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September 6, 2008No Comments

ON: Tennis Lovers Widget From IBM

I am a tennis junkie.  So when I was on LinkedIn this morning the IBM Ad unit with live US Open scores caught my eye.  When I looked closer I noted that IBM created a simple scores widget as it is one of the big sponsors of the US open.

http://widgets.clearspring.com/o/48a32c501ffbc27b/48ab4a4cd6234d68/48a32c501ffbc27b/64944ccc

I love the menu at the bottom which opens a plethora of of options like the IBM innovations at the Open, mobile scores and popular photos. Nice Work - This widgets packs a hard serve at creating a reason to install a branded widget on this page.  Tons of utility!

Go Serena & Nadal Go!

ON: Tennis Lovers Widget From IBM via @jpenabickley

September 6, 2008No Comments

ON: Tennis Lovers Widget From IBM

I am a tennis junkie.  So when I was on LinkedIn this morning the IBM Ad unit with live US Open scores caught my eye.  When I looked closer I noted that IBM created a simple scores widget as it is one of the big sponsors of the US open.

http://widgets.clearspring.com/o/48a32c501ffbc27b/48ab4a4cd6234d68/48a32c501ffbc27b/64944ccc

I love the menu at the bottom which opens a plethora of of options like the IBM innovations at the Open, mobile scores and popular photos. Nice Work - This widgets packs a hard serve at creating a reason to install a branded widget on this page.  Tons of utility!

Go Serena & Nadal Go!

ON: Tennis Lovers Widget From IBM via @jpenabickley

August 4, 2008No Comments

ON: U23D

Just when we had all written off IMAX, they launch The Dark Knight and inject a new spectacular experience for movie goers. All of the sudden the movie theater tickets were worth it again!  So now that you have the Dark Knight under your IMAX belt it is time
for you to surround yourself with Bono, Edge and gang for an energetic
ride in U23D.

As a U2 fan who did the Veritgo tour while in chi-town, this is a stunning production that puts you in the eclipse pit of the Argentinean stage.  U23D is the first digital 3D, multi-camera, real-time shoot.  It is the largest
collection of 3D camera technology ever assembled for a single project.

Picture_4
 
For those of you who have invested in the home theater with surround sound and stadium seating - IMAX has made the movies magical again.  Seems like a fine time to go hang at the movies again.  Thanks IMAX!

Check out the site at http://www.u23dmovie.com

ON: U23D via @jpenabickley

August 4, 2008No Comments

ON: U23D

Just when we had all written off IMAX, they launch The Dark Knight and inject a new spectacular experience for movie goers. All of the sudden the movie theater tickets were worth it again!  So now that you have the Dark Knight under your IMAX belt it is time
for you to surround yourself with Bono, Edge and gang for an energetic
ride in U23D.

As a U2 fan who did the Veritgo tour while in chi-town, this is a stunning production that puts you in the eclipse pit of the Argentinean stage.  U23D is the first digital 3D, multi-camera, real-time shoot.  It is the largest
collection of 3D camera technology ever assembled for a single project.

Picture_4
 
For those of you who have invested in the home theater with surround sound and stadium seating - IMAX has made the movies magical again.  Seems like a fine time to go hang at the movies again.  Thanks IMAX!

Check out the site at http://www.u23dmovie.com

ON: U23D via @jpenabickley

July 13, 20084 Comments

ON: NIKEFootball’s Widget Launch

"NIKE, AKQA and MindShare Partner to Change Widget Advertising For Good" was the headline of the press release that I received in my ON: Inbox last week.  While it peaked my interest it also gave me pause and reminded me that "change begets more change".  Widgets are not a new change for consumers.  What has changed is our use of them as an easy way to distribute content for brands by sharing the content and functionally in them with our communities.  the brilliant marketers at NIKEFootball know that the brand site, at launch, is a place for consumers to fall in love and share. 

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&page=typepad&pli=452203&pi=0&wdg=1&rp=http://ds.serving-sys.com/BurstingCachedScripts/ReportPage_63_2.html&ord=691357.9921238124

In an attempt to deliver on of the largest video widget campaigns ever, the European Soccer Championship, Eyeblaster, NIKE, AKQA and Mindshare worked together to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website.

