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    1. MOST CONTAGIOUS / 2008
    2. most contagious / 2008 / p.02 / MOST CONTAGIOUS / 2008 30% CREDIT CRUNCH INTRO DISCOUNT ANNUAL SUBSCRIPTION ‘If 2006 was about user-generated content and 2007 about social CHAPTERS / NOW £690 GBP media, then 2008 is about the conversation.’ So predicted 01 / Contagious editor Paul Kemp-Robertson in The International Herald LANDMARKS 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. 2008 highlights for Contagious included speeches and consultancy 06 / DESIGN trips to Athens, Bangkok, Brussels, Copenhagen, Dubai, Helsinki, Hong Kong, Madrid, Meribel, Miami, Moscow, New York, Oslo, Paris, 07 / SOCIAL MEDIA Parma, Prague, Seattle, Seoul, Stockholm, Toronto and, er, Dunstable. In June, the Debussy Theatre in Cannes was so packed 08 / WEBSITES before the Leo Burnett/Contagious ‘Wildfire’ seminar, the people with the clipboards had to lock the doors and relay the footage onto 09 / screens outside. And we loved the childlike reaction outside the APPLICATIONS Gutter Bar each midnight when we plonked down four gigantic 10 / Contagious cushions for festival goers to chill out on until dawn. INTEGRATED www.directnewideas.com/index.php/2008/09/16/cushions?sw 11 / Elsewhere, we launched a new series of Special Reports to inject VIRAL expert insight into some of the ad industry’s hottest topics, like the 12 / metrics of Social Media and the ‘Goodvertising’ trend. MOBILE http://shop.contagiousmagazine.com/index.php 13 / If you’re an advertiser or agency who would like to receive a bespoke, OUTDOORS Contagious / Magazine / DVD / Online / Special Reports / Consultancy / Events / Feed analytical service from the Contagious editorial team, check out 14 / Contagius Feed, http://shop.contagiousmagazine.com/feed.php, Special Offer to readers of the Most Contagious 2008 report - PLACES 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 Visit http://shop.contagiousmagazine.com/subscriptions.php to subscribe now. CONTENT 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 Barack Obama / Presidential Campaign / / Branded utility / Obama's team launched an Result - a collective gasp from an adoring media, CHAPTERS / 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 / use of 96pt font four times in its illustrious history. boasting a 'call your friends' feature which deflated opponents and most importantly, LANDMARKS The moon landings. Nixon's resignation. 9/11. organised contacts by key swing states, allowing renewed hope for 'a more perfect union'. 02 / These gargantuan headlines are reserved for you to hassle them individually. The app also / Celebrity tie-ins / Black-Eyed Pea Will.i.am TECHNOLOGY 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 Twitter, he follows you. You ask your question views on YouTube and a whole new bunch of ENTERTAIN 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 informal tone of the Obama campaign has been / Relentless consistency / Obama's warm MUSIC 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 dismissed by some pundits as pandering to the DESIGN the Contagious team divides this annual round-up presidential transition period can be followed. female demographic, and a democratic party still of blistering phenomena from the worlds of 07 / / Giving power to the people / Obama's dominated by Clintonian politics. He ignored them SOCIAL MEDIA technology, media, design, pop culture and brand campaign was majority funded by small donations and made her Secretary of State. strategy into sections, in order to make it easier to 08 / 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 philosophy, Barack Obama's campaign strategy 09 / 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 / / A big idea / They don't come much bigger than / An eye for the experts / Obama's chief speech behemoth to shame. INTEGRATED 'Yes We Can'. writer Jon Favreau was 26 years old for most of the For such a perfect understanding not only of the 11 / campaign, yet proved himself more than capable / Use of non-traditional media / From the public mood but of the ways in which the public is VIRAL with the crafting of lines such as: 'It was sung by moment the Obama team hired one of Facebook's now connected - Barack Obama, we salute you. 12 / immigrants as they struck out from distant shores original founders to run my.barackobama.com, the MOBILE and pioneers who pushed westward against an die was cast. Videos, messages and campaign 13 / unforgiving wilderness. Yes we can.' *shiver* information were posted online and Twittered to OUTDOORS 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 home. Which train to use. Who was winning at golf. tagline ('Making the unmissable, unmissable') and tie- 01 / LANDMARKS Football. Baseball. Where to have dinner. Who to play ins with BBC stalwarts such as EastEnders and Top poker with. You could be Mario. Record your voice. Find Gear to illustrate exactly what you would be missing, the 02 / TECHNOLOGY out what song you're listening to. Check Google Earth. iPlayer came into its own during sporting events like the GOOGLE EARTH, for God's sake, is now available in 2008 Beijing Olympics and the Wimbledon tennis 03 / GAMING your pocket. Despite Apple being unhappy with the use tournament. Instead of two weeks spent grumbling about of the term 'smartphone' to describe its little miracle, it missing the action, the Contagious team simply plugged 04 / now boasts a 17% share of that particular market, and in their headphones en masse. Thanks, Auntie Beeb. ENTERTAIN as a result, Apple hit 100 million app downloads within 05 / three months of launch, and 300 million by December Hulu / MUSIC (the last 100 million was apparently achieved in a space Lacking the luxury of a licence fee but raking in the cash 06 / of six weeks). Even Microsoft took the plunge, adapting nonetheless is Hulu, which made $148m (€115m) in DESIGN its image software Seadragon for the handset. advertising revenues in its first full year of operations 07 / The iPhone Apps store is the steroid-pumped following its launch by NBC Universal and News Corp SOCIAL MEDIA IPLAYER / evolution of the long standing twin trends of in 2007. Content providers include Fox, Universal, Sony 08 / personalisation and convergence. Now - if only we Pictures Television, Warner Bros. Television, Comedy WEBSITES 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 Twitter, we're looking at you). Now, the combination of 13 / places across the web (eg AOL, Comcast, MSN, OUTDOORS the BBC's phenomenal iPlayer service and the work MySpace, and Yahoo!), and viewers can share episodes done by Hulu in the States on cajoling content providers 14 / or clips via email, or embed them on other sites, blogs PLACES is threatening a sea change. Even short-form video's and social networks. The full service is currently only gone all grown up as Vimeo and now YouTube start 15 / 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. Ladies and gentleman, do not adjust your sets. The era 16 / See Contagious 16. • of online TV may finally be upon us. GREEN iPHONE APPS /
    5. most contagious / 2008 / p.05 02 / MOST CONTAGIOUS / TECHNOLOGY / CHAPTERS / to be an important platform; that the browser wars of Google / Chrome / 10 years ago were right. The browser matters.' Forever innovative, the big giant of the valley declared 01 / LANDMARKS rainbow-coloured war on rivals Microsoft earlier this Despite the fluffy comic strip Google used to market year with the official launch of Chrome, its first 02 / Chrome prior to its launch (see right), there's an evil attempt at a web browser. Ostensibly sticking one in TECHNOLOGY undercurrent to all this. If Google controls people's the eye to the cumbersome Internet Explorer and email and their browsers, not to mention a recent offer 03 / rattling the cage of an increasingly bloated Firefox, GAMING to provide free national wi-fi, they would have Chrome uses Google's own open source 'Gears' tool, unprecedented and unfettered access to a huge 04 / allowing desktop applications and online applications portion of the western world's information. Minority ENTERTAIN to talk to each other. Put simply, this means that the Report was right. The future is chrome-coloured. browser could be the only operating system you'd 05 / See Contagious 17. MUSIC ever need. How many Windows would that smash, do we think…? 06 / DESIGN Of course, it's not without its glitches. No version is currently available for Mac OSX or Linux users, thus 07 / SOCIAL MEDIA depriving Google of the subset of creative and techie visionaries/wannabes who would adopt it in their 08 / droves. Further competition will come in the new year WEBSITES with a new version of Firefox, whose popularity rests 09 / on the plethora of independently created plug-ins APPLICATIONS 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 / So far adoption has been steady, but by no means VIRAL 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, Google's CEO Eric Schmidt has explained Chrome's 13 / GOOGLE / CHROME COMIC / OUTDOORS importance to the company in no uncertain terms. 'The thing that changed in the past couple of years ... 