PENSAR COMO UNA EMPRESA DE SOFTWARES, UNA NUEVA NECESIDAD PARA LAS AGENCIAS DE PUBLICIDAD.

At the Apps for Brands event this past Wednesday, I moderated a panel that looked specifically at how marketers should attack the construction of a branded application. 

But one question we didn't get to address was: How much do marketers need to know about app development anyway?  The truth is, advertisers and brand marketers are entering a brave new world -- one where code is on par with content. The 21st-century ad isn't something to be looked at, it's something to be used. Our reliance on mobile tools, such as apps, position them as the perfect vehicles for brands. "Consumers" are now "users." So are "marketers" now "developers"?

"In order to make a successful app, you need to have these core competencies, or work with companies that have these core competencies, that are beyond marketing," said Ad Age's Nick Parish during the pre-panel call. J.B. Holston, president-CEO of NewsGator, saw this as his company's role. "Our clients would rather not have to worry about keeping up with latest and greatest [in platform releases]," he said. "They can focus a lot more on the brand, more what is the right expression of the brand here, rather than 'How do I use the video capability of the next generation iPhone?'"

But Matt Galligan, CEO and co-founder of CrashCorp, also a tech company, said that having someone who at least can help a creative team understanding how the software should look is very helpful. "I think having somebody like that, even if they are not the ones coding the app, helps bridge the gap between the technical and the creative," he said. "As we talk to various brands and agencies about working with our technology, there is sort of a disconnect."

AKQA gets around this with a "creative developer" role, which I've also heard referred to as a "creative technologist." People in this hybrid position work directly with developers to oversee the realization of an idea. "Pure creatives don't have the language to speak with developers," said Rei Inamoto, AKQA's chief creative officer. "These people act as translators."

Inamoto also pointed to the need for brand managers to have a new hybrid mind-set. "We need to educate and cultivate a new breed of people who understand tech from a marketing and brand perspective, who have a consumer mindset." These "brand technologists," as Parish called them, also lend a software company vibe around an agency.

This idea of agency as software company was the founding principle of The Barbarian Group, a boutique digital shop with offices in New York, Boston and San Francisco. Co-founder Rick Webb believes that the advertising industry has only had one major take-away from the web 2.0 world: User-generated content.

"What they should have been taking away all of this time -- and have increasingly begun to -- are the concepts of the constant beta and agile development," he says. "Marketers need to abandon the time-limited campaign online and start to think of it as a constant application of a rigorous discipline. They should think of their marketing the same way that Facebook puts out a new feature every two weeks, tweaks it, changes it, and re-releases it. It's not a coincidence that's brought Facebook 400 million users and Twitter 40 million. We've been applying them to Kashi.com for three years now and have seen results beyond anything that a single campaign could do on its own."

These hybrid employees that can bring digital know-how to Madison Avenue should not be hard for companies to find. Rising college grads have grown up using digital tools for their creative expression and academic pursuits. Even established employees are taking up code in their spare time, not only recognizing its value on the job, but also to realize their own ideas.

Agencies need to recognize that this digital and mobile literacy is essential to their survival -- both on the creative side and the account side. They need not do the building in-house, but they need to know how the bricks are laid. Just as Salvatore Romano, Sterling Cooper's Art Director, transitioned from drawing storyboards to producing commercial, this generation's mad men will need to make a similar leap into Advertising 2.0.

Fuente: Advertising Age

Link: http://adage.com/digitalnext/article?article_id=139329

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ALTOIDS REFRESCA SU COMUNICACIÓN CON UN PROYECTO ON LINE

"Mint Brand Takes Starring Role in Online, Mobile Series About Advertising Antics".   Imagine a comedy series built around internal rivalries, bad client pitches and every conceivable behind-the-scenes goings-on at an ad agency.  

You've got the everyman art director, the cocky jerk that management has hired to revive the struggling business and, obviously, the girl. What else is missing? A cool, edgy brand.    

