The King is Back. Which brand delivers the best LeBron homecoming ad? #LeBron

The King is back. LeBron James plays his first home game tonight for the Cleveland Cavaliers after 4 years (and two Championship Rings) with the Miami Heat. It’s been the biggest topic in basketball media for the past 3 months.

Of course, brands are leveraging the biggest story in basketball and the big boys have all thrown their hat in the ring,  creating epic emotive spots showcasing his return. It is amazing to see the power one athlete can have over the people of a city. Here’s a look at my three favourite LeBron spots:

Nike ‘Together’

Really love this spot. Feels like the Nike I grew up with talking to me & the inspiraitonal Jordan ads of old. It’s about unity, it’s about belief.  For the fans of the game, makes you feel connected to both LeBron and the people of the great city of Cleveland. I love the line ‘we owe them’. Nike plays where they belong, in the stadium. Big. Bold and a little cult-ish, which is what I like about it as Nike’s basketball ads of late have been about individuality and extroversion. A great ‘Just Do It’ ad that taps into the brands roots really well. Score: 8.5/10

Beats ‘Re-established’

This spot has grown on me. Positioning the brand for emerging athletes, centred on the gym & streets  it talks to performance whilst also going hard on integrating the new Wireless headphones into this narrative (good on them). It balances this with a softer ‘people’s narrative.  Music is killer and you feel the storyline.  Score: 7.5/10

Sprite ‘First Home Game’

The low budget one, but probably has the most original idea. This one’s for the teens out there and cleverly uses kids in the narrative to showcase the fans love of LeBron and his importance to the city. I like the fact that’s it’s about going back to the real roots, street basketball which is very much Sprite territory. Feels gritty and positions him as a man of the people. Sprite plays a strong role as his ‘thirst comes from the people’. A little cliche at times in terms of the storytelling but the idea of ‘my first home game’ being on the streets with the kids is strong.  Score: 7/10

How brands can avoid #festivalfail this Summer: #youthmarketing

I recently wrote an article for AdNews here on what brands need to think about when activating at music festivals this Summer. Had a little help from my good buddy, Benny Barnett who is an absolute expert on all things festivals. Thanks Benny…

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Festival season is almost upon us, and everyone wants a piece of the action. With a stacked calendar and a continued blurring-of-the-line when it comes to offerings and audiences (IDM vs EDM? Phoenix playing Future Music? Who the hell knows what’s going on anymore) it’s harder than ever for brands to stand out and drive engagement. Conservatively, 80% of brands activating at festivals are wasting their money and creating marketing pollution. It doesn’t take a rocket scientist to figure out that the music festival circuit is the highlight of the Gen Y social calendar and marketers see it as a massive opportunity to get their products and brands in front of this illusive group, en masse. However, approach with caution, as festivalgoers are the most cynical consumers in Australia when brands get it wrong. One negative Tweet, Facebook post or Insta photo can spread like wildfire. .  The kids are there to tune in, turn on, drop out and pick up…and will savage any brand that makes a ham-fisted attempt to horn in on their action in the name of ewmarketing.

So how do you avoid your brand making it on the #festivalfail Instagram feed this summer? How do you appeal to the right audience in the right way when not even the promoters are sure who their actual audience is anymore? Here are some tips to get you on the right track:

 Ensure there’s a genuine value exchange

Brands who think that sticking up a tent, putting your logo on some scrim will keep you top of mind, need to think again. What’s the value exchange? A big bright logo is clearly not enough. At Coachella this Year, Heineken offered free cold storage for your Heineken 6 pack which punters could you access anytime via fingerprint – keeping your beers cold in the scorching heat, #festivalwin.  For Sony Xperia’s sponsorship of Swedish House Mafia’s farewell tour earlier this year, at Iris we created the #together experience, bringing the crowd together like never before. Pre concert, fans downloaded the free Lisnr app and were able to synch their phones with the light show in real time. 50,000 phones lighting up with the main stage. Happy fans.

Don’t try and own the big moments

 Brands trying to ‘own’ the big festival moment or spectacle are destined to fail. Festival promoters and the bands themselves don’t want brands to overshadow their show. Work out what the punters want and do something to enhance their experience. How can you give fans social currency without distracting them? Or how about, hell, creating your own spontaneous moment. In 2011 a bunch of kids laid down dozens of garbage bags and turned the Woodford campground into a giant slip’n’slide. It was miles away from the live stages, but people came a-running. And all the brands were up at the festival because that’s where the action was, right guys? Guys? Buller? Buller?

