Google it

How many times in the last week have you declared "I’ll Google it" about some unsolved mystery? Not Yahoo it, not Bing it, not search for it on the internet but Google it? A similar prompt this morning got me thinking about brands that have, over time, become part of the English language and the impact of brand genericization (which I’m assured is the correct term).

Think about it, do you have an MP3 Player or an iPod? Once a year (max), do you get out the hoover or the vacuum cleaner? Numerous brands have become synonymous with what they do and while some are still enjoying the leverage (eg Google, Coke, Tipp-Ex), others have wallowed away, victims of their own success – like Band-Aid, though Bob Geldof had already marked their card.

Escalator, thermos and aspirin were too once brand names that managed to define the product category, eroding the brand to a point where it lost its value. That said, Google is rapidly expanding into new areas, determined not to become a footnote in brand genericization history but instead with its sights set firmly on world domination. Like Pinky and the Brain, only funnier.

You don't know me

YOU DON'T KNOW MY BLOG

You don't know anything about it. You don't know what I write about or how frequently I post.
You don't why I started it nor where I'll take it. You know nothing of its traffic or engagement.
You don't know its bandwidth, its mobile performance, its page rank. You haven't got a clue how fast I type, what blogs I like or how many inbound links I have. You don't even know how I came up with the name.

BUT YOU WILL

Ad Reel - WKD Missus Alert

Previous ad reels would suggest I only had access to a TV in the 1990's. But here we are in 2011 with WKD's latest TV ad, The Missus Alert.

For many it appears strange that WKD continues to market heavily towards a young male audience, considering alcopops are predominately consumed by females (in my experience anyway, I can't seem to find any consumption patterns online). That said, their lad-focused ads - across all channels - driven by the slogan 'Have you got a WKD side?' strike all the right chords with the target audience and no doubt influence conversation in bars up and down the country.

The Missus Alert is predictably cheeky but funny, though I look forward to seeing how it affects buying behaviour...

Football on Facebook

Ascot and Wembley, two famous names in sport. Over the past week however, the buzz has been focused away from the racecourse and the iconic arches and levelled at non-league sides Ascot United and Wembley FC. The reason? Last night they became part of broadcasting history, playing in the world's first football game shown live on Facebook. It also kicked off this season's FA Cup, and Budweiser's lead partnership couldn't have got off to a better start.

As I had the pleasure of working on this I should state that all views are my own (cover all bases, increasing bandwidth by the second). Exciting to work on for sure, though the football boy inside me was just as excited as the PR man.

The initiative has certainly had its fair share of column inches and kicked off thousands of conversations online this week. The big question as we approached D Day of course, would it live up to its billing?

As it was Ascot's first time in the FA Cup, you may have expected an uplift in attendance - it averages about 90 supporters for league games. Last night 1,149 crammed through the gate, a would-be decent level for any Conference side. While those in the crowd picked up a free burger and had the chance to take a penalty on Dave Beasant or be photographed with Old Big Ears himself (The FA Cup, not Gary Lineker), even more impressive was the 27,000 who tuned in to watch it live on Budweiser's UK Facebook page.

The coverage certainly didn't disappoint. Production levels were slick (I had five monitors in front of me to be sure) and the commentary was brilliant; well researched and showing a real reverence and understanding of the FA Cup. The game itself had everything; goals, drama, a penalty, hope and a late winner (Wembley FC eventually going through).

The reaction has been quite incredible - one look at the Budweiser Facebook page will tell you that. Thousands of tweets praising the idea, FA Cup trending and a real sense that the magic may be back.

Ascot United may have lost the tie but in reality there were no losers, only winners. Ascot United take in record gate receipts. Both clubs take a hefty punch of the broadcast fee. The FA has seen coverage of the Extra Preliminary Round skyrocket, column inches that would be unheard of for this stage of the competition any other year (or even for later rounds at that). Budweiser has clearly enhanced its reputation in seven days, especially over the past 24 hours and gone some way in dispelling any scepticism over a US partner to The FA Cup.

Facebook too will be analysing the data closely - last night proved there is a willing audience for football on Facebook and the largest social network in the world has the ability to provide an alternate and viable broadcasting platform for sporting events. Indeed with its 700m user base, it makes a very attractive proposition for sports bodies.

A busy week culminating in a moment of sporting and broadcasting history, serving as a timely reminder of the magic of the world's oldest knockout competition. Keep your boots by the door, the magic of The FA Cup lives on...

