Every year, in July-August, thousands of kids in their summer break attend ‘The Village’, a 5-day camp, organized by Coca-Cola Israel, with fun activities, pool, social games and Coca Cola drinks of course. This year, e-dologic, the interactive agency working with Coca-Cola Israel, has developed a very cool solution for connecting the offline world with the online – facebook.
The real life life button - coca-cola village
Each kid upon entering the village received an RFID bracelet, with his/her facebook profile saved, securely, in that chip. In turn, the kid was able to ‘Like’ each activity he/she performed at the village, showing up on their facebook profile as a 15sec video, outlining the activity, which was pre-recorded.
The ‘Real life facebook like button’ was a huge success (Hebrew), with tens of thousands #LIKES, for a total of under 1,000 participants! Facebook sent over Mark Cowan, VP Operationsת Europe, to visit the village and experience ‘The Like Machine‘ first-hand, after Mark Zukerberg heard about it at Cannes Lions by Enon Landenberg, e-dologic CEO.
Update on privacy: in a related post (Hebrew) by Jonathan Klinger, it was suggested that the RFID tag stores the username and password details of each participant, thus making it easy to steal the credentials using a simple RFID reader (or in the event of lost/stolen tag). I double-checked with e-dologic the info I had: The RFID tag only stores a unique id number, worthless on its own. When a participant moves his hand near the RFID reader in the village, the on-site server (protected both physically and virtually) receives the participant location and unique id number, to match against its own DB. Every cycle (Coca-Cola Village has 5-7 cycles, each one 3 days) the DB is formatted, for security reasons. On top of that, participants pay a 15US$ fee to receive the RFID tag, refundable upon return of the tag.
The Real Life LIKE Butoon – Case Study – Coca-Cola Village:
Following the phenomenal success of Old Spice ‘Response’ campaign, it was only a matter of time until we’ll start seeing some numbers. As with any marketing activity, it’s all about generating sales, and I believe Old Spice met their target. Obviously the buzz generated by the campaign is priceless, and will be taught in business/marketing courses for years to come.
But enough talking, time to listen: Old Spice Social Media Marketing Campaign Case Study, by W+K (Old Spice’s agency). Enjoy!
Had an interesting discussion this week at Globes event with Ahuvah, a very wise and internet-savvy friend, about foursquare. She asked me – Why? A simple question, complicated answer. Once, not so long ago, people were asking the same WH-question about Twitter, and look were we are now.
But back to me. I check-in at places of interest, usually business-oriented – meaning if I’m at a the Finance District of Tel Aviv, or the Hi-Tech district – where I’m more likely to meet people. But so far, as Ahuvah was clever to ask, those check-ins resulted in fewer random meetings than I expected. So again, Why? I guess convenience has something to do with it, meaning a proper application – Gravity. I’ve previewed Gravity before, saying it’s the main reason for my increased use of foursquare – a flick of the navbar, and I’m Here! Nevertheless, I believe foursquare is much more than just a contest for who’s got more Mayorships. It’s a valuable database of knowledge about people habitts – and knowledge is power. Much like twitter that crossed the chasm, foursquare too needs the same things: celebrity, business, media coverage.
Club Seat - 1st Israeli foursquare-based campaign
Celebrity we have (not many though), media coverage still lagging, but now we have a business. Seat become the 1st business in Israel (Hebrew) to use foursquare in a digital campaign (Hebrew, again), Club Seat, along with 3 known clubs in Tel Aviv – Gazoz, Galina, and Sublet. People are encouraged to create an account in foursqaure, download the app of their choice and visit the clubs. The campaign is three-fold:
The club that receives the most entries by August 30th (end of summer break) is crowned ‘Best Club in Town’;
Top 20 people with the highest number of check-ins at any of the 3 clubs will receive concert tickets;
The mayor of each club will receive a plane ticket (round trip I hope)
Personally I was hoping the 1st business will originate from the restaurant/cafe/bar industry, much like Starbucks is doing in the US, or FT.com’s deal to attract youngsters in London. Seat, along with Grey Interactive, have taken a leap into un-charted waters in Israeli advertising, as foursquare is still in early-early adopter stage here. Facebook has transformed the digital space in Israel – more than 3 million people connected (about 60% of internet-connected homes), #2 fastest growing country in the Middle East (7%, monthly), top 10 countries in terms of average time spent (globally!), and more. No campaign is complete here without a facebook presence. Twitter and foursquare are still considered ‘geek-only territory‘, although twitter is gaining momentum in celebrities and media.
