Most Contagious 2008
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Most Contagious 2008

on

  • 6,427 views

 

Statistics

Views

Total Views
6,427
Views on SlideShare
6,390
Embed Views
37

Actions

Likes
4
Downloads
41
Comments
1

5 Embeds 37

http://danielsimonweb.blogspot.com.br 21
http://www.paim.com.br 8
http://danielsimonweb.blogspot.com 6
http://danielsimonweb.blogspot.pt 1
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Daounload here;http://www.sendspace.com/file/8kn03w
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Most Contagious 2008 Presentation Transcript

  • 1. MOST CONTAGIOUS / 2008
  • 2. most contagious / 2008 / p.02 / MOST CONTAGIOUS / 2008 30% CREDIT CRUNCH INTRO DISCOUNT CHAPTERS / ‘If 2006 was about user-generated content and 2007 about social ANNUAL SUBSCRIPTION media, then 2008 is about the conversation.’ So predicted NOW £690 GBP 01 / LANDMARKS Contagious editor Paul Kemp-Robertson in The International Herald Tribune back in January. ‘In other words, brands will have to steel 02 / themselves to the idea that marketing is a two-way street, not just a TECHNOLOGY conduit for directing their messages toward pliant consumers.’ 03 / Welcome to Most Contagious 2008. Lasting way longer than a GAMING Christmas card, this is our review of the most talked-about trends and 04 / technologies that have influenced the global marketing industry over ENTERTAIN the past 12 months. Contagious Magazine’s mission is to spread the 05 / gospel of non-traditional media and innovative thinking, so please feel MUSIC free to pass this on. 06 / 2008 highlights for Contagious included speeches and consultancy DESIGN trips to Athens, Bangkok, Brussels, Copenhagen, Dubai, Helsinki, 07 / Hong Kong, Madrid, Meribel, Miami, Moscow, New York, Oslo, Paris, SOCIAL MEDIA Parma, Prague, Seattle, Seoul, Stockholm, Toronto and, er, 08 / Dunstable. In June, the Debussy Theatre in Cannes was so packed WEBSITES before the Leo Burnett/Contagious ‘Wildfire’ seminar, the people 09 / with the clipboards had to lock the doors and relay the footage onto APPLICATIONS screens outside. And we loved the childlike reaction outside the 10 / Gutter Bar each midnight when we plonked down four gigantic INTEGRATED Contagious cushions for festival goers to chill out on until dawn. www.directnewideas.com/index.php/2008/09/16/cushions?sw 11 / VIRAL Elsewhere, we launched a new series of Special Reports to inject expert insight into some of the ad industry’s hottest topics, like the 12 / MOBILE metrics of Social Media and the ‘Goodvertising’ trend. http://shop.contagiousmagazine.com/index.php 13 / OUTDOORS If you’re an advertiser or agency who would like to receive a bespoke, analytical service from the Contagious editorial team, check out Contagious / Magazine / DVD / Online / Special Reports / Consultancy / Events / Feed 14 / PLACES Contagius Feed, http://shop.contagiousmagazine.com/feed.php, Special Offer to readers of the Most Contagious 2008 report - our online intelligence resource that navigates the complex but subscribe before 31 January 2009 and save 30% Normally £985 now just £690. 15 / fascinating climate that brands will have to survive in 2009 and CONTENT Visit http://shop.contagiousmagazine.com/subscriptions.php to subscribe now. beyond. www.contagiousmagazine.com / E: sales@contagiousmagazine.com 16 / Contagious / London T: +44 20 7575 1886 GREEN
  • 3. most contagious / 2008 / p.03 01 / MOST CONTAGIOUS / LANDMARKS CHAPTERS / Barack Obama / Presidential Campaign / / Branded utility / Obama's team launched an Result - a collective gasp from an adoring media, The New York Times has only ever opted for the iPhone application one month before the election, around 7m views on YouTube, some utterly 01 / LANDMARKS use of 96pt font four times in its illustrious history. boasting a 'call your friends' feature which deflated opponents and most importantly, The moon landings. Nixon's resignation. 9/11. organised contacts by key swing states, allowing renewed hope for 'a more perfect union'. 02 / TECHNOLOGY These gargantuan headlines are reserved for you to hassle them individually. The app also / Celebrity tie-ins / Black-Eyed Pea Will.i.am seismic shifts in the global landscape. All the more provided the location of your nearest polling took Obama's iconic 'yes we can' speech and set 03 / fitting, then, that the fourth incidence of this rarity station, and last minute news from the campaign. it to music, hosting it online, enlisting some A-list GAMING was reserved for the election of Barack Obama, / Radical transparency / You follow Obama on chums and allowing for mobile downloads. 14m 04 / not only the first African-American to take up ENTERTAIN Twitter, he follows you. You ask your question views on YouTube and a whole new bunch of residence in the White House, but a man doing so online, his team responds. More recently, the registered voters later… 05 / on the strength of a campaign predicated entirely MUSIC informal tone of the Obama campaign has been / Relentless consistency / Obama's warm on the concept of epic change. taken to YouTube, where his fireside chats will be words for former opponent Hillary Clinton were 06 / As you can see from this Most Contagious PDF, broadcast, and http://change.gov, from where his DESIGN dismissed by some pundits as pandering to the the Contagious team divides this annual round-up presidential transition period can be followed. female demographic, and a democratic party still 07 / of blistering phenomena from the worlds of SOCIAL MEDIA / Giving power to the people / Obama's dominated by Clintonian politics. He ignored them technology, media, design, pop culture and brand campaign was majority funded by small donations and made her Secretary of State. 08 / strategy into sections, in order to make it easier to from enthused individuals, 65,000 of them And all this whilst shaking hands, holding WEBSITES navigate. However, much like his political newbies to political donation, giving what they babies, fighting off rabid opponents and at times 09 / philosophy, Barack Obama's campaign strategy could afford to bring about the change he flagrant racism, and running the kind of traditional APPLICATIONS refused to be divided. Let's tick them off, shall we? promised. media campaign that would put an FMCG 10 / INTEGRATED / A big idea / They don't come much bigger than / An eye for the experts / Obama's chief speech behemoth to shame. 'Yes We Can'. writer Jon Favreau was 26 years old for most of the For such a perfect understanding not only of the 11 / / Use of non-traditional media / From the campaign, yet proved himself more than capable public mood but of the ways in which the public is VIRAL moment the Obama team hired one of Facebook's with the crafting of lines such as: 'It was sung by now connected - Barack Obama, we salute you. 12 / immigrants as they struck out from distant shores MOBILE original founders to run my.barackobama.com, the die was cast. Videos, messages and campaign and pioneers who pushed westward against an 13 / unforgiving wilderness. Yes we can.' *shiver* OUTDOORS information were posted online and Twittered to more than 140,000 followers. His team blogged, / Some smart PR / Facing criticism for his 14 / Twittered and YouTube'd their way to the win. They friendship with divisive religious figure Jeremiah PLACES even placed Vote For Change ads in videogames Wright, Obama issued no panicked denials. He 15 / like Madden NFL ‘09. Less 2.0, more 2.0bama. simply waited for his next public appearance and CONTENT gave a speech addressing the reality of racism 16 / whilst acknowledging his own position within it. GREEN
  • 4. most contagious / 2008 / landmarks (cont.) p.04 Apple / iPhone Apps Store / iPlayer / Links / If the iPhone's sleek design and touchscreen interface The BBC's one-week catch up service was launched http://change.gov weren't enough to convince the Apple cynics, the July later than rivals from ITV and Channel 4 - but with over 20 www.apple.com/iphone/appstore 2008 launch of the Apps store probably did the trick. As million streams a month of BBC programming across TV www.bbc.co.uk/iplayer soon as the iPhone's API was released to developers, and radio, the iPlayer is the first service of its kind to prove CHAPTERS / www.hulu.com the store was flooded with apps to tell you how to get a runaway success. Launched with a catchy, simple 01 / home. Which train to use. Who was winning at golf. tagline ('Making the unmissable, unmissable') and tie- LANDMARKS Football. Baseball. Where to have dinner. Who to play ins with BBC stalwarts such as EastEnders and Top 02 / poker with. You could be Mario. Record your voice. Find Gear to illustrate exactly what you would be missing, the TECHNOLOGY out what song you're listening to. Check Google Earth. iPlayer came into its own during sporting events like the 03 / GOOGLE EARTH, for God's sake, is now available in 2008 Beijing Olympics and the Wimbledon tennis GAMING your pocket. Despite Apple being unhappy with the use tournament. Instead of two weeks spent grumbling about 04 / of the term 'smartphone' to describe its little miracle, it missing the action, the Contagious team simply plugged ENTERTAIN now boasts a 17% share of that particular market, and in their headphones en masse. Thanks, Auntie Beeb. 05 / as a result, Apple hit 100 million app downloads within MUSIC three months of launch, and 300 million by December Hulu / (the last 100 million was apparently achieved in a space Lacking the luxury of a licence fee but raking in the cash 06 / DESIGN of six weeks). Even Microsoft took the plunge, adapting nonetheless is Hulu, which made $148m (€115m) in its image software Seadragon for the handset. advertising revenues in its first full year of operations 07 / SOCIAL MEDIA The iPhone Apps store is the steroid-pumped following its launch by NBC Universal and News Corp IPLAYER / evolution of the long standing twin trends of in 2007. Content providers include Fox, Universal, Sony 08 / WEBSITES personalisation and convergence. Now - if only we Pictures Television, Warner Bros. Television, Comedy could use the iPhone to cut and paste. Steve! Featured Central, Bravo, FX, Sci Fi and Sundance, which means 09 / in Contagious 16. shows like Family Guy, The Simpsons, The Daily Show, APPLICATIONS Saturday Night Live and The Office - ratings winners 10 / Online TV / every one. Suddenly, YouTube and all its camcorder INTEGRATED In recent years, several services have claimed to have capers looks a bit wobbly. Research company Screen 11 / cracked the thorny issue of online TV. All of them were Digest has predicted revenues of $180m for next year, VIRAL lying, scuppered by a lack of subscribers, a lack of and recent statistics indicate around 64 million streams 12 / content partners, or simply having no discernible per month. MOBILE business model (not that that ever stopped anyone. Users can also watch Hulu content at many other 13 / Twitter, we're looking at you). Now, the combination of OUTDOORS places across the web (eg AOL, Comcast, MSN, the BBC's phenomenal iPlayer service and the work MySpace, and Yahoo!), and viewers can share episodes 14 / done by Hulu in the States on cajoling content providers PLACES or clips via email, or embed them on other sites, blogs is threatening a sea change. Even short-form video's and social networks. The full service is currently only 15 / gone all grown up as Vimeo and now YouTube start available in the USA. Come on Hulu! The good people of CONTENT providing content in high definition and widescreen. Europe and Asia deserve some free entertainment too. 16 / Ladies and gentleman, do not adjust your sets. The era See Contagious 16. • GREEN of online TV may finally be upon us. iPHONE APPS /
  • 5. most contagious / 2008 / p.05 02 / MOST CONTAGIOUS / TECHNOLOGY / CHAPTERS / Google / Chrome / to be an important platform; that the browser wars of 01 / Forever innovative, the big giant of the valley declared 10 years ago were right. The browser matters.' LANDMARKS rainbow-coloured war on rivals Microsoft earlier this Despite the fluffy comic strip Google used to market 02 / year with the official launch of Chrome, its first Chrome prior to its launch (see right), there's an evil TECHNOLOGY attempt at a web browser. Ostensibly sticking one in undercurrent to all this. If Google controls people's the eye to the cumbersome Internet Explorer and 03 / email and their browsers, not to mention a recent offer GAMING rattling the cage of an increasingly bloated Firefox, to provide free national wi-fi, they would have Chrome uses Google's own open source 'Gears' tool, 04 / unprecedented and unfettered access to a huge allowing desktop applications and online applications ENTERTAIN portion of the western world's information. Minority to talk to each other. Put simply, this means that the Report was right. The future is chrome-coloured. 05 / browser could be the only operating system you'd See Contagious 17. MUSIC ever need. How many Windows would that smash, do 06 / we think…? DESIGN Of course, it's not without its glitches. No version is 07 / currently available for Mac OSX or Linux users, thus SOCIAL MEDIA depriving Google of the subset of creative and techie 08 / visionaries/wannabes who would adopt it in their WEBSITES droves. Further competition will come in the new year with a new version of Firefox, whose popularity rests 09 / APPLICATIONS on the plethora of independently created plug-ins available for the system. At time of writing, there are 10 / no plug-ins for Chrome but the architecture, along INTEGRATED with Mac and Linux versions, are promised for 2009. 11 / VIRAL So far adoption has been steady, but by no means an overnight success. Web analytics GetClicky 12 / estimates that Chrome boasts a 1% share of the MOBILE market, with IE at 60% and Firefox at 30%. However, 13 / Google's CEO Eric Schmidt has explained Chrome's OUTDOORS importance to the company in no uncertain terms. GOOGLE / CHROME COMIC / 14 / 'The thing that changed in the past couple of years ... PLACES is that people started building powerful applications on top of browsers and the browsers that were out GOOGLE / CHROME / 15 / there, in particular in Explorer, were not up to the task CONTENT of running complex applications,' he told The 16 / Financial Times. 'We think that the browser continues GREEN
