Author Archives: Adam

NYC Digital Chief Officer

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WHY THIS IS IMPORTANT –

Now here is a job with real reach.  Bloomberg has been at the forefront of turning NYC into the leader in digital data and harnessing new technologies.  This tech focus has helped foster an improved metric system for the police as well as help guide the city into thought provoking policies such as the Times Square pedestrian initiative.  I can only imagine how well connected the candidates for this position will be.   What an amazing job!  NYC is like a laboratory for digital initiatives given the rat maze nature of the landscape and participants.  And yet there is so much more that can be done – imagine a 311 video helpline, VOD business initiatives, picture library to chronicle what infrastructure elements need repairing.  So many ideas and one fun place to implement.

Five Reasons Why 48 Hour Magazine F#*$ing Rocks

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Five reasons why 48 Hour Magazine f#*$ing rocks

1. It’s about time some savvy journalist step it up and take the journalism game to the next level by doing a “a raucous experiment in using new tools to erase media’s old limits.” The past few years I often find myself flipping through magazines saying to myself “old news, old news, old news.”  Then thinking, “geez, print media is in trouble.”  Maybe this is the model of the future?

2. It’s crowd-sourcing, wisdom of crowds, or whatever you want to call it at it’s best!  In 10 days before the kick off, over 6,000 people signed up to take part in the 48 Hour Magazine experiment and they received 1,502 submissions for articles.  That’s awesome.

3. The team is a bunch of free-wheeling-forward-thinking-street-savvy-hippies from San Francisco.  San Fran cats might tilt “towards the left” but you can never deny that they are revolutionaries up there in northern California, always willing and able to define the new rules of the new school.

4. They leveraged social media platforms such as Twitter, Ustream, and their blog to invite people to participate in the action with them!  Smart, smart, and smart.  Forget the velvet rope that old media loves to put up – 48 hours magazine wants to and struck an immediate bond with their new fan base.

5.  Their first issue is all about something WE ALL can legitimately relate to at the moment.  “Hustle. Whether you’re employed, not employed, a student, parent, child, or even a lazy bum.  Living in America requires you to have some form of hustle to get what you need.  A decent education, decent medical coverage, a modest income, long walks on the beach – whatever it is – it all requires hustle.  Not only did 48 Hours come up with a brilliant idea and a savvy execution – they created a relatable product.  Bravo ladies and gents – bravo!

http://magcloud.com/browse/Issue/81528

@mitchkapler

“maybesomesunwilldomegood”

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Some of the recent digital SLR cameras that have been hitting the market shoot 1080p full HD at 24 frames-per-second, have extra low-light performance, and huge range of compatible 35mm lenses. This new breed of cameras allows the average student, accomplished artist or professional, and everyone in between to shoot cinematic quality with a simple, low budget approach!

My favorite new camera is the Canon 1D Mark IV, used to shoot the below video maybesomesunwilldomegood. Believe it or not, the video is shot using almost exclusively natural light.

So go shoot that western horror musical you always wanted to.

Uniqlo’s World

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So many interesting details in this article.  From management style to franchising philosophy to brand loyalty – Uniqlo offers such a solid product in so many varieties at such a discount price that everyone can find something they like.   By using data to drive/inspire their sales force and insisting on their strict engagement practices – folding, phrases, the payment process – Uniqlo has designed the experience as much as they have designed the clothing.  Walking into this store – you feel the attention to detail and the effectiveness of the white backdrop and floor to ceiling shelves that gives the impression of insane multitude of varieties.  Uniqlo has gone beyond its competitors in designing the experience of shopping and serving customers.  I also find it fascinating that their sales staff has such intriguing/diverse looks but that their techniques and training is exacting.  Great article.

