In a year of huge cultural, historical and sporting relevance, brands will be (and already are) fighting for ‘white space’ and unique ways to engage with the British public. During this very busy year the strategy and tactics that brands choose are critical, which is why we decided to use this Synopsis to look at some of the activation trends we are expecting to see in 2012.

At a macro level, experiential marketing (EM) is a growth trend in itself . Experiential specialists have long debated the need for integration with digital media to extend the reach of the live activity beyond a single interaction. Momentum has been driven primarily by the growth of social networks, which provide longevity, an extended audience and a measurement tool for the effectiveness of such campaigns.

Marketers are more concerned than ever about customer experience and innovation, but with a need to find simple, differentiating tactics, expect 2012 to be a year of the ‘Ts’.

TECHNOLOGY

RFID (Radio Frequency Identification)

RFID is a system that can transmit the identity of a person wirelessly using radio waves.  A portable device (for example a wristband, PDA, card, smart phone or even just a sticker) automatically transmits the data to an RFID reader, where it is then processed.

RFID has been used for many years - in fact, you may be using it in one form or another every day. I used RFID technology at least five times before I reached my desk today via my Oyster and Engine building access cards.  In 2006, the Emirates Stadium opened with an electronic ticketing system and members of ‘The Arsenal’ use their membership cards to enter the stadium, removing the need for gate security staff.

The ability of RFID technology to unite live and digital, by allowing consumers to share a real-time brand experience and messages in a controlled fashion with social networks, has seen the technology flourish.  At the recent Smirnoff Nightlife Exchange London,  RFID technology was implemented for guests to share their real time nightlife experience on Facebook. After a simple registration process guests could ‘check-in’, ‘like’ and post photos directly to their walls by tapping their RFID wristbands on ‘Facebook Interactive Pods’.  All posts were predetermined by Smirnoff which provided an element of controlled messaging. The event was amplified to 1.6 million people on Facebook. Laura Moody of Blondefish, the event technology company who deliver this RFID solution for Smirnoff comments:  ”The use of RFID technology in the event space is delivering  powerful results for both the live audience and brand sponsorship. Consumers and brands are embracing the way RFID can deliver a more personal, memorable and interactive live experience. As guests share their experiences on social media they become advocates for the brand, delivering huge levels of online brand amplification.”

It is not only events that are seeing the benefits and word-of-mouth that RFID can offer. In 2011, Ushuaïa Ibiza Beach Hotel installed Facebook pods for guests to “make all their Facebook friends jealous.”

With the costs of RFID coming down and the possibilities endless, there are some exciting developments that could change the face of experiential marketing.

Music festivals are quickly discovering the benefits of using RFID.  It is making ticketing and admissions more efficient, while ‘cashless’ payment methods are reducing security problems (there is no need to carry a wallet), driving purchases and allowing brands to track spending patterns.

The ability to analyse individuals’ purchasing patterns allows a brand to deliver personalised content and offers.  This not only drives spend (Mastercard in Canada has seen a 25% increase in spending by users of its RFID credit cards), but can also make customers feel more connected to the brand.  Minority Report’s vision in 2002 of personalised advertising seemed something for the very distant future – but RFID is bringing it closer.

Augmented Reality & Blippar™
Image recognition is another way to connect the real world to the virtual one and 2011 saw plenty of brands experimenting with QR codes.  However, it is safe to say that QR codes haven’t exactly set the world alight – usage has been low and according to a survey of 794 online respondents by Simpson Carpenter, just 36% of consumers know what QR codes are for, while only 11% have actually used them.

However, 2012 could be the year that Image Recognition finally takes off, thanks to Blippar™ – the 2.0 QR code. Blippar uses your phone’s in-built camera to bring a static image to life and provide an interactive experience. The difference between this and a QR code…the ‘wow’ factor.

Having previously used QR codes, Domino’s wanted to step up the innovation and required a more dynamic tool. Its current Blippar™-powered campaign promotes the brand’s ’555′ deal. Consumers simply hold their smartphone up to a Domino’s poster and it comes alive, allowing them to download deals, get the Domino’s mobile ordering app, become a Facebook fan and find out more about their local store.

KitKat are giving customers the chance to vote for their favourite new flavour by scanning posters using the Blippar™ app. The brand is also cleverly integrating geofencing into the campaign so that customers will be alerted whenever they are within a certain distance of a store which sells the  KitKat Chunky flavour they voted for.

Sponsorship activation can really benefit from the ability to dynamically interact with static branding. We are not expecting Blippar™ pitch logos quite yet, but over the next few years we will certainly see the decline in static stadium and event branding and advertising. In January alone a number of big brands have started to use Blippar™, and expect loads more to follow during the rest of 2012.

