Ad Compass (~)

The Complexity of the Simplicity of Men (Part 1)

2008-06-30T11:40:00.005-04:00

The bigger question in advertising is, "What do women want"? It is typically not, "What do men want?" The ease of answering this question could stem from the fact that it is my own personal opinion or the difference in complexity between men and women the reside in western cultures. Let's go with both reasonings shall we?

Men are simple. Sorry. I'm sorry, but you guys truly are. Most of you will agree with me on this... but I know a few men out there would beg to differ. Actually, most of the men I have dated were very in touch with their feminine sides (this was also their self-proclaimed selling points when trying to pick me up). In the end, this is exactly the key point advertisers must focus on. What "gets them the girl" or "makes them look hotter then their buddy" or "gets them laid". Even if your the emotional guy, you still have share common ground with the simplest of them all.

Men are sloppy. If it wasn't for women, men would lay around in their week-old underwear all day, watching TV, and eating the grossest of fried foods. I know this from hanging around with a large group of college men. Granted, they wouldn't display this sloth everyday, but at least 4 days out of the week.

Men are competitive. They are competitive all the time. In their conversations and debates, their video game playing, their jobs, their mental and physical health, and of course their quest for women. This is were the other 3 days out of the week come into play. Real life example: In my business causal to wear-whatever-you-basically want" workplace, I have witnessed a unique chain of events within the outfit decisions of the single men. Friday's are the days they look good. I am taking nicely ironed, button down shirts, nice shoes, nice shave, perhaps even a fancy suit jacket or sexy pair of pants.

Why this sudden dress up? Women at the bars and clubs during Friday night happy hours and late night parties. They would never dress like this on Tuesday. The middle of the week dress code for them is crappy T-shirt they got for free and extremely wrinkled cargo shorts. Now, lets not be a double standard here. Women also dress up when they go out on the weekends.. but they also dress up when they go to work. Or at least still look cute, clean, and their hair done.

It must be noted that all of this is for pure stereotyping (this IS an advertising blog) and should be used with caution. The true advertising challenge exists with the guys that for one-- are NOT single. If they already HAVE the girl, what is their motivation behind purchasing now? Two-- are GAY. What girls do they want to attract besides hags? AXE better make those pole dancing women into Chippendales quick. Three-- the guys who just don't think that way. You know, they ones who use natural beauty and charm to entice women. They will use any bar soap, have a scruffy shave, and eat chicken wings at the bar and will STILL get the girl. OR they will use more body lotion then their female conterparts, shave everynight, and order a salad over a long deep conversation about self actualization and not care about getting a girl until he betters himself =) Oh, the possibilities that are not the alpha male!

This notion could go on forever... until next time!

Gardening and crap

2008-06-23T16:44:00.007-04:00

Finally. Sprout does gardening. It finally makes sense now. With the lack of much to do after my 9-5, I decided to purchase a hoe. Actually, a friend bought me the hoe-- a token of her affection towards my graduation. She believed that just renting a hoe would have been awfully too dirty and unsafe(and I no longer have health insurance to boot).

After leading a helping hand to my best friend and her cute little herb garden, I took to my backyard with that hoe. The first strike mind you was in 100 degree weather.. needless to say it took me like 4 days to finish digging up the grass (with a little bit of help of course). For a minute, my friendly little helper wanted to put an end to the gardening idea and continue digging for coal. She was overly excited to find coal particles in my backyard. They don't call it the diamond city for no good reason now do they?!

Now, I planted the garden Sun from LOST style.. I made a plot of dirt and then I planted in rows. No stakes, no mulch.. well there was some fertilizing soil from Lowes happening. For some reason, I went with these starter plants:

1. Early Girl Tomatoes
2. Sweet 100's
3. Red and green bell peppers
4. Hot banana peppers
5. Japs
6. Zucchini Squash

I like eating all these delicious items, so that was really my only reason behind the madness. It's been 2 weeks since I planted them. My bell peppers are starting to peak up (is that the correct terminology I don't know?) and my tomatos plants are sprouting out of control. I suppose this means I should build a stake around them. I also have a cute white picket fence in the works.

Smokers get there own personal TV??

2008-06-19T15:59:00.007-04:00

A new advertising medium released in Brussels entitled, Ashvertising, has been popping up outside of trendy establishments-- ready to entertain any smoker the draws near. From my personal social smoker point of view, I think it is totally a conversation piece or conversation holder for any two people or party hanging around outside. How many times have you "gone out for a smoke" ready to be entertained. Especially, since you are being forced out into the street because your grossing everyone else out.

Selling points for business owners:
1.) You don't have to clean up cigarette butts anymore. Or you can just buy regular ash trays for around $5.00.
2.) Clearly, it does make your establishment look soo much more cutting-edge. I'll have to say that one.
3.) Makes for interesting and distracting moments for customers and/or employees.. hmm well I wouldn't want me employees to be distracted.. and I wouldn't want my customers glued to the Ash-Tube-- they would stop getting drinks!
4.) ..Then again who stops getting drinks?
5.) Oh, and free installation. Nice.

Selling points for advertisers:
1.) If you have a lot of respondents who smoke from your clients' surveys this may just be a cool option. I can just picture all the startling ad spots now.. that say stuff like "Hey you! Yeah You the one with the cigarette!" Ok, that would never happen haha.
2.) Really good targeting.
3.) Your target market likes to smoke.
4.) Your target market is so obsessed with TV it will watch it anywhere at anytime. Especially, when they are standing around aimlessly for 10 minutes.
5.) It's something new for your media team to buy?? =)

I'd like to see how it would do in NYC or perhaps south Philadelphia? I would imagine the damage would be unmanageable.

Saving the Spark: Developing Creative Ideas by Mark Boulton

2008-06-17T21:07:00.000-04:00

Ideas. They’re at the heart of every creative process. However, almost no really good ideas are flashes of inspiration. They may start that way—a single glimmer of something special—but in order to work, they need to be honed. Like a really good cheese, they need to mature. Indeed, the “flash of inspiration” idea—the Eureka moment—is only part of a longer process that, if ignored, will see most ideas simply fizzle out.

So, how do you “have” ideas? Sit about and wait for them to pop into your head? If only most of us had the luxury to do so. No, for most of us, ideas have to be squeezed out of us every day. To stand up to this challenge, you need to arm yourself with some good tools.
As if by magic

There is great prestige attached to the word “creative.” Creative people apparently magic up ideas—wonderful solutions to the most complex problems—with the ease of a skilled magician pulling a rabbit out of a hat. The gathered crowd goes wild. What skill. How do they do it?

Well, I’m afraid I’m here to shatter that illusion. It’s not magic. These people are no different from you and I. They just have a different way of looking at problems and solving them. The good news is, they use tools that anyone can use.
A brief brief

At the beginning of most web development projects, there is a brief. In general, it’s not the best starting point for any project. Most briefs are not brief—they tend to run into several pages and are more akin to functional specifications or requirements documents. They are not the stuff of inspiration.

When I receive a brief, I try to get to the very heart of the problem, and rewrite it as an idea brief.

An idea brief is a sentence, or two, that sums up the project and frames it as a problem statement. A question that needs an answer. Something like:

We need to redesign our news service to appeal to a more global audience.

or

How do we engage an older audience for our social networking product?

This simple sentence is the question you are trying to answer and should be used as a springboard throughout idea generation. Once you’ve got one, and are happy with it, print it out and stick it on the wall. Constantly refer to it throughout the development of the idea or product. Does your solution answer that question? It’s so easy to get bogged down in the mire of documentation—it’s your job to pull yourself out of that, and the idea brief is the perfect tool to do it.
Structured ideas

So now you have your idea brief, where do you go from here?

We can’t rely on sparks of inspiration for ideas. How many times have you sat down in front of a blank piece of paper, or a blank computer screen and thought “I can’t do it today—nothing is happening. Right, I’ll play on the Wii instead.”

Most of the time, ideas need to be worked at. They need to be crafted: cajoled into shape by a dedicated, passionate team. We have one good tool to help us with that: ideas sessions.
Ideas sessions

We’ve probably all done these. They were called brainstorms until recently.

I used to loathe the idea of ideas sessions. Surely it’s a recipe for disaster? Get a bunch of people in a room to solve a problem. Everyone will have a difference of opinion, but you need to come to a common solution at the end of it that everyone agrees to. It hardly ever worked.

There are several things that need to be in place for a successful, productive ideas session.
The project team

Ideas sessions are a group activity that takes place with key members of the project team. This is important. In order for the ideas to be taken seriously, they need buy-in from the people who matter: the CEO or marketing director. Without that internal buy-in on the client side, an idea, no-matter how great, will almost always fail.
A good facilitator

Another important member of an ideas session is the facilitator. They should be trained in creative facilitation and are there to coax and squeeze the best ideas the team has to offer. They should remain impartial though—they’re not there to judge the ideas, but to apply the grease to the creative cogs.
Running order

I know it can be restrictive, but these sessions need a running order. People like structure—even “creative” people—no matter what they tell you! A typical running order for an ideas session might be:

1. Attendees introductions / ice-breaker
2. Reveal the brief—the aim of the day (the idea brief)
3. The rules of brainstorming
4. First burst
5. Stimulus—the Four Rs
6. Passionometer

Rules.

