Posts Tagged 'interactive'

Old Spice: The Man Your Man Could Smell Like

Pasti udah pada liat TVC pemenang grand prix di Canneslions 2010 ini. I’m on a horse! Hahaha…

Awalnya gw gak gitu suka TVC ini. Lucu sih, tapi biasa aja. Di Cannes kmaren gw lebih jagoin The Man Who Walked Around The World-nya Johnnie Walker. Tapi, beberapa hari yang lalu gw nemu video interview dengan kreatifnya, Craig Allen dan Eric Kallman dari  Wieden + Kennedy Portland. Dan gw mulai tertarik sama iklan ini. Ketika nonton interview mereka, gw cukup kaget juga, untuk TVC 30 detik, dengan isi yang bisa dibilang tolol-tololan kreatifnya, kliennya mau ngeluarin uang untuk shooting 3 HARI!! Ditambah dengan teknis produksi yng lumayan ribet (Bikin mesin untuk mindahin Old Spice Guy dari kapl ke atas kuda).

Setelah gw nonton interview ini, dan denger penjelasan tentang briefnya, gw jadi tau bagusnya iklan ini. Salut!

Tapi ceritanya gak selesai sampai di situ. Ternyata Karakter Old Spice Guy ini menjelma jadi karakter yang hidup di Internet. Tentunya sebagai support dari above the lina campaignnya, W+K membuat online  campaign yang memungkinkan Old Spice Guy untuk berinteraksi dengan penggemar dan konsumennya. Yup! Old Spice Guy punya banyak penggemar. Banyak orang berkomentar tentang iklan ini di Internet, baik di Youtube, atau di Twitter.  Selama tanggal 12-14 July kmaren, komentar2 itu yang dijawab oleh Old Spice Guy dengan pesan yang sangat personal. Baik dari orang2 tak dikenal dengan username aneh, sampai alyssa Milano dan Demi Moore. Bahkan di salah satu video response-nya, Old Spice Guy melamarkan seorang wanita untuk salah satu penggemarnya.

Seluruh 186 video responsenya bisa diintip di youtube channelnya. Hasilnya? Per 18 July channel ini ditonton lebih dari 94 juta kali dan menjadi #1 ALL-TIME Most Viewed Sponsored Channel di YouTube. Salut!

Salut salut salut! Angkat topi buat campaign ini. Silver fish handcatch!!



Youtube based website ini punya sebuah advertising agency di Charlotte, North Carolina. Berdiri tahun 2000 cuma berisi 30 karyawan. Salut! Kebetulan gw lagi tergila-gila gaya animated explanation ala common craft. Penuh dengan simbolisasi dan analogi goblok. Tapi, ide bikin website di youtube? Salut!

Five Ways to Use Twitter to Improve Your Marketing

Sponsored by Omniture


Do you tweet? If so, you’re part of a fast growing trend. EMarketer estimates there were about 6 million U.S. adult Twitter users in 2008, 3.8 percent of U.S. adult Internet users. Twitter users in the U.S. are projected to grow to 18.1 million by 2010, representing 10.8 percent of U.S. adult Internet users. Surprisingly, Twitter users tend to be older than traditional Internet early adopters; 45 to 54 year olds, the highest-indexing age group, are 36 percent more likely than average to visit Twitter, according to comScore.

Deeper analysis reveals some other interesting insights that can help marketers tap into Twitter’s strength. Of the top 75 searched terms on Twitter Search, Hitwise found that roughly 30 percent were entertainment-related. Also according to Hitwise, Twitter Search, which works in real time, differs from a search engine in that it sends very few visitors to retail sites. This seems to be in part because users frown on explicit promotional tweets. Based on Hitwise’s tracking, Twitter sends 20 percent of its downstream visits to social networks and another 20 percent to entertainment-related sites. This is similar to the behavior of blog visitors.

What does this mean for marketers? Think about how information dissemination and participation in an open conversation with your prospects and customers will support your business goals. While the data show that Twitter readership leans toward entertainment-related topics, as its user base continues to expand and mature a broader array of interests will be present.



Five Ways to Use Twitter to Aid Marketing

When assessing how to add Twitter to your marketing mix, consider the following five options:

Content distribution. Twitter is useful for time-sensitive information, such as:

  • Announcing breaking news. The US Airway plane crash-landing in the Hudson and the Mumbai riots were initially broadcast via Twitter.
  • Transmitting time-sensitive information. This includes last-minute flight delays by airlines like JetBlue and major traffic disruptions by LAFD.
  • Positioning your company as a thought leader. This includes distributing original content to extend the conversation. 
  • Providing an alternative forum for comments. This also includes enabling attendees at live events, such as trade shows, to communicate with each other.

