The power of the post-launch

December 9, 2013

So much of our time is spent focusing on launching a campaign or on shipping a product. There’s a feeling that that moment is the zenith, the peak that we should we working towards and when its achieved, we can take a breath. Sadly, that is no longer the truth. The “set and forget” mindset is long behind us and it is great to see a huge, multi-billion dollar brand that not only gets that but that then uses the data it gets from its consumers to fuel its ongoing marketing. In this case. its the EA Sports football franchise, FIFA.

With all of the connected devices playing network games, or even just relaying statistics back to the mothership, EA Sports has a treasure trove of data that it can use to continue to market itself in smart, low cost ways – the definition of building marketing into the product.

Here are two examples:

First, FIFA has partnered with the football clubs around the world to showcase the goals of the week scored by the clubs’ fans on their game. Now you have football clubs with a social presence reaching into the 10s of millions promoting a video game. Here’s my club’s goals of the week:

And secondly here is FIFA using its data to cement its place in the cultural fabric of its potential consumers – football fans.

FIFA player data

There’s enough rich data in the infographic to start a conversation between any two (or more!) footy fans from different clubs, countries and cultures.


Simple answers for common social media questions

November 14, 2013

No matter how many years we are into the post-social world, every new platform (pinterest, snapchat etc) brings with it a raft of new questions, based on niche use-cases hungrily reported on by a sensationalist media corps. This fantastic checklist is here to help!

Simple answers to common social media questions

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

The Post-Social Movement Continues

October 21, 2012

Via Noah and AllThingsD comes this Forrester research nugget:

“Despite the fact that they always have connected devices and are always online, they don’t really realize they’re online,” said Forrester analyst Gina Sverdlov. “They’re using Google Maps or checking in on Facebook, but that’s not considered online because it has become such a part of everyday life.”

This is part of my post-social proposition from a year or so ago. As social media becomes more and more pervasive, we stop thinking of it as a new and special thing and just part of our new reality. It’s clear from the quote above that that is absolutely happening and I’ve got to believe that this phenomenon will continue apace. I’ve given and been asked to give a few presentations on this topic of what post-social is and what it means for marketers – more on this in a later blog post.

For what its worth, I would not be able to accurately gauge how much time I spend either online or on social media. My phone is always on. I get push notifications from both Twitter and Facebook so it could be fair to say that I am always online. Always connected. Always connected to social media. Post-social indeed.

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