweden's largest commercial broadcaster TV4 covered Euro 2008 in Sweden. They showed matches every night, covered all the games and showed full repeats the following morning. TV4 also suffered the same loss of semi-final coverage as the UK (though it was little use to me when they went to a Swedish radio commentary whilst the picture was missing!)
TV4 also produced a discussion programme called 'EM Magasinet' after every match. Broadcast from an outdoor location every night in Stockholm, in my eyes it compared favourably to the UK coverage. A modern and stylish set plus a rotating panel of guests including ex-Man City Assistant Manager Hans Backe, current Swedish players like Rami Shaaban and Swedish legends like Martin Dahlin kept the programme fresh and different every night. TV4 also had female discussion participants like Anna Brolin - a massive (and refreshing) change to the English diet of regulars like Hansen and Alan Shearer!
5) Euro 2008 merchandise and collectables
Sweden has been full of football related merchandise. Everywhere you looked there were hats, flags, t-shirts, cups and even Sweden deckchairs for sale. There was also a full range of collectable memorabilia for sale on the 'Fotbollsfeber' (Football Fever) stand - stickers, trading cards, mini figures etc (I also never realised that the Panini sticker collections are the same all over Europe!)
There was an obvious contrast to the merchandise available in English shops especially after I saw this rather sad sign in our local Woolworths just before the tournament started:
I enjoyed watching the tournament in Sweden and it was great to be in a place where Euro 2008 was front page news every day, rather than in the UK where the semi-final reports only managed to make pages 8 and 9 of the Daily Telegraph sport section. And whilst much of the Swedish Euro 2008 marketing was generally as expected, but there were some interesting new ideas.
I thought Euro 2008 was a great tournament and I enjoyed watching it in Sweden, but I hope Fabio Capello can now sort things out and make sure England qualify for the World Cup - though after seeing this house in Hayes yesterday I guess for some people it doesn't matter whether England qualify or not!
The Daily Telegraph have launched a range of activity with the Open University to promote further learning. A variety of innovative activity includes web, newspaper and video executions - there is even a mobile angle as readers can engage with the OU through Twitter!
"The OU offers a great learning experience that will be enjoyable, rewarding and, in many cases, life-changing. More flexible than traditional study routes, students can fit learning around their lifestyles; whether round a career, a family, their financial situation – or any other special needs. The OU is an accessible option to all.
With more than 560 inspiring courses to choose from covering subjects as diverse as accounting to algebra, biology to business studies, criminology to caring, everyone can find a course to suit their needs."
The homepage of the promotion (http://www.telegraph.co.uk/ou) links to the video content and other aspects of the promotion. It also contains a prize draw that allows readers to win £250 course vouchers, every week for the next 8 weeks.
Video
The Telegraph and OU have together produced a series of video interviews with a wide range of people discussing how the OU has helped them. These videos are hosted on Brightcove and the first video can be seen through the main homepage or through the link here:
The activity is also being promoted in the Daily Telegraph newspaper. The video interviews are running as advertorials in paper and the OU also have logos appearing around the games on the back page (taking sites around the crossword and Sudoku puzzles.)
Advertorial in the Daily Telegraph
Twitter
This promotion also branches into social networking and mobile by allowing readers to follow the OU on Twitter. The OU are uploading news stories and interesting facts to allow users to engage through mobile. (http://twitter.com/openuniversity)
Open University Twitter
This is a great example of a traditional newspaper publisher embracing new channels, resulting in an innovative cross-media promotion for an advertiser. It will be interesting to see the results!
I recently stumbled across an intriguing post on Russell Davies' blog. He highlighted an experiment where Tim Milne from Matter was "trying to turn direct mail into something you might actually want to receive. He's running a test programme at the moment and looking for volunteers for the pilot."
I thought this sounded interesting and followed the links through to the 'Matter' site to find out more about the pilot project ( http://www.matterbox.co.uk/index.php .)
The site told me:
"Matter is a box full of interesting stuff.
