Ogilvy Aims to Make White Papers More Exciting with ‘Red Papers’
Driven by its namesake’s forays into the publishing world, Ogilvy is launching a new series of tomes dubbed “The Red Papers”. The agency will talk shop about emerging marketing strategy. John Bell, head of Ogilvy’s 360 Degree Digital Influence group, professor at Johns Hopkins University is author of Red Papers’ piece, “Socialize the Enterprise.” You can subscribe for “Red Papers” free of charge.
The Megane Experiment
Renault marketing strategy associates Renault with Gallic culture, akin to its “Nicole and Papa” ads of the 80s and 90s. The aim of the campaign is to improve UK sales of the Megane saloon. Ads will contrast the Côte d’Azur resort of Menton with Gisburn in Lancashire to establish which has the greatest “joie de vivre”. The tongue-in-cheek spots will compare a swimming pool in Menton with a puddle in Gisburn, and show a French couple at a sunny seaside restaurant and a British couple outside a pub in bad weather. A 10-day teaser TV and print campaign, launching this week, will claim Menton contains more than 21 Meganes, while Gisburn has none. Consumers will be directed to a website at themeganeexperiment.com, which will follow the journey of Claude as he drives a Megane from Menton to Lancashire. From next month, a follow-up TV, print, radio and digital push will follow Renault’s attempts to give Gisburn greater joie de vivre. Extra content will be avail-able on YouTube and Renault TV. I disagree that the French have “joie de vivre” though: generally they are chain smoking, shrugging and miserable.
Ford Reveals 2011 Ford Explorer on Facebook (offonatangent.blogspot.com)
2011 Ford Explorer REVEALED: Can This New Model Save The SUV? (PHOTOS) (huffingtonpost.com)
Ford Shows Off New Explorer to Facebook Fans with Full Day Of Content (insidefacebook.com)
Ford to unveil 2011 Explorer on Facebook (reviews.cnet.com)
2011 Ford Explorer Changes The Game (ridelust.com)
Ford to unveil redesigned model on Facebook (newstatesman.com)
Scott Meis: Ford Facebook Reveal Day = Smart Digital Launch (scottmeis.com)
Ford unveils lighter version of Explorer (kansas.com)
Inside the 2011 Ford Explorer Facebook Reveal (mashable.com)
OMG LOL: 2011 Ford Explorer to get Facebook reveal (autoblog.com)
Not everyone’s a fan of SL though, notably the good people of Tameside, whose Council just scrapped a £36,000 virtual town hall in Second Life. Tameside Council, in Greater Manchester, ‘rented’ an island in the virtual world of Second Life and built a computerised town hall, hoping it would encourage users to access local authority services. But the project has been abandoned after council chiefs admitted they could not justify the cost.
IT council chiefs ditch Sadville after splurging £36k (go.theregister.com)
Council scraps £36,000 virtual town hall in Second Life (telegraph.co.uk)
Council’s £36,000 on ‘virtual’ HQ (thesun.co.uk)
Linden Lab guns for service-based Second Life viewers (massively.com)
Linden Lab Fail. (rcaston.com)
Second Life Owner Linden Lab to Lay Off 30% of Its Workers (dailyfinance.com)
Using Twitter Data To Track Public Mood
Extracted words from Twitter streams were evaluated by a mood-rating system called Affective Norms for English Words (ANEW). ANEW determines the positive or negative tone of the word and assigns it a mood score. For example, positive words like “love” and “paradise” indicate happiness while “funeral” and “suicide” are negative. Through filtering the tweets by geographic location the scientists rendered a infographic-style video, where viewers can monitor each state’s hour-to-hour trend of moods.
Who Else is Reading Your Tweets?
Social media is becoming a treasure trove for the most unlikely of data hunters – divorce attorneys, health insurance companies and now debt collectors. Yes, debt collectors have begun using social networking sites to gather information about their targets.