Following attendee introductions and revealing the idea brief, the facilitator lays down the law. The rules of brainstorming are important for keeping everything running smoothly during the session. They are:

1. All ideas are equal
2. We’re here to have lots of ideas
3. No judging
4. Analyze the ideas later
5. Everyone’s equal (no pulling rank)
6. Have fun
7. Keep to time
8. One idea at a time

First burst

Next up is the first burst. A first burst aims to get those really obvious, preconceived ideas out and on paper before moving on. Everyone will come to an ideas session with some preconceived ideas of how the project should look. Generally, they are the most obvious ideas and they will have been worked out to some detail. More often than not, they are the safest, least risky ideas.

The facilitator should record ideas and encourage attendees to speak up, but the important thing is to not get hung up on one direction or another. The aim is to have a lot of ideas. It really is about quantity, and not quality. At least, not yet.
Stimulus

Once the first burst out of the way, and all the preconceived and obvious ideas have been recorded, it’s the facilitator’s job to begin coaxing the ideas out of the attendees by using stimulus. The Four Rs are very useful tools for steering idea generation without a session becoming stuck down a certain line of thinking.
The Four Rs

I mentioned the Four Rs as tools for generating ideas. They are used by a facilitator in an ideas session to move the attendees from one idea to the next so they don’t begin to analyze or judge previous ideas, or become stale. The Four Rs are:
Revolution

Revolution is turning an idea on its head. Taking assumptions and reversing or removing them. E.g., a pub has four walls and a roof. What if it didn’t have walls, but still had a roof? Or to frame it in web development—and this is a great example of what 37signals did with Basecamp—what if our desktop software could live on the web?
Re-expression

Re-express the idea in a different way or from a different point of view. This is a fantastic vehicle for putting yourself in your user’s shoes. E.g., what if you were six years old and your parents were buying a booster seat for the car for you. What makes a cool booster seat in your eyes?
Related worlds

Think of a related world and use ideas from that world. E.g., cooking and gardening. What elements of gardening could be used to sell more recipe books?
Random links

Forcing a connection with a random object. This can lead to some of the greatest ideas. Random links often generate ideas which are off-brief, but that doesn’t matter. Sometimes, the most truly innovative ideas can come with random links. I’m sure Citroën designers were using random links when they decided to make the 2CV car look like a snail.
Loads of great ideas, what now?

The facilitator will record all the ideas on a single sheet of paper. After the session is finished, the facilitator will go through all of the ideas one by one and the group will rate them by the Passionometer (a fancy name for some stickers). One sticker for “not feeling it,” and three for “wow, this is great.”

The most highly rated ideas are shortlisted and then enter the next phase of development. That next stage could involve other ideas sessions, but more focused around one idea. The aim is to focus the idea down to specific, actionable problems or statements that allow a development team to take that idea and follow it through.
A flash of inspiration

Billy Connelly once said, of the House of Lords in the UK, “It’s a place where good ideas go to die.”

I think he was referring to the notion that ideas (in his example, legislation) can be watered down far too much in a forum of debate. To discuss, or hone, an idea at length is to destroy it. True, this can, and does, happen all too regularly. But, armed with the right tools, and developed in a structured environment, ideas can be realized to their full potential.

The flash of inspiration is important, and so is the final product, but pay attention to the bit in between.

Remembering Second Life (and my 90 page media plan!)

2008-04-18T10:39:00.003-04:00

Here is an article I wrote that was published by Ithaca College's Fuse Magazine, a student-written publication for prospective students and their families. Sharing real student photos and stories and to provide honest, accurate student perspectives on Ithaca's academic programs, people, and campus life.

Virtual Learning

Video game junkies rejoice! Virtual worlds are not just for after school anymore—now they’re part of it. Second Life has made its way into the classroom at Ithaca, where students in the integrated marketing communications program have been exploring its impact on buyer behavior.

Last semester, I delved into this virtual culture owned by Linden Research as a member of professor Kim Gregson’s Audience Research class, researching and analyzing interactions between users—known as avatars—and the advertising of popular brands like Adidas, Coca-Cola, and many others. While immersed in a video game atmosphere I got the opportunity to interview Second Life users about their attitudes toward companies that sell and advertise products.

A typical day of research consisted of what many students do in their spare time—socializing online and playing games. I began my project by visiting virtual places like H&R Block (where I received some useful tax advice that I gladly used when filing my taxes this year). As a Second Life resident, you get to choose your appearance by customizing your avatar to look just like you . . . or maybe not. While exploring other islands in Second Life, I received many virtual promotional items to customize my avatar, including t-shirts, coffee, and even a Nissan car. It was fascinating to analyze my own consumer habits after interacting with various brands. After being given these items in-world I was much more aware of these brands in real life.

Second Life is also a popular place to hold events, classes, and business meetings. Holding lectures on Ithaca’s island in Second Life allowed us to accommodate special guest speakers such as Aaron Uhrmacher, senior account executive from the global public relations firm Text 100. Events like these enable students to network with professionals in New York, London, and even Japan without ever leaving campus. I attended two in-world lectures and received internship offers from Text 100. I also made virtual connections with a graphic design firm in Los Angeles. Much like my interactions with other students there, talking with professionals in Second Life allowed easier conversation for both parties involved, and the interaction was even more personal than it would have been on the phone or via email.

Interviewing Second Life residents opened my eyes to people’s entertainment, social, and purchasing habits. If I had to conduct these interviews in real life, I don’t think I would have been given the time to ask questions or gathered the same in-depth answers.

My immersive experience in Second Life was a lot of hard work but also very exciting and engaging. It focused me on where the future of marketing and technology are headed and challenged me to fully understand consumer behavior within a new social environment.

Print Your Living Library

2008-04-17T23:04:00.004-04:00

Issuu.com is an online community portal that enables users to upload online print publications in a unique magazine format. For free! Membership is open to everyone from business to private operations to students. Signing up provides users to become apart of the online community to share and explore art and work. Community members like to share their work, show off, and receive critiques. Feedback and information sharing is the most prominent usage of Issuu. Within a minutes time, you’ll have an animated online magazine you can post anywhere on the web and share with people.

The Chris Anderson Free Economy principles that apply to Issuu would be the labor exchange and freemium strategies. It is a mixture between the two because it offers a web based software and service for no fee. It has labor exchange benefits also because Issuu promotes the site that offeres print publication content. Currently, Issuu is in its beta testing and does not have upgrade membership options.

Issuu does not currently gain profits through massive advertiser models. Yet, advertisers can pay to have their ads published on users embeds. Since February 2007, Issuu has been venture-backed by Sunstone Capital.

Here is an example of one of my publications. It is a collection of Felicia's Atomic Lounge ads.

About Issuu:
Issuu (pronounced 'issue') is a dedicated team who strive for excellence in online publishing. Our product and services are based on providing instant gratification for people, businesses, and advertisers. In essence, we reduce some of the frustration associated with publishing on the Internet.

Diageo's Fabulous Tanqueray Gin

2008-03-19T10:52:00.008-04:00

Diageo is a world's leading premium drinks business with vast collection of beverage alcohol brands across spirits, wine and beer categories. One of these prominent brands includes the famous Tanqueray Gin(Number 1 Inported Gin in the US). Although not one of their key categories, Tanqueray has become a very popular brand within their umbrella brand equity and portfolio in the North American market.

Tanqueray.com was designed primarily for experiential users. I don't think task users would need to visit this site for anything. Task users would be more inclined to visit Diageo.com for Tanqueray product information like ingredients or how its made and its history.

Overall, Tanqueray.com is a simple, branded viral type site that is part of their Tony Sinclair brand reposition. I can agree with AdJab's blog reviewing the latest advertising campaign on this statement: "way better than Bacardi's ridiculous "Bacardi and Cola" 1970s-style pornstar wannabes. " I really disliked that campaign. Maybe it's because I am not a huge fun of Bacardi to begin with. Anyway, the smooth socializing world traveler, Tony Sinclair, is associated with the personality of the site. Through, the site is nicely branded, it could have more interactivity. Having all the TV spots for the campaign is a major plus and I think traditional wins this time. Also, as a 22 year old female, I am not part of the media reach for this campaign, yet I do like it. I must say, Bombay Sapphire's Inspired Campaign got me much more excited. It's their whole artistic glass and modernized fashion approach. Reminds me much of the Blue moon still life campaign. Marketers finally realized that hipsters and martini lounge lizards indeed enjoy a fine cold one.

