28th Jun 2011

5 Ways the Advertising Industry Is Preparing for a Digital Future

Chris Schreiber is director of marketing at social video advertising company Sharethrough. A leading expert on social content strategy, Chris recently presented a two-hour workshop on viral video at the Cannes Lions festival, entitled “Making Videos Go Viral: Creative, Social, and Technological Techniques.”

Last week, the world’s top brands and agencies descended on the Cannes Lions festival to discuss creativity in modern advertising and to anoint the campaigns that most effectively captured our imaginations. While the conference was renamed this year to the “International Festival of Creativity” (previously the “International Advertising Festival”), it featured an unprecedented amount of participation from blockbuster technology companies such as Google, Facebook and Microsoft.

Over the course of the week, the significant relationship between the powerful new forces in technology and the creative output from the advertising industry became quite clear. As the web increasingly empowers us to choose and share the media we care about, brands genuinely commit to creating content and experiences that thrive in our on-demand culture.

Here are five key themes from the conference that point to major changes in the world of advertising.


1. A New Wave of Experiential Marketing


In one of the opening sessions, brand futurist Martin Lindstrom noted,"It's more effective to feel the brand, not to see it." Experiential marketing was prominent at the conference. A number of brands discussed the ways we will use technologies, such as augmented reality apps and near-field communication (data exchanges with touch), to connect with consumers.

Few brands have committed to experiential marketing more than Nike, which has had a 55% drop in television advertising spending over the past 10 years. They filled the void by sponsoring over 200 club teams, offering revolutionary mobile technology for runners and creating over 10,000 pieces of original content.


2. Content, Not Ads


If this conference is any indication, we are about to see an absolute explosion of new types of content from brands. While this process has already begun (especially with online video), we may just be scratching the surface.

No session was more memorable than Coca Cola's, which delivered a compelling presentation on its "Liquid and Linked" content creation strategy. It emphasizes dynamic storytelling to establish multiple connections with people. Coke is vastly increasing its investment in many varieties of content production to help drive conversation and increase its popular culture relevance.

AOL president Tim Armstrong and Huffington Post founder Ariana Huffington also spoke at length about the vital importance of ad content. Former Googler Tim Armstrong addressed the advertiser audience: "Stop taking orders from Silicon Valley." He referenced the importance of creating unique content rather than simply optimizing traditional ads to perform better against technology algorithms. Throughout the conference, it was consistently noted that today's on-demand media consumption habits require brands to create content that people choose to watch (and share), rather than pushing unwanted commercials on its audience.


3. The Shift from Communities to "Collectives"


The "collective" has now begun to replace the "community.” The term refers to the new generation of passionate online groups initiated by brands. This year’s most buzzworthy collective was Sneakerpedia, a Wikipedia-style site powered by Foot Locker, intended to galvanize "sneakerheads" worldwide to document the history of sneakers. The site has built a ton of buzz, a great example of how a brand can create new collectives around topics people are truly passionate about. Additional collectives included Nokia Push Snowboarding and Lady Gaga's fan group "Little Monsters," created by Interscope Records.


4. The Rise of the "Creative Technologist"


Advertisers are ready to build. As advertising becomes increasingly digital, agencies are looking to bring in more developer talent to help them create new, original products. Jeff Benjamin, VP Interactive Creative Director at Crispin Porter + Bogusky, spoke about this transition, calling for "invention" in advertising and noting that "inventors are modern storytellers." The same day, Toronto holding company MDC Partners announced a new $1 million competition for investment in technology-driven projects. Mark Holden, Global Strategy and Planning Director of PHD, noted his future predictions for the advertising industry, that new product development will be essential for the survival of media agencies as media buying becomes increasingly commoditized.

The Domino’s Pizza Tracker, a Crispin website for Domino's, tracks the progress of a pizza delivery -- from dough-rolling to delivery.


5. The Gaga Effect


The award for the most overall positive mentions goes to Lady Gaga. The Gaga brand has quickly taken hold globally thanks to the previously listed tactics.

Gaga brand-building tools include the creation of her own collective (dubbed "The Little Monsters,” her fans on Twitter number over 11 million), original content (Gagavision video series leading up to her new album release), gaming experiences (Gagaville allowed users to win song tracks by beating game levels) and product development (working with Polaroid on a new product line). In many ways, Gaga is the epitome of the modern brand, deftly leveraging digital tools to distribute her content and broaden her fan base... and other brands are taking note.