Picture_2

NIKEFootball’s video widget campaign moved across more than 10 countries, revolutionizing the way any brand has ever used ad serving technology. The campaign uses bought/paid media combined with Nike Media (ie sites, banners and applications) to inspire earned / consumer generated media across the globe.

Here is the lift from the press propaganda sheet:
Eyeblaster, home of the world’s most innovative integrated digital marketing solutions has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and measure innovative branding video widgets for NIKE across 10 countries.

As part of a multi-faceted campaign that crosses multiple borders, the widgets leverage Eyeblaster’s digital expertise and technology to enhance user experience and brand integration for one of the most well-known brands on the planet.

“We’re excited to launch one of the largest global video widget campaigns ever,” said Mike Cookson, content and media director at Nike EMEA. “AKQA’s creative ability, MindShare’s leading distribution strategy and Eyeblaster’s targeting technology is enabling Nike to distribute content in ever-smarter ways.”

NIKE’s new campaign uses ad-unit content distribution (ACD) to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website. AKQA designed the NIKE widget to showcase video using well known sporting and media celebrities to deliver NIKE branded content directly from a video banner ad to social networks, homepages, blogs, etc.

“NIKE’s new campaign breaks the traditional online advertising model,” said Chris Hancock of AKQA. “We wanted to invent a way to push content out to users. Using Eyeblaster, we designed a campaign that uses advertising space on websites as a channel to distribute video from a site in conjunction with the added ability for consumers to ‘grab’ the content.”
“The widget represents fresh thinking that adds value to consumers' experiences of the brand.  It allows us to sustain a 3-way dialogue between Nike and consumers and amongst themselves, throughout the campaign and beyond, by continually refreshing our messaging and the functionality of the widget,” added Hani Mahdi, account director at MindShare WorldWide.

To maximize ad spend and add a viral aspect to the campaign, AKQA integrated seeding technology with the video widget. The seeding technology is powered by Gigya in cooperation with Eyeblaster. Users can “grab” the widget from the website they are looking at and install it on their social networking page. This opens a direct, permanent communication channel with users where NIKE can update video content at anytime.

“NIKEFootball’s new widget campaign revolutionizes the way any brand has ever used ad serving technology,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Eyeblaster makes it possible to fully execute MindShare’s and AKQA’s creative strategy and we are confident that the campaign will generate great results.”

The campaign is being served and measured using Eyeblaster’s Ad Campaign Manager (ACM) platform. With ACM, AKQA and Nike can access data consolidation and manage geo targeting, dynamic content and global distribution from one platform.

This does not feel new, but it sure feels big.  Perhaps the change they speak of is when a big brand like Nike pushes the limits on content and distribution perhaps it will inspire other categories to follow suit with relevant content that will inspire brand love.

If this is the LARGEST WIDGET LAUNCH EVER - Does anyone know which widget sharing platform they used?  I scrubbed the code and it looks like Gigya has done it one more time!  It just seemed highly unlikely that they would re-invent that wheel at the brand's expense.

ON: NIKEFootball’s Widget Launch via @jpenabickley

July 13, 20084 Comments

ON: NIKEFootball’s Widget Launch

"NIKE, AKQA and MindShare Partner to Change Widget Advertising For Good" was the headline of the press release that I received in my ON: Inbox last week.  While it peaked my interest it also gave me pause and reminded me that "change begets more change".  Widgets are not a new change for consumers.  What has changed is our use of them as an easy way to distribute content for brands by sharing the content and functionally in them with our communities.  the brilliant marketers at NIKEFootball know that the brand site, at launch, is a place for consumers to fall in love and share. 

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&page=typepad&pli=452203&pi=0&wdg=1&rp=http://ds.serving-sys.com/BurstingCachedScripts/ReportPage_63_2.html&ord=691357.9921238124

In an attempt to deliver on of the largest video widget campaigns ever, the European Soccer Championship, Eyeblaster, NIKE, AKQA and Mindshare worked together to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website.