Back in October, Mike Wallen, VP-creative director for Fox Mobile Studios, was on the hunt for a brand to star in "Brainstorm," an original series the studio developed for web and mobile platforms along with Los Angeles-based creative and entertainment shop Omelet, that lampoons the industry's suits and creatives.

Several months later, he found a willing and compelling star in Altoids, the "Curiously Strong" mint candy that enjoyed a rebirth in the 1990s after being discovered by the young, hip and urban. While the product still resonates with that crowd, the Wrigley-owned brand wanted to shake things up a bit, according to Mr. Wallen.

"Let's take the tin out of the drawer and put it back on the desk," Mr. Wallen said, referring to the mint's iconic and quirky red containers. "This effort was something edgy to turn the brand on its nose."

Audience-building efforts for "Brainstorm" began earlier this month, showing up in all the major social-media outlets, including Twitter, where the show's characters post. Fox is also driving PR, in addition to running banner-display and page-takeover ads on the online video destination Dailymotion.com. Altoids will additionally promote the series on its website.

A million views for a single branded entertainment video would be considered successful by any standard, Mr. Wallen said, but he's hoping the series' eight episodes will garner 2.5 million views over a six-month period. "Easy to Assemble," a web series starring actress Illeana Douglas which debuted last fall and appears on MyDamnChannel.com, has a million viewers and counting.

The series is the brainchild of Mr. Wallen, a former agency exec on the creative side of the business. Inspired by the growing popularity of TV shows set in office environments, he sought to weave a narrative around the back story behind client pitches and campaign work.

Taking punches

"We just want to tell the fun and crazy stories that are behind the scenes at ad agencies -- it's a group of ad execs and creatives that are so bad at what they do it's funny. They're struggling so much, they're so desperate and the desperation has an effect on their ideas and creatives," he said.

All of which means the team behind Altoids needs some thick skin to sit in the middle of all the provocative jokes, whether it's an African-American team member suggesting a pitch for Altoids around the headline "White power," or using the suggestive powers of a pitchman with the face of a rear end to convey the dire need for minty breath.

The crude humor can help elevate the brand's irreverence and edginess, so Altoids "has to take some punches," Mr. Wallen said.

"Brainstorm" marks Fox Mobile Studios' first branded-entertainment endeavor. But already, Mr. Wallen has some opinions on how to approach content-meets-advertising.

"It has to be a great entertainment piece, a funny show before it's a brand campaign. If it's not a funny show, or a great story, it doesn't matter what brand is involved. No one is going to watch it," he said.

When it feels forced, consumers will be turned off, but since "Brainstorm" is a show about advertising, it's only natural that a brand would play a central role. "It would only add credibility and texture and a sense of realism to have a real brand play and be involved," Mr. Wallen said.

"Brainstorm" will make its debut Sept. 28 on Dailymotion.com, and more than a week later will be distributed to outlets such as YouTube and MySpace and through mobile providers AT&T, Sprint and others.

Fuente: Advertising Age

Link: http://adage.com/madisonandvine/article?article_id=139161

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GUINNESS CELEBRA SU 250 ANIVERSARIO CON UN PROYECTO MÓVIL

Irish brewer Guinness is using 2D bar code technology to promote its 250th anniversary celebration.   Readers of Canada's Metro newspaper will have the opportunity to win a trip to Dublin to partake in Guinness’ anniversary celebration. 

The Guinness print ad within Metro is armed with a 2D bar code. Metro is also expanding the ScanLife technology to its daily newspaper and launching and iPhone application.

“Metro partnered with Guinness to give away a trip to Dublin in each of our six Canadian English markets,” said Chris Tindal, interactive content manager at Metro Canada, Toronto. “We believe this will drive awareness of the codes and encourage people to download the ScanLife application for the first time. 

“Once the application is on their phone they are much more likely to scan codes they find in our paper in the future,” he said.

Metro is a free daily newspaper published in over 100 cities in 19 different countries across Europe, North America, South America and Asia.

