VIRALBLOG.COM » Viral ideas.Trends. Inspiration

How Nike Brings A Football Pitch Near You With #Mipista

Laurens Bianchi — Thu, 23 May 2013 15:00:14 +0000

Nike Football has just launched a cool campaign in Spain called #Mipista. The concept is simple: order your football pitch and Nike will deliver it to you.

Everybody that plays or has played football on the streets is familiar with creating a primitive pitch out of jackets or bricks and using existing objects as garage doors, benches or walls for a goal.

Some neighbourhoods have special playing courts, such as the Cruyff Courts, realized by the Cruyff Foundation in many Dutch cities, but also in Sao Paolo, Elandshoorn (township in South Africa) and Tottenham, London. You can check all courts here.

Former Arsenal player Bergkamp and Johan Cruyff at the opening of Cruyff Court in London (source: Arsenal)

These courts are not being realized within a day, but Nike Football Spain now has a perfect solution for football fans who want to have a pitch play on within the hour.

A mobile unit is patrolling Madrid, ready to go to the requested locations and set up an impressive football pitch.

A van, a team of Nike FC247 specialists and a crane rush into the street or square in a matter of minutes and use a laser system to project the pitch, where the teens will have a surprising experience while they try out the new boots designed specifically to play in the street. light projection depends on the neighbourhood and if the pitch can be projected properly on the requested location.

The team checks via a phone call if you have a minimum of 8 players available. If so, the team confirm that the van and the crane is on its way.

Check out the promotion video here:

Click here to view the embedded video.

Football fans can order the pitch on the Mipista website. The video shows also somebody ordering a pitch from a smartphone, but unfortunately the website is not responsive or mobile and I haven’t found a special app for iPhone or Android (but do let me know if I missed this!).

The campaign seems perfect for Spain. Although this is a country full of sports facilities, teenagers are often missing out on the tradition of playing football in the street and improvising.

Jesús Revuelta, Creative Director of DoubleYou, explains:

This is partly because playing football is forbidden in an increasing number of places but also because the idea of grabbing a couple of sweaters to make goalposts has been lost”. When kids get together informally, they spend more time on Facebook using their cellphones than playing with the ball. That is why we came up with this way of reaching and encouraging them to play anytime, anywhere.

My Opinion?
I think it’s a simple campaign, but I like it very much. Simple campaigns are often the best ones! Unfortunately #Mipista only runs in Madrid for now. The laser projection is very cool, the fact that the #Mipista team can deliver a pitch very fast is also great.

The campaign fits in the new marketing approach we have been discussing here on ViralBlog: brands are helping more instead of just hyping.

The video shows an app or mobile website, as mentioned before, but unfortunately I cannot find one, so that’s a pity, although you can check the desktop version on your phone.

I do think the campaign website could be more social, or even on a social network as Facebook. The target audience (teens) is very social and mobile savvy, so that could be leveraged much more.

I’m looking forward to see the campaign travelling to the Netherlands!

The campaign has been launched with no media budget and is spreading rapidly across the web. Unfortunately I don’t have the full campaign results available, but keep on checking for updates on this article, as I requested this!

For now, the team has 5 requests: 2 for tonight, 1 for Friday and 1 for Saturday. There is a photographer on the van, so the team post some pictures on @Nike_Spain and the Nike Football Spain Facebook page. Looking forward to it!

What about you?
So what do you think about this campaign? Do you think the pitch is innovative? What’s your opinion on the online part?

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About the author
Laurens Bianchi is an independent online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is also the Social Media Consultant for the Royal Dutch Football Association.

The post How Nike Brings A Football Pitch Near You With #Mipista appeared first on VIRALBLOG.COM.

What Top 5 Social Brands On Twitter Are Doing Right

Marion aan 't Goor — Tue, 21 May 2013 15:00:56 +0000

Socialbakers published its “Socially Devoted Brand Survey,” containing information about the most social brands on Twitter. Who are these brands and what are they doing right? Let’s take a look.

