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    Coca-Cola Happiness Trucks delivering doses of happiness

    Check out the latest initiative in Coca-Cola’s Open Happiness campaign. Below are two clips of Coca-Cola trucks converted into happiness machines on wheels, dispensing balls, surfboards, frisbees - and, of course, refreshing Coke - on the streets of Rio de Janeiro and in the streets of Marikina in the Philippines.

    Where will happiness strike next?


    POGO Remixing the World

    You’ve probably heard of Nick Bertke, better known as Pogo in the music scene. We’ve come to know him through his movie remixes such as Alice, Upular and Skynet Symphonic. Recently Pogo has embarked on an adventure of remixing the real world. We want to share this interesting project with you.

    Pogo has worked for studios such as Disney Pixar, Showtime, Oprah’s Harpo Studio’s, Art Basel in Miami and many more. He has performed for YouTube Play at the Guggenheim Museum. He further shares his creations and visions on his YouTube Channel, with more than 25 million views (still counting). Now Pogo is remixing the world. In this new project, Pogo will travel the world in search of sights, sounds, voices and chords, and use them to compose and shoot a track and video for each major culture of the world.

    The world remix project is going to employ a unique method of funding: every remix will be financed by pledges at KickStarter, funds made by the remix before it, and by prepayments for the next upcoming remix. The music will be released worldwide on CD, DVD, and at PogoMix.net.

    Joburg Jam, a remix of sights and sounds filmed around the city of Johannesburg, South Africa, marks the beginning of Pogo’s World Remix project. Next stop is Tibet.

    “Making music out of wild animals sounds, ice in Antarctica, gongs in temples, voices in tribal Africa - this is what the world remix project is about!”


    World’s Most Innovative Music Companies

    FastCompany has listed the “World’s Most Innovative Companies“, not surprisingly Apple appears at the top, followed by Twitter and Facebook. Listed as well is Top Ten by Industry, including the following:  Advertising, Biotech, Design, Fashion, Mobile, and, last but not least, Music.


    FastCompany’s editorial team have evaluated thousands of global businesses to create the complete ‘World’s Most Innovative Companies’ list, with a goal to highlight companies that “dare to be different, emphasizing not just revenue growth and profit margins but also progressive business models and an ethos of creativity.” The music category is broadly defined to include major brands who use music creatively, alongside artists and traditional music companies. No record labels made it to the chart, but the inclusion of Hello Music and Songbird in Top Ten Music is an affirmation of their contribution to the latest iteration of the evolving music industry. The winner of the whole category is Pandora, for “bringing its custom-curated music mix to a new venue: cars”. Two brands that stand out are the first runner-up, Coca-Cola, and Converse, who made it to seventh place. Converse for “building a recording studio that’s also a goodwill-generating machine” (Rubber Tracks in Brooklyn), and Coke for its “daring marketing model that redefines the relationship among consumer brands, record companies, and artists”. Neither of these brands are considered as traditional parts of the music industry. Below is the Top Ten in Music list.

    01 Pandora
    For bringing its custom-curated music mix to a new venue: cars

    02 Coca-Cola
    For a daring marketing model that redefines the relationship among consumer brands, record companies, and artists

    03 Big Champagne
    For developing a more modern business measurement that factors in social media

    04 Arcade Fire
    For turning the music video into an individualised user experience

    05 Terra.com
    For a multipronged, and profitable, music-focused content model

    06 Hello Music
    For helping aspiring artists concentrate on their art without losing out on the business side

    07 Converse
    For building a recording studio that’s also a goodwill-generating machine

    08 Sonos
    For making one of the easiest-to-use, best-sounding, affordable wireless audio systems

    09 Songbird
    For creating an open-source music-management platform that’s way more personal than iTunes

    10 Weezer
    For customising its own business through unusual record and marketing deals


    Alicia Keys and HP Launch “Everybody On” During the 2011 Grammy week

    Yesterday HP announced a new marketing campaign with the theme of “Everybody On”. It’s a global campaign that “celebrates how people around the world are using HP technology to pursue their personal and professional passions.”

