Interactive Thoughts

The mobile app that adults will never hear about.

2009-10-02T11:12:00.002-03:00

Fanta has launched a mobile app that matches perfectly with the young audience: Fanta Stealth Sound System.

This app was inspired by the ultrasonic alarms that are not audible to older people. Thanks to our - natural - auditive sensibility loss through the ages, everyone under 20 is allowed to chat without being noticed by the adults.

With more than 524,000 downloads since its launch in UK, the Fanta app may be found here: www.m.fanta.eu.

Watch the viral that explains how the app works:

Publicitários no Twitter - Versão Gringa

2009-09-18T01:07:00.002-03:00

Sem ordem específica:

@dberkowitz – Senior Dir, Emerging Media & Innovation at 360i
@Malbonnington – Managing Partner @BBHLabs
@paulisakson – Head of Strategy at space150
@spikejones – Chief Firestarter at Brains on Fire
@bogusky – Chairman of CP+B
@flytip – VP, Executive Creative Director at R/GA
@workforfood – Associate Creative Director at R/GA
@bud_caddell – Strategist at Undercurrent
@mikearauz – Strategist at Undercurrent
@colindrummond – Cultural + Business Insights Dept at CP+B
@eyecube – Global Director, Account Management at Taylor PR
@lynneluvah – Director, Social Media at FastCompany.com but will soon be Senior VP Social Media, The Advertising Research Foundation
@IanSohn – SVP, Marketing and 360° Digital Influence at Ogilvy PR
@bastholm – Chief Digital Creative Officer at Ogilvy
@heyitsnoah – Head of Planning and Strategy, The Barbarian Group
@faris – EVP Chief Technology Strategist at McCann Erickson
@scottfrog – Chief Executive of StrawberryFrog
@awolk – Blogger, Creative Strategist, Consultant
@Armano – Senior Partner at Dachis Group
@HashemBajwa – Director of Digital Strategy at Droga5
@its_amber – Dir of Digital Strategy, mcgarrybowen/continuity
@rachelpasqua – Dir of Strategy, Emerging Technologies at iCrossing
@dmklee – Executive Creative Director at TBWA\Digital Arts

Dica do site Attention Digital

Publicitários no Twitter

2009-08-06T06:33:00.003-03:00

Segue abaixo uma lista com alguns publicitários brasileiros que estão no Twitter:
Atualizada em 6 de Agosto de 2009

Young & Rubicam
Twitter da Agência
http://twitter.com/yrblog

Roberto Justus – Presidente e CEO
http://twitter.com/RobertoJustus

Marcos Quintela – VP de Atendimento e Operações
http://twitter.com/mquintela

Walter Longo - Mentor de Estratégia e Inovação
http://twitter.com/walterlongo

Marco Versolato – VP Criação
http://twitter.com/marcoversolato

Átila Francucci – Diretor de Criação
http://twitter.com/atilafrancucci

Eco Moliterno – Diretor de Criação Interativo
http://twitter.com/ecomoliterno

Ogilvy
Anselmo Ramos – VP de Criação
http://twitter.com/anselmoramos

Renato de Paula - Regional Director OgilvyOne Latin America
http://twitter.com/renatodepaula

Michel Lent – Diretor de Criação Digital
http://twitter.com/lent

Almap BBDO
Marcelo Serpa – Sócio-presidente e diretor de criação
http://twitter.com/marcelloserpa

Sergio Mugnaini – Diretor de Criação Digital
http://twitter.com/mug9

Marcelo Prais – Operação e Negócios Digitais
http://twitter.com/marceloprais

Lew,Lara TBWA
Jaques Lewkowicz - Sócio
http://twitter.com/jaqueslewkowicz

Dede Laurentino – Diretor de Criação
http://twitter.com/DedeLaurentino

Domenico Massareto - Diretor de Criação ID/TBWA
http://twitter.com/domenico77

Igor Puga - Sócio da ID\TBWA
http://twitter.com/idpuga

JWT
Ken Fujioka – Head de Planejamento
http://twitter.com/kenfujioka

Euro RSCG - Londres
Fernanda Romano
http://twitter.com/fefaromano

Salem
Márcio Salem – Sócio e Diretor de Criação
http://twitter.com/marciosalem

Bullet
Mentor Muniz Neto – VP de criação
http://twitter.com/Neto

F/Nazca
Fernand Alphen - Diretor de Branding, Planejamento e Pesquisa da F/Nazca S&S
http://twitter.com/Alphen

