Digital Ingredients Vol2

Digital Ingredients
Volume 2

INSPIRATION

Fight Club 10th Anniversary Microsite w/ Facebook Connect Youtube Video Series w/ Facebook Connect Random Acts of Prius on Facebook

Sprite sponsors the "Green Eyed World" online video series which is Random acts of Prius involvs doing something small each day to
broadcast through a dedicated YouTube channel, tracking the life of make the world a brighter place. A new 'act' is posted to Facebook
Connect to Facebook to experience a mash‐up of scenes from the each day with Facebook users able to 'Accept' the challenge and
a 24‐year‐old London‐based singer/songwriter KaYe Vogel as she
film along with random pictures of you from your Facebook
a;empts to launch a music career.   also send them to friends (with this either done from the app
account, appearing in the context of Fight Club scenes.
page or directly from a users Facebook profile.)
Fans are encouraged to interact with the musician through social
It also pulls your name, and other details from your Facebook
media, potenYally influencing her choices and her subsequent 'The 'random acts of Prius' list features ideas such as 'use a lemon
profile such as your career, flashing messages directly related to
journey.  The integraYon allows users to comment on the YouTube
the info you disclosed on Facebook. to clean your kitchen and another to make lemonade' and 'put on
hosted videos through Facebook, instead of using YouTube's own
comments system. old music and think about the future.'

h;p://www.facebook.com/prius?
h;p://www.welcometofc.com/ h;p://www.youtube.com/user/greeneyedworld
v=app_139815434211&canvas=true

Timberland’s Earthkeeper’s Virtual (And Then REAL) Trees Ikea Showroom’s Facebook Tagging Contest X‐Box’s Fake Lip Synching App

IKEA implemented a great contest that uYlized a store manager’s
Facebook profile and Facebook’s photo tagging applicaYon. The
AKQA and XBOX have teamed up to launch a new game called
store manager, Gordon Gustavsson created photo albums that Lips – Number One Hits. So to help generate buzz they created a
The Earthkeeper group page on Facebook is one more place where
contained photos of different IKEA rooms featuring various IKEA social app using Facebook Connect to import photos from your
consumers can learn about being an Earthkeeper and Timberland’s
products with the instrucYons: profile and then overlay a range of lip‐syncing videos to create
Earthkeeping efforts.
animaYons of you and your friends singing some of the worst no.
'Tag yourself on the furniture that you want to win (in each image.) 1 songs of all Yme.
Facebook users are encouraged to download and virally share the
Then write a statement about why you should win in the comment
Earthkeeper Plant a Tree applicaYon and when a user’s virtual tree
field below the photo. Then hope you were the first to tag that You can then share the videos back on Facebook to make
“grows,” Timberland will plant a real tree on their behalf.
item and had the best jusYficaYon. Winners will be contacted everyone look like a fool and promote the new game at the same
Yme.
directly through Facebook. Good luck!'

h;p://Yny.cc/pGaP9 h;p://www.youtube.com/watch?v=0TYy_3786bo h;p://www.xbox.com/en‐gb/lipsjukebox

Sherlock Holmes’ Game w/ Facebook Connect   Toohey’s Teaser Campaign w/ Clues on Facebook EA’s Quick Tennis Challenge on Facebook

In 221B, players team up as Holmes and Watson, who together
will chase villains, interact with other characters from the movie, Quick challenge is a revised version in a tennis mood of the popular
explore locaYons and make deducYons as they journey through To celebrate the release of Tooheys Extra Dry 5 Seeds, Holler Sydney game "rock, paper, scissors". The gaming mechanism is therefore
eight chapters of intrigue and mystery, concluding in a segue into pre;y straighvorward: you pick an avatar (both Rafa Nadal and
have developed a teaser campaign, hiding giant apples all over
the start of the movie.   John McEnroe are available!), you select your three shots: lob, slam,
Sydney for the next 10 days. Track one down and you've got a shot
drop shot and then watch it play out against your opponent who
at picking up one of the prizes.
Played online, the rich audio‐visual experience brings alive the gets challenged within Facebook itself.
1890s London of Guy Ritchie’s ﬁlm by blending cutng‐edge
Clues as to the apple's whereabouts are given out through the 5 Once your friend has accepted the challenge, the cool part begins,
technology, exquisite design and a world of unique content,
Seeds Facebook page and Twi;er stream where you can also as you see the three shots in acYon with real game images taken
drawn from exclusive access granted to the cast, crew and
locaYons during the making of the movie itself. It will also allow follow the tag #applehunt. from the videogame (and this is a nice new way to experience the
fans a special preview look into the world of Sherlock Holmes game they want you to buy).
prior to its worldwide in‐cinema debut.

