I’ve been to quite a few blogger events; I also work in social media for a living, so that means we run events where we get bloggers/tweeters etc along to experience what we are trying to sell. What we talk about, a lot, is value exchange. How are we going to get people, who are not paid media, to write about the product…what value can we give them that is a valid exchange for a post/tweet/video etc that we are after. We spend a lot of time thinking about the best way to do this, so maybe I’m a little bit more critical than the average attendee?

The attendee was partly self-selecting; before Christmas, the various Virgin social media properties sent out a tease to sign up for a mysterious event in January. One of the people I connect with on Twitter brought it to my attention. My curiosity was piqued, as this seemed to be a different way to get people to blogger events.

• they asked for details of Twitter accounts, blogs, Google+ and Facebook etc. It was a very easy process and was seemless on the mobile version. So far, so good
• The self-selecting thing is a good idea, if you are after people who are going to be enthusiastic about writing about the event

The proposed attendees received an email last week confirming the time, date, location and the product. Now we knew it was for Virgin Money and that Branson would be present. They emphasised that we needed to confirm we were going, as we would not get in without our name on the list. They also confirmed we’d be able to get something warm to drink, as the event was going to be taking place outside. They appeared to have a great response, as there was talk about 200 or so people.

• There was no list. There was not even a general check to see if you were supposed to be at the event. Just a wave into the room
• I could have had soup, tea or coffee, but no water or soft drink, nothing else if you did not want caffeine or liked tomato soup. A jug of water would have been good – on asking, the staff did find a tap. You don’t have to provide the social lubricant that is alcohol, as many events do, but at least make sure there are alternatives

When I arrived, Branson was being photographed whilst the guests milled around the room. At some point there was a general wander to where the shoot was taking place and out came the cameras, then a surge outside to where the event was taking place.

• There was no announcements or information about what was going on, it was just follow my leader. There could have been some expectation setting, maybe a welcome with an indication of what was available. Could we interview Branson? Could we chat with anyone about the product? How could we recognise who to speak to?

Outside, there was some posing for photos and a short speech ab out how this would disrupt banking, before the show started, an animation projected against the building

• the animation and the projection mapping was suberb. It really used the UL Senate building to great advantage. It was so good, they played it twice. As the main atraction, it worked

One more round of thank yous and that was it. A quick wander round to see if there was anything else going on and home I went. The show would be replayed a couple of times, but there seemed to be nothing else happening.

• there was nothing available that I could see as information. Every blogger event I’ve ever been at has information available so that you can write about it, either on paper, more commonly now on USB sticks with data and images/video or at least an email. There was nothing at the event and nothing arrived yet. So all I’m writing about is the poor organisation.
• There was no real experience. It was standing round a courtyard, with no idea what was going on. There was no welcome, no-one to feel that our presence there was welcome, or that they wanted to help us. They just wanted people to tweet, video and post later.
• I really, really hope that the people who had spent money to travel to the event (it was said there were people from Cornwall, Manchester etc) got something out of being in the same room as Richard Branson. As that seems to be the only story they can tell.

Looking at Twitter, there was some ‘wow’ going on as well as some other stuff

@kmb2009 wonder if the social media crowd was just there as a ‘rent a mob’ to give the unveil of graphics & video a guaranteed audience #virginmoney

@mioomiuk Well that was epic! The whole University of London building just “blew up” thanks to #virginmoney! Video coming shortly!

@woggledog @jasonbetts You missed a great experience at @virginmoney event this PM. The video was inspiring. Not much else to the event though

So I’m left with the following. Branson is very smiley. Whoever produced the projection is very, very good. And Virgin Money may be trying to change the way banking happens but my impression is there’s no change, they’re terrible at understanding how to treat people.

Update: Got an email with a link to the video (as I said, the creative is quite nice). Apparently what we saw was the TV ad…they could have mentioned this! Plus the following:

We’ve seen lots of the video’s and pictures you’ve posted already and they look great!

Yep, single way value, no exchange!

Yesterday, T-Mobile staged their latest event, this time at London Heathrow, with 500 actors providing a singing welcome to arriving passengers. The pre-shoot press talks about the logistical difficulties of getting this done at the airport, providing lots of lovely stories for BA, Heathrow and the phone company. Although I’m not sure why the coffee company were involved?

The logistics behind the filming have been immense, due to the sensitivities of shooting at an airport, with careful negotiations required with the airport owner BAA and British Airways, which operates from Terminal 5, as well as Costa Coffee. Sixteen hidden cameras will capture the action.

It’s going to be on all the commerical channels Friday noght – again witht he accompanying press, so they’re out to make a splash.

But are Flash mobs over (or should I say staged marketing events, as they’re not really flash mobs given the organisation required). There’s definitely some backlash, although lots of people still like the idea. From a social media perspective, they can still drive the views and impression, although I’m of the opinion that stunts are not the only thing brand should use social for.

Personally, i’m also with with TimReynolds who posted to the T-Mobile YouTube channel. If I’d just got off a long flight, the crowd of singers would have probably been the last thing I wanted to see.

