Coca-cola sticks to its old-school guns with ‘the single largest marketing push the soft drink giant has ever run.’

CherryFlava gives us the rundown here: http://www.cherryflava.com/cherryflava/2010/04/coca-cola-quest-world-cup-2010-ad.html

I’ve got nothing against the effort put in and the 3d awesomeness that has been created, but I’m pretty bored by the idea that Coke just wants to interrupt arguably the most passion-driven event in the world show us some stranger getting thirsty from jumping on robots and reaching for a Coke.

All this opportunity to connect and interact with the beautiful game and its singing, screaming, crying and cheering fans (the actions that make us thirsty), and Coke wants to interrupt those actions to shut us up, bring us down from the high and remind us to pick up a case of Coke before the next game.

But, please – I don’t want to make this a monologue – what do you think?

PS – COME ON ENGLAND!

When you’re a movie maker, could there be a more positive inquiry from a potential viewer?

Isn’t that what trailers are designed to do? How many hours are spent creating trailers? How much money? How much time and effort is spent crafting the perfect show-a-little-leg-but-not-too-much tease to get people to sit forward in their seats and expand their pupils by the time the name of the movie and the opening date fades in?

And yet, thousands of people asking “What movie is this from” doesn’t seem to be influencing the poor decision made by the lawyers representing Constantin Film, who have decided to systematically destroy what is probably the most successful marketing campaign they’ve ever been a part of (Well, at least since the NeverEnding Story).

Constantin Film AG is the production and distribution company behind the movie “Downfall,” which is also the source from one of the Internet’s most hallowed memes.

Read the rest of this article on Threeminds

How much would you pay for million subscribed fans? How much time would you invest to build such a huge audience? Sometimes all it takes is a few minutes — just set up the right execution with some real insight.

The “Mom, mom, mommy, ma, mom, mom, ma, ma, mommy, mommy… WHAT!!… hi! (endquote sic) Facebook fan page has crossed 5 million fans, with no content whatsoever; it’s powered solely by the social currency traded amongst friends as they fan this page with a nudge and a wink.

http://www.facebook.com/pages/Mom-mom-mommy-ma-mom-mom-ma-ma-mommy-mommy-WHAT-hi/231423647287

It’s hard to describe the insight this fan page creator has leveraged – only a parent can fully understand the experience of moving from ceiling-clawing annoyance to cheek-squeezing adoration as their child vies for their attention…

Now, the page creator sits on a gold mine of news feed access… which begs the question, should brands change the topic?

Read the rest of this post on Threeminds

Tucked away near the end of one of the best Slideshare’s I’ve come across, is this lil’ gem of UGC brilliance. Musicians C-Mon & Kypski need a little help with their music video, and it’s crowdsourcing that makes this video memorable (and affordable, I imagine). They’ll show you a frame from their video, and all you have to do is mimic it via webcam.

But before I tell you why I love this so much, let me share the Slideshare presentation with you – In “Stop Saying Viral – A Case For Spreadable Media,” Eva Hasson of Trendspotting makes an argument against “The Viral” strategy on which so many agencies and brands are stuck. If you’re a marketer, the best thing you could do today is open your mind to Hasson’s Wisdom Bombs…

Read the rest of this post at Threeminds

There’s a lot of buzz about the Pepsi Refresh project and how they’re pulling their usual investment in Super Bowl Advertising and moving funds to a broader social strategy. It’s exciting news for people like me who work on big brands and are trying to bring perspective to the old-school Mad Men wanna-bes who still crowd this industry while the world moves away from traditional one-way advertising to deeper experiences. But, even as Pepsi tries to break new ground by cancelling their standard multi-million dollar 30-second football spot, their television ad agency proceeds to fumble the ball by blatantly ripping off a brilliant YouTube video to sell the new social initiative.

Here’s the Pepsi Refresh ad:

And the original music video that Pepsi “Refreshed”:

Much more magical, don’t you think?

Imagine if they contacted SOUR and worked with them to take SOUR’s concept to a whole new level, as opposed to just blatantly copying it. Wouldn’t that be more in line with the ideals of the new Pepsi Refresh Project? Imagine the positive wave of support from SOUR’s fans, and the 1 million+ other viewers of this video who surely would like the band to succeed. Please agencies — it’s not about you anymore. It’s not about your ads. It’s about the customer; the consumer; the user; the publich; the individual. It’s about The Human.

Sketch-a-Move from Superflux on Vimeo.

(via @karrio)

In Hockey, there is nothing more hair-raising than a perfect Dangle.

Disclosure: Full-on own-horn-tooting coming up.

I’m really excited by some of the work we’re doing at Organic for Nike at the Olympics. Steve Dangle’s back, and he’s blowing up Vancouver with his YouTubian magic. How can you make Team Canada even more exciting? Invoke the Dangle.

I’m loving how we’re humanizing this brand.

Look for more of his videos at http://youtube.com/niketraining and he’s tweeting live from pretty much every Team Canada hockey game at http://twitter.com/niketraining or @niketraining.

Update (Feb 21, 2010): Dangle sits down with Bilodeau and his magic medal.

Update 2 (Feb 28, 2010): GOLD! (Sorry, but YEAAAHHH!!!)

Merry Xmas everyone. Here’s some holiday magic.

Ford’s astonishing and inspiring thought leadership in the online space continues, as they fully embrace WOMMA’s Code of Ethics with their rules, including:

“We want both positive and negative reviews of our vehicles.”

“In social media, it must be your authentic opinion or it doesn’t count.”

“Apologize quickly for any mistakes we make.”

Factsheet – Ford’s Rules of Online Engagement

It’s an unfortunate topic and circumstance, but this video sets the bar for Real, Authentic, Human social media to build a brand…

Too bad it’s often this type of situation that initiates this type of content, format, message and transparent leadership.

Harley-Davidson is ceasing production of Buell brand bikes, and this was posted on the Buell homepage:

So Erik Buell, I hardly knew ye.

A very interesting conversation is going on over on http://www.uxbooth.com. As the need for beautiful things and big ideas evolves into a need for usable things and open platforms, the role of the Creative Director is changing.

Enter the User-eXperience Designer, the man (or woman) “with the plan” for how the experience will work, grow, spread and evolve. Some argue that this is still the CD’s role, and others see the new emphasis requires balanced influence from more than one skill set. They overlap, sure, but just as the copywriter/designer team was shown to work best in the past in the advertising industry, so too this matchup will become the norm, I predict. It works for building architects and designers; car companies; event planners; game designers… but agencies still seem to struggle with it.

If you’ve hired a UXD, it’s not too late to elevate and socialize their importance and impact. If you haven’t got one yet, it’s not too late. Just be ready to create some Exceptional Experiences.

The buzz words are changing. As the term “Web 2.0” becomes antiquated, and the masses embrace social media, brands, corporations and organizations are starting to understand the implications of the new paradigms of the web.

Transparency is what’s driving consumer decision now, and the trust that is formed through the authentic collective voice of a brand’s management team, employees and customers.

At this point, I’m starting to feel dirty just saying the words “messaging” and “tone” when discussing “campaigns.”

In Boy Scouts, young campers are taught to start a one-match fire – focusing one’s skill on building the framework of the fuel so that it catches with only one match. I’ll do better than that. I’ll give you six matches to start the transparency fire in your organization.

Here are six catalysts to spark your new focus on authenticity and transparency.

Authencity drives consumer choices…

1. Joseph Pine defines the new Experience economy in this TED talk from 2004, and how “Authenticity is becoming the new consumer sensibility.”

… and they trust only human voices…

2. The Cluetrain Manifesto celebrated its 10-year anniversary with a new edition published this year. It describes how consumers are finding trust and truth through human voices within your organization, or elsewhere – that is, however they wish. From the book: “The corporation pretends to speak, but its voice is that of a third-rate actor in a fourth-rate play, uttering lines no one believes in a manner no one respects.”

… and some of these voices are much “louder” than others…

3. Chris Brogan and Julien Smith’s Trust Agents just hit the New York Times Bestseller list. It’s a how-to guide, defining and training the individuals in your organization best practices to be honest as they build genuine relationships. From the cover flap: “Trust Agents wield enough online influence to build up and bring down a business’ reputation.”

