Select Stories, 29-Oct

• Right Music For Your Viral Ad - SharpNine
  Tom Belton of SharpNine Music overviews considerations for use of music in your next YouTube viral advertising video. While some concepts are familiar ground for TV and radio advertisers, many of the points are not intuitive to the online-only advertisers. Tom uses a three-part framework of Entertainment, Structure and Audience describing each in detail and employs several examples.

• Everything Except Compromise - Dylan
  Still one of the better viral email/video awareness campaigns. Sept, 07 Columbia Records campaign promoted the release of Dylan’s Greatest Hits. Users provided cue-card content for famous opening segment of D.A. Pennebaker’s documentary “Don’t Look Back” in which Dylan sifted through the cards to the tune “Subterranean Homesick Blues”. Song was on 1965 “Bringing it all back home” album. 81,000 viral videos were emailed during the first 3 weeks of the campaign. Email subject line read: “Bob Dylan has a message for you”, took you to the website for your custom presentation and ended w/ an opporunity to buy the album, join the mailing list, etc.

• Is Azure Microsoft’s response to its Vista problems?
  Earlier this week Microsoft announced Azure, its foray into cloud computing and a grudging acknowledgement that software and services are moving away from the desktop (and MSFT’s Windows operating system). While they didn’t make the linkage directly, this NY Times blog article highlights what must have been the key driver, a significant slowing of sales growth for Vista in particular and Windows in general. What is surprising is how long this move has taken. I found this type of, largely reactive, strategy frustrating when I used to own their stock.

• AMP Energy 500
  The folks at Artistic Image put this Amp Energy site together for the “ride with Dale Jr.” campaign. While only the winner got to ride w/ Dale in Taladega on Oct. 15th, the names of all 70,000 entrants were etched onto the car. Not sure what the cost of the campaign was, but 70k fan names / email addresses is good for Dale, good for his sponsor, good for Amp and good for NASCAR.

• Developer News - Facebook
  If you’re interested in the rapidly changing face of social networks, particularly as they start incorporating application functionality onto their platforms (e.g., fbPlatform) or start pushing social functions out to partner sites (e.g., fbConnect), then subscribing to the RSS feed for Facebook’s Developer Blog. It provides periodic updates on their major moves. The current update overviews the fbFund application developer grant winners.

Related Posts:

• Select Stories, 5-Nov
• Select Stories, 10-Nov
• Select Stories, 11-Nov
• Select Stories, 7-Nov

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