If advertising were a porn film, then the Super Bowl would be the ‘money shot’. Literally.
Each year, our industry gathers itself onto one collective sofa, and – surrounded by cold beer and Cheetos – gorges itself.
Welcome to the first ‘This Week On Vine’, brought to you by Michael Litman, Co-founder of BRANDSONVINE.COM. We’re a curated showcase of the latest and greatest examples of how brands are using Vine. We’re tracking over 50,000 brands worldwide to bring you the latest trends and insights in to the platform.
A few advertisers have tried Shazam, we’ve witnessed an exceptional Mercedes campaign (www.campaignlive.co.uk/news/1152769), we’ve got excited about Zeebox…but the potential of dual screening is being realised better and more consistently in the US. The evidence is staring me in the face at a session at SXSW in which two US networks are sharing their work in this area.
In the UK, our broadcasters, like our advertisers, have only scratched the surface so far. While shows like X Factor and I’m A Celebrity give viewers a vote, they don’t acknowledge the viewers’ voice within the show itself. All those tweets and Facebook posts are ignored on air. It’s almost as if the programme makers don’t know what to do with them. Read more on Beyond dual screening: how to bake in viewer participation…
You wanted to be a participant, not just a viewer. You wanted your telly to be a two-way street. You wanted to be part of a new TV generation obsessed with the total connected experience. Sitting back wouldn’t do.
But you can’t have the benefits without the responsibility.
It’s long been held that in theatre you need three things working together for the magic to come – the play, the actors, the audience.
Now it’s the same in TV. Read more on Don’t Be a Bad Audience…
The bewilderment regarding the Facebook purchase of Instagram has exposed the massive disconnect the old Media world has with the new media world, particularly the Television pundit. It’s a SKY buying the Premier League rights moment, the first time you use text moment, or an hour with Jeremy Bulmore moment. I have the Instagram app, I haven’t used it but I’m very aware that Damon Collins uses it a lot in his Tweets, and as he’s a brilliant creative it must be good. No one saw it coming, few can work out the benefit and none have stepped back to look at the wider picture. The fact is Facebook bought it because they could, it’s bit like Jay Kay and Ferrari’s, plus they have a view of digital beyond the share price, half year announcements and how much the current MD is being paid (the Instagram fellow just picked up $400m , makes Sly Bailey look cheap).
I need a doctor. Following a hasty web-diagnosis, it would appear i’m suffering from a bad case of “reactance”. It’s the reason i’m becoming “motivationally aroused” when the internet suggests things i might like to do next. Apparently you can’t catch it, but i’ll swear my 2 year old has passed it onto me, like he passes on all other coughs, colds and bugs.
Because my 2 year old is suffering badly from reactance. So much so that he is often in tears and rolls round the floor in dismay. It’s heartbreaking to watch. Vegetables are the trigger. Offer him a carrot and he goes ballistic. But strangely, when i say he can’t have a carrot because he won’t like it, he demands one. Reactance is making him very resistant to persuasion.