Archive for the 'Video' Category

Last week, I wrote about the Heinz user-generated video campaign that left the company with some egg (or ketchup?) on their face. Today, I’d like to look at the Yahoo! user-generated video campaign that appears to have been more successful.

Nick Chavez, Director of Corporate Marketing in Cool Stuff at Yahoo! explains the idea in this video posted on YouTube:

The key differences for the Yahoo! ad campaign compared with the Heinz ad campaign, I think, are these:

• Yahoo! has a maverick brand image that could comfortably encompass any weird or wacky or irreverent takes on its brand in contrast to Heinz which has a family-oriented “clean” and respectable image. In fact, a large part of the impact of the ads is the suggestive double-meaning around the word “Yahoo!” itself.

• Yahoo! seeded the campaign with an initial competition for videos made by film students, all of whom would have a personal stake in the success of their creations in terms of their career in film and advertising. They then chose the best dozen or so to seed the wider campaign, showing by the standard and quality of those films the high benchmark that others should be striving to better

The take home message from these two ad campaigns is about knowing your audience and your brand and how to leverage those two aspects to work together instead of against each other.

You can check out the various Yahoo! user-generated ads for yourself via the links below:

New Yahoo! Campaign

Videos submitted to the New Yahoo! Campaign site.

The health club student film mentioned by Nick Chavez in the video is shown below:

Here are a few more that particularly caught my eye (ear?):

Mother and daughter talking about “the change”:

What does your Yahoo! look like?

My boyfriend is always playing with his Yahoo!

If you’re a web fan and blogger like me, the Fifth Horseman of the Apocalypse must surely be the one smashing up the servers and hard drives and wires that keep the internet going.

The satirical website The Onion has this very funny news report on what it might be like if there was
a Web Crash 2007. You’ll need the sound enabled on your computer to get the jokes.

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UPDATE: In the light of the outage in the San Francisco Bay Area yesterday 23 July 2007, perhaps this satirical news report has actually come true? The Scientific American has the scoop.

User-generated content is all the rage at the moment. It’s cheap, and often free, for the average person like you and me to create content eg by blogging, podcasting or uploading videos to YouTube. There is also a social networking element in that others can read/ listen to / view that content and comment or create other content in response. For example, when you watch some YouTube videos, there’s a sidebar on the right where you can see other people’s video responses to that video. On blogs, other bloggers may be inspired to write something on their blog about what you’ve written - and they may agree or disagree with you.

So it seems a great idea for companies to involve their customers and everyone else in creating content relevant for their brand. It creates a buzz around the product or brand. It brings people together around the brand. It taps into people’s creativity and desire to be noticed and rewarded for their endeavours. That’s the theory.

Heinz launched a competition inviting anyone to submit a 30-second video ad for their ketchup. The New York Times reports:

“Heinz has said it will pick five of the entries and show them on television, though it has not committed itself to a channel or a time slot. One winner will get $57,000. But so far it’s safe to say that none of the entries have quite the resonance of, say, the classic Carly Simon “Anticipation” ad where the ketchup creeps oh so slowly out of the bottle.”

So what kind of entries did they get? Some examples given in the New York Time article are:

• a teenage boy cleans his teeth and shaves with ketchup

• another kid rubs ketchup on his face and puts pickles in his eyes

Videos that have been rejected by Heinz have ended up on YouTube anyway.

Heinz have also been criticized for trying to get cheap advertising by looking for user-generated campaign although they say that it has actually been more expensive in terms of managing the process and sifting through all the entries.

There are concerns that the campaign has damaged the Heinz brand by its being associated with “gross-out” video images of its product being used in inappropriate ways - and appearing in cheap, home-produced, badly uncreative images.

You can view the Heinz ad competition and the videos on YouTube for yourself.

Here’s one involving a toilet….

I think that the idea and the intention of looking to the public to create content around a theme relevant to your brand or product is a sound one. The issue here is the management of the particular project or campaign. In the old days, when a company launched a competition eg to choose its new logo or tagline or the image that most represented its brand or some such, it controlled the process entirely and no-one would see the rejected entries. These days, the bad, irrelevant, scurrilous stuff gets circulated anyway by the very tools that makes this new form of advertising possible. It’s worth doing a full risk assessment on any social media project - as in any big project - assuming the worst case scenario in human nature. Perhaps Heinz - naively? - just expected more of the people they were bringing into the video conversation…

But it’s not all doom and gloom. On Monday, I’ll look at a user-generated video campaign that worked.

I got an invite to Joost last week and it really is fab! What is Joost? It’s internet TV poured onto your PC screen via broadband. There are different channels - documentary, comedies, entertainment, music, cartoons and more. But no full feature films as yet.

I’m impressed by the quality of the picture, sound and speed. I’ve been watching the stand up comedians at the Montreal Comedy Festival - which star quality acts.

And it’s got integrated social networky type stuff like live chat with your friends and a quick blog tool so you can blog while watching TV. So no more sitting alone in your room watching telly - you’re alone, yes, but you’re also not alone, since you are networked to the rest of your Joost community at the same time. The thing is: you’d better be good at multi-tasking to take advantage of all these functions.

