Archive for the ‘video’ Category

I’m a PC and I admire CPB

September 19, 2008

I’ve never seen so much talking about Microsoft. Actually, after almost 3 years at Microsoft I never talked so much about Microsoft myself… This is maybe the reason why I don’t receive comments on my blog anymore :). CPB managed amazingly to put Microsoft at the center of the conversations. First with the Seinfeld/Bill Gates series and now with the “PC pride” (aka Life without walls).

Of course, Microsoft won’t become the coolest brand in the world overnight (see this post).

Yesterday evening I tried to explain to my son the concepts of reason and passion and the strange relations between those two concepts. And the PC/Mac dichotomy is much more about passion than about reason. I really like this quote on youtube by a user called prmd142 who wrote: “Get over it people…. buy only Apple products… Apple will eradicate poverty from the world… it’ll bring peace & prosperity to everyone… Steve Jobs is God’s messanger…. He alone can lead you to salvation… amen! “. Prmd meant this as a joke of course but I’m pretty sure it’s the state of mind of a lot a Mac users who really believe that, for some reasons, Apple is not truly a capitalist company.

I’m not a Mac. I’m a PC and I practice brazilian Jiu Jitsu, I’m a PC and I don’t shave every day, I’m a PC and I thank you for reading this post.

Small screen, big opportunity

September 9, 2008

Dynamic Logic and Millward brown already published very interesting studies on the impact of online video advertising… by far the most impactfull online format on the traditional campaign metrics (brand awareness, ad awareness, purchase intent,…). We also know that the pre-roll advertising if they are not too long (less than 20 seconds) are very much accepted by the users.

On august 21st, Dynamic Logic presented the first Mobile advertising impact averages. Surprisingly, the deltas are even better than the video deltas.

 

The sample is still limited (aggregation of 21 impact studies) and mobile advertising benefits from the youth, the innovativity and the scarcity of the format.

Nonetheless, seen this result, you might expect high CPMs and probably high returns on mobile formats.

Am I a Saturn ring brain?

September 7, 2008

I might be the biggest non-american Seinfeld (and Larry David) fan alive and I was extremely happy to hear recently that Seinfeld had been chosen to defend the image of Microsoft.

Here is the first and already controversial Seinfeld/Microsoft video. The Youtube statistics are impressive. The rating is average and there are some critics on the ad. but that’s probably partially because people like to hate Microsoft. I can already tell you that it’s gonna be less popular in Europe than in the US. Personally, I’m happy to see Microsoft going in that direction and see a Microsoft advertising where you don’t hear the word “technology”  

Also read this great analysis by Noah Brier (link found thanks to Geert)

Viral video tips and tricks

August 12, 2008

I just watched my stats and found this incoming link coming from viralvideochart.

It’s the first time I heard about this tool and I must say I like it. The video listed have been compiled by Unruly Media.

It’s not new at all (Jeff Jarvis was blogging about it 2 years ago)

I especially advise their resources section where you will find all you need to know about the art of viral videos.

A few interesting things I’ve noted:

– Duncan Watts, the Godfather of all viral marketers proposes an approach called “big-seed” marketing in order to combine virality and control offered by traditional media planning (and maximize your chances of being noticed).

– There are very dirty strategies to maximize your hits on video sharing websites. I doubt they are efficient for your conversion and satisfaction figures.

– Blip, Metacafe and Dailymotion are the most stringent sites for counting views

– The life cycle of viral video tends to tail off. After 11 days, you basically reached 25% of the audience that your video will reach after one year.

– A lot of patterns are just made up (thus non replicable) and that gives even more credit to Duncan Watts big-seed principle. If you want the insurance to be seen, you’d better invest in a video campaign and hope that viewers will share your video.

PS: it’s not only about hits, it’s also about impact. Watch the Dynamic Logic conclusions on impactful videos.

Misfit marketing (Aultre ne veulx estre)

August 11, 2008

Who’s that girl? The new Betty Page? A recent recruit for the pussycat dolls? Catwoman in the next Batman sequel?