h;p://www.221b.sh/ h;p://www.facebook.com/5Seeds h;p://apps.facebook.com/ea_grandslam/

Smashin’ Messages w/ Radical Messenger Coke Zero Finds Your Facebook Twin

The Profiler is a new Facebook applicaYon that lets members
HEAD is launching “Radical Messenger”, a flash‐based video upload photos of themselves and match them with a similar‐
messaging applicaYon that will allow tennis fans to deliver digital looking Facial Profiler user. The idea is that you can find your mirror
messages to one another in an innovaYve way that no e‐mail or IM
image, just the way Coke has found its reflecYon in Coke Zero.
possibly can.
The app, which launches today, has been soliciYng submissions to
Andy Murray, the world’s No. 2 ranked tennis player, will be the build a database with enough photos to reach criYcal mass. Once a
messenger, smashing virtual tennis balls containing wri;en
photo is uploaded, its features are analyzed and rated. Users can
messages to computer screens around the world. Murray won’t
then vote on the results, which the developers hope will improve
simply hit “send” on your behalf, but he’ll crank up his most its raYngs over Yme. The so{ware is based on the same kind of
outrageous trick shots, and hit the message‐carry tennis balls with technology used by law‐enforcement agencies to locate individuals
his new HEAD YOUTEK™ Radical Pro.
within large pools of people.

h;p://apps.facebook.com/radicalmessenger/ h;p://www.cocacolazero.com/index.jsp

Mobile / SMS / QR Code

Layar’s Augmented Reality For Louisiana Concert AXE’s SMS To Complete The Tease Bluetooth Hidden Garments

Layar is a free mobile browser for Android devices and the iPhone First is the ‘Mystery’ billboard by underwear company Shiesser. The
that overlays computer‐generated informaYon on top of real‐ billboard features a sketched silhoue;e of a woman with the line
Yme, on‐screen images from the handset's built‐in camera. Using This Axe ad from Uruguay asks users to send a text message a{er “The pretest things are hidden from view“.
dark to a phone number listed on the print ad, and you'll get the
Layar 2.0, the Voodoo app let fesYval‐goers with enabled phones
missing fragment of the picture. Good teaser, meaningful payback.
get informaYon on performances, a;racYons and services simply Very smart. Then when you acYvate your Bluetooth you get sent the Schiesser
by poinYng their phone cameras toward key parts of the fesYval Showroom ApplicaYon which displays a catalogue of models in
grounds. lingerie, thus ﬁlling out the silhoue;e.

h;p://layar.com/ h;p://mobileinc.co.uk/2009/09/axe‐uruguay‐day‐night‐sms‐print‐advert/

IKEA Helps You Visualize Your New Decor Fanta Free Minutes
Mobile Augmented Reality w/ Metaio

From images of the line, the customer selects the product they German company Metaio have released details of a locaYon based,
are interested in, and then selects “Take a Picture.” The customer mobile Augmented Reality system that they are developing called
aims the camera of the phone at the area of the room where the Metaio World. To date, Augmented Reality has been primarily
MarkeYng agency YOC, Berlin and Fanta, Germany have teamed based around a PC and a webcam, but it is becoming more mobile
furniture might be placed. The image of the room appears on the
up to oﬀer customers free credit, messages and mobile content. as handsets like the new iPhone or operaYng systems like Google
phone screen, along with the IKEA furniture (that can be scaled
The Need a top‐up? Grab a Fanta! campaign invites users to text Android oﬀer greater possibiliYes.
larger or smaller). Once the image is the way the customer
in a unique code under their bo;le cap.
wants it, they use the camera to take a picture of the scene. If
the customer likes the photo, they can either save it on the The Metaio locaYon‐based mobile Augmented Reality system is
If signed up with one of the parYcipaYng networks (O2, Vodafone accessed through a mobile phone, allowing consumers to
phone, or send it via MMS directly from within the and T‐Mobile) they will receive 3 minutes worth of phone calls,
application.The IKEA PS made the mobile application available to experience photos, tweets or 3D animaYons at physical locaYons.
messages or web content. If not on one of the networks, they will
consumers in three ways:1) In store posters urged customers to Brand Republic are excited about the opportuniYes this gives
receive free Fanta mobile wallpapers, screensavers, games or "brands to place 'virtual ads' in real places like landmarks or tourist
send a free text message to IKEA to receive a link to download ringtones.
the application.2) Customer going to the IKEA website were a;racYons for consumers to view via their mobile phone."
able to enter their mobile number and receive a download of
the application.3) Bluetooth pillars were installed in certain IKEA
stores periodically sending out signals to download the app. h;p://www.youtube.com/watch?
v=q5kXIizs76o&feature=player_embedded