Picture_2

NIKEFootball’s video widget campaign moved across more than 10 countries, revolutionizing the way any brand has ever used ad serving technology. The campaign uses bought/paid media combined with Nike Media (ie sites, banners and applications) to inspire earned / consumer generated media across the globe.

Here is the lift from the press propaganda sheet:
Eyeblaster, home of the world’s most innovative integrated digital marketing solutions has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and measure innovative branding video widgets for NIKE across 10 countries.

As part of a multi-faceted campaign that crosses multiple borders, the widgets leverage Eyeblaster’s digital expertise and technology to enhance user experience and brand integration for one of the most well-known brands on the planet.

“We’re excited to launch one of the largest global video widget campaigns ever,” said Mike Cookson, content and media director at Nike EMEA. “AKQA’s creative ability, MindShare’s leading distribution strategy and Eyeblaster’s targeting technology is enabling Nike to distribute content in ever-smarter ways.”

NIKE’s new campaign uses ad-unit content distribution (ACD) to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website. AKQA designed the NIKE widget to showcase video using well known sporting and media celebrities to deliver NIKE branded content directly from a video banner ad to social networks, homepages, blogs, etc.

“NIKE’s new campaign breaks the traditional online advertising model,” said Chris Hancock of AKQA. “We wanted to invent a way to push content out to users. Using Eyeblaster, we designed a campaign that uses advertising space on websites as a channel to distribute video from a site in conjunction with the added ability for consumers to ‘grab’ the content.”
“The widget represents fresh thinking that adds value to consumers' experiences of the brand.  It allows us to sustain a 3-way dialogue between Nike and consumers and amongst themselves, throughout the campaign and beyond, by continually refreshing our messaging and the functionality of the widget,” added Hani Mahdi, account director at MindShare WorldWide.

To maximize ad spend and add a viral aspect to the campaign, AKQA integrated seeding technology with the video widget. The seeding technology is powered by Gigya in cooperation with Eyeblaster. Users can “grab” the widget from the website they are looking at and install it on their social networking page. This opens a direct, permanent communication channel with users where NIKE can update video content at anytime.

“NIKEFootball’s new widget campaign revolutionizes the way any brand has ever used ad serving technology,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Eyeblaster makes it possible to fully execute MindShare’s and AKQA’s creative strategy and we are confident that the campaign will generate great results.”

The campaign is being served and measured using Eyeblaster’s Ad Campaign Manager (ACM) platform. With ACM, AKQA and Nike can access data consolidation and manage geo targeting, dynamic content and global distribution from one platform.

This does not feel new, but it sure feels big.  Perhaps the change they speak of is when a big brand like Nike pushes the limits on content and distribution perhaps it will inspire other categories to follow suit with relevant content that will inspire brand love.

If this is the LARGEST WIDGET LAUNCH EVER - Does anyone know which widget sharing platform they used?  I scrubbed the code and it looks like Gigya has done it one more time!  It just seemed highly unlikely that they would re-invent that wheel at the brand's expense.

ON: NIKEFootball’s Widget Launch via @jpenabickley

June 29, 2008No Comments

ON: Dibs, A Conversation-Worthy Snack

"Appeal to teens and drive up household penetration." When we visited Dibs (Dreyers Ice Cream) in Oakland, CA last fall that was the goal. The snacking teens was the target. 

http://blip.tv/scripts/flash/showplayer.swf?enablejs=true&file=http%3A%2F%2Fbluefusion%2Eblip%2Etv%2Frss%2Fflash%2F%3Freferrer%3Dbluefusion%2Eblip%2Etv&showplayerpath=http%3A%2F%2Fblip%2Etv%2Fscripts%2Fflash%2Fshowplayer%2Eswf

Teens are not the easiest group to go after.  They need inspiration - and for adult marketers that usually takes some perspiration.  How do we do that and inspire long-term brand conversation in the snacking category?  Hmmmm.  "What do teens desire most?  What will get them to do almost anything???"  (All of the sudden I had a wicked image appear in my head. Remember the scene from FAME?  "Take off our shirt Coco") 

How does Doing Dibs Instead, talk to teens?  After a Flora Dora sitting at Five Ninth and a few notes on the back of a cocktail napkin the light bulb went off.  Aha! The idea could only take flight with a partner who could help us reach teens on every imaginable medium.

