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Digital Noise – 1st Issue

‘Digital Noise’ is finally  here and I’m taking the opportunity to write it entirely with my new BAMBOO pen tablet!  YAY :)

The list of content is endless, so bear with me;  there’s been a lot going on in the past couple of weeks so I want to make sure that the best of the best get shared before it’s a bit too late.

Let’s give it a start by saying that all the content on Digital Noise is chosen by me with no fees being paid by the respective advertisers. lt’s just a collection of news worth sharing – will these be about digital campaigns, emerging technologies or new gadgets, you’ll find them all here!

If you do want your campaign to be featured within Digital Noise,  you know what to do –  just drop me an email and I’ll be happy to consider it.

Men Got Talent

Let’s give it a start with a campaign that Rumoruhas.it has followed from the start. I’m pretty sure you all remember the awesome ‘Walk In Fridge‘ campaign by Heineken –  if you don’t, I hope to be writing a case study ASAP as it’d be worthy. The ‘genius brains’ behind the campaign have come up with a follow up commercial tapping into a current worldwide craze : Talent TV Shows. Take a look at the video below, it’s simply spot-on…

DoYouChat.com

On a more serious note, I absolutely love what this French organization against Domestic Violence, Ni Putes Ni Soumises,  has launched to increase awareness on the issue. Tapping into another craze (in my opinion still a fad) Chat Roulette, the company has launched a very similar website called DoYouChat.com.

As you log onto the site, you’ll get to talk to different users until being restricted to ‘next’ a young girl. Here’s where the strong message about domestic violence comes to life… give it a go and you’ll see what I mean. It’s a very strong piece of marketing and I believe very effective; I’d love to know stats on the site so if anyone is listening out there, do drop me an email.

Tyrannybook

A really interesting project has been launched by Amnesty International this week called the Tyrannybook. The correlation to Facebook is quite obvious, however the main objective of the new social network is not to make friends, instead you’ll be making ‘allies’. I believe the purpose of the website is to create a space where users can discuss important worldwide issues with the people from Amnesty and increase awareness on what the ‘bad guys who don’t have respect for human rights’ are up to! Explanatory video below:

OVI Maps

Using an installation featuring custom optical flow, face tracking and some crazy complex arrow chess, Nokia created this awesome interactive projection in Covent Garden – together with W+K and tech specialists Seeper - to increase WOM around the new OVI Maps now available to all Nokia handsets.

Inspired by you. Worn by Wayne

Another awesome idea by W+K London and Nike’s first campaign for the ‘WRITE THE FUTURE’ World Cup activity was launched earlier this week.

It’s a simple and exciting digital experience with a massive incentive. Users are asked to submit a 12 characters message which would inspire the players with Nike stitching the winning line onto every pair of boots they wear in South Africa. SIMPLES.

The digital activity sits as an application on Facebook; it lets you see how your line will appear on the boot and then publishes it to your wall to encourage your friends to get involved. The activity is also hosted on SkySports and other media channels like The Sun.

NUKFOG06615 Inspire the Boot_Rooney_260x210

The app has received already over 2,500 entries in the past few days. On May 18, when the competition ends, Wayne and Ashley will decide the message they want to wear on their boots so their bespoke ‘Elite Series’ footwear can be custom stitched. And before the players pick up their boots to head off to SA, the winners will see their creations on display in NikeTown London.

Musik Pitch

Music Pitch is a brilliant, functional website and no one other than the Mashable chaps  explain it better:

This website allows businesses and even average folk to seek out musical talent in the form of a contest — the prize of which is payment and exposure (for example: the site suggests a range of $20,000 to $100,000 be rewarded for a song to be used in a feature film). Anyone can visit the site and launch a contest (for a small fee), which can be used to find music to score/furnish: feature films, video games, indie films, theater, movie trailers, underscores, web/blog/podcasts, TV shows, personal projects, commercials and the somewhat nebulous choice of “other.”

The Next Generation of Spotify

Talking about Music, how could I forget about the new Spotify. If you haven’t done so already, make sure you download the latest update to the application to see how the new platform has become more social. Connect with Facebook, share playlists with friends, send tracks to your mates’ inbox and much much more… Spotify has gone social and we like it!

Tom Tom and Star Wars

Something I’d have never expected to see from a brand like Tom Tom but they’ve decided to be a bit more creative and launch a new update to their products : Darth Vader voice to their GPS devices! A brilliant idea with a great viral video to promote it…Check the content below, well funny!

