ZOMBIES, RUN…an Immersive Adventure

A brilliant example of immersive experience and a great adventure!

ZOMBIES, RUN is now fully funded via KickStarter, with over 3,000 backers and $72,000 in pledges.

A great example of the type of creative thinking and true extension of “experiences” we love to share.  Designed as a “running game & audio adventure”.   Zombies Run will be available for iOS – iPhone, iPod Touch/Android.

Voice alerts are integrated within your playlist.  To keep the game fresh, runners  are encouraged to complete missions and collect items during the run. Back home, runners can use items to support base areas.  More mysterious content is unlocked and the game continues.

I think it would be very interesting to see savvy event creators like Red Frog Events using solutions such as Zombies, Run to encourage even more interesting challenges for participants.

For serious runners – “Zombies, Run! also keeps record of,  and offers audio alerts for; distance, time, pace, and calories.  Moving forward, the developers hope to integrate with RunKeeper and of course, save the world from Zombies.

A Video Games project in London, United Kingdom by Six to Start and Naomi Alderman

Exploring the Stages of Engagement to Connection

What came first the chicken or the egg? That is what comes to mind when hearing different perspectives of Engagement and Connection. Sometimes these terms are tossed around like they are interchangeable. Depending on the view you are subject to, you may have to do some digging to ascertain the direction of the message. We view Engagement and Connection as two very different stages within what ultimately enables a Cycle-of-Courtesy.

Many still question engagement as a good source for online and mobile lead generation, opting for intrusive messages via SMS, email, or newsletters. The problem may not be engagement, but within the idea that engagement is a standalone solution.

      Engagement within social media is only the first step. The difference between engagement and true connections lives within how you prepare, respond and adapt Continue reading

“Ads Worth Spreading” offers a great example of just how much the idea of advertising has evolved. Messages must be original and designed to trigger emotions, inspire and encourage sharing. People have a great sense of responsibility within social media and are beginning to define personal value within the content they share. Brands simply must pay attention.

TED Blog

Via the YouTube Blog: Last year, TED kicked off a challenge to the advertising industry called Ads Worth Spreading, our global search for innovation, ingenuity and intelligence in advertising. This year, we are delighted to announce that we’re now accepting entries to the current challenge through our Ads Worth Spreading channel on YouTube. The YouTube channel will help promote and showcase submissions, as well as spark conversation.

Even if you’re not an advertiser, you can visit the channel and comment on your favorite campaigns: Which ads are thought-provoking, funny, honest, warm, informative or creatively brilliant? We want your feedback, and the channel is our medium for hearing your voice.

Read the full story on the YouTube Blog >>

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Exploring The “Value” of Collaboration| Featuring IBM’s CMO Study and a post by @koertbakker

IBM recently released the IBM Global CMO Study for 2011. The study offers a comprehensive look inside the challenges facing more than 1,700 global CMOs from 64 countries.

In chapter one, IBM challenges CMOs to “Deliver value
to empowered customers”, reflecting the importance of understanding people and using digital media as a source for insight.

IBM asked CMOs to “rank each factor in terms of its expected impact on the marketing function over the next three to five years”.  IBM also considers levels of confidence CMOs feel about managing each factor. 

Figure 4 illustrates the critical issues.

While we completely agree with the critical issues, we are also keen to explore number nine, “Customer Collaboration and Influence”  as a significant part of all the other issues.  Collaborative agendas redefine the process and the multiple dimensions of value. Continue reading

Just Picking Grapes or…Harvesting Our Next Occasion?

We came up with this title after viewing two very different YouTube videos, from two very different winemakers, showcasing their most recent harvest. Although both showed grapes being picked, they each told a very different story.

One video from Benziger Family Winery, was simple and shot in the vineyard. It was authentic, and captured the heartfelt excitement and enthusiasm of a new harvest. It highlighted happy family members, to include a new granddaughter. It highlighted happy workers, as well as people proud to be taking part in this exhilarating, meaningful and most important process.

The other video from another well known winery, was edited together in an editing room and appeared as a theater quality production. It may have even contained credits. It showed people picking grapes, but it looked more like a job, rather than an occasion.

Can you guess which one of these videos created an emotional connection? When buying a bottle of Benziger wine, you feel like you are donating to the cause, not just adding to a company’s bottom line.

A brand’s smart use of social media platforms can create and nurture sustainable emotional connections. Through authentic and non-intrusive interaction, a simple engagement between brand and individual can develop into a lasting connection.

“Carry your brand DNA into social media channels”

WineTwits, a Twitter-powered community that brings wine enthusiasts together, is taking a very interactive approach. Through Tweets, and interaction via their website, WineTwits is able to guide immersive experiences, connecting brands with people. An upcoming event, Beaujolais #NouveauDay, will feature an interactive wine tasting,with an expected global and witty participation via Twitter. In a recent conversation with Steve Gilberg, founder of DrinkTwits Media (parent company of WineTwits), Steve offered these thoughts: “It is a huge mistake to not use social media”. Steve also observed: “Carry your brand DNA into social media channels”. Using these ideas along with authentic non-intrusive interaction, he has been able to significantly raise his brand’s awareness. Speaking for not only his brand, Steve says: “For brands, someone internally needs to take ownership of the social media”. He also believes that “Used properly, Twitter is one of the greatest lead generation tools he has ever seen.”

Sustainable social media connections require: Authenticity, Conviction and Flexibility

As we noted within our recent report, people are keen to define and build trusted resources, as they are soon to become important elements of true influence for purchase decisions.  For brands, authentic content and messages are the first step. Engagement alone does not create influence or a likeliness to share…Influence and involvement arise from nurtured interaction in the age of all-of-us.

So, are you just picking grapes? Or, are you harvesting our next occasion? As you make social media decisions (what platform, what channel, who will handle social media, etc.), remember: Be authentic and make your message lead to an occasion!

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Social Media and Sports! NBA, MLB and NFL. Sorry Fiorentina…next time!

For more on our favorite Italian Football team Fiorentina…click here