March 2011


Welcome! This is the first edition of a regular weekly update on all things DERTy (Digital Entertainment, Rights and Technology).

We hope you find some of the weird and wonderful things from this week’s news and Twittersphere of interest. If you have any comments on any of the points below we would love to hear them.

Until next week…

Digital Entertainment

clip_image002Jennifer Aniston and Smart Water
In an area where you see a lot of things branded as ‘viral’, but are in fact adverts which companies want you to pass on, it was a refreshing change to see a company do it really well.  I clicked on the link from Twitter with low expectations but what appeared was Jennifer Aniston promoting Smart Water in a really clever and innovative way.  The campaign has received literally hundreds of positive article, over 4 million views on YouTube and there is a lot of buzz around the campaign on Twitter.  Admittedly they had a high profile celeb to help them get this coverage, but I still think they have hit the nail on the head.  If you haven’t watched it already I strongly suggest a quick look.

clip_image004Intel reinvent art
We’ve been admiring Intel’s creative projects (such as the Creators Project) for a while.  This week the Remastered exhibition was launched “to explore the relationship between art and technology and celebrate its role in inspiring modern creativity as part of its Visual Life campaign”.  Interesting stuff.  Whether or not this art is reimagined or reinvented – a lot of the exhibits look very interesting.  Nice YouTube preview here.


clip_image006Equal Pay Day
People used to forge masterpieces – and Dougal Wilson’s vid for Benni Benassi’s Satisfaction happens to be a masterpiece of Noughties dance vids. So now here’s Raf Reyntjes lovingly-crafted recreation of the video – with an important difference. This time round, the girls are a bit older. Which makes it very funny – or hard to watch, depending on how you feel about seventy year old ladies wielding power tools whilst wearing hot pants. It’s all for a perfectly good cause, thankfully: Equal Pay Day. In fact, it’s a stonking way of highlighting the important issue of inequitable gender wage differentials. In Belgium.

And here is the original http://www.youtube.com/watch?v=V5bYDhZBFLA – Spot the difference?

clip_image008Spyro the Dragon gets real wings.
We’ve been a fan of Spyro for a long time (in a former life Luke worked on the little purple dragon of joy and can often be found wearing a purple dragon costume at the weekend).  So it was with fiery excitement that we read about Activision’s real-world tie-ins for the new Spyro game.  There’s a great overview on the Telegraph.  The box copy of the game will ship with real-world peripherals that unlock features and interact with the game.  Interesting stuff – and not unlike the chess scene in Star Wars (in our heads’ anyway).  This demonstrates that particularly for youth audiences digital entertainment is not just virtual but is also tangible.  Moshi Monsters are illustrating a similar approach with a range of real-world products that unlock items in the virtual environment.

Rights

clip_image010

Warner Bros bring film to Facebook
Those living Stateside will soon be able to rent films through Facebook thanks to a new deal between the social network and Warner Bros. Users in the US will first be able to rent The Dark Knight for $3/30 Facebook credits – and there lies the interesting bit. At the moment Facebook credits don’t mean much to the majority of users, but with the Warner Bros. deal sure to be the first of many, we might be about to see Facebook’s virtual currency step up a gear. It also brings into play everything people have theorised around ‘social viewing’ as now people will be able to easily integrate all of the usual Facebook functions around movie content. Sounds like an exciting test bed, watch this space.

Technologies

clip_image012Well Funded Birds
The company behind everyone’s favourite mobile game – Angry Birds – today announced a $42m round of funding to expand its franchise and develop new titles. This comes in the same day that it was announced the game was also heading for Facebook. Considering Rovio claim to have already made $50m from game sales, they must have some big plans up their sleeves. So prepare to be watching Angry Birds the movie and getting an Angry Birds soft toy in your stocking come December.