THEATRICS

With an influx of 2 million tourists to London, there is a huge opportunity for brands to engage with consumers in 2012. Brands will need to be clever to cut through the noise, and ‘drama’ can provide the essential memorable hook for consumers.

Flash mobs
Flash mobs bring an experience to people in unexpected moments. Flash mobs are essentially a group of people getting together to do something unexpected, before quickly dispersing. They are becoming more and more popular, bringing a sense of wonder to those that encounter them. Brands have harnessed the power of flash mobs to engage with customers and create interesting content and brand experiences, as T-Mobile showed with their famous ads.

Flash mobs don’t require a lot of money, making them an ideal tactic for a small business, or when budgets are squeezed. The beauty of Flash mobs is their complete integration with social media and their potential to go viral and provide entertainment to not only the people who were there, but those who want to watch and share.

Boris Johnson is obviously a Flash mob fan:- the Mayor of London is using them to promote London as a city of history and culture during the Cultural Olympiad this summer. Mark Rylance, one of Britain’s greatest Shakespearean actors, and his crew of 50 actors (all disguised as ‘normal people’) will stage ‘Flash performances’ of sonnets and speeches.  The unexpectedness of the experience will make it unforgettable for the people involved, while the content (both the planned scripts and unplanned audience reaction) will undoubtedly be shared around the world.

It is not a leap to imagine brands considering this as an opportunity for engagement during the Games, with consumers themselves (if wowed by the experience) providing the communications medium. There are, however, a few rules to making a flash mob successful and preventing this looking like a poor ‘am-dram’ performance:

1) Simplicity & originality for maximum impact

2) Good quantity and quality of ‘performers’ recruited for wow factor

3) Participants and location must blend together for the element of surprise

Sadly Qantas didn’t follow these simple rules for this effort to promote a new route:

Pop Ups

2011 was the year of Pop Ups, and we think that this trend will continue to grow in 2012, particularly with available commercial property sitting vacant. Pop Ups are by no means a new phenomenon with restaurants, shops and galleries embracing them; however, it is now brands that are starting to realise the benefit of a temporary location that makes a statement, delivers an immediate impact and captures the consumer’s imagination. Combine a Pop Up with an event drawing millions in attendance and you have a powerful brand experience.

In 2011, Chanel took Pop Ups to a new level with the arrival of the Hollywood glitterati for the Cannes Film Festival. Golden mosaic-tiled walls, dedicated make-up and nail bars, an exhibition space of Chanel gowns and suits previously worn by actors, and a private lounge on the first floor with views of the red carpet leading up to the Palais des Festivals all helped to deliver the ultimate Chanel experience.

This summer we will see a plethora of Pop Ups appearing across London and much can be learned from those that have gone before them.

1) Locations. Good footfall, transport links and signage will benefit the Pop Up with a steady stream of customers. However, some of the more interesting locations aren’t on the high street, in which case building a strong communications programme and integrating with social media and technologies such as location-based services are essential

2) Content. Build a story. Offer a unique take and provide a new way for customers to consider the brand. New content will give the feeling of exclusivity

3) Innovative branding and stylish fixtures including digital media

THROUGH THE LINE INTEGRATION

So who will be the winners in 2012? From our perspective it will be those that have developed personalised, innovative, simple and, most importantly, integrated experiential campaigns.

Nike has made a strong start in the battle of the sports brands with its #makeitcount campaign. It is a brilliant example of a campaign which fully integrates ATL, experiential and digital to deliver great content and brand experiences.  The campaign uses simple, standout photography and video to deliver a powerful message and a simple call to action…how will you #makeitcount in 2012?

But the really exciting thing is the way Nike has integrated experiential and social media into its campaign and made it relevant for everyone from elite athletes to gym dodgers (like me).  Customers are invited to have their picture taken by a professional photographer in the style of the campaign and are given the chance to create a handwritten pledge as to how they will #makeitcount.  The photo and message are not only shareable via social media channels, but will be displayed outdoor as part of the campaign.

@Nike has created its first single, dedicated Twitter feed. So far over 60,000 people have responded to the cry with #makeitcount. The first tweet on this account is from Nike founder Bill Bowerman: ‘If You Have A Body, You Are An Athlete’.

And, if you are ever in doubt that simplicity provides impact, check out another offering from Nike:

Experiential has always been able to deliver powerful brand experiences.  The issue has been the reach and the fact that it has only ‘touched’ relatively few people. But as we can see, digital and social media channels are unlocking the full potential of experiential marketing by extending this reach exponentially.