Understand the varying festival needstates

Creating a one size fits all activation program is a recipe for disaster. Putting your bar, tent or stall up at Big Day Out doesn’t mean it will work at Laneway or Field Day. Status Seekers hit Field Day and Good Vibes. Get those tatts out and singlets off, lads. Remember when Harbourlife banned dudes with no shirts, and how happy that made us all? Expressives hit up Laneway, Young Explorers make the pilgrimmage to Splendour and Falls, and Blokeys get their (mid-strength) bourbon on at Big Day and Groovin’ The Moo. (Note: labels above are my descriptors, not common lingo amongst kids). But why are these kids going – for the tunes? To get off their chops, dress up, have a road trip, tell cool stories, build myth and legend amongst mates? Brands better know before they go.  

Focus on the many, not just the few

Music festivals are the ultimate melting pot, where socioeconomic divides go out the window and the experience is king.  Crews from the Shire party along with kids from the inner west, the North Shore, the Penny basin, and anywhere else you can think of.  Mainstream brands creating VIP experiences do so at a big risk. Oh look, Telco X is doing VIP dunnies? But wait, why can’t I get in there and that guy can? Screw you Telco X. It might look good on a boardroom presentation to say you gave 500 youth a special brand experience, but if the other 20,000 reckon you’re elitist, it’s a #festivalfail. Virgin Mobile got around this at Splendour a couple of years back by giving free tents to its customers, but they had to get them from a secret warehouse outside the festival. Great way to get your brand talked about pre festival.

 Forget influencers at festivals, every single festivalgoer has a massive social voice once they leave the precinct. At Singapore Night Festival, Yelp gave out thousands of glowsticks – people were fighting to get their hands on them. Now imagine a sea of glowing Heineken green at Stereosonic. Yep. 

Be an enabler of self expression

Festivals represent the ultimate opportunity for self-expression. It’s a moment of freedom where you can escape the real world and express who you really are, or would like to be. Brands who create opportunities for fans to be rewarded or celebrated for their individual creativity are the ones that win. Remember, every selfie is an opportunity for stardom within their social networks. Those at home following the festival hashtag feed expect epic pics from their mates. Punters at Burning Man paint each others’ faces with elaborate animal designs – everyone wants in, and they have the living hell photographed out of them wherever they go. And those photos spread online like Chlamydia. Fun with an animal theme? Can’t imagine a brand that would want to get on board with that *cough* Optus.   Beware though, hijacking a meme can be borderline unauthentic if you get it wrong.

Enhance their experience through simple tools

Brands are looking left and right to innovate at festivals with technology such as RFID, as we saw at Coachella festival in the States this year or the Tupac hologram in 2011. The reality is that the best experiences brands can deliver are based on being super useful. Understanding context, environment and mindset is critical. Every year Splendour is a mudbath. You can put money on it. Festivalgoers without gumboots can buy them on site for $50 and up. Bargain, right? A brand giving out cheap branded gumboots would get amazing traction at the event. Or ponchos. Or cheese toasties. Or freaking water balloons! Everyone’s wet anyway, right?

Avoid the on ground social media trap

 Forget trying to do some media activations/promotions at festivals in real time. Punters aren’t checking your Facebook page. Sorry.  Despite ongoing attempts by promoters, mobile coverage is typically rubbish, yes they are taking loads of selfies, but they aren’t actually updating their Instagram and Facebook profiles in real time.  They’re waiting till the next day when they can curate, filter their pics and create highlight packages. #nofilter doesn’t exist in festival world. Which brings me to my last point.

 

Focus social amplification on the anticipation phase and festival aftermath, not during the festival

Brands should focus their content and social media strategy on the lead up to the festival, driving anticipation of their brands involvement. Use your social channels, particularly Instagram (the music festival goers channel of choice) to excite festival-goers as to what you’re going to be doing at the festival.  Generate conversations with behind the scenes footage where punters can learn more about the acts. It’s about staking your claim beforehand so that you’re top of mind when they do get to the festival. Unless your brand is sponsoring the headline act on the main stage, the whole ‘lets broadcast this 3rd tier act on a backstage on our YouTube channel’ play is a waste of money. And, if you’re going to create a wrap up hype video or picture gallery of your brands festival activation, make sure you do it within 24 hours. No on will watch a vid that comes out 3 weeks after the fact. They’ve moved on.