Actually, she’s one of the most famous and innovative Belgian entrepreneurs. Her name is Murielle Scherre and she’s a myspace and facebook star under the nickname of “La fille d’O”. She’s sure isn’t the typical executive woman. I doubt she produces elaborate business cases. She has no background in corporations but she’s successful and already appeared on a bunch of business magazines covers. Besides her entrepreneurship, Murielle also wrote a book, is a stage artist and used to have her own TV show.

Her brand “La fille d’O” is initially a lingerie brand but Murielle is so interleaved with her brand that it’s difficult to distinguish her person from her brand. She recently launched an acclaimed shoe collection.

Murielle is also a very gentle person who kindly accepted to answer my questions. No marketing buzzwords included…

“ I am no marketer. I am a human being and a customer all the same and I try to create a brand like I would want to buy/discover in stores myself. I don’t think about money. I think about satisfaction: For me as a creator and as a person and a customer. The other people wearing my stuff feel the same. They are fed up with the mainstream. More and more people tend to think before they invest their money in a brand. You need to deserve it. That is why I took the risk of linking my person to my brand like this. I knew it would put some people off because of who I am but it would charm the others even more.”

About social media:

I got picked up by the media from the very first day so I can easily say it was verrrry important. Word of mouth is another part that can take some credits. I have very happy customers because I see them coming back and all of them bring friends and family.

Instruments such as myspace and my website only make all this ‘teambuilding’ stronger because I show my true face on it and I guess it gives people confidence. I have seen a lot of big companies trying to start up a blog or a myspace but “virtuassionals” know to distinguish the sincere from the marketer.

About advertising:

I have never spent any money on advertisement. I think the people I design for have grown immune to it so I don’t see why I would spend money on useless efforts. I prefer to get exposure where it ‘hurts’. When going out, on stage, playing music, making a decent TV show…

I don’t want to make commercially interesting decisions by being less radical. I want to make stuff I shall fully take responsibility for.  

About the link between being a beautiful woman and breakthrough in social media:

Auch! That is both a difficult question and a compliment! Great! 🙂 I have the slight suspicion things would have been different when trying to make a living selling orthopedic shoes. They say beauty is on the inside but I have never met anyone who could lay eyes upon someone’s inside at first glance so I guess that is just a lame excuse. But I do think my standards of beauty aren’t what the current beauty trends are. I am totally turned off by uniformity, perfection, purity, glamour, all those things have become so commercially vampirized it scares me!

About sharing:

I think everyone who’s eager to learn is stimulated to share experiences since it shortens your own learning process. Collaboration is the new black 🙂

www.lafilledo.com

Brave new world (wide web)

August 4, 2008

No rational person could possibly believe that there is any tension between ‘mainstream’ and “alternative’ culture”

This provocative quote comes from “Rebel sell, why the culture can’t be jammed”, a brilliant and thought provoking (but also pretty mocking) book by Joseph Heath and Andrew Potter.  The culture-jammers (represented today by people like Naomi Klein) state that rebellion and disruptive behaviors endanger the capitalist system and mass society that encourages conformity.  This has been the subject of very popular movies like American beauty, fight club or maybe even Wall-e. It’s also very present in advertising.  Heath and Potter believe the exact opposite and that counter culture relies on a vision of society that is totally biased. Watch this interview

Unfortunately, there is nothing about web 2.0 in rebel sell (the book was released in 2005) and I would very much like to read their opinion about the participative web (there are a few lines about net neutrality)

Anyway, the book made me realize why Microsoft wasn’t (perceived as) cool: It’s not about quality of products, it’s only about counter culture values. Google and Apple are supposedly counter cultural, anti-system, dissent, rebel and “authentic” (as stated in Apple’s 1984 commercial) while Microsoft is supposedly a symbol of conformity and an agent of the system.  Google achieved to be a culture-jammer through their battle for net neutrality and by their “do no evil” motto, Mac thanks to their disruptive/1984/think different marketing strategy.

But are they a menace to any system? I don’t think so.

What about us?*

 

* bloggers and other social media users

Blowjobs included!

July 10, 2008

I recently posted a great Ben Stiller video on getinspiredhere.net. This post received a comment by Richard who states that “a lot of viral videos contain some form of depravity”. I don’t have stats about that but I think Richard is right.

