My weekly update of what’s going on in new media marketing, pulled from social bookmarking site Creativing.com:
87 Things from Google’s API’s
Eye and mind-opening overview of things you can do with Google’s API. This ranges from YouTube to Maps. Some of these you’ve seen, but overall a great span of mashup capabilities. This was presented at AdWeek in NYC last week.
Nightmare on Elm Street Remake Trailer Goes Viral on MySpace
MySpace’s EKG is showing some movement again. Their reposition as an entertainment portal may not be clearly defined or understood yet, but they’re showing progress where it counts — good content and visitors. Now, the “Nightmare” trailer is pulling a lot of viewership. The movie looks good, too.
Car Insurance: Comparethemarket.com’s Meerkat Is Brit Star
If they had award shows for strategies — well, at least exciting award shows for strategies — this would take home the gold whatever. The marketer is a car insurance comparison shopping site. Historically, a rather creatively bland category. Their challenge (besides a boring product) is that the keyword for ‘market’ cost $8 a click. Hard to get a good ROI at that level. So in comes a ‘meerkat’, which sounds close enough to ‘market’, and costs 8 cents a click. See where this is going? Now they just need TV spots to help people remember the term “meerkat”, associate it with “car insurance”, and voila, you’ve got visitors for 8 cents a click (and of course whatever millions you’ve spent on the TV spots). You can judge the TV spot for yourself, but this campaign has not only gained entry into pop culture in England, it has some very impressive brand awareness metrics behind it.
The NHL’s Latest Social Media Push: A Twitter Contest
Another great strategy, this time from thugs who ice skate and favor bad haircuts. While the NFL (No Fun League) is shutting down Twitterer’s, the NFL pulls a contrarian play and hosts a Twitter contest among it’s fans. Guess the winning teams each weekend, and win prizes. Simple game plan, smart strategy.
XPACS Dream Job Challenge
We’ve seen the ‘hiring via social media’ angle before, but this is definitely a new wrinkle. Like previous efforts, it’s focused on how well contestants can drum up buzz as qualification for the position. What I like here is, they’re quantifying the participant’s efforts much more thoroughly and more in line with what the real job will be like. And they’re also paying people who participate but don’t get hired, based on the impact they generated while competing. This not only seems like a smarter screening process for hiring, but is also fairer to the participants. Which only reflects back on the credibility of the brand.
Full Coverage: Apps for Brands Conference
Mobile’s hot. And probably getting hotter. And this is a good outline of how some brands are using mobile effectively.
Xtranormal | Text-to-Movie
If you can type, you can create an animated movie. The technology and interface is impressive — you’ll get the idea immediately in the 2 minute video. I think the application for this in terms of UGC contests, whether it’s for shows or commercials, is readily apparent. Right now a show like Family Guy could upload backgrounds, characters, and voice types, and have a UGC contest for show creation. Or at least a funny scene.
Internet Art: Craigslist Missed Connections Become Gorgeous Visuals
These are fantastic. If you’re not familiar with the “missed connections” concept, it’s people posting notes in hopes of connecting with someone they had a brief encounter with. These are public on Craigslist, so a children’s storybook illustrator has taken the text of the listings and created illustrations of the situation they describe. The artworks are beautiful — and the storybook style feels perfect for these missives of hope and fantasy. As a side note, the fact that people who want to randomly connect with someone out there turn to Craigslist is perhaps the single biggest testament to that website’s pervasive presence.
Star Wars: Uncut
Different groups of people joining together to recreate Star Wars, one scene at a time. The power of strong entertainment brands and User Generated Content.
Human Tetris
A crew of freeborders take over an SF street to create a real life version of Tetris. Simply fun.