Besides the marketing lingo, there’s one part that interested me the most: Liquid Content, or how content can be apart but share the same molecular brand DNA. Liquid content assumes the brand acts as a catalyst for play and takes risks in a culture of creativity. On the same presentation, Coke shared their 70/20/10 principles of Liquid Content, where 70% of investiment is dedicated to low risk content, 20% to innovation and 10% to high risk / prepare to fail content.
No surprise then that Coke is launching simple initiatives such as Falling Dominoes, with a Coke Bottle on a digital Rube Goldberg animation.
The site was revealed as part of exclusive “liquid content” for Coke’s Facebook page, with a new riddle revealing a new microsite every day, such as BlowingBubblesinthesky.com.
One of the best examples i’ve seen that fully understands the importance of exclusive content on Facebook (specially on the new Timeline).
Credits: Agency: Wieden + Kennedy Amsterdam ECDs: Eric Quennoy, Mark Bernath Creatives: Daniel Maxwell, Nacho Guijarro, Ivan Cash Digital production: Random, Amsterdam
Brastemp, a Brazilian electronics brand shows how you can be interactive with radio. The campaign was so successful that it was replicated in Portugal by a couple of radios.
The spot, that aired simultaneously in 11 major radio stations in the capital city, suggested: “Right now, millions of people at their cars, listening to the radio. All serious, sleepy, until an inspiration changes everything. We invite you to smile to the driver next to you. If he heard it, he’ll smile back …. See? Inspiration changes everything and life becomes just likeee… a Brastemp. “
If you’re curious what conference I’m talking about, start by visiting http://www.switchconf.com/ . Too busy? Well, in a nutshell, it’s a 2 day event bringing together passionate people with different backgrounds to discuss and share ideas about innovation, entrepreneurship, science and technology.
Ricardo Sousa and his talented young team rolls out the 2011 edition in Oporto (Portugal), the next 16th and 17th of April, and yours truly was kindly invited to speak a few minutes on the subject of advertising, fire and jogging. Now that you’re curious, are you attending SWITCH Conference? If yes, give me a nudge as i’d really love to chat with you. Not networking. Hate that word. See ya in a few days then. Go buy your ticket, now.
The glittering lure of targeting hipsters.
Economics and demographics tell us that young people are no longer a terribly attractive target for most marketers. Over 75% of the wealth of the country is in the hands of people over 50. And yet our advertising and marketing strategies today, if anything, are more focused on youth and youth culture.