Archive for Rick Mathieson

Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

Posted by Rick Mathieson on July 31st, 2015 at 10:51 am

Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate
NEW: JOIN OUR LINKEDIN... Read more

'Like A (Super)Girl': 3 Ways CBS Could Do Some Serious Good This Fall (Video)

Posted by Rick Mathieson on June 20th, 2015 at 2:32 pm

Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand?
In just the last few weeks, Procter & Gamble's viral sensation "Like A Girl" won the GoodWorks Effie, which is designed to recognize marketers for effectively using their platforms for "purpose-driven' campaigns. That is to say, campaigns that accomplish some social good, beyond (just) promoting the brands behind them.
As most everyone in the world of marketing and advertising knows by now, the video, for P&G's Always brand, explores the meaning of the phrase "like a girl" - and how to redefine it. It's powerful stuff, and since its debut last summer, it has generated nearly 60 million views—and has been likened to some of the best work coming from Unilever's long-running "Campaign for Real Beauty."
Right around the same time, we also saw the release of a six-minute trailer for CBS-TV's new show "Supergirl" from Berlanti Productions—the team behind "The Flash," "Arrow," and the upcoming "Legends of Tomorrow" on CW.
Based on the character in DC comics, the series follows Kara Zor-El, the preteen cousin of baby Kal-El, as she... Read more

3D Projection Mapping vs. Augmented Reality: Q&A with Go2's Adrian Scott (Concl)

Posted by Rick Mathieson on May 13th, 2015 at 5:37 pm

"Like magic before your eyes."
That's how Go2 Production's Adrian Scott puts it when comparing 3D projection mapping to most virtual and augmented reality experiences requiring mobile phones, Oculus Rift, Google Cardboard or other consumer devices to enjoy.
In the conclusion of my recent conversation with Scott, we talk about a 3D projection experience we developed for Seagate Technology's brand relaunch at CES this January.
Playing off the "data tile" elements of Seagate's new Living Logo (the world's first patent-pending brand identity), the experience (video at top) features the voice talent of William Lyman (narrator of "PBS Frontline"), as well as an original score from from Alain Mayrand, who did orchestrations for the movies "Ender's Game" and "Elysium").
Be sure to check out the behind-the-scenes video, too (directly above).
And then listen to the finale of our audio interview, where you'll hear about some of the considerable challenges associated with trying to pull off a 3D projection like this in the middle of the day, in a very unconventional space—and about Scott's favorite 3D projection project ever.

CLICK HERE TO LISTEN TO: 3D PROJECTION VS. AUGMENTED REALITY - A Q&A WITH GO2'S ADRIAN SCOTT (Conclusion)
(Approx 4:47)
PLUS:
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection... Read more

The Secrets of Success with 3D Projection: Q&A with Go2's Adrian Scott (Pt 3) (Video)

Posted by Rick Mathieson on April 28th, 2015 at 5:37 pm

So how do you do 3D projection mapping right?
Go2 Production's Adrian Scott gets into the secrets of success with 3D projection mapping in part three of my recent conversation with him.
We'll hear about some of the Copperfieldian stagecraft he and his team used to pull off experiences like the one shown above, which was part of a project we worked on together for LoopNet and involved making a 10-story building disappear.
The effort went on to win Best 3D Projection Mapping Content at the 2014 Digital Signage Expo, and was part of an integrated campaign that won Best of Show: B2B Marketing at the Summit International Creative Awards
In addition to the main event, we'll get some insights on how to use video of your 3D projection as a social media lever long after the projector lights have gone dark.

CLICK HERE TO LISTEN TO: THE SECRETS OF SUCCESS WITH 3D PROJECTION - A Q&A WITH GO2'S ADRIAN SCOTT (PT 3)
(Approx 4:08)
PLUS:
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here
LISTEN TO PART TWO: From Here to Holograms

Q&A: Go2's Adrian Scott (Pt 2): From Here to Holograms (Video)

Posted by Rick Mathieson on April 23rd, 2015 at 12:52 pm

Call it "ROI at the speed of 'Like.'"
In part two of my recent conversation with Adrian Scott, head of Vancouver-based Go2 Productions, we discuss why the real power of 3D projections like the ones shown in the highlight reel above isn't the display itself—it's what you (and passersby) do with it afterward via social media.
We'll also hear about some of the emerging technologies that will see 3D projection evolve into something closer to the Star Trek Holodeck—or at least like a certain scene in another fabled space opera.
CLICK HERE TO LISTEN TO Q&A: ADRIAN SCOTT, GO2 PRODUCTIONS (PART 2)
ALSO:
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here