Commerce support. Twitter can aid sales, but it can’t become strictly a promotional broadcast channel or many followers will leave.

  • Disseminate last-minute deals to drive sales.
  • Provide additional sales support to answer questions and help close deals. Like chat or a toll-free number, Twitter enables e-tailers to service prospects and customers. A few retailers already using Twitter effectively, including DellZappos, and Whole Foods.
  • Offer customer service via another channel and proactively alleviate customer issues.Comcast, a cable provider notorious for its customer service issues, has received positive feedback on its responsiveness via Twitter.

Advocacy forum. Twitter is a platform from which to develop a following for you, your brand, or your company.

  • Aid brand building. While many individuals use Twitter to enhance their personal brands, Twitter enables companies to participate in the conversation.
  • Expand services with useful information cost-effectively, particularly for nonprofit and political organizations. The March of Dimes provides daily pregnancy tips in Englishand Spanish, while Barrack Obama‘s presidential campaign connected with voters (although as president, Obama’s tweets have become less frequent).

Public relations support. Twitter provides another outlet to enhance PR-related communications.

  • Enable reputation monitoring by tracking and participating in the conversation related to your management, brands, and company. Also follow what’s being said by thought leaders in your niche.
  • Provide another channel to aid crisis management by getting your organization’s story out quickly in case of an emergency.
  • Use for PR outreach to journalists looking for timely input.

Research enabler. Leverage Twitter’s search functionality and ability to query and respond to an audience.

  • Track new trends on Twitter to discover what customers and prospects are saying about your brands, products, and company. Unlike search engines, the conversation on Twitter takes place in real time.
  • Participate by asking prospects their opinion about products and issues related to your firm.



Marketing Considerations When Using Twitter

As a form of social media, Twitter’s 140-character format means marketers must think about its unique characteristics. Twitter:

    • Is about participating and contributing to the discussion, not hardcore product promotion. When using Twitter, have guidelines about the information acceptable to communicate and the level of personal detail you’re willing to provide.
    • Requires consistent, dedicated staff to provide an ongoing presence that listens and participates in real time.
    • Is device agnostic so that followers may use a computer, smartphone, or other handheld device.
    • Has a user base that’s growing exponentially, so how it relates to your target market may be evolving.



    Measuring Twitter’s Impact

    As with any marketing initiative, it’s critical to have metrics in place to assess your progress against your marketing goals. Among the ways to calculate Twitter’s impact are:

      • Followers. The number of people following you or your brand on Twitter gives you a general idea of your community’s size. Do your followers retweet your information? What percentage of your followers continue to follow you over time? According to Nielsen’s blog, over 60 percent of Twitter followers fail to return the following month.
      • Conversations. This is an indication of how engaged your followers are with you. Consider the content of these exchanges. Have you been able to respond to prospects in a timely manner and change perceptions of your firm?
      • Brand improvement. Beyond traditional measurements, assess whether public perception of your brand changed as a result of your Twitter interactions. Do consumers feel that your firm is more responsive to their needs?
      • Lead generation/sales retention. Track the number of sales leads, purchases, or reduced customer complaints. This should ramp up as you build your Twitter following.

      While there are a number of dedicated analytics and research tools available, as Twitter continues to evolve the related analytics will become more sophisticated.

      Twitter’s recent explosive growth translates into an opportunity for marketers to engage with prospects and customers proactively in an open forum. To this end, think about leveraging the content and information within your organization to build your following on Twitter.

      Join us for a one-day Online Marketing Summit in a city near you from May 5, 2009, to July 1, 2009. Choose from one of 16 events designed to help interactive marketers do their jobs more effectively. All sessions are new this year and cover such topics as social media, e-mail marketing, search, and integrated marketing.


      Via ClickZ

      Kicauan anak band sampai tukang roti

      Baker Tweet

      Baker Tweet


      Kogi BBQ

      Kogi BBQ


      Kelihatannya seluruh dunia lagi demam Twitter. Tadi malam gw juga berhasil menjerumuskan Ferik (seorang teman yang gak mau disebut namanya) untuk join Twitter sebagai salah satu cara untuk mempromosikan bandnya, Sundae Sunday. Beberapa saat sebelum subuh, masuk email pemberitahuan, “Sundae Sunday is now following you on Twitter”. Hahahaha…

      Kalau di sini masih baru mulai, di LA, sebuah restoran keliling bertajuk Kogi BBQ sudah memanfaatkan Twitter lebih jauh. Beroprasi diatas truk yang berkeliling LA, Kogi mengabarkan lokasi tiap truknya kepada calon pembelinya melalui Twitter. Lebih dari 7000 orang udah membuntuti truk Kogi dari Twitter. 

