Top Digital innovations: Old Spice Response Videos

1. What is the basic premise behind the idea?

     The basic premise behind the old spice response videos are that they break the fourth wall between the consumer and traditional advertising. Consumers are able to interact not only with each other but with Mustafa (old spice character) , as well.

2. Why do you reckon that it is listed as a top 10 innovation for 2010?

 I think that this is listed as a top 10 innovation because It was something that’s never really been done before. The creatives, marketers, tech geeks, writers behind the old spice response videos took the social web by storm in on day. They brought a character to life using  the social channels, most of use everyday It is well done and it appealed to peoples' egos. It felt very personalized, even if the response video wasn't directed at you. Those people that got responses, and many people who didn't, have Tweeted, Facebooked and otherwise shared links to the videos back out across their social networks. The Old Spice response videos changed the way that advertising and marketing can be done.

3.Based on the framework of new rules of marketing and PR, how does this idea qualify and fit within that scheme?

 Yes, this idea qualifies and fits within the new rules of marketing and PR because it changes the whole dynamic of the marketing/PR world. It breaks all traditional rules and it incorporates so many creative media outlets that are now useful to get the word out to consumers about a product.

4.What are some other ideas that you see out there that you think might have potential for blowing up a top digital innovation?

  With the craze invention the e-readers like Ipad, NookColor, this digital innovation will forever change the way we read everything (magazines, books, newspapers) These e-readers will become more prevalent in our lives in the next couple of years, especially in schools.

5.. Which among all these ideas has the potential for longevity and is likely to become a standard

     I think Iads just might become a digital standard. Apple in itself has become an phenomenon and will countine to come out with new technology. Apple has become the blueprint for technology in general in the 21^st century. As long as apple is making products Iads will always  a standard in the digital world.

 

The Future of Advertising

1. Based on your understanding, who are what is a digital immigrant?

I would say the digital immigrant are typically older people but not necessarily because there are younger people who don't know how to use certain programs or devices as well.

2. What are some of the skills that might help transform a digital immigrant to a digital native? Where do you see yourself in the digital world?

Some skills that might help transform a digital immigrant to a digital native is just being able to have general receptiveness, being relevant in what's present and what's new. In the digital world I see myself always learning different digital elements, reading a lot about the new technology coming out. I see myself just keeping up with the times and not becoming outdated with technology.

3. "The irony is that while there have never been more ways to reach consumers, it's never been harder to connect with consumers,". Why is this so?

I believe this is so because there even though there are a lot more options, it creates clutter. The more options, the more cluttered and chaos.

4. Can advertising be crowd-sourced?

Yes, there are now crowd-sourcing sites like openAd.net, that is a online marketplace for buying and selling advertising and marketing ideas.

5. What is the opportunity amidst all the chaos?

The opportunity amidst all the chaos is basically the optimistic view that even though the world of mass media is in chaos,There are so many openings of new jobs/positions to be a part of now, then before. It gives hope to especially post-grad college students who are searching for jobs.

picture from: http://techbloq.com/page/8/