And, of course, the power of sponsorship is that it gives brands the content and access they require to create experiential activity around their customers’ core passions.

By Lisa Parfitt on January 25th, 2012

Tags: Advertising, Branded content, Content, Digital marketing, Experiential marketing, Facebook, Flash mobbing, London 2012, Mobile, Synopsis

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Think of any brand associated with an athlete, and in most cases the brand will have approached the athlete as a result of the athlete’s brand/consumer fit and will be paying them a hefty sponsorship fee in return for a number of rights.

In “What We Love” this month though, we explore a brand who took a much more innovative and engaging approach to sponsorship by inviting a number of athletes to compete for a sponsorship contract, with their consumers ultimately choosing the winning athlete.

So who is the brand and what did they do?

In March this year, Sony Ericsson – a long time supporter of women’s tennis – launched a new format entertainment show, “Xperia Hotshots,” which followed the lives of six globetrotting, aspiring stars of the WTA, all of whom were competing for a sponsorship contract from Sony Ericsson.

The competition centred around the online buzz each tennis star could generate for themselves, with the player receiving the most number of votes on the official Sony Ericsson Facebook page (http://www.facebook.com/xperiahotshots) receiving €100,000 of support from the brand.

In order to help with the challenge, Sony Ericsson gave the players exclusive access to major music, film and fashion events as they toured the globe playing tennis. The players were also able to use their own stardom and contacts to aid them in generating the most interesting content, as long as it was shared via social network sites using the Xperia handsets that were given to the stars.

As an extra incentive for fans to get involved and follow the series, all of those who “Liked” the ‘Hotshots’ Facebook page were also entered into a prize draw to win tickets to the Sony Ericsson Open in Miami

Over the course of the campaign, which ended on 5 September and was won by Wimbledon Semi-Finalist Sabine Lisicki, the competition generated huge awareness for Sony Ericsson including 820,000 friends on Facebook; 3 Million video views on YouTube; 100,000 mobile app downloads; 1,200 pieces of media coverage; 70 videos produced; and 530 hours of footage shot.

Why we love it

We love this campaign here at Synergy for several reasons. Firstly, by prescribing that the players must use their Sony Ericsson Xperia Android touch smartphones to communicate with their fans through Social media, Sony Ericsson were able to showcase the product’s unique features in real life situations, thereby providing consumers with a much better understanding of its unique selling points, benefits and potential usage occasions.

Secondly, by focusing on the use of the phone for entertainment purposes and social media (as opposed to purely a communication device) the perception of Sony Ericsson as THE communication entertainment brand was greatly enhance.

Thirdly, by engaging fans in the athlete selection process, Sony Ericsson were able to generate a much deeper bond between their potential consumers and the ultimate Ambassador than if the athlete were contracted behind closed doors, and fans who engaged in the voting process are now more likely to follow that athlete going forwards than if the athlete had been selected on the basis of whom the marketers thought would offer the best brand/consumer fit.

Finally, by profiling six players, Sony Ericsson very cleverly linked themselves to all of these world-class athletes when they only contracted one; six great brand endorsements for the price one . . . not bad going!

By Liz Brown on October 13th, 2011

Tags: Blogging, Brand marketing, Celebrity, Communications, Default, Facebook, Media, Mobile, Online communities, Sponsorship, Sport, Synergy Loves, Synopsis, Tennis, Viral Marketing, YouTube

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Here at Synergy towers we’re always looking for fun, quirky ideas that have genuine media traction while fitting with our clients’ target audiences and business objectives. So with the London 2012 test events rolling into town the Betfair team put our thinking hats on and looked at how Betfair could get involved. We focused specifically on the beach volleyball tournament at Horse Guards Parade - an event with high media and consumer interest that would engage the brand’s target audience and deliver a tactical campaign within budget.

Further to a recent Ofcom report highlighting that one third of British adults now owns a smart phone, Betfair developed a concept to promote their mobile offering.

Synergy negotiated a deal with Team Mullin-Dampney, the number one British beach volleyball duo, to position Quick Response technology, known as QR codes, on the players’ kit. When photographed, the QR code would drive people to  Betfair’s free-bet and registration page.

Given the limited space available on a beach volleyball kit, the signature ‘hands on knees’ stance, and likely viewpoint of media and spectator cameras, the QR codes were placed on the players’ bikini bottoms to maximise exposure, whilst their arm bands carried the Betfair Mobile logo.