MINI Road Assist App
Google Favorite Places QR Codes
Lady Gaga and OK!’s Karaoke App
MINI USA launched the MINI Road Assist applicaYon, allowing
Music sensaYon Lady Gaga has partnered with iOKi to launch her users to download the app to their phone, enter their Vehicle
own fully Gaga‐ized version of the app featuring some of her most ID number and personal informaYon ‐ even uploading a
popular songs, which will make its debut alongside the upcoming photo of their car if they want to. If the MINI owner then
Google have 'idenYﬁed over 100,000 businesses in the U.S. as needs breakdown assistance they can then acYvate the Road
release of her new album on November 23.
"Favorite Places on Google" based on Google users' interacYon with
Assist app, select their need and press the "call" bu;on.
local business lisYngs.' Each business will be sent a window sYcker
A{er choosing a song, the app launches into its viewing mode,
with a unique QR code that will link to reviews, stars, personal
where the lyrics pop up on your iPhone screen just as they would on The Road Assist app then transmits all the relevant
favourites and more.
more tradiYonal karaoke machines. Once you’ve recorded a song, informaYon about vehicle, locaYon and need directly to the
the app will present you with a link that you can use to share your
relevant help centre. The MINI app then delivers an
recording across the web.
esYmated arrival Yme for help and follows up to ensure
everything has been resolved.

h;p://www.youtube.com/watch?v=TQqJLF0pNLE

Big Brother SMS Messages Mr. T’s ‘Get Some Nuts’ Phone Call

To promote the Big Brother campaign in Australia, Bluetooth Snickers have launched a free automated Mr T prank call feature on
the Getsomenuts.tv site. You put in your mates mobile number and
transmi;ers were installed into 20 bus shelters around town. Two
select a reason why they need nuts, such as ‘He’s a Yghtwad, bad
messages were sent to people nearby (as a .txt ﬁle).
dancer, ditches the lads’ etc. Your friend then gets a phone call from
a angry, catchprase spitng Mr T.
The ﬁrst message is targeted for the locaYon, with something along
the lines of “Im watching u. Ur at the (customized current locaYon)”.
Before the phonecall, an SMS is sent to your friend warning them
The second message is received 30‐40 seconds later with the big
reveal, saying “Big Brother is back. 7 PM weeknights on TEN”. about the call along with a link to the .mobi site if you want to make
Mr T harass your friends whilst on the move.

h;p://www.getsomenuts.tv/#/callfriends/

Mobile / SMS / QR Code (Youth)
The World’s Worst War
Mobile Car Launch Through iTunes App Store Kid Robot QR Code Scavenger Hunt
The basic idea behind the launch campaign was to have consumers
take part in a massive, mulY‐player war game between the armies
of Tyrant Habanero and Satan Jorquia, the personaliYes they KidRobot led adults in NY City on a massive scavenger hunt leading
a;ributed to each snack. Volkswagen of America launched the all‐new 2010 GTI via the Apple them to a hidden QR Code on a single poster somewhere in the city.
As a first step, each consumer had to pick his Master ‐ Habanero or App Store by making available a free version of the popular Firemint
Satan Jorquia. To do this, they just had to buy a package of the Real Racing game that exclusively features the new 2010 GTI. The Fans of KidRobot can get their clues via Twi;er, the KidRobot
appropriate snack, and then use the QR code on the package to Real Racing GTI App offers one main track and six different 2010 GTI newsle;er or in any KidRobot store. Once you’ve go;en your clue,
enlist. sports hatches.   you’ve got to figure out where the poster is. If you find the poster,
and scan the barcode, you get entered into a draw to win the a
The ‘viral’ part of the campaign was a very clever pyramid scheme.
The free Real Racing GTI App is available worldwide and allows complete set of Dunny toys. The first person to scan the tag every day
When each player first enrolled, they would simply be a private in
the army. The route for advancement was to recruit friends to players to experience the 2010 GTI on their iPhone or iPod Touch. also wins a prize.  The scanner being used is the free BeeTag ‐ for
become warriors in the same army. Furthermore, across the next 6 weeks, US users of the Real Racing which KidRobot is providing full details on how to download and
GTI App can compete for the chance to win one of six, limited‐ install it.
There were 31 different online ba;le grounds and the army that ediYon 2010 GTIs that are fully‐customized inside and out.
managed to conquer all the ba;lefields would win the war.  To keep
users engaged in between ba;les, there was an SMS war news
service, downloadable goodies (including wallpapers of ba;lefields
they had conquered which are hard to get), as well as a system of h;p://Yny.cc/5dvbo
boosYng power through sharing strategies.