14 / is that people started building powerful applications PLACES 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, Whybin\\TBWA launched their Bonded by network to host information so it can be accessed from Blood campaign, in which the New Zealand All anywhere around the world. Think GoogleDocs, or Blacks gave samples of their DNA to be woven into a CHAPTERS / Gmail. You log in, you have access, thus finally slaying the promotional poster for sponsor adidas. This year, they 01 / irritation of that bastard file being on the desktop at home. used nanotechnology to etch fans' names and LANDMARKS The notion of the cloud lends itself neatly to Google's messages of support onto an 'Adithread' which was 02 / vision of a browser-based future, and behemoths such as then woven into a rugby jersey worn by captain Richie TECHNOLOGY 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. Not to be outdone, rivals Microsoft have now entered ENTERTAIN the fray with Azure. This service has been described as 05 / Guinness Rugby / RFID / 'Windows for the cloud', and will be offered alongside the MUSIC Over in Ireland, the Guinness team in conjunction with next release of Windows, 7. In a huge shift of policy for a digital strategists Red Urban in London is doing 06 / company which has dominated the desktop since DESIGN some staggering things with RFID (Radio Frequency forever, you'll be able to store your documents/ Identification Technology). The brand's positioning - 07 / photos/files/whatever on the cloud, which will be hosted SOCIAL MEDIA 'It’s Alive Inside' - has been literally and beautifully on countless giant data centres around the world. interpreted by the addition of RFID tags to rugby balls, 08 / WEBSITES It's all a bit Terminator - if you remember, James and an intricate camera monitoring system capable of Cameron's notion of a centralised system through which measuring the speed, power and accuracy of passes ADIDAS / THIS IS NOT A JERSEY / 09 / all beings were connected was called Skynet, and it led APPLICATIONS and player. Ultimately, this world first could give to the near extinction of mankind. Plus, the amount of everyone from coaches to fans access to detailed 10 / money you need to host the information means that only metrics of gameplay, creating the kind of obsessives INTEGRATED big, slightly sinister players with track records in and media coverage currently dominating football and 11 / monopoly need apply. Despite the obvious and exciting baseball. In our humble opinion, this is pretty much the VIRAL potential of the cloud, one of the earliest laws of sport activation to end all sport activations, and 12 / computing states that data doesn't exist unless it's in at definitely one to watch for the year ahead. MOBILE least two places. Microsoft and Google will have 13 / backups - but God forbid your log-in details should ever Plastic Logic / OUTDOORS fail. With media attention focused on the travails of a 14 / wheezing music industry, the publishing industry has Now might be the time for anyone with doubts as to the PLACES been quietly facing its own digital revolution. After future of society to start putting a down payment on that 15 / Amazon's Kindle digital reader and the Sony GUINNESS / RFID / shack in the woods. If anyone will give you a mortgage, CONTENT 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 a video for House of Cards using 360º laser scanners 03 / GAMING instead of cameras and lights. They also premiered it on the Google code content platform. Shot by James 04 / ENTERTAIN Frost of Zoo Films, the video plus widgets and a making-of film can be viewed here: 05 / MUSIC http://code.google.com/creative/radiohead Featured in Contagious 16. 06 / DESIGN Google Streetview / 07 / Google's Streetview is an additional feature of SOCIAL MEDIA Google Maps and Google Earth that provides data 08 / PLASTIC LOGIC / taken from street level. Forget top down or GPS WEBSITES harassment. Go forth and stalk face to face. • 09 / APPLICATIONS 10 / INTEGRATED RADIOHEAD / HOUSE OF CARDS / links / 11 / VIRAL www.google.com/chrome www.guinness.com/ie_en 12 / MOBILE www.thisisnotajersey.com http://plasticlogic.com 13 / OUTDOORS http://code.google.com/creative/radiohead http://maps.google.com/help/maps/streetview 14 / PLACES 15 / GOOGLE / STREETVIEW / CONTENT 16 / GREEN
    8. most contagious / 2008 / p.08 03 / MOST CONTAGIOUS / GAMING 2008 spawned one of the biggest media launches of all advertising. Instead, revenue was created using more CHAPTERS / time when Grand Theft Auto IV hit the shelves, followed progressive and inventive business models. For 01 / by a second wave of virtual worlds and Sackboy, the example, thanks to a new technology called ZiT, players LANDMARKS 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 LittleBigPlanet launched on Sony's PlayStation 3 in 03 / 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 Molecule, the game puts players in control of plucky 04 / 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 service PlayStation Network, players are encouraged 05 / game and by visiting Amazon.com, purchase every one to explore each others' worlds and even collaborate in MUSIC of these tracks for under $1 each. the evolutionary process, making LittleBigPlanet as See Contagious 15. 06 / much a hybrid social network as an ultra-playable video DESIGN game. The beta trial alone - among 24,000 people - saw Spore / 07 / 5,000 levels of the game being created over just three SOCIAL MEDIA 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 LITTLEBIGPLANET / 08 / issues and heavy-handed moderation, the game has WEBSITES 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 / Sackboy in spaceman mode also graced the cover of of an advanced civilisation and eventually a space- APPLICATIONS 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 Hollywood's biggest grossing film Pirates of the and actor Robin Willams bungling his way through a 14 / PLACES Caribbean: At World's End which took $460m in the six tutorial of the application was launched online. In San days following its release. Much to the frustration of Francisco, a micro billboard measuring 14\" x 6\" was 15 / CONTENT prospective advertisers, Rockstar was vehemently placed on a roof top; a fixed telescope helped passers SPORE / against the emerging trend of featuring in-game by to check it. 16 / GREEN
    9. most contagious / 2008 / gaming (cont.) p.09 controller setup, has also been going great guns The game has not gone without its fair share of supported by its own celebrity collaborations. Guns controversy however. Electronic Arts, which N' Roses released the first single from their long- owns Maxis, recently lost a reported $25m awaited comeback album Chinese Democracy through illegal downloads by consumers who felt ‘ Shackler's Revenge’, via Rock Band. Also, exciting CHAPTERS / that their ownership rights were being abused news for 2009 - creators Harmonix are set to release when they found that the game could not be 01 / a special Beatles edition of the game featuring the registered on multiple PCs… More power to the LANDMARKS entire back catalogue of the Fab Four's hits and fully console, eh? See Contagious 17 02 / endorsed by Paul McCartney, Ringo Starr, Yoko TECHNOLOGY Ono Lennon and Olivia Harrison. If this doesn't make Rock Band / Guitar Hero / 03 / your mum want to play video games, we don't know Apart from the emergence of collaborative, online GAMING what will… Featured in Contagious 16. initiatives such as LittleBigPlanet, the other video 04 / game trend which characterised 2008 was ENTERTAIN Ones to watch / undoubtedly the rise and rise of casual gaming. 05 / Football Superstars / Started by the industry-subverting Nintendo Wii MUSIC Created by Nottingham-based CyberSports, console in 2006, the casual gaming market has been 06 / Football Superstars combines the appeal of steadily growing as girlfriends, parents and DESIGN games like EA Sports' FIFA and Konami's Pro grandparents discover the joy of the joystick. The one 07 / Evolutionary Soccer with the virtual world platform genre which has profited most from this trend is that SOCIAL MEDIA found in Second Life and the massively multiplayer of music-simulation - most notably titles such as 08 / online role-playing game (MMORPG) experience Activision's Guitar Hero franchise and Rock Band WEBSITES offered by Vivendi's World of Warcraft. The game from Harmonix. is free to download and once players have 09 / Something of a cultural phenomenon, Guitar Hero APPLICATIONS completed training, they can join a virtual team. invites you to 'Unleash your inner rockstar' - However, as well as playing matches, users are 10 / something which apparently over 23 million people INTEGRATED encouraged to interact off the pitch where they worldwide have done, resulting in $1.6bn at retail. can indulge in a whole host of decadent extra- 11 / Bands and advertisers have clearly recognised the VIRAL sporting activities. So far, over 219,000 have penetration of the franchise; most recently, The registered for Football Superstars and 12 / Killers marked the release of their third album, Day & CyberSports have claimed that a further 3000 are MOBILE Age, with an appearance in Guitar Hero World Tour. signing up every day. 13 / 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, part of ‘The Killers Track Pack’. 15 / with CyberSports estimating that each player will CONTENT spend around £3.50 ($5.4) a month on items Rival series Rock Band, the first game of its type to 16 / such as clothes, locker space and refreshments. add drums and vocals to the traditional guitar- GREEN 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 traditional play experience will transfer online, requiring 01 / LANDMARKS a creative and collaborative approach to accomplish in- game goals. Contagious 17 contains a case study on 02 / TECHNOLOGY LEGO. 03 / IFTF / Superstruct / GAMING ARG-guru and gaming genius Jane McGonigal 04 / (formerly of 42 Entertainment) has headed up the ENTERTAIN development of a new online project which could well 05 / save the world. Superstruct, from the Institute for the LEGO / UNIVERSE / MUSIC 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 McGonigal, check out the link below to an article in 09 / APPLICATIONS BusinessWeek… http://tinyurl.com/64womr • 10 / INTEGRATED 11 / links / GTA IV / VIRAL www.littlebigplanet.com 12 / www.rockstargames.com MOBILE www.spore.com 13 / www.guitarhero.com ROCK BAND / OUTDOORS www.rockband.com www.footballsuperstars.com 14 / PLACES http://universe.lego.com/en-us/Default.aspx www.superstructgame.org/Home1 15 / CONTENT 16 / GREEN SUPERSTRUCT /