The Tanqueray site is completely Flash-based so it does not include original or easily visible SEO tactics like meta tags right in the open. Search engines are capable of find the site though html title tags.The landing page title tag is simply, "Tanqueray -- Ready to Tanqueray? Always in Moderation." As for actual meta descriptions and keywords, they must be on a hidden file underneath called "labels.xml" (not too sure).

Since visible site content is in Flash, any other actual .html content consists of:
"The Tanqueray, Tanqueray No. Ten, Tanqueray Sterling and Tanqueray Rangpur words and associated logos are trademarks. Imported London Dry Gin 47.3% alc/vol. (94.6°) 100% Grain Neutral Spirits, Imported by Diageo North America, Inc., Norwalk, CT © 2007 Charles Tanqueray & Co., Amsterdam B.V." This site text can be found in the footer of every page. In addition, the site is linked at the bottom to THEBAR.COM and KNOWYOURDIAGEODRINK.COM " <-- This is in the footer. Search engines can pick up this text.

A well designed Flash site makes for grand branding experiences, not so difficult to browse but very difficult to optimize for the search engines because it lacks scannable content. In order to optimize, the site most likely embedded strong MetaTags on the initial entry page that is usually html only. On the tanqueray site, this is mainly where visitors focus on just inputing their legal age, but the content surrounding this interface includes html text that search engines can scan as well as MetaTags within the page source. Using the right keywords for items like description, tags, and title names work wonders for Flash based sites. It drives them to the entrance of the site before diving right into Flash content.

On Google's keyword search, Tanqueray is 5th on the list when you type in the word "Gin". Tanqueray.com has no paid or sponsored keywords on Google probably due to its viral strategy. The site was more then likely indexed by the Web developers and could have also achieved the Top 10 rating by number of hits that Google's Web crawler has analyzed.

How outgoing am I (according to Monster.com ha!)

2008-03-19T10:44:00.002-04:00

"You’re moderate on extroversion.

In today’s workplace, this puts you in the middle regarding this sought-after trait. Introducing yourself, meeting different people and being part of a team are OK for you; you’re not perceived as shy. While you don’t crave the opportunity to lead meetings or initiate contact with unfamiliar people, you can do it if asked. Your personal network is of average size. Generally, though not always, others can read your emotions and know where you stand. You’ll achieve greatest success in jobs -- such as healthcare, legal work, consumer research and quality control -- that offer a mixture of people-contact and solo activity."

On the contrary, I love leading meetings! And most of the time, I'd rather call or talk to people I don't know when it comes to business. Making work more exciting. My nightlife, I would rather chat amongst friends and wait for someone else to initiate conversation. Its more fun to relax with people your know and have established great relations with.

Online Branding By Glaceau

2008-02-18T10:30:00.008-05:00

Glaceau is the line of products distributed by Energy Brands, Inc. The brand image behind Energy Brands, Inc, and Glaceau is to provide the alternative to ordinary bottled water. The marketing effort grew from 1996 into a success in 2005 which launched a new marketing category in the beverage industry called "enhanced water".
They are also noted for their humorous descriptions on bottles. Glacéau's slogan is "hydrate responsibly".

Glaceau provides a branded house strategy within its brand portfolio mainly because of the rich similarities and consistency's of font styles, copy tonality, and package designs. On their Web site, all the products take on similar typefaces in their individual logos. They all fit under the same umbrella.

The brands are very well known for it's conversation and creative copy attitude on all of its products. It originally started only with smart water, but then really made its mark on its vitamin water labels.

In addition, Glaceau uses vitaminwater.com as its popular URL protocol to provide an online presence for each of their brands.On major search engines such as Google, when you search with keywords like "glaceau", "fruitwater" or "smartwater", the first link result that shows up is for vitaminwater.com. However, if you type fruitwater.com into the domain bar, it takes you to the same site. I am sure Glaceau has it set up with many different domain names in order to track how many unique visitors are interested in which brand. Vitaminwater.com is probably the most used due to its overall popularity and keyword search statistics.

The Web site's functionality is strictly flash based with heavy animations for almost every aspect as well as transitions. Each time a user clicks on a link, its typically takes loading time to transition to the next page. Continuous animations also appear in the background on multiple pages that provides constant movement and attention grabbing browsing. The Web site, in general, as a lot of extra spark that I think appeals very well to the target market. People who like flashy products, yet like to simple, straight-forward design.

Some online branding strengths include the multiple domain names to the same web site. Yet, this also could be confusing to visitors and they may think they were sent to the page by accident or may be annoyed that they have to go to an umbrella branded site. For marketers, it is a great way to get vitamin water loyals interested in and trying other products like fruit water.

The site provides the potential for high retention rate because of the copious amounts of Web site interaction. Activities such as customizing your own social networking banner ad for users to place on their profiles provides a long time of interaction and thought process. They call it vitamin waters tryit creator. When I made this banner, I think it took me at least 15 minutes until I was satisfied with the final message I wanted it to say!

Some of the Web site's weaknesses include too much flash and perhaps not enough infomation. I would personally like to see more wellness or explaination on the whole vitamin notion and playing more on the branding of each drinks "vitamin". Also, having a seperate Web site, at least for vitamin water, would be ideal for future integrated marketing campaigns such as the Shaq/jockey ads currently integrated in the vitamin water section. It would have been more effective if it had even its own domain name as well.

Some of google's realted searches when a person types the keyword "glaceau" are:
glaceau stock, glaceau 50 cent, energy brands inc, glaceau coke, darius bikoff glaceau tata, glaceau sale, and glaceau owners.

Different Approaches to Online Product Customization

2008-01-31T10:59:00.000-05:00

Nike id is full of motion, traditional dark grey color scheme, and simplistic flash components. It provides the consumer an ability to show their "team colors" so to speak and appeal to not only the "off-the-court attitude", but also pushes on-the-court functionality by adding in clever copy and the team color options.

When a potential customer or loyal branded consumer first enters the Web site, the main focal point under the masthead engages the audience directly into customizing a shoe based upon their favorite COLLEGE teams. I looked twice at the college team sport logos positioned underneath the large copy that reads "Show Your Pride", because at first glance I just assumed they were major NFL or NBA team emblems.

This visual element alone causes much reaction and excitement for the individual viewer based upon what they are looking for. It targets not only the die-hard professional sport fans, yet also the college brand and spirit found on most college campuses today. In addition, this can appeal to many other branded or team orientated people such as high school students.

Other components of the Web site had decent and seamless flash driven navigation. If a Web site visitor was dead set on making a purchase and ready to online shop, the selection process all the way through towards the check out worked well. simply the product at first without any title or price distractions until you wanted it to appear by rolling over the item. You were also able to customize most of the popular and tradition patent brands, which I found to be a good display when I was originally expecting customization of one type only.

The audio experience was a bit annoying in terms of when and how often the sound effects came into play. It adds a to the technical customization experience within the site by aiding the ears with sounds of computer decisions and selections. It is reminiscent of what you would find in a film where a character would be typing data into some complex machine (if we want to probe that much into the sound experience anyway).

The PUMA mass customization Web site entitled the “PUMA Mongolian Shoe BBQ” provides a much more non-traditional approach to this already non-traditional interactive business model. The Web site first loads with what appears as a flash introduction to a high class, modernized style restaurant or similar establishment. You are greeted by a still image background which is similar to a persons view of actually entering a restaurant (Asian hostess and all). Then follows the visitors “first taste” into its copy experience that sets the tone for the rest of the Web site. Copy and visuals imply that your experience in choosing your color and style show will be like picking and choosing different tastes and entrees.

Once “seated”, the flash animation continues into your view of an open menu with copy supporting you to be the chef this round and cook up your own special recipes. The copy tells the visitor to spice up the shoe as they please and remember the art that goes into uniqueness and customization. Also, it states that there are 30 materials you can choose from (as compared to Nikeid where sometimes I wasn't sure what I could pick when besides color).

Once the visitor become more involved in the selection process, much of the interface was simple in terms of text layout and selection efficiency. It did become strange at first that they couldn't just have the women's size conversions already in the size menu rather then supplying women visitors with a comparison chart. Then comes the fun part. I selected the Dine-in option in order to acquire the full mongolianshoeBBQ site, but after I got into the "kitchen" I wanted out. All of the "ingredients" were placed into tiny bowls which start off with crazy titled types of leather.

In comparison to Nikeid, at this point someone who really enjoyed Nikeid would have a difficult time getting used to this complexity and imaginative style Puma Mongolian show BBQ (what a name!) navigation. Also, the navigation became almost somewhat similar to a video game where the visitor could move around wooden tongs while selecting the shoe ingredients (equipped with life-like animated view and all).

The audio in the mongolianBBQ was too silent and in my expereince, only included one sound effect which was a voice over stating, "Patience is a virtue", and startled me a bit! I enjoyed the "express line" much better because I was able to have more control of my selections as well as better visuals. Although, the tong/video game section was unique and engaging, it was till much easier to just design what I wanted in the shoe and head to the check out.