A Customized Mobile Soap
ADIDAS Basketball is Brotherhood Terminator Allows You To Terminate Your Friends
thmbnls is a free, 22 episode mobile soap opera created for the
Want Respect? Wear a Condom campaign aimed to reduce teenage
pregnancy and the incidence of STIs in 15‐18 year olds. This weekly
To publicize the launch of its new ‘Team Signature’ line of shoes, Using either a special WAP site or the web, a subscriber could enter
drama series focuses on the lives of six teenagers and challenges the
Adidas ran an integrated campaign which featured some of the the phone number of one of their friends. The friend was then sent
audience to watch, interact and share their opinions with the cast
and other viewers.   biggest NBA stars teaching young players the value of playing as a an SMS warning that the Terminators had hacked into their phone
team. The first part of the mobile component was text link ads that and were near by.
served as invitaYons for people to parYcipate in the campaign. As an
During the course of the campaign, episodes are released every example, one of the ads proposed a call to Kevin Garne;, an NBA If they gave permission for their locaYon to be revealed by their
Friday evening at 7pm, and are available exclusively through mobile
player part of the campaign.  Subscribers that clicked on the text link network, a special Terminator video was generated and sent to their
internet. Fans of the series can sign up to receive an SMS reminder
ad were brought to a dedicated landing page on the Adidas mobile mobile. The video basically told them that the Terminators had found
or a calendar alarm every Yme an episode is released.   site which included an opt‐in form. Fans who joined received 4 SMS them and they were being terminated!
messages, plus 4 phone calls from Kevin Garne;.
One of the interesYng features is the use of on‐the‐fly mobile video
What made this campaign special was that the video was custom
personalizaYon. This means that the video clips that are
Users could also call and leave a message for one of the NBA players generated each Yme. First of all, the friend’s actual physical locaYon
downloaded to a parYcular user can be customized just for that
and tell them what it meant to be part of a team.  The mobile site was determined by the mobile operator network. Using this
person. For example, a viewer’s name might appear in a character’s was also used to build purchase intent, by providing dedicated pages
informaYon, a segment of the video was generated which showed
mobile phone book, or on a poster or in graffiY featured in soap for each NBA player and his shoe, plus customized ringtones and their current locaYon on a map. The video was also customized to
opera.  Also, viewers can vote on issues and dilemmas faced by
wallpapers.    include the person’s own name and mobile number.
characters to direct future story line. They can also sign up to receive
voice messages or to have SMS dialogues with the thmbls
characters.

ADIDAS Urban Art Guide Reebok’s ‘You Got Rondo’d” Fanta Stealth Sound System
Inside Mobile has launched a mobile markeYng campaign for Reebok
to coincide with the US NBA Basketball Playoff Finals.  The campaign
enYtled ‘You Got Rondo’d’ was deployed in just eight days and has Fanta’s new mobile app, Stealth Sound System, uses a surefire way
already a;racted a vast mobile following.     to target a specific market. The app is meant as a way for teens to
communicate on their cell phones without adults hearing them,
The campaign stars one of Boston CelYcs top players ‘Rajon Rondo’ and the Stealth Sound System features high‐pitched sound
Sportswear powerhouse Adidas is leveraging the mobile channel to
frequencies that are inaudible to most people over 20.
build brand awareness around Adidas Originals in Berlin, Germany. and encourages users to download and engage with the mo;o “You
got Rondo’d” through a WAP site and mobile ring tone.
Fanta’s Stealth Sound System is based on a controversial
Adidas intends to launch its “Urban Art Guide” applicaYon in technology known colloquially as Mosquito Teen Repellent, which
Europe and the United States as well. The applicaYon allows users Users that wish to go a step further can then receive a live call to
was developed by Howard Stapleton a few years ago to deter
to pinpoint urban art within the city and take a walking tour led by trigger their mobile ring tone from a host of reYred Boston CelYc
teens from loitering outside London shops.
the applicaYon or browse through graffiY and outdoor artworks. NBA stars every Yme Rondo completes an infamous “Rondo” move
during the games in the final.   Within Stealth Sound System, individual frequencies are tagged to
represent phrases, essenYally creaYng a new language only teens
If a user answers the call they will be played a recorded clip of a well can hear and understand.
known ex‐ Boston CelYcs player talking about the “Just got Rondo’d”
move.  Users can also visit the customised “Rondo” WAP site
(m.reebok.com/rondo) where they can download further content h;p://www.youtube.com/watch?v=o‐ID2OQzvUk
including videos and wallpapers.

