Most Contagious 2008


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In lieu of a Christmas card, we’ve been hard at work putting together our annual round-up of the most exciting, the most tremendous, the most mind-blowing events and inventions of the year. The landmarks for which 2008 will be remembered. The most ingenious applications. The entertainment heavyweights. The giant leaps in technology. The viral phenomena. The places and faces setting your world alight.

To all of our friends everywhere in the world, welcome to Most Contagious 2008. It’s everything you need to know, and then some.

In the spirit of the ‘branded utility’ trend of which we’re so enamoured, we’ve made this report interactive, informative, entertaining, and completely bloody free. Send it round your agencies. Forward it to your friends and family. Link to it on your blogs, Twitter the sh*t out of it, and slap it on Facebook for all the world to see.

Most Contagious 2008. From us to you, because we care.

Happy Holidays everyone!

Contagious / London

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Most Contagious 2008

  1. 1. MOST CONTAGIOUS / 2008
  2. 2. most contagious / 2008 / p.02 / MOST CONTAGIOUS / 2008 30% CREDIT CRUNCH INTRO DISCOUNT CHAPTERS / ‘If 2006 was about user-generated content and 2007 about social ANNUAL SUBSCRIPTION media, then 2008 is about the conversation.’ So predicted NOW £690 GBP 01 / LANDMARKS Contagious editor Paul Kemp-Robertson in The International Herald Tribune back in January. ‘In other words, brands will have to steel 02 / themselves to the idea that marketing is a two-way street, not just a TECHNOLOGY conduit for directing their messages toward pliant consumers.’ 03 / Welcome to Most Contagious 2008. Lasting way longer than a GAMING Christmas card, this is our review of the most talked-about trends and 04 / technologies that have influenced the global marketing industry over ENTERTAIN the past 12 months. Contagious Magazine’s mission is to spread the 05 / gospel of non-traditional media and innovative thinking, so please feel MUSIC free to pass this on. 06 / 2008 highlights for Contagious included speeches and consultancy DESIGN trips to Athens, Bangkok, Brussels, Copenhagen, Dubai, Helsinki, 07 / Hong Kong, Madrid, Meribel, Miami, Moscow, New York, Oslo, Paris, SOCIAL MEDIA Parma, Prague, Seattle, Seoul, Stockholm, Toronto and, er, 08 / Dunstable. In June, the Debussy Theatre in Cannes was so packed WEBSITES before the Leo Burnett/Contagious ‘Wildfire’ seminar, the people 09 / with the clipboards had to lock the doors and relay the footage onto APPLICATIONS screens outside. And we loved the childlike reaction outside the 10 / Gutter Bar each midnight when we plonked down four gigantic INTEGRATED Contagious cushions for festival goers to chill out on until dawn. 11 / VIRAL Elsewhere, we launched a new series of Special Reports to inject expert insight into some of the ad industry’s hottest topics, like the 12 / MOBILE metrics of Social Media and the ‘Goodvertising’ trend. 13 / OUTDOORS If you’re an advertiser or agency who would like to receive a bespoke, analytical service from the Contagious editorial team, check out Contagious / Magazine / DVD / Online / Special Reports / Consultancy / Events / Feed 14 / PLACES Contagius Feed,, Special Offer to readers of the Most Contagious 2008 report - our online intelligence resource that navigates the complex but subscribe before 31 January 2009 and save 30% Normally £985 now just £690. 15 / fascinating climate that brands will have to survive in 2009 and CONTENT Visit to subscribe now. beyond. / E: 16 / Contagious / London T: +44 20 7575 1886 GREEN
  3. 3. most contagious / 2008 / p.03 01 / MOST CONTAGIOUS / LANDMARKS CHAPTERS / Barack Obama / Presidential Campaign / / Branded utility / Obama's team launched an Result - a collective gasp from an adoring media, The New York Times has only ever opted for the iPhone application one month before the election, around 7m views on YouTube, some utterly 01 / LANDMARKS use of 96pt font four times in its illustrious history. boasting a 'call your friends' feature which deflated opponents and most importantly, The moon landings. Nixon's resignation. 9/11. organised contacts by key swing states, allowing renewed hope for 'a more perfect union'. 02 / TECHNOLOGY These gargantuan headlines are reserved for you to hassle them individually. The app also / Celebrity tie-ins / Black-Eyed Pea seismic shifts in the global landscape. All the more provided the location of your nearest polling took Obama's iconic 'yes we can' speech and set 03 / fitting, then, that the fourth incidence of this rarity station, and last minute news from the campaign. it to music, hosting it online, enlisting some A-list GAMING was reserved for the election of Barack Obama, / Radical transparency / You follow Obama on chums and allowing for mobile downloads. 14m 04 / not only the first African-American to take up ENTERTAIN Twitter, he follows you. You ask your question views on YouTube and a whole new bunch of residence in the White House, but a man doing so online, his team responds. More recently, the registered voters later… 05 / on the strength of a campaign predicated entirely MUSIC informal tone of the Obama campaign has been / Relentless consistency / Obama's warm on the concept of epic change. taken to YouTube, where his fireside chats will be words for former opponent Hillary Clinton were 06 / As you can see from this Most Contagious PDF, broadcast, and, from where his DESIGN dismissed by some pundits as pandering to the the Contagious team divides this annual round-up presidential transition period can be followed. female demographic, and a democratic party still 07 / of blistering phenomena from the worlds of SOCIAL MEDIA / Giving power to the people / Obama's dominated by Clintonian politics. He ignored them technology, media, design, pop culture and brand campaign was majority funded by small donations and made her Secretary of State. 08 / strategy into sections, in order to make it easier to from enthused individuals, 65,000 of them And all this whilst shaking hands, holding WEBSITES navigate. However, much like his political newbies to political donation, giving what they babies, fighting off rabid opponents and at times 09 / philosophy, Barack Obama's campaign strategy could afford to bring about the change he flagrant racism, and running the kind of traditional APPLICATIONS refused to be divided. Let's tick them off, shall we? promised. media campaign that would put an FMCG 10 / INTEGRATED / A big idea / They don't come much bigger than / An eye for the experts / Obama's chief speech behemoth to shame. 'Yes We Can'. writer Jon Favreau was 26 years old for most of the For such a perfect understanding not only of the 11 / / Use of non-traditional media / From the campaign, yet proved himself more than capable public mood but of the ways in which the public is VIRAL moment the Obama team hired one of Facebook's with the crafting of lines such as: 'It was sung by now connected - Barack Obama, we salute you. 12 / immigrants as they struck out from distant shores MOBILE original founders to run, the die was cast. Videos, messages and campaign and pioneers who pushed westward against an 13 / unforgiving wilderness. Yes we can.' *shiver* OUTDOORS information were posted online and Twittered to more than 140,000 followers. His team blogged, / Some smart PR / Facing criticism for his 14 / Twittered and YouTube'd their way to the win. They friendship with divisive religious figure Jeremiah PLACES even placed Vote For Change ads in videogames Wright, Obama issued no panicked denials. He 15 / like Madden NFL ‘09. Less 2.0, more 2.0bama. simply waited for his next public appearance and CONTENT gave a speech addressing the reality of racism 16 / whilst acknowledging his own position within it. GREEN
