Guerilla and Experiential Concepts: Its all just a Fad!

In recent years many articles are popping up praising concepts like piggybacking, experiential, viral, buzz marketing etc.
Are these concepts THE solution to get your brand and message across to your target audience no matter what?

Buzz Marketing being “A big Fad!”
In the blog of Joseph Putnam “How to Apply Buzz Marketing Principles for Effective Internet Marketing” the success of Buzz marketing seems to be guaranteed.
“The difference is that the goal of buzz marketing is to get people talking about your brand – not just to make people aware that your brand exists.(…) Most people think it’s something that happens randomly, but in the book Buzzmarketing, author Mark Hughes talks about how buzz can be generated by following a few basic principles. Businesses that follow these principles are much more successful at getting people and news outlets talking about their brand than businesses that only use traditional marketing tactics.”

“A big fad” called Piggybagging
As well as in the blog of Laura Davies “Can piggybagging on viral activity help with your marketing strategy?” the author talks about using Piggybagging as a successful concept to reach the right audience “One thing is clear, the impact of viral campaigns can be huge, but in a few months, weeks or even days they can be easily be forgotten. For brands, “piggybacking” on these trends and campaigns quickly is highly beneficial (…)”

Experiential Marketing “The next pig fad!”
Shareen Pathak who is the author of the blog post “Just What Is Experiential Marketing, and How Can It Be Measured?” mentioned that “Jeff Benjamin, chief creative officer at JWT North America, said experiential is what brands do in the world that get people “participating.” He called it an evolution of what interactive advertising was a few years ago — anything that pulls people into the brand, digitally or physically. “It just has the gas pedal on it now because of social media and technology.”

If one follows up all three blog posts mentioned before and carefully reads them, the question stated at the beginning becomes obsolete. Plus questions like: Are these “new” concepts the Holy Grail of marketing? Can these vessels transport any type of message to any person on the planet? Do they only have to be new and exciting to be appealing? where the answers is no becomes obsolete as well.
This is all due to the progression of marketing itself. As I was putting this blog post together I researched the web for FAD look alike blog posts based on marketing concepts. So far I could not find one single article praising one concepts or idea as the single perfect solution.
It seems that marketing and its experts grew up to the extend where marketing is not a side function of sales anymore but rather a mature, smart and educated industry.
Every article or blog found, mentioned that in the end it’s much more important to identify key trends within the target audience, use the right tone of voice across channels in a coherent way and stay true to what research and data can provide us with.
That said, concepts like piggybacking, experiential, viral, buzz marketing etc. have proven itself to be successful approaches and concepts but only within an appropriate context and with a meaningful and coherent message.
Following marketing 101 rules, these concepts can stay valid overtime but only if the implementation and execution is spot on and inline with a proper strategy.

For instance, Pepsi just proved that experiential marketing can work over time with the same idea as long as it is coherent, hence following the same or an adapted strategy and has meaning to its audience:

Year 2013:

Youtube Facts – Views: 45,216,778, Likes: 155,103

Year 2014:

Youtube Facts – Views: 19,785,451, Likes: 63,740

Although the second #TestDrive was less successful ADWEEK put it on their Ad of the Day page showing that this idea once implemented correctly can produce repeated results:

One final word: Thanks marketing for growing up as a sector and especially understanding that ideas and concepts are only one part of you. Plus thanks concepts and technology for making marketing way more creative and diverse than ever before. There are no fads within concepts or ideas but there are people using the marketing tools wrong or in the wrong context – Nevertheless these people seem to become obsolete in a growing and more mature marketing world.

Written and edited by Benjamin Glahe


Defying The Norms

Ah Mid-November, that time of year where everyone turns to the person next to them and exclaims, “Wasn’t it February 5 minutes ago?” while simultaneously our senses are attacked with all things festive.

Around this time has also turned into what now can almost be considered a tradition in the UK, where all the major high street retailers roll out their TV commercials that we will continually see over the next month or so. 2014 saw heavy hitters like Sky with their Step Into Christmas advert (a theme they have continued through with their 2015 advert) and Marks and Spencer with their ‘Magic and Sparkle’ ad.

All this furore about Christmas advertisements was arguably made more important than it ever was by John Lewis in 2011 when they first released their annual tear jerker with ‘The Long Wait’. Since then the release of the John Lewis advert has become an event with the retailer recognising that it gets the whole nation talking.

