Monday, September 19, 2011

Improved brand experience IS your marketing strategy (@Fly_Norwegian)


The best way to get some rolling brand love is to create something really useful and make it free for your crowd. offers free WiFi on selected flights and with success if you listen to the users. From time to time I read status updates or tweets from friends with a "Wow, I´m xx feet off ground writing this update from my Norwegian flight". That´s really good advertising. So skip all the social media strategies, buzz metrics, number of likes, thumbs up, competitions etc. and create an innovative, useful, free and unexpected (in the sense, that people would expect it to cost) service for your crowd and you will get the genuine brand love.
In a market where it´s all about price it´s a clever way to stick out from competition. So, great work

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Sunday, August 21, 2011

Telia wants you to be the next Mark Zuckerberg


I´m full of admiration for the work CP+B Europe has developed for Telia here in Sweden. In short the campaign is centered around the idea of becoming the next app millionaire. To grab people´s attention to the campaign Telia have partnered with iSwap faces founder Alex Vlachos and use him and the iSwap faces app in all the communication. All the roads leads to Facebook where you can submit your idea with a simple sketch. The winner gets the app produced by Telia and gets all the revenue. The competition has ended and 25.000 ideas have been submitted. Pretty impressive. Hopefully Marek and I will be picked as the final winners.

What I love about this piece of advertising: (I know I´m biased because I love advertising, tech and startups)

1. It sticks out. Telecom is all about pricing and boring specs.

2. It taps into the insight that people are dreaming of becoming the next Mark Zuckerberg or the less famous Alex Vlachos.

3. It got a natural link to Telia´s core business

4. The campaign is supported by a whole lot of ATL comms

5. It can start a conversation. [I know it´s not so representative, but I have kick-started many conversations about this competition. What surprises me is the quality of ideas coming from people in "so-called" non-creative jobs]

6. It is more than just a competition. Way too many campaigns are centered around a weak competition - forced engagement - this one differs because people needs to be creative with a greater purpose.

7. It´s a great example of modern storytelling. The mechanic of linking all the elements elegantly together (ATL, Facebook, target audience, PR, endorser) - and of course the great potential of making the campaign live longer using the winner (and the story behind) in a second round.

The only thing I would change if I was in charge was to socialize the campaign even more (group work), and of course to have a real app where people could submit their ideas from.

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Saturday, May 7, 2011

Interactive game from McDonald's #Stockholm

I had fun today thanks to McDonald's. By coincidence I dropped by Stureplan. For non-Swedish people it's a central square located in Stockholm. The Swedish version of Times Square. Yeah, and then there is a big screen. It was interactive today. You could simply battle McDonald's in ping pong steering with your smartphone. The steps are: Go to on your smartphone. Enter your name and prize. Queuing starts. Then you receive a notification when it's your turn. It took 3 minutes. Game on.  Brilliant! I lost but I got a loosers Icecream by showing my coupon at the nearest McDonald's. Next game will take place the 14th of May from 15-17. Go have some fun. 

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Tuesday, April 26, 2011

What gets me out of bed in the morning [sort of word game]

Brands not corporations
People not target groups
People not clients
People not colleagues
Development not money
Things not projects
Meanings not number of slides
Groups not hierarchy
Time not working hours
Coffee not meetings
Stories not PowerPoint
Space not office

I like to twist my mind creating a reality that is non-corporate. I think motivation, productivity and creativity is better suited in a non-corporate world.

Do you follow me?

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Tuesday, April 19, 2011

Random pics from #SXSW 2011 and SF

A short picture stream shot with my eyes. Or at least very close.

SXSW 2011

People queing for the IPad2. People all ages.

A world of tweets visualization at the frog design party. The installations were amazing.

Another installation.


Rest room surveillance.

SF 2011

I like this entrance.

Custom build bicycles.

This coffee shop produces its own coffee.

Grey-haired old dude watching an Apple demo.

The clash. Past vs. future.

Mustache coloration.

Old McDonald`s.


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Tuesday, April 5, 2011

Twitter on speed #SXSW


First time attending South by South West I can only say that I will make a strong comeback next year and probably many years to come. For those you that haven't discovered SXSW it's a beautiful mix of talks, beer, BBQ, workshops and queuing. People call it spring break for geeks. I prefer Twitter on speed. Actually the queuing thing was just a good thing since it brings people together. Oh, and then it's in Austin, Texas. I have read many wrap ups so far and one thing that stood out is people's different take on it. The scale of this conference does that it's impossible to attend more than 1/100. The fragmentation influences on the conclusions. I can't get a quote out of my head summing up that the Internet revolution is two-stepped. First thing was about connecting people. Check. Most people are connected. Now it's about making people really understand the value of this connectivity. This is so goddamn true. We are in stage number two. The Internet seemed to be a community. Now it´s for everyone. Let me get back to my wrap up. This probably gonna change when I have consumed an enormous amount of info and notes. However, with my eyes, I saw four things I want to share with you:

1. Gamification. How to add a game layer to interaction? How to motivate action? Foursquare is the grand old man that we all look up to - and I think we will see more cases of adding fun to the stuff we do through our mobile. Seth Priebatsch said a clever thing about gamification. School failed because it uses a game mechanic where you can lose. It disrewards action. Instead it should motivate action and that´s what brands should think of in future. 
2. Group-behavior. How to organize in groups. For me GroupMe stood out. What I liked most about this thing is that it´s simple and that it solves a true problem. "Old" technologies such as text and mail never got a grip of that need. 
3. Digital wallets. How our mobile will become our wallet replacing money? Transaction gone mobile. Starbucks is one of the earliest examples of transaction gone mobile. Check it out here
4. LBS level 2. Location, location, location. How to be relevant in the right context and how to put deals to it. Start-up worth mentioning in this perspective: Hurricane Party. And the Foursquare AMEX partnership. The technique: When you check in at selected locations and for example purchase at least $5 worth of goods, you will get a $5 credit on your statement. Confused, look here.

Other things I was amazed by:
Facebooks role in SXSW. People didn't use it. Twitter was THE thing. Coded real-time communication is the only thing that counts for geeks.
The use of Foursquare. We went to a party at the driskill hotel. At that time 461 people had checked in. Fucking amazing.
Productivity. I don't understand how people can produce so much during the festival.
Multi-tasking by heart. Most people communicated face to face while tweeting, check-in, updating.
Apple over Android. IPhone and Apple owned this festival and I was the only one with a Sony Ericsson device.
I met an Apple employee. He wouldn't install the Foursquare app on his phone because of the design. It was way too ugly. Steve, you did a great job!
Energy. As a newbie I was truly amazed by the level of energy. People are extremely passionate. It was contagious.
Vision is about looking into the future. Sounds obvious but isn't when looking around the brand landscape.
Nerds are rockstars in Austin.
Innovation is about doing more than telling.  
Brands should exploit and develop a brand system (apps, information etc.)
This experiment and outcome. It doesn´t take time to create great ideas and to produce them.
This guy.

More to come...

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