Radar 10am One Thing: April Fool’s!

April 6, 2014

The following is this week’s 10am One Thing that I wrote for the DDB blog.

Tuesday was April Fool’s Day or, as those of us who are immersed in digital culture call it, the worst day on the Internet. Every year it rolls around and every year we dread being fooled (and subsequently publicly shamed) by something is just too good to be true.

This year, AdWeek collected the best some of the pranks from brands that hit the internet which you can peruse at your pleasure below. Interestingly, Samsung and HTC, and Sam Adams and Stone both released the same pranks with tech-enabled gloves and helium-carbonated beer respectively.

But our favourite was from Bonobos, an apparel manufacturer who created TechStyle, a line of socially connected wearable tech clothing:

As with Real Time Marketing, we believe that for brands, participation does not automatically lead to relevance. Its a tough trick to get April Fool’s Day right, especially when everyone else is trying to do the same. Kudos to those who did get it right but Denny’s, like Oreo at the this year’s Super Bowl, may have done it best by simply not participating at all.


Radar 10am One Thing: ASICS Treadmill Challenge

November 7, 2013

The following is this week’s 10am One Thing that I wrote for the DDB blog.

asics treadmill challenge

For most people, a marathon is a passive event that we observe on TV. Perhaps we make a flippant comment about how we “could do that” (if we had the time) or about how “they aren’t running that fast, are they?”. To answer both those comments, ASICS marathoner Ryan Hall has an average pace of 4’46” per mile. I don’t know how long I could last running a marathon pace 4’46” per mile but that’s what ASICS challenged consumers to do in its treadmill challenge. The running brand set up a treadmill, and the necessary safety equipment, to run at Hall’s pace and then put the best results of its experiment on YouTube. As one would suspect, 4’46” is a really really fast pace, one that many of the participants failed (and flailed) to match for any length of time:

The idea of taking real world events, augmenting them with digital technology and amplifying through online video is a tried and true tactic in this post-social world, but that doesn’t make this any less effective or awe-inspiring. As an aside, this execution itself is an evolution of a 2011 initiative that saw Ryan Hall’s digital self challenge consumers in the subway to keep up with his pace. [as a caveat that didn’t make it into the blog, his pace has remained the same, a solid 4’46” since 2011]

The One Thing is a result of the weekly 10am meetings held in the DDB Canada offices, where our teams meet to discuss new online trends, tools and technologies. For an archive of the 10am links, visit our Pinterest board. Follow Radar on Twitter


Radar DDB 10am One Thing: Feedie

May 2, 2013

The following is this week’s 10am One Thing which I wrote for the DDBlog

Tribal Worldwide Feedie App for The Lunnchbox Fund

65% of Americans eat out once a week, taking millions of photos of their meals. What if, instead of sharing pictures of their food, diners could share meals with the 65% of South African children living below the poverty line? It was this mission that led The Lunchbox Fund to launch its Feedie app with the support of Tribal New York.

Feedie is a photosharing app that is optimised for sharing food pictures, thanks to filters such as “toasty”, “leafy” or “seared”. When a photo is shared on social networks like Twitter or Facebook, it is branded for The Lunchbox Fund and, more importantly, the restaurant it was taken in. For each share of a meal from its tables, the restaurant donates one meal to The Lunchbox Fund so that South African children can have the energy to work towards an education and pulling themselves, and their families, above the poverty line.

The initiative launched in New York this week and has garnered the support of prominent foodies, celebrities and restaurants. We hope to see this in Canada, and around the world, very soon!

Find out more and for our New York based readers, download this at We The Feedies.

The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies. 

For an archive of the 10am links, visit our Pinterest board.

Follow Radar on Twitter


Radar DDB 10am One Thing: Social Money

March 21, 2013

The following is this week’s Radar DDB 10am One Thing that I wrote for the DDBlog.

Payment - By Steve Snodgrass

TV, newspapers, human resources, taxis and hotel rooms. So many industries have been and continue to be disrupted by the internet and social media. The latest is the very act of making a payment. American Express has already integrated its offers with Foursquare (check-in to redeem), with Facebook (sync, like, save) and with Twitter (sync, tweet, save) but now other start-ups believe they have the secret sauce to revolutionise the payment industry.

The recently launched Cover app is self-styled as the “Uber of restaurants” – your credit card is kept on file and charged after every meal, tip included. No awkward moments of waiting for the cheque, no more using your phone to work out how much to tip. Just book, eat and leave.

