VD may be over but who’s to stop us from continuing showing and sharing the love? N o  o n e :D So here is a quick roundup of the brands’ love messages that won me over this year.

First, Victoria’s Secret…

Victoria’s Secret takes Valentine’s Day VERY seriously – not surprisingly. After all, it is the most romantic day of the year and so the perfect occasion for dialling up sexiness in the form of, er, sexy underwear.

Leading up to D Day, the brand made a real effort of owning 14th February by calling it something else, and most importantly something that would strongly resonate with its target audiences (male and female). In Victoria’s Secret world, VD is now known as Bombshells’ Day – named after one of its most popular brands. The words Valentine’s Day were banned from its communication strategy, nowhere to be seen in the posts. Bombshells’ Day as a communication platform is not only a key differentiator but also has the bonus of longevity – it can be reused year after year.

The brand kicked off a month-long rallying call on its social networks around its #bombshellsday hashtag, inviting all women out there to celebrate themselves first and foremost. Its social networks were peppered with feel-good and ego-boosting CTA’s interspersed with lingerie-clad model shots throughout the 4-week period. A YouTube video was created, primarily as a sales tool intended for a male audience. It is the brand’s cheeky one liners on Instagram however that resonated best with me.

The tone was right on brand –  playful, flirty and sexy. Below is a chronological snapshot of my favourite posts from kick off to D Day:

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Unlike Victoria’s Secret, Lululemon only had one thing to say – a bold and funny statement that struck a chord with all yoga lovers out there like me.

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Don’t we all love freebies? A simple human truth that works every time. The Coffee Bean & Tea Leaf company knows this too well as it lured its fans and their special loved ones into its shops with its 2 for 1 promotional offer – as seen on Vine. Perhaps not as original, yet as effective.
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Lastly, the award for “going above and beyond a simple tweet” goes to Necco for its Tweethearts web app and accompanying catchy tune – the app lets you create and order a pack of personalised sweetheart candies from a tweet – see mine below:
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Nooow how about you?
Did any of your favourite brands strike a (positive) chord with you on social this VD?
Don’t be shy and just hit reply to share and spread more love :)

With NY’s Day and Chinese NY celebrations now behind us, it’s that time of the year again. Time to look ahead and re-appraise the technologies likely to change our lives – f o r e v e r.

I am talking about pretty radical and unexpected uses of technologies here. Those that make us sit up and take notice amongst the zillion of tech news we get bombarded with every day.

In my humble opinion and in no particular order, here are some of the exciting things awaiting us…

Is there anything that can’t be connected these days?

The Internet of Things will continue to gain new and surprising grounds – no surprise there. Technology research firm Gartner predicts that the IoT will grow to 26 bn units in 2020, up from .9bn in 2009.

In no time, we have gone from connected wristbands and rings through smart cars, eyewear and fridges to rackets and T-shirts to name a few. This is bound to accelerate over the next 12 months, and with it the rise of wearables that are there to help us… disconnect – like fashion staple MEMI.

3D printing is breaking into new and more serious territories.

3D printing has found its true calling, and I am glad to say it is not about printing plastic guns, phone cases or toys at home. It has much bigger fish to fry.

The technology is increasingly being put to industrial and scientific uses, from printing houses and organs to key aircraft engine components and complex parts for healthcare. Famously, General Electric has been tapping into the collective mind of innovators and entrepreneurs alike all over the world to great success, inviting them to submit their designs through its 3D Printing Design and Production Contests. All entries are carefully reviewed and the best ones implemented.

Digital OOH is becoming more intelligent and more effective as a result. 

Outdoor has been enjoying a revival lately, something close to a rebirth thanks to digital OOH, which is getting more sophisticated and effective by the day.

