We were talking about alternative [read: cheap] ways to build engagement recently. Something tangible, that you can see, feel or hold physically. Like stickers, for example, they’re easy and silly – but what kind? And also, what type of community would they address?

The English definition of ‘currency’ (outside of its obvious monetary connotations) is ‘The fact or quality of being generally accepted or in use‘. Keeping this in mind (and given the universal habit tagging of all things technologically vital and important), laptop stickers could therefore be construed as a currency of the blogging community

If that’s so, then why not make some of those? Good ones mind. Not just your logo on a white background.

Something interesting.
Something better.
Something that will spark a conversation.

A social object, if you will.

This thought process is not new, we used to talk about this kind of community currency back in my SpinVox days: what was it about a certain place or a group of people that would always get them talking and, better yet, what wouldn’t.

A recent video from Heineken was what got me thinking about this again (and what prompted the tweet above, too). Have a look, we’ll regroup on the other side -

Right. Let’s deconstruct this for a second. First off, as I asked the team at 1000heads last week; is this cool?

The general consensus was no, it isn’t. It’s a good video, yes. But using technology for technology’s sake is never a sound strategy for success and alas, that’s exactly what’s going on here.

“Why is this Heineken? Where is their connection?” were other recurring questions. You could argue that the new brand message of ‘open your world’ underpins this whole activity somehow, but you have to look quite hard to see it. And anyway, that much at least is besides the point.

Could this have been done better by taking a closer look at the reality of a festival currency?

Festival currency: what it isn’t

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Before we get into what and what does not work around QR codes, let’s first establish that I genuinely do buy the idea that they act as a conversation starter. That’s great in fact. Any excuse to start talking to a new person at large social events is welcome. Well done.

However, as anyone who’s ever been to a festival will tell you, the genuine currency of the modern day festival-goer is communication. To stay in touch, you need that most precious of camping-based premiums: mobile phone battery life.

There is a whole other blog post to come about how the success of the next generation mobile hardware manufacturer depends on this particular aspect of their devices (and breathe), but that’s not for today. Today is about realising that festival-goers aren’t going to spend precious battery life on QR code snapping, especially when it’s the only thing keeping them connected.

Heineken could learn from Orange here.

Back to those QR codes, hands up who’s got a phone that can scan a QR code out of the box? OK, next question: hands up who’s got a phone that can scan a QR code out of the box that you know about? See what I mean. Shocking.

QR codes are great, but there’s still such a large education piece to be done before anything like this creates any real traction [note: the video proudly points out that 5000 'U-Codes' were printed, not how many were actually scanned].

Taking all of the above into account, it’s clear that the modern day festival goer needs to remain connected, visible and contactable.

Festival currency: what it could be

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Flags. This isn’t my idea, first off. Scroggles planted this particular seed when we were working with MTV’s Staying Alive Foundation a few years back. At a festival, if the currency isn’t anything mobile-related (or at least, related to draining mobile power) what else is there?

FLAGS.

Think about it.

Print your own message on a [Heineken-branded] flag and suddenly you have something that you can wave to find your friends, stand near or under as a meeting point and ultimately, personalise as much as you like within your own artistic boundaries.

No messing about with esoteric QR codes, no imposing your brand onto that super-valuable phone battery; just simple, visible and useful branding.

Flags, as currency for festival goers.
Laptop stickers, as currency for bloggers.

There’s more here. I’m sure of it.

What’s your engagement currency?

[Big thanks to both James Mayes and Gia Cavalli in the construction of this post]

This might turn into a semi-regular feature.
Hence the number. We’ll see.

On with the post.

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These adverts – from UK-based electronics retailer, Dixons – have been springing up all around London lately. Take a look:

Read all that? Good. Right then.

Is it just me or is there a MASSIVE opportunity here for a competitor to come along and have some fun with this?

Alright the ads are actually quite well done. Providing a playful spin on the words ‘the last place you want to go’ as well as taking a cheeky swipe at some of the more… stuffier… of London’s largest department stores, these billboards do raise a smile.

But still. If I was a keen-eyed ad man I might be tempted, with the right client, of course (someone like ebay maybe?) to go away, knock up some good-sized stickers and then in one night, do one big hit on them all.

Guerrilla style.

You see what I mean? Bam.

So come on, someone just do it already!

And that was going to be it from me but, when I researched the ads some more it turned out that not everyone is a fan of this new campaign.

