Author Archive

One-third of Users Have Broken Up By Facebook, Text Or E-mail

December 12, 2011 Leave a comment

A survey conducted by market researchers Lab 42 declares that 33 percent of human beings have broken up with their beloveds by text, e-mail, or Facebook. This survey purports to offer the truths of 550 people older than 18 years old.
The idea that it’s OK to use just a few keystrokes to dismiss the one whose thigh you might have stroked just the day before is surely a little deflating. However, the deflation of this no doubt statistically troubled survey doesn’t stop there. Some 45 percent of cheery, loving couples communicate primarily by Facebook message. And a quite throat-freezing 52 percent change their Facebook status after a breakup immediately. This compares with a mere 38 percent who change their status when they have found someone fresh, new and willing.
Here’s another fun finding that might explain Mark Zuckerberg’s Roman Emperor mien: 57 percent of people who meet someone they’re interested in–you know, in what’s left of real life–immediately send them a Facebook friend request.

Jason Lee

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The Future of Nokia

December 12, 2011 Leave a comment

The whole new prototype of Nokia’s Kinetic Device debut at Nokia World 2011, including its display, can be flexed across both the vertical and horizontal planes — with bending and twisting motions controlling the interface. If you bend the screen towards yourself, it acts as a selection function, or zooms in on any pictures you’re viewing. In music mode, you can navigate, play and pause with the tactile interface. It’s still a way off from arriving on phones, though Nokia is aiming to whet developers’ appetites with this prototype. We may have seen some twisty interfaces already, but nothing packing a four-inch screen and built-in functionality like this.

Nokia’s kinetic device is not the first flexible gadget concept, but it’s the first one that goes beyond a mockup and rendering, with a real, usable product. Nokia was quite secretive over the technology used for the kinetic prototype, and Tapani Jokinen, the man behind the project, wouldn’t reveal anything whether it would make it to the market or how it works.
The twisting device would be an interesting system to play racing games, where you flex the display to go left and right, and bow in and out to accelerate and brake. Such a device would be less practical to operate an entire smartphone though, as you would constantly have to use two hands, instead of one hand/finger use with multi-touch smartphones nowadays.


Jason Lee

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Where’s My Water?Took Over Angry Birds Become The No.1 Paid App

December 12, 2011 Leave a comment

The Walt Disney Company has created a brand new character named Swampy, the Alligator is infiltrating smartphones with his rubber ducky sidekick. An urban myth inspires this fun-filled game as you help guide water to Swampy the Alligator’s bathtub. Swampy lives under the city and yearns for a more human-like existence. He is especially fond of cleanliness. The other alligators do not take kindly to Swampy’s eccentricities and have conspired to sabotage his water supply.

Where’s My Water? is a challenging physics-based puzzler complete with Retina display graphics, Multi-Touch controls, and an amazing soundtrack. To be successful, you need to be clever and keep an eye out for algae, toxic ooze, triggers, and traps.
“Where’s My Water?” has taken over Angry Birds since it launched on September 22. Disney would like to copy the mode of Angry Birds which it is to let players are infatuated with Where’s My Water?mobile game. After that, Disney is planning to launch toys, T-shirt and some peripheral products gradually. In addition, they will release 12 volumes cartoon on YouTube and official website as well as the books. In the end, Disney’s main purpose is to film Swampy as a cartoon movie.

Jason Lee

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Will Youtube’s New “Channels” Be A Big threat To TV Programming?

December 9, 2011 Leave a comment

Aiming to create a new digital video platform that will rival television programming, Youtube is trying something different. That is, instead of moving movies and TV shows to the world’s biggest Web site, Youtube is making a bold step into original programming in an entertainment venture with some 100 content creators, from Madonna to The Wall Street Journal. Also, the contents of the channels will be niche-oriented videos. For example, Madonna is a partner with the dance channel DanceOn, while O’Neal plans the Comedy Shaq Network. The channels have rolled out at the end of October 2011, though most will premiere next year. According to Youtube, each of channels will have a couple hours of original programming per week.

However, here comes the question: will Youtube’s new “channels” be a big threat to TV programming? My answer is: it depends. If you are advertisers, you might argue that the new channels of Youtube will rival TV programming. We all know that advertisers are willing to buy TV airtime and put their ads during popular TV programs. Nevertheless, it usually costs too much and cannot promise that target audiences would see these ads. On the contrary, although owning your own programs on Youtube costs $5 million per channel, advertisers can introduce their products to specific target audiences more clearly efficiently. They could also know who are watching and are interested in their programs. It seems that Youtube is building a more advertiser-friendly product of professional-quality video.

Even though all of these new programs created by advertisers are professional-quality videos, they are still commercial-oriented. As a result, how consumers will see these Youtube channels? To some extents, these channels look lust like the other way of “product placement”. I don’t think that consumers will prefer these new channels to TV programming. Then, at this point, I personally think that Youtube’s new “channels” will not be a big issue to TV programming.

