State Farm helps take new OK Go video viral

I was doing some research this morning to try to figure out how exactly videos and commercials go viral, and came across an interesting story about band, Ok Go—the group responsible for the 2006 viral hit, “Here we go again” where the band members have a choreographed dance routine aboard a row of treadmills.

But this latest story is about the bands latest release, “This Too Shall Pass”. The band’s label EMI put a restriction on embedding the video for this single so that it could only be viewed through specific sites such as YouTube to maximize the revenue brought in by banner ads. It is said that EMI pulled the plug on a “sharable” video because it only gets paid when you watch the video on the designated video-sharing site, not when you view it on your friend’s blog.

The band argues in a New York Times op ed piece that “Viral content doesn’t spread just from primary sources like YouTube or Flickr. Blogs, Web sites and video aggregators serve as cultural curators, daily collecting the items that will interest their audiences the most. By ignoring the power of these tastemakers, our record company is cutting off its nose to spite its face.”

So what does OK Go do to get their video heard? They created an entirely new video for their new song, this time sponsored by insurance company State Farm. Seems like an unlikely couple, but the State Farm placement is subtle, tasteful, and most important of all, creative. At the very beginning of the video, a band member tips off a row of dominoes, with a State Farm logo-ed toy truck. The truck sets off the video’s 3-minute long “Rube Goldberg machine”. And at the end of the video State Farm receives a thank you message stating that the video was made possible by State Farm.

The video was released on March 1 and was streamed 6 million times within the first six days. You can of course find this new video on YouTube (along with the original), but thanks to State Farm, you can see it all over the web, including my blog, New Media by Lisa!

On April 1, OK GO parted ways with record label EMI to start its own company and label called Paracadute. The band shouldn’t have any more troubles doing things their own way anymore!  I find it refreshing that the band doesn’t care how much money it makes by placing its video on the internet, but just want to build their fan base–which will of course pay them back in other ways like concert tickets and record sales.  Well done, guys!

Ford makes Pandora app safe for drivers

I love Pandora radio. Have you ever tried it out? I utilize this internet radio service through an iPhone app. I am able to tell the app the type of music that I’d like to listen to, and it creates a custom radio station for me. For example, I love Jewel. So Pandora creates a station for me that plays Jewel as well as artists like Jewel–Sheryl Crow, Colbie Caliat, Alanis Morisette, etc. And I am then able to tell the app when I like a song or don’t like a song that it is playing, to further customize my radio station. I have a Jewel station, U2 station, and a contemporary Christian artist station that I listen to regularly. Pandora gives me the kind of music I like, without all the music I don’t! Brilliant!

I currently use Pandora in my car, playing the app through my car speakers via a connector cord. I typically don’t change the station when I am driving because it requires me to look down at my phone while driving—not safe.

But Ford recently announced that the new SYNC AppLink software will allow hands-free voice control of popular smartphone apps in its vehicles, starting with the rebirth of the Ford Fiesta. The first rollout of the software will enable Android and Blackberry phones to run Pandora, Stitcher and OpenBeak. Other app makers will likely add their apps to the mix as well. iPhones won’t be able to utilize this technology right away, but will get rights next year.

Below, this Ford rep will walk you through how you will be able to use SYNC AppLink in your car. Smart and safe. I wonder what this will mean for XM and Sirius radios paid subscriptions? Or will we soon be paying a premium for Pandora? It seems too good to be true! …But I’ll take it!

Farmville Mishaps

Farmville. Seems everyone is playing Farmville. Can’t get enough of Farmville…

Well, not me personally, but, reports say that Farmville has more than 400 million users and 80 million active users–people who use the app at least once a day per month! And even more impressive, nearly 30 million playing every day!  That’s more people tending their virtual farms than members of Twitter! Farmville is currently the fastest growing social game in history.

Interestingly enough, the past month has brought troubling Farmville reports. No, not virtual cock fighting…

The story says that last week a twelve year old boy from the UK racked up $1,400 worth of debt playing the game.  Farmville allows members to manage a virtual farm by planting, growing and harvesting crops, trees and livestock. New users are given virtual coins to set up their farm, and the revenue from matured crops can be used to maintain it. Sounds safe enough!

…But those who are desperate to progress more quickly can buy extra virtual coins using real cash. The desperate 12 year old borrowed his mother’s credit card to aid him in his Farmville quest. This booming business have aided the game developer, Zynga, in its estimated valuation of $5 million.

Zynga did not respond positively to the Mother’s request for a refund.

And last month, the first publicized incident of someone getting fired due to excessive Farmville playing on the company clock was noted when a politician in Bulgaria was removed from a city council committee. This incident is just one of a much larger problem at hand—last year a study found that 8 percent of companies had dismissed employees as a result of their actions on social media sites.

Now the politician may be looking for work on a real farm.

Just for fun, enjoy this parody video I found on Farmville.

Like the gentlemen on the video, I don’t quite understand the Farmville craze. But then again, maybe I just don’t have the time to care? …especially at when I’m at work, Mr. Politician!

To tweet or not to tweet?

This week I was required to study Twitter in my new media course. I’m intrigued, but to be honest, I just don’t get it.