In contrast and comparison, I enjoyed viewing and utilizing both the nike and puma interactive models for shoe customization. I enjoyed how one could customize the entire nike collection and the use of use and understanding in the design process. On the other hand, Puma is my preferred brand and I really liked the 30 different fabric or textile options incorporated into their design process. However, I did not enjoy reading the term "back ordered" and that it may take over a month to receive my shoes. Too much happens in a months time.

May 2008 Graduate--Integration Masters

2008-01-21T13:29:00.000-05:00

In recent and past interviews in my quest for a job after graduation, I look at it as not only a communication process, yet an audition. The concept and vital quality, talent, is what creative and demanding industries such as advertising, marketing, and promotions are truly searching for. And that is not just talent in high academic excellence or talent in knowing how to answer "What is your biggest weakness" question, but actually knowing the game, being able to play the field, and bring out fresh, new creative ideas. And I am not talk just ideas for a print campaign or a knowing what color swatches would appeal to teenage boys (random...), I mean remembering to have the innovative drive to creatively, strategically attack all medias with one foul swoop of a brand and achieve profound ROI. Now that is creative.

One of my favorite people and artists

2008-01-12T21:48:00.000-05:00

Text. Type. Text.

2008-01-03T15:29:00.000-05:00

Another Formula for Life...

2007-12-27T09:40:00.000-05:00

Self-Confidence Formula

Think and Grow Rich is a classic motivational book. Written by Napoleon Hill and inspired by Andrew Carnegie, it was published in 1937 at the end of the Great Depression.

1. I know that I have the ability to achieve the object of my definite purpose in life, therefore I DEMAND of myself persistent, continuous action toward its attainment, and I here and now promise to render such action.

2. I realize the dominating thoughts of my mind will eventually reproduce themselves in outward, physical reality, therefore I will concentrate my thoughts, for 30 minutes daily, upon the task of thinking of the person I intend to become, thereby creating in my mind a clear mental picture of that person.

3. I know through the principle of autosuggestion, any desire that I persistently hold in my mind will eventually seek expression through some practical means of attaining the object back of it, therefore I will devote ten minutes daily to demanding of myself the development of SELF-CONFIDENCE.

4. I have clearly written down a description of my DEFINITE CHIEF AIM in life, and I will never stop trying, until I shall have developed sufficient self-confidence for its attainment.

5. I fully realize that no wealth or position can long endure, unless built upon truth or justice, therefore I will engage in no transaction which does not benefit all whom it affects. I will succeed by attracting to myself the forces I wish to use, and the cooperation of other people. I will induce others to serve me, because of my willingness to serve others. I will eliminate hatred, envy, jealousy, selfishness, and cynicism, by developing love for all humanity, because I know that a negative attitude toward others can never bring me success. I will cause others to believe in me, because I will believe in them, and in myself.

Gateway Commons Apartment Tour

2007-12-18T15:34:00.000-05:00

Here is a apartment tour that I produced for Gateway Commons in Ithaca, NY. The purpose of this project was to give potiential Ithaca visitors and future citizens a glimpse into Ithaca's downtown living geared towards graduate students, professors, young professionals, and the mature. It was created in iMovie and utilized iLife sound clips for background soundtrack. David Plaine was the Marketing Director on this project and Alex Belzer was the voice over narration. More information such as floor layouts in pdf format and other unique characteristics of the energy efficient apartment complex can be found at http://www.gatewayithaca.com

What is LEED?
LEED* Registered and environmentally sensitive, Gateway Commons adheres to energy efficiency, sustainability, and environmentally responsible living. Each residence at Gateway Commons has been professionally designed with style, comfort, safety and efficiency in mind. Every effort has been made to increase energy efficiency and natural, renewable products are featured throughout.

The US Green Building Council’s LEED* System is designed to produce a building that maximizes the health and comfort of the occupants and minimizes the impact of the building on the environment both in construction and ongoing operation.

Guinness' Surging Science Experiment

2007-10-05T13:00:00.000-04:00

Guinness recently launched a new advertising strategy that blows all of those other neon beer signs and pointless key chain promotional pieces out of the keg line. Guinness wholesalers will be distributing the $25 unit(pictured above) onto bars that serve the Irish import from the bottle or can rather than from the tap. After Guinness is poured into a glass, the pint is placed on this, almost similar to the iPod dock charger, Surger device. The bartender pushes a button to activate sound waves, which course through the liquid creating gas bubbles and ultimately the familiar cascading effect typical of a Guinness pint poured from draught.

Now, I do not know how affective this campaign will work in crowded bars, yet it may work like an unstoppable force during the weekdays, hotels, and more lounge type businesses. Not only will it impress the already Guinness enthusiast, yet it will intrigue the other patrons around them. Although, to dedicated Coors Light drinks and pale ale bohemians this promotion may be hated and joked about. But, hey your still talking about it. And one night, when your me intoxicated you just might only think to say, "Hey can I have the dark frothing beer!!"

Project #03 : My SEO

2007-06-01T19:21:00.000-04:00

Just because you put up a Web site doesn't mean customers will flock to it—or even find it. So how do you let current and prospective customers know about your site and entice them to visit? Online marketing is the answer. As such, it plays a crucial role in the success of your Web site and your business.

Successful online marketing gets the word out about your site, your product, and your company. It can attract new clients and help you communicate with existing customers. Best of all, it can be a very cost-effective way to grow your business online.

Sparking Conversation

2007-05-23T03:27:00.000-04:00

Second Life Commercial

2007-05-03T18:08:00.000-04:00

Click Here*

2007-04-28T16:33:00.000-04:00

Throughout my semester, I dwelled in the depths of Second Life and encountered numerous ways in which media and brands enter people lives. Honestly, I do not remember the last time I saw an advertisement in a magazine . Nor, do I remember the last time I heard a radio commercial. As a 22-year-old rising senior in Integrated Marketing Communications , I should be paying more attention to traditional mediums of advertising. But, I don’t. Because I find myself wraped up in other means of advertising . I am not your typical Generation Yer ; you can reach me but it’s much harder to get me to be brand loyal.

After researching other media habits (and perhaps my future media habits based on demographic research I have done), I have been able to identify and distinguish market segments based on a target market’s lifestyle traits and psychographical information. My media habits consist of:
-Internet (blogs, email, graphic design, news)
- Internet Radio
-My iPod
-College Newspaper
-Outdoor advertising
-Cable Television (TLC, Discovery, FX, CNN, Style, Bravo, Showtime) The very niche segmented cable channels with specialty reality television shows
-Art and Business Magazines
-Guerilla Advertising (for music, events, cafes, food, alcohol)
-Product Placement
-Virtual Worlds (Second Life, There.com, etc)

In the beginning of my semester, I reported trends on mainly advergaming, product placement, and ad concepts. Advergaming is a great, key tool to utilize and develop for brands, yet it’s not capturing my attention. Every advergame I stumbled upon, I played for a very short amount of time. Enough time though as I would spend perhaps looking at an ad in a magazine. The interactive gaming online should be very engaging for people in my demographic, along with strong visuals and appeal. Its difficult to really get a hold of us. Like the M&M’s interactive movie search quest game I found. It was very unique and high quality. An essential procrastination game.

Ok, so product placement. Yeah, I saw that logo. And yes, I did remember that Top Design mentioned that particular designer when I went to IKEA . Oddly enough, I cannot remember the name of the designer now. I believe it has to be strongly placed or truly enable much exposure and brand loyalty. Reality Television seems to be the best channel to get across product placement as well. It shows the consumer that people like them are using a certain brand and sometimes it doesn’t look as purposely placed.

I also went into rants in some of my topics about the creative world of advertising by critiquing some ad concepts I came across: most of which were good; otherwise I wouldn’t have noticed them to begin with. This also generated word of mouth for these brands. When promoting my blog on blog search engines and linking them through comment posts, I found that much research and exposure of a brand can be done through the blogosphere.

This is how I got into the buzz about Second Life. Even though Second Life has no advertising as of yet besides the freedom of press and word of mouth, it really generated traffic and membership. Without the blogosphere, perhaps memberships would have not exceeded 5 million? Blogging has added a unique dimention to the Internet. It has provided us with a new means of communication and finding what we need. Much of this is done by linking us to places we need to check out or topics that we are searching for. It also allows us to share our ideas, imagery and notions with a bit more clarity.

Post Purchase for SL

2007-04-21T22:20:00.001-04:00

Recently, brand agency, Komjuniti , conducted the first customer survey on SL residents or people who have spent a quality amount of time toying and living in SL.

People and owners of brands are beginning to wonder if they really should place their brand in an online virtual world. Many others, even their competitors, have already done it. My own personal advice is not to place your brand right next to a bondage toy store. I mean, its like real life. Remember: Location, Location, Location. I wouldn't imagine seeing a John Edwards headquarters in the "live entertainment" strip of Montreal. One of the first things I learned about business anyway.

