engagement

How Pharrell made the music video social

happy-24-hours

 

Pharell William’s music video took a creative spin on social media syndication, extended cuts, and  a campaign by establishing 24hoursofhappy.com.  The initial short video is complimented by a interactive microsite that has 24 hours of the music video with multiple actors, moments, and events.  A guest cameo by the minions of despicable me are also a nice touch.

What I like about this campaign is that it takes the extended cut idea a bit further.  24 hours of content is probably standard for a music video shoot, but putting it into a day of “happy” seems to fit here.  The idea of a clock, and interactive experience makes being happy anytime, or the vicarious exploration of other peoples happy a valid secondary source of entertainment.

The most innovative part from my perspective though, is that ability to share moments of the footage.  Few artists or companies have successfully managed to get users to share or comment on temporal pieces of art.  Not only will these social moments help drive traffic to the website, thus possibly increase sales, but also allows people to become part of the campaign – the music video becomes active rather then a passive experience. 

 

 

happy4 happy2 happy5

 

I could insert a few happy puns in here.  Overall, I think this was a great multi- tierred campaign with some fantastic interactive components. I think more brands should think about multiple touch points in advertising and marketing to hit this level of engagement.

 

Using Buffer to Preschedule Tweets

I am staring to use buffer app to preschedule some tweets.  I have sync’d MOZ with buffer so that it will post my tweets at the exact times throughout the day that my followers are most active.  Sounds pretty great, huh?

There are two questions that this leads me to contemplate.

1. How do we trust in machines to perform better then we can?  We are all already part cyborgs (iphones) and comfortable with machines (vending or mHealth ) however, social media seems too intimate to trust to a computer, right?  However, if an app can make my personalized messages resonate to their max, it seems foolish to not utilize technology to assist in my posting.

2. Now we enter the more interesting question of the “tragedy of the commons”.  If everyone uses the buffer app, it stops becoming useful.  This scenario is very unlikely, but if social media becomes networks of bots talking to other bots, doesn’t that defeat the purpose of using it to begin with?  A more realistic scenario would be that after a certain number of followers use buffer and optimize post times, then you will be technically posting at non optimal times due to systematic error.

The solution I settled on was to use buffer to post key pieces of curated and original content at agreed upon peak times ( morning, lunch, getting off work ), and then still actually manning my twitter handle for engaged conversations.  I am not sure how long I will use this app, but I have become to understand and appreciate the added value of using a 3rd party service to help me post my social media updates.  I can focus more on content rather then execution.

14 minutes.

pd

 

Wearable Analytics – My nike fuelband experience

digital sport nike

 

 

I’ve been using nike fuelband for about 5 months now, and I love it. However, I am starting to loose momentum.  The goals start to be more of a stretch, and I start wondering what the purpose is to begin with?  And then I remember why I got it and what the real purpose of the fuel band is.

Self Awareness to Intention.  

I find the key to maintaining your momentum for any digital sport program is finding the right balance between rewarding mediocracy and relying too much on goals.  The beauty of the fuelband ( besides being an awesome watch ) is that is constantly makes you aware of the intention to be physical.  Not based on the numbers alone, but the fact that you have put on a badge that you are going to try and stay in shape. It becomes part of your identity.

From an analytics perspective, having your personal data is very valuable. You cant track and trend your habbits, optimize your schedule, and engage with yourself to become 2.0. Although we are all athletes in a way, the bigger question is what kind of athlete do you want to be – and do the goals and constant pings help propel you to the next level, or do they serve as a reminder for something you want to avoid. Goals can either motivate or demotivate depending on the scope. Gamification can help, but it can also serve as a distractor to the idea that people need to individually set their goals, or have the power to select what auto setting goals are appropriate for them.

Thus, as I look down at my nike fuelband, and note that I am 1/3 of my daily quota, I remember that every day I am more active then I was a year ago. I am self aware and I strive to do better.  2000 fuel points is not too far away.  Thus awareness moves to intention. 

-pd

Social TV meets earned media dollars – The Voice Season 4

 

 

the voice season 4 voting, usher, shakira, blake, adam

 

Many reality TV shows utilize people’s “social capital” ( shares, likes, tweets ) to raise its own level of influence and boast higher levels of engagement and earned media levels.  However “the voice” has take this to a new level.  If you have wanted to vote on these shows in the past you could pay for a text (sms) if you were on a specific carrier, or sometimes vote through on online portal.   However, this year ( Maybe last year)  they added a new element where part of the voting is dependent on how many people download (pay for ) the contestants songs on itunes. Now this changes the cost per vote from a few cents, to dollars. This is several orders to magnitudes greater, and is a really smart profitable decision. And I am not sure how I feel about it.

One one side I feel that they are double dipping on getting paid. Once with traditional ad based models on tv, and a second time with itunes. However, I actually wonder if this creates a more authentic version of how these shows should work. I like that the artists probably get a small cut per each song sole. And I also like that the people voting in this sense, are more likely endorsing their song versus someone they think is cute or a good showman – 90 more cents is a larger barrier to entry compared to a nickel.

There is one thing I still dont understand. I wish the voice was a bit more like the Jersey Shore. In the sense that everyone wins. This is still reality TV. However, with new publishing models around, there is NO reason except for entertainment value that there should be a winner.  I feel like at the end of the show, everyone should publish an album. Obviously those who were on the show longer have a higher chance of  getting more screen time and thus free advertising – but this show still runs on a hunger games type of model. There does not have to be only one winner. As far as I see it, they all have incredible talent, and I hope they all go one to use this show as a springboard.  The models they have introduced to TV really blur the lines between what is owned media, how does real time marketing change programming, and how do influencers ( hosts / cohosts ) act as curators of the crowd, and ultimately . . . who can win ?