  • 6. most contagious / 2008 / technology (cont.) p.06 Cloud Computing / adidas / Bonded by Thread / Google's maneouvrings take us nicely onto another buzz Nanotechnology as marketing? Get outta here. Last phrase of 2008 - cloud computing, or the use of a web year, WhybinTBWA launched their Bonded by network to host information so it can be accessed from Blood campaign, in which the New Zealand All CHAPTERS / anywhere around the world. Think GoogleDocs, or Blacks gave samples of their DNA to be woven into a Gmail. You log in, you have access, thus finally slaying the promotional poster for sponsor adidas. This year, they 01 / LANDMARKS irritation of that bastard file being on the desktop at home. used nanotechnology to etch fans' names and The notion of the cloud lends itself neatly to Google's messages of support onto an 'Adithread' which was 02 / TECHNOLOGY vision of a browser-based future, and behemoths such as then woven into a rugby jersey worn by captain Richie Amazon have allowed third party developers to McCaw. The campaign mantra? 'This is not a jersey. 03 / contribute to their own cloud in order to ensure a slicker This is a legacy'. Two thumbs up for bringing the fans GAMING service. and the players closer together. 04 / See Contagious 16. ENTERTAIN Not to be outdone, rivals Microsoft have now entered the fray with Azure. This service has been described as 05 / Guinness Rugby / RFID / MUSIC 'Windows for the cloud', and will be offered alongside the Over in Ireland, the Guinness team in conjunction with next release of Windows, 7. In a huge shift of policy for a 06 / digital strategists Red Urban in London is doing DESIGN company which has dominated the desktop since some staggering things with RFID (Radio Frequency forever, you'll be able to store your documents/ 07 / Identification Technology). The brand's positioning - SOCIAL MEDIA photos/files/whatever on the cloud, which will be hosted 'It’s Alive Inside' - has been literally and beautifully on countless giant data centres around the world. 08 / interpreted by the addition of RFID tags to rugby balls, WEBSITES It's all a bit Terminator - if you remember, James and an intricate camera monitoring system capable of 09 / Cameron's notion of a centralised system through which measuring the speed, power and accuracy of passes ADIDAS / THIS IS NOT A JERSEY / APPLICATIONS all beings were connected was called Skynet, and it led and player. Ultimately, this world first could give 10 / to the near extinction of mankind. Plus, the amount of everyone from coaches to fans access to detailed INTEGRATED money you need to host the information means that only metrics of gameplay, creating the kind of obsessives big, slightly sinister players with track records in and media coverage currently dominating football and 11 / VIRAL monopoly need apply. Despite the obvious and exciting baseball. In our humble opinion, this is pretty much the potential of the cloud, one of the earliest laws of sport activation to end all sport activations, and 12 / MOBILE computing states that data doesn't exist unless it's in at definitely one to watch for the year ahead. least two places. Microsoft and Google will have 13 / OUTDOORS backups - but God forbid your log-in details should ever Plastic Logic / fail. With media attention focused on the travails of a 14 / wheezing music industry, the publishing industry has PLACES Now might be the time for anyone with doubts as to the been quietly facing its own digital revolution. After 15 / future of society to start putting a down payment on that Amazon's Kindle digital reader and the Sony CONTENT shack in the woods. If anyone will give you a mortgage, GUINNESS / RFID / eBook Reader, the new kid on the block is Plastic that is. 16 / Logic. The size of an A4 piece of paper, no thicker GREEN
  • 7. most contagious / 2008 / technology (cont.) p.07 than a pad of it and weighing under 1lb, this flexible digital parchment can display newspapers and books as well as other documents from PDFs to Powerpoint presentations. You'll also be able to connect to it wirelessly. Is this the newspaper of the future? CHAPTERS / Featured in Contagious 17. 01 / LANDMARKS Radiohead / House of Cards / 02 / So beautiful we put it on the front cover of our TECHNOLOGY magazine. Complaint rock innovators Radiohead shot 03 / a video for House of Cards using 360º laser scanners GAMING instead of cameras and lights. They also premiered it 04 / on the Google code content platform. Shot by James ENTERTAIN Frost of Zoo Films, the video plus widgets and a 05 / making-of film can be viewed here: MUSIC http://code.google.com/creative/radiohead 06 / Featured in Contagious 16. DESIGN 07 / Google Streetview / SOCIAL MEDIA Google's Streetview is an additional feature of 08 / Google Maps and Google Earth that provides data WEBSITES taken from street level. Forget top down or GPS PLASTIC LOGIC / harassment. Go forth and stalk face to face. • 09 / APPLICATIONS 10 / INTEGRATED RADIOHEAD / HOUSE OF CARDS / 11 / links / VIRAL www.google.com/chrome 12 / www.guinness.com/ie_en MOBILE www.thisisnotajersey.com 13 / http://plasticlogic.com OUTDOORS http://code.google.com/creative/radiohead 14 / http://maps.google.com/help/maps/streetview PLACES 15 / CONTENT GOOGLE / STREETVIEW / 16 / GREEN
  • 8. most contagious / 2008 / p.08 03 / MOST CONTAGIOUS / GAMING CHAPTERS / 2008 spawned one of the biggest media launches of all advertising. Instead, revenue was created using more time when Grand Theft Auto IV hit the shelves, followed progressive and inventive business models. For 01 / LANDMARKS by a second wave of virtual worlds and Sackboy, the example, thanks to a new technology called ZiT, players cutest little critter from Sony…. can use the main character's mobile phone to dial a 02 / number when they hear a track which they like on the car TECHNOLOGY LittleBigPlanet / radio. Much like the real-world service Shazam, the title 03 / LittleBigPlanet launched on Sony's PlayStation 3 in and artist of the track then gets sent to them via SMS GAMING November. Developed by small British company Media message. If the player has already pre-registered on the 04 / Molecule, the game puts players in control of plucky Rockstar Games Social Club website, they are able to ENTERTAIN hero Sackboy. Facilitated by Sony's online gaming compile a playlist of all their favourite tracks from the 05 / service PlayStation Network, players are encouraged game and by visiting Amazon.com, purchase every one MUSIC to explore each others' worlds and even collaborate in of these tracks for under $1 each. 06 / the evolutionary process, making LittleBigPlanet as See Contagious 15. DESIGN much a hybrid social network as an ultra-playable video game. The beta trial alone - among 24,000 people - saw Spore / 07 / SOCIAL MEDIA 5,000 levels of the game being created over just three The Sims designer Will Wright of Maxis Studio spent days. Despite a sticky launch due to some soundtrack three years creating Spore. The game allows players to 08 / LITTLEBIGPLANET / WEBSITES issues and heavy-handed moderation, the game has develop a character from a single-cell organism fighting since received a 95% rating on Metacritic.com. against the fluid dynamics of a tidal pool, into a member 09 / APPLICATIONS Sackboy in spaceman mode also graced the cover of of an advanced civilisation and eventually a space- Contagious 17 and page 40 of this report. conquering demigod. 10 / INTEGRATED Grand Theft Auto IV / Prior to the game's release in September, parent 11 / The only title to score higher than LittleBigPlanet on company Electronic Arts made a stripped-down VIRAL Metacritic.com is Rockstar Games' Grand Theft Auto version of Spore's creature creator available for free 12 / IV. GTA IV has done nothing but smash records all year: download. This lets users get to grips with the interface MOBILE in its first week, it shifted six million copies worldwide, and their character by playing with an infinite number of 13 / amounting to total sales figures of over $500m. This body parts, colours, textures and appendages. OUTDOORS eclipses the $300m taken by Halo 3 last year and even Furthermore, an awesome video showing comedian 14 / Hollywood's biggest grossing film Pirates of the and actor Robin Willams bungling his way through a PLACES Caribbean: At World's End which took $460m in the six tutorial of the application was launched online. In San 15 / days following its release. Much to the frustration of Francisco, a micro billboard measuring 14quot; x 6quot; was CONTENT prospective advertisers, Rockstar was vehemently placed on a roof top; a fixed telescope helped passers 16 / against the emerging trend of featuring in-game by to check it. SPORE / GREEN
  • 9. most contagious / 2008 / gaming (cont.) p.09 The game has not gone without its fair share of controller setup, has also been going great guns controversy however. Electronic Arts, which supported by its own celebrity collaborations. Guns owns Maxis, recently lost a reported $25m N' Roses released the first single from their long- through illegal downloads by consumers who felt awaited comeback album Chinese Democracy CHAPTERS / that their ownership rights were being abused ‘ Shackler's Revenge’, via Rock Band. Also, exciting 01 / when they found that the game could not be news for 2009 - creators Harmonix are set to release LANDMARKS registered on multiple PCs… More power to the a special Beatles edition of the game featuring the console, eh? See Contagious 17 entire back catalogue of the Fab Four's hits and fully 02 / TECHNOLOGY endorsed by Paul McCartney, Ringo Starr, Yoko Rock Band / Guitar Hero / Ono Lennon and Olivia Harrison. If this doesn't make 03 / GAMING Apart from the emergence of collaborative, online your mum want to play video games, we don't know initiatives such as LittleBigPlanet, the other video what will… Featured in Contagious 16. 04 / ENTERTAIN game trend which characterised 2008 was undoubtedly the rise and rise of casual gaming. Ones to watch / 05 / Started by the industry-subverting Nintendo Wii Football Superstars / MUSIC console in 2006, the casual gaming market has been Created by Nottingham-based CyberSports, 06 / steadily growing as girlfriends, parents and Football Superstars combines the appeal of DESIGN grandparents discover the joy of the joystick. The one games like EA Sports' FIFA and Konami's Pro 07 / genre which has profited most from this trend is that Evolutionary Soccer with the virtual world platform SOCIAL MEDIA of music-simulation - most notably titles such as found in Second Life and the massively multiplayer 08 / Activision's Guitar Hero franchise and Rock Band online role-playing game (MMORPG) experience WEBSITES from Harmonix. offered by Vivendi's World of Warcraft. The game 09 / is free to download and once players have APPLICATIONS Something of a cultural phenomenon, Guitar Hero completed training, they can join a virtual team. invites you to 'Unleash your inner rockstar' - 10 / However, as well as playing matches, users are INTEGRATED something which apparently over 23 million people encouraged to interact off the pitch where they worldwide have done, resulting in $1.6bn at retail. 11 / can indulge in a whole host of decadent extra- Bands and advertisers have clearly recognised the VIRAL sporting activities. So far, over 219,000 have penetration of the franchise; most recently, The 12 / registered for Football Superstars and Killers marked the release of their third album, Day & MOBILE CyberSports have claimed that a further 3000 are Age, with an appearance in Guitar Hero World Tour. 13 / signing up every day. Day & Age was released on 25 November and the OUTDOORS Las Vegas rock quartet is releasing two singles, CyberSports has signed up a number of brands 14 / Human and Losing Touch, as downloads into the for in-game placement including Puma. The PLACES game. 2004 smash hit Mr Brightside will also form revenue model also includes micro-payments, 15 / part of ‘The Killers Track Pack’. with CyberSports estimating that each player will CONTENT Rival series Rock Band, the first game of its type to spend around £3.50 ($5.4) a month on items 16 / such as clothes, locker space and refreshments. GREEN add drums and vocals to the traditional guitar- See Contagious 17.
