Monday, December 19, 2011
Saturday, December 17, 2011
Friday, December 09, 2011
Sunday, December 04, 2011
Friday, December 02, 2011
It's a nice twist that is sure to create conversations for the brand
Thursday, December 01, 2011
Wednesday, November 30, 2011
Tuesday, November 29, 2011
Check out the campaign here: http://www.montblanconesecond.com/
Sunday, November 27, 2011
I love this talk as it is very much aligned to my point of view about how we should look at living life. Too many people live their lives based on the accumulation of assets and stuff and end up being unhappy, stressed and in debt. The idea of editing your life and living in a digitized and minimalistic way is about keeping what's the best of the best and quality over quantity. It's the same principle of curation over aggregation or hoarding.
Wednesday, November 23, 2011
Sunday, November 20, 2011
Friday, October 28, 2011
Friday, October 07, 2011
but core values should not change. It is fundamentally what the brand stands for. Apple doesn't just build products that let people do their jobs, access music and content on the go or any of the many innovations that have changed consumer behavior. Apple believes that people with passion can change the world (in their own big and small ways ) for the better and the people who are crazy enough that think that they can change the world are the ones that actually do. Think Different is a point of view that honors people who actually do that and as a result have changed the world and moved humanity forward. And Apple didn't just talk the talk, it walked the walk. This same point of view set the stage for what Apple would become in the years that followed (and will follow): thinking different and implementing seemingly crazy ideas that no other company aside from Apple could have pulled off. And they succeeded, time and time again. Apple didn't follow the latest trends and fads in technology but forged its own path and became the company that everybody else wanted to be. And Steve, you are by far the craziest one of them all. Thank u for your brilliance & foresight and for making it possible for us to do what we do daily. You will be dearly rememberedDon’t move products. Instead, enrich lives.” - Steve Jobs
Wednesday, October 05, 2011
Sunday, October 02, 2011
State Farm's POV is that whatever unexpected happens to you, it has you covered. What better way to demonstrate this than to unleash a robot of destruction to blow your home to smithereens. State Farm's "Create Chaos In Your Town" allows you to create a personalized rampage of destruction on your own home (or any other address) using imaging from Google's Street View. Be prepared, Be very prepared. Unleash your own chaos at http://chaosinyourtown.com
Saturday, October 01, 2011
Wednesday, September 28, 2011
Tuesday, September 27, 2011
Friday, September 23, 2011
Tuesday, September 20, 2011
Thursday, September 15, 2011
Monday, September 12, 2011
Sunday, September 11, 2011
Tuesday, August 23, 2011
Volkswagen did it by turning the entire experience into a roulette game; getting people to guess how far the new Volkswagen Golf BlueMotion will run on one full tank of gas. The winner gets to win a car. As each person could only make one guess, participants had to find out more about the car, technology and route in the process, making it an absolutely engaging experience.
Wednesday, August 17, 2011
Gamification is a buzzword you might have started hearing lately. It refers to the use of game play mechanics in non-game scenarios and applications, in particular consumer web and mobile sites as a means to encourage users to engage with the site or platform in specific desired behaviours.
Gamification or game-based marketing works well in this age of information fatigue, where users are constantly bombarded with an overload of information, product pushing and marketing messages from a variety of different media sources.
Instead of purely pushing website or mobile content and expecting users to consume, engage and act in the desired outcomes, users now become players. If they perform certain tasks, such as commenting on articles, emailing links to friends, checking in to specific locations, they win points and badges and compete with others within the same ecosystem which helps extend the longevity of the engagement by making it much more addictive.
Game-based marketing allows brands the ability to build in their marketing content into the game flow and user journey and leverage on mechanisms such as leader boards, points, badges and prizes to encourage and get users to perform specific tasks such as sharing the content with friends, providing feedback (rate, like) or submitting content that would be beneficial to the brand.
Gamification in Loyalty Programs
The business of engendering online loyalty and engagement through gaming techniques is not new – rewards programs for airlines, hotels and credit cards have been using game mechanics to drive sustained engagement and loyalty with consumers for a long time. Typically airline customers enroll in programs to accumulate frequent flyer miles according to the distance flown on that airline or its partners. These days, there are so many other ways to accumulate miles such as making transactions through co-branded credit cards. When customers hit a certain level, they are rewarded with upgrades, free air travel, airport lounge access and priority bookings. Points can even been redeemed for other goods and services.
In addition, loyalty programs like Cathay Pacific’s Marco Polo Club have multiple membership tiers. Users start with the entry-level green tier and then move up the ladder once they acquire enough travel mileage to meet the next tier’s threshold. Each tier provides additional rewards to customers but more importantly, it is a status symbol or badge for users to display proudly for having achieved an exclusive level that differentiates them from the masses.
