Hasta La Creative!

Read Petite é um projeto que abraça a cultura digital e a aplica no mercado de livros. Tem como idealizador Tim Waterstone, fundador de uma das maiores livrarias do Reino Unido, Waterstone’s.

Read Petite foi citado como um “Spotify para livros”, pois permite que os leitores acessem online o quanto de material quiseram, apenas pagando uma taxa mensal.

Com um foco específico em contos e romances em séries, o modelo pode vir a ser um caminho para o sucesso do mercado de histórias mais curtas, que geralmente não geram muito lucro.

Uma matéria no The Telegraph notou que o projeto segue a tradição dos escritores do século 19 como Charles Dickens e Anthony Trollope, que publicavam capítulos por capítulos em jornais e revistas da época. No Brasil, isso também ocorria com os folhetins, que tinham autores como Nelson Rodrigues e Machado de Assis, publicados semanalmente nos meios de massa.

Planejando seu lançamento para ainda este ano, a plataforma cobrará entre £5-£12 por mês, com histórias mais curtas e publicadas em séries, o que combina bastante com os leitores que usam seu ereader em curto tempo como filas de espera, transportes públicos, antes de dormir e pequenos momentos de pausa durante o dia.

Post originalmente publicado no Brainstorm #9
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Twitter is finding its rhythm, a.k.a. business model.

Teressa Iezzi reports that the Tweet factory just inked a multiyear agreement worth hundreds of millions of dollars with Publicis-owned media giant Starcom MediaVest Group.

What does Starcom want with Twitter? Sweet data, baby!

So my TV remote is broken- which pretty much cancels my evening plans with detectives Benson and Stabler. And Eames and Goren. And Dr Grey.

— Taylor Swift (@taylorswift13) April 22, 2013

According to Iezzi the deal has three-parts: a social TV lab; an in-tweet mobile survey; and the ability to leverage Twitter’s API for planning.

The idea is to provide the firm’s clients with “unprecedented real-time data on how consumers are watching (TV), buying and the conversations that amplify brand messages,” says Starcom CEO Laura Desmond.

In other words, Twitter will now do the job that TV and Nielsen can not, by offering marketers real-time analysis of who is watching which programs, and what the temperature of the room is.

The post Twitter’s Real-Time Data Is Money appeared first on AdPulp.

Coca-Cola is launching a new teen-focused digital campaign that will span across multiple websites, and incorporate a series of games, GIFs and videos.

The move is part of the company’s overall ad strategy for the year, “The Ahh Effect,” created by Wieden & Kennedy Portland. The idea is to makes the drink itself the focus of the creative work –a strategy that started with “Mirage,” this year’s choose-your-own-adventure Super Bowl effort.

Unveiled today by Coke exec Pio Schunker, who serves as senior VP of integrated marketing communications, the new campaign spans 61 URLs. Each has a different number of “h’s” appended at the end of the “Ahh”, containing what Mr. Schunker called a “snackable piece of content” that could be a game, a series of GIFs, or maybe a funny video.

Continue reading at AdAge.com

É difícil ver boas ideias do segmento no Brasil, mas aqui está uma interessante iniciativa realizada pelo hospital e maternidade São Luiz em mobile. Sem querer reinventar a roda, o Bebê São Luiz junta tudo o que outros aplicativos sobre gravidez já fizeram e adiciona outras funcionalidades bacanas num lugar só.

É uma ferramenta digital para ajudar as grávidas a se prepararem psicologicamente para a chegada do bebê. Antes do nascimento, apresenta dicas de saúde, e depois, oferece funcionalidades como babá eletrônica, cronômetro de amamentação, cromoterapia pro bebê, etc.

Na época do nascimento do meu filho, por exemplo, usamos o famoso Total Baby, mas que tem uma interface que dói e custa caro. Nesse exemplo brasileiro, as ilustrações são do Fabio Yabu, e com um layout agradável bem pensado para as mamães (e papais).

A criação é da Ínsula.

Post originalmente publicado no Brainstorm #9
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It’s conventional wisdom that Democrats lucky enough to get the Obama campaign’s data files are going to have a massive marketing advantage in upcoming elections.

And when Organizing for Action, President Barack Obama’s data-savvy post-2012 campaign operation was established in January, it seemed to answer the question on every politico’s mind: Where will the data go? But a direct transfer of the coveted Obama data from campaign to nonprofit is not so simple — not by a long shot.