Lenticular printing (a fine example of which can be found here), QR code or NFC-enabled outdoor will continue to play a role. Here however, I am talking about the kind of outdoor that serves you real-time, contextual, location-based and highly personalized content as you simply walk past, stand in front of it or choose to interact with it. MediaCo Outdoor’s CityLive touchscreen network exemplifies the many possibilities of the outdoor of the future perfectly – quoting:

“Each CityLive unit is fitted with multipoint touch functionality, built-in NFC, WiFi, HD cameras, high-quality directional audio, a live local news and weather data feed (aarrgh), city interactive wayfinding and MediaCo Outdoor’s CityLive Look facial detection system (based on Quividi).”

This state-of-the-art digital OOH network launched last November in Manchester, UK. Here is to hoping that it becomes the standard in 12 to 18 months from now.

Dynamic Shape Displays are making headways and shaping the future of video conferencing amongst other useful applications. 

These displays came to my attention only recently when I read about MIT’s new Dynamic Shape Display inFORM.

inFORM lets you interact remotely with objects on the other side of the screen.  This means that remote participants in a video conference are able to interact physically at a distance. It can also interact with the physical world around it e.g. moving objects on the table’s surface.

MIT are exploring a number of application domains, including but not limited to 3D modelling and design (interestingly as an alternative to 3D printing), architectural models and urban planning, and medical imaging CT scans.

So one to watch in my opinion.

The rise of the Robots…

Robots will be part of our future – Honda got it many years ago. In 2006, its advertising featured Asimo, then the world’s most advanced humanoid robot or so we were told. The robot hasn’t lost its WOW factor to this day and even has its own website for all die-hard fans amongst us out there. The car manufacturer has ever since been using all sorts of other cute robots to promote its vision.

In 2013, we learnt that the top 3 tech giants were busy investing heavily in robotics – Amazon in its Prime Air drone service (with CEO Bezos, the ever optimist, predicting it could be operational as early as 2017),  Apple in factory robots and Google in, er, lifelike walking machines (unclear what it intends to do with these as yet).

And hot off the press is the bionic hand – a little bit creepier, yet very real and a substantial scientific win.

… And with Robots will come Anti-Robots.

Anti-robot Prosthesis looks pretty mean at first and until you realize that it is actually entirely human-controlled. So harmless really and certainly not a threat to the human race.

The idea behind anti-robots is that their aim is to give us ‘super powers’ as opposed to making us redundant. Phew! So a good thing all in all.

Everyone (or nearly everyone – my mum hadn’t :) has heard of Google Glass in some shape or form. It is by far the most talked about wearable currently. Yet, it is also one of the least mainstream with only approximately 10,000 users in the world as I write this – all carefully selected for the ongoing testing phase of the product.

Following in the footsteps of Nike’s Fuel band, Glass has stolen the spotlight as its deserving successor. Newsworthy in its own right, the extensive and constant media coverage is also no doubt partly the result of Google’s well-oiled PR machine.

Not surprisingly, quite a few other connected wearables have since launched, all equally eager to tap into our insatiable hunger for new and shiny hi tech objects. Some loosely reminiscent of Glass in design offer super niche functionality with only limited audience reach (e.g. Nissan’s 3E HUD), whilst others are of questionable use – if not taste (e.g. a collar camera for your petMicrosoft’s bra).

Despite everyone’s best efforts, Glass remains unsurpassed to date in my opinion. And as I was getting tired of the abundant PR, one particularity suddenly piqued my curiosity and has since made me follow the product evolution with great interest.

Unlike most – if not all – other wearables, the device strength appears to lie in its ability to constantly evolve and extend its many practical uses. This in my view makes Glass stand out and puts it firmly ahead of the pack.

Below are some of the most recent product evolutions that are good cases in point:

Glass as the surgery tool of the future

As I found out recently on the Australian Popular Science website:

Glass as a publishing platform for apps

It may not be mainstream yet but by the time it goes to market, Google Glass will come with hundreds if not thousands of apps. I came across one of these recently – the ColorSnap Glass from Sherwin-Williams:

Glass as a life changing experience for the disabled

Google has been paying close attention to how the disabled use its eyewear, as a way of improving their lives.

Glass as a way of modernizing orchestras

More recently, a conductor and music professor has been experimenting with Glass in a number of ways. It has proven to be a useful feedback tool for her students in particular. The eyewear is also being considered as a possible alternative music stand and paper score.

