An archive of my writings from 2007 till 2011. If you're interested in the recent stuff, visit my Tumblr at dvirreznik.com.
If you’re reading my blog long enough you know I have a soft spot for crowdsourcing/digital and how brands are leveraging these technologies and platforms to boost sales, strengthen customer loyalty or create demand.
T-Mobile UK is one of the companies who are doing an excellent work online, and in my opinion can be credited with the flash mob phenomenon.
At the end of October they shot another flash mob video, this time at Heathrow Airport, International Arrivals Terminal 5. Watch and learn.
Couple of months ago I wrote here about FIFA World Cup 2010, pointing out the digital campaigns of the major sponsors. Last week, the translated version was published in issue 7 of Marketing Now, a quarterly newsletter by The College of Management, School of Marketing & Advertising. You can read the online version here (Hebrew, IE only) or download the PDF (again, in Hebrew).
Disclosure: I work as assistant lecturer at The College of Management, and also completed my B.A. in Finance and Marketing at the institute.
Staying innovative and unique isn’t easy in today’s landscape. With so many temptations and so little time it’s crucial to have a message, a one-line, that defines your brand.
Made to Entertain belongs to Heineken, and they decided to challenge the #1 sport in Europe – soccer. In October 21st 2009 Real Madrid was scheduled to play against AC Milan in the Champions League. The folks over at JWT Milan came up with the concept of ‘pulling away’ fans from their passion to a fake classical music concert, at the same day of the match. The ‘pulling’ was done by collaborators, such as college professors, girlfriends, bosses and journalists.
Enough said. Time to watch the concert (originally seen at holes in the net).
Browsing my weekend list of RSS sources, I came across this video from SHO, inviting viewers to ‘find Dexter’ in the crowd. The 4 levels series is just one of many interactive videos created this past year, since YouTube introduced ‘Annotations‘ into its service.
Annotations was ‘born’ as an experiment in June 2008, to enable the user to add text and links directly onto the video. The links must point to other YouTube videos and the first annotation will work in embed, but will open a new browser for the next episode. Annotation Man provides a good tutorial on how to use annotations.
Where’s Dexter? is one example of how annotations can be used to attract viewers, for entertainment purposes. But the London Metropolitan Police created a more educational series – ‘Choose a different ending‘, in which the viewer is following the life of a teenager, trying to survive the slums of London. Each video is 30sec long, and at the end of it the viewer has to choose what will the teenager do – ‘take the knife’ or ‘leave the knife at home’ is only the first step. The series is designed to help the real teenagers of London cope with some tough decisions, growing up in a violent environment.
From advertising, games, entertainment, and education – annotations proved to be a powerful tool in the hands of video producers across the world. Some even used annotations as their ad agency website.
I wonder what will happen once YouTube will allow annotations to have out-bounding links...
One of the people I started following and RSSing is Florian Pihs from MRM Worldwide in Beijing.
I really liked his ‘10 simple rules for winning through web analytics‘ presentation as it outlines in 7 slides why web analytics is important for any business, regardless of your audience.
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