  4. 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 weren't enough to convince the Apple cynics, the July later than rivals from ITV and Channel 4 - but with over 20 2008 launch of the Apps store probably did the trick. As million streams a month of BBC programming across TV soon as the iPhone's API was released to developers, and radio, the iPlayer is the first service of its kind to prove CHAPTERS / the store was flooded with apps to tell you how to get a runaway success. Launched with a catchy, simple 01 / home. Which train to use. Who was winning at golf. tagline ('Making the unmissable, unmissable') and tie- LANDMARKS Football. Baseball. Where to have dinner. Who to play ins with BBC stalwarts such as EastEnders and Top 02 / poker with. You could be Mario. Record your voice. Find Gear to illustrate exactly what you would be missing, the TECHNOLOGY out what song you're listening to. Check Google Earth. iPlayer came into its own during sporting events like the 03 / GOOGLE EARTH, for God's sake, is now available in 2008 Beijing Olympics and the Wimbledon tennis GAMING your pocket. Despite Apple being unhappy with the use tournament. Instead of two weeks spent grumbling about 04 / of the term 'smartphone' to describe its little miracle, it missing the action, the Contagious team simply plugged ENTERTAIN now boasts a 17% share of that particular market, and in their headphones en masse. Thanks, Auntie Beeb. 05 / as a result, Apple hit 100 million app downloads within MUSIC three months of launch, and 300 million by December Hulu / (the last 100 million was apparently achieved in a space Lacking the luxury of a licence fee but raking in the cash 06 / DESIGN of six weeks). Even Microsoft took the plunge, adapting nonetheless is Hulu, which made $148m (€115m) in its image software Seadragon for the handset. advertising revenues in its first full year of operations 07 / SOCIAL MEDIA The iPhone Apps store is the steroid-pumped following its launch by NBC Universal and News Corp IPLAYER / evolution of the long standing twin trends of in 2007. Content providers include Fox, Universal, Sony 08 / WEBSITES personalisation and convergence. Now - if only we Pictures Television, Warner Bros. Television, Comedy could use the iPhone to cut and paste. Steve! Featured Central, Bravo, FX, Sci Fi and Sundance, which means 09 / in Contagious 16. shows like Family Guy, The Simpsons, The Daily Show, APPLICATIONS Saturday Night Live and The Office - ratings winners 10 / Online TV / every one. Suddenly, YouTube and all its camcorder INTEGRATED In recent years, several services have claimed to have capers looks a bit wobbly. Research company Screen 11 / cracked the thorny issue of online TV. All of them were Digest has predicted revenues of $180m for next year, VIRAL lying, scuppered by a lack of subscribers, a lack of and recent statistics indicate around 64 million streams 12 / content partners, or simply having no discernible per month. MOBILE business model (not that that ever stopped anyone. Users can also watch Hulu content at many other 13 / Twitter, we're looking at you). Now, the combination of OUTDOORS places across the web (eg AOL, Comcast, MSN, the BBC's phenomenal iPlayer service and the work MySpace, and Yahoo!), and viewers can share episodes 14 / done by Hulu in the States on cajoling content providers PLACES or clips via email, or embed them on other sites, blogs is threatening a sea change. Even short-form video's and social networks. The full service is currently only 15 / gone all grown up as Vimeo and now YouTube start available in the USA. Come on Hulu! The good people of CONTENT providing content in high definition and widescreen. Europe and Asia deserve some free entertainment too. 16 / Ladies and gentleman, do not adjust your sets. The era See Contagious 16. • GREEN of online TV may finally be upon us. iPHONE APPS /
  5. 5. most contagious / 2008 / p.05 02 / MOST CONTAGIOUS / TECHNOLOGY / CHAPTERS / Google / Chrome / to be an important platform; that the browser wars of 01 / Forever innovative, the big giant of the valley declared 10 years ago were right. The browser matters.' LANDMARKS rainbow-coloured war on rivals Microsoft earlier this Despite the fluffy comic strip Google used to market 02 / year with the official launch of Chrome, its first Chrome prior to its launch (see right), there's an evil TECHNOLOGY attempt at a web browser. Ostensibly sticking one in undercurrent to all this. If Google controls people's the eye to the cumbersome Internet Explorer and 03 / email and their browsers, not to mention a recent offer GAMING rattling the cage of an increasingly bloated Firefox, to provide free national wi-fi, they would have Chrome uses Google's own open source 'Gears' tool, 04 / unprecedented and unfettered access to a huge allowing desktop applications and online applications ENTERTAIN portion of the western world's information. Minority to talk to each other. Put simply, this means that the Report was right. The future is chrome-coloured. 05 / browser could be the only operating system you'd See Contagious 17. MUSIC ever need. How many Windows would that smash, do 06 / we think…? DESIGN Of course, it's not without its glitches. No version is 07 / currently available for Mac OSX or Linux users, thus SOCIAL MEDIA depriving Google of the subset of creative and techie 08 / visionaries/wannabes who would adopt it in their WEBSITES droves. Further competition will come in the new year with a new version of Firefox, whose popularity rests 09 / APPLICATIONS on the plethora of independently created plug-ins available for the system. At time of writing, there are 10 / no plug-ins for Chrome but the architecture, along INTEGRATED with Mac and Linux versions, are promised for 2009. 11 / VIRAL So far adoption has been steady, but by no means an overnight success. Web analytics GetClicky 12 / estimates that Chrome boasts a 1% share of the MOBILE market, with IE at 60% and Firefox at 30%. However, 13 / Google's CEO Eric Schmidt has explained Chrome's OUTDOORS importance to the company in no uncertain terms. GOOGLE / CHROME COMIC / 14 / 'The thing that changed in the past couple of years ... PLACES is that people started building powerful applications on top of browsers and the browsers that were out GOOGLE / CHROME / 15 / there, in particular in Explorer, were not up to the task CONTENT of running complex applications,' he told The 16 / Financial Times. 'We think that the browser continues GREEN
  6. 6. most contagious / 2008 / technology (cont.) p.06 Cloud Computing / adidas / Bonded by Thread / Google's maneouvrings take us nicely onto another buzz Nanotechnology as marketing? Get outta here. Last phrase of 2008 - cloud computing, or the use of a web year, WhybinTBWA launched their Bonded by network to host information so it can be accessed from Blood campaign, in which the New Zealand All CHAPTERS / anywhere around the world. Think GoogleDocs, or Blacks gave samples of their DNA to be woven into a Gmail. You log in, you have access, thus finally slaying the promotional poster for sponsor adidas. This year, they 01 / LANDMARKS irritation of that bastard file being on the desktop at home. used nanotechnology to etch fans' names and The notion of the cloud lends itself neatly to Google's messages of support onto an 'Adithread' which was 02 / TECHNOLOGY vision of a browser-based future, and behemoths such as then woven into a rugby jersey worn by captain Richie Amazon have allowed third party developers to McCaw. The campaign mantra? 'This is not a jersey. 03 / contribute to their own cloud in order to ensure a slicker This is a legacy'. Two thumbs up for bringing the fans GAMING service. and the players closer together. 04 / See Contagious 16. ENTERTAIN Not to be outdone, rivals Microsoft have now entered the fray with Azure. This service has been described as 05 / Guinness Rugby / RFID / MUSIC 'Windows for the cloud', and will be offered alongside the Over in Ireland, the Guinness team in conjunction with next release of Windows, 7. In a huge shift of policy for a 06 / digital strategists Red Urban in London is doing DESIGN company which has dominated the desktop since some staggering things with RFID (Radio Frequency forever, you'll be able to store your documents/ 07 / Identification Technology). The brand's positioning - SOCIAL MEDIA photos/files/whatever on the cloud, which will be hosted 'It’s Alive Inside' - has been literally and beautifully on countless giant data centres around the world. 08 / interpreted by the addition of RFID tags to rugby balls, WEBSITES It's all a bit Terminator - if you remember, James and an intricate camera monitoring system capable of 09 / Cameron's notion of a centralised system through which measuring the speed, power and accuracy of passes ADIDAS / THIS IS NOT A JERSEY / APPLICATIONS all beings were connected was called Skynet, and it led and player. Ultimately, this world first could give 10 / to the near extinction of mankind. Plus, the amount of everyone from coaches to fans access to detailed INTEGRATED money you need to host the information means that only metrics of gameplay, creating the kind of obsessives big, slightly sinister players with track records in and media coverage currently dominating football and 11 / VIRAL monopoly need apply. Despite the obvious and exciting baseball. In our humble opinion, this is pretty much the potential of the cloud, one of the earliest laws of sport activation to end all sport activations, and 12 / MOBILE computing states that data doesn't exist unless it's in at definitely one to watch for the year ahead. least two places. Microsoft and Google will have 13 / OUTDOORS backups - but God forbid your log-in details should ever Plastic Logic / fail. With media attention focused on the travails of a 14 / wheezing music industry, the publishing industry has PLACES Now might be the time for anyone with doubts as to the been quietly facing its own digital revolution. After 15 / future of society to start putting a down payment on that Amazon's Kindle digital reader and the Sony CONTENT shack in the woods. If anyone will give you a mortgage, GUINNESS / RFID / eBook Reader, the new kid on the block is Plastic that is. 16 / Logic. The size of an A4 piece of paper, no thicker GREEN