According to Hunter Walk, “Google is Love + Greed”. It may well be, but for as long as it endeavors to change our lives for the better, it is okay to be greedy.

A lot has been written about the benefits of using game mechanics and game design as marketing techniques – or gamification as it is also known – in particular when marketing to the young hyper-connected audiences (Gen-Zs and Millennials).

There is plenty of research available that shows how immune these age groups are to traditional advertising techniques. To get their attention, instead we are advised to listen and invite their feedback, play the transparency and authenticity cards at all times and most importantly provide them with top entertainment. In Edelman’s 8095® 2.0 Global Study, we learn that 80% of Millennials simply want brands to entertain them, making games one of the obvious ways to their young consumers’ hearts.

Having said this, the latest research for the IGEA has dispelled many myths about the age and gender of the typical gamer, as we learn that the average Australian gamer is 32 year-old and 47% likely to be a female. Other revelations include the fact that 81% of mums and 83% of dads play video games nowadays, with 71% of Australian households counting 2 or more gamers.

But I am digressing here.

The reason why I set out to write this post in the first place was to show that gaming as a marketing device is as effective for raising awareness about a social cause and getting people to act as it is for entertaining.

I recently stumbled upon a couple of such ‘serious’ games – and to my surprise, as I started playing one of them, it had the desired effect on me i.e. it made me too acutely aware of the complexity of the issue at hand.

If you haven’t come across it yet, I strongly encourage you to play the below game, SPENT, and see for yourself what I mean. You can play it here. This is one of these instances where actions speak louder than words.

Another game in the same vein, currently in the making and that caught my attention, is the crowd-funded game Choice: Texas. It bravely addresses the highly sensitive and divisive topic of abortion access in Texas.

The funds have now been raised and the game will soon be made available online. I invite you to regularly check its dedicated Tumblr site and experience the game as soon as it becomes available.

The fundraising campaign video gives you the background to the project and its intent:

Instagram photos make unsexy brands and content look sexy. Fact.

And more often than not with the help of a professional photographer (forget those built-in filters).

For this reason, I love Instagram as much as I love Vine.

And to prove my point, here are some of my favourite finds and Instagrammers.

#1 FAVOURITE:

Reuters has mastered the art of making news (even bad or mundane news) look sexy through the use of stunning photography.

Simply, the photo catches your eye first, and then 9 times out of 10 makes you want to read the accompanying story. See for yourself with this small selection of some of their posts:

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Their newsfeed is highly addictive I must admit, so much so that I find myself grabbing my phone first thing every morning to check it out – sad but true. On the plus side, the snackable format keeps me informed of and interested in what’s going on in the world at large (outside of the world of advertising that is), with minimum impact on my time.

This is an ingenious way from Reuters to make itself relevant, top of mind and build a direct relationship with end consumers like me, without relying on news organisations to broadcast its up-to-the minute content.

By feeding beautifully packaged news bites to the time-poor and easily distracted amongst us, it brings critical information to our attention in a pleasing way. In other words, it delivers utility content and entertainment into one post.

The downside of their eye-candy photo teaser approach is that sometimes the photo is more interesting than the news it portrays – this is however a minor inconvenience compared to the delight the photography gives you. One other issue I can foresee is that it may spark controversy by making the ugly look beautiful (e.g. the aftermaths of a natural disaster, violent protests etc). However, I would argue the latter is a good thing if it raises awareness of said problem and mobilises people to get behind a cause.

#2 FAVOURITE: 

For those of you who read me regularly, you will know by now how much I worship General Electric’s social media and content marketing efforts.

As well as mastering the art of Vine-making, the giant conglomerate has become an Instagram expert.

As a B2B company, it is not the type of business or brand that naturally excites the masses i.e. clearly not in the same vein as Burberry or Nike. Indeed, for the latter, the nature of their industries (mainstream and aspirational) combined with a ready access to shots of glamorous models and athletes make the photo-sharing social network a natural playground.