 So, bring on the music, fun and frivolities and hopefully this article will save a few unsuspecting brands from #festivalfail this Summer. 

 

Audience as Characters: the new frontier of #interactivestorytelling

I just wrote an opinion piece for B&T magazine here in Australia on the evolving role consumers are playing in interactive stories. Hope you find it interesting.

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The best brands have always told great stories.  But in the world of real-time social connections, multiple screens and a culture of immediacy, the concept of the brand story is changing.  They’re no longer linear; and they’re no longer told in one sitting. Welcome to the era of interactive storytelling – where audiences become characters influencing the story.

The best brand stories now encourage different levels of participation to achieve maximum impact and scale.  This means designing interactive stories for skimmers (those exposed to the story), dippers (those sharing the story) and divers (those immersing, influencing and advocating the story) is a must for marketers.  Whilst it’s easier to entertain or engage ‘skimmers’, what is interesting is how brands are developing interactive brand stories for the ‘dipper and diver’ audiences –  as these are the most influential groups.

Many brands have experimented with interactive storytelling where the audience becomes the narrator (i.e, Chrysler ‘Steer the Script’, Coke’s ‘Share a Coke’, and many Alternate Reality Games such  ilovebees ARG, The Dark Knight ARG). The other popular strategy has been crowdsourcing the story, where the audience becomes the creator of the whole story. While some brands have done this well (i.e our latest MINI #notnormal campaign in the UK,  Arvo Beers ‘Perfect Lager Project’, Fanta Flavour Lab, The VW People’s Car Project in China, our own digitally customisable London Olympic Mascots) others have missed the mark, (the Raymond Weil’s ‘help design a new watch’ Facebook competition springs to mind) .

But the new frontier for participation branding is putting the audience into the story, as an actual character influencing other characters and the outcome. That is, it’snot just about giving a few people aunique experience (such as the “Best job in the world” campaign) anymore and relying on the online amplification of that (does anyone even remember who won Best Job?), but actually creating multiple stories for the many, democratising the experience so to speak.

To understand this we look to narrative theory – that’s the idea that in any story there are typical characters we identify with – the protagonist, antagonist, foil, mentor, threshold guardian, trickster, minion etc.   If you think about what’s been hot in popular culture, TV dramas such as the Wire, The Sopranos, Breaking Bad (and more recently The Fall, Luther and Game of Thrones) play around with who’s the hero and who’s the villain. While if we look to gaming, we can see evolving storytelling arcs and different role-playing in games such as Bioshock Infinite, Last of Us, Diablo, World of Warcraft, Heavy Rain, Skyrim and Final Fantasy. Narrative theory has even transcended into the music space, with pop band IO ECHO launching an interactive music video ‘Ministry of Love’ that allows audience to control the band through a series of rooms.

So what’s happening at the more ‘creative’ end of interactive storytelling in terms of the role of the audience?

Audience as the protagonist is still the most common approach (e.g. the character ‘Alex’ in Toshiba/Intel’s “The Beauty Inside”), however brands are now playing with more unusual roles – the most famous of those being the audience as foil in Dove’s ‘Real Beauty Sketches’ and Old Spice’s ‘Man your man could smell like’. The role of audience as mentors to the community is also becoming a useful tool, some interesting examples being ‘Curators of Sweden’ (where Swedes get to manage the countries Twitter account) and Google’s Build with Chrome collaboration with LEGO (disclaimer: I worked on this one).

At Iris, we’ve experimented alot by thinking about audience as threshold guardians of the story, where fans work with each other to inspire or help the protagonist achieve greatness. For example, our recent adidas #hitthewinner Wimbledon Twitter game inspired Andy Murray fans to predict where he would hit a winner during his Wimbledon matches in real time. Fans won prizes if they predicted correctly, but what they were also doing was playing the role of guardians motivating him to Wimbledon glory.

So where’s the white space for brands looking to experiment with new interactive stories? Thinking about audience as sidekick rather than protagonist is an interesting place to start. Imagine audiences feeling like they are working alongside the brand. Also thinking about ‘groups of heroes’ rather than relying on one main protagonist to engage. We know people seek brands that help them belong, so brands with big advocate communities should explore this approach. The real visionary brands will involve audiences as an antagonist or anti hero as they look to create provocative ways for characters to interact and compete with each other.