Matter is a new and unique idea in communications that brings companies and people together around real, physical stuff–things you can hold in your hands, keep in your drawer, or give to your friends. It's a new way for companies to introduce themselves by giving you something you might like."
So I filled in my details and early today my Matter box was delivered today:
This impressive, sturdy box then opened up nicely:
and revealed a whole collection of interesting things!
Our favourite item was the Sony Playdoh - a great way of enhancing the Rabbits creative and very well received by the younger members of our household! Also noteworthy were the Sony Ericsson Music Monster (which managed to intrigue me enough to send me back online to the website it detailed http://www.mymusicmonster.co.uk) and the EVO Top Trumps (which showed us that traditional games can still be fun!)
I think the online response element is interesting. The contents of the box bring brands to life / create further engagement by creating physical connections with a consumer, but if the right physical connection is made the consumer can be prompted to go back online (as I did with the Sony Music Monster.) If people get really excited they will talk about it on blogs, social networks and other interactive areas. Being included in the Matterbox isn't just a nice way of extending a TV campaign, it can also create online buzz and positive sentiment as recepients feel compelled to talk about particularly interesting things received. The Matterbox could therefore become a powerful example of how online and offline can effectively work together.
Thank you Matterbox, looking forward to the next one!
Today's Metro newspaper launched a series of features on change and started a competition to allow readers to design a new Metro masthead!
The newspaper contains a 4 page feature in association with Zurich and it looks at how our lives have changed over the last 10 years. Looking to the future, the feature also references the 'Living Britain' report that Zurich commissioned from the Future Laboratory.
The feature includes top news stories from 1997, a quiz and various interesting facts including:
- Dave Winer started the first online diary in 1997 (the word blog was first used 2 years later) - The 'Google' domain name was first registered in 1997 - 1997 saw the launch of BBC News 24 and Sky Digital
The feature also contains discussions about change in music, fashion, celebrity, books, transport, technology and community.
Activity appears online at http://www.metro.co.uk/zurich and there are links to the stories about how the world has changed, the Living Britain report, a quiz on changes in the last decade and the competition to redesign the masthead (with a gallery showing submissions so far.) Readers also have the chance to contribute their thoughts on change or submit their favourite quotes about change.
Christmas 2007 saw some interesting initiatives / developments online, 5 examples of Christmas online are detailed below:
1) Christmas Facebook applications
Christmas was a big thing for Facebook with Christmas wishes being sent, Christmas photos being uploaded and Christmas applications being installed. Usernames like 'Santa Claus' and 'Father Christmas' were barred, but Christmas applications were varied and popular. When I looked there were 179 different Facebook 'Christmas' applications and the most popular seemed to be 'countdown to Christmas' or 'wish someone Happy Christmas' applications.
2) The Queen on YouTube
2007 has seen YouTube become established as a true broadcast medium. The best evidence of its use as a professional medium was the Queen using it to distribute her 50th Christmas message.
3) Elfyourself
OfficeMax developed a website called 'elfyourself.com'. Users could upload up to 4 pictures and these would be used as the faces for up to 4 dancing elves. Users could then save their creation and email it to friends. This has been used all over the world and I am intrigued to see the final figures after elfing stops on 2/1/08 - a brilliant example of viral promotion.
4) NORAD track Santa with Google Earth
For the last 50 years or so the strategic air defence systems at NORAD have tracked Santa, however this year they used Google platforms to enhance things. NORAD used Google Maps to track several hundred of Santa's stops in over 200 countries and posted video footage of each stop to YouTube and GoogleMaps. NORAD also offered a downloadable Santa Tracker file for GoogleEarth.
Nice way of using new technology to enhance a longstanding Christmas tradition.
5) Christmas Widgets
It wasn't just Facebook applications this Christmas - there were a plethora of widgets that could be used on Myspace or blogs or other websites. The most popular Christmas widgets seemed to be Christmas tree countdowns to Christmas Day. The popularity of using widgets to enhance content has been growing and the widespread use of Christmas widgets has further increased widget penetration.