DM9DDB
Twitter da agência
http://twitter.com/agenciaclick

Sérgio Valente -Presidente
http://twitter.com/sergio_valente

Pedro Gravena - Diretor de Criação
http://twitter.com/pedrogravena

Moa Netto - Diretor de Criação
http://twitter.com/Moacyr

Agência Click
Twitter da agência
http://twitter.com/agenciaclick

Marcelo Santiago - Diretor de Geral da MídiaClick Marketing de Performance
http://twitter.com/search_iago

Peralta StrawberryFrog
Alexandre Peralta
http://twitter.com/peralta_

Master Comunicação
Bob Gebara
http://twitter.com/bobgebara

Babel
Ricardo Chester
http://twitter.com/ricardochester

McCann
Ângelo Frazão – Ex-Vice Chairman do McCann Worldgroup
http://twitter.com/angelofranzao

Second QR Code developed for Louis Vuitton shows a new mobile trend: Branded QR Coding.

2009-07-09T14:38:00.006-03:00

Fashion brand Louis Vuitton is investing in Branded QR Coding. Its second QR Code is intented to lead consumers to a exclusive Marc jacobs mobile site.

Amongst desgin agencies that are exploring this new niche, there is one promissing japanese group called SET Japan. See below some inspiring examples of how they are mixing arts and technology:

Being John Malkovich (or Michael Jackson, if you had the chance)

2009-07-08T00:15:00.001-03:00

Some people have a unique way of understanding the world. Call them crazy, weird or simply different ones. Fact is: we as humans have the natural curiosity of wondering how their minds works. What do they think? How is the celebrity´s daily life?

The 1999 movie "Being John Malkovich" brought us a provocative plot: imagine that you discover a hidden tunnel right in your office which leads directly to the mind of another person. In this case, inside the famous actor´s mind. Once there, you´d be able to experience - in first person perspective - every physical and psychological aspect that surrounds the fame and professional success. Quite addictive, huh?

The need of public recognition is something that we seek. Pop Artist Andy Warhol said that we were suposed to have at least 15 minutes of fame...

In the movie, each experience only last for 15 minutes. After that, you were literally expelled. To repeat the process, you should go through the tunnel again. And the line of anxious and curious people was getting longer and longer.

See any resemblance with Twitter?

Just change the following:
- "Enter the mind of others" equals "Twitter Profiles";
- "15 minutes of experience" equals "every 140 characters post";
- "Line of anxious and curious people" equals "Twitter Followers";
- "15 minutes of fame" equals "one sucessful Twitter post".

MobileFest 2009 - Deadline approaching

2009-07-04T10:39:00.003-03:00

Under the theme of “How can mobile technology contribute to democracy, culture, art, environment, peace, education, health and the Third Sector?", MobileFest – mobile art and creativity international festival – is selecting projects, products, solutions and mobile apps plus academic articles from independent researchers.

The final deadline has been extended to july 15th.

It´s worth to point out that projects sent in previous editions had, despite its strong artistical nature, a great social component. Selected authors will be informed by email on August 15th. For further information, visite the official website.

Mobile "gives voice" to the unheard - United Nations Case

2009-06-22T16:46:00.004-03:00

During the Cannes Advertising Festival we come across with some interesting mobile marketing cases. One of them is “UN Voices” which won the Webby Awards 2009 and figures between Cannes Lions candidates.

