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Ultimate Break
January 31, 2008, 11:30 pm
Filed under: Digital Strategy

Delicious!

Kit Kat (Nestle’) France & JWT have come up with an exquisite 3D-effect digital marketing campaign that is tied in to their ‘Ultimate Break/Win a Trip in Space’ campaign.

Createlf has a mobile insight:

The campaign call-to-action is for consumers to access the promotional website or to SMS a code via their mobile handset. What is a little surprising for such a brilliant campaign is that no mobile application (be it a game or other gimmick) or mobile site was built to go with it. This shows that despite the inroads mobile advertising is making in general, big brands are still reticent to capitalise reaching out to consumers through this channel -in my opinion, a missed opportunity.

Oh, and just in case you were wondering, the ‘trip in space’ prize offered is genuine and is apparently worth a cool €147,000…not a bad return on a few crispy chocolate sticks…



Danger! Women At Work
January 31, 2008, 5:00 am
Filed under: Get Activist


1943 Guide to Hiring Women:The following is an excerpt from the July 1943 issue of Transportation Magazine. This was written for male supervisors of women in the work force during World War II.

It’s caused quite a bit of chat in the office:

Eleven Tips on Getting More Efficiency Out of Women Employees

There’s no longer any question whether transit companies should hire women for jobs formerly held by men. The draft and manpower shortage has settled that point. The important things now are to select the most efficient women available and how to use them to the best advantage. Here are eleven helpful tips on the subject from western properties:

1. If you can get them, pick young married women. They have these advantages, according to the reports of western companies: they usually have more of a sense of responsibility than do their unmarried sisters; they’re less likely to be flirtatious; as a rule, they need the work or they wouldn’t be doing it — maybe a sick husband or one who’s in the army; they still have the pep and interest to work hard and to deal with the public efficiently.

2. When you have to use older women, try to get ones who have worked outside the home at some time in their lives. Most transportation companies have found that older women who have never contacted the public, have a hard time adapting themselves, are inclined to be cantankerous and fussy. It’s always well to impress upon older women the importance of friendliness and courtesy.

3. While there are exceptions, of course, to this rule, general experience indicates that “husky” girls — those who are just a little on the heavy side — are likely to be more even-tempered and efficient than their underweight sisters.

4. Retain a physician to give each woman you hire a special physical examination — one covering female conditions. This step not only protects the property against the possibilities of lawsuit but also reveals whether the employee-to-be has any female weaknesses which would make her mentally or physically unfit for the job. Transit companies that follow this practice report a surprising number of women turned down for nervous disorders.

5. In breaking in women who haven’t previously done outside work, stress at the outset the importance of time — the fact that a minute or two lost here and there makes serious inroads on schedules. Until this point is gotten across, service is likely to be slowed up.

6. Give the female employe in garage or office a definite day-long schedule of duties so that she’ll keep busy without bothering the management for instructions every few minutes. Numerous properties say that women make excellent workers when they have their jobs cut out for them but that they lack initiative in finding work themselves.

7. Whenever possible, let the inside employe change from one job to another at some time during the day. Women are inclined to be nervous and they’re happier with change.

8. Give every girl an adequate number of rest periods during the day. Companies that are already using large numbers of women stress the fact that you have to make some allowances for feminine psychology. A girl has more confidence and consequently is more efficient if she can keep her hair tidied, apply fresh lipstick and wash her hands several times a day.

9. Be tactful in issuing instructions or in making criticisms. Women are often sensitive; they can’t shrug off harsh words the way that men do. Never ridicule a woman — it breaks her spirit and cuts her efficiency.

10. Be reasonably considerate about using strong language around women. Even though a girl’s husband or father may swear vociferously, she’ll grow to dislike a place of business where she hears too much of this.

11. Get enough size variety in operator uniforms that each girl can have a proper fit. This point can’t be stressed too strongly as a means of keeping women happy, according to western properties.



you don’t find him, he finds you
January 30, 2008, 2:41 am
Filed under: Digital Strategy

 chucky.png

Go to Google
Type in “find Chuck Norris”
Press “I’m feeling lucky”
Very silly.

I loves it.