Club Seat was only launched this week, so the stats are obviously low (Gazoz 9 check-ins, Galina 3 check-ins, and Sublet 4 check-ins), but it will be interesting to see how this pilot evolves and what impact will it have on the advertising industry. Stay tuned.
I’ll start with the bottomline of this post (aka The Title): Where can I buy Old Spice?
In a marketing space, driven by numbers, ROI and sales graphs, I imagine the Old Spice (twitter/facebook/youtube) finance people will be interested to know they’ve gained at least 1 new customer. Me. It doesn’t matter how it smells, will I like it or not, who uses it, how much it costs – really, I just want one, to be like Isaiah Mustafa (aka Old Spice guy/dude/man). So, where can I get Old Spice in Israel? Don’t know, will find out. A friend visiting Israel already said he’ll bring me his – thanks Dovid!
Plenty of words have been written about Old Spice campaign, as the 2nd phase broke previous records and defined new rules for brands’ engagement in social media (aka digital marketing). I will link to three posts by marketing professionals I trust – Lior Zoref (Digital Marketing Consultant, ex VP Marketing for Microsoft Israel; post in Hebrew), Lisa Barone (Chief Branding Officer at Outspoken Media), and Hillel Fuld (Tech blogger, marketer, twitterer, writer). All three, specifically Lisa and Hillel, have analyzed Old Spice campaign, and produced a must-read list for marketers.
We knew some of the new features back in April, but still, iPhone 4 (aka HD) is a big step forward. And also, another proof that Jobs is a genius in marketing and setting consumer trends. Video calls have been around for couple of years, but FaceTime makes you wanna STOP making regular calls and do only video.
Thank you all for commenting and participating. The winners have been notified by email an hour ago. Hope to see you all Sunday.
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TheMarker Com.Vention is the prominent internet event in Israel, with known figures from the SU, VC, Marketing, Content and TV, Advertising and Internet industries (local and global) – and I have 10 complimentary tickets (worth ~$100 each) to share with you!
In the spirit of networking and sharing, I’ve decided to do a ‘Pay It Forward‘ kind of thing, and give each ‘winner’ 2 tickets: one for you and the other for someone from your network, whom you met via a social network (facebook/twitter/LinkedIn/Foursquare/etc), that haven’t attended Com.Vention before. So basically, you get to pick a ticket winner.
Here’s what you need to do in order to win a ticket to TheMarker Com.Vention:
Explore your wall/stream and find someone that hasn’t attended Com.Vention yet.
Post a comment to this post (name, email – not public, website), with your name, your friend-from-the-web name and the social match-maker name.
That’s it!
Then, I will cross-reference the names with TheMarker (to verify your friend-from-the-web didn’t attend previously) and research the social network in question (to assess the relationship). First 5 ‘couples’ that will get it right – met via a social network and friend-from-the-web hasn’t attended before, will receive the tickets. Last date to submit entries is Thursday, April 29th at 18:00 Israel time (GMT+3). Winners will be announced here and contacted via email for the logistics, so please watch your typing.
This year there are very interesting panels and sessions: ‘Mobile Internet – Who’s going to benefit most from the boom?’, ‘Life on demand – how consumers are changing the life of E-commerce’, ‘Who will control the content’ and more. Full agenda is available here, speakers list here, twitter tag is #com2010, and facebook page.