Marketing for Docs

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Docs are always fascinating because they can bring attention to an issue or story that has been unrecognized.  It’s truly an art form that can create change.  From INCONVENIENT TRUTH to THE COVE – docs that cross over into popular culture become massive hits and can cause policy change (TRUTH) or even fishing habits (COVE).  Kudos to The Works – a doc distribution company that prides itself on finding those gems that might play to a four quadrant audience.  There seems to be a pretty solid formula for making docs successful commercially.  The goal is to eventize the docs – If it’s an issue doc then you need a built in network of support – that can come from a social networking support or celebrity support.  As The Works preaches – “Distributors are not just buying a film, but buying a support structure.”  I also like the idea of gathering an audience before the doc is released (the support system) and also treating theatrical not as the end all be all but rather as one part of a strategy to build an aggregate audience.  So many interesting ideas in this article.  Take a read.

Characters Very Welcome

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I am a big fan of USA Network’s marketing department.  Not only do they have one of the best taglines in the business – Characters Welcome – and not only does that tagline perfectly summarize their programming but they are constantly moving beyond the TV to bring consumers to their channel.   They took their tagline and created a roving art show – The Character Project – http://www.usanetwork.com/characterproject/ – and now they have turned a social media friendly war between two of their shows into extra content.  By treating shows as connective fabric of the network instead of individual  properties they drive interest in both programs.  Its smart business and opportunistic marketing.

Serious Brand Love

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Brands are a way to define ourselves. In hoops, its Nike or Reebok, In technology, its famously PC or Mac. As we continue to associated ourselves with brands in deeper more personal ways and as those brands find more sophisticated ways of relating to their consumers – its only inevitable for brands to become more encompassing of our lives. And the brands with the most fervent followings? Well, love and dating are not too far behind. Check out Cupidtino for Apple fans. If you really really love Apple – do you think you might get along with someone who also does? If our brands tell better and richer stories about what they represent – its only logical that those stories connect to a deeper part of ourselves – to our values and beliefs. I wonder what other brands could form their own dating websites?

Return to Long-Form

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As our culture evolves and our attention span expands and contracts, traditional advertising and media shift shapes to keep up.   Lifestyle brands like Absolut have started tapping artists to collaborate and do something truly different, hoping it will lead to something exceptional, and attract consumers at the same time.  Well Absolut, congratulations.  Absolut gave Spike Jonze a brief to write and direct a film depicting creativity conquering conformity, their very own brand vision.  What came of it? A 30-minute robot love story. www.imheremovie.com

And before that a 15-min documentary about Jay-Z’s “Answer the Call” benefit concert. http://creativity-online.com/work/absolut-nyz/19439

This video-slash-short-film-slash-advertisement is one of the most popular pieces of longer form content in awhile.  It gives us some intimate time with JHOV, and another reason to talk about Spike.  It gives Absolut a deeper and better brand experience for their consumers.  I consider it a win-win.

And if you need to drive some traffic to your site maybe try getting director, Romain Gavras. I hear he’s the new badass on the block.

- Ashlye Vaughn

Stories From the Masses

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I am gonna get on my soap box for a hot minute.  There have been several projects revolving around crowd sourcing the ideation process for story.  Where the audience can help drive the narrative.  I think this is a gimmick worth passing on.  There is something intrinsic about the creator/audience dynamic that is lost when everyone is invited into the process.  Not to mention the idea of an auteur of a vision that is singular.   Now, some will say that there is a lot of crap on the market now and maybe the audience can do better.  While there is a lot of crap in the marketplace there has also never before been as much amazing material as well.  I will rely on an old adage from another field to sum it up best– ‘too many cooks in the kitchen’ equals trouble.

Niche is Cool

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WHY THIS IS IMPORTANT –

I am fond of saying at Headsets events – ‘it’s not how many people show up but rather it’s about the same people showing up over and over’.  The same goes for blogs.  The niche culture we are in makes a lot of sense.  While there will still be over-arching hits that cross all kinds of demographics, the key these days is how rabid your base is.  I would much rather have a million die hard users than ten million passive ones.  People who are die hard help improve your product, are more commercially active and will be better brand ambassadors.  They key is what niches are the most lucrative.  Early returns have technology and entertainment as the front runners.  But really I think as long as there are ways for consumers to purchase items – then the there are plenty of niches out there to be explored with big returns.