MARKETING DE GUERRILLA - POLAROID BRASIL

Polaroid reemplazó los espejos de baños en shoppings y centros de negocios en San Pablo por cámaras polaroid.
La idea es reforzar el concepto de la marca "Imagenes Instantaneas"
Magnifica resolucion!

Agency: Santa Clara, Sao Paulo, Brazil.
Creative Director: Fernando Campos
Art Director: Kika Botto
Copywriter: Mariana Borga

Probadores de Ropa Interactivos – Espejos Virtuales

Tienen 3 funciones principales:
1- pantalla de alta resolución que proyecta una imagen virtual de las prendas seleccionadas en el cuerpo del potencial comprador
2- Luego esa imagen es enviada a una web especial donde estan logeados sus amigos, quienes pueden emitir comentarios o votar por la prenda
3- Elegir opciones/recomendaciones de prendas virtuales que combinan con la elegida (ej. Zapatos, sacos, accesorios, etc)
La teoría detrás de esto es que las mujeres no compran solas por alguna razón, ellas necesitan consejos, opiniones, recomendaciones.
Será la nueva revolución de probadores en las tiendas?

mira el video en esta direccion
http://www.reuters.com/news/video/videoStory?videoId=5219

Nueva edición del concurso "HazRuido.com"

Alianzo y Media Contacts, lanzaron la edición 2007 de "HazRuido.com", un concurso de marketing viral, que premia a quién haga más "ruido" en Internet en el menor tiempo posible.
El ruido se medirá en páginas web; es decir se tratará de encontrar a aquel webmaster capaz de conseguir mayor visibilidad en la web.
El número de visitas o la cantidad de enlaces establecidos por blog son algunos de los parámetros que se valorarán, si bien el Jurado tendrá en cuenta especialmente el nivel de creatividad, y, más en concreto, la realización de vídeo.

De forma adicional, se premiará a la web que alcance el mejor posicionamiento en Google en la búsqueda de una palabra elegida por la Organización y en links en Tecnorati.
Para ser el mejor, quienes participen deberán utilizar técnicas de marketing viral y marketing guerrilla, ejemplo: invención de elementos con apariencia de realismo y relacionados con algún tema de actualidad; o idear alguna iniciativa divertida que provoque que los usuarios de internet se la envíen entre ellos.
Más info en http://www.hazruido.com/

Los ganadores (que deberán residir en españa) en cada categoría recibirán como premios, un viaje para 2 personas durante una semana a la República Dominicana para la categoría de marketing viral y un ordenador portátil MacBook para el mejor posicionamiento en Google. También serán premiados los segundos puestos en ambas categorías.

Emerging Media's Impact on the Customer Experience

Dove evolution II

Dove Evolution fue una campaña viral icreible.
Obtuvo 1.7 millones de views en Youtube
Es simple: funciono porque
a) Dove tiene una clara misión e idea de lo que esperan de su marca
b) la ejecución d ela campaña fue brillante

