NYT: The Mystery of the Flying Lapt


http://mobile.nytimes.com/2012/04/08/travel/the-mystery-of-the-flying-laptop.xml

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Going coin hunting with McDonald’s

Each QR code could be scanned once a day and only four codes could be collected each day. Customers had to collect a minimum of ten coins to redeem a menu item. The messages were generally good at driving sales. However, studies showed that customers don’t buy into the programme because of brand relation – they do it because it is cheap and convenient. With the increased competitive situation in Denmark it was clear that McDonald’s had to differentiate its communication in its value range – otherwise they would be an easy target for price-orientated attacks, from among others, Burger King.

Reacting and reaching out – on multiple platforms
As the target audience was moving away from traditional platforms, in favour of digital media, McDonald’s had to react and evolve in to a brand that could connect and engage on multiple platforms instead of just pushing messages. The first step was initialised in October 2010, with the creation of a Facebook page. With the foundation for interaction established – McDonald’s had to build on top of this, ensuring a strong relationship with its consumers and build engagement.

In order to build differentiation into the value programme it established a brand connection – and not just a ‘price connection.’ At the same time it aimed to maintain the perception of the programme so that its customer’s perception of the price remained the same, otherwise it would risk losing sales to its competitors.


 

bizcommunity.com

COPENHAGEN, DENMARK: McDonald’s had been communicating its value programme ‘Coinoffers’ via mainly TV, radio and out-of-home posters to teenagers and young adults for many years. ‘Coinoffers’ was a campaign that revolved around a smartphone app for iPhone and Android that scanned custom QR codes around the country.

click to enlarge

Each QR code could be scanned once a day and only four codes could be collected each day. Customers had to collect a minimum of ten coins to redeem a menu item. The messages were generally good at driving sales. However, studies showed that customers don’t buy into the programme because of brand relation – they do it because it is cheap and convenient. With the increased competitive situation in Denmark it was clear that McDonald’s had to differentiate its communication in its value range – otherwise they would be an easy target for price-orientated attacks, from among others, Burger King.

Reacting and reaching out – on multiple platforms
As the target audience was moving away from traditional platforms, in favour of digital media, McDonald’s had to react and evolve in to a brand that could connect and engage on multiple platforms instead of just pushing messages. The first step was initialised in October 2010, with the creation of a Facebook page. With the foundation for interaction established – McDonald’s had to build on top of this, ensuring a strong relationship with its consumers and build engagement.

In order to build differentiation into the value programme it established a brand connection – and not just a ‘price connection.’ At the same time it aimed to maintain the perception of the programme so that its customer’s perception of the price remained the same, otherwise it would risk losing sales to its competitors.
Leer más “Going coin hunting with McDonald’s”

La delicada situación del servicio de música Grooveshark

La plataforma social para escuchar música en la nubeGrooveshark acaba de perder al sello discográfico más importante con el que tenía un acuerdo. EMI ha roto el contrato con el servicio alegando que éste ha incumplido sus obligaciones financieras. Este no es el único lío que tiene con grandes distribuidoras, ya queUniversal, Sony Music y Warner Music lo han demandado por infracción de copyright.

EMI es uno de los grandes sellos discográficos a nivel mundial, entre otros derechos tiene los de grupos populares como The Beatles o Coldplay. La ruptura del contrato supone para Grooveshark la pérdida de la que era la única gran distribuidora -considerada como entre las llamadas ‘mayor’ de la industria – con la que tenía un acuerdo.


La plataforma social para escuchar música en la nubeGrooveshark acaba de perder al sello discográfico más importante con el que tenía un acuerdo. EMI ha roto el contrato con el servicio alegando que éste ha incumplido sus obligaciones financieras. Este no es el único lío que tiene con grandes distribuidoras, ya que Universal, Sony Music y Warner Music lo han demandado por infracción de copyright.

EMI es uno de los grandes sellos discográficos a nivel mundial, entre otros derechos tiene los de grupos populares como The Beatles o Coldplay. La ruptura del contrato supone para Grooveshark la pérdida de la que era la única gran distribuidora – considerada como entre las llamadas ‘mayor’ de la industria – con la que tenía un acuerdo. Leer más “La delicada situación del servicio de música Grooveshark”

The 2011 Web Analytics Review – Infographic based on Google’s 2011 Data


Via Scoop.ithuman being in – perfección

Hundreds of thousands of websites across the globe have participated in Google’s ongoing study of web browsing behavior. So far, the results of the study have been very insightful. For example, global bounce rates and average time-on-site metrics are decreasing. In the operating systems wars, the Macintosh market share is steadily growing, while the Windows market share is dropping. Dig into the data presented below to discover global web usage trends.

The 2011 Web Analytics Review

View an enlarged version of this Infographic »

Via blog.kissmetrics.com

Del porno a la publicidad: ¿un salto demasiado ambicioso? : Marketing Directo


Via Scoop.ithuman being in – perfección

Para promocionar el concurso de nuevos directores que cada año organiza en el festival de Cannes Lions, la agencia londinense Saatchi & Saatchi ha lanzado un divertido viral protagonizado por un director de cine porno que aspira a dirigir spots publicitarios.

El viral, dirigido por Chris Palmer, narra la filmación de un anuncio por parte de un director porno con aspiraciones publicitarias que no puede, sin embargo, dejar de lado la iconografía y el lenguaje de aquello en lo que se mueve como pez en el agua: la pornografía.

Via www.marketingdirecto.com

Del porno a la publicidad: ¿un salto demasiado ambicioso? : Marketing Directo


Via Scoop.ithuman being in – perfección

Para promocionar el concurso de nuevos directores que cada año organiza en el festival de Cannes Lions, la agencia londinense Saatchi & Saatchi ha lanzado un divertido viral protagonizado por un director de cine porno que aspira a dirigir spots publicitarios.

El viral, dirigido por Chris Palmer, narra la filmación de un anuncio por parte de un director porno con aspiraciones publicitarias que no puede, sin embargo, dejar de lado la iconografía y el lenguaje de aquello en lo que se mueve como pez en el agua: la pornografía.

Via www.marketingdirecto.com

Instagram for Android hits 1m downloads in under 24 hours


Via Scoop.ithuman being in – perfección

Instagram’s Android launch has been a successful one, with the company hitting the 1 million downloads mark in less than 24 hours since it became available on the Google Play marketplace.

Given the huge early excitement, we wouldn’t be surprised if the app broke the 5 million download mark within the coming days.

We decided to put it through its paces to see how the Android flavor compares against the one that iPhone users have grown to know and love. We found that much of the aesthetic had been ported over from iOS, with just a few concessions to Android user interface conventions. There are a few interesting details, which are all discussed here.

Via thenextweb.com