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Posts Tagged ‘promotion’

Interesting Doco: Behind the Reply Girl Phenomenon

If you like Internet personalities and/or Internet culture, then this little (under 10min) doco will be right up your alley.
It tells the story of ReplyGirl – a rather saucy-looking (you have to say “saucy” like a crooner for it to work) entrepreneur that used her god-given gifts to make some money on/of YouTube. She also created a bit of a “hoo-ha” (you have to say “hoo-ha” like Al Pacino for it to work) on the Internet, splitting the opinions of people on it in two.

So sit back, and enjoy the show (you can say that anyway you want for it to work).

Credit to VICE for making this doco.

Ads from where there shouldn’t be ads: Al-Qaeda “Inspire Magazine”

It seems that even the world’s largest terrorist organisation, Al-Qaeda, believes in the power of advertising. This ad comes from the first issue of “Inspire Magazine”, an e-zine designed to promote Al-Qaeda’s twisted message in the Western markets.

Please note: That magazine was one of the most vile and disgusting pieces of words I’ve ever read – hatred like this can’t be real. At the same time, the ad itself does promote a message we all could live by. I suppose “Inspire” is a perfect example of man taking religion to absurdity…

 

Dubstep and the LA beat scene; Music that is defining our culture

If you are a fan of underground music, then this is not new to you at all – dubstep and ‘beatacism’ is taking over the club scene. What started off as young producers and DJ’s making music that they (as opposed to the rest of the crowd) liked and playing it among themselves, quickly escalated into a musical movement that’s sweeping the globe. Embraced by the few that keep their ears to the ground, it is now slowly filtering into the mainstream. And these new genres of music have grown in popularity thanks to the one tool that the music industry has been fighting to curb for years – the internet.

The impact music has on our culture is undeniable – just think of Bob Dylan, John Lennon, et al and the effect their songs had on the peace/anti-war movement of the 60′s/70′s. Music is a contagious symptom of beliefs that can spread quicker than the flu. A musical movement is not just a bunch of catchy chords and melodies sung and danced to by a few people – it’s also a map by which they live their life by. And it’s those that latch-on to what is perceived to be the “new sound” that usually have the social power to influence those around them. And not just musically, but also in what to wear, eat, watch, read, follow, believe, how to act, and how to behave. Smart marketers/creatives/strategists know this very well, and tapping into the trend-setter can be a very lucrative proposition. It can also back-fire tremendously if done in a “distasteful to the cool peeps” way.

Here  are two short documentaries that talk about the evolution of dubstep; how it started, what are its beliefs, and where it is heading. There is a an interesting talk about how the internet has helped the genre and its artists to spread their sound beyond their small city borders, and into the wider world. It also talks about the old adage of “underground vs mainstream” – they listen to this music to differentiate themselves from the crowd, but the further they push their sound, the more people pick it up, which then the mainstream latches on to it, and then the movement dies and evolves into something else; a never-ending musical life-cycle.

So, have a look and see what the ‘cool kids’ are into these days. It’s just a matter of time before every brand and medium picks these genres up, and milk them for their “cool”.

Future Sound – An Underground Electronic Music Documentary

Dubbed Out In Bristol – Dubstep Documentary

Unfortunately I am not aware of any docos about the hip-hop ‘LA’ beat scene, but have a read of the link in the first paragraph (it discusses how this genre started in the parking lot and a boom-box, and moved on to every part of the world within a matter of a few years), and this one here. And while you’re at it, make sure you listen to the music too – it really is something new.

Microsoft Kinect as an interactive marketing tool; VIVID 2011 MCA interactive building projection

Have a look at this video of Sydney’s Museum of Contemporary Art interactive building projection. Created by Spinifex Group, the idea behind this installation is quite simple – thanks to the Kinect, passers by are able to throw and splash virtual paint onto the MCA building, creating their very own contemporary pieces.

I believe that the Kinect has a huge potential to be used as a marketing/advertising tool, and in the next few years we will see some truly amazing applications being developed for it. With Microsoft pretty much making the Kinect an open source utility, it’s just a matter of time before we see this device as a backbone for more interactive branded experiences, and not just when you’re out-and-about. Imagine hoping onto Xbox Live Arcade, opening your favourite online clothing store page, flicking through some virtual clothes racks, picking-out the pants and jumper that you like, trying them on, and move around in them and see how you look, all in the comfort of your own living room.

It could turn the mirror into a thing of the past.

How to advertise something you can’t advertise; Movectro, Ogilvy, and Channel 7 getting into trouble

I’m gonna come out with it – I’m a huge fan of ABC’s Media Watch. It’s a 15 minute show that exposes any wrong-doings and miss-reports in Australian media. If you’re a marketing, communication, humanities, PR, or journalism student, then this show is for you.

I wanted to share the following story that was aired on the 27th of June 2011. Media Watch uncovered how a Channel 7 news report was actually a well orchestrated PR campaign by the smart folks at Ogilvy. It was a promotional piece for a new ‘wonder’ drug called Movectro. Under current Australian law, drug companies are not allowed to promote prescription medicine to the general public, meaning that traditional advertising methods just wont do. What Ogilvy did instead is they presented a favourable media release which was plugged by Channel 7 news, calling for its viewers to make this drug available to potential customers (or “patients” if you like) under the current health benefit scheme (get the government to subsidise the drug, so it is available to more people, yet the company still makes the same profit because the government pays the bill for the product). The final result of this campaign was that Movectro manufacturer got hit with a $20,000 fine, and the drug is no longer available here in Australia (I wonder if Ogilvy got fined as well – not sure about that…).