Guinness is a popular beer that originated in the brewery of Arthur Guinness.  When a reader scans the code on the Guinness ad, they are taken to a landing page at http://m.metronews.ca that reads "Congrats on scanning to reveal the secret password! To complete your entry text [secret word] to 82442. May the luck of the Irish be with you!"

The secret word changes for each city because the promotion has one prize per city.  For the SMS portion, Metro is using Tagga technology.  "The Guinness promotion is a really smart way to get people using the technology right out of the gate,” said Jonathan Bulkeley, CEO of ScanBuy, New York. “People simply scan the code to see a secret SMS keyword which they can use to enter the sweepstakes.

“We have seen some great results from promotional campaigns like this with hundreds, or even thousands, of scans,” he said. “It’s a great way to engage an audience in a very innovative way.”

Metro’s demographic of young, urban and active 18-49 year olds are the kind of people who are up on technology and love trying new things, so the ScanLife technology is appealing to the audience.

Besides being used in the Guinness promotion, Metro is using the 2D bar codes to give readers more content than what is available in the print edition.   The ScanLife technology sends the readers directly to the extra content on http://m.metronews.ca.   “For example, if we have some extra in-depth coverage of a story, or if there are likely to be new developments throughout the day, we’ll use ScanLife,” Mr. Tindal said. “As we move forward we’ll look at even more ways we can use 2D bar codes to give our readers more value and help them interact with the paper.

“This technology is all about making traditional print media more interactive using the common camera phone,” Mr. Bulkeley said. “It makes it really simple to navigate to additional content right from the newspaper which over a million people are already reading every day.” 

Fuente: MobileMarketer

Link: http://www.mobilemarketer.com/cms/news/advertising/4134.html

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IPHONE EXHIBE COMERCIAL DE APLICACIÓN DE PIZZA HUT

"Chain One of Few Marketers to Receive Apple's Endorsement on TV". Pizza Hut's iPhone app will be featured in an Apple-sponsored iPhone commercial breaking tonight. The pizza chain's app was the first for the fast-food space, released this past summer.

Ian Wolfman, chief marketer for Pizza Hut's digital agency, IMC2, said that while the marketer had planned to contact Apple and campaign for a place in one of its commercials, the computer maker called the pizza chain first. "And they moved quickly," Mr. Wolfman said. The initial call came just three weeks ago.

Apple did not immediately return calls for comment. Pizza Hut declined to comment for this story. The commercial will appear during "House," "The Big Bang Theory" and "Monday Night Football."

The true boost from an Apple endorsement remains hard to quantify. Apple promotes apps from a variety of other marketers, including Whole Foods, Yelp, Facebook and the New York Times. But only a few are chosen for broadcast-TV plugs. And it's good to be singled out. For instance, the iBird Explorer, a field guide for casual ornithologists, got seven seconds of an Apple commercial, and quickly became the No. 1 reference app in a 35,000 app category.

Mr. Wolfman concedes that his agency developed the app with an Apple ad in its sights, delving into development manuals and trying to re-create "the Apple juice," or seamless use of cool features such as GPS and shaking, without adding unnecessary steps.

For instance, Mr. Wolfman said, consumers can shake off ingredients they've accidentally put on the pizza, and actually watch them fall off, with a resulting picture of the pie they would like delivered. This builds trust that their order will be correct. "One of the insights we have is that when people are ordering, they want to have confidence in what [the pizza is] going to look like," he said.

Pizza Hut, which also developed the first ordering platform for Facebook, expects to pass $1 billion in online sales by 2012. As part of that effort, the chain will begin promoting its app with five-second tags at the end of its TV ads, offering a whopping 20% off orders placed by iPhone. Pizza Hut's creative agency is BBDO, New York.

The chain is also looking for ways to boost sales. It has dramatically expanded its menu to include pasta and wings, and it has struggled in recent quarters. The chain's same-store sales fell 8% during the second quarter, because the brand is heavily slated to the more-expensive dinner category. Delivery pizza has suffered as a segment during the recession, as consumers have shifted to lower-priced frozen varieties.