Yet, GE has against all odds managed to make its day to day business look sexy to the wider public, so much so that I actually find myself liking its photos on a regular basis – and in the process, I am learning lots about how the company crucially powers and supports a myriad of industries.

So yet again a great example of an unsexy brand that makes itself relevant in a simple and enjoyable way.

Cases in point:

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#3 FAVOURITE:

I thought of Burberry and its ongoing #THISISBRIT Instagram campaign, peppered with beautiful B&W shots of the gigs the brand is sponsoring in different countries.

But that would be too easy!

So watch this space for more *unexpected* Instagram goodness – and don’t hesitate to let me know of any little gems you may have uncovered yourself.

Vine has been gaining momentum ever since its launch in January, piggybacking on Twitter’s considerable user base and fast becoming the new social media darling amongst younger users.

To this day, and despite the recent launch of arch-rival Facebook’s Instagram video sharing feature, it is showing no sign of abating. On the contrary, if anything Twitter promises us that with Vine ‘2.0’ soon in market this could well be the beginning of greater and bigger things to come.

In terms of reach, the latest publicly available figures stand at 40M Viners worldwide (up from 13M in June), with an estimated 50K in Australia (source:@SMN_Australia, thanks David!).

Now some of you may argue that’s a drop in the (South Pacific) ocean, hence not even worth considering as part of your marketing mix.

I beg you to reconsider and here is why.

Vine offers a unique, playful way to connect with your audience that drives differentiation for your brand.

Vining has been described as a new ‘art form’ by Jack Dorsey, co-founder of Twitter, and rightly so. Simply, the 6-second videos (or Vines as they are known) are ‘little windows’ into your consumers and fans’ creative minds.

Unlike Instagram’s ‘generous’ 15 seconds and various props (e.g. 13 filters, cinema mode etc.), Vine’s time constraints and ‘raw’ approach to video creation truly put the power of your imagination to the test. The art of Vine-making is tricky to master as it requires you to be creative not only in the story you are telling but in its execution also – with only 6 secs to get your message across artfully.

And so not surprisingly, the 6-second short-form video is particularly popular with the creative community, with some art directors specialising in Vine-making and advertising agencies using it as a tool for hiring creative staff. It actually takes skills to create something meaningful and beautiful at the same time, in such a limited amount of time – just have a go and see for yourself.

The first Vines I saw were rather painful to watch, jerky and hard to comprehend at the best of times. However, as advertisers and Viners at large got the hang of it, the micro-video blogging network grew on me as did the quality of the content.

9 months later, it has turned out to be a great way for brands to seek participation from their fans. Successful examples of this abound in the US, where the adoption of Vine is the most prevalent amongst consumers and marketers.

Famously, GE with its successful ongoing #6SecondScience projects; one of which can be seen here. And its #GravityDay campaign – the longest Vine chain ever to my knowledge – as sampled here.

Other early adopters include Virgin Mobile USA with its #happyaccidents campaign and Airbnb which took Vine-making to a new level by inviting the audience to co-create the first short film entirely made of Vines.

Vine may never reach the same scale as Instagram (with 10 times as many monthly users today); however I can foresee its community and loyal following building steadily over time. Vine-making is hard to master for a start and so when you do, you tend to stick to it. Simply, as a brand it gives you an edge (or USP) hard to compete with in your category. As a fan, teenager or aspiring creative, it makes you stand out amongst your friends or peers; it makes you feel good.

In my opinion, it is the creativity at the core of its proposition that gives Vine longevity and makes it appealing to the hyper-connected 15-to-30 years old and creative at heart the world over. Twitter made that clear on the day it announced its launch and so did Dom Hofmann, Vine co-founder, when he said “constraint inspires creativity”:

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The arrival of Vine on the market was timely for a number of reasons.

Not only does it tap into our growing appetite for consuming and sharing visual content on social networks and on the go, it also gives advertisers a new tool to achieve cut-through on social media amongst the ever-increasing noise.

