digital media & branding

digidigiAindraAindra

Copyright © ian fenwick. All rights reserved

Sustaining your re-branding efforts and delivering on brand promise across all

physical and digital platforms…

Dr Ian Fenwickfounding partner digiAindra co ltd

Advisor Sasin Graduate Institute of Business Administration

Copyright © by ian fenwick. All rights reserved


http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1

To address that topic, which is the longest I’ve ever seen would take a

truly renaissance man…which I’m really not



http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1

I’m more like this…


Copyright © ian fenwick. All rights reserved

Dr Ian Fenwickfounding partner digiAindra co ltd

Advisor Sasin Graduate Institute of Business Administration

…long-term strategies in digital media

so Iooked at the sub-bullets I’d been briefed with…



The long run is a The long run is a misleading guide misleading guide to current affairs.to current affairs.

In the In the long run long run we are all deadwe are all dead..

http://en.wikiquote.org/wiki/John_Maynard_Keynes http://en.wikiquote.org/wiki/File:John_Maynard_Keynes.jpg

“John Maynard Keynes1st Baron Keynes of Tilton1923

and I remembered the words of Keynes, (I was an

economist once)

…really anyone sufficiently foolish

to talk about “long-term of digital

marketing” probably deserves

to die!


digidigiAindraAindra& btw, I’m not a fortune teller…

although I wish I was.

I have three major topics… doesn’t

everyone?



http://en.wikiquote.org/wiki/File:Change.jpg Change by Felix Burton

First topic



https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066

Second topic



Wall mural Boulevard Richard Lenoir Overwhelmed by technology? https://secure.flickr.com/photos/chriswaits/5854303759/ by Chris Waits

Third topic



Tectonic Shifts

We know it’s a world of change…But I think we’re living through tectonic

changes that, almost unnoticed, are revolutionizing the world of branding.



http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north

In 19981998, 70%70% of the world’s internet users were from the UnitedUnited StatesStates…

by 20102010 it was only 17%17%””

“2011? US ??

Asia ??



http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north

In 19981998, 70%70% of the world’s internet users were from the UnitedUnited StatesStates…

by 20102010 it was only 17%17%””

“2011? US

Asia<11% >44%



https://www.socialbakers.com/facebook-statistics/ http://techcrunch.com/2011/07/22/more-americans-are-on-facebook-than-have-a-passport/

We can see the changes in the world of Facebook.

Although US is still #1 on Facebook (an American is more likely to be on FB than

to have a passport).What country is #2?[hint: China bans FB]

[hint hint: it used to be Indonesia…but it’s not now]



https://www.socialbakers.com/facebook-statistics/

Yes…#2 is Brazil (that was you next guess wasn’t it?)

And in the top 5, US is the only western, ‘developed’ country.

FB starts to resemble the world.



https://www.socialbakers.com/facebook-statistics/

January January 201020101.6m1.6m

And Thailand’s right there in #16 spotNotice Japan now #21…there used to a

whole literature on why cultural differences made Japanese prefer the

snug, anonymous world of Mixi…wonder what happened?



https://www.socialbakers.com/facebook-statistics/cities/

Bangkok has another claim to fame as the city in the world with the largest number of

FB users!Many think this is a bit spurious, maybe

Thais outside Bangkok and Bkk-wannabes & on FB claim to be here.

[take a look at #11 Rio…that’s some FB penetration]



http://betabeat.com/2012/06/single-white-dudes-women-tec/ http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-demographic-in-tech/258087/

So the internet becomes truly worldwide (almost)…and look at this headline from Atlantic magazine…the prototype of the

nerd is changing too!




…womenwomen are our new lead adoptersnew lead adopters…womenwomen in Western countries use the internet 17% use the internet 17% more…than their male counterparts

men’s men’s role in technology technology adoption adoption continues to be overstatedoverstated“

Intel researcher Genevieve Bell



WomanWoman leadlead in • talkingtalking on mobilesmobiles• textingtexting• using skypeskype• using location-basedlocation-based services

• using everyevery socialsocial networknetwork, except LinkedIn

• owning all internet-enabled all internet-enabled devices


Intel researcher Genevieve Bell

readers, healthcare devices, GPS—the whole bundle of technology is mostly mostly owned by women owned by women “



Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html

And see what Rupert Murdoch has to say…

[this was before his people’s alleged mobile phone hacking got an airing;

and before MySpace went so far South]



Technology is Technology is shiftingshifting powerpower away from the editors, away from the editors, the publishers, the the publishers, the establishment, the media eliteestablishment, the media elite

Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html

“Now it’sNow it’s thethe people people whowho areare taking controltaking control..



