Pizza Friday 203

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THENEWS numantra.com 214.635.2300

Need cash? Just hold your hand out under thisATM!Wallets in Japan are about to get a little bit lighter, thanks to the introduction of the world’s firstautomated teller machine that doesn’t require a bank card to get cash or check your balance. It simplyreads your palm.The ATM being unveiled this September by Ogaki Kyoritsu Bank isn‟t the first to use so-called biometricsensors (the palm reading device), but it is the first to allow customers to ditch their cards entirely, insteadof using it as an added layer of security. A palm read combined with your birthdate and a PIN will suffice.The technology is being unveiled, in part, as a response to the earthquake and tsunami that crippledthe country’s northeast coast last year. Many people fled their homes empty handed and losteverything, including their ATM cards. This new system would allow access to cash in such scenarios.The bank announced the new ATM on Wednesday with the slogan, “You are your cash,” reports IDG NewsService.The biometric technology was created by Fujitsu and is reportedly able to quickly differentiate betweenhundreds of thousands of people. And if someone kidnaps you, drags you to an ATM and forces you tohold your hand over the sensor to get out some catch, don’t worry, the security camera will find them.Link: http://www.futureoftech.msnbc.msn.com/technology/futureoftech/need-cash-just-hold-out-your-palm- numantra.com 214.635.2300 atm-713010

Google’s Daily Puzzle Keeps You SearchingGoogle has started offering a daily puzzle. How do you play? You use Google to search for theanswer. The company has even tapped WIRED magazine to help them get the word out “to the geekymasses.”A recent puzzle asked “The so-called „lightning capital of the U.S.‟ earns its name from the weather thatresults when sea breezes collide from which two bodies of water?”According to Google, the rules are simple:1. Start Searching: Crack the question using the full range of Google search techniques in the search box above the question.2. Enter the Answer: Show us your best shot and we’ll tell you if you’re right or need to keep searching…A new puzzle pops up everyday at 12:01 a.m. Eastern. The answer to the previous day‟s puzzle is available atthat time as well.The result? A win-win for both sides: People learn better search techniques, as well as interesting trivia. Lookslike Google has done it again.Link: http://upmarket.squidoo.com/2012/04/10/googles-daily-puzzle-keeps-you-searching/ numantra.com 214.635.2300

INNOVATION numantra.com 214.635.2300

IKEA Debuts Its Own Line of TVsIKEA recently introduced a completely new line that integrates smart TV and sound systems withfurniture. The „Uppleva‟ features an entertainment unit built into IKEA‟s simplistic shelf designs,bringing better aesthetics and functionality to the living room. In collaboration with China‟s TCLMultimedia, IKEA was able to integrate an LED HDTV with a built-in Blu-ray player and 2.1 soundsystem into the wooden stand.Link: http://www.psfk.com/2012/04/ikea-tvs.html numantra.com 214.635.2300

Barclaycard RingCan a business function like a democracy? Barclaycard is about to find out. It‟s set to launchBarclaycard Ring, a crowdsourced credit card that taps into Millennial preferences.Together cardholders determine how the product is managed, based on financial disclosuresfrom Barclaycard. The bank promises a straightforward offering (e.g., a standard percentage forpurchases, transfers, etc.) and monetary “Givebacks” if it reaches a certain profit threshold.“Community members learn and share, take part in blogs and discussions, weigh in oncommunity topics and even vote on product features and benefits,” explains a video. At a timewhen an airline is issuing credit cards, new services like Boku turn phones into credit cards, andconsumers can even buy with a tweet (via PayPal), experimenting with novel ideas is essential.Link: http://www.jwtintelligence.com/2012/03/barclaycards-crowdsourced-credit-card/ numantra.com 214.635.2300