As recently outlined by Ipsos, competition for ‘image attention’ has indeed never been greater as we hop from one screen to the next and back, and our senses get solicited all day long by hundreds of messages in different media formats.

Vine is simply a great tool for creating attention-grabbing rich visual content and generating earned media amongst social media users.

How critical is Vine to your social media marketing mix?

GE’s CMO Beth Comstock admitted recently that social media had played a critical part in helping turn around the company’s fortunes. In her view, social media had helped make GE “relevant in a lot of new ways”.

I agree.

I recently became a fan of GE’s social media initiatives, and in particular of their marketing efforts on Vine, which I follow with great interest and amusement. For a company whom I never felt connected to in any way, and whose purpose and business were obscure to me to the say the least, through its own but also fans’ Vine videos,  this once faceless corporation has managed to make itself likeable and its purpose tangible – in other words relevant to me.

The performance metrics speak for themselves.

Here are some recent stats on the effectiveness of the various social video formats in market:

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At a glance, during that one-month period, we can see that Vine outperformed Instagram on both engagement rate and number of retweets. Further, according to Unruly’s research in May, 5 Vines get shared every second on Twitter.

Together, these metrics clearly demonstrate how complementary Twitter and Vine are as engagement channels.

If that’s not enough, what else does Vine have in its favour?

Unless Facebook whose usage and appeal amongst millennials is declining, Twitter and by association Vine are still happily used by teens and 20-somethings (source: eMarketer May 2013).

So if you have a substantial Twitter following and Gen Y’s are a key target audience, then it is worth trying Vine in a complimentary way to Twitter.

Oh, and unlike Instagram, Vine will remain ad-free for the foreseeable future – which makes the user experience all the more immersive and attractive to social media users who are seeking to escape advertising-heavy networks (such as Facebook).

So all considered, Vine makes for a brilliant opportunity to build a 1:1 relationship with your audience, in a space free of competitive noise.

So come on, be brave, start SMALL but start experimenting NOW. Down Under or wherever you are.

Back in March, I published my first post on crowd-sourced advertising. My focus then was on Ford and Coca Cola’s novel efforts in co-creating advertising campaigns and branded content with their respective target audience.

I am pleased to say that since a few more advertisers have come out of their shell, gone the extra mile to successfully evolve (if not reinvent) the crowd-sourcing game with their consumers. Here are those that have stuck with me specifically.

In July 2013, Lexus released its LexusInstafilm.

In a nutshell, the advertiser invited 212 instagrammers to collaborate on the shoot of a promotional film for its 2014 Lexus IS model. The film was to consist of instagram shots only (all individual shots can be seen here). The shoot was planned like a military operation, with nothing left to chance, as the video below shows.

This was a one of a kind opportunity for the Lexus car lovers, creative types and Instagrammers who were lucky enough to be able to participate into the making of an ad for a brand they admire and aspire to.

Incidentally, the making of the film and final output are brilliant pieces of advertising for Instagram also – which makes me wonder what their contribution to this project might have been in $ or otherwise…

In August, Nissan’s #JukeRide project took crowdsourcing to a new level by inviting motorsport enthusiasts and social media fans to help co create a new car focused on improving the performance of Nissan’s Nismo team of drivers.

Ideas for new car features were captured via social media and also in person via brainstorms with ex-Formula 1 driver & brand ambassador Johnny Herbert and his team of engineers. In the end, more than 3,000 individual ideas were contributed to the #Jukeride product by over 1,000 fans. A social experiment that ladders up wonderfully to Nissan’s tagline: Innovation that excites.

Harley Davidson is notorious for pioneering crowd-sourced advertising. A few years ago, with the help of a crowd-sourcing specialist agency, it launched its Fan Machine – a Facebook app that crowd-sources campaign ideas from the brand’s fans. Its 2012 ‘Stereotypical Harley” campaign was one of the successful outcomes. Recently, they revealed they had extended their crowdsourcing strategy to product development with Project Rushmore. Their latest range of bikes is the result of a collaboration with riders and fans of the brand, as reinforced by the “Built by all of us. For all of us” tagline.