  7. 7. most contagious / 2008 / technology (cont.) p.07 than a pad of it and weighing under 1lb, this flexible digital parchment can display newspapers and books as well as other documents from PDFs to Powerpoint presentations. You'll also be able to connect to it wirelessly. Is this the newspaper of the future? CHAPTERS / Featured in Contagious 17. 01 / LANDMARKS Radiohead / House of Cards / 02 / So beautiful we put it on the front cover of our TECHNOLOGY magazine. Complaint rock innovators Radiohead shot 03 / a video for House of Cards using 360º laser scanners GAMING instead of cameras and lights. They also premiered it 04 / on the Google code content platform. Shot by James ENTERTAIN Frost of Zoo Films, the video plus widgets and a 05 / making-of film can be viewed here: MUSIC 06 / Featured in Contagious 16. DESIGN 07 / Google Streetview / SOCIAL MEDIA Google's Streetview is an additional feature of 08 / Google Maps and Google Earth that provides data WEBSITES taken from street level. Forget top down or GPS PLASTIC LOGIC / harassment. Go forth and stalk face to face. • 09 / APPLICATIONS 10 / INTEGRATED RADIOHEAD / HOUSE OF CARDS / 11 / links / VIRAL 12 / MOBILE 13 / OUTDOORS 14 / PLACES 15 / CONTENT GOOGLE / STREETVIEW / 16 / GREEN
  8. 8. most contagious / 2008 / p.08 03 / MOST CONTAGIOUS / GAMING CHAPTERS / 2008 spawned one of the biggest media launches of all advertising. Instead, revenue was created using more time when Grand Theft Auto IV hit the shelves, followed progressive and inventive business models. For 01 / LANDMARKS by a second wave of virtual worlds and Sackboy, the example, thanks to a new technology called ZiT, players cutest little critter from Sony…. can use the main character's mobile phone to dial a 02 / number when they hear a track which they like on the car TECHNOLOGY LittleBigPlanet / radio. Much like the real-world service Shazam, the title 03 / LittleBigPlanet launched on Sony's PlayStation 3 in and artist of the track then gets sent to them via SMS GAMING November. Developed by small British company Media message. If the player has already pre-registered on the 04 / Molecule, the game puts players in control of plucky Rockstar Games Social Club website, they are able to ENTERTAIN hero Sackboy. Facilitated by Sony's online gaming compile a playlist of all their favourite tracks from the 05 / service PlayStation Network, players are encouraged game and by visiting, purchase every one MUSIC to explore each others' worlds and even collaborate in of these tracks for under $1 each. 06 / the evolutionary process, making LittleBigPlanet as See Contagious 15. DESIGN much a hybrid social network as an ultra-playable video game. The beta trial alone - among 24,000 people - saw Spore / 07 / SOCIAL MEDIA 5,000 levels of the game being created over just three The Sims designer Will Wright of Maxis Studio spent days. Despite a sticky launch due to some soundtrack three years creating Spore. The game allows players to 08 / LITTLEBIGPLANET / WEBSITES issues and heavy-handed moderation, the game has develop a character from a single-cell organism fighting since received a 95% rating on against the fluid dynamics of a tidal pool, into a member 09 / APPLICATIONS Sackboy in spaceman mode also graced the cover of of an advanced civilisation and eventually a space- Contagious 17 and page 40 of this report. conquering demigod. 10 / INTEGRATED Grand Theft Auto IV / Prior to the game's release in September, parent 11 / The only title to score higher than LittleBigPlanet on company Electronic Arts made a stripped-down VIRAL is Rockstar Games' Grand Theft Auto version of Spore's creature creator available for free 12 / IV. GTA IV has done nothing but smash records all year: download. This lets users get to grips with the interface MOBILE in its first week, it shifted six million copies worldwide, and their character by playing with an infinite number of 13 / amounting to total sales figures of over $500m. This body parts, colours, textures and appendages. OUTDOORS eclipses the $300m taken by Halo 3 last year and even Furthermore, an awesome video showing comedian 14 / Hollywood's biggest grossing film Pirates of the and actor Robin Willams bungling his way through a PLACES Caribbean: At World's End which took $460m in the six tutorial of the application was launched online. In San 15 / days following its release. Much to the frustration of Francisco, a micro billboard measuring 14quot; x 6quot; was CONTENT prospective advertisers, Rockstar was vehemently placed on a roof top; a fixed telescope helped passers 16 / against the emerging trend of featuring in-game by to check it. SPORE / GREEN
  9. 9. most contagious / 2008 / gaming (cont.) p.09 The game has not gone without its fair share of controller setup, has also been going great guns controversy however. Electronic Arts, which supported by its own celebrity collaborations. Guns owns Maxis, recently lost a reported $25m N' Roses released the first single from their long- through illegal downloads by consumers who felt awaited comeback album Chinese Democracy CHAPTERS / that their ownership rights were being abused ‘ Shackler's Revenge’, via Rock Band. Also, exciting 01 / when they found that the game could not be news for 2009 - creators Harmonix are set to release LANDMARKS registered on multiple PCs… More power to the a special Beatles edition of the game featuring the console, eh? See Contagious 17 entire back catalogue of the Fab Four's hits and fully 02 / TECHNOLOGY endorsed by Paul McCartney, Ringo Starr, Yoko Rock Band / Guitar Hero / Ono Lennon and Olivia Harrison. If this doesn't make 03 / GAMING Apart from the emergence of collaborative, online your mum want to play video games, we don't know initiatives such as LittleBigPlanet, the other video what will… Featured in Contagious 16. 04 / ENTERTAIN game trend which characterised 2008 was undoubtedly the rise and rise of casual gaming. Ones to watch / 05 / Started by the industry-subverting Nintendo Wii Football Superstars / MUSIC console in 2006, the casual gaming market has been Created by Nottingham-based CyberSports, 06 / steadily growing as girlfriends, parents and Football Superstars combines the appeal of DESIGN grandparents discover the joy of the joystick. The one games like EA Sports' FIFA and Konami's Pro 07 / genre which has profited most from this trend is that Evolutionary Soccer with the virtual world platform SOCIAL MEDIA of music-simulation - most notably titles such as found in Second Life and the massively multiplayer 08 / Activision's Guitar Hero franchise and Rock Band online role-playing game (MMORPG) experience WEBSITES from Harmonix. offered by Vivendi's World of Warcraft. The game 09 / is free to download and once players have APPLICATIONS Something of a cultural phenomenon, Guitar Hero completed training, they can join a virtual team. invites you to 'Unleash your inner rockstar' - 10 / However, as well as playing matches, users are INTEGRATED something which apparently over 23 million people encouraged to interact off the pitch where they worldwide have done, resulting in $1.6bn at retail. 11 / can indulge in a whole host of decadent extra- Bands and advertisers have clearly recognised the VIRAL sporting activities. So far, over 219,000 have penetration of the franchise; most recently, The 12 / registered for Football Superstars and Killers marked the release of their third album, Day & MOBILE CyberSports have claimed that a further 3000 are Age, with an appearance in Guitar Hero World Tour. 13 / signing up every day. Day & Age was released on 25 November and the OUTDOORS Las Vegas rock quartet is releasing two singles, CyberSports has signed up a number of brands 14 / Human and Losing Touch, as downloads into the for in-game placement including Puma. The PLACES game. 2004 smash hit Mr Brightside will also form revenue model also includes micro-payments, 15 / part of ‘The Killers Track Pack’. with CyberSports estimating that each player will CONTENT Rival series Rock Band, the first game of its type to spend around £3.50 ($5.4) a month on items 16 / such as clothes, locker space and refreshments. GREEN add drums and vocals to the traditional guitar- See Contagious 17.
