May 2012

“Innovation is about being the first and remaining the best,” read an article title in Marketing Week. In the article they listed 9 brands who they believed showed true innovation – Fosters, Bulmers, Capital FM, Pizza Express to name a few. I’ve selected Heineken as the one I want to talk about. 

I first become a fan of Heineken through their adverts created by Wieden+Kennedy. But that’s not what Marketing Week pointed out in this article. Actually it was the digital work done by agency, AQKA.

They linked Heineken with football and created the first “dual-screen” football game. Called, “Star Players,” it let fans simultaneously watch the UEFA Champions League games on TV, whilst also letting them play online games in real time on their computer or phone. It allowed fans to interact with football in a new way. It also took Heineken’s sponsorship of the tournament to the next level.

The game allowed fans to predict the outcome of key moments, and predict if they think there would be a goal scored in the next 30 seconds. Those who guessed the goal earliest within that time frame won the most points. They could gain additional points by answering questions relating to football.

This really brought to light the “dual screen” experience that so many people are talking about at the moment. AKQA showed how they could enhance the viewers experience and get them to engage with the sport in a new way. The article went onto say, “A soft launch, aimed at 18-30 year olds football fans who drink premium larger, has avoided above-the-line media, using only social media to touch on the social aspect of the sport.” 

I believe that this is just the start of the duel screen experience and it’s set to develop much more. I think that not too far in the future, we could “drag” a TV character onto our screen and buy what clothes they are wearing, or see where they have brought their glasses from.

It is interesting how the second screen is been used to talk about the show on TV as it’s happening. Recently, Kerry Washington, star of hit American TV show, Scandal, was live tweeting to American viewers as the show was on. She told viewers what make her handbag was and which designer coats her character was wearing. The second screen allows us to develop the conversation and create a greater user experience, and I am very excited to see how it evolves.

See this clip below to see how it worked:-


Posted on

Saturday, 26 May 2012

When Bing went to Draoga5 to help drive trial of their Search and Maps, and increase their relevance with a younger audience, they used the launch of Jay-Z’s autobiography, Decoded, to help connect their client to a younger demographic.

They started putting every page of Jay-Z’s autobiography out into the world, it was printed on the bottom of swimming pools, it appeared on huge billboards, was printed on dinner plates in restaurants, even Gucci made custom jackets which had a page printed on the inside.

Where it got creative though, was when Bing tied it all together by creating an integrated online game that directed fans to each of the pages on the streets. They released the locations to the pages every day through radio, twitter and facebook. Every day people got together to solve the latest clues guiding them to street locations, documenting the pages they found.

Fans assembled the book digitally on before the hardcovers hit the store. Everygthing was woven together through bing, and allowed fans to experience the story.

The results, in only one month Bing saw a 11.7% increase in visits. For a full look at the campaign see below.

Read more »

#JayZ #Bing #Droga5ny

Posted on

Thursday, 24 May 2012


So I have been a little neglectful as of late. But for the past month or so I have been on the job search, or I should probably say, "job grind." As any of you in this position will know, it pretty much takes over your life. There are some survival techniques though that I would recommend. 1) Have cake 2) Have a cool toddler as your best friend. 

Good luck to everyone on the job search. Let's do this! 

Cake and a Cool Guy

Posted on

Wednesday, 23 May 2012