Saturday, 29 January 2011

♔ Alex Bogusky's 'Fearless Revolution' and Reforming Capitalism

Alex Bogusky is attempting spark a consumer revolution and has recast himself as a "consumer advocate."  Along with co-conspirators Rob Schuham and John Bielenberg, Bogusky has unveiled nothing less than a roadmap for reinventing capitalism.  This new kind of capitalism, he believes, needs to be fueled by creative people of all stripes - the end goal is a kinder, gentler capitalism that does more than help the rich get richer.  

The overall point—that consumer empowerment, growing inequality and vast structural issues facing our planet are changing economic dynamics—is provocative.  Capitalism reforms based on values like transparency, collaboration and sustainability with more focus on meaning - beyond the bottom line.  Sounds great in principle.   Bogusky and crew plan to attempt it through a new open-source brand, 'Common', which anyone with a sustainable idea can use. The Common brand is devoted to "rapidly prototyping many progressive businesses that unleash creativity to solve social problems." It's an interesting vision and you can watch the entire presentation at Bogusky's Fearless Revolution site.

The FearLess Revolution explores a new relationship between people and brands. It's goals are nothing less then shifting the way business is done - driving more transparency, more collaboration, more democracy, and ultimately more value.

Bogusky sees a big shift under way, empowered by the Internet, where consumers take back control of what exactly they consume. "The data on the web and the creation of new tools for consumers to access that data in real time is going to change the relationship between consumers and those they consume from," he writes. "Our expectations as consumers, in what we deserve for the dollar we hand over, are way too low. All our dollars — both tax dollars and consumption dollars — should never go to waste. But today, our consumption dollars often blindly pay for products and services that appear to be cheap, but come with hidden costs." (You can hear a lot more in the video of his recent speech at conservation event "Turning the Tide"To help turn the tide, Bogusky is assembling a band of folks in the communications industry to push forward this agenda, which includes rewriting the Consumer Bill of Rights.  Maybe there's a chance for us after all?

Watch live video from FearLessTV on

Watch live video from FearLessTV on

Wednesday, 26 January 2011


Pope Benedict XVI (who incidentally only wears Red Prada shoes) is endorsing social media with his own social network hub, Pope2You, Facebook and iPhone applications, and a Vatican YouTube channel.  We can’t make this stuff up – Check out - Pope2You 

BMW is rewarding loyal fans on Facebook with a headstart on entering their best guesses on "The X3 Matchup" competition. - International Business Times 

DKNY Fragrances 'Delicious Core Club' (by Mekanism) - 200,000+ new fans from 98 countries, a dynamic, engaged community and a 75% increase in online buzz and social media mentions. Check out the Case Study and tell us what you think? 

FEMA is embracing social media tools to better communicate during emergencies. - FEMA Blog 
Thomson Reuters has launched "The Knowledge Effect" community blog that encourages customers to share their personal stories of how they have benefited having the right information at the right time. - Thomson Reuters Blog 

Brazilian Airline Gol Linhas AĆ©reas Inteligentes impressive marriage of technology and creativity lets you fly the plane - 

JESS3’s ‘State of The Internet’ Presentation from the lecture at AIGA Baltimore in Feb 2010- 

Magazine brands Time, National Geographic, Fitness, and Food + Wine are all using social media to drive engagement and audience response with their publications. - FOLIOmag 

Young & Rubicam (NY) use GoldRun to create Augmented Reality (AR) GPS zones around Esquire Magazine’s latest (featuring 'Brooklyn Decker') in magazine sections - More 

With the use of a Facebook fan page, user-generated video submissions, and daily "blog-offs," Sunglass Hut chose a lucky winner to write for their new blog, Fulltime Fabulous. - 

How to build buzz and around a new car launch (and shut down a city simultaneously)? Jung von Matt Stockholm's MINI Countryman Launch (Sweden) - 

Nike Football concludes its six-month global search for undiscovered football talent - 

The U.S. Army has released its newest Social Media Handbook to the public, which includes guidance and best practices for personnel, soldiers, and family alike. - Government 2.0 

Nike's latest Basketball push (by R/GA) features Kobe Bryant as the 'Black Mamba' - 

Johnson & Johnson's Director of Corporate Communications shares how they interact with people about health issues while still obeying the rules in this regulated field. - Vimeo 

Read this or Die - A Field Guide to Participatory Media – by social media Jedi’s Goodbuzz Inc. - 

Nike Running's global ‘Ekiden’ relay by Wieden+Kennedy (Toyko) challenges teams of runners from around the world - encouraging more runners connect and use Nike+ - 

The fusion of a number of technologies - Disney's impressive TRON Legacy 3D Projection Mapping Installation (by ENESS) takes Skateboarding to a whole new level -

♔ NIKE Basketball lets fans 'Unlock the Black Mamba' using Twitter (by R/GA)

Early in 1984, Nike was a struggling shoe company who needed a way to revitalize and reinvent themselves in order to appeal to segment of the market other then running shoes.  Around the same time, rookie player Michael Jordan saw a golden opportunity in Nike's offer to create a new line of shoes called "Air Jordans." At that time, there was not a tremendous impact from a shoe endorsement, and few companies were willing to risk so much of their marketing budget to bet on one athlete to promote their products.  But we all know how that turned out.  Nike ended up owning Basketball.  So, no one then was likely surprised to see Nike throw their weight behind Tiger Woods to amplify Nike’s Golf products. 

So what next along this line of endorsement?  Presumably, with new energy needed in Basketball, Nike has now attached the brand to Kobe Bryant a.k.a. “The Black Mamba” (named appropriately after the fastest snake in the world (capable of moving at up to 5.4 meters per second 16–20 km/h or 10–12 mph). 

Nike Basketball and R/GA have teamed up to emulate his transformation digitally through a website experience that changes the superstar from Kobe to Mamba through tweets.  As Kobe’s tweets accumulate the dark serpent inside him gradually grows until the beast is unleashed.

The best part?  When the site reaches “Mamba” state (600/hr. required), which is dependent upon a Twitter integration/algorithm that monitors the social conversations and automates the metamorphosis, users will have six-hour access to exclusive Kobe content and be eligible to win limited edition Kobe VI sneakers.
With exclusive incentivized participatory content, viral engagement, peer advocacy and the opportunity to win free sneakers – Nike’s yet again proven to clearly understand their target audience and knows how to drive engagement and activation with through-the-line activities.  With so many activities driving ‘street cred’ - it’s really no wonder Nike reigns supreme in so many sectors.

Think everything is big budget?  Think again.  Check out their "Sneak and Destroy"- Destroyer Burrito Promotion below.  Yet again proving to have their finger directly on the pulse of trending topics.  Kudos.