Fuente: Advertising Age 

Link: http://adage.com/digital/article?article_id=139178

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EL FUTURO DE LA BANCA MÓVIL ESTÁ EN LA TECNOLOGÍA

"Industry Looks to Grow in Emerging Markets With New Forms of Payment".   Recent technological developments that allow for deposits by iPhone and mobile payments could one day make ATMs as quaint as brick-and-mortar bank branches. 

But the biggest impact may be on the ability of banks -- and even nontraditional players such as Nokia -- to find new revenue streams as they branch into emerging markets where cash is still king.  

On the home front, the technology moves apace and isn't very hard to understand. The military bank and insurance provider USAA recently launched mobile check-deposit technology, which lets users deposit checks from anywhere using an iPhone. USAA customers take photos of both sides of a check with the phone and transmit the images to the bank, which then verifies and makes the deposit. The bank has only one branch in San Antonio and, because of its military legacy, has customers in Afghanistan and Iraq.

'Woven into our growth strategy ' 

"Mobile is definitely woven into our growth strategy as we continue to expand," said Jeff Dennes, executive director of USAA mobile. "We don't have branches and rely on our self-service channels, such as phones and the internet."

Bob Meara, industry analyst for information technology in financial-services research and consulting firm Celent, said USAA has deposit growth nearly triple the industry average over the past three years. Further, 17% of all its customers across investing, insurance and banking use USAA's mobile app, which also facilitates on-phone trading, filing claims for auto accidents, loan calculations and the usual access to account information.

Right now, USAA represents the bleeding edge of mobile banking technology, but has no plans to trumpet such technology in a marketing push, or to fight for more share.

Bank of America, which launched mobile apps in 2007, has more than 3.2 million mobile-banking customers that can access informational services such as account balances and history, make transactions and bill payments, transfer funds within the bank and locate ATMs. Chase also has an iPhone app, as well as text message-based services. Both banks have featured mobile services in ad campaigns.

Bank of America's Doug Brown, senior VP-emerging technology and business development, said that his bank's next-generation mobile functionality is headed toward touch-phone-to-pay, dubbed "contactless payments," and new ways to make deposits. "We want the phone to be a more functional tool, like a wallet at point-of-sale, where it becomes your payment credential, like a credit card," said Mr. Brown.

But for USAA, contactless payments are more of a long-term goal. In its sights are person-to-person mobile payments. "Person-to-person payments are next on our road map," said Jeff Dennes executive director of USAA mobile.

Nokia bets on electronic payments

And that's where Nokia comes in. The mobile heavyweight could use person-to-person payments as an entry-point to emerging markets -- and a new revenue stream. It's partnered with Redwood City, Calif.-based Obopay to launch Nokia Money, a service that lets users make financial transactions on their phones. With Nokia Money, which will start to roll out in 2010 in undisclosed markets, mobile users can send money to other mobile users, pay merchants and utility bills, or top up prepaid cellphone minutes. Nokia Money will charge users a percentage or flat fee per transaction based on the market.

While there are a few mobile-payment players in the U.S., such as PayPal, Boku and Zong, Nokia's global retail infrastructure means 4-year-old Obopay can expand these services to emerging markets, including to consumers without e-bank accounts. Shops that are currently used to top up prepaid minutes will act like Nokia Money ATMs that turn mobile payments into cash.

That means new territory for the world's largest handset maker, which has faced tough competition from the iPhone and Blackberry. For those global consumers who currently use mobile phones but don't have a bank account -- according to Nokia, there are more than 4 billion mobile phone users and only 1.6 billion bank accounts globally -- Nokia has the potential to be the first point of contact for consumers new to electronic payment services.

Mobile payment technology would take on a different role in North America and Western Europe, where there's such an established payment infrastructure with ATMs, branches, credit cards and e-payments, like paying babysitters, peer-to-peer payments and e-retail purchases. But for economies in South Asia and Africa where cash is central to financial transactions and people live outside the reach of banking infrastructure, phone-to-phone payments could be the developing world's answer to cashless payments. Person-to-person mobile payments are already gaining popularity in Africa and South Asia. For example, M-Pesa in Kenya has more than 6 million users.

