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April 1, 2012No Comments

The Guardian’s Quest For The Truth

This modern take on a classic fairy tale speaks volumes about where we are as a society. The story begins with the murder of the infamous Big Bad Wolf. The tale incorporates the way we take in media today. Starting with a headline in the Guardian, reports online, announcements and subsequent discussions on Twitter, and then the inevitable YouTube videos, complete with crude computer-generated reenactments and even a revelation of new evidence that shows the Wolf suffers from asthma.

I love the use of a timeless tale with a modern twist which demonstrates how we consume and interact with a good story. The best part of this story is that it positioned the The Guardian as willing partner in the quest to find the truth. 

The Guardian’s Quest For The Truth via @jpenabickley

February 19, 2011No Comments

on: britney’s product video

In the latest Britney Spears music video features her own personal fragrance Radiance, Make Up Forever eye-shadow, Sony electronics, and the dating website PlentyOfFish.com which was said to be the only paid placement.  According to the New York Times, “Plentyoffish.com, has made a name for itself by engaging in one of the more traditional forms of branded entertainment: paying to have itself placed in scenes in music videos.

Declining record sales is driving bands, singers and other artists to integrate products into their performances. I think that the line between what is the right amount of brand integration and what is too much is a fine one.

Check out the “Hold it Against Me” video.  What do you think, does product placements spoil the art?

on: britney’s product video via @jpenabickley

January 29, 20112 Comments

on: dexter’s interactive video game

This is a second home run for team dexter. First it was the Find Dexter.  This crime solving video game is something a bit more sophisticated and just as fun.

on: dexter’s interactive video game via @jpenabickley

October 27, 2010No Comments

on: fast fuels danger. danger makes legend

Adidas does a fantastic job of galvanizing its Facebook followers into action with a new turn-based game challenging players to capture big soccer cities.

Connecting via Facebook, players are launched into head-to-head battle with members of the adidas Football online community. Once a player picks their city, they are transported to a Google Maps-style view of the urban sprawl, divided into hundreds of segmented areas. It is up to the gamer to then claim these territories in text-based, one-on-one battles by attacking the space-holder with a choice of three skills, then defending the spot from new challengers with three blocking moves.

More than 3,000 players were using the game prior to its official launch via the adidas Football wall and its 2.3m followers this week.

Check out the site: http://www.adidas.com/dangermakeslegend

[via contagious]

on: fast fuels danger. danger makes legend via @jpenabickley

October 27, 2010No Comments

on: fast fuels danger. danger makes legend

Adidas does a fantastic job of galvanizing its Facebook followers into action with a new turn-based game challenging players to capture big soccer cities.

Connecting via Facebook, players are launched into head-to-head battle with members of the adidas Football online community. Once a player picks their city, they are transported to a Google Maps-style view of the urban sprawl, divided into hundreds of segmented areas. It is up to the gamer to then claim these territories in text-based, one-on-one battles by attacking the space-holder with a choice of three skills, then defending the spot from new challengers with three blocking moves.

More than 3,000 players were using the game prior to its official launch via the adidas Football wall and its 2.3m followers this week.

Check out the site: http://www.adidas.com/dangermakeslegend

[via contagious]

on: fast fuels danger. danger makes legend via @jpenabickley

January 24, 2009No Comments

ON: Ford’s Fiesta

Creatives Ford is calling our names! Join the Fiesta / Movement! Ford is looking for an elite crop of drivers to take the wheel: people
with a strong presence on the web, an ability to craft a compelling
story through video, and a hunger for adventure.  You can use your own YouTube account to get in the game! 

Picture 7

Ford is asking you to create a 2-5 minute video explaining why you
deserve the opportunity to become a driver and participate in the
Fiesta Movement.  All you have to do is upload your video to your YouTube account, add the tag
fiestamovement and submit the link through the Fiesta Movement site.