Bantr Replaces Banners w/ Tweets Newspapers Driving Eurostar’s Twi;er Make Your Tweets Audio w/ TweetMic

TweetMic is available on the iPhone App Store, and it lets
Eurostar have launched a Twi;er account called @li;le_break. This anybody tweet audio in a concise way indeed. In actuality, the
account is 'bringing together events and experiences taking place in way it works is that natural that it virtually resembles sending a
Paris, Brussels and Lille to give you ideas to take a li;le break.' typed tweet from start to ﬁnish.
Bantr is a Firefox extension that replaces some 300x250 banners
with tweets from your friends. The site says the tweets are The Eurostar Li;le Break acYvity is being adverYsed in newspapers Something quite interesYng is that the messages are unlimited
matched to the context of the page whose ads it's blocking. It with actual tweets forming the centre piece of the copy. Thus real as regards the recording Yme itself.
doesn't replace every single unit, just one, and not on all sites, tweets Get replicated in the print creaYve. Eurostar are therefore
although it does on AdLab.   using a 'tradiYonal' reach channel to drive traﬃc to an area where A nice feature is that you can review your recordings before
they can engage more deeply with the target audience. they are posted, and even overwrite them should you want to
do that.

h;p://www.bantr.net/
h;p://tweetmic.com/

Terminator’s Twi;er Game Twi;ad:  An InfluenYal Twi;er Network Nikon’s Twi;er Video Diary Contest

Now the upcoming movie Terminator SalvaYon has come to Twi;er,
with the recent launch of the Resistance2018 game. The premise:
Twi;er users can help in the fight against Skynet and the Nikon has launched an innovaYve twi;er campaign to promote
Terminators, earning points that bump them up the leaderboard. Twi;ad is a Social Media Affinity Network that connects
AdverYsers and Twi;er users. By using Twi;ad, Twi;er users can Nikon D5000 by asking users to upload their videos for Nikon Film
FesYval contest ‘A day through your lens’ under. The campaign
The Rules: moneYzetheir profiles & AdverYsers can reach ALL of Twi;er; the
was kick started by Aston Kutcher by simply tweeYng and posYng
Website, 3rd Party ApplicaYons and Mobile Devices!  Twi;ad has a link to his short video shot during his recent visit to Africa with
1)  Follow Terminator SalvaYon on Twi;er (@resistance 2018) group of 4,500 Tweeters, all of whom are paid to post on topics wife Demi Moore. A short twi;er message that said, “Check out
and to brand their profiles. my short film documenYng a recent trip to Africa.  Let me know
2)  Log in to 2018blog.com
what you think” started the whole campaign.
3)  Watch for tweets from @resistance2018 Nikon is not just using popular microblogging service for
promoYon it is also restricYng content in twi;er style – the video
4)  Send answers via @replies with hash tags to @resistance2018 or
RT through the blog has to be less than 140secs in length.

5)  You will receive a direct message in Twi;er with points updates

UGC / Contests
A Chain of Moonwalking and Kicks Become the Dorito’s Guru CompeYYon ‘Do the World a Flavour’ CompeYYon

In Canada Dorito's have been running a compeYYon called
The Eternal Moonwalk was made from thousands of videos sent in Become The Dorito's Guru and have been selling packets of Dorito's Running across 14 countries,
by users. The direcYons for the video are simple, moonwalk in from marked with 'UnidenYfied flavour'. Consumers have been offered Ben & Jerry's have launched a compeYYon giving the public the
the right, exit from the le{. The site then pieces the videos together the chance to name the flavour and upload a short film about what chance to 'concoct the latest and greatest Fairtrade cerYfied [ice‐
to keep that moonwalk going. Nike did this 3 years ago with an inspired them to choose the name. cream] flavour.' Then 'one winner from every parYcipaYng country
online campaign called ‘The World’s Longest Soccer Chain. will travel to the Dominican Republic to witness the benefits of
"The Doritos® Guru will then have their idea turned into a polished Fairtrade on a cocoa farm, alongside Ben, Jerry and our flavour
30‐second ad to be aired on for‐real TV, see their flavour name gurus. The grand prize winner will see their idea transformed into
emblazoned on the bag and of course, take home $25k and 1% of Ben & Jerry's 2010 worldwide flavour.'
future net sales of this flavour name in Canada."