Nick Burcher writes: "At the end of a significant year for the development of the web (social networks, user generated content, web 2.0 etc), Christmas 2007 was always going to see some interesting online developments and the five examples above are good illustrations of how the web can now be used."
Very clever ambient ad from Amsterdam promoting the need to re-evaluate our lifestyles*. This is extremely impactful and from an advertising perspective it is a great example of how the media execution can enhance the message.
I have been talking recently about how bringing media further forward in the creative process can produce better digital advertising and have quoted examples like BA integrating Google Earth into their ad creative and Nike Run London mashing up Google Maps. The above ambient example is a good reminder that the same rule works with 'traditional channels too' - a strong message is significantly amplified by the context of the execution.
One off stunts seem to work well in spreading the green message. Things that force people to stop and think generate PR and keep the green message front of mind. Another example of this is David de Rothschilds flood of Second Life which I wrote about here: http://www.nickburcher.com/2007/07/david-de-rothschild-adventure-ecology.html
*Thank you to the Beam blog for highlighting this and to the Wooster Collective for posting it.
I spoke at the Creative Review Click 07 conference today. I was asked to talk about how collaboration between media and creatives can produce great advertising.
I based my speech around how digital media has changed the traditional way of doing things. In the past creatives would devise the brand proposition and then develop this into creative executions. The next call would be to the media people and they would be asked to put together schedules for a 30 second TV spot or a magazine DPS.
Continual developments in technology and capability have pushed media further forward in the process of creative development. Where appropriate, forward thinking clients and agencies are allowing media to lead creative and some really clever work is being produced as a result.
I gave 3 examples that really show how developments in technology have facilitated the integration of media into the creative process:
1) British Airways World Offers and Google Earth
British Airways integrated Google Earth technology into their creative message and got some excellent results.
In October 2007 the latest eBay campaign launched in the UK. It featured 10-second commercials using real-time auction listings with a live feed direct from the eBay website. Traditionally there had been a delay of around 72 hours between registering a new creative and it going live so this was a big jump forward. This campaign was a great example of how a good idea can been brought to life by including technology and media in the creative development process. http://www.tellyads.com/show_movie.php?filename=TA4707&advertiser=Ebay
3)Nike Run London / Nike+ mash-up with Google Maps
Google have opened up their APIs and it is now possible to embed Google products into brand websites. Nike took Google Maps and overlaid / mashed them up with running routes. Users could register their own routes, search out others and leave comments. Whether intentional or not, adapting Google Maps and embedding it into their own website led to Nike creating a social network of runners around an original piece of technology.
Nick Burcher writes: “Integrating media and creative can deliver fantastic results and the three executions above are great examples of how effective campaigns can be when media and creative work together.”
A new episode of Law & Order SVU finds the investigation heading in and out of a virtual world that looks remarkably similar to Second Life. The episode was screened in the US and the trailer can be watched through the US NBC website below:
Nick Burcher writes: "After World Of Warcraft was featured in the Simpsons, it was only a matter of time before a virtual world turned up in a detective / crime drama, though I assume the writers at CSI are kicking themselves that they didn't think of it first!"
The latest Sony Bravia ad campaign has started in the UK. Following on from the balls in San Francisco and paint on a Scottish estate, the first rabbits TV ad in the UK was shown on Channel 4 on Friday night.
The ad already has signs of being another blockbuster and people have wasted no time in loading it up to YouTube:
An indication of how influential these campaigns have become is the effort that is put in to promoting it. There were ads on TV listings pages in UK newspapers announcing the first showing and this new campaign has also been promoted with model rabbits by Tower Bridge!
According to Sony's website the song used is 'She's A Rainbow' by the Rolling Stones and this 'is the most ambitious piece of stop-motion animation ever undertaken. Devised by Fallon and shot over three weeks in New York, the commercial employed 40 animators from Passion and used 2.5 tonnes of plasticine.'
