Immersive Experience

by john.lawrence@pallino1021.com

It’s not enough for brands to connect, engage and interact with people. They must form an attachment through an ongoing emotional connection. They must bring people into their organization…partners standing side by side…plunged into every aspect of the process through immersive experience.

When you purchase a bottle of olive oil at your favorite market, you take it home and sample it. If you like it; you look it up online, “Like” it on Facebook, follow them on Twitter, see if they have a social community…you know, find out as much about them as you can and form a bond. It is up to the olive oil producer to engage and interact with you. But, just advertising on a Facebook page, answering questions on their community website, or tweeting about specials and new product launches is-not-enough.

Brands must bring you into every aspect of the product: Getting peoples’ suggestions on different uses for the oil…then responding to them by name, posting videos showing harvest, videos showing how people prune the trees, allowing photos of the frontoio (olive oil press and factory), and making you a part of every integral component along the way.

Let me explain…We have experienced raccolto di oliva (olive harvest).  We have climbed the trees, sorted the olives and spent precious waiting time at a frontoio; not simply to  bring home a few bottles of cherished olio, but to carry a piece of the process in our hearts forever.

We cherish these special bottles of Olio SOAVIS, bottles that John and Deanna helped harvest and process. We were truly immersed in the experience.

Benziger Family Winery is a superb example of a brand that immerses people in the experience. Go to their website, Facebook page, Twitter page, YouTube account or get their app for your mobile device. They take you from the winery to the vineyard and completely immerse you in the: who, what, where, when, why and how of everything Benziger. You feel a part of their program as much as a winemaker or vineyard laborer on the estate.

It’s not enough to just courteously chat. People must feel, from top to bottom, immersed in the experience.

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Pallino1021…The Story

by deanna.lawrence@pallino1021.com

How Pallino1021 came to life and working with new friends…not clients changes everything!

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Facebook – almost $800 million in 2009

(Attention + Emotion)*(Connecting + Sharing) = Performance

From (Reuters) – Facebook’s financial performance is stronger than previously believed, as the Internet social network’s explosive growth in users and advertisers boosted 2009 revenue to as much as $800 million, according to two sources familiar with the situation.

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Nike vs Adidas for Global Attention…Some Fans don’t care

The stage has been set for The FIFA World Cup and the World has arrived to experience Football…not Brands.

Example:  Nike is challenging Adidas for a share of their captive  global market, but in doing so may have created a bigger challenge.  Negative sentiment of the brand.

The problem: Nike and many other Brands may have simply tried too  hard and left no room for response or adaptability.

Invest in football fans. Make fans smarter or let them have fun.  Who could predict the power of a Vuvuzela?

Companies’ investments may not yield the reactions they had hoped for.  It seems that the fan’s true passion for football and their adoption of personalization / sharing, may have been undervalued when developing content.

While content is very entertaining, fans want information right now, not epic movies. These fans live football…If they wanted to see a movie, they would have gone to the theater.

The results… an out-of-reach and disconnected, “The – Game” mentality.

At times, some brands even seem to interrupt the deep experience of the game…to shout out messages.  Fans already know what the brands are; messages almost insult their intelligence.

Are they trying to “Brand-us-to-death”?

Fan quotes:

“Well to be honest…. I think adidas is still stronger… I can’t even guess the money nike is throwing away in this epic adv campaign to get our feet in their shoes…..”

“I don’t really think they are acting smart with this kind of communication…”

“The ads all look the same to me”

What savvy brands did well:

  • Created information sharing capabilities
  • Put fans in the game with adaptable content
  • Embed fans in all elements of the game
    • Pre/post game experience

Enable fans to experience authentic content that emotionally connects them to the games.

Emotional connections fuel an “OUR – GAME” mentality.

Lasting commitments to a new brand will require a devoted effort to the fan relationship. Once the brand proves itself worthy of attention, they are obligated to continuous relevance…defined by all things real.

Update:

Nike has created a Facebook app allowing fans to select their favorite Nike endorsed team and personalize a jersey

National Team Kit Facebook App.

Choose a name, number, and share it.

Goal is to get the most fans for your team.


Other Facebook Apps

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One World ∫ One Connection – FIFA 2010

The perfect storm – passion, emotion, similarities and defined difference…all inspired to SHARE, and empowered through  interactive tools –  The FIFA WORLD CUP 2010 offers a reason and a way for the world to connect.

The sounds,  vuvuzelas blowing and tweets tapping in, on mobile devices in the stadium may be thunderous.   But, the global sound of people connecting is excitedly deafening!

Just a few Connections

FIFA.com

Mobile:

APSports

Android

Apple device(s)

Live scoring

Tournament stats and bracket view

Video vignettes profiling all 32 teams

    Live Stream:

    ESPN3

    ITV.com

    Viewing:

    ESPN Soccernet

    YouTube –  Everything from Everyone and Everywhere

    Quick view of global voices via Twitter:

    IFA on Twitter

    Twitter / World Cup 2010 What’s Happening?

    CNN South Africa 2010 Twitter Buzz

    Facebook:

    Fifa World Cup 2010

    Adidas Soccer

    ESPN

    Other Schedules and Scores:

    Google

    TrendsMap:

    Trendsmap

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    QR Codes / Barcodes | 2Tag.nl

    We focus on the adoption of QR codes / Barcodes in our mid-year trends report.  A key player – 2Tag offers very impressive stats…

    Last 3 weeks:

    • 25000 QR-tags created
    • 5000 click backs to http://2tag.nl/
    • More than 3000 click/scan to the original URL

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    The New Yellow Pages

    Yes, there is a new Yellow Pages in digital media; at least for location-based, service industry businesses. With the emergence of such mobile apps as Open Table, Yelp, Foursquare, Gowalla and the like; the Yellow Pages went Digital! These are location-based mobile apps that allow you to comment on where you are, comment on the experience you’re having and add any other colorful input that fits the occasion or location. Anymore, a business wants to be checked-into via these mobile social tools; as often as positively possible. This is how people connect, get information on restaurants, hotels, markets, bars, libraries and any other location that someone feels is relevant. All of these venues want to appear, with positive comments, on any/all of these short 140 character decision making sites.

    A generation and a half ago, the decision to be in the Yellow Pages was not the only decision. The decision was how many categories to be listed in, to get the name out to as many people as possible. There was a cost for each one of these steps. Today the challenge is the same…the process, and the cost, is the difference.

    What’s the value you ask?

    To the business: It’s inexpensive! It doesn’t cost anything…except good service, a good quality product and an excitement and allure to be there…an extension of the brand experience.

    To the people: Everything relevant…with the short investment of time to type your comments and thoughts about the experience.

    The ROT (Return On Time) to both is enormous.

    To the business: It’s not only word of mouth, but word of the people…so to speak. You do a good job and the word just keeps on spreading.

    To the people: Relevant messages, discounts and authentic comments from your peers with a true picture of what to expect.

    This isn’t your Grandmother’s Yellow Pages!…It’s been replaced by social digital media.

    What will be the next step?

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