BRANDING UNBOUND

Interview: Andy Bateman, Frmr CEO of Interbrand, Pt 2 - On Promise & Peril of Mobile Marketing

"I think the biggest mistake with mobile is to try and shrink the Internet and deliver it on a mobile device."

I couldn't agree more, of course - this is a far different medium. But in these excerpts from a source interview for my new book, THE ON-DEMAND BRAND, Bateman (then CEO of Interbrand NY) makes it clear he's not exactly bullish on many forms of location-aware mobile advertising, either. And don't get him started on privacy.

Frankly, I agree with him on most counts - I'm probably even more contrarian. Besides, as we discuss here, the promise is so much more powerful than interruptive (much less check-in) based mobile marketing.

(approx 5:36)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

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Kraft Cooks Up 'Big Fork, Little Fork' iPad App

 First there was the "iFood Assistant" - the most bona-fide of hits in the pantheon of iPhone apps.

Now, Kraft's back with an iPad app called "Big Fork, Little Fork," aimed at young parents hoping to cook up some healthy eats for their children. All involving Kraft foods, naturally. 

There are over 300 recipes in the app, along with video clips and games. And at $1.99, it's a bargain.

As I point out in my new book THE ON-DEMAND BRAND, apps like "iFood Assistant" (and presumably, "Big Fork") illustrate the power of utility. If you deliver true value to consumers, they will not only put up with overt advertising, they'll actually pay you for it. iFood Assistant, for instance, has ranked in the 100 top paid apps in the App Store, and as high as #2 in the Lifestyle category.

But Ed Kaczmarek, Kraft's director of innovation in consumer experiences, says the selling isn't too over the top.

“Within the recipes, it will specify, in some instances, a Kraft product,”  he tells The New York Times. But the iPad app “doesn’t have Kraft branding front and center.”

Jeff Arbour, SVP at The Hyperfactory - the company behind the app - pointed me to the app's official page (including a video demo) on the new Big Fork Little Fork app, which you'll want to check out here.

All signs point to another hit for Kaczmarek and Kraft Of course, I personally would probably get the most use out of an app called "Big Fork, Bigger Fork," but that's a subject for another post.

I'm not even sure they make Kraft Triple Macaroni & Cheese with Extreme Sour Cream & Fat Ass Bacon, anyway.

Read more about "Big Fork" here.

And read more about the book here.

 

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"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

 

 

 

 

 

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BrandChannel Names 'The On-Demand Brand' Its 'Featured Book of the Month'

Very cool: BrandChannel has selected THE ON-DEMAND BRAND as its "Featured Book of The Month" for July.

In making the selection, BrandChannel writes, "Brand marketers will value [this book] for the detailed case studies, such as how Burger King, Coca-Cola and Axe Deodorant are using advergames; how Showtime, MasterCard and NBC are redefining viral video; and how Fanta, GE, Papa John's and Topps are leveraging augmented reality."

Check it out here.

Learn more about the book here - and order your own copy here (available everywhere books are sold).

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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'Touching Stories' iPad App: Interactive Films for Brands, Moviemakers

An innovative new app from Tool of North America and partner Domani Studios - enables viewers to actually influence, even change, the narrative of live action videos.

Part video game, part immersive entertainment, the Touching Stories app is free, and portends amazing new possibilities in story telling. What's also interesting is that Tool is an agency that creates advertising and interactive work for brands like Bud Light and MTV.

Here, they are creating an app that can be used by brands and filmmakers alike.

Originally planned for the iPhone, the iPad offered the team an even better platform.

As Tool's digital executive producer (and longtime UNBOUND reader) Dustin Callif tells FastCompany. "Immediately as visual storytellers we got excited because the iPad is such a better device for consuming media than the iPhone--I mean just look at the difference in size with the screen," he says. "We've been looking for the right opportunity to really create customized stories."

Moving forward, you can see how social viewing might come into play - with fans voting on outcomes. Or the iPad app becoming an interface for television content to do the same, personalizing the outcome of movies and television shows or branded communications.

Hats off to Tool for creating this tool - and heralding in a new era of interactive entertainment.

You're going to want to read all about it, here.

And try it yourself, here.

FOLLOW RICK ON TWITTER & FACEBOOK

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"... WITTY, INSIGHTFUL, DYNAMIC ..."

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Alison Moore
Vice President, Brand Strategy
& Digital Platforms
HBO

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Nielsen: Time Watching TV Up, on PC Down, on Mobile Flat

In my new book, THE ON-DEMAND BRAND: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World (available everywhere books are sold), I refute the widely held belief that people are watching less TV and more video on PCs and mobile phones.

Um, wrong. Televison viewing has been growing a lot over the last few years. And new stats from Nielsen indicate viewership on PCs is going down (a full 13.1%) year of year while mobile has flattened out. Total hours spent Q1 2010 and percentage increase or decrease year-over-year:

Watching TV in the home: 158 hours 25 minutes - up 1.3% year over year

Timeshifted TV: 9 hours 36 minutes - up 14.7% year over year

 Viewing on a PC: 25 hours 26 minutes - down 13.15% year over year

Watching on mobile : Three hours 37 minutes - flat year over year

Couple of points. First: We need to move past the hype around video content on platforms beyond TV. Second point: Digital is so much more powerful than running video content that otherwise can be view on TV. If you're going to take advantage of these emerging platforms, do it in ways that capitalize on the unique attributes of these channels, instead of trying to replicate experiences from another medium. 

Read more about Nielsen's report here. 

Download the complete report here.

And read more about THE ON-DEMAND BRAND here.

FOLLOW RICK ON TWITTER & FACEBOOK

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... WITTY, INSIGHTFUL, DYNAMIC ..."

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Alison Moore
Vice President, Brand Strategy
& Digital Platforms
HBO

 

 

 

 

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

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