"In the Western European and North American markets, there isn't a threat [to financial institutions] because we have a well-established payment infrastructure," said Red Gillen, senior analyst at Celent. "Nokia Money probably won't supplant anything in industrialized nations. But in Africa and South Asia, the mobile carrier would be the consumer-facing entity for financial services."

Why it stands a good chance

Betting on mobile rather than traditional banking isn't exactly a risky move.

Nokia claims there are 4 billion mobile phone users in the world and only 1.6 billion bank accounts. The World Bank's Consultative Group to Assist the Poor estimates there are 1 billion people in developing countries who have mobile phones but no access to formal financial services. What's more, mobile-industry trade organization Global System for Mobile Communications Association's dedicated mobile-money unit projects the unbanked-with-phones population will nearly double by 2012, representing $5 billion in direct revenue potential.

Kenya's M-Pesa mobile-payment service, which launched in March 2007, serves as a successful case study. According to the Central Bank of Kenya's FinAccess 2006 report, 38% of people in Kenya, a country of about 37 million, didn't use any form of financial service. GMSA tells us that in 2009, M-Pesa has nearly 7 million registered customers and this year's Finaccess report shows that M-Pesa has become the most popular method of money transfer in Kenya with 40% of all adults using the service.

Now scale that for India, the second-largest wireless market in the world, next to China, where 36% of people have mobile phones, according to Celent. The Boston-based financial-research and -consulting firm also reports that 84% of Indian households were unbanked in 2005 and that mobile banking in India has grown 94% since 2002. That adds up to projection of India's mobile banking active user base reaching 25 million by 2012.

Fuente: Advertising Age 

Link: http://adage.com/digital/article?article_id=139136

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MARCAS GRANDES COMPROMETIDAS CON EL DESARROLLO MÓVIL

Nestlé, Kraft, J&J, Wal-Mart, Metro and Carrefour lead GS1 MobileCom initiative Leading brands and retailers committed to standards to connect businesses and consumers using mobile phones.

Brussels, Belgium, 16 September 2009 – Global brands and retailers such as Nestlé, Kraft, Johnson & Johnson, Wal-Mart, Metro and Carrefour are leading an effort by GS1 to define open standards and allow businesses and consumers to interact using mobile phones. These companies are now part of newly-formed GS1 MobileCom Steering Committee that will help drive the efforts of the GS1 MobileCom group together with local GS1 offices represented by GS1 Colombia, GS1 Hong Kong & GS1 France.

GS1 MobileCom is a cross-industry initiative involving over one hundred companies representing manufacturers, retailers, mobile industry companies and solution providers. The group aims for:

• all consumers to have access to trusted product information and related services via their mobile phones.

• all stake holders to use open standards to make this possible and so ensure interoperable, scalable and cost-effective applications.

“GS1 MobileCom has brought together a group of organisations dedicated to defining and using open standards as a foundation to unlock the potential of mobile commerce. It shows that brands and retailers are convinced that mobile is becoming a key touch point for engaging with consumers,” commented Vanderlei Roque dos Santos (Nestlé), co-chair of the GS1 MobileCom group.

The GS1 MobileCom group aims to represent all key stakeholders with global scope including manufacturers, retailers, mobile industry companies and solution providers. As a result, there are currently open positions on the Steering Committee for three companies from the mobile industry or the wider solution provider community.

“Working in collaboration with the mobile industry will make it possible to bring together the relevant stakeholders to make mobile commerce a reality,” said Diane Taillard from GS1.

“We are looking to GS1 MobileCom to positively develop a truly balanced vision for an interoperable mobile commerce ecosystem. The ultimate goal is a simple, reliable and intuitive mobile experience for all our customers,” said Olivier Raynal (Carrefour), co-chair of the GS1 MobileCom group.