OFF THE PAGE numantra.com 214.635.2300

Injecting Some Mystery Into Your VacationPacificIslands.com is running mystery sales in which travelers enter for a chance to win a$5,000 vacation for two for the price of $1,000. The catch? Winners choose their travel dates,but the exact destination is only revealed two weeks before the trip. And last year, AmericanExpress launched an interesting service, “Nextpedition,” in which a mystery itinerary is createdafter a person’s “travel sign” is ascertained. Customers book the trip before finding out exactlywhat they’re in for. Reengineering Randomness is about reaching consumers through surprise anddelight, online and off, while avoiding their overstimulation and also about enabling serendipitousexperiences. Brands and sites that encourage users to meet strangers, explore novel ideas and movebeyond their comfort zone in the real world will feel the biggest boost.Link: http://www.jwtintelligence.com/2012/04/injecting-mystery-vacation-2/ numantra.com 214.635.2300

Kit Kat, Pepsi make marketing hyper-personalby drawing, impersonating consumersKit Kat, whose marketing revolves around the concept of taking a break, held a Live Global Break overFacebook each Friday in March during which four artists drew caricatures based on photos submittedby people worldwide. (JWT Milan launched the event.) Consumers had to “like” the brand to enter andwere encouraged to share their caricatures, which can be seen via Kit Kat‟s BreakTimeFridayFacebook app.Pepsi is also using Facebook as a platform, to personalize the taste test concept for its new PepsiNext product. The idea is that comedians will impersonate the consumer in question (potential subjectssign up on Facebook) and sample the beverage on their behalf. “We‟ll analyze their Facebookpersona,” Pepsi‟s head of digital, Shiv Singh, told Mashable. “It will be very close to who they actuallyare.” A dozen improv actors will participate in a five-day shoot.While these types of campaigns can focus only on a tiny sampling of consumers, the hyper-personalized effort is likely to spur widespread sharing and help forge more personal connections tothe brand.Link: http://www.jwtintelligence.com/2012/04/kit-kat-pepsi-marketing-hyper-personal-drawing-impersonating- numantra.com consumers/ 214.635.2300

100 THINGSTO WATCH numantra.com 214.635.2300

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MOVEMENTMARKETING numantra.com 214.635.2300

Unilever calls on companies to tackle foodwaste mountainUnilevers United Against Waste campaign was launched last September along with a free"Wise up on Waste" toolkit to help businesses deal with the problem. It has since beendownloaded by around 360 organizations in the UK and Ireland.Last month it unveiled an interactive video wall for operators to share achievements deliveredusing the toolkit and exchange best practices.In one video, a pub owner describes how a waste audit cut the vegetable bill by £20 a weekand significantly reduced the amount of food waste coming back on customers plates."Were trying to say it doesnt have to be big, drastic changes," a Unilever spokeswoman toldBusinessGreen. "Its the small things that will really make a difference."Link: http://www.businessgreen.com/bg/news/2156074/unilever-calls-companies-tackle-food- numantra.com 214.635.2300 waste-mountain

HAND-MADEADVERTISING numantra.com 214.635.2300

Handmade Beer, Handmade AdsLa Korrigane, an artisanal brewery, decided to tell the story of handmade beer by creating handmadeads. One hundred artists, graphic designers and illustrators were invited to spend an evening at thebrewery, enjoy a few beers, and sketch by hand 100 ads on the white paper of Voir, the newspaperpartner-in-crime of the initiative. The day after, the 100 copies of the newspaper were distributed in thenewsstand outside of the brewery.Link: http://www.adverblog.com/2010/12/06/handmade-beer-handmade-ads/ numantra.com 214.635.2300