When the 2011 advert was released 61% of people in the UK said they has spoken about the advert with their friends, a full 36% more than the average UK retail norm. This popularity was also echoed on social media, after John Lewis released the commercial via Facebook the number of Tweets about the store rocketed from below 2000 to almost 16,000 in the space of two days.

With these adverts John Lewis completely transformed their brand image to make themselves more emotionally relevant. Everything from brand perception to customer visits per year to sales, were all dramatically improved thanks to the new direction they had taken.

And so 2015 swings around along with John Lewis’ next instalment ‘Man On the Moon’, a moving story about a young girl who discovers the man living alone on the moon and her quest to get a present to him for Christmas. 2014’s Monty the Penguin was an incredible success but the Man On the Moon has smashed John Lewis’ own records with 23,000 mentions on social media in the first two hours of its release and at the time of writing of this article has amassed over 12 million views in less than a week.

On first viewing ‘The Man On the Moon’ continues John Lewis trend for creating emotional commercials that resonate strongly with viewers, but once you dig a little deeper you start to see that John Lewis have changed direction slightly. Perhaps in an attempt to make themselves a much more valuable brand.

For a brand to be defined as “valuable” it means that they offer something back to society, much like certain brands in America such as Microsoft do with the Bill and Melinda Gates Foundations. Although not quite on the scale of Microsoft, with the Man On the Moon advert John Lewis have tried to break the stereotype of what a Christmas advertisement is and collaborated with a charity, in Age UK, to raise awareness of older people that will be spending Christmas on their own this year.

It’s an extremely bold move by John Lewis, the nature of the world we live in today with the immediacy of social media is that people can express their opinions in a swift and critical manner. Barely a few days after the release of the advert there were already parody videos and articles criticising the advert.

Writing for The Independent, Dr Patrick Lonergan (Lecturer of Consumer Culture at Nottingham Trent University) stated;

“So for me, this ad typifies what we do as consumers. To ease our sense of vulnerability, frailty and lack when confronted with images of perfection, we peer through a lens that distorts reality and allows us to momentarily escape the sometimes bleak, cold, lonely aspects of daily life.”

It was cold, unblinking look at the commercial by Dr Lonergan and while to some degree he’s right, at the end of the day it is an advertisement meant to encourage and develop the customers’ perception of John Lewis with the ultimate goal of getting said customers through the doors but I still feel he may slightly miss the point John Lewis are trying to make it.

Criticism, such as Dr Longergan’s, is perhaps part of the reason the charity involved are not mentioned in the advertisement. Speaking to a representative of Age UK he expressed that despite there being no direct mention of Age UK in the commercial it has not done the brand any harm, if Age UK’s name had been attached some people may have spoken out about the brand in a negative way, much like people have with John Lewis.

Utilising their commercial to promote awareness of isolated people is not the only way that John Lewis are breaking the stereotype of what Christmas adverts are, for the first since John Lewis started this trend their titular character is a girl. Not only that, but if you pay attention throughout the advert you see that Lily is playing with toys not stereotypically associated with her gender, toys such as telescopes, Lego and scooters are all featured. This is perhaps not that surprising when you consider that the advert is directed by Kim Gehrig, the same Kim Gehrig who directed the Sport England ‘This Girl Can’ campaign.

At the end of the day yes, this is just a Christmas advert continuing the same style John Lewis introduced four years ago featuring the John Lewis brand and their brand only but the Man On the Moon marks a different direction for the company. Showcasing different gender norms and encouraging awareness of a charity, that in the week since the advertisement aired have already seen a dramatic upturn in the people submitting requests to spend time with people who have no one this Christmas, can only be a good and something to be applauded.

Considering how talked about John Lewis adverts have been over the years, it will be interesting to see whether the Man On the Moon has any impact on sales over the next year and even more interestingly whether John Lewis employ the same defying-the-norm tactic for their commercial in 2016.

Matthew Gibbs

The New Future Media Team Pt 2

Here is the second part of our previous blogpost introducing the new Future Media students, The new team have been around for nearly a month now and are getting used to the various process and life in Birmingham.


