Coca-Cola has been spreading happiness in a very new digital way. They have been working on this technology for some time and have just realised a new machine in South Korea where passers-by dance in front of a vending machine to receive a free coke.
After my first year of media and communications studies at university, I realised that most of what I was learning was in the areas of traditional media (print, television, radio etc.). While I love delving into Australia’s rich media history, I noticed that my course was only scratching the surface of what is the future of media in this country. As I am particularly interested in the effects of the digital age in marketing and advertising, I started this blog in the hope of discovering new and innovative ways in which brands and their creative agencies were harnessing the power of the online world and with that, new technologies.
I have especially enjoyed following established blogs that have opened my eyes to the possibilities of future.
Digital Marketing Lab is authored by Australian marketing manager Teresa Sperti, who “after living in London for 2 years, realised there was a lack of local tools and resources for emerging digital marketers in the Australian marketplace”. I hold a similar view to Teresa in that Australian brands have been slow on the uptake of online marketing when compared to their international counterparts. Agencies in London and New York, for example, have astronomical budgets in which to research and develop new ways of advertising products and the Australian market is a lot smaller, and we are playing catch up. Digital Marketing Lab offers incredibly helpful hints to small and medium sized business on new ways in which to utilise online tools in maintaining your brand’s presence, as well as discussing innovations of larger brands in the digital world.
Check out The Facebook Effect on Sales and Loyalty
Digital Toni is a bit like me! She is 19, studying digital media in the UK and she too has a “slightly compulsive love of all things media, marketing & advertising”! Toni scours the Internet to find an Ad Watch Of The Week and covers the perfect mix of marketing from the analog and digital worlds, and in particular how they can complement one another in campaigns.
Check out the Top 20 Ads Watched on Youtube
Digital Buzz Blog is the go-to location for all marketers when they releasing a new digital campaign. Digital Buzz communicates with agencies and their reps to deliver a succinct rundown of they latest happenings in the digital advertising world. What is especially great is that they blog on even the smallest initiatives of unknown companies from far-flung areas of the world, connecting them with a daily audience of 25,000. After all, the digital age has eradicated language and communication barriers between countries and importantly, advertising agencies, to allow sharing of business strategies.
Check out their post on the Breast Cancer Self-Check iPad App for Breast Cancer Awareness Month
In just two months, Corona Light Beer’s Facebook page increased from 3,000 to 200,000 likes.
See how they did it below.
Two years later, Corona Light Beer has 441,000 likes.
To celebrate Ralph Lauren’s birthday this week, I thought it would be interesting to take a look into the history of the world’s most digitally innovative fashion brand.
The brand was founded by its namesake in 1967 and now boasts over 600 stores worldwide. In 2000, Ralph Lauren launched its online store, one of the first luxury brands to do so, during a time when many were skeptical about online shopping. Jennifer Sokolowsky from Brand Channel explains “luxury brands are all about creating an exclusive experience – or the perception of one”. It was thought that by selling online, a brand’s exclusivity would lessen due to the unprecedented access that consumers have to the brand and its products. However, Ralph Lauren reflected their marketing ideology of “merchantainment” to create interest not in its individual products, but in the entire brand itself as a lifestyle that customers could buy. RalphLauren.com is now 12 years old and amongst hosting an incredibly successfully online store, it gives visitors access to the Ralph Lauren’s personal Style Guide, celebrity interviews on RL TV, and travel, sport and food information in its quarterly online lifestyle magazine, RL Magazine.
Instead of the traditional product displays both in store and on online stores, Ralph Lauren aims for interactivity in the buying process. In 2005, Ralph Lauren was the first retail brand to live-stream its runway collection online for immediate purchase. Users could click and purchase brand new items as the models walked down the catwalk. In 2006, Ralph Lauren introduced the first shoppable windows in their New York stores, taking the term “window-shopping” literally. Passersby could view products through an interactivity television display and make purchases. Typically, there is a six-month delay between the debut runways and when the items land in stores. In 2010, the RL Gang online storybook was released which features characters wearing Ralph Lauren childrenswear that can be bought as the story progresses. This attributed to a 300% jump in children’s clothing sales.
Without a doubt the most digitally innovative project by Ralph Lauren was the world’s first public 4D show involving 3D digital mapping, sound effects and scent diffusion. The short film, which was projected onto the buildings of Ralph Lauren’s flagship New York and London stores, featured a runway show and a polo game. Most impressively, when the film honoured Ralph Lauren’s signature perfume range, perfume was actually sprayed from the windows of the building showering the crowd beneath (see video below). The event was a celebration of the 10-year anniversary of RalphLauren.com and signaled a future of digitally forward and creative initiatives from the luxury brand.
Users are not impressed with Apple’s iOS6 Maps software that has replaced Google Maps on the iPhone 5. The Amazing iOS 6 Maps blog pays umbrage to Apple and the many ‘fails’ its new software possesses.
The Statue of Liberty Disappearing Act
As Apple struggles out of Google’s strong hold, other international brands are seeking to collaborate with the Internet superpower. Philips have hidden 10 of their new Smart-TV’s around the globe on Google Maps (see below). Users are given photos of the almost frameless televisions in their hidden locations; some appear to be in very remote areas, and others in more obvious cities. The tricky part is finding the exact locations on Google Maps. Users log in via Facebook to ‘pin’ the televisions when they find them. Photos can also be shared with friends, asking for help.
BMW in Sweden have also launched a Google Maps hunt to promote the new 3 Series. The competition runs for two weeks. Only one car has been placed on Google Maps in Sweden and each day a clue is released via social media making it easier and easier to locate the vehicle as the competition unfolds. The first person to find the car, wins it. Unfortunately, the competition is only available to Sweden residents. Hopefully we will see a similar social media integration campaign by BMW in Australia.