So yes, the brands with the best stories will always win, however, if you neglect to think about what role your audience plays in influencing the story outcome, you’re missing a massive engagement opportunity.

Hansel & Gretel Effect: the hidden trail of digital breadcrumbs #m360 presentation

Yesterday I spoke at the Mumbrella 360 #m360 conference in Sydney and I thought I’d share the speaker notes. The topic was social media and youth and I decided to talk about the concept of ‘digital breadcrumbs’ and how youth are expressing themselves and evading parents using social media tools……

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Brands have and will always be playing catch up with youth culture. They’re always trying to stay on the trail.

As we all know, we’re all leaving traces of our presence across the internet, whether that be through social posts, sharing pictures and videos, or just surfing the web whilst signed in with Google. Think of these as ‘digital breadcrumbs’. So how are digital breadcrumbs affecting the social media behavior of the Internet’s most prolific sharers.. youth (specifically 16-24yr olds)?

I call it the Hansel & Gretel effect, the ways youth are both expressing themselves on social media platforms but also evading parents, marketers when leaving their digital breadcrumbs.

Today’s teens are constantly crafting and curating their online identity. This isn’t a new concept, but the explosion of new visual social platforms like Instagram has turbocharged this behaviour.

Our (Iris Worldwide’s)  recent Planet Hyperconnected study looked at the digital breadcrumbs of 6,000 18-24yr olds across 6 countries including Australia. Amongst other things, we found the average teen is consuming, creating and sharing content for up to 13hrs a day. Yes more than half the day. So they’re creating and leaving a hell of a lot of digital breadcrumbs.

So what are some of the digital breadcrumb themes (both good and bad) we are picking up on right now?

Firstly, we’re seeing the onset of Selfie Obsessed Syndrome – teens spending hours posing for the perfect selfie, or altering it on one of the many free photo editing aps. This is a behaviour that’s celebrity fuelled but also has permeated from youth subcultures driven by fashion and also sports for boys.

Whilst brands have moved away from a focus on image to reality/transparency over the past 5 years, teens are going the other way.

They are trying to create an idealised version of themselves to boost self esteem.

It’s not all fun and games though, there is a real INSTAGRAM- PRESSURE to look your best all the time and have a ‘perfect life’. We’re seeing many teens talk about ‘faking’ checkins at parties or festivals, as they feel the pressure to be seen in the right place.

They’re seeking approval by asking their friends to rate them #hotornot and #rateme on their posts as well as uploading selfies to judgement sites.

Their self esteem and confidence are increasingly being defined by how many likes and comments they get. When you’re a LIKEAHOLIC it’s a constant contest putting an amazing amount of pressure on your appearance.

This girl who we spoke to loves the fact that she gets up to 100 likes when she posts a selfie..for her it’s clearly a sense of validation and confidence.

However, the flipside of the positive validation is that there is an undercurrent of teens with body image issues as their selfies or pics are not perceived to be making the grade.

A week doesn’t go by when we don’t hear another story of a teen committing suicide following a relentless Facebook Bullying campaign by her classmates.

 INSTAGRAM PARTIES

A little cultural trend born in Australia (to my knowledge)

Forget hanging at the local Macca’s or skatepark. We’re seeing Pop Up social media takeovers in the form of Instagram Parties.

Teens getting together, having a party and trying to post enough content to effectively take over Instagram for a couple of hours… Their plan is to #ownthenight

In an era where everything is shared, do teens really give a shit about privacy and do they worry about the ramifications?

Well a global study by Device Research for the Young People’s Consumer Confidence Index found that 68% of 16-24yr olds are not concerned that their social media behaviour could harm future job prospects.

However they are only really concerned with the NOW and those with immediate power over them.

Think about when we were growing up, teens have always wanted privacy – in our day it was our bedrooms with  “no parents allowed” hanging on the door.

For todays youth– the motivations are the same – they still want a place to express themselves away from Mum and Dad, but now it’s a digital hideout instead. They want a place they can call their own and talk their own language.

Comparing todays youth with older generations;

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Their photo albums are now on Instagram

Their MTV are YouTube playlists

Their tapes and CDs are now spotify playlists

Their loveletters are now short sharp Snapchats

Their diaries are Tumblr pages

Their posters are now Pinterest pins

Their playground gossiping happens on facebook…  or at least it did…

Teens still crave privacy, but now Mum and Dad and unwanted friends are now on Facebook following their breadcrumbs.

