Steve MacClaren: Note to self, you are not dutch

14 08 2008

A brilliant example of an Englishman attempting to speak a foreign language… just talk a little slower, emphasise a few choice syllables with a raise in tone at the end of the sentence (so everything sounds like a question/ and or australian) and bob’s your uncle and Arnold van der Berg is your middle name.

The poor fella has taken quite a bashing. One comment underneath summed it up quite nicely, “I am thinking, how you say, what a tit, no?”

Stevie Mac, berk though he is, highlights quite nicely though our inane human desire of wanting to be part of a community or group. And this is what the internet has done brilliantly. In many ways it’s made us all so tribal by offering us so many choices and as networks get more and more niche in interest, the opportunity to appeal to these groups  and work with them through the development of creative content becomes ever more real. 

Yeh, yeh I know, tenuous link to social media, but this stuff is comedy gold…





Dinner With The Namibians

11 08 2008
Here is the first exclusive post from Rohit as part of the Lenovo Olympic programme!

Guest Olympic Post From Rohit Bhargava

When I boarded my flight to Beijing, I didn’t have a single ticket for any Olympic events and I wasn’t worried. To understand why, I need to tell you about my best day during the Summer Olympics in Sydney in 2000. I was living there and had one night where I was heading out to see a Handball match (by far my favourite Olympic sport, by the way). I got two tickets last minute and knew nothing about the sport. When I turned up, I was surprised to learn that the sport is basically a cross between soccer with your hands and water polo without the water. It is fast, challenging, and amazingly fun to watch. I discovered a new sport that day, but that wasn’t even the most memorable part of the day. Right after, I managed to get a table at famous S-shaped bar at the one hotel which was at Homebush Bay (the main Olympic Area) outside of Sydney. At the table, we sat with several athletes from different countries including an Eastern European gymnast and an African track and field athlete. I don’t remember their names, or even what we talked about … only that it was one of the most authentic and powerful Olympic experiences I could imagine. And it wasn’t about watching an athlete break a record or win a medal. It was a quiet moment at a shared table over a bottle of wine talking to two athletes who were considered the best in their countries in their respective sports.

So when I headed to Beijing, it was not with the goal of getting tickets to lots of events. It was about finding a moment where I could share a real story and an authentic Olympic moment with an athlete. Last night we had a chance to have a moment like that as part of a blogger meetup we organized over Twitter for a few local bloggers in Beijing and some of our athletes participating in the Lenovo program. We ended up having dinner with two Namibian cyclists, both of whom were competing for their country - Mannie in Mountain Biking and Kris in Road Cycling. As we sat there and listened to their stories of making it past the trials and what it took to be the ones their country sent, it was easy to remember why the Olympics are the most powerful global event in the world.

Mannie competes on the second to last day of the Games, but talking to Kris was a great reminder of just how much every athlete trains and struggles just to be part of the Games, and how proud thousands of people none of us can see will be of them when they return home. Kris realized a personal best and finished 22 out of more than 100 of the finest road cyclers in the world after riding for over six hours. This is what the Olympics are really about. Not the hurdler who conquers personal tragedy and cancer of the kneecap to win the Gold. That’s the Hollywood version. The real life story is about the guy who beats his one biggest competitor to be the sole athlete in his sport that his country sends to Beijing. The one who misses marching in the Opening Ceremonies to rest so he can compete at 9am on the first day of the Olympics. The one who rides his bike in hot and humid weather for more than six hours among the best cyclists in the world. And the one who beats the odds to finish a personal best of 22nd so that he can go home a hero.

To read more real athlete’s stories, visit Lenovo’s Voices of the Olympic Games

 





Ogilvy launches Digital Innovation Labs

11 08 2008

I was going to write this up but then Jonathan has done a far more comprehensive and timely entry on the unveiling on his blog last week.

I missed most of the action unfortunately but got a few cheeky snaps in of the gaff and the new floor technology that we’ve got in reception- 5-aside Ogilvy styley. Here they are:

 

Tip of the cap to all involved for getting this off the ground. It provides a real shot in the arm I think for a lot people, in and outside the agency, that there is a very real business model developing; that is of harnessing the power of technology to create.

In the digital age, the very definition of creativity is shifting. The idea of branded utility is becoming ever more important in cutting through to reach the consumer and agencies are realising that employing entreprenerial tech-savvy people who can spot opportunities through understnading who they are trying to reach is the way to go.

There are also new revenue streams to be had for agencies (developing their own tech and owning the IP) and doing truly creative work that means something to the end consumer, not a panel of judges in Cannes.

Exciting times ahead





How To Blog About Your Band And Get Hits Online

10 08 2008

Interesting chat here discussing how bands can market themselves online. Interesting how the word ‘unsigned’ in the music industry is now is a complete misnomer due to the way the internet has made it possible to market and distribute music online.

More info about DittoMusic here and here (who interestingly are not TV makers- but clearly understand how to reach their audience- not through ads, but creating valuable content for them) and Kerri (my pal and girlfriend of my very good pal Paul), the talented presenter here.





ITV’s The GloryHunter

10 08 2008

I like this. In the gloryhunter’s own words…

“I love football. Maybe a bit too much. And more than that, I love winning. I want glory… every single week.
So, at the beginning of the season, I’ve decided to randomly pick an English football team to support. Whoever they are, I go and live there. I become a part of the club, its fans and the local area. When my new team loses, I become a supporter of the team who beat them. 
From August to May, Community Shield to Play-offs… I’ll be there…
A few rules..
1. The Gloryhunter will always chase glory.

2. Read number one again. Get it?

3. On the occasion of a draw, The Gloryhunter will stay with his current team.

4. An exception to rule 3 is that any time after 10 games at a club, on the occasion of a draw, The Gloryhunter may decide whether to stay at the club or move on to support the opponents. This is to ensure optimum glory.