In the 2009 film “Up in the Air”, George Clooney plays a man who relishes his perpetual travels and has a personal ambition of being the 7th person in history to collect ten million frequent flyer miles with American Airlines, for which he will receive a special gold emblazoned card with life time privileges.
Most famously, Foursquare gives you badges and rewards in the form of check-in offers plus special offers for “mayors”. Other websites such as LinkedIn (progress bar that subtly urges you to add more details to your profile), GetGlue (offering badges when you review shows) and Groupon (countdown timer for buyers to nab deals before time runs out) all employ gamification to drive user interactions. The list just goes on.
Gamification in Utility
To be effective, gamified applications have to connect something already meaningful to users or wrap themselves in a story that makes it meaningful for them.
To encourage people to get fit, Nike + is a gamified utility that makes running interesting by adding scores, challenges, trophies and competition to what would otherwise just be a self-tracking running application.
Mint.com is an online service that allows users to track and manage their personal finance. It is a gamified system where the “game” is your financial health. New players walk through their financial lives on a digital quest and receive a checkmark for each completed task with the progress tracked on their financial profile. When their profile is complete, they can unlock their player dashboard to see how they are doing and create goals such as getting out of debt, saving up for a new house or vacation.
People love eating and everybody wants to discover where they can get the best food. Enter Foodspotting, the crowdsourced application that allows you to take pictures of food, say what it is, and pin it via geo-location to the restaurant. Like Foursquare, you get points for doing all this and earn badges for tagging certain types of foods in pictures and participating in guides.
Gamification to Drive Campaigns
Game-based marketing can also be applied in short term campaigns to drive a desired user behaviour and engagement.
The former is a week long virtual-reality game that requires users to hunt for a virtual Mini with their phones and then play the classic hide and seek game to prevent other potential takers from swiping it. The person with the Virtual Mini at the end of the game wins an actual Mini Countryman.
The latter is a scavenger hunt around London that requires users to try to “catch” a pair of Jimmy Choo sneakers from clues based on where it had “checked in” on Foursquare.
Such social gaming has tremendous viral potential as well as being fun for participants. Both Mini and Jimmy Choo have been smart in creating a game that enables people to build new social circles, introduce the brand and product name into conversations and enhance the value in which the brand is known for within their respective target audience.
Blueprint for Gamification
So how does gamification apply to your brand? One way to look at it is how applying game-based marketing can help make interactions with your customers more engaging by driving participation.
A game by definition is a voluntary attempt to overcome unnecessary obstacles. Players opt in to play the game because it has compelling and defined goals and rewards, an established game play (mechanics) and a dynamic feedback system (of points, levels, badges, achievements and leader boards).
As such, the four basic building blocks that create a game system involves developing goals for players, creating rules that limit players and force creativity and interaction, providing a dynamic feedback system for the progress of the players in the game and making the game voluntary.
Before jumping into gamification, brands should consider the following:
- What are the particular behaviours you are trying to reward? Is it for users to peruse, share and/or submit content?
- Understand your reward points system. Define the types of goals, how achievements are rewarded, different types of rewards and leader board mechanics to drive competition.
- Know what will make the game compelling. Just because it is a game does not mean it will be fun. Good game design, mechanics and a well thought out user journey and game flow are some principles that will help make the experience engaging and addictive.
There are many examples of companies currently using game thinking and mechanics to influence and drive behaviour. With more brands leveraging on gamification to engage users, it will not be surprising to see that within the next 5 to 10 years, almost every consumer interaction online and mobile will have some form of game mechanics built into it.
Tuesday, August 16, 2011
Sunday, August 14, 2011
Thursday, August 11, 2011
Friday, August 05, 2011
Wednesday, August 03, 2011
Check out the site at: http://paceclub.speedousa.com You can also download the mobile app at http://itunes.apple.com/us/app/speedo-pace-club/id448067082?mt=8
Wednesday, July 27, 2011
Monday, July 04, 2011
Saturday, July 02, 2011
Tuesday, June 28, 2011
Nice point of view from Renault on their electric cars. We've mentally tuned out the fact that most of the things we interact with and use daily are powered by electricity. So why not our cars? Instead of just telling people they should switch, they come to the conclusion themselves. That's what great storytelling does.
Wednesday, June 15, 2011
Wednesday, June 08, 2011
Thursday, June 02, 2011
Friday, May 27, 2011
Thursday, May 26, 2011
Tuesday, May 24, 2011
Monday, May 23, 2011
Sunday, May 22, 2011
Saturday, May 21, 2011
Friday, May 20, 2011
Wednesday, May 11, 2011
Monday, May 09, 2011
Friday, April 15, 2011
Thursday, April 14, 2011
Wednesday, April 13, 2011
Sunday, April 10, 2011
Thursday, March 31, 2011
Friday, March 18, 2011
Wednesday, March 16, 2011
Friday, March 11, 2011
Tuesday, March 08, 2011
Sunday, March 06, 2011
Platforms vs. Campaigns
Agencies would build individual campaigns that usually result in the creation of a campaign microsite and the deployment of online media to drive traffic to that site.