- How USA Network uses Twitter to give fans the inside scoop (smartblogs.com)
- Twitter Maps Emotional State of the USA (scienceroll.com)
- Pulse of the Nation: U.S. Mood Throughout the Day inferred from Twitter (ccs.neu.edu)
- Twitter Study Reveals the Good Times and the Bad…By the Hour (socialtimes.com)
- U.S. Mood Measured Through Twitter, 2006-2009 (psychcentral.com)
- Shevonne: Twitter mood maps reveal emotional states of America (vida.posterous.com)
- Determining the Nation’s Happiness with Twitter (webpronews.com)
- Twitter mood maps reveal emotional states of America (newscientist.com)
- Twitter mood maps reveal emotional states of America (newscientist.com)
Response to social magazine iPad app Flipboard overwhelms start-up
Flipboard, the personalised, social magazine iPad app launched earlier this week, has created such an overwhelming response the company has had to enforce an invitation only system while it works to solve capacity problems.
* “The Man Your Man Could Smell Like” (Feb 4): 22.3m
* “Different Scents for Different Gents” (Feb 5): 4.2m
* “Where Freshness Smells From” (March 15): 2.6m
* “Odor Blocker” (March 31): 29.2m
* “The Return of the Man Your Man Could Smell Like” (June 29): 12.4m
* “Old Spice Responses” (July 13): 42.3m
wieden + kennedy ‘getting handjobs under the papal robes’ (wklondon.typepad.com)
The Old Spice guy may not have helped Old Spice after all (thegrio.com)
Why the Old Spice Guy Videos Didn’t Help Old Spice’s Sales (prbreakfastclub.com)
We love Old Spice guy! Old Spice Body Wash – not so much (msnbc.msn.com)
Old Spice Viral Ads, Through The Ages (huffingtonpost.com)
Get a personalized response from Old Spice’s Man Your Man Could Smell Like! (pbpulse.com)
Old Spice Numbers Smell Fishy (adcontrarian.blogspot.com)
Old Spice guy personally thanks online fans (adweek.blogs.com)
Old Spice Campaign Stinks? (adland.tv)
The Eternal Truths Behind The Best New Branding Commercials (forbes.com)
Cascadian Farm Becomes First Branded Crop in FarmVille
Organic brand Cascadian Farm is becoming the first branded organic crop to be offered in Zynga‘s popular online game FarmVille. Beginning July 19 through July 26, Cascadian Farm will give FarmVille players such benefits as coupon offers, organic farming and green living tips and – per the game’s philosophy – the opportunity to enhance their farm. The campaign was developed with the support of Sterling-Rice Group. The brand has recreated the real Cascadian Farm – located in the Upper Skagit Valley of Washington’s North Cascade Mountains – virtually, with the online fruits and vegetables planted in similar fashion. There’s also an avatar farmer called “Farmer Joe Cascadian,” who’ll serve as the “virtual” tender to the brand’s own FarmVille farm. Users can request to be his neighbor by friend-ing him online on his Facebook page.
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- Introducing~Cascadian Farm’s Newest FarmVille Initiative & WIN! (theplussizemommy.com)
- Cascadian Farm Becomes First-Ever, Branded Crop in FarmVille (eon.businesswire.com)
- FarmVille and Cascadian Farm Upcoming Promotion: Grow Organic Blueberries! (games.com)
- Cascadian Farm Hoping to Cash in on Virtual Blueberry Crops (thedenveregotist.com)
- Cascadian Farm Giveaway! (lisacooking.com)
- FarmVille gets its first branded produce (inquisitr.com)
- Advertising: For FarmVille, a Crop From a Real Organic Farm (nytimes.com)
- FarmVille Cascadian Promotion Update: Organic Blueberries in the Market (games.com)
- Weird But True: Organic Produce Brand Plants In Virtual Soil (adpulp.com)
- FarmVille Adds First Branded Crop, Goes Organic (socialtimes.com)