Radar DDB 10am One Thing: Pepsi Lives For Now

The following post appeared originally on the the DDB Canada blog as part of the Radar DDB 10am series of blog posts and emails I contribute to at work. 

A few months ago, Pepsi launched a global campaign, “Live For Now,” by redoing Pepsi.com to feature a waterfall of branded content and fan comments about the beverage. It was a unique way to embrace social media while not relying too heavily on third-party networks. More recently, Pepsi also partnered with Twitter.

On Tuesday night, we started to see what that partnership was capable of as Pepsi delivered on that “Live For Now” promise by streaming a Nicki Minaj concert on any Tweet with #NickiMinajNow hashtag. As the go-to site for what’s happening now, we think Twitter was a perfect channel for Pepsi and this campaign. It’s also a great reminder that the world still loves a super-star endorsement deal.

Check out an archived version of the concert or just take a look at some of the tens of thousands of Tweets from users talking about it.

If you liked that, you might be interested in knowing that Nicki Minaj also wrote a song for Adidas just for the “All Originals” video.

We also wrote about Pepsi’s year-long partnership with Twitter here.

I'm hiring! #Toronto #Jobs

Good news, everyone! Tribal DDB is going to be hiring a number of Community Moderator/Writers for a five-week contract starting in mid-September. These positions will be for a high-profile, national campaign. It won't be an easy job, but it'll definitely be interesting. The official job posting from the DDB website is as follows:

 Tribal DDB is looking for 4 English writers with a passion for social media for an intense, 5 week contract on a high profile national campaign, beginning in mid-September through to late October. This role involves constant and ongoing interaction with our client's target audience – from adorers to detractors – around a sensitive and polarizing topic. Common sense or street smarts are mandatory.

As a high-energy creative, you have a solid understanding of advertising, are an active participant in social networks and have a history in community management and moderation. Strong writing skills are a must and a writing sample is required along with your resume.

RESPONSIBILITIES: You will be responsible for responding to consumer questions with engaged, quality written responses on a social media website in Tribal DDB's Toronto office. Primarily, this will include assessment, triage, moderation and creative responses to consumer questions. Developing answers to these questions will require navigating detailed product information.

QUALIFICATIONS: - 1-2 years experience is required - Passion for social media and marketing/advertising - Strong written communication ability (grammar, formatting, creativity, spelling) - Ability to follow a process - General understanding of agency process and capabilities - Bilingualism a plus - Proof reading/copy-editing ability a plus

Interested candidates please send resume and cover letter to hr.toronto@ddbcanada.com.

We appreciate all expressed interest in this position, however, only the candidates selected for interview will be contacted.

Meet The Superhumans

This spot to promote Channel 4's coverage of the Paralympic Games is one of the most amazing advertisements I've ever seen (click through to view on YouTube): It's too bad that the organization wasn't able to get the proper music rights to be able to allow embeds (as per the description on the YouTube link), but I still think that this is a powerful enough video that it will be shared anyways.

It invoked emotion, made me think and perhaps most importantly of all, is driving me to act and try and watch the paralympics. The music choice was great, the footage was cool and the sound editing really helped, but it the real highlight of this video was the inspiring people in it.

Thanks to my friend and colleague Sandra Moretti for sharing this.

"Our Food. Your Questions." = My Summer

If you're a regular reader of BlogCampaigning, you might have noticed that we often slow down our posts during the summer months. Normally it's because I'm outside enjoying the great weather, but this year it was because I was working on an amazing project for McDonald's Canada called "Our Food. Your Questions." You might have seen this video that was part of the campaign:

Or you might have just seen the site, McDonalds.ca/YourQuestions:

Or you might have just seen some of the great answers that my team of writers wrote in response to the thousands and thousands of questions that Canadians asked about food at McDonald's Canada:

No matter how you saw it, I hope it gave you new appreciation for the food that McDonald's Canada serves. I also hope that all of the hard work by an incredibly talented Tribal DDB team was able to shine through.

