whatleydude

This post is about the recent home release social media activation of the film DRIVE. There maybe spoilers ahead BUT I’ll be sure to yell loudly if they come near. Then again, we may make it without any. We shall see…

Drive: a stunning, nay breathtaking, film from 2011 (some would argue THE film of 2011). Woefully ignored by the Academy but adored by fans worldwide, its a glorious tale of love-driven revenge told through the haze of 70′s LA neon with a soundtrack to match.

Of Drive, I am a fan.

On Monday, Jan 30th 2012, Drive got its UK home release on both DVD and Blu-ray and, to celebrate said launch, film-studio-friendly agency, Think Jam, sent out early copies of the film out to a select group of fans on Twitter.

The aim? To kick-start a pre-scheduled participatory/group viewing, snappily referred to as #DriveTime.

Nice idea.

But not everyone agreed -

Dan has a point.

In fact, the whole conversation between him and Mike is worth a look (especially as both have proven experience in this kind of marketing). I stumbled across the conversation between the two of them after the film had finished, however found myself unknowingly agreeing with them midway through.

That aside, there’s also the very real issue of SPOILERS.

I would be gutted if someone I followed [on Twitter] unwittingly gave away key plot points throughout any film that I was yet to see (especially on THE DAY of its home release, ie; if you didn’t see it at the cinema then you’re stuffed). In fact, so much did it concern me that I issued my own warning before the film started.

Those issues aside, the ‘event’ seemed to go well. So well in fact, that my friend and I started kicking around some ideas around data visualisation that could work alongside it – yes, that’s right, we’re data geeks.

Bear with me, this is where things get interesting -

Data Visualisation around group events is nothing new, see The New York Times and the Super Bowl or before that, The Guardian and the World Cup; with swathes of data, you can make beautiful, beautiful visualisations.

But these events, they’re huge, global happenings with hundreds of thousands of tweets to process, giving you an extremely granular level of preciseness that you wouldn’t find with say, 1200 or so tweets… right?

Well, ish.

“…I bet they haven’t sold it in.”

One of the great things about these kinds of social media campaigns is that the data is (relatively) free and available for anyone to access. So what if you could steal the data from the Drive activity and not only present it back in a gorgeous fashion, but also demonstrate your skill as a potential new partner in doing so?

“Could you piggy-back another agency’s paid activity to showcase your own?”

Well, as I said, the data is there. So all you would need to do is farm that information and go from there… right?

Search term: “#DRIVETIME” – parameters 30-31 Jan 2012 – network: ‘TWITTER’ -

Export as .csv, group & subtotal the number of tweets by time published and… Voilà!

Look at that lovely data.

I’ve cleaned it up somewhat (only showing the data between 7pm and 10pm – the film started at 8pm) but you can clearly see the flurry of activity that happened throughout.

Now, we can sexify this chart (thanks Robbie) and we can also actually map the highlights of the film against the peaks and troughs of conversation.

A – 8pm: the film startsB – End of [the awesome] opening sequence, ‘Night Call‘ kicks in
C – The Driver meets the girl for the first time – it’s encapsulating
D – Combination of ‘Under your Spell‘ starting + a key killer quote from our hero
E – Sequence of Driver and Irene spending time together [intense]
F – That elevator scene
G – Dip for a(nother) particularly violent piece
H – Film ends, people loved it and tweet according

What are the takeaways from this exercise?

1. If you’re planning a scheduled viewing (over social media) make it both a) a universally accepted film (read: a classic that most people have seen) and b) perhaps one that’s not so visually sumptuous and arresting.
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2. Think about THE DATA. Alright there was a Storify after the fact, but if me and my friends can throw together a crude visualisation of what our collective tweets look like… then Christ, what else is possible?

Which in turn asks a bigger question:

If today’s brands (and consumers) are ready to remix anything and everything, what’s to stop the agencies of tomorrow doing the same?

..oh and look, no spoilers.

Five things of note from this week

1. This Shangri-La Hotel ad: ‘It’s in our nature‘ – it’s gorgeous
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2. New job. New job. New job. Even managed to get my first speaking gig by day three! Amazing.
   Great work, inspiring people. This is my mantra, remind me to revisit this one day and I’ll explain where it comes from. Or just ask me when you see me next.
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3. DRIVE. I loved it (as you might know) and on 8pm on January 30th, it’ll be #DriveTime – it’s a hashtag. Get involved. I am, and as such, I’ve got a [free] copy of DRIVE on Blu-ray – Yes!
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4. Speaking of DRIVE, it gets a special mention in this Like Minds talk that I gave back in October. The video went live this week (hence the link love), it’s only 20mins long and well, you should check it out.
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5. My ex-client friend!! Carla was over from Dubai this week and, alongside picking me up a bottle of one of my favourite whiskies, she also placed a bet with me on how long RIM will last in 2012. She thinks by June, I say September or later. The Blackberry makers aren’t going through very good times at the moment and well, as a keen observer said to me recently - ‘they’re not for this world’. 

Bonus: I lost my pen – #sadtmes.

Following on from last week’s entry (and a little bit later than expected – I’m writing this on Tuesday, but back-dating it to last week – sue me), here’s the top five things I loved most from the past seven days -

1. One of my fellow trans-mongolian adventurers, Ben Wallace, finally finished editing together one epic vodka train video (which we all helped in shooting along the way). Coming in at 6mins long, covering over 5600miles and tracking the consumption of quite frankly, a ridiculous amount of alcohol… I can’t stop smiling whenever I watch it.
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2. This top 10 albums of 2011 list (via @switzke) is definitely worth a peruse for many an hour of aural pleasure. Dive in.
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3. Paul Clarke‘s photography exhibition at Adam Street member’s club on Wednesday was really, really good (personal fave was the stage shot of Jon Culshaw) and I’m glad I was able to make it along. No link available at the moment (Paul’s working on it) but in the meantime, why not check out his portfolio?
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4. Writing a comedy, agony-aunt-style blog post that resulted in being followed by Cher Lloyd Twitter bots? Definite highlight of the week.
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5. I said goodbye to 1000heads. Good friends, great presents and an epic send off. Well done all.
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And for a bonus number six, two videos that came my way on my last day as a ‘head. Both about leaving; one achingly funny and the other achingly inspiring. Enjoy.

