POST DIGITAL

ON: Will It Blend - iPhone

I've been following the Will It Blend? videos for quite some time and they're always entertaining.

In conducting some research on a chapter in my book "engagement needs to wrapped up and delivered in a bow with a pay off at the cash register"  I stumbled on to Charlene Li's summary of the success factors.  She cites authenticity, humor, originality and a connection to the value of the product. These videos deliver that and more...They deliver an easy mechanism for me to buy as well!

Beyond the awareness and entertainment, every marketer wants to know: how does this translate into sales? According to BlendTec, they've have been able to tie the fun videos to a spike in sales.

A year of video releases with funny product demos has lead to the ultimate blend ever.  Yes the iPhone!  One little stat to chew on is in two days, the iPhone edition of "Will It Blend?" has garnered over 650,000 views.  This stat did not happen for them overnight...they have done a great job at building longevity with viewers.

I truly believe that the consistency in message and creativity has created a link for BlendTech. Sometimes, instead of doing what we are comfortable with which generally manifests itself in the typical features & benefits approach that 90% of marketers and broadcast creatives use, a little creativity and thought can go a long way. When you connect to your audience's emotions and give them a way to share their enthusiasm through social networks, your brand will benefit with results at the cash register.

ON:The Age of Conversation

The Age of Conversation has finally joined the pantheon of marketing books. The book is a great idea come to life!  We all talk about a the global construct of conversation, but in this book practitioners have joined forces to give a comprehensive look at our evolving digital marketing world.  In what began as a dare, the editors, Gavin Heaton and Drew McLellan challenged bloggers around the world to contribute one page — 400 words — on the topic of “conversation”.

I love this pub!  Finally, a book that it is written by the experts who are practitioners - not just talking heads or academics peering in to our habits - but real professionals who through active participation in blogs, Twitter, Second Life, Facebook alike are the ones giving the world the enlightenment needed. 

ON: A Community Cluster in Central Park

  NYC philharmonic in central park 
  Originally uploaded by joannapenabickley

New York's music loving community gathered in Central Park tonight to enjoy incredibly talented artists, take in the fresh air and use the time to sit with friends in circles of discussion.  Tonight we made connections around a lifestyle / passion point. 

When I draw the parallel online - I look to use the newest forms of community clusters like Twitter, SecondLife and FaceBook then draw a conclusion. 

Brands can make an emotional play for people’s passions in an intuitive manner through architected conversations around lifestyle choices.

ON:Medellín the film

Medellín the film... I caught the trailer after entourage tonight...

HBO, What's up your sleeve here?  There is more to this story - right?

ON: Discovering The Ultimate Search for Bourne

While doing research for my latest project I stopped browsing to admire Google's ‘The Ultimate Search for Bourne’, an online game that encourages stalking in the name of Universal Picture’s third Bourne Identity film.

Of course, with the advent of social networking, online stalking is now socially acceptable in some circles, and the game utilizes the best of Google’s APIs – Google Maps, Google Images YouTube and Google search.

Players sign up at www.google.com/bourne to track Bourne across three continents. No money changed hands in the deal, as a product placed Google search page appears in the film.  The tie in with Google is smart and takes search into a new entertaining venue.

ON: SnapVine & Your Voice Messages

Be afraid... be very afraid...  SnapVine has created this widget that allows me to broadcast my voice mails.  Warning - When you call me and leave me a voice mail you could end up right here!  But that could be said of any of our conversations. ;-)

ON: A Creative Conversation Architect's View on Widgets

  Joanna Pena-Bickley 
  Originally uploaded by gregverdino

In the greenroom hanging with the guys talking shop, Greg snapped this photo of me.  (babe you need a flash - i was standing right under that spotlight.)

WidgetCon 07 gave me a few things to think about...  my key insight was recognizing that  "The Internet has not created chaos in marketing and advertising - it has just revealed it."

The evolution has begun,  as a matter of fact it continues to evolve at about 100 miles an hour. 

The widget is facilitating the evolution through giving us a mechanism for portable content, commerce, community and transactions in consumers lives.

Special thanks to Freewebs... I look forward to seeing you guys at digital days @ TracyLocke.

ON: Being Born Digital

I was having drinks with my other digital buds @ WidgetCon's reception and we did identify one common theme in our lives...  all of us have friends, relatives or co-workers who get lazy and call us instead of the IT help desk...you know you've had this experience.

I have found that even my esteemed co-workers who know my billable rate -- and baby its not cheap--ask me to look at their cell phones or better yet trouble shoot their failed connections to the printer. 

Just because we were born digital does not give you access to have gurus trouble shoot what this guy should be doing.  ;-)  (enjoy the star wars help desk)

ON: WidgetCon Chatter

  WidgetCon 
  Originally uploaded by joannapenabickley

Snap Shot!  Is it me...or am I the only girl with the guys in the greenroom at WidgetCon? If so I do not mind - i am honored to be one of the guys.

Great panel discussions with  Ian Schafer, Chad Stoller, Scott Witt and Greg Verdino.  The simplest form of function is the widget. 

Chad, it was "Back To School" with Rodney Dangerfield where the business school professor explains that "a widget is anything you want to make it."

Brands need to consider the widget as a value trade.  They must offer the consumer a simple useful tool and we the who represent the brands, should be offering the consumer a valuable thing ( a widget) in their life.

Now the media planners really need to put on their account planning hats and look at modeling engagement in a story form for brand marketers to benchmark successes.

Think outside the IAB standard!

ON:Patrón's Social Club

Patron Tequila has launched an online community called the "Patrón Social Club," a members-only hub for tequila aficionados at patronsocialclub.com.

After registering to enter the Social Club, members are guided by a handsome, white suit-wearing concierge who spouts facts about Patrón while members tour different rooms of the site.

 
Members are encouraged to "ID" their Patrón bottles by entering the handwritten numbers on their bottles of tequila to find out the history of that specific bottle, such as the field in Jalisco, Mexico, where the agave was grown and the year it was harvested, distilled and bottled--a way of deepening the connection between consumers and the brand.

The video concierge also encourages users to participate in the site's robust community-oriented channels.  He also asks questions and comments on your answers.  I cannot say that this aspect of the site is unique as it seems like a total carry over from Jack that bartender at thebar.com

"If you could have a different car for every day of the week, which cars would you have in your garage?" the concierge asks, prompting members to enter the "Contribute" section of the site and fill in information about music, food, trips and fashion, and other categories, for sharing among other Social Club members. There were some groovy postings from obvious new yorkers such as one about Absolute Bagels in New York City besting more famous H&H Bagels, are then broadcast as headlines across the site, to which members can click through.

This type of information sharing both builds community among Social Club members as well as fosters a sense of insider, exclusive knowledge about what's hot that Patrón can leverage to learn what interests its consumers.  This approach is smart.

This consumer strategy is spot on because the Patrón drinkers are folks who sip and savor their tequila, the trendsetters; they are active and knowledgeable about what's happening within their circle of friends, their community and the world in general. The Patrón Social Club recognizes and encourages this common bond among the core consumers.