creativescreatives

publishers, publishers, editorseditors

bookstores, news stands, bookstores, news stands, TV/radio stationsTV/radio stations

consumersconsumers$$$$$$

eyeballseyeballs

expensive expensive channel, channel, production production & filtering& filtering

modest modest returns to returns to creatorscreators

Traditional Media

But was right, the

media model being over

thrown



modest returns to modest returns to creatorscreators

Internet Internet PublicationPublication

Internet Internet DistributionDistribution

Consumers Generate Consumers Generate ContentContent

near free channel, near free channel, free peer filteringfree peer filtering

modest returns to modest returns to creatorscreators

Media for all

ConsumersConsumers Generate Generate ContentContent



http://www.fotopedia.com/items/flickr-4711241023 by fritzonhttp://www.fotopedia.com/items/flickr-4711241023 by fritzon

Now these changes in web composition & media model, may be going almost

unnoticed…but some of their symptoms are not.

I’ll focus on three (doesn’t everyone?)



Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/



Uyuni salt lake of Tunupa, Boliviahttp://www.alistapart.com/articles/conversation-is-the-new-attention/




is first


digidigiAindraAindraDigital is screensDigital is screens

Digital screens

Digital screens

I think almost [weasel word] every digital device has a screen. [now I know I’ll hear

about the ones that don’t]




And paper is giving way to screens




Btw my point is about paper & screens not old & young…in many countries,

older people are one of the faster growing online segments

But when people talk about their love of paper, magazines & books, I always

wonder how the screen generation will ever get that feeling…

[I have a black vinyl thing with a hole in the middle…is this a record?]



http://www.youtube.com/watch?v=fLPMLJgGsiA&feature=player_embedded

http://www.adweek.com/adfreak/girl-ipad-head-helps-launch-cosmo-guys-app-133806

stay on brand, use screenstay on brand, use screen

And screens really can do so much that paper can’t…things that branders are

only just discovering.[video link is http://i.digi8.us/iPadGirl]



http://www.oliverwyman.com/media/OW_EN_CMT_PUBL_2010_NewDigitalFuture.pdf



February 16, 1997

Internet is the freedom of the brain deadInternet is the freedom of the brain dead

whenever I get an urge to forecast, I think of this piece by Sir Simon Jenkins…

written just 15 years ago



The Internet is one more electronic craze craze that market forces will sooner or later put in its proper context.

…its fanaticalfanatical proponents need the sympathysympathy &

tolerance once extended to EsperantistsEsperantists & radioradio

hamshams.

In the history of science, I would place the InternetInternet well

behindbehind the wordword processorprocessor, the telephonetelephone & the

lightlight bulbbulb…

Internet is the freedom of the brain deadInternet is the freedom of the brain dead

Most often when I use this, I have to explain what an esperantist is…often I

have to explain radio ham too

February 16, 1997



The bookbook is the seminalseminal invention of modern civilisation….

…unchallengedunchallenged, certainly by anything that

electronicselectronics can offer…

The Internet will strut an hour upon the strut an hour upon the stagestage, and then take its place in the ranks place in the ranks of lesser mediaof lesser media

Sir Simon Jenkins, February 16, 1997 Sir Simon Jenkins, February 16, 1997 also cited as January 4 1997 http://sundaytimes.lk/970216/plus5.html http://frogenyozurt.com/2012/04/the-spoiler-an-intelligent-novel-about-the-moral-gap-in-journalism-by-annalena-mcafee/

February 16, 1997



The bookbook is the seminalseminal invention of modern civilisation….

…unchallengedunchallenged, certainly by anything that

electronicselectronics can offer…

The Internet will strut an hour upon the strut an hour upon the stagestage, and then take its place in the ranks place in the ranks of lesser mediaof lesser media

Sir Simon Jenkins, February 16, 1997 Sir Simon Jenkins, February 16, 1997 also cited as January 4 1997 http://sundaytimes.lk/970216/plus5.html http://frogenyozurt.com/2012/04/the-spoiler-an-intelligent-novel-about-the-moral-gap-in-journalism-by-annalena-mcafee/

Must make Sir Simon cringe every time he re-reads this. I

tried to find recent comments on the piece by him but couldn’t

Must have been especially cringe-worthy when this quote

was used in a work of fiction last year

http://www.amazon.co.uk/Spoiler-Annalena-McAfee/dp/1846554357

February 16, 1997



http://en.wikipedia.org/wiki/Simon_Jenkins

And Sir Simon does have his wikipedia page, which is more

than I can say!



https://secure.flickr.com/photos/sketch22/2932308851/ Remember These? By Nathan Boror

But there’s no doubt that screens are beating a paper…few months ago, Encyclopedia

Britannica finally gave up on its paper edition



https://secure.flickr.com/photos/sketch22/2932308851/ Remember These? By Nathan Boror

The internet is a great phenomena…““Bill Gates email, 1994

Will it cause less personal computers to sell? I think quite the opposite. Less copies of Flight Simulator or Encarta?