It’s no surprise that today’s youth are spending less and less time on Facebook. I’ll go so far as to say there’s a movement off the platform by Aussie youth, following the trend from American youth.

There are simply too many chaperones at the party. The average age of a new user is now 47. So teens are getting out of there

So where are they going? Places Mum and Dad won’t find them like Instagram and Tumblr and places where they’re leaving fewer breadcrumbs.

Snapchat is the mobile app of the moment for youth … posts, pics and videos are sent and then selfdestruct within 10 seconds. They use it for meaningless fleeting interactions. It’s either silly selfies or sexting. Youth see it as failsafe way to share, communicate and interact without ever getting stung by mum and dad. As one teen said

‘It’s a way to connect with friends when you don’t really have anything to say.” Anonymous teen

However literally this week sites such as Snapchat Leaked and Snapchat Exposed  have popped up where people are screen grabbing naughty Snapchat pics and sharing them.

 CODED BREADCRUMBS

Another new behavior we’re seeing is youth leaving “coded breadcrumbs” online.

Teens are doing this by creating and sharing Cryptic Content as a form of privacy protection in the digital age. Academics call it social steganography where they control the meaning of content.

This is content that has layers of meaning, and hidden messages. To the untrained eye it can look like an innocent, vague facebook post, insta pic or vine video, but to those that know the inside language, it has pointed meaning.

Pew’s recent study on teens social media habits found that 64% of teens admit to using inside jokes and subtle cultural references to hide what they’re really saying.

As Microsoft researcher Danah Boyd states, ‘The more they share in public, the more they are hiding in plain sight

A recent example of a brand that’s tapped into cryptic content by creating a new language with hidden meaning is Puma with their Dance Dictionary.

So marketers today must be highly perceptive and agile, able to quickly spot and act upon the digital breadcrumbs the Hansels and Gretels of today are leaving behind them.

I think there are several types of brand action to consider when engaging youth in the social space:

CURRENCY

Start with what will give teens social currency in the digiverse, conversation is king. It requires shifting the participation focus from message to cultural relevance that will get people talking.

Brands need to act at the speed of culture, real time marketing is an imperative  – think like a newsjacker,  being able to tap into relevant cultural memes or events and respond with social ideas at speed. At Iris we call it Urgent Genius and creating conversational currency must be a key tenet of your marketing program.

CURATE

Trying to navigate through 13hrs of content a day is hardwork, at a minimum brands need to play the role of curators. Think less about what content you can create (remembering Youtube cops 72hrs of new content every minute) and how you cab make their life easier by being a curator.

Aggregating, organising and sharing ‘best of content’ created by others to add context, narrative and meaning to it.

Coke’s doing this really well at the moment.

 CHALLENGE

Todays youth get a kick out of discovering the underlying meaning, and knowing what others don’t. Challenging youth to discover the hidden meanings and mechanics through gamification. Motivating and then rewarding them for deciphering ideas.

Our Iris team in London recently launched Adidas NEO fashion label using Justin Beiber, our ‘Find my gold shoes Adidas NEO’ idea generated participation by hundreds of thousands of Beliebers, with reach social reach to over 300m people on Facebook. If the reward ‘Bringing Justin the gold shoes you found online’ is motivating enough, people will participate in droves.

 COLLUDE

Finally and most importantly we need to continue to look at ways in which we can collude with youth. I purposely use the word collude over collaborate as I think collaboration is the most overused word in marketing. Collusion is much more about giving youth something special, making them feel like they have the inside track, letting them put their fingerprints on ideas so they can share as their own…in secret without broadcasting to their parents..just to their friends that will give them cred. It’s a word shift, but one I think is critical.

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So yeah it’s harder than ever to keep up with youth culture, but understanding the digital breadcrumbs and the needstates is the key to engaging youth in the social age.

SXSW Day 3 highlights: Talking Shoes, feedforward tech and being tip of tongue

Jetlag subsided, now it’s just a case of dealing with hangovers from 6th Street parties, Tex Mex overload and power chord rage as 70,000 people fight to keep the energy bars of their laptops, mobiles and tablets full charged. I’m surprised the lights are still on in the city to be honest.  Day 3 at SXSW was intense; I managed to attend quite a few presentations, some pretty awesome, some quite disappointing.

