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sparks & honey: Content Networks Fall 2012 Report


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Download our Fall Report now and check back for our Winter Report.

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  • 1. Content Networks Fall 2012 ReportFriday, August 10, 2012
  • 2. Introduction At sparks & honey, we synchronize brands with culture. Using a proprietary cultural listening and mapping platform, we identify significant cultural bursts and trends in real time, score their energy level, project their lifespan and analyze their cultural resonance. We see these trends as systems of connections or Content Networks, as nothing exists in isolation. These Content Networks help brands connect with popular culture and make more strategically informed business decisions. Our daily process of monitoring online sharing and conversations, media stories and specialized influencer groups allows us to track the energy levels of each Content Network and discover examples in real-time. We invented the concept of Content Networks as part of our Wave Branding offering and have identified a total of 56 dynamic Networks that are most resonant in popular culture today. The following document should be used to guide marketing teams and inform business decisions over the next six months. sparks & honey makes no claim regarding ownership or trademark of the language used to name or describe the Content Networks herein. Any usage of similar language by other individuals or organizations is purely coincidental. 2Friday, August 10, 2012
  • 3. Application HOW CAN THIS INFORMATION BE USED? Corporate Product Inspiration Vision Development Communications Product Innovations Planning Research Brand Strategy Marketing Communications 3Friday, August 10, 2012
  • 4. About This Document This report outlines the 10 Content Networks with the highest energy in the last 90 days. Each Content Network is illustrated by 4 recent examples. All Content Networks and their accompanying examples are assigned an Energy and Prediction Score. The Energy Score is the speed and volume of buzz and reach and the Prediction Score reflects potential duration. ENERGY SCORE PREDICTION SCORE The energy score is rated on a scale of The prediction score is rated on a scale of 1-5. It is represented by these icons: 1-40. It is represented by these icons: low high short long These scores are dynamic and change over time. The scores contained in this report are reflective of energy levels as of August 7, 2012. All Content Networks reference contextual real-life examples. 4Friday, August 10, 2012
  • 5. Content Networks Geek Chic Hackdesign Kidult Momento Mori New Social Systems Play Power Woman Robopocalypse Shock & Transgress Space in the AirFriday, August 10, 2012
  • 6. Content Networks Once ridiculed geek Design principle Adults connecting to Transition from Seismic shift in lifestyle now en updating their inner child; kids industrial culture traditional values to vogue traditional DIY with connecting to their resulting in a what is now the new open source tech inner grown up newfound fascination normal and craftiness with decay pg.7 pg.10 pg.13 pg.16 pg.19 Geek Chic Hackdesign Kidult Momento Mori New Social Systems Engaging people Archetype of the Fear of robots turning Innovations that are Rising fascination through game strong woman is against humans, or daring, shocking, with space and thinking and experiencing a cultural humans turning into surprising and discovery, post- mechanics to renaissance robots taboo-breaking Nasa shuttle enhance user retirement experience pg.22 pg.25 pg.28 pg.31 pg.34 Play Power Woman Robopocalypse Shock & Transgress Space in the AirFriday, August 10, 2012
  • 7. Geek Chic Screen Culture Once ridiculed geek lifestyle now en vogue 7Friday, August 10, 2012
  • 8. Images are hyperlinked Nick Waterhouse What Color is A Mirror?Images are hyperlinked The Star Wars That I Used To Know Bobak Ferdowsi 8 8 Friday, August 10, 2012