Click on the picture below to watch a promo video

Joost is in beta testing at the moment and is by invitation only. And I have some invites! Email me via the Contact link above and I can send you an invite - only available until the invites run out. Or click on the badge below.

The only thing is, with this network installed on my PC, I’ll never do any work again…

NOTE: ZenGuide is updated Mondays and Thursdays

You may have heard people say “Skype me” or “Are you on Skype?” and wondered what on earth that’s all about. Skype is the name of a company that provides a means for you to have voice conversations over the internet, using VOIP (Voice Over Internet Protocol - a technology that enables voice conversations to be transmitted over a data network using Internet Protocol). There are other companies that offer this service but Skype seems to have become one of the most well-known and well-used - particularly by solo professionals.

So what’s the big deal about Skype? Why not just use the good old-fashioned telephone?

Free voice calls over the internet

Skype - and other VOIP providers - offer free voice calls to other Skype users via your computer: the call is made from your computer and you need microphone and speakers plugged into your computer to use this service. You can also buy telephones that plug into your computer so you can maintain the familiar telephone interface and experience that you’re used to.

Low cost international telephone calls

The advantage of Skype, I think, is that you can also make cheap calls to landlines all over the world, using SkypeOut. You pay in some money to your SkypeOut account via your credit card and as you make calls, they take money out of your kitty and you will need to top it up from time to time. Calls to UK and USA landlines are currently 0.014p a minute - as are calls to Malaysia (where my parents live).

Call forwarding and voicemail for incoming calls

You can also use SkypeIn to get a regular telephone number which you can answer via your PC or forward to any other number eg your home or office landline or your mobile - and this comes with voicemail. You pay a sign up fee for this service and then pay for the cost of the forwarded call on a per minute basis as if it were a SkypeOut call. So for a small business or solo professional, this can be a useful feature if you want your clients to remember only one telephone number for you wherever you are. Having checked out other call-forwarding services in the UK, my view is that this is so far the most cost-effective for this kind of service.

Conference Calls

You can arrange conference calls with a number of callers - whether other Skype users or via landlines/ mobiles - using the control panel to initiate calls via your PC. This is handy for small businesses or solo professionals - but the sound quality is unfortunately not brilliant the more people you have on the call.

Text messaging

If you have SkypeOut credit, you can also use it to send text messages to any mobile phone anywhere in the world - I love this service because I can type my text message using your PC keyboard rather than fiddling with my mobile phone keys!

Chat

It’s also handy for text chatting with other Skype users - which is free as that is entirely handled over the internet, without interfacing with phones.

Practicalities

You will need a PC or laptop, of course. You will need a broadband connection - dial up connections are too slow for VOIP calls. You will need to go to the Skype website at www.skype.com and download the telephone software onto your PC or laptop - it’s an easy process and it’s free.

Even if your PC/ laptop comes with a built-in mike and speakers, it’s a good idea to get a headset mike - the sound quality deteriorates if you are using your speakers and mike on loudspeaker mode (due to feedback and echo from the loudspeaker mode). You can get headsets from around £15 in the UK, marked as Skype compatible.

You will need to download the Skype software onto your PC and/ or laptop (it’s free) and sign up to a Skype account online. Once you have the software, you can use it to access any number of accounts you / your family/ business partner may sign up on Skype - so each person can manage their own calls, rather like having separate online email accounts.

On your laptop, you can sign in to your Skype account anywhere you are in the world, via a hardwire connection or wi-fi. The same call rates as shown on their main website will apply - unlike using your mobile phone abroad, where call rates abroad are very high.

If you have a webcam, you can also make video calls - but note the issue with sound quality if your webcam works on a loudspeaker mode.

Overall View

The annoying thing about VOIP services is that you can only take advantage of free calls, generally, with other users on the same provider. Skype seems to have the advantage in that many people have signed up to it so it’s more likely that your friends, colleagues and business associates are also on Skype and you won’t have to sign up to loads of different providers in order to connect for free with different contacts.

The downside of Skype is that the quality of their voice service is sometimes unreliable - with echoing and intermittent sound break-up, especially on conference calls. So I wouldn’t rely on it entirely for all your business communication needs but it’s handy to have as a second line, for short conference calls and for use on your laptop if you travel a lot.

Overall, I use Skype regularly because I like the integrated PC and phone and messaging service - and also the cheap call rates, and many of my professional contacts as well as my friends and family use Skype.

Further resources:

Tech FAQ - what is VOIP?

Skype isn’t the only VOIP provider - you can check out other VOIP Providers (UK) here.

The world was horrified by the events at Virginia Tech last week when a student went on the rampage and shot fellow students and teachers at the campus, killing 32 people. Like many people following the unfolding of events, I am saddened by this tragedy and offer my sympathies to the families of those killed and injured.

Traditional media

When I hear about such horrific things in the news, I turn first to the press and traditional media. I expect to get from that source a reliable and factual reporting of events. We trust the traditional media because we know they cross-check stories and are careful to distinguish speculation from facts and opinion from reportage. Professional journalists arrive at the scene and start finding out what happened, talking to people who were involved, getting stories from witnesses and taking photographs.

