Car porn (but this time with a plot)

So BMW did it over 10 years ago with The Hire but who cares. Here’s another gorgeous piece of car porn from Jaguar directed by Ridley Scott Associates which showcases the new Jaguar F-TYPE in all its glory.

15 minutes of brand entertainment at its best.

Lynx celebrates 1 million fans with Rube Goldberg machine

Hats off to the Lynx team at TMW who have just published this great video to commemorate reaching the important milestone of 1 million fans.  The Rube Goldberg machine is a nod to all the Lynx products or campaigns over the years to the present day.  It was shot in one take but took over 58 attempts to get it right.  What I particularly like about this video is that you have to watch it carefully – and many times – to have any chance of guessing all the references. How many TV ads can do that?

If you’re impatient like me and can’t wait to figure out all the references, he’s the answers revealed in reverse order using You Tube’s video annotation.

7 Dimensions of Virality

Coming up with a viral campaign is never easy otherwise we’d all be doing it. But I do believe there are certain skills and techniques which one can deploy to improve one’s chances of viral success. I call these the 7 Dimensions of Virality and have summarised them in the chart below. It’s intended to add to the growing school of thought known as Propagation Planning. If you want the narrative which goes behind my thinking in this chart, please read my guest post on econsultancy 7 top tips for viral success.

10 tips for infectious viral content

The Marketer (The Chartered Institute of Marketing magazine) has solicited some top tips from various industry bods on how to produce infectious viral content. These are briefly summarised below but read the full article if you want more meat on the bones. Also you might even spot a top tip from me!

1. Timing

2. Get emotional

3. Be brave

4. Strike the right tone

5. Talent plus timing plus luck

6. Authenticity

7. Explore

8. Seeding

9. Personalisation

10. New platforms

Ideas are useless. Execution is everything.

I’m sure there are plenty of memetic studies out there which help to explain why certain ideas gather momentum and self-propagate, whilst others barely feature on the Richter Scale.  Having failed to read them all I can’t claim to know all the answers. But what I do know is that coming up with a good concept is only half the battle. Quite often, what makes something achieve meme status is not so much the idea itself but the way it’s executed. How many good ideas have you seen which have been let down by poor execution? In fact,  to make the point a fellow planner @mvharrison once stuck a poster in our office as a constant reminder which says ‘ldeas are useless. Execution is everything.’

So what better way to demonstrate the importance of ‘execution‘ than to show a few examples from this popular meme known as ‘horsemanning‘…

 

And you thought Philips Carousel was impressive…

I really enjoyed Philips Carousel when it came out 12 months ago and felt it thoroughly deserved all the accolades, not just because of its inventive cinematography but also because it showed just how powerful online video can be as a brand building and buzz generation exercise when executed well.

So like the rest of us, I was looking forward to the next iteration of this campaign and pleased to say I wasn’t disappointed!  Instead of approaching one director, Philips have teamed up with five directors from Ridley Scott Associates and challenged them to create a cutting-edge short film in any genre they liked.  The one stipulation they had to follow was that they all had to use exactly the same script!  It’s quite an ingenious way to articulate the core proposition that there may be numerous ways to tell a story but only one way to actually watch them – on a Philips TV.

For your viewing pleasure I have included all five films below or you can view them in HD in the Parallel Lines microsite here.  Enjoy.

One of the things I particularly like about this campaign is the way they’ve seamlessly integrated multilple disciplines and digital platforms to maximise the social capital of the campaign.   Each platform within the mix fulfils a very specific role to the overall campaign whether that’s to build anticipation or hype around the launch event, encourage consumer participation and collaboration or facilitate the conversation in social media to extend the overall life of the campaign.   I’ll attempt to explain each role in turn from what I’ve gleaned so far.

Building anticipation through blogger outreach

So to build anticipation for the launch, Philips have undertaken a blogger outreach campaign where they’ve sent out intriguing boxes to influential film bloggers.  Inside each box was a note from RSA Films founder Ridley Scott inviting them to work out what the script is and attend the premiere screening.

Hosting the event on YouTube

To celebrate the premiere on 8th April, the homepage of YouTube featured the first ever media player in cinematic 21:9 format featuring scenes from the ‘Parallel Lines’ trailer.  From here consumers could access the dedicated Philips Cinema YouTube channel where the films can be watched on Philips unique ‘Ambiplayer’.

Encouraging participation through crowdsourcing

This year, they’ve also introduced an interesting crowdsourcing element to the campaign where consumers are invited to submit their own short film via their own branded contest channel on YouTube.  I think this is a very clever idea.   No doubt most submissions will be complete dross but I’m sure we’ll see some very intriguing and original interpretations from budding film directors, keen to get the exposure in front of their peers and Sir Ridley Scott!

Extending the life of the campaign through Facebook.

Finally, Philips have also created a dedicated Facebook page to support the campaign which is proactively moderated to produce lively debate and keep the conversation going.  It’s  already attracted a captive audience of 50,000 fans and shows promising signs that it will capture the buzz and generate further excitement around the campaign, not to mention a healthy pool of potential new prospects.

Credits: The Parallel Lines project was developed at DDB London. Digital agency was Tribal DDB Amsterdam.  PR Agency was One Vision.