This article resumes our PICNIC coverage on day two of the conference, which focused on the theme of “Exploding Media.” The second half of PICNIC’s Exploding Media coverage explores branding campaigns, location-based entertainment, and the development of special effects.
Jessica Greenwood, deputy editor of trendwatching magazine Contagious, took the audience on a tour of innovative branding and marketing campaigns that are all on the frontlines of the changing media landscape. One of the quotes she used in her introduction was one of Douglas Adams: “Anything invented before you were 18 has been there forever, anything that turns up before you’re 30 is new and exciting, and anything after that is a threat to the world and must be destroyed.” Adams’ quote raises an interesting notion, indicative of how innovations are often received. Greenwood elaborated on several innovations in the marketing field that did receive favorable receptions, and, probably more importantly, were also quite successful in reaching their goals.
The first case was Virgin Mobile’s Australian campaign Right Music Wrongs, which kicked off with a video of musician Vanilla Ice apologizing for his music, asking the public to vote on whether he was guilty or innocent of ‘music wrongs.’ The project had an initial budget of only $150k, launching an engaging campaign around the musician and the concert he was going to give in Sydney in March ’09. It ended up reaching 22 million people and getting hundreds of thousands of people engaged in several online activities.