    11. most contagious / 2008 / p.11 04 / MOST CONTAGIOUS / ENTERTAINMENT Quantum of Solace / CHAPTERS / Despite the long-cultivated suspicion that the Bond franchise might 01 / be metamorphosing into little more than a series of beautiful, big LANDMARKS 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 Another Way To Die, the film's disappointing theme tune. 06 / DESIGN Sony's electronic offerings featured prominently. Digital agency 07 / Dare London launched Bond in HD - an immersive microsite to SOCIAL MEDIA 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 / choice iris Digital, London, launched Directive C902 - an integrated INTEGRATED campaign based around a rich content microsite hosting an 11 / interactive movie, complete with missions integrated into the plot. VIRAL Each mission completed delivered a code that unlocked an exclusive 12 / mobile phone app and granted access to the next level of the game. MOBILE Microsoft’s Surface technology also found a home in the hi-tech 13 / OUTDOORS offices of MI6, and just to mess with the system, Ford's dominant sponsorship of the film saw not Bond, but Bond girl Camille (Olga 14 / Kurylenko) behind the wheel of its key placement, the new Ford Ka. PLACES Featured in Contagious 17. 15 / 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 release. One particularly great stage in the hints surrounding the monster still remained minimal. 01 / LANDMARKS comprehensive ARG was Operation Slipknot, a game Cloverfield's US opening was the biggest ever for January focusing on corruption in Gotham City Police Dept and so the slow burn word of mouth effect came good. Oh, and 02 / TECHNOLOGY the apprehension of 30 fugitives. Commissioner Jim it helped that the film itself was pretty decent. Gordon sent out an email with the assignment and all Featured in Contagious 14. • 03 / GAMING slots in the game were reportedly taken within 45 minutes. The ARG is too monstrous to document in its 04 / links / entirety except with the help of obsessive players / wiki ENTERTAIN www.sony.co.uk/article/high-definition-hd contributors. If you fancy a flutter, the smart money’s on 05 / www.sonyericsson.com/bond a Cannes Lion or two for the creators in 2009. MUSIC 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 golden billion dollar mark, where it would join the 07 / SOCIAL MEDIA esteemed releases of Titanic, Lord of the Rings: Return of the King and Pirates of the Caribbean: Dead Man's 08 / WEBSITES Chest, the only three movies to date to have achieved THE DARK KNIGHT / such a feat. The Dark Knight will be re-released in the 09 / APPLICATIONS US on 23 January, the day after Oscar nominations are announced. Featured in Contagious 14, 15. 10 / INTEGRATED Cloverfield / 11 / Cloverfield opened the year's box office excitement in VIRAL January after a six-month viral campaign building up to the 12 / opening night. The monster flick follows five young friends MOBILE in New York through their own video footage of the night a 13 / monster hits the city. The fun began in July 2007 with an OUTDOORS unbranded trailer at the end of Transformers, the last frame 14 / of which stated 01-18-08. The first step encouraged PLACES 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. p.13 most contagious / 2008 / 05 / MOST CONTAGIOUS / MUSIC / In a year when the global music trade body IFPI released figures CHAPTERS / showing that digital music sales now account for 15% of all sales - 01 / 30% in the US - brands became more aware of opportunities that LANDMARKS 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 / O2 / Live Nation / MUSIC 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 / Nokia launched Comes With Music (CWM), a download service VIRAL bundled in with a Nokia phone package, most notably the 5310. Any 12 / music fans happy to shell out €199 for a CWM-enabled handset MOBILE could then enjoy unlimited tracks from a catalogue bulging with two 13 / million tracks. Users must buy another CWM-enabled handset after OUTDOORS 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' rapper from Brooklyn, was the first artist to be signed to positioning throughout Scotland. Via Leo Burnett CHAPTERS / the hip hop label. For more on brands such as TAG, London, the platform gave unsigned acts maximum 01 / Vodafone and Bacardi identifying fresh points of entry coverage and consumers free content. Venues in LANDMARKS into the music industry, read this article from Edinburgh and Glasgow staged live performances from 02 / Contagious 16 by Jack Horner, co-founder and creative a selection of 108 bands. Each act had a unique poster, TECHNOLOGY 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 bluetooth units in the venues. Media partnerships Prog rock fans will be counting the days until 19 January 05 / struck with The Skinny magazine and Xfm Scotland, as 2009 when Mantis, the new album from Chicago outfit MUSIC well as with e-newsletters and social networking sites, Umphrey's McGee is released. But how rich an built on the buzz . See Contagious 17. • 06 / experience the album is relies entirely on how involved DESIGN fans have been in the lead-up to its release. In a smart 07 / initiative by Connecticut-based design and branding links / SOCIAL MEDIA 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 / www.nokia.com/comeswithmusic WEBSITES content which includes alternative studio recordings www.umphreys.com/mantis and remixes. What's more, fans who pre-order Mantis 09 / www.gunsroses.com APPLICATIONS will be drip-fed even more content over 2009 every time www.themill-live.com they play the CD on their PC. 10 / 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 were unable to log on and download their voucher for 14 / PLACES the free drink. Guns N' Roses front man Axl Rose then issued legal proceedings against Dr. Pepper, accusing 15 / CONTENT it of tainting Guns N' Roses by association… still, we raise a can of, and to, Dr. Pepper for its audacity. 16 / GREEN
    15. most contagious / 2008 / p.15 06 / MOST CONTAGIOUS / DESIGN / PRODUCTS Speedo / LZR / CHAPTERS / 2008’s most impactful piece of product design is arguably the now 01 / infamous Speedo LZR swimsuit, most famously worn by record- LANDMARKS 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 medal glory. It's just like Contagious has always said - nail those 06 / DESIGN oxygenating hydrodynamics and the rest will fall into place… See Contagious 16. 07 / SOCIAL MEDIA 08 / Nike / Zoom Victory / WEBSITES Almost as big news as Speedo's LZR has been Nike's Zoom Victory 09 / running shoe. By dispensing with the elements previously needed to APPLICATIONS 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 fascinating: a product design innovation, led by technology, with 14 / PLACES immediate, first hand repercussions for a country's economy. Top marks to the Nike Tech Lab. 15 / 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. mere novelty into a necessity. With the global CHAPTERS / Financial backing has come from Morgan Stanley economy furiously struggling to keep its head above (yes, really) and, rather ironically, the owner of Israel's 01 / water, and car manufacturers seeking more hand-outs largest oil refinery, Idan Ofur. Clearly these investors LANDMARKS NIKE / ZOOM VICTORY / than Oliver Twist, motorists the world over are looking share Agassi's optimism for a global roll-out, should 02 / for ways to justify and afford their daily drive. Israel prove a successful training ground. This is TECHNOLOGY 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 Place' initiative has already spread to the US, where the GAMING smallest are now seeking to change. Step forward mayors of San Francisco, San Jose and Oakland, parent company BMW and the MINI E. 04 / California have all approved a test period for the ENTERTAIN The German car manufacturer has launched an network of electric cars. See Contagious 17. 05 / electric version of its iconic small British car, but limited MUSIC 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 BMW / MINI E / techEBlog.com show that sales of netbooks are 09 / We like this softly, softly approach from MINI. Not only APPLICATIONS expected to rise from one million units sold in 2007 to a are they subtly vetting the initial 500 customers - projected total of 14 million for 2008. Leading the 10 / reinforcing the feeling of joining a select club - but also INTEGRATED charge was Taiwan-based ASUS with its range of oh- securing at least a year of free advertising from these so-cute Eee PC laptops. Available with a screen size as 11 / lucky few as they scoot about in their distinctive silver VIRAL small as 7\", these start at under €231, with an almost and yellow cars. By the time the brand does scale up its infinite range of tech-specs to suit every user. 12 / 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 In other news, entrepreneur Shay Agassi has been OUTDOORS 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 implementing a network of electric cars, apparently PLACES design of the world's first community-designed laptop. resulting in 'sustainable transportation, global energy See Contagious 15 and 17. 15 / independence and freedom from oil'. Using a concept CONTENT developed with French manufacturer Renault, Agassi's 16 / ASUS / Eee PC / GREEN
