APA SUMMIT: Wired journalist tips rise of real-time marketing

Nike GRID: praised as template for real-world campaigns
Nike GRID: praised as template for real-world campaigns

Real-world and real-time viral advertising campaigns will be two burgeoning platforms utilised by brands in 2011, according to Ben Hammersley, Wired magazine's editor at large.

Hammersley, a respected journalist, broadcaster and digital professional, was speaking today (24 November) at major customer publishing industry event, the APA International Content Summit.

He pointed to the example of Nike's recent Grid campaign by AKQA and Wieden and Kennedy, which turned the city of London into a board game for two weeks, as a template for others to follow next year.

The campaign, which encouraged people to run between London phone boxes, spawned major brand awareness for Nike, prompting post-campaign Nike Grid parties in London, according to Hammersley.

Hammersley said: "Thousands and thousands of people in London were playing this game. It was an advertising campaign of genius and we are going to see more real-world, local, temporary campaigns".

He also pointed to the example of the Old Spice viral campaign in the US, "which became the number-one video on YouTube," as an example of a viral campaign for brands to follow.

Hammersley, referring to the campaign, said: "This was content produced on the fly and this takes an awful lot of boldness".

Hammersley was on a panel with Rory Sutherland, vice-president at Ogilvy, Julia Hobsbawm, chief executive of communication company Editorial Intelligence, and Julie Meyer, chief executive of Ariadne Capital, an investment fund that backs technology entrepreneurs.

The panel discussed a range of issues, including behavioural economics, the value of content, the power wielded by the under-30 demographic, the value of apps, and likely trends in 2011.

Meyer warned customer publishers that the under-30 demographic workforce was becoming increasingly powerful.

She said: "The under-30s think of themselves as being their own brand. They have their own P&L (profit and loss). They are becoming individual capitalists."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug