You have to love this Twitter campaign from Evian - and the stats it generated, including:
• An 11X increase in Twitter followers compared to the same month last year
• 3.5X more daily mentions for the brand during the promotional period
• 2.8 million impressions and 75,000 engagements via Twitter
This is a brand with a history of creating very powerful real-world/digital experiences - representing the vanguard of what I view as one of the most important trends in social media. Social is not an end unto itself - it is a means that, when combined with physical world experiences – is far more than the sum of its parts.
Ask yourself "How is my brand capitalizing on SoLoMo (social + local + mobile)?" – before your competition starts asking the same thing.
I first blogged about P&G's "Like A Girl" campaign for Always back in July, when I found myself wondering if it will be viewed as an imitation of Unilever's long-running "Real Beauty" effort, or in its own right.
The campaign has had its share of critics - including some who point out the video doesn't even mention menstruation.
As I mentioned at the time, I'm personally all for anything that helps boost self-esteem. And while some of the conventions here have been used by Unilever's Dove brand for years, the entry point in this initiative is in many (many) ways even more important than beauty (inner, outer or otherwise). It's about what it means to be a capable, powerful human being.
As readers of my book THE ON-DEMAND BRAND know, I'm a huge fan of Unilever's decade-long "Real Beauty" campaign. But that doesn't mean there isn't room for more efforts that collectively champion a change in the entire conversation about how products are marketed to women.
The advertising industry, for one, seems to agree. This month, the campaign - from Leo Burnett Worldwide - won the coveted Grand CLIO Award (which as Slate points out, wasn't without some controversy: Accepting the award, as several female colleagues stood silently in the background, was a man.)
What's your view? A sign of many more such campaigns, from many more brands, to come?
Stealing a page from Netflix and others, BitTorrent is joining the original video content brigade with Children of the Machine, according to Motherboard.
Set eleven years in the future, the series looks at what happens when everyday life is shaped by ubiquitous augmented reality via communications devices that we don't carry around on our persons, but rather imbed within our skin.
That'll never happen, right? Don't count on it.
In my book THE ON-DEMAND BRAND, I talk to scenario planner Peter Schwartz, founder of the Global Business Network and SVP of Strategic Planning for Salesforce.com, about how mobile will evolve in the decade ahead. Schwartz is the guy Hollywood calls when they want to know what the future looks like, based on extrapolating from current trends.
In Schwartz's eyes, we are indeed likely to see mobile phones imbedded into our skin in the next several years. By 2030, we won't really be talking about actual metallic or plastic materials, either.
"They'll be just subcutaneous organic material forming an organic circuit that is a cell phone," he tells me in the book. And this won't be just a hands-free, voice-enabled technology either. Instead of speaking "Call home" to start a call - you'll think it. And finding your way around town or to that great Chinese restaurant people have been buzzing about will require a simple thought, as well. (Check out a source interview with Schwartz for the book, here.)
Of course, all of this convenience will be balanced with another effect. Though the video indicates otherwise, in a world where you can no longer get lost, you won't really be able to hide, either.
Is Weird Al's social success streak really everything it's made out to be?
Much has been made about how Yankovic has been releasing a new song and video every day for the last several days to build buzz for his latest album, "Mandatory Fun."
Here's the thing: I am not sure I would have heard about it at all, if not for the media coverage.
It's true that "viral" is an outcome, not a strategy. And here, the whole point was indeed to create a multiplier effect by leveraging unpaid media coverage (and its attendant online commentary) to build buzz.
This may just be an example of how this all works. And chances are, there's a lot more going on than just social virility.
That said - I love the video above. Reminds me of what a modern-day "School House Rock" might be like in the digital age.
And hey - who couldn't use a few reminders on avoiding "Word Crimes" in our real-time, online stream-of-consciousness?
I'm intrigued by P&G's new "Like A Girl" campaign for Always - and find myself wondering if it will be viewed an imitation of Unilever's long-running "Real Beauty" effort, or in its own right.
Myself, I'm all for anything that helps boost self-esteem. And while some of the conventions here have been used by Unilever's Dove brand for years, the entry point here is in many (many) ways even more important than beauty (inner and outer). It's about what it means to be a capable, powerful human being.
As readers of my book THE ON-DEMAND BRAND know, I'm a huge fan of Unilever's decade-long campaign. But that doesn't mean there isn't room for more efforts that collectively champion a change in the entire conversation about how products are marketed to women.
Count it as a victory for Dove - and kudos to Always for joining a growing chorus. Hopefully a sign of many more such initiatives, from many brands, to come.
I'm digging this vision video from augmented reality player Metaio, which foresees a world where thermal heat scanning wearables enable users turn any surface into an interactive touch screen interface.
Think of the implications for communications, and then think further. Gaming, mixed reality movies and shows, layered brand experiences. Entire environments and cross-reality social media, activated and annotated by a simple touch.
Are you ready for some (of that other kind of) football?
This branded augmented reality game from Brazil-based fast fooder Giraffas looks like a kick. It turns food trays into AR soccer (or "football") fields. Using an app on your iPhone, you can flick the ball at an onscreen goal keeper to see if you can score.
Best of all, players can chide competitors through social media.
Hey, if you're flying down to Brazil for FIFA World Cup 2014 next month, you're going to need to eat sometime, right?