I really liked the way they did this campaign.. Clams Casino and Vic Mensa come together and they created a new track & music video. But this process is broadcasted from Youtube live and fueled by comments from Youtube users in real time. Shorthly, user contributed to craft the song & music video. Even the decoration of the studio and other art pieces are produced according to the user comments!
Tag Archives: Digital Marketing
Instagram Lovers
To me Instagram is one of the best communication platforms for brands. Some brands already recognized the huge potential of Instagram. We will definitely see more of Instagram initiatives in the upcoming days.
Why brands started to love it? To me, because it is a perfect environment for branded user generated content in a very cool way! In Instagram every ordinary moment can magically turn to piece of art :) Journeys, moments, foods, travels, experiences, selfies, fashion.. And people are more likely to share the visual expression of their lifes to their network. Instagram gives the oppurtunity to look/feel good and bringing them close to photography. And brands can not stay away from such strong instinct.
Here are some quick tips for brands from Instagram;
– Be true to your brand
– Share experiences
– Find beauty everywhere
– Inspire action
– Know your audience
See more Instagram tips & news for brands in their own blog for businesses:
http://instagram-business.tumblr.com/
Dynamic Production Process in Digital Agencies
Digital marketing projects require a “dynamic” production process. Which is totally different than any other advertising production process in marketing communications. Let me briefly explain.
For example a website is never done. You have to always track, analyze and optimize. Or a digital campaign production is never done when it is on air. You have to put a lot of energy behind a campaign even after it goes live. Analytics and sentiments lead us to change a flow, update a page, add&drop a function or respond instantly to a user feedback. Or think about social media; the content and conversation is always evolving according to the user generated contents and co-creations.
And yes you are right, it requires huge effort and collaboration :)
First Short Movie From Vines
Video içeriğin değerini anlatmaya lüzum yok. Vine kısa sürede tüm dünyayı salladı. Türkiye’de Twitter’ın da desteği ile hızla büyüdü. Yüzbinlerce takipçisi olan bir çok kullanıcı, markalar ve yaratıcı işbirlikleri aldı başını gidiyor. 6 saniyelik video dünyası hem insanların içerisindeki yaratıcı gücü ortaya çıkarmalarına imkan tanıyor, hem de markalar için bulunmaz bir etkileşim fırsatı sunuyor.
Vine özelinde çok basit ama bir o kadar etkili bir iş aşağıdaki. Airbnb çok basit bir kurgu ile takipçilerini bir maceraya dahil etmiş. Bir yönetmen, bir senarist var, ama görüntüler dünyanın farklı yerlerinden farklı kullanıcılarından. Sahneleri numaralandırıp, her sahne için takipçilerinden içerik istemiş marka. Basitlik, özgünlük ve gerçeklik.
Well done Airbnb :)
Work In A Digitally-centric Way
Having a group of people who can complete digital projects isn’t the same as have an agency that thinks and works in a digitally-centric way. Having a digital “capability” is not the same as having a digital “competency”.
Creative Collaboration Icon: Absolut
Absolut tüm dünyada kreatif işbirliklerinin ve yeniden yaratımların merkezinde duran ikonik bir marka olmayı başarmıştır. Yaratıcı dünya ve sanatçılarla ile olan gerek global gerek lokal bir çok işbirliği Absolut’un alameti farikası aslında. Bu bir tesadüf değil. Markanın özünde creative collaboration ve inspiration var çünkü. Bu yönüyle de Absolut yaratıcı beyinlere de ilham veren, sofistike ve bir o kadar populer bir marka.
Konu Absolut olunca, Voden olarak yaptığımız güzel bir işbirliği projesi var yukarıda. Online-offline connectionların çok fazla konuşulduğu bu zamanlarda, üzerinden epey zaman geçmesine rağmen örnek olacak bir execution. Have a look.
What Digital Do?
Exposure, broadcasting, display are the elements of traditional advertising. But in digital we try to build engagement, interaction, experience and conversation.
Ben bizim yaptığımız işi aslında böyle özetliyorum. İnsanlar ile etkileşim kurma, interaksiyon yaratabilme, bir kullanıcı deneyimi yaşatma ve diyaloğa girme.. Pazarlama iletişimi için ne kadar değerli şeyler öyle değil mi? Ve bir o kadar zor. İşte dijitalin özeti; çok meşakkatli ve çok değerli :)
Narrowcasting vs Broadcasting
Mass audiecences can now be identified and targeted very specific. So marketers & advertisers have to learn to make “narrowcasting” instead of doing “broadcasting.”
In digital, brands do not have to put the same message for all people like they had to do in a TV spot. There a tons of different platforms, habits, activities and clearly definable target audiences in digital media. That is why brands need to re-think the mass media routine of broadcasting a message to a very large group of people. Here is a fancy expression for the topic; Narrowcasting.
Narrowcasting is not just about doing research, target the right audience or create a robust digital media plan. It is also about creation of the most meaningful content for the relevant target groups living in digital spaces and best possible execution in an engaging way.
Giving an example; your brand can have a conversation with LA-24 in Twitter, whereas it has a more intimate community in Facebook, a playful character in gaming sites, an ambassador programe via influencer outreach in blogosphere and a corporate face & TOV in a website. These are likely to be a part of your digital strategy. You can do narrowcasting!