Image courtesy of iStockphoto, alengo

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22nd Jun 2011

5 More Handy Web Apps to Save You Time at Work


This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

Web apps are a friend to all who mash the keyboard from nine to five. They live in the cloud, are accessible from any Internet connection and are great for chopping those mundane work tasks off at the knees.

We’ve previously highlighted a batch of web apps that reduce the headaches and keystrokes associated with common tech chores, and after receiving some great feedback from readers, we thought it only right to hunt down a few more worthy bookmarkables.

See below for five more picks, and remember to leave your own time-saving web ditties in the comments.


1. PrintFriendly




While we all strive to live in a paperless world, sometimes you've just got to ruthlessly murder some innocent trees. Does that make you a bad person? Probably.

The next time you need to print something from the web, stop over at PrintFriendly first. It's a ridiculously simple way to distill nearly any web content down to a clean, ad-free document suitable for paper. And the best part? You can also generate beautiful PDFs that retain links and other formatting.

Goodbye, extra pages that are mostly empty space except for one banner ad and a URL at the bottom!

The next time you need to print something from the web, stop over at PrintFriendly first. It’s a ridiculously simple way to distill nearly any web content down to a clean, ad-free document suitable for paper. And the best part? You can also generate beautiful PDFs that retain links and other formatting.

Goodbye, extra pages that are mostly empty space except for one banner ad and a URL at the bottom!


2. Vector Magic




Imagine this crazy scenario: The boss needs you to print up event flyers, but all she has is a tiny 100 pixel logo from the corporate website. (I warned you this was going to get crazy.)

Resizing this graphic with standard imaging software will render it pixelated and unprofessional. What you need is a vector asset — a mathematical representation of the logo that a graphic designer would use to scale the image at any size without sacrificing quality.

Vector Magic is a remarkable little app that translates standard web images (JPG, GIF, PNG, etc.) into scalable vector art. We gave it a shot with Mashable’s logo, and the results were impressive and crisp. Mileage may vary depending on the complexity of the image, but even small, multicolored icons made great vectors in our testing. Photographs might get dicey, but it’s worth a shot.

Vector Magic packs a bit too much power to be totally free, but you get the first two vectors on the house, and a basic account is only $7.95 per month for unlimited use — well worth it, especially if you’re making a lot of PowerPoint presentations or websites.


3. Dummy Image




Speaking of images, are you ever building a presentation or website and find yourself in need of a visual placeholder? You you’ve got a killer stock handshake photo coming, but right now you’re just getting your layout down, and the measurements need to be precise.

You could fire up ol’ MS Paint, slice out a 600 by 300 pixel box, color it red, save it to your computer, open PowerPoint, import the image, what did I name the image?, I swear I just saved the image, is it in My Pictures?, I can’t find the image, seriously where is this thing, restart MS Paint, ad infinitum.

Or, you could snag Dummy Image from your bookmarks bar, type in your dimensions and drag the graphic onto your slide.

I think we’re done here.


4. SimplyNoise




Let’s face it: Your coworkers are annoying and their incessant chatter makes it hard to focus on anything but cat pictures. Sure, Keith from accounting is a nice guy, but enough about Idol already, you’re a grown man for God’s sake.

We kindly recommend SimplyNoise, a white noise generator you can fire up with one click, should the office get rowdy during crunch time. In actuality, the app can generate three different kinds of static noise: white, pink and brown. If you’re looking for warmer, less grating frequencies (like those found in a waterfall or an ocean), go with brown. The app even remembers your volume preferences.

Headphones sold separately.


5. ShowMeWhatsWrong.com




If you’ve ever provided tech support over the phone to a coworker (or a friend or family member, for that matter), you’ve probably already killed yourself, so no need to read any further.

If you are alive, and foresee this being an issue in the future, you’ve got to check out ShowMeWhatsWrong.com. It’s a dead-simple way to share screencasts with a tech-troubled colleague.

There’s no account to create, but you’ll need to provide your email address so the app can share confirmations with you. Send a link to your coworker where he can record up to five minutes of his on-screen troubles. When he hits “stop,” the app uploads and processes the video, and shoots a private URL back to you. View the screencast almost instantly, diagnose the problem (likely that the printer was not, in fact, plugged in), and be heralded as office hero. The videos are lightweight, smooth and expire after a week.

Considering how frustrating it can be to reliably capture on-screen video for other purposes, the ease of this web-based solution is pretty refreshing.

If you aren’t fist pumping at your desk right now over these life-changing websites, there’s probably little hope for you. Did we miss one that you can’t get through the day without? Share and share alike in the comments below.

Image courtesy of iStockphoto, kemie

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22nd May 2011

38 New Digital Media Resources You May Have Missed

icons image

Mashable has finally returned from Disney World (also known as the happiest place on earth) with the conclusion of Connect. Since returning, we’ve have no time to slump, turning out another great week of tools and resources for your social media pleasure.

Read on for some great stories about how to use Gmail Labs to boost your productivity, 13 alternative ways to get your news online, and a ton of resource roundups for developers, designers, and small businesses alike.

Looking for even more social media resources? This guide appears every weekend, and you can check out all the lists-gone-by here any time.

Editors’ Picks

Social Media

For more social media news and resources, you can follow Mashable’s social media channel on Twitter and become a fan on Facebook.

Tech & Mobile

For more tech news and resources, you can follow Mashable’s tech channel on Twitter and become a fan on Facebook.

Business & Marketing

For more business news and resources, you can follow Mashable’s business channel on Twitter and become a fan on Facebook.

Image courtesy of Dawghouse Design Studio

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15th May 2011

17 Twitter Tips from Mashable Connect Attendees


While Twitter users have become more active in the past year, there are only a few who are consistently valuable, engaging and respected. Becoming one of those users is a challenging task, but it’s also something that can pay big dividends. That’s why I asked the world’s leaders in digital for their advice on how to become a zen-like Twitter user.

On May 12-14, several hundred of the world’s digital leaders gathered in Orlando for the first-ever Mashable Connect, an intimate three-day conference focused on the impact of social media and digital on entertainment, media, technology and society. Connect attendees, along with Team Mashable, had the chance to hear about the biggest trends in digital from the leaders of Syfy, HBO, Edelman, Gowalla, Tumblr, Buddy Media and more.

On Saturday, I walked around the conference floor, asking Connect attendees one simple question: “What one tip do you have for best using Twitter?” I got a wide variety of responses from CEOs, entrepreneurs and accomplished professionals in the digital world. Some had very simple advice, while others had proverb-like quotes. Most of all, they each had something completely different to say about the world’s hottest microblogging service.

Here’s the sage advice our Connect attendees had to give:

Twitter Tips

  • 1) @jeffpulver, Casting Director, #140conf: “The secret to twitter is to listen, connect, share and engage. It’s the conversations that matter.”
  • 2) @davepeck, Director of Community, Meshin: “Respond to everybody, positive or negative.”
  • 3) @michiganflavor, COO, MIFlavor.com: “Retweet, retweet, retweet. People love to see their stuff retweeted, and they’ll start retweeting you.”
  • 4) @shrmsocmedguy, Social Media Strategist, Shrm: “Use your tweeting to set up meetings.”
  • 5) @dstatusstalker, Chief Status Stalker, Status Stalker: “Start a conversation, reach out to others and say hello.”
  • 6) @kratzpr, Founder, Kratz PR: “Don’t think of it as a tool, think of it as a gateway for being social.”
  • 7) @ctreada, CEO, Notice Technologies: “Ignore it; they’re all pornographers anyway.” (Chris’s other tip: “Chill out.”)
  • 8) @jkrohrs, VP of Marketing, ExactTarget: “Don’t tweet if you can’t spell.”
  • 9) @moniguzman, Director of Outreach, Intersect: “Tweet what comes naturally. Don’t try to fulfill someone else’s expectations.”
  • 10) @shashib, Social Media Swami, Network Solutions: “More than RSS feed, connecting with people on Twitter gives you interesting content that is validated by them.”
  • 11) @jennydevaughn, Director, Social Strategy, @HODES: “You need to have brand sacrifice if you want to be viewed as an expert in your field. Only tweet about 10 topics, events or ideas when tweeting.”
  • 12) @robkey, CEO, Converseon: “Embrace your insignificance.”
  • 13) @zagrrl: VP Technology, Innovation Center for US Diary: “The best way to learn is to share.”
  • 14) @heidiotway: VP & Director Social Media, Salter Mitchell: “Follow the best, learn from the best.”
  • 15) @jonnorp, Director of Social Media, American Airlines: “Remember that it flies forever.”
  • 16) @chrisvary, Director of Emerging Technology, Weber Shandwick: “Don’t connect your Twitter to Facebook.”
  • 17) @joeyinteractive, Interactive Creative Director, Disney Parks: “Marketing doesn’t spread; stories do.”