  10. 10. most contagious / 2008 / gaming (cont.) p.10 LEGO / Universe / Set for a 2009 release, LEGO Universe is another new MMOG. Developed by NetDevil to be a seamless adaptation of the LEGO philosophy, the concept behind the subscription-based LEGO Universe is CHAPTERS / simple – if you can imagine it, then you can build it. The 01 / traditional play experience will transfer online, requiring LANDMARKS a creative and collaborative approach to accomplish in- 02 / game goals. Contagious 17 contains a case study on TECHNOLOGY LEGO. 03 / GAMING IFTF / Superstruct / ARG-guru and gaming genius Jane McGonigal 04 / ENTERTAIN (formerly of 42 Entertainment) has headed up the development of a new online project which could well 05 / save the world. Superstruct, from the Institute for the MUSIC LEGO / UNIVERSE / Future (IFTT), is a future-facing affair which pits players 06 / against a host of daunting new-world threats such as DESIGN disease, global warming and hackers. Championing the 07 / power of gaming as a unifying force, McGonigal also SOCIAL MEDIA believes that companies could benefit from 08 / understanding the role that gaming could play as a WEBSITES business tool. For more details and an interview with 09 / McGonigal, check out the link below to an article in APPLICATIONS BusinessWeek… 10 / • INTEGRATED 11 / VIRAL links / GTA IV / 12 / MOBILE 13 / ROCK BAND / OUTDOORS 14 / PLACES 15 / CONTENT 16 / GREEN SUPERSTRUCT /
  11. 11. most contagious / 2008 / p.11 04 / MOST CONTAGIOUS / ENTERTAINMENT CHAPTERS / Quantum of Solace / Despite the long-cultivated suspicion that the Bond franchise might 01 / LANDMARKS be metamorphosing into little more than a series of beautiful, big budget commercials, the latest effort, Quantum of Solace, 02 / eschewed heavy placements in favour of some impressive tie-ins and TECHNOLOGY product integration around the action. Smirnoff Black, Bond's 03 / original tipple, underlined its placement in the film with an appealing GAMING integrated campaign based around a limited edition bottle of the spirit 04 / with a cocktail shaker, through Edinburgh-based Three Brand ENTERTAIN Design. Coca-Cola also introduced special edition bottles of Coke 05 / Zero, renaming the fizz Zero Zero 7. A global TV campaign through MUSIC Wieden + Kennedy featured music from Jack White, who penned 06 / Another Way To Die, the film's disappointing theme tune. DESIGN Sony's electronic offerings featured prominently. Digital agency 07 / SOCIAL MEDIA Dare London launched Bond in HD - an immersive microsite to showcase High Definition products which saw users set challenges 08 / based around various HD products. Players were required to WEBSITES manipulate content, analyse narrative and test awareness and 09 / memory to succeed, honing their spy skills along the way. APPLICATIONS To celebrate Sony Ericsson's Cyber Shot as Bond's mobile of 10 / INTEGRATED choice iris Digital, London, launched Directive C902 - an integrated campaign based around a rich content microsite hosting an 11 / VIRAL interactive movie, complete with missions integrated into the plot. Each mission completed delivered a code that unlocked an exclusive 12 / MOBILE mobile phone app and granted access to the next level of the game. 13 / Microsoft’s Surface technology also found a home in the hi-tech OUTDOORS offices of MI6, and just to mess with the system, Ford's dominant 14 / sponsorship of the film saw not Bond, but Bond girl Camille (Olga PLACES Kurylenko) behind the wheel of its key placement, the new Ford Ka. 15 / Featured in Contagious 17. CONTENT 16 / GREEN
  12. 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 only to discover a Most Contagious 2007 for proof.) This was thanks in no couple's wedding invitation site, seemingly unconnected small part to 42 Entertainment's epic alternate reality to the film. Finally, in November, Paramount released the CHAPTERS / game building up over the 18 months prior to the film's official trailer and the film's name was made public, but 01 / release. One particularly great stage in the hints surrounding the monster still remained minimal. LANDMARKS comprehensive ARG was Operation Slipknot, a game Cloverfield's US opening was the biggest ever for January 02 / focusing on corruption in Gotham City Police Dept and so the slow burn word of mouth effect came good. Oh, and TECHNOLOGY the apprehension of 30 fugitives. Commissioner Jim it helped that the film itself was pretty decent. 03 / Gordon sent out an email with the assignment and all Featured in Contagious 14. • GAMING slots in the game were reportedly taken within 45 04 / minutes. The ARG is too monstrous to document in its links / ENTERTAIN entirety except with the help of obsessive players / wiki 05 / contributors. If you fancy a flutter, the smart money’s on MUSIC a Cannes Lion or two for the creators in 2009. 06 / DESIGN The film's box office takings are edging towards the 07 / golden billion dollar mark, where it would join the SOCIAL MEDIA esteemed releases of Titanic, Lord of the Rings: Return 08 / of the King and Pirates of the Caribbean: Dead Man's WEBSITES Chest, the only three movies to date to have achieved THE DARK KNIGHT / 09 / such a feat. The Dark Knight will be re-released in the APPLICATIONS US on 23 January, the day after Oscar nominations are 10 / announced. Featured in Contagious 14, 15. INTEGRATED 11 / Cloverfield / VIRAL Cloverfield opened the year's box office excitement in January after a six-month viral campaign building up to the 12 / MOBILE opening night. The monster flick follows five young friends in New York through their own video footage of the night a 13 / OUTDOORS monster hits the city. The fun began in July 2007 with an unbranded trailer at the end of Transformers, the last frame 14 / PLACES of which stated 01-18-08. The first step encouraged people to search online where they found a website with 15 / nothing but two dazed faces. The next few months saw CONTENT spoof videos and rumours as fans tried desperately to THE DARK KNIGHT / CLOVERFIELD / 16 / unlock clues to the film which were sporadically released GREEN
  13. 13. most contagious / 2008 / p.13 05 / MOST CONTAGIOUS / MUSIC / CHAPTERS / In a year when the global music trade body IFPI released figures showing that digital music sales now account for 15% of all sales - 01 / LANDMARKS 30% in the US - brands became more aware of opportunities that could link them to artists. Meanwhile, the ratio of unlicensed tracks to 02 / legal tracks sold is about 20:1, so live music and merchandise are TECHNOLOGY becoming areas of focus for the music industry and artists. The UK 03 / festival industry alone was worth about £900m in 2008 - around 700 GAMING festivals. Can this be sustained throughout an unpredictable 2009? 04 / ENTERTAIN 05 / MUSIC O2 / Live Nation / At the heart of the thirst for live music was O2, which linked up with 06 / Live Nation, replacing Carling as the brand behind Brixton and 10 DESIGN other Academy Music Group venues from 1 January 2009. O2 07 / reckons the partnership will reach more than 3.5 million music fans, SOCIAL MEDIA extending across the UK the same priority ticketing benefits that O2 08 / customers currently enjoy with the London-based O2 venue: the WEBSITES chance to buy tickets 48 hours before they officially go on sale. And 09 / despite some ugly rumours to the contrary, the O2 Wireless Festival APPLICATIONS will take place in Hyde Park in 2009. Bring back Daft Punk! 10 / INTEGRATED Nokia / Comes With Music / 11 / VIRAL Nokia launched Comes With Music (CWM), a download service bundled in with a Nokia phone package, most notably the 5310. Any 12 / MOBILE music fans happy to shell out €199 for a CWM-enabled handset could then enjoy unlimited tracks from a catalogue bulging with two 13 / OUTDOORS million tracks. Users must buy another CWM-enabled handset after the year has elapsed. Warner Music, SonyBMG and Universal are 14 / partnering Nokia, which will extend the service throughout Europe PLACES and Asia in 2009. On the back of Apple’s December announcement 15 / that it will be dropping DRM from the content of three major labels sold CONTENT through iTunes, will this caveat-loaded approach be enough to 16 / compete in the download wars? See Contagious 17. GREEN
