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Interview: Adrian Si of Scion Broadband on Branded Entertainment

Adrian_Si_on-demand brand Name a successful digital marketing initiative for Toyota's Scion auto brand, and Adrian Si is likely the man behind it.

Second Life? Been there, conquered that - by way of Scion City, where residents can test drive, customize, purchase and drive virtual versions of the Scion xB. But Si certainly didn't stop there.

Working with social media firm Millions of Us, Scion created a sit called WhatIsScionCity.com that features six short films that use the technique known as machinima - cinema staged and filmed within Second Life's virtual world environment, using avatars as the film's characters - with each film providing clues to the history of Scion City. Newer efforts, like an augmented reality game promoting the new Scion tC have only polished Scion's reputation for success.

And then there's the crown jewel of Scion's branded entertainment portfolio, Scion Broadband, which finances and showcases short films, music videos, animation and other creative work - with a heavy emphasis on music - designed to connect with the brand's target consumers in potent new ways.

Of course, for many brand marketers, a number of questions immediately come to mind. In this exclusive source interview for the new book, THE ON-DEMAND BRAND, I ask Si to explain just how this portal is paying off for Scion.

 

(Approx 6:56)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Exclusive: Coca-Cola's Prinz Pinakatt (Concl) - Building 'Brand Love' Through Digital

  Final excerpts from my source interview with Prinz Pinakatt, head of interactive marketing for Coca-Cola Europe, for my new book, THE ON-DEMAND BRAND.

OD_Prinz_PinakattIn this final segment, Pinakatt describes building what he calls "brand love" through integrating traditional and digital marketing - including the hugely successful "Happiness Factory" campaign, an age-old favorite that spanned television, radio, online games, branded videos, mobile and much, much more.

Along the way, you'll hear some important insights on Coke's expectations for ad agency partners.

(Approx. 4:01)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Exclusive: Coca-Cola's Prinz Pinakatt (Pt 2) - on Coke & iPhone Apps

OD_Prinz_Pinakatt In part one, we focused on text-based campaigns and augmented reality. In part two, more on Coca-Cola Europe's perspective on iPhone apps, ad targeting and consumer privacy.

 

(Approx 4:23)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Exclusive: Coca-Cola's Prinz Pinakatt (Pt 1) - On Mobile Augmented Reality

OD_Prinz_Pinakatt It’s no secret Coca-Cola Europe has been at the forefront of the mobile revolution, long having turned the nascent channel into a major sales tool. But more recently, the beverage giant has been launching branding initiatives via mobile to astonishing effect.

Two notable projects: The Fanta Stealth Sound System, an iPhone app that enables teens to make fun of grownups using audio clips that are broadcast at frequencies too high for anyone over the age of 21 to hear; and an augmented reality tennis game that you play using your mobile phone as a racket.

 

 In a source interview for the new book, THE ON-DEMAND BRAND, Prinz Pinakatt, head of interactive marketing for Coca-Cola Europe, shares his insights on Coke’s perspective on mobile in general, and then makes a blockbuster prediction about mobile augmented reality.

(Approx 5:15)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Rick Mathieson to Moderate Panel on Advertising Innovation at Digital Hollywood October 21

Digital hollywood fall I've been invited to a return visit as moderator for a panel on advertising innovation at Digital Hollywood Fall.

As the session description puts it: "Advertising is finally discovering and finding its way into the next generation of technology media and entertainment industries. Broadband, mobile, IPTV, cable and interactive TV and of course in games, ads and branded information are being delivered in many forms. The technologies behind ad-insertion, ad serving, on-demand technologies and a full host of back-end management technologies are enabling greater creativity and enhanced options in the relationship between technology and advertising. In this session, we will open an ongoing conversation of how technologies are evolving, where they are heading and how the advertising and branding industries will gain further technology traction."

