Friday means Fish & Chips. A great British lunch if ever there was one (it’s no doubt one of the few). We enjoy our team lunches at neoco. Some of us eat faster and more than others, which has lead to several conversations about an eating content… I think the unofficial record is set at 10 McDonalds cheese burgers. Is it immature or wasteful to eat like this? Maybe. Or we could stuff a load of food, then undertake physical activity until we puke, and then make an online TV show/ website about it… is that more immature and wasteful?
YouTube is about to get clever with the addition of video annotations. These are a new way to add interactive elements to your videos. Add background information, create stories with multiple possible endings or link to related content. You control what they say, where they appear, when and for how long.
The possibilities are endless, and could open up a whole new set of opportunities for viral marketing. Check out the instructional video, or check out the example below:
TokBox, the web-based video chat tool is bringing video chat to Facebook via their TokBox Facebook application. TokBox’s current app is just like any other chat facility, but their new functionality takes them into a new league - enabling users to have a video chat within their Facebook chat.
TokBox’s web-based platform is a Flash-enabled browser plugin. It makes the video chat process really easy to use - there are not downloads or any difficult setups - as long as you have a working webcam or computer microphone, you are ready to go…
You just need to install the TokBox plugin for Facebook (which is only supported for Firefox at the moment). Underneath each of your friends’ names there will be a link which will give you the option to start a video chat with them. Then you just need to tell the app that you allow access to the webcam, and you’re off. As with all TokBox video chat conversations, you’ll see your screen on the left, and the screen of your friend on the right (so it will look like below…)
TokBox also allows you hold multiple video chats at once, with each chat in its own window (like standards chats).
Bored with Twitter? Fed up with Twinkle? Step it up a level and stream video direct from your mobile phone to the web using Qik!
The core idea is that you download a small application onto your phone, sign up to qik.com and then simply stream whatever you fancy direct to the Internet. Videos can be watched live or at a later date via qik.com.
To make it happen you’ll need a pretty modern phone though. Windows Mobile and iPhone support has just been added to Symbian OS, covering many modern handsets, but still leaving many needing an upgrade (like myself). Qik also advise that you get yourself an unlimited data plan. I imagine this is a wise step. Qik is probably the sort of app that would ruin someone on pay-as-you-go fairly swiftly.
Right now it all seems pretty fresh. The website looks sparkly and web 2.0 enough, but the videos seem to show people dipping their toes into the service. There are lots of short clips of people videoing their computers / desks / the ceiling etc..!
The functionality is all there, however, and well layered. There isn’t that feeling of being overwhelmed that you sometimes get when confronted with just too much functionality. Most of this is through the clever use of tabs and a well laid out, crisp design.
It has all the syndication features you’d expect from a descent app. You can access user’s video feeds via RSS. You can even make Qik update your Twitter feed every time you post a video!
Fresh from securing $3 million in funding, Qik seems to be securing it’s status as the market leader in live video streaming direct from mobile phones. It will be interesting to see how the service grows and blossoms as it moves beyond the early-adopter phase.
PS: Benn can I have an iPhone please so I can play with Qik?
Part of the big overhaul coming to Facebook is going to see a wealth of new functionality. Some of this is already trickling through - you may have noticed the very basic chat function on there.
Now you can also have your music added to your message signatures so everyone can see what you are listening too - and even click through to listen themselves. It’s a nice interaction with FoxyTunes - which is one of the best Firefox extensions ever. Not tested if it ties in with Last FM. I love it when technology starts to ‘connect the dots’ like this as it enriches dialog between consumers and makes a richer environment for digital marketing at large.
- Loving the tune? Facebook message with song signature
While on the subject of Firefox, why not help them set a new world record for most software downloads in a day. At the time of writing this, there are still 11 hours to go and currently the UK is third in the world, just behind Canada and way off the US (of course). Interestingly, the UK has delivered more downloads than Russia, Brazil and China!
- Firefox download day world record attempt
Firefox’s true aim is to step up from number two to number one in the browser market, but their current 10-15% of market share is dwarfed by Microsoft’s Internet Explorer at 80-85%. Slowly people are seeing the light and making the switch but Microsoft’s monopoly deal with PC manufacturers means that a huge percentage of users still us the browser that came with their PC. Which sucks for us digital marketing people as Internet Explorer, particularly IE7 is a pile of horse sh*t and requires additional resources to deliver the same display as Firefox.