  14. 14. most contagious / 2008 / music (cont.) p.14 TAG / TAG Records / Miller Genuine Draft / The Mill / TAG, a male body spray owned by P&G that chases the Miller Genuine Draft diverted its entire marketing same young demographic as Unilever's Lynx/Axe, budget into creating a platform for unsigned bands in an hooked up with Def Jam Music on TAG Records. Q, a attempt to reflect the brand's 'genuinely different' CHAPTERS / rapper from Brooklyn, was the first artist to be signed to positioning throughout Scotland. Via Leo Burnett the hip hop label. For more on brands such as TAG, London, the platform gave unsigned acts maximum 01 / LANDMARKS Vodafone and Bacardi identifying fresh points of entry coverage and consumers free content. Venues in into the music industry, read this article from Edinburgh and Glasgow staged live performances from 02 / TECHNOLOGY Contagious 16 by Jack Horner, co-founder and creative a selection of 108 bands. Each act had a unique poster, director of music marketing agency Frukt, London. imagery from which is used on packaging. Gig-goers 03 / download free tickets to their mobiles via the website GAMING where 540 tracks have been recorded and distributed. 04 / Umphrey's McGee / Further mobile content is available via dedicated ENTERTAIN Prog rock fans will be counting the days until 19 January bluetooth units in the venues. Media partnerships 05 / struck with The Skinny magazine and Xfm Scotland, as 2009 when Mantis, the new album from Chicago outfit MUSIC Umphrey's McGee is released. But how rich an well as with e-newsletters and social networking sites, 06 / experience the album is relies entirely on how involved built on the buzz . See Contagious 17. • DESIGN fans have been in the lead-up to its release. In a smart 07 / initiative by Connecticut-based design and branding SOCIAL MEDIA links / agency Plaid, if fans visit a special website and pre- 08 / order the CD, they help unlock a treasure chest of free MILLER GENUINE DRAFT / THE MILL / WEBSITES content which includes alternative studio recordings 09 / and remixes. What's more, fans who pre-order Mantis APPLICATIONS will be drip-fed even more content over 2009 every time 10 / they play the CD on their PC. INTEGRATED 11 / Dr. Pepper / Chinese Democracy / VIRAL Dr. Pepper promised a can of Dr. Pepper to everyone in 12 / the US if the long-anticipated Guns N' Roses album, MOBILE Chinese Democracy, was completed in 2008. Yet the 13 / execution of this marketing masterstroke was shabby: OUTDOORS servers crashed on the brand's website, meaning users 14 / were unable to log on and download their voucher for PLACES the free drink. Guns N' Roses front man Axl Rose then 15 / issued legal proceedings against Dr. Pepper, accusing CONTENT it of tainting Guns N' Roses by association… still, we 16 / raise a can of, and to, Dr. Pepper for its audacity. GREEN
  15. 15. most contagious / 2008 / p.15 06 / MOST CONTAGIOUS / DESIGN / PRODUCTS CHAPTERS / Speedo / LZR / 2008’s most impactful piece of product design is arguably the now 01 / LANDMARKS infamous Speedo LZR swimsuit, most famously worn by record- breaking Olympic Gold Medallist and general human fish Michael 02 / Phelps. Developed by biomechanical engineers in one of NASA's TECHNOLOGY wind tunnels, the suit has had such a profound effect on the sport that 03 / Alberto Castagnetti, coach of the Italian national team, referred to it GAMING as 'technological doping'. How profound, you ask? Since its launch in 04 / March, no fewer than 74 world records have been broken by swimmers ENTERTAIN wearing the LZR. It also caused chaos in the run-up to the Olympics 05 / as several swimmers not sponsored by Speedo attempted to wriggle MUSIC out of their own deals in order to hitch a ride on the bandwagon to 06 / medal glory. It's just like Contagious has always said - nail those DESIGN oxygenating hydrodynamics and the rest will fall into place… 07 / See Contagious 16. SOCIAL MEDIA 08 / WEBSITES Nike / Zoom Victory / Almost as big news as Speedo's LZR has been Nike's Zoom Victory 09 / APPLICATIONS running shoe. By dispensing with the elements previously needed to hold a sneaker together (stitching, material) in favour of a suspension 10 / bridge design with merely a coating of fabric, the shoes weigh in at INTEGRATED less than a chocolate bar. What's more, because the design is so 11 / pared down, the Nike team can use rapid prototyping - computer VIRAL aided design - to manufacture unique versions in a fraction of the time 12 / it would take to knock up a regular sneaker. The cheap production MOBILE process could enable Nike to shift some of its manufacturing out of 13 / China and back to its home in the United States, thus creating jobs in OUTDOORS an otherwise exhausted marketplace. This unexpected side effect is 14 / fascinating: a product design innovation, led by technology, with PLACES immediate, first hand repercussions for a country's economy. Top 15 / marks to the Nike Tech Lab. CONTENT See Contagious 16. 16 / GREEN
  16. 16. most contagious / 2008 / design (cont.) p.16 Electric Cars / vision involves drivers plugging in their vehicles whilst at 2008 has undoubtedly been the year in which home or work, with longer journeys catered for by a stint alternative fuelling and the use of sustainable at one of 150 larger charging stations dotted around the materials in the automotive industry has turned from country. CHAPTERS / mere novelty into a necessity. With the global Financial backing has come from Morgan Stanley economy furiously struggling to keep its head above 01 / (yes, really) and, rather ironically, the owner of Israel's water, and car manufacturers seeking more hand-outs LANDMARKS largest oil refinery, Idan Ofur. Clearly these investors than Oliver Twist, motorists the world over are looking NIKE / ZOOM VICTORY / share Agassi's optimism for a global roll-out, should 02 / for ways to justify and afford their daily drive. TECHNOLOGY Israel prove a successful training ground. This is Obviously, US companies producing traditional gas- supported by the recent news that interest in the 'Better 03 / guzzling beasties have been worst hit, but even the GAMING Place' initiative has already spread to the US, where the smallest are now seeking to change. Step forward mayors of San Francisco, San Jose and Oakland, 04 / parent company BMW and the MINI E. ENTERTAIN California have all approved a test period for the The German car manufacturer has launched an network of electric cars. See Contagious 17. 05 / MUSIC electric version of its iconic small British car, but limited production to just 500 vehicles. Furthermore, these will Netbooks / ASUS Eee PC / 06 / only be available for lease to drivers in Los Angeles and There’s an odd rule of technology which states that the DESIGN New York who have a lockable garage where the car the price of a gadget is inversely proportional to its 07 / can be re-charged from a wall-mounted unit. All the cars physical size. Therefore it is with open arms (and open SOCIAL MEDIA are silvery grey and come with the distinctive yellow plug wallets) that the PC-buying public has welcomed the 08 / insignia announcing their electric credentials. BMW is new trend for affordable versions of the mini laptops WEBSITES aiming to mass-produce an electric car by 2010. known as netbooks. Statistics published by 09 / show that sales of netbooks are BMW / MINI E / APPLICATIONS We like this softly, softly approach from MINI. Not only expected to rise from one million units sold in 2007 to a are they subtly vetting the initial 500 customers - 10 / projected total of 14 million for 2008. Leading the INTEGRATED reinforcing the feeling of joining a select club - but also charge was Taiwan-based ASUS with its range of oh- securing at least a year of free advertising from these 11 / so-cute Eee PC laptops. Available with a screen size as lucky few as they scoot about in their distinctive silver VIRAL small as 7quot;, these start at under €231, with an almost and yellow cars. By the time the brand does scale up its 12 / infinite range of tech-specs to suit every user. production on the electric MINI, the buzz around the MOBILE vehicle will be at a peak and demand will be high… If this wasn't enough to confirm the product as the PC of 13 / the people, ASUS has recently teamed up with the Intel OUTDOORS In other news, entrepreneur Shay Agassi has been Corporation to launch wePC (see page 19), a website backed by the Israeli government to start 14 / tapping into the crowdsourcing trend to influence the PLACES implementing a network of electric cars, apparently design of the world's first community-designed laptop. resulting in 'sustainable transportation, global energy 15 / See Contagious 15 and 17. CONTENT independence and freedom from oil'. Using a concept developed with French manufacturer Renault, Agassi's 16 / GREEN ASUS / Eee PC /
