Monthly Archives: February 2013

When World Mobile Congress Drops The Gavel, Scarlet Strategic Is There

Though I don’t believe the Mobile World Congress actually drops the gavel, when it does “fall” next week in Barcelona, Scarlet Strategic/Scarlet Terrier Productions will be there. Continuing with the success from CES, the Mall Wall and Cloud-Connected Table that is presented as part of the ngConnect program will be shown in Alcatel-Lucent’s booth. Even in the short time since CES 2013, the systems have been strengthened even further and truly showcase how connectivity can add another dimension to interactivity and digital signage.

Connected

From the 25th through the 28th of February, these products can be seen in Hall 3, booth 114. If you can’t make it to Barcelona, you can get a very basic sense of the Mall Wall and Cloud-Connected Table by clicking on either – certainly not the same as being there, but…

With the double offering of better connectivity in public spaces and heightened interactivity with content via NFC, these products are perfectly positioned for generating even more interest on the Mobile World Congress floors.

Automakers Raise The Platform Of Inspiration

Ahhh, Automakers.  I see you did get that email.  You know? The one where it is agreed that the focus in this first quarter of the year should be on inspiration in the commercials. Honda set things off right with the Civic commercial showcasing new innovations and emoting the feeling that things can always be better. Then, during the Super Bowl, we were treated to extremely long spots focusing more on the members of the military and cowboys than on the Jeep and Dodge trucks they were marketing. The fact that many count the Dodge commercial as their favorite says something – but what that is, we don’t yet know. It seems we’ve reached a trend where inspiration becomes the platform for awareness and connection with cars – and association is almost as strong as what’s under the hood.

HondaBetter

For those who remember Paul Harvey and loved listening to his radio broadcasts, the subject of his talk could have been about toothpicks and he would have made it inspirational. Play him talking about God making a farmer over beautiful images, and there might not have been a better connecting inspirational moment for its intended audience. The fact that it was effectively a two-minute slide show with voice over takes it to another level with its simplicity amid the pandemonium of the big bowl game.

Going directly for the heart-strings, Jeep clocked in at 120 seconds with Oprah guiding us through our wait for our armed forces to return home. And, there were a couple of compulsory shots of the actual car they are selling. It seemed the seed was planted by Chrysler’s spot in last year’s super bowl stating that Detroit (and America) was back.

Other than the Millions of views those two longform spots have received on YouTube in the two days since the Super Bowl, it remains to be seen what will be done to build on them.  But the onslaught of inspiration has been taken to the next level by Honda and its Civic model.

Tying into every big social media platform, Honda is leveraging its inspiration into a content play surrounding innovation.  The social media program is called the #HondaInnovator Series and it sets off to provide more information about the innovators in its spot.  With a slew of programming across Facebook, Instagram, Pinterest, Twitter and YouTube to distribute content and enable interaction, they’re hoping to also generate buzz around the 2013 Honda Civic.

Though it’s not clear how many people will show up for the hour-long Tweet chats with the innovators featured in the spots, Honda will end up with a bunch of content that indirectly touches on their product. To a certain extent, the sky is the limit on where they could take this new-found content stream. Though I don’t believe its the same, it feels sort of like the moment that ESPN decided to create the X Games – but that had sports at is core. Maybe a better example was when MTV decided to air a reality TV show about kids living together – perhaps they all liked music.

Regardless, the opening up of a single commercial concept to create more content and enable more touch points with consumers is a strong one.  Honda’s tie to innovation is as strong – if not stronger – to its product than Jeep’s tie to our military and veterans or Dodge to God, cowboys and Paul Harvey. Let’s now take a moment to reflect on the proliferation of content converting to market share…

Netflix Brings A New HOUSE OF CARDS To Viewing And Measurement

With the Netflix release of their entire 13 episode first season of HOUSE OF CARDS today, it opens up solid discussion on many levels.  The biggest buzz is related to the mere fact that they are making all of the episodes available from day one. There’s grumblings about spoilers and the effect on social media. In the end, Netflix is being quite smart about releasing all in one day, but it’s not all that groundbreaking. Hopefully, its how they treat it after the release that’ll be groundbreaking.

HOC

We’ve seen all episodes of a season released before in a show’s Home Entertainment window, but those episodes had already aired.  We’ve even seen marathons on cable networks to entice new viewership – I’ve even picked up some current faves through that sampling – but, again, its all old content. What is different is that the larger release is all new original content. So, what can Netflix glean from having everything go out at once?

Absolute metrics.

None of the examples above can fully track all of the variables…

Netflix should be tracking all of the outgoing and incoming information. Whereas other shows with breaks between airings can not attribute exactly what caused drop-off in viewers (and takes 2-3 weeks to start getting the data to figure it out.) Netflix will be able to see how people like t by how quickly they get into the next episode. They’ll even know what times of the day their marathon-style viewing occurs.

If they’re smart, they’ll be able to draw conclusions about viewers and what types of shows to suggest based not only on genre preferences, but on the “marathon” ability. Some people just like to binge view.  Some like to spread it out and have something to look forward to. And some people can only view in holes in their schedule. Netflix will be able to garner deep insights that they might not have been able to before because they never had a case-study based on exclusive original content viewing.

Soon enough, they’ll have a strong enough sampling to determine quickly whether the show warrants another season order.  How many creatives in Hollywood would love to have the opportunity to know the viability of future seasons as quickly? Where it used to take 4-8 weeks of a season to truly know if you’ve got a hit, you could know in a week if the sampling is there.

While Hollywood Reporter’s Tim Goodman shares his concern about how social media might unleash inopportune spoilers, we’re already at risk due to DVRs and the time shifting of our favorite shows.  If people haven’t figured out how to shield themselves, it probably doesn’t matter to them anyway.

Looking more deeply at social media, Netflix should look to glean as much information as possible from when people are tweeting or posting. This “controlled” release environment provides further opportunities that just don’t usually exist when releasing shows, movies, whatever. To be able to review social to see when the most chatter happens by episode or time of day or completion – when you know the exact release for everyone is invaluable.

As Netflix is doing something new in this controlled environment, it allows them to delineate best practices in a way that traditional television cannot.  Whether traditional TV viewing is disrupted by news, sporting or natural events, there are always variables that are hard to pin down when pondering why viewership may have vacillated. Kudos to Netflix not for trying something new, but providing the opportunity to truly garner insights that can help not only HOUSE OF CARDS, but all of their programming (and ours) in the future.