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08th May 2011

48 New Digital Media Resources You May Have Missed

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The news cycle this week has been unstoppable, with major events from international politics to British royalty dominating the conversation.

This week saw the marriage of Prince William to Kate Middleton, U.S. tornadoes, the death of Osama Bin Laden, and of course, this weekend’s big event: Mother’s Day.

With all the hubbub, we understand if you missed a story or two from Mashable’s trove of tools and resources published over the past week or so. This week, we have resources on bin Laden as well as our regular social media-focused tools such as PR tips for Facebook, business and marketing case studies, and the evolution of Twitter.

Looking for even more social media resources? This guide appears every weekend, and you can check out all the lists-gone-by here any time.

Editors’ Picks

Social Media

For more social media news and resources, you can follow Mashable’s social media channel on Twitter and become a fan on Facebook.

Tech & Mobile

For more tech news and resources, you can follow Mashable’s tech channel on Twitter and become a fan on Facebook.

Business & Marketing

For more business news and resources, you can follow Mashable’s business channel on Twitter and become a fan on Facebook.

Image courtesy of WebTreats Etc.

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08th May 2011

10 Best BlackBerry PlayBook Cases [PICS]

RIM’s BlackBerry PlayBook is the latest portable touchscreen launch on the consumer electronics scene sold as the “world’s first professional-grade tablet,” but have accessory-makers stepped up to offer cases to match?

While RIM kindly bundles a simple sleeve in the PlayBook’s box, we’ve found 10 alternative cases, covers, skins and sleeves either made for, or suitable for use with the PlayBook, for anyone who has snapped up one of the RIM-made tablets and wants to protect it with something a little different.

If you’re in the market for a cover for your new super-sized ‘Berry then take a look through the photo gallery of available choices and let us know about any other options you’ve seen around in the comments below.


1. RIM Leather Envelope




RIM offers a decent range of official cases, but the highlight for us has to be this "Envelope" design. Made of leather with a magnetic closure, the RIM logo on the flap is just the right side of branded to look official without making you a poster-boy for the company.

Cost: $59.99


2. Incipio Feather





Incipio offers two minimalist cases for the PlayBook, but the "feather," measuring less than 1mm thick, wins the prize for the most low-profile protection. The form-fitting polycarbonate shell will shield your tablet from everyday wear and tear without adding too much bulk.

Cost: $34.99


3. Case-Mate Pop! Case




Available in black, grey and pink, Case-Mate's tailor-made Pop! offers your PlayBook a fold out stand, soft lining, plastic shell protection and rubber sides for good grip.

Cost: $39.99


4. rooCASE Super Bubble Sleeve




Actually designed to fit the Kindle 3, rooCase's Super Bubble Sleeve with its 8.8" x 6.1" x 1" dimensions will easily encapsulate your PlayBook's 7.6" x 5.1" x 0.4" sizings. Offering all-over neoprene protection, it's the ideal case to cover your PlayBook with before you sling it into your bag.

Cost: Approx $15


5. DODOcase




DODOcase has extended its popular range of book-themed iPad covers to encompass RIM's tablet. Made using traditional book binding techniques, the DODOcase doubles as a stand, offering access to all ports and is available with red, blue, green and charcoal lining.

Cost: $59.95


6. Sena Jornal




The Jornal from Sena offers classic leather finish with a cheeky stripe of color --- either orange on black, red on black or cream on red. As well as good looks it boasts two-position stand functionality and slimline pockets for credit cards and the like.

Cost: $89.99


7. OtterBox Defender Series Case




As with all OtterBox's offerings, its Defender Series case for the PlayBook is suited to those who need belt-and-braces protection from bumps, shocks, drops and dust.

Cost: $69.99


8. Targus Zierra Leather Portfolio




Targus offers a couple of cases for the PlayBook, but we've picked the Portfolio option to feature as it offers traditional business-folk looks and functionality that we think will appeal to many users of RIM's enterprise-suitable tablet.

Cost: $54.99


9. CaseCrown Regal Flip Case




CaseCrown's classic flip case is perfect for anyone who wants leather looks but is stuck with a synthetic budget. It offers simple clip-in-and-go coverage with a flip fold cover.