Also, people placing brands in SL may want to control island privacy settings in order for residents not to "screw with" their brands. As WOM tells me, brands fear getting picked on or toyed with while in SL because of its open source scripting. Since it is open source, you can make plenty of settings so random virtual punks don't mess with your "store front" lets call it.

In a survey of 200 participants conducted by the agency Komjuniti, Second Life users were questioned about their perceptions, their satisfaction with the products on offer and the brand content in the online community.

The first thing to stood out is that 72% of respondents expressed themselves as being disappointed with the activities of the companies in Second Life. Over a third of them were unaware of the branded presence and 42% said they thought it constituted nothing more than a short-term trend, lacking durable commitment from the companies. What commitment are people looking for? Stuff to do? They are right though, many are treating it as a short-term trend. Because trend ideas are not progressing forward. I think there exist SO MANY options in SL that scripter’s for the company are just overwhelmed perhaps?

SL can be your tool. Just like your website. Trust me, if I could actually sit down and utilize the more scripting in SL, I would have a Sprout island showing my work. This is what freelancer or already successful designers do. Making real dollars. Fo instance, I believe that MTV is doing a great job using a virtual medium to retain brand awareness. Check it out here: V MTV

The brand sites on Second Life look like an element of the advertising campaigns. They are placed with the hope of getting high visitor frequency and good PR scores. I think SL sites should be used as they would be in RL. Event marketing. This is how much of there.com's success if unfolding. Even though, I don’t like there.com. They still have the idea. Brands using SL should remember this and use MTV's example as a foundation for building in virtual worlds. Engagement. Engagement. Engagement.

Market Trends for Second Life.. really.

2007-04-21T22:20:00.000-04:00

I recently was exposed to Real Brands in Second Life research report done by Market Truths . In that, they found 49% of SL residents think the presence of real life brands is positive; and about a third have a neutral attitude.

As many are aware, not much market research has been conducted on the new marketing channel. Many traditional folks seem to be turned off by the idea. This is what I though anyway. But, as I am polling my own peers and business professionals, I am finding that Second Life is "innovative and fresh" and a "great new concept" something "non-traditional" to really grab people's attention.

Anyway, more in the market truths study was the recorded reactions of ten brands residents choose to talk about after visiting them a few times in SL.
According to Market Truths, of the 21 brands ultimately named (unaided), four do not actually have an official SL presence. Yet, they seem to still be receiving a positive reaction to the brands even though they have "unofficial" promotion in SL.

[Update: 158 brands were ultimately named in the unaided awareness question. The 21 named in the report reflects mentions by 3% or more of the participants, and who had no affliation with the companies named.] *from Business Communicators Blog

The 35-page .pdf report I have continues to analyze the individual perception of brand presence in SL. The purpose is to report if the brands in SL have ultimately received positive feedback in RL upon their brands. In the report, one of the brands received a negative result in RL because of its SL presence. Could this be a political campaign perhaps? Maybe I am wrong.

The research reports an appendix full of quantitative test results methodologies including sampling, regression and t-tests. I could use some more of these!

Surf Second Life on Weather Island

2007-04-13T12:59:00.000-04:00

“Right from the very beginning, the goal with the company has been to build up a surf community with regular events that can either be social or competitive, it's really all about building community,” she said.

Namiko Surf Co. partnered up with Weather Island (The Weather Channel) to create EPIC surf competition in Second Life. The next competition will take place tomorrow, April 14 1:00pm SLT on Moana'lina Beach, Weather Island.

Virtual surfers were registered for the competitions as of Thursday. The surfers will compete to will lindens and other various prizes. Sponsoring this event include Namiko Surf Co., GR Boards, Reaction, Sport.de along with others.

Namiko Surf Co. is a surf company based in SL. There mission statement is to provide supplies surf clothing and swimwear inspired by the traditional textiles of surf destinations worldwide. All items are carefully handcrafted from organic, natural and sustainable materials... cottons, silks, linens... and hand dyed with natural dyes such as indigo. "We strive to harness the healthy, positive energy and enthusiasm for surfing in Second Life and create a direct, tangible benefit in real life. A portion of all sales in Second Life is directed to Surfrider Foundation in real life, supporting the protection and enjoyment of oceans, waves and beaches worldwide."

Namiko is an excellent SL based company. There mission and business objectives are clear and promising. There target market is focused on educating 3D design as well as taking social responsibility stance. They are very serious about their in-world brand and a very professional demeanor. Entrepreneurs alike should model themselves after Namiko. Large businesses in real life should also look at what Namiko has done and research the event marketing and brand promotion they do in world.

Namiko Blog

In SLNN news article, reported that one of the new things that will be featured at the competition are the epic waves created by Goodliiffe for The Weather Channel and Weather island. Goodliffe said the epic waves are an improvement over the pipeline waves used in the first competition because the epic waves will synchronize themselves, allowing multiple waves to be joined together, and she will be able to see the fruits of her labours as she helps judge the competition on Saturday. Goodliffe, who lives in San Diego CA, noticed that the oceans of SL were “dramatically dead,” and started creating waves as soon as she learned scripting.

They are dead. And there is so much open space for scripting off the islands. This is an awesome idea ad concept that will draw in more people to use second life entertainment.

From: Second Opinion Newsletter

2007-04-07T21:07:00.001-04:00

Voice in Second Life: Beta Test Opens!

A private beta program on a test-grid for 1,000 users will be launched early in March before a Grid-wide beta trial. This will give current Second Life Residents the opportunity to explore the benefits of voice-enabled communication. A formal launch is scheduled for Q2, 2007.

During the beta program Residents will be able to test the use of voice under three scenarios:

Scenario 1 - Residents can teleport to voice-enabled land and automatically start speaking. The volume of speech is then modified according to their spatial relationship with others. Up to 100 users can be present in the same audio channel at once.

Scenario 2 - Group conference calls for two or more Residents, enabling large groups to communicate across geographical boundaries (e.g. concert setting, or between pockets of land etc).

Scenario 3 - Two Residents can privately share a conversation, initiated by an Instant Message. Residents don't have to be on voice-enabled land to do this.

PROMOte

2007-04-05T23:04:00.001-04:00

Technorati Profile

Tracking Treasure Down

2007-04-05T23:04:00.000-04:00

There now exsits a new way for people who want to make money in Second Life to keep track of visitors. It will help residents in SL to easily navagate and rate places they visit. A new tool develped by Slicr Holdings (Second Life Community Ratings Service), founded in December by Vitis Obviate and Hiro Market, recently released the beta version of the Slicr HUD for testing to the general public for a nominal fee of L$1.

The HUD allows many different functions to play with: a search and rating system for locations (ie, businesses that are hard to find or entertainment islands). It also includes a tracking feature which allows the residents to easily recently or frequently visited islands/locations. This will help land owners gain returning traffic along while receiving feedback from visitors.

The goal of the tool is to provide residents a better exploring experience and make the virtual world more intuitive and enjoyable. It will also keep not-so-saavy second life residents more in touch with virtual life entertainment and benefits to exploring the user-generated virtual world.

“We are selling as much a lifestyle of exploration as we are a product,” Obviate said in an interview at the Slicr Sim at Tipsico.

In an article writen by Diago Quaranta from SLNN, reports that
Slicr is not the only group working on rating tracker tools in virtual worlds "Ratepoint, launched on March 12, allows users to rate other avatars on a scale of 1-5 based on their behavior and currently has several thousand users and over a dozen employees, both in RL and SL, despite being less then a month old, according to Chris Bailey, Ratepoint’s CEO."

Ratepoint is a good attention getter, considering the favorable rating systems that people utilize on social netowkring sites such as "The user-generated virtual world's 2D platform," Myspace.com. This isn't so beneificial to businesses in Second Life presently, but it is still a work-in-progress for future tools for ROI ratings and statistics.

According to Diago Quaranta reporting, "Slicr uses a multi-layered system to search for locations based not only on sim owner’s descriptions and keywords, but also the comments and ratings of other Slicr users. For example, searching “news” in the Slicr system returns a list of locations with the highest ratings with “news” as part of the description or key words input by the other users."

This systems allows for more in-world buzz marketing rather than relying on real life publicity of businesses in SL; people can now find out were to go once they get in-world. It is similar to youtube in a sense were people view and visit locations based on other member ratings.

When visiting a location, users can give their own ratings in three different ways: a three-star scale of how useful the area is
categorize the location (general/no category, shopping, roleplaying, clubs, themed areas)
enter up to three keywords about the area.

By creating categories and allowing users to enter their own keywords, Obviate says he hopes Slicr will be able to serve the wide range of people who log into SL - from entrepreneurs interested in the businesses of SL to dedicated role-players.

Tax Advice: Now Virtual

2007-04-02T19:00:00.000-04:00

H&R Block is another business that has decided to drive into the depths and trends of user-generated content in SL.
Company Purpose: Brand awareness, build brand loyalty, helps people with their taxes online but in real time virtual context.