5. The Gloryhunter must not attempt the accent of the local area. It would just sound rubbish…”

Original content, decent interactivity (the glory hunter invites fans of his new team each week to put forward things for him to do in his new adopted city) and above all a good idea that will appeal to the target audience- football nuts like me.
Interestingly, ITV are selling the ad bumpers at the start and end of the content (in this instance to Vodafone)- but I would be really interested to know how much those bumpers cost versus creating content like that for themselves?
The reason of course this becomes a viable question is with zero distributing costs of said content online and not exactly blockbuster production costs (time + handycam + hotels for 9 months), Vodafone could have done this for themselves.
And if the content was good enough, online visibility could have been amplified by ’selling in’/ ’seeding’/ ‘media relations’ (whatever you want to call it) the video as justifiable editorial content for other online media outlets. I mean that’s the whole point right? Create something that is of genuine interest to your target audience and in so doing, a media owner’s readership/audience, it can be used as editorial.
This idea creation methodology I think sits quite nicely with CPB’s urban legend that apparently (hat tip to digicynic), Bogusky does not accept scripts anymore. If you want to show him an idea, it has to be in the form of the press release announcing your campaign. Urban legend or not it does help in judging whether the idea will cut through.
And for me, The Gloryhunter definitely cuts through and should be the type of idea we, as agencies (whether PR or advertising) should be producing: content.




Kevin Kelly: Predicting the next 5,000 days of the web

10 08 2008

Video from TED I’ve stumbled on.

At the 2007 EG conference, Kevin Kelly  (check the beard!) shared a fun stat: The World Wide Web, as we know it, is only 5,000 days old. Now, Kelly asks, how can we predict what’s coming in the next 5,000 days?

Fascinating stuff- the next 5000 days of the inter-web… Now I have an understanding of how Neo felt when he took the red pill…!





A Beijing blogging experiment…

6 08 2008

 

A great idea from Rohit and the guys at OPR in the US. Part of a larger campaign ‘Voices of the summer games’ for client Lenovo.

I’ve thrown my hat in the ring for ‘exclusive’ Olympic content courtesy of Rohit and his trusty Lenovo laptop (absolutely shameless plug). So stay tuned for unprecedented access and unfiltered content straight out of Beijing!





Angry brides use Facebook to organise march on HSBC HQ

5 08 2008

 

Will be interesting to see how this plays out. The whole debacle has been getting plenty of coverage and I just hope the HSBC press office has had the foresight to look online and see what’s instore for them tomorrow at 4pm. About 25 people have confirmed via a facebook group to stage a protest at the bank’s refusal to dish out some John Lewis crockery and Morphy Richards kettle wedding presents that they believe HSBC are somehow holding back from them. The most hilarious thing about it all is that HSBC, it sounds like, haven’t really done that much wrong!

Interestingly, a young lady by the name Jade Barker has posted this up on the event wall… has the whiff of a TV researcher me thinks… 

Jade Barker (London) wrote
at 12:41am
Hello,
London Tonight is looking to interview someone tomorrow ahead of the protest at 4pm. If anyone is available to be interviewed about their experiences with Wrapit please contact the newsdesk on 0207 430 4000. Thank you.
Surely HSBC could have stopped this? This is a typical story we are seeing more and more of where a groundswell of opinion has grown online, a movement formed, a journo gets a whiff of it and all of a sudden it’s on TV and a needless HSBC headache. And it’s not the first time HSBC have had their arm twisted by the power of the facebook crowd.
Corporate comms teams really do need to start waking up to the power of digital media and understanding how to operate in this space. When will they realise that issuing a statement and then putting fingers in ears just won’t cut it in this space?
An on-going dialogue is what is required where both sides of the argument are debated and documented for all to see and people are able to make their own minds up. You’ll never please everyone for sure, but keeping abreast of online sentiment readys the in-house press team before a journo rings up, keeping the press office ahead of the game with pre-prepared answers and available for comment should they see fit rather than being totally reactionary and battening down the hatches.
Wo-betide (is that a word?!) anyone who thinks they can turn a blind eye to social media stories affecting their brands- especially in the month of August, where slow news days are common and journos bored stiff…up their own time on facebook!




Samsung uses Google annotations in new “instinct” campaign

1 08 2008

Love this.

Spotted whilst distracting myself at work. Write up of the campaign over at Giles’ gaff. I also particularly like the idea of “selling out your family” inviting participants to submit vids with the new phone in!





“This is not a jersey…” Well, you say that, it kinda is…

31 07 2008

This is not a jersey. Well, it is, but adidas would have you believe that it most defintely is not in their new kit launch campaign for the New Zealand All Blacks strip. The website for the campaign houses 3 elements- a video from the players saying why the jersey they are holding, is definitely not a jersey, the birthright programme- allowing parents whose offsrping were born on the day of a 2008 test match a free All Blacks shirt and finally “Adi-thread“… the clever nanotechnology that allows users to submit their names to be woven into the Kiwi crest, “helping fans get closer to the team“.

It’s a great campaign in my opinion that really taps into a current cultural tension within sports fans- there is a real detachment between the stars at the top of the game and the average Joe who has supported the game for years (in Rugby Union’s case, this is heightened since the game only turned pro in the mid 90s).

The insight of the adidas team to invite fans into the process makes really powerful marketing. It shows that the kit manufacturer and the team themselves, value the support and contribution of their fans, which will only lead to positive word of mouth around the kit launch, though maybe not amongst the marketing chatterati, who on the whole, are a cynical bunch of sods… that said, it definitely IS a jersey.