Tuesday, June 30, 2009

Leo Burnett's TRANSFASHION campaign launches in HK

Client: MetersBonwe Group, China (youth apparel)
Agency: Leo Burnett Shanghai
Campaign: TransFashion


Adobo magazine writes about it: The campaign pokes fun at the mortal rivalry between the Autobots and the Decepticons. While the teaser phase of the outdoor campaign borrows from the original Transformers comic strips, the television campaign deftly combines Transformers film footage with additional shots, to poke fun at the animosity between the two groups.

The campaign's microsite (which is in Chinese, so tough luck for a lot of us) features an app that allows users to create their own DIY Transformers and email that to friends.

Wei Wei Chen, Chairperson and CEO of Leo Burnett Group, Shanghai explains:
“The first Transformer movie was a huge hit among the Chinese youth. We noticed that a lot of fans started sticking Autobot or Decepticon icons on their cars, laptops, and skateboards, as a way of expressing themselves. We decided to play on the division between supporters of these two camps and let people express their lifestyle and passion by association with one side or the other.”

This reminds me of our local campaign for Level Up's RF Online a few years back. I even posted a video in Multiply that we produced about that pitch. Check it out.

Thursday, June 25, 2009

Coca-Cola Launches Sponsorship Inside Popular Facebook Application LivingSocial (from Inside Facebook)

While many big brands have been building custom applications on the Facebook Platform, many have also been engaging with large audiences through sponsored integrations with Facebook applications. The latest is from the most valuable brand in the world: Coke.

Coca-Cola and MediaVest have partnered with appssavvy to develop a marketing campaign inside the already-popular Living Social, giving the drink company exposure to the more than 17 million monthly users of the Facebook application which has become popular for its “pick 5″ lists that users often share with friends.

cokestartpage

The sponsored area of the application features a “Things that make me happy” list and gives users the opportunity to fill in what they feel are their favorite five “Coke secret ingredients.” The format will be familiar to anyone that’s used a LivingSocial app on Facebook — just enter a word or a few letters into the search box and you’ll see a list of secret ingredient options.

cokeapp2

By piggy-backing on the success of LivingSocial, Coke and appssavvy have tapped into a huge social community instead of building up a fan base from scratch. The Coke Facebook Fan page has about 3.5 million fans, but they’re able to reach a different segment of the Facebook audience by sponsoring LivingSocial.

Many brands, both small and large, are building their own specific apps for Facebook, which then take time to catch on, if they catch on at all. Sponsoring already-popular apps gives brands an immediate impact and skips the lag period associated with a new application. It’s also an important way established applications are monetizing successfully.

Original posts on http://www.insidefacebook.com/2009/06/23/coca-cola-launches-sponsorship-inside-popular-facebook-application-livingsocial/.

Wednesday, June 24, 2009

Here's one for iPhone Lovers: The Find My iPhone Hunt


As my friend Paulo would put it, "I'm more impressed with Google than Apple." But to pacify Mac & iPhone fans, here's a story about the Find My iPhone feature working in real life.

A LiveJournal blog entry by happywaffle describes how he lost his iPhone in a bar in Chicago, uses a 3G USB donggle connected to a Macbook to track down the phone into a Latino neighborhood and gets the thief to hand the phone over.

Here's an exerpt of the blog entry:

So I felt like about zero cents, but then we giddily realized that I had *just* activated the brand-new Find My iPhone service. Even better, Mark had a Sprint (yes, Sprint) USB dongle giving him Internet access over 3G on his MacBook Pro. Excited to try it out, we hopped onto me.com and clicked the Find My iPhone link.

"Your iPhone is not connected to a data network or does not have Find My iPhone enabled."

Well, crap. I guess all bets are off if the thieving person has the bright idea to turn the iPhone off. Oddly the phone still rang when we called it, suggesting it wasn't off; but, one way or the other, it was unable to broadcast itself to Apple so I could track it down. We sent a message to the phone - "CALL 512-796-xxxx" - but no luck. The MobileMe website said it would send me an email when the message had been displayed, but no email arrived.

