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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May Mobile Marketing Roundtable (Pt 1): How AMEX Banks on Mobile Marketing

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

(11:09)

Use the Player or click here to 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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Piqued? A Marketer's Guide to Pinterest (Motion Graphic)

 

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.

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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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Amazing Spider-Man Augmented Reality App (Video)

 

Can he swing from a thread? Take a look overhead - with your mobile phone, that is.

Sure, Marvel's "Avengers" hits theaters at midnight tonight, and it already has its its own augmented reality app for use within Walmart.

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.

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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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'Turntable Rider' Turns Your Bike Into A Music Mix Pad (Video)

 

Why just ride your mountain bike when you can use it to make music, too?

After all, nothing rounds out a rollicking quest for a natural high like adding a pulsating dance mix to those placid hills and valleys. (In truth, this YouTube video isn't so much mountain bike as it is trick bike - and this is certainly a new trick that will thrill certain segments of the consumer republic.)

According to Creativity, Cogoo, a Japense bicycle sharing service, launched the system - called "Turntable Rider" - to enable bikers to set off and mix pre-recorded sounds by performing different actions on the bike.

There's a small fader box, a jog wheel stick, a handbreak soundpad and a mobile app for creating and sharing your creations.

According to the pub, the system makes its premiere at the Kaikoo Popwave Festival 2012. And it is certain to give enthusiasts a whole new kind of street cred.

So what's your take?

Would you brake for mixing dance tracks with your next nature ride?

Or would you prefer that the club music takes a hike?

Read more 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

 

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

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Fake TED Talk from 2023 Part of Transmedia Promos for 'Prometheus' (Video)

 

Ridley Scott's prequel to Aliens included a presentation at TED this year by Peter Weyland - the fictional character played by Guy Pearce - pretending it was from TED 2023. (Minor nit: This looks like actual film, versus the digital video often used for TED videos.)

And it's just part of an elaborate, transmedia campaign that so far includes elements like fake business cards that lead to YouTube videos and Facebook conversations. And don't miss this corporate video for Weyland' Corp's new android, David (below).

 

As Simon Pulman, CEO of Starlight Runner Entertainment, writes in Ad Age, this effort - from Scott and "Lost's" Damon Lindelof - makes the advertising for the film an extension of the film rather than purely promotional. Best of all, it makes fans part of the effort, enlisting them to spread word of, and dissect, each new component of the campaign.

In my book THE ON-DEMAND BRAND, I look at how Lenelof and then-head of marketing for ABC Entertainment, Mike Benson, used transmedia storytelling to fuel fandemonium among "Lost" fans in the (often long) periods between seasons.

Prometheus looks very cool - and the campaign promoting it looks cooler still.

Read more here.

 

Read more 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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Kit Kat, Pepsi Personalize New Social Media Campaigns (Video)

 

Kit Kat and Pepsi want to get a little more personal with you.

In my book THE ON-DEMAND BRAND, I discuss how important it is to accentuate the POS-itive in digital marketing - "P" for personalizable; "O" for ownable; and "S" for sharable.

Old Spice Guy is just one of the higher profile examples of this notion - personalizing video snippets to address individual consumers (well, influencers in that campaign).

Now, JWT is showcasing new campaigns from Kit Kat and Pepsi that take a page from that playbook.

In Kit Kat's case, it was a recent initiative in Milan that enabled consumers who Liked the brand to get caricatures created of them, that they could then share with friends.

 

Meanwhile, in an upcoming campaign, Pepsi will have comedians impersonate consumers who Like the brand, based on there sure-to-be-embellished Faceboo profiles - which should be a lot of fun.

What's nice here is that these efforts are aimed squarely at everyday consumers (even though the Pepsi promo seems to indicate otherwise) - versus the digerati.

Will they spread like Old Spice Guy? Time - and some serious sharing - will tell.

Read more here and here.

 

 

How might your brand put projection into play?

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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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MAD MEN: 'Set Me Free' Remix (Video)

 

Great little remix from Mar Faletti & Elia Kreisinger, featuring the women of MAD MEN in a remix of The Supremes 1966 hit "You Keep Me Hanging On."

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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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Google Re-imagines Coke's Iconic 'Hilltop' Spot 40 Years Later (Video)

 

Let's face it: The week belonged to the hype - and mounting criticism - of Kony 2012, and the irreverent fun of Dollar Shave Club.

But I'm also digging Google's "Project: Re:Brief" and its re-imagining of Coca-Cola's iconic "Hilltop" spot. Nostalgic and innovative at the same time.

Yes, Pepsi did the whole send-a-soda-to-a-friend-via-social-media thing a year ago.

But it still works with this simple, refreshing concept for Coke. Enjoy.

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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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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

 

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

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