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
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.
A recent Nielsen report shows that innovative channels such as mobile music apps and streaming services are very much appreciated by consumers all over the world.
During September 2010, Nielsen conducted a survey of 26,644 online consumers in 53 markets. The survey, done exclusively for Midem, covered questions about music purchasing and listening habits.
The results?
Globally, artist apps, music-discovery apps and streaming apps are doing best. In the US, music apps are the second most popular apps, and the best performing apps in Europe are artist apps.
As for online, the survey shows that free ad-funded and daily or monthly subscription models are the most popular, and more than half of online consumers say they would use a free service in exchange for listening to and watching ads.
So, where do you put your online and app development money?
Want to learn more? Get the Nielsen Music mobile apps and music streaming report for free on the Midem blog.
Walt Disney’s reproduction of legendary TRON features electronic and symphonic elements from the French techno duo Daft Punk, uniquely blended with futuristic sound effects. SoundWorks Collection is a platform and website that takes you behind the scenes, for a look into the audio post-production of films, video game sound design and original soundtrack composition. This video takes you into the sound design and creation of TRON LEGACY.
SoundWorks Collection: The Sound of TRON LEGACY from Michael Coleman on Vimeo.
We welcome 2011 by giving you the ten most read articles published here in 2010. Enjoy reading!
1. The Manual - How to build a successful strategy to interest brands
2. Heartbeats in conversation with Gerd Leonhard
3. How to use social media in the music industry
4. Marketing with a higher purpose
5. How to turn a customer into a fan
6. The Sounds like Branding beta version is yours for a tweet
7. Lady Gaga - living proof of music branding
8. A new marketing mix for the 21st century: 4Es (with audio)
9. Heartbeats Trend Report : New York
10. The philosophy of the four Es – why brands need to embrace this model in their marketing