The fact is that in an incredibly short time the video game industry has grown from the curious fascination of ‘Pong’ in 1972 into one of the true behemoths of consumer entertainment today.  With the 2013 Electronic Entertainment Expo (E3) set to kick off next week—hot on the heels of new console announcements from Sony and Microsoft—we are yet again on the precipice of another milestone in video game history and will look to see how brands can ingrain themselves into such a massive consumer space today and in the future.

Over the past few months Sony has announced the PS4 and Microsoft introduced the Xbox One, the eighth generation of consoles and the first new group of consoles in about eight years (Nintendo’s Wii U, the successor to the Wii, was released in late 2012).   The overall technology is impressive as both companies are bringing a plethora of new possibilities to the table. Particularly worth noting is the PlayStation App, which plans to utilize the “second screen” experience in game, in real time and Microsoft’s multiple advancements with Kinect, such as heart rate tracking and advanced voice control.  We can also expect both companies to push even harder on becoming the entertainment hub of the household, providing apps, movies and internet access that will look to rival not just each other but products like Apple TV, Roku and Google TV.

So what do these developments mean for brands?  Game advertising has been going on for years—the NBA 2K series is flush with in-game sneakers from the likes of Jordan and Adidas, racing games such as Burnout show ads on billboards and even President Obama has gotten in on the act, buying virtual ad space from Electronic Arts during the last two election cycles.  And we haven’t even mentioned how brands have quickly taken advantage of the explosion in the mobile/casual games market, including Taylor clients like Friskies and Captain Morgan.  But the gaming industry, like all technology, moves fast, and it’s up to our industry and our brand partners to capitalize and deliver a positive consumer experience.

New gaming technology is always striving to be more immersive with advancements like better graphics and motion control.  The idea is to make the player feel a part of the experience as much as possible, and from a brand’s perspective it becomes an incredibly enticing and valuable way to reach the consumer.  With a massive segment of the population now ‘gamers’ (according to the ESA, the average gamer is 30 years old and 47% of all gamers are women) all eyes will be on E3 come June 11 to learn more about the next big step in gaming and how brands can utilize these platforms to reach their consumers now and in the immediate future.

Like “My So Called Life,” “Freaks and Geeks” and the bevy of other shows that were taken from us too soon, a cult following soon developed around “AD.” Murmurs that had begun during the third (and eventually, final) season of a move to ShowTime or HBO were followed by years of rumors and off-hand comments from cast members about a reunion movie. Needless to say, the past few years have been an emotional roller coaster. Just when it seemed all hope was lost, comments about a limited run on Netflix emerged. Over time, rumors lead to confirmation from cast and, eventually, an official listing on IMDB.

A lot has happened since 2006 when we last saw the Bluth’s. They’ve changed and so have we. While I’m sure my love of the show will only grow with new fodder, I have also found myself captivated by the marketing machine behind it. What’s particularly compelling is that the marketing initiatives are laser focused on existing fans, featuring inside jokes and references to the show. This has most notably included:

• A traveling Bluth Frozen Banana stand where fans in major cities can get their hand on a famous Bluth banana and, occasionally, rub elbows with a cast member or two
• Integration with Seamless Web with reviews about the Banana stand, teasing the launch of the show
• A brilliant Facebook page that encourages fan engagement with content like calls for captions on show posters and highlighting fan submitted content. In fact, the cover photo features one of these show posters with the consumer’s Twitter handle. It has also featured content from the banana stand activations, tying offline to online
• Consumers browsing Netflix in recent weeks could spot the tell-tale blue hand prints of our favorite Blue Man Group wannabe

If the marketing genius behind the show’s return is any indication, I have no doubt in my mind the return of the Bluth’s will be triumphant. One thing is for sure – in five days when the final countdown to new episodes ends, I’ll be glued to my TV catching up with some old friends. And yes, I’ll be wearing my Mr. Bananagrabber t-shirt with pride.

Social media provides a great opportunity for organizations to understand one’s audience and foster mutual dependency with key consumers. Much of Apple’s business and sales revolve around word of mouth and buzz marketing of product releases, however there appears to be nothing in Apple’s communications model to suggest consistent dialogue with consumers and brand loyalists between new product launches.

Studies have shown that customers who engage with companies over social media tend to spend 20% to 40% more with those companies over other customers. Therefore, by not engaging on social media is Apple missing a crucial opportunity to regularly engage with their consumers, which would result in greater brand loyalty and a more positive corporate image?

To counter this argument, Apple’s absence on social media clearly hasn’t hampered their sales momentum and they still have an incredibly strong army of loyal consumers. So what do you think? Is Apple missing a great opportunity to build brand loyalty through social media channels? Or do they already have sustainable momentum that will keep them top of mind without those additional engagement portals?