  • 10. most contagious / 2008 / gaming (cont.) p.10 LEGO / Universe / Set for a 2009 release, LEGO Universe is another new MMOG. Developed by NetDevil to be a seamless adaptation of the LEGO philosophy, the concept behind the subscription-based LEGO Universe is CHAPTERS / simple – if you can imagine it, then you can build it. The 01 / traditional play experience will transfer online, requiring LANDMARKS a creative and collaborative approach to accomplish in- 02 / game goals. Contagious 17 contains a case study on TECHNOLOGY LEGO. 03 / GAMING IFTF / Superstruct / ARG-guru and gaming genius Jane McGonigal 04 / ENTERTAIN (formerly of 42 Entertainment) has headed up the development of a new online project which could well 05 / save the world. Superstruct, from the Institute for the MUSIC LEGO / UNIVERSE / Future (IFTT), is a future-facing affair which pits players 06 / against a host of daunting new-world threats such as DESIGN disease, global warming and hackers. Championing the 07 / power of gaming as a unifying force, McGonigal also SOCIAL MEDIA believes that companies could benefit from 08 / understanding the role that gaming could play as a WEBSITES business tool. For more details and an interview with 09 / McGonigal, check out the link below to an article in APPLICATIONS BusinessWeek… 10 / http://tinyurl.com/64womr • INTEGRATED 11 / VIRAL links / GTA IV / www.littlebigplanet.com 12 / www.rockstargames.com MOBILE www.spore.com 13 / www.guitarhero.com ROCK BAND / OUTDOORS www.rockband.com 14 / www.footballsuperstars.com PLACES http://universe.lego.com/en-us/Default.aspx 15 / www.superstructgame.org/Home1 CONTENT 16 / GREEN SUPERSTRUCT /
  • 11. most contagious / 2008 / p.11 04 / MOST CONTAGIOUS / ENTERTAINMENT CHAPTERS / Quantum of Solace / Despite the long-cultivated suspicion that the Bond franchise might 01 / LANDMARKS be metamorphosing into little more than a series of beautiful, big budget commercials, the latest effort, Quantum of Solace, 02 / eschewed heavy placements in favour of some impressive tie-ins and TECHNOLOGY product integration around the action. Smirnoff Black, Bond's 03 / original tipple, underlined its placement in the film with an appealing GAMING integrated campaign based around a limited edition bottle of the spirit 04 / with a cocktail shaker, through Edinburgh-based Three Brand ENTERTAIN Design. Coca-Cola also introduced special edition bottles of Coke 05 / Zero, renaming the fizz Zero Zero 7. A global TV campaign through MUSIC Wieden + Kennedy featured music from Jack White, who penned 06 / Another Way To Die, the film's disappointing theme tune. DESIGN Sony's electronic offerings featured prominently. Digital agency 07 / SOCIAL MEDIA Dare London launched Bond in HD - an immersive microsite to showcase High Definition products which saw users set challenges 08 / based around various HD products. Players were required to WEBSITES manipulate content, analyse narrative and test awareness and 09 / memory to succeed, honing their spy skills along the way. APPLICATIONS To celebrate Sony Ericsson's Cyber Shot as Bond's mobile of 10 / INTEGRATED choice iris Digital, London, launched Directive C902 - an integrated campaign based around a rich content microsite hosting an 11 / VIRAL interactive movie, complete with missions integrated into the plot. Each mission completed delivered a code that unlocked an exclusive 12 / MOBILE mobile phone app and granted access to the next level of the game. 13 / Microsoft’s Surface technology also found a home in the hi-tech OUTDOORS offices of MI6, and just to mess with the system, Ford's dominant 14 / sponsorship of the film saw not Bond, but Bond girl Camille (Olga PLACES Kurylenko) behind the wheel of its key placement, the new Ford Ka. 15 / Featured in Contagious 17. CONTENT 16 / GREEN
  • 12. most contagious / 2008 / entertainment (cont.) p.12 The Dark Knight / online. The characters were given MySpace pages and We were delirious with excitement back in 2007 with anticipation reached fever pitch when fans excitedly anticipation of the release of The Dark Knight. (Just see logged on to http://lillyandjason.com only to discover a Most Contagious 2007 for proof.) This was thanks in no couple's wedding invitation site, seemingly unconnected small part to 42 Entertainment's epic alternate reality to the film. Finally, in November, Paramount released the CHAPTERS / game building up over the 18 months prior to the film's official trailer and the film's name was made public, but 01 / release. One particularly great stage in the hints surrounding the monster still remained minimal. LANDMARKS comprehensive ARG was Operation Slipknot, a game Cloverfield's US opening was the biggest ever for January 02 / focusing on corruption in Gotham City Police Dept and so the slow burn word of mouth effect came good. Oh, and TECHNOLOGY the apprehension of 30 fugitives. Commissioner Jim it helped that the film itself was pretty decent. 03 / Gordon sent out an email with the assignment and all Featured in Contagious 14. • GAMING slots in the game were reportedly taken within 45 04 / minutes. The ARG is too monstrous to document in its links / ENTERTAIN entirety except with the help of obsessive players / wiki www.sony.co.uk/article/high-definition-hd 05 / contributors. If you fancy a flutter, the smart money’s on www.sonyericsson.com/bond MUSIC a Cannes Lion or two for the creators in 2009. http://batman.wikibruce.com/Home http://batman.wikibruce.com/Home 06 / www.cloverfieldmovie.com DESIGN The film's box office takings are edging towards the 07 / golden billion dollar mark, where it would join the SOCIAL MEDIA esteemed releases of Titanic, Lord of the Rings: Return 08 / of the King and Pirates of the Caribbean: Dead Man's WEBSITES Chest, the only three movies to date to have achieved THE DARK KNIGHT / 09 / such a feat. The Dark Knight will be re-released in the APPLICATIONS US on 23 January, the day after Oscar nominations are 10 / announced. Featured in Contagious 14, 15. INTEGRATED 11 / Cloverfield / VIRAL Cloverfield opened the year's box office excitement in January after a six-month viral campaign building up to the 12 / MOBILE opening night. The monster flick follows five young friends in New York through their own video footage of the night a 13 / OUTDOORS monster hits the city. The fun began in July 2007 with an unbranded trailer at the end of Transformers, the last frame 14 / PLACES of which stated 01-18-08. The first step encouraged people to search online where they found a website with 15 / nothing but two dazed faces. The next few months saw CONTENT spoof videos and rumours as fans tried desperately to THE DARK KNIGHT / CLOVERFIELD / 16 / unlock clues to the film which were sporadically released GREEN
  • 13. most contagious / 2008 / p.13 05 / MOST CONTAGIOUS / MUSIC / CHAPTERS / In a year when the global music trade body IFPI released figures showing that digital music sales now account for 15% of all sales - 01 / LANDMARKS 30% in the US - brands became more aware of opportunities that could link them to artists. Meanwhile, the ratio of unlicensed tracks to 02 / legal tracks sold is about 20:1, so live music and merchandise are TECHNOLOGY becoming areas of focus for the music industry and artists. The UK 03 / festival industry alone was worth about £900m in 2008 - around 700 GAMING festivals. Can this be sustained throughout an unpredictable 2009? 04 / ENTERTAIN 05 / MUSIC O2 / Live Nation / At the heart of the thirst for live music was O2, which linked up with 06 / Live Nation, replacing Carling as the brand behind Brixton and 10 DESIGN other Academy Music Group venues from 1 January 2009. O2 07 / reckons the partnership will reach more than 3.5 million music fans, SOCIAL MEDIA extending across the UK the same priority ticketing benefits that O2 08 / customers currently enjoy with the London-based O2 venue: the WEBSITES chance to buy tickets 48 hours before they officially go on sale. And 09 / despite some ugly rumours to the contrary, the O2 Wireless Festival APPLICATIONS will take place in Hyde Park in 2009. Bring back Daft Punk! 10 / INTEGRATED Nokia / Comes With Music / 11 / VIRAL Nokia launched Comes With Music (CWM), a download service bundled in with a Nokia phone package, most notably the 5310. Any 12 / MOBILE music fans happy to shell out €199 for a CWM-enabled handset could then enjoy unlimited tracks from a catalogue bulging with two 13 / OUTDOORS million tracks. Users must buy another CWM-enabled handset after the year has elapsed. Warner Music, SonyBMG and Universal are 14 / partnering Nokia, which will extend the service throughout Europe PLACES and Asia in 2009. On the back of Apple’s December announcement 15 / that it will be dropping DRM from the content of three major labels sold CONTENT through iTunes, will this caveat-loaded approach be enough to 16 / compete in the download wars? See Contagious 17. GREEN
  • 14. most contagious / 2008 / music (cont.) p.14 TAG / TAG Records / Miller Genuine Draft / The Mill / TAG, a male body spray owned by P&G that chases the Miller Genuine Draft diverted its entire marketing same young demographic as Unilever's Lynx/Axe, budget into creating a platform for unsigned bands in an hooked up with Def Jam Music on TAG Records. Q, a attempt to reflect the brand's 'genuinely different' CHAPTERS / rapper from Brooklyn, was the first artist to be signed to positioning throughout Scotland. Via Leo Burnett the hip hop label. For more on brands such as TAG, London, the platform gave unsigned acts maximum 01 / LANDMARKS Vodafone and Bacardi identifying fresh points of entry coverage and consumers free content. Venues in into the music industry, read this article from Edinburgh and Glasgow staged live performances from 02 / TECHNOLOGY Contagious 16 by Jack Horner, co-founder and creative a selection of 108 bands. Each act had a unique poster, director of music marketing agency Frukt, London. imagery from which is used on packaging. Gig-goers 03 / www.contagiousmagazine.com/resources/music.pdf download free tickets to their mobiles via the website GAMING where 540 tracks have been recorded and distributed. 04 / Umphrey's McGee / Further mobile content is available via dedicated ENTERTAIN Prog rock fans will be counting the days until 19 January bluetooth units in the venues. Media partnerships 05 / struck with The Skinny magazine and Xfm Scotland, as 2009 when Mantis, the new album from Chicago outfit MUSIC Umphrey's McGee is released. But how rich an well as with e-newsletters and social networking sites, 06 / experience the album is relies entirely on how involved built on the buzz . See Contagious 17. • DESIGN fans have been in the lead-up to its release. In a smart 07 / initiative by Connecticut-based design and branding SOCIAL MEDIA links / agency Plaid, if fans visit a special website and pre- www.o2.co.uk 08 / order the CD, they help unlock a treasure chest of free MILLER GENUINE DRAFT / THE MILL / WEBSITES www.nokia.com/comeswithmusic content which includes alternative studio recordings www.umphreys.com/mantis 09 / and remixes. What's more, fans who pre-order Mantis www.gunsroses.com APPLICATIONS will be drip-fed even more content over 2009 every time www.themill-live.com 10 / they play the CD on their PC. INTEGRATED 11 / Dr. Pepper / Chinese Democracy / VIRAL Dr. Pepper promised a can of Dr. Pepper to everyone in 12 / the US if the long-anticipated Guns N' Roses album, MOBILE Chinese Democracy, was completed in 2008. Yet the 13 / execution of this marketing masterstroke was shabby: OUTDOORS servers crashed on the brand's website, meaning users 14 / were unable to log on and download their voucher for PLACES the free drink. Guns N' Roses front man Axl Rose then 15 / issued legal proceedings against Dr. Pepper, accusing CONTENT it of tainting Guns N' Roses by association… still, we 16 / raise a can of, and to, Dr. Pepper for its audacity. GREEN
  • 15. most contagious / 2008 / p.15 06 / MOST CONTAGIOUS / DESIGN / PRODUCTS CHAPTERS / Speedo / LZR / 2008’s most impactful piece of product design is arguably the now 01 / LANDMARKS infamous Speedo LZR swimsuit, most famously worn by record- breaking Olympic Gold Medallist and general human fish Michael 02 / Phelps. Developed by biomechanical engineers in one of NASA's TECHNOLOGY wind tunnels, the suit has had such a profound effect on the sport that 03 / Alberto Castagnetti, coach of the Italian national team, referred to it GAMING as 'technological doping'. How profound, you ask? Since its launch in 04 / March, no fewer than 74 world records have been broken by swimmers ENTERTAIN wearing the LZR. It also caused chaos in the run-up to the Olympics 05 / as several swimmers not sponsored by Speedo attempted to wriggle MUSIC out of their own deals in order to hitch a ride on the bandwagon to 06 / medal glory. It's just like Contagious has always said - nail those DESIGN oxygenating hydrodynamics and the rest will fall into place… 07 / See Contagious 16. SOCIAL MEDIA 08 / WEBSITES Nike / Zoom Victory / Almost as big news as Speedo's LZR has been Nike's Zoom Victory 09 / APPLICATIONS running shoe. By dispensing with the elements previously needed to hold a sneaker together (stitching, material) in favour of a suspension 10 / bridge design with merely a coating of fabric, the shoes weigh in at INTEGRATED less than a chocolate bar. What's more, because the design is so 11 / pared down, the Nike team can use rapid prototyping - computer VIRAL aided design - to manufacture unique versions in a fraction of the time 12 / it would take to knock up a regular sneaker. The cheap production MOBILE process could enable Nike to shift some of its manufacturing out of 13 / China and back to its home in the United States, thus creating jobs in OUTDOORS an otherwise exhausted marketplace. This unexpected side effect is 14 / fascinating: a product design innovation, led by technology, with PLACES immediate, first hand repercussions for a country's economy. Top 15 / marks to the Nike Tech Lab. CONTENT See Contagious 16. 16 / GREEN