Dove Evolution viral film gets 1.7 million views

Here’s something to pin up on your cube or office wall Download 12_values.pdf . The next time you work on a major marketing or interactive initiative—ask yourself this question: “is what I’m doing hitting at least some of the consumer values on this list”? The 12 Consumer Values to Drive Technology-related Product and Service Innovations was created by the Washington, DC-based research and consulting firm Social Technologies. My rationale for putting this into wall-friendly visual is simple: I think agencies run the risk of infatuation with YouTube and the temptation to put all their eggs in one viral video basket. And we have to be careful about not neglecting other areas of marketing innovation.
Take this recent story from AdAge:
“With not a penny of paid media and in less than a month, "Dove Evolution," a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows "Ellen" and "The View" as well as on "Entertainment Tonight." It's also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove's Super Bowl ad and resulting publicity last year, according to Alexa.com.”
Now in my opinion, that video was simply amazing. A powerful, compelling story that draws you in and inspires you to share it with others. But what about the experience it links you to? Complete with E-cards and a message board, CampaignForRealBeauty.com is a respectable site—but could it be doing more when you apply the 12 values to it?
My point here is that the gi-normous success of YouTube may tempt the Ad industry to hyper-focus on viral videos as an inexpensive way to generate buzz (and ROI). Nothing wrong with this at all—but we cannot forget that at the end of the day, a video is a passive experience. It can make us laugh, cry and want to share it with others—we just can’t interact with or actively engage with a video. In contrast, you CAN interact with YouTube itself. Imagine if an agency had come up with that idea?
So on that note, here is the full list as conceived by Social Technologies. It’s worth chewing on.
User creativityConsumers increasingly want to create, augment, or influence design and content, and share these creations with their peers. Supporting user creativity will be increasingly important to consumer technology, and will become more mainstream in coming decades.
PersonalizationConsumers will increasingly look for products and services that align with their specific personal needs and preferences—whether in the aesthetics of a product or in its functional design. More goods will be created to match individuals’ unique specifications.
SimplicitySimplicity will have growing value for consumers confronted with information overload, time stress, and technological complexity. Simplicity’s influence is already evident in new, stripped-down devices that offer just a few functions, as well as in minimalist interfaces that conceal breathtaking complexity. The common denominator of all these efforts is that they are human-centered—and thus easy to learn and integrate into busy lives.
AssistanceAs consumers are bombarded with more tasks, choices, and information, and as demographic changes such as aging reshape consumer markets, they are looking to assistive technologies for help. Consumers will seek to bolster and extend their natural abilities—with technologies ranging from pharmaceuticals that enhance mental performance to robot aides for the elderly.
AppropriatenessProducts and services will need to embrace the principle of appropriateness to ensure that they are suitably designed for users with varying physical needs, resources, cultural characteristics, literacy levels, etc. Appropriateness will aid in the spread of technology products and services to new markets and to diverse user segments.
ConvenienceAlready well-established in mature markets, demand for convenience will rise as a technology value for consumers all over the world. Consumers will look for technological products and services that give them what they want and need on demand and that reduce effort and relieve time pressure.
ConnectednessConnectedness gives consumers what they want, when they want it, and will grow exponentially with the expanding global information infrastructure. Consumers will look for products and services that seamlessly integrate with this global network.
EfficiencyEfficiency is the ratio of output to input—or, put simply, the ability to do more with less. It will become more important to technology as consumers search for products and services that let them manage emerging resource uncertainties, rising costs, and other pressures.
IntelligenceIntelligence will be enabled by innovations that increasingly shift information and decision-making burdens from the user to the device or service. The demand for greater intelligence will come in response to factors including complexity, aging, and the desire for personalized experiences.
ProtectionProtection will be sought by consumers in a world that feels increasingly insecure. Consumers will look for technology-enabled products and services that strengthen their sense of personal security and protect their families, homes, wealth, and privacy.
HealthConsumers will look to technological products and services to maintain and, increasingly, improve their health and wellness. The search for health-enabling solutions will extend beyond traditional health and medical products and services to include more of the things consumers use in their everyday lives, whether at home, work, or play.
SustainabilityConsumers will increasingly look for products and services that embrace sustainability—reducing the “human footprint” on the environment while maintaining quality of life. A variety of technologies offer ways to minimize resource use, waste, and pollution while improving human welfare.

The power of viral marketing (and 40% off wine!)