Interactive Images For Brands

ThingLink is making image sharing far more interactive, allowing users the ability to share images that include embedded links, annotations, videos and the option to share and purchase content. Here is an example of how Microsoft is using this technology, leveraging links to a video and a relevant website.

Free Portable WiFi in Forbes Magazines

To promote its Office 365 software, Microsoft has equipped a number of Forbes Magazine print issues with free WiFi. The magazine was sent out to various subscribers and it comes with 15 days of free internet. The WiFi hotspot connects up to five devices at a time, and lasts about three hours before needing a recharge.

Apple Has Bigger Plans For Integrating With Your Car

Apple doesn’t just want the iPhone to come along for the ride; instead they want parts of iOS to be in your car. A new report from 9to5Mac showcases how Apple wants to own your car’s console with Maps and Siri integration. No date has been announced yet but Audi, BMW, Chrysler, Honda, GM, Jaguar and others are all on board for Siri Eyes Free.

Jawbone Links With BodyMedia for Wearable Technology

Jawbone has acquired BodyMedia – a pioneer in wearable body monitoring technology. Jawbone had been looking to build up its position in the wearable computer and health tracking industry with the launch of its Up wristband and the purchase of MassiveHealth and Visere. BodyMedia’s devices have collected and analyzed more than 500 trillion sensor points, and is the only system of its kind that is registered with the FDA and backed up by clinical outcomes.

Over the last few weeks, some schools have owned the channels when it comes to making the most noise…digitally. UMiami, FGC and IU are the most talked about schools thus far, with Michigan State, Marquette and Louisville being the least talked about schools. This lowest seed still alive, Wichita State, has the most positive sentiment on social media out of any team at 66%. Wichita has been my favorite team to watch, as they already upset #1 seed Gonzaga and #2 seed Ohio State (knocking out half my pool). With a Final Four win over Louisville Saturday night, Wichita would be playing for the first ever title as a #9 seed.

As the tournament gets more exciting, it will be amusing to see what brands step up and capitalize on content to engage their fans. A campaign I have been following — Capital One’s “Rally Cry”– is an integrated television and digital campaign using Alec Baldwin and Charles Barkley as spokespeople and emphasizing the use of the Twitter hashtag, #rallycry. Capital One wants to provide fans with a megaphone to talk about their teams on Twitter using their hashtag. The brand is tracking the conversation and periodically changing the background of its official Twitter account’s background based on analytics that determine the schools producing the “loudest” fans on social media. This is just one many campaigns happening at the moment. It’s go time for marketers– make sure your brand has a unique P.O.V.

Who will take home the social crown this year?

Facebook: New Newsfeed, New Ads

A few weeks ago, Facebook introduced a cleaner, simpler newsfeed design. Part of this re-design includes paid re-targeted ads appearing in your newsfeed.  Data demonstrates that Facebook users spend a majority of their time engaging with content in their newsfeed. This means it is prime real estate for advertisers wishing to reach an audience. Preliminary analytics show that these ads are more effective, because they can target individual users based on their specific browsing history.

Facebook Conversations Made Easy By Adding Replies

Facebook has finally added the ability to reply to comments, making it easy to keep track of and facilitate conversations. It is now possible for brands, fans and friends to engage in threaded chats. In the past, comments were always displayed in chronological order. Now, with the “reply” options, comments are grouped by topic and include anyone that is participating in the conversation.

March Madness Streams Double in 2013

March Madness Live has been posting incredible numbers, with more than 10 million hours of game coverage streaming from the tournament since the first tip-off on March 19th. This is up 198 percent from 2012. The MML app was the top sports app download during the opening week of the tournament, and the top free app across all categories. The tournament is still going strong, and the number of viewers streaming the games live is increasing steadily day over day. It’s clear from these statistics that fans love sports, and they love watching them online/on-the-go. This is a trend that is on the rise across the board, and will continue to be a major force across all sports as mobile and web use continue to penetrate all markets.

The curtains have officially closed on another SXSW. As always, the event was chock full of inspiring keynotes, thought provoking panels, Twitter chatter and, yes, device charging woes aplenty. The Taylor Digital team was onsite at SXSW Interactive attending panels, absorbing keynotes and walking the tradeshow floor. Though many topics and technologies were discussed – from social media influencers to evolutions in mobile – a few key themes rose to the top for our team.