I love that drivers will receive monthly secret assignments from Ford Mission Control that will
take you to places you’ve never been, to meet people you’ve never met,
and to experiences you’ll never forget. The consumer generated media is created when the drivers bring their friends
and followers along for the ride. How cool is it when a brand facilitates an adventure?

If you are chosen to take the journey each car comes with free gas, free insurance, and full concierge service for the duration of the vehicle’s six month stay.  

Join this smart Ford conversation at http://fiestamovement.com/

ON: Ford’s Fiesta via @jpenabickley

January 17, 2009No Comments

ON: The New Instant News

Twitter posts were burning the moment that an eyewitness reported the dramatic details of the downed US Airways jetliner in the Hudson.  Instant transparent News. At about 2 minutes in to this video the plane comes into view.

The Coast Guard and National Transportation Safety Board posted this eye-opening video to its YouTube channel showing the emergency landing of a US Airways flight in the Hudson on Thursday.  Word-of-mouth has never been so powerful. Our technology has put the power live mass distribution in your hands.

How will you use it?

ON: The New Instant News via @jpenabickley

January 17, 2009No Comments

ON: The New Instant News

Twitter posts were burning the moment that an eyewitness reported the dramatic details of the downed US Airways jetliner in the Hudson.  Instant transparent News. At about 2 minutes in to this video the plane comes into view.

The Coast Guard and National Transportation Safety Board posted this eye-opening video to its YouTube channel showing the emergency landing of a US Airways flight in the Hudson on Thursday.  Word-of-mouth has never been so powerful. Our technology has put the power live mass distribution in your hands.

How will you use it?

ON: The New Instant News via @jpenabickley

December 21, 20081 Comment

ON: YOU & A Few New Media Truths

The words "Social Media" have become the most abused words in the last year.  The abuse has usually come from the agency world.  Instead of attempting to create advertising that inspired brand engagement  or "conversations" or even purchase, agencies spent a year attempting to jump on a bandwagon well after it passed by.

At my last speaking gig on Tribes Don Barber the moderator introduced me as an "expert" in Social Media.  When I took the stage I quickly corrected that statement. "I am a practitioner in the sport of marketing products and or services to people. I just happened to have been born into the digital practice. Anyone who claims that they are an "expert" in social media is full of shit."  The real definition of Social Media is a person who uses their persona to broadcast messages both through physical word-of-mouth and digital media therefore making them the media channel. The medium and the message have converged.  The only experts are people who have knowledge of human psychology and sociology.

When I saw Matt J McDonalds' post on Simple Social Media Truths - I had to repost them here.

1. Everyone thinks they are a social media expert.
2. Everyone is not a social media expert.
3. Not every company should have social media initiatives.
4. We’re all still figuring this out.
5. Conversations are important, but not as important as some people will have you believe.
6. Traditional advertising isn’t dead and won’t be for a while, if ever.
7. Blogging is hard work.
8. Twitter will not make or break you.
9. Don’t always cave to the mob.
10. The barriers to action are now so low that it’s incredible easy to act without thinking it through.
11. If you speak your mind, you are going to piss someone off eventually.
12. There’s no excuse to not be listening to the conversations online.
13. If the words “unless we get caught” are part of your plan, quit now.
14. Purists, Pessimists, and Doomsayers are almost always wrong.
15. The wrong way to do things is always the easiest.
16. There is still a ton of potential in this space.

I have a few to add.

  1. A widget is not an idea or insight.  It is a mechanism that facilitates easy sharing across digital media
  2.  Anyone who broadcasts his or her message is seeking recognition by their peers.
  3. Word of mouth marketing is giving people a reason to talk about
    your products and services, and making it easier for that conversation
    to take place.
  4. Social Media is part art and part science.  there is no one formula or tool that can make your brand famous.
  5. Give people a story worth repeating.
  6. Be Yourself! If you are not people will not buy you or your stories.
  7. Marketers should be prepared to listen, learn and change quickly.
  8. Broadcasting your message without a real way for consumers to talk back is not Social Media.
  9. There IS a difference between "organic" and "amplified" social media.  And consumers know it.
  10. You cannot create a "viral" video - only consumers who view it can make it "viral".
  11. Content & Stories remain King.  Figure out what your story is and tell it.