    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 camera and the high end Epic model - have been 01 / LANDMARKS delayed, with CEO (and Oakley eyewear founder) Jim Jannard posting enigmatically on the company's forum 02 / TECHNOLOGY that 'we have changed everything about Scarlet because the market has changed and we have 03 / GAMING discovered a lot of things in the process. We have a new vision'. 04 / The forum is buzzing and speculation is ripe; definitely ENTERTAIN a brand to keep an eye on as belts are tightened 05 / worldwide. Director Steven Soderbergh's two recent MUSIC films Guerrilla and The Argentine were shot entirely 06 / using Red cameras, as was Peter Jackson's Crossing DESIGN the Line. All our lunch money is going in the Contagious 07 / piggy bank for one of these (and a communal Speedo SOCIAL MEDIA LZR to share…ewww). 08 / See Contagious 17. • WEBSITES 09 / APPLICATIONS 10 / INTEGRATED 11 / VIRAL links / 12 / www.speedo80.com/lzr-racer/ MOBILE 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 biggest and fastest-growing social network: over 132 million people 01 / LANDMARKS visit the site every month, a year-on-year increase of 153%. Smart investment in translation tools saw the site take off in Latin America, 02 / Asia, the Middle East and Africa, and advertisers were quick to TECHNOLOGY develop apps and widgets. Pizza Hut even developed an app 03 / enabling users to order a pizza without leaving the site (although we're GAMING lukewarm on the facility that tells Facebook friends that you ordered a 04 / stuffed crust Hawaiian). And best of all, GetThemIn allowed ENTERTAIN Facebook users to buy drinks via the social network which could be 05 / cashed in for real booze at over 1,500 off licences in the UK. MUSIC Bebo / 06 / 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 social media, providing brands with opportunities to integrate 09 / APPLICATIONS naturally into the plot. Audience approval of placement and the fact that the Open Media platform allows users direct access to 10 / INTEGRATED thousands of hours of premium content has proved a leading strategy so far. KateModern - which attracted advertisers including Toyota 11 / VIRAL and Cadbury - set the ball rolling in 2007, but this year, Sofia's Diary captivated Beboers and advertisers including Unilever's Sure Girl 12 / and Pearl Drops. The show, in five-minute daily segments, was also MOBILE syndicated to the Channel 5-owned digital channel, Fiver. Bebo 13 / followed up with The Secret World of Sam King, a joint venture with OUTDOORS Universal Records, which followed the adventures of the 14 / eponymous hero working at the record label and averaged 600,000 PLACES views a week. Finally, comedy series Chelsey OMG!, the story of a 15 / young American in London, launched in October, backed by the likes CONTENT 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 together to share ideas, images and inspiration about places to visit, shop eat and drink in both cities, and CHAPTERS / 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 / launched its crowdsourcing concept Idea Storm in 04 / We Tell Stories from UK book publisher Penguin ENTERTAIN 2007. Today, Idea Storm has over 9,000 contributors enlisted six authors including Toby Litt and Nicci who have suggested 10,779 ideas. 05 / French to use a classic Penguin book as inspiration for MUSIC a new work. Created with help from ARG specialist Six Crowdsourcing wasn't limited to IT brands. 06 / To Start, the initiative was part social networking, part Mystarbucksidea.com saw the coffee chain inviting DESIGN ARG, encouraging book lovers to enhance their suggestions for improvement from its customers. One 07 / experience online with greater connectivity and of the most high profile ideas to be implemented was a SOCIAL MEDIA interactivity. Users could contribute to the texts, free coffee for everyone on US election day. And 08 / evolving their own story, and also follow clues to unlock Splitwheel launched as an online project to design WEBSITES more content. See Contagious 15. and build a new performance car based on collective decision-making. The car is being built by Britain's 09 / BA / METROTWIN / Over at penguindating.co.uk, a partnership between APPLICATIONS Caterham Cars; a full, dedicated website launches in Penguin Books and dating site match.com enabled January. See Contagious 17. 10 / users to start romantic flirtations based on a shared love INTEGRATED of literature. And then buy each other a drink on Twitter / 11 / Facebook, presumably... • VIRAL Twitter's growth was well-documented - up 422% in 12 months, to quote Nielsen Online figures. Brands started 12 / links / MOBILE to jump on the bandwagon, with one of the most www.ning.com memorable campaigns for the Sci Fi Channel's Eureka 13 / www.facebook.com OUTDOORS show which saw S.A.R.A.H., the talking smart house www.getthemin.com from the show, have its own Twitter account in a bid to 14 / www.penguindating.co.uk PLACES build buzz. More than 1,300 Eureka fans followed www.bebo.com _S_A_R_A_H_'s Tweets. Contagious naturally is now 15 / on Twitter too - www.twitter.com/contagiousmag. CONTENT PENGUIN / WE TELL STORIES / 16 / GREEN
    20. most contagious / 2008 / p.20 08 / MOST CONTAGIOUS / WEBSITES / UNIQLO / Since the UNIQLOCK, Projector has continued to CHAPTERS / study the behavioural patterns of internet users - Contagious doesn't write case studies on any old brand 01 / concentrating on that initial moment of uptake and how you know, and our issue 16 was no exception. Whether LANDMARKS content is absorbed. As a result, UNIQLO DRY IN it's clearing up at Cannes, or finding ways to blend CRM 02 / MOTION focused on the way in which neurons fire in with progressive data visualisation, there are few TECHNOLOGY the human brain when we observe the actions of brands that have matched the Japanese retailer 03 / another human on screen. More recently, Projector UNIQLO in 2008. To start, there was the UNIQLOCK, GAMING developed UNIQLO MEETS CORTEO - a campaign created by Projector, Tokyo. This year it has scooped WORLD.UNIQLOCK / 04 / featuring cast members of the Cirque du Soleil the Innova Lotus Gold Award at ADFEST, two Gold ENTERTAIN rehearsing whilst wearing the clothing. Each new Awards and the Grand Prix at the One Show Interactive, 05 / sequence counts down to a live action event called 'The a Grand Clio for Interactive, a D&AD Black Pencil for MUSIC Colour Show'. Online Advertising as well as a Cyber Lions Grand Prix 06 / and the prestigious Contagious-sponsored Titanium The last UNIQLO digital campaign which merits an DESIGN Lion award at Cannes 2008. honourable mention is UNIQLO TRY. All the brand's 07 / digital trademarks are present (quirky interfaces, frantic Designed to build a global community around the SOCIAL MEDIA multiplicity) but rather than displaying any product line, brand, the UNIQLOCK can best be described as 08 / they aggregate customer feedback. For each product, somewhere between branded entertainment and utility. WEBSITES hundreds of small testimonial video clips are arranged The delightfully distracting microsite features a clock UNIQLOCK / 09 / in an assortment of shifting shapes - from spirals, to 3D which marks passing moments with five-second clips of APPLICATIONS spheres and even gigantic words. Users can click and female dancers performing micro-routines clad in 10 / view any individual video, or wait for the sequence to UNIQLO clothing. It operates 24/7 for 365 days a year INTEGRATED finish. At this stage, the advocates are sorted according and will also go to sleep at night, with sequences on the 11 / to their opinion of the product and displayed as hour and an alarm clock function in case you keep your VIRAL percentages. There is even a search option which laptop next to your bed. And a downloadable version is allows you to narrow down your research via product, available as a widget. By viewing WORLD.UNIQLOCK, 12 / MOBILE customer age and body type - so the results of each users can link to all the embedded sites via a global map sequence are tailored to your interests. Not only is this a which lets you see at any given time exactly how many 13 / OUTDOORS mind-boggling data visualisation and metrics tool, but it people are watching the UNIQLOCK and in what displays an extraordinary level of transparency. By countries. This is perhaps the most literal realisation of 14 / PLACES providing users with an engaging way to hear real the UNIQLO global community to date - proven by the opinions from real people, this application places equal fact that so far the site has been viewed 200 million UNIQLO / TRY / 15 / emphasis on the individual and the global community as CONTENT times in 214 countries. a whole. See Contagious 16,17. 16 / 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 platform, the ghostly online Hotel 626 was only open gained every time websites which had signed up to the 01 / LANDMARKS from 6pm to 6am and engaged consumers in a series of initiative were visited. Bloggers and website owners eerie puzzles. Users navigated their way through the could add their page to the race track via a snippet of 02 / TECHNOLOGY hotel's 13 rooms unlocking plotlines and completing a code. Via Poke, London. series of interactive challenges with a camera, headset Featured in Contagious 16. 03 / GAMING and microphone. Brrrrrr. Online content produced by DORITOS / HOTEL 626 / B-Reel, New York. Becks / Music Mixer / 04 / See Contagious 17. As part of the 'Becks Fusion' ongoing art and music ENTERTAIN initiative, the Music Mixer website was preloaded with 05 / Absolut / Machines / six dance tracks including efforts from Moby, Dystopia MUSIC Absolut Machines combines interactive music making and We Are Rockstars. Each song is broken down into 06 / with a selection of weird and wonderful online rhythm, bass, hooks and atmosphere, and an addictive DESIGN contraptions. Building on Absolut's strong tradition of mixing desk is presented to users, with the timing taken 07 / collaborating with artists, the inventions showcased at care of. Highly addictive stuff via Dare, London. SOCIAL MEDIA absolutmachines.com were developed by M.I.T. 08 / graduates Dan Paluska and Jeff Lieberman over six Brand Tags / WEBSITES 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 links / 11 / singing robots, aptly named the Absolut Choir. Visitors VIRAL www.uniqlo.jp/uniqlock to the sites could control and compose their own www.uniqlo.com/meets 12 / mechanical musicals, and the end results (both audio MOBILE www.uniqlo.com/try/uniqlotry.swf and visual) can be downloaded, streamed and shared, www.hotel626.com with the devices themselves touring different cities 13 / www.absolutmachines.com OUTDOORS around the world. The campaign was masterminded by www.playballoonacy.com Great Works, Stockholm. TBWA\\Chiat\\Day, New 14 / www.becks.co.uk/mixer.aspx PLACES York, was responsible for a series of print ads. www.brandtags.net See Contagious 14. 15 / CONTENT 16 / GREEN ORANGE / BALLOONACY /
