You can twitter about what you had for breakfast, post a picture on facebook of your cat in a batman suit, or create the craziest, most amazing blog ever. But how can these social mediums be used to boost your bottom line?

CONNECTION
When you improve and increase the communication between you and your clients you build a relationship. It’s like dating. When someone sets you up on a blind date and you know nothing about the person, have never spoken to them, and haven’t even seen a picture, you’re very likely to come up with the “suddenly something came up” excuse. (Please see Episode 18 of Season 4 of the Brady Bunch) The same can be said for your business. If your community knows nothing about you, they’re unlikely to “date” you.

So let the community get to know you. But first, decide what information you want to communicate.

CONTENT
If someone subscribes to your twitter, “likes” your facebook page, or peruses your tumblr it’s because they’re interested in what you have to offer. So offer them something that is organized, informational, trustworthy and entertaining. The later being what has propelled the popularity of social media. It’s fun. It makes you laugh. It gives you information you may not otherwise have received and it allows you to share that information with your friends.

Rogers, the Canadian phone carrier uses a Facebook contest that encourages users to ‘like’ them on facebook, and share this experience with others. Not only does this engage the public in the brand, it supplies the brand with consumer information that may not otherwise be obtained. http://www.facebook.com/Rogers/app_224937077590490

REACH
Facebook
People can “like” your company on facebook, get the latest updates on what you’re up to, receive special access to offers, and connect by asking questions and getting real time answers. The public can personally connect with the company and be entertained and informed by the business they are a part of, or interested in becoming a part of.

NBC makes TV interactive by using facebook as a medium for fans of the show “The Voice” to vote on their favorite contestant. While fans are on facebook they can also check out their favorite episodes and get more information about the show.


Twitter
Twitter offers a lot of the above but with one big caveat. The public doesn’t have to “friend” you to get connected. Sure they can follow you, but your business can also come up on their newsfeed if someone @’d you. If I have 10,000 followers and I @yourbusiness, you just received a whole bunch of free marketing. This of course can work for or against you depending on how positive the twitter was.

The power of an uncontrolled social platform can be enormous.

On April 12, 2008 @jamesbuck simply tweeted the word “Arrested” while he was in Egypt. With no resources in Egypt, and thousands of miles from his home, one of his followers contacted the UC Berkeley campus where he was attending school. UC Berkeley contacted the U.S. Embassy and the press, eventually bringing assistance to @jamesbuck.

Blogs
Blogs are a great way to get into detail about what it is you’re trying to communicate. You can write about the latest news pertinent to your industry, post informational videos about your business, (such as interviews with the CEO or funny animations) show pictures of last nights’ company event, or simply post a comical industry joke you recently heard.

Not only are all these avenues fun and informational, but they also encourage discussion between yourself and your followers.

In order to get readers to tie the GE brand to more than just light bulbs, the GE blog uses wonderful photography, videos, even art and music to create entertaining stories that engage the reader and pass on a little more information about who they are and what they do. http://www.gereports.com/

DISTRIBUTION
Once you’ve decided what you want to communicate, decide how you want to present it. Your website can be your home base. From there you can not only provide information on yourself and your business, but provide links to: your blog, twitter, and facebook.

And you’ll want to keep all that information fresh. As time consuming as it may be, you’ll want to post several new items every week because your audience will quickly lose interest if it’s same ol’ same ol’.

But this is what you love! This is what excites you! It can be a very rewarding experience to spread your love of your business through the written word. You may just reach an audience that you might otherwise have not been unable to reach.

The first priority in marketing is no longer about pitching your service or product, it’s about building relationships.

So you can just imagine, for me this was such a wickedly awesome time and a dream come true.

Obviously, the highlight of the event was my photo opportunity with Nicki Minaj after the show. 

Nokia literally brought Times Square to a standstill for one of the largest take overs of the the iconic New York landmark that is the crossroads to the world.

The light show was introduced by my favorite female MC ever, international superstar and pop icon Nicki Minaj who’s album ROMAN RELOADED is in stores now.
Nokia’s road block of nine of time square’s famous spectacular digital signage billboards which basically ensured that the thirty thousand plus fans watching were immersed lighting displays and music from every direction.

It was such a spectacle and an amazing sight to behold.

Dozens of the world’s leading visual artist worked for more than 5,000 hours, day and night for more than three weeks, to create the hundreds of jaw-dropping effects that were used on the large screens.

All of the electronic screens were controlled from a mobile server that was fed by eight miles of cable spread over four square blocks of the city.

Combining real dancers with 200ft high computer generated graphics, a building in the square was turned into a living, breathing entity. The building was made to appear as though it was filling with water and then “melting” in front of the crowd.

