Pokémon Go—to Switzerland: Funny Promo for Town of Basel Features AR (Minus the 'A')

 

Still loving this hilarious video promoting the town of Basel, which capitalizes on the Pokémon Go craze with a fun stunt. Hey, the game's supposed to get you outside, right? Why not make a vacation out of it. I want to shoot a prank like this just for fun.

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Play 'Buzzword Bingo'—CES Edition

Buzzword_graphic

 

 

 

 

 

This is one game that's easier to play than avoid.

We're all guilty of overusing tech industry buzzwords. And why not? They play a useful role as common shorthand that (conveniently) confers an aura of "cool" to those fluent in the lingua franca of 21st century business.

But as CES 2016 reaches its climax, many of us are finding ourselves facing buzzword burnout over what feels like an egregious level of noise pollution emanating from Las Vegas over the last few days.

“Disruptive.” “Influencer.”“(Anything)-Hacking.” “Unicorn.” I'm sure we've heard them all this week, many times over.

Never mind that some of this lingo could be headed for limbo faster than Kim (or any other) Kardashian can “Break the Internet.”

“Unicorn,” for instance, is quickly morphing into “unicorpse,” as concerns grow that companies like Gilt, Tango and SFX Entertainment may prove emblematic of some of these hard-to-find beasts with billion-dollar valuations may ultimately fare.

In the meantime, GEN WOW found some catharsis in a piece this week by Shawn Paul Wood in PR Newser, lamenting some of the most irksome buzzwords found in news stories and press releases.

When we mentioned the article in our GEN WOW LinkedIn Group, member Rick Wootten, senior director of global marketing for Seagate, mused about having some fun with it all—in the form of a game of "Buzzword Bingo."

That sparked an in-group and subsequent email conversation about developing a mobile app for facilitating a decidedly tech industry-centric version of the game at events such as, well, CES.

"It's natural for industry buzzwords to come and go in cycles, but sometimes enough of them peak at the same time to create Lingo Overload," Wootten says. "We're experiencing one of those times right now—and I think we should make the most of it!"

It's a great idea—and one that might prompt us all (myself included) to be a little more judicious about how often (and how accurately) we use these phrases.

Best of all, while it could take even the most agile development team (another buzzword) days or weeks to produce a full-blown app, we figured we'd just mock up a bare bones Buzzword Bingo card so you can start playing today.

Buzzword_card

 

 

 

 

 

 

 

 

 

How to Play

  1. Each time a news story or press release using one of these painfully overused words or phrases hits your inbox or browser window, mark off a square.
  1. Capture the link to the story or release for validation.
  1. Mark off a solid horizontal, vertical or diagonal line of lingo—and BINGO!

If the mood strikes us, we'll try a formal round this coming Post-CES news week. Who knows, there might even be a prize involved.

That is, if the game doesn't go too fast. A three-minute audit of my inbox and news feeds this morning produced plentiful junk jargon, including:

“SHARING ECONOMY”

A particular pet peeve. Not merely because it’s so overused, but because there’s no such thing.

So far as I can tell, the total number of so-called “sharing economy” companies that are “sharing” anything comes to zero.

That Uber driver isn’t “sharing” her car. You have used an app to request a ride that you will pay a fee for using. The only thing that may get "shared" is polite conversation on the way to your destination. The far more accurate term is “the on-demand economy,” since that’s truly the distinction separating many of these new services from what has come before. Then again, I'm biased.

Perp:  Business Insider (quoting a car company executive). Again, I am including links not to call out the pub or its sources—we're all guilty of geekspeak—but rather to document buzzword use so I can claim my square.

 "IoT" & "IoE'

Ah, "The Internet of Things" or "The Internet of Everything." Whatever variant you want to use, it’s surely vying to be #1 biggest buzzword at CES this year. Perps just today include EE Times, ZDNet and EWeek.

"DISRUPTIVE"

Actually, I take back what I just said about "IoT;" this one could very well take the cake, with numerous entries this morning, ranging from Forbes’ look at “The Five Most Disruptive Innovations at CES” to WIRED's "Best of CES" and beyond.

And this is all in under three minutes.

What do you think your card might look like in the same amount of time?

Could games like this raise our awareness and encourage us to seek other terms and phrases?

Or are these words, flawed as some are, just too useful and compelling in (catchphrase alert:) the marketplace of ideas?

