appointment to tweet part 346

According to Fast Company, Twitter exec Adam Bain predicts that at least half of Super Bowl XLVI ads will contain a Twitter hashtag.

They say ‘If last year was the year that ads started incorporating Facebook addresses into their creatives, this year--at least this Super Bowl--might be the year that hashtags reign supreme.’

Tags to watch out for will include Coca-Cola's #GameDayPolarBears and H&M's #beckhamforhm.

The hashtag drive is part of a Twitter sponsored activity called Ad Scrimmage.

'...ads can compete to see which gets the most buzz in the week following the game. The system builds on previous voting programs Twitter has developed for shows like X Factor. Fans vote by tweeting and directing their followers to the custom ad gallery on the Super Bowl website. Ads that get the most votes move to the top of the list, and the winner gets a free Promoted Trend on Twitter.'

Good to see USA catching up with us at ClemengerBBDO in Melbourne.

We've been tagging Carlton Draught spots with #carltondraught since back in October 2010, of course... ;)

The same time that we coined the phrase 'appointment to tweet'.



HT Andrew Pascoe

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appointment to tweet part 4 #twelevision

Back in August, we discussed the notion of appointment to tweet, and how tools like Twitter were turning out to be an unlikely savior of live scheduled broadcast television.

- Enhancing the ‘scheduled’ viewing experience making it more entertaining to watch ‘live’
- Making it interactive and social on a many-to-many basis
- Connecting fans with other fans

So...

Imagine if there was an app that helped you choose which channel and programme to watch based on the conversations happening around it?

A twitter based TV guide which showed you what was on right now, and who was talking about it?

While there are numerous apps that let you check-in to shows or movies, imagine if it worked on a hyper-local basis, using the actual TV guide for your area based on what was being talked about right now.

Channel surfing then becomes about finding the conversations not just the content.

Well, very soon you will.

Twelevision is coming to an app store near you in the next few weeks.
Australia only for the first wee while, then everywhere.



For updates from SXSW, where we have representatives pimping, follow @twelevision on Twitter.

You can also join us on Facebook, please do.

Or have a look at the demo vid in super HD on the Twelevision website.

The revolution will be twelevised.

Please let me know what you think.
I'll be pimping this to death, and telling the story over the next few weeks.

cheers.

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appointment to tweet part 3

As the journey towards total media convergence continues to pick up momentum, there's news of new investment by Google Ventures into Miso - the twitter/foursquare-esque social tv 'check-in' hybrid that's been picking up traction in the US over the past few months.

Perhaps the most interesting nugget is the news of the introduction of the Miso API.

They say:
'With the the API, TV sites, TV manufacturers, set top boxes, or any developer can access Miso in the same way our applications work today. Developers can develop new apps, integrate ‘check-in’ functionality into their own apps, and much more'.

Bearing in mind that it's been predicted that around 60% of all new TVs will have built-in network connectivity by 2015 and over 70% of these TVs will have an app platform built in, the post-digital future is increasingly looking like total digitality.

Appointment to tweet
Appointment to tweet part 2

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appointment to tweet part 2

I'd not seen a twitter hashtag used on a tv ad before, so the AFL final on Saturday (which is effectively Australia's Super Bowl) seemed like a good place to experiment with appointment to tweet theory and see if it sparked anything.

We had a 3 minute edit of the Carlton Draught 'Slo mo' spot taking over a complete ad break and re-edited the end frame to include the tag #carltondraught.

While it's nigh on impossible to say whether it was a success or not (and how would that be measured anyway?) there was indeed a brief flurry of tweets during and after the spot, many of which were tweets remarking on the inclusion of the hashtag itself, and certainly enough for us to claim 'trending' status for those 180 seconds.

To be continued...

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appointment to tweet

'Appointment to view' was a term used back in the day - before the introduction of devices like the pvr caused major disruption - to describe the experience of tv viewers who tuned in to programmmes broadcast at scheduled times.

Major spectacle-based advertising like the Super Bowl spots in the US and more recently stuff like Cadbury's Gorilla in the UK - which 'premiered' in the break of the Big Brother finale a couple of years back - also played to that notion.

With that in mind i'd like to suggest a new term into the marketers lexicon, with a nod to how the real-time back-channel commentary afforded by twitter (and the #hashtag) has emerged as an unlikely saviour of the live tv spectacle, as exemplified by recent transmediafication of political elections around the globe, things like the X-Factor and the unfathomable popularity of Masterchef, here in Australia.

- Enhancing the ‘scheduled’ viewing experience making it more entertaining to watch ‘live’
- Making it interactive and social on a many-to-many basis
- Connecting fans with other fans

Appointment to view shall henceforth be known as 'Appointment to Tweet'.

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