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2007 February | Marktd
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February 28, 2007

Reaching Online Readers Of Offline Pubs

by Piers Fawkes in Media Planning & Strategy, Online Marketing

The Magazine Publishers of America compiled a list of current initiatives that are linking advertisers to an audience that’s increasingly moving online. Here’s a summary:

Condé Nast: Online film festival, user-generated content on websites, interactive dating blogs, online video series, online radio station, bridal sites with virtual fitting rooms, PDA-enabled editions with mobile sites, and text shopping/buying from cell phones.

Guns & Ammo: Video library, online community.

Hachette Filipacchi: Launched magazine brands on free mobile sites, exclusive online content, daily blogs, virtual test drives of cars.

Hearst: Formed a digital applications and technology lab for its magazine brands, online contests, public awareness campaigns on MySpace, video content, podcasting, mobile content.

Martha Stewart Living: Branded online photo products, improved search functions, increased original content, and created a social community web network.

Meredith: Formed video creation unit for magazine brands.
National Geographic Magazine: Posting short time-lapse film of four-hour heart replacement procedure that was a cover story package.

Newsweek: Online business degree program, launched a political blog, mobile editions.

The New Yorker: Collected 80 years of the magazine on a branded limited edition hard drive.

Time Inc: Online guru guides, acquired social networks, downloadable sports tickers, sports tracking applications, special swimsuit issue website, mobile content series, several new blogs, upgraded social networking functions on its websites.

More here

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PSFK Conference Panel: Tamara Giltsoff With Marc Alt, Jill Fehrenbacher, Hemal Vasavada-Gill, Kirk Iwanowski

by Piers Fawkes in Branding

Psfk Nyc 525X299-2

Maybe the most important panel at next Tuesday’s conference will be the discussion on eco-branding and greenwashing. Tamara Giltsoff of Live|Work and OZO Car leads a discussion to help brands understand how to approach green issues and communicate them better. Tamara will be joined by a wonderful panel including Marc Alt from MAP, Jill Fehrenbacher from Inhabitat blog, Hemal Vasavada-Gill of The Eightfold consultancy and Kirk Iwanowski of Sundance Channel (who are about to broadcast an intense series on green issues).

For more information and tickets: psfk.eventbrite.com

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Product & Packaging: Which Plastics & Metals To Use

by Piers Fawkes in Product Design

Worldchanging have a couple of detailed articles on what plastics and metals companies should try to use in their products.

On plastics they say:

Almost everything you buy these days is injection-molded out of plastic. That’s because plastic is amazingly useful. It’s not going to go away. (The Environmental Literacy Council has a nice little history of plastic on their site.) And for most products it’s environmentally better than using aluminum or other metals, and unfeasible to replace it with wood or other fibers. The ideal would be to find a material with the useful properties of plastic with none of the downsides. We’re not there yet, but we’re farther than you think.

On metals they say:

Almost all consumer electronic devices which use extrusions are made out of aluminum. The ecological advantages of aluminum are that it’s a very common material (the most common metal in the Earth’s crust), it’s not toxic, and it’s very recyclable–according to the US Geological Survey, 44% of aluminum production in the US is recycled material (the industry calls it “secondary” production as opposed to “primary” production.) The disadvantage of aluminum is that extracting and refining it is enormously energy-intensive–so much so that it’s often called “solidified electricity”.

Links via nickbaum.com

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PSFK Conference Panel : Rob Schaltenbrand With Floyd Hayes, Kacy Coll, Darren Paul, Drew Neisser

by Piers Fawkes in Guerrilla Marketing, Outdoor Marketing

psfk conferenceProbably the most topical of the talks next Tuesday will be on the subject of guerrilla and outdoor marketing and where to draw the line between smart idea and urban spam. Rob Schaltenbrand who previously worked as Engagement Director at Converse will probe the subject with a number of professionals whose companies work touches upon the subject: Floyd Hayes of Cunning, Kacy Coll of Naked, Darren Paul of the Night Agency and Drew Neisser of Renegade.

‘Urban Spam or Smart Idea’ is an essential talk on one of the most important issues facing the advertising and marketing industry.

Tickets & Info: psfk.eventbrite.com

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February 27, 2007

Snickers: Red Light, Green Light Ad

by Piers Fawkes in Food & Drink, TV Advertising

Martina at the rather good Adverblog points us to a commercial for Snickers in the United Arab Emirates directed by Joeri Holsheimer from Czarevich. In the ad, the red and green men in traffic lights come to life and have a bit of a melee. It’s only at the end, do you find out it’s an ad for the candy bar.

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PSFK Conference: Agenda

by Piers Fawkes in Creative Thinking


Agenda

Psfk_nyc_180x280MORNING

8.00 – Registration & Coffee

8.30 – Welcome Speech – Piers Fawkes, PSFK

8.45 - Presentation: Tomorrow’s Media Today – Elizabeth Spiers (Dead Horse Media)
What are the key developments in media publishing in terms of genre, format and functionality? What should we be reading, watching, interacting with?
Sponsor: Feedburner

9.15 - Presentation: A Whole New World – David Rosenberg (JWT)
What is driving the widespread adoption of video gaming and online worlds? What cultural shift is video gaming defining?

9.45 Panel: Eco-Shift or Greenwash? – Tamara Giltsoff (OZO Car)
Brands and organizations seem to be taking up the call to ‘get green’ – but how much of this is misleading posturing?
Panelists: Marc Alt ( http://www.marcalt.com/">MAP), Jill Fehrenbacher (Inhabitat), tbc, tbc

Coffee - sponsored by Wert & Company Executive Search

10.45 Presentation: The Perfect Storm - Allan Chochinov (Core77)
Has the ability of the web to share ideas forced a sudden shift towards the consumption of the idea of a product rather than a product itself? How does this impact design and product development?