Online and on the social web, Chirpify connects your credit card to your social activity – users simply need to comment or reply “buy” to content in order to purchase that item. The “social commerce and payments platform” promises no linking to other experiences, no shopping carts, no complicated checkout process. Just an instant sale.

On a personal level, flattr allows users to “tip” content creators by sharing a set monthly donation across all the pieces of content they have liked. The service has been around for a few years, but has recently expanded from a simple button included on blog posts to integration with some of social media’s hottest sites like Soundcloud and Instagram.

Social money is a new way of thinking about paying for things on and offline. It takes an existing process and reimagines it, redesigns it, disrupts it by using the power of digital and the social connections digital can forge. Do you think this digital disruption will stop at money? We think it has a long way to go.

Cover, covered by Wired: http://www.wired.com/business/2013/03/dine-and-dash-guilt-free/

The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies. Today’s One Thing was written by Ed Lee, Tribal DDB Director, Social Media.

For an archive of the 10am links, visit our Pinterest board.

Follow Radar on Twitter

Photo: Steve Snodgrass/Flickr


Radar DDB 10am One Thing: Nike #GiveMeTheBall

March 10, 2013

The following is this week’s Radar DDB 10am One Thing that I wrote for the DDBlog. Despite my best efforts, I couldn’t persuade the group to vote for a moonwalking shetland pony.

Nike Give Me The Ball

Even if the results have been mixed, there is a long history of Western celebrities starring in Asian commercials, so much so that there is a website dedicated to the practice and a movie which gently pokes fun at the practice. However this week, we’re showcasing a great campaign from Nike Basketball starring Kobe Bryant supported by Chinese NBA star, Yi Jianlian, and a host of Chinese celebrities. In 60 inspirational seconds it tells the story of a young Chinese basketball player looking to make it big in the NBA. The script personifies the Nike credo – that everyone is an athlete. That everyone has a chance to make it if they work hard enough.

Give me the spotlight. But don’t give me fame. I’ll earn that.

Nike Hong Kong – Give Me The Ball

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The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies. Today’s One Thing was written by Tribal DDB Toronto Director of Social Media, Ed Lee

For an archive of the 10am links, visit our Pinterest board.

Follow Radar on Twitter


Radar DDB 10am One Thing: The Useless Web

November 23, 2012

Here is my contribution to the ongoing Radar DDB 10am One Thing – a once a week meeting where we surface up all the cool stuff on the web and discuss as a bit (or small) team before sharing with about 6,000 friends, colleagues, media, clients, vendors, partners and prospects.

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We’ve covered the trends of curation and of single serve, or single use, web services so we were amazed and appalled to find these two trends combined in the form of a new site called “The Useless Web”. This single use site acts as a curation of all the other seemingly pointless yet mind-numbingly addictive other websites that are out there.

As you head into the weekend, you too may have some time to discover, as we did, useless websites such as “Koalas to the Max“, the “Republique des mangues” or the ironically named, epilepsy-inducing, “staggering beauty“. The Useless Web shows that even though a website may be useless, someone will find a use for it and reminds us to think clearly and concisely about what our clients’ role in the useful web should be – lest they end up on The Useless Web.

The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies. This week’s winning submission, came from Melissa Smich.

For an archive of the 10am links, visit our Delicious account and Pinterest board. Follow Radar on Twitter: http://www.twitter.com/RadarDDB


RADAR DDB 10AM ONE THING: COCA-COLA MAGAZINE AMPLIFIER

October 4, 2012

This originally appeared on the DDB Canada blog

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When we talk about the importance of “ShareValue” in our communication, we use it as a short hand for the need to create ideas and campaigns that consumers will play with, participate in and willingly pass along. Often this means moving beyond simple broadcast communication and finding a way to provide real utility to consumers, based on a real life insight of how they behave and interact with brands.

This execution, from Coca-Cola Brazil, does just that by leveraging the brand’s close association with music to create a magazine ad that (when rolled and assembled) turns a copy of Capricho magazine into a set of iPod speakers. When discussing this at the 10am, we had myriad stories of fashioning cups, bottles and, yes, magazines into ways to amplify music on the beach, at the cottage or in our homes. With this brilliant execution, Coca-Cola has claimed this cultural behaviour as its own.

For an archive of the 10am links, visit our Delicious account at http://www.delicious.com/Radar10AM 

Follow Radar on Twitter: http://www.twitter.com/RadarDDB

Follow Radar Toronto’s 10am Ideas on Pinterest: http://pinterest.com/parkernow/10am-ideas


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