I called my buddies at MTV's Generator and we jumped in to action together.   Then and only then could we make people who Do Dibs Instead Famous. Thus the birth of the Dibs Film Festival.   

The Dibs brand could facilitate teens fame by holding a "Do Dibs Instead" Film Festival.   The festival could inspire earned media with a chance at something they desire most - it had to be something more than 15 MB of fame on YouTube.  We would allow their proclamations of brand love to be the next Dibs spot on MTV.

A full month after the launch at the MTV Movie Awards, the banner ads were live, the TV spots began driving awareness and the consumer generated videos in widgets were a blazing across the internet. Teens seem to be doing exactly what we hoped the campaign would do which was inspire Do Dibs Instead videos, organic content has began popping up and kids are buying packs of Dibs to appear in their home videos. We have done exactly what we set out to do. 

http://www.dibsfilmfest.com/myspace/widget.swf

We have inspired young consumers to begin a digital conversation about doing / choosing our bite sized snacks attempting to driving volume at retail. I had to buy 14 packs of dibs for my kids to complete their production!  (just do a search for Dibs Film Fest and see the content numbers grow) How many will you buy this summer to make your teen famous?  Show us how you Do Dibs Instead at http://www.dibsfilmfest.com

Behind Dibs Film Fest - The Big Idea

While the idea was simple - this 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, along with the writing stylings of Snack's Jennifer Leuzzi, which serves as the conversation hub that the broadcast and out of home creative continues to feed into.

There were many production and technical partners involved.  Some of those partners were great... and others not so great.  When I look back at the the temporal design specifications what I see is a Behind The Music style list of functionality created to engage the consumer.  When I revisited it, the document tells an in depth story and shows which partners were miscast and which did not know how to follow Web 2.0 production standards. 

Judge for yourselves and visit http://www.dibsfilmfest.com

ON: Dibs, A Conversation-Worthy Snack via @jpenabickley

June 22, 20083 Comments

ON: Music. Dance. Clock. UNIQLOCK

It was Cannes Candy.  And of late it has rocked the pages of this blog.  Yup this widget created by Tokyo Agency Projector took top honors in the titanium and integrated category
at the Cannes International Advertising Festival today.

http://www.uniqlo.jp/uniqlock/swf/blog_large.swf?user_id=jqYd5xdWjFdQTnEi

I first encountered this retailer when their pop up location appeared on the upper west side.  I fell in love as I think the evolution of the t-shirt is something that you can exploit in our creative life.

Picture_1

Watch out Gap, Old Navy and Target! UNIQLO is coming right at you - and they are doing it in a way that uses the media that best communicates to their core audience. (shhh... word of mouth is here to stay.  fuse the blue baby!)

ON: Music. Dance. Clock. UNIQLOCK via @jpenabickley

June 22, 20086 Comments

ON: Music. Dance. Clock. UNIQLOCK

It was Cannes Candy.  And of late it has rocked the pages of this blog.  Yup this widget created by Tokyo Agency Projector took top honors in the titanium and integrated category
at the Cannes International Advertising Festival today.

http://www.uniqlo.jp/uniqlock/swf/blog_large.swf?user_id=jqYd5xdWjFdQTnEi

I first encountered this retailer when their pop up location appeared on the upper west side.  I fell in love as I think the evolution of the t-shirt is something that you can exploit in our creative life.

Picture_1

Watch out Gap, Old Navy and Target! UNIQLO is coming right at you - and they are doing it in a way that uses the media that best communicates to their core audience. (shhh... word of mouth is here to stay.  fuse the blue baby!)

ON: Music. Dance. Clock. UNIQLOCK via @jpenabickley

June 22, 2008No Comments

ON: Uniqlo Widget

Trust me this is fun!  Try and create your own UTLoop. 

__utbp_d='blogparts';__utbp_u='';__utbp_w=480;__utbp_h=360;

This is a retailer who just gets it. Gets the audience and knows that the widget must have an idea worth talking about. 

ON: Uniqlo Widget via @jpenabickley

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