… so organizations must find a new way to communicate…

4. Shel Holtz and John C. Havens’ Tactical Transparency presents a framework for dealing with all the scary situations that big brands fear as they dip their toes in to Social Media. From the book: “Tactical Transparency provides dozens of case studies and interviews that address the implementation of transparency tools at the highest levels of the organization and the lowest. Transparency succeeds when it is embedded into the culture of a company, not implemented as a program designed to be exercised by only a few.”

… and it must go all the way to the top…

5. Organic’s CFO and COO Marita Scarfi explains the opportunity CEOs are missing if they don’t participate in Social Media and open conversations, in this recent Threeminds blog post. “Being engaged with your customers allows you to produce better products/services which, in turn, leads to improved customer loyalty. Ultimately this helps increase sales and fosters stronger company financial performance (e.g. increased shareholder value).”

… just like these numerous examples of management-level-driven open conversations.

6. The NewPR Wiki lists dozens of blogs written by Management-level contributors, where issues are being discussed, and trust is growing in brands… and the people that are behind them.

One last tip, campers: Campfires start quicker when the team works together, and when the structure of the tinder allows in oxygen… Keep it open.

When a new technology comes along, or in this case, a new video effect, the first use cases are rarely contextually appropriate.

It must have just got easier to build 3D composite videos, because they’re being churned out faster than auto-tuned hip-hop songs as many creative minds are overwhelmed by the razzle-dazzle of their spot actors invoking Hogwartsish incantations of product features out of thin air. Examples are piling up and running back-to-back in some instances.

Before we look at who’s getting it right, let’s look at a few examples that didn’t quite…

Finance Canada

The Canadian Government tries to metaphorically represent their new website experience with citizens plucking grant options from the clouds, but the message – the benefits – are lost among the gimmicky visuals.

Ford

Ford goes through a similar experience, as the car buyer is building her Escape in her mind’s eye by shoving animated features one-by-one in to the SUV.

SyFy

SyFy’s recent brand announcement is more of the classic high-budget blue-screen big-CG style, but the partygoers are tossing around magic items with abandon. Each one, more awkwardly than the last.

Blackberry

Blackberry attempts to demonstrate that you can control your whole world in your Curve. The representation of the mobile digital experience though is cringe-worthy though, as the actor, as with all of these examples, just isn’t quite sure where to focus her eyes.

So, who’s doing it right?

HP

HP’s “personal” celebrity stories commercials are instantly recognizable – yes, they have star power, but it’s the execution that works so well with this creative platform. Perhaps the best decision here was to cut off their heads. Not only does it invite the viewer to try to figure out who the celebrity is, but the celebrity doesn’t have to worry about looking silly and unfocused as they stare at their waving and empty hands. These ads have earned big viewcounts on YouTube, has boast lots of user-generated videos and parodies, further proving the success of the concept. These commercials could be about anyone, and HP has seized this opportunity, expanding the platform on YouTube with the “You On You” contest (which I wrote about it on Threeminds).

Apple

iPhone ads demonstrate the apps, sell the benefits and dazzle you with the product, not computer graphics of metaphors of potential behaviours that you could maybe have at some point.

You might think using the iPhone ads as a best practice example is a cop-out – the fingers are demonstrating the product itself, you say, not flicking around post-production 3D objects… and to this I say…

“Precisely.”

(Insert Seth Godin Quote here)

Here’s a quick link to the Google Search: ebay wicked sick bmx

Phil “PhotoPhilCro” Crozier’s Final Canvas

50 new Nissan Cubes are driving off Canadian cubes dealer lots this month. Each one’s being driven by a brand advocate you only wish you had hired to tout your brand.

The new cars are the reward for months of creation and promotion by these musicians, DJs, dancers, programmers, designers, bloggers, podcasters, poets, writers and artists, and all kinds of creative thinkers; the cream of the crop of 500 competing “auditions” broadcast online over the last three months via social channels. Nissan openly called The Hypercube a social media marketing experiment, choosing to invest only in this channel, and is now pleased to announce (or tweet, perhaps) the successful proof of their thesis.

