Monthly Archives: April 2010

Unconventional marketing in cities: 3 good ideas!


It’s always more common to go around in the city and be at the center of a new Guerrilla marketing campaign for some brand. These are  unconventional marketing actions, born to surprise, make laugh, make think but especially to make you remember a brand or a service.

These are usually really clever ideas that suppose the interaction with the audience in the offline space, but they are normally so funny, original, well made and playful that everyday more they receive attention online.

Here are 3 nice example on how to use the city to let people speak about you:

1) Diesel… Be stupid on Ice – Geneve

2) Mc Donald … take a pic and come to us! – Stockholm

3) Bucky Bar: Social architecture in the city  – Rotterdam

The Bucky Bar was a spontaneous public building made from the most common of materials: an umbrella. Visitors were asked to gather Friday night at 10 PM at a junction at Witte de With / Schiedamsevest and bring an umbrella to personally contribute to the spontaneous building.The fully equipped bar, complete with DJ and drinks, was directly built on site. Approximately 300 visitors danced under the umbrella roof, until at 2:00 AM the police ended the party, as there was no permit.”

The Bucky Bar is a project by DUS Architects and the Studio for Unsolicited Architecture, produced to coincide with the opening of the Architecture of Consequence exhibition at the Netherlands Architecture Institute (NAi).

Via: Nonconvenzionale , Ninja Marketing

Advertisements

Facebook, brands and legal issues


Any brand can open their Facebook page to promote their brands, their products, organise a competition, create applications… They generally knows very well their rights and duties about the material they can use. So you think, if they fit within the Facebook terms and conditions, it will be no legal issues… But what if:

– A fans of the page post, anything that can be offensive for the brand, competitors of the brand, others fans ?

– A fans post a content not appropriate regarding a brand association?

I’m wondering because no one really knows about that. Even Facebook, because Facebook hosts the content but he is not responsible of posting, moderating and rules between a brand or another.

The fans who posts something offending can be eventually resp0nsible for his content because it’s illegal regarding the law ? But which law, from which country ?

And the fans can’t be blame if he posts a video not relevant because of agreement between two brands, because he doesn’t know.

And the brand that own the page, is it responsible ? It’s the duty of the community manager to moderate and report to Facebook offensive content. But because Facebook can’t be pre moderate, what happen if the community manager doesn’t see it on time ? It can’t be responsible for users content …

There is a gap in the law for that… Or I am not aware of everything… If you know better about that, please feel free to leave a comment …

Today: The Glueberry Baker proposes


Starter:

– After social media for B2B, the trend is to give advices and tips to Non Profit Organizations. Everywhere in social media blogs you can see marketers all the benefits NGO can find in communicate in the social media area. Agree is very good field for associations in general, but tell me for what kind of business social media is not beneficial ? (via Livemint)

Main Course:

– Even the US government is going to copy Facebook. “The government this fall plans to launch a new Facebook-like social networking program for federal employees. The site, called FedSpace, is intended to provide feds with more opportunities to communicate, collaborate and share information. FedSpace will allow feds to write blogs, create wikis and share files with one another. It will also have employee directories and a search feature.” (via FederalTimes)

Dessert:

– Agencies maybe are going to freak out if…. “Agencies would be paid by results if the Conservative Party wins the next General Election as a way to get better value for money from COI’s £232 million annual budget”. (via Campaign)

The Glueberry Baker Special:

– This week is the launch of old ad campaign themes… After Honda is now Nescafe. ” Nestle-owned coffee brand Nescafe is to revive its TV ads featuring the romantic Gold Blend couple, after a break of more than 10 years.” (via Brandrepublic)

Twitter social game campaign: #UNDERGROUNDPUZZLE


Creating a channel on Twitter or a Like page on Facebook is easy and quite common nowadays. You have your fans or followers and you chat with them, you exchange opinion and you try to engage them in the best way possible… but of course all of us know that a good campaign is normally created by a big buzz and engagement online.

This buzz is not always caused by big agency ideas, but for sure normally it has a big creative idea behind and an easy way to arrive, interact with people and interest them. It’s not a case in fact that the best campaigns are made with the support of mixed media:  integrated media campaign.

One of the example that I liked the most in the last days was the Undergroundpuzzle project, created by the agency Johannes Leonardo for the brand Daffy’s. Basically they disseminated the NY underground billboards with pieces of a picture and a twitter hashtag #UNDERGROUNDPUZZLE. Of course this was creating interest, curiosity and buzz.

All the people were invited to take a pictures with their phones and post it on twitter under that hashtag. The final purpose was to collect all the pieces and discover the full image and brand behind that. This is clearly an engaging campaign on Twitter and a clever way to use the channel, but of course it was great also because helped by billboards, an offline communication strong enough to be under everyone’s eyes everyday.

However for me the most important thing is not the buzz created by the campaign or the great idea to let people play on and with Twitter, but is the fact to let them play together, to help each other to unify the final picture.

This was not just a media campaign, but a SOCIAL media campaign in the real sense.

Today: The Glueberry Baker proposes


Starter:

– Spotify is entering in social media. ” The guys at Spotify are in fact creating a really powerful social network which even connects with Facebook thanks to some features. These new changes will be available on two different levels of complexity – the Free and the Premium accounts.” (via Free PC Guides)

Main course:

–  “College students are “addicted” to social media and experience the same withdrawal symptoms as substance abuse addicts do when their “drug” of choice is taken away, according to a new study reported by LiveScience.com in cooperation with PsychCentral.” (via NY Dailynews)

– Stoke-on-Trent holds the first social media surgery… What is that ? It’s people who helps other who don’t understand social media. It took place yesterday in a pub and they think to organise that every 2 months. (via StaffsLive)
The Glueberry Baker special:
The new Magners campaign (via Campaign)

Proved social media results for little business!


Michael Stelzner from Social Media Examiner has just released a really interesting Social Media Marketing Industry Report, born with the help of almost 1,900 small business owners.

Below a quick summary of the report with some outstanding results:

– Lots of little business (65%) are quite new to social media and they spend around 6 hours a week on it. Businesses that use social media since a long time, have increased the weekly time spent on it.

– A very important result is the proved benefit received from social media until now:  “The number-one advantage of  social media marketing (by a long shot) is generating exposure for the business, indicated by 85% of all marketers, followed by increasing traffic (63%) and building new business partnerships (56%).” One in 3 business owners say that social media helps them to close business.

– The tools the most used are Twitter, Facebook, Linked In and blogs. They also say they don’t have plans to use Myspace (72%) in the future but they will increase the spent in blogging (81%).

Finally some proved examples of effective returns and increase of awareness for little business too!

You can find these and much more news, downloading the report here.

Facebook and e-commerce: Revolution for brands


Levi’s use really well Facebook Like to sell product. They use Facebook to know exactly who like what. They also use Facebook connect to invite friends, and they use Facebook as a e-commerce platform. The sales are going to increase fast, the audience easy to target. Nothing really change for fans, but for brands is just a little revolution. In that kind of use, Facebook will be very quickly THE web platform. Check out the video demo below: