Category Archives: Industry news
I’ve been involved in the launch of a fantastic new recommerce brand, iXchange, which specialises in trading in pre-loved Apple devices. As part of the launch, we conducted a piece of consumer research to find out exactly how obsessed Australians are when it comes to the ‘brand with a bite’. While anecdotal evidence suggests Australians are among the highest adopters of Apple products in the world, there’s not been any significant studies into it to date. Until now that is…check out the infographic we put together below.
We’ve had Google street view, and more recently the racy Diesel island view, but now we’ve got IKEA Store View. It’s a nice piece of interactive work by Forsman & Bodenfors to launch a highly anticipated new IKEA store in Vasteras, Sweden.
Let’s not forget the kind of mad excitement a new IKEA store can generate in a neighbourhood, and this is all about capitalising on that sentiment.
Visitors to the site can get a 3D sneak preview of inside the store covering a staggered 40,000 meters. They even get to meet the manager, ‘Freddy’ with hidden competitions throughout the store to win IKEA goods.
Ikea are consistently innovative when it comes to digital, and Scandinavia are shit hot when it comes to online work. In fact, this view was confirmed when I watched a Mumbrella interview by foul-mouthed but bang-on Mark Comerford at Hyper Island, a digital “creative leaning academy” in Sweden.
He puts this down to the region having pretty much universal internet access, followed by ubiquitous broadband access, meaning digital companies are used to having this powerful infrastructure to play with. He also says Sweden is used by UK and US companies as a test-bed for new apps and technolgoies, to see how they’ll play out in this highly connected environment. More of this later as it’s an interesting issue for sure.
After looking into social media options for a new online gaming client, I found that Facebook is planning to faze out all gaming ads on its site. This ban covers all areas of online gambling advertising including sportsbooks, poker, casinos and bingo. By barring online gambling ads, Facebook is essentially putting this form of entertainment in the same category as firearms and tobacco which are also not allowed to be marketed on the site. Facebook is arguing that with a young customer base, it needs to draw a line when it comes to advertising and online gambling is an easy mark.
But weirdly, alcohol currently remains ok to promote on the site, with Facebook allowing this providing the responsible drinking message is carried. And furthermore, there remain countless apps like Facebook poker, on the site, presumably because no money changes hands.
Marketeers can still establish fan pages and groups to market to consumers, with numerous brands already doing this successfully, and it will be interesting to see where Facebook is willing to draw the line.
I’m a bit late on this one (come on, I’ve been in Belgrade), but, along with everyone else, I loved the story that Morgan Stanley used their summer intern, a 15-year-old boy, to inform them how ‘youths’ consumed media in today’s heady times. Boldly, Morgan Stanley described the report as ‘groundbreaking’ and even went as far as presenting it to their media clients (and charging them for it, I wonder…)
While it’s too easy to take pot shots at this (how much insight can a 15 year-old give us other than how much porn he watches, for example) I think it’s a great piece of PR. For a start, using a 15-year-old to do a piece of work is two fingers up at the plethora of companies charging huge sums for this kind of thing, but it’s also a really strong piece of lateral thinking from someone at MS – I mean, why can’t a 15- year-old give us advice on these kind of issues?
Tim Dowling at the Guardian did a great follow up piece on the story, ‘testing’ the findings on his own ’14 year-old media expert’ (who insisted on anonymity). I’ve listed his comments below – along with (as if you’re interested) the habits of a 27-year-old, male, working in PR (that’s me, ok?).
Television Robson describes teenage viewing as erratic, claiming “they will watch a particular show at a certain time for a number of weeks . . . but then they may watch no television for weeks after the programme has ended.” My expert says: “People don’t go for weeks without watching telly.”
Urghhhh, I don’t ever get home from work in time for TV – though do make time for Mad Men and have a weird obsession with reality TV cop shows like Cops with Cameras, Road Wars, Traffic Cops – I could go on. Maybe this means something?
Gaming With consoles that connect to the internet, says Robson, online chatting between gamers is beginning to impact on mobile use: “One can speak for free over the console and so a teenager would be unwilling to pay to use a phone.” My consultant remains unconvinced: “I don’t know any teenagers who use their Xbox instead of a phone.”
Ha! As if I have time for gaming. But a lot of my friends still do (most of them are ‘between jobs) and they mainly play on the Wi, or Xbox 360. Though I agree with the Guardian, how many people are going to use their consoles instead of phones?
The internet My insider concurs with Robson’s assertion that “many teenagers use YouTube to watch videos” but disagrees with the idea that those videos are “mainly anime”. “It’s mainly people humiliating themselves,” he says.
I’ve got to agree with the Guardian again here, I’m obsessed with Youtube and a quick check on my last search was largely people humiliating themselves, with; “When Swans Fight Men” and “Bears Attacking People”.
Newspapers Robson insists that “No teenager that I know of regularly reads a newspaper.” My own operative has ceased cooperating by this point, but thanks to Robson I feel able to offer my own conclusions safe in the knowledge that no teens will discover them here. Today’s young persons rarely, if ever, pay for anything they can get for free. The big question then, is this: why do we care what they like?
Ok, so along with every other person in PR, I literally read every newspaper, magazine and parish leaflet out there, ON A DAILY BASIS. I fear there is such a thing as too much knowledge and I feel my brain filling up at an alarming rate.
I’m off to sell my report to a large media company now.