Whilst doing the mundane weekly shop in Tesco this week I stumbled across the new range from Frijj – 3 brand new milkshakes that had absoultely no appeal to me but, at a guess, I’d say I’m not the target audience for these raspberry jam, honeycomb choc or Sticky coffee range! Admittedly I stumbled across them as they had taken off the whole of the reduced items section (something that might not suggest positive sales or poor over-ordering by the Tesco buyers) but this isn’t a critique of stock replenishment at my local store…
Having a snoop around online when I got back I soon found this is a new brand launch and has been supported by a digital campaign to embrace the unexpected – with an initial digital game of “You LOL you lose” which will be followed in September with a pet translator app…
The game sees you confronted with multiple YouTube clips and using webcam technology you have to keep a straight face.
I was looking into some stats the other day around the usage of social media and how it’s shaping how we use (and discuss) the big events in the news.
If you start off and use the latest Kate / William Royal wedding saga it’s evident how much digital chat it got purely from looking at your own social media pages but, in actual fact it score 74 updates per second (facebook) and 68 updates per second (Twitter) – Unbelievable numbers but still only rated as Number 6 in the top 10 web events of all time.
So what was the top 3 (according to Akami)
- World cup qualifiers/Wimbledon match (June 24th) : 10m vpm (meaning 10 million page views per minute: to the web)
- Champions league / European cup (Nov 3rd): 6m vpm
- Wold cup championships (June 3rd): 6m vpm
Interestingly again is that this trend appears to only be going from strength to strength as all of the top 10 happened in the last 12 months (suggesting ongoing growth or accessibility of WWW) but also 4 were current affairs driven and 6 were sport driven.
Even when we can’t be out of home, involved in the action be it with mates or in the local – we’re still craving opinon, debate and banter – and logging in is giving us the ability to do just that.
For brands the impact of real time advertising to move to the next level is immense (for brands brave enough to take that leap) and, for people, we continue to shun real world and become more involved than ever in relationship with our brightly lit, temptingly tappable, laptop friends.
I love books. I like choosing a book by its, spine, a cover, a good review and I love picking it up and turning the pages.
I’ve always said I can’t imagine reading a book on an eReader but recently I’ve started to question how long I will resist getting one. I’m now used to reading news on my laptop, opting for paperless comms from brands and browsing pretty much anything on my iPhone.
Looking at a recent statement from amazon they stated that their US book business saw
Amazon.com is now selling more Kindle books than paperback books. Since the beginning of the year, for every 100 paperback books Amazon has sold, the Company has sold 115 Kindle books.
Does that make paperback readers a minority or simply mean those owning an eReader buy more books?
Although the UK is by no means seeing penetration at this level, Chris North, managing director of Amazon, said that the Uk was heading in the same direction…
So, how long till I get a kindle… I reckon by 2012 I’ll have succumbed!
So after I declared my hatred of the irritating pantene/cat deeley/swissh campaign I was upset this morning to see another ad that appears to be a direct copy.
Dont upload a swish, upload a wink….. *yawn*
– these ads are so similar I’m sure the same concept boards could have almost been used.
That said Boots have at least made some positive changes within their exquisite curl campaign…
- The campaign URL is more memorable
- They allow video and photo uploads
- The campaign sits within Facebook allowing user interaction with the brand, and the brand is responding quickly
- The prizes, although low value, are encouraging trial by proving lots of product winners
And No7, despite your terrible advertising, I’ll still buy your mascara – because it’s good, not because of a wink, and an exquisite curl sample would be lovely 😉
Okay – so I know it’s February, and I know Xmas is well and truly over (and they are selling easter bunnies alongside valentines crap in my local garage) BUT I stumbled across this viral when I was looking over the IAB showcase winners from last year and it made me chuckle!
I love the way AKQA, and the client, have embraced all the qualities that Pot Noodle is. Slightly grim looking, slightly (okay very) chavvy and possibly consumed by the lower end of the socio-economic scale that most brands will quietly omit from their marketing efforts.
It makes a pleasant change from brands that crop the reality out of their marketing in favour of that one sexy consumer who “happened” to fall into shot!
It’s good to see the good people at Orange are ressurecting the internet balloon race that saw fantastic results and a whole host of awards for Poke London a couple of years ago.
I think the problem with digital is that people get so hell bent on innovating they forget that there is room to improve on campaigns that have previously worked. Admittedly this doesn’t give brands the right to role out the same campaigns year in, year out, with small design tweaks and copy changes (to save in production) and yes, I’ve had to ressurect plenty of those for clients… But to find a formula that works, isn’t yet tired, and can be improved on is something that marketers have done for years but seems more frowned upon in the digital space.
Will be interesting to see how this campaign works in relation to the last when it launches on the 8th November but, until then, don’t forget to get your balloon!