Customer care through social media is becoming increasingly important. Socialbakers, a social media analytics platform, looked into the brands that are doing things right when it comes to customer care on Twitter.

Jan Rezab, CEO of Socialbakers says:

Twitter enables a certain open conversation, and allows brands to address their customers’ needs immediately and directly. More and more brands are appreciating the value of utilizing social media, and Twitter in particular, to relate to their customers and address their concerns. These companies should be celebrated.

Socialbakers have been measuring the social level of brands for a while now, and their results show that Twitter is becoming more important as a communication channel.

So who were the big players in the first quarter of 2013? Take a look at the results below:

So what can we take from these results?

Nike is number one in the top 10 of US brands when it comes to being social on Twitter. With 4 different Nike handles they are omnipresent in the list. When you need a rolemodel, take Nike.

The top 5 brands all respond to over 65% of the customer tweets they receive, and all reply to questions within 7 hours. Always reply to customer questions, and do it the same day as it was sent.

When it comes to most socially devoted industries, all researched industries’ response rates have increased. The finance industry even went from replying to 27,4% of customer tweets to 62,8%. This tells us that brands are becoming more active on Twitter, and they are increasingly seeing the benefits of connecting with customers through Twitter.

My Opinion
I think it’s great that brands are seeing the importance of good online customer care. People are used to social media being quick and instant, and brands not responding as fast as they can, ignoring them, or not even being present, will annoy many of these customers. This can lead to brands getting a bad reputation, which is something no one wants.

It is also a great development that airlines, finance and telecom companies are becoming more responsive on Twitter. These are exactly the industries in which customers can have serious complaints that can, mostly, be handled online.

The fact that Socialbakers’ results keep getting more positive is a great development.

What About You?
What are the most important things a brand should do on Twitter? Let us know in the comments below.

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Want more stories about brands on Twitter? Check out our category Social Media, join us on Twitter, LinkedIn, Facebook, Pinterest, RSS and get our weekly E-mail Newsletter for updates and free bonus content.

About the author
Marion aan ‘t Goor is a Social Media Consultant at ICON&Co. You can connect with Marion via Twitter and LinkedIn.

The post What Top 5 Social Brands On Twitter Are Doing Right appeared first on VIRALBLOG.COM.

POE Social Media Planning Beyond Reach (Infographic)

Igor Beuker — Mon, 20 May 2013 20:27:33 +0000

Size does matter, but big is only good when smart when it comes to strategic POE social media planning beyond reach. Get the insights and infographic here.

I think I might have seen all the buzzing, womming, seeding, social media planning, buying, strategies and tactics available. From local brands to big spending global brands.

And by big spenders I mean $2 and $5 billion a year brands.

In May and June I’m touring through Europe, delivering several keynotes on: POE, Content Marketing, Big-Data and similar topics.

So I just couldn’t leave this inspiring infographic untouched.

CMOs and POE Social Media Planning

I know that CMOs think that size matters. The 2013 CMO social media guide delivered the proof for that statement. The 2012 CMO social media guide was at least very hopeful.

CMOs brag about their number of Facebook fans and Twitter Followers on the golf course. Especially male CMOs think in: mine is bigger than yours. That explains why I used the heading visual in this story.

Media agencies too often tend to take the tactical approach by looking at the reach of a social platform alone.

True influencers, blogs, interest networks, owned media channels and earned media are easily forgotten about.

Or neglected at all.

What do we discover going beyond reach?

That brands are more and more helping, not hyping. With smart owned media platforms like Nike Running, or with smart (mobile) brand utilities, brands are becoming the next publishers.

Yes, sir. Most brands will have their in-house editorial team, like a radio or tv station, a magazine or newspaper.

An editorial team of people that knows and interacts with your audience. People that create content based on insights. But all very light on branding.

With content marketing, content creation, aggregation and curation more brands are creating organic growing platforms. I tend to call them: owned media channels.

A great example of a publisher-alike-brand is Gatorade with their Mission Control:

Click here to view the embedded video.

