Social for 60 million users. The Atom Launch

Thanks Going Social Now, for this run down on old school Terra's new social face

By Shiv Singh on January 13, 2009 5:05 PM | Permalink | Comments (0) | TrackBacks (0)

Sometimes the larger and more dramatic of website launches get missed if they're not US centric. Terra relaunched a few days ago and is probably one of them with 60 million unique visitors every month. Or rather 1/12th of it launched. The launch strategy dubbed the Atom Launch calls for the introduction of new features on the seventh day of each month. The new Terra boasts third generation social networking features and a strong interplay between editorial content and user generated content driven by user behavior.

Components include tools for multimedia collaboration and interaction, all designed to strength the exchange of contented generated by users and Terra (Terra TV 8 million unique users with 66 million streams per month). The resulting platform will allow for the integration and contextualization of high-impact rich media on the portal’s homepage and its many channels, videos on Terra Shopping and even ad-server tools for cell phones, including the iPhone and smartphone. Be sure to check out features like the Audience Pulse and the Community areas. Razorfish worked this and its incredibly exciting because in a similar fashion to some of the work we've done in other emerging markets the sheer volume of traffic to the site is breathtaking. Play around with it and tell us what you think.

QR access to 3D content

Nice campaign from Ford Ka. http://www.gofindit.net/

Created some funky 2D QR codes that, if scanned using a reader app revealed a lifelike 3D model of car.

Really like the customised QR codes, and mobile, augmented reality angle


Ford of Europe is launching its first “3D interactive” mobile phone campaign through Wunderman, is for the new Ford Ka, and seeks to engage new young drivers and influence their choice of car.
The campaign is focused on stickers that look a bit like QR Codes, but aren’t. When a consumer points a cameraphone at one of the stickers, provided they have the right model, they see a mobile URL (gofindit.net) for a Ford Ka prelaunch site.
When they go to this site, users can see films and photos created for the campaign. They can also click on a link to go to another mobile site (fordka.mobi) from where they can download an application that enables them to see a 3D image of a Ford Ka when they launch the app and point their cameraphone at one of the stickers.
Wunderman says the 3D Ka is viewable on Nokia cameraphones released within the last two years, plus most Windows Mobile cameraphones. In fact, the fordka.mobi site lists 21 models of Nokia phone that the app will run on.
The stickers that the phone needs to be pointed at in order to see the 3D Ka are contained in packs that are being given out to individuals who match the Ford Ka target audience in bars, clubs, universities and other venues. Experiential youth marketing firm Don’t Panic is handling the distribution of the packs.
The campaign will launch initially in the UK and roll out across Europe. Wunderman says it is the first mobile campaign by an automotive brand to use ‘augmented reality’. As Wunderman describes it, this is: “a field of computer research which deals with the combination of real-world and computer-generated data (virtual reality) where computer graphics objects are blended into real footage in real time”.
“The people we want to attract look beyond the obvious to discover the hidden treasure and that’s the essence of the Ford Ka ‘Find It’ campaign,” says Ford Europe Small Car Communications Manager, Claire Hepworth. “Our augmented reality mobile campaign is a key component of the pre-launch activity ahead of the official launch in January 09.”
Perhaps the best way to fully understand the campaign is to check out the video:



Check out the mobi site here: http://fordka.mobi

CoTweet and Emotional Marketing

Thanks NExt GReat Thing for yet another twitter innovation

Every day, more platforms are developed to connect brands and customers via the Web. At last week’s NY Tech Meetup, the founders of CoTweet asked the 400+ attendees whether “brands belong on Twitter.” Most everyone raised their hands, which to us signaled an openness towards brands among the tech community (or at least a “don’t bite the hand the feeds you” sentiment).

Since Twitter is the latest “craze” among marketers, CoTweet (launching soon) focuses on making it easier for brands to manage their accounts. Indeed, while some companies have excelled at microblogging, it requires vigilant monitoring and instant intelligence. For many others, it’s been a cumbersome proposition.

CoTweet looks to solve this by allowing multiple users to manage one Twitter account. The service tracks exchanges through a case management tool and allows updates to be easily be scheduled. Labor can be divided amongst employees, tapping the collective wisdom of people across areas like marketing, PR and customer service. You can also assign tasks and track followups. To keep the conversation personable, a “^signature” mark makes it clear who is speaking behind the brand.

This last aspect, we’ll call it Emotional Marketing, is perhaps the most salient. On Twitter or wherever else they have a “presence,” brands should strive to be multi-dimensional. (This is something we are exploring through mobile with our Stream Teams.) Brands are, after all, made up of many different people, and these people are their most valuable asset. Too often, though, they tend to act as single-faceted facades online, staying “on message.” But as brands now strive to be accountable, transparent, and consumer’s “friends,” they cannot overlook the importance of “keeping the conversation personable.” Seeming more “human” can help brands form emotional bonds with consumers, the strongest kind. As brands continue to evolve in the social-digital space, platforms like CoTweet that let many voices do the talking will become increasingly essential.