Developed by The Hyperfactory and Saatchi & Saatchi, this United Nations campaign was deployed in Australia last year. The objective: let the minorities be heard by the society. Using image recognition technology together with traditional media, the campaign showed seven persons who suffer from AIDS, orfanage, homeless or domestic abuses. They were photographed, interviewed and had their faces printed in magazines, newspapers and posters.

And to hear their stories, you had to take pictures from their mouths and send them through MMS using a shortcode. Within minutes, you should receive a call with the recorded interview from the person you took the picture.

Visite the official campaign website: http://www.unvoices.org.au/

Here you can watch the case reel: http://210.48.79.22/awards/voices/

Freedom is an idea in your mind and mobile phone in hand

2009-06-18T01:23:00.006-03:00

Mobilility. For the physically disabled guys, riding a wheelchair, this word has a much more profound meaning: it means freedom to move.

It´s no news that in great cities, difficulty of movement is huge. How can a mobile phone change this sad reality? That was the main concern that catalan spanish artist Antoni Abad faced. As a result, project zexe.net was born.

Just imagine a group of 40 physically disabled persons equipped with GPS mobile phones. They started to document - using photos and videos - every obstacle they found in their ways through the streets of Barcelona. With the help of GPS, theses rich content could be automatically uploaded and added to the Google Maps. Therefore, a complete inacessible Barcelona map became reality.

Zexe.net project was wideliy recognized and created a healthy social discussion in Europe. The same proposal was applied in Geneve last year. It´s really interesting to witness the mobile power towards social issues.

Read this article in Portuguese here.

What to expect from the GPS and Mobile combo

2009-06-13T21:40:00.010-03:00

There are some exciting expectations about what GPS may bring to the mobile marketing. For example: Google Latitude is a breakthrough app that enable your friends to locate you in realtime.

There are some personal safety issues, I agree. However, as a marketer, it´s amazing to see geopositioning, personal interests and point of purchase interacting. What about sending personalized offers to the consumer, right when he is near the store?

For restaurants, movies, theaters and coffee shops - for example - it represents the opportunity to offer special discounts for groups. Everything according to the opt-in choice, of course.

Learn more about Google Latitude watching this video.

There are some artists developing new uses to the GPS: Imagine if we could watch a GPS-based movie.

Well, meet the GPS Film Project.

GPS Film makes use of GPS-enabled PDA or mobile phones. There are many videoclips that were shot in different locations. As the viewer travels, the hole movie is revealed. The narrative only develops if you are at the right location.

The first movie available is called “Nine Lives”, written and produced by Kenny Tan. The plot is quite silly, but there is a new marketing horizon before our very eyes.

GPSFILM "The Using Of" from GPSFILM on Vimeo.

Welcome to MAB - Mobile Advertising Brazil

2009-06-12T14:19:00.005-03:00

Tive a honra de ser convidado pelo Renato Gosling para contribuir com o olhar criativo sobre esse mundo ligado ao mobile. Obrigado pelo convite, será um prazer escrever sobre esse fascinante assunto.

Acessem o site do MAB: http://www.mobileadvertisingbrasil.com.br/

O texto abaixo foi extraído do site MAB:

O que é o MAB - Mobile Advertising Brasil?

Manter-se atualizado. Compartilhar. Dois imperativos da era da informação e do conhecimento, como já bem definiram esta em que vivemos. Foi da percepção dessas necessidades que nasceu o MAB (Mobile Advertising Brasil).

Como profissional da área* sempre procurei, enfurecidamente, me manter a par das novidades, pesquisar e me aprofundar. No nosso segmento, sabemos que é fundamental conhecer o mercado que se tem como alvo, entender o consumidor, dominar as ferramentas de trabalho, inovar e ousar. A competição é feroz, mas, por paradoxal que pareça, a colaboração é necessária para fazer nosso setor crescer com sustentabilidade.

Não é demais lembrar: são os tempos das comunidades virtuais, dos blogs, da informação aberta, do software livre. Do twitter, do Wordpress, do MySpace, do YouTube, da Wikipedia, da Blink FM, do Creative Commons, do Flickr… Enfim, tempos em que a Web vai se firmando como a via expressa da convergência digital e, por que não dizer, da convergência pessoal.

Sem dúvida, estamos no momento em que a combinação de mobilidade e digital inicia seu salto. Trata-se, ao mesmo tempo, de um cenário complexo, em que o mercado muda a cada semana e tecnologias ficam obsoletas quase nesse ritmo.

Por tudo isso, decidi compartilhar as informações que tenho encontrado com todos que buscam essas atualizações, com a certeza de que o retorno será muito proveitoso para mim também. Como ninguém chega a lugar nenhum sozinho, decidi chamar algumas pessoas no meu relacionamento do mobile/digital para contribuírem com a iniciativa.

No melhor espírito da Web, o canal estará sempre aberto a sugestões, adendos, críticas e debates. E tenho certeza de que novos colaboradores para este time virão em breve, inclusive do universo de leitores do blog.O objetivo do MAB, portanto, é a troca de experiências de tudo que rola no mobile advertising e nos setores afins. Novidades, cases & cia, sim, mas muito mais do que isso. Um ambiente democrático e participativo, sério sem deixar de ser descontraído, que se some a outras iniciativas para a qualificação, a organização e o crescimento do segmento no Brasil.

Acesse, sugira, critique e debata. Faça o mercado mobile crescer de uma forma sustentável, clara e transparente.

* Renato Gosling, 32 anos, é especialista em internet e tendências do  mercado online com foco em mobile marketing. Palestrante e fundador do MAB (Mobile Advertising Brasil), é diretor de atendimento da Hands, empresa pioneira no mercado de mobile no Brasi pertencente a holding IdeiasNet (IDNT3 na Bovespa).

Há 12 anos no mercado de propaganda, marketing e tecnologia, Gosling já trabalhou nas maiores empresas do meio, que inclui: gestão da área de internet Y&R, Grupo Eugenio, Podcasting Brasil (primeira empresa no país dedicada a conteúdo em Podcasting corporativo) e Elemídia (maior empresa de Outernet da América Latina).

Em toda sua carreira conquistou e atendeu clientes como PepsiCo, Bradesco, Tecnisa, Cyrela, Dell Brasil, Nestlé, Fiat, HSM, Sul América, Natura, IBM, Amil entre outros.

Wear Sunglasses

2009-06-06T10:47:00.008-03:00

The artistic project above, known as The Artvertiser, is a curious experiment using AR (augmented reality) in a very innovative way. It replaces billboards on the strrets with artistic expressions such as paintings and videos.

The Artvertiser: Augmented Billboards. from Julian Oliver on Vimeo.

Despite the fact that the software is still buggy, the proposal reminded me an old movie called They live (1988). Yeap, I´m that old :)

In a nutshell, the plot is: A guy discovered a box with cheap sunglasses. When he uses it, all the media, such as billboards and newspapers, disapears and reveals subliminar messages.

And also reveals that rich people and cops are aliens. And they are trying to conquer the world... (ok, that´s spooky). Fact is: getting rid of unwanted messages became a primal need. Consumers are overwhelmed with massive media and they are developing filters depicted here as the sunglasses.

Radical measures are also on the way. In São Paulo, Brazil, the cityhall simply prohibited billboards. As an advertiser I was very concern and worried about the job slashes that would follow the act. However, as a citizen, it was a delight to see the urban architecture reign again.

A photographer took many pictures of the proccess. As a result, a beaultiful and poetic set of photos hit the museums around the world. Have a look at his Flickr photo set. Enjoy!

And don´t forget to wear sunglasses.

(English Version)Twitter: The victory of Relevance

2009-06-05T23:48:00.001-03:00

As I promised in the previous post, here is the translated article. Enjoy!

Twitter: The victory of Relevance
Written by Plinio Okamoto – April 19th 2009

Some Love it, the great majority hate it. Today, If there is an opinion polarizing social network, it is called Twitter.

