Ideals of a Young Digital Planner
Caveat: I’m here to share my thoughts on the digital media landscape with insights to India where I am based. (And while I work for Mindshare, views expressed here are solely mine.)
So go ahead and Enjoy > Share > Argue > Teach ME
-
Photo reblogged from this isn't happiness.
F#Ck titles, hierarchies, responsibilities, supposed skill sets - What Do You Bring to the Table?
My ex-art director at Ogilvy taught me to cut the flattery words/images and get to the point - We Sell Or Else…
-
Photo reblogged from this isn't happiness.
now how do we claim authority and charge for this?
-
Clients and agencies have a burning desire to be part of the social media landscape where Web 2.0 is often:
A shiny object for clients not ready to engage their potential/customers
Scary for agencies who were used to creating disruption with slick ads & prominent placements
Hence, the typical predicament occurs where clients/agencies think of Facebook as social media where regular engagement includes conversations like (‘Hey guys, it’s Friday so what are your plans?’).
However, there are good examples of brands who have learnt to weave their products into a user’s life and build conversations that benefit both parties leaving future opportunities for more.
FIFA 12
Every week it’s game engine predicts outcomes of upcoming football matches in the English Premier League (world’s most followed club league).
What’s in it for the user? - Nice way to build up anticipation to the games esp. with FIFA 12 becoming quite accurate in foretelling match outcomes and even scores.
What’s in it for brand? - What better way to show off the realism of teams/players captured in the virtual game than by showing off its top graphics and smart AI modeled to imitate the actual players.
The Real Success: Not only are the highlights of each game prediction shared on Fifa’s Facebook & YouTube channel; they now feature on the official EPL site that tracks Fixtures/Results/News and more.
CASTROL
The brand is known the world over for it’s ’liquid engineering’ which; it has amplified by tying up with top sports (Football, Cricket, Motor sport). Furthering these associations - it created the ‘Castrol Performance Index’ that helps sports fans gauge how games/teams/players will perform.
What’s in it for the user? - Sports fans don’t just watch a game - they recall stats, wins, home v.s. away games will affect the outcome etc. Having real time game stats that add to the viewing experience is the icing on the cake.
What’s in it for brand? - By linking numbers to performance in popular sports helps the brand build a mass human connect for a product that is otherwise just known as motor oil.
The Real Success: During last year’s Cricket World Cup (co-hosted in India), home fans would consult the Performance Index during Team India matches to be reassured that the game was in their favor!
These are just 2 examples, and ones that I’ve personally connected with because I’m a sports fans. But there’s lots of good brands who’ve stuck to their core identity and learnt how to extend that in making genuine connections.
Got good examples? I’d love to hear from you.