CoTweet.com

Geo-smell-metrics

Thanks Simon McCrudden for sharing this article from the Guardian

Smell Club sniffs out world's best and worst odours
Cat breath, fresh futons and a grandmother's house among the odours catalogued on website

• Justin McCurry in Tokyo
  
• guardian.co.uk, Monday 12 January 2009 13.20 GMT
• Article history

Ranked for rankness: Cow dung, cat breath and socks. Photograph: Stephen Shaver/EPA

Worried that a trip to Japan might be ruined by the stench of feline halitosis? Convinced that a weekend break in Paris will be all the more memorable for a sniff of herbal soap? Time, then, to consider membership of the Smell Club.

The club's website (Japanese language), is the brainchild of a Japanese firm with an overdeveloped interest in all things nasal, and tags different odours around the world, pinpointing them on a map.

Since its launch last month, the site has gathered more than 160 odours in 68 locations, submitted by 200 members who call themselves "smellists".

The smells submitted so far range from the decidedly fetid – cow dung and old socks – to the quirky, including freshly aired futons and the steam from a rice cooker.

All users have to do is click on a balloon tag on the map or enter a keyword to reveal vital data, such as when best to inhale – or avoid – a particular smell and where to encounter it. The smells are ranked in order of pungency, from light to extra bold.

The people of Fujisawa, south-east of Tokyo, may be surprised to discover that part of their town, which isn't known for cattle farming, is redolent of the "the toasty odour of cow dung".

"We would much prefer to be known for the salty sea breeze," said one resident of the surfing town.

Also best avoided is nearby Kamakura, Japan's ancient capital, where the aroma of temple incense now apparently mingles with that of the bad breath of cats.

The site's operators say they are working on its one obvious weakness: the ability to verify the smellists' claims.

"All that is missing on the web is a smelling function," the spokeswoman Kayo Matsubara told the Associated Press. "That's our next challenge."

Even if that's not possible, the listed smells are eclectic enough to elicit nods of recognition.

One contributor, identified only as Nakkuru, says the smell of her grandmother's house puts her at ease, while Namezaemon declares himself thrilled by a passing woman's pheromones.

Smelly Okada's idea of nasal nirvana, meanwhile, is the aroma of a freshly unsheathed Apple computer.

Interactive e-cast Sharpie billboards

Thanks to Australian Cool Hunter for this post... however, I'm not sure that being allowed and even encouraged to graffiti something in a public space really "satiates" the desire to deface public property as their article suggests. But it is still a nice interactive idea with semi-product demo thrown in. Actually, it reminds me of the Adidas Adicolour campaign detailed here and pictured just below which was much better in my opinion.
Many of us have a fascination with graffiti art, and we sometimes look over our shoulders to make sure no one's watching when we scratch our initials in a freshly laid slab of concrete, or carve them into a wooden desk, or even scribble profanities across the stall door in a public toilet.
The creative minds working for Sharpie, the ultimate in permanent markers have discovered a way to satiate our desires to deface public domain. Interactive e-cast billboards have been scattered around cities, which allow people to experience the rush of creating their own graffiti. Choose some colours, write a message and Sharpie makes it possible for anyone to leave his permanent mark on the side of the bus stop or the public phone or anywhere else billboard advertising may be experienced.

No leave, no life

It’s official – Australians are just no good at taking holidays. Thanks to Smart Company for letting us know.

A new study of Australia’s holiday habits by the Federal Government’s Tourism Australia organisation has revealed that nearly 60% of full time workers will not use their full four weeks of leave this year and have eight weeks accrued.

Men aged between 35 and 49 have the biggest leave balances, despite the fact that half of them have children under 12 years of age.

According to Tourism Australia’s calculations, Australians have a total of 121 million days of annual leave owing, which equates to a leave bill of $31 billion for the business community.

Tourism Australia has used the research to launch its “No leave, no life” campaign to encourage workers to take leave and hopefully stimulate the struggling tourism market.

Now piss off and go get some rays.

Some great stuff from Sony

Sony chief executive Howard Stringer has declared that the electronics industry must continue to innovate despite the economic downturn... and then showed he is prepared to back up his words with actions. Stringer used his address at CES to unveil a series of prototype products from the boffins at Sony (thanks to this Smart Company article):

- A pair of eye glasses with tiny video screens that are able to show full length movies

- A bendable video screen and a Wi-Fi camera that allows the user to download pictures and video straight to a computer without the use of a connecting cable

And then there was this just before Christmas thanks to engadget:

Sony Cyber-shot DSC-G3 launches: world's first WiFi camera with web browser

The planet's first WiFi camera with a built-in web browser, enabling users to upload images and video directly to popular sharing sites wherever a WiFi connection is available. Of note, the camera comes with complimentary access to Sony's Easy Upload Home Page via AT&T WiFi, which provides easy entrance into Shutterfly, Picasa, YouTube, Photobucket and Dailymotion. Other specs include a 10 megapixel sensor, 4x optical zoom and Face Detection. It's yours to grab right now for around $500.