The HR Block island looks great. Nice layout and well branded. I had easy time getting around with the location teleport maps. Walking gave my avatar lower back pains, though. Honestly, I wish I had some questions for these guys. Tax consultants are available in-world to talk to in the meeting rooms on Tuesdays and Thursdays at 6-7p.m. PST time.

READ MORE STUFF

Inbox: Hows ROI on SL?

2007-03-31T22:50:00.000-04:00

Two of my professors from recently attended the Virtual Worlds 2007 : The future of marketing and media conference in New York City to discover how businesses are measuring out. Or not measuring...

They came back with full notebooks; each one loaded with statistics, cramed with businesses recent experiment and summariers off all the speakers and businesses concerning the long awaited ROI measurements. Still how do they measure? How do businesses measure and figure out there leads through SL dividing the amoiunt of time by the amount of $$$.

Many said its not there yet. In one of the latest press releases from SLNNetwork, Childs Writer reported that ROI in SL is just not a traditional channel that can have defined measures. The question still remains: What do your measure to find out the company's are successfully promoting their brands and gaining revenues/donations? (yes, non-profits are in SL, too. And they seem to be really taking off and gaining vistiors).

Writer, in-world reporter for SLNN, spoke with Reuben Steiger, the CEO of Millions of US whom stated, “One of the problems we are facing in virtual worlds is that the economy is a non-transactional media. The money exchanged will not be listed on any commodities exchange. Value creation is still very unclear.”

Right now, it seems businesses and SL are still relying on publicity and blogging to see who are receving their messages. Many corporations, such as AOL are focusing in on marketing to the avatars first. Anotherwords, the people they are marketing towards are the alter egos of the people in real-life. This makes sense for many of reasons. For one thing, at least in my conversations in-world, people are there to actually "play" or "live" their second life. Some, do not even want to be bothered with real-world conversations. It was like the person behind the keyboard was gone and was now only in the eyes of their avatar.

Does this mean marketing to them is a real waste? No, of course not. Avatars cannot think for themselves (the majority of them). Messages are still being brough to the attention of real-life consumers. I believe Second Life, is like actual life when it comes to what you put into it. If your company, creates a great headquarters or displays an extrodinary island, and you keep drawing in avatars they will come and enjoy your brand. Have events. Impress your people!

Steiger also mentioned, “ Pontiac was able to get the residents involved. People lived and built on these sims, adding value and a real sense of community. They became brand evangelist.” He knows whats up.

In quick wrap up here, it still remains that ROI is unclear and hard to be measured. At any rate, second life advertising is afforable, experimental, innovative, and you get to talk to all the smarty pants early adaptors. Untill next time...

More Buzz, More Something...

2007-03-28T14:24:00.000-04:00

An article I read in Adweek stuck my attention concerning the lackluster of Second Life.

Constantine von Hoffman of Brandweek talks about the dissappointment of makreting that is going down in the virtual world. Businesses entering SL still have no clue what they should be doing. If I had a business, I wouldn't have the attitude of "if we build it, they will come." This notion is in no way possible for such a new media channel like SL.

While making yummy lunch today, I noticed the Web site address on the new garden hot sauce I purchased. Good for them. Now I can learn more about their other products and have their brand reinvented in my brain. If the .com was not on the label, I wouldn't have thought twice to visit them online. The same concept applies to SL islands or office headquarters--a call to action from advertising.

I am sure many businesses would lose quite a lot of customers if they didn't place the .org or .com at the bottom of ads or promotional pieces. The common body copy: "Visit us on the web! www.come-be-exposed-more.com" should be applied to Second Life "locations" as well.

Yes, not many people have Second Life packaged with their PC's or Mac's but the trend has to keep moving. Web surfers download new plug-ins or applications needed to run media all the time. I believe that is how many people aquired Acrobat Reader because of the .PDF exchange.

So, lets talk about URLs and SLURLs . Companies, big and small supply us with their URL destinations in almost every part of the consumer communication model. This is how consumers easily connect to not only the brand, but company info, news, online shopping, contact info, and financial data for investors. URL's are used and abused for infomation on companies and where many consumers or B2B prospects receive their beginning information.

SLURL's, on the other hand, provides direct teleport links to locations in Second Life. If you have Second Life installed, clicking on the map link will automatically teleport you to that location in-world. Now, this is just like clicking on a link in your email in the morning to read a news article or someone's blog (like this) but instead the link will just take you to SL location, rather the Web site.

SLURL's also provide surfers the opportunity to sign-up for Second LIfe and download the program. Aloowing the chance to give it a try, see what the hype is about.

Purpose Behind Second Life

2007-03-24T18:11:00.000-04:00

For the past few months, I have been conducting research on the rising media platform, Second Life. The new media channel is so fresh its not done yet. Completely still within its introductory stages, Second Life is virtual reality that is all user-generated content. People use Second Life mainly for 3D design and interactivity. They use it for conversation, something to replace television or traditional video games. Throughout my ventures in-world, everyone I spoke with had a different reason as to why they spend their time living in a virtual world.

My research focuses on the benefits of large corporations and businesses to set up shop in Second Life. So, I visited some of the headquarters that already exist in Second Life to analyze what they do. Earlier this week, I teleported to the legendary ad agency, Leo Burnett. To my surprise, it was designed in a way I would have never imagined. The company island was very quirky, random and creative. It didn't look like a virtual headquarters. Leo Burnett actually utilized the fantasy aspect of Second Life and ran with it. They made a land that represented their creativity and had fun. Go Leo.

I believe Leo Burnett is very experimental at this point with Second Life. They seem like they do not know what to do with the medium, but are having fun with it anyway. The island is attractive in sense that allows avatars to play with random things that involve interactivity. I received a giant pencil in my inventory that I could whip out and ride on (which is part of their image and self-branding). So, that’s fun and now I know more about Leo Burnett.

The idea and ability that I not only saw the pencil, but also was "playing with it" embedded the identity of Leo Burnett into my brain with more meaning and clarity. Big Ideas. Big Pencils. I still think the island is in the works. It should represent more "toys" that show what they do for their clients, brands and more about Leo Burnett' company persona.

In addition, I scoped out islands that promoted the entertainment industry like recent blockbuster hit, "300". Which was absolutely fantastic and displayed superb art direction by Grant Freckelton. On the contrary, the spot in Second Life was not all that exciting at all. It just looked like any other industrial design in Second Life. I was expecting more red and flesh tones like the movie. Disappointed. Except for the spartan avator look-a-like. For the most part, much of the marketing in Second Life centers around advertising for stuff only in Second life.

In my spare time and for class, I have visited many just for fun islands in Second Life. One being Kawaii Ku, which is an Animie island that is build like a city. I got bored there, and I cannot remember how but I stumbled upon a DJ's virtual apartment and discovered how good her music is. So, her marketing worked; I never heard of her before until I searched trance in Second Life and I got to listen and download MP3's of her music. Now, I will probally purchase and download the entire album. The target audience also clicks; many people into electronic music utilize their computers for making music and would enjoy something innovative like Second Life.

All different walks of life are playing and running around Second Life just waiting for good conversation and neat things to toy with. Users WILL interact with your product and your brand. Give an avatar a sample of your new beer or wine. The person wil be happy, know about your brand and product, and their avatar will be drunk! (avatars don't really get drunk though).

On average, it costs $1200 for a business to buy an island in Second Life. That is not even a dent in advertising expenses for big business such as Mercedes Benz. I scoped out and test-drove one of their newer cars at the in-world dealership. Having virtual dealerships cannot hurt and can only benefit big time companies like car brands. It brings people one step closer to your actual brands car lot by letting them test drive a car on a virtual lot.

An Oldie, but a Goodie

2007-03-19T23:22:00.000-04:00

The "Got Milk" advertising campaign made advertising look pretty sweet for a while. The infamous Aaron Burr commercial I believe will never be forgotten. I mean, this guy REALLY desperately needed a nice cold soothing glass of milk. This "got milk?" was also one of the concepts with the most novelist expression. It even stresses out the emotional type viewers. I felt for the guy even.

One thing I truly do NOT fancy about good advertising is when some smarty pants consumes the idea and they puke it back out onto $19.99 T-Shirts and matching bumper stickers. I witnessed a man at a bar the other night with a "Got Jesus?" shirt on. We see this filth all the time--Creative advertising becoming manipulated in the wrong hands and processed by the increditably lame. Some wise soul should start an activist coalition against these trashy products (that would be just as lame, please don’t)

Consuming Brands Like an After Dinner Mint

2007-03-18T16:10:00.001-04:00

Mars Incorporated , specializing in snack foods, pet nutrition, main meal food, and vending systems, owns the popular M&M brand. And they are all about making the tiny candy covered chocolates as interactive and lively as possible. By developing promotional programs like numerous co-sponsorships, advergames, and other online media--the M&M brand could take over someone’s whole work day.

Recently, Mars has designed another co-sponsorship promotion to remind everyone of their sweet, sweet presence. Many companies are coming out with unique personalization options to make their brands just that more enjoyable. M&M's candy have developed a whole service dedicated to developing personalized M&M candies in your honor.

