In 2007 in Sydney 2.2 million people turned off their lights for one hour which is the equivalent of taking 48,000 cars off the road.
On the 29th of March 2008 Earth Hour goes global... but hey, hang on where is LA & NY in this?
Here's the trailer:
So, if you haven't seen it yet, Starbucks launched mystarbucksidea.com
The site has gotten some really mixed reviews, but overall it seems to be quite negative. The sentiment is one of skepticism of whether Starbucks will actually use this information to implement some much needed changes to its offering.
Either way, I think it's a brave move on their part. There's been a lot of interaction on the site and people are posting suggestions, but unfortunately there is a lot of duplication that makes the site quite messy. They also have dedicated people who actually work for Starbucks, that are talking to customers online. It's a bit too early to tell whether this will be a continued dialogue, so the only thing I can comment on is what they've done so far.
Although I believe the thought is well intentioned, the execution is not the best. I like the Digg type web 2.0 layout, but not much thought has gone into how to categorize the ideas and move it into a more social space.
Starbucksgossip.com (not affiliated to Starbucks) has been around for about 4 years and is well known with staff and customers as a place to talk about Starbucks. My first thought would be, why not talk to people using this site, rather than create your own. All the ideas you need is already on this site and it gives the brand an opportunity to talk to customers on a neutral/objective platform.
Why didn't they? Probably because of lack of control. Having their own platform gives them the illusion of control.
If you really want to get people's opinions, go and find the places where they are talking about you and engage them there. And if you are creating a community like this, think about it as more than just a 'virtual suggestion box.', because e-mail could've done that job.
Oberpfaffelbachen is apparently a town in Bavaria where a giant ramp (454 metres high) has been built to launch a new BMW 1 series from Bavaria across the ocean into America.
Jeff Schultz is filming this event as a documentary to be launched soon.
Here is the trailer
I'd hate to say this, but booooorrring. This must've been done by a traditional ad agency - so much has gone into the video production of the trailer and very little in building & extending the actual story.
Ok, so the head of marketing from the fake town has a Friendster page and a Facebook page for the documentary.
But with today's expected level of engagement I don't believe this is nearly enough to tell an engaging story. They are basically relying on the fact that the video documentary will tell a compelling story in itself.
I'm still interested to watch the documentary, but with very little engagement (and effort) I doubt this will have significant impact. Maybe I'm wrong and all their efforts will come in once the documentary launches.
On the facebook page it notes that the documentary launches on the 22nd. Today is the 25th and the trailer is still the only clip available on the official Rampenfest site. Nice work, guys!
follow-up: It's finally launched. See my post on this here.
Here is a list of what the panel rated as the worst. Not sure I agree with all of them, but judge for yourself
Asked students through Facebook to send pics of themselves having a party with Molson and they could win a trip to Cancun. Apparently this is quite irresponsible. Read more
This was a viral clip, I suppose to look like the BA ad from way back, then. No one remembered who the ad was for.
HP pay per post
HP paid bloggers to create videos about their product. Here's one of those clips.
Wal-Mart flog (fake blog)
A fake blog set up by a fake couple traveling across the US with their RV and staying in Wal-Mart parking lots. Check out the blog here
Rahodeb - Whole Foods CEO
The CEO of Whole Foods posted comments on financial forums slating Wild Oats Markets (a competitor) and eventually ended up buying them. Was this done to lower the share price? Article
Cisco Human Network
Posted an entry onto Wikipedia to the concept of a Human Network and asked bloggers to write about what the term means to them. Wikipedia has now linked the term to Social Networking.
Coke originally didn't feel that the viral clip fitted their strategy. As it became more and more popular they quickly jumped on board. Article.
Vespa found real owners to participate on a Vespa blog, but Vespa eventually lost interest and the blog became really outdated.
Agency.com & Subway pitch
The agency was asked to pitch and produced a clip that showed their passion for the brand and uploaded it to YouTube. It did not go down well. In an attempt to do things differently they just came across really stupid.
Target asked students who belonged to the Target Rounders group on Facebook not to disclose to their friends that Rounders was part of Target, but to let them discover for themselves. This offended many people and the agency who was responsible for this started back tracking fast. Article.
Guiliani MySpace campaign
He created a MySpace page that no-one could get into because it was set to private.
All I want for Xmas is a PSP
Another fake blog about a guy who wanted a PSP for xmas was uncovered as a scam when people started realizing there was inconsistencies in the character's story.
I'm not entirely convinced that all of these sucked as badly as the panel made out to be, but the ones that stand out for me are the ones where companies/agencies openly lied and deceived their audience.
If you haven't read it and you're interested in how technology is influencing society, the way we think, learn, etc. definitely pick this up, it's a good read. It uses some great case studies as a base to start a discussion from, e.g. American Idol, Lost, The Matrix.
Steven Johnson is the author of Emergence: The Connected Lives of Ants, Brains, Cities and Software.
Here are two videos I shot during the interview. These are the bits I found interesting.
And the second bit
In this one, the interviewer leaks the fact that they were launching in French that evening, before Mark could announce it.
Here's one of the extracts from the Mark Zuckerberg interview.
Someone interviewed Sarah Lacy afterwards...