Dejected, we prowled the bar one more time, but it wasn't that big a place and there weren't any places for the phone to be hiding. Game over. We went back to the hotel and I was disconsolate. This morning we checked again with no additional luck, and when Mark tried dialing the phone around noon, it *did* go straight to voicemail. The odds of ever seeing the phone again were slim to say the least.

After lunch, while at the Lego convention, I checked my email...

Holy crap! I jumped back to me.com and clicked Find My iPhone again, and to my absolute shock and amazement, it displayed Google Maps and drew a circle around Medill St.

The block was about four or five miles west of the bar. It was too perfect to be a random glitch.
The full blog entry here.

Now I don't find this iPhone feature/service truly unique or superior. Location-based services and 3G broadband access havw been available for quite some time now. It's just amusing that regular folk can do stuff like these without all the technical know-how, just with expensive, cool-looking gadgets selling like hotcakes that glorify yesterday's technological advances like it was a God-given gift to humanity. Apple is for dumb blondes, I would say.

Now, before I start sounding like Sheldon from The Big Bang Theory, I will end this post.

Tuesday, June 23, 2009

Google Wave: the calm before the storm




It seems to be quiet on the Web about Google Wave after it's announcement at Google I/O 2009. But the developer community is all a-buzz and busy testing the alpha release out, as Google prepares for its official release later this year.

Here are some links to more information about Google Wave from those who have test accounts and are trying it out:

  1. The Google Wave highlight reel: The full 80-minute demo during the conference is a must-see, but if you don't have the time, watch these chosen clips on the highlights.
  2. Google Wave questions and answers: This is a Twitter Q&A session from someone not from Google, trying out Wave for the first time. Nice insights. The biggest fear about using Wave is how people could see all your typos as you enter text.
  3. Google Wave: Our First-hand Impressions: ReadWriteWeb gives Google Wave a spin and describes their first-hand experience with it.
  4. Testing Google Wave: This Thing is Tidal: Mashable's Ben Parr continues to dig into Google Wave and comes out with a very fair and encouraging assessment.
  5. Trying out Google Wave (videos): This is a work-in-progress blog post with videos (which I admit I still have to watch) on developers trying it out. They also briefly talk about how since Google Wave is an all-in-one tool for anything, ambiguity about the purpose of communicating with someone could pose as a problem.
  6. 1 Wave Sandbox, 5 Hours, 17 Awesome Demos: An account post-demo of Google Wave on the Friday after I/O, about 60 developers assembled down at Google HQ for the very first Google Wave API hackathon.
  7. 6 Reasons Why Google Wave Will Change PLM Collaboration: PLM is Product Lifecycle Management (as I discovered in Wikipedia). This is a jargon-filled article that talks about how product development can become faster using Google Wave because of better collaboration.
  8. Google Wave will change the world: I included this article because the author and I have very similar sentiments (and his name also has Lawrence). Though I recognize that the revolution could take years to happen (much like how email started), it will happen.
  9. Request for Google Wave preview access: Here's Google's link for those who want IN at the soonest possible time. Let's sign-up!

Sunday, June 14, 2009

Have you seen an Eye-Fi?



I heard about this a few months back, but it's the first time I'm seeing a photo of it: an SD card that can transmit its contents by itself via Wi-Fi. Now isn't that cool?

Wired reports that the newest version is able to support RAW file images (used to be only jpeg files) and that it works with ad-hoc wifi networks, i.e. it can connect to your wifi-enabled PC, and not just a regular wifi router.

The Eye-Fi can also automatically geo-tag images. The Pro costs USD150. Still steep, but still cool.







Saturday, June 13, 2009

Email Marketing: Why we use Silverpop (inspired by an iMedia article)


At Leo Burnett, we use Silverpop for our email marketing needs. We're fortunate to be able to take advantage of ridiculously low cost-per-email rate because of our global contract with Silverpop. But that's not the primary reason why we use Silverpop. It's because its one of the best email service providers (ESPs) that make deliverability a primary concern.