FROM: Http://wheresthesausage.typepad.com/my_weblog/2007/03/the_power_of_vi.html

Hugh over at Gaping Void (one of the worlds most-read bloggers) is launching the second Thresher online viral coupon. If you're in the UK, you can get 40% off all wine and champagne with this. Nice!
In addition to being a prolific blogger, Hugh works on marketing for South African wine brand Stormhoek, and has managed to to create a 500% increase in sales in only 2 years through his blog: more on how he did this here.
In case you didn't hear about the first Thresher viral coupon that happened last Xmas, this spread from Hugh's blog like crazy. It boosted Thresher's sales by £15million and making it onto the TV news as an example of viral marketing, raising the profile of both Thresher and Stormhoek. Wouldn't you like a bit of PR like the one below?! The cartoon is one of Hugh's, that he draws on the back of business cards:

Schibsted un caso de éxito en medios online

Un excelente perfil de Schibsted hace el New York Times con un titulo que llama la atención enseguida: “Mientras otros luchan, un editor de diarios noruego triunfa en la red” con un dato interesante para nuestro mercado, Schibsted es el dueño de 20 Minutos.

Es muy interesante que, más allá de ser uno de los nuevos “casos” para la HBS, entre los “atributos” de su éxito hablen del interlinkeo o “recursos compartidos” entre sus diversas unidades (desde cotizaciones provistas por su site de finanzas en un tabloide hasta los clasificados en un dominio externo) lo que, a su vez, le genera tráfico desde buscadores; pero para evitar dependencia de ellos invirtieron en desarrollos diferentes para crear su propio tráfico sin “quemar” la marca.
Por ejemplo cuando vieron que los “clasificados del futuro” estaban en modelos como eBay o Craigslist lanzaron un dominio externo que maneja esa “unidad” en internet lo que le permite “crear” comunidad y tráfico sin depender de su marca principal (VG y E24) algo que los medios en español nunca terminaron de aceptar (un ejemplo: miren como llegó 6 años tarde Clarin con su MasOportunidades que, encima, no atrae ni por diseño pese a “comerse” toda la tercer columna del diario).
A nivel números, en su versión impresa pasaron de 344.000 unidades vendidas a 316.000 en un solo año lo que muestra que la competencia y las nuevas “audiencias” están cambiando; pero al mismo tiempo las estrategias que llevaron a cabo le permiten que las utilidades de su negocio online represente casi el 30% de los ingresos de la empresa…
Un caso de éxito que, encima, esta pensando como involucrarse en la web2.0 para darle poder a sus usuarios…

FROM: http://www.uberbin.net/archivos/medios/schibsted-un-caso-de-exito-en-medios-online.php

Evolution of Dance

.. JAJA! The title is well suited. Unless you are 30+ and have listened to a wide range of music, you probably wont find this funny. One of the most entertaining and funniest videos I have seen in a while.

PIC OF THE DAY

Picture Perfect Panties? Although it's only a concept at this point, the idea of having you husband's, lover's or stalker's face on your underwear is somewhat exciting. It could however be a little confronting for the man in question when he's staring at himself as you undress. Note: The George Bush pair will not be manufactured for obvious reasons.

EVOLUTION OF DANCE

... JAJA! The title is well suited. Unless you are 30+ and have listened to a wide range of music, you probably wont find this funny. One of the most entertaining and funniest videos I have seen in a while.

MIRA ESTOS

A Viral Garden
Connected InternetBlog-Op
Can I Make Big Money Online
Blogtrepreneur
Blogging to Fame
Million Dollar Experiment heads Down Under
Kumiko’s Cash Quest
Calico Monkey
Internet Bazaar
Shotgun Marketing Blog
BrandSizzlebizsolutionsplus
Customers Rock!
Being Peter KimPow!
Right Between The Eyes!
Billions With Zero Knowledge
Working at Home on the Internet
MapleLeaf 2.0
Two Hat Marketing
darrenbarefoot.com
The Emerging Brand

THE POWER OF GROUPS II

There's more, though: how about listing an intention to go see an artist or band if he, she or they would only come to a certain country or city? Enter Eventful, which not only enables users to find and post local events anywhere in the world, but also lets them demand events and performances in their town and spread the word to make them happen. At last count, there were more than 126,000 demanded events on Eventful. Should help persuade well known artists to now and then change their regular touring schedule, and should definitely create a long tail-style bonanza for niche audiences, and thus niche artists, niche events and niche performances.

