Apologies, apologies, apologies! Here's April's Viral Intelligence (again) complete with working links. Sorry if you tried to clicking on the last one - thank god it's Friday!
Quick Links
News Round-up:
Sssshhh- Did you hear that?
Boston News: Marketers around the world are using innovative audio technology that sends sound in a narrow beam, just like light, making it possible to direct messages right into consumers' ears while they shop or sit in waiting rooms. While this method is currently being used for direct-sales messages, it will only be a matter of time before some more entertaining uses arise to advertise- a floating Alec Guinness voice telling you that "these are the shoes you're looking for" perhaps?
URL in the Army now
Australian IT reports that there is concern over US army plans to sponsor a shoot-em-up game to drive a recruitment campaign. The idea that having enjoyed the experience of war in a game you might like to experience the real thing has upset a number of anti-war groups. The US Army hope that their 2.4 million dollar investement will be money well spent as their key target audience of 17-24 year old males will be attracted to the game in droves. Rumours of a Captain Birdseye recruitment drive being supported by a fish-gutting game have been dismissed as pure Rubber Republic speculation...
Saatchi tennis buzz
Saatchi and Saatchi have put together a genius buzz campaign to promote the Spanish island Mallorca. The campaign, dubbed "The battle of the surfaces"is based around a tennis match at Palma Arena in which tennis stars Rafael Nadal, the "king of clay", and Roger Federer, the "king of grass", will battle it out on a half-clay, half-grass court.
A truly great idea, and so far amazingly executed with partnerships from sports management company IMG and spanish television network Antena 3.
Check out the site covering the event at www.battleofsurfaces.com
Second Life floods
All those Second Lifers who've escaped the terrors of the real world for the virtual got a shock yesterday as whole territories within Second Life were flooded as part of a virtual PR stunt designed to raise awareness of climate change charity Adventure Ecology. The brainchild of the guys at Ogilvy interactive, territories that were flooded included Ibiza, the Netherlands (obviously!), Mallorca and Japan. For those who weren't around for the flood, footage of the virtual catastrophe can be seen on YouTube here. Photos of the event can be seen here. And check out the buzz it's already created on Rocketboom A genius online buzz concept + well executed. The only question is - if your avatar hadn't learnt to swim does that mean they'd virtually drown and go to cyber heaven???? And that begs the question - does Second Heaven (or Hell) exist???? Such deep meta-questions abound in the world of Second Life . . .
Lego goes fully virtual
Iconic toy manufacturer Lego is partnering with independent MMO game developer, NetDevil, to develop a MMOG based on the Lego building blocks toys. No deal terms were disclosed. The two companies have declined to outline exactly how the game will work, but industry sources believe it will be a game in a similar vein to the ubiquitous 'Second Life', allowing users to socially interact and construct their own in-game objects and content using virtual Lego bricks.
The game is aimed at both children and older online gamers, with Lego saying the virtual world will have a strong emphasis on safety and fun. NetDevil was probably chosen as the development partner due to its previous experience with destructible in-game environments, techniques that would be used to mimic the building and re-building of Lego objects. "We are developing new and engaging ways for them [children] to interact with our brand," says Lego Group executive Lisbeth Valther Pallesen.
Source: MarketingVox.com
5 of the best
If we had our finger on the pulse any harder, we would cut off viral's blood supply. Here's the stuff we've been impressed by this April-
No one belongs here more than you
This is how you create buzz on a budget, This amazingly simple yet entertaining site promotes the launch of a book. Available in pink or yellow.
Pjotro vs DJ Effex
In the land where metrics are king, Nokia have found a new way to track a viral. They invented the name Pjotro for this music viral.
Prior to the campaign, a search for 'Pjotro' would return fewer than 100 sites. Try it now and see how many thousands you get!
Campaign Toons
Where it all began for the founders of Rubber Republlic.. political satire. With the US election beginning to gain momentum, these guys are having their say- accompanied by a supersize send-to-a-friend form!
How does a mouse work?
Japanese marketing consultancy, Recruit, have made a brilliant, tiny piece of advertainment. It takes a while to load but is worth it.
Goodbye Cellulite Choir
Gospel Choirs are popular with advertisers at the moment (see USwitch TV ads). Nivea have embraced this with a Sister-Act style film to target the viral at the female market. Extras include the ability to download the mp3 or have the choir as your ringtone.