  • 9. Nick Waterhouse What Color Is A Mirror? June 8, 2012 August 3, 2012 In May, Waterhouse released his debut LP Times All A popular YouTube video entertainingly explains how Gone on the Innovative Leisure label. A fiery soul singer mirrors work, echoing a growing cultural fascination with in Mr. Rogers attire, the singer’s retro geek chic style is accessible, fun science lessons. ‘in’ and has even been featured in GQ magazine. The Star Wars That I Used To Know Bobak Ferdowsi June 27, 2012 August 6, 2012 A Star Wars themed spoof of the ubiquitous pop hit The embodiment of Geek Chic, NASA mission controller "Somebody That I Used To Know" brings to life the Bobak Ferdowsi (aka the “Mohawk Guy”) challenges the angst fans feel about the latest episodes in the series. stereotype of the nerdy scientist with his punk hairstyle. 9Friday, August 10, 2012
  • 10. Hackdesign Screen Culture Design principle updating traditional DIY with open source tech and craftiness Image Credit: Rain Rabbit on Flickr 10Friday, August 10, 2012
  • 11. Oyster Ring Makey MakeyImages are hyperlinked Student’s Course Selection App Tesla Gun The “Chemputer” 11 Friday, August 10, 2012
  • 12. Oyster Ring Makey Makey August 6, 2012 May 13, 2012 London resident Dhani Sutanto embeds an RFID chip Makey Makey is an invention kit for the 21st century, and antenna from a London Transit Oyster Card into a turning everyday objects into touch-pads, then simple ring, offering easier and more fashionable integrating them with the Internet. It’s a simple Invention access to the citys underground rail system. Kit for Beginners and Experts that lets them experiment in art, engineering and everything in between. Student’s Course Selection App The “Chemputer” August 7, 2012 July 21, 2012 A Florida University student created an app that made it A prototype 3D printer produces different molecules from easier for students to register for classes. The app - U basic chemical reactions. Currently in testing, it’s hoped Could Finish - checks the university’s course that the machine will one day be able to create registration portal for free seats, letting students know specialized medicine on demand. via text when a spot opens up.  12Friday, August 10, 2012
  • 13. Kidult Kidult Screen Culture Adults connecting to their inner child; kids connecting to their inner grown up Image Credit: Universal Pictures 13Friday, August 10, 2012
  • 14. Delta Heavy - Get By Rubber Bands vs. WatermelonImages are hyperlinked Julia Bluhm: Seventeen Magazine Petition Teen Develops Breast Cancer Diagnosis App 14 Friday, August 10, 2012
  • 15. Delta Heavy - Get By Rubber Bands vs. Watermelon May 7, 2012 July 18, 2012 Music group Delta Heavy evokes a sense of analog YouTube stars "The Slow Mo Guys" take a childlike nostalgia by pairing intense dustup music with a stop- approach with their quasi-scientific slow motion video motion animation using classic childhood games. experiments. Julia Bluhm: Seventeen Magazine Petition Teen Develops Breast Cancer Diagnosis App July 5, 2012 July 26, 2012 Julia Bluhm, 14 years old, started a petition asking 17-year-old Brittany Wenger from Lakewood Ranch, Seventeen magazine to “portray girls truthfully.” Florida won the Google Science Fair Grand Prize by Seventeen in response vowed to never use Photoshop combining the fields of biology and computer science to to enhance girls’ bodies. write an app that helps doctors diagnose breast cancer. 15 15Friday, August 10, 2012
  • 16. Memento Mori Screen Culture Transition from industrial culture resulting in a newfound fascination with decay Image Credit: 16Friday, August 10, 2012
  • 17. Y: The Last Man Rising Beijing Ruin PornImages are hyperlinked 9 Places to See Before They Slip Away Zombie Experiment NYC 17 Friday, August 10, 2012
  • 18. Y: The Last Man Rising Beijing Ruin Porn July 11, 2012 July 6, 2012 A dystopian comic book series about a lone survivor A look into the Beijing Olympic venues that now lay after the simultaneous death of every male mammal untended and abandoned, a stark contrast to the (barring the lead character’s pet monkey) on earth. beautiful and booming Beijing from four years ago. 9 Places to See Before They Slip Away Zombie Experiment NYC June 25, 2012 July 30, 2012 Sites include the Dead Sea, Kyoto, Japan, the Solomon Playing on the current cultural fascination with undead Islands, Glacier National Park, Bhutan, the Atlantic humans, AMCs promotional stunt for The Walking Dead Forest, Mount Kilimanjaro, the Everglades and Maldives. planted zombies on the streets of the city to walk amongst real humans. 18Friday, August 10, 2012