h;p://www.eternalmoonwalk.com/

UGC / Contests
Mad Men Video Contest Starbucks Video Contest

AMCtv.com invites you to submit an audiYon video clip of pre‐ Starbucks launched a worldwide sing‐along to promote its one‐
Queensland tourism ran a compeYYon under the banner of selected lines from Mad Men Season 2. These monologues were year anniversary in partnership with (RED). Singers from
'The Best Job In The World.' The winner was offered a £70,000 a
originally spoken by one of the following characters: Don Draper, mulYple countries, languages and Yme zones sang "All You
year job, which involves living in a luxury villa on beauYful Hamilton Roger Sterling, Pete Campbell, Joan Holloway, Bobbie Barre;, and Need Is Love." The live event was streamed online to a locaYon
Island while blogging about living on the island.
Jimmy Barre;.   in London that housed every locaYon's performance.
PRIZE:  The Grand Prize winner will win a chance at a walk‐on role ArYsts played tradiYonal instruments representaYve of their
The Best Job In The World compeYYon captured the imaginaYon of in Mad Men Season 4., round trip airfare to Los Angeles, CA and respecYve countries and the live event set a Guinness World
people across the globe and by the deadline 34,000 people from
hotel accommodaYons.  Ten First Prize winners will each receive a Record for "Most NaYons in an Online Sing‐Along.”:124
200 countries had submi;ed 60 second video applicaYons for the Mad Men Season 2 DVD set.   countries.
'Best Job In The World.'These 34,000 applicaYons Best Job In The
JUDGES: Mad Men's execuYve producer/writer Ma;hew Weiner Online, visitors can replay the global event and upload a video
World applicaYons have been cut down to a shortlist of 50 and will select the Grand Prize Winner.   of them singing "All You Need Is Love" using their video camera
voYng has now started. Interviews will be granted to 10 people that Registered AMCtv.com members vote for and comment on their or instantly record themselves singing via Webcam and
the judges choose plus a wildcard entry reflecYng the video with
favorite entries to determine finalists. The 20 entries to receive background music. For every video that is submi;ed, Starbucks
the most online votes. the highest number of votes enter the final round.   The 10 entries will donate 5 cents to the Global Fund to help fight AIDS in
to receive the highest number of votes in the final round will Africa.
become First Prize Winners.   h;p://www.starbucksloveproject.com
h;p://blogs.amctv.com/mad‐men‐contest‐2009

UGC / Contests
SXSW Bingo

At the South by Southwest (SXSW) InteracYve Conference in
AusYn, Web applicaYon developers Iridesco connected with the
social media savvy with SXSW Bingo, a game where contestants
used Twitpic (Twitpic), Twi;er (Twi;er), and the hashtag
#sxswbingo to document people and items at the ultra hip social
media conference. People had a lot of fun playing and SXSW Bingo
got a lot of tradiYonal and social media coverage. But more
importantly the game allowed Iridesco to introduce their products
Get Harvest (Yme tracking) and Co‐op (group communicaYons) to
an inﬂuenYal audience.

h;p://sxswbingo.com

Video
Leave Video Blog Comments w/ Vidly Express Gary Vaynerchuk Video Contest Community

Vidly Express allows you to paste a code on your blog to allow Gary Vaynerchuk is a New York Times bestselling author and VidOpp is a collection of all the video competitions on the
American wine businessman. Gary launched Wine Library TV, a daily web in one place for video talent to find quickly and
users to post video comments using their webcam.
video blog about wine. The show offered an unpretenYous approach easily.  They update the list every day with fresh contests.
to an historically stuffy subject. As the audience grew and word You can count on VidOpp to bring you every opportunity,
spread of his informal and unorthodox approach to wine, Gary made and they really read the rules to make sure their
numerous naYonal television appearances as a wine expert. In 2009, community is aware of the contest judging criteria,
Wine Library TV garners 90,000 daily viewers and has now any costs involved, and any exploitation or scam risks.
surpassed 800 episodes, featuring celebrity guests.  Gary joined the We posted $2.6 million worth of cash contests in 2008.
online conversaYon by becoming an acYve member of blogs and Contests are divided into Cash Prize contests and Non-
forums, and then proceeded to uYlize web 2.0 tools such as Cash Prize contests. They also bring you news relevant to
Facebook and Twi;er to connect with consumers online. The the world of online video advertising
business world took note of Gary’s approach, and before long he .
was being invited to speak at conferences and corporaYons around
the world  .Gary launched a second blog, where he dispenses
business advice and comments on emerging technologies and
cultural trends. He wrote his first business book, enYtled Crush It!
h;p://vidly.com/widgets/express h;p://vidopp.com/
Why Now is the Time to Cash in on your Passion.  In 2009 Gary and
his brother AJ co‐founded VaynerMedia, a bouYque agency that
works with personal brands, consumer brands, and startups.
h;p://tv.winelibrary.com

