-
Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
Iris hits up hip-hop star Snob Scrilla in Toyota social media pitch
The final campaign in Toyota’s five-way live social media pitch has been unveiled, with Iris launching a clip on YouTube featuring hip hop artist Snob Scrilla making sound effects, or “Bootboxing”, using the Yaris.
More details of the agency’s overall campaign strategy are expected to be revealed next week. The YouTube clip features four people, including Snob Scrilla, using the various parts of the Yaris, such as its motor, the sound of the indicator, its windows and doors opening and closing, to create a beat, similar to the sound made when beatboxing.
The clip has so far received over 2,000 hits on YouTube.
It is the last entry to Toyota’s social media experiment, which has seen the car company give five agencies $15,000 to create a campaign as part of a live pitch process.
The agencies are Iris, Saatchi & Saatchi, One Green Bean, Hothouse, and a joint effrots from The Population and Oddfellows.
November 13th, 2009 at 1:28 pm
-
-
Follow Us
-
Email Newsletter
Latest Jobs- Strategy Director - Sydney
- Marketing/Project Manager - Crows Nest, Sydney
- BDM Mobile Specialist - Sydney
- National Account Manager - Pyrmont NSW
- Account Manager Advertising Media - Sydney CBD
- Strategic Integration Manager - $140,000 package - Sydney
- Ad Sales and Business Development - Sydney CBD
- Customer Service / Social Media Superstar - Sydney
- Business Development Manager Outdoor Senior Role - Sydney CBD
- Junior Digital Producer - sydney
Comments
13 Nov 09
1:38 pm
Like it, something that is genuinely interesting.
13 Nov 09
2:30 pm
I rate this. Nice work!
13 Nov 09
2:49 pm
I like it but is it really social media? This is just a TVC that has been put on youtube. The other ideas seemed to have much more interaction with the brand. I’m not a marketer but this is just my layman’s opinion.
13 Nov 09
3:58 pm
Um….OK I think has someone has taken some liberties with the term ‘hip hop star’….
13 Nov 09
4:16 pm
Agree with DD. It’s a TVC on Youtube.
13 Nov 09
4:39 pm
where’s the engagement here? non existent. Granted, it’s better than the Clever filming comp, which is so un original it’s embarassing. The werewolf idea at least drives consumer participation. The 2000 views are probably from all the Iris staff and their mates
13 Nov 09
11:10 pm
I thought this was OK, but lacked any “real” wow factor, I expected more, especially with the use of Snoob – I also wonder whether there was enough leverage of the use of such a high profile artist right now, was it obvious that a personality was endorsing this brand.
Overall, I’m still wondering what it was all about, other than a slightly repetitive slamming of doors – so perhaps its about build quality – thats it – quality build quality endorsed by a quality artist.
i think
16 Nov 09
2:36 pm
Well done … in that this “work” now sets the bar even lower.
Truly, what’s the point of this? That the car has doors that open and close? That the electric windows go up and down, the indicators work, and that when you press the accelerator then engine revs?
16 Nov 09
4:25 pm
@Lou I sprayed my screen with coffee in laughter whilst reading your comment.
I’m really hoping this is a start and they then do something with the beat that was made from it within the social media space. Cause I’m praying this aint the only and final chapter- if so it’s half arsed at best.
17 Nov 09
9:48 am
Im sorry but all of the Yaris ideas are terrible. None of them are targeted, none have mass reach and they definately dont create a conversation.
Why didnt anyone target potential small car buyers than simply let them come and drive the cars on a test day, remember the mini rally thing.
Surely they could have worked social media in to that and created something which actually was interesting and SOLD CARS!
18 Nov 09
4:24 pm
i actually reckon this is the most creative of the lot. its simplicity works and i can see it going viral. the other ideas are too obvious
18 Nov 09
4:38 pm
Its different I agree but I would have thought the Yaris is mainly a female target, this feels definately skewed towards guys. And in the end I still cannot see how it would help the Yaris in any way. I know this is a social media experiement/pith thing but seriously how do any of them help the Yaris surely that had to be in the brief.
Best thing of the whole campaign was is Satchi spending 15K on a piss up lol
26 Nov 09
5:39 pm
Interesting idea? yes.
Good execution? Avg.
Relevant? Not so much.
Really using Social? Viral YTvid is weak/ a stretch isn’t it?
Where are all the fucking awesome social media gurus when ya need ‘em?
27 Nov 09
1:04 pm
I like it, and yea maybe it’s risky, but at least it’s original. And I think it’s got legs.
27 Nov 09
1:09 pm
Strongest idea by far. I don’t know much about cars but I’ve seen Yaris involved in the music scene so so I think it’s a clever way of continuing this in an online environment.
As a music-lover, this is something I’d actually forward.
27 Nov 09
1:10 pm
At least this idea isn’t scamming hits with prizes, the people watching it must actually WANT to watch it.
Good work guys, at least you’re being sincere about the whole thing.
27 Nov 09
1:15 pm
I like this. It’s the only one with an idea in it that could catch on. They’ve effectively created a new form of ‘music’. Probably stretching it a bit far but you could really see this kicking off on line given the right exposure. In the same way that mashups like SnatchWars and Downfall give people a fun ‘tool’ to play with and add their own thing to – I can see Bootboxing becoming one of those. No reason why not, it’s fun and anyone can do it. That’s quite clever from the agency responsible – starting a social tend as it were that people can own themselves and continue the conversation is using social media to the max. Has the potential to be fantastic – don’t think any of the others do.
