Extending the Brand in Time, Location and Medium

In the last few years, end users have been using a number of mediums intensively and the diversity of new mediums and devices does not seem to be slowing down. End users are on the web, but more specifically they are spending more time on social networks like Facebook. And the sophistication of personal devices, such as smartphones and, increasingly, tablets have allowed the end users to be everywhere, all the time. Sooner or later, brands tend to respond to what end users want. It is clear that the brands and their agencies are aware that messaging just on a single medium is not sufficient—a cohesive message on a number of channels, on different devices and social networks is not only required but is becoming the norm.

Inertia is powerful. Hence, the silos oft-quoted by ad agencies and brands managing various media channels still exist, but are fortunately softening. The spends are also not commensurate with how end users are consuming. Due to inertia, it is always easy to allocate the same or similar spend to TV, which is still getting more budget than it rightfully deserves. The chinks are, however, clearly visible and the spends on Internet, mobile and, now, social media are increasing rapidly.

Brands are getting the message that they need to extend their scope beyond a single time-slot or at single location or a certain medium. Here are two examples:

  1. Submission to Times Square: As part of their hip-hop-themed branding campaign, Kodak wanted to make sure end-users continued to have Kodak on the top-of-mind for their photographic needs. Kodak has a wide array of campaigns in various media channels, but one that connects user generated content (UGC), users’phones and billboard in Times Square is worth noting. Users can send in photos via email to sokodak@aerva.com and the photos are moderated for appropriateness and an acceptance code is sent back so the user can decide when to put their picture up on Kodak’s Times Square billboard. Since Times Square is a popular destination, it is appropriate that the user gets to decide when he/she is on-site to pull up the accepted photos. Since the trigger is via text message, a user with any phone can trigger the photo. An end-user can be engaged across medium (from web, mobile, digital out-of-home) to various locations (from concerts, Times Square to home and on the go) and at multiple times (during UCG submission, acceptance and self-activation over a longer period of time).  See more…
  2. Submissions from Facebook: Brands follow scale and eyeballs and Facebook, with its 600 millions users and sticky UGC, have noticed and want a presence in the social network. Many brands are allowing users to send in their images or videos from Facebook or participate in various campaigns via multitude of applications to other channels, such as brands’ websites, digital-out-of-home or even into gaming applications.  Target Corp. launched a “Big Baby Billboard” marketing campaign that allowed new parents to create birth announcements via a Facebook application, and enter for a chance to have their announcement displayed on three digital billboard in New York City’s Times Square or on giant magnetic billboards at two sites in Los Angeles.

By carving out a corner of the social network and creating an announcement at Facebook.com/TargetBaby, Target is using the medium that users are already absorbed in and becoming a participant in that conversation. There are, of course, many more campaigns that involve users’ Facebook accounts or a brand’s Facebook account, but the conversation gets to other channels like Twitter, company websites, digital out-of-home and email (Target sent out keepsake photos when the parents’ babies showed on the billboards in Times Square on magnetic boards in Los Angeles). See more…

It is clear that we will continue to see cross-channel campaigns and it seems the way end users are choosing to engage, cross-channel mechanisms are the only ways for brands to have that conversation with end-users.

Picture2Screen on Kodak board in Times Square

User-generated content (UGC) and digital screens always fascinated me.

Now we have a very good example of this with the Pic2Screen application from Aerva, Inc. (www.aerva.com) powering Kodak LED board in Times Square. Kodak’s Tom Hoehn, Director, Brand Communications and New Media wrote a nice blog about it and how it works.

Aerva Pic2Screen Application driving Kodak Billboard

Essentially, images can be emailed to kodak@aerva.com and the system acknowledges receipt and sends all submissions for approval or rejection. All approved submissions get a code back that the user can text in to trigger the upload of their picture to the Kodak LED board.

Sponsors have always been tad bit tepid about UGC. How does one control/manage unwanted content? Its hard to compete with the dynamism and creativity of UGC or produce the volume of UGC;  there are ways to tame the animal, at least its unwanted aspects.The moderation interface for the Pic2Screen allows for rejection of objectionable content, blurred images or otherwise inappropriate pictures, thus providing protection to the sponsor and pleasant experience to the viewers.

Kodak and UGC images on a jumbotron are perfect, especially when Times Square venue is all about engaging the audience and increasing one’s brand value. In summer 2009, Kodak launched its “It’s Time to Smile” year-long campaign (full PR) and already it seems like many smiling faces are being sent by many users.

Speaking of user control, the user can also provide a caption to the image in the “Subject:” line of the email. Probably one of the most clever elements of this Pic2Screen implementation is that the user-trigger also allows the user to dictate when to trigger the image, thus making it easy for them to travel to the venue and triggering their image, thus making the display a destination in itself. This trigger is via text-messaging (universal mechanism of mobile interactivity), which is also important, especially if one is standing in Times Square with a simple phone (i.e. not email or data capability).

If you cannot be at Times Square, check out the EarthCam.

The trend is for blending of all sorts of UGC and social networking, and to spill from just the web onto mobile devices and digital screens indoor or outdoor.

Happy New Year 2010 (will be watching the ball drop in Time Square but also checking out faces on Kodak’s Smile Gallery)