You may have already heard about this YouTube video as its been viewed over 2,700,000 times since it was uploaded two weeks ago. It shows an ‘unsuspecting’ girlfriend being filmed by her boyfriend’s hidden camera while she tries to keep her hula hoop up on Wii Fit. The video was posted in response to a video “Wii Fit Hula Hoop makes you look stupid”.
The video is a great response to the negative video and will probably encourage a few guys to go out and buy their girlfriends the game - and the creator, Giovanny Gutierrez (who just happens be a Director for an Advertising agency in Florida) clearly knew that when he created it.
So, is the video a response to a secret brief from Nintendo? Many people in the industry suspect that it has to be, and I have to agree with them. According to Nintendo and Gutierrez it’s ‘100% nothing to do with Nintendo” - although they wouldn’t admit it anyway would they?
And if it wasn’t a secret brief, Gutierrez must have known that his video would get his agency, Tinsley Advertising, some positive publicity. I’m sure they’re not going to be short of a few briefs for a while.
BBC1 has just announced that within the next year, all of its programmes will be simulcast as a live video stream on the internet. This makes it the first of BBC’s analogue TV channels to be aired on the web - ITV has already been simulcasting ITV1, ITV2, ITV3 and ITV4 for a year.
The channel will be available via their website, bbc.co.uk, which is being relaunched with improved listings and programme information. BBC Director, Mark Thompson, said that “building on the success of the iPlayer, we want to develop bbc.co.uk to include a broad range of the BBC’s broadcast content, as well as new and interactive forms of media that enable audiences to interact with and contribute to the website.”
Despite the fact that we no longer need a TV to watch BBC1, they are still going to make us pay the licence fee: “You need a TV licence to use any television receiving equipment such as a TV set, set-top box, video or DVD recorder, computer or mobile phone to watch or record TV programmes as they are being shown on TV.”
The other week I was fortunate enough to get an audience with Jonathan Mildenhall, Vice President Global Advertising & Creative Excellence, Coca-Cola to find out more about what Coke have been up to and what’s this ‘trans-media storytelling’ he keeps chirping on about.
You should have already seen the last few years of Coke’s activity; from an explosion of colour and images flowing from the iconic bottle silhouette to the Grand Theft Auto inspired advert, where the ‘bad’ guy goes around town doing good things (check out the images and movie below). These are all part of Coca Cola’s most recent strategic direction called ‘Coke side of life’. The idea being that anything can happen in the Coke side of life. Not a million miles from Dr Pepper’s ‘What’s the worst that can happen’ but as you shall see from reading on, the implementation is indeed a million miles ahead of Dr Pepper’s proposition.
Coke side of life press adverts
Coke ‘Grand Theft Auto’ inspired advert
Jonathan assured us that the ‘Coke side of life’ campaign had been very successful but was just the beginning as Coke looked to transform their creative thinking and advertising/ marketing with the evolution of ‘Trans-media Storytelling’. Oh dear, another marketing approach to learn, but thankfully this one is actually quite easy and only has three parts:
Trans-media Storytelling is about extending an ad or entertainment property across multiple touchpoints.
Trans-media Storytelling is narrative driven, so in that respect, the idea/ solution never ages.
Trans-media Storytelling requires significant initial investment but generates real money
The astute reader at this point will notice some striking similarities with Branded Entertainment but trust me, there is a difference. And whilst Jonathan himself was quick to point out that Coke are fully on the Trans-media Storytelling side, I think I’ll use examples from Coke to illustrate both points.
Branded Entertainment essentially piggybacks an entertainment property or story to marry the audience to it’s own mythology. In the US, Coke is very prominent in the American Idol series. This is very much branded entertainment, marrying one of the most iconic American brands with the (currently) most iconic American dream. Coke presents special ‘behind the scenes’ footage, Coke cup contests and much more besides. This is all very successful for Coca Cola and looks like a partnership set to continue. But this is branded entertainment. There is nothing particular that Coke are doing here that would be out of place with a number of other American superbrands. One irony I love is that Simon Cowell probably has the whitest teeth in the world and is promoting a drink that can dissolve an immersed tooth overnight – if you believe the urban legend!