The GS1 MobileCom group has released already a position paper on mobile barcodes and a handbook on how consumers can access information about products via their mobile phones using barcodes and open standards. This provides guidance for current and future initiatives and supports over 10 local GS1 offices running pilots.

The group is now working on a white paper describing the impact of mobile applications on retail stores and on retailers in general. Work will also soon start on the development of recommendations for mobile coupons and promotions.

Fuente: GoMo News

Link: http://www.gomonews.com/nestle-kraft-jj-wal-mart-metro-and-carrefour-lead-gs1-mobilecom-initiative-leading-brands-and-retailers-committed-to-standards-to-connect-businesses-and-consumers-using-mobile-phones/

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MENSAJES DE TEXTO CON "CALL TO ACTION" IDEALES PARA OBTENER RESPUESTAS DEL PÚBLICO

SMS may lack sizzle, but it can deliver the goods if provoking your audience to action is the goal, as Chicago's Shedd Aquarium recently discovered from its summer test campaigns. 

To herd visitors to its new Fantasea aquatic show, Shedd Aquarium put a couple of direct-response tactics to the test to see if consumers preferred SMS or web-based calls to action. 

At the end of 30-second spots that aired on Chicago's NBC, ABC and Fox affiliates, the aquarium announced a contest with prizes that included a hotel stay and VIP seats for the Fantasea premiere. The commercials were identical across the networks except for the calls to action: All the ads directed viewers to a website to register for the contest, except one spot, which gave viewers an additional mobile option to enter the contest by sending a text message to a special code. 

The SMS call to action generated 325% more entries than the web-based call-to-action, making up 52% of the total entries, though it ran in only 25% of the ads. 

To Shedd's assistant marketing director, Jay Geneske, the results show that the "phone is always with you, it's nearby and immediate," even when you're watching TV. Shedd also ran a one-day print campaign in a local paper with a text call-to-action, yielding the highest or near highest number of responses for a single-day print piece, Mr. Geneske said. 

"SMS reveals a greater sense of urgency," said Jed Alpert, founder of Mobile Commons, the technology company that managed the campaign's SMS piece. "It's more actionable and convenient, and people have a more direct connection with their phones." 

Additionally, when people are watching TV, they're more likely to have their cellphones near them than a computer. 

Fresh impressions

"The mobile phone gives the consumer the ability to respond to the advertisement in real time, while the impression is still fresh in their heads," said Aaron Watkins, a former mobile-marketing agency executive turned independent consultant. 

To get consumers to respond via the web, on the other hand, means they not only have to be interested in the ad but need to recall the website address later if they were not near a computer when the ad ran. The likelihood that they will remember the address drops "exponentially," given the nonstop barrage of messages and media that hit people every day, Mr. Watkins said. 

Mobile works best when overlaid with mass media such as TV and radio, because they radiate that much more reach, compared to, say, mobile apps or display banners, Mr. Alpert said. 

More than 90% of U.S. handsets are SMS-capable, with the number of text messages starting to outpace voice calls in 2007, according to Nielsen. 

For consumers to text in, however, the offer has to be compelling and valuable, whether it's entertainment, information or access to something special. Shedd's campaign worked well because the short code was part of the narrative and script, rather than an afterthought of just slapping a code at the end of the commercial. 

Mr. Alpert said it cost Shedd less than $10,000 to trial SMS in its TV campaigns. Given the relatively low outlay, marketers may want to consider SMS trials in their out-of-home and broadcast campaigns if for nothing else than to capture users for their mobile-marketing database. Mr. Alpert said over the hundreds of mobile campaigns his agency has managed, an average 85% of those who opt into a campaign will respond to more requests for information, such as age and ZIP code. 

Fuente: Adage

Link: http://adage.com/digital/article?article_id=139156

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FOURSQUARE, UN HIT DENTRO DE LAS APLICACIONES MÓVILES

Many of us have been anxiously awaiting a smarter Twitter that not only lets us update our status and connect with friends online, but also lets us find our Twitter friends — in real-life — when we’re in the same place at the same time. Wouldn’t that be genius?

