Nike got tons of coverage and attention for creating the most viral video ever on YouTube (if by some chance you still haven’t seen it – check it out here), but I’m also loving the digital installation that they’ve created in South Africa.
Basically, Nike has created a huge LED display in Johannesburg, and Chalkbot style, is letting fans from around the world use social networks like Facebook to send messages for potential posting.
You can tweet your message to #NikeFuture for a chance for your message to be on of the 100/night that are broadcasted across the display. Go for it. And go #USA!
Today, Youth Research Partners shared this great “Fanta in Kenya” case study that talks to the value that comes from engaging target audiences in the marketing process, creating experiences that tap into existing passion points, and building content that lives well beyond the dollars that are spent.
Fanta and Teenwise Media Limited developed an annual series of regional dancing and singing contests throughout Kenyan high schools, culminating in a national competition/awards ceremony, as a way to expand their brand from “an exclusive kids drink into a vibrant young adult beverage”.
The events allow the brand to engage with young Kenyans in an authentic way that creates an enormous amount of social currency. Regional activities are planned by the students empowering them to take ownership while participants form groups and practice all year long for a shot at stardom.
They talk about this program as one that builds “permission assets” which I thought was interesting- the idea of investing dollars not behind an ad campaign that will disappear in a couple of months, but in building real ambassadors and good will that acts as powerful social currency that goes well beyond the time when the money runs out.
On Friday I had the tremendous opportunity to attend the PSFK Conference here in New York. While I only made it to the afternoon sessions, I was simply blown away by the creativity, innovation and excitement coming from this year’s presentations. The talks that I most responded to fell within the heading of “Changemaking” and challenged us to think beyond our current definition of progress, to challenge the openness of government, to push for simple solutions, and to re-think the way art and digital collide. A couple of themes from these talks included:
Small is the new big: From No Impact Man’s lessons from taking a year to step off the grid and appreciate the little things (community, togetherness, diaper duty), to John Dimatos sharing simple digital solutions that can significantly expedite disaster relief for Unicef, it is clear that the economy and the environment are both creating a greater need for simplicity in everything we do.
The innovation being driven by that necessity is exciting, and there is a lesson to be learned for brands as well. Often times stripping down products, programs and services to their essentials can lead to better experiences, enhanced offerings and more creative thinking.
DIWO (Do It With Others) is the new DIY: This phrase, coined during Zach Lieberman’s inspiring talk about art and technology, spoke to the recurring theme of collaboration and community (a theme that was reinforced by the collective energy of the PSFK community).
By outlining the changes implemented in just the past year to new York State Senate web site, Andew Hoppin made a strong case for a more direct, more participatory government, enabled and empowered via social media. Taking a page from the White House, the NY Senate is providing a way for Senators to have direct contact with the people they represent, and gives constituents a louder voice through social network integration, commenting, rating and response all within nysenate.gov.
And I’ll leave you with this video – one of my favorites from Zach Lieberman that demonstrates the power that comes with creating amazing, truly extraordinary experiences. His demos had everyone open-mouthed. You can see more at http://openframewords.cc. Enjoy.
Even if I didn’t know that it was the company that lured Jeremy Pepper away from the agency world I would still really like the idea behind The Point. You know all those social issues that are completely deserving of addressing but which can’t get off the ground commitment wise? The Point seeks to address that problem.
It works like this: Create or join a campaign then sit back. Only when enough people commit to action on that issue – once the number of members crosses the Tipping Point – are those who committed called upon to act. Those who start the campaigns decide what that looks like, whether it’s a financial pledges or number of members or some other goal line.
The reason I like this idea is that many well meaning people are constantly being asked for their time or money. But they don’t want either of those scant resources to be spent on something that doesn’t have the support of others and therefore has little chance of success. The Point tells people they’ll only be asked to contribute to causes that have the backing of enough people to actually effect change.
Crowds, as we’ve seen just about everywhere in the social media era, are a powerful force. The Point wants to make sure they have a big enough crowd to make a difference. It’s a good effort and I wish Pepper and the rest of the team luck.
Zillow has unveiled a service that, quite frankly, is so obvious it’s a wonder no one thought of this before. The site, which takes together publicly available information to give you an idea of how much a home is roughly worth, is now getting into the hyperlocal news game. The idea is that people who are looking at a neighborhood’s home prices would also be extraordinarily interested in the happenings in that neighborhood, as well as interested in insights on businesses, churches and other features in the area.
This is the kind of service that real estate agents have provided for a long time now but this new service from Zillow brings with it the authenticity that has made consumer-generated content so attractive to people. By creating a hub that brings together home value information and insights and opinions from the people on the ground the site really has the opportunity to take its services to the next level and create an invaluable resource for home shoppers.