The American Idol judges - with their Coke cups
Relaxing with Ryan on the ever subtle Coke couch
Trans-media Storytelling is different. Trans-media Storytelling builds a brand mythology without piggybacking an existing entertainment property or story. In Trans-media Storytelling there is no difference between the story and the brand. They are so richly entwined that they cannot be viewed separately. Coke’s latest campaign is a fantastic example of this, and one which you should of already seen in some form or another…
Happiness Factory is an advert about what happens inside a vending machine when you purchase a Coke. The premise started on the ‘Coke side of life’ before evolving in to the magical ‘story’ it is today. But there is so much more to come. If you have not seen the advert for Happiness Factory then check out the video below.
Original Happiness Factory advert
The great thing about this property is that Jonathan and the team did not stop there. They applied the properties of Trans-media Storytelling to take this story to the next level as a major piece of consumer entertainment. First, let’s look at what those Trans-media Storytelling properties are:
An immersive world – with a past, present and future
Involving characters
Compelling story arc
Timeless theme
Multiple access points
Loyal fanbase
Second, let’s think about what major consumer entertainment project would help them realise the full potential of this story. That’s right… Coke are making a movie! They have set out their vision over the next 5-10 years and looked at how they can really deliver a unique Trans-media Storytelling experience to their audience – potential and existing. The story is about what happens when the vending machine runs out of Coke. A tale of one worker, chosen from the masses, who must face the odds and find the source of the ‘Coke from the sky’. Of course, he will save the day and along the way meet some wonderful characters. This story was packaged as a second advert but there is a trailer version also for the forthcoming move. Check out the advert below.
Second Happiness Factory advert
So what are the thoughts on Trans-media Storytelling? My feeling is that it is a great new direction for creative in advertising and marketing but the sheer size of projects mean that it will remain something for the elite few who can bankroll such grand designs. Based on the stats that Jonathan was throwing my way there is no doubt that it has proved extremely successful for Coke already – and it sounds like there are still 10 years to run on this thing! When done right (as appears to be the case in Happiness Factory) it also opens up a wealth of touch points to reach new consumers – as in merchandising, music and much more.
You can go to the Happiness Factory website and immerse yourself in the story and a rich experience - but be warned that content varies across different territories and even on a good broadband connection you are going to spend way too much time looking at loading screens.
My only concern for the whole thing, and this is directed at this specific story and brand, is that Happiness Factory is extremely child friendly and something cynical inside me can’t help but feel this is a resourceful way to get around the whole ‘marketing high sugar/ fat products to children’ issue. Though that is a discussion for another day. For now let’s enjoy the wonderful story, production values and wonder who on Earth picked that ugly guy for the second advert!
As you can see, the countdown is finally over and our new website is now live! This is just the beta version, so there will be a lot more content and some really cool features coming soon!
Have a look at our new portfolio section, which shows you a selection of the projects that we have worked on - we now have client quotes and pulled out stats for all of our case studies. We also have API’s, social bookmarking and much more, so have a look around.
The most important thing for us though is the site’s new visual design and our new neoco branding. It’s very different, but its very ‘us’
Borders has gone solo, after its 7 year web sales tie in with Amazon. David Runk of the AP announced that Borders has returned to being an independent online bookstore, with a major facelift designed to increase interest in its brand.
I’ve had a look around the site, borders.com, and think its a really cool and easy to use site. The storefront has rich visuals, with ‘The Magic Shelf’ centrepiece - a browser window that users can interact with to view highlighted books, music, and movies. Users can operate this menu several ways. If you choose on option from the lefthand menu, it will take you to your desired shelf. You can then toggle the arrows at the edges of the window to see all new and/or recommended picks. Or you can simply grab the window and drag your way about the shelves. Whichever way, its great to be given the choice of how you want to browse.
Borders claim that it is refreshing its online storefront not just to compete combating with the likes of Amazon and Barnes & Noble, but also to create a more interactive experience for its customers, with author-contributed shortlists, interviews, and other content. Borders also states that, even with the launch of its new website, it remains open to a sale of the business. According to the AP, Borders announced some two months ago that it might put itself up for sale, and that Barnes & Noble very recently “confirmed it put together a team to study the feasibility of a deal.”
