POST DIGITAL

ON: UPS' Widget

I ran across this story in the Contagious newsletter.

UPS is just one brand at the forefront of a new movement which recognizes the compelling appeal of the widget as an adaptable, self-contained yet multi-tasking marketing tool. The beautiful thing about a widget of course is that no-one actually knows what it is, meaning that they can be created and customized to perfectly suit the application of any brand. The groundbreaking UPS widget, is a fine example of just this.

Users are able to download an icon onto their computer desktop in the form of a cute animated character (complete with oversize magnifying glass). This ‘hard-working UPS helper’ can then track up to one hundred parcels and provide direct links, from your desktop, to other UPS services such as shipping solutions and global logistics. The accompanying website is supported by a fully integrated campaign including print, outdoor and online marketing.

www.widget.ups.com

Setting aside for a moment the fact that we are suckers for little guys like this – it turns out that he actually represents a quite significant culmination of a global effort to broaden the appeal of the UPS brand and positively engage the ‘everyday audiences’ as well as those stuck in the post rooms of large companies. However, injecting strategic creativity into what is primarily a B2B application, required some careful planning.

However, it would seem that central to UPS’s application, is the concept of brand utility – of providing the customer with something useful, something which helps them to directly engage with the brand – step forward our sleuthing little widget. It gives people a different way to use the brand and continue to use the brand – to create a “stickiness” if you will.’

The success of the UPS widget speaks for itself.  However the application is supported by more than a savvy marketing campaign.  This strong faith which UPS has in their little widget carries with it promising implications for what is yet to come. Essentially, by continuing to explore the ways in which marketing can be ‘useful’ instead of intrusive, UPS has set a benchmark.

Source: Contagious Magazine

ON: LG's Special Moments Promo

Embedded Video

LG is running a contest called ‘Life’s Good’, asking users to upload ‘special moments’ around special advice, growing love, thrilling moments and unforgettable memories. Twenty finalists have been shortlisted from 920 entries and the finalist will get to turn their ad into reality.

The finalists are:

ON: Contagious' Interview with Orangina

Last winter while at breakfast with the kids in Paris I became addicted to Orangina.  Every chance I get I grab a 4$ bottle and slurp it down. (and when I am done i want more!!!)  I ran across this great post on Contagious Mag's web site.

Honestly. You put on an animal costume and go hang out in Second Life, everyone thinks you’re a lunatic. Yet somehow, watching Psyop, Stink and FFL Paris’ latest effort for Orangina in which various animals get unbelievably jiggy in a woodland stripclub is an oddly erotic experience. Confused? You betcha. We caught up with Psyop’s Todd Mueller to peel back the layers of Freudian symbolism and set our minds at rest.

Click here to view the ad.

Contagious: Wow. Just: wow. So, did you guys have fun?
TM: I don’t know if fun’s the word. We turned it around in three months, which is a pretty short time frame for such an epic ad. We used a lot of motion capture, but did a fair amount of framing and adjustment on top of that.

Contagious: We noticed it was pretty sexy.
TM: Our intention was to make it as naughty as possible, but in the end they are fantastic creatures. You’re not exactly watching real people do it. We were treading very carefully on that edge of acceptability.

Contagious: Animals or no, there are some serious moves in it. Is it something that you’d only get away with in France?
TM: From what I understand, at the moment in France censorship is self-regulated. The agencies and clients regulate themselves to ensure no lines are crossed. However, that’s about to change. Sarkozy will be instigating some kind of government regulation. However, I hope this would make it through that. It’s more silly than it is dirty, and if you catch all the sexual innuendoes you’re probably old enough to be watching them.

Contagious: Psyop was also responsible for the Coca-Cola Happiness Factory ad, which saw small cute furry things behaving slightly more wholesomely. When the rest of the sector is trying to reinforce the link between soft drinks and fluffy friendliness, is sex the right tool with which to be flogging Orangina?
TM: Orangina’s a bit of a curious brand. It’s been known more for the product than the advertising, or any kind of brand identity. There’s a lot of love for the product, yet no brand value. When they started working with Fred & Farid [les creatives terribles of the Paris scene, and founders of FFL] they were trying to give Orangina a sense of personality, and fun. That’s what we’ve tried to do with the spot. It’s more about fun and atmosphere and Mediterranean playfulness than it is about sexuality.

Contagious: Still, the bear’s a bit of a looker. Do you think this is indicative of a wider trend in TV advertising, namely that is you’re going to do it, you have to make it so striking that it’ll find its own legs on the web? First Sony Bravia, then the Cadbury’s Gorilla, and now this.
TM: We’re definitely seeing advertising pushed into the realm of entertainment. The more fun a piece of content is, be the closer it can be to being a product in itself and not just a commercial. That’s an exciting thing for the industry. Whether you call it branded content or not, we’re evolving into the production of media that goes way beyond the confines of just selling the brand or service.