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TOP 10 BEST MOBILE MARKETING CAMPAIGNS 2015 (VIDEO)

 

GenWowAwards-2015

Mobile is where it’s at again this year, though we quibble with its definition these days.

For instance, Facebook says nearly 80% of its ad revenue come from mobile advertising. But in our humble opinion, just because an ad is experienced on a mobile device doesn’t mean it’s “mobile.”

Small wonder then, that as in year’s past, most of our top pics for 2015 bring something more to “mobile” – by in fact, relating to place, or the specific capabilities or key functionality of the device in which they are consumed.

Here's 10 of our favorites from the year that was.

10. JOHN LEWIS: MAN ON THE MOON

This wildly popular (and widely spoofed) holiday campaign from UK retailer John Lewis includes a mobile app featuring augmented reality that lets you point your phone toward the moon to unlock daily facts about each phase of the moon. There’s also a game in which the player has to avoid obstacles and collect power boosts to get a specific item up to the man on the moon.

9. COKE ZERO: "DRINKABLE ADVERTISING"

Despite the fact that we're never ones to require any additional prompting to drink Coke Zero – we live on the stuff – this year’s “drinkable advertising” caught our notice. The campaign’s TV spots featured Coke Zero being poured from an onscreen bottle – before migrating to viewers’ mobile phone screens before transmogrifying into a coupon.

8. WWF: #THELASTSELFIE

What’s not to love about the World Wild Life Fund’s “Last Selfie” promotion with Snapchat, which takes advantage of the fleeting, transient nature of Snapchat snaps with short ads that show just how quickly an endangered species can be wiped off the planet. Powerful, and perfect for the platform. In just its first week, consumers posted 40,000 tweets about the initiatives to 120 million timelines. And in just three days, WWF reached its fundraising target for the entire month.

7. GUESS: VIRTUAL SUNGLASSES

This year, Guess's special mobile ad units enabled users to snap selfies and then “try on” sunglasses via augmented reality, complete with pointers on which styles work best for your face shape. The user takes or uploads a selfie, adjusts the placement, applies from a wide selection of sunglasses and can even share the image for feedback from far-flung friends via their social platforms. Add a "buy" button and this could be m-commerce magic instead of just promotion.

6. TOYS 'R US: IN-STORE MOBILE AR

How do you get shoppers into store locations during the Easter season? Launch an augmented reality Egg Hunt for the chance to win store gift cards. Here’s a brick & mortar retailer (in Australia) that refused to shy away from mobile and instead embraced it to enhance the retail experience.

5. SPOTIFY: #FOUNDTHEMFIRST

This summer, the online music streaming service rolled out a "Found Them First" microsite that lets users see which musicians the system knows they heard before the artists became megawatt sensations. Users can then build and share a playlist built on those early discoveries. In exchange, Spotify will offer them a new playlist with other new acts they might help “discover” as well.

4. MINI USA: 'BACKWATER' & 'REAL MEMORIES'

MINI USA is big on short online films featuring its cars, so it made since that the brand would be among the first to take 360-degree video for a test drive. Two such films, “Backwater” and “Real Memories” are definitely worth a gander—and could mean big things for the road ahead.

3. SNICKERS 'HUNGER BAR'

Let’s face it: You’re not quite you when you’re hungry, are you? Which is why the latest installment of Snickers’ long-running "You're Not You" campaign includes a mobile app that enables consumers to create images related to their particular hunger symptoms and share them socially. The key isn’t to show off what kind of hungry you are, of course. It’s about calling out family and friends for acting “snippy,” “loopy,” “cranky,” “confused,” “spacey," or ... insert your own adjective here.

2. QANTAS: ‘VIRTUAL DESTINATIONS’

Yes, I’m still fixated on this VR initiative from Qantas, which enables you to go on a eight-minute, 360-degree virtual vacation to Hamilton Island. In fact, it was really hard to decide between this and our #1 pick this year. It is, after all, either instant justification for the VRevolution, or a sure sign of the Apocalypse. Once companies start producing VR content like this that lasts not minutes but for hours on end, the human race may just opt out of the “reality” part of the equation all together—at least when they aren’t physically going to these amazing locales.