• In recent years, SXSW has evolved. What was once a launch pad for Twitter and Foursquare has evolved into a hub of knowledge sharing for brands and marketers. Though the splashy and flashy launches aren’t as prevalent, many important trends and technologies were discussed and challenged by some of the best minds in the industry. And many brands took advantage of the event to engage onsite, online – and make a few headlines in the process.
• 3D printing – You might not know it, but 3D printing has been around for a long time. As a panel on the topic noted, every in-ear hearing device and select parts for unmanned aerial vehicles are 3D printed. Its accessibility to consumers, however, is an evolution of the industry. In Austin, 3D printing companies displayed the technology in panels, at parties and everywhere in between with nearly portable devices. As CNET notes, though the immediate impact and value of 3D printing is not totally clear, it’s obvious the technology will change production in the coming years. In the meantime, the consumer-level printers can be utilized at events to create unique items that tie directly to the brand campaign (cups, figurines, bottle openers, jewelry).  Consumers can literally watch the construction and have a chance to take the item home.
• Big data and the convergence of physical and digital – Harnessing data to assist or customize your physical world made its way into many discussions at this year’s SXSW. If you attended even a few panels at SXSW, odds are you heard discussions of digital technologies playing a larger role in just about everything you do, and not just within the standard digital devices we often associate with your digital life (laptop, mobile phone, tablet, iPod, etc.). No matter what the session you were in was titled, it seemed inevitable that the topic would turn to the convergence of digital, physical and the role big data played in that. This included gesturing technologies to aid presentations or gaming, responsive athletic gear that could visualize data to aid technique or performance, and augmented reality concepts like Google Glass that can access mountains of contextual, local data that can turn the world into a hands-free, voice enabled web browser.

Facebook News Feed Gets a New Look

Overview: Facebook recently announced a major update to the news feed aimed to reduce clutter that will affect both users and brands. Content is now the visual centerpiece of the news feed and the overall Facebook user experience, with photos and videos being front and center. While the redesigned news feed has begun to roll out, it’s currently only available to a limited user-base as the company is continuing to gather feedback to make any necessary changes before the overhaul on web, mobile and tablets. This is also timely with YouTube’s roll out of new channels, to adjust images to fit with increasing desktop screen sizes and to be more mobile and tablet friendly.  This roll-out does not appear to have any impact on current age-gated pages.

Impact on Consumers: CEO and Co-Founder Mark Zuckerberg referred to the redesign as becoming a “personalized newspaper” for Facebook users. The new look and feel will allow users to have more control over what appears in their feed – giving them the ability to subscribe to different feeds – from friends, music, games, and brands they follow.

Opportunity for Brands: Brands will now be able to have their own news feeds, which fans can opt in to subscribe to. Currently, a fan who “likes” a brand page may see as few as 1 out of 5 updates that brand sends.  Now brand updates will appear in users’ news feeds like those of their friends (consistently), making it a massive change from the current system of “liking” a brand’s fan page and then seeing only some of the posts that brands share, so this is a huge opportunity for brands to engage with their Facebook audience. On the other hand, the changes also makes it easier for consumers to segment brands from their feeds, which potentially means that content may go unseen. Content is more important than ever, so this is something the brand teams should keep in mind when planning updates and creating branded images. Part of the experience will be a “test and learn” with brands, but overall, creating solid branded content is key. Currently, we do not know how this will directly impact brand metrics and measurement, as well as advertising on the platform, but will follow up as more information is released.

What’s Trending

• Pinterest has just introduced their web-based analytics tool, allowing site owners and brands on Pinterest to get a better look at the site content that is giving them the most visibility on Pinterest, and in turn driving referrals to their site. The tool is free and allows owners to track different elements of their page and content, including pins, impressions and reach. With the update, administrators can see what does and doesn’t work for their brand.
• Google continues to modify their product lineup, and recently made announcements regarding two of their platforms, Google+ and Google Reader.  For Google +, a platform update reveals larger cover photos, revamped local reviews and the new About tab. The new look makes the interface more simple, and easier to navigate. Google has made strides to become a premier platform for its 400 million users. They have also let the world know that Google Reader will be shut down on July 1st, sending the internet into an uproar.
• RUMOR MILL: A new iPhone app called Mailbox has been a buzz on the market. The app has earned great reviews for being very simple and best of all it keeps your inbox clutter free. Just one month after launch, Dropbox acquired the app. It is on a first come first serve basis, so get in line!

We learned that 60 percent consider themselves college basketball fans, and of those who are fans, more than a third of fans say they’re avid fans.

But when it comes time for March Madness, fans of all levels are paying attention. Interest rises throughout the year, and by the time the tournament comes around, three-quarters of casual fans say they’re somewhat or very interested. And no surprise, nine in ten avid fans say the same.

For brands that are involved in college basketball, it’s clear that they have the opportunity to reach a broader audience during March Madness, but a more passionate fan base during the regular season.