What comes to your CMO mind when you have seen this video and their approach?

When looking beyond reach, CMOs and their media agencies might also discover social platforms like: Reddit.

With only 70 million users today, Reddit was already acquired by publisher Conde Nast in 2006.

How about Tumblr? A cool social platform that might be acquired by Yahoo! this week for $1.1 billion. Tumblr only had 184 million unique visitors, and 12.1 billion page views last month according to Quantcast.

Foursquare is even a much, much smaller SoLoMo (social-local-mobile) player. But I recently wrote that Foursquare could become one of that intermediating location or check-in layer for the Internet.

I know that Facebook has one billion users. We all know that. So it might be a no-brainer for your social media planning. But the true questions might be:

Why are Reddit, Tumblr and Foursquare so often left out of your social media planning or plan?

Is your social media marketing strategy based on advertising and reach alone?

Are you getting the highest possible ROI on your media investments by using the smartest possible mix of POE?

I think these are really relevant questions. However, I noticed that they mostly stay unanswered.

Infographic: the most effective social media platforms

This infographic shows that there is hope. Hope that social platforms will be picked and planned beyond reach.

I hope it is inspiring to you.

And I hope to meet you during one of the events in May or June.

My Opinion?
It might be pretty clear by now? I hope to see more strategic social media planning which truly fuels the social media marketing objectives.

Reach might be a good start. But smart POE planning should go beyond reach.

What About You?
How do you like to see POE, content marketing and big-data being used in your media mix? Our readers would love to see your ideas in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (sold to WPP) and Global Chief Social Officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.

The post POE Social Media Planning Beyond Reach (Infographic) appeared first on VIRALBLOG.COM.

Remember Me Game Features YouTube Star Devin Supertramp

Igor Beuker — Mon, 20 May 2013 16:50:58 +0000

Remember Me game features YouTube star Devin Supertramp in a stunning creation for the launch of Japanese video games developer Capcom.

Social entertainment company Bigballs Films has launched the final phase of a nine-month European and North American campaign for Capcom.

The result? A stunning video and video game.

Multi Platform Social Gaming Experience

The multi-platform, mixed media campaign plays out on Facebook, YouTube, Twitter and Tumblr, as well as connecting back into the real world.

Developed by Parisian studio DONTNOD Entertainment, and launching on 4 June in North America and 7 June across Europe.

‘Remember Me’ is set in 2084 in a futuristic Paris where advances in technology allows memories to be digitised and then shared, bought or traded.

Set against this backdrop, Nilin, an elite memory hunter, awakes to find her own memory erased and begins a journey to discover who she is and why she is being hunted down.

Bigballs Film’s campaign kicked off in August 2012 with gameplay trailers and artwork that revealed the game’s Neo-Paris 2084 setting.

Awesome Inception-meets-cyberpunk storyline

And the Inception-meets-cyberpunk storyline was seeded across Twitter, Facebook and YouTube, all building anticipation and excitement around the game for a whole new audience of fans.

Then in February 2013 a four-month campaign launched that blurs the lines between the real world of today and the game world of a believable near future.

Using film, photography, original artwork and text, an interactive journal tells the story of Antoine, the founder of Memorize, and his life from 1984 – 2084.

Tracking his personal evolution from his days at University in San Francisco, to the changing face of his company and the trial and tribulations the wider world faces over these years, the journal leaves the user at the start of the first scene of the game; Remember Me.

The first iteration of Antoine’s journal is played out on Tumblr and shares science, philosophy and inspirational stories that create a real world footprint for people to follow and interact with in real time.

YouTube Star Devin Supertramp

An inspirational mood film for Antoine and his fictional company Memorize created by YouTube star Devin Supertramp leads seamlessly into the full journal:

Click here to view the embedded video.

Created in conjunction with Tokyo Digital, the journal is a true multimedia experience, combining video, sound, still images and interactive minigames presented in an engaging, intuitive manner.