New media

With email and social media tools like blogging and Twitter - and the ubiquitous mobile phone, the people involved and others who witnessed the Virginia Tech shootings began spontaneously to tell their own stories, in some cases even as the events were unfolding. The Guardian reported on 17 April that the traditional media was looking to websites for their sources:

News outlets turned to CollegiateTimes.com and PlanetBlacksburg.com, as well as to amateur reporters huddled in college rooms or near the scene who were sending frantic emails to friends and media organisations such as CNN.

CollegiateTimes.com, the website for Virginia Tech’s student newspaper, filed up-to-the-minute online dispatches.

Students were using Facebook and MySpace, social networking sites, to express their responses to what happened, sharing their shock and grief online as they might have done coming face to face in a crisis. ABC News reported these comments from students writing in Facebook:

~ If you are okay! Please update your status in facebook to say something like “I’m okay”

~ We need to get a facebook group started to keep this news story factual and not sensationalized.

~ I too started getting messages from people from different countries wanting more and more info about the incident. Some even went to the extent of asking me to record my reaction over a video cam and send it to them. Disgusting!

Suicide Video

Later, it emerged that the killer, Cho Seung-hui, had compiled a suicide video and digital photo album which he sent to NBC, a US television network. The Guardian reports that following the TV broadcast, the tapes were “rebroadcast instantly around the world on TV and online represents the sinister side of user generated content….The NBC video is the most visited story on the BBC news website and dominates the front page of the Sky News site.”

Plays posted online

Cho was a literature student and wrote plays which centred around murder, paedophilia and revenge killings, according the London Paper, which also reports that two of Cho’s plays “were posted on the internet by Ian MacFarlane, a former classmate of Cho’s.”

Two sides of the media

In this one terrible event, we see the two sides of the media, both traditional and new. The two forms of media can be a source of news and information - and also, a prompt to voyeurism and the unsavoury desire “to know all the gory details”. Social networks can be a place where people can support each other and talk about what happened on the path to healing - or a place for gossip, rumour, hate postings and dark rantings. We can gain fame or infamy by the mere fact of being on TV or online alone. It is hugely disturbing that killers such as Cho can become celebrities overnight for one heinous, savage act and their poor creative efforts pored over like great literature - where they might otherwise trudge on unnoticed and uncelebrated in their lonely lives if they had done nothing at all. For people like that, there is no reward in being good and a huge reward in being evil.

I was in two minds about writing this post. I didn’t want to this post to be yet another space where Cho and what he did is noticed and given airtime - “rewarded” with attention. Yet, it felt important to discuss the role of traditional and new media in this event - in reporting it and also in some ways, being a part of the story by being a means in Cho’s mind to air his grievances and justify himself.

Remember the heroes

So I don’t want to end this post on Cho. I want to end it talking about a hero. Liviu Librescu was one of the professors in the room that day. He was 76 and a survivor of the Holocaust. He blocked the doorway with his body and bought precious moments for his student to make their escape. The Guardian reports “Messages were posted on the web praising the professor. “No act could be more selfless.” one poster wrote.” Let’s remember Professor Librescu and celebrate him. Let’s remember and celebrate the 32 people who died at Virginia Tech.

This is a cross post from my other blog, Fusion View

In Big Brother and other reality TV shows, participants and put in a house or on a desert island by TV companies and made to do weird and wonderful things for the entertainment of a global audience. We’ve had the fictionalised movie versions of the extension of this idea in The Truman Show and Ed TV where someone’s life is played out in front of cameras all day and all night. We can now watch someone’s life unfold in the real world in real time for real.

Justin Kan started wearing a mobile webcam on his head two weeks ago and it streams everything he sees, hears and does. It’s becoming a huge cult streaming video thing that people are tuning into on the web. You can find out more at http://www.justin.tv/ or watch it below:

There’s some background info and tech industry commentary about Justin and also live mobile streaming at Techcrunch.com.

It’s not a terribly exciting footage and the streaming can be a bit slow at times. Still, 126 people logged on at one point to watch Justin sleep, according to Techcrunch. We are probably seeing the early days of the next level in blogging. At the moment, the technology allows us to post written posts very easily so everyone’s doing that. Podcasting is the next level up in terms of portability (you can download the MP3 and take it with you wherever you’re off to) and also in terms of getting that one step closer to real reality - hearing the content creator’s voice. Video blogging is the next natural step to getting as close as you can to the author. Soon anyone will be able to author or narrate their lives and live in their own movie. And everyone can be permanently watching everyone else’s lives.

Will those people with the cameras on their heads feel compelled to make their lives more interesting to their viewers, to increase their ratings?

If they act up or hype up what they are doing or feeling or living at that moment, will that be their real lives or will they just be pretending for the camera?

Will they create dramas, start arguments, cause accidents / fights/ havoc just to get the viewers in? Will their lives be an action movie, a noir, an indie movie, a French arthouse flick?

Will their lives be more real merely for being more watchable? If so, for whom - them? Their viewers?

And what of those who don’t video their lives? Will they exist at all?