The Barkly Social Club

BSC has moved. Find us here...

Wed, 13 Oct 2010 22:52:46 +1100

It used to be so easy reading a book. Times have changed, and it...

Mon, 27 Sep 2010 10:15:40 +1000

It used to be so easy reading a book. Times have changed, and it seems so has the narrative experience. Some people will embrace it. Others will hang on to their library cards just like they hold onto their VHS machines and cassette recorders.

The Problem with Australian Politics 2010

Tue, 17 Aug 2010 22:34:00 +1000

The trouble with Australian politics these days is it has become vanillarised. There is little to...

The Ugly Face of Today’s Advertising

Sun, 15 Aug 2010 20:00:36 +1000

Part 1: The Tooth(paste)less Tiger

Part 2: Blueberry BFFs Just Wrong

Part 3: Sadistic Mothers Rub It In

Part 4: The Hilarious Corporate Ladder

Part 5: A-Peeling Advertising Goes Bad

Part 6: When Models Go (Hazel)NUTS

The Ugly Face of Today’s Advertising

Using Video to Transform Your Business. Presented at ADMA Forum...

Fri, 06 Aug 2010 11:42:36 +1000

Using Video to Transform Your Business.

Presented at ADMA Forum 2010.

Something strange in your neighbourhood…Who you gonna...

Sun, 18 Jul 2010 13:42:00 +1000

Something strange in your neighbourhood…Who you gonna call?

I always felt that libraries were haunted.

Most Online Videos Watched Before Leaving Work

Fri, 16 Jul 2010 09:44:23 +1000

In a new report from Brightcove and TubeMogul, the habits of online video consumers have been...

Still undecided about getting the Iphone 4G? Here’s a...

Mon, 12 Jul 2010 18:36:00 +1000

Still undecided about getting the Iphone 4G? Here’s a handy infographic to help!

The Rainbow Connection

Mon, 12 Jul 2010 16:00:01 +1000

The Rainbow Connection: How a video becomes a viral sensation… First comes the video, then...

Just In Case You Were Wondering… Yes, the Vuvuzela does...

Mon, 12 Jul 2010 15:39:10 +1000

Just In Case You Were Wondering…

Yes, the Vuvuzela does blend!

A new approach to Donating to a Charity…using...

Mon, 12 Jul 2010 15:33:20 +1000

A new approach to Donating to a Charity…using Video

Mashable recently posted this interesting article on an Indian Charity that has created an interesting twist on the traditional donation process. It’s an interactive video campaign that requires a donation in order for the video series to continue.

Numbers aren’t conclusive just yet but it’s a novel approach to raising money for a good cause, and it seems to hit the mark in terms of appealing to a world audience of young girls and those who are interested in their plight.

The first TVC to be shot using the iPhone 4. As it turns out,...

Fri, 09 Jul 2010 12:39:34 +1000

The first TVC to be shot using the iPhone 4.

As it turns out, the producers will be re-editing this with footage from the RED camera in the final mix. So technically, it’s the “first ever pilot TVC that uses the iPhone 4 as a means to promote the production company just as much as the client paying for the TVC.”

Reasonably good footage from the iPhone though…

I wish this wasn’t an Ad! Beautifully shot using the...

Fri, 09 Jul 2010 10:14:29 +1000

I wish this wasn’t an Ad!

Beautifully shot using the Phantom v10 camera and some very cute hounds.

Internet Video to Grow 4 times in the next 4 Years.

Thu, 03 Jun 2010 09:31:23 +1000

According to the latest information released in Cisco Systems Annual Visual Networking Index...

Well done Toyota. This video is the shizz!

Thu, 27 May 2010 12:09:04 +1000

Well done Toyota. This video is the shizz!

Viral vs Virile: The Great Video Debate

Wed, 26 May 2010 14:05:00 +1000

Many of the client meetings I have often wind their way around to the subject of viral videos. Like...

Web 3.0. If you have a spare 14 minutes grab a cuppa and watch...

Mon, 10 May 2010 22:01:55 +1000

Web 3.0. If you have a spare 14 minutes grab a cuppa and watch this insightful video on the future of Web 3.0. It’s well worth it.

THE MOST IMPORTANT QUESTION TO ASK WHEN MAKING A VIRAL VIDEO...

Wed, 28 Apr 2010 10:49:01 +1000

THE MOST IMPORTANT QUESTION TO ASK WHEN MAKING A VIRAL VIDEO IS…

So What? It’s a hard question to ask, especially after everyone has just been applauding the brilliant creative idea or the killer viral concept. But it’s a question that brings validity and purpose to your idea. It is a safeguard for the future and integrity of your brand. It tests the veracity of the brilliant idea and ensures it is doable. So What? demands an explanation. It strips the creativeness out of the idea and seeks the truth behind the message. I came across a viral video case study yesterday and on the surface it seems like it was a raging success. The brand didn’t even have to show a logo and yet it became one of the hottest videos in Europe over the Easter break. You might have seen it already. It’s the Jesus Kit Kat campaign.

I encourage you to watch the case study, but ask the question “So What?” as you watch it. Having hundreds of thousands of views, and even more comments about your product on social media networks is a marketer’s dream come true. But all these views and commentary and free PR all amount to nothing if it doesn’t change consumer behaviour or perception. I openly admit I do not know the result of this campaign in terms of conversion to sales. The video doesn’t mention it once. Perhaps they didn’t ask the question at the start of the campaign, or at the end. For them, Jesus was on their side and that’s all that mattered. Perhaps it was purely about brand awareness. Cool. The atheists of the world are now aware that Jesus has time for a break, which suits them just fine. The cynics will give it the two fingers (chocolate ones of course) given the timing of the release of this contrived promotion at Easter. I’m not saying I don’t like the idea. It was a successful viral campaign that spread across 150,000 websites. There was plenty of conversation created about Kit Kat (and Jesus). But as a marketer I think it’s important to ask at both ends of the campaign…So What? If you’re intention is to simply make brand noise, then asking So What? is pointless, much like your campaign. But if your client is expecting a return on investment, which most are, then perhaps we need to move beyond ‘virality’ and get back to reality. If you’re thinking of developing a viral video, think about the outcome you want in real terms: conversion to sales, brand perception, consumer behaviour, social commentary, product differentiation or thought leadership. And if your great idea can’t survive the So What? question, you should start again, putting strategy before execution.

Anzac Spirits

Mon, 26 Apr 2010 10:00:00 +1000

Say goodnight to the shellshocked battalionHuddled lowly and meek on the floor Say your prayers for...

The Barkly Social Club

BSC has moved. Find us here...

It used to be so easy reading a book. Times have changed, and it...

The Problem with Australian Politics 2010

The Ugly Face of Today’s Advertising

Using Video to Transform Your Business. Presented at ADMA Forum...

Something strange in your neighbourhood…Who you gonna...

Most Online Videos Watched Before Leaving Work

Still undecided about getting the Iphone 4G? Here’s a...

The Rainbow Connection

Just In Case You Were Wondering… Yes, the Vuvuzela does...

A new approach to Donating to a Charity…using...

The first TVC to be shot using the iPhone 4. As it turns out,...

I wish this wasn’t an Ad! Beautifully shot using the...

Top 5 Reasons to Invest in Video Content this Fin Year

Internet Video to Grow 4 times in the next 4 Years.

Well done Toyota. This video is the shizz!

Viral vs Virile: The Great Video Debate

Web 3.0. If you have a spare 14 minutes grab a cuppa and watch...

THE MOST IMPORTANT QUESTION TO ASK WHEN MAKING A VIRAL VIDEO...

Anzac Spirits