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2007 January | Marktd
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January 31, 2007

Collaborative Website System

by Piers Fawkes in Creative Thinking, Influencer Targeting, Online Marketing

 Blog Img M631If you’re looking to create a website around a certain topic, you might be interested in NewsCloud.com. Jeff at Idealog says:

If you’re looking to start up your own online media publication but want something more sophisticated than a blog, check out the latest release of the NewsCloud Open Source Media Platform. NewsCloud.com is a social network for news, like Digg but open source with a greater emphasis on building grassroots networks for collaborative journalism.

NewsCloud

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Hire PSFK’s Jeff Squires

by Piers Fawkes in Creative Thinking

Jeff SquiresJeff wants to come and poison your mind. Jeff’s leaving us for dead - he needs to find a new home. It seems like only yesterday when the young man turned up at our New York door with his bag with potions from San Francisco. Now he’s changed the way we saw so many things, it’s time for Jeff to go.

jeff wants to come and infect you with his ideas, his original viewpoint, his talent for questioning us when we’re wrong and his ability to just get up and change it all.

Hire Jeff and he’ll come in and he’ll inject something new into your blood. Young, creative, flexible, sociable, articulate, insightful, well traveled, toxic.

If you know PSFK, you know Jeff. Drop him a line and get him to swing by. Watch your coffee.

jeff@psfk.com

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A Tale Of Two Videos : PSP Vs American Chopper

by Piers Fawkes in Entertainment, Gaming, TV Advertising, Youth Marketing

We got hit up by two PRs promoting video work for the Sony Playstation 3 and the American Chopper TV series. Now, on paper you’d expect the PS3 to beat a video for a reality TV show into the ground. But what we got was the other way round. American Chopper rocked, PS3 sank.

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The PSP video is sell to youth culture by numbers: it’s got BMXs, it’s got BMX riders controlling their bikes with wonderful dexterity, it’s gone beautiful cinematography, it’s even got video game graphics. Bu tit just doesn’t work. The idea is tried and tested. It’s a literal interpretation of the brief (the PS3 controller gives you control) gone bland. The funny thing is that the film of the bikes is pretty beautiful and engaging - but as soon as the dull voiceover starts it jolts you back into ad land. Why didn’t they leave the voiceover ’til the end? Why did they have to make it so forced?







Meanwhile the American Chopper video by the Bunker has us all rocking. Yeah, it’s cheesy but it’s fun. We’re all in on the joke. We love how they combine the over-the-top with tongue in cheek. We’re all having fun here. And, who knows, maybe we’ll check it out to see if the show is just as fun too.

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Buzz

by Henry Lambert in Viral Marketing

The Guardian have a really interesting article about the ethics and success of various word of mouth campaigns. This is all in the context that a report by Deutsche Bank in 2004 found that ‘just 18% of television campaigns in the US actually generated a positive return on investment. In the long term this figure rose, but only to 45%, suggesting that most TV advertising is little more than a fun way for a company to waste its money.’

Sneaky campaigns such as one for a Premiership football club where actors pretended to be fans and told other fans that they’d been sacked by work for receiving all the latest insider news on the club, feel ethically wrong and consumers feel duped.

However, more overt campaigns such as Nike’s Run London generate positive word of mouth. The Guardian concludes that:

“In the end, having entered this new age of sponsored stooges and media manipulation, one could be forgiven for thinking that no one can be trusted any more. Certainly this is how the sponsors and manipulators often see things. “I think we live in a society in which you should take everything you see, read or hear with a bit of a pinch of salt,” shrugs Goodkind, speaking for much of his profession, “because nothing is what it seems.”

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New Guiness Ad

by Henry Lambert in TV Advertising

More stop motion video in an ad. This time it’s from Guinness who always make good ads.

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Brand Experience: Red Bull Illume

by Piers Fawkes in Brand Experience, Creative Thinking, Food & Drink, Outdoor Marketing

Red Bullo Illume

On January 25 2007, Aspen/Snowmass hosted the official unveiling of Red Bull Illume Photo Exhibit displaying “the most dramatic compilation” of actin and adventure sports imagery. Fullaluv created 25 massive mirrored and metallic cubes to serve as the displays for the imagery. During the day, visitors can only see the the mirrored cubes but at night, the cubes illuminate.

Lots more photos here.

[via Core77]

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January 30, 2007

Virtual Feedback Into Real Life Build

by Piers Fawkes in Brand Experience, Market Research, Outdoor Marketing, Transport & Travel

Starwoods Hotel is using feedback from residents in a virtual work to help define their real world brand experience. Feedback from visitors to the virtual Aloft hotel in Sedcond Life will be incorporated into the design of the real hotel, due to open next year.

Virtual Aloft: under_construction

Related IF! Stories
Interview With Marc Schiller of ElectricArtists on the Aloft Second Life Hotel

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Kapitza Fonts : Picture Fonts

by Piers Fawkes in Creative Thinking, Design

200701301518

It’s nice to hear from a long lost friend - it’s even nicer to hear from an old friend with a cool project - and how cool is this: Nicole Kapitza (who we knew at Syzygy) and her sister have a site that sells illustrative fonts like human silhouettes from Brick Lane, Liverpool Street or Victoria Park in London. Simple and they really capture the spirit of the neighborhoods.

Damn we miss our old home sometimes. Going to pick ourselves up by buying the blossomy font.

Kaptiza

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Sad-vertising

by Henry Lambert in TV Advertising

Copywriter, Scamp recently posted an article on his blog about whether ads should be happy or not. His favourite ads have all been fairly dark.

A guy called David Bonney replied with an article that he’d written for Admap all about what he had coined Sad-vertising. He argues that sad stories often provide the most emotion. His article starts with this incredibly powerful script:

“A middle-aged man plays a tape cassette:

“Son, I know it’s many years since we talked. But, as you may know, I am dying and I won’t get a chance to see you.

I wanted to tell you I’m sorry… and I love you”.

The tape ends. The man cries.

You can rely on Maxell Tapes.”

Faris has posted on why brands need to embrace their dark sides:

“Now, brands need to embrace their shadows. Shadows are qualities deemed unacceptable and thus are usually hidden, by brands and by people. But if brands could tap into their shadows, they would allow consumers to express and normalise the negative feelings they all have, and this build much stronger relationships with them.

“To create stronger, robust, believable brands, we must turn to the dark side.”

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