1. PIZZA HUT: ‘PIZZA BOX PROJECTOR’

Okay, there's rarely a moment when a large TV screen is much out of arms reach these days. So maybe this is the solution to a problem that few will ever face. But it's still hard not to dig the Pizza Hut Blockbuster Box - a pizza box that's also a movie projector. Throw in a cold one and this could be the best thing to happen to pizza since pepperoni.

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5 Top Forms of Content Marketing: Author Rick Mathieson on the Jim Blasingame Show (Concl)

 

Games can be good for business—even (perhaps especially) when it comes to B2B marketing.

In the second half of my recent appearance on the Jim Blasingame Show, we continue our conversation on 5 of the top forms of content marketing. Not so much about channels—blogs, shared social media platforms, email, landing pages, websites and so on—rather, what kind of content makes for, or enhances, posts in those channels.

While Part One focused on video and touched on case studies, this second half addresses infographics, webcasts and branded games.

...Wait, branded games?

GAME ON

A content marketing report from Hubspot earlier this year finds 64% of B2B marketers rank webinars/webcasts as the most effective kind of marketing content, followed by video at 60%. Old-school case studies are close behind, at 58%. And posts and articles that contain infographics are 30 times more likely to be read than ones without.

Indeed, while specifics (and content categorizations) vary from survey to survey, the five we discuss are at the top end of most surveys in terms of both adoption and effectiveness.

So what content type is missing in most of these studies?

Games—which are used by just 1% to 12% of B2B marketers, and don't tend to show up in even the top 20 in terms of most effective content types.

But does that mean it doesn't work? Or that it's untapped opportunity?

For his part, Jim sounds as if he might be at least a little perturbed by the whole rise of gamification in our lives—and perhaps a little skeptical about its use in B2B marketing.

But as you'll hear me tell Jim, key research on gaming among white collar workers informed an engagement with one B2B client that resulted in a branded game that was played over 1 million times, resulted in 5,000 leads, and over $1 million in direct sales in its first six months (see case study video above).

Not only did the initiative earn coverage in a report on content marketing in The Wall Street Journal, but I include it in a chapter on branded games in my second book, THE ON-DEMAND BRAND.

PUTTING YOUR BRAND IN PLAY

As Jim wisely points out, this is not the kind content that you should necessarily deliver directly to just any B2B prospect or client.

Indeed, as I say here, it's better that your communications should point to a game, and let interested parties come to it.

It's also important to point out that Jim's show is targeted to SMBs, which, as we discuss, would impact the types of games that are truly feasible. Think knowledge games versus full, high-concept productions.

And while I touch on it in the interview, I want to add that in my view, whether it's B2C or B2B, and whether it's large brand or small, there are three key rules of the game, so to speak:

  • The best games are built around, and clearly communicate, your value proposition. They are not just games for the sake of games.
  • Branded games are best played with others—meaning they should have built-in incentives to make the games social and viral, creating a multiplier effect in communicating your value proposition.
  • They should always include a call to action to continue the conversation about your offerings. Before you even start developing a game, define what it is you want your audience to do, feel or think about your brand once they play it.

So is gaming and/or gamification right for your content marketing operations—B2B or otherwise?

You won't know until you try.

But make no mistake: B2B marketers at Microsoft, Dell-SonicWALL, IBM and other brands long ago discovered that they can turn fun and games into serious profits.

Why not play with the possibilities—and see how well you score?

CLICK HERE TO LISTEN TO:

TOP 5 FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW (PT 2)

 (Approx 5 min)

PLUS:

CLICK HERE TO LISTEN TO PART 1

 (approx. 6:16)


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5 TOP FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW

 

It’s the biggest buzzword in marketing today—but also the most over-hyped.

Indeed, for all the promise of “content marketing,” it’s not as easy as it seems. In a recent poll, a full 43% of B2B marketers, for instance, cite content marketing as an effective tactic for lead generation. But 43% also say it's also one of the most difficult.

It's also not always as effective as you might believe. According to eMarketer, developing the right content for the right audience is a major factor in why content marketing efforts fail to get desired results.

Indeed, despite today’s emphasis on all things digital, 84% of marketers develop old-school print brochures as #1 in their lead generation efforts.

Not that that's bad. Print does have a place as a delivery mechanism for some forms of content marketing—if anything, it's gained more cache in the digital age. But it's just one of many.

SO WHAT'S WORKING?

In this recent appearance on the The Jim Blasingame Show, I attempt to demystify content marketing.