Nigel Paine writes:

“Then there are the nasty Dixons Ads on the tube at the moment. They tell you to spend your time learning about your product from well-trained (threfore ponsy) shop assistants in well-known stores like Harrods, Peter Jones and John Lewis and then buy at Dixons on line. Why do I not find this amusing?

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Firstly because of the snobbery, and secondly that Dixon’s shop assistants are the diametric opposite of knowledgable and helpful, and a terrible glimpse at what shopping might become if Dixons had its way. Thirdly the idea of checking out the store first and talking about what you want, and then checking out online vendors to get the best price happens all the time.

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Better not bite the hand that feeds you!”

He makes a good point.

The value of the online shopping market is growing year on year while that of the high street is steadily declining. And while you have to applaud Dixons for attempting to drive traffic to their online store, I for one can’t help thinking that there is a slight danger of them shooting themselves in the foot:

Time will tell.  After all, similar things have happened before.

Thanks for reading.

Back in the Spring, I attended a launch party for a new free-to-air digital channel called Quest TV.

Unfortunately, due to some last minute complications, the launch was inexplicably delayed and is now scheduled to go live tomorrow instead.

What follows it the post I wrote on May 22nd. Most of the points still stand so I have no qualms about dusting it off and finally publishing.

Your thoughts and comments, as always, are welcome.

Enjoy.

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Hero Quest was one of my favourite board games when i was a kid. Yeah you had your Monopoly and your Cluedo, but when it came to getting your Wizard on (and if D&D was too complicated) then Hero Quest was the way to go…

Last night folks, I attended the launch party for Quest TV.

With previews of programs such as Heli-loggers, Rescue Me and the old school Mission Impossible, the whole package was delivered in a jaunty, rather tongue-in-cheek but seriously amusing way.

However, because of the trek down to London from my office in Marlow however, I was late and arrived just as they were showing the channel’s idents. These I thought were quite clever and the scope to expand on them is definitely there, but we’ll come back to this one later.

As the evening went on I was introduced to a couple of representatives from Discovery – the television company behind Quest TV, and we spoke about how/why the social media outreach had been done specifically for this Quest TV’s launch. Aside from the low-cost aspect (and subsequent potential ROI), they insisted it was mainly stemmed from their desire to try something different.

A courageous move for sure and one that should be applauded. What with there being no real case studies to point to (regarding successes/failures with new ‘old media’ channel launches), they have carte blanche to pretty much do as they please. New TV Channels are a rarity here in the UK, so it’ll be interesting to see how they move this forward; it was noted at the time that the worst thing they could possibly do right now, would be to reach out… and then walk away.

Social media isn’t a channel, it’s the nonsense term applied to all things conversational and online, (these days I’ve taken to calling it ‘the web’), however – sticking to that principal – the web isn’t just another channel either. It opens up a world of interactivity and engagement which has never been seen before, especially in the world of ‘old/traditional’ media.

The idents that I touched upon earlier, are a great example of how the web could be used to further their brand.

Here’s a selection of the ones they had on show last night:

Not bad at all.

I can totally see an online campaign which involves viewers at home producing their own Quest TV idents. The ones shown above are short, fun and relatively easy to make. Why not further the conversation by reaching out to your own ‘users’ to help build the Quest TV brand?

Or, maybe ask viewers if they are on some kind of quest themselves. I’m reminded of the Britglyph project which famously had a mad Scotsman take part by placing his own rock in the rain in the middle of the night.
Hilarious, but awesome.

If that was online, what kind of scope do we have with TV?

Like I said the channel launches tomorrow and it seems Quest have already dipped their toes in, let’s see if they’re ready for a swim.

They can be good, they can be awesome – some can even change the world.

But who owns them?

If your idea is shared with another, does that other then co-own it with you?

Your ideas maybe the most valuable things you ever, ever own. Guard them well and be careful with whom you share them with.

Something that maybe so obvious to you may not be as obvious to the next person.
Before opening your mouth next time, take a moment – pause, take a break and think.

How much do you value your time? Your ideas?

Is it the price of a coffee? Lunch? Dinner?
Or is it a day of work, a week maybe?

How much are you worth?

Writing this, as I am currently, in the bar of the ICA – home of the London Social Media Cafe – I am comforted by words of wisdom from my good friend Carl Jeffrey:

“Share your ideas and your dreams, you’ll be surprised how many people come out of the woodwork to help you – but make sure to hold off telling the full story until the end. Remember; genius has limits, stupidity has none.”