  17. 17. most contagious / 2008 / design (cont.) p.17 Red / If you haven't heard anything about Red yet, be aware that its amazing hi-tech cameras are shaking up the entire movie industry whilst costing around one third of the price of equivalent big brand offerings. Scheduled CHAPTERS / additions to the range - the sub $3000 Scarlet video 01 / camera and the high end Epic model - have been LANDMARKS delayed, with CEO (and Oakley eyewear founder) Jim 02 / Jannard posting enigmatically on the company's forum TECHNOLOGY that 'we have changed everything about Scarlet 03 / because the market has changed and we have GAMING discovered a lot of things in the process. We have a new 04 / vision'. ENTERTAIN The forum is buzzing and speculation is ripe; definitely 05 / a brand to keep an eye on as belts are tightened MUSIC worldwide. Director Steven Soderbergh's two recent films Guerrilla and The Argentine were shot entirely 06 / DESIGN using Red cameras, as was Peter Jackson's Crossing the Line. All our lunch money is going in the Contagious 07 / SOCIAL MEDIA piggy bank for one of these (and a communal Speedo LZR to share…ewww). 08 / WEBSITES See Contagious 17. • 09 / APPLICATIONS 10 / INTEGRATED 11 / VIRAL links / 12 / MOBILE 13 / aerofly/detail OUTDOORS 14 / PLACES 15 / CONTENT 16 / GREEN
  18. 18. most contagious / 2008 / p.18 07 / MOST CONTAGIOUS / SOCIAL MEDIA / Facebook (again) / CHAPTERS / It will come as no surprise that comScore declared Facebook the 01 / biggest and fastest-growing social network: over 132 million people LANDMARKS visit the site every month, a year-on-year increase of 153%. Smart 02 / investment in translation tools saw the site take off in Latin America, TECHNOLOGY Asia, the Middle East and Africa, and advertisers were quick to 03 / develop apps and widgets. Pizza Hut even developed an app GAMING enabling users to order a pizza without leaving the site (although we're lukewarm on the facility that tells Facebook friends that you ordered a 04 / ENTERTAIN stuffed crust Hawaiian). And best of all, GetThemIn allowed Facebook users to buy drinks via the social network which could be 05 / MUSIC cashed in for real booze at over 1,500 off licences in the UK. 06 / Bebo / DESIGN Teen-friendly social networking site Bebo saw 32% growth in 2008, 07 / from 18m to 24m total unique visitors, and was snapped up in March SOCIAL MEDIA by AOL for the princely sum of $850m. One of the site's stickiest 08 / features proved to be original drama, with Bebo repositioning itself as WEBSITES a media platform and offering a combination of entertainment and 09 / social media, providing brands with opportunities to integrate APPLICATIONS naturally into the plot. Audience approval of placement and the fact 10 / that the Open Media platform allows users direct access to INTEGRATED thousands of hours of premium content has proved a leading strategy 11 / so far. KateModern - which attracted advertisers including Toyota VIRAL and Cadbury - set the ball rolling in 2007, but this year, Sofia's Diary 12 / captivated Beboers and advertisers including Unilever's Sure Girl MOBILE and Pearl Drops. The show, in five-minute daily segments, was also 13 / syndicated to the Channel 5-owned digital channel, Fiver. Bebo OUTDOORS followed up with The Secret World of Sam King, a joint venture with Universal Records, which followed the adventures of the 14 / PLACES eponymous hero working at the record label and averaged 600,000 views a week. Finally, comedy series Chelsey OMG!, the story of a 15 / CONTENT young American in London, launched in October, backed by the likes of fashion website and haircare brand Paul Mitchell. 16 / GREEN
  19. 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 - 'a place where users like you come community provides expert suggestions on the best CHAPTERS / together to share ideas, images and inspiration about places to visit, shop eat and drink in both cities, and your ideal PC'. The best ideas will shape the design of makes recommendations based on user behaviour à la 01 / what is touting as the world's first Amazon. BBH worked with the London-based LANDMARKS community-designed laptop. came hot on agencies Made By Many on the design, Headshift and 02 / the heels of consumer electronics retailer Best Buy on development and delivery. TECHNOLOGY working with Toshiba and HP on a similar project which See Contagious 17. 03 / invited consumers to contribute ideas for its Blue Label GAMING laptop range. Yet both were influenced by Dell which Penguin / BEBO / UNIVERSAL MUSIC / SAM KING / 04 / launched its crowdsourcing concept Idea Storm in ENTERTAIN We Tell Stories from UK book publisher Penguin 2007. Today, Idea Storm has over 9,000 contributors enlisted six authors including Toby Litt and Nicci 05 / who have suggested 10,779 ideas. French to use a classic Penguin book as inspiration for MUSIC Crowdsourcing wasn't limited to IT brands. a new work. Created with help from ARG specialist Six 06 / saw the coffee chain inviting To Start, the initiative was part social networking, part DESIGN suggestions for improvement from its customers. One ARG, encouraging book lovers to enhance their 07 / of the most high profile ideas to be implemented was a experience online with greater connectivity and SOCIAL MEDIA free coffee for everyone on US election day. And interactivity. Users could contribute to the texts, 08 / Splitwheel launched as an online project to design evolving their own story, and also follow clues to unlock WEBSITES and build a new performance car based on collective more content. See Contagious 15. 09 / decision-making. The car is being built by Britain's BA / METROTWIN / APPLICATIONS Caterham Cars; a full, dedicated website launches in Over at, a partnership between January. See Contagious 17. Penguin Books and dating site enabled 10 / INTEGRATED users to start romantic flirtations based on a shared love Twitter / of literature. And then buy each other a drink on 11 / VIRAL Facebook, presumably... • Twitter's growth was well-documented - up 422% in 12 12 / months, to quote Nielsen Online figures. Brands started MOBILE links / to jump on the bandwagon, with one of the most 13 / memorable campaigns for the Sci Fi Channel's Eureka OUTDOORS show which saw S.A.R.A.H., the talking smart house 14 / from the show, have its own Twitter account in a bid to PLACES build buzz. More than 1,300 Eureka fans followed 15 / _S_A_R_A_H_'s Tweets. Contagious naturally is now CONTENT on Twitter too - 16 / PENGUIN / WE TELL STORIES / GREEN