Name: Michala Zapletajova

Michala Zapletajova
Place of birth: Martin Slovak republic
Area of speciality: marketing and advertising
Star Sign: Leo
1 word about you: sweet and communicative
Favourite social media platform: Instagram
Least favourite social media platform:
5 things that interest you: learning new things, exploring new places, spending time with family and friends, shopping, watching documentaries
Favourite movie: The Prestige
Favourite meal: Salmon with Potatoes
Favourite brand: River Island
Vodka or Whiskey/Cognac: Vodka
Last book you read: Inferno, Dan Brown
Most visited blog: Atlantic-Pacific (fashion blog)
Where would you like to be in the next 3-5 years? (in 160 characters) I would like to have a good job in marketing/advertising industry, developing my skills and making progress. Maybe I´ll try to have my own little advertising company.

Name: Matt Harrison

Matt Harrison

Matt Harrison

Place of Birth: North Wales, St Asaph
Area of Speciality: Web Design, Video Editing, Photography
Star Sign: Pisces
1 word about you: Perfectionist
Favourite social media platform: Vimeo
Least favourite social media platform: Google+
5 things that interest you: Creative Design, Epic Film + TV, Physics, Psychology, Health + Fitness
Favourite movie: Independence Day
Favourite meal: Jack Daniels Beef Burger with Sweet Potato Fries
Favourite brand: Blur
Vodka or Whiskey/Cognac: Whiskey
Last book you read: The Elegant Universe by Brian Greene
Most visited blog:
Where would you like to be in the next 3-5 years? (in 160 characters) Although at the time of writing I’m in the early stages of my Masters in Future Media, I would like to see myself working for a digital marketing company as a campaign coordinator or UX specialist. I feel as though I have a massive amount a creativity just waiting to burst out when working with the right project. Only time will tell.

Name: Lennon Andrew Ricardo Chandler.
Lennon Chandler
Place of birth: Bridgetown, Barbados.
Area of specialty: Creative direction/Conceptualization.
Star sign: Leo (rawr).
1 Word about you: Dreamer.
Favourite social media platform: It’s a tie between Instagram and Pinterest.
Least favourite social media platform: Google + hands down is my least favourite. Haven’t accessed it since 2012.
5 things that interests you: Aviation, music, illustration (comics and video games especially), modern architecture and food (cooking and eating).
Favourite movie: Shamefully, The Devil Wears Prada stands out.
Favourite meal: Lasagna, even though I’m not supposed to eat cheese. Aw well, #YOLO.
Favourite brand: An airline of all things is my favourite brand. jetBlue!
Vodka or Whiskey/Cognac: I’m more of a wine drinker. Hard liquor ends badly for me.
Last book you read: A New Earth by Eckhart Tolle. How profound of me…
Most visited blog: Not really a blog, but,
Where would you like to be in the next 3-5 years? (in 160 characters): Prospering, of course. A senior creative direction role within an agency or a brand. I’d love for my magazine, MUZE Caribbean to also take off spectacularly!

Name: Emmanuel
Emmanuel Ochoga
Place of birth: Otukpo Nigeria
Area of speciality: Interested in Branding
Star Sign: Capricorn
1 words about you: perfectionist
Favourite social media platform: Linkedln
Least favourite social media platform: Tumblr
5 things that interest you:
Watching News Tv station, Watching EPL, Listening to Gospel music, Playing with my wife and children, Travelling
Favourite movie: Coming to America
Favourite meal: Hmmm Basmati Rice and vegetable source
Favourite brand: Apple
Vodka or Whiskey/Cognac: Naaaa! Don’t do any
Last book you read: Advertisement for Dummies
Most visited blog:
Where would you like to be in the next 3-5 years? (in 160 characters) I see myself as a top notch branding and marketing consultant, with a PhD in the related field. Could also be lecturing and preaching the gospel alongside.

Name: Mon
Monika Stepien
Place of birth: Poznan, Poland
Area of speciality: research, planning
Star Sign: Cancer
1 word about you: hard-working,
Favourite social media platform: Youtube
Least favourite social media platform: Google+
5 things that interest you: music, film, social media, literature, street fashion
Favourite movie: Pulp Fiction
Favourite meal: Dumplings made by my Dad
Favourite brand: Asos
Vodka or Whiskey/Cognac: Vodka (Absolut Vanilia)
Last book you read: Women by Charles Bukowski
Most visited blog:
Where would you like to be in the next 3-5 years? (in 160 characters)
In the next 3-5 years I would like to be a successful woman with a happy family. I would love to work as a brand or media strategist. We spend 5 days a week at work, so obviously I would like to work in a place which would make me feel enthusiastic about getting up early in the morning and going to work… I want my job to be my pleasure. A perfect place would McCann or Asos.

