How to get (in)famous the Rebecca Black way?

View Comments

Posted by Syed Abdul Karim | Posted in Ideas | Posted on 04-04-2011

Tags: , ,

What better day to write this post than a Friday! You know Friday? The day before Saturday and the day after Thursday! Well in case you have not heard Rebecca Black has taken the web by a storm through her lesson on the days of the week, among other things. For a 13-year old she has gone from unknown to infamous in a matter of days. Her music video for the song “Friday” has raked up more than 80 million views at the time of this writing and a record 1.6 million “Dislikes” beating the old record holder Justin Beiber. Besides YouTube Rebecca Black kept trending on Twitter for a full week like there was nothing else going on in the world!

Among the many ways to get famous this is certainly not one of them. Besides the anger and disgust this video has arisen it has also created a lot of ridicule and humor that was simply too good not to share and that is probably the only reason I decided to write about this. Now the question that perplexes me is whether to show you the fun stuff first or the original video. Should I even bother to embed the original video or leave it as a link? The song Friday can have this effect on people I guess. Oh my friends are here and I have not even finished my cereal! Anyways I think I have figured it out. Watch the original video first (I hope you can watch it to the end) before watching the parodies to truly appreciate them :)

Rebecca Black – Friday (Official Video)

Unofficial Sequel to Rebecca Black’s “Friday.” – Saturday

And my most favorite – Thursday by the Great Conan O’Brien

Coca Cola’s Big Music Push

View Comments

Posted by Syed Abdul Karim | Posted in Ideas | Posted on 31-03-2011

Tags: , , ,

Coca Cola, the iconic brand that sits at the top of the 100 most valuable brands list according to Interbrand, is making a big push into the musical array in 2011. For a sugary drink that is not really good for anyone holding the top spot really goes to show the power and position of the brand in the minds of the consumer. If you come to think about it all the strategic moves by Coca Cola are aimed at creating a blue ocean of uncontested market space. Of course not everything they have done has been successful – case in point, Coca Cola Blak – the coffee flavored cola beverage. But by and large Coke was a beverage like no other at the time of it’s creation. In fact it was the only beverage in the world which had about 60mg of cocaine in every serving up until 1903. Rumor or True? No one knows. But time and time again they have done some wonderful things, like sponsoring one of the world’s most iconic TV shows – American Idol, thereby further entrenching their equity and association with music. Even the decision to work with Weiden + Kennedy was a great strategic move. To go for the hottest and not just the biggest. They have done some great brand building work for Coca Cola. Owning something broad and general like happiness was never going to be easy for anyone, but Coke certainly comes out on top in this space. From Happiness Factory to Open Happiness, W+K and Coke have produced some great creative across media.

And here we are in 2011 with another hot new initiative by Coca Cola – branded music. It seems that this is part of a larger strategic push that should unfold through the year. For now they have created a song supported by TV spots which is ruling the radio waves and conventional TV all the same. It evokes that moment when one gets carried away enjoying their music, singing along and feeling like a star. But first check out the video to “Can you feel it tonight” by One Night Only. Then see the TV spot adaptation below. Good stuff!

Gran Turismo burns rubber on Google Street View

View Comments

Posted by Syed Abdul Karim | Posted in Ideas | Posted on 15-03-2011

Tags: , ,

In the digital world of today using technology for the purpose of marketing a product or service is becoming a norm. From QR codes, Augmented Reality, 3D Projection Mapping, to mobile apps and more – use of technology in marketing is proliferating at a mind-bogging pace. Even the good old web banner which used to be less than a 100k animated GIF file is now being reinvented. A key driver for this innovation has been the increase in broadband adoption boosted by low cost of connectivity.  This is making it easier to experiment with such high bandwidth dependent banners. The following is one such example of how a digital agency brought interactivity and innovation to a banner for Gran Turismo 5, a Sony Playstation 3 game, by combining it with Google Street View.