Cost: $26.95


10. Piel Frama iMagnum




Finally, if you're looking for something a little different, then Spain's Peil Frama offers hand-made leather cases in a range of bold colors custom-created to fit the PlayBook. Although not cheap by all means, the cases offer a good balance between protection and style with inner plastic hardshell contruction covered in cowhide.

Cost: 120 Euros (approx $180)

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17th Apr 2011

10 Hilarious Branded Entertainment Campaigns [VIDEOS]


Actor Danny McBride, in character as Kenny Powers from the HBO show Eastbound and Down, walks in to a boardroom continuing a conversation on his cell phone, “…I don’t expect to be standing in an [expletive] parking lot with my pants around my ankles with a tranny!”

For the next four minutes, McBride/Powers goes on to berate executives from K-Swiss and make a list of demands including a “big-ass trailer” stocked with porn, a tattoo “of a naked Russian chick on my arm.” Next, he floats some ideas for a K-Swiss commercial, including one scenario where he rips off a fighter’s head and dropkicks it out of the ring.

What is this? Is it advertising? A skit? Both? Actually, it’s a hybrid often filed under the broad category of “branded entertainment,” which has drawn top brands and A-list comedic talent together. In recent months, Ford, Denny’s and Juicy Fruit, among others, have tapped well-known comedians and writers to create campaigns that sport a level of wit that is more sophisticated than most mass-market advertising. And, in some cases, the campaigns appear to hitting goals set by the marketers — to create social media chatter and skew the brands younger.

A prime forum for this new type of advertising is Funny Or Die, the website founded by Will Ferrell and Adam McKay. Chris Bruss, producer of branded entertainment for the site, says the site produces about 10 to 15 branded entertainment pieces per quarter. The model that the site is using — a sponsorship approach vs. straight-up advertising — is on the rise. According to Internet Advertising Bureau stats released last week, revenues for sponsorships grew 88% in 2010. “Obviously, everyone is gravitating towards doing things online and moving away from traditional media,” Bruss says. “Marketers aren’t just buying some ad units on the site, they’re partnering with us to create content.”

Not surprisingly, others are looking to get in on the action. Earlier this year, actors Jason Bateman and Will Arnett launched DumbDumb, a production company that creates branded entertainment. DumbDumb’s first such effort, Always Open for Denny’s, launched in early March. According to research from YouGov, the series, which features Dave Koechner, Sarah Silverman, Bateman and Arnett, among others, has raised the brand’s profile among 18-34 year-old consumers. YouGov based its findings on a daily online survey of 5,000 people. The scores average positive views of the brand (+100) with negative ones (-100).

Likewise, Ford’s online-only campaign around Doug, an orange puppet, may have contributed to skewing the brand younger, according to the chart below. But the effort, which features Paul Feig, a director for The Office and Freaks and Geeks, and The Simpsons writer Rob Cohen, among others, was primarily designed to get people talking in social media about Ford’s 2012 Focus. Jon Beebe, digital marketing manager for Ford, says the campaign has met that goal. So far, Doug has racked up more than 700,000 views on YouTube and has gotten 19,000 fans on Facebook. “We call him a provocateur,” Beebe says of Doug. “We wanted to get people talking about it and saying ‘Did you see this puppet thing?’”

In each instance, the branded entertainment campaigns are sharper than the TV campaigns you’re likely see from the advertisers. On the other hand, K-Swiss has been so enamored with the foul-mouthed Kenny Powers character that it has featured him in a cleaned-up TV ad. Glenn Cole, co-founder and creative director at 72andSunny, the ad agency behind that campaign, says the brand knows that the character is polarizing. “But to the consumers that matter, Kenny is kind of worshiped.” Thanks to the affiliation, the brand “is in the sports/cultural conversation for the first time since the ’80s,” Cole says.

As proof, K-Swiss vice president of marketing Chris Kyle points out that Footwear News recently listed K-Swiss as the brand with the biggest jump in buzz. “It’s led to a lot of reset thinking as to what K-Swiss is about,” Kyle says. “It gets them talking about a brand they thought they knew.” In this case, a tongue-lashing from the Powers character (given to actors standing in for K-Swiss execs) was a small price to pay.