Catch a Choo

An interesting project from a brand I don’t tend to mention too often on here. Shoe brand Jimmy Choo has launched a London treasure hunt using different social media platforms like Facebook, Twitter and – surprise surprise – Foursquare. The brand is giving away a pair of special edition trainers worth around £350 I believe. The shoes will randomly ‘check in’ throughout the day at some key trendy locations around the city of London. If you are lucky and quick enough to reach the location and find the Jimmy Choo bag, the trainers are all yours! So far no one has been quick enough to grab the prize… the competition will go on until someone scoops the goodies.

iPad

Last but not least, iPad talk!

I’m a self confessed Mac Whore and therefore I’m dying to get an iPad. This time tomorrow I’ll have one pre-ordered and I can’t bloody wait – especially when you see apps like this one below:

Although, I have to say – the new HP Slate tablet isn’t less appealing:

Before I forget, make sure you also check the latest video by Erik Qualman from Socialnomics who has just released Social Media Revolution 2. The video is an update to the one who I’m sure everyone embedded into Social Media presentations few months back ;)

 

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Most Contagious 2009 – Best of…

Morning!

I checked my emails this morning to find the much awaited Most Contagious 2009 report in my inbox. It was a nice surprise and definitely something you should read to remind yourselves what a fantastic year 2009 has been. You can download the 45-pages PDF here or you can read the slideshare document clicking the image-header above.

I’m taking the opportunity to put down some of the best highlights from the REPORT together with some extra content that have stood out during 2009:

  • Live Stream facility coming to YouTube, as seen with Alicia Keys and U2 special gigs. But also, the integration of a Facebook Chat facility on LIVE events  as it happened with the CNN LIVE on the Obama inauguration and the Michael Jackson funeral memorial.
  • We’ve seen more and more brands using new Emerging Technologies to create outstanding pieces of work. The NIKE Chalkbot is a perfect example –  A robotic chalking mechanism that receives, processes, prints, captures and delivers data (text, GPS coordinates and photographs). It received messages from anywhere in the world via Twitter to @Chalkbot, via an SMS shortcode, or from an entry form on wearyellow.com and printed them along the roads of the Tour de France in bright, LIVESTRONG yellow using 48 nozzles and vats of emulsified chalk. BakerTweet is one amongst many other tangible technologies using the Twitter API to create a rather useful tool. A London bakery called ALBION is using BakerTweet to tell their customers when the bread is hot and ready through Twitter. So customers know when they can come to the bakery and get the freshest bread. Check the video below:
  • The first real examples of Augmented Reality applications. As mentioned within the report, there have been way too many examples of brands/agencies jumping on the bandwagon to simply demonstrate a “look how cool this is and all this cool stuff we can do” attitude.  Possibly the handiest AR application of 2009 was the United States Postal Service’s Virtual Box Simulator designed by AKQA, San Francisco. The website-based app allows users to place their parcels inside a series of virtual boxes, calculating the precise size needed, and in doing so, saving them money on postage and tying in with USPS’ tagline of ‘If it fits, it ships’. Another really good example were the Topps’ 3D Live Baseball Cards. When scanned via a webcam, these produce miniature animated players in the palm of your hand or on your desk, which can then be controlled to play a series of simple batting and pitching mini-games.
  • Motion Sensor Technology integration with AR. See the Fashionista demo-video below to understand more. I honestly believe that we are going to see a lot more exciting projects using this technology; definitely something to keep in mind dear marketeers!
  • In terms of campaigns (some of them featured within the report), imho the ones below are definitely the top 10 to remember:
  1. Compare the Meerkat
  2. The Best Job in The World
  3. Walkers Do Us a Flavour
  4. Axion – Concerts in a Banner
  5. V Australia – 4320:LA & 4320:SYD
  6. Tampax – Zack 16 (website/blog)
  7. Air New Zealand – Nothing To Hide (website)
  8. Sprite – Green Eyed World
  9. VW – The Fun Theory
  10. Coca Cola – Expedition 206 (website)
  • 2009 has been a very ‘profitable’ year for Mobile Branded Applications as well – mainly for the iPhone but there’s definitely more to come for the Android and the rest of mobile OSX. The best ones below:
  1. Nike ID
  2. Absolut Drinkinspiration
  3. Pizza Hut
  4. ZipCar iPhone App
  5. Prius App
  6. VW Golf GTI Competition App
  7. ING – ATM Locator
  8. The Guardian
  9. Ocado
  10. Tide Stains Tips

Make sure you read Johnny Makkar’s blog at Attention Digital and take a look at his extensive spreadsheet of branded iPhone apps.

