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.
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This week I received a cake* in the post.

A cake with my face on it.

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— 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?

YOU HAVE BEEN LIED TO. CARROTS DO NOT HELP YOU SEE IN THE DARK.
THE LUMIA 925 HOWEVER, DOES.

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?

MODERN DAY PHONES LOOK TERRIBLE IN YOUR POCKET.
THESE ‘VISIBLE MOBILE LINES’ OR ‘VML’ NEED TO BE NO GONE.

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? 

So I got the call…

[youtube]http://www.youtube.com/watch?v=6g9TXTSCccM[/youtube]

…I’m off to Helsinki to talk Social at Nokia with some of the best in the business.
If you’re one of the lucky few who are going, I guess I’ll see you there.

If not, watch this space – no doubt I’ll write some of it up 🙂

More to follow…

Social Tool, Tool!

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There I was, on the train, on the way into work this morning and I’m listening to a couple of chaps in the next seat talk about plans for a new online marketing strategy…

Yes. That’s right. ON A TRAIN.

So before we even GET to the whole ‘Social’ thing that I’m about to rant about, let’s just take a moment to appreciate the stupidity… or maybe even the complete lack of joined-up thinking that goes hand-in-hand with talking about this kind of stuff on PUBLIC transport…

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Done that? Goooooooood.
Idiots.

Anyway – so here they were, these two suits fellas, talking about ‘Social Networking’ and how they ‘really need to get involved’ to make this campaign really work.
Well I say ‘they’ it was more like just the older bloke telling the younger bloke, what he needed to get their new campaign off the ground…
The older chap opens:

“Look, I need you to tell me about what you can do with YouTube?”

“I can upload videos…”

“Yes. I’ve seen that. But what can we do with YouTube?”

“Aside from upload the videos, well…er…”

“WE NEED YOUTUBE!”

“We have…er…”

“Listen, we’ve got to hit millions of people! Millions. We won’t do it without YouTube.”

And so the conversation carried on, covering such things like MySpace, Facebook and even Flickr but all the while keeping the same familiar pattern, (I’m actually quite surprised I didn’t hear the classic phrase ‘Right, we need a viral’… I may’ve said something at that point)

Anyway, this whole thing got me thinking. I wrote a post about Mobile Advertising for Mobile Industry Review, (then SMS Text News), a few months back outlining the need for complete alignment when dipping your toe into the mobile ad space.
This one was easy, at least this time round they had some kind of idea as to what they were doing…
These two guys on the 9:53 out of Paddington however? Not a hope.

YouTube, to use the example given, is not something you ‘do’, it’s something you use, (like a tool, see).

The best way for me to illustrate this is with cups.

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If your boss turns to you one day and says “I want to do something with YouTube”, what do you say back?

Well look, you’re clearly happy to put anything into the cup as it were; be it lemonade, orange juice, blackcurrant or whatever – But your boss, or whoever’s running the marketing team needs to tell you what that is. The cup is another way of presenting your content. It will speak to different people in different ways. I would not use a cup for anything other than what it is good for… and that is drinking, nay – consuming!

On top of that you also need to ensure that the same blackcurrant you’re using in your cups is being used in the other dispensers that you have at your disposal. I mean, you have other cups right? Right?!
Yeah you do… The banner ads, the traditional print, the skyscrapers, the tv/radio spots etc…
Them. Yeah. They’re cups too.

So when asked, “…like flickr, like YouTube”…etc, they’re just a variation on the cup.

You can help them hold it, you can help others drink from it but what you can’t do is fill it.
Give people some cool stuff inside the cup, don’t just give them the cup.
On it’s own, the cup is nothing.

With planning, time and effort from all parties – the cup can become an integral part of a much larger picnic.

Social Cups, Hugh would be proud.

“What Wii did on Sunday…”

First official ‘proper’ post of the new blog site, AHOY!

How to make a Minority Report-esque interface using your Nintendo Wii!
(by yours truly and geekyouup aka Richie Hyndman of Mippin fame)

🙂

Now, this all happened thanks to the awesome social media world of the internet, how?

Well the thing is, I (along with a few others) like to organise Mario Kart Wii competitions over Twitter.
So far so Nintendo Geek…

But ‘Wadds‘ – aka Stephen Waddington, Managing Director of Rainer PR – spotted this regular occurrence and decided to share that he’d given up playing games on his Wii and how he now is all about creating something like this.

“Wow, cool!”

I took that link, threw it at Richie and he came straight back to me and said:

“Come over Sunday, let’s do it!”

ROCK. ON.

So – Big love to Johnny Chung Lee for showing us the way – and also bonus props to Stephen for giving us some blog love first thing this morning!

Nice work all round,
Cheers.

🙂

To My Blog Readers

Morning loyal readers,

First off – apologies for not following up with Thailand stuff…

I’m off to Glasto this weekend and I’ll be blogging as much as I feasibly can….

Cool beans – I’ll post back here again when I’ve sorted out my web arrangements…
See you soon,

(and thanks again for reading)

James. x