Calling the service My M&M'S is a good name--as trends would have it anyway. Businesses have the option of special ordering company branded M&M'S. They offer 22 colors to choose from and as much message you can fit on an M&M--plus your logo. It is a very cute and sweet way for a company to generate awareness and to show off perhaps corporate whimsicalness. They promote the service and personalization of product to be great for events, gifts, headquarters treats, or thanking customers for their purchases.

The Web site really glorifies the idea though. Because the M&M illustrations on the page are much bigger then what someone would actually hold and see in their hands. The messages and logos on the candies are also in bold black, whereas I remember seeing white on the traditional. Also, it is very easy for messages and logos to become scratched off or just not as noticeable. A waste of money for a small guy--unless you really like the candies. A quick fix promo I say.

Jacqueline Does Flickr

2007-03-03T22:35:00.000-05:00

I miss my manual cam...

Imsprout : Flickr

The Consumer Industry

2007-03-02T14:11:00.000-05:00

Sometimes I wonder how many people are come up with better creative work then the agencies themselves. When given the right training and program skills the consumers are coming up with almost identical, if not better, advertisements and designs then the big time agency players. Most of the time when user-generated content is raved about online or other media sources, authors hype them up more than what they really hold as far as execution--but one has to admit that user-generated content is matching up to the concept standards.

Observances such as this can give the title of "freelance designer" a whole new recognition. We are cheaper, typically younger, up-and -coming, and in with the times. We know where all the new technology is and have a high understanding of most target market segments. Most of the user-generated content in advertising that becomes displayed are college students or the people that are just creative for fun--not for dough. Isn't that were the best creativity sprouts up?--when there exists fun, passion, and emotional expression.

Marketers are going to start thinking much harder about how much they are spending on production costs and the traditional advertising rates once they start discovering how much user-generated content and buzz marketing actually works and stimulates higher sales. Not only that, but college students these days are the ones growing up with production and design programs right on their desktops and "shared" through online software downloading programs. The generations Yers are learning these expensive and complex programs just for the hell of it. So they can develop artistic videos of their friends making music videos or participating in extreme sports. I know because I have done it ever since my parents purchased me my first MAC in 1997. We love this stuff! Hire us!

And as Max Kalehoff mentioned in a similar topic article: "Regardless of how big consumer-generated advertising becomes, or whichever direction it morphs, the phenomenon is going to prompt faster reevaluation of the current ad-production model, among all stakeholders."

Advertising in Second Life

2007-03-01T23:07:00.001-05:00

One would think with all the creatives, game designers, and minds full of expansive imagination capabilities that there would be awesome advertising in Second Life. Not so much. Although, this is very similar to what you would see in the 1st life; crappy Papyrus font usage for start-up businesses that do there own advertising/branding. Through, I predict that as more bigger companies set up shop in SL, then good 2D graphic design will start turning up. The 3-D animation is always wonderful, especially when you find a skilled game/graphic animator.

In my experience thus far, Sprout Demina (me!), has highly enjoyed the snapshot option. I shall start a Flickr group soon and call it my 2007 affordable lucid vacation. Or no, maybe something better. At any rate, I can say that I have been exposed to brands that are in the real world that I have never heard of before. Or perhaps I have, yet I tuned them out because I was not able to interact with the brand so much. In second life, if the right coding and information is present, I can find out so much about certain products and brands that I would be to lazy to do out in the real world. I am talking about random products or services that I wouldn't even think I wanted or needed, too. It doesn't mean that I am going to purchase a fake cell phone in SL (I hate the one I have in real life), it just means I'll know more about a potential purchase item.

Also, lets explore the other learning experiences SL can teach us...

An ideal place to test paradigms of real-life human social interaction

Blog Promotion

2007-03-01T23:07:00.000-05:00

For the most part, not many people come across my blog on a daliy basis. In the beginning, I thought no one would stumble upon it at all. Until a blogger with the same topic interest of advergaming shot me an email. Three Melons found adcompass through a google search by looking for other advergaming blogs. By taging each one of my blog posts, I can indirectly direct people searching on the web for the topics I am rambling about(especially if they are utlizing google as an engine).

So, I figured, hey why not tell more people about it... I am in sales promotions.

I added a link to my blog as a signature for my out-going email.
I sometimes have it posted on my iChat status
I have a link to it from my social network pages
I write it on my business cards (they need an update..)
I search other blogs that I enjoy reading and ask them to link swap
I spraypaint my logo and blogspot on major buildings (ok, no maybe just in second life)

2007-02-25T22:18:00.001-05:00

Why Open Office in Second Life?

2007-02-24T23:51:00.001-05:00

Never Underestimate the Power of Sports

2007-02-22T21:05:00.000-05:00

Sports run on advertising. I consider them the queen bee of product placement without a doubt. When I think of tennis, I think of Reebok. When I think of NASCAR, I think The Home Depot. When I think of basketball, I think of Sprite or Nike. So, I guess if I love tennis I must love Reebok. Where would they be without all those sponsorships? The city park or a mud bog. At any rate, no matter where you glance at a sporting event brands are everywhere. Sometimes, it just looks like everyone in the sports market just puke up their name all over the place. One cannot escape all these logos and the official crap beers of football.

Also, let's look at how many sport figures are contracted to only wearing a particular clothing line for years. They are walking advertisements themselves. Most of the time, the apparel professional athletes are flaunting have no correlation between the athletic qualities or lifestyle.

Now lets discuss sport videogames. When I used to play sport videogames, I was constantly exposed to in-game ads. That is how I found out what snowboard brand I wanted to purchase (when I was younger). Think about it: How long are people (not just kids) playing video games a day? Average four hours; depending on demographics and lifestyles patterns as well. In an interview on business week.com, Sean Mackay, Director of Community Development for Netamin and Julie Shumaker, Double Fusion's VP of Worldwide Sales, gave answers to questions such as: What form advertising in-games is it going to take in the future? And what is the potential of Sports MMOs?

Here are some sip-its from the article that I found interest in:

"The idea [of Sports MMOs] seems so simple in retrospect, but that's the genius of our owner. He started with fantasy MMOs, but he took a step back and realized he couldn't compete with the big publishers. He watched the World Baseball Classic and saw the sport was expanding in a big way. That's why we're doing what we're doing and we're very fortunate in that there are no other competing baseball games on the Internet."

"We're keeping the gameplay at a premium, and we're going to ask that sponsors not impede on that. The typical UBO player plays about 3 hours a day, so ad placements usually take about 15 seconds or so, but over the course of the game, there are plenty of opportunities for people to see ads. Things like in between actions and refreshes are when those advertisements stream in."

"I think the big picture for us is that... we're quite excited about the 'advanced casual' game space. It is for people who are into immersive gameplay and aren't at their console and are looking to compete online," commented Shumaker. "Not only are the gamers excited, but this is a non-licensed sports title... this is great for marketers who want to tap into the sports space but don't have league rights."

No one wants to be alone

2007-02-21T19:48:00.000-05:00

ASICS, the running shoe manufacturer, finally decided to launch print campaign with the ideal in mind to connect to their primary target audience: runners. The big idea behind the beautifully photo-illustrated ads is to show the various motivations on what keeps runners running. On each of the ads in the set, the copy "My Running Partner" is plastered dead center for the most part with very distinct emphasis on the G and the P. Odd.

Unfortunately, I only found copies of the campaign in very small size so I had a difficult time reading the rest of the copy.

"My Running Partner had eight arms", is my weak sister and was also the first one I came across. Visually, it caught my glimpse, but then I felt the My Running blah blah to be pretty boring. In addition, the placement of the visuals is backwards (such as the runner running off the left side of the page, how the people in the row boat are not only tiny but not running, the finally how the product is also on the left side.) If the imagery and colors do enough on their own from some people, the heavily weighted left side may work.

Remaining ads target various levels of runners. "My Running Partner: Is My Evil Twin" is much better as far as positioning goes (especially on a top-page spread).

"My Running Partner: Makes Me Run With Two Plastic Bags", is very cute and so completely winning the hearts of dog lovers.

"My Running Partner I have never met," is an interesting concept as well. I suppose it is similar to saying you can find a mate if you drink this type of beer ad. I like it. It is most certainly a motivation for people to run, or get them to start running. It also ties in with getting in shape and getting laid aspect as well.

In a small article I come across in my inbox from Amy Corr, said the spankin' new tagline "Sound mind, sound body" was incorporated into the ads which stem from the meaning behind the ASICS acronym, anima sana in corpore sano. These ads are launching in the March issues of Runner's World, Men's Health, Shape, GQ, In Style and Real Simple, to name a few. VitroRobertson handled all aspects of the campaign. Great art direction; nice and clean.

Advergaming is on High Demand

2007-02-16T13:16:00.000-05:00

Along with checking email at the speed of light, web surfers are constantly finding themselves sucked into playing advergames. Causal gaming online has become an advertising phenomenon. Traditional media companies for all over are now beginning to launch advergaming campaigns on client product/company websites in order to boost web traffic.