Visual Enforcement Kit
January 30, 2008, 2:28 am
Filed under: Great Stuff

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A five page downloadable ’wish I could distribute them widely’ utterly underforced design feedback kit.

Gold bits:

  • Good idea wasted by poor execution
  • This is irrelevant
  • Microsoft Word is not a design tool
  • THIS DOES NOT COMMUNICATE

Thanks to Lauren for the find. 

Bring bad design to justice.



So whatta ya going to do?
January 21, 2008, 9:21 am
Filed under: Digital Strategy

In Australia, we know. We know we’re going to run out of fresh US TV content as a result of the writer’s strike. We have between 3 and six month grace. And then all those expensive spots simply dry up. Disappear.

So what advice are you giving brands as a result? What alternatives are you giving client for when people really can’t find anything interesting/new to watch on the box? When the TV spend doesn’t have a stranglehold on the budget?

People, of course, still want to be entertained. And brands have an amazing opportunity to show they understand people. Brilliant. Opportunity.

My ‘why not?’ recommendations right now:

  • Create family moments for family meals: provide gift with purchase value adds such as DVD’s and board games. Let your packaging point to online to sign up for the latest content offer news.
  • Storytelling and narratives can be interactive and engaging- and non linear and prompt discussion. Check out the recent work for Lost http://www.flyoceanicair.com for the precursor and then go to http://www.find815.com. Think about where soap operas came from in the first place.
  •  Use the time to listen. Use this time to learn. Who knows….perhaps once the audience turns away it might just not come back.


Taking Conversation to the Next Level
January 17, 2008, 3:36 am
Filed under: Digital Strategy, Great Stuff

Buy the groundbreaking Age of Conversation book

Not quite a year ago, Drew and Gavin asked a question — would you like to write a business book? And over 100 people  responded from all over the world … contributing 400 words each to the book Age of Conversation.

This dream team have decided to go ahead and do it again in 2008. That’s right, they’re  looking for contributors to another collaborative publishing project.

The rules and approach for all authors will be the same:

  • You will sign over all rights to your chapter
  • You understand that all proceeds of the book will be donated to Variety, the Children’s Charity
  • You will promote the book, throughout the process, on your blog if you have one
  • You’ll embrace the cooperative, collaborative spirit that defined Age of Conversation
  • You’ll honor deadlines so Drew does not have to be a nag
  • You’ll honor word counts so Gavin doesn’t have to be a nag

This year the topic of the book is being turned over over to us.  The short-list:

  • Marketing Manifesto
  • Why Don’t People Get It?
  • My Marketing Tragedy (and what I learned)

And now we want you to vote for the topic that interests you most. Please go HERE to cast your vote (you have until the end of January to vote).

Please note: you can vote regardless of whether you want to contribute or not.

And if you are keen to CONTRIBUTE, email Drew and let him know.



the present future of social networking
January 14, 2008, 9:17 am
Filed under: Digital Strategy

I’ve recently come into a great new term: ‘the present future’. What I think it means is that our world is changing so rapidly that you really can only plan for the next 10 minutes. What you can conjure up is only informed by what you can see right now and that it’s very likely subject to change, possibly next week. But hey- it’s traditional at this time of year to look forward. 

Social Networking was certainly the J curve to beat in Australia for digital uptake. I really don’t think that the behaviour going to change, though I believe that participants will have growing needs as the ecosystem expands. I’m feeling alliterative as I look into my crystal ball for 2008, so this is the future for it that I’m seeing right now:

  • Filtering
    • We’re all suffering from information overload, even in our personal digital spaces. Too many Facebook friends. Too many emails in too many accounts. Too much content from people that we never wanted to know quite that well preventing us from getting updates from the people that we started social networking to keep in contact with.
    •  2008 will be the year the we set up filters so that not every one can see after-hours photos or information about career successes. We will choose who can see what aspects of our lives. We will value  our own individual micro-networks  over the exposure of a totally open platform.
  • Fetching and Feeding
    • Remember when you couldn’t send an SMS between carriers- that you had to be on the same network? Seems mad now, eh?
    • Isn’t it amazing how quiet the whole Open Social thing has become? One of it’s greatest promises was for you to be able to be social networking platform agnostic…..unless you were on Facebook of course…
    • 2008 will be the year when you’ll be able to fetch and feed any information about your mates from anywhere, and to any device.
  • Facilitation
    • No I really don’t want to be bitten, I don’t want to bid for you in an auction and I can’t be arsed finding out my “whatever” name.
    • 2008 will find applications that provide a whole lot more utility than merely prompting interaction, particularly as brand find out that they can provide real value in facilitating great experiences for people who use social networking.
    • Facilitation could mean providing real world events and opportunities for people to meet like minds, or fetching me content that it is known that I like (provided by my filter), or group feeding me and my friends information on a subject that we want to grow our knowledge about….