Who could imagine that this 140 characters limited communication tool would stand a chance? Well, Twitter usage is growing fast and had an astonishing 700% growth last year.

And for the first time ever in the online activities rank – developed by Ibope Nielsen, the e-mail usage was surpassed by social media.

So the e-mail is dead?

E-mail was victim of it´s own qualities: easy to use, quick, has global reach and, most important, it is quite inexpensive. Spamming was a natural step. The unsolicited messages through e-mail, also known as SPAM, represents today almost 94% of the information that circulates around the web.

SPAM floods mail boxes with irrelevant content, bringing the risk of hidden softwares that are programmed to steal banking passwords and infecting computers worldwide. All that combined with the lack of people´s time, elevated the e-mail subject´s importance. A quick glimpse through the subject list is enough to eliminate mosto f the undesireable messages.

E-mail subject might be compared to the Twitter post.

The smartphones and their ability to access internet anywhere are a true modern wonder. However, despite the design efforts, keyboard buttons tend to be tiny and unconfortable. Therefore, answering e-mails in a short way is quite usual and, for the receiver, the message will not sound disrespectful if accompanied by the famous “From my Blackberry” footer. Unintentionally, those people were posting twits. By the way, it´s quite common to realize the entire message could fit into the e-mail subject.

When it comes to Twitter, there is a great difference: we choose to receive many posts from people you have a degree of relationship. And the posts may sound silly and trivial. Like real conversations, isn´t it? The sum of that information gives us a broaden picture of what is going on with the ones we care or have interest. Despite critics saying that Twitter is only about irrelevant content, I believe that the right issue to be asked is: Irrelevant to Who?

If I choose to follow a person, I will do it by the interest in the universe that surrounds him: books, websites, backstage info, all kind of social and cultural behavior. It also works as a social aggregator where experiences shared in public allow us, post by post, to be closer to friends and even celebrities.

And when what is relevant becomes irrelevant?

Human relations are dynamic. If someone starts to be irrelevant just use the unfollow button and the posts from that person will automatically stop to be sent to you. Simple like that.

And if you ever lose interest in Twitter, unfollow.

-----------------------
About the author:
Plinio Okamoto is the Creative Director of RAPP Brazil and professor at Miami Ad School/ESPM.
E-mail: plinio@gmail.com

Twitter is relevance´s victory

2009-06-01T19:28:00.002-03:00

Today, Propaganda & Marketing Newspaper published an article I wrote about Twitter. The content is in portuguese. I´ll post the english version soon.

Cartoon Networks has a secret to tell

2009-05-30T18:07:00.002-03:00

How to engage the young audience? Cartoon Networks gave us this challenge last year and the outcome was a huge positive response. Watch the case below:

Every single action was planned to create a secret agent atmosphere. By linking TV ads, web campaigns, micro games, secret messages, social networks, in store intervention and offline materials, this case has been awarded in several awards such as ABEMD (Brazilian Direct Marketing Association) and Gramado Festival.

Google Maps + iPod + Street Art = Success!

2009-05-26T22:24:00.002-03:00

During the last weekend, I´ve judged interactive pieces at Gramado International Advertising Awards. Amongst the entries, there was a special one called Ephemeral Museum. The case shows a perfect integration between on-line and street-art.

Developed by Leo Burnett Lisbon, this intelligent and integrated solution is a serious Gold Statue aspirant.

The winners will be announced in June 3rd.

Reinventing QR Code

2009-05-07T23:19:00.003-03:00

The weird black & white looking of the regular QR Codes are about to make a shift. A partnership between fashion brand Louis Vuitton and japanese designer Takashi Murakami added some fun to this technology.

I´ve tried to decode it but it seens to be design speaking louder than functionality. It reminds me the famous Cannes Titanium winner "Barcode Revolution", where a design studio reshaped the barcode as we used to know it.

See the case below:

Design Barcode
Enviado por ViaMedia -

Steve Jobs - Speech at Stanford

2009-04-07T22:46:00.004-03:00

Although this video is not a novelty, I found it truly inspiring.

