The Esquire that goes on sale in October this year is going to have an e-ink front cover and front inner. The cover will animate, and there will be a Ford ad on the inside front. The Ford ad has paid for most of the costs of production - which amounts to a 'few dollars' per copy
The Media Futures conference I went to the other week, reminded me of a little phrase that a planner I used to work with (Abe) said was invaluable. The basic idea is that whenever anyone makes some claim or tries to peddle you a message, the immediate response to this should be 'so what'.
This 'withering rejoinder' as Dr Brian Winston put it, is the acid test for whether any innovation really is likely to change the society it goes into. It is also the thing that every person asks themselves whenever they see your marketing hyperbole.
Use the 'so what?' test next time. You will see it works.
You know what it’s like. You’re chatting to your robot friend whilst skydiving from a floating marshmallow castle when you realise you’re late for work.
Wouldn’t it be great if your second life didn’t have to end where your first life begins?
We
think so too, so we created Vodafone InsideOut. It lets you call and
text between Second Life and the real world. The Beta service is live,
so you can try it out now.
Second Life phone service from Vodafone now launched!
The beta is available until end November this year.
Remember the Chevy Tahoe 'make us a TV ad' campaign that went balls-up? This Youtube link may refresh your memory. As perhaps will this:
Well, now get this for a post-rationalisation from Wired:
The thinking went something like this: Chevrolet is all about being revolutionary, right? (That's debatable, but since Chevy's tagline is "An American Revolution!" this is where all discussion starts at its ad agency.) And if Chevrolet is revolutionary, then its advertising ought to be, too. Ergo, the Chevy message needed to escape the tightly controlled, painstakingly monitored, woefully predictable confines of the 30-second TV spot and roam the online jungle. But everybody's doing that now. So, Chevy marketers thought, let's take this thing a notch further – let's have an online contest to see who can create the best TV ad for the new Tahoe. The wikification of the 30-second spot – what could be more revolutionary than that?
Sales went up, and maybe they were the fortunate victims of
serendipity but to claim they planned it is a bit too much to swallow.
Interesting article though, thanks to thoughtcrime.
Lost - new to Sky One (owned by Murdoch) is showing the first two episodes of the new series on Myspace (also owned by Murdoch). Not only a good promotional strategy, but one that is going to make good business sense for MySpace too. I wonder how many more Sky shows will be using this strategy?
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