In 2014, Land Rover embarked on a unique branded content project - an interactive digital book, "The Vanishing Game," written by British author, William Boyd. The project aimed to build the brand's reputation as a vehicle for adventure, discovery and exploration. The adventure thriller follows protagonist Alex Dunbar on a mysterious driving adventure across the UK, and the story is brought to life online through a multi-sensory experience, comprised of video, photography, animation, sound, music and narration.
"What I tried to achieve was to make the Land Rover an inherent presence in the story, something always there - implicit, strong, solid, reliable, ready to function - very like the part it plays in my memory."
- William Boyd, Author, The Vanishing Game
To further promote reader engagement and activity, NewsCred provided custom content around the story, which was distributed to various media outlets, including Vox Media, Quartz, New York Times and Travel + Leisure. Readers and actual Land Rover owners were encouraged to share personal driving adventures, tagged with #WellStoried. Pulling in that hashtag, the photos were collected and showcased on a dedicated Tumblr site, which allowed you to search the photos by keyword or location. The unique and innovative strategy has worked well for the brand, engaging adventurers around the world and enhancing its image as a luxury adventure vehicle.
Whether you’re a romantic away from your loved one for a semester overseas, or a grandparent with the little ones on an opposite coast, long-distance relationships just got easier. Brothers and former Google employees Petter and Kaspar Prinz noticed that the most written “word” via text and chat in 2014 was not a word, but the emoji of a heart.
HUG turns that emoji into a more tangible experience with the help of your phone. By placing your phone next to you, the phone’s proximity sensor picks up the length of the ‘hug’ and sends it a recipient’s phone as a vibration of equal length.
The longer you leave the phone next to your heart, the longer the vibrating ‘hug’ lasts. It doesn’t make your phone sprout arms to wrap around your friend or loved one, but it’s a long-distance connection beyond words on a screen.
read the article here : http://www.psfk.com/2015/03/remote-hug-app-peter-kaspar-prinz-google.html?
Have you ever been to a conference where you heard interesting ideas, but walked away having no idea how to implement them? Or worse still, having heard speakers who only talked about themselves?
Conferences like that are why we started Planning-ness.
Planning-ness is an un-conference for creative thinkers designed around doing, not just listening. Unlike most conferences, our sessions involve a speaker teaching for the first 45-60 minutes then setting the group an assignment to put that learning into practice.
At this year's event - in Portland, OR on September 11th and 12th - our speakers will include a Warner Bros. screenwriter, an expert on observation and crowdsourced product expert.
You can find out more about it at http://planningness.com and also learn about the Planning-ness Grant which is awarded to people conducting research that can benefit the creative thinking community.
Richard is passionate about storytelling in all its forms, be it a great ad campaign like Apple’s “Think Different” or the latest Batman movie. He believes human beings are hardwired to digest stories because they help us make sense of the world around us, and teach us something profound about what it means to be alive.
Richard spent 15 years in advertising as a group strategy director. He won a coveted IPA Effectiveness Award in 2010 for his work on Virgin Atlantic, gained a distinction for his thesis on the future of brands for the IPA Excellence Diploma, and acted as the lead strategist on a range of accounts including McDonald’s, Kellogg’s, Google and Intel.
Jamie Davidson is a Senior Associate with Redpoint Ventures where he focuses on early stage investments in consumer Internet, mobile, digital media and online marketplaces. Previously, he was the VP of Product at Hotel Tonight. He joined HT as a result of their acquisition of PrimaTable where he was the Founder / CEO. Before PrimaTable, Jamie spent time at Kleiner Perkins Caufield and Byers focused on digital technology investment, at YouTube as the Product Manager for algorithmic video
Jess has 14+ years consumer and healthcare marketing experience at large agencies such as Grey and Havas. Her focus has been on Digital Business Transformation, Innovation, Strategic Planning, Research & Insights, Digital Marketing, Customer Engagement, User Experience & Analytics.
Most recently, Jess started her own consultancy Cretegic, which offers fullstack marketing in a digital world.
Prior, Jess was an Executive Board member and SVP, Digital Innovation and Strategic Planning at Havas Health . She established new revenue generating strategic capabilities/deliverables and led a digital marketing practice and P&L across strategy, creative, user experience, account, media and analytics. She is a contributor to Alleywatch, Medical Marketing and Media, an influencer on digital/social trends and strategies, an ambassador for SocialMediaWeekNYC, and guest lecturer on digital marketing at Columbia Business School and NYU.
See. Think. Make. Bob has spent his career doing these at the intersection of people, design, and technology. In the halcyon days of Microsoft, he led a team through the drama of shipping Fury3, Microsoft’s first PC game for Windows 95. Since then, he’s been a leader and designer on an eclectic mix of early stage projects from computer games, to automobile computers and online education platforms. Bob is currently the founder/CEO at XOBXOB, which is focused on seeing, thinking, and making in the rapidly emerging world where everything is connected.
Andrew is one of the inventors of Cerego’s learning method, and started Cerego to create an open platform to improve memory and quantify knowledge. These days he spends equal time improving the product and working with our partners and advisors around the world. His passion for research stretches back to his high school days at Bronx Science, and inspired him to start three education and technology companies (including the Princeton Review of Japan) in Tokyo, where he lived for nearly 25 years.