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A New Award Category of Cannes Lions: Mobile Lions

November 21, 2011 Leave a comment

Last week, Cannes Lion launched a new award category, which is “Mobile Lions.”  We all know that Cannes Lions Awards have set the benchmark for excellence in creative communications. The introduction of Mobile Lions means the mobile creative marketing has grown too strong to ignore it or simply be incorporated into other sections, such as cyber or film. As Cannes Lions CEO Philip Thomas said, “ By carving it out of the other sections, we are simply reflecting the importance of mobile in the media mix.”

Cannes organizers said the new category will reward the best work housed on or activated by a mobile device, app or mobile web. That can include mobile websites, rich-media mobile advertising, games or web, mobile or tablet apps. However, just like we discussed in the last lecture, how does the jury grade those mobile creative works designed for different mobile operating systems, such as Android, iOS, Blackberry, is an issue. Now, according to Cannes organization, judging criteria will center on creativity, the idea, the execution (usability, user experience, craft and design), relevance to the mobile platform and results (level of user engagement and any quantifiable outcomes).

I don’t know how everyone thinks about the judging criteria, but I personally like the last criterion: relevance to the mobile platform and results. I argue that this criterion will solve the problem that we doubted before– whether or not mobile creative works could be judged fairly among various operating systems. Nevertheless, only after 2012 can the award outcome and after reviews tell us the true answer. Let’s look forward to it!

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Getting Engaged: Interactive Ads on Youtube

November 15, 2011 Leave a comment

In the last lecture, I was surprised that there are few people know about interactive Youtube advertising. It seems that interactive advertising on Youtube is still an underused way for creating awesome and catchy commercials. However, many businesses are already experimenting with interactive video and some have got considerable success. In this article, I’m going to share three successful examples with different innovative creativities for Youtube advertisements. Some of them are produced with a huge budget, some of them for nothing at all.

  • Advertising out of the box

Here is the most recent and good example for this application: Tipp-Ex, BIC Europe Group’s brand, leader on the European market of correcting products. To celebrate the back to school period and get the young cohort’s attention, Tipp-Ex went on Youtube with an interactive campaign as funny as surprising. In this viral video, it begins as a normal YouTube advertising, only 30 seconds long.  Nevertheless, near the end of the clip, there are buttons asking the viewers to choose whether the main character should shoot the bear or not. What’s more, by promoting the product’s main feature—corrector—and encouraging the viewers to think out of the “video box”, this video allows the viewers to rewrite the title of the video directly on Youtube. There are more than 50 different hilarious endings can be showed. Since this campaign is logically singed: Tipp-Ex, white and rewrite, the video not only has 18 million views, by the time of writing this post, on Youtube, but also has helped its sales increase 30% in Europe.

  • Make a customized game on Youtube

Without doubts, “customer engagement” is the strong reason to do interactive advertising on Youtube.  As a marketer, we all know that nowadays customers do not want to be just audiences but participants. The simplest way to get customers involved is creating a customized and compelling game that is branded by your company. After all, advertising has always been about buzz. Knowing that Youtube is the greatest channel for viral marketing, if a company can make its customers engage in the promotional game it creates and encourage them to share it, the gaming campaign will be a huge hit. The following is an example created by Hot Weels, an American brand for diet cast toy car.  In this car racing game, customers can learn the benefits of Hot Weels’ products through the process of assembling the toy cars by themselves.

  • Promoting yourself innovatively and interactively

The last but not the least, you can also advertise yourself on Youtube in a creative way! If you want to sell yourself to your future boss, a normal and traditional portfolio may not help you stand out anymore. In fact, some musicians and creative workers have developed their interactive portfolio on Youtube in different interesting ways and have successfully caught their target audiences’ (a.k.a. employers’) eyes. Here is one interactive Youtube portfolio, created by a Taiwanese student who was looking for an interactive creative direction internship. At the beginning of this video, the student encourages viewers to choose either iPhone or iPad to see his app-development works. The video will show you different apps, the student designed, for iPhone or iPad depending on viewers’’ choices. The combination of his professional skills and the interactive video made this portfolio video was shared on the blog of ADS of THE WORLD, a creative world site where creative workers exchange creative information and ideas.

The engagement of interactive ads on Youtube can offer huge rewards, according to Xavier Dreze, a Wharton marketing professor. “It offers a way to cut through the information clutter. Because customers are bombarded by so many messages, they tune them out. If you can get them involved in making their own message, that’s like getting in through the back door.” In such a customer-centric era, customers search for their voices on Youtube to get engaged. Facing this change of consumer behavior, for advertisers, maybe interactive advertising on Youtube is the best way to satisfy their customers or at least get their attention.

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