But look at this…a Bill Gates email from 1994…expecting that the internet would NOT impact

Flight Simulator or Encarta

they both got canned this year



http://mashable.com/2012/06/17/ebook-hardcover-sales/



https://www.youtube.com/watch?feature=player_embedded&v=KGIWebpdmYE

stay on brand, use screenstay on brand, use screen

more brands using the power of screens

link is http://i.digi8.us/InfinitiJX


digidigiAindraAindraDigital is screensDigital is screens

Digital screenDigital screenSS

notice that screens definitely has a ‘s’ and both ends…

multiple screens are in favor



Nearly a quarter of US adults, 23%,

http://pewresearch.org/pubs/2222/news-media-network-television-cable-audioo-radio-digital-platforms-local-mobile-devices-tablets-smartphones-native-american-community-newspapers?src=prc-headline

Pew Research CenterState of the News Media 2012

“ now get news on at least two devices —a desktop/laptop computer & smartphone, a computer & a tablet & a smartphone, or on all three



http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/c4prometheustweets-copy/

Get 2 screens working: PrometheusGet 2 screens working: Prometheusso smart

branders need to get multiple

screens working together.

Prometheus screened a

trailer in one ad break, invited

people to tweet…screened the tweets in the

next break



http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/c4prometheustweets-copy/

Get 2 screens working: PrometheusGet 2 screens working: Prometheus



http://www.youtube.com/watch?v=XP5yySEZub8&feature=player_embedded#at=51

http://thenextweb.com/mobile/2011/06/14/5-brilliant-mobile-marketing-campaigns/

http://www.heinekeninternational.com/270411_heineken_launches_dualscreen_game.aspx April 2011

StarPlayer, live football game lets fans watch UEFA Champions League matches on TV& playing in real-time on a computer, iPhone or iPod touchLink’s http://i.digi8.us/HeinekenStar

Get 2 screens working: Heineken Get 2 screens working: Heineken



Get 2 screens working: HyundaiGet 2 screens working: Hyundai

http://i.digi8.us/Hyundai

Link’s

Link’s http://i.digi8.us/Hyu

ndai



http://www.guardian.co.uk/media-network/media-network-blog/video/2012/apr/10/lean-back-2-0-andrew-rashbass-ceo-the-economist-group-keynote-presentation-video

None< 15 mins

15-30 mins

30-60 mins

1-1.5hrs

1.5-2 hrs

2-2.5 hrs

2.5-3hrs

3-4 hrs

4 hrs & over

25%

20%

15%

10%

5%

25%

20%

15%

10%

5%

How much time in total do you think you will spend reading the Economist iPad App this week?

http://i.digi8.us/Hyunda

now most digital is lean forward

participation…but there’s some

evidence that lean back is in there

too…depends on the content and

the device



Stream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/

screens leads to streamsIn olden days, media came in

chunks at fixed times.Morning paper. Evening News…now media comes in streams,

rivers, torrents



televisiontelevision hashas movedmoved fromfrom beingbeing anan appointmentappointment-basedbased

http://www.thestar.com/entertainment/television/article/911215--the-death-of-tv-as-we-know-it

http://www.henryjenkins.org/index.html

Henry Jenkins, Professor of Communication, Journalism, & Cinematic Arts, University of Southern California

““medium to medium to an engagement-based mediuman engagement-based medium

really that could be said about almost

any traditional medium


digidigiAindraAindra“ Here is my confessionconfession—I sleepsleep withwith mymy phonephone under my pillow every night

…I almost nevernever sleepsleep an entire night through without waking up

& checkingchecking my tweets…attweets…at least two or three times

…I even wake up, tweet for an hour tweet for an hour or so, & then go back to sleep


digidigiAindraAindraDo you sleep with your mobile?Do you sleep with your mobile?Pew Research CenterPew Research Center

http://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA

“have slept with phones on or right next to their bed”

It really is 24x7 for media today



How long can you go without How long can you go without checking in on Facebook?checking in on Facebook?

http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F

notice that on the scale, “long time”

means less than once a day…

“hurry up! I haven’t got all minute”



Can you be interrupted for an Can you be interrupted for an electronic message at any time?electronic message at any time?