Nissan Canada’s creative agency, Capital C, went beyond the boilerplate hey-make-us-a-video and please-retweet-our-propaganda “campaigns” that are all too common these days, by offering prizes on which creative minds could really envision spending time and effort.

The Contest

Of 7000 applicants, 500 elite were given Hypercube canvases to audition for the mass public, stumping for daily votes with photos and animation, video, poetry and song. Competitors even took their campaigning offline, including Telma “TSwizz” Costa, who created and distributed pins to drive traffic, and Sean “Cube Man” Williams who literally drove offline traffic in his homemade cardboard Cube costume.

The cream rose quickly, as canvasses brought out the best from these competitors. And believe me, if you followed or friended any of them, you were hearing about it.

Over the course of the contest, so much exceptional content was created, it’s difficult to “highlight” the best stuff. Here are pieces of just three of the intense and daily updated canvasses:

Tony “Tony Holiday” Elston’s final canvas

Brittany Jade “Gunandagirl” Hanson’s final canvas

Delphine “Delf Berg” Bergeron’s final canvas

You can view all of the winning canvasses at thehypercube.ca

The Platforms

The Hypercube site was just the town hall of this experience, though, as competitors created videos on YouTube…

Posted images to Flickr…

Tweeted (like crazy)…

built web pages and blogs, and invoked social graphs from their other communities. For example, contestant Andre Molnar looked to leverage the passionate Drupal community, by promising to create the “Drupliconcube,” a Nissan cube “decked out in Druplicons, spreading the Drupal love to the streets.

Deeper Interactions

More than just pleas for votes, these daily updates became meaningful interactions between the competitors. Williams sent out a YouTube dance-off challenge to his fellow participants, and created this mashup:

Some social media users voiced disapproval of the campaign, including Shawn Micallef, who questioned the quality of the engagement suggests a line had been crossed, from daily updates from friends and outright spam. I disagree, as social media users are constantly pushing out posts and tweets that may annoy some, but be useful to others. This is the very nature of Social Currency, and one can, in fact, “Unfollow.” Furthermore, this type of repetition occurs with non-marketing events even more than with campaigns. When Michael Jackson died, or during the Obama campaign, the tidal wave of repetitious posts seemed to drown most other conversation. The Hypercube campaign wasn’t perfect, but neither is Facebook, nor Twitter, themselves.

The Finale

Such a momentous story had to end with an explosive climax, and on June 24, it did just that. Contestants gathered with friends at events simulcast in Toronto, Montreal and Vancouver. (Small-town contestants got together on their own in other provinces, too.) Contestants performed live between DJ sets, mingled over drinks, and sat in the highly-coveted Cubes on display. Winners were announced across the country via big screen video and some tight computer graphics. The dance floor of CiRCA in Toronto was like a minefield as groups of friends exploded in cheers when the local winners were listed off. It seemed like an endless supply of car keys were handed out, and many of the winners were ironically rendered speechless.

One can’t argue the level of quality and vastly disparate creative skillsets with which the Cube brand has been aligned.

The Outcome

Now, Nissan Canada has tons of authentic content to work with, generated by skilled creatives at a low cost. The winners are required to update their canvasses twice a month for the next year, but the brand will get a lot more than that, I predict, as these content generators are eager to share their experiences on the road. And they’ve also got promises to keep with their fans. Singer/Cube-winner Curtis Santiago promised to drive to a voter’s house in his cube, anywhere in Canada, to play a house party. No doubt he’ll be blogging and vlogging the whole trip.

I’ll admit, at first glance, I assumed Nissan Canada and Capital C’s campaign was a huge gamble. All too often, big brands create deep connections with new communities, but then drop these connections as soon as their campaign is over. Nissan has demonstrated how to think and plan long term; find–no, create passionate advocates who themselves created a plethora of content and awareness; and build a brand in partnership with their customers.

The Community

Moreover, this campaign was just the spark, a great success already, but the story of the Nissan Cube and the CubeCommunity is just beginning. Cubecommunity.ca teases us with a “coming soon” page, but the long-term strategy is obvious, as the community has all of the core requirements, starting with deeply invested and passionate community leaders. I look forward to following this community, and, in many ways, the hard work for Nissan and Capital C has just begun.