Here are my highlights from Day 3:

Wearable tech goes motivational: Google’s Talking Shoe

I’ve been waiting for a jaw-dropping piece of tech to brag about on my Facebook wall. Look no further, it’s Google’s Talking shoe, in collaboration with adidas. It’s an experiment to show how wearable tech can tell inspiring stories for people via the web, and to flog its new advertising platform called Art, Copy and Code. It’s tech with a bit of personality e.g.: if you’re running fast it cheers you on.  Using a small computer, accelerometer, pressure sensor, a gyroscope and Bluetooth the kicks tell the person wearing them what they are doing (or aren’t doing) and can relay that information to their smartphone via a speaker in the tongue of the shoe. Another example of wearable technology being somewhat seamlessly introduced into our lives.

Check out this hype vid.

http://www.youtube.com/watch?v=VcaSwxbRkcE

From Feedback to Feedforward technology

Interesting, yet very academic session called ‘Behaviour Change as Value Proposition’ by Chris Robson explored into the role technology plays in driving behavior change. Obviously a massively diverse topic, but much of the conversation the last few years has been around ‘Feedback’ sensors such as RFID tags and GPS devices providing valuable input to people and brands. The future is all about ‘Feedforward’ technologies intuitively guiding my next option at the point of decision. Chris’ example of going into Subway and Feedforward geo location tech being able to help you decide between cookies or a 12 inch sub by providing calorie info on your mobile in real time.  Google Now is a great example of a Feedforward utility proving real time answer almost preempting a consumer need. Shopper marketers take note as new opportunities emerge to provide intuitive value exchange at the point of purchase that’s.

Top of mind means tip of tongue

Everyone here at a SXSW will claim they’re a bit of a social media guru and know the secret recipe for creating sticky and shareable content. You gotta call BS on a fair few of them. Was refreshing to listen to a Wharton Professor, Jonah Berger talk about his latest book ‘Contagious: why things catch on’ covering the 6 psychological principles for why people share. Sounds obvious, but marketers should focus on the psychology not technology of sharing. Jonah quoted the fact that only 7% of WOM happens online and wanted the word ‘Influencers’ banned, as there was no empirical proof of influencer impact on decision making over the long term. Marketers should focus on the message not the messenger. I’m rather skeptical of this influencer bashing as I’ve seen Influencer strategy work extremely well to increase both reach and engagement, surely all people aren’t created equal in their ability to influence others right?

So the key to contagion or ‘acts of circulation’ as network guru Henry Jenkins calls it?

Making audiences feel like insiders, sharing a secret is key to Social Currency. It’s the first of several “STEPPS” that also include Triggers, Emotion, Public, Practical Value, and Stories, which, if incorporated, can make any product or idea contagious.

Secondly, if something is ‘top of mind, it’s tip of tongue’. Referring to the need for brands to create trigger cues such as contextual names; Meow Mix cat food, natural associations e.g.: Peanut AND Jelly. Rebecca Black’s appalling YouTube Sensation ‘It’s Friday’ has continued to drive mass views on Fridays due to it’s title and contextual trigger of the word Friday.

Unsurprisingly, high arousal emotions drive people to share: humour, anger, fear, and sympathy. Brands need to create what he calls ‘Trojan Horses’, brand assets that could only be from your brand.  “Trojan Horses carry something along for the ride – the message a brand wants to get across in the middle’.

Fortune favours the Networked Mind

The last talk of the day, ‘The New Serendipity’ had some gold dust in it in regards to brands thinking about innovation. Having a beginners mind, reaching out like a child to meet new friends, learn new things and stop looking in the same places is the key to innovation. It’s kind of like a mantra for SXSW, you’ll come across more innovation in the queues talking to random people you meet. I’ll leave you with this John Perry Barlow wisdom bomb ‘Fortune favours the networked mind’.

So Yes, Google stole the show today with their Talking Shoe, but I did leave the conference inspired and looking for my moment of serendipity.

 

 

 

 

 

 

 

 

Smart gets #urbanyouth with #FourTwo skateboarder content

A piece of content I wish I’d created. Great piece of youth marketing by Smart, for their FourTwo. Awesome inspiring use of skateboarders Kilian Martin and Alfredo Urbon to get urban Gen Y’ers to desire their wheels. Simple message, powerfully delivered & totally shareable. Goes to show you don’t need to bombard with features to engage. Thanks to my old colleague @aj_lockhart for the shout.