Lastly – my 2 favourites:

The award-winning “Perfect Lager Project” – a product launch campaign for winemaker Casella Wines that kicked off without the product per se. The campaign idea was indeed to use crowdsourcing to identify what made the perfect beer from Aussie beer lovers, which Casella would then brew for them. This was a clever way of standing out from the fierce local competition and overcoming the winemaker’s late entry to a very crowded market.

And –

As part of its Hollywood & Vines campaign, Airbnb has just released a short film made entirely of crowd-sourced vines – a first in the art of film-making. 750 viners participated by submitting their selected shot via Vine and Twitter (nice corporate tie-up here); 100 vines made it to the final cut that screened online and on Sundance channel.

This is how it all started:

The end result is truly magic, beautifully stitched together and a real prowess considering how challenging the app’s time constraints can be.

Given the diversity of crowdsourcing initiatives (from co-creating a car or a bike through co-brewing a beer to co-making an ad, a film or a song), it makes me wonder:

Is there anything that can’t be crowd-sourced these days?

4 years from now mobile video consumption will become mainstream Cisco tells us.

The multinational predicts that two-thirds of the world’s mobile data traffic will be video by 2017.

In other words, consuming video content on your smartphone or tablet will become as mundane as watching TV or sending a SMS.

Come to think about it, 2017 is not that far off.  This made me consider my own current mobile usage behaviour:

How often do I watch videos on my phone or tablet these days? Twice a week on average I would say and mostly YouTube videos.

And do I watch more video content on these devices now than I did a year ago? Absolutely – and upgrading from a multimedia phone to a smartphone certainly helped.

By extension, it also made me wonder how close Cisco’s forecast was to becoming a reality for my fellow Australians. Well, according to the latest research, 2017 is a lot closer than one might think:

According to eMarketer, 64% of the 25-34 year-olds in Australia are already watching video on their mobile phones and tablets, followed by 61% of the 35-49 year-olds and 36% of the 18-24 year-olds.

For these age groups, mobile phone is the most popular platform for viewing video content (87%), with tablet a close second (74%).

Additionally, 53% of Aussie smartphone users admit to viewing mobile video several times a week with 18% of those once a day (honourable yet worth noting that there is still room for growth as Americans remain ahead of the pack with 31% of them watching mobile video at least once a day) – Source: Nielsen’s The Mobile Consumer: a global snapshot, Feb.2013.

Combine all of this with a smartphone penetration of 73% in the 15 to 65 age group predicted to reach a whopping 93% in 2018, a tablet penetration forecast to increase to a no less impressive 80% from 49% (source: Frost and Sullivan’s Australian Mobile Device Usage Trends study), ever increasing mobile data allowances, faster networks, bigger and higher res screens, content quality on the rise, suddenly it is easy to see how quickly Cisco’s forecast will come to realize Down Under.

And naturally, with more of us consuming mobile video content by the day, marketers the world over are taking notice and starting to invest serious ad dollars on video ads as a new and effective way of reaching and engaging their audiences. Video is indeed one of the fastest growing digital ad formats, with its stickiness and engagement rate alleged to be superior to other digital formats.

Some parts of the world are embracing the video format more quickly than others however – with the US leading the charge yet again and Australia far behind in comparison.

Whilst the mobile advertising market in Australia is the fastest growing component of the digital sector (its $ value grew by 190% YOY in FY13), it is still only 5% of the total search and display spend – well behind the US and UK who report mobile as being 10% and 9% of spend respectively (source: IAB’s Mobile Trends Report, September 2013).

The first time I reported on the gap between Australian advertisers’ uptake of mobile and their audience’s mobile consumption was in January 2013.

9 months on the issue remains.

Here is to Australian marketers getting serious about all things mobile before 2017 – if not before the end of the year.

Related articles

Let us take a look at Target and General Electric… What could they possibly have in common?

I have been a fan of Target’s innovative marketing techniques for some time; whilst GE has just made it to my Top 10 all-time favourite marketers.

