Live Blogging Media ‘08: Kevin Swanepoel
Kevin is the President of the One Club in New York, and most of the clips he showed are on www.oneclub.org.
This is the birth of a new media: community - medium - tool.
About pop culture: clients, their needs, consumers, community, collaboration. When you look at things like Wikipedia, YouTube, etc., this is just a new way to get people to sit around and collaborate. If you’re going to play in this space, you have to understand how the different elements fit together.
He says we better answer yes to each of these questions:
- Who here owns Nintendo, Wii, Xbox, etc?
- Who here has a website?
- Who writes a blog?
- Who subscribes to RSS feeds or Twitter?
- Who has created a podcast and uploaded it to YouTube?
You need to immerse yourselves in this technology because if you aren’t immersed in them, you won’t know how to be relevant in that media.
If you yourself aren’t physically able to create digital content, you’re not equipped to be working in this space.
Shows cover of Time with ‘You’ as person of the year, and says the loonies are in control of the asylum. (Heh.)
‘Content’ should never be used without the word ‘compelling’.
Showed Crispin Porter chicken for Burger King. On to Adidas that embedded fullscreen interactive video on their website — compelling brand purpose. Showed Tribal DDB site for Philips, also with fullscreen video, for Norelco men’s razor. When they launched the site, they sold a year’s worth of product in four weeks. I strongly recommend you find the video for the Norelco Body Groom — I about peed myself laughing!
Showed Nike chain movie — everyone makes their own video which has a soccer ball coming in from the left and leaving to the right and Nike strings them all together — I remember Google did a similar thing with their Gmail video.
Showed Ford Ka video of car attacking a bird — there’s another one (he didn’t show it but recommended we visit the site) where the car decapitates a cat by closing the sunroof on its neck.
Trojangames.co.uk: the sport of pelvic power lifting — I won’t even try to describe it, but I’m sure you can find it on YouTube and it’s well worth the laugh.
A bunch more examples of really compelling marketing content. David Berkowitz would have loved this session. The True Adventures of Chad with the Super Monkey Ball (check it out it’s hilarious), some clips from the Talledega Nights promo, Smirnoff’s Tea Partay, Cadbury.
Time for tea break!