Working with Betfair’s consumer PR agency and new members of the Engine family - Mischief - we held a photoshoot with Shauna Mullin and Zara Dampney and distributed the images before the test event on 9^th August.

Capturing the imagination of both the front and back pages the story featured in four national newspapers (Daily Mirror, Daily Express, Daily Star and Daily Record), two regional titles (Metro and The Evening Standard) and seven national online sites as well as over 200 online outlets, thousands of tweets and in the international media.

By Caroline Ayling on September 1st, 2011

Tags: Advertising, Ambush campaign, Beach Volleyball, Brand marketing, London 2012, Mobile, Olympics, PR, Product placement, Public relations, Sponsorship, Sport, Synergy, Team GB

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Our relationships are all built on dialogue.  Talking to each other, sharing ideas, working together, creating things, discovering  new stuff,  having fun, laughing, crying, flirting, arguing – everything that makes life worth living is built on our ability to actively engage with each other.   Why should that be different from the relationships we build with the brands in our lives?

For most of its history, Marketing has been pretty much a one-way conversation – a kind of Orwellian 1984 scenario where brands tell you what they want you to know and the customer has no way of talking back (something Apple seemed to pick up on in their famous ad).  Of course, that was primarily driven by the available marketing channels which didn’t give customers a voice.

But like the hammer in the Apple ad, the digital age, and particularly the social media age (rather than the Apple Macintosh), has smashed through the barrier separating brands from their consumers.  And this starts to give us some fantastic examples of how brands are using these two-way channels to form deeper and more natural relationships with their customers.

Of course, there are lots of different roles for brands to play when fuelling this dialogue.  They can engage directly with their clients, but they can also fuel the dialogue in more subtle ways by becoming an integral part of their customers’ own conversations.  Either way, the principle is the same: give your customers a voice and enable them to have conversations with you and with each other.

Dialogue between your brand and the customer

There are many examples of brands engaging directly with their consumers.  One common form is around customer service.  Facebook and Twitter provide incredibly useful information about what customers really think about your brand.  Look for it, listen to it and do something about it.  When @interactiveamy’s pizza took over an hour to arrive, she vented her frustration on Twitter.  When the General Manager Raymon DeLeon saw her tweet, this was his response.  It’s a longish video – no need to watch the whole thing:

The famous Old Spice Man and Blendtec’s “Will It Blend” campaign are further examples of brands that respond to input from their customers with great results.  And, of course, Tippex gives you the chance to have loads of fun with their Bear in the Woods.

‘Crowdsourcing’ – actively soliciting ideas from you customers and doing something with them – is another form of dialogue which works for more than just funny marketing campaigns.

General Electric Ecomagination is an open call to businesses, entrepreneurs, innovators and students to submit breakthrough ideas for energy creation, management and use.  In addition to providing the ideas, the public also vote for their favourites.  With a pledge to invest $200m along with GE’s technical expertise to bring the best ideas to market, this is one form of dialogue that could literally change the world.

Pepsi are doing something very similar with their Pepsi Refresh project.  They are looking for ideas that will ‘Refresh the World’ with a similar commitment to funding the ideas that get the most votes from their consumers.

What is particularly strong about the Pepsi Refresh programme is how deep the conversations they facilitate flow. Not only have they created a powerful platform from which consumers can interact with the brand, the strength of the programme itself encourages consumers to build meaningful conversations with each other online, which grow into ‘real-world’ conversations (as individuals look to build momentum behind their own proposed initiatives), which culminates in a tangible legacy in an American community that consumers will talk about for years to come.

In a final example of engaging directly with your customers, Puma have just launched this Facebook App, which allows Spurs fans to play around with the design of their team’s 2011/2012 kit.  Of course, it would be even better if the fans had some input into the final design of the kit rather than simply “guessing the design” – but surely that won’t be too far away.  In fact, given the passion that football fans have for their team’s kit, and the ease with which they can speak to their fans, it is amazing that all kit manufacturers don’t get some form of fan input.  Here’s what happens if you don’t: http://bit.ly/mzWVT3.

Inserting your brand into your customers conversations

In addition to speaking directly to customers, brands can get their customers to talk about them by giving them the content or platform to fuel the conversation.

How did a Turkish Mobile Network get mentioned in 56,750 tweets (topping the Turkish trending tables for 8 days), which reached approximately 3.6 million people (in an initiative that probably cost them less than £20,000)?  Find out here.

Staying with mobile networks, Orange has also done a great job of creating a reason for fans to mention them.  In this example, which works particularly well on the back of their film sponsorships, Orange will make sure that your tweets are read out in the style of a film voiceover.  Go on, tweet your plans for this summer here.  And then of course, share it with all your friends and followers, who will receive the Orange branding.

