'Emerging Platforms' Category

Q&A: Go2's Adrian Scott – 3D Projection Magic for Southwest, Genie & More (Pt 1) (Video)

Posted by Rick Mathieson on April 7th, 2015 at 2:54 pm

Digital Outdoor the new TV spot?
I've posed the question before, and more and more, it seems like the answer is an emphatic "Yes!"
While TV is still the dominant form of media, digital outdoor in general - 3D Projection Mapping in particular - creates an blockbuster experience for all within eye shot.
For the uninitiated, 3D Projection Mapping is very much what it sounds like: Projection that uses 3D technology to transform buildings, geographic structures and other (typically but not exclusively outdoor) 2D surfaces for maximum effect. I'm talking office buildings that literally come to life to astonishing effect.
Indeed, 3D Projection is coming into its own, most often used at large scale brand or campaign launch events. But more importantly, it's what smart brands do after the event that matters most. Think the kind of video that goes viral very quickly, eliciting many "oohs" and "ahs" along the way.
And no other company in North America seems to be as prolific at the art and science of 3D Projection as Vancouver, British Columbia-based Go2 Productions.
Over the last few years, Go2 has developed 3D experiences for Southwest Airlines, Genie, Sports Illustrated, Pepsi, Trukfit, Hyundai, LG Electronics and more - usually on behalf of ad... Read more

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

Social Media Case Study :: Higher Education

Posted by Doug Schumacher on April 1st, 2015 at 2:23 pm

Graduation is an event particularly well-suited for social media. It brings together three distinct target audiences — students, parents and faculty — in an emotional culmination of not only an entire school year, but years of dedication and financial investment.
In the case study, we explore how USC maximized the impact of this event through a combination of savvy moves including campaign scheduling, social platform selection, and impactful, engaging content.
Highlights of the case study

Highest engagement rate of all graduation campaigns: 58% above competitive average
Single highest engagement rate of any social media account: Instagram
Early content scheduling ramp-up: 12% increase in engagement

Report: What CPG Energy Drinks Are Doing In Social Media

Posted by Doug Schumacher on March 31st, 2015 at 9:50 pm

Energy drinks have long been innovators in the content marketing space. So it’s enlightening to check out the posting habits, engagement levels, and themes of the top campaigns in this industry. In this report, we’ll analyze 5 category leaders. Red Bull, Monster Energy, Burn Energy, Rockstar Energy and 5-hour Energy.
Report Highlights

Exceptionally high volume of posting on YouTube, led by Red Bull’s 98 videos posted in the month of February.
While Facebook has more than 75% of the total fan count, fan growth rate on Facebook is significantly lower than every other network.
Despite having about 7% of the fans that Facebook does, Instagram averaged more than 5x the engagements generated by content than Facebook.

Wearable Technology Will Change These 4 Areas of Digital Marketing

Posted by Anna Johansson on March 25th, 2015 at 4:44 pm

Ask anyone in the tech industry where the future of mobile devices is trending and they’ll say wearable technology. While a lot of work remains to be done in research and development, the industry believes it’s only a few steps away from mainstream adoption.
Not only is this significant for consumers, but it’s also something digital marketers and business owners need to keep an eye on. Here’s why.
Early trends and predictions
With Apple poised to release its new Apple Watch -- including a $17,000 gold edition -- the entire tech industry is turning its attention to the blossoming field of wearable devices. By 2019, analysts predict vendors will have shipped more than 168 million wearable devices worldwide … with an estimated compound annual growth rate of a whopping 54.7 percent.
If you’re a digital marketer or business owner who understands the impact mobile devices have had thus far, how will you react to this quick growth? The good news is that you still have a little time.
It will take months -- possibly years -- for large-scale adoption, and changes should occur gradually. Although millions already own health-tracking wearables, and millions more will purchase the Apple Watch in the coming months, the majority of... Read more