http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction%3F



http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/



WHOOPS! Chrysler tweets the f-wordWHOOPS! Chrysler tweets the f-word

http://twitter.com/#!/tverma29/statuses/45483012326031360 http://www.foxnews.com/us/2011/03/10/f-word-appears-chryslers-twitter-feed/

http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/

http://econsultancy.com/us/blog/7913-14-epic-social-media-fails?utm_medium=twitter&utm_source=twitterfeed

this 24x7 stream leaves a lot of room for brand errors







which quickly get amplified

but it’s best not to lie







digital has the habit of rooting out lies quickly



WHOOPS! Starbucks insults entire countriesWHOOPS! Starbucks insults entire countries

http://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html

even Starbucks forgets that Ireland isn’t all

Britain…



WHOOPS! Starbucks insults entire countriesWHOOPS! Starbucks insults entire countries

http://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html



https://secure.flickr.com/photos/wurglitsch/6153011615/lightbox/ Niagara Falls by Rinaldo W http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1

if the news is if the news is that important, that important,

it will find meit will find me““

focus group participant

for many of us those streams become

torrents

which our social network ‘friends’ help

us navigate



…I’ll read an interesting story online & send the URL to 10 friends…

http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1

““I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story




which gets us to sharing



http://en.wikipedia.org/wiki/CompuServe

The first publically accessible on-line network?

1979Of course

sharing isn’t new…

Compserve was

advertising it in 1983




Conversation Conversation is the new attentionattention“

Brands need to be talked about if they are to spread successfully

The conversation is how we stand out from the torrent of media



Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964,

the medium is the messagethe medium is the message

The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967,

““…the ….

medium is us!Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964

Marshall McLuhan, 1964




So brands that will thrive can’t be scared

of conversation



http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

Although it certainly can be scary!

Link is http://i.digi8.us/DominosDI

sgusting



…learned about the video on TuesdayTuesday…decided not to respond aggressivelynot to respond aggressively,

hoping the controversy would quiet downquiet down.

“…we missed was the perpetual mushroom perpetual mushroom effect of viral sensationsviral sensations,”

…By Wednesday afternoon, Domino’s had created a created a Twitter accountTwitter account…[and a] video on YouTube by by eveningevening

http://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1

“Stephanie Clifford

NYT 2009, April 16

[Hint] viral doesn’t quiet down

[Hint] get the social media ready before you

need it



http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html http://www.youtube.com/watch?v=dem6eA7-A2I

Video link http://i.digi8.us/Domino

sPrez

which would you rather watch?

you’re sick…so are most people



http://twitter.com/dominos

You have to wonder if Domino’s really ‘get it’

Someone tweets a complaint and is sent a

link



https://info.dominos.com/dominos_pizza/contact.nsf/frmContact?openform

to this form…before you can complain we need name, address,

email etc etc



http://www.viddler.com/explore/dpzramon/videos/36/

Embedded over 90,000 times

Embedded over 90,000 times

Here’s the man they should have fielded. Ramon De Leon

In this video he’s apologizing for an order mix up at 3a.m. Listen to how many times he names his

store and its location…his apology is here http://i.digi8.us/Ramon1

he’s now a social media speaker…see more of him here http://i.digi8.us/Ramon2



http://www.youtube.com/watch?v=AH5R56jILag&feature=share Dec 2009

All that digusting stuff was back in April 2009, by December 2009, Domino’s was relaunching its

brand…even taught the Prez how to act naturally.Video’s at http://i.digi8.us/DominosPrez2



http://www.viralblog.com/social-media/dominos-the-pizza-turnaround/ http://alisterpaine.info/2010/05/24/the-story-behind-domino%E2%80%99s-pizza-turnaround/

We had been fighting fire with water…““

Tim McIntyreDomino’s spokesperson

Now we needed to fight the fire with fire…

If you want to be part of the conversation, you have to have something worth saying…and

say to right!



United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011 http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437

MarchMarch 3131 20082008 Dave Carroll, Canadian musician, flies from Halifax NS to Omaha, NE

He claims to see baggagebaggage handlershandlers throwingthrowing his $3,500

Taylor guitarguitar…which at destination is damaged

Returns to Omaha airport, UnitedUnited agentagent advises he has to

claimclaim at originating airport, HalifaxHalifax

Then there’s United Airlines…




Back in Halifax: told to call a number; eventually is

talking to a callcall centercenter in IndiaIndia

Dave explains he’s in Halifax, so told to callcall United in NewNew York York

IndiaIndia call center directs him to callcall United’s baggage office in

ChicagoChicago. They ask to inspectinspect the guitar.

