POST DIGITAL

ON: Six Pixels of Separation

Tonight I was catching up on my podcasts and blog feeds when I ran across an insightful podcast that all brand marketers should hear at least once. Check out episode #71 of Six Pixels Of Separation - The Twist Image Podcast. In this episode, they take a deeper look into what people are looking for (and why) when they visit a Website.

This episode has an amazing CarCast with Bryan Eisenberg and Avinash Kaushik. This one offers tons of philosophy and insights about consumers, their online experiences, voice of the customer, and where the Web will go.

Having spent hundreds of hours in consumer tests much of the essence of this cast is spot on.  Listen to Six Pixels Of Separation - The Twist Image Podcast - Episode #71 - Host: Mitch Joel

ON:Design and Fabrication

Anna Pla Catala from Systemic Formats has assembled a collection of work that will be exhibited at the Collegi d'Arquitectes de Catalunya (COAC) in Barcelona, Spain from October 31st to November 17th, 2007. The works will showcase alternative methods for design and fabrication, and will include an alternate proposal for the FCB stadium design. The exhibition overlaps with COAC's own exhibit on the history of FC Barcelona's Stadium Camp Nou.

Click here for more info.

When I study experience + design, I often look at architecture and automotive design where technical prowess and purpose driven design equate to art.

ON: Meet me at Starbucks

I love this tool!  The Starbucks iGoogle gadget allows you to quickly locate a Starbucks nearby by simply entering your zip code. The Map Tool will then pinpoint all of the Starbucks locations in the region on the map, allow you to choose the location you want to visit and provide detailed directions to the location.

ON: The Mixx Awards Gala - Whoa! We Won

  Joanna Pena-Bickley & Jay Pichamuthu 
  Originally uploaded by joannapenabickley

Tonight was a fun night mingling and drinking with the agencies who have defined a transforming year in the interactive marketing industry.  This has been a year of rapid change for many marketers.    TracyLocke was recognized as an agency who is an innovator in the digital marketing landscape.

Tonight I was lucky enough to represent TracyLocke for work that we did with the Hershey Company this past spring. TracyLocke walked away with the Silver Mixx Award in the Super Rich content category for its work on the Ice Breakers Watch and Whoa - MTV's Spring Break experience.  What makes this award so special is that this is TracyLocke's  first formal recognition by the digital marketing industry for creativity and effectiveness in a campaign.

Over the past year, I have worked with an group of individuals that share this honor with me tonight.    Special thanks go out to Jay Pichamuthu, Kit Cramer, Carlyn Kelly, Matt Spielman, Erica Lenard and Peter Griffin at MTV Networks,  the gang at Visual Goodness and of course the Ice Breakers Brand team who took a risk on an idea that has started a conversation with its core consumers.

Tonight, I put the award under my pillow (and dream of the crisp sandy beaches, the 22 hours days and the drunk spring breakers) and feel honored to have had a little something to do with it.

ON: Going From Commercial Breaks to Commercial Destination

Another add to the digital party this week at Advertising Week.  This morning at 9 am investors  from Microsoft, NBC Universal and GE’s Peacock Equity Fund, ION Television, as well as Adweek, Brandweek and Mediaweek, among others, joined a group of us for an early am press conference at the Paley Center for Media to introduce Firebrand. 

Firebrand is first network that’s turning the commercial break into a commercial destination. You are no longer the commercial target. You target the commercials. Choose what brands you interact with, choose how you interact with them.

Firebrand is a new, opt-in entertainment and marketing destination that gives consumers interactive access to their favorite brands, products and promotions.  Firebrand programs the “coolest” TV commercials the way MTV used to program music videos and its multi-platform network, slated to launch on October 22, is the first to go “live” simultaneously on TV, the web and mobile.

Firebrand even has CJ’s (commercial jockeys), the same way MTV had VJ’s, who will contextualize the commercials as art and entertainment, and guide consumers through playlists, contests and promotions.

Conceptually I think it is cool.  it does "fuse the blue" .. but my hunch says that using the word "commercial" will turn off consumers.  Does anyone choose to be sold?  I look forward to see if this get taken past the :30 second commercial and allows for an interactive experience that could offer a retail or volume driving pay off for brands who venture into the space.

Check it out at http://www.firebrandtv.com

ON: Blip and Rocketboom

My inspirational buddy Mike Hudack, took it up a notch by announcing that Blip.tv is the new home of Rocketboom.  Beyond the great content... watch out for the QuickTime overlay can be clicked on, and it can also be closed.  It works in iTunes and it works in Miro.

True innovation!  If you do not know Mike - get to know him.  He is the future of our industry!

ON: Day One at Mixx

I spent the day at the Mixx conference for the most part of the morning.  I will say that if you are a person who spends her/his time at the leading edge, walking the floor of the Expo was not where the action was.  As a matter of fact I would say it was a line up of the usual suspects.  That said, the workshops and the opening remarks made the Microsoft rubber chicken worth while.  As a matter of fact it fueled the the fire for more Blue (more to come on what Fusing of the Blue is...)

Key takeaways:

• The traditional marketer/agency framework is over.
• We as advertisers must join the conversation.
• It's not just about servicing customers online.  It's about furthering engagement.
• Never stop experimenting.
• The challenge for us is that we need let go of the creative process.
• In order to create the authentic dialog, it requires for us to let go and let those who create do what they do best and create that dialog.
• Armed with a megaphone like the web, consumers wield enormous power.
• The era of brands and agencies creating the messages is over.

Raise your glasses to a new class of advertising and organizations that spring up and define the way brands can capture the minds and hearts of audiences while driving loyalty as well as spend in retail.

It was a packed house and clearly was the "official" interactive event of Advertising Week.

ON: Yahoo Modules - Open

Want to make modules for Yahoo?

In the coming months Yahoo! is going to open up the module development platform to 3rd party developers.  Drop the yahoo team a line at modules [at] yahoo-inc.com if you want to learn more. They would love to hear from you! 

Also note worthy developments...Yahoo MASH is on BETA and by invite only.

ON: Dove's Real Play

Here's an artful and interesting way to extend the Dove Real Beauty idea: a real-life play in which real women show that "beauty has no age limit". The play will run in Toronto, Canada.

The audition process involves video submissions using an online "Dear Body" audition kit. They're looking for three women to round out the cast of twelve, and the whole thing will be directed by playwright Judith Thompson.  This feels so rich I think it could be a Janet Kestin special.

Check it out for yourself: http://www.doveplay.ca

ON: Sprint's Manning's Mind

Sprint has launched a site inviting punters to pick the brain and engage in a game of trivial pursuit against Indianapolis Colts' superstar quarterback Peyton Manning.

After playing along for a few moments I was done. If you know your Football facts you will out smart Manning.  For real football fans it made him look dumb. 

(ok. ok. - I am sure he is smart - I am still feeling the burn from last years Super Bowl.)   

The site did have good sound design.

Try it out at http://www.manningsmind.com/