These are the 5 guiding principles I believe need to be implemented by companies moving into digital:
Each piece of work should strive to touch each of these 5 principles.
The Brazilian striker Alexandre Pato, born 18 years ago when Napoli last won the championship, is expected to make his feverishly anticipated debut for Milan. Beginning at the age of 3, “Pato” has already put 15 years into his career.
Nicknamed ‘The Duck’, the translation of his surname and place of birth, Pato is regarded as one of the most exciting young prospects in world football in recent years.
Pato, signed from Internacional di Porto Alegre for 14.5 million Euros (equivalent to $21.5 million today) after the under-20 World Cup, is the most highly regarded player to come out of Brazil since Kaka, his Milan teammate. But because of his age, he had to wait until January to be eligible to play for the senior team.
This is what he is: Cool, calm, collected, communicative, endearing. This is what he is not: Over-hyped. Most of the hype is coming from his fans themselves, including a few photo montages on YouTube by love-sick self-dubbed Patomaniacas.
I was struck by the similarities to our own Lewis Hamilton.
I was going to add to Brand Noise’s conversation, but it involved logging in and alot of hassles, so I’m tracking back to them.
Following on from the below quote, AGRs have really taken off recently.
‘Lost’ carved out a huge following last year with it’s online biscuit trail of rumour and intrigue, and it’s going for it again with Fly Oceanic Air.
It started with billboards spotted in Knoxville, Tennessee. The billboards advertised a URL, www.flyoceanicair.com.
On visiting the website, you are sucked into an adventure involving multiple websites, video diaries, photos with text hidden among the pixels, clue hunts, and strategy games. You can even call a toll-free phone number and get progress updates about the search for missing Oceanic Flight 815. Interesting characters and mysteries keep web players engaged and new content is posted at seemingly random intervals, forcing frequent check-ins to see if there’s anything new.
Last week Enitech Technology popped up as well…
- Enitech Research’s blog began posting in June last year, with links off to other bogs starting in October. Content on it started coming thick and fast at the beginning of the month.
- Despite that, even as early as October there are blog posts which link out to other fake blogs which go into minute details concerning the physics behind the research companies.
- 4 days ago a video was posted onto YouTube by an Enitech employee, in it she mentions that they’ve created something that enables them to see something like 1193 into the future.
- The FOX promotional website to Terminator: Sarah Connor Chronicles (http://www.takebackthefuture.com/) has a countdown clock matching the same number of days.
- In the video she mentions that one of her previous jobs was at Cyberdyne (which any Terminator fan will remember as the California tech outfit that reverse-engineered the technology to build Gov. Arnold Schwarzenegger).
- There’s a Facebook group for Former Cyberdyne Systems Employees.
- Enitech’s blog post today integrates comments & suggestions left by visitors on previous posts.
ARGs are a perfect fit for sponsors looking to fund immersive, cutting-edge brand experiences and for people who love a good story — not to mention the feeling of contributing to it — There’s a whole genre of interactive experience here that we’re only just seeing the start of…