In research done by Forrester, nearly half of all gamers are between 30 and 59, and they prefer simple games, like Sudoku and Hearts to the more involved titles typical of video game consoles. Forrester also says online games appeal equally to both men and women. If you think about it, how many times do you or have passes a co-worker in the office and they were playing the good ol' solitaire or some other game just enough to keep their minds active, yet countine to procrastinate?

Sure, situations like this happen more in a college dormitory rather the office. Yet, adults still find themselves sitting down to do important research on competitors and then all of a sudden they are playing fly swatter. According to comScore Media Metrix, Yahoo! Games brought in 21 million unique members back in January. One would like to believe that their employees have no time for games, but really they find the time.

The Wall Street Journal Online is where I was inspired to spit thoughts about adults loving games. You can read the full article here (members only). Magazine websites such as Cosmopolitian, Esquire, Good Housekeeping, and Harper's Bazaar acquired a two-year agreement with online game developer, Arkadium Inc. to design a plethora of games to Hearst Corp.'s publications web sites because they believe it will boost ad sales. They are not off track by any means. If a reader of a magazine decides to visit the web site, chances are they may be searching for more entertainment. They have done enough reading, so give them something else for their visual pleasure.

Clean off your Filth

2007-02-12T17:10:00.000-05:00

AXE shower gel is highly well-known for it's teaser X-rated advertising. It is perfect for the audience it wants to meet and everyone knows it. Men only wear nice scents to acquire women attention. Might as well cut to the chase. Here are two examples of award-winners from Cannes Lions International Advertising Festival.

The first ad that ever caught my attention from Axe was the drainpipe commercials in the apartment building. It starts out with the camera filming a guy shower with axe shower gel and him rinsing it off with the water going down a center drain. The camera pans down to the floors below him that are all occupied by female tenants. All of which are groping and rubbing against the drainpipe that starts in the guys apartment upstairs. How dirty.

Then, I came across Axe's advergaming sites. The first one; a promotional game for AXE shower gel that is just as racy as the commercials, but interactivity included. Game Scenario: once you click the button to let in one of your ladies, you have one minute to clean your bathroom and rid all the traces of your last sexual escapade. You have :60 seconds to do this. Remember, you want to keep sleeping with as many girls as possible, yet still keep your "girlfriend" on the side. AXE is such a promiscuous product. It promotes the whole stereotype of men who sleep around is hot, not sluttish. I find the advertising for AXE to be outstanding. I just do not understand why there isn't a brand for women the represents cheating on their boyfriends and sleeping around. I am being a bit facetious of course. To your surprise, I am not in the target market for AXE. Believe it or not, some women are and some of them even wear it. How did this happen? I can't see how the advertising would get to them (unless they like being cheated on by dirty men or they like being that type of "guy") That is just a whole different topic isn’t it?

Be a man slut (or just pretend).

Then, the newly designed, Dirty Rolling, made in honor of their new commercial where a random heterosexual couple roll through the countrysides, car garages, and apple fields with bisexual women. They make the land their hot bed of lust. The grand final ends with the couple rolling in front of an Axe truck, causing an accident. The truck full of Axe Shower Gel and the filthy couple then fall into the ocean below where the Axe Shower Gel gets them both clean. The commercial is much cleaner... so to speak.

The advergame, developed by Fistborn Multimedia, did a nice job with graphics and design! But the game reminds me of a mix between Frogger and Catamari. Also, I like the font "dirty headline".

Now play this one.

Lasting Impressions

2007-02-09T01:33:00.000-05:00

It's no doubt that female tweens love advertising. They seem to love feeding into what the media shoots at them while analyzes to death many of the entertainment issues. As Tina Wells said in her recent OMMA post of "crack the code of fickle female tweens", they are critical, aspirational, and emotional. All of these three characteristics can be easily drawn out of what they see and take in from the media.

"Buzz Marketing Group, 87 percent of tween respondents said that ads represent one of the top three ways they want to be introduced to a new product." -Wells

Not surprised at all. When you are a young female whos not even a teenager yet and know that they are still just "tweens" they want to formulate who they aspire to be when they become that blossoming, coming of age teenager. In short, advertisers that target their ads in TeenVogue and CosmoGirl (please! be careful this is the future your messing with).

Do not be fooled, as Wells continues to point out that female tweens are intelligent even though they look for an escape through favorite celebs and the trends they choose to be apart of. They will find out if celebs are actually using the product that a marketer has them endorsing (so make sure your picking a celeb that isn't known for wearing Chanel but actually wears RL) They will find out.

Key point to remember (and agreeing with Wells on this one): Develop campaigns that do not attack, yet make friends and fun with the female tween audience. They are impressionable, but they still know what the want.

Spike Jones does a GAP good

2007-02-06T14:16:00.001-05:00

What new Gap? Either way, this advertisment is the complete opposite of the classic white room ads GAP is so well know for running. It odd that they broke out of the music video type ads by hiring someone who does music videos. Well, I suppose it is still a music video, but atleast it as a concept. Even more odd--that GAP agreed!

It's All a Game

2007-02-05T18:52:00.000-05:00

Apparently, I am part of the Generation Y demographic. I was born in the mid 80's; growing up with plenty of toys, cartoons, Nickelodeon, and the rise of video games. The world I grew up in was vastly different as opposed to what my parents experienced. Generation Yers also got to see the explosion of the World Wide Web onto the world's population. Then, more means of technology brought better, faster, and easier ways to market to us--when really all this information is just easily filtered. Studies suggest that Gen Yers are very capricious when it comes to what they want. They are very brand conscious and, honestly, we hate having products or services shoved in our faces. We have consumed so much marketing/advertising tactics in the past that we have become skeptics towards traditional means. For a good portion, it seems the word "traditional" is tossed out the window all together (along with our desktop computers).

Generation Yers also have experienced not only changes in the media and technology, but changes in the workforce, family, and attitudes towards life in general. They are typically much less brand loyal then Generation X and Baby Boomers According to Miami-based Market Segment research, only on in five look for a particular brand--their choices are much more spur of the moment. The trick is then to catch us at the right moment or in the right manner. We are attached to technology at the hip in numerous places and even though some of us are too time-comsumed to play video games, we still have them in our blood.

BrandGames, a media game design agency in NY, specializes in developing advergames for consumer promotions, corporate/HR, and activation purposes. There overall culture is to "speak the language of a new generation" by "speaking the language of video gaming." They believe that computer media plays a crucial part in building a brand. People are constantly surfing the Web and have mouse-in-hand, always ready to interact. Videogames are still an entertainment pheonomenon. And since there exists an entire generation that was rasied on them--what better way to really get the consumers attention. Advergaming has strong brand retention because the consumer is not only looking at the brand messages longer then a print ad or a :30 TV spot, they are also interacting with the brand--bringing that brand a step closer to the consumer.

Interference is Right!

2007-02-01T14:20:00.001-05:00

Flickr.com

2007-01-31T00:51:00.000-05:00

Depths of market research....

http://flickr.com/photos/23438596@N00/sets/72157594509942111/

The Dorm Room Fridge

The Judge's Panel

2007-01-30T22:22:00.000-05:00

Subliminal messages never truly went away-- we just filtered them out. They become more blatant in order to avoid FTC regulations; this is were product placement takes center stage (or the side of the stage in the corner of your screen somewhere). These meger messages may not be occurring like they did in old time movie theaters with the 1/8 of a second flash of an frosted Coke glass (or the dirty pornography in family films), yet these subtle messages are being brought to you by good ol' product placement and branded entertainment. All the products and brands you see lightly flashed around on television and film these days are basically just sponsorships minus the extreme boasting.

This type of advertising is attacking your subconscious more then anything really. For instance, I was watching American Idol for the first time (yeah, the first time) and I noticed the judges all drinking from a.) shoddy plastic cups and then b.) shoddy plastic Coke branded cups. The average viewer or target audience is not paying close attention to what the judges are drinking. Half the time, our minds recognize that when judges are on a panel they are usually supplied with some sort of beverage (we don't care what it is). Now, coke is making you care on American Idol. So red they are.

The Advertising Tides

2007-01-29T17:17:00.000-05:00

I am Jacqueline. I like to journey. In addition, I am here to discuss the new waves of advertising, the rise of product placement, and other ideological ways the ad industry is rolling out brands/concepts.

I decided to speak about the topics concerning product placement, advertainment, sponsoring, branded entertainment etc...(where does it end?!) because of its rise and clever means of promoting a brand. Many of these new types of advertising mediums are rooting right out of new media options. Some of which, I believe to be a bit stalker-ish. For instance--when I am reading an e-mail and the advertisements that are along side the body copy are similarly depicting the topics in your head is a little frightening.

Google's Adsense. Or.. Adstalker. Granted, this is also related to the banner advertising revolt, the notion behind it still ties in with product placement.