11.15 Interview: Inspiration From Commercial Art – Wendy Dembo
How do artists use their inspiration to develop commercial art for brands and their agencies. Wendy Dembo interview leading artists Scott Campbell and Lauren Rosenwald.

11.50 Panel: Got Trends, What Now? - Florian Peters (CScout)
A world of information and ideas is at our fingertips, but what do we do with it all? How do we gather useful data to produce rigorous, actionable insights?
Panelists: Grant McCracken (MIT), Simon Sinek (Sinek Partners), Steve Hardwick (StrawberryFrog)

12.30 Lunch (Supplied) & User Generated Content Showreel

AFTERNOON SESSION

1.15 Presentation: Brand As Activity – Kevin Slavin (AreaCode)
Motivating consumers to engage in your project with a higher pulse, a little perspiration and a jolt of adrenalin.

1.45 Presentation: Brand As Experience – George Murphy (Fitch)
Creating environments to develop valuable interaction between consumers and brands.

2.15 Presentation: Brand As Innovation – Rony Zibara (Fahrenheit-212)
Developing great products based on great insights, not mediocre products based on legacy.
Sponsor: Fred Water

2.45 Panel: Urban Spam or Great Idea
Where do we draw the line between marketing nuisance and entertaining messaging?
Panel: Floyd Hayes (Cunning), Kacy Coll (Naked), Darren Paul (Night Agency), Drew Neisser (Renegade)

3.30 Coffee - sponsored by Wert & Company Executive Search

3.45 Presentation: Brand As Host – Doug Jaeger (The Happy Corp)
Producing entertainment for the consumer where the brand is the star.

4.15 Panel: Media As Creative AgencyGeorge Parker
Does the modern media title threaten the creative agency by offering innovative solutions that the agency can’t conceive?
Panel: Peter Rojas (Engadget), Scott Witt (Droga5/Denuo), Sascha Lewis (Flavorpill), John Lee (Theme)
Sponsor: Federated Media

5.00 Presentation: Brand New World – Mike Byrne (Anomaly)
Advertising is landfill, we need to create ways to plant seeds and grow life instead.

5.30 Close - Piers Fawkes (PSFK)
Short wrap up and raffle draw.

Tickets & details: psfk.eventbrite.com

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PSFK Conference: AMEX Payments

by Piers Fawkes in Creative Thinking

Psfk Nyc 125X125-1Oh. Now we work out that PayPal doesn’t accept American Express corporate card payments. Who would have thought? Any of you out there who want to pay by American Express Corporate card, please email sales@psfk.com and we’ll hit you in the next 24 hours as we get it set up.

Other payments: psfk.eventbrite.com

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Bud Bucks

by Industrial Brand in Brand Experience, Online Marketing

Picture_2_23With sales dropping in Britain, Anheuser-Busch has launched one of several new media initiatives aimed at 18 – 24 year old men, attempting to bolster the brands image and increase sales.

Essentially Marlboro Miles on the Internet, the beer brand has introduced “Bud Bucks,” a type of currency in which consumers text message codes they find on bottles to redeem a random denomination of anywhere from 5 to 100 Bud Bucks. Supposedly, by providing a random denomination, the company is discouraging binge drinking. Users can then go online and buy or bid on Bud related merchandise.

The Herald writes:

Budweiser’s troubles in Britain also have coincided with a period of rising anti-Americanism. Anheuser- Busch tried to ingratiate itself with consumers last year by running ads during the World Cup soccer tournament that poked fun at the perceived ignorance of the game among American television sports commentators. “You do the football, we’ll do the beer,” Budweiser promised.

“Bud is definitely a cool brand in the U.K. market,” said Barry Houlihan, managing director of Mobile Interactive Group, the agency that created the Bud Bucks Web site and that runs the text-message portion of the campaign. “Converting cool to sales is the challenge.”

The site is intended to be a celebration of cool Americana. Visitors arrive on “Bud Boulevard,” which vaguely resembles a Miami street scene. By clicking on one of the buildings, users can enter a shop where mobile music downloads, Budweiser-branded dartboards and poker chips are available. Or they can enter an auction site where they can bid on tickets to events like English Premier League soccer games.

Bud Bucks

International Herald Tribune: With the dollar down, Budweiser tries its own ‘currency’

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February 26, 2007

Nokia’s Online Promotional Game

by Industrial Brand in Creative Thinking, Gaming, Mobile Marketing, Online Marketing

NokiapassengerSomewhere between a Jerry Bruckheimer film and the Grand Theft Auto series, Nokia have produced this interactive online game to promote their new multimedia car kit, the CK-20W. Using real video images, the objective of the game is to maneuver through the dark streets of Paris (obviously relying on the voice instructions and visual cues provided by Nokia’s in-car system).

Upon logging on to the site, users are given the instructions that “A mysterious woman is in need of your services. She needs to reach three addresses in Paris in short amount of time.”

The game play is exceedingly simple, and the graphics can’t quite keep up, but what the game does do is give users a somewhat feasible idea of what is capable with their product and how it is applicable. We recently posted about how consumers are feeling overwhelmed when it comes to all the features on their phones - sites like this may have what it takes to get consumers and manufactures on the same page

Nokia’s The Passenger

Related PSFK articles:
Fancy Phones Too Complicated

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PSFK Conference Panelists: George Parker With Sascha Lewis, Peter Rojas, Scott Witt

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McDonalds In The Newspapers.

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Over at the MIT Advertising Lab, they’ve put together an interesting little list of potential uses for QR codes, including:

Business cards
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The History Of Branding site provides short histories on hundreds of well known brands. Quite a handy guide. Continue reading

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