Monthly Archives: November 2012

November 2012 Viral Videos

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Every week Advertising Age, in conjunction with company Visible Measures, publishes a list of the week’s top performing videos. The weekly chart highlights viral video ads that appear on online video sites. Each ad measures viewership of brand-syndicated video clips as well as social video placements that are driven by viewers around the world. (A measurement called True Reach™ quantifies the total audience that has been exposed to a viral video campaign. The measurement combines data from brand-driven seeded video placements with results from community-driven viral video placements – spoofs, parodies, mashups, and more.)

There are three key factors for viral video success:

  1. Reaching the tastemakers.
  2. Building a community of participation.
  3. Creating unexpectedness in the video.

Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs.

Check out this week’s top videos and discuss what makes them “viral” – http://www.visiblemeasures.com/adage

Group Activities and Discussion Questions:

  1. Bring up Ad Age’s weekly Viral Video chart: http://www.visiblemeasures.com/adage
  2. Have students examine how the ads are measured by Visible Measures.
  3. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
  4. What is unusual?
  5. Who will it interest?
  6. What is the key message?
  7. How effective is the ad at getting the company’s brand and message across to viewers?
  8. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?

Source:  Advertising Age – weekly update each Thursday morning

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Design that Works in the Classroom

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Classroom design and equipment have not evolved significantly since the early days of the schoolroom. We still have the same old tables, desks, boards, lights, and chairs. And in many classrooms around the country, the rooms haven’t changed or been updated in dozens of years. Why is this? And, what could be done to improve classrooms and equipment?

Steelcase, a multi-billion dollar global corporation providing office furniture and architecture, partnered with IDEO to design a new platform for improving the classroom experience. Among the team’s observations were the traditional tablet-arm school desks had remained the same for decades, despite the changes in class sizes, students, and technology. Working together, and with input from real-world customers and students, the design team created a series of furniture prototypes, eventually arriving at the concept for the Node chair. The result was a sleek, generously sized swivel chair with a rolling base that enabled the chairs to be quickly reconfigured from lecture to work group activities.

Steelcase unveiled the Node chair at the NeoCon 2010 World Trade Fair, winning an Innovation Award and receiving 5,000 pre-orders for the new product. Just think what else could be done in your classroom to help encourage interaction and participation!

Group Activities and Discussion Questions:

  1. Start with a discussion of the steps used for innovation and design.
  2. Divide the students into teams of 5 – 7 students.
  3. Have each team identify 25 things that annoy them about a particular product (Ex: classroom equipment). Have the students write the lists on large poster papers and post these on the classroom wall.
  4. From the combined lists of problems, identify 5 – 10 different topics of problems (Ex: safety, movement, energy consumption, etc.)
  5. Assign each team one of the different topics and challenge the team to identify 25 things that could help solve the problem. Encourage wild ideas – it doesn’t have to be a practical solution! Post these lists on the classroom wall as well.
  6. Next, have each student “vote” on the ideas that they think could actually be implemented. Voting can be done by having students place up to 5 check marks on their favorite ideas.
  7. Tally the votes. List the top ideas and use these to outline a potential new product or solution!
  8. Show students the Node chair and video detailing the design effort: http://www.ideo.com/work/node-chair/

Source:  IDEO Web site:http://www.ideo.com/work/node-chair/

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Going Mobile with Virtual Toy Stores

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In the busy holiday shopping season, consumers do not always have enough free time to go to stores and shop. How can companies help these harried shoppers? Instead of bringing consumers to the store, how can marketers bring the stores to the consumers? Easy – by using new technologies and mobile commerce.

Similar to the Tesco virtual store that was in a Seoul subway station last year, Canadian firm Wells.ca tested a similar QR-enabled store in a Toronto rail station earlier this year. By placing life-sized posters of products, along with prices and QR codes, consumers could easily shop as part of their daily work commute.

Wal-Mart is also testing a similar idea in Toronto as part of its partnership with Mattel toys. The two companies will have a pop-up virtual toy store for shoppers to buy Mattel brands such as Barbie, Hot Wheels, Fisher-price, and more. Shoppers can scan a QR code by using their smart phones to purchase the toys.

Group Activities and Discussion Questions:

1. Divide students into groups. Have each group outline some of the issues that shoppers face in the holiday season. How can companies address these issues?
2. Show the video of virtual shopping in a Toronto subway station:
http://youtu.be/mxfzmMTAAmE
3. View the Wal-Mart 2012 toy selection video:
http://youtu.be/9klp0Vo1rFE
4. In groups, have students list some of the concerns and issues that need to be addressed for the virtual stores (ex: supply chain, stock, shipping, etc.)
5. Have students list other applications of the virtual stores.
6. Where could they be placed? What products or services could utilize the format?
7. How can use of this technology be integrated into marketing campaigns?

Source:  Brandchannel.com., 11/6/12, other news outlets

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