About a year or so ago now, I was stuck in traffic on a bus going past Clapham Common, when I saw these three creatures walking across in the distance…

The first one, in at the front – was this guy dressed up as a green sea monster – a bit like a loch ness monster crossed with a dragon of some kind. Well, he had this outfit on and he couldn’t *really* see where he was going, so he kept going off course and wandering around all over the place.

The guy at the end was dressed as a hammerhead shark, with these two hand-painted boxes stuck to the side of his head. He looked awesome – all dressed in grey – it was clear what animal he was supposed to be. Anyway – he had this really long tail that restricted his walking somewhat… making him really slow.

In the middle – keeping order in all this chaos – was this small girl, in a big pink dress, holding a pink umbrella with tassles hanging off the sides… she was a jellyfish see. And back and forth she ran; at the front stopping the Dragon and pointing him in the right direction and then quickly back to the Shark again to pull/push him forward.

( they may’ve looked a bit like this )

For 20mins I watched this spectacle unfold in front of me, the whole time wearing a great big grin on this face of mine…

“Wonderful…” I thought “…Fancy Dress during the day, people don’t do that enough.”

Which is when I had the idea for The Fancy Dress Picnic –

The idea stayed in my head for a week or so before disappearing into the far reaching caverns of my brain… until it was discovered again.
This time prompted by watching the quite frankly awesome NZ film, Eagle vs Shark* – on a flight over to the US.

*if you haven’t seen it – this screen kinda gives you an idea why I might’ve been reminded of the picnic – our protaganists meet (properly) at a ‘come as your favourite animal’ party…

So yeah – thusly the idea arrived back in my head again – and this time I kept hold of it; kicking it around through Spring and eventually raising it again in a pub in Chiswick with some friends who all decided that it was a fantastic idea for a party and that we should organise it immediately to coincide with our friend Clare’s birthday at the end of July… (or as close to as we could get) …and so!

The Fancy Dress Picnic!

Date: Saturday August 2nd 2008
Place: Clapham Common
Time: 1pm ’til late (Roger’s working on getting some bar space for later, later
The Theme: Come as your favourite animal

You MUST MUST MUST RSVP with the name of your animal that you intend to come as.

The reason for this is to prevent embarrassing moments for all and sundry – I mean – you’ve worn the same dress as someone else before right?

Well.. can you imagine all of us turning up as cats?
That’d be rubbish.

You name it, you claim it.

Me? I’m going as a Hammerhead Blue Shark

I’ve setup a facebook event, Roger’s blogged about it and together we have been working *really hard* to get this crazy day off the ground…
At the time of writing we have 30(ish) confirmed guests – ALL coming as different animals!

And YOU are welcome to come and join us

If you ‘dont do’ facebook then simply leave a comment on this here blog:

The animals that have been taken read like this:

• Shark (blue shark now – can’t find a hammerhead costume)
• Lemur (ring-tailed)
• Turtle (Ninja)
• Tiger (unspecified as to Bengal or Siberian)
• Fawn (Roe, presumably)
• Lion (-O?)
• Macaroni Penguin (they don’t dance)
• Bears, brown (family thereof – this is allowed under the new rule which I have just made up. But ONLY for real families. Birth and/or marriage certificates may be asked for)
• Ladybird (spotted)
• Squirrel (evil grey or timid red? Who knows..)
• Kangaroo
• Donkey (a seaside one from Brighton!)
• Evil Herbivore (giraffe)
• Meerkat
• Bear (Polar)
• Bee (bumble)
• Chicken
• Spider (house)
• Dragonfly
• Butterfly
• Panda (giant?)
• Rabbit (bunny)
• King Penguin (must be distinct from the Macaroni Penguin or will be disqualified)
• Flamingo (pink)
• Cat (domestic)
• Alpaca
• Sloth Bear
• Bat
• Peacock
• Peahen

The rest of the animal kingdom is there for you to choose from.

Much love and maybe I’ll see you on Saturday

EDIT – - – -

Thanks to my awesome Mobilistic Skillz -
We now have all of the directions to the venue available on your Mobile!

All you gotta do is open your phone’s internet browser and type http://mippin.com/fancy

Directions are all right there – Wheeeeeeeeeeeeeee!

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