  • 16. most contagious / 2008 / design (cont.) p.16 Electric Cars / vision involves drivers plugging in their vehicles whilst at 2008 has undoubtedly been the year in which home or work, with longer journeys catered for by a stint alternative fuelling and the use of sustainable at one of 150 larger charging stations dotted around the materials in the automotive industry has turned from country. CHAPTERS / mere novelty into a necessity. With the global Financial backing has come from Morgan Stanley economy furiously struggling to keep its head above 01 / (yes, really) and, rather ironically, the owner of Israel's water, and car manufacturers seeking more hand-outs LANDMARKS largest oil refinery, Idan Ofur. Clearly these investors than Oliver Twist, motorists the world over are looking NIKE / ZOOM VICTORY / share Agassi's optimism for a global roll-out, should 02 / for ways to justify and afford their daily drive. TECHNOLOGY Israel prove a successful training ground. This is Obviously, US companies producing traditional gas- supported by the recent news that interest in the 'Better 03 / guzzling beasties have been worst hit, but even the GAMING Place' initiative has already spread to the US, where the smallest are now seeking to change. Step forward mayors of San Francisco, San Jose and Oakland, 04 / parent company BMW and the MINI E. ENTERTAIN California have all approved a test period for the The German car manufacturer has launched an network of electric cars. See Contagious 17. 05 / MUSIC electric version of its iconic small British car, but limited production to just 500 vehicles. Furthermore, these will Netbooks / ASUS Eee PC / 06 / only be available for lease to drivers in Los Angeles and There’s an odd rule of technology which states that the DESIGN New York who have a lockable garage where the car the price of a gadget is inversely proportional to its 07 / can be re-charged from a wall-mounted unit. All the cars physical size. Therefore it is with open arms (and open SOCIAL MEDIA are silvery grey and come with the distinctive yellow plug wallets) that the PC-buying public has welcomed the 08 / insignia announcing their electric credentials. BMW is new trend for affordable versions of the mini laptops WEBSITES aiming to mass-produce an electric car by 2010. known as netbooks. Statistics published by 09 / techEBlog.com show that sales of netbooks are BMW / MINI E / APPLICATIONS We like this softly, softly approach from MINI. Not only expected to rise from one million units sold in 2007 to a are they subtly vetting the initial 500 customers - 10 / projected total of 14 million for 2008. Leading the INTEGRATED reinforcing the feeling of joining a select club - but also charge was Taiwan-based ASUS with its range of oh- securing at least a year of free advertising from these 11 / so-cute Eee PC laptops. Available with a screen size as lucky few as they scoot about in their distinctive silver VIRAL small as 7quot;, these start at under €231, with an almost and yellow cars. By the time the brand does scale up its 12 / infinite range of tech-specs to suit every user. production on the electric MINI, the buzz around the MOBILE vehicle will be at a peak and demand will be high… If this wasn't enough to confirm the product as the PC of 13 / the people, ASUS has recently teamed up with the Intel OUTDOORS In other news, entrepreneur Shay Agassi has been Corporation to launch wePC (see page 19), a website backed by the Israeli government to start 14 / tapping into the crowdsourcing trend to influence the PLACES implementing a network of electric cars, apparently design of the world's first community-designed laptop. resulting in 'sustainable transportation, global energy 15 / See Contagious 15 and 17. CONTENT independence and freedom from oil'. Using a concept developed with French manufacturer Renault, Agassi's 16 / GREEN ASUS / Eee PC /
  • 17. most contagious / 2008 / design (cont.) p.17 Red / If you haven't heard anything about Red yet, be aware that its amazing hi-tech cameras are shaking up the entire movie industry whilst costing around one third of the price of equivalent big brand offerings. Scheduled CHAPTERS / additions to the range - the sub $3000 Scarlet video 01 / camera and the high end Epic model - have been LANDMARKS delayed, with CEO (and Oakley eyewear founder) Jim 02 / Jannard posting enigmatically on the company's forum TECHNOLOGY that 'we have changed everything about Scarlet 03 / because the market has changed and we have GAMING discovered a lot of things in the process. We have a new 04 / vision'. ENTERTAIN The forum is buzzing and speculation is ripe; definitely 05 / a brand to keep an eye on as belts are tightened MUSIC worldwide. Director Steven Soderbergh's two recent films Guerrilla and The Argentine were shot entirely 06 / DESIGN using Red cameras, as was Peter Jackson's Crossing the Line. All our lunch money is going in the Contagious 07 / SOCIAL MEDIA piggy bank for one of these (and a communal Speedo LZR to share…ewww). 08 / WEBSITES See Contagious 17. • 09 / APPLICATIONS 10 / INTEGRATED 11 / VIRAL links / 12 / MOBILE www.speedo80.com/lzr-racer/ www.nike.com/nikelab/site.html?en_US#/product/ 13 / aerofly/detail OUTDOORS www.minispace.com/en_us/projects/electric-mini-e 14 / www.betterplace.com PLACES www.wepc.com 15 / www.red.com CONTENT 16 / GREEN
  • 18. most contagious / 2008 / p.18 07 / MOST CONTAGIOUS / SOCIAL MEDIA / Facebook (again) / CHAPTERS / It will come as no surprise that comScore declared Facebook the 01 / biggest and fastest-growing social network: over 132 million people LANDMARKS visit the site every month, a year-on-year increase of 153%. Smart 02 / investment in translation tools saw the site take off in Latin America, TECHNOLOGY Asia, the Middle East and Africa, and advertisers were quick to 03 / develop apps and widgets. Pizza Hut even developed an app GAMING enabling users to order a pizza without leaving the site (although we're lukewarm on the facility that tells Facebook friends that you ordered a 04 / ENTERTAIN stuffed crust Hawaiian). And best of all, GetThemIn allowed Facebook users to buy drinks via the social network which could be 05 / MUSIC cashed in for real booze at over 1,500 off licences in the UK. 06 / Bebo / DESIGN Teen-friendly social networking site Bebo saw 32% growth in 2008, 07 / from 18m to 24m total unique visitors, and was snapped up in March SOCIAL MEDIA by AOL for the princely sum of $850m. One of the site's stickiest 08 / features proved to be original drama, with Bebo repositioning itself as WEBSITES a media platform and offering a combination of entertainment and 09 / social media, providing brands with opportunities to integrate APPLICATIONS naturally into the plot. Audience approval of placement and the fact 10 / that the Open Media platform allows users direct access to INTEGRATED thousands of hours of premium content has proved a leading strategy 11 / so far. KateModern - which attracted advertisers including Toyota VIRAL and Cadbury - set the ball rolling in 2007, but this year, Sofia's Diary 12 / captivated Beboers and advertisers including Unilever's Sure Girl MOBILE and Pearl Drops. The show, in five-minute daily segments, was also 13 / syndicated to the Channel 5-owned digital channel, Fiver. Bebo OUTDOORS followed up with The Secret World of Sam King, a joint venture with Universal Records, which followed the adventures of the 14 / PLACES eponymous hero working at the record label and averaged 600,000 views a week. Finally, comedy series Chelsey OMG!, the story of a 15 / CONTENT young American in London, launched in October, backed by the likes of fashion website Glam.com and haircare brand Paul Mitchell. 16 / GREEN
  • 19. most contagious / 2008 / social media (cont.) p.19 Crowdsourcing / BA / Metrotwin / Crowdsourcing has become a welcome trend among British Airways launched Metrotwin, a social media PC brands, with Asus and Intel joining forces on platform to link Londoners and New Yorkers. The online wePC.com - 'a place where users like you come community provides expert suggestions on the best CHAPTERS / together to share ideas, images and inspiration about places to visit, shop eat and drink in both cities, and your ideal PC'. The best ideas will shape the design of makes recommendations based on user behaviour à la 01 / what wePC.com is touting as the world's first Amazon. BBH worked with the London-based LANDMARKS community-designed laptop. wePC.com came hot on agencies Made By Many on the design, Headshift and 02 / the heels of consumer electronics retailer Best Buy Agency.com on development and delivery. TECHNOLOGY working with Toshiba and HP on a similar project which See Contagious 17. 03 / invited consumers to contribute ideas for its Blue Label GAMING laptop range. Yet both were influenced by Dell which Penguin / BEBO / UNIVERSAL MUSIC / SAM KING / 04 / launched its crowdsourcing concept Idea Storm in ENTERTAIN We Tell Stories from UK book publisher Penguin 2007. Today, Idea Storm has over 9,000 contributors enlisted six authors including Toby Litt and Nicci 05 / who have suggested 10,779 ideas. French to use a classic Penguin book as inspiration for MUSIC Crowdsourcing wasn't limited to IT brands. a new work. Created with help from ARG specialist Six 06 / Mystarbucksidea.com saw the coffee chain inviting To Start, the initiative was part social networking, part DESIGN suggestions for improvement from its customers. One ARG, encouraging book lovers to enhance their 07 / of the most high profile ideas to be implemented was a experience online with greater connectivity and SOCIAL MEDIA free coffee for everyone on US election day. And interactivity. Users could contribute to the texts, 08 / Splitwheel launched as an online project to design evolving their own story, and also follow clues to unlock WEBSITES and build a new performance car based on collective more content. See Contagious 15. 09 / decision-making. The car is being built by Britain's BA / METROTWIN / APPLICATIONS Caterham Cars; a full, dedicated website launches in Over at penguindating.co.uk, a partnership between January. See Contagious 17. Penguin Books and dating site match.com enabled 10 / INTEGRATED users to start romantic flirtations based on a shared love Twitter / of literature. And then buy each other a drink on 11 / VIRAL Facebook, presumably... • Twitter's growth was well-documented - up 422% in 12 12 / months, to quote Nielsen Online figures. Brands started MOBILE links / to jump on the bandwagon, with one of the most www.ning.com 13 / memorable campaigns for the Sci Fi Channel's Eureka OUTDOORS www.facebook.com show which saw S.A.R.A.H., the talking smart house www.getthemin.com 14 / from the show, have its own Twitter account in a bid to PLACES www.penguindating.co.uk build buzz. More than 1,300 Eureka fans followed www.bebo.com 15 / _S_A_R_A_H_'s Tweets. Contagious naturally is now CONTENT on Twitter too - www.twitter.com/contagiousmag. 16 / PENGUIN / WE TELL STORIES / GREEN
  • 20. most contagious / 2008 / p.20 08 / MOST CONTAGIOUS / WEBSITES / CHAPTERS / UNIQLO / Since the UNIQLOCK, Projector has continued to Contagious doesn't write case studies on any old brand study the behavioural patterns of internet users - 01 / LANDMARKS you know, and our issue 16 was no exception. Whether concentrating on that initial moment of uptake and how it's clearing up at Cannes, or finding ways to blend CRM content is absorbed. As a result, UNIQLO DRY IN 02 / with progressive data visualisation, there are few MOTION focused on the way in which neurons fire in TECHNOLOGY brands that have matched the Japanese retailer the human brain when we observe the actions of 03 / another human on screen. More recently, Projector UNIQLO in 2008. To start, there was the UNIQLOCK, GAMING created by Projector, Tokyo. This year it has scooped developed UNIQLO MEETS CORTEO - a campaign WORLD.UNIQLOCK / 04 / the Innova Lotus Gold Award at ADFEST, two Gold featuring cast members of the Cirque du Soleil ENTERTAIN Awards and the Grand Prix at the One Show Interactive, rehearsing whilst wearing the clothing. Each new 05 / a Grand Clio for Interactive, a D&AD Black Pencil for sequence counts down to a live action event called 'The MUSIC Online Advertising as well as a Cyber Lions Grand Prix Colour Show'. 06 / and the prestigious Contagious-sponsored Titanium DESIGN The last UNIQLO digital campaign which merits an Lion award at Cannes 2008. honourable mention is UNIQLO TRY. All the brand's 07 / SOCIAL MEDIA Designed to build a global community around the digital trademarks are present (quirky interfaces, frantic brand, the UNIQLOCK can best be described as multiplicity) but rather than displaying any product line, 08 / somewhere between branded entertainment and utility. they aggregate customer feedback. For each product, WEBSITES The delightfully distracting microsite features a clock hundreds of small testimonial video clips are arranged 09 / which marks passing moments with five-second clips of in an assortment of shifting shapes - from spirals, to 3D UNIQLOCK / APPLICATIONS female dancers performing micro-routines clad in spheres and even gigantic words. Users can click and 10 / UNIQLO clothing. It operates 24/7 for 365 days a year view any individual video, or wait for the sequence to INTEGRATED and will also go to sleep at night, with sequences on the finish. At this stage, the advocates are sorted according 11 / hour and an alarm clock function in case you keep your to their opinion of the product and displayed as VIRAL laptop next to your bed. And a downloadable version is percentages. There is even a search option which 12 / available as a widget. By viewing WORLD.UNIQLOCK, allows you to narrow down your research via product, MOBILE customer age and body type - so the results of each users can link to all the embedded sites via a global map 13 / which lets you see at any given time exactly how many sequence are tailored to your interests. Not only is this a OUTDOORS people are watching the UNIQLOCK and in what mind-boggling data visualisation and metrics tool, but it 14 / countries. This is perhaps the most literal realisation of displays an extraordinary level of transparency. By PLACES the UNIQLO global community to date - proven by the providing users with an engaging way to hear real 15 / fact that so far the site has been viewed 200 million opinions from real people, this application places equal UNIQLO / TRY / CONTENT times in 214 countries. emphasis on the individual and the global community as 16 / a whole. See Contagious 16,17. GREEN
  • 21. most contagious / 2008 / websites (cont.) p.21 Doritos / Hotel 626 / Orange / Balloonacy / Goodby, Silverstein and Partners in San Francisco Orange's digital balloon race saw competitors assign created a wonderfully spooky interactive experience their names to one of thousands of balloons racing just in time for Halloween, to celebrate the resurrection around the internet this summer, building awareness of of retired Doritos flavours Four Cheese and Taco. As Orange's animal-represented tariffs. The game had its CHAPTERS / part of Snack Strong Productions, the brand's digital own distribution mechanic: one internet mile was 01 / platform, the ghostly online Hotel 626 was only open gained every time websites which had signed up to the LANDMARKS from 6pm to 6am and engaged consumers in a series of initiative were visited. Bloggers and website owners 02 / eerie puzzles. Users navigated their way through the could add their page to the race track via a snippet of TECHNOLOGY hotel's 13 rooms unlocking plotlines and completing a code. Via Poke, London. 03 / series of interactive challenges with a camera, headset Featured in Contagious 16. GAMING and microphone. Brrrrrr. Online content produced by B-Reel, New York. Becks / Music Mixer / DORITOS / HOTEL 626 / 04 / ENTERTAIN See Contagious 17. As part of the 'Becks Fusion' ongoing art and music 05 / initiative, the Music Mixer website was preloaded with MUSIC Absolut / Machines / six dance tracks including efforts from Moby, Dystopia Absolut Machines combines interactive music making and We Are Rockstars. Each song is broken down into 06 / DESIGN with a selection of weird and wonderful online rhythm, bass, hooks and atmosphere, and an addictive contraptions. Building on Absolut's strong tradition of mixing desk is presented to users, with the timing taken 07 / SOCIAL MEDIA collaborating with artists, the inventions showcased at care of. Highly addictive stuff via Dare, London. absolutmachines.com were developed by M.I.T. 08 / WEBSITES graduates Dan Paluska and Jeff Lieberman over six Brand Tags / months, including one which shoots rubber balls at the Noah Brier's side project Brand Tags is one for every 09 / keys of a marimba and another which uses robotic planner to keep an eye on. The site asks users for their APPLICATIONS fingers to 'play' a set of wine glasses. A separate impressions of brands using free association. • ABSOLUT / MACHINES / 10 / machine was developed by a Swedish company, INTEGRATED Teenage Engineering, and uses a chorus of ten 11 / singing robots, aptly named the Absolut Choir. Visitors links / VIRAL www.uniqlo.jp/uniqlock to the sites could control and compose their own 12 / mechanical musicals, and the end results (both audio www.uniqlo.com/meets MOBILE www.uniqlo.com/try/uniqlotry.swf and visual) can be downloaded, streamed and shared, 13 / with the devices themselves touring different cities www.hotel626.com OUTDOORS around the world. The campaign was masterminded by www.absolutmachines.com 14 / Great Works, Stockholm. TBWAChiatDay, New www.playballoonacy.com PLACES York, was responsible for a series of print ads. www.becks.co.uk/mixer.aspx See Contagious 14. www.brandtags.net 15 / CONTENT 16 / GREEN ORANGE / BALLOONACY /
  • 22. most contagious / 2008 / p.22 09 / MOST CONTAGIOUS / APPLICATIONS / CHAPTERS / Sprint / Now Widget / 01 / Part of a wave of 'just because-branding' triggered by the LANDMARKS UNIQLOCK, the Sprint Widget by Goodby Silverstein was designed to reinforce its positioning for the telco brand's Now 02 / TECHNOLOGY Network: the notion that customers can get to whatever they want, whenever they want it on a high-speed mobile broadband service. 03 / GAMING The widget itself is a planner's wet dream, offering a mini snapshot of what's going on in the world right now; from eggs being produced by 04 / ENTERTAIN the ton, units of energy being used, babies being born, forests being cut down, people stuck in elevators and shopping days ‘til Christmas. 05 / An 'internet buzz-o-meter' provides at-a-glance comparisons MUSIC between, say, hip hop and rock'n'roll, or hockey and baseball. With a 06 / webcam, you can add yourself to the impressive data-dense DESIGN dashboard, which also offers live news feeds, facts and stats that 07 / change in real time, and like any self-respecting widget, can be SOCIAL MEDIA embedded and shared in any number of places. See Contagious 17. 08 / WEBSITES FIAT / eco:Drive / 09 / As the automotive industry splutters to the end of its annus horribilis, APPLICATIONS innovation has never been more important. With this in mind, AKQA 10 / London took the Microsoft-produced Blue&Me in-car telemetry INTEGRATED technology that comes in the fabulously relaunched FIAT 500 and 11 / Grande Punto and used it to launch 'eco:Drive'. This app links cars to VIRAL PCs and evaluates driving performance with a view to reducing carbon emissions by up to 15%. eco:Drive uses a USB stick that can be 12 / MOBILE plugged into Blue&Me and then transferred to a PC. The user-friendly app then analyses acceleration, deceleration, gear changes and 13 / OUTDOORS speed to score a journey out of 100 for fuel efficiency. Next, it offers advice on how to improve - possibly more constructive than other drivers 14 / PLACES (often in the backseat) yelling 'slow down' or 'speed it up, grandpa'. Targeting consumers on green issues in terms of self-improvement 15 / as opposed to finger-wagging is a no brainer. Without any media CONTENT spend, some 6,000 unique visitors log onto the eco:Drive website 16 / every day, and 30% of them download the application. GREEN
  • 23. most contagious / 2008 / applications (cont.) p.23 Featured in Contagious 17. Check out Contagious' forthcoming issue 18 for CHAPTERS / more on the new 'Chip on Wheels'. 01 / LANDMARKS Carling / iPint / A cautionary tale - if you see something that looks 02 / TECHNOLOGY fun and want to make your own version, make sure you get the creator's permission first. Carling's 03 / GAMING now infamous iPint was forwarded to friends 36,000 times in a week, and swiftly became the 04 / ENTERTAIN number one free game on the apps store. However, Molson Coors Brewing and creative 05 / agency Beattie McGuinness Bungay, London, MUSIC now face a $12.5m (£7.1m) lawsuit for allegedly 06 / pinching the idea from a remarkably similar paid- DESIGN for app entitled iBeer created by indie developer 07 / Hottrix. What's more, BMB had allegedly been in SOCIAL MEDIA contact with the makers of the iBeer, and then 08 / opted to make their own free rival version…Ouch. WEBSITES 09 / Trend to Track / Superconnected Products / APPLICATIONS CARLING / IPINT / Connected products are tangible items that are 10 / given a more profound existence through INTEGRATED technology - the seamless link between shelf and addresses belong to farmers, growers, pickers, drivers 11 / web. Think Nike+. It's not just a shoe, or a website. - real people who own the responsibility for their goods. VIRAL It's the way they interact that makes it what it is. The rest of the world would probably stop here, but in 12 / Contagious columnist Martin Lindstrom recently Japan, the products also carried one of those new MOBILE noticed this trend taken to the next level in a generation barcodes. All you need to do is photograph 13 / Japanese supermarket. Writing in Contagious 17, it with your mobile phone to be taken to a website where OUTDOORS he said: ‘The majority of products' packages bore the person I'd seen as a cartoon appeared on camera as 14 / a cartoon figure. Next to the head of the cartoon a real person. In the video, the guy explained how he PLACES figure was the name of a person, his title, age and handpicked the particular product I was observing. The 15 / even the address of where he lived. This video went on to show me the production line that CONTENT FIAT / ECO:DRIVE / information fell under a title which stated: quot;I'm manufactured the item, and to reveal the transportation 16 / responsible for this product.quot; The names and that brought the product from factory to store. The video GREEN
  • 24. most contagious / 2008 / applications (cont.) p.24 even included a hot link which, when clicked, took links / me to more information about the manufacturer http://now.sprint.com/widget and his family.' www.fiat.com/ecoDrive www.carling.com/ipint_details.html That's some seriously radical transparency. CHAPTERS / www.bugaboodaytrips.com Chinese milk contaminated with melamine, http://tikitag.com 01 / contaminated Irish pork and poisoned Nigerian http://umbrellatoday.com LANDMARKS teething syrup dominated the headlines towards 02 / the end of 2008. Could this kind of personal TECHNOLOGY responsibility help prevent future scandals? 03 / See Lindstrom's full article here: GAMING BUGABOO / CITY MAPS / www.contagiousmagazine.com/resources/ 04 / lindstrom.pdf ENTERTAIN 05 / Best of the Rest / MUSIC Hi-tech stroller company Bugaboo launched an 06 / online resource showing the best walks around DESIGN various cities for you and your buggy-bound baby. 07 / Each map boasts a bespoke design aesthetic to SOCIAL MEDIA suit the city. We like Toronto’s urban lollipop. 08 / See Bugaboo: Birth of a Brand in Contagious 17. WEBSITES Tikitags are smart stickers that make your 09 / APPLICATIONS computer perform an action when viewed by a scanner. Imagine invisibly tagging your child's 10 / INTEGRATED favourite teddy, so it opens the CBeebies homepage or Cartoon Network on your PC, 11 / VIRAL making it easier for them to access the internet or applications. Business cards could also be 12 / tagged, enabling a quick touch on the scanner to MOBILE transfer information to a database. 13 / OUTDOORS So useful we don’t know why it’s taken so long, 14 / Umbrella Today is an app which tells you whether PLACES youneed to take your umbrella to work. Tap in your 15 / zip code for 'like totally the simplest weather report CONTENT ever, Julie'. SMS alerts will save you should the tempest take out your interweb. • 16 / GREEN
  • 25. most contagious / 2008 / p.25 10 / MOST CONTAGIOUS / INTEGRATED / CHAPTERS / Converse / 100th Anniversary / 01 / Converse marked 2008 as its centennial year with a big rock star- LANDMARKS endorsed bang, and its first ever global campaign overtly positioning the brand as a catalyst for creativity. Famous musicians, athletes, 02 / TECHNOLOGY designers and artists were joined together by their Chucks in a bold, black and white design that appeared across print, outdoor, in-store 03 / GAMING and digital platforms. A musical collaboration, My Drive Thru, between singer Santogold, producer Pharrell Williams and Strokes 04 / ENTERTAIN frontman Julian Casablancas, formed an impressive piece of free branded content, backed by a beautiful music video. The brief to 05 / Pharrell, who was producing and leading the project, was to 'make MUSIC some music and have some fun'. Nearly 100,000 people downloaded 06 / the track for free from converse.com and My Drive Thru attracted DESIGN CONVERSE / 750,000 streams on leading internet portals in just four days. At last 07 / count over two million people had viewed the video on YouTube, and SOCIAL MEDIA The Times’ music critic described it as ‘a three-headed 08 / Frankenstein’s monster of coolness’. WEBSITES Contagious 17 contains a case study on Converse. 09 / APPLICATIONS HBO / Voyeur / 10 / INTEGRATED A big winner at this year's Cannes festival scooping Grand Prix in Promo and Outdoor, not to mention a handful of golds, silvers and 11 / bronzes across other categories (including Cyber, Media and Film), VIRAL was HBO's impressively integrated campaign for Voyeur, through 12 / BBDO, New York. Content surrounding a series of linked stories that MOBILE took place in eight apartments in the same building included 13 / projections onto a building in New York, media hosted on fictional web OUTDOORS pages, including Flickr and YouTube, mobile content and footage shot 14 / by RSA including 'The Watcher' directed by Jake Scott and PLACES interactive stories directed by Chris Nelson. Big Spaceship worked 15 / on the online elements of the campaign, which allowed users to delve CONTENT in to different rooms in the building, accompanied by specially 16 / composed music. Featured in Contagious 12. GREEN HBO / VOYEUR /
  • 26. most contagious / 2008 / integrated (cont.) p.26 Nokia / Somebody Else's Phone / The cyber-voyeurism theme continued with Nokia's global campaign to promote the 7610 Supernova, questioning if somebody else's phone ended up in your possession, could you resist the temptation CHAPTERS / to find out all about them? A TV ad flagging up the highly personal relationship we have with our phones introduced Jade, Lucas and 01 / LANDMARKS Anna, the fictional stars of this campaign. Online, followers could trawl through their texts and comb through their contacts as 4,000 02 / TECHNOLOGY pieces of content were unveiled through social networking sites such as Facebook and Twitter, and as texts, images and movies at 03 / GAMING www.somebodyelsesphone.com. Fans were encouraged to communicate with the three characters. Via Wieden + Kennedy 04 / London, production through Academy and digital production ENTERTAIN through B-Reel. 05 / Featured in Contagious 17. MUSIC 06 / Shreddies / Diamond Shreddies / DESIGN At the grand old age of 67, the iconic but bog standard wheaty lattice 07 / that is a Shreddie had seen little marketing support in recent years. SOCIAL MEDIA However, thanks to a unique product innovation from Ogilvy in 08 / Toronto, the brand enjoyed an 18% rise in sales, a heightened public WEBSITES profile and a slew of user-generated content. The product 09 / innovation? They simply turned the square at a 45 degree angle, and APPLICATIONS rebranded it as Diamond Shreddies. No kidding. 10 / INTEGRATED Following a soft launch, the campaign was followed by a competition allowing 10 customers to win a diamond using unique 11 / VIRAL codes found on the side of the packet. TV, print, and poster ads supported an online campaign at www.diamondshreddies.com, 12 / where it is claimed that Diamond Shreddies are more flavourful and MOBILE crunchier. When a customer complained that he'd bought a packet of 13 / Diamond Shreddies and was disappointed to find that only half the OUTDOORS packet contained diamonds and the rest were merely squares, Ogilvy 14 / introduced the 'combo pack' to Canadian shelves (66% diamonds, PLACES 33% squares). Proof that epic silliness as a marketing tool will never 15 / go out of fashion, the Diamond Shreddies campaign has kept us CONTENT amused throughout 2008 whilst invigorating a stagnant brand. 16 / GREEN
  • 27. most contagious / 2008 / integrated (cont.) p.27 An honourable mention goes out to Here I Am, through Wieden + Kennedy, Amsterdam, the impressively animated campaign of five films featuring Nike- sponsored female athletes such as Maria Sharapova and Nicola Spirig which ran online. Integrated CHAPTERS / elements included banners, print ads and a coffee table 01 / book. LANDMARKS See Contagious 17. 02 / TECHNOLOGY A campaign from Nissan's X-Trail 4x4 targeted skiers in deepest darkest winter early in 2008. Through 03 / Stream London, skiers were filmed or could wear a GAMING head-cam to capture personalised footage of their run. 04 / Films could be accessed online and branded content ENTERTAIN including weather updates and resort guides was NOKIA 7610 / SOMEBODY ELSE’S PHONE / 05 / accessible via Bluetooth in the ski resorts. The MUSIC estimated media value for the whole project reached 06 / €1m (£795k). Featured in Contagious 15. DESIGN Bloggers transformed Sony's foam attack into a shared 07 / SOCIAL MEDIA experience when director Simon Ratigan from HLA handed out Sony cameras to 200 locals including 08 / WEBSITES journalists and bloggers to record the foam covered- city. Extra content online included a behind the scenes 09 / documentary and some 15,000 stills taken on the APPLICATIONS shoot. Prior to the campaign launching, footage had 10 / attracted half a million views. Through Fallon, London. INTEGRATED Featured in Contagious 15. • 11 / VIRAL NISSAN / X-TRAIL / 12 / links / MOBILE www.converse.com 13 / www.hbovoyeur.com OUTDOORS www.somebodyelsesphone.com 14 / www.diamondshreddies.com NIKE / HERE I AM / PLACES www.nikewomen.com www.nissan.co.uk 15 / CONTENT www.sony.com 16 / GREEN SONY BRAVIA / FOAM /
  • 28. most contagious / 2008 / p.28 11 / MOST CONTAGIOUS / VIRAL / ONLINE BUZZ / CHAPTERS / AC/DC / Runaway Train / 01 / Who would have thought that an Excel document could blow our tiny LANDMARKS little minds? Before you ask, it wasn't the prospect of data entry or budget reports, but rather this extraordinary rendering of the AC/DC 02 / TECHNOLOGY music video Runaway Train. Created by Sony BMG employees Steve Milbourne and Phil Clandillon, a video (which has already 03 / GAMING racked up over one million views on YouTube) shows a giant Excel document being scrolled through, with moving images generated 04 / ENTERTAIN from the arranged data. And the best thing? Because the Excel format is universally accepted, the content can be shared without fear of it 05 / being blocked by internet fire walls. Altogether now! 'It's the highway MUSIC to Excel...' See Contagious 17. 06 / DESIGN Nokia N96 / Bruce Lee / 07 / SOCIAL MEDIA The definition of a good viral is compelling content which begs to be shared, and we're pleased to say that Nokia China's series of virals 08 / WEBSITES ticks all the above boxes with aplomb. Created to promote a limited Bruce Lee edition of the latest N96 multimedia phone, the videos are 09 / APPLICATIONS shot in a similar style to the grainy, black and white footage of Lee performing his famous one-inch punch. However, in the first spot the 10 / martial artist is shown brandishing a pair of nunchucks which he uses INTEGRATED to dominate a game of ping pong with first one, and then two players 11 / at once! The next in the series shows him attaching a rough material to VIRAL the end of his nunchucks before precisely striking a match being held 12 / in a brave volunteer's mouth. MOBILE As soon as the Nokia branding appears at the end of the ads, we'd 13 / hope the audience would work out that these are new, computer- OUTDOORS generated images. However, as is always the case on YouTube, a 14 / whole string of sweary, non-sensical arguments have broken out in PLACES the comments section. 'Is it actual footage of Bruce Lee?' and 'Surely 15 / this is CGI?'. Perhaps more importantly however, it passes the golden CONTENT test of 'Would you pass this on?' We would and have - how about you? 16 / GREEN
  • 29. most contagious / 2008 / viral (cont.) p.29 Transport for London / Awareness Test / charity). A range of limited edition XXX jeans was also Created by London-based production company created for the anniversary, made available on a first- Gorgeous, The Original Awareness Test was designed come-first-served basis to fans who registered online for to highlight how, when distracted, we can fail to notice the giveaway price of $30, a fraction of their $600 retail even the most obvious of things - in much the same way value. See Contagious 17. CHAPTERS / as many drivers ignore or miss cyclists on London's 01 / roads. Mac vs PC / LANDMARKS Who started it? Does anyone care anymore? For well This video showed a street basketball game and 02 / over a year, Apple has run a series of TV and viral ads TECHNOLOGY asked the viewer to keep track of how many passes a showing the Mac User as the cool guy alongside the TRANSPORT FOR LONDON / team clad in white make. This is difficult enough in itself, 03 / chubby nerd priggishly defending his PC. However, GAMING but providing you managed it, you'd think that you'd feel rising above this corporate bear-baiting, Microsoft pretty happy with yourself, right? Wrong, because it is 04 / continued with a campaign featuring Jerry Seinfeld ENTERTAIN at this point that the video is replayed and you are told to and Bill Gates 'hanging out together' with a tag line that watch out for the guy in the bear suit moonwalking 05 / played on the letters PC - 'perpetually connecting'. straight across the shot - the very same one you MUSIC Following a mixed reception, the next phase featured completely failed to spot the first time round. In case that 06 / celebrities (Eva Longoria, Deepak Chopra et al) wasn’t enough, the followup, Whoddunit?, should DESIGN alongside mere mortals who all claimed 'I'm a PC' - a hammer home your own stupidity. 07 / parody of Apple's line of two years 'I'm a Mac'. SOCIAL MEDIA Diesel / Dirty Thirty / Next, Apple countered with ads directly referencing 08 / WEBSITES There's always been a pleasing streak of kink in Diesel's the 'I'm a PC' spot via TBWA New York; One showed branding, but in 'SFW XXX', it found a way to use the nerd as a bean-counter, frittering away wads of cash 09 / on advertising. Finally, Microsoft introduced a user- DIESEL / SFW XXX / APPLICATIONS pornography to promote the gigantic 'Dirty Thirty' global birthday party. A hilariously reworked viral montage from generated element, inviting viewers to create their own 10 / 'I'm a PC' vignette and upload it onto windows.com INTEGRATED 1970s 'classic' skin flick XXX has already been viewed over 11 million times on YouTube. Adapted to avoid any where Crispin Porter + Bogusky, Microsoft's agency, 11 / may opt to weave it into future spots. Here at untoward nudity by The Viral Factory's Keith Schofield, VIRAL the video replaces 'recipient' actresses with pinball Contagious, we’re opting out of binary and refusing to 12 / machines, and various private parts with maracas, let our choice of hardware define us. See Contagious 17. MOBILE bongo drums and even a harmonica. Fans of the 13 / www.sfw-porn.com website will be in no doubt as to Burger King / Whopper Freakout / OUTDOORS Burger King's slogan in the US - ‘have it your way’ - was where the inspiration came from (SFW is short for ‘Safe 14 / For Work’. Don’t open an attachment without it.) steeped in irony during an eight-minute documentary by PLACES Crispin Porter + Bogusky where a restaurant in 15 / The Dirty Thirty party took place in 17 cities around the Minnesota experimented with discontinuing the CONTENT world, the events featured the hottest local bands with Whopper for a day. Hidden cameras in the restaurant tickets available for a nominal charge (all of which went to and the drive-in captured genuine consumer reactions 16 / MAC VS PC / GREEN
  • 30. most contagious / 2008 / viral (cont.) p.30 to the news that they were in a Whopper-free five best cheerers being picked by a panel of links / zone. Disbelief and outrage, competing with celebrity judges. In the final stage of the campaign www.acdcrocks.com/excel floods of childhood memories reminiscing about these five - now the official McDonald's Cheering www.nokia-lee.com.cn the Whopper, make for compulsive viewing. When Team - led 1,200 people in Beijing to dance www.dothetest.co.uk staff at the restaurant present customers with together just metres from Beijing's Olympic Bird's www.diesel.com/dirtythirtystores CHAPTERS / burgers from Wendys, they're rejected by angry Nest Stadium. Dressed in red outfits they www.windows.com 01 / customers. So workers eventually compensate performed a special 'I'm lovin it when China wins' www.whopperfreakout.com LANDMARKS customers by bringing in the King himself to reveal dance for five minutes to create a new world www.mcdonalds.com.cn 02 / the stunt and present them with a Whopper. record for team cheering. The initiative also drove www.wherethehellismatt.com TECHNOLOGY The film attracted 3.3 million views and has over 32m unique visitors to the campaign website. www.stridegum.com 03 / inspired a series of spoof 'freakouts'. See Contagious 16. GAMING See Contagious 14. 04 / Stride Gum / Where the Hell is Matt? / ENTERTAIN McDonald's / Cheer for China / What better way to create buzz and chatter about 05 / The brief for the 2008 Beijing Olympics provided your brand online, than to bolt it onto a proven viral MUSIC to DDB China Group by McDonald's was to find a phenomenon? While this may not be the most unique way for the brand to stand out in the crowd creatively admirable method, it is a smart one - 06 / DESIGN of official sponsors. The result - Cheer for China - not especially if your chosen subject is as popular as only answered this brief, but in doing so, exceeded Matt Harding, otherwise known as 'Dancing Matt'. 07 / SOCIAL MEDIA expectations and even broke a world record. The self-confessed 'deadbeat from Connecticut' 08 / Appealing to the patriotism of the Chinese first sprang to fame back in 2005 when a video of WEBSITES public, the campaign turned McDonald's global him dancing on holiday in Hanoi taken by a friend 09 / tagline 'I'm Lovin' it' into 'I’m lovin' it when China became an overnight internet sensation. Chewing APPLICATIONS wins'. The idea was that people could record this gum brand Stride and JWT New York approached 10 / cheer and then upload it to websites or blogs via Matt and offered to sponsor him on a global tour, INTEGRATED photo, video or audio. 'Cheering stations' were where he could film mini videos of himself 11 / even arranged at restaurants and venues across performing his trademark moves in front of famous VIRAL the country so people could turn up and get landmarks on seven different continents. In 2006, involved in some collaborative hooray'ing… he did just this and the resultant video received 12 / MOBILE over 12 million views on YouTube. 220,000 people uploaded cheers onto the 13 / website and the top 10 were picked through In June 2008, Stride once again invited Matt to OUTDOORS internet voting before moving into a Cheering take a similar jig-powered pilgrimage - this time 14 / Training House in Beijing. There, they were with a stronger community focus, inviting locals PLACES coached in dancing and singing, with training clips from each location to appear with Matt in the video. 15 / from the camp broadcast on the internet and in In just six months, this second sponsored spot has CONTENT McDonald's restaurants across the country every already overtaken the first, amassing a staggering 16 / week. This online reality show culminated in the 13.4 million views on YouTube. • GREEN STRIDE / WHERE THE HELL IS MATT?
  • 31. most contagious / 2008 / p.31 12 / MOST CONTAGIOUS / MOBILE / CHAPTERS / Google / Android / 01 / Despite the iPhone's dominance of this year's news, last year's Most LANDMARKS Contagious gadget is now facing competition from software masters Google in the form of Android. A platform to serve multiple types of 02 / TECHNOLOGY content across myriad handsets, Android's open source nature is exciting developers and hardware manufacturers in equal measure. 03 / GAMING The first Android compatible phone, the T-mobile G1, failed to set the tech blogs alight but further handsets are promised from Motorola, 04 / ENTERTAIN Kogan in Australia and Chinese manufacturer Huawei. It's all a proudly blank canvas, with the Software Development Kit for 05 / Android updated on a regular basis for developers and Android MUSIC Marketplace mirroring the iPhone apps store. 06 / Despite a slow start, the potential for marketers here is enormous. DESIGN Mobile marketing has always been hampered by an ability to serve 07 / content over multiple handsets, yet Android looks set to solve that SOCIAL MEDIA problem. As soon as it's crammed into a prettier handset with 08 / mainstream appeal and usability, marketing on the mobile should WEBSITES become a tangible reality. Treat it with respect, kids. 09 / Featured in Contagious 17. APPLICATIONS 10 / Nike / PhotoiD / INTEGRATED When every trendy Tom, Dick and Harry is sporting a swish set of 11 / swooshed sneakers, how can a player stay ahead of the game? VIRAL NikeiD is good starting point, allowing you to custom pick your own 12 / fresh colour schemes and materials. But if you're lacking inspiration MOBILE AKQA London have a genius idea that could help. The NIKE 13 / PHOTOiD application picks out the two main colours from any photo OUTDOORS taken on a cameraphone. You then send the picture via MMS to a shortcode, et voila! The colours are transferred to a pair of Dunks 14 / PLACES which can be further customised online. Daniel Bonner, ECD at AKQA, explains: 'We saw an opportunity that allowed consumers to 15 / CONTENT draw on their environment as a source of inspiration rather than having to start from a blank canvas, and closed the gap between promotion 16 / GREEN of the product and audience action.' Featured in Contagious 16.
