pizza friday 203
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This edition of Pizza Friday is chock-full of advertising and social media news, as well as the Top 5 Ads of the Week and a list of some emerging trends to keep an eye on in 2012.TRANSCRIPT
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THE NEWS
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Need cash? Just hold your hand out under this ATM!
Wallets in Japan are about to get a little bit lighter, thanks to the introduction of the world’s first
automated teller machine that doesn’t require a bank card to get cash or check your balance. It simply
reads your palm.
The ATM being unveiled this September by Ogaki Kyoritsu Bank isn’t the first to use so-called biometric sensors
(the palm reading device), but it is the first to allow customers to ditch their cards entirely, instead of using it
as an added layer of security. A palm read combined with your birthdate and a PIN will suffice.
The technology is being unveiled, in part, as a response to the earthquake and tsunami that crippled the
country’s northeast coast last year. Many people fled their homes empty handed and lost everything,
including their ATM cards. This new system would allow access to cash in such scenarios.
The bank announced the new ATM on Wednesday with the slogan, “You are your cash,” reports IDG News
Service.
The biometric technology was created by Fujitsu and is reportedly able to quickly differentiate between hundreds
of thousands of people. And if someone kidnaps you, drags you to an ATM and forces you to hold your
hand over the sensor to get out some catch, don’t worry, the security camera will find them.
http://www.futureoftech.msnbc.msn.com/technology/futureoftech/need-cash-just-hold-out-your-palm-atm-713010
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Google’s Daily Puzzle Keeps You Searching
Google has started offering a daily puzzle. How do you play? You use Google to search for the answer.
The company has even tapped WIRED magazine to help them get the word out “to the geeky masses.”
A recent puzzle asked “The so-called ‘lightning capital of the U.S.’ earns its name from the weather that results
when sea breezes collide from which two bodies of water?”
According to Google, the rules are simple:
1. Start Searching: Crack the question using the full range of Google search techniques in the search box
above the question.
2. Enter the Answer: Show us your best shot and we’ll tell you if you’re right or need to keep searching…
A new puzzle pops up everyday at 12:01 a.m. Eastern. The answer to the previous day’s puzzle is available at
that time as well.
The result? A win-win for both sides: People learn better search techniques, as well as interesting trivia. Looks
like Google has done it again.
http://upmarket.squidoo.com/2012/04/10/googles-daily-puzzle-keeps-you-searching/
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INNOVATION
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IKEA Debuts Its Own Line of TVsIKEA recently introduced a completely new line that integrates smart TV and sound systems with
furniture. The ‘Uppleva’ features an entertainment unit built into IKEA’s simplistic shelf designs,
bringing better aesthetics and functionality to the living room. In collaboration with China’s TCL
Multimedia, IKEA was able to integrate an LED HDTV with a built-in Blu-ray player and 2.1 sound
system into the wooden stand.
http://www.psfk.com/2012/04/ikea-tvs.html
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Barclaycard RingCan a business function like a democracy? Barclaycard is about to find out. It’s set to launch
Barclaycard Ring, a crowdsourced credit card that taps into Millennial preferences.
Together cardholders determine how the product is managed, based on financial disclosures
from Barclaycard. The bank promises a straightforward offering (e.g., a standard percentage for
purchases, transfers, etc.) and monetary “Givebacks” if it reaches a certain profit threshold.