I’m happy to admit, the bar’s just been raised for “social media marketing.”

There is life in the marketing departments of big corporate. There is energy and understanding at the executive level of many blue chip companies. If you’re a part of these companies, welcome to the new paradigm. If you’re a competitor to a member of the Social Media Council, big brand beware. These old dogs are getting a new social life.

I’m excited because more large businesses are starting to accept and embrace the future — transparency, the social web, some even the inevitability of The Cluetrain Manifesto.

I know this, because last week, Bob Pearson (@bobpearson1845), Dell’s Vice President of Communities and Conversations, and representing the newly named Social Media Business Council (formerly “Blog Council”) presented “15 Key Trends & Observations For Leaders Of Great Brands” to Toronto’s Third Tuesday attendees.

Some of the highlights:

3. Realize that your customer does not care where you want them to go.

4. Less than 1% of a customer’s time is spent actually purchasing a product. (99% is spent browsing and socializing) Pearson then asked, “Why would we spend 100% of our budget on that 1%, when the decision-making process is so well underway?”

Pearson also spoke of his agency partners as “Iterative Innovators” in this space, working with the marketing team, but not leading the social media practice — that, he explained, has to come from within the company.

This is a dramatic shift — from digital experts talking to brand managers and delivering the good news (or bad, if you liked the old ways of interruptive marketing) about the new paradigms of the Internet.

This simple presentation speaks for itself. I don’t agree with every small detail here, but the core ideas are light years ahead of most brand managers’ understanding of what the future and the immediate present requires.

Pearson and fellow Social Media Business Council member (from Molson Canada) Ferg Devins are big advocates of the council, proclaiming it an open, honest exchange of experience and knowledge that is “establishing a practice.”

After listening to Pearson, I think the benefits are undeniable.

You can learn more about the Social Media Business Council at SocialMedia.org.

‘Trouble At The Henhouse’ dropped in 1996, just as marketers were starting to try to think about the Internet. In my opinion, this was and is the much-worshipped (by Canadians) band’s best album. But, until today, when ‘Let’s Stay Engaged’ shuffled through my iPod’s earbuds, I didn’t realize they wrote the anthem for today’s best practice marketing strategies ten years early.

Let’s Stay Engaged

It might be late but it won’t be early
you got me to the gate with time for a coffee
it’s getting late sounds like a departure
it’s getting close sounds to me like a departure
Until we meet again lets stay engaged
until then lets stay engaged
Lies over time float to the surface
lies over time they equal surface
lies over time though the reasons desert us
lies over time with no apparent purpose
Until we meet again lets stay engaged
until then lets stay engaged
See the dead art and you see your reflection
fear no art and you fear no reflection
but don’t look at me, I’m not the artist in question
sounds good to me, but I’m not the artist in question
Until we meet again lets stay engaged
until then lets stay engaged

Maybe ‘Henhouse’ was a full brand/marketing/social web/social commerce concept album…

Gift Shop – “After a glimpse over the top/The rest of the world/Becomes a Gift Shop”

Does this refer to Chris Anderson’s “Free! Why $0.00 Is the Future of Business” concept?

They really were Ahead By A Century.

I’m not going to lie, I think this could be big.

“… Now maybe it’s coming true, because of Internet.”

It’s been too long since I posted a three-pack from Organic’s ThreeMinds blog. These great posts are creating a lot of discussion:

1. Where Does Brand Experience Begin and End? by Anthony Viviano and Sarah Jo Sautter examines the rare execution of holistic brand experiences, across media and from web to office or retail.
2. Do Social Media Marketers Dream Of Monitoring Tools? by Anna Banks outlines the features needed for deep social media monitoring. This new discipline is noisy, and expanding rapidly. And also;
3. Why You Shouldn’t Care About Seeing Flash on iPhone by Fang-Yu Lin shuts down the speculation. If you care about user experience, you’ll understand why.

Here’s a quick tip. If the list of items isn’t intuitive to the user (provinces/states/countries, departments in their company, or anything else guessable by seeing only one of the items) or if the list is shorter than five items, don’t use a pulldown. That’s what bullet selects, checkboxes, and DHTML/Ajax is for.

Pledge with me: