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Archive for June, 2013|Monthly archive page

Canning up the #CannesLions

In Cannes on June 22, 2013 at 8:00 pm

Day 8: Final awards and Wrap Up

Tweet of the Day:

Not sure how to put a cap on such an interesting, unique and glorious experience.  Albeit it sounds cheesy, However I honestly feel like Cannes Lions has taught me a lot about not just trends in the industry but also about who I am and the type of career I hope to have. I’ve learned about professionalism and networking and enjoyed spending some time with fellow Newhousers in the South of France.

View from Old Town, beautiful Cannes, France.

View from Old Town, beautiful Cannes, France.

So  22 seminars, 4 workshops, 2 forums, 1 master class, and 1 tech talk later, here’s an attempt to wrap up what I’ve learned:

 

Favorite Things I attended:

  • The Logic Behind the Magic seminar with Mindscapes discussing creative patterns.
  • Data Driven Creativity with 360i on how to utilize data successfully and turn it into a campaign.
  • Hearing from Conan O’Brien on this personable social campaigns and entirely crowd-sourced episode.
  • Seeing the Innovation coming from Burberry with their global Burberry Kisses Campaign.
  • Watching McDonald’s use communications, social media and honesty to change a brand perception.
  •  Learning about the customer buying culture in China at Cannes China Day.

Favorite side parts of the conference:

  • GOOGLE BEACH, enough said.
  • Getting Mentioned in @HeinekenCannes storify. Also attending their party.
  • Browsing the award winning and nominated campaigns and work.
  • Seeing successful people justly rewarded for their creativity and hard work.
  • Dumb ways to die…
  • Free copies of international trade publications.
  • SU being featured in the Lions Daily News

Best Parts about Cannes:

  • The view from, well, anywhere.
  • The awesome beach.
  • Rose’
  • Hearing so many different languages and seeing so many different cultures in one place.

**Shoutout to the Monoprix, without which most of our group wouldn’t have eaten.

General Trends in Media

  1.   Honesty
  2.   Transparency
  3.  Always innovate, do not accept what’s been done before—trailblaze and be who you are.

When I first heard about this trip upon starting as Dr. William Ward’s instructor’s assistant, I planned to go. I never could have anticipated all that I would see and learn. So also a special thanks to him for letting me know and digging me even deeper into my social media addiction throughout two semesters of being a teaching assistant for his undergraduate Social Media Course as well as the long lasting implications of knowledge and further media passion from this trip.

I just love Twitter @Cannes_Lions #CannesLions 2013.

I just love Twitter @Cannes_Lions #CannesLions 2013.

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Finally Robotic Beings Rule the world?

In Cannes on June 22, 2013 at 9:09 am

Day 7: How far can technology go: from global kisses to humans needed for creation.

Just to set the mood:

Tweet of the day:

The book Super Sad, Super True Love Story by Gary Shteyngart takes place in a futuristic world where the fears of big data and hyper technology are true. We are constantly ranked, evaluated and glued to these “aparati” which tell us everything about who we are and our health numbers and ranking. I was reminded of this futuristic world by a number of speakers and topics at the festival today.
From a 3D printed robot who could dance and respond, to the innovative HTML 5 games at the Google Creative Sandbox, it’s no surprise technology is evolving and becoming ever more advanced. Not that I think that these unlikely portraits of extreme technological futures are super likely or likely to be nefarious, but some of the content at the conference today suggested the possibility of the farfetched becoming possible.

I started off my day by visiting the Girl’s Lounge at the beautiful Hotel Martinez. Hosted by Ipsos, the area allows for women to network and interact. I enjoyed visiting and the concept as well, it’s very cool to see women who have become super successful and hold amazing positions in the media industry. It’s another glance into the future of creativity.

I then had way too much fun at the Google Creative Sandbox. The innovative space on Google Beach allowed visitors to try out new HTML interactive games. These games often involved syncing many different devices such as Racer which connected a number of touch screen devices across which multiple players cars would race. The things that can be done and the way game play and even commerce is ever changing can be seen through innovations such as these. The augmented reality game Ingress allows an additional layer on top of real life through the currently android only application and field trip allows you to learn about significant events in history over top of the places you live and visit.

Creativity is here!

Creativity is here!

In the afternoon, I visited three back to back seminars. Beginning with hearing from Heineken who’s duel strategy of placing the global brand of beer everywhere is coupled with local culture and taste brands. It was refreshing to see this company, as well as Burberry later, who both have lengthy and rich histories to be so keen to innovations and changes.

Humans: Maybe still needed for Curation.

A presentation from Lowe and Partners coupled with wire really dealt with the future with a number of examples of technological changes and borderline eerie advances.

The above idea for Scanadu provides Super Sad, Super True love story-esque accuracy and monitoring of personal health. While the advance could be amazing in preventative care and even assuring efficiency in hospitals by advising when emergency care is needed and when it is not, the technology can still be a bit jarring at first. Like most rapid advances, the helpfulness will outweigh but I can’t help but shake off a little bit of scifi in the process.

The speaker suggested that robots will eventually be able to do it all leaving humans with the role of curating, approving and value layering over. Narrative Science creates generated news stories and while the information may be pulled from many sources it is still lacking human touch. I don’t know how far it will go, especially when Big Data can tell you every place I’ve foursquare checked into in the past few years (over 2000 in case you were curious) But I do know it will be an interesting ride filled with innovations that need to be adopted and will likely begin to feel normal.

A vindiciation on the risks of creatives and customers

In Uncategorized on June 21, 2013 at 5:24 am

Day 6: Safety & Risk

Tweet of the day:

A morning session in the Young Lions Zone of the International Festival for Creativity this morning utilized executives from several tech companies to discuss privacy and data.  This is an area I’m really interested in from both a legal and a content strategy point of view. The discussion bolstered some points we heard earlier this week including honesty, transparency and introduced the importance of educating the user on the value exchange. An open agreement allows data to flow from user to company and vice versa. When done correctly, this exchange can be of use to both sides. For example, the company Kiip (http://www.kiip.me/) aims to use data to the end of user rewards. Almost approaching a web 3.0 style world where technology packages, anticipates and makes things easier. Big data in this way can be used to help customers by suggesting ads that are relevant or even by storing recent information.

Despite the plusses, I’m not surprised 84% of consumers claim to be concerned about their online & digital privacy. That being said, this morning’s conversation centered on educating both sides on the value exchange as well as being strategic in media strategy. A major take away for me from this was the challenge of cross-platform and browser identification. But despite legal restrictions and the hefty amount of effort needed to plan and monitor, all of the risks are worth it. Consumers’ data needs to be safe and protected, but any company involved needs to protect it’s own interest and it’s relationship with it’s customers.

Speak!, Brand.

A workshop sponsored by Golin Harris aimed to use Social Media Identification games and cohesiveness to discuss successful brand voice. This is another area where brands can choose to play it safe or take risks—as long as there is consistency. We looked at the example of Dr. Pepper 10 as conflicting voice versus McDonald’s I’m loving it, which the speakers felt remained true to its position.

Four Tips for Brand Voice

1. Know Thyself

2. Get Specific

3. Own your differentiations.

4. Consistency Counts

Risk occurred again with a talk from Rem Koolhaus, discussing the debate of comfort vs. creative. Hearing from him was inspirational for sure and the person who followed him also showed great knowledge of his industry.

Tumblin’ Talks

David Karp, CEO of Tumblr at Cannes Lions.

David Karp, CEO of Tumblr at Cannes Lions.

CEO of Tumblr David Karp made an appearance today, discussing some of his favorite Tumblr campaigns and the differences between Tumblr and other social platforms.

I was mega impressed with just how much he loved Tumblr as well as how passionate he was about making it a place for new trends, unrestrained creativity and different types of campaigns. He suggested that brands take a round about approach almost, creating Tumblr’s for characters or campaign aspects instead of overdone or generic brand blogs. Especially with Yahoo’s recent acquisition of Tumblr, I think it’s a social media area with a band of loyal and hooked users. With their passion (and maybe their willingness to take risks) I see it remaining a valuable place to communicate the fun, personable side of a brand or for a person to tell their story.

Adaptabilty is the New Experience

In Cannes on June 19, 2013 at 6:30 pm

Day 5: A Lion’s Pride, Passion & Adaptability

Tweet of the day:

Passionate Production

It was kind of a star-struck morning at the Cannes International festival of creativity. Kicking off the morning was a dialogue between Mofilm and Jimmy Wales, the founder of Wikipedia. The discussion centered on crowd sourcing and just how far it can take you. Wales painted a clear separation in strategy for Wikipedia—with an analogy to YouTube. Where YouTube has thousands of user generated and submitted videos on any given topic, Wikipedia’s focus is on ONE contributed, double checked, verified ideal page on each topic.

After thinking about the success of Wikipedia and its various topical wikis such as LOSTipedia which posts over 7,000 entries, I considered what it was that motivates people to contribute to the ultimate sources of knowledge to which we all flock.

The answer didn’t entirely hit me until after the next seminar where Anderson Cooper and Conan O’Brien not only nailed some South of France jokes, but also where I noticed there honest, uncompromising passion. What is it that makes Anderson willing to go into any situation and risk it all for the story? How is it that Conan can engage adoring fans, entertain the masses and also be a pioneer of social media crowd sourcing? It’s because they absolutely love every aspect of what they do. From the moment the pair stepped onto the Cannes stage, it was clear they were going to have fun. Their interview also gave awesome insights into the entirely crowd sourced episode of Conan and how the comedian’s digital team of 30 went from being an afterthought to the forefront. But it was their identity that made it truly memorable.

Its this same “umpf” that allows crowd-sourcing to be successful. Without the dedication of LOST fans, they certainly wouldn’t work on pages with every appearance of the Polar bear in the jungle or the Dharma Initiative.  A company that can channel this passion in content creation or through putting big data to use will not only find traffic and success for themselves, but happiness for their users/customers. And isn’t that a win win?

I’d like fries with that. And I’d like to know how they are made.

Later in the day, I saw an interesting presentation from Joel Yashinsky, CMO SVP of Marketing & consumer business insights for McDonald’s Canada. They showed how after segmenting the existing market into lovers, haters and fence sitters, the fast food chain launched a campaign to change food quality perceptions in the Canadian Market. Operating with total transparency, McDonald’s launched “Our food, Your questions”: where a team of staff would honestly answer ANY question about the food and in the process hopefully regain the trust of consumers.

In doing this, McDonald’s took a huge risk. Putting out the man power and hoping that there would be success. And there was. McDonald’s passed Starbucks in social media recognition after this and although they were already second in marketshare, felt that they had more of a foothold in the Candian Market. This type of adaptability for a company which everywhere struggles with negative connotations and hate (I mean from me too, I’m super not a fan) shows adaptability. I think it’s a groundbreaking idea and while transparency and honesty have been pounded (quarter-pounded? Maybe? Idk) into our heads this week, I think it’s a perfect execution and a benchmark for food companies.

Adaptability is the New Experience

A linkedIn conference later, and some photos with the LinkedIN background for fun had me thinking about this concept of adaptability in the workplace and in careers. I came to the conclusion that Adaptability is the New Experience. Currently I’m going through the job search process and struggling with lack of prolonged experience. Just coming out of school, I’m running on internships and academic consulting projects. But a lot of what I’ve seen this week has shown me that adaptability may be more important than experience. Ad execs who have been rockstars their entire careers must constantly be learning new platforms and ways of life. Every lion winner this week has taken the new, the changing culture, the shifting media landscape and done amazing things with it. Sure, their experience helped them be prepared for what will work and what has worked in the past. But empirical experience is nothing without the ability to shift and take shape into whatever is new and coming. Like the Liquid Creativity and mobile yesterday.

Sarah and I are LinkedIn.

Sarah and I are LinkedIn.

A data in the life

In Cannes on June 18, 2013 at 11:07 pm

Day 4: Big Data and Storytelling

Tweets of the day:

Another busy day in Cannes. I started off the day with the introduction and an interesting presentation from a Harvard Professor who specializes in the Chinese market at Cannes China Day. Translating headphones allowed this content to be heard in Chinese and/or English as speakers planned to converse in both.

After that I went to a number of cool seminars, a workshop and a forum.  Here’s some takeways:

The Hero’s Quest

A workshop with Lee Maicon of 360i worked left brain and right brain to show the data driven side of creativity. I think this workshop might have been my favorite part of the conference so far. Big data and analytics and the direction in which it can send strategy are fascinating to me. Huge impacts for all aspects of media as big data is constantly collected around us. In an example 360i used a focus on bacon related content to create a creative and engaging campaign for Oscar Meyer. Combining the skills of harvesting data to paint a picture and then telling the story, 360i’s creativity is outstanding.

One key take away from this was being realistic about the story you are telling. As previous seminars have stated, humans think in narrative. A brand’s story must be told as a solution to a problem or as a campaign. But realistically, this workshop showed that there are only really seven basic stories and 20 plots, jungian archetypes if you will. Utilizing one of these often happens consciously or not, so I enjoy the idea of consciously choosing and building a campaign around one.

Storyline 4: Quest

Storyline 4: Quest

2013-06-18 11.56.49From there we got sample data and a sample solution. Using the data in groups with other delegates, this time with cool people from California, Russia, London and India, we highlighted the most important data. The data translated into our solution choosing an archtype and brainstorming an iPad app to change the mind of football fans. Overall it was an insightful workshop, providing me with a frame work for not only looking at the data in a situation but creatively figuring out how to put it to good use.

 

Future of Mobile Ads (Game of Cones)

I attended a late afternoon forum with IAB discussing liquid creativity. Technologies for creating adaptable web ads and aesthetic web ads were discussed in conjunction with creative ways to advertise for mobile. I heard from Lincoln Bjorkman, CCO of Digitas, John San Giovanni of Zumobi and Steven Rosenblatt, CSO of Foursquare on up and coming ideas.

We also heard about Foursquare’s Game of Cones: a unique way to bring together current events and geolocation.

Regaurding Big data, truth telling and personal story telling (three ideas that keep happening): Steven Rosenblatt of Foursquare kept stressing the importance of transparency and trust. These two things in a company will cause people to share their geolocation of their own will and partake in the greater story contributing data of their own.

P.S. It's beautiful here

P.S. It’s beautiful here

 

The Trick & Treat of Tangibility

In Cannes on June 17, 2013 at 11:17 pm

Day Three: Learn by Example

Tweet of the day:

A NEW DEFINITION OF MEDIA: Anywhere Peoples & Ideas Meet.

Cheil Worldwide’s seminar titled “Every company is a media company” featured examples of organization’s campaigns that crossed lines and created change for their products and community. Often taking the digital and connecting it with the real world, the inspiring campaigns here paved the path for all the award winners that I later got to watch at the first night of the Cannes Lions awards.  I attended five seminars and one workshop today and again saw a lot of repeat themes. Today spread my awareness to a number of global agencies and some outstanding campaigns. Watching ones I’d never seen before as well as enjoying some I’d already studied, today was certainly a case study style of day.

FAME SPOTTING: Jack Black made an appearance at the conference today. Luckily, we were second row to get an up close and personal peak at his new show Ghost Ghirls. (Yeah, also Dave Grohl might play the drums in it. So there’s that) But this show will be exclusively distributed online and part of the conversation today went to all of the positives this allows.  For example, other networks may turn down a show or never have an opportunity to air it. Online allows for a totally different style, not to mention direct feedback and metrics from the audience. A deal also granted Yahoo exclusive online distributive rights to show old SNL episodes and skits, positioning itself as an online comedy location.

The #NewhouseIDSM gang got some attention today too! Featured in the Lions Daily News, our group discussed goals and what we were most looking forward to getting out of the festival.

SU featured in Lions Daily News

SU featured in Lions Daily News

Recurring Themes

1.  Narratives, story telling: I heard this first yesterday repeated by Gloria Steinem and others. Many speakers have suggested that the human mind thinks in narrative, and even more today suggested ways to utilize this. BBDO Worldwide suggested three historical figures, who all contribute to what would be ideal story telling and agency makeup. Quoting Ernest Hemingway on the need to listen, Michelangelo and Dickens for his outstanding characters, this seminar showed the need for honest, structured communications no matter what the initiative.

2. Taking the online, offline. What I’ve been noticing in all of the examples is that these two locations benefit each other. Great online content, when taken offline can lead to even greater loyalty. In turn, this offline can drive greater traffic back to the online.

3. Making a change not just in the brand, but the community. A number of the award winners made real change in their communities. Saving lives, effecting legislation, even changing the mind of a nation. Although difficult to execute, payoffs for creation like this can be ongoing and rewarding in so many ways.

Adelyn in Workshopland

My favorite part of today was a workshop with Yonathan Dominitz of Mindscapes. I walked out of this workshop having synthesized what was similar in campaigns and working with a group of other delegates briefly to devise a plan for a sample product. Having just sat through other seminars, the opportunity to converse and participate was refreshing. I spoke with some delegates from Amsterdam, Tokyo and Sao Paulo and our four-country approach created, I feel, a unique and well rounded proposal. Even if it was just a few minutes of brainstorming, we discussed concepts I won’t forget.

The main idea of the workshop was to identify patterns and transform them into thinking tools. We talked about three tools, derived from previous Lion winners and creative campaigns:

  • FIGHT FOR A CAUSE: Instead of focusing a campaign on the brand—create a cause. Include a call to action,
  • SABOTAGE/REMOVAL: instead of adding something, take existing and add. But this suggests let’s take existing system and sabotage it—remove norms and thus provoke.
  • RELOCATION: suggests to take one part of the system and to relocated it somewhere else. Several different worlds: product, media, POS, event, users, etc. challenges us to break the system and to divide. Combining the digital world with the real world: more possibilities.

Culture- Looking forward to China Day at Cannes

A bonus side of awesome that has come with this entire festival is the immersion into other cultures and the ubiquitous array of different languages. When we first got off the plane, Nomi Foster, Sarah Roche and I took a nap on the shores of Cannes. I fell asleep hearing at least four different languages and throughout the week have been exposed to and greeted in many more. Ciao, Bonjour, Guten Tag, etc. I love all of the flavor, background and mindsets of the folks at the festival. All of this being said, I’m excited to attend some events surrounding China Day at Cannes tomorrow.

Specifically I’m looking forward to this event and hearing some different perspectives: How To Reap The Benefits of 1.35 Billion Chinese Consumers

China is one of the most complicated and mysterious markets on the earth. Consumers in China are therefore also complicated and mysterious, not least because their modern consumptive lives are still governed by many traditional or indeed ancient values.

Here’s a cool interactive game I had the opportunity to take a peek (well almost reach a peek) at today:

Screen Shot 2013-06-17 at 7.05.27 PM

But #Honestly

In Cannes on June 16, 2013 at 10:33 pm

Day 2: Honesty in strategy

Tweet of the Day:

Although today got off to a rough start (slept through my alarm!) it did not disappoint in seminars and experience. I was parked in the Grand Audi room at the festival from about 9:30 am to about 3 p.m. hearing from filmmakers, celebrities such as Martha Stewart, Nick Cannon, and Scary Spice and creator of the Obama hope posters: Shepard Fairey.

#NewhouseIDSM made a serious appearance on the festival word cloud today:

#NewhouseIDSM showing up to the game!

#NewhouseIDSM showing up to the game!

After the seminars we took a short train tour of Cannes, seeing the new town developments and swanky city life that is so legendary and heard about in pop culture. After popping into a networking event on the beach, our Syracuse University group went to dinner at a Lebanese Restaurant and polished off the night with some creme’ brule gelatto. Its funny how I’m not usually a fan of such things but when in Rome.. or Cannes. I mean France is across the water from Italy?

But the most interesting part of today came from the celeb insight in social strategy and also the theme of honesty throughout film making, social communications and art.

Check out my storify of the speakers: http://storify.com/adelynlee/honesty-is-the-best-policy

Check out my storify of the speakers: http://storify.com/adelynlee/honesty-is-the-best-policy

Celebrities & Social Strategy

Like any brand, a celebrity’s name and identity need to be strategically communicated, planned and carefully executed. From the platform used to the type of content shared, any business or branded individual has decisions to make in order to become and remain successful. The second session that I saw at the Cannes Lions conference today edged into this discussion as well as the role digital and social play in fame.

From the beginning digital and social media have the ability to go viral or even to do the opposite and only reach the necessary audience. This can change the way an individual even rises to celebrity status. But once there, digital and social open up a number of opportunities for direct fan interaction and increased exposure. Nick Cannon, one of the panelists, mentioned that his wife Mariah Carey and him noticed sufficiently less paparazzi in their lives as opposed to other celebrities after releasing dembabies.com. In sharing their own photos of their personal life, they have control over what is released. This can create and maintain their image and also decreases the need for spying or shame tactics to get close ups. This way even if there is some negative publicity or a less flattering photo, magazines and fan blogs no longer have the impact or authority when a celebrity can easily tweet, post or share for themselves.

A generational change of approach was also seen through from the three panelists. Martha Stewart is a media giant with a huge following. She mentioned strict rules which she follows on social. She often only allots herself about five minutes a day and follows family rules, never sharing photos of her kids’ faces. She strays away from political speech and tends to keep a lot of her personal life out it. In contrast, Nick Cannon and Mel B (Melanie Brown) both agreed that they are much more open. Their motivations are fun and hoping to engage with the fans by showing genuine moments and thoughts in their everyday lives.

However, there were two things that all three celebrities agreed with–both of which I enthusiastically agree with. The first is that celebrities are better off running their own accounts. Having a team running the social with the celebrity hands off may allow for a more created and consistent atmosphere but it is missing the actual connection. It is almost returning to the days of old when celebrities seemed out of reach. Digital and social have the capability to change that. Also when a team is running account, it does not show the actual personality of the celebrity–still a fictional or forced type of communications. The second is that honesty is the best policy. Nick Cannon advised to never delete a tweet. “Once it is out there, it is out there,” he said and Mel B agreed that honest communication and trying to not go back and delete are better. Martha Stewart also put weight into authenticity and honesty in social communications. Those two conclusions were good for me to hear because while stars are building brands and maintaining images, how long can fake ones really last? Isn’t it that much better to gain fans who agree with an honest representation allowing them to get close and feel even more loyalty?

Honestly, Just mention it.

Three of the other sessions I was fortunate enough to see today both mentioned honesty and the importance of example. Jack Sim, aka Mr. Toilet, is the creator of World Toilet Day: an initiative that aims to bring toilets and clean hygiene habits to parts of the world where contamination is ending mass amounts of lives.  Shedding light on a taboo subject, Mr. Sim said that if you don’t mention it, you can’t change it.

In the afternoon, we heard the inspiring story of the Makers project. With insight from the accomplished Gloria Steinem, Makers shows the story of women globally sharing powerful examples and spreading pride in what it is to take part in female empowerment. Steinem mentioned two things about truth. She said: “if you can’t see it, you can’t be it.” And also mentioned a pin that she owned which reads: “The truth will set you free, but first it will piss you off.”

Thirdly, a session on covering the Paralympics in London 2012 depicted how integrity and honesty to humor and the identities of the disabled athletes allowed for successful storytelling and sold out events. A sobering commercial depicting the super-humans who compete in the games with a risky middle featuring accidents and uneasy images painted a complete picture and grabbed the attention of the British population and the world. This honesty to what the games were and the humor allowed in the broadcast to match the personalities created honest coverage and led to an amazingly successful Olympic year.

So with the surprisingly recurring theme of honesty in media, in strategy, in coverage and even honesty  to one’s own goals in identity, film making and more today’s experience in Cannes taught me a lot about how to approach media.

ALSO: Companies & logos spotted around Cannes

Spotify!

Spotify!

Yahoo!

Yahoo!

 

I’m not Lion, these guys are innovative.

In France on June 15, 2013 at 9:06 pm

Day 1: Festival Registration and Innovation Award Pitches

Tweet of the day:

The festival doesn’t really take off until tomorrow, but no body told us that. We started the day with breakfast at the hotel (and a view sans-complaints) and headed over to festival registration. After getting some swag bags and fancy identifying student delegate badges, the #NewhouseIDSM crew got acclimated to the area and set up of the conference center.

We also got some Cannes of commemorative coke (Say that 5 times fast) featuring Coca Cola, the winner of creative marketer of the year at Cannes 2013.

Sarah, Nomi and I enjoy our Cannes themed Coke, a tribute to the winner of marketer of the year (Cannes Lions 2013).

Sarah, Nomi and I enjoy our Cannes themed Coke, a tribute to the winner of marketer of the year (Cannes Lions 2013).

A Innovation Lion is one of the award categories of the conference designed to reward technologies and innovations. For the first time in the festival’s rich history, the early parts of the conference featured these pitches and short presentations open to all delegates and attendees of the conference. Sitting in one of the rooms of the legendary Cannes Palais des Festivals et des Congrès we were fortunate enough to hear some intensely innovative and technologically experimental ideas.

Some Cool Observations

Marketing with Purpose was the message of the first presenter we heard from. Draftfcb Cape Town made the case for a Fireblanket calendar which served as marketing and communications piece, but also a much-needed tool to the fire prone areas of South Africa. Shack fires present a serious and omipresent threat there, claiming lives frequently. DraftFcb proposed this calender designed carefully to be entirely inflammable and to be a readily available tool to snuff fires should they occur. Their implementation strategy included education in the areas on how to use as well as clear info graphics included at the bottom of the calender.  I enjoyed this concept because while blankets cater to a specific issue, the idea can be replicated in many areas of need. Finding creative ways to spread messages while also providing materials that can be useful in some sort of aid or restoration is a best of both worlds communication. It reminds me of P&G’s efforts to create cleaner water on a not for profit basis. While these approaches are surely innovative, it is a different way of looking at things either as an activity supplementary to a company’s operations or incorporated into their message and operations.