-Parker

 

 

Life, Work and Gaming in Sydney

Ever since I moved to Sydney I haven't really been active on Blogcampaigning. So what have I been up to? (Editors note: Easy question. The answer is "complaining about living near the beach and having a real job") Last year I became the Academic Coordinator for a private multimedia college. It offers, amongst other things, a bachelors degree in game design, programming and animation.

Seeing what students come up with is one of the most rewarding aspects of the job – some projects include great ideas and have commercial potential.

For example,  a group of graduates was able to recently acquire seed funding from Asia to work on a game that helps Asian students learn English. Another project revolves around the gamification of our curriculum by taking advantage of the data in our student management system. Another group is working on a game that helps to drive the agenda of one of Australia's most influential think tanks.

It's not only the students, however, who learn a lot. In the process of supervising these projects, I have learned a lot myself, the more so as they touch upon areas that only just opened up to the possibilities of games and game design.

One can tell that the interest in games is growing, they are more and more asserting themselves as a disruptive technology. I'm confident that in a couple of years the application of gamification principles – beyond their current superficial application – for any form of deeper and meaningful engagement will be the rule rather than the exception.

In this respect, the being able to design these systems will become a very valuable skill. On one hand it's easy to create a game; to create a good game, however, to achieve that delicate balance of a rule based system that fosters great experiences, is very hard. This applies to their traditional commercial application, but even more so to their "serious" application where they have to hit that sweet spot between instructional design and motivation.

I really hope that my students will see these opportunities and take advantage of them. While the Australian game development scene is certainly is flux, there are some amazing opportunities that present themselves, the more so in a country that was traditionally always very open toward the possibilities of new technologies.

Another perk of the job is being able to be in touch with the burgeoning Sydney game development scene. Traditionally the centres for game development in Australia were – and still are – Brisbane and Melbourne. Sydney, however, is catching up.

Not only are there professional studios starting up, attracted by new government funding models, but there is also a growing, very enthusiastic indie scene. Held together by regular meet-ups, a supportive atmosphere and the will to get something off the ground, it gives the impression that something exciting is going to happen rather sooner than later.

If it is, you will hear from me. I promise!

 -Jens

What kind of car should you buy?

Have you ever wondered what kind of car you should by? Check out the autoLyzer, a Facebook App developed by DDB for autoTRADER.ca. It works by analyzing your Facebook profile (including Likes, Friends, City, Age and a number of other factors) to determine the perfect car available on the autoTRADER.ca website for you.

Try the app for yourself on the autoTRADER Canada Facebook page, and let me know which cars it chose for you.

-Parker

Prometheus & The Animated .Gif

A few weeks ago I wrote about the Radar 10am Meetings we hold at the DDB Canada offices. The following blog post was written as a result of one of those meetings, and I'll be sharing others in the future.

If you're like some of the Radar DDB team, you've been pouring over every piece of content that's been created to promote the Ridley Scott film 'Prometheus.' From a powerful TED talk in 2023 with one of the film's characters to a futuristic Facebook-style timeline for the fictional Weyland Industries, the marketing for this movie has lots of highly-shareable pieces of content that provide a rich backstory.

We especially like this animated .gif of Michael Fassbender's android character David 8. This image was released to those who had signed up to learn more about the movie, and was accompanied by more detailed information about character.

Despite having been around since 1987, animated .gifs are seeing a resurgence in popularity and are shared widely on social networks (learn more here). These are frequently user-created, so it is great to see that the team behind Prometheus recognized that they too, could create and use these lo-fi but highly-shareable pieces of content.

See the image here, or visit the Weyland Industries website to learn more about David 8. You can also check out some of the films fans sharing David 8 content on Tumblr.

View this blog post on the DDB Canada website here.

You might also be interested in reading our post about the Renaissance of the Animated .gif

 

The September That Never Ends

Ever since I took a class called "Cyberculture" while attending Griffith University* in Australia, I've been fascinated by internet lore and the stories of  how the web was built. One of these stories that I recently came across was about "Eternal September." It comes from the thinking that when the internet was mostly restricted to university students, websites were flooded every September with new users that hadn't yet learned netiquette. Over the course of this first month, their upperclassmen taught them how to behave online. The result was what were probably pretty well-run little communities.

