Tag: advertising

Branding in a new era of journalism

Posted on by Lab Team

Branding in a new era of journalism (iStock) When Joel McHale’s character Jeff Winger on the NBC show Community spouts some dubious statistics in this week’s episode, he is promptly mocked by a friend who quips, “I think some of this research may have been done on Wikipedia.”  The user-generated encyclopedia gets its share of jabs from journalists, professors, and comedy writers alike, but that doesn’t stop 365 million unique visitors from happily trusting it as an information source every month.

This and other related topics were the subject of a SXSW Interactive panel last week titled “Process Journalism: Getting It First, While Getting it Right.”  Several panelists, including writers for the New York Times and SISeattle.com discussed a new generation of journalism in which sites like Twitter and YouTube have become essential to breaking news stories.

Through a variety of case studies including stories about Steve Jobs’ health and a Seattle murder, the speakers illustrated a new triple-threat of resources that professional journalists now tap: Technology, Social Networks, and Citizen journalists.  Continue reading “Branding in a new era of journalism”

Best of ’09: How brands can use augmented reality

Posted on by Lab Team

Best blogs of 2009 From our 2009 best-of the IPG Lab blog series:

Augmented reality is everywhere right now. Some are questioning whether it is a fad, or could it be a viable tool for marketers. Yes, there are some technical bugs to be worked out and some ill conceived campaigns but used strategically and creatively AR can be a powerful experience. Here is a list of some of the best ways brands have been using AR:

Enhancing Traditional Print Campaigns
Instead of just having a small “www” invitation to a brand website on a magazine ad, entice them with a teaser for additional content or even an exclusive offer they can only see using the printed piece to unlock the information online.

One of the first brands to use AR, Mini Cooper enhanced their campaign across multiple German auto magazines with a detailed 3D model of the MINI convertible.

Read more.

Reach new heights with jetpack advertising

Posted on by Lab Team

(iStock)April 1, 2009–The frontier of emerging media has finally made its way to Madison Avenue: Jetpacks. After decades of science fiction fantasy and military experimentation, jetpacks have become a reliable transportation alternative and now, a bleeding-edge advertising medium. While the WSJ lists 30 second flight times and 1,300° exhaust blasts as challenges to this medium, advertisers should not be deterred.

The superior combination of sight, sound and motion that is a jet propelled human will unquestionably make a lasting impression with target audiences.

As user adoption of jetpacks spikes and price points fall to the $100,000 level – this market is ripe for advertising investment. Quaker has been an early pioneer of this burgeoning media channel; recently launching the first ever jetpack advertising initiative for Quaker Oats oatmeal. Continue reading “Reach new heights with jetpack advertising”

Six hot media trends in 2009

Posted on by Lab Team

IPG Emerging Media Lab's 2009 Digital TrendsEach year the IPG Emerging Media Lab issues its picks for the top trends in emerging media. Particularly for marketers, its an easy, painless way to get a finger on the pulse of a constantly changing landscape.

How we come to these trends is a journey in and of itself. There are endless brainstorms, weeks of handwringing, then drafts and more drafts. Ultimately, what emerges is a brain trust of sorts–one that comes out of spending a lot of time with new media, and an eye to the future…but not too-distant future, or we couldn’t call them 2009 trends.

You can download a copy of the IPG Emerging Media Lab’s 2009 Digital Trends, or check out this abridged rundown…cause this is where we’re placing our bets and putting our energy this year:

Continue reading “Six hot media trends in 2009”

Best Super Bowl (ad campaigns) ever?

Posted on by Lab Team

Go Daddy Super Bowl ad 'Baseball'NFL football fans were treated to a Super Bowl game for the ages last night.  The Steelers and Cardinals battled to a thrilling finish that some are calling “the best Super Bowl ever.”  The time outs and game breaks feature a second high stakes game, the Super Bowl of Advertising.  At $3mm dollars per :30 second spot brands and agencies are investing heavily to connect with the 95.4 million viewers that will help determine the future success or failure of new products and offers.    The marketing and advertising press covers the brands sponsoring the game with as much vigor and hype as the sporting event.

In addition to the annual USA Today Super Bowl Ad Meter other companies continue to publish new measures that speak to the success of Super Bowl ad efforts in other terms.

Continue reading “Best Super Bowl (ad campaigns) ever?”