Tweets from the team

· Transmedia alive and kicking it seems RT @powertothepixel: Fourth Wall Studios raises $15m for cross-media productions http://lat.ms/goM1ft

· Fear and Rango in Las Vegas. Uncanny resemblance…http://bzfd.it/gg55S2

· Black Swan trailer – the Habbo cut. Very cool (Habbo a client) http://youtu.be/ggQa-5T5UqQ via @juzu17)

· Interesting RT @mashable:Who’s Really Scanning All Those QR Codes? [INFOGRAPHIC] – http://on.mash.to/i5bio3

· Never commit a crime in Strathclyde http://bit.ly/hl0oeI (via @shortlist)

UK Times journalist Rod Liddle can barely hide is contempt for Twitter and its proponents who claim to be “changing the World in 140 characters”.  Liddle is referring to the uncompromising (sometimes pompous) pronouncements made by politicians to various leaders of the Libyan government:
• “My message to Saif Qadhafi today: violence we are seeing against the Libyan people is unacceptable” (@WilliamJHague; UK Foreign Minister) 
“Great honour to Egypt today. People Power has forced regime change. Needs equal focus and discipline to bring in something better” (@DMiliband; ex UK Foreign Minister)

Given that these messages appear aimed directly at the regime of another country; I wonder if Twitter is the most appropriate medium. 

“I tried to see if ol’ Saif had responded online to this stinging rebuke — perhaps with an ‘Oh, bugger me, you’re quite right, William — we’ll call off the bombings and relinquish power immediately’. But no luck. Saif probably tweets under a different name,” muses Liddle of Hague´s message.

“ . . one assumes the bloodied and determined Egyptian democrats stopped in their tracks at this important missive and immediately gathered together to thrash out a more disciplined and focused approach to social change. Thank you, David — valuable advice. Please go on,” he adds with respect to Milliband´s words of encouragement. 

In the most blatant example of ‘bigging up’ the medium, Rio Ferdinand, Manchester United and England football captain, claimed that he and other Twitter users “are involved (if not directly)in a powerful #movement ! …” (@rioferdy5).

With all due respect Rio . . . . we are not. We are simply exchanging opinions on football, the state of your back injury, Man Yoo’s failed attempt to rebuff a rejuvenated Liverpool FC this weekend, quite how Ferguson continues to flout broadcast regulations, and how he is turning into Kevin The Teenager.

And here is the shame . . . . As a social media platform Twitter can provide a valuable and unique support for those looking to deliver the most sensitive message to the most specific of audiences; the key is that Twitter not just about the Tweet.

The Twitter platform can provide a wealth of information about a particular audience, where it meets, what subjects it cares about, with what frequency and style it communicates, who are the idea starters, who are the amplifiers.  It can also provide this level of detail about a subject or theme; who is leading the discussion, do these people remain constant or does leadership vary over time or cyclically, on what other platforms are these themes addressed (traditional media, blogs, other communities, physical meetings etc)?  Tools such as Edelman’s TweetLevel can deliver analysis by audience or theme, level of engagement, the trust or authority associated with each contributor, all of which can be broken down on the basis of geography or language.

This powerful insight can be delivered without the necessity of making a single Tweet.  The shame being that for many – from Rod Liddle to Rio Ferdinand – Twitter simply means Tweeting. 

And this misapprehension gives social media in general a bad name because it assumes that – in the final analysis – everything can and should be broken down to 140 characters; which is really missing the point. 

In some instances Twitter may be the most appropriate medium on which to communicate or participate in dialogue with a given audience; but in others it is wholly inappropriate.  Perhaps discreet diplomatic channels would have been more appropriate method of influencing the Libyan regime (telephone calls, summits, relationship meetings, official (confidential) memos etc).  Government to government communication via Twitter just seems wrong in this context.

However, the insight that platforms such as Twitter can provide into a target audience or theme remains both invaluable but all too often neglected.   This analysis should help define how a given message can be credibly delivered whether through face to face meetings, traditional media, telephone calls, roundtables, third party events, blogs, conferences, or – indeed – a Twitter feed. 

A final word to those Twitter incontinents out there; to “use Twitter” does not necessarily mean to “Tweet”.

@RogerDara

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