Archive for May, 2008
Dunkin Donuts cave in to political blogger pressure
May 31st, 2008
At Liberate Media we like to offer examples of the power of social media and congratulate those that utilise the medium to drive change…usually for the better. Well, of course change for the better isn’t always the case and this post is an example of the use of blogging for what i personally believe is a ridiculous and quite dangerous cause.
Dunkin Donuts in the US has managed to cause a storm by bowing to blogger pressure to remove an ad, not because of environmental issues, or inaccuracy, but because of one item of clothing - an Arab keffiyeh scarf. And yes, you guessed it - it is because of potential terrorist affiliations.
Gordon McMillian over at Gordon’s Republic confirms that the reason Dunkin Donuts decided to pull the ad staring Rachel Ray a US TV chef and talk show host was due to mounting pressure from right-wing bloggers threatening to boycott the company with posts such as “Rachel Ray: Dunkin Donuts Jihad Tool”.
The company itself had this to say: Margie Myers, senior VP-communications for Dunkin’ Brands, commented: “In a recent online ad, Rachael Ray is wearing a black-and-white silk scarf with a paisley design. It was selected by the stylist for the advertising shoot. Absolutely no symbolism was intended. However, as of this past weekend, we are no longer using the online ad because the possibility of misperception detracted from its original intention to promote our iced coffee.”
It beggars belief that we’ve actually got to the stage where a simple item of clothing used in a completely irrelevant ad can cause this much uproar, resulting in a well known brand stepping down so easily.
As i said at the start of this post, this is a real and impressive case study of the power of social media, but in this instance it’s one that i won’t be proud to use. Furthermore, i fear it will be used by those that insist social media should be feared by brands rather than welcomed, but we take the rough with the smooth.
The BBC has the full story.
Honda’s leap of faith challenges TV advertising
May 30th, 2008
For those of you who missed it, last night at 8:10pm Honda and Channel 4 staged the ‘first’ ever live advert on British television. Whether it really was a first is debatable - I’ve heard reports to the contrary - but nevertheless it was a brave attempt to turn TV advertising on its head by promoting relevance and engagement, and was very successful.
The commercial, which is part of Honda’s ‘Difficult is worth doing’ campaign, featured 19 skydivers who had three minutes and 20 seconds to spell out the word H.o.n.d.a during freefall, before deploying their chutes. A replay can be watched here (suprisingly it has not yet been uploaded to the Honda YouTube channel).
The stunt was a teaser to Honda’s Accord new multi-million pound ad campaign, which airs on 1 June - the production of which has been documented on the ‘Difficult is worth doing’ blog, designed by Collective.
Overall, the ad seems to have been very well received. A Tweet Scan reveals a very positive reaction, with words such as “awesome”, “incredible” and “cool” cropping up a lot.
I was suprised by the limited amount of Honda branding - I’ve seen several reports questioning why there was so little, and I have to admit had I not read about it on the MediaGuardian website in the morning, I might have been a bit confused until the end.
However, setting minor criticism aside, the campaign is a big step towards TV and online ad campaigns being better integrated. With the fast-paced, time-shift culture that we live in today, TV advertisers are going to have to work harder to keep audiences engaged. Could live TV advertising be the answer? It’s not the only solution, and obviously demands big budgets…bit it will be interesting to see the conversion rates this Honda campaign produces.
Wii vs Xbox 360 vs PS3: An Online Comparison
May 28th, 2008
Games consoles represent some of the most advanced technology out there. So I have decided to conduct a little online comparison between the big three consoles. The Nintendo Wii, the Xbox 360 and the PS3.
I have a sneaky suspicion who’s going finish on top!
Let’s check out the findings.
The Wii takes the Twitter mentions title with ease.
The Xbox destroys its two rivals in the Digg results!
The Wii fight back in the MySpace wars.
Even stevens in the YouTube result.
The Wii wins hands down again in the Flickr showdown.
Comprehensive win for the Wii in the % of blog mentions sub-categories.
So my initial suspicions were correct - the Wii is the runaway leader. Why? Because Nintendo has organised massive launch after massive launch with Mario Kart followed by Wii Fit, and the soon to be released in Europe Super Mash Bros. This is compiled with the seemingly endless (and cunning) stories of the hard-to-find Wii console.
Pulic Relations in Virtual Worlds
May 27th, 2008
As part of the social media mix, how do PR agencies engage in virtual worlds?
Text100’s optimistic, if slightly aged, view is that virtual worlds are an essential part of the social network – and will grow in importance over the next few years.
A more sanguine views from brand communications agency Cow suggests there are opportunities but also current issues that make engagement in virtual worlds like Second Life problematic for agencies.