    “Everybody On” embraces music, fashion, community activism, business, and more, according to HP. It is supported by an integrated campaign featuring print, broadcast, online, and social media. The launch will kick off with a minute-long TV spot featuring Lou Reed’s “Walk on the Wild Side”. The first in a series of TV spots will be launched during the Grammy Awards featuring Alicia Keys.

    Alongside Alicia Keys, the commercial also features HP laptops with Beats Audio. Not surprisingly, HP is also a sponsor of this years Grammy Awards, taking place in L.A. on 13 February.


    The campaign itself was created by HP’s own Personal Systems Group, and build on its “The Computer is Personal Again” campaign.


    New service connects bands and brands

    fanatic.fm is a music sponsorship platform where brands and bands can find each other in a new way. Instead of paying for advertising spots on music destination sites, brands set up a pool of funds for a branding campaign and “invite” musicians that they feel best portray their brand values and image. Then it’s up to the invited musicians to accept or refuse the invitation (yep, you’re right! It works just like a friendship request on Facebook). A band and brand relationship is formed only when mutual consent is reached. Pretty cool! Don’t you think?

    But, what’s in it for the artists?

    The branding fund is allocated among the invited musicians based on the number of plays. Both parts have the incentive to engage their social media network to drive traffic to the newly formed relationship, creating a win-win scenario for both the band and the brand. Musicians take 70% of the total sponsorship revenue and fanatic.fm takes 30%. And then musicians and fanatic.fm donate 2.5% each to charities that musicians select to help them change the world.

    Yesterday Samsung started its first campaign on fanatic.fm, sponsoring Sydney Wayser’s album. This however doesn’t close the opportunity of other musicians to upload their songs and suggest sponsorship to Samsung as well.

    Ian Kwon, co-founder of fanatic.fm, comments on the service, “More and more brands are playing the role of content curators and music is great content to express a brand identity. We wanted to create a platform for those needs. The platform also provides a good way for bands to monetize their music streaming.”


    Sonic Branding at MIDEM and beyond

    The value of a sound…sound strategy is still a dim second in advertising briefs but smarter brands are catching on. Audi achieved sonic branding two years ago, with its sport for the A5 sportback - a steady, pumping heartbeat, breath and a piano as seen (and heard) above.

    Via brandchannel. Read more here.




    Verena Dauerer, who is a member of the Heartbeats Movement, divides her time between Tokyo and Berlin. She works as an editor at the intersection of technology with design/art/fashion/film. She is also freelancing for the Japan Times and BBC Radio. Read about the latest marketing trends in Tokyo, the Japanese ‘keitai’, innovative and memorable campaigns from 2010, and much more.

    Get your copy of Heartbeats Trend Report : Tokyo


    The Experience of Nightlife Exchange Project

    On November 27 last year, Smirnoff set out to show how people from different cultures party, through its Nightlife Exchange Project. 14 countries were engaged in the swap project, and Smirnoff Facebook fans from all over the world contributed with their ideas on the specifics of their country’s nightlife. Together they created a great buzz and a memorable cross-cultural brand experience.

    The Nightlife Exchange Project kicked off with one week of TV advertising, calling on consumers around the world to visit a Smirnoff Facebook page and engage themselves in the project, by submitting their ideas about the best party night out in their country.

    14 countries; Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand, Venezuela, UK and United States, took part in the project. Each country was given a special curator who helped out in sorting and selecting the absolutely best party ideas among the most highly-rated Facebook submissions. Submissions could be anything across fashion, food, music and more. A blogger outreach programme was also launched, and Smirnoff tapped into mobiles with its own channel Smirnoff.mob. MTV, Smirnoff’s global tie-up partner, delivered on-air and online coverage of each stage of the project.

    There was a great buzz both before the party swap, as well as after. You don’t have to search the web for long to find comments such as “Definitely looking for the next party if there will be a second nightlife exchange!” and “Looking forward to the next and even bigger Smirnoff Event.”

    As Benjamin Hill, youth writer for MTV Sticky, puts it, “There is something priceless in what Smirnoff did in the sense that they didn’t just create events, they created an experience.” We can’t agree more. By creating an experience, Smirnoff has successfully tapped into the hearts of their consumers. The Nightlife Exchange Project was however not solely about experiences, but emotions, engagement and exclusivity as well.

    Many consumers probably wonder if Smirnoff is going to make a new party swap this year.