Archive for January, 2010
26th January 10
Posted in crowdsourcing
“New tools give life to new forms of action…eroding the institutional monopoly on large-scale coordination… We are seeing an explosion of experiments with new groups and new kinds of groups.” Clay Shirky, Here Comes Everybody, 2008
One of the things that caught our eye last year was a blogpost from Len Kendall sharing the plan for a simple, yet audacious lifestreaming project. Every day for 365 days, Len and co-founder Daniel Honigman were going to get a different person to write about their experience that day. If you will, a crowdsourced diary for 2010: the3six5 Project.
Just under a month in and c.250,000 site views later, the project is growing into something with real currency AND potentially long lasting value. Before we get into the interview with Len and Daniel, here are a few early thoughts on why we think the project is turning out to be so interesting. As always, we’d love to hear other points of view, so please let us know what you think.
1. Currency: the3six5 mashes up three communication themes – crowdsourcing, curation and lifestreaming – neatly in one idea. (At the same time it’s a simple journal. The combination is very seductive: it feels experimental and familiar at the same time).
2. Cultural value: if the entries continue in the vein set down so far, it’s a time capsule of intensely individual thoughts. One year seen through 365 different minds, gathered in one place.
3. As communication models go, a continuous, virtuous circle. Fresh, surprising content, which in turn its originators & their supporters want to promote and propagate.
4. Great content: none of the above would mean anything if the words didn’t leap off the page. And boy, do they. A lot of writers have taken Daniel & Len at their word and taken risks, others have brilliantly evoked the day and their state of mind, often to profound effect.
5. Success or failure depends on the community: The project has the chance to go wrong at any point, all it takes is a missed post. If we’re honest, that adds to the frisson around the project. It also proves yet again that crowdsourcing is no cop-out for the curators. As wonderful as everyone is, we suspect it can still feel like herding cats at times. As one of the contributors so far, I can also testify to a what-if-you-fail-to-come-up-with-anything? feeling in your gut as you sit down at the end of the day to write a post to an immovable deadline.
We caught up with Daniel and Len, to hear how it’s going so far from their perspective, as well as their hopes and expectations for the rest of the year.
Read full post
22nd January 10
Posted by Fran Hazeldine (@franhazeldine), Planning Director, BBH London
‘Myspace is dying’. How many times have you heard or read that in recent months? It’s not a hard conclusion to reach from recent visitor trends.
But speak to some of the guys here at BBH London and they’ll tell you a different story. For the past few months they’ve been working with our Myspace clients on the UK relaunch of Myspace Music. It’s a revolutionary platform for the stream and share generation, and they’ve created some really smart and engaging work to promote it. Will that be enough to kickstart a turnaround? Only time and data will tell. But it’s a good excuse to share some wider thoughts on the kind of work we get excited about at the London office.
The campaign started back in December, when 9 artists revealed the music they love in a series of interactive films showcasing the new music player. The idea was to bring fans closer to their favourite artists, reinforcing the core Myspace offer of music community.
Building on this idea, the team have created a new set of films starring Fiddy, Florence, Furtado – and you. Visitors to Myspace.com/fanvideo can create a playlist of videos, log in with Myspace ID or Facebook Connect, then sit back and watch as the artists take turns to make a personal dedication. If you’re feeling friendly, you can also give a load of your Myspace / Facebook pals the super-fan treatment.
Sure, most of us have seen personalised video apps before. But I do think the Fan Video app moves things on a bit. In fact, I think it’s made with three fresh ingredients that will be part of the mix in most of our best BBH London work this year.
1. LOVEABLE MAGIC
Agency types get very excited about whizzy new technologies. Apparently, “any sufficiently advanced technology is indistinguishable from magic”. And boy, do we love magic. It’s what our clients pay big bucks for. We spend countless hours trying to conjure up little bits of it. So when ACME Tech serves up another massive blob of ready-made magic there’s a rush to give it a branded twist. AR bog roll? Awesome!
Problem is, some of this pure techy magic is losing its allure. Out in the real world people are suffering innovation fatigue. They’ve seen a thousand tech firsts and the give-a-fuck bar is iPhone high. You can dress that bog roll up in in AR magic clothes, but it’s still just bog roll. Where’s the good stuff? The funny, emotional, cool stuff? What’s there to LOVE?
With the Myspace Fan Videos, the magic isn’t in the tech. It’s in the moment when 50 Cent hangs a picture of you on his wall, or Alicia Keys sings you a song. Sure the magic is tech-fuelled, but it’s the twisted cultural content, the playful reference to things I love or hate, that really makes it. Tech is the means, not a magical end in itself.
Tech magic is out. Loveable magic is in.
2. COLLABORATIVE CRAFT
One of the things we’ve become more and more sure of as an agency is that we can’t do everything. Not on our own, anyway. And certainly not to the ‘best in class’ standard our clients demand. We’ve got bags of creative talent in the building, but to make truly awesome, loveable magic, we need the help of great craftsmen from outside BBH. These aren’t just suppliers or production companies. They won’t settle for a white label. These are creative partners who respect the vision, shape the execution and share the credit.
I spoke to Dom Goldman, the BBH Creative Director on this project, and it was refreshing to hear him say that the Myspace Fan Videos couldn’t have been made without Pulse Films (who shot them), Absolute Post (who did the post production), and Domani Studios (who built the application). More importantly, they couldn’t have been made without genuine collaboration between that network of partners. Let’s call this process ‘collaborative craft’.