In 1993 the web became more accessible to the masses with AOL and Compuserve, with new users not yet savvy in the rules of online behaviour arriving year-round. Thus, September 1993 was dubbed the "Eternal September."

If you're super into this type of thing, it looks like there is a little program that you can download here that will calculate the current day of September, 1993 that we're at (looks like it's day 4242 of Eternal September).

Source 

-Parker

 

Having Trouble Viewing This Blog Post?

I've never been a huge fan of email marketing and the fancy, HTML newsletters that are such a big part of it.

These are the emails you get that start off by saying "Having trouble viewing this email? View it on our website."

How many other advertising (or communications) formats start off this way?

Somehow, I don't think companies would be willing to invest in TV commercials if we said "This TV commercial is going to be great, but most people won't be able to view it right away - they'll have to push another button, or watch it on our website."

Yet these fancy HTML emails persist. They persist at the expense of wasted hours from talented designers and coders whose time could probably be spent creating something way more beautiful and useful.

For a time, my hosting provider (DreamHost) used to send out plain-text emails. They were very simply formatted. They could be read easily and quickly digested. One of these was even sent from an Apple store on one of the demo versions of the first iPhone.

And yes, I'm sure I could set up my email so that that it always displays images and I always see how great these emails are. But I don't. And I bet a lot of other people don't either.

What do you think about fancy, well-designed HTML emails? Worth it or not? Do you read them? Does your email tool display the images for you, or block them?

-Parker

 

 

 

The Radar DDB 10am One Thing

 

Almost every weekday, digital and social media teams at DDB Canada gather at 10am to discuss new online trends, tools and technologies. The half-hour meetings involve various team members discussing the merits of a particular site or video, and how it fits into greater online trends.

For me, the meetings are a great opportunity to get insight from my colleagues into what's happening online, and it definitely exposes me to things I might not have noticed or found otherwise. They are a highlight of my week and one of the cool things about working at DDB Canada.

To see what we've discussed, check out the DDB Canada blog or follow Radar DDB on Twitter. If you're interested in getting a daily email from us with the 10am One Thing (and a weekly wrap-up!), leave a comment her or send me an email.

-Parker

Family Tree of Video Game Controllers

If you played video games growing up, or play them now, you might want to check out this fantastic infographic detailing a family tree of video game controllers.

It's interesting to see how the dial-based controllers of the early days evolved into joysticks, and that these then fell from favor until the N64 had that little, but rarely-used joystick on the centre hull. It also seems like controllers from way back when called for more asymmetrical hand positioning.

I also feel that Sony has really nailed it with the PS3 controller. All the buttons are perfectly placed, and it just feels right in your hands.

For more great video game information, check out VideoGameDesignSchools.org.

What's your favorite video game controller?

-Parker

 

 

An Obituary From The Future

Yesterday on Reddit, user NoFlag posted an obituary he wrote for himself as part of a project for his journalism class: John X. Noflag was pronounced dead at the age of 225 this Thursday at the Mons Olympus Medical Combine, following complications with a voluntary nanotech experiment.

Observers say a procedure to fully immerse Noflag within a nanotech swarm ended abruptly as his body dissolved before their eyes. Due to the failure, most of the nanotech was collected and deactivated, although some escaped. The escaped sample is not believed to be self-replicating, but it could not be confirmed.

Born on Earth in Somecity, California, Noflag was one of the later immigrants to Mars after the Earth ban of age enhancement technologies and strict regulation of nanotechnology, being commonly heard to say “Earth will pay for its lack of vision.” He is survived by two fully mature clones and a youngling.

A public funeral and ceremonial burial is planned on the grounds of the Noflag Estate.

In lieu of flowers, mourners are asked to send money or weapons to the Nanotech Defense Front.

He's seems like a pretty smart kid, and I'm sure  he can probably see far enough into the future to know that he probably won't be a journalist when he graduates.