It can be watched with HD streaming from Sony's Bravia website:
In a recent blog post I wrote about how Web 2.0 programs are becoming more important in general elections. It also appears that Google (and Google products) have a significant role to play and to demonstrate this Google have set up an Australian election website at http://www.google.com.au/election2007
The Google blog writes: "Today, in Sydney, we announced the launch of a Google Australia election website, so that Australian voters can have an intimate look at the parties, candidates and election issues, all in one Google location. These services, spanning Search, Maps, News, video, Earth, Trends, and iGoogle, enable voters to organise, find and share Australian election information more easily than ever."
It goes on to say: "We created a Picasa Web Album to showcase all the elements, and we're pleased to offer these world-first tools that were developed in our Australian office. Here's hoping Australians will find them useful and even fun. It's our view that democracy on the web works -- and the web can work for democracy."
John Howard discusses the election project on YouTube:
Nick Burcher writes: "For Google this project is a move away from their traditional roots in Search. The project can still be seen as in line with Google's mission statement (coming under the umbrella of "organising the world's information") but it is a departure from their normal way of doing things. It is also intriguing that Google have launched their election project for the Australian elections rather than the forthcoming US presidential elections. It will be interesting to see how many people participate, understand why they participated and find out which issues mattered to them most. This could be the start of Google acting in different ways - aggregating their products to offer brand solutions and further projects outside of traditional Search."
One of the central characters from Heroes, Noah Bennet, works for the Primatech Paper Company. There is a web address on the business cards that he gives out and this website actually exists at http://www.primatechpaper.com ! Nick Burcher writes: "The creation of a real site for Primatech paper is a nice way of hiding a secret space within the TV programme and a clever way of creating a deeper engagement with viewers - it's made me even more intrigued about what will happen next!"
Interesting piece in the Telegraph today talking about how an online soap through Bebo, Kate Modern, is proving more successful at reaching the 15 to 24 demographic than mainstream TV.
KateModern is screened in 2 minute episodes 5 days a week and has had 3 million viewers since first airing 3 weeks ago. Product placement deals have been agreed and recently Hallam Foe star Jamie Bell made a cameo appearance as himself to promote the movie. This episode got 200,000 views in 24 hours and created a lot of excitement on user pages - another example of Hallam Foe producers perfectly understanding how to reach their target audiences.
Hallam Foe is a soon to be released British film about a teenagers coming of age. Billed as 'the new Trainspotting' the internet is being used innovatively to bring the film to life.
Whilst other films have used the internet cleverly (see some of the posts elsewhere on this blog) Hallam Foe seems to be taking it further than anyone has before.
Hallam Foe director, David Mackenzie, also posted the screenplay online, but went further by encouraging his lead, Jamie Bell, to immerse himself in the role by writing blogs in character on the films MySpace page during shooting. From the moment Hallam made his first post the film has generated significant comment and discussion online with others leaving comments in response to Hallam's thoughts. Interesting idea to have a fictional character engaging in real world discussion and something that seems to have really struck a chord with the target audience.
There has been so much blog discussion that 2 months ago a 'bloggers preview' was held - a nice way of saying thank you for the support, but also a way of generating more interest and discussion.
Nick Burcher writes: 'the makers of Hallam Foe have used the internet very cleverly to engage with their target audience and created quite a buzz online, it will be interesting to see how it performs at the box office.'
Google are experimenting with video in Gmail. They are encouraging users to submit a clip of 10 seconds or less featuring themselves delivering an 'M-velope' created from the image below. (available as a pdf from the web link below.) Users are given the option to submit their clip to You Tube and the best entries will be spliced together to create a full length video. This will then be publicised on You Tube.
Nick Burcher thinks: "This is a clever way for Google to cross-promote products and will be an interesting exercise. If successful I have no doubt that this will be used to show how Google can successfully execute brand campaigns and special projects. I guess the aim is to show that they are more than a one click pony!"
