Anticipation mounted as the schedule moved to the last session before the lunch break on the second day of the Conversational Marketing Summit held in New York during Internet Week. With the guest speaker stuck in traffic on Broadway and 46th St, moderator John Battelle skillfully switched gears to a figurative tap dance of music video footage. Not a moment too soon, will.i.am, in New York for a benefit concert in Central Park, made his way to the CM conference stage at the Hudson Theater.
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In an Internet Week panel entitled Can Viral Be Bought, panelists Buzzfeed Founder and CEO Jonah Pretti, BBDO Creative Director Jeff Greenspan and Bnter CEO and TFLN Co-Founder Lauren Leto discuss viral marketing and whether or not it can be bought just like advertising.
In the past few years we've noticed an interesting phenomenon: it's become cool to "like" the ad. This new cultural norm has contributed to making ads viral. It's ironic. What viewers didn't like before (ads) have now become cool. To become viral though, somebody has to see it, like it and share it. So the question becomes, "can you buy clicks?" The answer to some extent is yes. If people share it then you can optimize for sharing. Add a little science, add a little art, and share.
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In an Internet Week panel led by Gloto Co-Founder and CEO Eric Con along with panelists Telemundo Director of Emerging Business Francisco Rivera, Syfy VP of Operations Shara Zoll and USA Networks Director of Emerging Platforms James Kolstad, it became clear both mobile and social play an important role in engaging TV audiences
Mobile and Social have been great tools for networks to re-engage their audiences. Telemundo, which focuses on Hispanic audiences, has used mobile very effectively. The demographics are interesting: Hispanic viewers have low ownership of computers but 45% have smartphones and a high percentage have email. Mobile has become crucial for them to engage their public.
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The Conversational Marketing Summit at the Hudson Theater and Millennium Broadway Hotel moved into Day Two with a another adrenaline pumping agenda of case studies, insightful one-on-one conversations, and compelling introductions. Once again the big brands shared the stage with innovative new products, startups and services.
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Ooh! This looks like it'll be fun. On Monday, the Association of Independent Commercial Producers (AICP) premiered The Art & Technique of the American Commercial show at MoMA New York.
The show explores the last 20 years of American advertising, a nostalgia-heavy treat fit to dilate the pupils of any ad geek, but it'll also be very "present"-oriented -- that is, you'll be seeing how the work has evolved to produce the aesthetics used in great advertising (think Apple) today.
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Agency interns, take heed! Observing that you are hard-working, underpaid and apparently extremely hungry, Little Debbie's holding its second annual Intern Hero contest.
The prize: piles and piles of breakfast yummies. The demand: create a sign asking Little Debbie to send you breakfast -- the more creative, the better. Snap a photo of yourself with the sign inside or outside your office.
The conditions: you must be an employed intern, over 18 and a US resident.
Entries wrap July 18, 2011, so whip out your Sharpie quick if you want to win you some Blueberry Creme Rolls! Here's more on how to enter.
Good consistent social work (not in the Precious sense, though) by Luckie & Co.
This morning at IAB Innovation days during Internet Week, the IAB announced 36 big brands including GM, Home Depot, Unilever and Universal Studios have adopted the organization's Rising Star ad units which are being used on site such as AOL, CBS, Hearst, MSN, NBC and Ziff-Davis.
The units, which are large and create an interactive, canvas-like presentation are called Billboard, Filmstrip, Portrait, Pushdown, Sidekick and Slider.
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This country's drowning in cowboys and glamour goths. And to show today's fashion-strapped men that it knows what the real priorities are, Old Navy's enlisted Camp + King, which in turn produced two fashion spots for two fake brands: Supar Tool and Corporado Menswear.
The ads tear a new asshole out of two douchey mainstream aesthetics: the Eurotrash vampire metrosexual and the cowboy complex.
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Remember Greenpeace's zealous campaign to get KitKat parent Nestle to stop killing orangutans? New year, new take on the mission.
This time, the target of Greenpeace's gleefully effective marketing is Mattel, whose low-cost packaging options contribute to deforestation in Indonesia. The weapon of choice? Barbie's off-again, on-again beau Ken, who, well, isn't into dating "serial killers" (no, not even the kind with exploding conical bras).
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So what happened at Internet Week today. Well, let us tell you. The future of online video was discussed. Foursquare is the new Pulse of America. Amateurism in marketing isn't such a bad thing. Hipsters were punched. Realtime marketing is the new new thing.
And let's not forget the important stuff like Khloe and Kourtney Kardashian discussing fashion and tweeting. And how fun the parties were.
You can keep up to date on all Internet Week happenings over at Yahoo! Scene.
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