Buzz marketing using girl's thighs

I came across this, errr..., novel technique of buzz marketing in Japan called Absolute Territory. It involves teenagers and young women advertising brands and products on their 'Absolute Territory - the area between the stocking top and skirt hem.

To take part, the girls have to be over 18 and have at least 20 social media contacts. Apparently, over 1300 signed up straight away when the scheme launched and Green Day launched their new album using this technique.

Obviously, this technique is very unique to Japanese culture and I don't think it would take off / be allowed over here.

Still, good to see novel thinking:)

Facebook competition guidelines from IPM

The IPM, the Institute of Promotion Marketing, has released a downloadable PDF that clearly explains what you can and cant do with Facebook competitions. It takes into account Facebook rules, CAP Code and other UK regulations.

It's simple, can be read in 5 mins, and explains things with examples. Which is nice.

UK companies exposed to social media legal risks

New research by Immediate Future, shows that UK organisations do not know what laws and regulations apply to them when getting involved in social media. Of the 180+ company managers interviewed, 68% didn't really know what laws applied to them when using social media.

Some other interesting stats from the research:

• 92% have some professional involvement in social media.
• Yet 2 out of 3 are not aware of the platforms terms of use.
• 53% dont consider social media legal risks a priority
• But 65% are worried about copyright infringement.

As a minimum, the two main regulations to be aware of are: 

1. CAP Code 
2. Consumer Protection Act

However, only 6% are aware of the CAP code. 

The full report is available here. 

There is a good article on the Guardian about this tricky subject.

The CIPR offers great guidance on best social media practice here. 

 

If the research is indicative of the UK as a whole, then there is a big job to educate organisations on the legal requirements when using social media.

Social media stats

A handy tool from Social Bakers where you can see by country the most popular Facebook Pages and the level of engagement.

You  can filter by things like brands, celebrity, media, politics and sport .

The site also has a similar tool for other social networks including Twitter, YouTube, Google +.

It seems reasonably accurate and has come in very handy for me.


A bit depressing that the X Factor score a 10 / 10 for the brand most likely to be recommended.

Genius Ad from Durex

Very simple based on a nifty insight.





Shame I didnt think of it:(

Nescafe New Jar reveal on Facebook

Nescafe Greece managed to make something no one really cares about - a new jar design - into something quite interesting using Facebook. They filled up a big transparent box full of beans and removed a bean for every fan.


I must admit, I've seen similar things before and I'm quite surprised people got involved as I'm not sure I would have had the patience just to see a new coffee jar. But it worked and it shows how Facebook can be used to make really dull things more interesting.

The ROI of the Bellagio Fountains

On hols in Vegas a couple of weeks ago [yes, that was a mild gloat], we went for dinner at The Bellagio to treat ourselves and I was amazed at how many people had come to watch the water fountains. I started to wonder what would happen if the clever chap who came up with the idea of having a choreographed water fountain show every 15 mins at a hotel in the desert was asked to prove the ROI of the fountains before s/he was allowed to commission them.

You can imagine the discussion:
Designer: "I want to have a huge pulsating burst of water every 15 mins, timed to a variety of music."
CFO: "you do know we're in the middle of the desert where water is very scarce?"
Designer: "yes! It will be an amazing installation"
CFO: "What will we get in return?"
Designer: "People will come from miles to see the fountains"
CFO: "How many people and how much will they spend?"

I guess my rather facetious point is that you can't forecast an ROI for everything, sometimes you just gotta go with your gut and do something special.