Will consumers and brands really tune into social TV over the long term?
The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year's Super Bowl that included a branded app from Chevy and Coca-Cola's interactive Polar Bear experience on Facebook.
I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced this week it will sit out Super Bowl 2013, it stands to reason the initiative wasn't a touchdown.
Coca-Cola's experience, however, was another thing entirely. At last week's Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they'd engage a couple million people for an average of 2.5 minutes, the Bears - which reacted in real time to the game and even Super Bowl spots from other advertisers - attracted 9 million viewers who spent an average of 28 minutes with the brand.
In the conclusion of our May 2012 GEN WOW Mobile Roundtable, Dorrian Porter, CEO of longtime GEN WOW sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh in on the efficacy of various forms of branded social TV experiences, and prospects for the future.
MOBILE ROUNDTABLE (CONCL): BRAND MARKETING & THE FUTURE OF SOCIAL TV
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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
Can Facebook monetize the mobile channel as well as it has its desktop experience?
In the run-up to Friday's big Facebook IPO, there has been considerable industry commentary on that outstanding question.
Here, our GEN WOW mobile marketing panel - Julie Fajgenbaum, vice president of brand and social media for American Express, Dorrian Porter, CEO of longtime GEN Wow sponsor Mozes, and Rachel Pasqua, executive director of mobile marketing for Organic (shown above from left) - put their views on opportunities for both Facebook and brand clients in the mobile space.
MOBILE ROUNDTABLE (PT 4): FACEBOOK'S MOBILE CHALLENGE POST IPO
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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
You might say Mozes is on a rock-n-roll these days.
Within just the last few weeks, Wired ran a feature on how the Palo Alto, Calif-based Mozes powers Umphrey’s McGee’s interactive UMBowl, a concert series that enables fans to shape the concert – in real time – using their mobiles phones.
And just this last week, The Silicon Valley Business Journal ran a profile on the company, which focuses on mobile engagement at live events for brand clients such as Coca-Cola, Ford Motor Company and Rock The Vote, among many others.
In part three of the May 2012 GEN WOW Mobile Marketing Roundtable, we get the inside scoop from founder Dorrian Porter (full disclosure: A longtime friend, client, and sponsor of this blog), on how brands are leveraging the power of mobile at the all-important "point of inspiration."
MOBILE ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION
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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
In part two of the May 2012 GEN WOW Mobile Marketing Roundtable, I ask Rachel Pasqua, executive director of mobile marketing at New York City-based Organic about her upcoming book Mobile Marketing in An Hour A Day, and her insights into Kimberly Clark's plans to merge its social media and mobile marketing initiatives.
Along the way, we'll hear about the future of mobile apps and wearable computing at brands like Specialized Bicycles, and much, much more.
MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC'S RACHEL PASQUA - KIMBERLY CLARK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING
“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
I'll just come out and say it: Friday's GEN WOW Mobile Marketing Roundtable was nothing short of awesome.
Three of my favorite people in mobile marketing teamed up to answer questions on the quickly evolving world of mobile + social + local + retailing + pop culture and more.
On hand: Julie Fajgenbaum, vice president of brand and social media for American Express; Rachel Pasqua, director of mobile for New York City-based digital marketing powerhouse Organic; and Dorrian Porter, CEO of mobile marketing phenom Mozes, a longtime sponsor of this blog.
All this week, I'll post excerpts from this wide-ranging new roundtable, which spans mobile apps vs. mobile web; Facebook's prospects for monetizing the mobile channel; the future of social television and much, much more.
Up first: Fajgenbaum, who gives us the scoop on AMEX Sync, which offers card members discounts for tweeting advertised hashtags; strategies for fighting "showrooming" - the dynamic where consumers go to stores to see products but then order via mobile phone - and how mobile + Jay-Z = astonishing success.
MOBILE MARKETING ROUNDTABLE (PT 1): JULIE FAJGENBAUM: HOW AMEX BANKS OF MOBILE MARKETING
“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
The cutting edge fashion retailer's new Wake Up app spontaneously creates a song that contains the day, weather and time in your location.
Created in conjunction with Japanese composer Cornellius, it's a very cool way to put your brand front and center at the start of one's day. And it's just the latest in a long line of innovative digital initiatives from the brand.
In my book THE ON-DEMAND BRAND, I look at some of the other amazing ways Uniqlo has created blockbuster brand experiences.
Among my favorites: An online clock (a "Uniqlock") that features video of dancers as they piroutte, plié and otherwise move their bodies to communicate the time of day in real time.
And then there's the Uniqlo Grid, which enables folks to modify the Uniqlo logo, twist it, divide it, combine it and mix in around, together. Within a few days of launch, the site compelled 116,345 people in 118 countries to add their own personal touch to the grid some 65 million times.
In keeping with that social mindset, the new Wake Up app enables users to share the time, weather and temperature at the exact moment the alarm went off, via social media.
I'm not sure how compelling that part of the offering is, or whether people will grow tired of the app's "unique" sound.
But one thing's for sure: This brand gets digital like few do.
Will its competitors finally get the wake up call?
“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
Missing the whole point of Pinterest? That might not (just) be social media fatigue.
You're probably just a dude.
Much like Facebook, Pinterest appears to mostly appeal to girls and women.
This nicely crafted YouTube motion graphic from MDG Advertising (by way of SocialTimes) breaks it down for us, and offers some insights into how brands can use it.
Judging soley based on this, however, one could be forgiven for walking away believing the whole point of Pinterest is to promote products you like by "pinning," "repinning" and building "boards" - ie, giving away your time and personal prestige by promoting Corporate America's products ... for the fun of it.
There must be more to it that that, of course. The fact that Pinterest is the fastest social network to top 10 million users means there must be something powerful and compelling about it.
At least, that's how this Dude sees it - even if the appeal escapes me.
“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
But June's big "Spider-Man" reboot is getting an even niftier little app that lets you see Peter Parker's alter ego in action - and even snap and share photos from his web to yours (talk about bringing new meaning to the phrase "webslinger.")
I still think "Mission Impossible's" AR app is cooler - but this is still sure to please friendly neighborhood Spidey fans near you.
“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
You've seen augmented reality on the iPhone - but what about holograms?
This diorama display concept video from Mike Ko offers up a vision for what may one day be (but don't hold your breath). Just imagine the possibilities for games, videos, advertising and more.
“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
Gotta love this shadow-activated QR code from Emart - which is credted with a 25% increase in lunchtime sales.
According to Adweek, the initiative involves outdoor displays with "Sunny Sale" codes that are only scanable when the sun is at its zenith. The shadows line up and the code gives you access to coupons and online ordering.
“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
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