27 Nov 09
1:19 pm
Totally agree with you Steve, someone’s already given it ago check out http://www.youtube.com/watch?v=Oy40sQn7YE8. I think this ones funnier than the original!!
27 Nov 09
1:22 pm
Heard Snob Scrilla on the Arias last night. Makes the connection with Yaris all hte more relevant if Toyota want to continue their association with music and connect with the kids. You can’t tell kids that the yaris is cool you have to involve them in it so props to the agency for making the most of this music connection
27 Nov 09
1:30 pm
It’s a good advertising idea, like it. Yeah it’s kinda been done, but hey.
Sort of reminds me of this little bit of D&B genius from Mistabishi too
http://www.youtube.com/watch?v.....re=related
27 Nov 09
1:38 pm
surely it depends on what the agencies were briefed on. launch a cool idea online? launch something to get interest and high forward rates? actually start a conversation? if anyone knows then we might get a relevant debate going. lego men on an adventure is pretty pointless for me, i think of the lot this bootbox idea at least has a new concept that can grab attention and run and run.
27 Nov 09
2:28 pm
This idea out of all of them has the biggest potential to go viral which surely is one of the main points for any social media campaign. I know my little brother (22yrs) who is probably the target market for this was pretty impressed with it and he and his mates have been trying to replicate Snob. If that isn’t particpation I don’t know what is.
27 Nov 09
4:02 pm
Hate hip hop – love music
LOVE this idea
30 Nov 09
10:10 am
I love this. Its something different and reckon you could create a whole series of different clips using this concept.
30 Nov 09
10:10 am
Didn’t know Yaris had it in them to be cool!
30 Nov 09
10:20 am
Didn’t you, Gary J? Do you think they’re cool enough to help you with gender confusion too? I see that you and Lucia share a common IP address.
And now that I take a look, so do most of the positive comments that have been posted over the previous week or two. including Byron, Arob, POQ77,Steve, Rich, Kelly and JLM.
That’s crappy enough, but what’s even more cynical is the way you’ve claimed to be “DD” and “Phil” who commented earlier to try to give the impression those critical people had changed their minds.
of course, you could argue that this is lots of enthusiastic people working within the same company with the same IP address and it’s all a coincidence. That wouldn’t really explain why most of the postings have submitted an identical (presumably fake) email address though, would it?
Still, thanks for your comments.
Cheers,
Tim – Mumbrella
30 Nov 09
10:39 am
Im sorry there are too many purely positive comments here…. Do we think the agency may be adding in a few here?
Sorry this still does not work for me, I have no idea what the brief is but I cant see any of these even slightly pushing a consumer towards a vehicle and if the brief was to just do something cool than shame on the agencies for not challenging that.
Oh and a few thousand views is not a success….
30 Nov 09
10:44 am
Hi Phil,
About the moment you were posting that question, I think I was answering it in the comment above.
Cheers,
Tim – Mumbrella
30 Nov 09
10:49 am
lol good work Tim, im sorry guys but you cant even stack the story with positive comments without getting caught. Dont do digital unless you do digital…..
Oh and did anyone go to Saatchi & Saatchi’s $15K party
30 Nov 09
11:02 am
A clever campaign goes viral through its own merits – trying to tailor something to go viral inevitably seems to fail.
When they then go about fluffing the piece they’re compounding their failure with douche, and that’s a cocktail I’d rather avoid.
30 Nov 09
11:03 am
ahhh roflmao.
(sorry i have no intelligent comment to add!)
30 Nov 09
11:05 am
hilarious. nice pickup tim/phil.
If they read your site frequently they’d know that you’ve named and shamed others, like Tounge.
It’s sad but funny.
30 Nov 09
11:07 am
Another way to spot astroturfers is the arfully deliberate typos and poor spelling/grammar. Apparently ‘real’ people don’t know the difference between its and it’s, etc.
30 Nov 09
11:18 am
The idea was done better – in my opinion – with more humour and with less wank by Vinnie for the Smiths campaign.
http://www.youtube.com/watch?v=gVi8-AdU_IQ
30 Nov 09
11:49 am
Yep, and that right there is why I love Mumbrella. Keeping us ad folks honest since 2008.
30 Nov 09
11:51 am
@ Josh Mehlman. Or they’re just Art Directors… haha.
30 Nov 09
12:35 pm
Pssst …. Sarah. Didn’t Mumbrell launch in January 2009 – well that was my first email from Tim. Or is it a clever test to see how honest Tim wants to keep us ad folks?
30 Nov 09
1:03 pm
Hi John,
Our first posting on the website was on December 9 last year – we didn’t start up the email til early next year…
Cheers,
Tim – Mumbrella
30 Nov 09
1:12 pm
Thanks Tim. Full disclosure at it’s best! Sarah … props to you!
30 Nov 09
4:34 pm
Any agency people that use the word ‘hits’ should never be allowed to work on anything digital. Oh and also those that don’t understand the concept of IP tracking. Come on people, how hard is it to go to a couple of internet cafes and use your phones?
The eye of the tiger ‘remix’ was also pretty crap. Anyone thinking this will create a new ‘social trend’ is dreaming. Don’t mean to be harsh but it’s a pretty weak concept and the ‘celebrity’ factor used here is only appealing to a rather small segment and can’t see too many snob scrilla fans cruisin in their yaris’
30 Nov 09
6:53 pm
While we’re tearing this campaign apart, I’ll say that I’m a pretty massive hip hop fan I personally think the ‘music’ they’ve created is…. um…. lame?