An extremely annoying obstruction: After a very long tiring flight all I want to do is to get in the car and go home. The only way we could get through this pathetic so-called ‘event’ was to aim the suitcases & trolley at the participants and just walk. They finally got out of the way when it was obvious we had no intent to stop.

Here’s the final ad that played out across 80 stations just after 10 on Friday. One hte one hand, I love public group singing; on the other, how many times will T-Mobile continue to play with same idea and on a third hand, I would have been so annoyed if I’d been trying to get home!

Haven’t we all wanted the vending machine to do just that little bit more, happy when it makes a mistake and accidently gives you 2 chocolate bars, or whatever you were after. Here’s a surprise machine that gives you more, an extra can, some popcorn and cupcakes galore (mmm, cupcakes )

It’s a simple idea, taking the digital into the physical and spreading a little bit of happiness to a few directly and delivering a smile to a lot more through the video. I wonder if it’s going to turn up somewhere else. (I’m also wondering how they managed to concince the college to put a hole in the wall, or was it in front of a door!)

“Foursquare has been brilliant for our business because we’ve used it to engage with customers in a whole new way and to offer them a better service.
“There’s a growing excitement about it in the UK because of the power it gives people to share their views and tips on bars, restaurants, airports, public buildings and many other locations. Social media means businesses are now forced to do their customer service in public and the best businesses will embrace this fact, rather than fear it.”

It’s not the first UK swarm, it’s been done at sports events and conferences, but they’re claiming the first deliberately planned business event that reached those numbers. The owners are busy leveraging all the tools at their service to drive traffic to their business and doing it well. Here’s one clear case of digital/social media leading to direct sales.

So if you’re going to try this, what needs to be thought about:

• Consider your audience; they have to be checking into the location for any promotion to have an imapct. So sign up to the service and see who checks-in
• Claim your business on the service and get the description, address and geo-tags set up correctly
• Make sure the offer is relevant and obtainable. Setting out something just for the mayor is great, unless your staff claim mayorship, or the title never changes. Metrodeco have a simple offer (free tea or coffee at lunch) for everyone who checks in
• Make sure your staff are aware of the offer. In a single location like this, it’s simple. Larger promotions by companies such as Gap and Starbuck have had bad press as staff were just not aware of the deals.

Remember to have some fun as well; it’s a new tool to play with, be creative and you may be surprised. Next up for Metrodeco? It has to be the Superswarm for 250 people.

Another video from the Cadbury’s Glass and a Half Productions that on the face of it, is just another quirky, fun ad. Dig deeper however, you’ll see that this is that start of a two year campaign for the brand as they start the lead up to the Olympics as a sponsor

The site is Spot vs Stripes, which is going to be the hub for all the action.

We think games are great. They get people playing, they bring people together and sometimes they even reveal an undiscovered talent. That’s why, with the London 2012 Olympic and Paralympic Games around the corner, we’re launching Spots v Stripes.

We’re asking the nation to choose sides and split into Spots or Stripes in order to play what’s quite possibly the biggest, longest game ever.

It leverages the main social tools, with Facebook, Twitter and YouTube been drafted in. Pick your side, play the games and add your points to the team. Some of the games will be on the site, although they’re not quite ready yet as the only one mentioned is still not active. Others will call for your participation,the first being to make a video of you throwing things, load it up and get people to vote on it. There’s going to be new challenges every three months. They’re also taking the games on the road, with city challenges throughout the summer.

First impressions were underwhelming. I wanted to play now, in front of the computer and it’s not possible yet. I can read all the information, and there’s a lot that seems to be dotted around the site, or I can get out and make a video. I can join the Facebook group, but again, there’s little to do there. The site itself left me slightly confused about why I want to join the team, what’s in it for me, what it will add to my life over the next 2 years apart. I know it’s all about the gameplay, the taking part and the getting out and doing things, but I’m left feeling a little meh about the team aspect.

I like the idea, but I want more – now. They could have waited a while to allow the online games to be there – or more likely, started earlier in development It’s going to be interesting to watch the idea grow from its slow start.

Replay

Gatorade found not as many 30+ people were exercising and therefore not buying the product. So they looked for a way to re-ignite the athletic spark by replaying a high school match that ended in a draw. They used the website to tell the stories, produced portable exercise content and used Facebook to allow you to find your old team mates from school. It even encouraged more replay matches to be organised. (Won PR and Promo/Activation)

Orcon and Iggy Pop.

Iggy Pop is not just the face of Swiftcover Insurance. In New Zealand, he’s involved in Orcon Broadband. The premise was to record a version of his song Passenger, using Skype over the broadband. Using ads across Facebook, outdoors and display they called for musicians to upload audition tapes to a special Facebook app. The 9 players chosen then recorded the song, which got used for TV and more. (Won Direct)

On the recruitment market, there’s a lot of movement for social media people, specialists in the area. But I think the first set of winners demonstrate that we are moving beyond the specialist into having people (ie social media) far more integrated into the work than ever before. There’s always a need for expert knowledge, but not as a separate element. As the website was often seen as an afterthought, so was social media. That is now moving to be part of the whole, integrated from the start.