Guinness FanFinder used a similar technique during their sponsorship of the RBS 6 Nations.  They published a massive picture of the crowd at various matches and encouraged people to find and tag themselves and their friends. With over 5,000 snap shots posted to walls via the Facebook App and an average of 130 Facebook friends per person that’s some more pretty good exposure for Guinness.

In an attempt to encourage dialogue around their new album, the Kaiser Chiefs kicked off a “create your own Kaiser Chiefs album” campaign for their latest album, The Future Is Medieval. Music fans get to pick out 10 songs from 20 of Kaiser Chiefs songs listed online, create their own album cover, buy it and then sell it online. To make it even better, for every sale of their album they will receive £1. Whilst socially engaging this campaign also pushes power onto the consumer removing them from their traditional role of purchasing products into the role of producer, giving them the chance to create their own product and sell it on to others. Thus creating a tangible benefit for the consumer for positive dialogue about the Kaiser Chiefs brand.

Finally, in a brilliant piece of work by our sister agency Jam, Samsung added considerable spice to the dialogue between tech bloggers and their audience via their “Extreme Unboxing” series of videos.

In all of these examples, the brands found an authentic role for themselves and encouraged conversations between communities with a common interest.

Where does sponsorship fit in to all this

So what does this all mean for sponsorship?  The answer is simple: passion.  People want to talk about the things that they really care about.  With all due respect to most brands, your customers are unlikely to care as much about you as they are do about sports, music, film, art, technology, the environment or activity in their community (to name but a few).  So, if you want to start a conversation with your customers, talking about something that they are really interested in is a good place to start.  And finding a shared passion with your customers is, of course, at the very heart of what sponsorship is all about.

In many ways, this blog goes hand in hand with the brilliant piece on Content written by Ben in last month’s Synopsis (definitely read it if you haven’t already) because the key to stimulating this dialogue is great content.  But, what I hope this blog makes clear is that creating great content and putting it in the right places is not enough.  It is then all about opening up the channels and fuelling the conversations that make life so interesting.

Principles of Dialogue

1. Listen to your customers, learn what they care about and value their contribution.  Actively open up two way communication channels
2. Find an authentic role for your brand (a reason for you to be there) and don’t overstep your bounds
3. Think about whether it makes more sense to talk with your audience directly or to get them to talk about you
4. Remember, this is about your shared passion – not about you
5. Have fun and be creative – remember engaging with other people is what makes life fun

By Carsten Thode on June 17th, 2011

Tags: Branded content, Communications, community, Content, Facebook, Media, Mobile, Music, Public relations, Social Media, Sponsorship, Synergy, Synopsis, Television audiences, Twitter, Viral Marketing, YouTube

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What happened:

The Royal Wedding dominated much of April, making it almost impossible to escape the media exposure and hype. As expected, hundreds of companies jumped on that media train, grabbing a piece of the action on the way, and subsequently cashing in.

With a surge of wedding related memorabilia, tenuous marketing and product tie ups, we take a look back at two royal wedding campaigns that kept true to their brand values.

What we like:

T-mobile – Royal Wedding

With another edition to their ‘Life’s for Sharing’ campaign, T-mobile brought us this viral ad featuring 15 royal lookalikes strutting their stuff to ‘House of Love’ by East 17. The viral captures the note of celebration in T-Mobile style, being an instant youtube hit with 21 million views and counting.

What the brand says:

Spencer McHugh, director of brand at T-Mobile, said: “T-Mobile is famous for creating adverts that are entertaining and also give people something they want to share with others.

“We’re seeing the trend for people to video choreographed wedding dances, turning into a real online phenomenon, and with Royal Wedding fever sweeping the nation, we decided to combine the two and create T-Mobile’s very own version.

3M – Post-it Super Sticky Notes

A simple and predictable tactical ad by 3M. However, this outdoor themed campaign is an effective campaign with a nice emotional link.

3M’s Super Sticky Post-it note read:

“Will and Kate, may you stick together forever. Congratulations”  “holds stronger, longer”

What they said:

“Post-it Notes are an iconic product that everyone knows and loves,” added Jason Wall, business director at OgilvyAction.

“Given their status as a household name it made absolute sense to develop a tactical campaign that would reinforce the ubiquitous nature of the product and teasingly link them to the Royal wedding, through the Super Sticky messaging.”