  • 2009 has also seen the very first ‘Digi-Novel‘ being launched into the publishing industry. Called ‘Level 26′, this is a trilogy produced by the CSI creator Anthony E. Zuiker. The first novel, Dark Origins, is the very first book that drives users to a comprehensive site with exclusive interactive cinematic content. Zuiker claims: ‘Level 26 takes the best features of books, film and interactive digital technologies and rolls them all into a unique storytelling experience’. I really hope that this is only the beginning for content to be available on different media and initiate richer branded user experiences using interaction through different engaging platforms.

  • As I predicted at the end of 2008, Crowdsourcing has indeed had a major push however it still hasn’t reached the mainstream level I was expecting. MySturbucksIdea, Threadless Twitter, Marmarati, Walkers Do Us a Flavour and Fiat MIO are just some of the brilliant examples of how important your community can be to the development of new services and products. I mentioned RYZ last year, however I’d still like to advertise it as it’s still one of the best crowdsourcing community to create trainers I’ve ever seen around the web… get on there!
  • The astonishingly well-known T-Mobile FLASHMOB advert has initiated a bunch of other brands using the same promotional technique hoping to reach those ‘viral charts’. Some of the ones which have managed to do so…
  1. Antwerp – Sound of Music
  2. Bondi Beach
  3. Sony Central Station Mannequins
  4. Oprah 24th Anniversary
  5. Just Dance Sky1 -Diversity
  6. Elf Yourself in NYC
  • 2009 has definitely been THE year for Facebook! With more and more brands understanding the platform and initiating conversations with their fans, the biggest innovation must be Facebook Connect which allows users to log in with their Facebook credentials on any website whose settings enable users to do so. Since the API was made publicly available, a lot of brands have been using it very avidly – either implementing the facility within their official website log-in sections or developing bespoke campaigns using the new tool. Some Log in examples are available at Dada.it, the Hffington Post, Vimeo and Joost. From a creative point of view, there have been many useless and superficial ways of using the tool however the very best implementation was the one used for the PROTOTYPE Game trailer. I’d highly recommend for you all to give it a go here and read some more examples here!
  • Last but not least, I can’t really say that 2009 has been the year of Virals in itself as it’s not a NEW trend. However, as it happens every year, there have been some really good ones; below the ones I think have stood out…
  1. SIGNS by Schweppes (Amazing story/Emotional Value)
  2. Inspired Bicycles (Entertaining Content/Value)
  3. Audi Electricity Untamed (Entertaining Content/Value)
  4. Transformers Sightings (Curiosity)
  5. MSI Acrobutt (Entertaining Content/Value)
  6. All the Single Babies (Amateur Content gone Viral)
  7. The Apple Store Kid (Amateur Content gone Viral)
  8. Samsung Claymation (Very Good CGI)
  9. Cloverfield (Curiosity)
  10. Diesel XXX (Entertaining Content/Value)

And obviously, probably the most watched video of all time, the JK Wedding Entrance

I shall leave you with that and very much hoping that 2010 will be as amazing as 2009 has been…

Happy Making peeps!

E./

 

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Teasing Campaign on METRO

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Hi guys

First of all – so sorry for not being around but recently work has completely taken over – and with Twitter booming, blogging has taken a natural progression into a less important daily online activity … oh well!

This morning I was very much intrigued by this curious teasing campaign on the METRO as I couldn’t work out what it was for

I tweeted about it and emailed colleagues but not many interesting responses… yup indeed, you all suck! :O)

Because of design and typography, the first thing I instantly thought about was DEXTER, whose Second Series is actually coming out on DVD soon

However, Jamie’s hypothesis might be right as she thinks it’s for the NIKE Men vs Women Challenge. (which would be awesome)

Thinking about it and ‘attentively analyzing details’ it might well be the right answer.

The copy for each one of the ads were fitting perfectly into the paper’s news categories. For example ‘After that weekend I knew I’d ind you here‘ was placed in the Health section and ‘You are a Man’ in Sport.  However what I find pretty disturbing, if this is the actual case, on the page covering Natasha Richardson’s funeral, they ask if we’re ‘ jealous of their success‘ ?!?!

Mmmmm not really sure how to take this one on…

I am probably analyzing it too much but it’s an interesting one and I am starting wondering if tomorrow there will be something related to Women

That’d be well revealing!

Keep your eyes open peeps

Cheerio

E

 
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Posted by on March 23, 2009 in advertising, Innovation

 

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