    22. most contagious / 2008 / p.22 09 / MOST CONTAGIOUS / APPLICATIONS / Sprint / Now Widget / CHAPTERS / Part of a wave of 'just because-branding' triggered by the 01 / UNIQLOCK, the Sprint Widget by Goodby Silverstein was LANDMARKS designed to reinforce its positioning for the telco brand's Now 02 / Network: the notion that customers can get to whatever they want, TECHNOLOGY whenever they want it on a high-speed mobile broadband service. 03 / The widget itself is a planner's wet dream, offering a mini snapshot of GAMING what's going on in the world right now; from eggs being produced by 04 / the ton, units of energy being used, babies being born, forests being ENTERTAIN 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 / As the automotive industry splutters to the end of its annus horribilis, 09 / APPLICATIONS innovation has never been more important. With this in mind, AKQA London took the Microsoft-produced Blue&Me in-car telemetry 10 / technology that comes in the fabulously relaunched FIAT 500 and INTEGRATED Grande Punto and used it to launch 'eco:Drive'. This app links cars to 11 / PCs and evaluates driving performance with a view to reducing carbon VIRAL emissions by up to 15%. eco:Drive uses a USB stick that can be 12 / plugged into Blue&Me and then transferred to a PC. The user-friendly MOBILE app then analyses acceleration, deceleration, gear changes and 13 / speed to score a journey out of 100 for fuel efficiency. Next, it offers OUTDOORS advice on how to improve - possibly more constructive than other drivers 14 / (often in the backseat) yelling 'slow down' or 'speed it up, grandpa'. PLACES 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 more on the new 'Chip on Wheels'. CHAPTERS / 01 / Carling / iPint / LANDMARKS A cautionary tale - if you see something that looks 02 / fun and want to make your own version, make sure TECHNOLOGY you get the creator's permission first. Carling's 03 / now infamous iPint was forwarded to friends GAMING 36,000 times in a week, and swiftly became the 04 / number one free game on the apps store. ENTERTAIN 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 addresses belong to farmers, growers, pickers, drivers technology - the seamless link between shelf and - real people who own the responsibility for their goods. 11 / web. Think Nike+. It's not just a shoe, or a website. VIRAL The rest of the world would probably stop here, but in It's the way they interact that makes it what it is. Japan, the products also carried one of those new Contagious columnist Martin Lindstrom recently 12 / MOBILE generation barcodes. All you need to do is photograph noticed this trend taken to the next level in a it with your mobile phone to be taken to a website where Japanese supermarket. Writing in Contagious 17, 13 / OUTDOORS the person I'd seen as a cartoon appeared on camera as he said: ‘The majority of products' packages bore a real person. In the video, the guy explained how he a cartoon figure. Next to the head of the cartoon 14 / PLACES handpicked the particular product I was observing. The figure was the name of a person, his title, age and video went on to show me the production line that even the address of where he lived. This 15 / manufactured the item, and to reveal the transportation information fell under a title which stated: \"I'm CONTENT FIAT / ECO:DRIVE / that brought the product from factory to store. The video responsible for this product.\" The names and 16 / 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. www.bugaboodaytrips.com CHAPTERS / Chinese milk contaminated with melamine, http://tikitag.com contaminated Irish pork and poisoned Nigerian 01 / http://umbrellatoday.com LANDMARKS teething syrup dominated the headlines towards the end of 2008. Could this kind of personal 02 / TECHNOLOGY responsibility help prevent future scandals? 03 / See Lindstrom's full article here: BUGABOO / CITY MAPS / GAMING 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. See Bugaboo: Birth of a Brand in Contagious 17. 08 / WEBSITES Tikitags are smart stickers that make your 09 / computer perform an action when viewed by a APPLICATIONS scanner. Imagine invisibly tagging your child's 10 / favourite teddy, so it opens the CBeebies INTEGRATED homepage or Cartoon Network on your PC, 11 / making it easier for them to access the internet or VIRAL 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, Umbrella Today is an app which tells you whether 14 / youneed to take your umbrella to work. Tap in your PLACES zip code for 'like totally the simplest weather report 15 / ever, Julie'. SMS alerts will save you should the CONTENT tempest take out your interweb. • 16 / GREEN
    25. most contagious / 2008 / p.25 10 / MOST CONTAGIOUS / INTEGRATED / Converse / 100th Anniversary / CHAPTERS / Converse marked 2008 as its centennial year with a big rock star- 01 / endorsed bang, and its first ever global campaign overtly positioning LANDMARKS the brand as a catalyst for creativity. Famous musicians, athletes, 02 / designers and artists were joined together by their Chucks in a bold, TECHNOLOGY black and white design that appeared across print, outdoor, in-store 03 / and digital platforms. A musical collaboration, My Drive Thru, GAMING between singer Santogold, producer Pharrell Williams and Strokes 04 / frontman Julian Casablancas, formed an impressive piece of free ENTERTAIN 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 CONVERSE / DESIGN 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 / A big winner at this year's Cannes festival scooping Grand Prix in INTEGRATED 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 by RSA including 'The Watcher' directed by Jake Scott and 14 / PLACES interactive stories directed by Chris Nelson. Big Spaceship worked on the online elements of the campaign, which allowed users to delve 15 / CONTENT in to different rooms in the building, accompanied by specially composed music. Featured in Contagious 12. 16 / 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 to find out all about them? A TV ad flagging up the highly personal CHAPTERS / relationship we have with our phones introduced Jade, Lucas and 01 / Anna, the fictional stars of this campaign. Online, followers could LANDMARKS trawl through their texts and comb through their contacts as 4,000 02 / pieces of content were unveiled through social networking sites such TECHNOLOGY as Facebook and Twitter, and as texts, images and movies at 03 / www.somebodyelsesphone.com. Fans were encouraged to GAMING 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 / Following a soft launch, the campaign was followed by a INTEGRATED competition allowing 10 customers to win a diamond using unique 11 / codes found on the side of the packet. TV, print, and poster ads VIRAL 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 book. 01 / LANDMARKS See Contagious 17. 02 / A campaign from Nissan's X-Trail 4x4 targeted TECHNOLOGY 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 NOKIA 7610 / SOMEBODY ELSE’S PHONE / including weather updates and resort guides was 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 / experience when director Simon Ratigan from HLA SOCIAL MEDIA handed out Sony cameras to 200 locals including 08 / journalists and bloggers to record the foam covered- WEBSITES 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 / NISSAN / X-TRAIL / VIRAL links / 12 / MOBILE www.converse.com www.hbovoyeur.com 13 / www.somebodyelsesphone.com OUTDOORS www.diamondshreddies.com NIKE / HERE I AM / 14 / www.nikewomen.com PLACES www.nissan.co.uk 15 / www.sony.com CONTENT 16 / GREEN SONY BRAVIA / FOAM /
    28. most contagious / 2008 / p.28 11 / MOST CONTAGIOUS / VIRAL / ONLINE BUZZ / AC/DC / Runaway Train / CHAPTERS / Who would have thought that an Excel document could blow our tiny 01 / little minds? Before you ask, it wasn't the prospect of data entry or LANDMARKS budget reports, but rather this extraordinary rendering of the AC/DC 02 / music video Runaway Train. Created by Sony BMG employees TECHNOLOGY Steve Milbourne and Phil Clandillon, a video (which has already 03 / racked up over one million views on YouTube) shows a giant Excel GAMING document being scrolled through, with moving images generated 04 / from the arranged data. And the best thing? Because the Excel format ENTERTAIN 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 / The definition of a good viral is compelling content which begs to be SOCIAL MEDIA shared, and we're pleased to say that Nokia China's series of virals 08 / ticks all the above boxes with aplomb. Created to promote a limited WEBSITES Bruce Lee edition of the latest N96 multimedia phone, the videos are 09 / shot in a similar style to the grainy, black and white footage of Lee APPLICATIONS 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 for the anniversary, made available on a first- Created by London-based production company come-first-served basis to fans who registered online for Gorgeous, The Original Awareness Test was designed the giveaway price of $30, a fraction of their $600 retail to highlight how, when distracted, we can fail to notice value. See Contagious 17. even the most obvious of things - in much the same way CHAPTERS / as many drivers ignore or miss cyclists on London's Mac vs PC / 01 / roads. 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 asked the viewer to keep track of how many passes a TECHNOLOGY 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, but providing you managed it, you'd think that you'd feel GAMING rising above this corporate bear-baiting, Microsoft pretty happy with yourself, right? Wrong, because it is continued with a campaign featuring Jerry Seinfeld 04 / at this point that the video is replayed and you are told to ENTERTAIN and Bill Gates 'hanging out together' with a tag line that watch out for the guy in the bear suit moonwalking played on the letters PC - 'perpetually connecting'. 05 / 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 celebrities (Eva Longoria, Deepak Chopra et al) 06 / wasn’t enough, the followup, Whoddunit?, should DESIGN alongside mere mortals who all claimed 'I'm a PC' - a hammer home your own stupidity. parody of Apple's line of two years 'I'm a Mac'. 07 / SOCIAL MEDIA Diesel / Dirty Thirty / Next, Apple countered with ads directly referencing 08 / the 'I'm a PC' spot via TBWA\\ New York; One showed There's always been a pleasing streak of kink in Diesel's WEBSITES the nerd as a bean-counter, frittering away wads of cash branding, but in 'SFW XXX', it found a way to use 09 / DIESEL / SFW XXX / on advertising. Finally, Microsoft introduced a user- pornography to promote the gigantic 'Dirty Thirty' global APPLICATIONS generated element, inviting viewers to create their own birthday party. A hilariously reworked viral montage from 10 / 'I'm a PC' vignette and upload it onto windows.com 1970s 'classic' skin flick XXX has already been viewed INTEGRATED where Crispin Porter + Bogusky, Microsoft's agency, over 11 million times on YouTube. Adapted to avoid any 11 / may opt to weave it into future spots. Here at untoward nudity by The Viral Factory's Keith Schofield, VIRAL Contagious, we’re opting out of binary and refusing to the video replaces 'recipient' actresses with pinball let our choice of hardware define us. See Contagious 17. 12 / machines, and various private parts with maracas, MOBILE bongo drums and even a harmonica. Fans of the Burger King / Whopper Freakout / 13 / www.sfw-porn.com website will be in no doubt as to OUTDOORS Burger King's slogan in the US - ‘have it your way’ - was where the inspiration came from (SFW is short for ‘Safe steeped in irony during an eight-minute documentary by 14 / For Work’. Don’t open an attachment without it.) PLACES Crispin Porter + Bogusky where a restaurant in The Dirty Thirty party took place in 17 cities around the Minnesota experimented with discontinuing the 15 / world, the events featured the hottest local bands with CONTENT 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 customers. So workers eventually compensate performed a special 'I'm lovin it when China wins' www.whopperfreakout.com 01 / LANDMARKS customers by bringing in the King himself to reveal dance for five minutes to create a new world www.mcdonalds.com.cn the stunt and present them with a Whopper. record for team cheering. The initiative also drove www.wherethehellismatt.com 02 / TECHNOLOGY The film attracted 3.3 million views and has over 32m unique visitors to the campaign website. www.stridegum.com inspired a series of spoof 'freakouts'. See Contagious 16. 03 / GAMING See Contagious 14. Stride Gum / Where the Hell is Matt? / 04 / McDonald's / Cheer for China / What better way to create buzz and chatter about ENTERTAIN The brief for the 2008 Beijing Olympics provided your brand online, than to bolt it onto a proven viral 05 / to DDB China Group by McDonald's was to find a phenomenon? While this may not be the most MUSIC unique way for the brand to stand out in the crowd creatively admirable method, it is a smart one - 06 / of official sponsors. The result - Cheer for China - not especially if your chosen subject is as popular as DESIGN only answered this brief, but in doing so, exceeded Matt Harding, otherwise known as 'Dancing Matt'. 07 / expectations and even broke a world record. SOCIAL MEDIA The self-confessed 'deadbeat from Connecticut' Appealing to the patriotism of the Chinese first sprang to fame back in 2005 when a video of 08 / WEBSITES public, the campaign turned McDonald's global him dancing on holiday in Hanoi taken by a friend tagline 'I'm Lovin' it' into 'I’m lovin' it when China became an overnight internet sensation. Chewing 09 / APPLICATIONS wins'. The idea was that people could record this gum brand Stride and JWT New York approached cheer and then upload it to websites or blogs via Matt and offered to sponsor him on a global tour, 10 / photo, video or audio. 'Cheering stations' were where he could film mini videos of himself INTEGRATED even arranged at restaurants and venues across performing his trademark moves in front of famous 11 / the country so people could turn up and get landmarks on seven different continents. In 2006, VIRAL involved in some collaborative hooray'ing… he did just this and the resultant video received 12 / over 12 million views on YouTube. MOBILE 220,000 people uploaded cheers onto the website and the top 10 were picked through In June 2008, Stride once again invited Matt to 13 / OUTDOORS internet voting before moving into a Cheering take a similar jig-powered pilgrimage - this time Training House in Beijing. There, they were with a stronger community focus, inviting locals 14 / PLACES coached in dancing and singing, with training clips from each location to appear with Matt in the video. from the camp broadcast on the internet and in In just six months, this second sponsored spot has 15 / McDonald's restaurants across the country every already overtaken the first, amassing a staggering CONTENT week. This online reality show culminated in the 13.4 million views on YouTube. • 16 / GREEN STRIDE / WHERE THE HELL IS MATT?
    31. most contagious / 2008 / p.31 12 / MOST CONTAGIOUS / MOBILE / Google / Android / CHAPTERS / Despite the iPhone's dominance of this year's news, last year's Most 01 / Contagious gadget is now facing competition from software masters LANDMARKS Google in the form of Android. A platform to serve multiple types of 02 / content across myriad handsets, Android's open source nature is TECHNOLOGY exciting developers and hardware manufacturers in equal measure. 03 / The first Android compatible phone, the T-mobile G1, failed to set the GAMING tech blogs alight but further handsets are promised from Motorola, 04 / Kogan in Australia and Chinese manufacturer Huawei. It's all a ENTERTAIN 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. Featured in Contagious 17. 09 / APPLICATIONS Nike / PhotoiD / 10 / INTEGRATED When every trendy Tom, Dick and Harry is sporting a swish set of swooshed sneakers, how can a player stay ahead of the game? 11 / VIRAL NikeiD is good starting point, allowing you to custom pick your own fresh colour schemes and materials. But if you're lacking inspiration 12 / AKQA London have a genius idea that could help. The NIKE MOBILE PHOTOiD application picks out the two main colours from any photo 13 / taken on a cameraphone. You then send the picture via MMS to a OUTDOORS shortcode, et voila! The colours are transferred to a pair of Dunks 14 / which can be further customised online. Daniel Bonner, ECD at PLACES AKQA, explains: 'We saw an opportunity that allowed consumers to 15 / draw on their environment as a source of inspiration rather than having CONTENT to start from a blank canvas, and closed the gap between promotion 16 / of the product and audience action.' Featured in Contagious 16. GREEN
    32. most contagious / 2008 / mobile (cont.) p.32 Guinness / Passport to Greatness / Singapore, where it was reworked for the start of the Singapore Grand Prix, and will roll out in other Once the novelty of trying to communicate Asian territories. Mark Seeger, OgilvyOne's head through yelling/hopeless flailing wears off, the of digital, says: 'Up and-coming 26 to 34 year-old language barrier can become a bit of a bugger. businessmen want to be in the know when it Guinness realised this would be an issue for some CHAPTERS / comes to VIP events and nightclubs and the only of the 20,000 overseas fans attending the Rugby communications channel they have with them all 01 / Sevens event it was sponsoring in Hong Kong, LANDMARKS the time is their mobile phone.' and created a talking mobile application that could Featured in Contagious 14. 02 / speak Cantonese on behalf of bewildered visitors. FANTA / STEALTH SOUND SYSTEM / TECHNOLOGY As well as useful information in the form of maps, Nokia / lifeviNe/ 03 / match schedules, emergency numbers and pensioners, using it to send secret messages like GAMING Geotagging to the max! Developed by R/GA, stadium information, the app delivers lines like wolf whistles and warnings. Subversive genius. lifeviNe uses the GPS technology on Nokia 'Where's the nearest ATM?' and 'take me to a bar 04 / We love. We're also excited about The Nseries phones to plot every step you take around ENTERTAIN full of Guinness and good-looking girls'. Created Hyperfactory's 3D Fanta augmented reality town, the photos you snap, the music you listen to by OgilvyOne Worldwide's Hong Kong office, 05 / tennis game that can be played using two and the videos you shoot. This ends up online as a MUSIC Passport to Greatness was downloaded by handsets and Bluetooth. little path/vine laid over a colourful map, thus 5.51% (1,103) of the target group. Tim Cairns, 06 / creating an illustrated journey for you to keep and DESIGN group account director at OgilvyOne Worldwide, Obama / iPhone App / treasure. Little leaves sprout off the vine to denote comments: 'The plan is to expand next year and 07 / This handy iPhone app was just a small part of a the media of the moment; say Sonic Youth on the include hotels - the key is helping people get SOCIAL MEDIA whopping digital blitz from the Obama camp. bus down Oxford Street, or a quick snap of the where they want to and drive them towards 08 / Connecting users right to the heart of campaign, it charity muggers on Carnaby Street. There is also a Guinness outlets'. Instead of just slapping a logo WEBSITES gave them handy tools for spreading awareness widget for embedding on your Facebook or blog. on an event like oh so many brands sinfully do, 09 / amongst friends and families, such as an editable Featured in Contagious 17. Guinness has made a real effort to improve the APPLICATIONS contact list that users could prioritise by who sporting experience. (See the technology section 10 / they've called/state they live in, news updates, Fanta / Stealth Sound System / for Guinness' brilliant activation of rugby in INTEGRATED local events media and a load more handy political Fanta demonstrates just how in touch it is with its Ireland). Featured in Contagious 15. 11 / ammo. • target audience with the unveiling of two fun new VIRAL mobile applications aimed squarely at teens. The Johnnie Walker / Digital PA / links / 12 / Stealth Sound System, courtesy of Ogilvy This Nokia-compatible app is a textbook example MOBILE http://code.google.com/android London, is based on the same technology as the of the level of incredible mobile innovation http://nikeid.nike.com/nikeid mosquito teen repellent device that uses high 13 / happening in Asia capitalising on the drink's CRM OUTDOORS www.guinness.com pitch frequencies to keep bored yoofs away from database. Jennie is a friendly digital personal www.our-work.com/jw/digitalpa public hangouts. Adults cannot hear the irritating 14 / assistant that updates Johnnie Walker drinkers on www.nseries.com/nseries/nokiavine PLACES whine, and can look smugly down their noses at VIP events, tell them the best parties to go to and www.fanta.com the teens writhing on the floor in agony. But Ogilvy 15 / will even order them a cab home - completely in http://my.barackobama.com/page/ CONTENT has rather rebelliously flipped the tables and line with the brand's responsible drinking content/iphone turned this technology against those mean old 16 / message. The mobile application launched in GREEN