  • 32. most contagious / 2008 / mobile (cont.) p.32 Guinness / Passport to Greatness / Singapore, where it was reworked for the start of Once the novelty of trying to communicate the Singapore Grand Prix, and will roll out in other through yelling/hopeless flailing wears off, the Asian territories. Mark Seeger, OgilvyOne's head language barrier can become a bit of a bugger. of digital, says: 'Up and-coming 26 to 34 year-old Guinness realised this would be an issue for some businessmen want to be in the know when it CHAPTERS / of the 20,000 overseas fans attending the Rugby comes to VIP events and nightclubs and the only 01 / Sevens event it was sponsoring in Hong Kong, communications channel they have with them all LANDMARKS and created a talking mobile application that could the time is their mobile phone.' 02 / speak Cantonese on behalf of bewildered visitors. Featured in Contagious 14. TECHNOLOGY FANTA / STEALTH SOUND SYSTEM / As well as useful information in the form of maps, 03 / Nokia / lifeviNe/ match schedules, emergency numbers and GAMING stadium information, the app delivers lines like Geotagging to the max! Developed by R/GA, pensioners, using it to send secret messages like 04 / 'Where's the nearest ATM?' and 'take me to a bar lifeviNe uses the GPS technology on Nokia wolf whistles and warnings. Subversive genius. ENTERTAIN full of Guinness and good-looking girls'. Created Nseries phones to plot every step you take around We love. We're also excited about The by OgilvyOne Worldwide's Hong Kong office, town, the photos you snap, the music you listen to Hyperfactory's 3D Fanta augmented reality 05 / MUSIC Passport to Greatness was downloaded by and the videos you shoot. This ends up online as a tennis game that can be played using two 5.51% (1,103) of the target group. Tim Cairns, little path/vine laid over a colourful map, thus handsets and Bluetooth. 06 / DESIGN group account director at OgilvyOne Worldwide, creating an illustrated journey for you to keep and comments: 'The plan is to expand next year and treasure. Little leaves sprout off the vine to denote Obama / iPhone App / 07 / SOCIAL MEDIA include hotels - the key is helping people get the media of the moment; say Sonic Youth on the This handy iPhone app was just a small part of a where they want to and drive them towards bus down Oxford Street, or a quick snap of the whopping digital blitz from the Obama camp. 08 / Guinness outlets'. Instead of just slapping a logo charity muggers on Carnaby Street. There is also a Connecting users right to the heart of campaign, it WEBSITES on an event like oh so many brands sinfully do, widget for embedding on your Facebook or blog. gave them handy tools for spreading awareness 09 / amongst friends and families, such as an editable APPLICATIONS Guinness has made a real effort to improve the Featured in Contagious 17. sporting experience. (See the technology section contact list that users could prioritise by who 10 / Fanta / Stealth Sound System / they've called/state they live in, news updates, INTEGRATED for Guinness' brilliant activation of rugby in Ireland). Featured in Contagious 15. Fanta demonstrates just how in touch it is with its local events media and a load more handy political 11 / target audience with the unveiling of two fun new ammo. • VIRAL Johnnie Walker / Digital PA / mobile applications aimed squarely at teens. The 12 / Stealth Sound System, courtesy of Ogilvy links / MOBILE This Nokia-compatible app is a textbook example London, is based on the same technology as the http://code.google.com/android of the level of incredible mobile innovation 13 / mosquito teen repellent device that uses high http://nikeid.nike.com/nikeid happening in Asia capitalising on the drink's CRM OUTDOORS www.guinness.com database. Jennie is a friendly digital personal pitch frequencies to keep bored yoofs away from 14 / public hangouts. Adults cannot hear the irritating www.our-work.com/jw/digitalpa assistant that updates Johnnie Walker drinkers on PLACES whine, and can look smugly down their noses at www.nseries.com/nseries/nokiavine VIP events, tell them the best parties to go to and 15 / the teens writhing on the floor in agony. But Ogilvy www.fanta.com will even order them a cab home - completely in CONTENT has rather rebelliously flipped the tables and http://my.barackobama.com/page/ line with the brand's responsible drinking 16 / turned this technology against those mean old content/iphone message. The mobile application launched in GREEN
  • 33. most contagious / 2008 / p.33 13 / MOST CONTAGIOUS / GREAT OUTDOORS / CHAPTERS / Beijing Olympics 2008 / Opening Ceremony / 01 / The Beijing Olympic Games, it is fair to say, were LANDMARKS something of a controversial affair. Prior to the start of the games on 8 August (eight being a lucky number in 02 / TECHNOLOGY Chinese culture), the committee in charge were tasked with coming up with something spectacular enough to 03 / GAMING dispel public criticism over China's foreign and internal policy. And they almost pulled it off… 04 / ENTERTAIN Held in the iconic Bird's Nest Stadium, the show 05 / featured thousands of percussionists, costumed MUSIC dancers and musical performers as the story of China 06 / and the Olympic flame were played out in a spectacular DESIGN display of coordination and opulence. Performers used 07 / oars, boxes, scrolls and giant floating spheres to SOCIAL MEDIA construct intricate patterns and spell out messages. Dancers on high wires performed an epic 'spacewalk', 08 / WEBSITES martial arts experts moved in perfect tandem, and millions of tiny lights formed the Olympic rings and 09 / APPLICATIONS mimicked the movement of the waves on China's coastline. 91,000 people were in the stadium, but more 10 / INTEGRATED than four billion tuned in worldwide - 15% of the world’s population. 11 / VIRAL Despite some later controversy concerning a part of 12 / the show which had been pre-recorded (huge firework MOBILE footprints which stormed across Beijing, no less), when 13 / the eyes of the world finally fell to China, it did not OUTDOORS disappoint. 14 / Reports that the London 2012 Olympics opening PLACES ceremony will feature Boris Johnson morris dancing on 15 / the top of a double decker bus have, we hope, been CONTENT greatly exaggerated. See Contagious 16. 16 / GREEN
  • 34. most contagious / 2008 / great outdoors (cont.) p.34 IKEA / 3D Cover / After the Bible and Harry Potter, the IKEA catalogue is the third most printed publication in the world, apparently. But how to keep it visible in CHAPTERS / people's homes throughout the year? With the 01 / help of Jung von Matt, Hamburg, the front cover of LANDMARKS the German edition became an ambient medium. 02 / The familiar living room catalogue cover was TECHNOLOGY recreated down to the tiniest detail becoming a 3D 03 / installation in shopping centres throughout 24 GAMING cities in Germany. Shoppers could be 04 / photographed and then pop over to IKEA to pick ENTERTAIN up their own personalised version of the 05 / catalogue, starring themselves on the front cover. HOWIES / MUSIC The redemption rate was a whopping 56%. 06 / See Contagious 15. DESIGN 07 / howies / SOCIAL MEDIA Despite being a small company with relatively IKEA / 08 / minimal marketing budgets, UK active clothing WEBSITES brand howies has extended its sustainable philosophies from its base on the west coast of 09 / APPLICATIONS Wales to its recently opened Carnaby Street store in London and Bristol-based outlet using fittings 10 / INTEGRATED made from recycled and sustainably sourced materials. A key focus of the store is a wall called 11 / VIRAL 'The Power of Ten', on which staff display personal recommendations of their favourite non-howies 12 / products, such as fairtrade organic coffee or MOBILE energy-efficient bike lights, around a regularly 13 / changing theme. There is also a drinking water tap OUTDOORS installed in the store, from which customers can fill 14 / up their own water bottles. PLACES Featured in Contagious 15 and 17. 15 / CONTENT HOWIES / HOWIES / 16 / GREEN
  • 35. most contagious / 2008 / great outdoors (cont.) p.35 Architecture is Transformer. The tetrahedron UNIQLO / Heat Tech / structure will be unveiled in 2009 in South Korea In November a number of silver jumpsuit-clad and will provide a space to host Prada's cultural, UNIQLO reps were let loose in New York's Time artistic and fashion events. Square, and on London's Oxford Street, equipped CHAPTERS / Westfield, London's mammoth 43 acre shopping with portable thermograph scanners to celebrate 01 / the launch of UNIQLO's Heat Tech fabric. centre, has been defying the economic downturn: LANDMARKS half a million visitors marched through the doors Performing on-the-spot body heat scans, anyone 02 / deemed to be suffering from a bout of winter chill within four days of the November opening. TECHNOLOGY was entitled to a free heat tech garment from a And, as if you needed another reason to stroll the 03 / giant 'human vending machine' containing actual streets of Tokyo, Dutch architects UNStudio have UNIQLO / GAMING mime artists. unveiled designs for a Louis Vuitton flagship store 04 / which will be ready for 2010. • ENTERTAIN Pop Up Shops / 05 / Pop up shops have been all the rage again in 2008 MUSIC with efforts appearing from brands as diverse as links / 06 / Monocle magazine to charity Barnardo's, via www.ikea.com DESIGN GAP's concept store. Favourite efforts include www.howies.co.uk 07 / Reebok Flash which brought 80s glam to New www.uniqlo.co.uk SOCIAL MEDIA York, thanks to creative agency Formavision. www.formavision.info 08 / Eco-friendly cleaning brand method's pop up http://uk.youtube.com/watch?v=U58HAK0KUGg WEBSITES store in various US cities also created joy amongst www.prada.com 09 / shoppers and those attending the organic cocktail http://uk.westfield.com/london APPLICATIONS and eco craft parties that the store hosted in the www.unstudio.com/projects/name/L/1/343 THE KILLERS / MTV / 10 / evenings. INTEGRATED 11 / The Killers at MTV / VIRAL The Killers' performance of Human at the MTV 12 / Europe Music Awards in Liverpool was the most MOBILE stunning piece of set design we've seen, well, 13 / ever, taking staging and lighting to new levels. OUTDOORS Produced in-house at MTV. 14 / PLACES Ones to Watch / 15 / CONTENT Prada's latest collaboration with architect Rem Koolhaas and AMO / Office for Metropolitan 16 / GREEN REEBOK FLASH /
  • 36. most contagious / 2008 / p.36 14 / MOST CONTAGIOUS / BRANDED DESTINATIONS / ARCHITECTURE CHAPTERS / Chanel / Mobile Art / 01 / The trend for luxury brands designing pop-up, transportable spaces, LANDMARKS such as Hermes H-Box, manifests itself beautifully in Chanel's Mobile Art container, designed by the omnipresent Zaha Hadid. The 02 / TECHNOLOGY mobile event space features exhibitions by 20 contemporary artists interpreting Chanel's quilted bag, curated by Fabrice Bousteau, 03 / GAMING editor-in-chief of Beaux Arts magazine. Visitors are guided through the futuristic pavilion by digital handsets playing soundtracks 04 / ENTERTAIN composed in collaboration with the artists. Although the nomadic structure looks like it could have dropped from the stratosphere, it is 05 / being transported to cities around the world - taking in Hong Kong MUSIC and Tokyo before its current location, New York. Look out for it in 2009 06 / in London, Moscow and Paris. Featured in Contagious 15 and 16. DESIGN 07 / California Academy of Sciences / SOCIAL MEDIA The newly reopened California Academy of Sciences is the only place 08 / on the planet where you can visit an aquarium, planetarium and natural WEBSITES history museum all under one substantial, sustainable, living roof. The 09 / building, designed by architect Renzo Piano, is at the forefront of APPLICATIONS environmental design. The Academy includes a canopy embedded 10 / with 60,000 solar cells to generate 5-10% of the building's power. It INTEGRATED was constructed from vast amounts of recycled material including 11 / steel and concrete, with denim providing wall installation. VIRAL 12 / adidas / Beijing Brand Centre / MOBILE adidas opened the Beijing Brand Centre - officially its largest retail 13 / premises in the world - in time for the advertising extravaganza that OUTDOORS was the 2008 Olympic Games. Covering 3170m² over four floors, 14 / this behemoth is the first of its kind to unite all of the brand's diffusion PLACES lines under one roof - Y-3, adidas Originals et al. A whole host of 15 / interactive experiences are on offer, allowing visitors to involve CONTENT themselves in the science of the products. Amongst these is an 16 / introduction to the new miCoach initiative - a Nike+ rival which acts GREEN
  • 37. most contagious / 2008 / architecture (cont.) p.37 as a personal trainer via online and downloadable Asda hit back with 'low carbon' stores that aim to mobile applications. There is also a juice bar, a transform the way people shop, particularly by special Urban exhibition area, a kids' interactive placing doors on every single fridge and freezer zone and - wait for it - a roof-top basketball court, which will help halve emissions and energy use. appealing to fans of one of China’s most popular Tesco's £100m (€127) environment fund will be CHAPTERS / youth pastimes. If this still isn't enough, you can spent on introducing sustainable technology to its 01 / further personalise your retail experience by stores. In the US, Wal-Mart will use wind power to LANDMARKS having a tour from one of the many guides, printing supply 15% of the electricity for 360 of its Texas 02 / your own custom T-shirt or even consulting your stores next year. See Contagious 17. TECHNOLOGY own personal sports stylist. Phew! 03 / See Contagious 16. UNStudio / Star Place / GAMING Premier Dutch architects UNStudio have just 04 / Sony / White Wood / completed Star Place, a luxury department store in ENTERTAIN London-based communications agency Freestate Kaohsiung, Taiwan. The façade of the building is CHANEL / MOBILE ART / was charged with the design and production of covered with vertical glass fins and lamellas that links / 05 / MUSIC Sony Europe's 50,000 sq-ft installation at Berlin's act as both a sunscreen and weather barrier, while www.zaha-hadid.com fantastically named Internationale Funkausstellung decorating the building with swirling patterns. www.chanel-mobileart.com 06 / DESIGN - the world's largest consumer electronics fair. The Inside, escalators spiral up the 10 stories through www.adidas.com Messe Centre was transformed into a fantastic a giant central atrium, creating a dynamic landmark www.calacademy.org 07 / SOCIAL MEDIA forest with towering white trees and gigantic for the city. www.sony-europe.com 08 / mirrored walls which created mind-boggling http://tiny.cc/QlXuk WEBSITES 'visual echoes'. Projected silhouettes interacted O2 / The O2 Dome / http://tinyurl.com/5kwnfe 09 / with visitors and a high definition sun rose and set. Finally, no look at branded destinations would be www.unstudio.com/news/recent/200812/ APPLICATIONS Splashed across 44 metre-long screens, VJ sets complete without a nod to the reigning champion, 479 by D-Fuse and Hexstatic were woven into visual the O2 Dome in London. Featured in 2007's Most www.theo2.co.uk 10 / INTEGRATED stories conceived by Fallon, London, for some of Contagious, in 2008 the venue has hosted the most the 1,000 Sony products on show. White Wood desirable concerts of the year, from Led Zeppelin to 11 / VIRAL appeared in Contagious 17. Coldplay and, at the end of 2007, overtook Madison Square Garden as the most popular entertainment 12 / Green Supermarkets / MOBILE venue in the world. O2 has just taken over naming Amidst pleas from Gordon Brown to cut down on rights to the UK's Carling Academies, expanding its 13 / food waste and consumers taking a closer look at priority ticketing and perks for O2 customers across OUTDOORS what's in their trolleys thanks to the economic the UK. O2 customers also benefit from the venue's 14 / downturn, the competition for the UK's greenest exclusive Blueroom, following the VIP trend, PLACES supermarket is very much on. Sainsbury's took an offering drinks and a space to relax. 15 / early lead at its Dartmouth store which is built from An O2 case study featured in Contagious 13. • CONTENT wood, uses rainwater to flush the toilets and 16 / boasts checkouts powered by wind turbines. ADIDAS / BEIJING / GREEN
  • 38. most contagious / 2008 / p.38 15 / MOST CONTAGIOUS / BRANDED CONTENT CHAPTERS / Seth MacFarlane / 2006 and has built up such a strong fan-base that In September, Family Guy creator Seth it is now scheduled to appear on ABC in 2009. 01 / LANDMARKS MacFarlane launched his Cavalcade of Cartoon Unilever shampoo Suave and mobile phone Comedy, a 50-episode animated web series, with Sprint helped to co-create the show, with 02 / TECHNOLOGY some high profile partnerships. Google MindShare Entertainment. It's clocked up over distributed the series via AdSense, targeting 21 million views since launch. ABC bought up a 03 / those websites where 20-30-something Family 13-episode run of the show which stars Leah GAMING Guy fans were hanging out. For MacFarlane, the Remini, Chelsea Handler and Jenny McCarthy. 04 / CAVALCADE OF CARTOON COMEDY / deal offered a high-quality platform for his work as The programme also invites the audience to ENTERTAIN well as the benefit of a share in any advertising submit contributions for its storylines via the 05 / show's community site at inthemotherhood.com. MUSIC revenue that also gets split between Google, the site that generates the click and Media Rights, the Plots so far have included supermarket tantrums 06 / company negotiating the deal. Google integrated and holidays from hell... DESIGN advertising in either banner format or branded See Contagious 17. 07 / additions, and Burger King was first to jump on SOCIAL MEDIA Eurostar / Somers Town / board with a two-minute Super Mario-style 08 / animation of The King tearing through a cinema Eurostar funded the Shane Meadows' film WEBSITES Somers Town which received a mixed response screen being chased by angry tribesman. The fast 09 / food brand extended its 'have it your way' brand from critics, despite being adorned at film festivals. APPLICATIONS The film was produced by Mother and Tomboy promise , inviting viewers to add their own dialogue and sound to Seth MacFarlane's Films on behalf of Eurostar and was mainly set SUAVE / SPRINT / IN THE MOTHERHOOD / 10 / INTEGRATED animations and upload them online. around St Pancras, the location of the London 11 / This slickly integrated model wouldn’t have proven terminus. It picked up the top award at the VIRAL half as effective if the content wasn’t actually really Edinburgh International Film Festival earlier this good. Can the man MacFarlane do no wrong? year. Mother also had success at Edinburgh's 12 / MOBILE Featured in Contagious 17. Fringe arts festival with Pot Noodle: The Musical produced by Mother Vision, the production arm 13 / OUTDOORS Suave / Sprint / In the Motherhood / of the agency. Described as Les Miserables of the freeze-dried, snack-food world, the musical 14 / Online branded content started to make the PLACES starred Steve and Digger from the current Pot transition onto TV in 2008, most notably In The Noodle commercials. Featured in Contagious 15 15 / Motherhood in the US. The show, which targets and 16. CONTENT 'mommy bloggers' (don’t be fooled. There are thousands of them), first launched on MSN in 16 / EUROSTAR / SOMERS TOWN / GREEN
  • 39. most contagious / 2008 / branded content (cont.) p.39 Sony Ericsson / Johnny X / Other initiatives included New York agency Droga5 Spurred on by the success of properties like KateModern and production company Smuggler’s e-mall shopping and Sofia's Diary, online series became more channel, Honeyshed, in December 2007. Placed commonplace as brands experimented with episodic somewhere between MTV and QVC, the channel was content that kept audiences panting for the next backed by Publicis Groupe and was described by CHAPTERS / instalment. Sony Ericsson partnered Dare London on CEO Maurice Lévy as 'our most important creative bet 01 / Johnny X, a nine-episode web series distributed globally today'. Despite a high-profile launch, actual user LANDMARKS statistics remain hard to come by. to promote the Xperia X1 handset. Three episodes of this 02 / reality web thriller were released over three weeks, with TECHNOLOGY MSN launched Kirill, an online interactive sci-fi show each one demonstrating different elements of the new starring David Schofield as a desperate outcast trying 03 / handset. Amnesiac Johnny X was desperately trying to GAMING to make contact with a journalist to save the world. To piece together his identity, so each time he unravelled TOYOTA SCION / FIST OF OBLIVION / watch the show, produced by Endemol and Pure 04 / another truth, he updated his handset, enabling him to ENTERTAIN Grass Films, viewers needed to download Microsoft's discover different aspects of his personality. Dare Silverlight video technology. Kirill is being used to 05 / estimates that Johnny X was viewed over six million times demonstrate this rival to Adobe's Flash, along with MUSIC and has inspired over 3,000 blog posts. other interactive tools like Live Search and social 06 / Featured in Contagious 17. networking site Space. Initial episodes and trailers DESIGN attracted over 200,000 viewers. The show allows the 07 / Ones to Watch / audience to engage via 10 three-minute episodes, SOCIAL MEDIA In November, Toyota-owned brand Scion funded a web blogs and secret websites. See Contagious 17. • 08 / series, The Fist of Oblivion, featuring martial art puppets WEBSITES MSN / KIRILL / that look like leaner, meaner, fitter Muppets. Running for 09 / nine weeks from December 2008 to January 2009 on APPLICATIONS Scion broadband - Scion's online marketing platform - the links / 10 / story focuses on the plight of a cop wrongfully imprisoned www.sethcomedy.com INTEGRATED for a crime he didn't commit. Now freed, he is tracking www.inthemotherhood.com 11 / down the guilty parties responsible for his framing with the www.somers-town.com VIRAL help of his newly-formed Kung Fu gang - the Red www.potnoodlethemusical.com 12 / Dragons. Roman Coppola directed the Kung Fu fest. If it www.whoisjohnny-x.com MOBILE can play any part at all in helping the brand reverse its 6.4% www.scion.com/broadband 13 / drop in sales year-on-year, expect other car brands to http://kirill.uk.msn.com OUTDOORS engage some big-name directors for their branded content ventures in 2009… Much cheaper than buying 14 / PLACES those expensive TV slots. In keeping with the Muppety, kung-fu theme, we would like to do our best Miss Piggy. 15 / CONTENT HI-YAAAAAAAAA!!!! 16 / GREEN SONY ERICSSON / JOHNNY X /
  • 40. most contagious / 2008 / p.40 16 / MOST CONTAGIOUS / GREEN / VIRTUE / CHAPTERS / Orange / RockCorps / 01 / There were some encouraging examples of brands doing good deeds LANDMARKS in 2008 and they can feel fully justified in giving their shiny halos a big polish. 'If you give, you get given' was the message behind Orange's 02 / TECHNOLOGY collaboration with independent pro social music production company RockCorps. Orange RockCorps staged a free gig starring headliner 03 / GAMING Busta Rhymes at the Albert Hall for young folks who had donated at least four hours of their time to volunteering in community projects. 04 / ENTERTAIN Some 60 volunteer projects across the UK saw Orange RockCorps partner charities such as Crisis, The Prince's Trust and Timebank. 05 / The concept was for Orange volunteers to maintain a long-term MUSIC relationship with the organisation. Stories of the young volunteers can 06 / be read on the website, and media partners for the event included DESIGN Channel 4 - which televised the gig on 26 September - along with 07 / radio stations XFM and Choice. The Contagious staffers who took SOCIAL MEDIA part reported some extraordinarily well coordinated CRM, including 08 / personal phonecalls and emails. WEBSITES 09 / Patagonia / Footprint Chronicles / APPLICATIONS Outdoor clothing brand Patagonia became one of the first major 10 / clothing manufacturers to track and expose the environmental impact INTEGRATED of specific garments via a specially created website. The Footprint 11 / Chronicles allows users to track the impact of various Patagonia VIRAL products, from design to delivery. Patagonia showed first hand that 12 / sustainability is not just about mitigating the impact of business on the MOBILE planet; it's about how businesses themselves can continue in the face 13 / of changing environmental and economic circumstances. We hope to OUTDOORS see more transparency in 2009… 14 / Featured in Contagious 16. PLACES 15 / CONTENT 16 / GREEN
  • 41. most contagious / 2008 / virtue (cont.) p.41 Google / 10100 / with its own mini game. On completing these, To celebrate its 10th birthday, Google launched visitors could embed different blog kits with Project 10100, which promises to commit $10m to medals accrediting their environmental the cause deemed by Google to help the most achievements. people. Visitors to a dedicated campaign site See Contagious 17. CHAPTERS / suggested their own causes and voting begins on 01 / 27 January, so cast your vote for what you think is Ones to watch / LANDMARKS the most deserving cause. Google being Google, Coca-Cola responded to a Facebook-based call 02 / the site even includes a facility to remind you to TECHNOLOGY for humanitarian action by dedicating a small part vote, so there's no excuse… of its distribution operation in Africa to ensure that 03 / See Contagious 17. GAMING critical medical supplies reach their destination. Nearly 7,500 Facebook users have become 04 / American Express / Members Project / members of the campaign which was instigated by ENTERTAIN The Members Project, from American Express, social affairs innovator, Simon Berry. We reckon 05 / invites Amex cardholders to vote for their favourite next year might spawn a few more flashes of MUSIC charitable initiatives, from feeding malnourished inspiration when it comes to big business helping NIKE / CONSIDERED / 06 / children to helping promote the early diagnosis of out communities in a way that's completely DESIGN Alzheimers. Some $2.5m is up for grabs, with the obvious to an outsider but which often fails to enter 07 / top project being granted $1.5m. the heads of those working inside an organisation. • SOCIAL MEDIA See Contagious 17. 08 / WEBSITES Nike / Considered / links / 09 / A limited run of Nike Considered sneakers were http://orangerockcorps.co.uk APPLICATIONS www.patagonia.com unveiled by designer Jeff Staple in January. In 10 / collaboration with Nike, Staple sought to produce www.project10tothe100.com INTEGRATED www.membersproject.com a limited run of shoes which conformed to a strict 11 / set of sustainable, eco-friendly rules. Some www.stapledesign.com VIRAL 500,000 pairs of Jordan XX3's went on sale at www.pullandbear.com 12 / $230 in January. Nike is now designing all shoes in www.facebook.com/group.php?gid=18947780476 MOBILE line with the Considered approach. 13 / Featured in Contagious 14. OUTDOORS PULL AND BEAR / 14 / Pull and Bear / PLACES An honourable mention to Spanish fashion brand 15 / Pull and Bear, who created an online eco- CONTENT experience containing tips on how to reduce 16 / carbon emissions, each of which was illustrated GREEN
  • 42. most contagious / 2008 / p.42 / CONTAGIOUS / 30% CREDIT CRUNCH DISCOUNT SUBSCRIPTION / SPECIAL OFFER VALID UNTIL 31ST JANUARY 2009 CHAPTERS / Contagious / Full of Tomorrow / 01 / Contagious explores the shifting relationship between brands and LANDMARKS consumers, to predict the impact of new technologies and to make sense of the fragmenting media landscape. 02 / TECHNOLOGY Contagious exists to simplify and to advise. It is the global marketing 03 / GAMING industry’s early warning system; an intelligence resource for those attempting to stay ahead of all this change. 04 / ENTERTAIN Contagious is a quarterly intelligence briefing in magazine, DVD and 05 / online format, identifying the ideas, trends and innovations behind the MUSIC world's most revolutionary marketing strategies. 06 / DESIGN All readers of the Most Contagious 2008 report will be able to 07 / subscribe to this phenomenal resource at a 30% discounted rate. SOCIAL MEDIA 08 / Normally 985 GBP. NOW only 690 GBP, for a limited period. WEBSITES Offer ends 31st January 2009 09 / APPLICATIONS click here to subscribe now: 10 / http://shop.contagiousmagazine.com/subscriptions.php INTEGRATED 11 / VIRAL CONTAGIOUS 12 / Now / Next / Why MOBILE 13 / OUTDOORS 45 Foubert's Place / London W1F 7QH / UK / 14 / T: +44 20 7575 1886 PLACES www.contagiousmagazine.com / 15 / E: sales@contagiousmagazine.com CONTENT Published by Contagious Communications Ltd / 16 / A division of Xtreme Information / www.xtremeinformation.com GREEN