BRITONS GO DIGITAL

A certain article caught my attention today which was based on how Britain is becoming more technically enabled. A collaboration of Scanzine and the Manchester based firm Love have created a QR code advent calendar. The calendar was published on to a flyer which has been distributed throughout cities such as Manchester and London. The flyer works by the user scanning the appropriate code corresponding to the day to find out what is behind 'the door'. They have also produced an online version for those that are not so technologically advanced, after clicking the correct day, prizes promotions and seasonal offerings are revealed. 

This also links to another campaign I have recently read about called 'Get Someone Online'. For all the hype surrounding iPads and smartphones, it is easy to assume everybody knows how to work the internet. However, research shows that 9.2 million Britons remain to have no access to browsing online, leading to a campaign launch by Martha Lane Fox (the UK's Digital Champion) named 'Go On: Give Someone Their First Time Online'. This encourages people to donate their old and unwanted computers and laptops which will then be handed over to the digital apprentices. Top brands such as Facebook, Twitter, YouTube, MSN and Micosoft are all involved in an attempt to create a 'Networked Nation'.

http://www.get-someone-online.com/

SOCIAL NETWORK INFLUENCE

Today I logged on to Facebook to find a vast amount of my friends had changed their display photos to cartoon and different animated character from their childhood. The reason for this was a campaign by the NSPCC who produced this statement that was virally spread around the social network site: 

'Change your Facebook profile picture to a cartoon character from your childhood and invite your friends to do the same for the NSPCC. Until Monday (December 6th) there should be no human faces on Facebook but an invasion of memories. This is campaign to stop violence against ......children.'

Of the fifteen contacts displayed on this screen-shot from my Facebook homepage, fourteen of them have taken part in the campaign; indicating it is influential.

Whether or not the campaign is legitimate or not I personally think it was successful as more of my contacts had changed their profile photos as the campaign created more awareness. Also, it did not only successfully serve the purpose but it was also enjoyable to see the different characters as a reminder of our childhood memories, as this relates directly to the charity being one set up for children. 

Thinking back to other examples of how social network sites, Facebook in paticular, have had a major effect or made a difference, here are a few...

The successful campaign for Cadbury's Wispa bars to return to the shelves after 14,000 people signed an on-line petition.

The page that made Rage Against The Machine the 2009 Christmas number 1 opposed to the usual X factor winner.

The IKEA campaign, a cheap way to advertise the opening of a new store by creating a profile for the store manager, photos of items from the store would be uploaded on a daily basis, the first person to tag their name in the photo would win the item pictured. The store gained global recognition quickly through viral advertising.

A more recent successful campaign resulted in Brain Blessed being added to the list of voice overs available for TomTom's satnavs.
 

IKEA campaign, screen-shot from an album in the profile.

A DIFFERENT APPROACH

Andrex, Skoda and Marks & Spencer have all taken a different approach in their recent television commercials. However they have maintained continuity by keeping certain aspects the same. In the Andrex advert they still use the puppies, in the Skoda advert the idea of producing the car in an unrealistic way and in the Marks & Spencer advert the familiar faces flaunting the clothes.

Andrex Ad

The Andrex commercial is something different for the company as they have used computer generated images, however I don't think the use of  non-real puppies are as effective as using real puppies (previously blogged about).

Skoda Ad

The Skoda advert 'made of meaner stuff' is similar to the 'full of lovely stuff' commercial in which the car is made of cake, however that advert would of stereotypically appealed to women (housewives) as opposed to this advert targeting men, in particular because of the title 'made of meaner stuff'.

Marks & Spencer Ad

The Marks & Spencer commercial has taken a more humorous approach to advertising the brand, I think this is due to signing Peter Kay as one of their representatives and people instantly relate him to comedy. This idea works well, especially as the advert is seasonal; for the Christmas period and the commercial is able to put a smile on everyone's face.