Deliverability refers to whether or not email arrives at its destination, what limits its delivery and what we can positively impact in this process. E-Marketer reported in 2006 that 20.5% of permission-based email do not get delivered. That's an alarming rate if you consider that these recipients have already signified their intention to receive email from you. List hygiene is the primary cause of this thus the onus for email marketeers to keep their lists clean.

Since Jupiter began covering ESPs in 2003, Silverpop has been ranked consistently within the Top 3 ESPs, higher than any ESP ever covered, garnering two #2 rankings and two #1 rankings in the past 4 years. And they boast of a 96% client retention rate, in an industry where the standard is less than 70%.

I believe that Silverpop's strengths lie within how their Marketer tool and processes are designed for deliverability, and how they evangelize to their clients all the best practices to achieve optimal deliverability.

We've had great experiences with Silverpop, and our clients are impressed.

P.S. I got inspired to write this post because of a Mashable article I found more than a month ago, which I'm re-posting below. Happy reading!

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Email deliverability: The real way to measure it
April 27, 2009

ARTICLE HIGHLIGHTS:

  • Many marketers' email deliverability measurements are incomplete
  • True delivery measurement requires both your failure logs and your seed list results
  • Tracking your "potential rate" will determine the real value of your campaigns

Next in Email

Lately, I have heard a number of people talking about email delivery rates and what they really mean. While the topic of deliverability is not new to the email space, it is an important one that deserves discussion. Most of the time, when marketers are talking about numbers and various metrics, they invariably focus on opens and clicks, not delivery rates. With that being the case, I wanted to take a look at what delivery rates really are and, more importantly, how you should be looking at them.

One of the things that always makes me laugh is when clients or prospects tell me that some other email service provider promised them 99 percent delivery. Here is the problem with that: It's impossible to make such a promise without knowing anything about your list, your previous practices, or other important factors affecting deliverability. When it comes down to it, the sending platform is only half of the deliverability equation; a sender's practices make up the other half.

There is also confusion around how people look at deliverability. Some folks in the email space think that delivery rates are simply the number of messages sent minus the messages failed, while others look at it strictly from an inbox percentage perspective. I would argue that neither view by itself is correct. Instead, I see it as a combination of the two. While this viewpoint may be a little more complicated and harder to track, it is the most effective way to look at deliverability over the long term. Both of these statistics should be monitored, followed, trended, and acted upon, but they don't tell the whole story. What we really need is a new metric: "productive rates." But, I'll get into that a little later. First, let's discuss these two approaches in more detail.

Tracking your delivery rate based on the number of messages sent minus the number of messages bounced will tell if you are keeping your list clean and not having any issues with ISPs from a blocking standpoint; however, it won't tell you where your messages are landing. Did your messages get to the inbox, the bulk folder, or did the ISP just accept the messages and then never actually deliver them to its users? This practice of "dropping messages on the floor" is not as uncommon as you might think; ISPs do it to help protect their networks and monitor mailings from suspicious senders. This makes it all the more important to know what ultimately happens with your messages.

I'm sure you'll agree that if your message isn't in the inbox, you will get very little response. Fewer and fewer people are checking their spam folders, and that's not surprising since 99 percent are typically messages that they don't want. The increasing number of messages landing in the spam folder makes it less likely that people will take the time to search for a marketing message.

That being said, you might think it's better to use a seed list to determine your inbox delivery and use that as the actual delivery rate. Unfortunately, there's a problem with this approach as well. Seed lists can only offer you a representative sample to show you what likely happened with your mailing, which can't account for users who have changed their default email settings. For example, customers could change their settings to junk any message received from an address not already in their address book. On the other hand, the seed list could show your message arriving as spam, but if the recipient has added your email to the safe sender list, it will arrive in the inbox. In short, there are several different scenarios that could affect these numbers, which is why I am continually stressing the importance of testing.