What was the context? To take three racing tracks from the game which were actual panoramic views of real-life roads and to re-create the same three tracks on a banner using Google Street View. The viewer got a true sneak preview of the tracks and the ability to control the car using the keyboard and mouse just like the real game. Quite an interesting way to do a game demo on a flash banner. The video below does a quick capture of the idea and the rationale. Check it out!

You can try out a demo of the banner here as well. Thanks to adsoftheworld for the links!

Unlocking the hidden potential in children

View Comments

Posted by Syed Abdul Karim | Posted in Insights | Posted on 26-02-2011

Tags: , ,

Just finished reading another amazing book by Daniel Pink – Drive. It’s a nice amalgamation of thoughts and learning from some of the greatest psychologists and behavioral economists of our time and Dan Pink wonderfully builds on their thinking to give us a nice operating system for the 21st century – dubbed Motivation 3.0. It is the key to unlocking hidden human potential especially in this day and age when the world needs more creative and conceptual thinking. The most profound learning for me was the impact of this thinking on parenting. I guess this is the change in perspective that comes when you became a father of three kids.

So what is the big learning. The idea that we as humans do our best when we are inner directed and self-driven is both very intuitive and at the same time quite unreal. Why the paradox? Well there are so many people out there who seem to only operate when there is a carrot or stick to drive them forward. They seem to be getting by, following the wave, going with the flow of the status quo. Thinking about why this is so I realized that this is a probably a symptom of Motivation 2.0, as Dan Pink puts it. After spending years of their life in a world of Motivation 2.0, people feel succumbed and resistant to the idea of autonomy. Now it is hard for them to imagine being self-directed and tune in to their inner selves. And I believe a large part of this has to do with parenting and schooling. What happens in an organizational life only further perpetuates a mindset many have grown up with. This is the reason why I feel it is important to positively influence the environment early on for kids and help them find their way to a self-directed and autonomous way of living.

Although the principles in the book apply across all life stages I have looked at them from a perspective of parenting. What are the the three driving principles of Motivation 3.0 as Dan Pink puts it?

  • Autonomy
  • Mastery
  • Larger Purpose

These are simple yet powerful principles that are key to unlocking human or a child’s hidden potential. The key premise being that we as humans thrive in an environment when we are given the freedom to do what we want to do, how we want to do, when we want to do and who we want to do it with. Obviously from a child’s perspective it seems bizarre to let them simply even do what they want since a young mind will not always know the difference between something harmful and harmless and therefore could end up doing some serious damage to themselves or to someone around them.

However, with proper direction and a set of controlled variables a child can be given the freedom to choose and practice some level of autonomy. For example, if a child is sent to the library for an hour to freely explore and choose a book as he pleases, there is little damage he could do but what he would do out of his own choice will be far more enabling and motivating then any forced learning.

The principle of Mastery is yet another profound concept. The idea being to shift behavior from performance goals to learning goals. For example, getting an A in science or becoming an explorer of the universe are two different things. Dan Pink talked about how performance goals have driven many corporate executives to game the system and focus so narrowly on short-term targets that they vastly undermine an organizations longer term interests. The same applies to children. A blind focus on grades means less learning and more focusing on anything that will help to get the grade. The quest for mastery creates enthusiasm and creates engagement in the task itself. One key trigger of this behavior is the mindset. If a child believes their intelligence is limited they would push to a certain extent until their self-belief drives them to stop trying. This was proven in an experiment when in another scenario children who believe that intelligence is expandable and can be nurtured work harder to overcome challenging situations. One way to put a child on the quest for mastery is to create opportunities which encourage “Flow” – a concept by Mihaly Csikszentmihalyi which he covered in a book by the same name. Those experiences when we are engaged in a Goldilocks task – not too hard, not too easy, but just right keep us going. And it is through these everyday experiences of “flow” we can set ourselves and our children on a path to mastery.

