Welcome to Mark. A Direct, Digital and Data Agency. These are some of the projects we've been working on, social events we've been to, things that have inspired us, and the kinds of people we're looking for to join our team.
This week our digital gurus are in Austin, Texas for South by Southwest (SXSW) – an annual interactive conference that focuses on emerging technologies. Running from March 8 to 12, SXSW features an amazing line-up of events hosted by industry leaders.
We’re excited to have Hamish Stewart (Group Creative Director), Catherine Pitts-Tucker (Associate Creative Director), James Bush (Creative Technologist) and Gertjan Leppers (Executive Producer) in town to soak up everything on offer at the most exciting creative event of the year.
Our Managing Director Simone Blakers recently wrote a column in AdNews on the virtues of online video. We thought we'd list the five main points on how to best use it here:
1 Tell your brand story.
Give your brand perception some context. From a look behind the scenes to brand history or perhaps your brand positioning. Dove Evolution's video is a clear message to their consumer
2 Bring your product benefits to life.
Will It Blend is a clear example of this, but others (e.g.. ice.com) are using video to increase sales and Qantas Frequent Flyer 'Dave' videos successfully explain complex messages by using a friendly presenter to guide the user.
3 Leverage Sponsorships and Partnerships.
Customer endorsements, live event streaming and interviews are just some of the ways sport can get involved. Check out any sports person's Facebook page for contextual examples.
4 Utilise new technology.
This includes personalised video rendering to using video in banners. e.g. ANZ's recent 'Sneaky Thief' campaign that we produced in 2010.
5 Encourage Participation.
User-generated video content has been massive with a recent Doritos and Pepsi commercial competition for customers to create a superbowl-airing ad. Also the stunningly-successful Old Spice campaign used on-the-spot video responses to customer twitters and comments.
As you can see, there's a lot of scope for video online and it might just be the start of a great conversation with your customer!
We haven't dropped some knowledge on you for a while so here is an amazing App that translates signs in realtime just by holding your camera over the sign you want to understand. We think this has lots of potential; along with google translate and similar apps it's a great tool for travellers.