The 3rd Scrubber Bar series is up… The three things you must keep in mind for interactive content: Where is your content headed? Where is your audience? And how do you get the two of them aligned? Marketers use interactive content to prompt engagement with consumers. See the page on the Ogilvy/FastCompany partnership at http://www.fastcocreate.com/1683003/distribution-is-the-recipe-for-content-success-in-interactive or watch below.
The next of our “Scrubber Bar” stories is up on the FastCompany Co.Create site.
This week, we take a look at story arcs and how audience behavior demands that we take a new look at how we tell stories online. Agree? Disagree? It is more science than art.
It is nice to see this week’s Ad Age viral video chart. In addition to the “A Boy And His Atom” IBM project, Ogilvy has two other videos in the top 10 from across our global network (which has just won the CLIO Agency Network of the Year for the second year in a row).
We are doing a very cool project with Fast Company called Co.Create that is worth a look for many reasons.
My first “Scrubber Bar Stories” vlog post is up today Digital Experience is Content by Another Name: Finding the Diamond in the Coal.
You can also watch the video below.
Why make a movie starring atoms? A good explanation of why IBM and Ogilvy went down this road. From Co.Create:
BY: JOHN KENNEDY, IBM, AND STEVE SIMPSON, OGILVY & MATHER
By the time midnight rolled around this past Wednesday, a demonstration by IBM scientists on the subject of atomic-scale magnetic memory had been viewed more than 1 million times–in less than 24 hours; a day later, more than 2 million.
Of course, this demonstration took a novel form: it was released to the world as The World’s Smallest Movie (and was so certified by the Guinness Book of World Records). A stop-motion movie telling a simple story, it was made by moving atoms, magnified 100 million times by a scanning tunneling microscope, at -267 degrees C.
IIBM and Ogilvy make a big impact with the smallest of building blocks in their latest video, billed as “the world’s smallest movie”—a rudimentary stop-motion animation made by IBM scientists using a special microscope they invented to move atoms around on a surface.
Ad Age covers the story of “A Boy And His Atom” and the work IBM and Ogilvy did to make it happen. http://www.adweek.com/news/advertising-branding/ad-day-ibm-149062
I’ve always been drawn to working with big brands because the potential to do the impossible is always there waiting. This is a realization of that potential: IBM Research presents the world’s smallest movie, “A Boy And His Atom”
See the making of video and loads of behind the scenes content at http://www.youtube.com/madewithatoms
I had the pleasure of speaking on the topic of mobile video at this year’s Interactive Advertising Bureau Mobile Marketplace in New York. I sat down for a brief interview after my session which provided the fodder for the following clips.
I had the pleasure of serving as guest editor for Issue #6 of Grow, an online magazine partnership between Ogilvy and IBM. The topics? Video and content, of course.
My partner in the OgilvyOne Content Marketing Practice, Mina Seetharaman, has a great new post on the Sell or Else blog about our approach to content marketing.
Mina covers some good ground…
But what exactly IS content marketing? How do we describe it to clients, let alone convince them it’s something they need to consider in their marketing mix?
In our practice, we’ve settled on the following definition:
Content marketing is the discipline of planning, creating and distributing relevant and valuable content to build and engage a well-defined and understood audience to drive a valuable customer action or behavior.
Basically, it’s about presenting the right content to the right person at the right time to drive the right action. It’s not just campaigns; it’s about taking a programmatic view of content so you can use it to drive customer engagement, even when you don’t have media in-market.
You can read her five principles and more at the Sell or Else bog from OgilvyOne.