It has been built entirely in HTML5, allowing for a rich immersive experience independent of platform, meaning that users will enjoy all of the included content whether they’re viewing it on a desktop, tablet or mobile device.

By interacting with the journal’s content, users can discover Easter eggs and uncover clues that enrich the game experience; and game elements offer users the chance to ‘unlock’ memories and exclusive content.

A live action trailer launching on 28 May provides the final piece of the puzzle and explores the sequence of events that led to Nilin being hunted.

Richard Earl, Product Manager, Marketing Strategy at Capcom commented, ”This final stage of the campaign continues the innovative approach Big Balls have taken and complements perfectly the rich universe that Dontnod created in Remember Me.”

Gav Rowe, Director and Founder of Bigballs Films commented; “Dontnod have gone to great lengths to create a rationale and reasoning for how the world had materialized into their vision of Neo-Paris 2084.

We couldn’t resist tapping into this rich heritage to realize and create the story of Memorize all the way back from the present day up to 2084.

The surveillance culture and technological advancements present in Remember Me are already spiking in contemporary society, and as such a journey from now to their future felt like the perfect way to immerse the user in their game world.”

I feel that the experience lives up to the quotes, right?

Get the full experience here

Want to get the full experience? Well, here you can find some of the channels:

Remember Me Game Journal.
Remember Me Game on Facebook.
Remember Me Game on Twitter.

My Opinion?
A truly amazing piece of non-linear video game and social entertainment.

It is showing us and brands the near future of video, social gaming, mobile multi-platform experiences in very rich ways.

I hope there are agencies and CMOs around that can get close to offering their audiences similar digital experiences.

In a long term interactive program like this.

I doubt it.

A few. Maybe.

What About You?
How do you like the video, the game, and the Inception-meets-cyberpunk approach? Our readers would love to hear your ideas in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker.

The post Remember Me Game Features YouTube Star Devin Supertramp appeared first on VIRALBLOG.COM.

Cyberbullying Indicators: What Digital Behavior Reveals?

Jessica Carol — Mon, 20 May 2013 14:37:35 +0000

Cyberbullying teens have been making headlines and people are now scampering to understand just what they should do to control the situation before it gets out of hand.

Parents and educators have a vital role to play in terms of prevention.

However, many a times a teen that don’t speak up shows no obvious signs that they’re being bullied – so, how do you stop something you cannot see?

Experts such as Justin Patchin are now talking about a teen’s digital behavior and how it can point to cyberbullying.

Cyberbullying: Nothing out of the ordinary

The problem with teenagers is that they’re truly dysfunctional – that dysfunctionality is important because it helps them learn who they are; it’s what contributes to what makes them unique later on in life.

However, this also means that if something’s going wrong, parents and educators might end up chalking it up to dysfunctional teen behavior and not realize that there’s a bigger problem at hand.

Just like you read between the lines, you need to read between the ‘weird’ with teenagers.

Justin Patchin, in an interview with Mobistealth, outlines odd digital behaviors you should look out for:

- Teens who excessively use the internet now shies away from it, even to the extent of shunning homework
- They have no interest in their PC/laptop whereas they used to be glued to it before
- They used to spent several hours on Facebook but no longer login frequently
- Teens are prolific texters, so if the teen is ignoring it’s phone there maybe an issue
- A negative change in their general attitude towards technology itself

Always remember that a person’s digital behavior isn’t the only thing that changes.

Any abnormal behavior which is exhibited by a teen should be taken seriously and addressed.

You never know the red flags you’ve missed out unless you explore them.

Don’t barge in

A teen who is finding it hard to talk to his teachers and parents will not be very helpful when you try to talk things out directly.

If they felt that they could come to a figure of authority with their problem they would’ve already done so.

It’s important to approach teens in a manner where they’re most comfortable. Both parents and teachers can create a steady path for the teen to tread before he can open up.

It is important that they:
- Talk about other cases of cyberbullying, be it a local, national or international case
- Ask whether such things have happened around the school the teen goes to
- Try to get them to open up by introducing empathy into the equation

My Opinion?
I believe that it is important is that the teen that is being tormented is made to realize that there are people who care about them.