By Olivia on May 18th, 2011

Tags: Brand marketing, Celebrity, community, Content, Mobile, Synergy, Synergy Loves, Synopsis, Television audiences

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Microsoft has announced the release of a new mobile phone designed to capture the hearts, minds and standing orders of ‘younger, chattier, socially switched-on’ users.

Developed in conjunction with former Manchester United sponsor Sharp, the brand is to be known as KIN, and represents a range of mobile phones – currently dubbed KIN One and KIN Two – the former in particular a pretty neat-looking device somewhere between a Palm Pre and the chubby widescreen variety of iPod Nano.

From left, KINs One and Two

It’s not a Blackberry, neither is it an Android-a-like, and it’s definitely, categorically not an iPhone challenger. With social media feed functionality placing it in an interesting limbo between smartphone and old-fashioned ‘dumb phone’, the KIN may, in fact, be more of a long-term stepping stone for Microsoft in converting a wider audience to the upcoming mobile Windows 7 OS.

Check the KIN website: it’s all very ‘youth’ (and not even in a ‘this is what all the kids are doing these days, isn’t it everyone?’ Gap style), informative, pretty and dynamic…nice, and contains only the tiniest nods to Microsoft…phew.

Does this mean Microsoft has broken free from its infamous track-record of dad-dancing that has confirmed the world’s third largest company as one of its dorkiest? Of course not, as confirmed by the following shot of Microsoft exec Robbie Bach from the KIN’s press launch last week – probably not the Generation Y shot in the arm the product required, given its offering and audience.

Robbie Bach at the KIN press launch

So why do Microsoft rule the uncool, and how do they manage to make things so effortlessly undesirable?

The much-ridiculed Window 7 Launch Party video holds one or two clues…

If you never saw this, please watch as much as is humanly possible of the video above (I’d say about 12 seconds) and then have a look at the Remix version on this ‘tribute’ site, which, through the tiniest addition has produced something eminently more watchable.

So why will people line up to shoot Microsoft down for this? Is it because the original video is so replete with cheese, yet so bereft of irony? Is it because of the public’s distaste for celebrating what is effectively a stress-purchase, in this case designed to solve the problems created by Microsoft Vista, W7′s predecessor? Or is it simply that the idea of hosting a party to launch a computer operating system is just incredibly bizarre?

Go back a little further to Microsoft’s ‘I’m a PC’ campaign. This was a response to Apple’s ongoing advertising creative which pitched a ‘typical’ PC user against a Macophile. In the US this campaign included Justin Long (of Dodgeball and Die Hard 4.0) as ‘the Mac’, but UK consumers will be more familiar with the localisation featuring Mitchell and Webb.

Whilst a comedic exercise in stereotypes – termed as bullying from certain pro-PC quarters – ultimately, Apple’s campaign was grounded in the functional versus the inspirational: on the whole people have to use PCs, but choose to own a Mac. If this isn’t an indicator of brand love, then I’m not sure what is.

Were Pharrell Williams’ claims that he’s a PC enough to turn the heads of unbelievers? What about when they see him on his  iPhone? Did Eva Longoria’s endorsement make PCs any sexier? Tough to say, especially when she was subsequently captured at the airport on her MacBook. Isn’t this indicative of the difference between obligation and aspiration?

Whatever way you look at it, in the constantly-updating, virtually-democratised world of the web, where transparency is a badge of honour, there’s very little room for the clumsy manufacture of cool. And even if you did want to – Microsoft boffins, take note – there’s a formula you need to apply…

Generated through research conducted between InSites Consulting and MTV Belgium amongst 13-29 year-olds, the above represents the key factors (at an official ratio of 22% originality, 23% popularity and 55% attractiveness) that contribute to make a brand, product or service ‘cool’.

The same study demonstrated that 73% of all brand loyalty is about the coolness of the brand, with young people today buying twice as many cool brands than uncool brands, while the future purchase intention of these brands is no less than three times as high. It doesn’t really matter whether this is right/wrong/lowlands-specific, but there’s little argument in the study’s assertion that trying to be cool is the worst thing you can ever do. Ever.

A tragic confirmation of this is Microsoft (honestly, I don’t actually dislike the company, there’s just so much cannon fodder) and its foray into the digital music market…the ill-fated Zune. They have the set-up, the know-how, and the can-do attitude, but this couldn’t save Microsoft from failing on the Originality, Popularity or Attractiveness fronts, in the face of Apple’s iPod. In fact,  in what is probably my favourite comedy product on the internet, you can even buy what has been termed the ultimate Apple anti-theft device, the ‘Hide-a-Pod’ - a Zune-disguise for your iPod.

