1000heads: 3CT #1

aka ‘Three Cool Things’

We’ve been running the above event at the ‘heads now for the best part of 18 months. If you follow @1000heads on Twitter, you may have even spotted us mentioning it in the past.

Up until this point however, unless you’ve been in or around our office at 5pm on a Friday, you wouldn’t ever know what actually we get up to.

It’s time for that to change.

#3CT, as it is known internally, is our way of shutting the laptops, sitting down together and sharing the three coolest things we’ve seen that week. From now on, every Monday* we’ll be sharing (where possible**) those things from the week before with you too – hopefully kick-starting your morning and your week with some awesome creativity.

Sometimes it’s our own work, sometimes it isn’t. Sometimes it’s new stuff, sometimes it’s old. Sometimes it has no relevance to word of mouth whatsoever but has simply sparked ideas in our ‘heads.

Welcome to #3CT.

First up, Hatim Zakout wanted to show us this awesome video from Cadbury, showing off their augmented reality partnership with Blippar.

Working in-line with their 2012 Olympics-based Spots v Stripes campaign, the AR in this video is cool for a whole ton of reasons. But why we like it is that it takes an everyday object that you wouldn’t normally look twice at (the chocolate bar) and turns it into a campaign-focused augmented reality game.

Very cool.

Second, Emma Parsons took the company through the great work currently being demonstrated by the Bulmers ‘Experimenters Wanted‘ campaign.

A cursory glance at the Bulmers homepage right now will show you an abundance of different executions all trying to encourage experimentation, with rewards available for the brave-hearted. All of this in the name of their new drink, ‘No.17’.

Why is this cool? Well (and there was some discussion around this), some ‘heads thought that it tried to do too much – however, others felt that doing all of these different ideas lived up to the exact principles that the campaign is trying to endorse; be different, try something new. Good work Bulmers, definitely cool.

Finally, for our third cool thing, Michael Quinn wanted to talk to us about KLM and their recent ‘Tile Yourself‘ campaign. We’ve talked about KLM before here at 1000heads, and their work is constantly referred to as some of the best in the business. ‘Tile Yourself’ is awesome also.

The above is merely the launch video. To watch the whole ‘this is what we did’, you have to head over to the Facebook application page which is still live. On Friday we talked about how while this is a huge idea, it is also uniquely KLM. The Delft blue portrait element just works for the brand, perfectly.

Also, picking up on the case study video, there is a danger in digital/social media marketing that when creating campaigns (especially on Facebook) of ‘the legacy problem’ – what to do with an app/page/group (delete where appropriate) when the work is done.

KLM have countered that by simply leaving the app URL active and have made it the only place where one can see the case study video of what they did.

A great lesson in social media marketing best practice.

That’s it for #3CT for this week, thanks for stopping by.

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*Yes, I know it’s Tuesday. But rules are there to be broken, right?
**Sometimes we’ll share new (top secret) facts and (NDA’d) figures, or the latest cut of a soon-to-be-released video/case study. Obviously we can’t share these but, when this happens, we’ll always try and find a replacement.

Travel & Tourism: KLM

We’ve been talking about running different themes here at the ‘heads of late and one that continually pops up over and over is that of Travel and Tourism; who’s engendering positive word of mouth and who isn’t.

Not one to focus on the negatives, I thought I’d kick this session off with a focus on my favourite social-airline; KLM.

KLM Royal Dutch Airlines (to it its full name) has been playing around in social for a few months now and their activities to date really are quite interesting. Rewind back to December last year and you’ll find this delightful ‘social (media) experiment’ around putting smiles back on the faces of KLM’s travellers.

I’ve talked about ‘Surprise and Delight‘ before and how brands (big and small) can reap success in this area; believe it or not, creating smiles and happiness is a fantastic way to build both customer loyalty and positive conversation.

The great thing about KLM is, they didn’t stop there. After testing the water with the above marketing campaign, they then added social to the care side of the business – with their ‘Extended Service on Social Media‘ initiative.
To quote:

“Want to get that seat by the window, rebook your ticket, or find out how to bring your surf board? Tell us on Facebook, or send us a ‘tweet’!

Ask your question on any day of the week, between 8:00 and 23:00 hours, and we will reply within the hour.

Requests such as rebooking your flight, we try to arrange for you within 24 hours. By using “instant messages” or private messages, your personal data remain protected.”

Good job guys.

Finally, to top it off, last week they launched this neat little viral video to demonstrate the new space available in their business class section.

Being charming, funny, informative and coming in at 1min 40s precisely, the video hits the sweet spot just right. So that’s Marketing, Care and now Comms; all covered off with smart use of social media.

And why? To create positive word of mouth, brand loyalty and of course, ultimately – an uplift in sales.

KLM – we salute you.