    33. most contagious / 2008 / p.33 13 / MOST CONTAGIOUS / GREAT OUTDOORS / Beijing Olympics 2008 / Opening Ceremony / CHAPTERS / The Beijing Olympic Games, it is fair to say, were 01 / something of a controversial affair. Prior to the start of LANDMARKS the games on 8 August (eight being a lucky number in 02 / Chinese culture), the committee in charge were tasked TECHNOLOGY with coming up with something spectacular enough to 03 / dispel public criticism over China's foreign and internal GAMING policy. And they almost pulled it off… 04 / ENTERTAIN Held in the iconic Bird's Nest Stadium, the show featured thousands of percussionists, costumed 05 / MUSIC dancers and musical performers as the story of China and the Olympic flame were played out in a spectacular 06 / display of coordination and opulence. Performers used DESIGN oars, boxes, scrolls and giant floating spheres to 07 / construct intricate patterns and spell out messages. SOCIAL MEDIA Dancers on high wires performed an epic 'spacewalk', 08 / martial arts experts moved in perfect tandem, and WEBSITES millions of tiny lights formed the Olympic rings and 09 / mimicked the movement of the waves on China's APPLICATIONS coastline. 91,000 people were in the stadium, but more 10 / than four billion tuned in worldwide - 15% of the world’s INTEGRATED population. 11 / VIRAL Despite some later controversy concerning a part of the show which had been pre-recorded (huge firework 12 / footprints which stormed across Beijing, no less), when MOBILE the eyes of the world finally fell to China, it did not 13 / disappoint. OUTDOORS Reports that the London 2012 Olympics opening 14 / PLACES ceremony will feature Boris Johnson morris dancing on the top of a double decker bus have, we hope, been 15 / 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 installation in shopping centres throughout 24 03 / GAMING cities in Germany. Shoppers could be photographed and then pop over to IKEA to pick 04 / ENTERTAIN up their own personalised version of the catalogue, starring themselves on the front cover. HOWIES / 05 / MUSIC The redemption rate was a whopping 56%. See Contagious 15. 06 / DESIGN howies / 07 / IKEA / Despite being a small company with relatively SOCIAL MEDIA minimal marketing budgets, UK active clothing 08 / brand howies has extended its sustainable WEBSITES philosophies from its base on the west coast of 09 / Wales to its recently opened Carnaby Street store APPLICATIONS in London and Bristol-based outlet using fittings 10 / made from recycled and sustainably sourced INTEGRATED materials. A key focus of the store is a wall called 11 / 'The Power of Ten', on which staff display personal VIRAL 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 centre, has been defying the economic downturn: 01 / the launch of UNIQLO's Heat Tech fabric. LANDMARKS half a million visitors marched through the doors Performing on-the-spot body heat scans, anyone within four days of the November opening. 02 / deemed to be suffering from a bout of winter chill TECHNOLOGY was entitled to a free heat tech garment from a And, as if you needed another reason to stroll the giant 'human vending machine' containing actual 03 / UNIQLO / streets of Tokyo, Dutch architects UNStudio have 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 links / with efforts appearing from brands as diverse as www.ikea.com Monocle magazine to charity Barnardo's, via 06 / DESIGN www.howies.co.uk GAP's concept store. Favourite efforts include www.uniqlo.co.uk Reebok Flash which brought 80s glam to New 07 / SOCIAL MEDIA www.formavision.info York, thanks to creative agency Formavision. http://uk.youtube.com/watch?v=U58HAK0KUGg Eco-friendly cleaning brand method's pop up 08 / WEBSITES www.prada.com store in various US cities also created joy amongst http://uk.westfield.com/london shoppers and those attending the organic cocktail 09 / www.unstudio.com/projects/name/L/1/343 and eco craft parties that the store hosted in the APPLICATIONS THE KILLERS / MTV / evenings. 10 / INTEGRATED The Killers at MTV / 11 / 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, ever, taking staging and lighting to new levels. 13 / OUTDOORS Produced in-house at MTV. 14 / PLACES Ones to Watch / 15 / Prada's latest collaboration with architect Rem CONTENT Koolhaas and AMO / Office for Metropolitan 16 / REEBOK FLASH / GREEN
    36. most contagious / 2008 / p.36 14 / MOST CONTAGIOUS / BRANDED DESTINATIONS / ARCHITECTURE Chanel / Mobile Art / CHAPTERS / The trend for luxury brands designing pop-up, transportable spaces, 01 / such as Hermes H-Box, manifests itself beautifully in Chanel's LANDMARKS Mobile Art container, designed by the omnipresent Zaha Hadid. The 02 / mobile event space features exhibitions by 20 contemporary artists TECHNOLOGY interpreting Chanel's quilted bag, curated by Fabrice Bousteau, 03 / editor-in-chief of Beaux Arts magazine. Visitors are guided through GAMING the futuristic pavilion by digital handsets playing soundtracks 04 / composed in collaboration with the artists. Although the nomadic ENTERTAIN 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 steel and concrete, with denim providing wall installation. 11 / 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 Asda hit back with 'low carbon' stores that aim to as a personal trainer via online and downloadable transform the way people shop, particularly by mobile applications. There is also a juice bar, a placing doors on every single fridge and freezer special Urban exhibition area, a kids' interactive which will help halve emissions and energy use. zone and - wait for it - a roof-top basketball court, Tesco's £100m (€127) environment fund will be appealing to fans of one of China’s most popular CHAPTERS / spent on introducing sustainable technology to its youth pastimes. If this still isn't enough, you can 01 / stores. In the US, Wal-Mart will use wind power to further personalise your retail experience by LANDMARKS supply 15% of the electricity for 360 of its Texas having a tour from one of the many guides, printing stores next year. See Contagious 17. 02 / your own custom T-shirt or even consulting your TECHNOLOGY own personal sports stylist. Phew! UNStudio / Star Place / See Contagious 16. 03 / Premier Dutch architects UNStudio have just GAMING completed Star Place, a luxury department store in Sony / White Wood / 04 / CHANEL / MOBILE ART / Kaohsiung, Taiwan. The façade of the building is ENTERTAIN London-based communications agency Freestate covered with vertical glass fins and lamellas that links / was charged with the design and production of 05 / act as both a sunscreen and weather barrier, while MUSIC www.zaha-hadid.com Sony Europe's 50,000 sq-ft installation at Berlin's decorating the building with swirling patterns. www.chanel-mobileart.com fantastically named Internationale Funkausstellung 06 / Inside, escalators spiral up the 10 stories through www.adidas.com DESIGN - the world's largest consumer electronics fair. The a giant central atrium, creating a dynamic landmark www.calacademy.org Messe Centre was transformed into a fantastic 07 / for the city. www.sony-europe.com forest with towering white trees and gigantic SOCIAL MEDIA http://tiny.cc/QlXuk mirrored walls which created mind-boggling 08 / http://tinyurl.com/5kwnfe 'visual echoes'. Projected silhouettes interacted O2 / The O2 Dome / WEBSITES www.unstudio.com/news/recent/200812/ with visitors and a high definition sun rose and set. Finally, no look at branded destinations would be 09 / 479 Splashed across 44 metre-long screens, VJ sets complete without a nod to the reigning champion, APPLICATIONS www.theo2.co.uk by D-Fuse and Hexstatic were woven into visual the O2 Dome in London. Featured in 2007's Most 10 / stories conceived by Fallon, London, for some of Contagious, in 2008 the venue has hosted the most INTEGRATED the 1,000 Sony products on show. White Wood desirable concerts of the year, from Led Zeppelin to 11 / appeared in Contagious 17. Coldplay and, at the end of 2007, overtook Madison VIRAL Square Garden as the most popular entertainment 12 / Green Supermarkets / venue in the world. O2 has just taken over naming MOBILE 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 boasts checkouts powered by wind turbines. 16 / ADIDAS / BEIJING / GREEN
