Razorfish recently grabbed such an opportunity in their participation of a venture with Citigroup and Microsoft - linking content (in Citi’s case consumer data), with computing power (in Microsoft’s case) to create Bundle.

Interesting and inspiring - and I can’t wait to see where they go with this!  It also raises some fascinating questions in terms of what an agency model should be when the output is not a creative asset, but a business strategy, or even a new company.  I have had the chance to work on some projects like this with our clients, and I can honestly say it is as challenging and eye-opening as it is rewarding.  Check out the Bundle beta here.

Read about the venture here.

Source: AdWeek

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Read all about it here.

(Those crafty Canadians!  :)  )

Thanks Mylene!

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Good questions all. Foursquare allows you to “check in” to locations and awards badges for different user activities. The Article correctly states that some restaurants and bars are already embracing it, but the activities and offers are still in early days. Note the offer from Wow Bao in my building below:

Yeah – it’s a freebie offer, but I find it interesting that there is such a conversation about “is this interesting for marketers” and “how will marketers use it” – since it should make sense to pay attention to if you’ve got at least some of your audience that uses these kinds of things, and you’re worth having a relationship with in the first place (which, granted, is a big question for some marketers).

Here’s why: think about why restaurants and bars already jumped on the bandwagon. They have to develop relationships with their customers – they don’t have a choice. They don’t have a retailer that will put up POS material, or vast amounts of online ad spend (generally), and most of the places I’ve seen don’t do TV. For them, the relationship with the person in that establishment is everything, and finding new ways to prolong and enrich that relationship is the key to their success. For them the only question would be “why would I not get involved?”

Now I’m looking back over the last 12 months and thinking about the times I’ve mentioned doing something like this for a marketer, and thinking “You know what? My Client needs to break out from the shelf, their target is pretty well-connected digitally, they are not always getting the POS attention they want, or always deserve, they want more engagement, and since their relationship with the consumer is everything for them as well … so Why not?”

Bonus topic for further conversation: How different would the strategy for the marketer be from what they use for Facebook and Twitter?

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I know that there have been some iphone apps like this for a while now, and they will get better, but I think it will only really take off when the platform wars go to another level.

Most people have some natural fear to pick a platform based on capabilities like this - since they are afraid that they will end up with “Betamax” - or the losing technology in a format war.

For sure - marketers would love to pick this kind of functionality up and make great experiences for their consumer with them, but many will also be hesitant, until they know that a significant installed base can enjoy them.  Who’s feeling brave?  Let’s get going!

via: Nico Nicomedes on the TechCheck GoogleWave.  Thanks Nico!

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Fashionista - The New Webcam Social Shopper

It’s the best of shopping and video gaming!

Thanks, Miles!

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Check it out here.

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Ultimately there should be nothing shocking here for people who follow behavior, rather than wishful thinking.  Yes, people want stuff for free.  No they do not tend to want to have an interruption from a Brand, or a relationship, dialog or anything else with you, unless it benefits them (and sometimes not even then).

Sure - the ’study’ was probably not the most scientific, and there are a few too many sweeping declarations, and a lot of conclusions missing about what Brands should be doing that they aren’t  However, I’m surprised that so many people are shouting that the sky is falling.

What should we expect?  We should be striving to understand the behaviour, and apply creativity to solutions for people and the Brands that they include in their lives.

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Inspiring, and it gives me a lot of ideas for how marketers could be helping women spread the positive word.

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So some agencies are realizing that the pitch for the digital business for Turkish Airlines is going to require them to do a little more than just checking their email to get the brief.  They need to be familiar with Flickr, Tumblr, Blogger, Twitter, Googledocs and more, or they can’t even get to the brief!

Read more here and here.

I think we can’t talk credibly as an agency about digital properties without spending the time using them as just that - typical users.  So yeah, I think you should have an account on Plurk, and Social Sooshi, and RunPee.  Even if you think they are crap.  Use them, see what the experience is, and you’ll be able to give real advice.

Kudos to the client for recognizing that the agency they’re looking for needs to walk the walk.

I wonder who advised them and set it up?

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