Since a lot of marketers seem to believe in the power of depravity, Ryanair launched a new VIP program called “Beds and blowjobs”.

Who said “over promise”?

Love anyone?

June 30, 2008

I have the honour to have admin rights on getinspiredhere, the collective blog related to the “inspiration anyone”-viral video (the sequel of Bring the love back)

I must say I’m pretty disappointed by the stats of the viral video (less than 5000 views so far on youtube versus 150.000 for bring the love back – and 3000 versus 180.000 on dailymotion). I don’t think it’s a question of seeding strategy. The seeding strategy of “Bring the love back” was minimal and the video became a success mainly thanks to the enthusiasm of David Armano.

Quality could be an issue. I still think that Inspiration anyone is a great vid but I agree on the fact that there are some minor flaws (mainly in editing).

Basically, I agree with Peter Kim  when he states that “(perhaps) it hits too close to home for agencies”. Besides, the video carries a message telling us that it’s not that simple. It confronted me with my own ignorance. Of course, we have to listen to the customer and I think we all know that; of course, balanced conversation is key; of course we have to rethink the way we make marketing; of course…. but how do we aknowledge the changes while maintaining the system? (major online players selling added value to the advertisers).That’s the whole point of getinspiredhere and that’s why we need you there 🙂

A revolutionary entertainment experience

July 11, 2007

21 years ago…

It’s totally cheesy but it was already all about people connection… You said web 2.0?

Disruption powa!

June 14, 2007

France is a very conservative country as far as music is concerned. There are plenty of amazing and innovative artists but there’s no much room for them in the narrow french media landscape.

I watched yesterday evening the finale of “La nouvelle star”, the french version of American Idol. Here’s the winner

The other candidates of the show were very classical (Barbara Streisand and Elton John clones). I was very pleased to see this alien, tattood with the name of  Marcel Duchamp, win a mainstream song contest. Beyond the fact that he was my favourite candidate, I was glad to see that disruption works. I hope that marketers will take good note of that.

Porn interlude

June 1, 2007

Between 2 interviews, here’s a great video called “Internet porn”. I’m not fond of the name. I propose 2 alternative titles: “The body of the message” or “Who needs powerpoint?”

Video found on positive curfew

Bring the love back: What’s next?

May 18, 2007

It’s maybe too soon to do the aftermath of the Bring the love back action but I thought that 10.000 views on dailymotion was a good opportunity to talk about this case.

I won’t make a recap of the full genesis of the project (everything is on bringtheloveback.com). Geert, who carried the project from start to end also initiated the viral aspect of the campaign. Geert received the video wednesday at 7.30 PM CET and posted it immediatly on dailymotion and the movie was embedded on the bringtheloveback blog.

The first thing we did after the posting of the video was to send a mail to a limited number of contacts (about 15) of the blogosphere. Not only class-A bloggers but only good bloggers (some of them, despite an excellent blog have an authority 1 on technorati). The rule wasn’t their power of influence but the fact we had a real relation with them (I already have had online discussion or a mail discussions with all bloggers in my list).

For that kind of action, I guess you need a little piece of luck. In my blog post, I wrote that I was hoping that David Armano (who wasn’t in our short mailing list) would like the video. David is obviously a king of monitoring and reacted immediatly in my comments, posted the video on L+E and twittered about it. This was the real start of the virality. Thanks to David, the video was taken over by major blogs like Jaffejuice, Beyond Madison Avenue, futurelab, marketingfacts, successcreeations, whatsnext, servant of chaos and many others. Other major bloggers like CK, Craphammer or Technomarketer helped us big time.

But is it really a success? For the figures, I have not enough benchmarks in B2B viral actions and, honestly, I don’t really care and I don’t believe it’s a metric of success.

I care about the many conversations that are happening on all the blogs, the friendly confrontations between the enthusiasts, the surprised ones, the sceptics and the Microsoft-haters.

I care about what will happen next: How will we (Microsoft international) build on this, change our image, fullfil the promises, continue the conversation, draw and share conclusions.