FUH2 - THE POWER OF GROUPS

The power of groups, the clout that crowds can exercise to get what they want, is nothing new.
What is new, however, is the dizzying ease with which likeminded, action-ready citizens and consumers can now go online and connect, group and ultimately exert influence on a global scale. Call it group power, call it CROWD CLOUT:

CROWD CLOUT: “Online grouping of citizens/consumers for a specific cause, be it political, civic or commercial, aimed at everything from bringing down politicians to forcing suppliers to fork over discounts.”

Now, even though politically and civically minded CROWD CLOUT concepts like MoveOn.org and Hummer-hating FUH2.com are fascinating, we'll focus exclusively on the most commercial aspects of this trend. One word: co-buying.
If that feels like a blast from the past, extensively discussed and unsuccessfully tried back in 1996, you’re right. It’s about consumers’ purchasing intentions, and (sometimes) the grouping of those intentions. Semi-dormant Letsbuyit.com and no-longer-amongst-us Mercata.com come to mind.
Check this whole new trend on http://www.trendwatching.com/briefing/

MENTOS+COCA

ADIDAS Y EL RESTO

Esta campaña gráfica de Adidas intenta posicionarse frente a Nike, Puma y Reebok bajo el lema “Amamos la competencia”. A diferencia de la publicidad comparativa tradicional, en este caso, elogiaron los supuestos puntos fuertes de sus competidores, con frases cortas y simples. Para Nike: “Tiene grandes avisos”. Para Puma: “No es grande?” y para Reebok, “Vean las nuevas Reebok”.

Una muy buena campaña, desarrollada por la agencia Willem de Kooning Academie, de Holanda.

http://eblog.com.ar/1851/adidas-y-el-resto/

LO QUE INTERNET NO PUEDE ENCONTRAR

http://infotk.blogs.com/infotk/2004/03/lo_que_internet.html

Hay cosas que no se pueden encontrar en Internet, ni en ningún otro sitio. El famoso mensaje de error 404 que Internet Explorer nos ofrece cuando no encuentra la dirección que deseamos buscar es fruto de una serie de parodias muy divertidas.En este artículo de info-TK puedes ver determinados resultados de búsquedas cuando pretendes: encontrar las armas de destrucción masiva de Irak, encontrar vivienda digna a un precio razonable, encontrar los responsables del desastre del Prestige, encontrar trabajo digno con un sueldo decente, o incluso encontrar los personajes mas ocultos: Bin Laden y Wally. Estos son los links directos a estas búsquedas imposibles. Sólo para gente con sentido del humor:
• Encontrar una vivienda digna a un precio razonable
• Encontrar las armas de destrucción masiva en Irak
• Encontrar a los responsables del desastre del Prestige
• Encontrar un trabajo digno con un sueldo decente
• Encontrar a Bin Laden
• Encontrar a Wally
• Más cosas difíciles de encontrar
NOSEPUEDEENCONTRAR.COM

MUSICA RESEARCH

A partir de un informe publicado en Trend Watching, sobre el poder de los grupos, el otro día se me ocurrió empezar a preguntar ...Que bandas/artistas quisieras que vengan este año a tocar a la Argentina?

Ami particularmente me gustaria ver a Madonna. Este año se rumoreaba que venía pero quedó solo en eso, rumores..
Lo más cercano a la diosa pop que tenemos hoy, son las coreografas que están ahora dando unas clases archidificiles en los gimnasios de Megatlon... en fin...
Vendrá la diosa del pop en algun momento?
Las respuestas quedaron de la siguiente manera:

Madonna 11
Cold Play otra vez pero que sea más barato 9
Jack Johnson 5

Seguiré con mi research, quien dice, por ahi podemos hacer de esto una especie de voto popular e incentivar asi a las discograficas y/o productores de espectaculos a que traigan al artista.. será?