If you watch the Alicia video carefully, you can see the reflection of your Facebook profile pic in the glossy piano surface. That isn’t off-the-shelf tech. That’s collaborative craft. Dom’s creative team obsessed over those art directional details. Absolute advised on special filmic effects. And Domani coded away until they were subtlely, perfectly achieved.
3. SIMPLE SOCIAL
We sometimes fool ourselves into thinking that people can’t wait to participate in marketing, and will happily jump through branded hoops.
Most personalisation apps I’ve used in the past have asked me to answer several questions or find and upload an image. Sharing has tended to mean entering lists of email addresses or choosing from lists of buttons. Those are pretty big demands at every step of the experience.
By focusing on the simple and specific request for your Facebook Connect login, the Myspace Fan Video app makes that experience faster, simpler and more spreadable (auto-post your fan video to newsfeed, batch-create fan videos for your friends). The use of Connect also amplifies the magic. You don’t know the app has scraped your Facebook profile image until you see it spinning round on David Guetta’s turntable.
Stepping back from the content, it’s just very cool to offer Facebook login for a Myspace promotion. That’s confident, user-centric behaviour. It makes my life a little more convenient. It says “we’re not trying to replace Facebook, we’re different”.
And isn’t that all Myspace need to say, really?
Check out the work here and let us know what you think:
20th January 10
Posted in mobile
Posted by Peter Sells (@sellsy), Head of Mobile, BBH London
Ed: We loved Peter’s winning talk on mobile for the UK APG’s Battle Of Big Thinking (#bobt) at the end of last year so much, we managed to persuade him give us a little more background to his thinking. For the slides and unmissable video of his presentation on the day, please go here.
18th January 10
Posted in Sustainability
We need your help.
Aside from reading this (60 seconds) we also need just 10 seconds of your time.
If we can persuade enough people to give us 10 seconds and one click, we’ll help achieve something extremely worthwhile.
Read on . . .
In between some fairly insanely busy day jobs, a few BBHers from our New York office have been busy on a project called ‘Pencils of Promise’ (PoP), a startup non-profit organization dedicated to building sustainable education in the developing world. PoP is one of one hundred organizations participating in a $1MM competition (sponsored by Chase) called the Chase Community Giving Program. The competition is being run through Facebook as a voting contest, and the organization that receives the most votes will receive a $1MM grant. The five runners up will each receive $100,000. Voting ends Jan 22nd.
PoP is (as of today, Sunday morning ET) in 9th position, but only 1000 votes off the top 5 and 20,000 votes off top spot. Most of the organizations participating are leveraging massive databases and established relationships with celebrities to spread the word. Fair play. PoP doesn’t have that, so BBH Labs is attempting to activate our extended network of friends, bloggers and tweeters to spread the word today and activate some votes.
Pencils of Promise is also well-placed to make an immediate impact in light of last weeks horrific events in Haiti. With a commitment to sustainability and on-the-ground impact, the organization has committed, should they win the grand prize, at least $100,000 to youth focused projects in Haiti; they will personally oversee and develop these. That seems pretty awesome to us; once the immediate emergency aid is up and running it’s clear that the young people of Haiti are going to be central to the recovery. In it’s modest way, this should help.
Please help PoP and do two things . . . ideally right now:
1. Vote for PoP on Facebook: http://bit.ly/4DYKIV
2. We don’t usually ask for RTs at Labs but we think this is an exception, so please retweet the tweet that sent you here, or cut and paste this into Twitter:
We need your help with ‘Pencils of Promise’: ten seconds, one click is all it takes: http://j.mp/8naMZJ (please RT)
One click, ten seconds.
Brad Haugen (BBH NY; @hoogs), Michelle Keith (ex-BBH NY; @michelleakeith), Ben Malbon (BBH Labs; @malbonnington)
For a 99 second intro on YouTube: youtube.com/pencilsofpromise
ABOUT THE ORGANIZATION
Pencils of Promise is a registered 501 (c)(3) nonprofit that builds sustainable schools, partnerships and solutions to enable basic education for under-served children in the developing world. Pencils of Promise is a passionate community of individual volunteers dedicated to empowering each person regardless of status or position to make a positive impact on the world.
Founded in October 2008, PoP uses for-profit business principles and non-profit ideals to work to empower Western youth to use their skills, abilities and networks to participate in the nonprofit process in a meaningful way. With more than 75 million children in the world without access to a preschool education, PoP helps bridge the gap of inadequate educational resources for the world’s most impoverished children.
In 2009, the organization’s first year of operation, Pencils of Promise raised over $150,000 in donations through fundraising events and donor support, built three schools in Laos, and established a presence in more than 20 cities and college campuses throughout the country. In 2010, Pencils of Promise has goals to attract 5,000 new supporters across the globe, to build seven more schools in committed villages in Laos, Haiti and Nicaragua, and to continue to identify additional areas of impact around the world.
More information about Pencils of Promise is available at pencilsofpromise.org.
17th January 10
Posted in UncategorizedThis is a 92-slide *taster* from the full-blown report (which seems to have around 1000 slides).The general thrust is summed up in the final slide, as follows (I particularly like the last phrase):Here’s the 92-slider.Just vast amounts of data and insight to munch through.