Neither brand is what one would say sexy or aspirational i.e. not in the same vein as a Nike or a Red Bull. Yet their content marketing efforts are in my view amongst the best, if not the most hyped.

Simply, both companies’ content plays are great examples of how to build relationships with consumers through meaningful content – relationships that eventually drive sales. The last point is not to be underestimated as mentioned in an earlier post.

What is it Target and GE are doing well then in the content space? What can we learn from them?

First, they aren’t afraid of experimenting with new technologies and getting out of their comfort zone.

The first time Target piqued my interest was in October 2012, when I came across their ‘Falling For You’ shoppable web series.

They had then hired an Emmy award-winning TV director and Hollywood talent to film 3 episodes of an online rom-com, which was to be a promotional vehicle for their Fall collection. Products (from women fashion wear to homewares) were cleverly placed in each episode and could be shopped effortlessly throughout the online viewing experience. The technology that allowed you to buy as you watched without pausing the film was claimed to be a first and certainly caught my attention at the time. You can find out more about Falling For You in their (promotional) behind-the-scenes video:

Meanwhile, GE have been experimenting with real-time marketing and campaign hashtags on Twitter amongst other social platforms; with its #IWantToInvent and #PiDay campaigns in particular attracting a lot of attention.

It is also (surprisingly) one of the early adopters of Vine and so far it is doing well with it: its #6SecondScience Fair campaign launched only a few days ago has already generated 20K+ social interactions on the young network as it invites users to submit Vines of their DYI-style science experiments alongside its own, like this one on how to create your own lava lamp. Entertaining and captivating at the same time.

The brand’s bold marketing approach was recently acknowledged on Creativity-online.com.

Both brands have invested in content hubs to tell their stories.

Target’s online magazine A Bullseye View launched over a year ago and deliberately stays clear of hard-sell messages; instead it focuses on the company’s behind-the-scenes stories (e.g. designer partnerships). The site is heavily branded and as such, unequivocally positions the brand as the publisher.

GE has opted for the more discreet position of ‘Sponsor’ with its online magazine Txchnologist, one of 2 blogs the company operates and that focuses on non-corporate news. The site is a Tumblr blog about technology, science and innovation across the various industries the giant corporation is involved with (e.g. energy, transportation, heath care etc.).

Both have complemented their content strategy with an influencer program to boost their credibility and relevance.

Target has more than a dozen Fashion bloggers on its books, who write ‘Target-inspired’ posts on their blogs and also contribute to A Bullseye View. Likewise, GE’s Txchnologist features guest contributors and writers.

Lastly, they are outsourcing the bulk of the content creation to agency partners.

Whilst Target’s A Bullseye View is run by Target’s PR team, GE’s content marketing and social media team is responsible for operating Txchnologist. Both teams are understood to be on the small side, primarily focused on the site development strategy and operations, with the creative execution (content creation) sitting with agency partners. Brands and agencies meet weekly to discuss and plan the editorial content.

Interestingly, the 2 brands are ticking a few of the pre-requisites outlined in my earlier post on best practice content marketing.

I will continue keeping an eye out on their progress in that space and will keep you posted on their next (bold) moves.

What if the cinema experience was to accomodate the multi-screeners amongst us? I can see it working as long as you give punters a choice: “do you want to watch this movie with or without multi screen media?”

Hunter Walk

Update 8/5: Wrote a response to the unexpected interest & negativity to my proposal

Update 8/8: Thanks to actor Elijah Wood for explaining why he disagrees with this idea; also to Anil Dash who takes a broader look at the feedback this post has received in the context of cultural norms.

Update 8/10: Thanks to @mike_ftw for hosting an extended chat on his podcast Let’s Make Mistakes. 

In my 20s I went to a lot of movies. Now, not so much. Over the past two years becoming a parent has been the main cause but really my lack of interest in the theater experience started way before that. Some people dislike going to the movies because of price or crowds, but for me it was more of a lifestyle decision. Increasingly I wanted my media experiences plugged in and with the ability to multitask. Look up the cast…

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