  20. 20. most contagious / 2008 / p.20 08 / MOST CONTAGIOUS / WEBSITES / CHAPTERS / UNIQLO / Since the UNIQLOCK, Projector has continued to Contagious doesn't write case studies on any old brand study the behavioural patterns of internet users - 01 / LANDMARKS you know, and our issue 16 was no exception. Whether concentrating on that initial moment of uptake and how it's clearing up at Cannes, or finding ways to blend CRM content is absorbed. As a result, UNIQLO DRY IN 02 / with progressive data visualisation, there are few MOTION focused on the way in which neurons fire in TECHNOLOGY brands that have matched the Japanese retailer the human brain when we observe the actions of 03 / another human on screen. More recently, Projector UNIQLO in 2008. To start, there was the UNIQLOCK, GAMING created by Projector, Tokyo. This year it has scooped developed UNIQLO MEETS CORTEO - a campaign WORLD.UNIQLOCK / 04 / the Innova Lotus Gold Award at ADFEST, two Gold featuring cast members of the Cirque du Soleil ENTERTAIN Awards and the Grand Prix at the One Show Interactive, rehearsing whilst wearing the clothing. Each new 05 / a Grand Clio for Interactive, a D&AD Black Pencil for sequence counts down to a live action event called 'The MUSIC Online Advertising as well as a Cyber Lions Grand Prix Colour Show'. 06 / and the prestigious Contagious-sponsored Titanium DESIGN The last UNIQLO digital campaign which merits an Lion award at Cannes 2008. honourable mention is UNIQLO TRY. All the brand's 07 / SOCIAL MEDIA Designed to build a global community around the digital trademarks are present (quirky interfaces, frantic brand, the UNIQLOCK can best be described as multiplicity) but rather than displaying any product line, 08 / somewhere between branded entertainment and utility. they aggregate customer feedback. For each product, WEBSITES The delightfully distracting microsite features a clock hundreds of small testimonial video clips are arranged 09 / which marks passing moments with five-second clips of in an assortment of shifting shapes - from spirals, to 3D UNIQLOCK / APPLICATIONS female dancers performing micro-routines clad in spheres and even gigantic words. Users can click and 10 / UNIQLO clothing. It operates 24/7 for 365 days a year view any individual video, or wait for the sequence to INTEGRATED and will also go to sleep at night, with sequences on the finish. At this stage, the advocates are sorted according 11 / hour and an alarm clock function in case you keep your to their opinion of the product and displayed as VIRAL laptop next to your bed. And a downloadable version is percentages. There is even a search option which 12 / available as a widget. By viewing WORLD.UNIQLOCK, allows you to narrow down your research via product, MOBILE customer age and body type - so the results of each users can link to all the embedded sites via a global map 13 / which lets you see at any given time exactly how many sequence are tailored to your interests. Not only is this a OUTDOORS people are watching the UNIQLOCK and in what mind-boggling data visualisation and metrics tool, but it 14 / countries. This is perhaps the most literal realisation of displays an extraordinary level of transparency. By PLACES the UNIQLO global community to date - proven by the providing users with an engaging way to hear real 15 / fact that so far the site has been viewed 200 million opinions from real people, this application places equal UNIQLO / TRY / CONTENT times in 214 countries. emphasis on the individual and the global community as 16 / a whole. See Contagious 16,17. GREEN
  21. 21. most contagious / 2008 / websites (cont.) p.21 Doritos / Hotel 626 / Orange / Balloonacy / Goodby, Silverstein and Partners in San Francisco Orange's digital balloon race saw competitors assign created a wonderfully spooky interactive experience their names to one of thousands of balloons racing just in time for Halloween, to celebrate the resurrection around the internet this summer, building awareness of of retired Doritos flavours Four Cheese and Taco. As Orange's animal-represented tariffs. The game had its CHAPTERS / part of Snack Strong Productions, the brand's digital own distribution mechanic: one internet mile was 01 / platform, the ghostly online Hotel 626 was only open gained every time websites which had signed up to the LANDMARKS from 6pm to 6am and engaged consumers in a series of initiative were visited. Bloggers and website owners 02 / eerie puzzles. Users navigated their way through the could add their page to the race track via a snippet of TECHNOLOGY hotel's 13 rooms unlocking plotlines and completing a code. Via Poke, London. 03 / series of interactive challenges with a camera, headset Featured in Contagious 16. GAMING and microphone. Brrrrrr. Online content produced by B-Reel, New York. Becks / Music Mixer / DORITOS / HOTEL 626 / 04 / ENTERTAIN See Contagious 17. As part of the 'Becks Fusion' ongoing art and music 05 / initiative, the Music Mixer website was preloaded with MUSIC Absolut / Machines / six dance tracks including efforts from Moby, Dystopia Absolut Machines combines interactive music making and We Are Rockstars. Each song is broken down into 06 / DESIGN with a selection of weird and wonderful online rhythm, bass, hooks and atmosphere, and an addictive contraptions. Building on Absolut's strong tradition of mixing desk is presented to users, with the timing taken 07 / SOCIAL MEDIA collaborating with artists, the inventions showcased at care of. Highly addictive stuff via Dare, London. were developed by M.I.T. 08 / WEBSITES graduates Dan Paluska and Jeff Lieberman over six Brand Tags / months, including one which shoots rubber balls at the Noah Brier's side project Brand Tags is one for every 09 / keys of a marimba and another which uses robotic planner to keep an eye on. The site asks users for their APPLICATIONS fingers to 'play' a set of wine glasses. A separate impressions of brands using free association. • ABSOLUT / MACHINES / 10 / machine was developed by a Swedish company, INTEGRATED Teenage Engineering, and uses a chorus of ten 11 / singing robots, aptly named the Absolut Choir. Visitors links / VIRAL to the sites could control and compose their own 12 / mechanical musicals, and the end results (both audio MOBILE and visual) can be downloaded, streamed and shared, 13 / with the devices themselves touring different cities OUTDOORS around the world. The campaign was masterminded by 14 / Great Works, Stockholm. TBWAChiatDay, New PLACES York, was responsible for a series of print ads. See Contagious 14. 15 / CONTENT 16 / GREEN ORANGE / BALLOONACY /
  22. 22. most contagious / 2008 / p.22 09 / MOST CONTAGIOUS / APPLICATIONS / CHAPTERS / Sprint / Now Widget / 01 / Part of a wave of 'just because-branding' triggered by the LANDMARKS UNIQLOCK, the Sprint Widget by Goodby Silverstein was designed to reinforce its positioning for the telco brand's Now 02 / TECHNOLOGY Network: the notion that customers can get to whatever they want, whenever they want it on a high-speed mobile broadband service. 03 / GAMING The widget itself is a planner's wet dream, offering a mini snapshot of what's going on in the world right now; from eggs being produced by 04 / ENTERTAIN the ton, units of energy being used, babies being born, forests being cut down, people stuck in elevators and shopping days ‘til Christmas. 05 / An 'internet buzz-o-meter' provides at-a-glance comparisons MUSIC between, say, hip hop and rock'n'roll, or hockey and baseball. With a 06 / webcam, you can add yourself to the impressive data-dense DESIGN dashboard, which also offers live news feeds, facts and stats that 07 / change in real time, and like any self-respecting widget, can be SOCIAL MEDIA embedded and shared in any number of places. See Contagious 17. 08 / WEBSITES FIAT / eco:Drive / 09 / As the automotive industry splutters to the end of its annus horribilis, APPLICATIONS innovation has never been more important. With this in mind, AKQA 10 / London took the Microsoft-produced Blue&Me in-car telemetry INTEGRATED technology that comes in the fabulously relaunched FIAT 500 and 11 / Grande Punto and used it to launch 'eco:Drive'. This app links cars to VIRAL PCs and evaluates driving performance with a view to reducing carbon emissions by up to 15%. eco:Drive uses a USB stick that can be 12 / MOBILE plugged into Blue&Me and then transferred to a PC. The user-friendly app then analyses acceleration, deceleration, gear changes and 13 / OUTDOORS speed to score a journey out of 100 for fuel efficiency. Next, it offers advice on how to improve - possibly more constructive than other drivers 14 / PLACES (often in the backseat) yelling 'slow down' or 'speed it up, grandpa'. Targeting consumers on green issues in terms of self-improvement 15 / as opposed to finger-wagging is a no brainer. Without any media CONTENT spend, some 6,000 unique visitors log onto the eco:Drive website 16 / every day, and 30% of them download the application. GREEN