For a look at some of the other funniest branded entertainment efforts of late, see the video gallery below. Please let us know in the comments if you think this is a smart strategy for these brands and which videos you thought were the funniest.

Note: Many of the videos use NSFW language.


K-Swiss Meeting with Kenny Powers


Danny McBride, in character as Kenny Powers of HBO's Eastbound and Down insults K-Swiss execs and demands porn for his trailer in a meeting hashing out his endorsement deal. This is possibly the most profanity-laden "commercial" ever.


Snoop Dogg vs LL Cool J: The Ultimate Halo Smackdown


The two rap legends go mano a mano in a game of Halo and, for some reason, the guy from Chuck is playing too. So is a Las Vegas legend who makes a cameo at the end.


Jeremy Piven for Hot Wheels


Jeremy Piven plays a nerdy guy who desperately wants to join the Hot Wheels team.


Always Open with David Koechner for Denny's


Dave Koechner and Jason Bateman discuss primal screams vs. sighs in a seemingly improvised dialog.


The Prom Date with Jason Bateman and Will Arnett for Orbit Gum


Orbit Gum has a magical, mystical power in this 5-minute skit featuring Jason Bateman as a dad whose daughter is about to go on a date with a sleazy Will Arnett.


Press Conference: Ford Taps Doug (the Orange Puppet) as 2012 Focus Spokesperson


Ford's new spokesman's affinity for the ladies is evident in this skit, which shows him being introduced in a disastrous press conference.


Serenading Unicorn Serenades Sarah Silverman for Juicy Fruit


Sarah Silverman's unicorn boyfriend seems to be two-timing her, but she doesn't care. Must be the animal magnetism.


Epic Nerf Battle: Life in the Trenches


Two dorks get caught up in a Nerf battle that has consumed all their energies for the last few days. Good thing there's plenty of pizza to go around.


Piranha 3D: For Your Consideration


Pirahna 3D never really had a shot at winning an Oscar, but members of the cast make a case anyway.


What Would Keith Stone Do? for Keystone


Keith Stone, spokesman for Keystone beer, has all the answers for a guy who's considering dumping his girlfriend via text.

Disclosure: Ford is a Mashable sponsor.

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03rd Apr 2011

10 Hilarious Vintage Cellphone Commercials [VIDEOS]

If you remember the days when having a “transportable” telephone meant you had to carry around a powerpack the size of a beer cooler, then this collection of videos is going to send you down memory lane.

For anyone who doesn’t recall those golden years, this gallery is a fascinating insight into the cellphone technology of yesteryear. Commercials are like windows onto a society’s cultural mores. Here you can catch a glimpse of what was aspirational at the time.

Prepare yourself for some seriously retro tech, some cheesy commercial toons and some just plain awful hair and click through the gallery. Let us know in the comments below which ads are your favorites.


1. Ericsson Commercial


Let's face it. The only reason that woman can hide her humongous phone is because her hair is so big.


2. BT Cellnet Commercial


Ex-Doctor Who Tom Baker sells out, sorry, advertises BT Cellnet phones by comparing them to a Roman amphitheater. We don't really get it either.


3. Radio Shack Commercial


This phone is only "transportable" in the very loosest sense of the word.


4. Nokia Advert


Here, Nokia takes an unusual approach by promoting the cell phone as a high-tech little black book for sleazy yuppies.


5. General Electric Cell Phone Commercial


If you ever wondered why General Electric never made it big in the cell phone market, this advert from 1989 should help shed some light.


6. Motorola Flip Phone Commercial


Motorola's approach to flogging early cell phones was to highlight every single scenario in which such a device might prove useful. We get it already!


7. BT Pagers Advert


This ad is so bad it's good.


8. Centel Commercial


Billed on YouTube as the first cell phone ad, this ghastly video is all aspirational lifestyle and good looking, healthy and affluent people. It apparently didn't do Centel much good in the long run.


9. Qualcomm Commercial


Now this is just plain scary.


10. Motorola DynaTAC Commercial


We leave you with our favorite video of the lot. This informative clip from Motorola brings the news that eventually, "seeing people using cellular phones may seem as commonplace as someone checking time on an electronic watch." Bring on the "cellular revolution!"


Interested in more Retro resources? Check out Mashable Explore, a new way to discover information on your favorite Mashable topics.

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27th Mar 2011

13 Quirky iPhone Accessories [PICS]

Don’t just settle for standard issue accessories. We invite iPhone owners out there to take a walk on the fun side of the street with some downright silly accessories for your Apple mobile.

