When Music and Brands Sing in Harmony

I've been trying to get hold of a track called "My Drive Thru", a collaboration by Pharrell Williams, Julian Casablancas and flavour of the moment Santogold. I've not been able to find it on iTunes nor other download stores. After putting out an SOS on Twitter I was directed to Converse.com. Turns out the track was commissioned by Converse for their centenary celebrations and is available there, and only there, for download, absolutely free.

This is a big investment by Converse and they're lucky to have got themselves a corker of a track. To my shame I should have know about this months ago, but in my defence I haven't see any of Converse's marketing anywhere (might have been different if I was US based) and the song's video has no branding on it, which is a brave move by Converse. That aside this is an example of how brands and music coming together doesn't have to fall into the artistic integrity compromising "Next to sponsor Radiohead" camp.

This one works

http://www.youtube.com/watch?v=gBWPf1BWtkw

Its long and great for a viral video; so many jokes, good chemistry. Much more interesting than the first one.

This one works

New Microsoft video here.

Its long and great for a viral video; so many jokes, good chemistry. Much more interesting than the first one.

Microsoft "New Family" Ad Gets Jup Raves

Consensus among Jupiter advertising types: we love the latest Seinfeld/BillG Microsoft ad from Crispin Porter + Bogusky. It's hilarious and totally engaging.

Colleague Michael Greene likes the idea that it's funny and quirky enough that you want to watch it all the way through, and again, to catch the details. We agree that Bill is pretty charming, in a goofy PC-Guy like way, and I see some hints of Yoda. 200K views on YouTube as of this morning, posted yesterday.

Joe, I often agree with your analysis -- and even your taste in movies -- but keep your day job.

She's Acoustic

Oasis are definitely winners of the "innovative music promotion tactics of the month award". Hot on the heels of their NME tie up Oasis will be promoting their new album in the US by recruiting New York buskers to play songs from their forthcoming album on the streets of the Big Apple. The whole thing will be filmed and released as a documentary at the time of the album launch. Whoever is behind these tactics is setting new standards for the rest of the music industry to follow. Let's just hope the Oasis camp manage to keep a lid on pre-release copies of the album leaking onto the web this time. But, then, I suspect those fears are a big part of the thinking behind these initiatives. Even if pre-release copies get online Oasis have given themselves the security of creating a unique buzz that does something entirely distinct from the album itself and should therefore be just as compelling whether the album leaks or not.

Agency Digital Strategist: What's Next?

Mary Beth Kemp

Let’s say you're a traditional agency who gets it.   Depending on the size of your shop, you’ve probably hired one or more digital strategists who are bringing new technologies into both agency culture and clients’ business. 

What happens to these guys later? 

That was the question framed by an agency leader on a call I had earlier this week.  “What is the career track for the digital strategists at my agency?”

Obsolesce.

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My " Fun " Blackberry

RIM made a bunch of announcements today. MySpace, Tivo, Slacker ... they already had Facebook. Years ago the only people you saw using a Blackberry were overly serious investment bankers from Wall Street. It's fun now. It comes in colors. It has fun applications and a decent camera.

I was at a business dinner last night in San Francisco. There were a lot of suits around, but also some jeans - it's the left coast after all. There was an executive named Greg sitting next to me. He couldn't put his Blackberry down for more than a few minutes.

He kept picking it up, pressing a few buttons, and then setting it back down. I glanced over a few times ... it wasn't email he was checking - it was his Facebook account. He was posting and checking to see what his friends were doing.

My friends are getting Blackberries now ... I think it's a sign that a device is mainstream when middle-aged women with children are regular users of a device or a service. And, they come in fun colors loaded with fun stuff to do.

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My "Fun" Blackberry

RIM made a bunch of announcements today. MySpace, Tivo, Slacker ... they already had Facebook. Years ago the only people you saw using a Blackberry were overly serious investment bankers from Wall Street. It's fun now. It comes in colors. It has fun applications and a decent camera.

I was at a business dinner last night in San Francisco. There were a lot of suits around, but also some jeans - it's the left coast after all. There was an executive named Greg sitting next to me. He couldn't put his Blackberry down for more than a few minutes. He kept picking it up, pressing a few buttons, and then setting it back down. I glanced over a few times ... it wasn't email he was checking - it was his Facebook account. He was posting and checking to see what his friends were doing.

My friends are getting Blackberries now ... I think it's a sign that a device is mainstream when middle-aged women with children are regular users of a device or a service. And, they come in fun colors loaded with fun stuff to do.

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We talk a lot. Now it's your turn.

We love to talk. We love to give advice. But we're smart enough to know that we don't know everything. Turns out, our clients, colleagues, associates, and friends community knows a whole heck of a lot too.

Now we've got a place for you and your peers: Forrester's Interactive Marketing Discussion Boards. On the board, you can hear what others are saying and tell them what you think. Our analysts are also participating, in order to hear what you have to say and incorporate your feedback. With your support, this community becomes a way to bridge the 'knowledge gap'.

So come chat with other marketers (you don't need to be a Forrester client to join, but like any online forum, you will have to register). Respond to what a Forrester analyst has to say. Pose a question to anyone or craft a response for everyone. In other words, come join the conversation!

Feel free to send me your questions and feedback!

Publishers: What Would You Give to Monetize Your Video Traffic?

As anyone with a broadband connection and an internet browser can tell you, video is now a standard feature on most web sites. (In our 2008 webtrack of leading European sites, we found that 96 percent offered video content -- up from 88 percent in 2007.) But many publishers still aren't making any effort to monetize their video content. According to that webtrack, just over one-half of European sites with video content accept in-stream advertising.

Now don't get me wrong: half is good progress. In 2007, barely one-quarter of sites with video content were accepting in-stream ads. But it's still maddening for me to see so many sites spending money on producing or acquiring, and then promoting and serving video content, without making any real effort to monetize that traffic.

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