Most teens don’t speak up against cyberbullying because they feel like the situation will only get worse and they can’t handle anymore problems.

If parents and educators are able to infuse trust into the equation then they may be able to not only address the bullying, but also minimize the harm that the teen has suffered.

Are there any solutions that readers feel would be more appropriate to tackle cyberbullying in a highly digitized environment?

What About You?
What solutions do you see? I would love to read your thoughts in the comments below.

About the Author
Jessica Carol has been working on privacy and security issues in terms of both cell phones and PC. Her most recent work revolves around issues relating to Cyberbullying. Her articles have mostly landed on the Mobistealth blog, where she’s covered several aspects of technology. She tweets @jcarol429

The post Cyberbullying Indicators: What Digital Behavior Reveals? appeared first on VIRALBLOG.COM.

Heineken’s The Negotiation: Real Or Fake?

Laurens Bianchi — Mon, 20 May 2013 11:09:12 +0000

Heineken offered a handful of men the opportunity to go to Champions League final at Wembley. How? By challenging their negotiation skills….with their women.

Taking place in a furniture store, Heineken offered a handful of men the opportunity to go to Champions League final at Wembley if they could convince their ladies to buy a couple of football seats.

The big catch? The men weren’t allowed to mention anything to their ladies.

Many guys hate shopping with girlfriends, but what if the guy is secretly challenged to buy an overpriced piece of not-so-rad furniture in exchange for Champions League final tickets?

Seems like a great script fore a hidden video concept. But my big question is: are the couples in the video real or are these actors?

See it for yourself in the video below:

Click here to view the embedded video.

My Opinion?
Heineken has been showing some great advertising over the years and after reading their ad again lives up their amazing creative talent expectations.

As I don’t believe the people in The Negotiation are actually not real couples, but actors, I feel a bit of disappointment.

But it seems that I’m the only one, as people are actively tweeting about it and even more important for Heineken: they like it.

What About You?
After seeing the video, what do you think? Real or fake? And regardless the fact that these are actors or real couples, do you like the concept?

The post Heineken’s The Negotiation: Real Or Fake? appeared first on VIRALBLOG.COM.

Reddit’s Secret Plan For World Domination

Martin Michalik — Sun, 19 May 2013 15:55:53 +0000

In case you never heard of Reddit, it’s the highest time to open your ears
(and eyes).

This week Reddit’s new sales and strategy boss, Mike Cole sent an amazing advertising deck to Simon Dumenco from AdAge.

And the deck is nothing you’d probably seen before from a media representative…

Short introduction to Reddit?

A forum-alike social network with basically all kinds of topics you can think about. And beyond. The variety of sub-reddits is really astronomical and I doubt you would not be able to find what you’re looking for.

From the advertisers’ point of view, and even though being universe on its own, this platform has a huge potential, the trick is to know how to approach it. Maybe this marketing field guide will be helpful.

And as mentioned earlier here, Reddit can be the incubator of viral brand stories. When looking at the stats, 70 million users generate around 5 billion page views.

Yes, 5 billion.

As the grumpy cat says, Reddit is not the Holy Grail for marketers. But it’s a great place where a conversation can be started, with the right tone of voice and in well chosen space.

Also, it’s not for every brand, I highly recommend to have a look at the sentiment and discussions before campaigning on Reddit. And what will you get?

Here’s the awesome deck, featuring unicorn, cats, and a great numbers about this platform.

Some key facts?

70 million users
5 billion page views
average Redditor spends 20 minutes on Reddit
and visits at least 3 times a day
Did you know that Reddit has the world’s largest gift exchange?

Reddit’s Secret Plan For World Domination

My Opinion?
Personally I love Reddit, found a lot of interesting information there, had great laughs and spend there more time than an average redditor.

From marketer’s point of view, there are only few weird and/or crazy enough brands that I can imagine doing a great campaign on Reddit.

I recommend to give it a try, warning though: highly addictive!