Leads back to call center in IndiaIndia



United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011

http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437

Asks for $1,2001,200 of United vouchers (the amount repairs cost)

refusedrefused

Call center employeeemployee gets in touch with supervisor in ChicagoChicago,

and his claimclaim is reviewed reviewed …& rejectedrejected as nownow 77 monthsmonths since incident, outside of

“standard 24-hour24-hour timeframe” for reporting

Asks to speak to a supervisor, refusedrefused

DecidesDecides to write a songsong, & make a videovideo. Budget $150150



http://www.youtube.com/watch?v=5YGc4zOqozo

[Hint: don’t piss off singer song-writers]

Video’s at http://i.digi8.us/United



United Breaks Guitars, HBS, 9-510-057, August 11. 2011


YouTube at 24,000 24,000 views & 461 461 comments, most against United

& to mediamediaPosted to DiggDigg, & other social news sites

1:49 pm, July 7July 7, picked up by Consumerist.comConsumerist.com (publisher Consumer Reports)

Friends tweet tweet about it, & send link to people whose twitter

mentions bad experiences bad experiences with United

10pm10pm, Monday, July 6July 6, 2009 posts on YouTube YouTube

7:02 pm, July 7, story is on travel section of LA Times travel section of LA Times website, reporter was emailed the video by a friend

July 7, UnitedUnited offer him $2400, he refusesrefuses



United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011


By end of July 4.6m July 4.6m views…(now 10m+10m+)

July 23July 23, UKUK media pick up the story.

Friday July 10 July 10 (4 days on-line), #1 rated music video

of all time. Cumulated views 1.6m1.6m,

July 8July 8 picked up by Huffington Post & NBCChicago.comJuly 9 CNN, CBS Morning Show, AP calling Dave for interviews



https://www.youtube.com/watch?v=9_D_N-mRxFk

Video’s at http://i.digi8.us/UnitedKid

Then its starts to become its own little meme…




By end of July 4.6m July 4.6m views…(now 10m+10m+)

JulyJuly 10, Bob Taylor 10, Bob Taylor of Taylor Guitars posts a video

July 23July 23, UKUK media pick up the story.

Friday July 10 July 10 (4 days on-line), #1 rated music video

of all time. Cumulated views 1.6m1.6m,

July 8July 8 picked up by Huffington Post & NBCChicago.comJuly 9 CNN, CBS Morning Show, AP calling Dave for interviews



http://www.youtube.com/watch?v=n12WFZq2__0

But Bob Taylor’s got the right idea…he’s not afraid of the conversation…and gets the chance to help

people. And plug his website and business [Hint: he doesn’t just repair Taylor guitars! And

he’s a really nice guy]

Video’s at http://i.digi8.us/Taylor



http://www.youtube.com/watch?v=n12WFZq2__0

Look how well he uses his YouTube blurb



http://bigbreaksolutions.com/events/?utm_source=UnitedBreaksGuitarscom

And Dave Carroll reinvents himself as blogger, speaker, and protest song writer for hire!

He rebranded well…



An the ultimate accolade…a Harvard Case written about him…and all those MBA grads as potential

customers

So Dave and Bob did OK…what about United? Well they tweeted some, but I don’t think they

really engaged here…they didn’t really get into the conversation as far as I could see…




Third, & last topic…don’t get consumed by technology



http://www.youtube.com/watch?v=-mjudtrwdS4

This is a really neat app from Toyota…I’ve tried it. It seems to work everywhere

Video’s at http://i.digi8.us/ToyToyotaGreat use of location

But what happened to brand? The kid’s car doesn’t even look like a Toyota…not even a logo that I can

see…and the customization the kid can do…where’s the Toyota-ness?

For a moment you had my attention and my kid’s…& what did you do with it? NOTHING



GPS detergentGPS detergent

http://adage.com/article/global-news/marketing-omo-detergent-gps-follow-consumers/145183/

But at least Toyota didn’t bug the app (I don’ think). Not like this detergent from Brazil



GPS detergentGPS detergent

http://adage.com/article/global-news/marketing-omo-detergent-gps-follow-consumers/145183/

If the teamteam trackstracks a consumerconsumer to her home but sheshewon'twon't letlet themthem inin, they can remotely activateactivate a buzzer in the detergent box so that it starts beepingbeeping.

Scaring customers 101?



hhttp://i.digi8.us/Baton

Then there’s this great AR game…video’s at http://i.digi8.us/Baton

Watch the video…see if you can spot the problems

Then read this http://i.digi8.us/BatonProblem



http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

Twitter.com/DrIanFenwickTwitter.com/DrIanFenwick

That’s all for now…thanks for

watching!