Here in part one, I share five of the most effective types of content today, starting with the kind of video content consumers spend 6 billion hours per month viewing—and the kind up-and-coming-brands like Poo Pourri and BetaBrand (above) are using to break into the big time.

Some of the other top content forms will obvious to you, others maybe less so. Either way, any conversation with Jim means you’re going to have some fun along the way.

Of course, since Jim’s show is targeted to SMBs, our conversation is focused more on marketers who hope to gain traction in the marketplace without big-brand budgets.

But as you'll hear, whether it's big brand or small, one thing is clear: For all the time and money spent developing content to draw in prospects, a growing number of marketers are realizing they most overcome one cold, hard fact: Nobody anywhere is waiting around for your content.

This audio Q&A might help you find new ways to change that.

CLICK HERE TO LISTEN TO:

5 TOP FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW (PT 1)

(approx. 6:16)


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Q&A: Go2's Adrian Scott (Pt 2): From Here to Holograms (Video)

 

Call it "ROI at the speed of 'Like.'"

In part two of my recent conversation with Adrian Scott, head of Vancouver-based Go2 Productions, we discuss why the real power of 3D projections like the ones shown in the highlight reel above isn't the display itself—it's what you (and passersby) do with it afterward via social media.

We'll also hear about some of the emerging technologies that will see 3D projection evolve into something closer to the Star Trek Holodeck—or at least like a certain scene in another fabled space opera.

AdrianCLICK HERE TO LISTEN TO Q&A: ADRIAN SCOTT, GO2 PRODUCTIONS (PART 2)

 ALSO:

LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here

 

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Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Can someone who has never worked in advertising really cover it?

Or is it even better that way?

In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business. 

How did being one step removed hinder - or help?

As Elliott says goodbye to the Times, we'll get his views on that topic.

And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.

CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN

(Approx: 3:29)

Listen to Part One here: What I Saw at the Revolution

Listen to Part Two here: The Rise & Risks of Content Marketing

Listen to Part Three here: Change is (On) the Air

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Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Pt 3): Change Is (On) The Air

By now, we're all familiar with the rapid rise of the Internet, the mobile revolution, the emergence of social media and more.

But beyond the technological changes and what they mean to the way we connect with consumers through new platforms, there is the impact of societal changes on how we reflect consumer sentiment back to them.

After 25 years of covering the advertising industry for the New York Times, Stuart Elliott says he never could have predicted that television advertising would be so much less lily white, a little less nuclear family.

In part three of an expansive "exit interview" I conducted with Elliott just weeks after he announced his retirement in December - he points to how ad agencies used to pretend they were bigger, until that became a liability, and why brands had better keep up with demographic trends, or risk being left behind.

CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW THE REVOLUTION (PART 3) - CHANGE IS (ON) THE AIR

(Approx: 3:53)

Listen to Part One here: What I Saw at the Revolution

Listen to Part Two here: The Rise & Risks of Content Marketing

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Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Part 1): What I Saw at the Revolution

Elliott has phoned home - much to everyone's surprise.

The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would retire.

After nearly 25 years of covering advertising for the Times, not to mention stints at USA Today and Ad Age before that, Stuart and his column had become must-read for puissant, timely insights on Mad Ave.

And what a quarter century it was. From the early 1990s to today, the ad industry went from analog everything to digital domination; from "Married with Children" to "Modern Family;" and from bigger-is-better, to small is the new black.

"Who could or would have thought in the early ’90s that 20-odd years later the hegemony of television, for decades the most powerful ad medium, would be under siege, or at least, in question" Stuart wrote in his final column December 18.

"Ratings data, the currency of television, is growing problematic because viewership is more difficult to measure when people use mobile devices instead of TV sets; or watch shows online, as streaming video or as video-on-demand. And it is easier than ever for viewers to ignore or avoid traditional commercials; popular streaming services like Netflix are (gasp!) ad-free."

In an expansive new interview just days before Sunday's Super Bowl, I talked to Stuart about what he saw at the revolution - and why, despite all the change around us, everything old is new again.

Click Here to Download: Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (PT 1)

(Approx: 10:15)

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McDonald's Brings its Own Game to AR at World Cup (Video)

 

Giraffas isn't the own restaurant with an AR game for World Cup. Now, Cannes' newly minted 'Marketer of the Year' is in the game, too.

Love the app (and the spot). But are you McLovin' Cannes' choice? If not, what brand would you give the nod to?

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