However, this form of individual campaign experience requires constant traffic driving and has no long-term benefit. Campaigns are short-lived and usually extend the delivery of the brand promise to the digital space and ends after a certain period of time. They follow an up and down cycle. As soon as the campaign has finished and the online media has run its course, the audience dissipates.
What the evolving digital landscape now allows us to do is create a brand platform experience. This arises from the fact that digital creates many unexpected connections between people, technology, and brands and has the power to go beyond the category and shape conversations in society.
Platforms are revolutionising the way brands market to their customers. They are built to last and grow over time; while campaigns are short-lived, platforms are evergreen.
A digital platform is based on utility and provides something that the consumer and audience will feel like using again and again. The best and most pervasive platforms become part of the audience’s lives. Even after the media spend ends, the money and energy invested in campaigns pay off in ongoing participation with that platform.
A great example of a platform is Nike+. Nike+ stems from the Nike+iPod sports kit that is embedded into your shoe, which communicates with your iPod or iPhone device and is able to store information about your runs such as distance, pace, and calories burned.
On the digital front, this is centered on an online platform (nikeplus.com) that gives users the ability to analyse their running data, set goals, track their progress, connect with fellow runners, and participate in group challenges.
Think about it, Nike+ has literally reinvented running – from a traditionally solitary activity to something both fun and social. Digital platforms have the ability to not just change customer perceptions and get them to engage with the brand; it can even compel them to change their behaviours and get them to start running and staying healthy.
Platforms are digital destinations that encourage ongoing engagement. They are more like services and tools vs. your usual information-driven campaign microsite.
Platforms + Campaigns
Even a platform rich with information is no good unless people know it’s there. That’s where campaigns come in.
Nike has showed with its activation campaigns the power and synergies of platforms and campaigns when you run them together.
Platform-centric campaigns such as the Nike Human Race, Men vs. Women, and Nike City10K Singapore vs. Kuala Lumpur all feed and build equity on the Nike+ platform, allowing the audience to participate in social challenges that help them get fit.
These campaigns don’t just drive brand awareness; they activate the existing platform community and provide new value to them. Additionally, they drive new membership and as they develop reach and frequency over time, create long-term value for the brand in the form of an owned media channel of customers and advocates.
Building a destination that gives people a reason to return and creating seasonal messages to remind them to do so is what creates great synergy between platforms and campaigns.
How Do We Create Platforms?
In this day and age, good digital planning revolves around platform ideas and not just (digital) channel tactics. Great platform ideas have the ability to change audience behaviours. This then becomes an own-able behaviour that brands can have, and with such branded behaviour, the audience literally becomes your ads.
Instead of looking at insights and then trying to plan a campaign around customer behaviours, platform ideas allow brands to decide how they want to shape that behaviour.
Platforms are rooted in communities and communities succeed if they solve a need, share an interest/passion, and connect people with those they care about.
The platform has to create value for its audience and this can be in the form of information, entertainment, or a utility. The platform should offer multiple levels of involvement, from creating and commenting to consuming content. In addition, the content provided should be curated by both the brand and its members so that the audience has new ways of discovering content.
In turn, a platform should provide brands with:
- A marketing/owned media channel
- Relevant content (via co-creation and crowdsourcing) that attracts people within the category
- A place for applications and services to be built on
- A place for consumers to talk to each other and to the brand
Platform ideas often do not fit into the client mould because of the long-term commitments. They are difficult to build and require a large commitment in terms of resources and budgets.
A key challenge for agencies to be able to deliver platform ideas is to have a connection with clients in top management. As we all know, many great ideas have been killed at a junior level before it even reaches upper management. This is especially important for platform ideas because it often requires a paradigm shift and will need the influence and buy-in of the company CEO.
The output of advertising has to change along with the changing digital landscape.
With platforms, a brand can reach its customers through meaningful personal experiences, two-way communication, and innovative technology.
Digital platforms unfold as they go, with the ability to build long-term communities over an indefinite period of time. When executed correctly, they provide scalable growth and the basis for long-term relationships and an in-depth interaction and connection between the consumer and the brand.
Friday, March 04, 2011
Monday, February 28, 2011
anywhere on the web.Simply go to http://www.m-ms.dk/spaceheroes/ to get the bookmarklet; drag it to your browser's bookmark bar and you're good to go.
Proceed to any website you like; click on the bookmark link on your browser and it launches the game on that site.
Friday, February 25, 2011
Want to find out where your name is? Check out this microsite: http://www.porsche.com/microsite/facebook/international.aspx
Simply an awesome way of showing appreciation to your fans.