PS. Big love to Laura, Angela and Cathy for jumping on the 5Things trail.The latter’s three-fold reasoning as to why this is a good idea are exactly the same as mine. Win.

Good skills.

As promised -

1. I met up with my friend (and ex-colleague) Nicola Jackson this week. I don’t think I’ve seen her little face since she packed up from 1000heads, travelled the world and then started her singing career. Today she’s one half of The Pressure Cell, signed to a label and even has an EP available. I’ve got it, you should too.
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2. A combination of this tweet about stickers + kids and this one about cheering up and being happier on the planet we live on meant that I ended up trending across London on Tuesday. Hilarious.
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   However, joking aside, this did spark a much larger discussion in the office about viral conditioning – something that you should be definitely be aware of (or even in control of) if you’re creating content that could/should go viral.
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3. The Sun came out and I fell in love with London again.
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4. I was finally able to announce my new job @ Ogilvy!
   [Yes Dad, I work in PR now]
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5. Dinner with my Californian compadre, Jen Hanen. I haven’t seen her in over a year and it was lovely to catch up, chew the fat and generally put the [mobile] world to rights. Lovely stuff.
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And for a bonus number six – my friend Justin surprised me by sending me this fantastic mug – completely out of the blue!

I love my friends (and I love my new mug).

Next Friday, January 13th 2012, will be my last day at 1000heads.

We’ve achieved a lot together over the past 27mths – from AR phone launches, to movie tie-ins, to ending the year with our biggest ever award haul – the journey with 1000heads has been awesome.

With 2011 disappearing into the distance, the ‘heads go into 2012 with great clients, fantastic accolades and a future brimming with possibility.

However, after two [and a bit] years of working on the best projects, travelling to the best cities and building awesome community experiences with the best people, it’s time for me to take the next step.

On January 23rd I’ll be doing just that, by joining Ogilvy PR as Senior Associate Director, 360° Digital Influence.

I am very, very excited about joining a super-talented team that is not only going through a period of fantastic growth but also choc full of industry-dominating ambition.

The potential to do even more great work in 2012 is huge and I can’t wait to dig in and get my hands dirty. Until then…

Bring. It. On.

c/o Michael Hell

Taking an hour for lunch isn’t easy at the best of times. I try, we all do. Hell, (1000heads creative director) Robbie Dale and I have been trying to schedule a weekly lunchtime catch up for nearly two years now – it’s shocking how this meeting is hardly ever kept. However, the promise of it being there week in, week out at least makes us try to keep it…

Something new is required, a weekly focal point of something where I deliberately take myself away from the office (where possible) and attempt to build something new. Be it a new piece of writing or a new photography effort; the fourth day of the working week – the lunch break at least – is where I’m going to do it.

I started a fortnight ago and have already built something cool for the guys I work with; “1000heads is Out of the Office“.

This week? I don’t know… I might revisit This is my N8, maybe.

So here’s a challenge for 2012: book yourself an hour a week to build something new. Something fun.

Oh, and do it on a Thursday.

…

Get to it.

a parable for the ambitious

I’ve been thinking about the future a lot of late. Not about flying cars or memory implants and what not, more along the lines of having an actual plan.

2011 has nearly come and gone and the blank canvas I stared upon at the crest of the year is once again gushing towards me like a second, more powerful, ocean wave rearing its head up and over the naked shore.

Advice is sought, advice is given and sometimes, in the most surprising places, advice is discovered. Over the past six to eight months or so, the same piece of counsel has been recurring time and time again from a myriad of different vessels.

If I don’t do something about it soon, I fear I will drown in the flood.
“It’s like the old joke…”

It had been raining for days and days, and a terrible flood had come over the land. The waters rose so high that one man was forced to climb onto the roof of his house.

As the waters rose higher and higher, a man in a rowboat appeared, and told him to get in.

“No,” replied the man on the roof. “I have faith in the Lord; the Lord will save me.” So the man in the rowboat went away. The man on the roof prayed for God to save him.

The waters rose higher and higher, and suddenly a speedboat appeared. “Climb in!” shouted a man in the boat.

“No,” replied the man on the roof. “I have faith in the Lord; the Lord will save me.” So the man in the speedboat went away. The man on the roof prayed for God to save him.

The waters continued to rise. A helicopter appeared and over the loudspeaker, the pilot announced he would lower a rope to the man on the roof.

“No,” replied the man on the roof. “I have faith in the Lord; the Lord will save me.” So the helicopter went away. The man on the roof prayed for God to save him.

The waters rose higher and higher, and eventually they rose so high that the man on the roof was washed away, and alas, the poor man drowned.

Upon arriving in heaven, the man marched straight over to God.

“Heavenly Father,” he said, “I had faith in you, I prayed to you to save me, and yet you did nothing. Why?”

God gave him a puzzled look, and replied “I sent you two boats and a helicopter, what more did you expect?”

Have faith.
Listen to those around you.
Defend ideas.
Be smarter.

But most of all: have a plan.

Whatley out.

Today I created a folder on my Mac marked ‘DKR’.

That is all.

[Private post - made public Dec 14th, 2011]