 However you look at it, for Social Networks it will be two thousand and great.
(I promise I won’t do that again!)



Watch out!
January 10, 2008, 12:52 am
Filed under: Great Stuff

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A print campaign by NSW Police in Australia to raise awareness of the number of teenagers dying as a result of listening to iPods while they cross the road is beginning to reach epidemic proportions. Who knew!

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Blogger Social ‘08 (register by 02.15.08 or miss out!)
January 7, 2008, 6:18 am
Filed under: Digital Strategy, Get Friendly

What is it? Blogger social is like no other marketing event because it’s not about marketing and it’s not about blogging—it’s about the marketers behind the blogs. 

Mark Goren put together this video compilation answering that very question.

Neither conference nor summit, it’s one weekend, held once a year, where the online marketing community descends upon a designated city for a weekend full of events designed to allow everyone to get to know one another better—and designed to give everyone free time to design their own meetups, too! 

What blogging luminaries will be in New York for the Blogger Social? View the cool map that shows you that this truly is going to be a global affair.  (Thanks Matt Dickman!) 

You’ve got until February 15 to register. Do it here. Do it now. Can’t wait, guys…

All information on Blogger Social ‘08, including registration is available here.And if you wan to know who is coming along … the list includes: Susan Bird Tim Brunelle Katie Chatfield Terry Dagrosa Matt Dickman Luc Debaisieux Gianandrea Facchini Mark Goren Gavin Heaton Sean Howard CK Valeria Maltoni Drew McLellan Doug Meacham Marilyn Pratt Steve Roesler Greg Verdino CB Whittemore Steve Woodruff Paul McEnany Ann Handley David Reich Tangerine Toad Kristin Gorski Mack Collier David Armano Ryan Barrett Lori Magno Tim McHale Gene DeWitt Mario Vellandi Arun Rajagopal Darryl Ohrt Joseph Jaffe Rohit Bhargava Anna Farmery Marianne Richmond Thomas Clifford Lewis Green Geoff Livingston Kris Hoet Connie Reece CeCe Lee Jonathan Trenn Toby Bloomberg Seni Thomas


New Year’s Resolution
January 4, 2008, 12:23 am
Filed under: Get Friendly

TV: Just don’t turn it on.

“You watch television to turn your brain off and you work on your computer when you want to turn your brain on.”
– Steve Jobs, in Macworld Magazine, February 2004



Age of Conversation’s gift of life
January 2, 2008, 6:46 am
Filed under: Get Activist

 With the start of the New Year Drew has posted an update on about the amazing gifts that the Age of Conversation has made possible:

All the proceeds of this remarkable book were donated to Variety, the Children’s Charity.  Because we wanted the money to represent the international make up of our authors, we earmarked the money for one of Variety’s programs, Lifeline.Lifeline’s sole mission is providing medical assistance to children with treatable and survivable heart conditions in countries where the appropriate medical facilities, expertise or resources do not exist.

Lifeline’s primary focus continues to be pediatric cardiac surgeries, but is also involved in pediatric neurosurgeries, cranial-facial procedures, tuberculosis, neo-natal clinics, pediatric rehabilitative medicine and plastic surgeries for children all over the world.

Chilegirl Thanks to the diligent efforts of the authors and other bloggers — together, we have donated over $11,000 to the charity in 2007.

I thought you’d enjoy seeing the faces of some of the children who have literally had their lives saved in the last few months. 

There are children alive and laughing today because of our efforts.

If you don’t have a copy you can still buy the hardcover version or the ebook here