Well, the title says it all. We are very pleased to have won with Social Square for Ford. It represents a different approach to social that Imagination explored in Europe with Ford but were fully able to implement at the Detroit autoshow 2106 and in subsequent autoshows. While most social media at events focuses on a short burst of high profile activity from some very high profiles influencers to drive reach and attention we take a different tack.
Our focus is always the visitor to the stand. Across a year about 35 million people attend autoshows big and small. And they buy cars. High numbers are 3 month intenders, it’s a highly concentrated bundle of good for any brand. We focus on the visitors’ needs and how they behave as social interactors. Because of this we construct moments and conversations to appeal to them as they navigate the show and share their experiences with their own audiences, large and small. For them the day they attend is Day 1. They may not even pick up on the big ticket PR social media that happens at press day, because they aren’t the target market for that vehicle. But they are still influential. We then pair that focus on visitors with audience appropriate influencers who are also presenters. Their focus is what happens at show, encouraging people on stand to interact and giving them the reward of social attention and engagement.
It’s a strategy that works, garnering Ford a reach of 13,500,000 across the 10 day period of the Detroit autoshow across all channels and with 30,686 Engaged minutes on YouTube.
Social used to be more about conversation, I feel it’s moving towards the same old shouting we used to see from traditional media. Yes that has its place, but experiential social is just as effective and focused on the buying public. And it’s their interaction which drove our reach and engagement, so I’m doubly proud of this award.
This is a very personalised take on the idea of a machine that usually requires a transaction surprising you by giving something back. It’s been created for the bank TD Canada.
yes they are using the data of their customers, but the end result is rather lovely.
Emotions from Facts. Clever and touching.
I was rather pleased to get a package recently from Peerindex and Ford. Inside was a torch and a hologram and some
information on the new car. I knew Peerindex were running a perk on the car – partly from my profile and also my contact with one of their key creative agencies – but I didn’t expect to get one. So, a nice surprise.
The hologram is sweet and has had a lot of people dropping by my desk to have a look and a play. A torch is provided which you use to illuminate the hologram itself. It’s rather ingenious and a nice way to showcase the fact that the car has no pillar into which the doors close. Which is tricky when you don’t yet have the actual car on the road.
A nice appetite-whetter and an interesting, creative and strategic approach to blogger outreach. Thumbs aloft.
I am very proud of my new NFC enabled phone, in fact I specifically chose it over a slightly earlier model because I think NFC is going get bigger and more important in the next couple of years and I like to be in with the in-crowd. So imagine my delight when I discovered that the bus stop at the top of Tottenham Court Road, which I use to catch buses back to Marylebone, has an NFC touchpoint on it.
The touchpoint promises – Travel information and extra information from brands. And curious I tried it out. All it offers is a link to the TFL mobile site.
Ok, that is travel information, but that’s not extra information from brands. I was disappointed.
I don’t know, but I suspect that Clear Channel are charging brands to put content onto the NFC touch points which is why there was absolutely nothing from brands there. I would suggest that brands are offered free access and the opportunity to provide any content they want – even a tv ad I’ve already seen would be better than promising everything and delivering nothing. In that way a growing audience will be built. Of course you can argue that these things take time, but why waste time? It doesn’t make sense to offer more than you are going to deliver because my expectation from now on will be that the content behind ad funded NFC will be thin at best and non-existant at worst.
Everyone loves a concept car, and it’s even better when they hit the streets. So here is the latest FordLIVE for your delectation all about the concept cars from Ford at the Geneva Motorshow.
I have been mulling over what I might usefully write at the turning of the year. I feel the need to mark the completely arbitrary distinction between 31st December and 1st January in some way. And the easiest thing would be to prepare some predictions for you to display my foresight and unbelievable genius. And my talent for sarcasm.
The fascination with making predictions about what the coming year will deliver online/in social/on mobile is a bit like the prediction frenzy that goes on in women’s magazines. Not so, you say. We base our predictions on understanding of the market, new developments we know about and our own razor sharp insight, you say. Hmmm. Who remembers the predictions around the Year of the Mobile? 2002, 2003, 2004, 2005…
And what about the various woolly predictions from last year? Here is one I read about Google+, and I kid you not,
“Someone will do something interesting with Google+”
Well strictly speaking there’s no way you could fail on that one. The writer didn’t say they were related to Mystic Meg…
Anyway – rather than attempt predictions of my own I thought I’d point you at some interesting ones on a variety of topics. If nothing else maybe you’ll get a laugh. Happy New Year!
What 2012 holds for social media on thenextweb
5 predictions for the Chinese mobile market in 2012 on Forbes
Online video predictions for 2012 from ReelSEO plus some good tips and info on searching and marketing on YouTube
*&%@#! and Other Ads Trends for 2012 from The Wall Street Journal
9 Facebook predictions for 2012 that don’t suck from NorthSocial
And finally, almost as accurate and certainly more amusing
What does the year of the Dragon hold for you? from gotohoroscope
Mystic Meg’s money predictions for 2012 from The Sun
Gung hay fat choy! (phonetic chinese)
Hoorrah! The Goovies are on again. These are Cadbury’s Creme Egg sponsored animations provided by my favourite of all web amusement sites http://www.weebls-stuff.com.
I think these are a good example of an agency teaming with creatives to deliver something that really enhances a campaign and is really effective in its own right. The Goovies are true to the cracking (geddit) amusement levels of weebl and bob and the brilliantly off-kiltre and slightly macabre Cadbury’s Creme Egg goo suicide campaign and they seem to have let the creators of weebl and bob just get on with doing what they do, making highly amusing animations – which is I assume, why they wanted to work with them in the first place. Too often agencies see the creative work of others and rip it off. This is an example of how the brand and the creatives have worked very well, over a few years.
Anyway, here’s the first one – Eggvatar.