SOCIALMEDIA numantra.com 214.635.2300

Can a Single Facebook Account DestroyFacebook?A man named Laimonas Zakas has created a Facebook page dedicated to a form of digital graffiticalled Glitchr. Anyone with a grasp of international encoding format unicode can use this form ofmiscoding to deface Facebook posts, photos, search bar - basically any part of the site. The graffiti iscreated through the manipulation of accent marks called diacritics, common in Arabic and Latin-based words.Coders use it to play off of already-existent bugs in Facebook’s code. His work has caught theattention of tech sites and art galleries.Zakas started the project in May 2011, after his Facebook notification bubble popped up in blue ratherthan the standard red. “Don’t have any idea what caused it to become blue,” Zakas told Mashable. “Ihave always loved bugs and oddities on Facebook, so I started experimenting with them and createda Facebook fan page to share the results.”The work so far has been met with mixed results—even at Facebook headquarters. The social media siteshut down the page in December, but when Zakas contacted Glitchr‟s internal Facebook fans, the pagereturned. As of that January interview, Facebook‟s engineers had already corrected many bugs that Zakas‟glitching took advantage of, including: embedded animated pictures in notes, shared animated pictures inthumbnails, and unlimited extension of text in a post to the right side of the page.These digital graffiti tricks are not intended to be malicious, but instead point out errors in a flawedsystem. On a grand scale, the glitches also give people an opportunity to deface parts of the virtualworld to which they object, or to add a bit of art and unpredictability to an otherwise controlledenvironment.Link: http://upmarket.squidoo.com/2012/04/18/can-a-single-facebook-account-destroy-facebook/ numantra.com 214.635.2300

Hertz Coupon Value Increases with FacebookSharesBrand marketers are finding all kinds of ways to reward customers and others who interact with their socialplatforms or participate in other social activities. Hertz’s promotion appears on its Facebook page andworks on the Share It Up! social coupon platform. Hertz’s more than 69,000 fans are encouraged toshare a coupon posted on a dedicated page, as well as on the home page, by clicking the “Share ItUp!” button. Once a recipient clicks on the coupon it unlocks greater discounts and increases thevalue of the coupon. The more the coupon is shared the greater the value becomes. Everyone whoshares the coupon can take advantage of the savings. Fans can share the coupon, which reads “saveup to $35,” with their friends on Facebook, Twitter and email.“The more the coupon gets shared within your network the higher the value goes,” Lemore Hecht, manager,communications and social media at the Hertz Corp., said. “After five shares the maximum value of thecoupon, $50 is unlocked.” The promotion began April 11, 2012 and runs through April 30, 2012.Anearlier test last November and December for $50 off airport rentals indicated a solid response,showing that Facebook fans can be good brand advocates. And to encourage quick redemption, thislatest coupon is only valid from April 16 through July 16.“We know that customers who use this coupon are dedicated to Hertz as a brand so when they post andshare the coupon they‟re giving that referral that Hertz is a great brand,” Hecht said. “We all benefit from it,Hertz as a brand and the fan with the coupon.”Hertz: uses several metrics to determine the ROI of the promotion, including shares and booked reservations.Link http://chiefmarketer.com/promotional-marketing/hertz-coupon-value-increases-facebook- numantra.com shares 214.635.2300

JULIET’S TOP 5 numantra.comLink: 214.635.2300

Pringles Tournament of FlavorsIn the spirit of March Madness, Pringles put on their own Tournament of Flavors. Each flavor brackethad 2 videos going head to head. Viewers voted for their favorite user-generated video to help the vidmove through to the next round. After voting, viewers were eligible to win coupons or a $50 gift card.Heres just one of the entries:Link: http://www.youtube.com/watch?v=DMlhNKDwxgc&feature=endscreen&NR=1 numantra.com 214.635.2300

STOVE TOP Stuffing Mix | Pilgrim numantra.comLink: http://www.youtube.com/watch?v=i6mpL1WCjOE 214.635.2300

STOVE TOP Stuffing Mix | Teenage Pilgrim numantra.comLink: http://www.youtube.com/watch?v=QFZEn4yMBhk 214.635.2300

Glad Black Bag | The Wild LifeLink: http://www.youtube.com/watch?feature=endscreen&NR=1&v=GAW0ESiSFAI numantra.com 214.635.2300

Sauza Tequila | Make It With a FiremanLink: http://www.youtube.com/watch?v=z0hq4bBnYIM numantra.com 214.635.2300

Pizza Friday is Numantra’s weekly venue for reviewing thelatest news, innovations and accomplishments taking place in our industry and the world at large. Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an impact in today’s marketplace. So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketingbraintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born. Find out what Numantra can do for you. Visit numantra.com for more information. numantra.com 214.635.2300

Pizza Friday 203

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