      Lain lagi dengan di London. Poke, sebuah digital creative agency menciptakan sebuah alat yang mereka sebut Baker Tweet untuk Albion Cafe agar mereka bisa mengabarkan kapan roti mereka keluar dari oven. Well, roti yg enak ya emang yg fresh from the oven. Tapi masalahnya kita gak pernah tau kapan roti itu keluar dari oven. Dengan Twitter, Albion Cafe bisa langsung memanggil pelanggan setianya setiap kali oven dibuka. Masalahnya, kondisi dapur yang berantakan, bertepung, panas, dll gak memungkinkan untuk sebuah toko roti menyimpan komputer. Karena itu Poke mendisain sebuah alat khusus yang bisa dipasang dengan aman di dapur tersebut. Tinggal putar knob untuk memilih template, tekan tombol, dan kicauanpun segera membahana. Segera orang2 dari poke menyesaki Albion Cafe. hahaha… ternyata Albion Cafe terletak tepat di seberang kantor Poke. Dasar…

      Via Springwise

      Common Craft


      Menyusul post tentang Twitter Partners, kalau kamu ga ngerti post tsb. mungkin kamu perlu nonton ini dulu.

      Satu hal menarik tentang video ini, video yang sangat informatif dan ringan ini dibuat oleh Common Craft. Perusahaan yang berisi suami istri Lee dan Sachi LeFever. Di websitenya mereka menulis: “Our product is explanation”. Yup, mereka membuat video yang berisi penjelasan tentang berbagai hal, dengan bahasa manusia (masih bahasa kresten sih), dan dengan analogi2 yang mudah dimengerti. 

      Selain membuat video2 tentang tema2 yang umum dan “iseng-iseng”, Common Craft juga mulai membuat custom video sesuai pesanan klien. Google, Microsoft, sampai California School Financing pernah menggunakan jasa mereka. Sampai suatu titik di mana permintaan semakin banyak, mereka akhirnya memutuskan untuk berhenti menerima pesanan dari klien, khususnya promotional video. Selain karena mereka ingin lebih fokus ke bidang edukasi, mereka juga tidak mau mengubah komposisi perusahaan yang cuma berisi 2 orang tsb. Salut! Sekarang mereka membuat Common Craft Explainer Network dimana isinya adalah produser custom explanatory videos yang “masih” bisa di-hire.

       Bukan cuma permainan whiteboard dan paperworknya, atau cara mereka menjelaskan, tapi terobosan, inovasi bisnis dan idealismenya menginspirasi banyak orang.

      Twitter PR Agency



      Kalau dulu muncul media specialist, activation agency, PR agency, mobile agency, interactive agency, skarang muncul Twitter PR Agency! Waw!

      Twitter Partners, sebuah perusahaan yang didirikan sebagai konsultan yang akan menyediakan layanan aplikasi, tools, dan layanan lain untuk berjalan diatas platform Twitter, memungkinkan brand, perusahaan, dan selebriti menelusuri dunia Twitter.

      Didirikan oleh Peter Read, Twitter Partners memberikan layanan seperti buzz monitoring, corporate reputation management, customer insight dan feedback, FGD virtual, samapai e-commerce.

      Ini jadi menarik mengingat ketika gw baru aja gabung di Twitter, gw langsung sadar bahwa 90% orang yg ada di Twitter lagi mencoba menjual sesuatu ke user (Tweeple) lain. 

      Saat ini Twitter Partners menangani beberapa klien seperti Virgin, Lionsgate, Paramount, dan Universal.

      Personalized Billboard

      Yahoo Japan Digital Billboard


      Yahoo Jepang membuat sebuah terobosan baru. Sebuah digital billboard yang mampu menampilkan konten sesuai dengan preferensi orang yang sedang melihatnya. Waw!

      Billboard digital yang dilengkapi kamera ini akan memindai (gw gak suka kata ini) wajah orang yang sedang melihatnya dan mendeteksi jenis kelamin serta usianya. Dari situ, billboard ini akan menampilkan konten2 iklan yang kira2 sesuai dengan audiencenya berdasarkan variable tadi. Bukan cuma iklan, billboard ini juga menampilkan berita dan ramalan cuaca.

      Wah, kira2 kalo gw yang berdiri di depannya, billboard ini bakal nampilin iklan apa ya? susu penambah berat badan? Gimana kalo yg ngeliatnya rame2 ya?

      Via Crunch Gear

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