Tag Archives: exhibition

Centrefold magazine uses Nokia for 10th anniversary issue

15 Mar

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Following the Oscars we know that the Samsung Galaxy Note 3 can take a good photo, but just weeks after that filmie was taken the Nokia Lumia 1020 is already proving its worth.

Let me explain. To celebrate the 10th anniversary of fashion magazine Centrefold, all photos within the special edition have been shot using a Nokia.

This partnership has taken the phone brand to the next level, demonstrating that a Nokia boasts top camera qualities including: precision, depth and class. And the PR the stunt is generating is brilliant too.

Protein, an inspirational media agency, is behind the stunt and it plans to exhibit the unique fashion shots in London next week – which will open up the Nokia brand to an even bigger audience.

But, to sustain campaign momentum, and position itself as the leading camera phone, Nokia could do one of three things:

You can’t go wrong with a comp
Run a social media competition offering the chance for a customer to have professional photos taken on their phone, and run them in an advertorial placed in a fashion magazine, with behind the scenes content. Social media tactics, combined with traditional print media, will ensure the brand generates plenty of ‘OTV’ (opportunities to view).

Don’t worry, be appy
Nokia has created some strong content through its partnership with Centrefold so it should make the most of it by making a photography app for customers to download. Packed with top tips and advice on capturing the best ‘still life’, ‘people’ and ‘landscape’ shots, it can also include basic editing software – beyond Instagram – to help fans enhance their images.

Get on the curriculum
There must be hundreds of photography courses running across the UK, so if you can’t beat them – join them! Encourage and equip lecturers to use Nokias in class to inspire students to think outside the box when it comes to imagery.

So, there you have it. A good idea which could be made great if it is extended.

What do you think? Would you have guessed these were phone shots?

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Social media – a lot like putting your pants on.

27 Feb

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This morning I popped into the Technology for Marketing and Advertising (TFM&A) exhibition to sit in on a few seminars.

This morning’s best talk was on ‘social brand management’ led by Scott McKee from Birddog, a digital and brand consultancy, and Gareth Case from Xuber, a specialist commercial insurance company. They addressed the challenge faced by community managers everywhere, particularly for B2B brands: ‘I’m social, My brand isn’t.’

It’s well-known that some B2B brands aren’t the quickest to recognise and respond to new trends. Some even think starting a conversation on LinkedIn is a risk.

But, as McKee explained, LinkedIn has stabilised unlike Twitter and Facebook – which recently celebrated hitting the one billion user mark. So, it doesn’t make business sense to rely on this channel alone.

The problem is clients are desperate to know the ROI. They’ll happily invest in events, print advertising and a good-looking website without a second thought, but they expect instant results with social media.

Scott Monty, head of social media for Ford once said:

You may as well ask what’s the ROI of putting your pants on every day. There is a value to it but it’s hard to measure.

Damn right it is. But it feels good doesn’t it? So, why hold back on social?

PRs, marketers and brand consultants need to be really clear with their clients: new media, new rules, new KPIs. And, with 98% of the UK and US using social media, can they really afford not to give it a proper go? Done properly brands could end up with a loyal social community around them who do they talking for them.

What surprised me was how McKee and Case, his client, met. Case ended up on Birddog’s mailing list and from there, they listened and engaged with eachother on Twitter, Facebook, LinkedIn and blogs. A chance ‘meeting’ that wasn’t taken for granted by Birddog. McKee gave Case reasons to keep his business front of mind – long enough until he had a generous marketing budget. Then, who did he turn to? The company that had already won him over.

Together, they did the usual ofdefining objectives, audience, and competition, but also fleshed out a content plan, put their community manager to work to engage 24/7 and monitored reports to respond to what people did and didn’t like.

In just four months, Xuber reached more than 3.3 million people as a direct result of its social media activity. More than this, it generated seven new business leads worth £3.7m. Not bad for an instance company remember.

The golden nugget of this seminar was when Case was asked how he got management buy-in to go ahead with his plans. He said, they set all the managers up with their own social media accounts and let them play around with them. When they struggled and fought against each other about how many followers they each had he said: ‘you can either do it yourself or marketing can help you do it better.’

It makes sense.

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