  • 19. New Screen Culture New Social Systems Social Systems Seismic shift in traditional values to what is now the new normal 19Friday, August 10, 2012
  • 20. First Saudi Woman Competes in London Olympics Google: Supporting Gay RightsImages are hyperlinked Gender-Fluid Kids Rise of the New Atheists 20 Friday, August 10, 2012
  • 21. First Saudi Woman Competes in London Olympics Google: Supporting Gay Rights June 25, 2012 July 8, 2012 Wojdan Shaherkani was the first female Saudi delegate Google wanted to support gay rights across the world in this year’s Olympics. Her participation outraged hard- so it launched the “Legalize Love” campaign. The tech line clerics and conservatives in the Islamic kingdom. giant hopes to advance rights for gay and lesbian people in countries where it has offices. Gender-Fluid Kids Rise of the New Atheists August 8, 2012 July 30, 2012 A growing number of parents are allowing their "gender- A significant demographic shift has been occurring nonconforming children" to freely express themselves across America, with the number of American atheists as both boys and girls. more than doubling in the last two decades. Pundits believe this could have seismic implications for American politics. 21Friday, August 10, 2012
  • 22. Play Play Your Part Engaging people through game thinking and mechanics to enhance user experience Image Credit: oskay on Flickr 22Friday, August 10, 2012
  • 23. Images are hyperlinked Fantastic Delites Vending Machine Making Medicine a GameImages are hyperlinked Sight Systems Favortree 23 Friday, August 10, 2012
  • 24. Fantastic Delites Vending Machine Making Medicine a Game July 10, 2012 August 1, 2012 In an attempt to find out how far people will go to get The Mango app helps users stay healthy by offering their favorite treat, the snack brand Fantastic Delites discounts and rewards for taking medications and rigged this vending machine to issue silly and vitamins on schedule. Performance can also be embarrassing challenges that must be completed by compared against users on the same medicine. customers before they can receive their cookies. Sight Systems Favortree July 27, 2012 July 10, 2012 The Google Glass technology taken a step further, this A new mobile game that rewards players for doing video gives us a glimpse into what our augmented favors for their neighbors. It’s a community-based favor- reality-enhanced lives would be like if this technology exchange hub for goods and services. were actually embedded into our eyeballs. 24Friday, August 10, 2012
  • 25. Power Woman Power Woman Screen Culture Archetype of the strong woman is experiencing a cultural renaissance Image Credit: Lions Gate Entertainment Corporation 25Friday, August 10, 2012
  • 26. Marissa Mayer: Yahoo’s New CEO Olympic Women’s BoxingImages are hyperlinked Nuns React to Vatican Disapproval Brave’s Princess Merida 26 Friday, August 10, 2012
  • 27. Marissa Mayer: Yahoo’s New CEO Olympic Women’s Boxing July 16, 2012 August 5, 2012 After achieving great success in the male-dominated For the first time in Olympics history, the ten men’s field of technology, Marissa Mayer is now Yahoo’s CEO. boxing events were joined by three women’s events: Days after the appointment, Mayer announced that she Fly, Middle and Light. is pregnant with her first child, proving that women don’t have to choose between a career and family. Nuns React to Vatican Disappproval Brave’s Princess Merida July 28, 2012 June 19, 2012 Following a report issued from the Vatican questioning The heroine in Disney’s Brave is determined to chart her the nuns’ doctrinal loyalty, the nuns of the Leadership own path, and through bravery and archery leads the Conference of Women Religious have been responding. kingdom in breaking a beastly curse. One nun said, “We make our vows, but our obedience isn’t blind.” 27Friday, August 10, 2012