The ground-breaking visual event, to launch the Nokia Lumia 900 in North America, was choreographed to an exclusive Nokia Lumia remix of Nicki Minaj’s hit ‘Starships’, performed live by DJ and producer Doorly.

She performed on a stage that had been erected in the middle of the square in the early hours of Friday morning.  A massive countdown clock displayed across the square drew the crowds who were anticipating a big event without knowing what exactly was going to happen.

The amazing spectacle came five months after Nokia wowed the world by turning a 360ft (120m) building into the backdrop for an exclusive 4D show on the banks of the River Thames.

Sixteen projectors were used to make it seem like huge butterflies were flying across the London skyline and that the tower was spinning around – the first time this had been done outside of Las Vegas.

To watch the amazing New York light show go to www.facebook.com/nokiaus from 7pm EST Saturday, April 7th.

The Nokia Lumia 900 will be available exclusively in North America from AT&T from April 8 for $99.99. With 4G LTE speeds and outstanding design, the Nokia Lumia 900 lets customers access their email, music and social media quickly.

I especially like the fact that this new phone has NFC Technology and as it gains popularity it will help NFC tech reach a critical mass of users.

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]]> http://www.brandmarketers.com/archives/nicki-minaj-performs-for-launch-of-nokia-lumia-900/feed 0 http://www.brandmarketers.com/archives/maybelline-ny-conquer-new-york-iooh-campaign?utm_source=rss&utm_medium=rss&utm_campaign=maybelline-ny-conquer-new-york-iooh-campaign http://www.brandmarketers.com/archives/maybelline-ny-conquer-new-york-iooh-campaign#comments Mon, 09 Apr 2012 02:00:38 +0000 JP http://experiential-advertising.com/news/?p=425 Maybelline NY executed an unique crowd participation campaign in New York City’s Times Square today. Using Clear Channel’s giant  Spectacular, the intercontinental project provided an opportunity for models in Russia to win a trip to New York City.What makes this campaign so interesting is the fact that it provided aspiring Russian models an opportunity to virtually appear on the giant billboard above Father Duffy Square. Then, back in Russia models are able to submit their photos on Facebook or by uploading them with a webcam.The photos were then converted into a slideshow which was shown as a video on the digital signage while pedestrians in Times Square were able to cast their vote or “Like” their favorite Russian model. Maybelline Brand Ambassadors were on the ground polling pedestrians and collecting votes via internet connected tablets.Adam Hollander of Brand Marketers NYC said “I believe the combination of Spectacolor’s giant digital signage, “second screens” and trained Brand Ambassador Models, is the prefect way to engage, interact and maximize exposure for any brand. The billboard adds credibility to the field execution and the Brand Ambassadors on the street allow a deeper, memorable experience consumers a likely to share with others on and offline.”

One added bonus of the campaign featured a live feed of the action that was taking place in Times Square which allowed the pedestrians who were voting to see themselves on the digital billboard and was streamed live back to the models in Russia.As we can see from the crowds, people just love to see themselves being broadcast on the large screen above Times Square.

The way it works is if you follow a twitter handle, you are sent a direct message(DM) which contains a code that you may use as social media “currency” to make your purchase on the vending machine’s keypad.

IHOP has The Lorax’s Breakfast running in Print, TV an other tradional advertisements and has also created cool takeaway piece for kids in the resturant.  After enjoying Green Eggs and Ham or other Truffula themed dishes children are then able  to take away a branded bookmark with real tree seeds that can actually be planted.

IHOP and Universal Pictures are challanging children 3-12 years old (although anyone can do it) to plant 3 million trees.  Once you take home the seeds and plant them, you may log on to this Interactive Map  and using a facebook app you can mark where you planted your tree.  Very cool real world + Social Media marketing, intergration. In venue the menu messaging, placemat and themed food, keeps The Lorax message, center stage.  

The Lorax’s Facebook is full of “sticky” activities including a funny  Stache Game.

Then there’s a online arrow pad Lorax Game and Sweepstakes to win a trip to Universal Orlando.  Which is also full of Dr. Seuss reminders.

                            Photo: Loren Javier/Flikr

Partnering with the National Education Association, The Lorax is visiting schools encouraging kids to read.  Mazda is donating $1 Million dollars to public school libraries and is also now a partner in the NEA’s “Read Across America Tour – Driven by Mazda” Check out the Lorax in the Wrapped Mazda.  Early experience with a brand is a great way to start a life long constumer.

                  Photo: National Education Association

 Whole Foods has a essay contest to support the environment giving away pre-screening tickets to the movie.