Whether it’s a stand with a witty design, a decal that evokes retro tech, or a case that will put a smile on your face, we’ve got 13 seriously cool and quirky companion products for your iPhone.

So, take a little look through our thoroughly light-hearted gallery and let us know in the comments below which items you think offer a refreshingly unusual take on the “iAccessory.”


1. Etch a Sketch iPhone Case





This case is made at the original Etch-a-Sketch factory. It's an interesting study into how companies evolve their products to suit the market, and also a fun case for your phone.

Cost: $24.99


2. iPlunger Phone Stand




Sucker this little fella on to the back of your iPhone and it'll keep it upright -- no plumbing required.

Cost: $10


3. Arkhippo Case




Described as "huge" and "easy to handle," the Arkhippo case adds some colorful heft to your iPhone with some well-padded protection, and a handy way to stand it up.

Cost: $24


4. Tape Cassette Decals




If you yearn for the days of the Walkman, this sticky tape cassette decal for your iPhone offers some handheld nostalgia.

Cost: $6.99


5. Appstand




Complete with six different colored inserts, this clever stand frames your iPhone on your desk or bedside table. It's perfect for slideshows, alarm clock apps, watching media and more. Appstanding!

Cost: $24.99


6. Spiderpodium




The Spiderpodium is one way to keep arachnophobes away from your precious iProduct. The grippy octopod has -- you guessed it -- eight flexible legs as well as a hole in its body for feeding cables through.

Cost: $24


7. On Angel's Wings iPhone Holder




Your iPhone can earn its wings with this whimsical stand that works in both portrait and landscape mode thanks to its removable sucker cup.

Cost: $12


8. GameBoy Skin




More retro-themed fun here with an unofficial GameBoy case for your fave handheld device.

Cost: $9.99


9. Little Black Book for iPhone




Considering that the cellphone is the "little black book" of today, this case is certainly appropriate. With a sturdy wooden frame, this unusual case is crafted using traditional bookbinding techniques. It allows access to all ports and even boasts a suitably placed hole for the camera.

Cost: $64


10. The Mobile Phone Massif




Do you hark back to the glory days of the 80s "brick" phones with fond memories? No, neither do we really, but we do find this case somewhat amusing.

Cost: $20


11. RetroFit TV iPhone Holder




This cardboard holder will turn your iPhone, or iPod touch, into a teeny vintage goggle box, perfect for watching old movies.

Cost: $7.95


12. Hold My Electronics




Can we give you a hand? In fact, here's two to cradle your beloved device when yours are busy.

Cost: $20


13. Camera SigniCASE




Is your iPhone as much a compact camera as it is a portable telephone? Then show your love of iPhotography with this hand-crafted wooden case that's designed to look like a retro snapper.

Cost: $34.99

Interested in more Accessory resources? Check out Mashable Explore, a new way to discover information on your favorite Mashable topics.

More About: accessories, gallery, iphone, iphone accessories, iphone cases, iphone stands, List, Lists

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27th Mar 2011

Top 5 YouTube Marketing Mistakes Committed by Small Businesses

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.


The path to YouTube marketing success can be littered with potholes that budget- and time-strapped small businesses can’t afford to fall in to.

We’ve spoken to three top experts in the video marketing arena to get professional advice about the common mistakes that small companies make on the video-sharing platform so that you can avoid making those same errors.

For your viewing pleasure and enlightenment, we’ve also included a few successful YouTube videos that were produced by small businesses.

1. Having Unrealistic Expectations

Some businesses mistakenly believe that they just need to upload a video to YouTube and wait for viewers to watch by the millions. According to Sarah Wood, founder of social video distribution and engagement company Unruly Media, this rarely happens.

“Yes, there is a massive appetite for online video content, but there are 35 hours of video content uploaded to YouTube every minute, so the competition for eyeballs is intense,” says Wood.

You need to manage expectations when it comes to the success of your YouTube content. There are a ton of high-quality, company-made videos on YouTube that never manage more than a few thousand views.

“Remind yourself that having a video go viral is a notable success, not the norm,” says Matt Smith, director of strategy at digital agency The Viral Factory. Smith counts Blendtec’s “Will It Blend?” series (see above) as one such success.

