Best interactive work this week May 29, 2009Posted by David Gillespie in advertising, technology.
Tags: Bank of America, Google, Intel Corporation, Magnetic North, Mercedes-Benz, Tourism Victoria, Toyota Prius
Continuing the regular look at the best sites, banners and indescribables that came across my desk this week. If you see something (or better yet, make something!) worth checking out, please leave a comment and I’ll come check it out.
There’s something about the work out there at the moment that makes me want to leap out of my 9th – soon to be 11th – floor window. There is tedious, self-absorbed work from Mercedez Benz, Intel, Bank of America, it goes on. The BofA site, The Morris Code, it particularly disappointing as it comes courtesy of Organic, who really should know better. We’re seeing the continued proliferation of TV commercials doubling as micro-sites, engaged in unhealthy, endless bouts of flashturbation. And for what? For limited, one-time value that disappears the second the media buy is over. Don’t get me wrong, the production values on those sites are off the charts, but I think that’s part of the problem – all of these sites are driving a message down the throat of the visitor instead of finding a way to engage and interact.
I finally arrived with great pleasure and enthusiasm on Magnetic North’s site, which had at least taken the time to consider what one might like to do on the web. Light on the flash, heavy on the interaction, you can scribble on their home page, which reveals their work beneath it. View a campaign, if you like it click just once to see similar projects, a mix of finished products, sketches and demos. When are people going to learn brands can be tinkerers too? The best stuff is rarely shiny and never perfect.
The best banner execution I saw this week was for Prius. Saatchi in the US executed it but hats off to the media buyer, it no doubt took a lot of work to get it off the ground. Banner Blog has a QuickTime clip of it in action, honourable mention also to a Tourism Victoria spot from Publicis Mojo, which doesn’t seem to be working properly on BB but I get the sense there’s something pretty cute going on.
From the Much More Important Than Advertising Dept.: I missed this announcement from Google saying they were extending their dalliance with Open ID. As I wrote earlier this week at AVC, I want a single point of identification in my web access, not several logins for hundreds of silos. Slowly slowly catchy monkey.
But the coolest thing I saw this week, hands down, was some new work out of Boffswana, which is staffed by a friend or two in Melbourne. Look at the below video and marvel.
Have a great weekend everyone.
Let me see you do that switch-a-roo May 29, 2009Posted by David Gillespie in business strategy, technology.
Tags: advertising, Bing, Facebook, Google, Microsoft, Search, Wave, Web search engine
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Ok maybe not that drastic, as Microsoft and Google already play in each other’s spaces, what I find interesting is each company’s desire to innovate in the other’s space, potentially at the expense of the things that got them to where they are.
I have a number of clients at Microsoft and I like to think I challenge them regularly to try and build new markets as opposed to steal other people’s; if Google is going down the same path then that disappoints me greatly. What I do find interesting about the above scenario though is Google’s new email idea, called Wave, doesn’t seem to have monetisation built into it beyond advertising, whereas Microsoft are obviously making a big bet on increasing search revenue via Bing, their new search engine.
Google’s play seems to be closer to an idea where everything is contained in a single space, a move I like, away from distinct destinations. Much like Facebook, they’re seeking a single dashboard from which they can control a user’s experience. Microsoft meanwhile are chasing a better mouse trap. It could potentially be a more lucrative mouse trap, but I don’t think it aligns with where user bahviour is going.
And as we all know now, disruption is never about a better mouse trap.
Go see Tim O’Reilly for more on Wave.
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I could never take the place of your man May 11, 2009Posted by David Gillespie in blogging, conversation, strategy.
Tags: Ford, Ford Motor Company, Scott Monty, Southwest Airlines, Twitter
When I made games, every now and then I’d see a project underway where all the code was written by a single individual. That individual would invariably write it in such a fashion that it was only decipherable by them. This became an issue when the project got sufficiently far along that there wasn’t time to re-write the core code (it became, in other words, “too big to fail”. Har har). The company would then be in an interesting position – they could fire the programmer and lose the work, they could assign someone else to work along side the programmer who would no doubt have the most miserable job in the whole building deciphering and documenting the spaghetti or they could…? I don’t know.
I was thinking about this as I reviewed the top 100 brands on Twitter. Upon investigation there should be a massive asterisk which leads you to “In April. Over a few days.” – but this is not the point. The list itself is a collection of the usual suspects, and where possible their Twitter name is included and linked to.
What I find interesting here is at #21 Ford appears. Not just Ford though – Ford’s social media evangelist, Scott Monty. Nowhere else on this list does an individual appear alongside a company listing, in fact nowhere else does an individual appear at all.
We can assume, at some point, Scott won’t work for Ford. This creates an interesting dillemma wherein an individual not tied to the company potentially takes the good will built up with them when they leave. We’ve seen this previously with community managers, but it has for the most part remained within the confines of tech companies. Less risky strategies have been seen from the likes of Southwest Airlines where they encourage their employees to blog and engage in social media, but do a good job of tying it under a single site.
Personally, I’m a big fan of putting a human face on this sort of initiative, in fact I don’t think it works without it. It will be interesting to see however how it plays out once Scott no longer calls Ford home.
I really believe you can’t pay someone to engage, you can only reward them for it. In this case, the reward is a job.
But this is why you can’t just pull in the new recruit from the marketing team to take up the mantle. If they don’t already engage, they’re not going to do it because of a paycheque, not in a way that resonates.
Because that can’t be bought.