This year I was involved in getting Earth Hour live out on the web as a webcast.
We wanted to bring the UK together to share the landmark switch-offs from the UK and around the globe, community events and celebrity performances with everyone we could.
We wanted to make Earth Hour about celebrating our brilliant planet with everyone we could. And this is the story of how it happened…
This is a Storify that was originally published on the WWF blog.
I’m very aware that this is my second ‘Coca Cola’ orientated article in a row and I don’t want to turn this into a corporate blog (although if you’re offering??!) but this is pretty damn sexy!
Please see the video above… this was installed at the National University of Singapore by marketing company Ogilvy & Mather.
As Anthony Kosney points out the genius of the campaign is that “In a world where Facebook likes and photo comments are considered “social gestures,” manipulating consumers to make specific gestures is top-of-mind for marketers today. This campaign[…] is an incredibly overt version of this trope.”
The reason I like it, however, is the physical association of a ‘Hug’ with Coca Cola. An action is always the most memorable. In a digital landscape users often forget sites they have visited, purchases made, twitters followed and fan pages liked – that’s because the only aspect of that experience that ever changes is a small area of our vision – the patch of screen on the device we’re using.
Our minds are wired to remember the physical experiences and journeys. Experience is multisensory (which is often why remember unrelated things when we taste or smell something out of the ordinary). Here Coca Cola are associating many sensory appeals – visual (the brand), touch (the machine) and taste (the product). Get a user to perform this task multiple times and it’s not too far fetched (well, maybe a little) to assume that they might remember the taste of the drink the next time they hug their partner, or feel like they’re getting a hug when they see the classic Coke brand.
With my digital cap on I can’t help but wonder how this might marry up to Coca Cola other social project (CLICK HERE) might work!
This is an interesting concept… if a little troubling… and it makes me wonder about what the real-life implications might be.
Real-life-liking (in this incarnation) seems to be just the act of promoting what you’re doing. However it seems to me that this could, in the future, work along the lines of the Pay With A Tweet service.
This could work on those occasions when the value of brand-promotion is greater than the profit of the item. For instance – when people are giving away product sample outside train stations… they are bargaining on future purchases and word-of-mouth marketing.
However, imagine if you were given the sample in return for a automatic tweet or like… instantly the brand would be promoted to your 500+ friends and followers.
The difficulty is the technology. CocaCola relied on RFID chips and pre-saved Facebook data. You would, I suppose, need some kind of Oyster Card type device or a scannable app that could be read at the stand.
As if there were any more reason for us all to love Google and Wikipedia today they both announced that they would be actively showing their support of the anti-SOPA campaign.
Tomorrow will be a dark day for the web.
That’s right – whilst wikipedia switches off the lights and goes black for a full 24 hours, Google will be providing a link declaring its opposition to the SOPA and PIPA legislation in the US.
The legislation, which would give the US government the right to switch off any website that they suspect to include pirated material… a worrying concept considering the number of sites that are compromised of user generated content.
This has, as you might expect, got the tech world sweating… however outside of those of us who spend our lives reading blogs such as this. That’s why stunts such as these by Google and Wikipedia are so important to the cause.
Mashable has been encouraging Wikipedia, Google and Facebook to “switch-off” in support of the campaign to try and rally support from the general public.
Hopefully after tomorrow we will see a more people talking about this possibly web-changing legislation.
Much in the spirit of the videos I have embedded below, this is recycled content. I first saw these on Om Malik’s blog and, after taking in the nutrients of these tasty videos felt a compelling need to share.
These really are hugely inspiring and the creator – Kirby Ferguson (who, incidentally, has a brilliant name) – deserves high praise for them!