PZU drive is an agency response to a company problem in Poland. In Poland, car insurance is entirely regulated and because of this many citizens view it as a tax or an embedded service. There is very little incentive for customers to purchase beyond the legally required minimum and therefore the industry is in a strict price war. PZU drive, however, is an added layer. By collecting mass data and using a super interesting technological program, the drive can tell when your car is about to breakdown or have issues. This added layer helps with safety and maintenance. In creating this advance and useful tool and making it part of the insurance industry, the product has the potential to redefine the market perspective. While their piece of technology was by itself interesting and innovative, the approach was cool too. It reminded me of the changes that will inevitably be undergone in the healthcare industry in the US soon. When a service reaches regulation, a marketer can create added value, a way to differentiate and compete on more than price or expectation.

The third thing that really caught my eye today was the Tech Ball. Created in conjunction with SapientNitro, this ball has undergone many changes of material and approach to be a soccer ball with a goPro and other video recording/broadcasting technology inside. With the ability to take footage and currently undergoing testing to be able to live broadcast that footage, this could entirely revolutionize the way soccer is watched and the way calls are made. This could mean amazing things for fans of the game. While Hockey is where my interest and passion lies, I understand fandom and the common complaints of how sports are less exciting on TV when compared to live. This entirely new way of getting into the action could be a game changer and just all around good time. From behind the scenes looks to just generally amazing content, the Tech Ball has a lot of potential to change it’s own sport and influence the change of others.

 

On Tomorrow’s Agenda:

Some awesome Seminars. Including the London Olympics (!!!!!!) &

photo via Celebs got news

This Guy, photo via Celebs got news

Because you Cannes, Cannes, Cannes.

In Uncategorized on June 12, 2013 at 3:59 pm

My year in Syracuse, NY has been many things and leaving the S.I. Newhouse School of Public Communications behind will not be easy. Luckily, I have one part left to my master’s degree experience: A trip to Cannes, France for the Cannes Lions International Festival of Creativity. Myself, along with a group of 8 students, will accompany Dr. Ward aka @Dr4Ward to this conference with leaders internationally in digital and social media. We’ll have the amazing opportunity to hear from speakers from Tumblr, Wikipedia, 360i, Adobe, LinkedIn, Facebook, and so many more.

In preparation for this trip, I put together a twitter list and we set up a class hashtag (#NewhouseIDSM). International Media has always been something of interest to me! As the world gets smaller and smaller with every tweet and Instagram photo, media companies operate differently everywhere and it’s important to not only consider the culture within which one operates but also evaluate strategies when your media impacts other countries.

All of this considered, I can’t wait to get to Syracuse Hancock International Airport yesterday and not only say goodbye to a year at a great school, but also hello to a valuable experience and exciting trip!

ALSO, you can’t possibly prepare for a whirlwind of media conference without knowing just how to order that important caffeine fix. According to about.com’s France travel planning: a Café Noisette (kuh-fay nwah-zett) is espresso with a dash of cream in it. It is called “noisette,” French for hazelnut, because of the rich, dark color of the coffee. So I’m looking forward to drinking a couple hundred of those too.

au revoir!

Adelyn

follow me on twitter: @adelynlee

Italian Digital and Social Media

In Italian Media, Uncategorized on June 12, 2013 at 3:45 pm

ImageLast summer, I took a media studies tour of Rome, Florence and parts of Amalfi with my undergraduate institution, Point Park University. Here’s a story about our trip: https://www.pointpark.edu/news.aspx?id=589.

Learning the differences between media operations there and here was insightful and amazingly interesting. One of the highlights for me especially was discovering that sports fans in Italy, despite AC Milan boasting one of the overall largest fan bases, do not often turn to social media to chirp or discuss game play.

I ran a twitter page, Facebook and  a website for our trip last year. Unfortunately due to unforeseen circumstances the website is no longer up and running. But the social from the trip can give you some idea as to the things we saw and learned.

This year as a graduate student at Syracuse University, I enrolled in an international digital and social media course. I created a presentation examining culture and differences in digital and social for Italy: http://prezi.com/zpe4help0yf3/?utm_campaign=share&utm_medium=copy