Bringing the Rubik's Cube back

I hate when blogs / sites are left static for long periods without any prior warning or acknowledgement as to why. "Where is this elusive London Brodge?" I hear you scream. "We need to hear more of his anecdotes" cry the masses.

Don't worry, London Brodge is alive and kicking, merely kept at bay by a big office move and lots of late nights watching the news and standing guard outside (inside) my flat. That and my Rubik's Cube arrived from Amazon on Tuesday...

Dennis the Menace takes over 'Gnashional Trust'

Probably my favourite story of the year to date and rather conveniently it had its roots in my agency - the National Trust recruiting Britain's best loved comic The Beano to help change perceptions of the organisation and prove that its doors are open to all.

In the latest issue, Dennis the Menace, his faithful hound Gnasher and rest of the comic crew run riot across 300 National Trust properties and 600,000+ acres of land, conquering castles and causing general mayhem across a variety of gardens and estates along the way.

The marriage of two iconic British brands is a win-win for charity and publisher, and serves as a healthy reminder to children of the great British outdoors whilst also providing a colourful lesson on their history and heritage.

The special edition collaboration has also caused quite the media stir and it will be interesting to see the impact it has/had on comic sales and the footfall of youth it drives to National Trust properties. I've certainly got my copy and will be keeping an eye out for decoy Dennis the Menace shaped hedges at Britain's best renowned landmarks this summer...

Ben & Jerry's Festival London

The best picture I've ever taken
Just when I thought it was time to remove the nifty London tab above, Ben & Jerry's Double Scoop Sundae came along at Clapham Common. As I work with Ben & Jerry's and our agency put the festival together, the weekend's events came as no surprise to me and erm, I should also state that all views are my own (a well trafficked blog like this needs to cover all bases).

Seven years running now the event has sold out in Clapham Common, each year bigger than the last. This year saw 30,000 flavour fans (yes I'm in work mode) take to the Clapham grass for a weekend of sun, fun and ice cream, with a sprinkle of music from Maximo Park, Ocean Colour Scene and Ash amongst others.

Removing my work hat for a minute, this is an absolutely brilliant day out, whether with friends, family or erm, partner, and incredibly good value at that - £17 for the day with all activities and ice cream completely free. While the line-up will differ to what's on offer at Glastonbury or Reading as examples, it always seems to feel just right and this weekend's bill proved no different, capturing that familiar buoyant spirit. Any of those 15,000 people singing The Day We Caught The Train back to Ocean Colour Scene on Saturday will no doubt testify to this. Added to that, there's the Helter Skelter, Vauxhall City Farm, Carousel and Children's Play Area to keep the kids amused and a bar for those a little older and more wise (or seasoned perhaps).

No doubt a huge driver of brand advocacy (one look at the Facebook page will show you that), the festival also gives something back to the community and brings people together in a way that I don't believe any other festival can. A place like no other, where the line between the first ever Ben & Jerry's mosh pit and a sibling squabble for a better view are more than a little obscured...

Facebook launches Skype powered video calling

While Google was busy stealing the limelight last week with the launch of Google+, Facebook was busy preparing its customary response. So in much the same way Apple infiltrates CES with its overshadowing announcement, Facebook has announced a major new feature that it's launching in tandem with Skype - video calling.

The collaboration of two of the web's biggest powerhouses has been rumoured for quite a while and it's one that Facebook is putting considerable weight behind. Now when you browse a friend's profile you'll find a new button sandwiched between 'Message' and 'Poke' that says 'Call'. Clicking on it will prompt the other user to accept a call and you'll be instantly connected (though you'll need to install a small plugin the first time you use the service).

You'll also find the video calling icon integrated into Facebook's newly revamped Chat sidebar - now appearing automatically along the side of your page. If you try and fail to initiate a video call (ie your 'friend' doesn't want to speak you…still), you'll be prompted to send them a video message (best not to do this after a night out ladies and gents). Unlike on Hangouts - Google+'s video calling offering - group chat is not available though Zuckerberg hinted that this could change in the future.




What does it mean?

While Google beat Facebook to the punch with Hangouts last week, Zuckerberg's 'keynote' speech from his company headquarters suggested a view that Facebook had already 'won' the social network battle. With 750 million registered users and sharing figures continuing to spiral, the ever growing ubiquity of Facebook formed a large part of the CEO's remarks, even indicating that Google latest foray into the space was vindication of Facebook's vision of the social web.

