Here’s finally something positive to come out of the Korean Peninsular in recent days.
Great innovation to promote a movie by simply providing ‘wifi posters,’eg 8 strategically placed posters in Seoul that allowed users to access the internet when near them. I have been saying for the longest time that all interactive communications in 2013 and beyond needs to be either:
- useful, and/or
If it isn’t, then your chances of your brand being noticed are very low.
- The movie had 29% increase in traffic to its website (although I think upfront awareness for the movie is more important than site traffic personally. I would have preferred those metrics)
- Time spent on movie website increased by 500%
- In addition:
This is a very simple idea but one which provided significant added value to the consumer and likely created more ‘love marks’ for the product eg the movie.
Media is being completely redefined by technology and cultural change, which is why there is so much potential for brands with the evolution of traditional media, as well as the increase in new platforms and devices.
The four key words going forward ?
- Measure (properly!)
You get the idea! Hehe.
Google Fiber is a project to build an experimental broadband internet network infrastructure using fiber optic communication – it will be 100 times faster than standard high speed
They are doing the test in, of all places, Kansas City!
They are asking Kansas City residents to pre register for the installation of Google Fiber in their neighbourhood. The areas of Kansas that reach their installation pre registration goals, will be the first to get Google Fiber installed in their hood !
I’m not making any sense?
Then watch this:
Clearly for Google to continue to gain traction in the online world with rich media content on Youtube, they need to have very fast internet…so why not create the infrastructure yourself, instead of relying on others, and use the interactive nature of online communications to see which neighbourhood deserves it first.
The ultimate supply and demand – eg ‘you want very fast internet, Kansas neighbourhood? Then show us how much.’
I shall be watching this very closely because if the Kansas test works, it could be coming to our hoods in the coming years !! I think there may be some Canadian bureaucracy to fight through first before it does !
A challenge that we often face in the Interactive media industry are the various perceptions of internet as a medium. Everybody sees things differently:
These perceptions about internet marketing can range from:
- those that don’t get web at all (which is normal and fine by the way) but realize that there is huge potential and they need and want to understand it
- those that don’t get web at all (like I said, that’s normal), but they don’t believe in it and have no intention to test/participate in it etc – too complicated
- those who have limited web knowledge but enough to do some half hearted online communications – can be dangerous with disappointing results.
- those who don’t consume much web themselves and believe therefore that their media target (even if a different age to them) surely doesn’t use it either – this is the most dangerous perception in my opinion.
What always disappoints me is when I hear of marketers that are allocating extremely small budgets to online awareness campaigns and then being disappointed that they don’t notice it much or that the campaign is too short.
In traditional media terms, it would be like booking 1/8th page, black and white ad in 2 newspapers for 1 day and then consequently being disappointed by the lack of awareness and campaign length.
How would you feel If you watch a 3D movie, on a 3D compatible TV but without the 3D glasses? well, of course you are going to think that the whole 3D experience is completely overrated, right, and rightly so.
I guarantee that if interactive media is planned in a : thorough,strategically relevant,insightful manner with strong supporting budgets, buying strategies, shareable creative concepts and solid performance metrics,the ‘3D movie experience’ will be very, very satisfying.
I just love what this guy did by using a QR code to deliver his video CV message – it combines the real word with the virtual world.
The prospective employer receives a hard copy of the candidate’s face by email (or real mail) with an explanation of what to do on the back of the sheet.
He/she then takes a photo of the QR code located on the photo, and places the iphone in the allocated space on the face photo to see what the mouth has to say !! Genius. Click on image below to see it work.
In times when new positions are hard to come by, what better way to breakthrough the ‘advertising candidate clutter’ and get noticed by a potential employer?
It reminds me of the other highly innovative way that a creative ad guy in U.S found a job via an SEM campaign by buying keywords of the names of his prospective future employers at other ad agencies. His insight was that senior people often type their own names in Google to see what search results appear about themselves.
In his case, he was right, because he got a job based on his online CV being seen by a future employer typing his own name in Google and consequently seeing the guy’s self promotional text link ad, that clicked to his online CV! I think it cost him less than $10 in keywords to land the job.
Looks like no-one’s targeting me via SEM, asking for a job at the moment, but then I don’t type my name in Google…..very often!! Hehe.