As with most of our Twitter-related needs, a creative application developer has used the Twitter API to build what Twitter never will. And as for the challenge of finding Twitter friends in the same vicinity, we can now turn to the hottest mobile app to take over this year’s SXSW: Foursquare.

Foursquare is essentially a re-envisioning of Dodgeball, Twitter’s precursor and a cult phenomenon until Google left it for dead, and actually hails from one of the guys that worked to build that app. Foursquare, which offers an iPhone app or mobile browser experience, works by letting you tell the app where you are and then lets your friends know where to find you. All you need to do is check-in via SMS (text to 50500) or mobile app.

Using the Foursquare iPhone app, you can automatically check-in and post shouts based on where you are and what you’re doing. You can also find your friends, search venues, earn badges, and add friends.

Since you can add your favorite Twitter friends and auto-post your checkins to Twitter, Foursquare provides a convenient way to connect your Twitter network with your every on-the move activity. You can even allow Foursquare to send your friends DMs when you check-in.

Foursquare is also a game, so each check-in earns you points, with interesting check-ins earning you badges (awards), and the more you check-in the more Foursquare features you can unlock.

We really like Foursquare’s fresh approach to location-based social networking, and definitely hope to see them have more staying power than their Dodgeball predecessor.

Fuente: Mashable “The Social Media Guide” 

Link: http://mashable.com/2009/03/16/foursquare/

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CONCURSOS INTERACTIVOS Y MARKETING ON LINE

BearingPoint Contest

New York based marketing agency About Face Digital approached us wishing to run two campaigns on behalf of a client: one, an interactive contest and two, an incentive-based survey. 

About Face Digital was able to easily and cost effectively run both of these promotions using our technology.   About Face Digital, a New York-based advertising agency, has used our app to run two promotions on behalf of its clients. The first, a "Green Contest", solicited ideas from consumers on how to make company workplaces more environmentally friendly. It was part of a broader campaign launched by the client, a consulting firm, to promote new thinking among businesses. The contest generated numerous innovative and actionable ideas to reduce the negative impact of businesses on the environment. Word about the contest was spread via newsfeeds which were generated when participants submitted or voted for an entry and friend invites 

The second promotion was an incentive-based survey. In return for completing a survey about their banking behaviors and preferences, participants received a $25 voucher from restaurants.com. Participants were encouraged to invite their friends and newsfeeds were generated each time the survey was completed. 

Fuente: Wildfire

Link: http://wildfireapp.com/customers/digital_face

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RED BULL SE SUBE AL ADVERGAMING

RedBull se sube a una de las últimas tendencias en publicidad interactiva: El Advergaming

La marca de bebidas energizantes eligió a la empresa FreeStyle, como desarrolladora de sus juegos y entretenimientos, para atraer y generar lazos efectivos con sus consumidores: http://www.redbullsoapboxracer.com/

La firma originaria de Austria selló un acuerdo con la desarrolladora de software para generar diversos videojuegos. Según informó la publicación Business Week, la firma tecnológica está trabajando en un video game llamado B-Boy, y también para la consola del play station. 

El juego “brake dance” es una de las primeras incursiones de ambas empresas en conjunto. Este acuerdo marca la importancia de generar una experiencia de marca dentro de los juegos. Los consumidores actuales son mucho más eclécticos en lo que se refiere a su forma de entretenerse. Cada día pasan más tiempo expuestos a medios interactivos como internet o los video juegos.

El desarrollo de branded entertainment, en especial el advergaming, es una de las nuevas tendencias que encontraron las marcas para vincularse con estos nuevos consumidores. Por otro lado, el creciente mercado de las consolas de video como la xBox o la Playstation, son un claro signo que representa el espacio en donde podrán encontrar a los próximos consumidores, que ya están llegando.

Fuente: iprofesional.com

Link: http://marketing.infobaeprofesional.com/notas/49365-Red-Bull-se-suma-a-una-desarrolladora-de-video-juegos.html?cookie

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