The Lorax was a guest on the Voice and Martha Stewart, in addition to Danny Devito, Zac Efron, Taylor Swift and other doing the usual PR guest appearances.

There are Lorax Mobile Apps for iPhone and  Lorax Android. As well as many othe Dr, Suess apps inlcuding Lorax Garden where you can grow trees on your mobile device, of course.

The Weather Network  featured our hero.

Double Tree has a contest sending people to Costa Rica for the Lorax.

There were also special tastemaker screenings, nationwide.

The effort was massive and the  list could go on, but you get the point.  The Lorax isn’t just on a billboard, hes everywhere and he’s part of the community.

If you have  an iPhone or an Android smartphone and the Starbucks Cup Magic App, you will be able to send special Augmented Reality eCards for Valentines Day to your sweetheart or loved ones, but you will need a Limited Edition Valentines Day Magic Starbucks Cup first. To learn more and/or download the Valentine’s Day Starbucks Cup Magic app, visit www.Starbucks.com/everylove.

Hyundai is giving iPhone users a chance to test drive the Veloster hatchback on an interactive billboard in Times Square. Consumers can connect to Hyundai’s Wifi network to register with the “Hyundai Race” and download the app on their iPhone. This game uses the iPhone’s built-in accelerometer to to steer the vehicle so users only need to tilt their phone to the left or right when you hold it like a steering wheel. Contestants are able to compare their final score against other drivers after the race when the results are posted. This is great example of how Digital-Out-Of-Home(DOOH), when executed as Interactive-Out-Of Home(IOOH) can stop people in their tracks and command their attention. The activation clearly demonstrates how to effectively cut through the ad clutter that is Times Square by offering an engaging experience for consumers where they can control the inter-action.

The highly targeted locations selected gave consumers a eye full just as they walked into liquor stores making sure the brand was recalled at POP (Point of Purchase).

This is certainly not a full campaign that could replace traditional advertising but it is one more touch point and street level marketing element that adds to the total brand recognition on and off premise to add to the companies advertising mix.

Movie Marketing is doign it, too.

Website are using it to advertise off-line.

Even Microsoft is using the guerilla marketing tactic to promo the new Windows Mobile Phone.

Merging the High Tech with Low Tech QR Codes are event making their way to the street.

Street Stencil can be applied with permanent paint, however city municipalities don’t like this very much and often seek out the companies using permanent application techniques such as paint.  Therefore, most companies opt for a water soluble chalk solution that disappears with rain or washing.  Another green advertising solution is called Clean or Green Stencil where the stencil is used with a high pressure water system to apply the art into the street grime.  Using no paint or chalk the design is left clean by removing the dirt on the street. It shows how nasty our street our but is a safe way to deliver the message with out vandalism.

But where did this tactic come from?  ARTISTS!!! GRAFFITI! HIP HOP CULTURE!  In the past this was only used by the art community and revolutionaries for some very creative and thought provoking executions.  Here are some non-corporate examples.

Please add other street stencil examples you see and feel free to comment. In a future post, I will explore other types of street art that has now become main stream in the advertising community. 

Every year Macy’s out does it’s self with elaborate window displays for the holiday season. This year is no exception! With an interactive window that allows bystanders to create their own holiday ornament. Touch screen windows enable you to use your imagination to create the perfect ornament.

Even in the rain tons of shoppers stood outside too see, what Macy’s has come up with this year. “I live in Pennsylvania, every year I come too the city to do my Christmas shopping. I always make sure I come to Macy’s to see the window and it’s definitely better than it’s ever been. And the kids LOVE it.”This year Macy’s wanted to give its customers a chance to be apart of something. It was such a BIG deal that even in the rain, you had to stand on line. Just to get a chance to make your ornament.

You also get to text Macy’s and get a copy of you ornament sent to your phone. You can even choice the shape, size and color, for each ornament. No design is going to be the same; with the many choices you can make.  From Christmas trees, to the Empire State Building, snow flakes and even holiday doves. Macy’s has definitely  gone above and beyond this year.

The experience was one that will be talked about for ages. Everyone can relate to playing Super Mario as a kid, pretending to actually be apart of the game, so to finally get a chance, was AMAZING! To top it all off, seeing a performance by the Nintendo characters and getting FREE Mushroom Pizza, was delicious.

Seeing a tweet as a Billboard in Times Square is one of the coolest things.

Getting to experience a Mario 3D Land board, including life size warp pipes, trampoline coin jumps and a flag pole final, there’s no way you won’t feel apart of the game.  Just as the 3D effects will. How exciting would that be, playing along in the game, with all your friends.