    38. most contagious / 2008 / p.38 15 / MOST CONTAGIOUS / BRANDED CONTENT Seth MacFarlane / 2006 and has built up such a strong fan-base that CHAPTERS / it is now scheduled to appear on ABC in 2009. In September, Family Guy creator Seth 01 / Unilever shampoo Suave and mobile phone MacFarlane launched his Cavalcade of Cartoon LANDMARKS Sprint helped to co-create the show, with Comedy, a 50-episode animated web series, with 02 / MindShare Entertainment. It's clocked up over some high profile partnerships. Google TECHNOLOGY 21 million views since launch. ABC bought up a distributed the series via AdSense, targeting 03 / 13-episode run of the show which stars Leah those websites where 20-30-something Family GAMING Remini, Chelsea Handler and Jenny McCarthy. Guy fans were hanging out. For MacFarlane, the CAVALCADE OF CARTOON COMEDY / 04 / The programme also invites the audience to deal offered a high-quality platform for his work as ENTERTAIN submit contributions for its storylines via the well as the benefit of a share in any advertising 05 / show's community site at inthemotherhood.com. revenue that also gets split between Google, the MUSIC Plots so far have included supermarket tantrums site that generates the click and Media Rights, the 06 / and holidays from hell... company negotiating the deal. Google integrated DESIGN See Contagious 17. advertising in either banner format or branded 07 / additions, and Burger King was first to jump on SOCIAL MEDIA Eurostar / Somers Town / board with a two-minute Super Mario-style Eurostar funded the Shane Meadows' film 08 / animation of The King tearing through a cinema WEBSITES Somers Town which received a mixed response screen being chased by angry tribesman. The fast from critics, despite being adorned at film festivals. food brand extended its 'have it your way' brand 09 / APPLICATIONS The film was produced by Mother and Tomboy promise , inviting viewers to add their own SUAVE / SPRINT / IN THE MOTHERHOOD / Films on behalf of Eurostar and was mainly set dialogue and sound to Seth MacFarlane's 10 / around St Pancras, the location of the London INTEGRATED animations and upload them online. terminus. It picked up the top award at the This slickly integrated model wouldn’t have proven 11 / Edinburgh International Film Festival earlier this VIRAL half as effective if the content wasn’t actually really year. Mother also had success at Edinburgh's good. Can the man MacFarlane do no wrong? 12 / Fringe arts festival with Pot Noodle: The Musical MOBILE Featured in Contagious 17. produced by Mother Vision, the production arm 13 / of the agency. Described as Les Miserables of the Suave / Sprint / In the Motherhood / OUTDOORS freeze-dried, snack-food world, the musical Online branded content started to make the 14 / starred Steve and Digger from the current Pot PLACES transition onto TV in 2008, most notably In The Noodle commercials. Featured in Contagious 15 Motherhood in the US. The show, which targets 15 / and 16. 'mommy bloggers' (don’t be fooled. There are CONTENT thousands of them), first launched on MSN in EUROSTAR / SOMERS TOWN / 16 / GREEN
    39. most contagious / 2008 / branded content (cont.) p.39 Sony Ericsson / Johnny X / Other initiatives included New York agency Droga5 and production company Smuggler’s e-mall shopping Spurred on by the success of properties like KateModern channel, Honeyshed, in December 2007. Placed and Sofia's Diary, online series became more somewhere between MTV and QVC, the channel was commonplace as brands experimented with episodic backed by Publicis Groupe and was described by content that kept audiences panting for the next CHAPTERS / CEO Maurice Lévy as 'our most important creative bet instalment. Sony Ericsson partnered Dare London on today'. Despite a high-profile launch, actual user 01 / Johnny X, a nine-episode web series distributed globally 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 MSN launched Kirill, an online interactive sci-fi show TECHNOLOGY 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 to make contact with a journalist to save the world. To GAMING piece together his identity, so each time he unravelled TOYOTA SCION / FIST OF OBLIVION / watch the show, produced by Endemol and Pure another truth, he updated his handset, enabling him to 04 / Grass Films, viewers needed to download Microsoft's ENTERTAIN discover different aspects of his personality. Dare Silverlight video technology. Kirill is being used to estimates that Johnny X was viewed over six million times 05 / 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 Featured in Contagious 17. 06 / networking site Space. Initial episodes and trailers DESIGN attracted over 200,000 viewers. The show allows the Ones to Watch / 07 / 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 MSN / KIRILL / WEBSITES that look like leaner, meaner, fitter Muppets. Running for nine weeks from December 2008 to January 2009 on 09 / APPLICATIONS Scion broadband - Scion's online marketing platform - the links / story focuses on the plight of a cop wrongfully imprisoned 10 / www.sethcomedy.com INTEGRATED for a crime he didn't commit. Now freed, he is tracking www.inthemotherhood.com down the guilty parties responsible for his framing with the www.somers-town.com 11 / VIRAL help of his newly-formed Kung Fu gang - the Red www.potnoodlethemusical.com Dragons. Roman Coppola directed the Kung Fu fest. If it www.whoisjohnny-x.com 12 / can play any part at all in helping the brand reverse its 6.4% MOBILE www.scion.com/broadband drop in sales year-on-year, expect other car brands to http://kirill.uk.msn.com 13 / engage some big-name directors for their branded OUTDOORS content ventures in 2009… Much cheaper than buying 14 / those expensive TV slots. In keeping with the Muppety, PLACES kung-fu theme, we would like to do our best Miss Piggy. 15 / HI-YAAAAAAAAA!!!! CONTENT 16 / SONY ERICSSON / JOHNNY X / GREEN
    40. most contagious / 2008 / p.40 16 / MOST CONTAGIOUS / GREEN / VIRTUE / Orange / RockCorps / CHAPTERS / There were some encouraging examples of brands doing good deeds 01 / in 2008 and they can feel fully justified in giving their shiny halos a big LANDMARKS polish. 'If you give, you get given' was the message behind Orange's 02 / collaboration with independent pro social music production company TECHNOLOGY RockCorps. Orange RockCorps staged a free gig starring headliner 03 / Busta Rhymes at the Albert Hall for young folks who had donated at GAMING least four hours of their time to volunteering in community projects. 04 / Some 60 volunteer projects across the UK saw Orange RockCorps ENTERTAIN 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 Patagonia / Footprint Chronicles / 09 / 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 Chronicles allows users to track the impact of various Patagonia 11 / VIRAL products, from design to delivery. Patagonia showed first hand that sustainability is not just about mitigating the impact of business on the 12 / MOBILE planet; it's about how businesses themselves can continue in the face of changing environmental and economic circumstances. We hope to 13 / OUTDOORS see more transparency in 2009… Featured in Contagious 16. 14 / PLACES 15 / CONTENT 16 / GREEN
    41. most contagious / 2008 / virtue (cont.) p.41 with its own mini game. On completing these, Google / 10100 / visitors could embed different blog kits with To celebrate its 10th birthday, Google launched medals accrediting their environmental Project 10100, which promises to commit $10m to achievements. the cause deemed by Google to help the most See Contagious 17. people. Visitors to a dedicated campaign site CHAPTERS / suggested their own causes and voting begins on 01 / Ones to watch / 27 January, so cast your vote for what you think is 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 for humanitarian action by dedicating a small part TECHNOLOGY vote, so there's no excuse… of its distribution operation in Africa to ensure that 03 / See Contagious 17. critical medical supplies reach their destination. GAMING Nearly 7,500 Facebook users have become 04 / American Express / Members Project / members of the campaign which was instigated by ENTERTAIN social affairs innovator, Simon Berry. We reckon The Members Project, from American Express, 05 / next year might spawn a few more flashes of invites Amex cardholders to vote for their favourite MUSIC inspiration when it comes to big business helping charitable initiatives, from feeding malnourished NIKE / CONSIDERED / 06 / out communities in a way that's completely children to helping promote the early diagnosis of DESIGN obvious to an outsider but which often fails to enter Alzheimers. Some $2.5m is up for grabs, with the 07 / the heads of those working inside an organisation. • top project being granted $1.5m. SOCIAL MEDIA See Contagious 17. 08 / WEBSITES Nike / Considered / links / http://orangerockcorps.co.uk 09 / A limited run of Nike Considered sneakers were APPLICATIONS www.patagonia.com unveiled by designer Jeff Staple in January. In www.project10tothe100.com collaboration with Nike, Staple sought to produce 10 / INTEGRATED www.membersproject.com a limited run of shoes which conformed to a strict www.stapledesign.com set of sustainable, eco-friendly rules. Some 11 / www.pullandbear.com VIRAL 500,000 pairs of Jordan XX3's went on sale at www.facebook.com/group.php?gid=18947780476 $230 in January. Nike is now designing all shoes in 12 / MOBILE line with the Considered approach. Featured in Contagious 14. 13 / OUTDOORS PULL AND BEAR / Pull and Bear / 14 / PLACES An honourable mention to Spanish fashion brand Pull and Bear, who created an online eco- 15 / CONTENT experience containing tips on how to reduce carbon emissions, each of which was illustrated 16 / GREEN
    42. most contagious / 2008 / p.42 30% CREDIT CRUNCH DISCOUNT / CONTAGIOUS / SUBSCRIPTION / SPECIAL OFFER VALID UNTIL 31ST JANUARY 2009 Contagious / Full of Tomorrow / CHAPTERS / Contagious explores the shifting relationship between brands and 01 / consumers, to predict the impact of new technologies and to make LANDMARKS sense of the fragmenting media landscape. 02 / TECHNOLOGY Contagious exists to simplify and to advise. It is the global marketing 03 / industry’s early warning system; an intelligence resource for those GAMING 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: http://shop.contagiousmagazine.com/subscriptions.php 10 / INTEGRATED 11 / CONTAGIOUS VIRAL Now / Next / Why 12 / 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

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