Social Media: Uniqlo v Twitter, Heinz v Facebook, Tipp-Ex v YouTube

Japanese clothes retailer Uniqlo has found a novel way of encouraging U.K. shoppers give the brand a big presence on Twitter — by reducing the price of clothing pieces every time someone sends a tweet about an item. The “Lucky Counter” promotion has been running ahead of the relaunch of Uniqlo’s U.K. e-commerce site this week, and has seen the brand’s name appear in Twitter’s trending topics list for the country. In a web page dedicated to “Lucky Counter,” users can choose from 10 pieces they would like to see discounted on the website when it relaunches on September 9.
Consumerist points us to an interesting Heinz ketchup bottle that features an unusually prominent call to action, asking users to friend the brand on Facebook.

Tipp-Ex invites viewers to script ending in YouTube spot
An innovative use of YouTube by correction fluid brand Tipp-Ex offers viewers the chance to choose what happens next in a video clip after a reluctant hunter refuses to shoot a grizzly bear.

When tactics aren’t enough: the Tipp-Ex viral (asourceofinspiration.com)
An Interactive YouTube Campaign By Tipp-Ex (mindjumpers.com)
Uniqlo’s U.K. Twitter Campaign Looks to Be a Perfect Fit for Retailer (adage.com)
Adventures in Advertising: Youtube + Tipp-Ex (tech.fortune.cnn.com)
Tipp-Ex Lets You Make A Hunter Hump A Bear In Interactive YouTube Campaign (socialtimes.com)
This Week’s Best YouTube Ad Campaign: Tipp-Ex Impresses With Custom Interactive YouTube Video (reelseo.com)
Interaction Video Key To Viral Success (viralblog.com)
Boring Product, Great Ad: Tipp-Ex Channels Subservient Chicken (clickz.com)
Amazing New Interactive Youtube Campaign By Tipp-Ex – Bear Included (marketingconversation.com)
Interactive YouTube Video Clips The Next Trend For Viral Videos? (elliottlemenager.com)

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Mashup: Historypin v Google Maps

Historypin, created by the social movement We Are What We Do, who are partners with Google, is a virtual time machine that allows users to take a peek at what the world looked like way back when. The website, which launched in London in June 2010 uses Google Maps and Street View tech and hopes to become the largest user-generated archive of historical images.

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Pringles says “Thanks for Oversharing”

Pringles lampoons social media addicts
Pringles is promoting its ‘sharing’ positioning with a light-hearted campaign that pokes fun at social media fanatics. The activity, created by Wunderman and called ‘The Oversharers’, appeals to consumers to name and shame their friends who share things online that are ‘totally ridiculous’. The push centres on the accusation that people who overuse Facebook and Twitter are boring their friends and urges them to share things ‘really worth sharing, like Pringles’. Central to the activity is a website with a Twitter feed showcasing the most banal tweets, such as: ‘Just eaten a sausage roll!!!’ Visitors to the site can download a Facebook ‘Overshare’ button, which adds to the existing options to ‘like’ and comment on friends’ status updates. When users click on ‘Overshare’, the author of the update will receive a message advising them to seek help at the Pringles website.

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Top 10s

Getting people to interact with others and upload content to a community-driven site enough may sound easy, but engagement doesn’t happen automatically. It takes time and work, and much of the right formula is deduced through trial and error. Here are 10 tips for increasing user engagement that work for news community web sites, but can apply to all types of online user-engagement communities.
For the first time YouTube are sharing theri official Most Watched lists and some of the fastest-rising search terms on YouTube. “Some moments were big (President Obama’s inauguration), some small (a Minnesota wedding party erupts into dance), some expected (“New Moon”), some surprising (Susan Boyle) — but all of them inspired, entertained and connected millions of people around the world via YouTube.”
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Beyond Facebook: Seppukoo, Architizer

Seppukoo.com is a social website which “liberates the digital body” by deactivating one’s Facebook profile and shaping a social experience out of it. It is meant to reflect seppuku, an ancient practice in Japan in which a samurai warrior kills himself to restore their honor. It was created by ”Linking the Invisible“, a group of European media artists (Guy McMusker, Clemente Pestelli and Gionatan Quintini), who explore the invisible relationships between the “infosphere, neural synapsis, and real life.”
One such digital pioneer is brand-new social networking site Architizer, which is being promoted as a “Facebook for Architects” and will allow “architects, architecture curators, clients, critics and fans, to interact”. The site, which is free to use, allows members to link their personal, firm, and project profiles where they can display a new building, share photos of interesting projects, and have their work pinpointed on a global interactive map.
Possibly related:
Seppukoo ” About (healthmgmtrx.blogspot.com)
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Books: Stephen King’s Treasure Hunt, Publishers’ Digital Aspirations

Stephen King’s Treasure Hunt
Stephen King’s latest epic is not due to be released until 10 November, but his UK publisher Hodder & Stoughton working with Unity London has launched what it describes as the biggest ever game of literary hide-and-seek. This enables hardcore horror fans to get their hands on it early… as long as they don’t mind a bit of interweb and real world treasure hunting. The 335,114 word novel has been broken down into 5,196 pieces, and, using clues given on the homepage participants are encouraged to hunt them down and deliver them back to the site. These extracts have been scattered across hundreds of websites and locations throughout the UK, including fan, horror, thriller and lifestyle websites. As pieces are found they will appear on http://www.stephenking.co.uk enabling fans to move them around and link them together, gradually forming bigger sections of the book.

stephen king under the dome

The Kindle may not necessarily be the e-reader to bring the technology into the mainstream. That said, publishers seem increasingly certain that the print medium may be in jeopardy, and so many are already experimenting with new multimedia technological enhancements, including FLIPS and Vooks
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