Ann Mack, JWT’s Head of Intelligence and Trendspotting has just released a new report on Social Media – I steal below, with pride!
Enjoy
Iain
While social media is still in its infancy, it’s getting increasingly crowded and, as a result, increasingly confusing. But it’s exciting at the same time.
For our latest report, we spoke with a globally diverse panel of 18 professionals (both inside and outside JWT) in the social media sphere. From those conversations, we developed 12 actionable recommendations for brands, with case studies to help illustrate these ideas.
Yes, the man rocked the Cannes Lions on Monday…in his underwear (I kid you not). New Zealand based Special Group took home a well deserved Direct Grand Prix for it’s Orcon Broadband Campaign.
Background: Despite offering faster broadband and better service, Orcon was still largely unknown.
Objective: To raise awareness of Orcon’s superior offering.
Strategy: Why say it when you can show it?
Execution: A “mass product demonstration” featuring Mr Iggy Pop.
Results: Off the wall. 200 auditions viewed over 100,000 times, 3,500 new Facebook friends in two weeks, NZ$650,000 of unpaid media coverage before the TV spot even aired and a 30% sales increase on the previous year.
What they did? They organised a world first event, a chance for 9 Kiwis to re-record Iggy’s “The Passenger” with the man himself. Everything revolved around the internet: the call for auditions, the facebook activity, the “play live with Iggy” event. So, while everyone else out there was busy talking up their services, Orcon went out and used theirs, showed it, made it truly magical. Who would have thought you can record a song via the internet, with 9 of you in New Zealand, each at their own studio and one in Miami in his studio?
Big Brother is back, except this time he’s drinking beer and watching football.
The premise: 32 football fanatics from 32 countries under one roof in South Africa. Together they watch the games…then they share their thoughts, feelings, the glory, the pain, the shame…all for the world to see on a dedicated YouTube page.
As teams are eliminated from the tournament, the corresponding contestants are evicted from the house. The last man (or woman) standing will attend the World Cup Final and present the Budweiser-sponsored “Man of the Match” trophy.
In addition to Budweiser’s social media efforts, the campaign is supported by impressive global ad buys, including TV spots in 20 countries, all driving users to the Bud United site.
… ask Pepsi on this film, explaining their partnership with “stickybits” to create a Universal Purpose Code.
Scan a product barcode (and with time) it will tell you as much as the company wants you to know – videos, CSR, whatever. Clever stuff.
I just downloaded the app quickly and easily (and free) on my iphone but haven’t yet found any barcodes with exciting stuff on them. Will keep searching!
If you find one, tell please tell antenna readers.
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