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Well this was a pretty interesting article! Burger King and Virgin customers can now whilst buying a Value Meal at any Burger King across the US can get the latest ringtones from leading artists on their handset  for only $1. 

The concept came about through a need for providing perceived increased value to their clients along with providing entertainment whilst in their stores.

Ron – Brand Manager at Burger King mentioned. “With prices going up on everything from gas to food, our customers are always looking for ways to save anywhere.” 

He goes on to say, “We’re constantly looking for innovative ways to provide value and entertainment to our BURGER KING® guests.” 

The campaign is supported by in store advertising, and imact promotions across the usual channels.  It gives us a really good idea though of integrating fast food with mobile technology, and adding value to the clients experience whilst visiting their locations. 

Imagine a median that attracts globally 250,000 new subscribers every day, with over 64 million people in total. Back on home turf, Facebook has 2.8 million registered subscribers with about 200,000 people accessing their account daily.

- 35yo as opposed to the 13-22yo’s that frequent Myspace.

We tend to believe that people’s needs for social interaction changes with age, seeking a more controlled environment that still captures the true essence of a social network – fun, interaction, communication between users etc.

There’s this concept floating around the industry at the moment called ‘Facebook Fatigue’, a trend

loose members at rapid levels for the first time. We believe that people are starting to get ‘sick’ of having to update their profile and interact with the media – due to other lifestyle demands. In September 07, the average social network user spent 23min 30sec on social networks, in January 08 this had dropped to 21min 15sec, with a slight rise in February.

siveness social network front!

didn’t take my camera, as the Ford display was absolutely fantastic – their use of digital marketing and new media concepts was first class!

formers was released in Australia, using localised hot spots in shopping centres. Well Ford have introduced these ‘touch’ panels on their motor show displays whereby people can come up and receive the latest information, photos and wallpapers direct to their handset.

The line up of fellow Gen Yers along with Xers using this technology was a testament to this campaign element’s success.

well at places like Universal Studios. It’s an innovative way of getting your advertising message across!!

Are my fellow industry members going to be out of a job in the future?? The rise in user generated advertising – ie. encouraging a brands users to create and develop their advertising is rising! Recently, Sony ran a competition with the launch of their Alpha A100 camera to encourage budding photographers to submit their photos to the Sony gallery, of which the best photo would feature in the Sony advertising.

The campaign was incredibly successful reaching over 3,000,000 people and

achieving click through rates (CTR’s) 4-6 times the Australian average. In addition,  the average website view stay time hovered around 13minutes with 35% of visitors submitting their photos!!

So what do all these analytic measures mean? Well, a fantastic result backed off a shoestring budget! More and more we realize that by throwing ‘dollars’ at your advertising problem won’t necessarily sell products or change opinions – campaigns that rely on creativity and uniqueness along with user interaction is what get’s people hooked!!

At June 2007, the Australian cinema box office did approximately $200m in turnover whilst the Australian games industry cracked a little over $1bn! Internationally, US males between the age of 18-34 spend on average 41.7hrs playing video games each week. We don’t have available recent data from Australia, but would assume we’d be a little less, somewhere around the 30- 40hr mark one would assume.

To give you another idea of how much loot the gaming industry is generating here in Oz, when Spider-Man 3 hit screens, it did $150m in its first weekend compared to when Halo 3 was launched which did $170m in the first 24 hours.

In- game advertising is an area that is starting to emerge more in Australia, with some specialist agencies from abroad stepping into this space, but as a result, data on its effectiveness here in Oz is still quite limited. US data is quite  romising though, brand familiarity increased by 64% with average purchase consideration up by 41%, same as ad retention.

The big benefit of in- game advertising is the captivity that it creates – on average Australian users spend between 1-3 hours on each game they play, playing at least three times per week – there’s no risk of channel hopping so you’ve got a captive audience.

Essentially, the main opportunity presented by gaming is ‘in- game’ advertising using billboards, brand placement and other signage. With the integration of the internet into gaming consoles, these ads can be refreshed and updated just like we find in advertising conducted online.

Some interesting discussion from our friends abroad, in the UK.  Similar findings to what we are experiencing out here – seeing the decrease in TV viewing and increase in web browsing amongst Generation Y.  In the recent ‘One Punch Can Kill’ campaign we did for the Queensland Government, this was a focal point of the campaign which saw a higher influence on out of home, outdoor and online advertising as opposed to traditional media.

Have a read – would love to hear your thoughts/experiences….

Surfing the web is replacing television as the medium of choice for young adults, according to a new overseas survey.

The survey, commissioned by social networking website MySpace and conducted by UK-based analyst The Future Laboratory, found a quarter of 18 to 24-year-olds had reduced their television watching in favour of social networking on the web.

A similar number (22 per cent) said they spent less time playing video games.

More time in front of the computer meant 43 per cent had increased the number of emails they sent and received, while 25 per cent increased their use of instant messaging.

Internet analyst Hitwise believes the figures would be similar in Australia.

“Given the similarities between Australian and UK social networking users, the MySpace UK research findings should be reviewed by anyone interested in the impact online social networks are having in Australia,” Hitwise spokeswoman Tessa Court said.

According to Hitwise, eight per cent of all visits to internet sites in Australia were to social networks and forums, compared to 7.6 per cent in the UK.

The average time spent on these websites was also similar, with Australia clocking up 18 minutes and 54 seconds, compared to 18 minutes and 57 seconds in the UK.

The two biggest social networking sites in Australia attracted even more attention.

The average time spent by Australians during the month of January on MySpace was 27 minutes and 46 seconds, while Facebook was 21 minutes and 15 seconds.

“While MySpace will always be a great way to communicate with friends, the site has evolved into the centre of people’s online and offline lives,” MySpace Australia and New Zealand vice president Rebekah Horne said.

“MySpace is now a collaborative and creative hub that allows people to keep up to date with, comment on, and define the wider cultural scene.”
Source: AAP

2007 was the year of social networks – Myspace, Facebook and the like. Many are now asking what are we in for in 2008? What should we looking out for in the digital media space in the year to come? Well, based on an international collaboration, we’ve identified a couple of key areas that should be on your radar for this year. 

Social networks hit Australia with extreme force between 2006 and 2007, with a saturated and loyal market (to a degree). Social networking via online applications will still be a prominent communications tool throughout the year ahead. We believe though in an age of digital convergence users will continue to trend towards using these social network platforms through other digital devices – ie. mobile phones. As a result the line between our online and offline lives is one that is blurring rapidly. With the increase in wireless instruments, the immediacy and accessibility of information is changing the way in which we interact socially and professionally. 

Be on the lookout for new technology designed with families in mind. Gaming technology a prime example of this – take for instance the Nintendo Wii, a console which is bringing families back into the lounge room engaging users at all levels. Similarly, the increase in parents communicating with their children through SMS, instant messengers and Voip based applications is staggering and an area that will grow within the coming year. 

Marketers need to move towards integration and interaction rather than intrusion. In the current environment of highly personalized and user generated content provided by social networks (Facebook, Myspace and the like), consumers have a heightened sensitivity to advertising. Users don’t want their online experiences disrupted by commercial messages. Smart marketers will move towards providing tools, information and environments that enhance online experiences through voluntary user participation.