Wednesday, October 25, 2006

Nikon Finds Flickr


A picture says a thousand words and Nikon lets them do the talking. After selecting a group of Flickr users, Nikon sent out a bunch of their D80 camers and said snap away photo fans, snap away! They collected several submissions and created a three-page spread which ran in magazines and journals like BusinessWeek. In this spread were the pictures Nikon chose along with the message "We gave them the new Nikon D80. What they gave back was stunning." Nikon allowed the flickr members to use their camera's and make available their creations, thus benefiting both sides of the scenario.

The best thing about this campaign is its credibilty. Nikon puts forward the work of the people who matter the most: the consumers. Not only that, but they follow the philosophy of "show, dont tell." The capability and quality of their product is displayed in the pictures in a way that is also interactive for the customer. I love that this campaign gave a certain power to the flickr members allowing them to actually develop, recognize, and express their positive experience with Nikon.

This positive experience is almost guarenteed in a campaign like this one. The consumer gets to experience the product, bond with the product, and therefore, bond with the brand. A satisfactory relationship is formed between the consumer and Nikon just for being given the hands-on experience with the product. I really like this campaign as a whole.


  • Jaffe Juice
  • Tuesday, October 24, 2006

    The "Cross-Walk"


    Coming from Boston, you see a fair share of hunger and the homeless, usually holding up cardboard signs that read "help me feed my dog" or something equally as depressing (my favorite being "i wont lie, i need beer"). So of course, poverty is no phantom issue in my mind. Just last night on adverblog I saw a review of a campaign done recently in France. It's a guerrilla marketing campaign done near Médecins du Monde to draw attention to people sleeping and dying on the streets every winter because of the cold.

    Black crosses line the sidewalks up and down streets and on the bottom of the horizontal board reads, "Every winter, hundreds of homeless die on the sidewalks. React." It might not be the most original concept considering lots of campaigns incorporate the cross to symbolize death. However, sometimes reverting back to classic, simplistic thinking is a great way to make a lasting impact.

    The pictures of this campaign definitely caught my eye which makes me think the actual crosses would have as well. However, my major issue with this marketing tactic is the fact that the copy (while effective as it may be) is way too small. People are lazy. I am lazy. If I was walking by those crosses, I can't say for sure that I would care enough to bend over (possibly interupt the sidewalk traffic flow) to read the teeny tiny writing on the cross. And frankly, even if I did take said action, I might be hoping for a slightly more creative message after giving up a whole moment of my time. I think a possibility would be to personalize each cross with a name and sentence-long story then state "this is my grave."


  • Adverblog
  • Monday, October 23, 2006

    1 Million Dollars!


    Netflix, the world's largest online movie rental service, announced the creation of the Netflix Prize. The challenge: create a software that will achieve certain accuracy goals in movie recommendations based on personal preferences. The goal is a 10 percent improvement. The prize.....1 MILLION DOLLARS (dr. evil pinky to the mouth). The company made 100 million anonymous movie ratings ranging from one to five stars, available to the contestents. This was the largest amount of data ever released of this kind.

    Currently the Netflix system looks at movies that customers have purchased in the past to predict movies that they are likely to enjoy in the future. Netflix Chairman and CEO Reed Hastings said that such recommendation systems would play “an increasingly significant commercial role in the future” as the company expands. Hastings told the New York Times, “The beauty of the Netflix prize is you can be a mathematician in Romania or a statistician in Taiwan, and you could be the winner."

    Netflix said it will publish a detailed description of the winning approach for the benefit of companies, entrepreneurs and academicians. If no one wins the grand prize, the company said it will award a $50,000 prize to whoever makes the most significant headway towards the goal and will award a progress prize annually until someone wins the grand prize.

    Complete details for registering and competing for the Netflix Prize are available at www.netflixprize.com .


  • Reuters
  • Friday, October 06, 2006

    Watch Out for the Pilot Watches!

    The next example of viral marketing I stumbled upon that caught my eye was another work done by Jung Von Matt! Only this time it was for watches. Images of their Big Pilot watch were placed on the holding hand straps on airport shuttles. When passengers put their hands in the straps, it looks like their wearing the watches on their own wrists. This gets the consumer involved with the product without even entering the store or even the realm of where the product might be. Not only that, the consumer doesn't even have to be aware of the product or remotely interested.

    This is an excellent example of demonstrative advertising. The consumer will automatically notice the ad because you have to look at the holding strap when putting your hand in it. However, some people who hate advertising and the overwhelming amount of it we encounter daily could get annoyed by this. But I have to give props to this campaign despite the inevitable risk it takes (as all advertising does) to the fact that the placement is perfect. The business travelers who take those shuttles on a weekly and monthly basis is the exact target market that need watches and can afford nice ones. This campaign is uncontrollably noticable, relevant, interactive, and creative. Well done.


  • Adverblog
  • The Hard Truth


    Last March, a popular newspaper in Germany called Bild, devised a guerrilla marketing campaign to solidify their position as "truth-tellers". This campaign ran during the German Art Director's Club awards show in Berlin. Jung von Matt Hamburg posted special mirrors directly over the men's urinals and slightly at an angle so the men would see their best friend while performing their physiological duties. Below these mirrors was the slogan "Nothing's harder than the truth".

    I applaud this campaign for using sex with humor to actually make a point, since our society is so...for lack of a better word, apprehensive. Of course, this is in Germany and, rest assured, you'd ever find it in the U.S. But in any case, the slogan used here is one that will unavoidable make a man think twice. The feeling of "hey, i get it!" will resonate with the image of Bild creative a positive correlation in the mind of the consumer.

    This is all great news but when reading some of the comments posted in reaction to this campaign, one read "I must confess I have seen my dick before. So the surprise was not that extraordinary." Bild definitely risks viewers shrugging a unenthused shoulder to there oh-so-clever slogan. However, the word "bild" in German means truth so if the viewer knows this, they're likely to feel the satisfaction of being "in the know." Thus, they'll form a connection to the brand. All in all, I think it's pretty clever, but then again it's exciting because it's unusual (to me aka an American).


  • Adverblog