We are all movie directors
On July 25th Intel and Toshiba introduced Hollywood’s first ever social film directed by Daniel John Caruso and starring Emmy Rossum and social media users. Yes, real people.
So here is the plot: A woman wakes up in a locked-up room. No way to escape whatsoever. “Her only way out will be to bring you in” using her computer to communicate with users of Facebook, Twitter and YouTube.
The auditions were run at http://www.theinsideexperience.com. Out of which fifty-one people have been selected to have their own personal director’s seat to interact with the movie’s main character on a real time basis.
Now I am not sure if purists of the 7th art will appreciate the many product placements in the scenes, however I do approve of the audacious bet from Intel and Toshiba. For once a movie that viewers will not be able to predict. Marketing and cultural arts are not necessarily incompatible and I am pretty sure that we should expect to see more and more of these initatives in the future.
Watch the trailer and let us know if you would take part in the direction of a movie in real-time.
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
Euro RSCG 4D in support of the World Hepatitis day – July 28, 2011
This year, Euro RSCG 4D will support the European prevention campaign in partnership with the European Liver Patients Association. The campaign aims to promote the issue among the public and put an emphasis on the opportunities for prevention.
We at Euro RSCG 4D will not only support the cause of hepatitis on this very day, but throughout the year and will help to spread the problem online and in the social networks. These diseases can touch and affect everyone regardless of age, gender or country, so we believe that each of us has to get tested and encourage our friends to follow the example.
Everywhere in Europe, thanks to the help of the associations you will be able to get tested and to learn more about what needs to be done for a better protection.
To find out where and when you can do this in Bulgaria, please visit the website of the National Association for the Fight against Hepatitis www.hepasist.com
As ambassadors of the campaign and a socially responsible company, we call on everyone to support the cause by becoming a fan on Facebook, leave a message and share the campaign with your friends. You can also participate in the European survey, which will help associations and government institutions to better handle the problem.
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
Sponsorship advertising is dead
The importance of a diversified cultural knowledge for marketers and advertisers.
Consider the following dialogue:
-”Hey… Did you know Rafael Nadal was featured in the Gypsy movie clip of Shakira?”.
-”Say who?”
-”Rafael Nadal!!”
-”I don’t know him. Who is that?”
-… Put on the best surprised look that your acting skills may allow you to pull off. Sounds a bit like… Ouch!!! Right? If you do not know him, I will forgive you because nobody is perfect and I am glad I made you discover about his outstanding tennis career.
You might argue that it doesn’t matter to you because you don’t care about this sport, which I totally understand. Before coming to Bulgaria, I did not know who Dimitar Berbatov was because I am not interested in soccer at all. Ironically enough, I ended up using his face as the key joke of the first episode of the 4D show. And people loved it.
Now why do I bring this subject? This is not about liking a celebrity or a particular sport; Maybe more, because in our business knowing what appeals to the masses is utterly important. Celebrities actually do matter, simply because people connect with what they are most familiar with. And we are all deep down inside fanatics. And if a celebrity allows your product to win this split second of attraction that matters, then go all in. Heard about Li Na? On Friday 24th June 2011 we learnt that Mercedes-Benz VP of Marketing China had signed the tennis player as the first global brand Chinese ambassador. Coincidence or was it related to her recent win of Roland Garros 2011?
Ace Matrix’s study underlines the fact that using celebrities in commercials do not boost sales. I do not agree with the study. It only does not work when the ad is not related. It is like putting a hot girl next to an unsexy item such as an old school cash machine. It is totally irrelevant. Sponsorship advertising works when the celebrity is related with the product being sold or with the values the product represents.
The only dangerous aspect of Sponsorship advertising is that the brand is linked to the image of a human being that do not always follow the path of the virtuous; Say Tiger Woods in 2010, Kobe Bryant in 2006 or Lance Armstrong, they are all Nike athletes by the way – And where is Nike today? It is still leading the sport retail market. Even its competitor Adidas used each of its brand star athletes to take visitors of the corporate careers website on a virtual interactive tour.
Recently Fibank hired Berbatov in their latest Mastercard Fibank campaign. Were they right to do so? Considering the tongue-in-cheek humour used to parody Dimitar’s celebrity status, my answer is YES.
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria