Brilliant campaign by Snickers as part of their “You’re not you when you are hungry” campaign. They recognised that people spell things wrong (maybe its when they are hungry) when searching on google and so they looked at some common search terms and the related mis-spellings of these terms and created an adwords campaign around it. In two days they got 558,589 ad impressions (which was their metric) an impressive 1.05% CTR and 5,874 visitors to their specially branded website.
(source: Search Engine Watch)
Great innovative campaign. Financially not a winner yet, but they are doing something to fix a problem and embracing new technology. I imagine they are on to a winner here in the longer term.
Brilliant new campaign from Old Spice – a dog that sounds like Will Farrell! Genius!
Back in the day I used to spend all my time and money on music. I managed to get a really nice collection together, all CD’s (which seems old schoolish now!). I never really bought into downloads (weird for someone who loves all things digital) but I loved the physicality of a CD purchase.
Of course now music is way (way, way) down the list of things I spend money on. No regrets at all, but I sometimes miss that moment of hearing a new band/artist for the first time. Discovering something new, that wow moment when you hear something different for the first time.
I was introduced to 8tracks maybe a year ago and its re-ignited my passion for music (still can’t afford to buy any) but I am getting that joyous experience again of hearing new things for the first time.
I am sure there are loads of sites like 8tracks out there, but I am a huge fan (yes I love it). I can follow friends selections, their recommendations and it throws up recommendations to me based on my previous listening habits. Even the sign up and login are simple and user friendly. The site is easy to look at and navigate.I know this seems pretty obvious, lots of sites serve you with the most relevant information, but 8tracks seems to get it right, there is clearly some smart technology behind it.
And thats the interesting thing – its doesnt feel like its technology driven, it feels more like its user driven and the technology just makes it all happen somewhere in the background. Sites that make you feel smart for using them, serve you what is relevant to you and dont make you feel like you need a degree in IT to get around them are the ones that are winning. 8tracks is one of those.
And if you love music, check it out
Im a bit obsessed with alarm clocks at the moment! Im fed up of hitting the snooze button and of really annoying alarm clock sounds (on my phone). I have the annoying ones because I tend to sleep through the more subtle ones!
I used sleep cycle about a year ago and for some reason stopped using it, but recently I read about Lark in the book Overthrow. Lark started off as a vibrating silent alarm clock and now has become more, its a sleep coach. How cool is that. Lark costs money and Im not quite there in investing in my sleep, although I’m really tempted as Lark is now a coach that you can use 24 hours a day, to track what you eat as well and make sure you are getting the most out of your day. (see Lark video below)
So I have re-visited Sleep Cycle and last night used it, I obsess over what my sleep pattern was! I was surprised I heard my daughter at 3am this morning talking in her sleep (normally I hear nothing!) but it turns out I wasnt in a deep sleep!! It woke me up nice and gently too which was nice. Having said that I dont feel any more refreshed today than any other day!
This morning I came across a new one called Uniqlo Wake Up, a social alarm app from Japanese fashion retailer Uniqlo that incorporates the current weather, time and day of the week into its wake-up music. How great is that, it wakes you up and tells you its cold or raining outside! How great also that its a brand that is doing this! Love it. I don’t know a lot about the Uniqlo brand, but wouldnt it be great if people woke up every morning thinking about you!
What they are doing is more than offering a service, or a store, Trendwatching say that this falls under a category of brand called Brand Butlers:
“It has never been more important to turn your brand into a service. Jaded, time-poor, pragmatic consumers yearn for service and care, while the mobile online revolution (it’s finally, truly here!) makes it possible to offer uber-relevant services to consumers anywhere, anytime. Basically, if you’re going to embrace one big consumer trend this year, please let it be BRAND BUTLERS!”
I will let you know how I get on with my Uniqlo wake up
I was delighted to be one of the people asked to submit a few words into IMJ talking about Ireland’s Digital Future in their recent Digital Issue. For what its worth – here’s what I had to say!
Ireland has no digital future. Or at least its future isn’t one that should be expressed in these terms. We need to redefine our view of digital and stop thinking single-mindedly about it. Instead we need to think about what we want to do and let the digital technology get us there. Lofty and idealistic? Maybe, but as long as we continue to differentiate we stop allowing ourselves to break free from what has confined us to date.
Organizations in all industries have fallen victim to complacency, politics, in-fighting, analysis-paralysis, risk-aversion, and bureaucracy that stops them doing this. It happened to HMV, who were ideally placed to allow the technology to take them places that would have seen them thrive, they didn’t and they suffered. Argos are struggling to get their heads around it and they too are suffering. Meanwhile the likes of Teléfonica are embracing it and are almost attacking their own business model with the launch of the VoIP service TU Me. Digital is at the core for businesses like these, it’s so close to the core the lines are blurred between online and offline to the extent that its now non-line.
This is what we have done at Dialogue, we opened our doors to a new breed of “digital natives” and gave them the freedom to introduce their digital DNA into the agency. For them digital is just an extension of themselves, for example, they embrace beta launches, where they test, simplify, test and simplify some more – and yes all of this is in the public domain. This allows us be a lot more agile, with campaigns almost having a start-up mentality. Without this approach most of us are doomed to clumsily translate conventional ideas into a digital format. This is bringing us to really interesting places where data, it’s not sexy I know, but it allows us to create work with our clients that delivers hyper-relevant content to people. Content that adds value to their lives, makes lives more interesting, easier, faster, smarter, more connected (or maybe less connected), more enjoyable. We have to stop allowing the digital tail wag the dog and instead look to see how we can use it to enhance experiences.
Digital needs to touch everything we do, when we get to that point then there is no need for a digital strategy, it is truly embedded and there is just a strategy. This is Ireland’s (digital) future.