Exactly where the Obama 2012 data lives is complex, in some cases still undetermined, and mostly obscured. The receptacle for some of the information — which included voter-file data, social-media data, ad interaction and measurement information, email data, polling data, volunteer-profile data and competitive intelligence on GOP contender Mitt Romney’s media buys — remains unsettled in part because Federal Election Commission rules on coordination and campaign financing prevent the old Obama for America campaign from porting everything lock-stock-and-barrel to the new OFA that spun out of it.

Continue reading at AdAge.com

Fubiz vous présente le smartphone Sony Xperia dans son corner dédié, rappelant avec ce spot que la marque a toujours été présente depuis 50 ans dans notre quotidien, du téléviseur au smartphone en passant par le walkman. Une campagne sur la musique « Sound and Vision »? de David Bowie à découvrir dans la suite.

Perhaps you’ve heard of Facebook EdgeRank. Or perhaps you haven’t. In either case, you need to know how it works and how it can effect what you do for your brand on Facebook. In a nutshell, EdgeRank is an algorithm that determines where and what posts appear on each individual’s newsfeed.

To help get a handle on how EdgeRank works, Facebook newsfeed publisher PostRocket has published two infographics that get to the heart of the matter. The first one is an introduction to EdgeRank and the second delves deeper into how EdgeRank filters newsfeed stories.

Imagine this pitch: We’re going to take your ads and shove them in people’s faces. We’ll do it so persistently and annoyingly that if users really like our product or service, they will pay just to get rid of the ads. Your ads. Sound good?

I’m sure that’s not the way Zynga is pitching its mobile ads to advertisers, but that’s the way ads on apps often work in practice, and the way a lot of app makers attempt to convert free ad-supported users to paid.

You can’t blame app makers, game companies, news outlets (including Ad Age) or anyone in the business of making content for wanting dual revenue streams, one from advertising and the other from consumers. The ad business, increasingly, is a giant scale game with low margins for publishers. And hey, dual revenue works great for cable TV!

Continue reading at AdAge.com

McDonald’s has hired 17-year-old Olympic gold medal gymnast Gabby Douglas to help promote its newest item — the egg-white breakfast sandwich.

The world’s largest restaurant chain by sales has tapped Ms. Douglas, who won the women’s gymnastics all-around gold and helped the U.S. squad win the team event in London last year, as it attempts to attract diners with healthier items. The fast-food company, long criticized for selling junk food and targeting kids with its ads, has recently sought to clean up its image with apple slices in Happy Meals and a “Favorites Under 400 Calories” menu.

“The typical impression of McDonald’s is that it’s high calories and high cholesterol,” Bob Dorfman, exec creative director at San Francisco-based Baker Street Advertising, said in an interview. “It makes sense to nab somebody like Gabby Douglas” because she espouses a healthy lifestyle and appeals to a younger crowd.

Continue reading at AdAge.com

Olá, antidesigners e brainstormers.
Neste Urgente #3, Ivan Mizanzuk recebe os convidados Thais Linhares (ilustradora), Ceu D’Ellia (animador), André Beltrão (designer e autor do livro “Quanto Custa meu Design?”), Elenay Oliveira (Revista Leaf) e Bernardo Silva (também da Revista Leaf) para se aprofundarem na questão da tabela de preços da Design & Chimarrão e tentarem dar um ponto na discussão toda.
(OBS.: Como diz o nome, o fator de urgência é grande, portanto a edição é bem mais crua. Pedimos aos ouvintes que relevem esse fator.)

Links
Vídeo da Thais Linhares – “Quanto custa uma ilustração? – parte1″
AntiCast Urgente #2 – A polêmica da tal tabela de preços
Talknow Design 05 – Preços e Tabelas
Vídeo de Montalvo Machado, comentando a tabela
Vídeo do Ivan, comentando sobre a polêmica

Sobre o NUPA (conheçam seus trabalhos, assinem e espalhem a petição!)
Curtas produzidos:
Paulicéia CANTA, TY-ETÊ!
Paulicéia BICICLETAS EM SÃO PAULO
Paulicéia MÁRIO DE ANDRADE
Canal de filmes
Posts no blog do Ceu sobre a campanha pro NUPA continuar (#ficaNUPA):
Post 1 | Post 2
Fan page no facebook, recém criada
Petição para reabertura do NUPA

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Post originalmente publicado no Brainstorm #9
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