  • 28. Robopocalypse Kidult Screen Culture Fear of robots turning against humans, or humans turning into robots Image Credit: Twentieth Century Fox Film Corporation 28Friday, August 10, 2012
  • 29. Images are hyperlinked Biologically Accurate Robot Walking Legs Army Eyes Robot Rescue Copters for Wounded TroopsImages are hyperlinked Total Recall: Hacking Your Memory How To Survive A Robopocalypse 29 Friday, August 10, 2012
  • 30. Army Eyes Robot Rescue Copters for Biologically Accurate Robot Walking Legs Wounded Troops July 6, 2012 August 2, 2012 A group of US researchers produced a set of robotic These devices will ultimately attempt to cut down on legs which they believe is the first to fully model walking human casualties by monitoring dangerous areas, in a biologically accurate manner. communicating with bases and cutting down on the time and risks of recovery. Total Recall: Hacking Your Memory How To Survive A Robopocalypse August 2, 2012 May 7, 2012 The futurist, sci-fi reboot of the classic movie features Daniel H. Wilson, author of the NY Times bestseller, implantation of fake memories, nanorobots and the Robopocalypse, explains exactly how to survive a robot destruction of mankind. uprising. 30Friday, August 10, 2012
  • 31. Shock and Transgress Maturialism Screen Culture Innovations that are daring, shocking, surprising and taboo-breaking Image Credit: Time Magazine 31Friday, August 10, 2012
  • 32. Jasmine Villegas: “Didn’t Mean It” Video Anti-Smoking AdImages are hyperlinked Ragú “Long Day of Childhood” Panhandling for Breast Implants 32 Friday, August 10, 2012
  • 33. Jasmine Villegas: “Didn’t Mean It” Video Anti-Smoking Ad July 16, 2012 June 21, 2012 Jasmine Villegas’ video for “Didn’t Mean It” pushes the This ad featured young kids asking smoking adults to boundaries for mainstream music videos, featuring provide a light for their own cigarettes. The adults warn disturbing scenes depicting a past relationship. In the of the dangers of smoking and the children in turn video, Villegas is being slapped by an abusive boyfriend question why the adults ignore their own health risks. and dragged by her hair while she screams. Ragú “Long Day of Childhood” Panhandling for Breast Implants August 3, 2012 July 14, 2012 A controversial ad shows a child walking in on his Chrissy Lance, a 37-year-old mother from Rittman, parents having sex, with Ragú sauce being touted as a Ohio, took to the streets with a brutally honest comfort food that will help dull the shock. cardboard sign declaring, "Not Homeless, Need Boobs!" 33Friday, August 10, 2012
  • 34. Space in theAir Screen In The Air Space Culture Rising fascination with space and discovery, post-NASA shuttle retirement Image Credit: Sweetie187 on Flickr 34Friday, August 10, 2012
  • 35. Dragon Arrives at Space Station We Stopped DreamingImages are hyperlinked Mars Rover Landing Virgin Galactic 35 Friday, August 10, 2012
  • 36. Dragon Arrives at Space Station We Stopped Dreaming May 25, 2012 June 3, 2012 The privately bankrolled Dragon capsule, developed by In this video homage to space exploration, Elon Musk’s SpaceX, made history by being the first astrophysicist Neil deGrasse Tyson aims to reignite the commercial cargo ship when it landed at the public’s curiosity with space. International Space Station. Mars Rover Landing Virgin Galactic August 6, 2012 July 11, 2012 The Curiosity rover landed on Mars after descending Virgin Galactic is now taking bookings for its space through the Martian Atmosphere, a feat that NASA flights, which will allow passengers a once-in-a-lifetime dubbed the “Seven Minutes of Terror,” to begin its two experience at 50,000 feet and Zero-G. year mission of collecting samples for scientific study. 36Friday, August 10, 2012
  • 37. Sign up on our website to receive updates and future reports: For more information: 212.894.5100 Stay connected @sparksandhoney Stay Tuned for Deep Dive Reports Into Each Content Network 37Friday, August 10, 2012