Skype chief executive Tony Bates calls it a "most important strategic partnership" and one with significant mutual benefits. The link-up further cements ties between Microsoft and Facebook keeping them primed for war with Google, Skype can expect to see its userbase increase exponentially, Facebook will become even stickier for users as chat options increase and with users staying onsite longer advertisers will no doubt be grinning ear to ear.

A new, simple feature designed for the masses, the video calling gets a big like from me (though sit tight for google's next move).

To get video calling right away head on over to www.facebook.com/videocalling

Ad Reel - Nike (Airport 98)

Despite Adidas being official sponsors, Nike stole the World Cup in 2010 with its Write the Future campaign (at least in terms of global brand positioning). The viral marketing sensation racked up over 12,000,000 online hits in one day (Wieden+Kennedy, campaign creators), tripled Facebook fans from one to three million and set the record for most views of a viral video ad in its debut week.

However football savvy folk will remember a similar win for the brand in 1998, when the Brazil squad took to the terminal showing off their silky skills before boarding a flight to France. Though this was before the Facebook generation voted in likes, it certainly got tongues wagging 'offline' (not like that). As for Ronaldo, perhaps the last scene was an unfortunate sign of things to come...

Am I overdoing Mr. Men?

Two in a row for Roger Hargreaves' Mr. Men series spin offs - I'm not sure I ever read the books. Still, I get the idea and I like this clock. Alarm goes off, throw it against the wall, go back asleep.

I had a football one of these once, didn't work. Still I'm sold by his funny expression and can expect Mr. Bump to arrive in 3-5 working days.

Mr Men Superheroes

I know these were being passed about over a year ago but I quite like 'em and as they're doing the rounds again I thought I'd jump on the bandwagon. Scottish graphic designer Steven Anderson aka Seven Hundred (sounds like a rapper) is behind them. As you can tell from the bracketed content in the previous sentence, I'm Mr Jokes. To infinity.

Click for comfort

I recently unearthed the inner nerd inside me (no mean feat for a man of my physique) and ordered a "geeky, internet inspired icon pillow" online - not my words but the words of Shaking Stevens. Or erm, Craftsquatch, who manufacture a plethora of hand-made pillows based around the webs biggest powerhouses...and then some more.

There seems to be one for every trigger happy geek with Facebook, Twitter, Chrome and a range of iOS apps reproduced as grown up cuddly toys.

And yes, that is my Facebook pillow. And yes, that is the best place I could think to put it.

The Hat Project

I'd like to think I could do this if my head wasn't so big - the Marsh Bros from Birmingham using their creative heads again, this time as a landing spot for a 'flying cap'. No special effects and a bloopers reel to prove it, this is very, very cool. Hats off lads...(sorry)

Diesel Facebook Spreadsheet

For those who want to be on Facebook in office hours without risking the wrath of their boss, Diesel has the solution. As part of its 'Be Stupid' campaign, it has created the Excellbook, a spreadsheet that pulls in your entire Facebook stream. Download figures yet to be released but generating considerable buzz online.

Games disguised as office applications have been doing the rounds for some time (check out Can't you see I'm Busy for a selection), so in many ways it's a surprise this hasn't been done sooner. Ah well, back to the drawing board...

Happy Father's Day

From Durex

AD Reel - Yellow Pages

Waste of money, I'll have a bash myself...

Nike, T Mobile and Carlsberg can do as they may, the London Brodge gong for Best Ad goes to Yellow Pages (it's not only based on success *cough*). Dating all the way back to 2003 when Jimmy Nesbitt made his niece look a little like Ross Geller, this is the first of what will become a dedicated portal of stand out ads across various mediums. I know, I'm excited too.



ps I hasten to add that Nike, T Mobile and Carlsberg will probably (pun - just in case) feature in the reel. Heavily.

Gone in 60 Seconds

Sort of. What happens in 60 seconds on the web? Quite a bit it seems...

Intel's Museum of Me a must for Facebookers

Ego-maniacs rejoice, Intel has created a digital commemoration of your life and it's quite something. The Museum of Me app - an interactive ad campaign for the Core i5 processor - has certainly got people talking, rightly or wrongly.

