Crayon is a new startup from bunch of great guys including ; Jeff Jaffe , former Citigroup financial guy Gary Cohen as CEO, podcasting evangelist C. C. Chapman, social media expert Neville Hobson, author & communication expert Shel Holtz, entertainment industry veterian Chris Trela, planning consultant Francis Anderson and Aaron Greenberber and Michael Denton.
So what makes them different? According to Jaffe, “The world has changed, but marketing, advertising, and public relations have not. There is no question that the influence organizations can achieve through traditional marketing, advertising and PR is fading fast.” ( quoted from Adrants) Ok, I am understanding the idea of “new marketing”, its a very good expression of where this crazy world is going, more and more we spent our times online ; creating web 2.0 projects, establishing social networks, sharing information, data, visual through internet and even making money! So yes, the traditional marketing ideas should change, maybe the better word is “evolution”, isnt it?
So, how is Crayon fit in this picture ? They have offices throughout the world and … Second Life! They opened their office simultaneously with Second Life one, and they threw a party which you can see the pictures here They are using Second Life as their base for meeting since they are at the different parts of the world. Skype installed, Second Life opened, they meet, talk, develop new projects online… I like the idea of expressing their “the changing world concept” with how they run the business.
Not everyone happy with it though, as always people are noting that “its not the first time we see somebody open an office at SL” . Yes, I agree, but with Crayon comes something different ; they integrated the idea of SecondLife with their business, they created buzz around this and with their background in the market, together as a strong team , I am expecting some SecondLife based projects from Crayon in the near future. Differentiation is a key nowadays and Crayon used new ideas very well with their start, keep up the good work guys!
Link : Crayon
With the recent hype Second Life, I wonder what’s going on at ingame advertising world. After doing a little research, there are some interesting results;
The new “NBA Live 07″ has some interesting features ; if you buy the game for Xbox 360 or PS3 ( when its become avalaible, anyway ) you will be able to unlock new items and features in the game from Adidas Basketball. Moreover, you can use the codes that can be found at retail & online NBA places , to unlock more items, events that will increase the game experience. Adidas is working with EA for expanding its new marketing slogan “It takes 5IVE”
Gamers can have extra players who are “Adidas 5IVE ” powered, that can take other 5 game character into an arena and play matches ( which is even supporting more the Adidas concept ) This way, they created an unique gaming experience for player and also for the brand. (But the game is getting really bad comments and got 6.5 rating from Gamespot, so , Bad luck for Adidas! )
Another very good example is Burger King. With their innovative, successfull advergame projects like “Subservient Chicken”, Burger King started to move into more gaming area in order to create unique experiences. One of this movement’s result is “Fight Night Round 3 “. The game featured extensive Burger King in-game ads, including The King as a trainer/sparring partner. ( which get really bad comments, saying that “its too much ads” ) And now, they are releasing three Xbox games based upon those commercial properties. Pocketbike Racer, Big Bumpin’ and Sneak King cover a variety of casual game categories and will all retail for less than $5. Again, I must say, I didnt like the idea much , because its too obvious, its kind of pushing the limit for advertising’s sake. ( bad!)
I really like the approach of Adidas, which incorporated itself into game, not pushing itself. This way, it feels right for me. Marketers trying to find new ideas, new approaches and mediums to explore and gaming will the next hype for marketers. Marketers spent $56 million last year on in-game advertising and product placement, according to research firm Yankee Group. Yankee expects that number, which includes ads placed in both online and console games, to reach $730 million by 2010.
Furthermore, Acclaim is working on a multiplayer online game which will be free with the help of in game advertising.
This is a “win-win” scenario for both customer and brands. Players will get free items “courtesy of brands” ( like, you want this sword ? Ok, its free from Coca-cola for you! ) and will have positive experiences about brands through games. The only problem that can occur is the “Burger King problem” ( pushing it too hard!) But I am sure that Acclaim wont fall into this trap.
According to recent Game Metrix research, (http://www.comscore.com/press/release.asp?press=1012) heavy gamers are more receptive to ingame advertising than medium gamers. They are stating that, ” it give more realistic feeling to game”. Looking from marketing side, its a very good development that customers perception changed to this way, which helps the game industry develop even more…
Second Life is another case, and I will write about it in ” Part Two” … Stay tuned, and thanks for your comments
marcomtürkiye, which takes its name from the term marketing communications,
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We were talking about the Future of Entertainment with Ozgur and then we started a mindmap. After sending each other a few times, I decided to draw it in Mindjet’s Mindmanager tool. Here is the result, there are questions, metaphors, and subjects to be discussed. How will Digital Media effect the future of Entertainment? To what extent games will be part of our daily life? What will become of Tv? And so many other questions to be answered together…
This is 11 forces that will change the Future of Entertainment ;
> “Virtual Self”
> “Need to be different”
> “Snack Size”
> “On demand”
> “Long Tail”
> “Peer 2 Peer”
> “Information Overload”
I’m putting the mindmap file also, so you can edit and then post it. I will update the screenshot.
Lets talk about it and tell me your 11 forces !