Video
Online Video Contests

The number one site of the net for ﬁlmmakers to ﬁnd, truck and
win video contests.

h;p://www.onlinevideocontests.com

Audio / Music
Vevo‐‐Taking Music and Video To The Next Level InteracYve Listening w/ MXP4 TheSixtyOne:  A Digg For Music

Thesixtyone makes music culture more democraYc: arYsts upload
Vevo, the new premium music video content plavorm, is a their work for review, but, rather than allow a stuffy suit in a
MXP4 is an interacYve music format that brings you new and
collaboraYon between Universal Music and Google.  Set to launch boardroom to decide what's good, thousands of listeners do. The
innovaYve ways to go beyond the play bu;on. By allowing users to
on Dec. 8, 2009, Vevo will funcYon as a desYnaYon site where best music automagically bubbles up on our homepage where you
engage with the music with our interacYve music modules; mix it,
consumers can access official music videos, interviews, backstage can listen to the most popular songs for any genre. It's a quick way
remix it, sing it, and max it, we want users to not just play the
clips, user‐generated content that uses major label audio and to find new music for your iPod powered by pure excitement as
other “premium” content. Unlike YouTube, it will not also contain music, but play with it! opposed to some contrived markeYng budget.
user‐generated stuff that potenYally scares off adverYsers, which
Vevo hopes will allow it to charge more for ads. MXP4 whose interacYve music technology, the album files (first in
widget form) incorporates mulYple tracks, liner notes, video, Think you've got a good ear? Aside from customizing your
images, news, tour dates and interacYvity. Fans can even remix experience, creaYng an account allows you to earn reputaYon,
In addiYon, Vevo will syndicate its videos to YouTube (which level up your influence, and collect badges for discovering and
created the backend for the service) and other video services. different elements of the songs on the fly.
recommending good music that others may enjoy. On thesixtyone,
tastemaking becomes fun, compeYYve, and trackable.

h;p://blog.vevo.com/ h;p://www.mxp4.com/ h;p://www.thesixtyone.com/

Photo

Revitalize w/ Revitalizer Create Your Own Mosaics w/ PicarYa Photoshop Express. Enough Said.

This may be the best online editor you will ﬁnd. It’s a free online
This is a funny tool from Juvederm that allows you to retouch a Create a photo mosaic of your choice for free online. Only you
photo editor that’s not meant to replace Adobe’s current oﬀerings,
face really easy. The interface is ok to work with but the results fantasy sets the limits here. Here a Mosaic illustraYng a pregnant
but “make Adobe imaging technology immediately accessible to
may not saYsfy a professional photoshopper. woman created from baby images.
large numbers of people.

h;p://juvederm.ca/en/Revitalizer.aspx h;p://www.picarYa.com/ h;ps://www.photoshop.com/

Photo

Make Your Picture Talk w/ Blabberize Generate Modern Art w/ Viscocity The Return of Polaroid w/ Polaroize

Viscosity is a modern art generator. It’s a ﬂash tool that lets you
create beauYful abstract art and store it on your hard drive. One
Just upload your picture and make it talk. A service to convert any photos to Polaroid‐like images.
of the ways to use it is to create abstract wallpapers for your
desktop. You can also just get something you like from the gallery.

h;p://windowseat.ca/viscosity/ h;p://lab.rails2u.com/polaroize/

Photo

Hitchcock is the first mobile applicaYon that allows users to
compose storyboards with photos. Believe it or not, this is a simple
and direct applicaYon that aims to end with the tedious and Yme
consuming process of storyboarding.
Create a 9, 4, or 1‐panel lo‐fi, false‐color version of one of
your photos. Turn yourself and your friends into pop art
If you do not like to deal with papers, pencils, and erasers, you
instantly! Just choose a photo, select a size, and it is
might be a;racted to this soluYon due to the fact that you will not
instantly transformed. Every poster is unique. Click Shuffle
have to draw anything else anymore. No ma;er if you are a
to see a different version. Works with your photos hosted
professional or a student, you will have the opportunity to present
on Flickr or anywhere else.
your ideas in a very simple way by the use of any images you need.
This is a novel soluYon that is said to be easily controllable and
portable in order to get the many benefits and advantages its
displays.