As part of the campaign, Microsoft are running 3 days of events in London (on 26, 27 and 28 May at Golden Square, Canary Wharf and Broadgate), where you can go outside and do something more interesting instead. At least, that’s what I think the message is, with all the time the new tools in Hotmail give you, you get chance to try something different

The World of New Busy events will host a chill out and viewing area, Hotmail showcase, Health Farm where guests can learn Morris dancing, hula hooping and iconic dance moves, and Frivolity Fields where people can learn knitting, hand massage, throat singing and have a nap in the sleep pod. There will also be a unique photo opportunity in front of the green screen.

Apparently it’s a ‘quirky experiential campaign’ running across the summer, promoting the new version that launches later this year. They’ve got the obligatory Facebook page and Twitter feed, although something tells me the people running the profiles are not quite comfortable with the language yet, as a contest on Facebook to win a skydive asks you to ‘logon’ to their Twitter account (sure, give me the password then!) and then the tweet tells you to go to Facebook. I think they need to do a little bit more sorting out still

Overall, I think there’s some good bits here, they’ll get the city people coming and taking a look at what they are offering and hopefully they’ll remember Hotmail. But it feels not quite there yet.

The Pitch

I got an email asking me if I wanted an email about it; polite, but far too easy to ignore usually, I prefer just getting the stuff and then deciding what to do with it. I then got an email with an attached .docx (again, another barrier, not everyone can open these) which was a duplicate of the text in the email (so why bother with the attachment). A few hours later, I then got the same email, non-personalised which had obviously been sent out to a large list. As with the campaign social media, I think the pitch is not quite there yet.

Update: A big marketing push started on Wednesday, with Hotmail taking over the Metro to advertise the events

Here’s a video of a guy who hired dancers (either 50, or 50 couples, depending on your source) to help him propose in Washington Park (via Gothamist)

But he’s not the first. Here’s one from earlier in the week, in Chicago. (via Chicago Convergence)

Any more out there? Of course, the cynic in me is now wondering which brand is behind these

Make something fun, make a game of it and more people will do it. No surprises there then. What is a surprise is that this video and The Fun Theory (the site is in Swedish) is done by Volkswagen

Definitely non-typical car marketing, but I love it. The sense of whimsey surrounding the activities is great; a brand that shows it can have fun is one I’m far more likely to interact with

The Plot

Set in the near future, it’s all about identify theft. You’ve been ‘recruited’ as a mole for the Serious Fraud Squad and have to try and get access to the boss. It’s in 3 chapters being released over the next few weeks, so you have to wait and remember to come back for the next episode.

The Interaction and Gameplay

It’s all shot in the first person, so you are the hero in this story. You get to upload your image which appears in various places, id cards etc throughout the story. There’s a further level of connection if you decide to use Facebook as your login, where it will pull information from your profile and insert into the narrative. I;ve tried this before with Prototype Experience (blog post and it added little given my paucity of information).

However, I was underwhelmed by the gameplay. There are a number of points where you have to make a choice to drive the plot, go one way or the other, but most of the time I’m just watching a film. Maybe I just chose the ones that had the straightest path through the story, but I did not feel I added a lot. I wasn’t doing anything, just watching with the occasional click. I though there was no personal involvement. I’m hoping this will get better and they’ll be asking more of me. They’ve had to balance accessibility and ease of play and it looks like they’ve chosen the easiest route – no puzzles, little thinking required, just sit back and watch.

To play the game, you have to have bought a bag of Doritos and enter the code from the bag. There’s obviously peril involved, as you are given 6 lives per Dorito code; to get more lives you have to buy more snacks. That’s the better deal than the ones where you have to enter a code from every single time you enter; at least you get the chance to survive throughout and win a variety of prizes.

The Competition

It’s complicated. The main contest seems to need you to guess the name of a mystery flavour, an option that is provided right up front, so it appears to be a wild guess with no clues. If you do, you get the chance to win £20k. Everyone who does enter gets added into a separate draw. Then there are prizes awarded whilst playing the game, which are just awarded randomly. Doritos have partnered with O2 for some of these prizes. There’s a final contest for those who complete the 3 episodes, where a draw picks someone who then gets to pick a mystery envelope form a range containing various amounts of money.

The Branding and Production

Absolutely superb. The site is high quality, the story line is good, the filming looks excellent. The Doritos brand is embedded throughout the story, from subtle touches of having bags of the crisps being eaten by characters. The bags – and the competition – are a key plot story so it’s completely integrated. I’m slightly surprised that they allowed the brand to be so integral in a story about illegal activities (based on some recent experience) but feel that’s the only way to get it into the story without it feeling shoe-horned in, so well done that brand manager.

The Pitch

An lovely email (from someone I know) which has obviously gone through the marketing review given some of the slightly over the top hyperbole presented. The best touch though is that the team involved has obviously thought about digital outreach from the start. I’m provided with a PR code to play the game; on entering I’m told I’m not eligible for prizes. It’s been coded in from the start, which is impressive.

Summary

A high-production value movie, with interesting touches and a strongly integrated brand. overall, I liking it a lot.