“Blendtec happens to be one of the most brilliant viral marketing campaigns ever, and it’s the exception rather than the rule,” he says.

No matter how good your content is, you can’t just upload a clip, sit back and wait for people to come to you — you need to have a promotion and distribution plan.

“You need to think through why you’re on YouTube and what you want out of it, then tailor the content and the delivery strategy appropriately,” says Smith. “Putting content on YouTube is step one, step two is getting out there and promoting it.”

Justin Gonzalez, social media strategist for creative video agency BARS + TONE agrees that videos won’t go viral on their own — you must allocate time and resources to seed it properly.

“Try using social networks like Facebook and Twitter to get your social strategy started — then promote your video using those vehicles. At the very least, friends and family are a great way to get a video to start circulating,” says Gonzalez. “After all, you put money into making the video, so you better do it justice and get it in front of the right people.”

2. Thinking Small

Although expectations need to be kept realistic, don’t think that viral success is totally out of reach just because you’re a small business.

“There are plenty of small brands that think they need to be a Nike or an Adidas to be successful in social video,” says Wood. “This is simply not true! Any brand, large or small, can score a hit in social video.”

And Wood has a great example of a small business with a successful video: Alphabet Photography’s Christmas Food Court Flash Mob (see above). The clip was one of the surprise hits over the holidays last year, garnering more than 30 million views and almost 773,000 shares on Facebook, Twitter and the blogosphere, according to Unruly Media’s Video Viral Chart.”

3. Treating a Viral Video as a Commercial

YouTube is new media, it’s social, it’s about engagement. Don’t sign up for the platform with a limited, old media perspective.

“When you go into online video with the understanding that it can do more than just sell a product or service, you’re already ahead of the game,” says Gonzalez. YouTube is a social channel where people want to consume and share fun and engaging content, so don’t hit them over the head with a sales pitch.

“YouTube requires as much thought as any other social media channel and shouldn’t be looked at as a dumping ground for marketing videos,” says Gonzalez. “Everything you post should represent your brand’s personality and inspire some type of reaction from your viewers -– whether it’s provoking thought, laughing out loud or making a purchase.”

4. Putting All Your Eggs in the YouTube Basket

It’s certainly the biggest, but don’t forget that YouTube isn’t the only online video platform, and it may not offer the best chance of success for your brand. Vimeo, for example, could be considered a more credible platform for creative professionals.

“Businesses that want to leverage the word of mouth potential of social video need to focus away from just YouTube and explore the world of social video that exists beyond YouTube, Twitter and Facebook,” says Wood.

Wood also names action-sports site Mpora and comedy site Funny or Die as effective outlets for hopefully-going-viral videos because they can “deliver high-quality video engagement to a more targeted and niche demographic.”

5. Basing Success on View Counts Alone

Too often, businesses produce videos and hope to get 1 million views. On today’s social web, success isn’t always counted with stats or measured in view counts — meaningful engagement is what matters.

“At Unruly, we place a greater emphasis on brand engagement, so we also look at the number of times a video has been shared on various social media platforms, time spent with the video and uplift in relevant brand metrics,” says Wood.

Gonzalez thinks this is a particularly important point for small businesses, which have limited resources and must decide from the outset what they hope to gain from YouTube.

“Sometimes marketers get bogged down in looking at the metrics and trying to determine whether the number of video views really made a difference in the bottom line, or whether it was just enough to build buzz around the product or service,” says Gonzalez. “When you can clearly define why it’s necessary for your business to be on YouTube, you’re ready to move on to the next steps.”

BONUS: Don’t Underestimate the Power of Cats

And finally, Smith chimes in with the most insightful and important point of all that will help any brand on YouTube — regardless of size or industry.

“Don’t ignore cats. Failure to put a cute or funny cat in your YouTube marketing material will cost you dearly in terms of exposure, credibility, sales and reputation,” he opines. “Everyone will know you are a failing business, and they’ll hate you and your product.”

More Marketing Resources from Mashable

- 5 Tips to Strengthen Your Company’s Social Media Voice
- 10 Online Strategies for Your Next Product Launch
- 10 Fascinating YouTube Facts That May Surprise You
- HOW TO: Engage and Mobilize Facebook Fans Beyond the “Like”
- 5 Masterminds Redefining Social Media Marketing

Image courtesy of Flickr, Brandi Sims

More About: advertising, adverts, MARKETING, video, videos, viral videos, web video, youtube

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