Archive for the ‘Luxury’ Category

Hi Everyone,

We all know how fast the world of social media is expanding with the likes of Facebook and twitter ever-growing.

One little fact for you: Can you believe that 1/13 people on the earth use Facebook, that’s over 500 million users! So this week I though I would share with you some ways in which Social Media is being utilized:

Death of the Brand website

Apologies if you’ve seen this before but I stumbled across this article again and thought it was fitting to start this blog of. The article by Stuart Derrick discusses how today’s consumers are most likely to interact with brands via social networks rather than brand websites so what does this mean for the brand? In tackling this is highlights how important the idea of communications and a brand community are to today’s consumer.

Mini – It’s personal

A recent experiential promotion for MINI’s ‘It’s Personal’ campaign in Berlin invites everyone into the MINI Photo Box. Visitors are asked to wear a pair of brightly colored headphones and customize their favorite MINI model. The resulting photos of fans alongside their custom-colored MINI model are then sent to a large video screen at the busiest intersection of the German capital. This video images are also streamed live online, along with snapshots – available for everyone to pursue and share on Facebook. MINI fans not based or traveling in Berlin are invited to experience the Photo Box on Facebook, replacing actual headphones with virtual headphones. Ultimately,a participant will be selected to win a MINI model with customized, colored side mirrors.

Facebook as healthcare

Facebook recently launched an update called 0.facebook (Facebook Zero), a new mobile version of the site that enables free access to Facebook, even in countries where access would require data charges. 0.facebook.com is an image-less version of the site. One of the top features is that it can connect people with health care providers. It could also allow people to know about relevant health and immunization campaigns and health-related events happening in the community. Pretty clever way to utilise and help people in those ‘harder-to-reach-places’.

Red Cross Miles

This is another lovely idea which uses the idea to promote air mile donations to the American Red Cross. By adding a ‘Donate Your Miles’ button to flight booking websites, people can access the Red Cross microsite where they can choose a flight to support. If they also log in using a Facebook or Twitter account, they can add their picture and name to their donation and share it to their page to encourage others to donate too.

Diesel brings Facebook ‘Likes’ to Real – World products

Diesel clothing stores in Madrid have launched a pilot program which turns Facebook ‘likes’ to  real – world products. At clothing displays, mobile tags will be available for customers to scan and see similar items in the collections, as well as a Facebook like button that lets the shopped share there item on their wall.

Gagaville: Lady Gaga’s Farmville campaign

Lady Gaga is promoting her forthcoming album ‘Born this way’ on FarmVille, which will allow players hear her songs ahead of the release date.

She’s know in the industry as as having one of the savviest social media strategies of any musical artist. Looking at news ways and all the developing technologies in which she can engage with her fans. Making a brand of her self. Pretty impressive….

Lady Gaga Scavenger hunt


Not only is Lady Gaga being savvy and using FarmVille to promote her new album.  She  also teamed up with Starbuck’s and on ‘Scavenger Hunt’

Customers are asked to scan QR coses on in store banners where they’ll see the first of 7 clues in the seven round coffee hunt. They’ll then be directed to blogs or Starbucks digital property. Along the way they will be rewarded with Starbucks and Lady Gaga related prizes. The final round coincides with te alunch of her album, Born this way’. On this day Lady Gaga will talk over Starbucks – playing in store, featured on line, sold in stores. (The album not her!)

Happy Monday!

Hi

For this Friday email, I am looking at some interesting things around mobile phones.

Mobile phone useage
This is a site showing over 43 different countries at different times of day. TNS have done a great job making this fun to use and really interesting, particularly if you want to compare useage across two different countries. You can see how culture/lifestyle affects what we use phones for and when we do it.

  
 
3D modelling on your phone
With just a few snaps of your phone camera, you can create a 3D model using this app developed my microsoft.

 

Unbottle yourself with Carlsberg
Carlsberg attempts to unbottle an entire ration – only problem is – it’s Sweden. They are asking people to compete with each other using their app to become Sweden’s most ‘unbottled’ by performing challenges, filming them and uploading onto the site below. Have a look at the link  to see some of the missions people have already done. http://www.unbottleyourself.com/home.html?preroll=true

  

 
Location based social networking photo app
The app creates social photo albums based around locations, from you, your friends and every other stranger within 150 feet, allowing you to experience a location or say, an event, from other perspectives in real time. It also allows you to comment and interact with the other people taking photos

Mobile tagging and how it can be useful                                                                                                                   Mobile tagging is not new, we’ve seen a lot of advertising/content uses for it, but here are some ways to really make constructive use of the tool. How about tagging a product with instructions on how to assemple it if it’s an IKEA pack. Or, if it’s food, include a recipe and a video on how to make something.                                                 http://www.psfk.com/2011/01/future-of-mobile-tagging-mobile-how-to.html

 
 
Aston Martin’s Glass Phone
I think this is beautiful, a lovely extension of their brand and they manage to relate it back to the car by using it to unlock the door or measure your movement during an accident to improve safety measures.
 
Happy Friday
 
 
 

19 November 2010

Posted: March 4, 2011 in Luxury
Hi Everyone
Here is the Friday email. Today’s theme is luxury.
Hermes goes street
A little viral video, goes on a bit long but pretty cool
Chanel perfume launch
For the launch of the new Chanel perfume ‘Eau première,’ the premium brand decided to stage an event at a private Parisian apartment. Creating an experiential event for guests, with scentvertising employed, the evening ended with the unveiling of photos of Chanel’s iconic ‘faces’ of the past.
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A beautiful website for a very cool restaurant/art gallery

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Differentiating luxury brands from the premium
Advertising of luxury brands is about art, the emotional and the sensual. There is nothing rational about it at all!

 

Premium brands According to microsoft advertising, these customers economise in areas that are less important in order to pay 20% to 50% more than mid-market prices for their favourite premium brands and products, and they do so on the basis of the improved performance that they expect premium purchases to deliver. This balance of rational and emotional drivers is a key behavioural characteristic of the premium market, distinguishing it from luxury consumers, who respond to brands’ emotional appeal, and mid-market consumers driven by price. http://advertising.microsoft.com/uk/premium-market-report

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Economist readers Constitute one of the worlds most attractive audiences of luxury consumers. The link below will take you through to an interesting propensity to spend. If you read the The Economist, it will be interesting to see if it looks familiar. http://ads.economist.com/the-economist/our-audience/advertising-categories/luxury-goods/

 

Have a lovely weekend,
Nicola