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April 14, 2014No Comments

ON: Behind Dibs Film Fest Big Idea

While the idea
was simple - The Dibs Film Festival was not an easy production.

As many of you know I
gave birth to this idea at TracyLocke, then in between gigs (my move to
Wunderman) I spearheaded the digital, broadcast and out of home
creative along with writing styling of Snack's Jennifer Leuzzi

There were many production and technical partners involved.  Some of
those partners were great.. and others not so great.  MTV was a great
media partner. As expected they have delivered eyeballs, buzz and
clicks. Where they fell down was their digital technology production.

Dibs Film Festival Players
Brand Conversation Strategy, Experience Design + Writing = BlueFusion
Retail Strategy & Creative, Account and Project Management = TracyLocke
Flash Interface Development & Banner Advertising = ID Society
Site Technology + Hosting = MTVN's Digital Fusion Group - outsourced to Reality Digital
Widget Technology & Distribution = Gigya

Here is a soft copy of the Expereince Design document I commonly refer to as the temporal specification.

The you add in Flash Production partners ID Society and technology partner MTV's Digital Fusion Group who outsourced their work to Reality Digital in CA.  Widget distribution duty was Gigya - who as usual delivered a superb piece of technology called Wildfire.

All managed by talented account group at TracyLocke in Dallas - BlueFusion delivered cohesive digital creative that was guided by a temporal specification that was supposed to be implemented by the ID Society and MTV's Digital Fusion Group / Reality Digital.  In the end what became clear was that the choice of Reality Digital for anything more than a video mashup up tool
creator was a mistake. 

When the deal was done MTV Digital Fusion group
was supposed to be able to  be a backend partner for more than the
video mashup tool but for the entire site. (video editing and sharing,
Sweepstakes, Widgets)  In the end the site was launched.  But to date
many pieces of the sites functionality were not implemented.  Look at
the temporal spec and see which pieces were left out of the equation.

ON: Behind Dibs Film Fest Big Idea via @jpenabickley

June 22, 2012No Comments

Curators of Sweden

This one has balls!

In 2011, Sweden became the first country in the world to let go of an official communication channel and hand it over to our citizens. Together with the Swedish Institute and Visit Sweden, they decided to break all branding principles and revolutionize the voice of a country.

 

Check it out! http://curatorsofsweden.com/jury/

 

Curators of Sweden via @jpenabickley

October 28, 20111 Comment

Poor Media Placement – Context Matters

Sometimes I ponder why clients allow media agencies to serve their impressions in such a random method. Check out the irony in this placement.  

WhoIsYourMediaCompany?

When I clicked through I was taken to a site that was for an audience that would be considered the 1% - where I was invited to begin building my wealth.  

There is a better way.  Using seach and social you can target people where they are having wealth building conversations.  

Poor Media Placement – Context Matters via @jpenabickley

December 14, 20101 Comment

on: us twitter usage stats

Despite it's new design twitter's numbers in the US seem to have fallen this past year. Pew released a study that shows only 8% of Americans online use Twitter – this was far lower than the 24% figure shared at the end of last year. The research also indicated that Twitter is skewed towards a younger and urban demographic.  It is used by 11% of people in urban areas, and is used by 14% of 18-29 year olds compared with 7% of those aged 30-49. Interestingly, Women are also more likely to tweet, with 10 percent using Twitter versus 7% of men.  Twitter also is proving to be 2x more popular popular among African Americans and Hispanics as it is with whites.

on: us twitter usage stats via @jpenabickley

November 14, 2010No Comments

on: facebook deals

Last week FB launched Facebook Deals, the new service allows “stores, restaurants and businesses to offer promotions and discounts to users of Facebook’s location tool, Places.” Using Places, users can see what offers are nearby and share them with their friends, and can claim deals by simply checking-in to a business on Places and showing the business a voucher.

Facebook was keen to emphasize that users privacy is being protected and they will not be identified to businesses:

Brands/venues/Place owners will only see how many people claimed deals and how many people checked in – similar to the way Ads works. They know how many people the ad will be shown to but not who it was shown to. [They] will not get any other information about individual people that check in on Facebook.

Deals is only available in the US at this stage, but is likely to roll out in the UK next year.  Businesses looking to get started can consult a guide from Facebook, which lays out how deals can help their business, and step-by-step instructions on how to get started

 

on: facebook deals via @jpenabickley

August 10, 2010No Comments

on: uniqlo’s lucky switch

Who says banner ads don't work? UNIQLO proves we may be doing it wrong!
Uniqlo developed a banner ad campaign so compelling, unique and interesting that bloggers and viewers actually took ownership of the campaign and made it a viral success – in terms of both brand impressions and sales.
The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the ’switch’ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with losing tickets remaining as banner ads.

http://vimeo.com/moogaloop.swf?clip_id=9125761&server=vimeo.com&show_title=0&show_byline=0&show_portrait=0&color=ff0179&fullscreen=1&autoplay=0&loop=0

The campaign ultimately generated almost 3 Million clicks, with over 4,00 blog badges installed, and a retail sales increase of 120%. This in contrast to the usually low click-through rates associated with traditional banner ads.

