Archive for May 2005

in the press (again): changes to the advertising and media landscapes

Some articles about shifts to new media:

  • the nytimes warns advertising agencies that clients are faster in adopting to new advertising opportunities (online being only one option) than the regular ad agency. Disappointing for agencies – they also state the while agencies used to push clients, it’s now the other way around…
  • The WSJ warns the new media not to loose grip in keeping up with new developments. They state examples of yahoo having lost out to Google, Netscape to MS, Yahoo and Google, etc. Message: always stay on top…
  • The Times Online states that AEGIS, a media buyer, sees big shifts of media budgets moving online.

Reading this and other articles in the past, the new media is gaining ground. First, because advertisers need alternatives to classical advertising, secondly, because they can save big money by going online.
Good for us.

The SithSense

Again, something from BK: the sithsense. Lord Vader guesses your thoughts. It took him 17 questions to guess what I was thinking. Which was nothing in particular at first and turned into something concrete while I was answering his questions. Funny – did he influence my mind at the same time :)
Disturbing: at the end, an odd looking “King” comes in and seems to whisper the answer to Lord Vader. As if he needs BK to help him out… weird. Don’t think this will make it as viral as the chicken.

3m with a brilliant interactive B2B campaign

At 3meverywhere.com 3m is boasting about the 50.000+ innovations. In a nice way, however, because the site is actually a lot of fun.

You enter an interactive movie telling a story, in which you have to find and pinpoint certain hotspots with your mouse – these hotspots obviously indicating 3m innovations. You’ll also get a short explanation every time you find one.
And if you don’t find all 15 you’re supposed to, you get a second try – while the game remembers the one’s you found so you only have to hunt down the spots you’re missing.

A rush for online videos in some industries…

AdJab and Marketing Vox have pointed to it, so I might as well: An interesting Article on Business Week (again) about some companies / industries putting more budgets into online campaigns with videos vs TV campaigns.
Nothing really new, but getting the business week perspective is nice – and also shows that the topic is more than ever being discussed…

Another big Nike thing – choose your sneakers on the billboards

Adage reports, that Nike has a billboard on the NY Times Square (1.5 million people see it every day!), where people can interact with the billboard via SMS and customise a sneaker they like. And once they’re done, they get an SMS with the picture of the shoe and a URL, where they can purchase it.
Nice. I just wonder: the service is only available a few hours per day. How do you manage a couple of thousand people standing in front of the billboard and have each one customize their shoe? Or will there be thousands of disappointed people, because they never got their go at fiddling with this billboard?

The One Show Interactive is up

Some might have seen this. The One Show Interactive is up, so you can now browse the fantastic entries – and see what was hot in 2004 in interactive advertising.
Most applauded was all the stuff Crispin Porter + Bogusky, Miami did – mainly for Burger King, of course. Burger King was also named the client of the year. Well, with the amount of interactive stuff they were putting their money to, the above agency must have been one of the best to work for last year…

Some more web-storytelling by Axe

Evan and Gareth are sent on a mission by Axe: They need to find out the best way to pick up chicks, tagline: “play or be played”. They have a playbook with different ways to approach and pick up a girl and are now testing all the moves. More or less successfully, but funny nevertheless.

The site has all the ingredients you would expect: a journal (a blog so to say), little 48 sec clips of all sorts of events during their tour of the US, photos, Bios, and a forum.
Not sure for how long this has been online, but the forum isn’t very exciting yet, which let’s one assume that the site hasn’t really gone viral yet, as AdLand also states. They have some more background information on this, so go read it there, too.
Main message: Unilever is now focusing more on the web for it’s Axe advertising. Reason being clear: the target group zaps TV ads and has a short attention span anyway. That explains why no clip I found was longer then 48 secs. This seems to be the MTV-influenced maximum length of content people can pay attention to these days. Oh my. Considering that attention span, this post is getting way too long already…

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