h;p://www.cinemek.com/storyboard/index.php h;p://bighugelabs.com/popart.php

Event

A;end Events and Collaborate Via Twi;er Taste live! Foursquare

EssenYally, it could be said that Twebevent.com mashes‐up TasteLive! is the worlds premiere online wine and beer tasYng People use foursquare to "check‐in", which is a way of
streaming video (no ma;er if it is live or recorded), and Twi;er's community.  It is a direct link between consumers and telling us your whereabouts. When you check‐in someplace,
hashtag chats. It will let you employ your media in order to have a winemakers, no filter, no middle man. Never before have we'll tell your friends where they can find you and
collaboraYve experience. What happens with some online ev consumers had the ability to directly interact with the producers recommend places to go & things to do nearby. People
ents is that the public cannot interact or collaborate with each making the wine and beer no ma;er where they are in the world.   check‐in at all kind of places ‐ cafes, bars, restaurants, parks,
other, and it has to remain passive. This service has come to the How do I parYcipate? homes, offices. You'll find that as your friends use
market in order to change that because it gives you the chance to Taking part in a TasteLive! event is simple. Begin simply by logging foursquare to check‐in, you'll start learning more about the
run a chat over Twi;er, picking any hashtag you want.   into TasteLive.com or creaYng a new account using your Facebook places they frequent. Not only is it a great way to meet up
or Twi;er account. From their surf to the Wineries directory or with nearby friends, but you'll also start to learn about their
With this soluYon you can create as many events as you want and the event calendar to see what your favorite estates are up to. favorite spots and the new places they discover.
(best of all) you do not have to pay anything in order to a;end any From there, get some "tweeps" together for an informal evening
of them ‐ this is a totally free service, and anybody can watch a of tasYng, grab a laptop and go to the Tastelive.com and enjoy!
Twebevent without having to pay for the privilege.

h;p://twebevent.com/ h;p://www.tastelive.com h;p://foursquare.com

Experiential
Minyanville
J&R's Promo Mercedes‐Benz

Mercedes-Benz spread the word about its smart fortwo car in
Minyanville, which creates branded business content that J&R Music and Computer World now boasts same-day delivery China in a new way, using technology that inserts ads into
educates and entertains adults and children about the world to consumers living in the metro New York area. The company residents' online spoken English lessons. Using a recently
of finance, is seeding thousands of specially branded dollar launched its first-ever guerilla campaign, placing a unique spin on introduced concept called Conversational Advertising,
bills into circulaYon as part of its "Get PosiYve on Money!" two New York City staples: bike messengers and Chinese Mercedes-Benz was able to embed customized creative into
campaign. The company aims to educate the public on money takeout menus. They hired three bike messengers to carry an free online spoken English language lessons found at
management, especially in this down economy. Minyanville‐ unusual load throughout Manhattan: a refrigerator-sized box Speak2Me.cn, a Web site and social network targeting 300
branded dollar bills will circulate for six months. "Get PosiYve strapped to each of their backs. Anyone who sees a messenger million students and professionals learning English in
on Money," reads copy around the Treasury seal. To the le{ of bicycling along should take a picture and tweet it to @jrblog; China.Speak2Me uses speech recognition technology combined
the seal is Minyanville's Web address and to the right it states, those who submit the first 10 pictures each day receive a $10 with a virtual teacher that helps users practice spoken English.
"Turn $1 into $100." Minyanville created a microsite for those J&R gift card. The promotion's takeout menus are so cleverly In countries like China, students learn how to read and write in
who receive a branded‐Minyanville dollar, enabling users to designed that it takes a second and third look to realize there's English, but there's a shortage of people who speak English,
enter the bill's ten‐digit serial number to see if their bill is no food on the menu. The menu is divided into seven making it hard for students to master spoken English.
worth $100. Six circulated bills are worth $100.Minyanville is categories: audio; digital cameras and accessories; travel Mercedes-Benz China created a microsite where consumers
doing its part to sYmulate the economy. accessories; housewares & personal care; video; unlocked phones could tour Europe in a smart fortwo car while conversing with
& bluetooth; and for the car. an avatar tour guide. Users spent between three to five
h;p://www.minyanville.com/getposiYvemoney minutes, on average, per visit. They can also share lessons via
social networks to garner additional brand buzz.
h;p://www.the‐smart‐class.cn

Experiential
Downtown Ithaca Alliance

Every weekday the Downtown Ithaca Alliance hides a garden
gnome somewhere in downtown Ithaca, New York.   They then
post a clue to its locaYon on their Facebook Fan Page. The first
person to email or SMS the locaYon of the gnome wins free
coffee and bagels for their office.   All types of local professionals,
from lawyers, accountants, and university professors have go;en
into the game.   The purpose is to make downtown feel like a
community.

h;p://www.facebook.com/pages/Ithaca‐NY/Downtown‐Ithaca/
132710300575?ref=search

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