My panelists will include:

• Richard Jalichandra, CEO, Technorati
• Greg Philpott, President, mDialog
• Paul Drew, Technology Director and Resident Gaming Expert, IMC
• Dave Williams, CEO and Co-Founder, BLiNQ Media
• Caleb Hill, Senior Vice President, Products, Unicast
• Jarrod Moses, founder, President and CEO, United Entertainment Group (UEG)

Should be a lot of fun. Get complete details here.

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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MBAs on THE ON-DEMAND BRAND: Branded Entertainment & Social Media Engagement

On-demand brand cover The conversation continues over at the University of Colorado, as students of the MBA program discuss THE ON-DEMAND BRAND.

This week, the class is discussing my precepts branded entertainment and social media engagement. Check out the ongoing disucssion here.

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Texting vs. Apps: Clickatell Founder Peter de Villiers Speaks Out

Photo_pieter_de_villiers Maybe it's just been lost in the hype around mobile apps, but the lowly SMS still reigns supreme as a way to connect with consumers on the go.

Just this last week, the Pew Internet & American Life project pointed out that only about 25% of US adult mobile subscribers use apps, while the vast majority use text messaging.

It's a reality check that Peter de Villiers, founder of Clickatell, one of the world's largest messaging providers, is happy to deliver to marketers who aren't just chasing the buzz of mobile apps - and who must really generate biz.

Peter de Villiers: Txt Sells

(Approx. 5:15)

 

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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MBAs Discuss THE ON-DEMAND BRAND - Join The Conversation

Mbas examine the on-demand brand Apparently MBA students at the University of Colorado are studying THE ON-DEMAND BRAND this fall, and are posting an ongoing discussion of the book online.

It's been exciting to read student reaction as they make their way through each chapter and discuss each of the book's 10 Rules of Digital Marketing Success in an Anytime, Everywhere World.

As the professor puts it: "Each year I select one popular press book that I think somehow grasps the true intersection of marketing and e-commerce. In previous years we have read Paul Gillen's "The New Influencers," and John Battelle's "Search." This year, the honor goes to Mathieson."

We'll follow the discussion here as well, starting with:

RULE #1: Insight Comes Before Inspiration

As one student comments:

"For me Rule #1 is all about setting the foundation for a successful e-marketing/social media campaign. Social media like any other form of marketing needs not only to align tactics with business objectives and core competencies but also understand the customer. This chapter reminds us that to increase our likelihood of success we must understand our target audience and align our digital media offering to target specific needs. Mathieson says it well when he stated: “Know thy customer-and thy channels … If you don’t know who your customers are, what they like, and how they use-and want to use- digital media, you’re just shooting in the dark. But armed with customer insights, the sky’s the limit.” The Dove campaign is a perfect example."

Read more about the classes' take - and join in yourself - here.

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Exclusive Interview: Alex Bogusky Tells All (Conclusion) - On Marketing In The On-Demand Age

Gw BK subservient chicken In this final clip from my exclusive interview with advertising legend Alex Bogusky for the new book, THE ON-DEMAND BRAND, Bogusky shares how 'Subservient Chicken's' sudden success made him sweat - and his advice to marketers in an age of so many transmedia possibilities.

On-demand brand Alex Bogusky ALEX BOGUSKY TELLS ALL (CONCLUSION) - MARKETING IN THE ON-DEMAND AGE

(Approx 3:10)

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<


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Exclusive Interview: Alex Bogusky Tells All (Part 4) - On Branded Entertainment

In part four of this exclusive interview for the new book, THE ON-DEMAND BRAND, advertising legend Alex Bogusky shares his insights on CP+B's first-look deal with Fox, the promise and peril of branded entertainment - and what was once to be a full-length Burger King movie called "Above The King."

On-demand brand Alex Bogusky ALEX BOGUSKY TELLS ALL (PART 4) - 'ABOVE THE KING' AND THE NEW WORLD OF BRANDED ENTERTAINMENT

(approx. 3:15)

 


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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

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