Content comparison: @ThreeUK vs @O2, which is better?

I’m after your opinion folks, so get ready to hit that ‘Leave a Reply’ section at the bottom of this post.

This week I received a cake* in the post.

A cake with my face on it.


— yes, that is my actual face, on a cake —

This is piece of co-marketing material from both Three and Nokia pushing the unique selling point (USP) of the Lumia 925: the awesome low-light camera. The angle?


Why a cake? Well, it’s a carrot cake. Geddit…?

Anyway, the video that the leaflet directs you too is below, take a look –

OK, let’s park that right there.

Next up, we have this effort from O2. Their phone of choice is the Huawei Ascend P6. The USP? The super-slimness of the device. The angle?


Check out the video below –

Strategically, the two briefs for these could be almost identical –

Drive conversation and engagement around the DEVICE NAME by creating a funny and shareable piece of social media content that will stay true to [the] OPERATOR’s existing online tone of voice, while also highlighting the USP of our hero device.

The execution is obviously very different (plus the former had the additional push of some ‘influencer engagement’ in the shape of aforementioned baked product) but, the question to you, dear reader, is – which one do you prefer and why?

Both are funny in thei rown right, both pushing the USP of a hero device, both deliver the same message but in a very different way. I’m intrigued on your take on it so please, leave a reply below and let me know.



*I also received a hand-carved carrot featuring the Nokia and 3 logo. No, really. I didn’t eat that, nor did I get a photo (EDIT: photo uploaded as requested by carrot-carving fans), however the cake was really quite nice, so thanks for that. Why was my face on it again? 

Five things on Friday #41

Things of note for the week ending October 12th, 2012


1. Awesome birdhouses
From the stylish to the down right scary, these incredible birdhouses have been made specifically to raise money for charity (which is doubly awesome). The whole set is quite fantastic and the one I’ve used above does nothing to illustrate how artistic the creators get…  it just really makes me laugh.


2. Blogger Engagement
A good piece of blogger engagement goes a long way. This is not news admittedly and there’s probably enough in this to warrant another blog post for another day (note to self: start this draft). But for now, let’s talk about some great pieces that have happened lately.

First, from the lovely chaps looking after social media for Tsingtao Beer. I’m not a huge Tsingtao drinker but, after some great banter with the aforementioned digital team – I know I’m going to order it next time I’m out for Chinese, certainly. I’m also going to vote* in the Tsingtao Beer ‘Legacy of Taste‘ competition, which is the search to find Britain’s favourite Chinese restaurant. You should vote too.

Second, Motorola announced their brand new Motorola RAZR i the other week and, in all fairness, I rarely take notice of anything Motorola do as I’ve never used any of their devices and it’s not a brand that’s ever interested me. However, after a delightful email from their representatives here in Europe, not only have I LIKED THEIR FACEBOOK PAGE but I’ve also mentioned the phone a couple of times on the podcast AND I’m also looking forward to actually getting my hands on one and having a play.

That’s all down to decent blogger engagement.

Look, I know this all sounds incredibly pompous but I collect blogger engagement. When I was engagement director at the ‘heads I made it my job to constantly review with the way we engaged with different communities; I have given entire presentations (internally, of course) based around bad engagement copy. It’s a habit I’ve kept since leaving and well, blogger engagement done well should be applauded more often.

So, Christine at Edelman and Tom/Robbie at McCann, if you’re reading this – good work.

3. BMX Boy
This is four year old Malcolm, out BMX-ing/Mountain-biking with his dad. It’s nine minutes of smiling from ear to ear.

My dad and I used to go scrambling around tracks like that. I miss it.

4. The Mayor of Mars
The Mars Curiosity Rover is using Foursquare to track its progress across that reddest of planets and, just last week, it became the Mayor of the Gale Crater.

I love love love the way that the team at NASA are using social media tor drive interest around this most awesome of human exploratory missions. And big up to the Foursquare team who are helping them do just that. Well done.

5. Stupid stuff
My girlfriend sent me this during the week and for some reason it makes me crack up just looking at it/him –

I’m laughing right now. Hahahaha… the artist behind this masterpiece is one Natalie Dee.

Go seek her out.

Bonuses this week: a 15min speech from the Australian Prime Minister labelling the leader of the opposition a hyprocritcal misogynist is absolutely fantastic (seriously, watch it); a blog post entitled ‘the most interesting underpants in London‘ really does live up to its name; and finally, this is probably the best volcano video you’ve ever seen – hit HD, make it full screen and ENJOY.


*If you’re interested, Royal China got my vote. 

Engagement: BRINK

A week or so ago, while en route to see X-Men: Class, I happened upon this piece of advertising for BRINK.


I don’t know what it is about this image that is so striking (or in fact what it actually says about my brain’s stimulus/response mechanism), but for some reason it makes me want to find out more. Of Brink, at the time, I knew nothing. Further exploration has uncovered that it’s a new first-person-shooter (FPS) and that actually, apparently, it’s not very good. Translated: I asked a fellow gamer and he said – “Well, it’s alright.”

The image above has stayed with me. If there was a demo, I’d download it -  as a hook, it got me.

However what has yet to happen to my nascent advocacy is any kind of pick up.

Advertising like this is crying out for integration. And by that I’m not just talking about having print, TV and outdoor all matching, I mean having a demo available, having monitoring tools in place picking to pick up any mention online, some kind of a social presence/activation/engagement strategy – something, anything that is there ready to spot that I have an interest.

As it stands, my gaming schedule(!) currently consists of re-visiting Modern Warfare 2, playing to the end of Red Dead Redemption and slowly getting drawn into the world of L.A. Noire. Room for another game in my life, there is not.

But Brink really does have me thinking; both about the advertising campaign around it and of course, the game itself.



Incidentally, sometimes it works the other way around – this piece of engagement for Bulletstorm for instance fell on deaf ears. I had no idea who or what Bulletstorm was or is and found myself googling it to try and find out more. Frustrating really; I loved the asset, but the whole thing lacked any kind of personalisation. It did actually drive me to download the demo mind, but still – it left me feeling somewhat empty.

1000heads: Demystifying Online Engagement

Last Friday, while all the cool kids were playing nice at our first ‘in-house’ Tuttle, I was dispatched to the NMA Live event: Demystifying Online Engagement

The event was an interesting one to say the least, with advertisers, media planners and buyers all discussing what kind of cost per engagement (CPE) models they should be working towards and what kind of results they should be expecting.

I went in with a slightly different angle.
My brief was as follows:

Engagement Beyond Advertising: Identifying and Evaluating Engaged Customers in the Social Space”

First off, it’s important to establish what is meant by ‘the social space’. Social, more now than ever before, implies ‘online’. However, that’s not strictly true. Word of mouth is both an online and an offline activity. Conversations can happen EVERYWHERE.

And if conversations can happen everywhere then people can be engaged anywhere.

But what do I mean by engagement? Each speaker had their own interpretation. For me, an engagement isn’t just simply clicking through on a banner ad, nor is it really watching the video that rolls after said click.

True engagement is about the beginnings of something much bigger. The beginnings of conversation.

Whether that conversation be between brands and people or between people and people, what does it mean to be truly ‘engaged’?

How many brands have to ‘engaged’ with today? How many people?
How and where?

This is something I’m going to have to come back to another time. The NMA has written up their thoughts on the subject (based on the presentations from the day), but for now, take a look at the slides below and let me know what you think –

There are some notes that go with each slide but they can only be viewed over on slideshare.

As ever, I’d be interested to hear what you think.

What does engagement mean to you?
Where are your social spaces?
When are you truly engaged?