So, what's the best approach? Should you be looking at your failure logs or your seed list results? The answer is "both." Think of email delivery as a puzzle, where you need to use all the pieces to get the complete picture. If you are missing any piece, the puzzle is incomplete.

Measuring email delivery comes down to using both your failure logs and your seed list results to determine what I call your "campaign potential rate" (i.e., the potential your campaign has to reach customers and get them to act on your email).

In order to figure your campaign potential rate, you must first gather failure data from your email system and then compare it to your seed list results. For example, let's say your delivery rate is 95 percent, but your seed list shows that your mail was sent to the spam folder at MSN/Hotmail, which makes up 30 percent of your overall list. In that case, your actual campaign potential rate would be 65 percent.

While it's possible that more than 65 percent of the people will have received the message in the inbox, this is still a good way to look at your mailings. Not only will this approach allow you to do trending, when you fix the spam problem, you will also be able to measure the actual effect it had on the overall ROI on your campaigns. So, say you earned $10,000 from the campaign with the 65 percent campaign potential rate, but the next campaign got to the inbox at MSN/Hotmail and you earned $15,000. You can now see the direct impact of getting junked at MSN/Hotmail. This is very valuable information that can be used to push for the best practices that will help ensure inbox delivery.

The bottom line is that you should use all the tools available to you to better understand your delivery rates and the overall potential of your campaigns. No one metric should be used to evaluate your email marketing programs because they are all interconnected.

Good luck and good sending.

Spencer Kollas is director of delivery services for StrongMail Systems.

Thursday, June 11, 2009

What A Successful User Interface Should Have (from UsabilityPost.com)

It's always a battle between clients, creatives & strategists when developing online user interfaces. Clients want their brand and/or product to dominate the design; creatives want to be breakthrough with unconventional aesthetics, while strategists, like me, always go for usability in the design.

I'll be travelling during the next few days, but let me leave you with this concise article from UsabilityPost.com about great principles in developing user interface.

Original article here.

--------------------------------------
8 Characteristics Of Successful User Interfaces

There is a lot of information out there about various interface design techniques and patterns you can use when crafting your user interfaces and websites, solutions to common problems and general usability recommendations. Following guidelines from experts will likely lead you towards creating a good user interface — but what exactly is a good interface? What are the characteristics of an effective user interface?

Here are 8 things I consider a good user interface needs to be:

  1. Clear
  2. Concise
  3. Familiar
  4. Responsive
  5. Consistent
  6. Attractive
  7. Efficient
  8. Forgiving

Lets take a closer look at each.

1. Clear

Clarity is the most important element of user interface design. Indeed, the whole purpose of user interface design is to enable people to interact with your system by communicating meaning and function. If people can’t figure out how your application works or where to go on your website they’ll get confused and frustrated.


What does that do? Hover over buttons in WordPress and a tooltip will pop up explaining their functions.

2. Concise

Clarity in a user interface is great, however, you should be careful not to fall into the trap of over-clarifying. It is easy to add definitions and explanations, but every time you do that you add mass. Your interface grows. Add too many explanations and your users will have to spend too much time reading through them.

Keep things clear but also keep things concise. When you can explain a feature in one sentence instead of three, do it. When you can label an item with one word instead of two, do it. Save the valuable time of your users by keeping things concise. Keeping things clear and concise at the same time isn’t easy and takes time and effort to achieve, but the rewards are great.


The volume controls in OS X use little icons to show each side of the scale from low to high.

3. Familiar

Many designers strive to make their interfaces ‘intuitive’. But what does intuitive really mean? It means something that can be naturally and instinctively understood and comprehended. But how can you make something intuitive? You do it by making it ‘familiar’.

Familiar is just that: something which appears like something else you’ve encountered before. When you’re familiar with something, you know how it behaves — you know what to expect. Identify things that are familiar to your users and integrate them into your user interface.


GoPlan’s tabbed interface. Tabs are familiar because they mimic tabs on folders. You figure out that clicking on a tab will navigate you to that section and that the rest of the tabs will remain there for further navigation.

4. Responsive

Responsive means a couple of things. First of all, responsive means fast. The interface, if not the software behind it, should work fast. Waiting for things to load and using laggy and slow interfaces is frustrating. Seeing things load quickly, or at the very least, an interface that loads quickly (even if the content is yet to catch up) improves the user experience.

Responsive also means the interface provides some form of feedback. The interface should talk back to the user to inform them about what’s happening. Have you pressed that button successfully? How would you know? The button should display a ‘pressed’ state to give that feedback. Perhaps the button text could change to “Loading…” and it’s state disabled. Is the software stuck or is the content loading? Play a spinning wheel or show a progress bar to keep the user in the loop.


Instead of gradually loading the page, Gmail shows a progress bar when you first go to your inbox. This allows for the whole page to be shown instantly once everything is ready.

5. Consistent

Now, I’ve talked before about the importance of context and how it should guide your design decisions. I think that adapting to any given context is smart, however, there is still a level of consistency that an interface should maintain throughout.

Consistent interfaces allow users to develop usage patterns — they’ll learn what the different buttons, tabs, icons and other interface elements look like and will recognize them and realize what they do in different contexts. They’ll also learn how certain things work, and will be able to work out how to operate new features quicker, extrapolating from those previous experiences.


The Microsoft Office user interface is consistent for a reason.

6. Attractive

This one may be a little controversial but I believe a good interface should be attractive. Attractive in a sense that it makes the use of that interface enjoyable. Yes, you can make your UI simple, easy to use, efficient and responsive, and it will do its job well — but if you can go that extra step further and make it attractive, then you will make the experience of using that interface truly satisfying. When your software is pleasant to use, your customers or staff will not simply be using it — they’ll look forward to using it.

There are of course many different types of software and websites, all produced for different markets and audiences. What looks ‘good’ for any one particular audience will vary. This means that you should fashion the look and feel of your interface for your audience. Also, aesthetics should be used in moderation and to reinforce function. Adding a level of polish to the interface is different to loading it with superfluous eye-candy.


Google are known for their minimalist interfaces that focus on function over form, yet they clearly spent time polishing off the Chrome user interface elements like buttons and icons to make them look just right as evident by the subtle gradients and pixel thin highlights.

7. Efficient

A user interface is the vehicle that takes you places. Those places are the different functions of the software application or website. A good interface should allow you to perform those functions faster and with less effort. Now, ‘efficient’ sounds like a fairly vague attribute — if you combine all of the other things on this list, surely the interface will end up being efficient? Almost, but not quite.

What you really really need to do to make an interface efficient is to figure out what exactly the user is trying to achieve, and then let them do exactly that without any fuss. You have to identify how your application should ‘work’ — what functions does it need to have, what are the goals you’re trying to achieve? Implement an interface that lets people easily accomplish what they want instead of simply implementing access to a list of features.


Apple has identified three key things people want to do with photos on their iPhone, and provides buttons to accomplish each of them in the photo controls.

8. Forgiving

Nobody is perfect, and people are bound to make mistakes when using your software or website. How well you can handle those mistakes will be an important indicator of your software’s quality. Don’t punish the user — build a forgiving interface to remedy issues that come up.

A forgiving interface is one that can save your users from costly mistakes. For example, if someone deletes an important piece of information, can they easily retrieve it or undo this action? When someone navigates to a broken or nonexistent page on your website, what do they see? Are they greeted with a cryptic error or do they get a helpful list of alternative destinations?


Trashed the wrong email by mistake? Gmail lets you quickly undo your last action.

To conclude…

Working on achieving some of these characteristics may actually clash with working on others. For example, by trying make an interface clear, you may be adding too many descriptions and explanations, that end up making the whole thing big and bulky. Cutting stuff out in an effort to make things concise may have the opposite effect of making things ambiguous. Achieving a perfect balance takes skill and time, and each solution will depend on a case by case basis.

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