Alexandra Horowitz is a professor of psychology at Barnard College, Columbia University; she earned her Ph.D. in Cognitive Science at the University of California at San Diego. The Horowitz Dog Cognition Lab at Barnard conducts research on a wide range of topics, including, lately: dog olfaction; inter-species play behavior; and attributions of secondary emotions to dogs. In addition to many scholarly articles relating to dog behavior and cognition, she is author of Inside of a Dog: What Dogs See, Smell, and Know (Scribner, 2009), On Looking: Eleven Walks with Expert Eyes (Scribner, 2013) and editor of Domestic Dog Cognition and Behavior (Springer-Verlag, 2014).
Twitter Ads can help you amplify your messages and offerings — and we see that the most successful advertisers are those who first establish a strong organic presence on Twitter. After all, Promoted Tweets are simply organic Tweets that are targeted to a specific audience.
Starting today, you’ll have a new tool in your arsenal: we’re rolling out an enhanced Tweet activity dashboard to provide measurable insights into how your organic Tweets perform.
For the first time, advertisers will be able to see how many times users have viewed and engaged with organic Tweets, so that they can more effectively optimize their content strategy. The Tweet activity dashboard is now available to all advertisers, Twitter Card publishers, and verified users around the world.
With the new dashboard, you can:
New insights from additional research
On Twitter, nothing comes between your Tweets and your followers. The Tweet activity dashboard can help you create content that resonates most with these followers, who have the ability to amplify your brand’s message even further through actions like a Retweet, mention or reply.
In addition to the data included in the new Tweet activity dashboard, which focuses on impressions and total engagements, we recently analyzed organic Tweets and the reach of those Tweets (reach = unique logged-in users served one or more impressions) for 200 active brand advertisers. The data below identifies a few insights and best practices for brands when developing their own content strategy on Twitter. These advertisers spanned multiple verticals and ranged from Fortune 500 companies to SMBs.
First, we saw that brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter.
When brands pair consistent tweeting with engaging content, there’s potential for even higher organic reach. In fact, Wheat Thins (@WheatThins) achieved organic reach equal to 95% of their follower base by tweeting 2x a day per week, while Trident (@TridentGum) saw organic reach that was 5x greater than their follower base by tweeting 3x per day.
“It’s incredibly powerful for our brands to gain insights into their organic impressions on Twitter. We gain a massive amount of value in understanding how our Tweets resonate with our followers,” said Bonin Bough, VP of Global Media and Consumer Engagement at Mondelēz International. “There’s no filter between our brands and our followers on Twitter, and this new dashboard shines a light on how our brand’s voice helps drive our organic activity. In turn, this will help influence how we can be smarter around our decisions related to paid campaigns.”
Of the 200 brands, those that drove the highest organic reach utilized one or more of these tactics when it was relevant to their marketing goals:
Tweet activity dashboard best practices
The revamped Tweet activity dashboard can help you quickly identify which Tweets drive the highest engagement and impressions. Here are a few ways to use the dashboard to improve your content strategy today:
Our goal is to provide the insights you need to maximize your business presence on Twitter. Get started with the new Tweet activity dashboard — and if you’re not yet advertising on Twitter, sign up today.
All images used with permission of @Buzzfeed.
Having good relationships beyond your fellow planners is vital. Being on good terms with account management, creatives and above all clients can kill or cure ideas.
But what the hell do they all want? How can you be all things to all people? And are they always right?
In this session, we'll hear about Planner Hell and Planner Heaven from…
- Preethi Maroli, Global Business Director at JWT
- Mick Mahoney, ECD of RKCR Y&R
- and Fiona Lovatt, ex-Head of Marketing at Twinings, Magners and the BBC
Once we've heard the best and the worst, the conclusion is up to you.
We'll break into working groups to discuss how to turn talk into action - what you can start doing tomorrow to boost your relationships. Our speakers will chime in with their points of view, and maybe (hopefully) spark some debates.
As usual at APG:YP we'll decamp to a local pub afterward for more drinks and chat.
APG - Account Planning Group
The APG is a not-for-profit membership organisation run by Planners for Planners. If you're a planner or strategist in a communications or client company, it's the natural home for you.
We believe in the importance of excellent advertising and communications strategy. With products increasingly generic, budgets ever tighter, and communications channels more varied, it has never been more important to have crystal clear strategic thinking to set a brand apart from its competition. We also believe in the role of planning in delivering excellent strategy. Planners are at the heart of creative businesses, so are more likely than anyone else to produce strategies that are creatively inspiring.
So we're all about educating and stimulating planners and promoting the value of Planning to business both in the UK and globally. We run world class training courses for planners and strategists and put on regular events for our members - often live, provocative, and entertaining evening meetings, including our flagship Noisy Thinking series.
We aim to make you think, get you involved and encourage you to meet and get know other planners from different agencies and companies. We also run networking events - particularly for more junior strategists - and we have a bi-annual Awards scheme and annual strategy conference.
You can't afford not to be a member. To join contact email@example.com
For more about the APG or to get involved please contact me - Sarahnewman@apg.org.uk - APG Director.
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