RICK MATHIESON: GENWOW.COM

Interview: AKQA CEO Tom Bedecarré (Conclusion) - Alternate Reality Games, Location-Based Marketing & Targeting

In the conclusion of this source interview for my book, THE ON-DEMAND BRAND, AKQA CEO Tom Bedecarré offers his view of alternate reality games (ARGs), social media, location-based marketing and that most controversial of issues: targeting.

CLICK HERE to listen to: Tom Bedecarré, CEO, AKQA (Conclusion): ARGs, Social Media, Location-Based Marketing & Targeting

 

 

(Approx. 5:45)

Interview: AKQA CEO Tom Bedecarré (Pt. 3) - On Coca-Cola, Target & AKQA's #1 Core Value

In part three of this source interview for my book, THE ON-DEMAND BRAND, AKQA CEO Tom Bedecarré shares insights on a few more of his agency's most successful initiatives - including Design The World a Coke and the holiday iPhone app for Target - as well as how AKQA organizes itself around its #1 core value: Innovation.

 CLICK HERE to listen to: Tom Bedecarré, CEO, AKQA (Pt. 3): Coca-Cola, Target and AKQA's #1 Core Value

(Approx. 4:56)

   

 

Interview: AKQA CEO Tom Bedecarré (Pt. 2) - Nike, Visa & Undervaluing Facebook

 

More from my source interview with AKQA CEO Tom Bedecarré, for my book, THE ON-DEMAND BRAND.

In part two, Bedecarré talks about some of AKQA's all-time greatest initiatives, beginning with the Nike PhotoID mobile app (see the YouTube video above for the latest version of the app, which enables you to design sneakers with Instagram photos). Along the way, we'll learn that for all the hype that surrounds Facebook, Bedecarré believes it remains grossly undervalued by marketers.

Listen to: Tom Bedecarré, CEO, AKQA (Pt. 2): Nike, Visa & the Surprising Power of Facebook

 

(Approx. 5:10)

Interview: AKQA CEO Tom Bedecarré - On Building The Agency of Tomorrow, Today

Tom Bedecarré is succeeding like few others in creating the ad agency of tomorrow, today.

In part one of an expansive source interview for my book, THE ON-DEMAND BRAND, Bedecarré shares the behind the scenes steps he took to shape what is arguably one of the most forward thinking digital marketing firms in the world

"There are a lot of advertising people who want to hang onto the past, want to hang onto 30-second television commercials and full-color magazine ads, and I think it's very hard to catch up," he tells me, with considerable understatement, before explaining how his team started putting the pieces in place a decade ago to capitalize on this amazing new era.

 

Over the next few days, I'll share more from this interview, including Bedecarreé's insights on some of today's mos exciting new channels, as well as his firm's most famous digital initiatives, from Design The World A Coke, to Nike PhotoID, to the Target snow globe iPhone app and more. 

Tom Bedecarré, CEO, AKQA: Building The Agency of Tomorrow, Today (Pt. 1)

Listen to: AQKA CEO Tom Bedecarré Pt 1: The Agency of Tomorrow, Today

(Approx. 3:10)

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Budweiser Toasts Facebook-Integrated 'Buddy Cup' - A New Way to Make Friends (Video)

 

I'll drink to that.

As I write in my book THE ON-DEMAND BRAND, we've reached a point now where brands should no longer view social media as a cool new way to connect with consumers.

We must now view social media as a means by which we as brands can enable consumers not just to connect with us, but to each other. And not just in some virtual space, but in the physical world as well.

This initiative can help break the ice in a social setting - as well as continue the conversation (and/or flirtation) after that beer (or the many, many beers, as the case may be) is gone.

Cheers to Bud for the bold idea.

Read all about it, here.

 

 

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3D Projection Mapping - On A Miniature Model of Tokyo (Video)

 

Call it 3D projection writ small. Very, very small.

In January, I posted about an initiative we spearheaded to super-size a client's core message on a 12-story building through the power and magic of 3D projection mapping.

In celebrating its 10th anniversary, Roppongi Hills - a renowned Tokyo landmark, decided to use the technology in reverse - with a remarkable digital campaign called "Tokyo City Symphony," an interactive website where you can experience playing with 3D projection mapping on a 1:1000 miniature model of Tokyo.

According to the Mori Building Company, the handcrafted model is an exact replica of the cityscape of Tokyo in every detail. Three visual motifs are projected onto the city in sync with music: "Future City," conjuring futuristic images, "Rock" that playfully transforms Roppongi Hills into colorful musical instruments and monsters, and "Edo City," or "Traditional Tokyo," that portrays beautiful Japanese images.

One very big small idea.

Check it all out yourself, here.

 

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Interview: BSSP's John Butler (Pt 2) - On Driving Digital Innovation for Mini

"Let's advertise to people who already own the car."

That, in a nutshell, sums up John Butler's unconventional approach to marketing MINI, which I explore in my book, THE ON-DEMAND BRAND (available everywhere books are sold).

In part two of this source interview, Butler talks about how this mindset, combined with in-house digital expertise at Butler, Shine, Stern & Partners led to such innovations like billboards that use RFID technology to call out to MINI drivers, with messages like "Nice day to have the top down, Ed!"

The effort was part of the MINI "Covert" campaign that has helped MINI make a major splash in the world of automotive marketing. 

Here's more from a great interview that offers some outstanding insights on success in the digital age.

Listen to: John Butler (Pt. 2) - Driving Digital Innovation for MINI

(approx 5:34)

 

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Interview: BSSP's John Butler on Brands in the Digital Age (Pt 1)

"Building brands in the digital age comes down to a single word, and that word is 'experience.'"

It's just one of the pitch-perfect comments made by John Butler in this source interview from my book, THE ON-DEMAND BRAND (available everywhere books are sold).

This podcast is the first from that interview, which offers an exclusive look at how John and his agency, Butler, Shine, Stern & Partners, approach digital marketing initiatives ranging from RFID-based billboards that call out to MINI drivers by name, to the new Jamboxx iPad app.

It's a great interview that offers some outstanding insights on success in the digital age.

Listen to 'BSSP's John Butler on Brands in the Digital Age (Part 1)'

(approx 4:08)

 

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Durex 'Fundawear': Reach Out & Roger Someone, Over the Net (Video)

 

Seems like the last week has been a boon for racy lifestyle brands, what with the Samsung UltraWide bathroom bust-up and now this.

From a brand perspective, it does kind of negate the need for Durex's product, doesn't it? I mean, isn't this yet another once-removed experience made possible through the Internet?

But to be fair, the video says this is for those times when proximity is out of the question - and it is, in fact, a new way to enable an on-demand brand experience. 

Which begs the question Why didn't Trojan think of this?

Get the full scoop - including a behind-the-scenes look at the technology, from ADWEEK.

 

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Interview: Tina Sharkey, Chairwoman of BabyCenter (Pt 2)

Many people don't realize that BabyCenter - the hugely popular social network for mothers - is owned by Johnson & Johnson, which acquired the site from eToys in 2001. That makes BabyCenter the only major social network owned by a consumer goods company.

In part two of my interview with BabyCenter Chairwoman Tina Sharkey, I ask her about how Johnson & Johnson makes use of BabyCenter to connect with its target consumers - and how its business model works given it (wisely) accepts advertising from other marketers, even competitors in its categories.

Listen to Tina Sharkey: The Care & Feeding of Social Networks, Part 2

(Approx 3:48)