On his latest post, Tim Brown talks about the future of the book, and how it shows up as an experience on tablets.

From share of voice on Nelson, reading list suggested by your coworkers with Coupland and rich, contextual narratives with Alice, IDEO explores some of the themes we’ve been discussing at Fullsix recently: think beyond the hardware and instead push the limits of what you can do with content and social technologies.

For those interested in UX, mobile and new forms of publishing, head to Big Conversations Facebook page and share you opinions.

Making Future Magic: iPad light painting from Dentsu London on Vimeo.

The first film by Dentsu London with Berg, depicting their vision of Making Future Magic:

By Making we mean craftsmanship, an attention to and understanding of materials, and an emphasis on collaboration. By Future we mean something not seen before, something new and unexpected. Not so much sci-fi, as near-future. By Magic we mean surprising, culturally powerful, unusual, capable of delighting. By Making Future Magic we mean all three, and that’s the combination we look for in all our creative endeavours. We believe in the superpotency of properly balanced commercial and cultural ambitions. And we don’t want to add to the overflowing cultural landfill. The ambition behind Making Future Magic is to make work that’s as culturally powerful and sensitive as it is commercially effective

A simple, but cute video by Samsung.

Source: Vicenzo, TheViralFactory

Last week a YouTube campaign made a big fuss online (2700k views and counting), using a pastiche of “viral” techniques:

  • Re-adaptation of the 5 year old Subservient Chicken campaign for Burger Chicken
  • Recycling of the Nintendo Wii Wario Land / Tostitos takeover
  • Tricky title by using “NSFW” on perfectly safe content.

I have nothing against using shortcuts to create buzz, but something felt fishy (and it wasn’t the bear) on this campaign. After spending 5 minutes of my time entertained with the videos, i couldn’t remember the brand’s name. Even considering my short attention span as a Twitter user, that observation kept being reinforced after reading the comments by my friends, all of them praising the campaign but almost none mentioning the brand.

Last Saturday, instead of spending a lazy afternoon on the sofa, i decided to send a brief survey to my Facebook and Twitter friends. Only 50 answers were good enough, since being many of them ad people, they surely paid more attention to the brand than the regular Joe.

What I found out confirmed my suspicion that a great majority of people didn’t recall the exact name of the brand sponsoring the YouTube takeover.

This might be just anecdotal data, but it was enough to reinforce my conviction that using tactics is not enough, specially when your target consumer doesn’t even remember your brand’s name. Or quoting David Ogilvy:

A good advertisement is one which sells the product without drawing attention to itself.

P.S. Perhaps reading too much Ad Contrarian isn’t doing any good to my bad temper regarding these quick fixes.

Take any of these 3 ideas and make them greater:

  1. A Digg for YouTube comments

    Something that just came after the inspired comment regarding Arcade Fire’s music:

    I never knew that I, as a woman, was capable of erections until I starting listening to Arcade Fire

  2. Paper.li for Facebook

    A newspaper with the most important links shared by your Facebook friends. Oh, you can find me on Paper.li/armandoalves.

  3. Cereals with QR codes/AR markers

    Not the box, but the diamonds. As in “augmented Golden Grahams”. At least you’d have an excuse to play with cereals in the morning, not just staring at the box. Besides, we have already chocolate QR codes.