RICK MATHIESON: GENWOW.COM

Mobile Roundtable (Concl): Brand Marketing & The Future of Social TV

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

(7:56)

Use player or click here to listen to: MOBILE ROUNDTABLE: Social TV

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM - HOW AMEX BANKS ON MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC'S RACHEL PASQUA - KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION

(11:07)

MOBILE ROUNDTABLE (PT 4): FACEBOOK'S MOBILE CHALLENGE POST IPO

(3:28)

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  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Mobile Roundtable (Pt 2): Organic's Rachel Pasqua - Kimberly Clark, Specialized Bicycles Ramp Up Mobile Marketing

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

(9:55)

Use The Player or Click Here to Listen to: Mobile Roundtable Pt 2: Rachel Pasqua

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): Julie Fajgenbaum - How AMEX Banks on Mobile Marketing

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Author Rick Mathieson Takes on Top Digital Trends At Visual Media 2012 in SF

I'm looking forward to my talk at Visual Media 2012 next week in San Francisco.

It looks like a fantastic agenda, and I'm amped about being invited to speak

Read more here.

 

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Q&A: Rachel Pasqua, Exec Dir, Mobile Marketing, Organic (Pt 3): Beyond The QR Code

In part three of my conversation with Organic’s new executive director of mobile marketing, Rachel Pasqua, talk turns from QR codes to other forms of 2D barcodes and even NFC.

As the prototypical consumer – a working mom with two kids – Pasqua definitely has some insights on how mobile marketers could make her own life a whole lot easier.

Q&A: RACHEL PASQUA, EXEC DIR, MOBILE MARKETING, ORGANIC (PT 3)

(4:49)

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Q&A: Rachel Pasqua, Organic's New Exec Dir of Mobile Marketing (Pt 2) - On Mobile & The Super Bowl

For the record, Rachel Pasqua, Organic's new executive director of mobile marketing, thinks the QR code is like cilantro: You either love it or hate it.

You'll hear more pronouncements like that, presumably, in the upcoming book Mobile Marketing in One Hour A Day (Wiley) that Pasqua is writing with eMarketer analyst Noah Elkin (listen here as Elkin interviews me about QR codes for an eMarketer report on QR code best practices).

In part two of my interview with Pasqua, we begin a discussion about this month's Super Bowl advertising and mobile's varied role as an activation or response mechanism - starting with audio activation ala Shazam and yes, more about cilantro.

Q&A: RACHEL PASQUA, EXEC DIR, MOBILE MARKETING, ORGANIC (PT 2)

(3:32)

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Q&A: Rachel Pasqua, Organic's New Exec Dir of Mobile Marketing (Pt 1)

On the heels of its designation as Ad Age's "Comeback Agency of the Year," Organic has hired Rachel Pasqua as its newly-minted executive director of mobile marketing.

In part one of my recent interview with Pasqua, we get a sense of mobile's role in the post-modern marketing firm, and how it will help Organic stay on top of its game (full disclosure: Organic Chief Creative Officer Conor Brady wrote a rave review and cover blurb for my latest book).

In coming days, we'll review mobile's role in this month's Super Bowl advertising - and what it all could mean for mobile integration moving forward.

Q&A: RACHEL PASQUA, EXEC DIR, MOBILE MARKETING, ORGANIC (PT 1)

(3:32)

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Domino's Pizza Launches 'Think Oven' Virtual Suggestion Box (Video)

 It's just the latest in a long line of digital innovations coming from Crispin Porter + Bogusky and Domino's.

Sure, there are few things that will beat the system that lets you order Domino's from your TV set. And I totally dug the "Pizza Hero" iPad game and the whole honesty campaign - especially the customer comments posted to Times Square billboards thing. But this new Facebook page seems like a cool way to invite consumers to submit ideas for cool projects, or ideas specific to Domino's. The first contest is for visual submissions for new Domino's uniforms, for instance.

It's not all just food for thought. The concept came from Parmesan Bread Bites - featured in a new TV spot and concepted by Brian Edler, a Domino's store owner in Ohio.

$500 bucks goes to those with good ideas.

Not a huge amount of dough - but enough to buy more than a few pies. 

(Full disclosure: Domino's CMO Russell Weiner wrote a glowing review of my book, THE ON-DEMAND BRAND, featured in a cover blurb.)

What's your view: One crowdsourcing idea too many? Or too much cheese, not enough sauce?

Read more about the initiative, here.

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  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Author Rick Mathieson to Talk Digital Marketing at Marketing Edge 2012, Feb 14

Can't wait for next week's big Marketing Edge 2012 in Houston, where I'll be talking trends in social media, mobile marketing, branded games, augmented reality & more!

If you're in the area, this is one event you won't want to miss - not just because of me. Take a look at the great line up here, and get your tickets today.

The Future of Mobile (Video)

 

Slick video from Microsoft on what the future of mobile may entail. 

As Socialnomics put it today, "Wouldn't it be nice to have these devices? Or does it make the world too impersonal?"

Indeed, it immediately made me recall an article from this weekend's New York Times Magazine that quoted anthropologist Amber Case when she told a TED Talk audience, "We're All Cyborgs Now."

What's your view? Mobile Utopia? Or Paradise Lost?

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Coca-Cola's Polar Bears to React to Super Bowl (Even Other Ads) Live

 

I'm digging this social media initiative from Coca-Cola in which the brand's popular polar bears will react to the show - even the ads - in real time via social media.

According to news reports, two Wieden + Kennedy creatives will control the bears' (repertoire of pre-programmed) actions, and adlib cheers in real time. Hey, just another manifestation of the on-demand brand.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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