Community is Community, Online and Offline

von | Dez. 4, 2006 | Blog, Digital Marketing, Digital News, Online Advertising, Social Media Marketing

Micro Persuasion points me to a piece of research about the fact that:

The online world is just as important as the real world, feel a large portion of internet users in the United States. […] 43 per cent of internet users who are members of online communities „feel as strongly“ about their virtual community as their real world community.

I wonder if those figures are similar in Germany or Europe in general. What also means, especially for us marketers: build a strong community around your brand (in any way possible: blogs, forums, etc.) and you should – in theory – reach a certain level of relevance and „feel strongly“-factor for your brand.

Seven Brand and Marketing Trends for 2007

von | Nov. 25, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising

Robert Passikoff writes about seven brand and marketing trends for 2007

He starts of with a nice quote:

Nobel Prize winner Niels Bohr once noted that “prediction is very difficult, especially about the future,�

And then continues pitching his company USP:

but then he didn’t have access to predictive loyalty metrics. Happily, we at Brand Keys do.

The 7 trends are (*drumroll here*):

  1. An ongoing emphasis on “engagement.�
  2. More reliance on consumer-generated content.
  3. More, more branded entertainment.
  4. Media planning will become more “touch point� focused.
  5. Using technology and engagement to better communicate with consumer expectations.
  6. Expanding the potential of Websites, blogs, and the digital world.
  7. Innovation and loyalty will matter more.

Sounds good. But there is nothing really new in this. The only difference being, that these trends will probably now reach a certain visibility among marketers so that we’ll see a lot more campaigns, tactics, etc. around these 7 points. I am certainly looking forward to that.

Do you believe in the 5? A new campaign by Adidas

von | Nov. 22, 2006 | Ad News, Blog, Digital Marketing, Online Advertising

Another nice campaign pointed out to me by Adverblog: Adidas wants to know if you believe in the 5:

A new Adidas website by EVB for Flash and basketball fans. „Do you believe in 5?“ starts with a great video, and develops in a website which aims at having basketball players sharing the ideas and ideals they believe in.

I have already added myself to the wall, though I didn’t pick the most creative name (I didn’t know that this name would actually be put on this wall, since I never read instructions with these kind of things).

Adidas

Seems like this whole community is still largely work in progress… There is a lot of „coming soon“ in the profiles.

Interactive cinema movies controlled by your mobile phone

von | Nov. 21, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising

Wow, this sounds great:

…the six-minute-long interactive movie is in the „choose you own adventure“ style and generates 16 different endings depending on the choices of the audience. During the adverts the audience are given 4 different questions to answer and which they need to text to a given number. The final version of the movie is compiled from the clips that gather the most votes (which is all handled digitally). (via Adverblog)

Fiat Cinema

There also is a campaign site offering the same for the home viewer. First, you select which type of scenes you want (my portuguese is not so good, so I just chose randomly):

fiat

and then you can see your „selfmade“ movie:

Fiat 2

Even though the idea of the campaign site is nice, the WOW-effect of sitting in a movie theater and being able to influence what’s on the big screen is of course much more amazing.

However, I hope they let it run 2-3 times at least, because if they only do that once, you won’t be able to getting a feeling how the movie changes from time to time and might even assume that it’s the same movie every day…