Upon the success of milliondolarhomepage, we’ve seen millions of copies online. Now, what we have got here is something different. Sandberg institute is selling their building facade with the same pixel based concept! They said this is a new concept that sets itself on the borders between commercial art and critical art, private business and public space. A different approach for sure!
This is a very good example which I told at my workshops; Internet 1.0 was empowered by media and advertising community, now with internet 2.0 – where users are king and the user generated content is the new black ! – Internet is paying his debt back, empowering every aspects of media. Digital concepts are becoming more and more part of our daily lives.
If you have more of those kind of examples, please share with us!
As most of you may know, Huffingtonpost.com is one the most successful & most growing online news blog ( can I call it that way , I guess so ) which has many loyal audience. From Saturday, June 17 – Saturday, June 24, Huffingtonpost and JWT partnered to present “creative video ads” which can be easily forwarded via e-mail, links and IM. This partnership was entitled as “social advertising” and can be viewed from here
During that period JWT has bought all the ad spaces at the main page of Huffingtonpost in order to strengthen the concept. Also they use Vidavee’s technology to deliver the videos and the tracking. Chosen videos are selected by their “viral potential” and “humour effect” . This is a bold move for a agency that is 142 years old because instead of forcing users to watch or forward their advertising, they let them “choose to watch and forward”. So, if those ads has viral effect, this test will bring good metrics and return from users. If not, will they still going to share with us the results ?
Another interesting move from JWT with Huffingtonpost is, a panel discussion with Martin Sheen, Michael Patrick King, and Arianna Huffington; led by Craig Davis was held at Cannes Advertising festival with the title “From the makers of Pop Culture” which can be viewed as complete edition from here
They talked about finding new ways for resonating with customers and also looked for answers to this questions;
“What can the advertising industry learn from TV shows like these?”
“How did these shows manage to stay creative, fresh, and edgy?”
“How can advertisers be as compelling and achieve the same reach?”
It’s a long video, but it’s worth it , please do watch.
Advertising agencies already aware of the power of online marketing, now they began to realize the power of “online people” and their social environment. The phrase “social networking” becoming more and more a business term for those who wants to get user’s attention. The perception of consumer is beginning to evolve with internet 2.0 and I believe that we are going to see more of this kind of experiments from big advertising agencies. They are a little bit “late” with the discovery of blogs and social networking, but hey, its better then “never”. With their power, there are millions of possibilities that can change the “user experience” to “social experience”.
We were talking about user generated content, didnt we ? Lets go on then! Think about a pool where all the feelings of the users gathered, categorized by emotion,country,gender and age. Imagine, this pool is working constantly, gathering every emotions on the world wide web… Now, you understand the main idea behind the "We Feel Fine" system. According to them, they are gathering 20,000 emotions every day. Using the interface you can create demographic slices with different variables, searching through the database.
What interests me most in this project is, using the already created content, they designed a totally new perspective; from asking simple questions like "what is the feelings of regular user changes? "to more detailed and important questions like "how people reacted the recent events in Israel ?", we feel fine system captures the essence of human society and transforms it to a new tool telling story from internet.
You can check the team's findings here
Of course, I immediately started thinking "How can I interprete this interface to use as a marketing tool? " … Imagine that, you can ask questions like " How people feel about my brand? " or "What is the last year's emotions about March?" then you will have useful data that can be interpreted to marketing use.
Let's talk about this new interface …
Link : We Feel Fine Website
During the last years, we have seen the raise of " user generated content" . More & more, we see projects like ; flickr,blogspot,43things, etc. Most of the marketing guru tells us that the best seller is the buyer itself, so when we think about "user generated content" as a marketing tool, we can come up with some good ideas. Let's check one of the examples;
Lets take a look at "43things", which has google adwords segmented for content as a start. I am sure that they are going to insert different marketing schemes into 43things ( which is already linked with 43places, lists of bests and all consuming, creating a whole experience…)
So what is 43things?
Users enter what they want to do in their life or where they want to go, and people comments those "tags" saying "worth it" or "not worth it". Simple isnt it ? That's the point, actually. So, lets look at the stats ; "362,660 people in 6,559 cities are doing 456,069 things…". over 500,000 entry, which can be used as an advertising tool.
So, let's check one of those ; "Visit Egypt" ( 264 people tagged this entry ). Visit Egypt page has google adwords for start, and user comments telling that you should go and check out the mysterious egypt! Personally , I am ready to be persuaded by a person who is already been at Egypt and who can point me some directions ( you should see that place , you can stay at … hotel , etc. ) how I can spend a good holiday there. "Users promoting places for users" which is not a original idea, but execution is very good at 43things, because the content is vary. You can learn that if its "easy to learn spanish", or "should you go to Bali or Phuket? " and many more. Because the content is segmented, the ads are "targeted". So if you are travel agency, you can put your ads on 43things, knowing that you will have direct connection with your future clients.
What if you use the same idea with a little twist ? Lets think about website where there are lots of items ( items can be objects or for example a travel to spain ) and the more they're requested by the users the cheaper they get. So, if you have a 100 ready customer who wants travel to Spain for a weekend, you can arrange a tour with speacial prices. Or 300 people wants to buy iPod Nano 2GB, so they get %10 sale!
Lets think about it, I am curious about your ideas too…