Last but not least, driving behavior through a larger purpose. I think this idea is important at all levels. From a child to an organization. Brands which adopt a larger purpose not only build loyalty amongst it’s customers but also it’s employees. I think there is a DNA code within us that drives us to pursue a purpose larger than ourselves and it is this larger purpose that makes us the most happy. The same applies for children. Explaining to them the larger purpose of what they are doing and why they are doing it can really drive them forward to pursue a task with greater zeal.

I could probably go on writing but in sum, Motivation 3.0 is driven by three principles: Autonomy, Mastery and Larger Purpose. This is one of the longest posts I have written and despite that I don’t think I have done justice to both the book and the topic. Drive is an amazing light read – one that I would highly recommend whether you are a parent, teacher, organization leader or simply human. It has some lessons in there for everyone.

Whatever happened to the ‘man in the box’

View Comments

Posted by Syed Abdul Karim | Posted in Ideas | Posted on 16-01-2011

Tags: , ,

Last year was an amazing year for social media. We were starting to see maturity in the way brands were engaging consumers and keeping the dialogue alive. There was a lot of experimentation and risk-taking and some of it paid off in a big way. This post is not about one of them.

I believe it is always great to seek out inspiration and look at the better ways of doing things but at the same time it is wise to look at failure and seek lesson from it. I think the word failure is probably too strong a word for the ‘man in the box’ I think the right word is strange. Go ahead and ‘Google’ it. You won’t find much (all you would get is ‘Man in the Box’ a song by Alice in Chains). It is one of those social media ideas that is lost in obscurity.

What is the idea? Man in the Box was basically Tim Shaw from BBC locked in a box (more like a container) for 30 days in a location that had some relevance to his life. He was to be delivered food twice a day from an opening in the ‘box’ and his only interaction to the outside world was through a one-way live webcam for 12 hours a day. That’s 360 hours of non-stop entertainment! And in case you missed the live transmission you didn’t get a nice 15 minute edit of the fun parts! No way. What you get is a repeat telecast of the entire 12 hours during the other half the day. Is this breathtaking TV or what!

And if the fast-paced drama was not enough, you get to win a big fat reward for your labor. What would that be? Find Tim, free him from his misery and win £30,000. Not bad for playing detective on Google Maps. Really! Well how? You got one clue a day about his location and you are to use those clues to piece together his exact location! Sounds like fun? Perhaps.

Why were they doing all this? This was an attempt to generate money for ‘Help for Heroes’, a charity for wounded UK soldiers. How much money did they generate? No idea! But I can tell you this – Tim Shaw was not found after 30 days. He had to bear the misery of his own confinement with no result! One good thing came out of it though. They were £30,000 richer at the end of the campaign. Money that could be used for the charity itself.

So what can we learn from it? I believe this idea missed a number of crucial essentials which make for a great social media campaign.

  • No entertainment value – I think in a world where ‘content is king’ play value is a starting point not the end. There was simply no entertainment value. I can’t imagine spending 12 hours watching the “Man in the Box”. It sounds awfully boring. You want to get a taste of just how boring, try to watch this 10 minute clip (at the end of the post) and see if you can watch it through!
  • No immediate reward - Why should I care? £30,000 is a significant amount but the effort is too much. It’s not like buying a lotto ticket or filling a coupon for a lucky draw. This is 30 days of hard work both for poor Tim and for the viewer. Besides we live in an era of instant gratification. Social media demands that we offer some kind of short-term reward if nothing else. Even if I chose to participate for the social goodness I need to see the consequence of my action in some meaningful way. The act of kindness was too far and disconnected from the idea to influence my behavior. This campaign offered me nothing, both personally or socially.
  • No engagement - Come on, who does a social media campaign and makes it a monologue. Not that it would have helped much in this case but at least the viewers could have had the opportunity to talk 1-on-1 to Tim for some parts of the day. It could have been a Chatroulette with Tim, only this time he could have been the constant and could choose to block out anyone if they got offensive while others would listen if not participate. Anything, something. A two-way conversation would have been like a lifeline.

Now for for the most dreadful 10-minutes of TV viewing…if you really must!