For those who haven't yet taken the virtual tour of their social life, the app harvests information from your Facebook page to curate an art exhibition devoted entirely to you. Hell it's even thrown in a few virtual onlookers keenly observing your pictures, videos, friends et al and comes with a decidedly eery soundtrack to boot.

Call it what you may (I've heard creepy, unnerving and intrusive branded about), Intel scores top marks for its use of the social graph. Besides it only uses info that you've previously shared amongst friends and states that the content will not be kept or passed on.

Very cool and thoroughly enjoyable. Then again, I do like my ego to be stroked now and again.In

Brands, PR's and Bloggers

Paul Gillin, author of The New Influencers recently pointed out that people trust social media more than advertising, thus explaining why so much time is spent in chat rooms, social networks and critically, blogs. Sharing, community and engagement are todays buzz words and brands are itching for a slice of the pie. Some brands have mastered it; some haven’t - often at the behest of the social or PR agency they’ve appointed. I’ve seen some great articles online on how to best engage with bloggers to build formidable, mutually beneficial and sustainable relationships. Yet I do feel that there is such a thing as being over-cautious and sensitive to the crowd. For example, it doesn’t take months of preparation to engage a blogger. That’s crazy and enormously inefficient. Similarly why would you send an email with no images or with no lead to further information? I follow five simple steps for engaging influencers which have to date harnessed successful relations between brands, PR’s and bloggers.

 

IDENTIFY

 

Bloggers are often opinion leaders in their chosen field and deliver cohesive comms across multiple platforms, offering brands the chance to amplify their messages across various spaces. While finding the right bloggers to meet your campaign is becoming an easier process, it can be a time consuming one. Google searching is often a starting point, though there are some great free tools you can use to find influencers such as Wikio and Cision that provide the top blogs across various categories. Importantly blogs found within these domains often link to similar blogs or blogs they read, found under their blogrolls traditionally dropped down on the right side of the page. This form of peer-to-peer endorsement identifies relative influencers that provide a voice to your target audience and thus an engagement channel for the brand.

RESEARCH

Researching the blog is a vital and often neglected part of the process. First off, ask yourself if the blog is relevant to what you or the brand is trying to achieve. Does it hit your target market? Is your message mutually beneficial? Reading the blog is essential. Find out what they write about, what makes them tick. Have they mentioned brands in the past? Have they mentioned YOUR brand? Often blogs will include a search bar but Ctrl F allows you search for keyword mentions if this isn’t on display. Ascertain its credibility using index engines like Technorati or determine the number of inbound links to the site (references elsewhere online) – this can be done through exploring the URL at Yahoo Site Explorer. Use Twitter to gauge moods and interests. Pete at The Londoneer once told me that the best pitch he ever received came from somebody emailing in response to one of his ‘angry tweets’ earlier that week. See your research as an investment in a mutually beneficial outcome, a two way collaborative process.

ENGAGE

PR’s love the efficiency of the cut and paste job mailers that go to a excel doc of unknown contacts pulled from databases like Gorkana or Media Disk; not very social and not likely to yield results. Bloggers blog about what they love and more often than not do it in their own time. Personalise your first contact; show you’ve read the blog, reference posts to show to how your campaign fits with their content and let them know why you want to work with them. Tell the story concisely. Be less formal but remain professional. Cate at Bitchbuzz once commented that she received an email ending with ‘Holler if you want in’ or something similarly ridiculous - don’t overdo it, you’re not their best mate. Not yet anyway...

ADD VALUE

Contrary to popular posts, often a straight-forward story is value in itself. If I go to a London blogger with an all weekend free event in Leicester Square, chances are that he/she will appreciate being made aware of it (if they’re not already). That said there’s a lot more you can do to empower influencers and get your message heard. Can you offer exclusive content, competitions, product trials, behind the scenes tours? Brands love bloggers and believe it or not bloggers tend to share similar affection for brands, provided they go about it in the right way.

MAINTAIN RELATIONS

The basis of this five step approach is ultimately to build sustainable relationships. First off, if they post about your brand thank them for it. Let them know your client feedback, show how it has benefited the campaign – bloggers like feedback. Sorry, everyone likes feedback. Keep up to date with their blogs, their Twitter, etc. Go to blogger events now and then (they’re usually free and often in a pub) – you’ll learn a little and hell, you may even make a new friend. Remember it’s a marathon, not a sprint but master these steps and you’ll end up somewhere near the top.

So there you have it, my five steps to successful brand, PR and blogger relations. Now where can I sell this in...