Who knows what the fate holds for Microsoft’s latest mobile offering, but unless they learn the lessons from past product launches, there’s a chance it could be KIN useless.

By Jonathan Izzard on April 19th, 2010

Tags: Blogging, Brand marketing, Default, Digital marketing, Media, Mobile, New Product Development, Online communities, Viral Marketing

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So John Cleese will be footing a £12.5 million bill for his divorce of second wife, Alyce Faye Eichelberger. As Cleese put it, “I got off lightly. Think what I’d have had to pay if she’d contributed anything.” Whatever the reason for this split, there may be more proceedings to be filed over the coming months, following news of the imminent release of Championship Manager 2010 from software house Eidos.

For a limited time only, Eidos is offering its revered football management title to online consumers through a ‘pay what you think it’s worth’ mechanic. Aside from a non-negotiable £2.50 ‘delivery charge’, buyers can theoretically spend as little as a penny extra to own the game. It’s an audacious move, with even the staunchest of CM fans likely to pay less than RRP to get a piece of their narcotic of choice. The risk-reward ratio must come down to how many new enthusiasts/devotees/junkies can be brought into the franchise through either the reality of the deal, or the PR noise it’s made. It’s brave, it’s bold, but one has the feeling it’s based on a commercial reality – surely someone at Eidos has done their sums before this launch got the green light? Radiohead employed a similar tactic on the release of their album ‘In Rainbows’ and claimed to enjoy the last laugh, making more money than all their other albums put together.

The fact is that much of this has been made possible by the move from the physical to the virtual transaction. Whilst there’s no suggestion that making £2.51 a time off a product traditionally retailing at around £40 will keep the CEO in your pocket, the shift from purchase off-shelf to online does fundamentally change the business model: no packaging, no CD, no negotiated shelf-space, no point of sale material…no hassle. It’s not as though this is anything new – software has always been available via the internet, legally or otherwise, but the bandwidth has got broader and the delivery mechanisms more mainstream. We’re not talking about shady P2P software ‘shopping’ services for the tech-savvy, but point-and-click, monetised downloads for the wider PC/console/mobile user.

The iTunes App Store blazes a trail with its well-vaunted billion downloads worldwide, giving an impression as to the appetite of iPhone and iTouch owners for the various games, utilities and services available. Similarly, both the Xbox 360 and Playstation 3 have their own download services for the broadband generation, offering software updates – such as the well-publicised England kit that Umbro automatically ‘launched’ in Pro Evolution Soccer – and full games. In fact, digital distribution of this kind of content – whilst not a replacement for a physical purchase given the size of modern console games versus their in-built storage capacity – has proven hugely profitable for a number of companies. The classic software title Worms, recouped its development costs within four hours of its release on Xbox Live Arcade – a staggering feat without a single CD in sight.

And now, Championship Manager, the football sim notable for its reputation of turning male university students into soccer stat-devouring zombies after countless all-night sessions on their PCs – long the bane of other halves across the globe. Officially cited in over 35 divorce proceeding to date, it’s the pastime that makes regular football widows grief look half-baked, and the dirty little secret that should set alarm bells ringing in any prospective relationship. With incidences of laptops being thrown from windows following any given catastrophic loss, to that of the player fabled to have dressed in a suit and tie for his team’s appearance in the FA Cup Final – the game has created its own Masonic subculture of transfer tips, war stories and spousal rejection.

And thanks to the Eidos honesty box, it’s about to get worse…

By Jonathan Izzard on August 20th, 2009

Tags: Default, Downloads, Football, Mobile, New Product Development

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The first thing I noticed on arrival at Wembley was the smell.  The second thing I noticed and the bane of my bank holiday weekend was the fact the inner workings of the stadium are a labyrinth; complete with secret doorways and lifts that lead to everywhere you don’t want to go.   Amazingly the 90,000 capacity stadium can be evacuated in twelve minutes which shows that the labyrinth design works, not only if you have a PhD in quantum physics but also in emergencies.  This was the second year the Coca-Cola Football League Play-Offs have been staged at the new stadium and as a ‘Play-Offs virgin’ I got to see what a great event it is for the first time.  193,885 fans travelling thousands of miles to watch their team try and grasp promotion in the final game of the season. 

Burnley v Sheffield United

The majority of Coca-Cola’s experiential activity this year was focused on Olympic Way; the route from the tube to the stadium.  Fans had the chance to receive a video message via Bluetooth from their team’s manager (which they could then download from Coke Zone), and also a message telling them about Coke’s other activity – the Coca-Cola Fan Cam.  At the Fan Cam marquees, fans could record a message of support for their club, the best of which were shown on the big screen at half time. To reward the fans who couldn’t make it to Wembley a Coca-Cola TV advert was created for each day of the Play-Offs.  The ads (which were shown before kick-off on Sky Sports each day), featured the relevant team’s fans describing what their clubs mean to them.   I believe this is an advertising first. 