Have you filled out a bracket? If you’re an avid fan, chances are yes. 83 percent of avid fans fill out a bracket most years, and 45 percent of casual fans do too.

Perhaps we have a chicken-or-egg situation here: does filling out a bracket drive fan interest, or does greater interest during the tournament lead people to want to fill out brackets? If you’re a fan, let us know what you think!

Source: Online survey conducted among 300 adults ages 25-64 using Toluna QuickSurvey

Photo credit: Streeter Lecka/Getty Images via Bleacher Report

In a recent Social Media Week Panel, Buzzmedia unveiled the results of its recent study, Digital Quicksilver, which examined what it means to be influential and how brands can drive affinity among Millennials by better understanding the intersection of content, influencers and brands.

I attended the session, and heard from both Rob McLoughlin, SVP Consumer Insights at Buzzmedia Influence, as well as a panel of Buzzmedia’s Buzzmakers – a network of influential Millennials with a strong social reach that partner with Buzzmedia and other brands on various projects.

The Digital Quicksilver study consisted of two main research elements: six focus groups, which then informed a national survey, both conducted among socially active Millennials.

Trust, credibility and authenticity are the most important elements that impact whether a brand, content or person is considered influential. Yes, these are words that marketers throw around a lot, but these are words that also have meaning for Millennials.

These values must be present in each the brand, content and influencer in order to drive action – they must work together in a logical, synergistic way in order to have impact. Trust is a precondition, and non-negotiable for Millennials, especially given the proliferation of content and sources. However, credibility and authenticity are built over time; they must be earned and managed with care.

One Millennial who participated in the focus group research said “A brand is a part of your life that you will actually argue about.” When consumers have strong relationships based on trust with the brands they love, they are willing to defend them and fight for them.

Millennials has strongly formed opinions about what they believe influential brands should be. They want influential brands to be creative, innovative, compassionate, stylish and humorous. And they should also be social. 76% of Millennials follow brands via social media – making this a critical way in which brands influence consumer perception. Millennials welcome content from useful brands, but will only share it if worthy, so careful attention must be put toward producing worthy content.

Through this research, Buzzmedia also developed a spectrum by which to analyze influencers based on two scales: topic expertise and fame. They found Millennials value topic expertise above fame when seeking information. “Influencers need to be intimately involved in the sphere of activity they are representing – not just brought in because they are popular.” However, the key to igniting consumer passion about brands through influencers comes full circle: topic experts can only be impactful for brands if the connection is believable and authentic.

My key takeaway from the panel is that relationships are key and with relationships built on trust, credibility and authenticity, influential brands can sway Millennials to action.

CO-AUTHORS: Gretchen Hutter and Natalie Wilson

Source: Social Media Week 2013 Buzzmedia Panel

When his keynote began at SxSW, I found myself wondering – space travel is cool, but what does it have to do with me as a marketer? As he spoke about a recent rocket launch and his vision for the future of space travel, a few key learnings shined through for me that are relevant to all businesses – not just to space travel.

          – Preparedness is key to success – Elon provided an anecdote about a recent launch that had a triple failure in a particular mechanism. Good thing they had quadruple redundancy so all was not lost. Obviously the scale is much different in the work we tend to  do every day, but the concept holds true whether you’re talking about rocket parts or social media response protocols, for example. So yes, the Boy Scouts had it right when they said “be prepared.”

          – Recycling saves costs – When sending a rocket into space, the bulk of cost comes from the initial build. If SpaceX can figure out a way to re-use that core structure, they won’t have to replicate the bulk of the cost. This can easily be applied to web/mobile development and even building and sustaining relationships with members of the media, influencers and even your co-workers and client partners. The initial build is the most challenging – find a way to stop re-inventing the wheel (or the rocket, as it were).

          – If someone’s answer doesn’t satisfy you, find better information – After PayPal was purchased by eBay, he was curious about space travel and specifically, when we (humans) would get to Mars. Frustrated he couldn’t find the information from NASA and other sources, he founded SpaceX to create his own answers. Meanwhile, in the marketing industry, there are many grey areas. What’s the RIGHT strategy? What platform should we use? How do we measure this? What’s the ROI? If you’re not happy with the information you’re hearing, find your own answer!

          – Don’t be afraid of failure – When Elon started SpaceX, he thought the most likely outcome was failure. In fact, the first few rockets did fail. Innovation, pushing forward often starts with failure – but ends in amazing things. I’m certainly not saying we should all take our life savings and try to get to Mars, but perhaps that concept you love but thought your client would say “no way” to is worth fighting for after all.

In the end, Elon’s keynote was one of my favorite sessions at SxSW. There will be plenty more SxSW coverage and insights coming soon on Threads – stay tuned!

[Source of image: CNN]