-Parker

 

Everyone Loves Game of Thrones

If you're like me, you finished all five Game of Thrones books months ago and are anxiously awaiting the start of season 2. Until that April 1st start date, here's a few Game of Thrones links to keep you going:

Making of Game of Thrones

This production blog has lots of great behind-the-scenes interviews and preview shots of the upcoming season. Plus, its interesting to get more detail about where they actually filmed some of the stuff.

Game of Thrones Simpson's intro (via io9)

Last night's episode of the Simpsons paid tribute to Game of Thrones.

Game of Thrones/Disney Mashup

Using Varys' speech and with a number of different Disney characters, this is hilarious.

Social Media Work (DDB is hiring) #Toronto #Jobs #Hiring

The company I work for, Tribal DDB, is hiring for a number of  social media positions in the next few months. Although they are for 8-week contracts, they will be a great experience and there are both junior and senior positions available. Plus, you'll be working with me. For more information, see the careers section on the DDB Canada website.

-Parker

Jens and Parker in the News

Jens Schroeder, our occasional contributor on the topic of video games, was recently interviewed by the Australian division of Kotaku about whether or not industry-specific schools led to actual careers at video game companies:

To an extent Jens Schroeder, Campus Academic Coordinator at Qantm, sympathises with both.

“I think you’ll always get this contrast in any institution and admittedly I can sort of see where some of the students are coming from,” he says.

“During orientation I’m always trying to make clear to students that this is a pathway. Parents come in for open days and they ask, ‘will our children find a job?’ It’s a fair question. The spiel I give them is probably yes — if they work really hard, show the right attitude and entertain possibilities outside of the more hardcore side of things. You have to think outside the box — games for health, games that rehabilitate old people through dance mats! You know?

“A lot of the students still find it difficult to get used to the idea that they might not be working on the nextCall of Duty.”

You get the sense that Jens struggles with the naïveté of some students, the sense of entitlement.

“No one is waiting to recognise their inherent genius,” laughs Jens, “which is what I think a lot of students believe. One of the things I’m really trying to encourage is to get students to attend networking events — like the IGDA stuff. You ask them to attend, and you go there and it’s the same five people! I’m like really? Those are some of the basic skills you have to learn. That can be a little disheartening.

“Maybe it’s an age thing — some of them come directly out of high school. They just want to make games, they don’t realise the effort needed to succeed.”

And while I wasn't necessarily quoted or mentioned by name, Business Insider used a photo of me from my trip to Puerto Rico for their article on "Crazy Ad Agency Office Perks That Make Us Think We Chose The Wrong Job." 

-Parker

 

 

Oh Big Brother, Where Art Thou?

Three pretty interesting pieces of news today: 1.) News breaks that a certain brand of security cameras have been hacked, and that their feeds can be publicly accessed on the web. 

2.) Researchers reveal that Path, that mobile-only social network with the slick UI, uploads your entire address book to its servers. 

3.) io9 pontificates on the what the value of data would be from the use of ultra-light eye-trackers installed on your computer.

The future is here, friends.

 

 

BoingBoing's Anti-Commercial Attitude Is Misdirected

When I first grasped the concept of what a "weblog" was back in 2005 and the types of amazing stories, opinions and information in these things, I loved BoingBoing. To me, it was everything a website should be. Overtime, I've grown sick of it. At one point, I stopped even reading BoingBoing. Now I mostly just check in a few times a week, using it as a thermometer with which to take temperature of a particular inward-looking sector of the internet.

In between reposts from Reddit and a creepy obsession with girls and ukuleles, the BoingBoing crew likes to lift their noses up high and stick it to the man by hypocritically thumbing their noses at the advertising and PR industries.

I say hypocritically because I imagine that fairly large portion of revenue for the site comes from either the sidebar banner ads, in-stream advertising features or Watchismo sponsorship.

Referring to Chevy-sponsored OK Go! video as one that was "done in partnership with the maker of that particular" car just strikes me as childish.

Look, I'm sure Chevy and their agency are probably overjoyed that BoingBoing embedded it, even without naming the brand. But seriously, BoingBoing: Get off your high horse. Chevy created something you thought was cool. Deal with it.

-Parker