Bringthelove back is allmost a one-man project. Geert worked on this with vision, method, creativity, guts and belief and managed to transform our Microsoft Belgium positioning in a worldwide conversation on advertising and the place of Microsoft in the online advertising landscape. Thumbs up, my friend!

Conversation economy: The movie

May 16, 2007

A while ago, I had lunch with Geert, our Belgian trade marketing guru and he explained me an ambitious project he developed together with Stef Selfslagh, from Openhere: Here’s the result:

The conversation economy already had its emblematic article, it now have its viral video. I hope David Armano will like it 🙂

Do you really want to make us eat that?

May 8, 2007

Here’s a Belgian commercial for a new “spiderman burger”. Besides the ugly images of elastic cheese, the noises are really disgusting. I guess you reach the status superhero if you are able to eat (and digest) that. I would like to see the impact of this ad on purchase consideration.

 Well, I guess I’m just not in the target group…

Compass, I’ll pass

May 3, 2007

As expressed in this post, I was surprised by the musical choice of the last Jeep Compass commercial… I really enjoy this song (even if it sounds a little too much like an old Wallace collection track)

I’m the one who uploaded the vid on youtube and was contacted through my youtube inbox by Scaramouche000 who was looking for the title of the song. I couldn’t answer him but he contacted Jeep Belgium. They answered that the song was composed for the spot. Isn’t that amazing?

Unless I totally misheard the lyrics, it says

Hey girl

In the jungle of the city

No compassion, no mercy

Trouble is everywhere

It all goes with ups and downs, everywhere

Errrr??? What brand values is that supposed to carry?

No compassion, no mercy

April 29, 2007

Listen to the lyrics of the song in this commercial.

The funny thing is that the little tagline in french at the end means “New Jeep Compass. 4×4 reasons to love the city” (Thanks Chrys for correcting me)

Besides this one, what could be the less appropriate song for a car commercial? After a little browsing on lyrics sites, my first proposals are Car Jamming (Clash), Wheels of confusion (black sabbath) and The new pollution (Beck). Any other ideas?

My bitch eats soja

April 25, 2007

There was a very interesting discussion yesterday on CKs blog about cursing and incorrect vocabulary in hip hop. This inspired me a post about values carried by advertising.

I saw yesterday the TV spot below (the advertiser is Sojasun) on a major french network. It’s one (and not the worst) in a disgusting serie.

I really hate this commercial and don’t want this product in my fridge no matter what is taste. In another spot for the same brand, a father punishes his son, who hasn’t done anything wrong, just to steal his desert. This kind of communication disturbs me big time. Don’t get me wrong, I earn my salary thanks to advertising, I like disruptive communication and I’m not a politically correctness advocate but I don’t get why some values are used so much in advertising: greed, envy, jealousy, competition, revenge, humiliation, lack of citizenship, egoism, and other basic instincts. Twix (or was it rolo?) used the same mechanisms for their “too good to share” campaign.

I understand that advertising is based on archetypes and often transgression and that a 30 seconds format requires very simple messages but come on, there must be other ways.

To conclude on that point and counterbalance the anti-values, here’s a quote of the Dalai Lama : “If you want others to be happy, practice compassion. If you want to be happy, practice compassion”

Sex sells

April 24, 2007

A little year ago, I created a youtube profile and started to upload my homemade vids. I wanted to get feedback on the music I was co-composing and on the videos I was editing. I must say I had few… (I should say “I stayed on the right side of the long tail”) and I understand now I’m not the new Brian Eno 🙂

I will very soon reach 10.000 video views because one of my vids is tagged with the following keywords: sex, girl, naked… among others. I made the vid and the song in less than an hour (while this one took me a day) and was tempted to remove it… but it’s my “star product”

Same story for my top posts. Besides the digital marketing FAQ that received a lot of echo, the posts talking about sex on second life are the most popular ones (thanks to search engine trafic).

Which marketing conclusions should I draw?

Multitasking miracle

April 20, 2007

I found this video through balencourt.com. The guy playing flute is also a human beatbox. Amazing!

Who said that our brains can’t do even two independent things that require conscious thought?