I started my studies by “following” all my favorite brands, and a few of my favorite people. I’ve learned that Jewel decided on the cover art for her upcoming album, Gap shared its latest line of vacation wear with me, and Coke let me know that French consumers drink an average of 88 Coke products per year. …and all in 140 words or less. And most of the time, these Tweets led me to another web page.

I already subscribe to most of my favorite brands’ email alerts, so I’m not sure how Twitter is any better, besides not filling up my inbox with emails I delete half the time. I must admit, I do like the power to respond to Twitter feeds…like being able to respond “WooHoo” to Pixar’s tweet announcing that its just 70 days until Toy Story 3 comes out…but beyond that, I’m just not sure yet.

As a result of following several of my favorite brands, I now have some strange followers.  I started following Weight Watchers, and now Weightfan, MyAcaiProducts, Adelaide and AIMPhysicalTherapy are all stalking me with their weightloss solutions. Big Twitter turnoff! I get enough spam as it is.

I’m not calling it quits after just one weekend, though. I’m going to give this a fair shot. I’ll keep Tweeting and Following, so that I can get to the root of all this nonsense. Perhaps if I begin to follow Justin Bieber with his other 1,881,886 fans I just might see the light?

Steve Jobs even knows ads

This past week Steve Jobs unveiled the iPhone OS 4.0 as well as how this new technology will change the face of advertising forever at the special keynote event.

The iPhone user dynamic is completely different from the way consumers typically find information on their desktop computers. Jobs revealed that consumers are spending all their time in apps when on the go with their phones. They aren’t using search engines to find out where to go to dinner, but using apps to get the info they need—restaurants, movies, directions, ect.   So say good bye to search advertising, here comes app advertising.

Jobs promises that iAds can deliver engaging, interactive, emotional advertising. At the unveiling he made his point by sharing an iAdvertisement for Toy Story 3.  Jobs demonstration began by trying to locate a movie time through a movie app; at the bottom of the screen was an advertisement for Toy Story 3. He clicked on it, and got a pretty incredible advertisement. It delivered streaming video right to the phone with movie trailers, a chance to meet the characters, play games, download wallpaper, and of course, locate a theater showing the film. See video demonstration below.

The best part for the consumer is that they actually have the option to view the advertisement, and if they opt in, can click out of it at any moment. So while it is advertising, it isn’t overly intrusive…and actually enjoyable.

Without a doubt, Apple is going to move the needle on advertising. This technology is starting with our phones, but it will be interesting to see how it will apply to the rest of our digital world. This could be the solution to engage television viewers who typically fast forward through commercials. Engaging, interactive content; it’s about time!

Starbucks gift card goes mobile

Leave your wallets at home, your iPhone really can do everything! Starbucks recently launched a new app called Starbucks Card Mobile that will allow you to check your Starbucks [gift] card balance, reload your card, and even pay for your drink! To pay, you will simply activate the app, tap the “Touch to Pay” button, and your Starbucks Card barcode will pop up on your iPhone or iPod Touch. You will hand the device to the barista, they will scan it, and PRESTO!, payment will be made! As an added benefit, payments made using this method gives you the opportunity to earn Starbucks rewards such as free syrup, coffee refills, and even free WiFi service.

This technology is currently being tested at 1,000 Target stores across the United States, after a successful test of 16 locations in Seattle and the Silicon Valley last year.

Is this a glimpse into the future of how we will soon pay for things? My iPhone is already set up to tell me my bank account balances—imagine a world where there may be a similar barcode app for each of your credit cards, debit cards and gift cards.

Every time I go shopping, I fumble through my purse and wallet trying to locate the appropriate card for that purchase. So there is a part of me that says that this Starbucks technology is brilliant. And another part of me that thinks I should just better organize my purse!

What do you think? Brilliant or Scary?

I’m undecided.

iPad is here!

The iPad is Apple’s latest innovation that will bridge the gap between a smart phone and a laptop

I certainly could not have a blog on new media and not mention today’s launch of the iPad, Apple’s latest innovation that will  bridge the gap between a smart phone and a laptop, which will further change the way we consume media.

Reports say that CBS and ABC television networks have already worked out deals to make their shows available for free on the iPad, the New York Times has developed an iPad app that will publish its newspaper headlines daily, and some of the biggest magazine publishers are collaborating on a project called Next Issue Media to bring magazines to iPads in a Kindle-like format.

The Globe and Mail, a Canadian newspaper, says that its mobile traffic increased more that 1,000 percent with the launch of the iPhone, and believes that the iPad could deliver similarly. The company says that it has 1,500 paying customers reading the paper on the Amazon Kindle, and that the full color iPad is particularly promising because it allows for photos, video and advertising.

While many media companies are early adapters, most publishers will not announce their iPad applications until after the table hits U.S. stores due to constraints that Apple has places on allowing its partners to access the device early. It will be interesting to hear what apps will be rolled out in the coming days, weeks and months.

I don’t see the 52” television leaving my living room anytime soon, but with technologies like the iPad, we’ll see how long we keep up our newspaper subscription—if the iPad could make my coupon clipping easier, I would be prepared to say buh-bye.