It’s a very interesting look into ‘alternative’ advertising, and the whole idea of “what you see on the news isn’t always news” comes to mind. Anyway, enjoy the show.

Media Watch is available as a free download on iTunes and through its website. You can also catch it on ABC TV and iView. Definitely worth a look.

The 2011 International Online Communities and Social Networks Student Conference – PR Plan

Click here for the reportThe following document is my Public Relations group project – a PR plan for the 2011 International Online Communities and Social Networks Student Conference.

We wanted to create a plan that could spread the word about the conference, and get the right people to come and check-out some of the wonderful topics that we the students have discussed and written about. The trick is, the budget to do that stands at zero dollars ($0). We based our plan around social media; it is the driving force behind our promotional strategy.

This is the highest grated project that I have ever been involved in, with the final mark being 96%. Really proud of the diagram and the S.M. strategy we implemented – the lecturer loved it.

Modern Public Relations: A Piece in an Organisational Puzzle – Public Relations 500

I’ve always been a bit skeptical about PR; just never really seemed to place it on the same level as some of the other marketing activities. In truth, I’ve always been a bit afraid of it. It always seems that we are afraid of the things that we know nothing about, and once I started reading up about some of the people that shaped Public Relations as we know, I couldn’t help to admire their ideas (Sefton Delmer is now a hero of mine).

This essay looks at PR from an IMC perspective, and uses Apple as an example of how PR is an essential cog in the overall marketing machine.

Final mark for this essay – Distinction.

Marketing promo of March 2011 – Gazzetta dello Sport ‘alternative warm-up’ stunt

I must admit – I love football. It’s just one of those sports that no matter where you are or where you’re from, you know that there are others out there that share as much time, effort, and emotion to this sport as yourself. When I’m stuck in an awkward silence while in a cab, football is one of my default go-to topics – and 90% of the time it works like a charm. So when I saw the latest Gazzetta dello Sport marketing stunt, I was very excited and confused at the same time; more football content is great – interrupting a football game, not so great. With a bit of digging around, I must say I applaud this little campaign effort as it brought a smile to some dedicated fans, and it did the GdS brand a world of good in the process as well. So, let’s have a look at the latest Guerilla marketing stunt that made the headlines… (more…)

Businesshead: “The King of Limbs” and its early promotional success

It’s been less then a week since the release of the latest Radiohead album, The King of Limbs. As a Radiohead fan, the first 24 hours have been very analytical, and no matter how excited I was about hearing the new material, I just couldn’t help myself to reflect back, and think about “In Rainbows” and what the album meant to me and millions of other fans worldwide. “In Rainbows” wasn’t just the music; it was a social experiment that flipped the script on how people buy, interact with, and consume music. It achieved both critical and commercial success, at a time when artists and labels were accusing the internet of hurting music sales, with profits from physical mediums dropping due to rampant piracy. What “In Rainbows” showed was that people are still willing to pay money for good music, and the internet is a very good tool for reaching those consumers. The key was to let go of the traditional music sales model, and embrace a new concept. Radiohead were able find that magic formula, and with it, the cult of “In Rainbows” was born. (more…)

Podcast: An Integrated Marketing Communication Tool – Global Marketing Communications 640

The following is a copy of my GMC 640 written assignment. I’ve decided to write about podcasts, and how they can be used as a marketing tool. The assignment talks about what is a podcast, the people that use (and how they use) podcasts, how they’re done (and how to do them well), and finally, how to promote podcasts. I wrote this assignment at a time when I was really excited about podcasting; I’ve discovered a lot of great music, topics and tid-bits of info from them, and I’m still a firm believer that a great podcast can really add value to the consumer and the brand – as long as it’s relevant to both.

I received a High Distinction for this assignment, with the only major criticism being that I didn’t really include an introduction – a valuable lesson learned. Mind you, since the time of writing this (circa 2009), the podcasting game has changed heaps. It’s certainly evolved into a big beast, with thousands of podcasts fighting for listeners ear-time. However, there’s still a lot of references, consumer data, etc that will add value to any podcast related project that you might be working on.

Marketing promo of January 2011 – Flying Lotus ‘Augmented Reality’ app

On January 12, I received an email and noticed a Facebook notification from Warp Records about their new Trigger Webcam app for the Flying Lotus ‘Cosmogramma’ album. To complement the release, Warp decided to give away some of the album’s out-takes and remixes for free. It rewarded those that bought the original album (on vinyl, CD or mp3), as the only way of obtaining the free material is by ‘unlocking’ it through an app using the album’s original artwork.

Since the whole experience is rather fun, you just can’t help to think how awesome FlyLo and Warp is. Not only is this app encouraging fans to purchase physical and legal downloads of music, it also encourages people that already have the album/product/brand to pick it up, hold it in their hands, and spend some time with it. Pure genius if you ask me…

Anyway, I was so impressed with the positive feedback that this app generated, I decided to save the Facebook announcement and it comments as a pdf – it’s three days of users going nuts and sharing info/download tips with themselves (you can download the pdf here).

Check out the app website and the app developer’s blog to see how it all works.