Our professional interests somehow converges with the personal ones and a completely unexpected perspective may arise. You can only realize how this "magical moment" became reality when you connect the dots.

This is happening to me at this very moment: I was challenged to write a provocative article using a new approach to the so called "Social Networks". Truth is, my personal interest in Physics and Astronomy are resuting in a curious essay. I´ll publish it here as soon as I finish it.

Coming back to the primary subject, Steve Jobs made a remarkable commencement speech that explains part of Apple´s success. The video has subtitles in Portuguese and is divided in two parts. Enjoy!

Video - Part One

Video - Part Two

It´s the twittersphere!

2009-04-01T00:15:00.001-03:00

Funny animation about what Twitter is.

On the eve of the F1 2009 season debut...

2009-03-28T22:53:00.002-03:00

Breathtaking CGI explaining the biggest rule changes in this season. If KERS systems works the way it is shown here, the F1 car will get closer to Speed Racer´s Mach 5 way of driving.

Twitter for Dummies.

2009-03-22T21:41:00.002-03:00

Ok. So what´s the hype about twitter? Marketers are still trying to find profitable ways of using social networks for the brands. The video below explains in a very simply way what twitter is. I think we could do more than that, but that´s a good beginning.

Periodic Table of ... Many things

2009-03-10T19:41:00.003-03:00

Apparently, there is a new trend to organize stuff: put them into periodic table like graphics. See above how typefaces can look like. Click on the image to see the larger version.

Periodic table of Cartoon characters:

Periodic table of video game characters:

Periodic table of visualization methods:

Periodic table of Social Media Elements:
Periodic table of Texting Expressions:

Periodic table of Internet:

Periodic table of Google Images Top Results:

And at last, but not the least, the one who originated the series - The Periodic table:

Social Media Campaign

2009-03-10T14:02:00.002-03:00

According to Laurel Papworth and Gary Hayes, a social media marketing campaign may be represented into the diagram above. Here are the phases and steps:

* INVOLVE - live the social web, understand it, this cannot be faked
* CREATE - make relevant content for communities of interest
* DISCUSS - no conversation around it, then the content may as well not exist
* PROMOTE - actively, respectfully, promote the content into the networks
* MEASURE - monitor, iteratively develop and respond or be damned!

Read the full-article here.

Razorfish Digital Outlook Report 2009

2009-03-09T19:14:00.002-03:00

From Guy Kawasaki´s blog:

Each year Razorfish, an interactive marketing company, publishes its “Digital Outlook Report.” I just read the report, and it’s a must for people in any Internet business. Here are excerpts from my two favorite parts of the report.

Trends to Watch

1. Advertisers will turn to “measurability” and “differentiation” in the recession.
2. Search will not be immune to the impact of the economy.
3. Social Influence Marketing will go mainstream.
4. Online ad networks will contract; open ad exchanges will expand.
5. This year, mobile will get smarter.
6. Research and measurement will enter the digital age.
7. “Portable” and “beyond-the-browser” opportunities will create new touchpoints for brands and content owners.
8. Going digital will help TV modernize.

Trends in Social Influence Marketing by Shiv Singh

1. Social media usage will result in more influence.
2. The focus will shift to influencers.
3. Top-down branding will experience growing impotence.
4. Social advertising will grow up.
5. The portable social graph will fuel marketing innovation.
6. Not just friends, but friendsters, will start to matter.
7. Social influence research will become more important than social measurement.
8. Marketers will organize around Social Influence Marketing.
9. The intranet will join the Web.
10.Your CEO will join Facebook.

You may download the full report here.

The Micro Sociology of Networks

2009-03-08T20:32:00.000-03:00

The Micro-Sociology of Networks

View more presentations from David Armano. (tags: behavior human)

Dramatic Shift in Marketing Reality

2009-02-12T06:56:00.001-02:00

Great animation explaining the marketing change in the new era.