[ via Brandflakes for Breakfast ]

on: uniqlo’s lucky switch via @jpenabickley

August 4, 2010No Comments

on: a little privacy

The IAB tells congress that It's privacy bills may harm business and consumers. Mike Zaneis, Vice President of Public Policy, testified before the U.S. Congress to express the advertising industry’s serious reservations about two legislative proposals that jeopardize the Internet and the interactive advertising that has made possible an explosion of new information, communications and entertainment.

http://c.brightcove.com/services/viewer/federated_f8/607703002

With all of the social data being posted in public, can we self regulate before we get to close to people's private matters?  can all this data lead to predictive algorithms engines run amuck?

[via IAB]

on: a little privacy via @jpenabickley

July 10, 2010No Comments

on: the nissan leaf iAD

the world's first mass-marketed 100% electric car on the world's first new mobile advertising platform -- the Apple iAD.  the future is now.

on: the nissan leaf iAD via @jpenabickley

April 18, 20102 Comments

ON: Direct Response Video

Last week I sat on a panel at a digi-day conference on video.  Our topic was DRTV in the digital space.  

For those of you digi-rati that don't do TV, DRTV stands for Direct Response Television. In general awareness advertising, the spot usually gets your attention and answers "Why this product?".  A DRTV spot answers "Why this product right now?".  DRTV comes in a few flavors. It can be anywhere from 30 seconds to 5 minutes long.  Most DRTV spots ask for the sale, give you a reasonable offer and then flash up a toll free number to redeem the offer.  It is a very effective way to sell products via television.

If you were born in the digital space, like me, the thought of a DRTV spot online seems like an epic waste of media space.  As a matter of fact it is an improper use of the digital medium.

This line of thought lead me to sit and draw up how I would take the power of video and combine digital direct response and social media.   Here is a prototype of a portable direct response video player.

DRV_direct_response_video_player 

A "how-to" or demonstration video may be a great way to show HOW your product or service can benefit the consumer.  This would work much better than the 15 & 30 second awareness pre-roll. You could also tie consumer comments and or ratings to the video.  The entire ad module could be shared in social networks.

Screen shot 2010-04-18 at 8.23.26 PM
Within the video player you could put in 3D imagery with a written description along with a full up shopping cart.

Screen shot 2010-04-18 at 8.23.39 PMThe consumer could complete the entire purchase process in the video unit by using overlapping modal windows.

Screen shot 2010-04-18 at 8.23.51 PM
A click to chat feature would let a customer service rep help you or even connect you to others who are using the product now.

The Big Idea Still Counts
As a true believer in the big insightful idea, I am especially keen on tailoring the message to the medium. You would not dare put a banner ad on TV. Why would you throw your 30 second ad on the web and then never ask for the click or the sale? 

No matter what your big advertising idea is, you must customize it to the medium for the best results.

ON: Direct Response Video via @jpenabickley

April 18, 20101 Comment

ON: Direct Response Video

Last week I sat on a panel at a digi-day conference on video.  Our topic was DRTV in the digital space.  

For those of you digi-rati that don't do TV, DRTV stands for Direct Response Television. In general awareness advertising, the spot usually gets your attention and answers "Why this product?".  A DRTV spot answers "Why this product right now?".  DRTV comes in a few flavors. It can be anywhere from 30 seconds to 5 minutes long.  Most DRTV spots ask for the sale, give you a reasonable offer and then flash up a toll free number to redeem the offer.  It is a very effective way to sell products via television.

If you were born in the digital space, like me, the thought of a DRTV spot online seems like an epic waste of media space.  As a matter of fact it is an improper use of the digital medium.

This line of thought lead me to sit and draw up how I would take the power of video and combine digital direct response and social media.   Here is a prototype of a portable direct response video player.

DRV_direct_response_video_player 

A "how-to" or demonstration video may be a great way to show HOW your product or service can benefit the consumer.  This would work much better than the 15 & 30 second awareness pre-roll. You could also tie consumer comments and or ratings to the video.  The entire ad module could be shared in social networks.

Screen shot 2010-04-18 at 8.23.26 PM
Within the video player you could put in 3D imagery with a written description along with a full up shopping cart.

Screen shot 2010-04-18 at 8.23.39 PMThe consumer could complete the entire purchase process in the video unit by using overlapping modal windows.

Screen shot 2010-04-18 at 8.23.51 PM
A click to chat feature would let a customer service rep help you or even connect you to others who are using the product now.

The Big Idea Still Counts
As a true believer in the big insightful idea, I am especially keen on tailoring the message to the medium. You would not dare put a banner ad on TV. Why would you throw your 30 second ad on the web and then never ask for the click or the sale? 

No matter what your big advertising idea is, you must customize it to the medium for the best results.

ON: Direct Response Video via @jpenabickley

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