Check out the ad >>

ON: The Great Advertising Swindle

ran across a great piece by Jodi Harris

The RFP process may not be ideal, but does it have to be a breeding ground for idea infringement? Experts from Deep Focus, Real Branding and Ask.com explain how to cope.  It has been said that imitation is the sincerest form of flattery. But in the advertising game, there is often a fine line between imitating an idea and downright stealing it.

Agencies and creative teams face a unique dilemma throughout the business development/RFP process: they are charged with the task of putting their best foot forward prospectively, generating and presenting big ideas and execution strategies to a potential client, before they have actually been hired to do the work.

Click here to read the rest. http://www.imediaconnection.com/content/17336.asp

Sound off on your cases of idea theft!

ON:Current TV's contributor-driven video news

We’ve all got well-cultivated, if not necessarily well-informed opinions on current topical events. Al Gore’s user-generated content channel, Current TV, seeks to capitalize on this, by branching out into contributor-driven video news and topical debates.  The expansion sees the cable channel and web platform expand its audience-base from the independent film-makers and creatives targeted to submit content at launch.

  In 2007, the smart approach is not to build a site to promote your own content but to be a guide to all the good stuff.  Contributors should head to http://current.com where they can recommend topical links and upload videos around discussion points, adding their opinions to the eclectic collection.

As the content platform organizes and displays the information, it gains importance and relevance by acting as the gatekeeper of the content, providing the opportunity for open expression. And people do want to contribute – Current claims that it has ‘blown the doors off’ accepted proportions of active to passive web users, with around 8-9% of the community participating a large amount of material, typically only 1% in other communities.

http://current.com/

ON:The National Youth Anti-Drug Media Campaign

The National Youth Anti-Drug Media Campaign and Above the Influence expose stoners in their natural habitat to promote drug awareness.  I can't remember the last time I had such mixed feelings about a piece of creative. Check out the site at http://www.abovetheinfluence.com

On one side, the Above the Influence campaign has done a spectacular job of creating an informative, immersive, fun interactive experience.  On the other hand, I believe they have failed miserably at actually achieving their goal. In fact, my informal polling uncovered a unanimous response: "This would be awesome to play with when you're high." Clearly not the message they were aiming for. 

I don't want to be cynical in thinking that this site is going to be frequented by a bunch of kids gagging back hits of pot, and maybe that's who Above the Influence wants to attract. 

While the idea is cool...the execution blows up and seems fake.   If you have done any research in the last two years you would know, kids are not into fake and their peers and parents are their biggest influencer's.   This site is really bush league.  It is marketers talking to themselves. 

I think a group of kids could have done a better job of influencing their peers.  thoughts???

ON: Facebook & ABC

Facebook and ABC News have formally established a partnership that allows Facebook members to electronically follow reporters from the news network, view reports and video as well as participate in polls and debates, all within the new “U.S. Politics” category.  ABC and Facebook made the announcement by way of the New York Times this afternoon, and hope to “extend the dialogue both before and after the [Democratic and Republican debates January 5th], according to Facebook. 

This type of reporting isn’t new to the Internet.  Pajamas Media is a prominent example of the type of high profile political blogging has been going on for years on the Internet. Their brand of journalism allows statistically significant polls as well as public interaction with the journalists and bloggers involved. This is the type of spirit attempting to be captured here by ABC, allowing users to interact with reporters for the ABC News organization.

Given the fact that now more political polls for the ABC network will be run through Facebook’s site, we can certainly expect the social networkization of this election.  It was interesting that no money exchanged hands between Facebook and ABC, making Facebook the clear winner. The user-base can be monetized six ways to Sunday under their new ad initiatives. On the other hand, ABC could have easily accomplished their goals to allow interaction between reporters and viewers by implementing social tools and widgets on their web sites, and perhaps migrating towards a more blog-style content management system.

[via NY Times]

ON: Weather that is simple

want simple weather???  one objective, one function.  check this site out http://www.simpleweather.com

ON: BlendTech and Guitar Hero

Quick, before some pretentious post-postmodern indie band rips the idea and integrates it into their set: check out the video of the will it blend guys sticking a Gibson X-Plorer's fender into one of their machines.

Yeah, I am a total sucker for the Guitar Hero games.  enjoy!

ON: Mavericks and Change Agents

I came across the following comment in an interview with Robert B. Tucker (pdf)

What should leaders do to foster a culture of innovation?

I advise leaders to make sure they are creating an environment in which mavericks are tolerated. The maverick is a well-documented personality type: These people would much rather change the system than simply perfect it. Mavericks don’t “go along to get along,” they don’t “dress for success” and, as the vice chairman of Medtronic puts it, they are a pain in the neck to manage. But they are absolutely necessary because they can make those “ah ha!” connections that lead to solutions.

If mavericks are not valued and respected, they will leave the organization and make their talents available to a company that will value them. Or worse, they’ll go off and start their own companies and compete with you.