What About You?
Are you a redditor as well or never heard of this platform? Can you imagine advertising campaign for your client on Reddit? Our readers would love to see your thoughts in the comments below.

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Want more stories on breaking with the status quo? Browse our category Social Media, join us on Twitter, LinkedIn, Facebook, Pinterest, RSS and get our weekly E-mail Newsletter for updates and free bonus content.

Source: AdAge – Armed and Dangerous Unicorn-Riding Cat To Help Reddit Gin Up Advertising

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How Somersby Cider Gets Men Dancing At Parties Again?

Igor Beuker — Sat, 18 May 2013 12:14:42 +0000

Somersby Cider has launched Project OpenMinded after discovering that 52% of men are not dancing at parties. Get the insights and cool video here.

What happens when you ask a window cleaner to work in the middle of a bar?

Welcome to Project OpenMinded. Let’s turn party Oh no’s into party Oh yeah’s.

White Men Can’t Jump – Why Men Don’t Dance

Remember the 1992 movie White Men Can’t Jump starring Wesley Snipes and Woody Harrelson?

The famous and fun movie about black and white basketball hustlers joining forces to double their chances.

Well, jumping does not seem to be the only weakness of men. How about our dancing skills?

Actionable Insight Driving Somersby Cider Campaign

Being a strategist I always look for actionable insights and strategy driving a campaign or program. I like the use of this actionable insight. Why?

The campaign for the Carlsberg owned cider comes following an Epinion survey for Somersby among 999 people, which found that 52% of men don’t dance at parties because they don’t believe they can.

Somersby Cider claimed and coined this insight by launching part 1 of 4 webisodes as part of Project OpenMinded. A mission to help people step out of their comfort zones.

The first webisode in the campaign shows Jurgen, a professional windows cleaner who uses his work skills to help him dance. See Jurgen in action in this cool video:

Click here to view the embedded video.

Clever and fun, right?

My Opinion?
As explained I like the use of the insight and how Carlsberg turned it into an actionable insight for Somersby Cider.

I look forward to see the next 3 webisodes.

What About You?
How do you rate Jurgen’s skills, his video and the use of insights? Our readers would love to hear your thoughts in the comments below.

The post How Somersby Cider Gets Men Dancing At Parties Again? appeared first on VIRALBLOG.COM.

VIRALBLOG.COM » Viral ideas.Trends. Inspiration

Top 5 Videos In Viral Friday: Xbox One Reveal

1. Xbox One Reveal 2013 Highlights

2. The YouTube Challenge Challenge!

3. Swedishniss

4. Coca-Cola Small World Machines

5. Big Gas Savings

viral

How Nike Brings A Football Pitch Near You With #Mipista

Former Arsenal player Bergkamp and Johan Cruyff at the opening of Cruyff Court in London (source: Arsenal)

What Top 5 Social Brands On Twitter Are Doing Right

POE Social Media Planning Beyond Reach (Infographic)

CMOs and POE Social Media Planning

What do we discover going beyond reach?

Infographic: the most effective social media platforms

Remember Me Game Features YouTube Star Devin Supertramp

Multi Platform Social Gaming Experience

Awesome Inception-meets-cyberpunk storyline

YouTube Star Devin Supertramp

Get the full experience here

Cyberbullying Indicators: What Digital Behavior Reveals?

Cyberbullying: Nothing out of the ordinary

Don’t barge in

Heineken’s The Negotiation: Real Or Fake?

Reddit’s Secret Plan For World Domination

Short introduction to Reddit?

Reddit’s Secret Plan For World Domination

How Somersby Cider Gets Men Dancing At Parties Again?

White Men Can’t Jump – Why Men Don’t Dance

Actionable Insight Driving Somersby Cider Campaign

Top 5 Videos In Viral Friday: Space Oddity

1. Space Oddity

2. Abercrombie & Fitch – #FitchTheHomeless

3. Old Spice – Baby

4. A Facebook Update In Real Life

5. Daft Punk – Random Access Memories