Circus Ad Festival is coming to town… Feb23-25

February 14, 2011

It’s crept up on us but it’s little more than a week away… and for anyone in digital The Circus Festival is shaping up to be a stellar event with a lot of interesting speakers (on Wed 23) from Nike, Google, W+K, Contagious, and the brilliant Jeff Cole (Centre for Future Digital) etc …then Battle of the Big Thinkers, Pencil Case Workshops followed by AWARD award winners event on Friday.

There’s some FREE parts anyone can attend (so sign up soon) like the ‘images from adland’ exhibition. Overall pricing for an event pass and individual parts can be booked from here.

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Read more about full speaker line up here: http://www.communicationscouncil.org.au/public/content/ViewCategory.aspx?id=924

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Nike Grid: Digital/running competition in London

April 22, 2010

Cool idea and execution on this competition from Nike. Sign up to compete in a running race from one phone box to another in London. Compete with others to “own” post codes.

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Interesting idea and slick execution. The teaser on YouTube gets mixed reactions…

“They are abusing urban subculture for their stupid exploiter brand!”

“Ooooh nike are so down with the kids”

The dark/urban slant to it could come across a bit forced, but the idea is exciting and well integrated. Hoping to see it do well.

Activity on Facebook seems more engaged and positive naturally than on YouTube.

Find it here: www.nikegrid.com 

By Wieden & Kennedy, AKQA and Mindshare.

@iclazie


NikePlus Race for unfit Twitter Users…

May 13, 2009

You know it makes sense… All that tweeting isn’t shaving any cm off the love-handles is it? OK, this is just a bit of fun… but at the same time if you can run 5km you’ll probably feel a bit better no matter what the time!

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The Rules:
– 1 month – finishes on 14 June
– Open to all people who are unfit and on Twitter.
– No Treadmills – get outside!
– Open to international
– 1st Prize = Pride!

Instructions
– You’ll need an ipod/nano/touch and a Nike+ Sensor (they cost about AU$30)
– The challenge is here – you just need to sign in. 
http://nikeplus.nike.com/nikeplus/?l=all_challenges,2935985
– Use #5km as the twitter hashtag 🙂

New to NikePlus? 
Check it! You get to look at cool charts and stats and see how unfit you really are!

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Fake Virals, Social Objects and Naked.

January 29, 2009

Today I presented at the 6th Annual Future of Digital Advertising for the IAB and AIMIA (#foda09 on Twitter). I talked about a few things, shared some insight on what I thought (hopefully) could help the digital industry further itself this year.

The main body of my preso was on the digital consumer and how brands need reconsider their approach, especially when using social as a tool. I discussed social objects – good ones, bad ones, great ones. I talked about Digital Brand DNA- something that Joe Crump our Razrofish NY Creative Director has pioneered with his ‘Digital Darwinism’ presentations.

In the last year I have come to believe strongly that great digital creative usually contains 7 digital brand genes that Joe Crump identified. See his full preso and video from Cannes (here):

– AUTHENTIC
– ADAPTIVE
– RELEVANT
– TRANSFORMATIVE
– FRESH
– IMMERSIVE
– SOCIAL

OK, so what about that Naked / Witchery Viral? (I’ve embedded their YouTube campaign in case you missed it). It’s clearly a bigger story than I realised (the SMH and Naked have both been in touch with me today as a result). The thing is, I like Naked as an Agency  – I like the way they challenge, stand up, break things, and do things that are counter intuitive. I know the guys well and we’ve worked with them many times on probably 6 or more different clients. In fact they’re one of the best agencies in town to collaborate with especially when it comes to their open approach to digital.

So what’s wrong with the above and why bother raising it, especially in a public forum? Well as you may have gathered my problem is not with Naked at all, it is with fake viral in general. In fairness, Naked were one example of a few I showed. QLD Tourism and Nike were both raised. We have a mountain to climb to be accepted (as advertisers and brands) into the new consumer landscape and these social channels are theirs, not ours. I know that consumers genuinely welcome cool clever intelligent advertising – but I cannot see any evidence that they like being deceived routinely. Comments below the videos often do the talking, especially when the deception is revealed.

Fake Viral for Nike feat Taylor Momsen

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I’m a big believer in being able to make mistakes in the search for progress (digital is a tough gig, and there are new things we learn every day so mistakes do happen), but why the same mistake over and over? I also can’t understand why the elements of risk associated with generating negative brand sentiment in consumer channels are not better understood. As I tried to point out today, the 2.5m tweets per day, 915,000 blogs per day are heavily indexed by Google and can quickly produce negative organic search results. Let’s face it – search is very important, especially if you are a digital ROI client. Why would any company want to see their first page of Google results polluted with negative blog posts about their brand? The reality is that the social media sword cuts both ways.

Unfortunately the knock on effect is that negative news like the above often impacts other agencies, especially digital ones. I’ve seen brand managers get nervous when they see things like this in the news and subsequently make rapid judgement that the social medium is too volatile and uncontrollable. Budgets get withdrawn. We all start to lose – and that’s where I have a problem, because we know enough about social now to start doing things differently, and do it right.

What’s the solution?
So here’s the thing – Fake Viral is completely possible, and without deception. There have been some great examples from the US. Here’s one from Coors:

Here’s another ad for Coors, deliberately designed to breed consumer imitations (of which there are many). Great use of Social Object Theory:

Rolling Rock ran a hilarious campaign on Moonvertsing (here) which although potentially controversial produced a great digital response. Again completely Fake but with full disclosure from day one. I could go on, but it’s late and I think you get the picture right?

 

In Conclusion:
There are better, bigger, broader opportunities to engage consumers using social media that can still be authentic, mysterious, realistic. Yes it’s a creative challenge but if we can start to get this right there are big wins for consumers, clients and agencies alike. Naked aren’t the first, and won’t be the last to feel the heat on this issue – but they’re a great agency and will rise above it. I do hope that in the future the industry will adopt some of Joe’s 7 digital brand genes, it’s a good place to start.

@eunmac