Some fantastic goals were scored over the weekend, particularly in the League 1 game between Millwall and Scunthorpe.  The best part of the weekend was having the opportunity to walk onto the pitch at the end of each game to hand the winners their ‘We’re Going Up’ t-shirts.  After working so hard for 90 minutes in 90°F, and indeed working hard all season, it was great to see the elation on the faces of the players. 

At the end of each day it was back to the hotel and it’s extraordinary clientele – the cast of Britain’s Got Talent, whose shrieking in the hotel bar was certainly on a par with the smell of the Wembley Stadium plumbing.  Overall it was a fantastic experience, a scorching weekend and some great memories that will stay with me forever (providing I don’t spend any more time in a bar with the Football League!).

By Erica Hodges on June 2nd, 2009

Tags: Advertising, Branded content, Event management consultants, Experiential marketing, Football, Football Sponsorship, Media, Mobile, Sponsorship, Synergy, Television

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Marketing Week today issued a story revealing the latest brands to top Brand Finance’s Global 500 list of the world’s most valuable brands.

Wal-Mart topped the bill, bumping incumbent Coca-Cola from the top spot, which the soft drinks giant had held since their research began in 2007.

But it was the Coke vs. Pepsi battle that caught my eye:

It’s not all bad news for Coke, however. It is still the dominant beverage brand on the list. While Coca-Cola’s total enterprise value of $104.5bn (£71.2bn) is just 22% greater than that of Pepsi (which is 21st in the table), the Coke brand is 118% more valuable than its arch-rival.

This reminded me of a fun little experiment that I have been meaning to post for a while, taken from Rob Walker‘s excellent work on the relationship between who people are and what they buy, Buying In.

Walker was writing just last year, but for some time prior, traditional advertising methods were well on the way to being usurped by their younger digitally native upstart cousins in the social media space – invoking mass fear across the industry that brands and branding in the traditional sense no longer held the sway they once did.

So, taking the world’s biggest Superbrand (as it was then) and its arch rival, Pepsi, scientists at the Baylor College of Medicine put brand loyalty to the test amongst the disenchanted, anti-establishment student population. The results were, I thought quite remarkable.

First, they conducted the classic blind taste test – white-labelled, un-branded Pepsi vs. white-labelled, un-branded Coke. Unsurprisingly, given the very similar ingredients, the split was more or less half and half (with a slight favour for Pepsi).

In the second round however, the subject had to choose between a labelled can (Pepsi for some, Coke for others) and an unlabelled one. Properly labelled, Pepsi again finished in a tie with its unknown competitor. But Coke on the other hand was by far the decisive favourite above its mystery rival.

And here’s the twist. In this second round, subjects were told that the unlabelled drink might be Pepsi or it might be Coke. In reality, the labelled drink was always competing against itself. Thus, branded Coke totally trounced its unbranded self . Bizarre.

Or not so bizarre when we look at the neurology behind it (courtesy of BrandChannel.com), where we actually get scientific proof of brand impact. Ready? Here comes the science bit:

When Montague gave a taste of an unnamed soda to his volunteers he found that, technically, more people preferred Pepsi. On the scan images the ventral putamen, one of the brain’s reward centers, had a response that was five times stronger than for people who preferred Coke.

The shock came when Read repeated the experiment, this time telling volunteers which brand they were tasting. Nearly all the subjects then said they preferred the Coke. Moreover, different parts of the brain fired as well, especially the medial prefrontal cortex, an area associated with thinking and judging. Without a doubt the subjects were letting their experience of the Coke brand influence their preferences.

The work of Montague and other studies prove that branding goes far beyond images and memory recall. The medial prefrontal cortex is a part of the brain known to be involved in our sense of self. It fires in response to something — an image, name or concept — that resonates with who we are. Something clicks, and we are more likely to buy.

Brand immunity? We’re certainly not there yet.

And while we’re on the subject of the big red machine, take a look at their 2006 – most successful ever – advertising campaign, The Happiness Factory (below). It’s fab. So fab in fact, that they they are now rolling out a multi-player game version of the concept as an iPhone application – on top of the interactive site already online. Brilliant.

By Lucie Bartlett on April 16th, 2009

Tags: Advertising, Brand marketing, Digital marketing, Mobile

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