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December 22, 2006No Comments

ON: Our 2007 Mission

As the New Year rushes in fraught with opportunity for the interactive and digital marketing lets resolve to develop experiences that build our brands.

Here are ten experience commandments to live by:

  1. From Consumers To People - Consumers buy, people live.
                   
  2. From Product To Experience - Products fulfill needs. Experiences fulfill desires.
                   
  3. From Honesty To Trust - Honesty is expected. Trust is engaging and intimate. It needs to be earned.
                   
  4. From Quality To Preference - Quality for the right price is a given today. Preference creates the sale.
                   
  5. From Notoriety To Aspiration - Being known does not mean that you are also loved!
                   
  6. From Identity To Personality - Identity is recognition. Personality is about character and charisma!
                   
  7. From
    Function To Feel - The functionality of a product is about practical or
    superficial qualities only. Sensorial design is about experiences.
                   
  8. From Ubiquity To Presence - Ubiquity is seen. Emotional presence is felt.
                   
  9. From Communication To Dialogue - Communication is telling. Dialogue is sharing.
                   
  10. From Service To Relationship - Service is selling. Relationship is acknowledgment.
ON: Our 2007 Mission via @jpenabickley

December 17, 2006No Comments

ON: ABFAB – 100 Abolutes

 Absolute_banner

When you see this banner click!  jump in to an online experience that is incredibly enjoyable.  Harnessing the valuable opinion of online contributors Abolute asks you t contribute. This is a Sweet site.

It satisfies curiosity, design lust, the consumers power of an internet democracy – the online vote!

You can download the site track as an MP3 without having to register. Brilliant!  And it’s really still all about the brand. The media strategy is brilliant as it has targeted my click in a manner that creates the illusion of smarter serving.

Picture_15

Visit http://absolut.com/100absolutes

ON: ABFAB – 100 Abolutes via @jpenabickley

December 10, 2006No Comments

ON: Seven Campaigns To Watch

  1. Ogilvy in New York have racked up 200,000 YouTube visits with a series of virals for Foster’s
    beer, shot in shaky camcorder style and directing viewers to a bespoke
    site, http://www.crackopenafriendly.com. A nicely integrated online campaign
    with some cringeworthy home video action? We’ll take it!
  2. BBH in London have curated a series for web films for Impulse body spray’s new variant Tease. Hosted at www.actonimpulse.com,
    the four films were produced by female, up-and-coming directors and are
    based around the idea that ‘girls like guys to chase them’. As long as
    they’re tall, good-looking and financially solvent.
  3. Impulse’s male counterpart, the ubiquitous Lynx/Axe, have launched a site for new variant Blow
    in which you can strip a poor shivering model down to her smalls by
    blowing through your computer’s microphone. Highlights are hosted on
    YouTube, and creative came from Dare Digital. www.lynxblow.com (http://www.youtube.com/watch?v=KJwEC0kZ7Ms)
  4. There’s a really helpful Mediapost article here about Web 3.0,
    explaining the effect that ‘semantic search’ will have on the way we
    use the web. Get to grips with it now, it’s coming faster than you
    think.  As author Cory Treffiletti points out, we’ll be able
    to enter things like: ‘I want to take a vacation, on a beach. I need
    things to do for my three kids and I want to be able to eat great
    seafood. I don’t want to spend more than $3,000 and I would like to be
    gone for 6 days.’ Your search results would then reflect exactly this,
    including child care packages and restaurants in the area. We’ve had
    enough of letting search dictate to us. Bring on the revolution! http://blogs.mediapost.com/spin/?p=926
  5. IKEA have announced plans to build 500 'cookie cutter' homes across the UK: www.psfk.com/2006/11/coming_to_the_u.html
  6. Not sure who did this one, but it makes for entertaining viewing – Manix condoms prove so pleasurable, they bring about the end of the world. Even the Queen is a fan, apparently. Thanks to AdRants for digging this one out. If you made it, drop us a line. www.tropdeplaisir.net
  7. And – as if that wasn’t enough – have a ridiculous web film about the Viral Learning Center. http://www.youtube.com/watch?v=QsHPJ0eJilU&eurl
ON: Seven Campaigns To Watch via @jpenabickley

October 25, 20062 Comments

ON:Sitting around the Campfire

Campfire
Last week I had the opportunity to visit Steve Wax and folks at Campfire Media.

They subscribed and practice the same “story-telling” methodology of viral marketing, I noted in an earlier post about convergence marketing.

“A virus catches on only if it forms a community where none existed. The infection feeds on fascination. Viral is the opposite of brute force. The more force you use, the less viral it becomes."

See the Fast Company article >>.

Technorati Profile

ON:Sitting around the Campfire via @jpenabickley

October 25, 2006No Comments

ON: Walmart.com’s Facelife

Walmart1

Overall, Walmart.com’s redesign is a great improvement over their old site.  It brings them on par with Target.  However, I’m really surprised that Walmart didn’t implement some form of faceted/guided navigation (e.g. Endeca).  Perhaps they’re prepping this up for their next iteration as they move from redesign to design optimization.

From the press release:

The site redesign is a sweeping overhaul that
touches 1,000 categories and more than 2 million pages at Walmart.com,
with dramatic new designs of the Home, Apparel and Electronics
departments. It also includes the following upgrades and innovations:

  • New Look & Feel - Features larger images, clean, bold design, and clear, crisp messages.
  • Fewer Clicks - Allows for fewer than 4 clicks to product checkout from any starting point.
  • Rich Interactive Content -Interactive elements on more than 5,000
    site pages allow users to easily obtain information without going to
    another page. For example, a new “peel to reveal” function marries the
    online world with the way customers use traditional magazines by
    allowing them to click a “peel” option that reveals additional content.
  • Smart Home & Apparel Solutions - Comprehensive home and apparel
    collections tell an inspiring story, and enable users to shop by room
    collection or apparel outfit.
  • CNET Information - Industry-leading CNET buying guides were added
    so that customers can research information online and make more
    informed purchase decisions
ON: Walmart.com’s Facelife via @jpenabickley

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