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Friday, 17 February 2012

Paid Owned Earned - the book [sample chapters]

'Paid Owned Earned: maximizing marketing returns in a socially connected world' by Nick Burcher (me!) is available for pre-order now with an official on sale 3rd March 2012 from real world and online booksellers across the world (see some of the links on the top left.)

The book explains the different elements of Paid Owned Earned Media and looks at how everything links together. The book aims to be a playbook for today's socially connected world and is split into individual chapters around 'Listening', 'Community Management and Content Hubs', 'Content', 'Optimization', 'Seeding and Distribution', 'Broadcast', 'Performance', 'Responding' and 'Measurement.'

Sample editorial can be read (and downloaded from Scribd and Issuu) below:

On Issuu:

On Scribd:
Paid Owned Earned by Nick Burcher


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Wednesday, 15 February 2012

Interactive Ricky Gervais promotes BBC iPlayer (Global)

To promote the fact that the BBC iPlayer is now available as an app to download outside of the UK (available in Europe, Australia and Canada) an interactive Ricky Gervais has been created!

Interactive Ricky Gervais to promote BBC iPlayer
Internet users can 'Rub his face', 'Click and Drag' or 'Touch His Neck' while he delivers various thoughts at http://www.bbcworldwide.com/ricky/.

The interactive Ricky Gervais is part of a larger campaign called 'Touch The Stars' designed to promote the wide range of content available through the BBC iPlayer (Global) app and is an entertaining way of using Owned Media to build deeper engagement around the TV and online display advertising.

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Friday, 3 February 2012

Chronicle TV ad - YouTube and Twitter, but no Facebook? (and some flying people too)

Chronicle is showing in UK cinemas now and has accompanying TV ads promoting it.  The Chronicle ads drive to social spaces (Paid driving Owned and Earned), but are driving to YouTube and Twitter (with seemingly no mention of Facebook):

Chronicle TV ad with YouTube and Twitter call to action
Twitter hashtags on TV ads are becoming more commonplace and links to mobile are becoming more evident too ('Shazam This' and so on.)  Paid Media TV advertising is a crucial gateway to Owned and an important driver of Sharing and Earned Media and 2012 looks set to see significant experimentation across different calls to action.

*Also worth noting that events and stunts can drive Earned Media coverage too and Chronicle's 'Flying People in New York' has succeeded in generating a lot of coverage (5million+ YouTube views as I write this!)





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Wednesday, 1 February 2012

Absolut Truths augmented reality packaging and app

Absolut vodka have released a new augmented reality iPhone app called 'Absolut Truths.'

Users install the Absolut Truths app to their iPhone and can then scan an augmented reality marker from either a bottle of Absolut (a so called "neckhanger") or from the Absolut Truths website.

Absolut Truths augmented reality experience
Viewers are then able to see different images of Århus (in Sweden),  allowing users to 'browse through the wheat fields of southern Sweden and the One Source where every drop of vodka comes from.'

The Absolut Truths app can be downloaded from iTunes here (link opens iTunes) and a video of how it works is on YouTube too:




Absolut Truths is another nice example of how the real world can be augmented through digital content and also illustrates how mobile / mobile apps can bring (Owned) product packaging to life.

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Friday, 20 January 2012

Nike #makeitcount Twitter posters

Nike's latest outdoor campaign features huge pictures of various Nike athletes, but also include their Twitter handles (individual addresses) and a hashtag #makeitcount.

The New York Knicks' Amar'e Stoudemire (aka Renaissance Man) features in this Nike Twitter poster, with the only words on the poster being the '@amareisreal' Twitter address and the Twitter hashtag #makeitcount.

Nike #makeitcount Amar'e Stoudemire
Nike Twitter Poster Amar'e Stoudemire
In late 2011 the Mexican soccer team Jaguares de Chiapas featured Twitter addresses instead of player names on player's shirts:


Mexican soccer players have Twitter handles on the back of their shirts

but the Nike Twitter posters are (arguably) the most prominent promotion of individual Twitter handles (Paid drives Owned) and a Twitter hashtag (Paid drives Earned) to date.

Related posts:

Twitter hashtag promoted on Sharp TV football sponsorship idents
#Horriblebosses Twitter hashtag on TV ad
CKOne Shock use Twitter hashtag on TV ad
#myextrahour hashtag used by Europcar on outdoor executions

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Tuesday, 17 January 2012

Air China Facebook checkin campaign at selected restaurants

Air China have been using restaurant checkins on Facebook to raise awareness of the flights that they run to Asian destinations from Stockholm Arlanda airport.

Check in with Air China
The solution was for the Swedish market and based around venues where people in Stockholm had already experienced Asia, primarily restaurants, which were then used as ambassadors:

Air China Checkin campaign
A leaderboard on Air China's Facebook Page then aggregated checkin's and each week two tickets to Asia were on offer for the Facebook user with the most votes.

The Air China Facebook checkin campaign has also been worked into a video case study:




Whilst it is still based around a competition, this is an interesting / innovative way of generating awareness and Facebook engagement!

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Thursday, 5 January 2012

IKEA sleepover - Facebook competition winners spend the night in store!

Late in 2011 IKEA UK's social listening efforts uncovered a Facebook Page named 'I Wanna Have A Sleepover In IKEA': 

I Wanna Have A Sleepover In IKEA Facebook Page

The IKEA store at Lakeside, Essex then decided to make this happen, running a Facebook competition where the 100 winners would be able to spend the night instore in an officially organised sleepover event!




IKEA Sleepover participants were allowed to choose their own IKEA bed linen, were treated to IKEA cakes / snacks and hot chocolate in the instore restaurant and were given an IKEA 'goody bag.'

Free massages and nail painting were offered, sleep expert Professor Adrian Williams was on hand to give sleep advice, Sam Faiers (from The Only Way Is Essex TV show) read a goodnight story and a film was shown before everyone settled down to sleep in their IKEA beds, inside the IKEA store!

Another example of how Listening can fuel initiatives that can drive Earned Media engagement.  The IKEA Big Sleepover also shows how existing assets (in this case the store) can be repurposed and used as a platform for marketing activity.

Hat tip the ever excellent Moxie Interactive Pulse blog.

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Thursday, 22 December 2011

Paid Owned Earned - Seasons Greetings!



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Wednesday, 14 December 2011

Harvey Nichols 'Walk of Shame' (#walkofshame) - video and hashtag

Harvey Nichols have produced a Christmas video called 'Walk of Shame':




This is then linked to the Twitter hashtag #walkofshame which has seen Twitter users enthusiastically sharing thoughts on the subject - Owned drives Earned etc etc...

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Monday, 12 December 2011

Justin Bieber and Mariah Carey - 'All I Want for Christmas' with added Shazam

Mariah Carey's classic Christmas single 'All I Want For Christmas' has been remade for 2011, with Mariah Carey and Justin Bieber performing inside Macy's:





The All I Want For Christmas video also has a Shazam call to action included - 'Shazam for more': 

Mariah Carey and Justin Bieber 'All I Want For Christmas' - 'Shazam for more'
This allows viewers to use mobile app Shazam when watching the video.  Shazam listens to the music ('Tags' it) and then opens up related content on users' phones:

Justin Bieber and Mariah Carey - All I Want For Christmas - Shazam info
The All I Want For Christmas video therefore acts both as a standalone piece of content and a gateway to further information when it is linked to mobile app Shazam. 

Related posts

Elf Yourself 2012

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