'Digital' is the way to keep it REAL!

                    Image via WikipediaIt is interesting- its 2011, the age of BBM's and FaceBook's. The age when people - who sit across the table yet are always multi-tasking on a small 4inch by 3" device in their hands.

Let's be honest, how many of us were either at the stadium or at a sports bar or may be with friends at home, watching the 'match of the century'- India Pakistan cricket world cup semi finals. We were geared up in the blue jerseys- 'bleeding blue'- cheering the blue squad to win it. Yes baby.. bring it home.

It all started the day earlier when status messages started reading- Mohalli. Somebody who could not manage to buy the 1000 INR ticket (being sold at 20000 INR), decided to keep it real. His status message read- Not in Mohalli- but my Mohalla!! Yes, there were zillions or ZOOTs of these mohalla parties. But, with each ball, each cheering, each wicket, amidst the cheering of the crowd at the stadium, the pub, there was this new buzzing sound. The buzz of my black-berry. 

Yes, the FB messages were being updated, the blackberry messenger messages being exchanged and all this happening when most of us were sitting - face to face with a huge or not so huge crowd. Infact, what was cool was getting messages from ground zero - the heart of all the action. Fans were updating pictures or sending analysis of the game or just cheering to the sprit of the game.... all in the digital world.

The point is, the digital world is the way we keep it real today. A bit oxymoronic. But that is my world today.

First Lesson In SEO | SEO Resources

First Lesson In SEO | SEO Resources

Cool Marketing Ideas

Consumer experience improvement does not necessarily have to be full of modern day gadgets. It can just be some basic ideas executed well. In my mind, they can be classified into the following categories:

Crowd pleasing:
These are big event, typically taking place in a big city like new york. They are targetted at creating a drama, involve a lot of people and are a 'show and tell'.

Here are a few examples from recent times:

Target: March 2010

This astonishing and beatifully executed live fashion show simply mesmerized us -- and the thousands who gathered to watch on the streets below. An ingenious way to promote a product, while engaging viewers in a tangible experience
http://www.ted.com/initiatives/aws/target_kaleidoscopic_fashion_s.html

Grand central frozen
http://www.maniacworld.com/frozen-in-grand-central-station.html

Dulux Advertisement
http://www.ted.com/initiatives/aws/dulux_walls.html

The candid camera advertisements of Frooti
http://youthonads.com/frooti-why-grow-up/

ICC cricket world cup- the super bowl of India

For marketers in the US,  getting a spot during the Super Bowl is a make or break moment.  In a TV ad spot of 30 sec advert spot, the advertiser experts to reach 43 million eye-balls. Marketers design advertisement campaigns to outdo each other and stand out. The advertisement campaigns generate a buzz post the first unveiling, and continue to genertate viral.  The ROI of these campaigns is not truly identified, but it surely generates high interest.

In India, cricket generates the same high level of interest.  Here is a spot comparison of Super bowl and the biggest sporting event – ICC cricket world cup 2011.

In addition to these, in line with the superbowl trends, leading brands in India have started launching campaigns targeted at the event.  Attached below are a few examples.

Official – ICC campaigns:

http://adsoftheworld.com/media/tv/icc_cricket_world_cup_2011_tightrope

Official- ICC theme song:

http://www.youtube.com/watch?v=aX_drdjUy7E

Some basic facts and figures:

 Super Bowl : Audience 4.5 million ؛ Adversiting spend $10.1 bn
 ICC world cup Audience127 million (India alone) Adversiting spend  $422 mn ($ 150 MILLION)