The Monday Roundup
We’ve tickered slightly with the links to stories that have caught our attention over the past week. Instead of posting them on a Friday, they will be published on Mondays instead.
Tiger Beer has launched an online competition for film fans. Members of the public are invited to dub scenes from Iron Monkey, a classic martial arts film. Users simply select a clip and write a script based on a list of words available. Once completed the clip is replayed with your dialogue included. Here’s a link to a clip we made earlier. It’s a fantastic example of how to use the web to target a specific audience. As Kay McCarthy from McCann Erickson pointed out earlier in the year in an article in the Sunday Business Post, “determining demand and planning communication with consumers is going to be determined less by age than by other factors. Broadband usage, iPod ownership and Sky usage are among the criteria that could help marketers understand their audiences more than age, gender or class.” Tiger Beer’s targetting of martial arts film fans is very clever because it is a niche audience that typically is like to express their uniqueness and this product falls into that category.
There were two high profile incidents in Second Life this week as users targeted US presidential candidate John Edwards and American Apparel and Reebok stores. Expect incidents like this to increase over the coming months.
BusinessWeek reports that BBC has signed a deal with YouTube which will see a number of channels - BBC, BBC Worldwide and BBC World - broadcast on YouTube. The article quotes BBC director-general Mark Thompso as saying “the deal is a ground-breaking partnership between the BBC and YouTube and ‘fantastic news for our audiences’. He added in a statement: ‘It’s essential that the BBC embraces new ways of reaching wider audiences with non-exclusive partnerships such as these.’”
The BBC reports on the rise of technology addiction. The article reports “one major consequence of this phenomenon is that the line between work and private life is much more blurred, now that e-mail and phones provide a 24-hour link between employers and staff.”
VentureBeat reports on the purchase of a specialised Internet search firm, MedStory, by Microsoft. There are a couple interesting trends in search at the moment such as Internet users turning to Wikipedia ahead of Google to find specific information. Specialised search is one of those trends which willgrow in leaps and bounds over the next year or two.
Bill Thompson has written a good article for the BBC about the political power of the Internet. With a general election in Ireland this year, some of the political parties have been keen to encourage bloggers to report from their party confernences. The Green Party is the most recent political organisation to have extended such an invite. However it remains to be seen what influence social media will have on the election, one of the main reasons that the Internet is becoming powerful as an election tool in the United States has a lot to do with the political system being so polarised.
Another article for Hub Magazine to finish up the links this week. The article reports on research which indicates that mothers are unhappy about the way marketers and advertisers target them as an audience (pdf). “More than one-third of the mothers participating in our study said they are often offended by the way they are portrayed in advertising. In addition, more than 68 percent indicated they would like to be spoken to as more than just a mom. Only 20 percent feel that advertising depicts moms accurately. And of even greater significance to marketers, 55 percent — more than half — agree they would react more positively if marketers spoke to them not just as a mom, but as a multidimensional woman. Let’s reiterate — not just a mom, but a woman. Giving birth doesn’t strip women of their pre-mom identities, and marketers need to remember that.”
Technorati Tags: BBC, Edelman, Hub Magazine, MedStory, Microsoft, Politics, PR, Public Relations, Second Life, Tiger Beer, YouTube
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