“Community members learn and share, take part in blogs and discussions, weigh in on
community topics and even vote on product features and benefits,” explains a video. At a time
when an airline is issuing credit cards, new services like Boku turn phones into credit cards, and
consumers can even buy with a tweet (via PayPal), experimenting with novel ideas is essential.
http://www.jwtintelligence.com/2012/03/barclaycards-crowdsourced-credit-card/
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OFF THE PAGE
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Injecting Some Mystery Into Your VacationPacificIslands.com is running mystery sales in which travelers enter for a chance to win a
$5,000 vacation for two for the price of $1,000. The catch? Winners choose their travel dates,
but the exact destination is only revealed two weeks before the trip. And last year, American
Express launched an interesting service, “Nextpedition,” in which a mystery itinerary is
created after a person’s “travel sign” is ascertained. Customers book the trip before finding
out exactly what they’re in for. Reengineering Randomness is about reaching consumers through
surprise and delight, online and off, while avoiding their overstimulation and also about enabling
serendipitous experiences. Brands and sites that encourage users to meet strangers, explore novel
ideas and move beyond their comfort zone in the real world will feel the biggest boost.
http://www.jwtintelligence.com/2012/04/injecting-mystery-vacation-2/
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Kit Kat, Pepsi make marketing hyper-personal by drawing, impersonating consumersKit Kat, whose marketing revolves around the concept of taking a break, held a Live Global Break
over Facebook each Friday in March during which four artists drew caricatures based on photos
submitted by people worldwide. (JWT Milan launched the event.) Consumers had to “like” the brand
to enter and were encouraged to share their caricatures, which can be seen via Kit Kat’s
BreakTimeFriday Facebook app.
Pepsi is also using Facebook as a platform, to personalize the taste test concept for its new Pepsi
Next product. The idea is that comedians will impersonate the consumer in question (potential
subjects sign up on Facebook) and sample the beverage on their behalf. “We’ll analyze their
Facebook persona,” Pepsi’s head of digital, Shiv Singh, told Mashable. “It will be very close to who
they actually are.” A dozen improv actors will participate in a five-day shoot.
While these types of campaigns can focus only on a tiny sampling of consumers, the hyper-
personalized effort is likely to spur widespread sharing and help forge more personal connections to
the brand.
http://www.jwtintelligence.com/2012/04/kit-kat-pepsi-marketing-hyper-personal-drawing-impersonating-consumers/
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100 THINGS TO WATCH
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MOVEMENT MARKETING
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Unilever calls on companies to tackle food waste mountain
Unilever's United Against Waste campaign was launched last September along with
a free "Wise up on Waste" toolkit to help businesses deal with the problem. It has
since been downloaded by around 360 organizations in the UK and Ireland.
Last month it unveiled an interactive video wall for operators to share achievements
delivered using the toolkit and exchange best practices.
In one video, a pub owner describes how a waste audit cut the vegetable bill by £20
a week and significantly reduced the amount of food waste coming back on
customers' plates.
"We're trying to say it doesn't have to be big, drastic changes," a Unilever
spokeswoman told BusinessGreen. "It's the small things that will really make a
difference."
http://www.businessgreen.com/bg/news/2156074/unilever-calls-companies-tackle-food-waste-mountain
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HAND-MADE ADVERTISING
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Handmade Beer, Handmade AdsLa Korrigane, an artisanal brewery, decided to tell the story of handmade beer by creating handmade
ads. One hundred artists, graphic designers and illustrators were invited to spend an evening at the
brewery, enjoy a few beers, and sketch by hand 100 ads on the white paper of Voir, the newspaper
partner-in-crime of the initiative. The day after, the 100 copies of the newspaper were distributed in
the newsstand outside of the brewery.
http://www.adverblog.com/2010/12/06/handmade-beer-handmade-ads/
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SOCIAL MEDIA
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Can a Single Facebook Account Destroy Facebook?A man named Laimonas Zakas has created a Facebook page dedicated to a form of digital graffiti called Glitchr.
Anyone with a grasp of international encoding format unicode can use this form of miscoding to deface Facebook
posts, photos, search bar - basically any part of the site. The graffiti is created through the manipulation of accent
marks called diacritics, common in Arabic and Latin-based words. Coders use it to play off of already-existent bugs in
Facebook’s code. His work has caught the attention of tech sites and art galleries.
Zakas started the project in May 2011, after his Facebook notification bubble popped up in blue rather than the
standard red. “Don’t have any idea what caused it to become blue,” Zakas told Mashable. “I have always loved
bugs and oddities on Facebook, so I started experimenting with them and created a Facebook fan page to share
the results.”
The work so far has been met with mixed results—even at Facebook headquarters. The social media site shut down the
page in December, but when Zakas contacted Glitchr’s internal Facebook fans, the page returned. As of that January
interview, Facebook’s engineers had already corrected many bugs that Zakas’ glitching took advantage of, including:
embedded animated pictures in notes, shared animated pictures in thumbnails, and unlimited extension of text in a post to
the right side of the page.
These digital graffiti tricks are not intended to be malicious, but instead point out errors in a flawed system. On a
grand scale, the glitches also give people an opportunity to deface parts of the virtual world to which they object,
or to add a bit of art and unpredictability to an otherwise controlled environment.
http://upmarket.squidoo.com/2012/04/18/can-a-single-facebook-account-destroy-facebook/
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Hertz Coupon Value Increases with Facebook SharesBrand marketers are finding all kinds of ways to reward customers and others who interact with their social
platforms or participate in other social activities. Hertz’s promotion appears on its Facebook page and
works on the Share It Up! social coupon platform. Hertz’s more than 69,000 fans are encouraged to
share a coupon posted on a dedicated page, as well as on the home page, by clicking the “Share It
Up!” button. Once a recipient clicks on the coupon it unlocks greater discounts and increases the
value of the coupon. The more the coupon is shared the greater the value becomes. Everyone who
shares the coupon can take advantage of the savings. Fans can share the coupon, which reads “save
up to $35,” with their friends on Facebook, Twitter and email.
“The more the coupon gets shared within your network the higher the value goes,” Lemore Hecht, manager,
communications and social media at the Hertz Corp., said. “After five shares the maximum value of the
coupon, $50 is unlocked.” The promotion began April 11, 2012 and runs through April 30, 2012.An
earlier test last November and December for $50 off airport rentals indicated a solid response,
showing that Facebook fans can be good brand advocates. And to encourage quick redemption, this
latest coupon is only valid from April 16 through July 16.
“We know that customers who use this coupon are dedicated to Hertz as a brand so when they post and share
the coupon they’re giving that referral that Hertz is a great brand,” Hecht said. “We all benefit from it, Hertz as
a brand and the fan with the coupon.”
Hertz uses several metrics to determine the ROI of the promotion, including shares and booked reservations.
“The real success of the program is not only how many people redeem and share the coupon, but how many
people actually use the coupon for their next reservation,” she said.
http://chiefmarketer.com/promotional-marketing/hertz-coupon-value-increases-facebook-shares
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JULIET’STOP 5
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Pringles Tournament of FlavorsIn the spirit of March Madness, Pringles put on their own Tournament of Flavors. Each flavor bracket
had 2 videos going head to head. Viewers voted for their favorite user-generated video to help the vid
move through to the next round. After voting, viewers were eligible to win coupons or a $50 gift card.
Here's just one of the entries:
http://www.youtube.com/watch?v=DMlhNKDwxgc&feature=endscreen&NR=1
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STOVE TOP Stuffing Mix | Pilgrim
http://www.youtube.com/watch?v=i6mpL1WCjOE
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STOVE TOP Stuffing Mix | Teenage Pilgrim
http://www.youtube.com/watch?v=QFZEn4yMBhk
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Glad Black Bag | The Wild Life
http://www.youtube.com/watch?feature=endscreen&NR=1&v=GAW0ESiSFAI
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Sauza Tequila | Make It With a Fireman
http://www.youtube.com/watch?v=z0hq4bBnYIM
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Pizza Friday is Numantra’s weekly venue for reviewing the
latest news, innovations and accomplishments taking place in our industry and the world at large.
Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an
impact in today’s marketplace.
So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketing
braintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born.
Find out what Numantra can do for you.
Visit numantra.com for more information.