Adnerds

Yesterday, we hosted a guest college on social media for GRP’s Advanced Media School Program a set of (mainly) junior profiles working in the media buying industry. We discussed why “analog” – or traditional media for that matter – sucks (something we like to discuss from time to time). We shared our point of view. Being:

As communication changes, the world changes. And thus creativity and media buying needs to change alike.

We therefore pointed out the many advantages working in a digital, online environment offers. And how social media platforms, such as Facebook or Netlog, offer multiple benefits. Knowing your visitors, knowing their interests, knowing their friends, tracking what they do and like, getting to know them even better, … Advantages print, TV or radio are unable to leverage, because they lack intelligence.

We gave an overview of how work we’ve created over the last few years for one of our most hip clients, PepsiCo, changed dramatically. Our current project, pepsimax.be (that Jan discussed earlier) enables users to handle a claw machine from their comfy chair, trying to catch one of the 2000 prizes. It includes a Facebook Connect integration, all claw machines Twitter, we used RFID to detect the prize you won and worked with real (this implies mechanical) claw machines, everything is being streamed 24/7 by 12 webcams. How complex this may seem, the user experience and ease of use was our main concern. And numbers (up till now – after 2 weeks, 4 weeks to go!) are stating the obvious: we succeeded in keeping it simple stupid (KISS)!

As a closing note, we shared some thoughts on the future of mobile. And how it is becoming a the new mass medium.