We’ve seen a few PR companies working in SL including: Text 100, Leo Burnett, crayon, Edelman, GSD&M, Lewis PR and Press Dispensary. Measuring the effectiveness of their engagement is a fuzzy process.
Recently, senior Second Life residents voted to ban PR from their environment (over-zealous marketers) but are still discussing exactly how to do that!
However, management consulting firm McKinsey & Company reports that virtual worlds are on the cusp of a major expansion - particularly as a way to reach younger customers - and that companies were “ignoring them at their peril.”
I wonder if there will be a second coming for worlds like Second Life – and with that, opportunities for PR agencies to engage. My experience of them has been largely negative – and recent upgrades in Second Life have not changed that view. But Second Life’s in-world economy is growing at 15 percent annually with user hours, concurrency, and economic transactions all showed robust growth.
Against that there’s been a recent slowing in Second Life new account sign-ups. In March only 408,000 new accounts were created, the smallest gain in absolute numbers since September 2007, and the smallest monthly percent gain since Second Life’s debut in April 2001. Second Life shed 1,656 paid accounts in March, the fourth month in a row more people got out of the land trade than entered it. Total premium accounts stand at 89,875, below last summer’s 94,607 peak.
Estimates of active users also vary from 500,000 to 11.7 million (total accounts: 13million).
Right now, there may be up to 20 virtual world companies developing in stealth mode. They may see the light in the Autumn at the Virtual Worlds shows in San Francisco and London. Multiverse has just released a platform upgrade that gives developers the choice to build worlds in 3D or 2D Flash.
And Apple’s iPhone games initiative opens up the potential for 2D/3D mobile social spaces.
At the younger end of the market, Habbo Hotel remains the benchmark. There are currently Habbo communities in 32 countries on six continents. To date, more than 94 million Habbo characters have been created globally and 9.5 million unique users worldwide visit Habbo each month (source: Google Analytics). The average Habbo user spends nearly 40 minutes on the site per visit.
In-game advertising company Double Fusion signed up recently to manage interactive brand campaigns with retail, fashion and sports companies in US. Over 200 advertisers have used Habbo globally - in-game billboards, contests, interstitials and instant-console messaging, customized brand rooms, sponsored quests.
Right now, I think that my advice to brands would be to watch and wait for Web 3.0, where hopefully the current technical and cultural dislocations in virtual worlds will have been resolved. Meanwhile, we could be thinking through exactly how to advise and engage when the time is right.
E-Consultancy roundtable: Who owns online PR?
May 23rd, 2008
Yesterday I was lucky enough to be invited to attend E-Consultancy’s quarterly roundtable event on the topic of Online PR.
I’m told it was the busiest it has ever been - clearly Online PR is a hot subject of discussion at the moment. The room was packed out with marketing and PR managers from a wide range of sectors including finance, technology, travel and publishing etc. In attendance on the agency side were myself, Simon Collister of Edelman, Drew Benvie of Hotwire, and Karl Havard of search agency Propellernet.
At the heart of the two-hour discussion was the burning question: “Who owns Online PR?”. Although we jumped around discussing related subjects such as research and measurement, budget and resouce allocation, to name but a few…the crux of the argument repeatedly came back to how we define Online PR, and ultimately who should own it.
One brand-side attendee summed up many people’s thoughts exactly: “Are you talking about sending out your views to your audiences who happen to be reading it in an online format rather than on paper, or are you talking about SEO? SEO is often treated as a different silo and managed by a different division, who are unaware of what the marketing department is doing. That is where the definition becomes a bit blurred.”
On the PR side, there thankfully seemed to be a conscenus of opinion that what we’re talking about here is PR- whether we’re defining it as offline or online. Online PR is no more than PR in the digital space.
From my perspective, social media is taking us back to the original cornerstone of PR - that being two-way conversation. There is a danger in continuing to segregate ‘Online PR’ as something separate, that should have separate ROI and budgets attached. This will continue to reinforce the problem of Online PR existing as an afterthought or bolt-on to wider marketing and PR efforts.
Surely it’s better than we focus on breaking down these silos, as has happened to a certain extent in the advertising industry, so that we can start to achieve a truly integrated campaign that shares the same objectives and strategy?
One search expert in attendance suggested online has outpaced the traditional PR agencies, with some trying to re-position themselves to grab this online concept, and make sure they portray that they know it. “When actually the digital agencies know the online mediums and don’t know PR, while the PR agencies know PR but don’t necessarily know the online mediums,” he argued.
At Liberate Media we’re taking a collaborative approach, forging partnerships with experts who offer complimentary services, e.g. SEO, but respect our strategic communications skills. By bringing essential new skills in-house, e.g. social media/technology expertise, we have also been able to evolve more quickly into a consultancy set-up to take ownership of online PR.