  23. 23. most contagious / 2008 / applications (cont.) p.23 Featured in Contagious 17. Check out Contagious' forthcoming issue 18 for CHAPTERS / more on the new 'Chip on Wheels'. 01 / LANDMARKS Carling / iPint / A cautionary tale - if you see something that looks 02 / TECHNOLOGY fun and want to make your own version, make sure you get the creator's permission first. Carling's 03 / GAMING now infamous iPint was forwarded to friends 36,000 times in a week, and swiftly became the 04 / ENTERTAIN number one free game on the apps store. However, Molson Coors Brewing and creative 05 / agency Beattie McGuinness Bungay, London, MUSIC now face a $12.5m (£7.1m) lawsuit for allegedly 06 / pinching the idea from a remarkably similar paid- DESIGN for app entitled iBeer created by indie developer 07 / Hottrix. What's more, BMB had allegedly been in SOCIAL MEDIA contact with the makers of the iBeer, and then 08 / opted to make their own free rival version…Ouch. WEBSITES 09 / Trend to Track / Superconnected Products / APPLICATIONS CARLING / IPINT / Connected products are tangible items that are 10 / given a more profound existence through INTEGRATED technology - the seamless link between shelf and addresses belong to farmers, growers, pickers, drivers 11 / web. Think Nike+. It's not just a shoe, or a website. - real people who own the responsibility for their goods. VIRAL It's the way they interact that makes it what it is. The rest of the world would probably stop here, but in 12 / Contagious columnist Martin Lindstrom recently Japan, the products also carried one of those new MOBILE noticed this trend taken to the next level in a generation barcodes. All you need to do is photograph 13 / Japanese supermarket. Writing in Contagious 17, it with your mobile phone to be taken to a website where OUTDOORS he said: ‘The majority of products' packages bore the person I'd seen as a cartoon appeared on camera as 14 / a cartoon figure. Next to the head of the cartoon a real person. In the video, the guy explained how he PLACES figure was the name of a person, his title, age and handpicked the particular product I was observing. The 15 / even the address of where he lived. This video went on to show me the production line that CONTENT FIAT / ECO:DRIVE / information fell under a title which stated: quot;I'm manufactured the item, and to reveal the transportation 16 / responsible for this product.quot; The names and that brought the product from factory to store. The video GREEN
  24. 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 and his family.' That's some seriously radical transparency. CHAPTERS / Chinese milk contaminated with melamine, 01 / contaminated Irish pork and poisoned Nigerian LANDMARKS teething syrup dominated the headlines towards 02 / the end of 2008. Could this kind of personal TECHNOLOGY responsibility help prevent future scandals? 03 / See Lindstrom's full article here: GAMING BUGABOO / CITY MAPS / 04 / lindstrom.pdf ENTERTAIN 05 / Best of the Rest / MUSIC Hi-tech stroller company Bugaboo launched an 06 / online resource showing the best walks around DESIGN various cities for you and your buggy-bound baby. 07 / Each map boasts a bespoke design aesthetic to SOCIAL MEDIA suit the city. We like Toronto’s urban lollipop. 08 / See Bugaboo: Birth of a Brand in Contagious 17. WEBSITES Tikitags are smart stickers that make your 09 / APPLICATIONS computer perform an action when viewed by a scanner. Imagine invisibly tagging your child's 10 / INTEGRATED favourite teddy, so it opens the CBeebies homepage or Cartoon Network on your PC, 11 / VIRAL making it easier for them to access the internet or applications. Business cards could also be 12 / tagged, enabling a quick touch on the scanner to MOBILE transfer information to a database. 13 / OUTDOORS So useful we don’t know why it’s taken so long, 14 / Umbrella Today is an app which tells you whether PLACES youneed to take your umbrella to work. Tap in your 15 / zip code for 'like totally the simplest weather report CONTENT ever, Julie'. SMS alerts will save you should the tempest take out your interweb. • 16 / GREEN
  25. 25. most contagious / 2008 / p.25 10 / MOST CONTAGIOUS / INTEGRATED / CHAPTERS / Converse / 100th Anniversary / 01 / Converse marked 2008 as its centennial year with a big rock star- LANDMARKS endorsed bang, and its first ever global campaign overtly positioning the brand as a catalyst for creativity. Famous musicians, athletes, 02 / TECHNOLOGY designers and artists were joined together by their Chucks in a bold, black and white design that appeared across print, outdoor, in-store 03 / GAMING and digital platforms. A musical collaboration, My Drive Thru, between singer Santogold, producer Pharrell Williams and Strokes 04 / ENTERTAIN frontman Julian Casablancas, formed an impressive piece of free branded content, backed by a beautiful music video. The brief to 05 / Pharrell, who was producing and leading the project, was to 'make MUSIC some music and have some fun'. Nearly 100,000 people downloaded 06 / the track for free from and My Drive Thru attracted DESIGN CONVERSE / 750,000 streams on leading internet portals in just four days. At last 07 / count over two million people had viewed the video on YouTube, and SOCIAL MEDIA The Times’ music critic described it as ‘a three-headed 08 / Frankenstein’s monster of coolness’. WEBSITES Contagious 17 contains a case study on Converse. 09 / APPLICATIONS HBO / Voyeur / 10 / INTEGRATED A big winner at this year's Cannes festival scooping Grand Prix in Promo and Outdoor, not to mention a handful of golds, silvers and 11 / bronzes across other categories (including Cyber, Media and Film), VIRAL was HBO's impressively integrated campaign for Voyeur, through 12 / BBDO, New York. Content surrounding a series of linked stories that MOBILE took place in eight apartments in the same building included 13 / projections onto a building in New York, media hosted on fictional web OUTDOORS pages, including Flickr and YouTube, mobile content and footage shot 14 / by RSA including 'The Watcher' directed by Jake Scott and PLACES interactive stories directed by Chris Nelson. Big Spaceship worked 15 / on the online elements of the campaign, which allowed users to delve CONTENT in to different rooms in the building, accompanied by specially 16 / composed music. Featured in Contagious 12. GREEN HBO / VOYEUR /
  26. 26. most contagious / 2008 / integrated (cont.) p.26 Nokia / Somebody Else's Phone / The cyber-voyeurism theme continued with Nokia's global campaign to promote the 7610 Supernova, questioning if somebody else's phone ended up in your possession, could you resist the temptation CHAPTERS / to find out all about them? A TV ad flagging up the highly personal relationship we have with our phones introduced Jade, Lucas and 01 / LANDMARKS Anna, the fictional stars of this campaign. Online, followers could trawl through their texts and comb through their contacts as 4,000 02 / TECHNOLOGY pieces of content were unveiled through social networking sites such as Facebook and Twitter, and as texts, images and movies at 03 / GAMING Fans were encouraged to communicate with the three characters. Via Wieden + Kennedy 04 / London, production through Academy and digital production ENTERTAIN through B-Reel. 05 / Featured in Contagious 17. MUSIC 06 / Shreddies / Diamond Shreddies / DESIGN At the grand old age of 67, the iconic but bog standard wheaty lattice 07 / that is a Shreddie had seen little marketing support in recent years. SOCIAL MEDIA However, thanks to a unique product innovation from Ogilvy in 08 / Toronto, the brand enjoyed an 18% rise in sales, a heightened public WEBSITES profile and a slew of user-generated content. The product 09 / innovation? They simply turned the square at a 45 degree angle, and APPLICATIONS rebranded it as Diamond Shreddies. No kidding. 10 / INTEGRATED Following a soft launch, the campaign was followed by a competition allowing 10 customers to win a diamond using unique 11 / VIRAL codes found on the side of the packet. TV, print, and poster ads supported an online campaign at, 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