In 2009, we should only laud and recognize marketers, agencies and consumers who become
practitioners and inspire real conversations based on an insight or by
listening to what people desire and need from their brands.  If you look at the landscape today the companies who understand this are practicing, listening, learning and now selling in spite of the economic depression.

Connect to my network and Practice With Me!

What are your Social Media truths?  What annoys you the most about Social Media and the so called "experts"?  How will you improve the marketing landscape in 2009?  Let me know!

ON: YOU & A Few New Media Truths via @jpenabickley

December 21, 20082 Comments

ON: YOU & A Few New Media Truths

The words "Social Media" have become the most abused words in the last year.  The abuse has usually come from the agency world.  Instead of attempting to create advertising that inspired brand engagement  or "conversations" or even purchase, agencies spent a year attempting to jump on a bandwagon well after it passed by.

At my last speaking gig on Tribes Don Barber the moderator introduced me as an "expert" in Social Media.  When I took the stage I quickly corrected that statement. "I am a practitioner in the sport of marketing products and or services to people. I just happened to have been born into the digital practice. Anyone who claims that they are an "expert" in social media is full of shit."  The real definition of Social Media is a person who uses their persona to broadcast messages both through physical word-of-mouth and digital media therefore making them the media channel. The medium and the message have converged.  The only experts are people who have knowledge of human psychology and sociology.

When I saw Matt J McDonalds' post on Simple Social Media Truths - I had to repost them here.

1. Everyone thinks they are a social media expert.
2. Everyone is not a social media expert.
3. Not every company should have social media initiatives.
4. We’re all still figuring this out.
5. Conversations are important, but not as important as some people will have you believe.
6. Traditional advertising isn’t dead and won’t be for a while, if ever.
7. Blogging is hard work.
8. Twitter will not make or break you.
9. Don’t always cave to the mob.
10. The barriers to action are now so low that it’s incredible easy to act without thinking it through.
11. If you speak your mind, you are going to piss someone off eventually.
12. There’s no excuse to not be listening to the conversations online.
13. If the words “unless we get caught” are part of your plan, quit now.
14. Purists, Pessimists, and Doomsayers are almost always wrong.
15. The wrong way to do things is always the easiest.
16. There is still a ton of potential in this space.

I have a few to add.

  1. A widget is not an idea or insight.  It is a mechanism that facilitates easy sharing across digital media
  2.  Anyone who broadcasts his or her message is seeking recognition by their peers.
  3. Word of mouth marketing is giving people a reason to talk about
    your products and services, and making it easier for that conversation
    to take place.
  4. Social Media is part art and part science.  there is no one formula or tool that can make your brand famous.
  5. Give people a story worth repeating.
  6. Be Yourself! If you are not people will not buy you or your stories.
  7. Marketers should be prepared to listen, learn and change quickly.
  8. Broadcasting your message without a real way for consumers to talk back is not Social Media.
  9. There IS a difference between "organic" and "amplified" social media.  And consumers know it.
  10. You cannot create a "viral" video - only consumers who view it can make it "viral".
  11. Content & Stories remain King.  Figure out what your story is and tell it.

In 2009, we should only laud and recognize marketers, agencies and consumers who become
practitioners and inspire real conversations based on an insight or by
listening to what people desire and need from their brands.  If you look at the landscape today the companies who understand this are practicing, listening, learning and now selling in spite of the economic depression.

Connect to my network and Practice With Me!

What are your Social Media truths?  What annoys you the most about Social Media and the so called "experts"?  How will you improve the marketing landscape in 2009?  Let me know!

ON: YOU & A Few New Media Truths via @jpenabickley

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Joanna routinely to speaks and keynotes at conferences, corporations, non-profits, educational and professional organizations. Her subject matter expertise is customized to meet the needs of each audience. 

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