(Mobile phone network) O2 have launched a very creative promotion in London today called the 'Big Blue Ticket.' Apparently thousands of 'tickets' have been hidden in random places all over London. If you find one then you take it to an O2 shop, where your unique code is scanned / checked. Winners will be awarded tickets to events at the O2 and various other things. I have just found one in Soho, below. Very excited so will go in at lunchtime and keep my fingers crossed to win the VIP Take That tickets!
Today there is a homepage takeover on MSN to promote the cinema release of the new Transformers film and there are a number of things included in this that have not been done before.
If you interact with the MPU (square ad to the right of the page) it allows you to re-skin the entire layout and get an introduction to some of the key characters. The header also allows you to watch the trailer, play a Transformers game and interact with the Messenger agent.
Another example of a clever campaign to promote a new film, but this time promotion for the new Bourne film is a great example of how Search can be used creatively / used for brand activity. It started on Monday 16th July and is running for one week.
The campaign is a tie up between Universal pictures and Google. The consensus is that no money has changed hands as this is a mutually beneficial tie up. The activity obviously creates hype around the film and Google get to showcase a range of their products - notably iGoogle, maps and image search.
When you type 'Search for Bourne' into Google you see an image ad (above) that offers you the chance to 'join the Search for Bourne'. It also gives you the chance to watch the trailer. If you are willing to join in the search then you have to login to your Google account and you are then able to participate. I got a bit confused about what to do, but you go through to a panel that has video and maps and allows you to look at different things to help you in your search for Bourne.
Nick Burcher states: "this is a clever way of showing off Google products and a clever way of promoting a film. Whilst most of the online blog / forum discussions seem to be centred around the view that there are too many registration screens and the search / competition mechanic is too complicated, it has clearly fulfilled it's primary objective of raising awareness."
To promote the new Simpson's movie a team of artists have created a giant Homer Simpson next to the Cerne Abbas Giant, pagan fertility symbol on the Cerne Abbas hills in Dorset, England.
Apparently Homer is painted using paint that will dissolve when it rains - great media idea but given current weather assume it won't be there for long!
A time lapse video on YouTube shows how the team of artists actually created the giant Homer:
Interesting new development in online video sharing. Might be nothing, might be the next big thing............
"Grouper.com, the video-sharing site, which Sony bought last year for US$65 million (£32 million), has been relaunched as Crackle.com. The site's focus has also been changed so that it is now a place where users compete for distribution and development deals.
Crackle.com hopes to show higher-quality content than the standard YouTube fare. It invites users to submit content, which will be judged by the audience and a team of editors. Winners of the site's quarterly competitions can secure meetings with film and TV executives in Los Angeles, as well as cash prizes."
Adam Daum, an analyst at Gartner, said:
"Consumer generated content is a potential threat to traditional media companies. They have to turn threats into opportunities, one of those is talent spotting....This is a really sensible initiative that could result in a lot of creativity coming into the mainstream....I would expect all the major media companies to have some sort of play like this in the next 18 months."
Nick Burcher is a Board Director at ZED Media working with Search, Social Media, UGC, Mobile and cross-media projects. (Note - the views expressed here are the personal views of Nick Burcher and not necessarily those of Zed Media.)
Clicking the link for www.iseverythinggoingtobeok.com takes the user through to a front screen that says 'Yes It Is.'
After a short pause some navigational arrows appear that allow users to view a series of different (random) Converse videos - each published under their own URL. For example:
However, I think the most interesting video is the one that launches the Converse Spelling Bee http://www.conversespellingbee.com/
This video introduces an online Converse spelling Bee. The video tells users to spell the word 'ludicrous' and enter it into a Search Engine. US users are then told to look for the Converse ad on Google and follow instructions.
Clicking on the Google ad takes users to a new Converse spelling test which repeats the cycle. After five successful answers users are taken to www.aspellingbeewinnerisyou.com which congratulates users and gives them the chance to download a Converse Spelling Bee certificate.
All of this activity links through to the a Converse site that promotes latest Converse designs. Whilst Eyecube feels that this may move Converse too far away from their traditional target, I think this is a bold adaptation of traditional viral advertising and could help widen the Converse audience. 