The new bunch are heading off to London for various agency visit’s next week stay tuned to find out how they got on in the capital city.

The New Future Media Team pt 1

As the old set of students graduate we welcome a fresh bunch to the future media team, with a diverse cultural background and wide areas of specialities they look determined to make the best of the opportunity future media would provide. join us as we welcome and help them build a new chapter in their career path

We composed a set of questions to get to know them a little bit better, here is part 1 of the new future media team featuring 6 members:

Name: Levin Ki

Levin KI

Levin KI

Place of birth: Fürstenfeld (Austria)
Area of speciality: Television & Advertising
Star Sign: Leo
1 word about you: Honest
Favourite social media platform: Facebook
Least favourite social media platform: Tumblr
5 things that interest you: Cooking, Running, TV-Business, Travelling, Advertising
Favourite movie: Kill Bill
Favourite meal: Salat
Favourite brand: Asos
Vodka or Whiskey/Cognac: Cognac
Last book you read: Darm mit Charme
Most visited blog: HONY
Where would you like to be in the next 3-5 years? (in 160 characters) 
On top, where else?

Name: Algirdas Sakickas a.k.a. Al, MVP, Head Boy and Mayor of Birmingham

Algirdas Sakickas

Algirdas Sakickas

Place of birth: Kupiskis, Lithuania
Area of speciality: Digital Media Production and Project Management
Star Sign: Pisces
1 word about you: Proactive
Favourite social media platform: YouTube
Least favourite social media platform: Snapchat
5 things that interest you: Trending YouTube videos, canoeing, mountain biking, job opportunities, stand-up comedy
Favourite movie: Limitless or Bruce Almighty
Favourite meal: Anything from my grandma’s cuisine
Favourite brand: GoPro
Vodka or Whiskey/Cognac: pint of Guinness with blackcurrant syrup please.
Last book you read: YouTube: Online Video and Participatory Culture
Most visited blog:
Where would you like to be in the next 3-5 years? (in 160 characters):
To be very honest, after such a long time, I will want to have remained true to myself, to love and be loved back, have a family and a house as well as a job that I could call my second home. Hopefully I will be inventing and developing digital brands. I would also love to be an example and inspiration to others, demonstrating that with hard work and dedication, everything is possible.

Name: Mari Dawes

Mari Dawes

Mari Dawes

Place of birth: South Africa
Area of speciality: to be discovered
Star Sign: Taurus
1 word about you: decisive,
Favourite social media platform: Facebook
Least favourite social media platform: none
5 things that interest you: people, the human condition and psyche, art and any form of visual communication , travel and culture, nutrition/healthy diet/lifestyle and exercise, buildings and design
Favourite movie: Babette’s Feast
Favourite meal: very lightly grilled salmon fillet with soy sauce, on a bed of lightly steamed fine green beans
Favourite brand: Dermalogica
Vodka or Whiskey/Cognac: gin (double)
Last book you read: Stig of the Dump
Most visited blog: none
Where would you like to be in the next 3-5 years? (in 160 characters)
I would like to live in a house tailored and adapted extensively to my clan, within easy access of a buzzing city as well as untamed countryside, travelling frequently and working in stimulating environments

Name: Amy Zhu

Amy Zhu

Amy Zhu

Place of birth: Nanjing, China
Area of speciality: Marketing
Star Sign: Gemini
1 word about you: humorous
Favourite social media platform: Instagram
Least favourite social media platform: Twitter
5 things that interest you: Cartoons, toys, Japanese novels, travel, karaoke.
Favourite movie: Entrapment
Favourite meal: Thai food
Favourite brand: Disney
Vodka or Whiskey/Cognac: Vodka
Last book you read: Red Flower (Watanabe Junichi)
Most visited blog: Nylon Magazine Blog
Where would you like to be in the next 3-5 years? (in 160 characters)
I would like to have a satisfied job, read various categories of books and enhance my knowledge and abilities. Keep having fun with friends from time to time and keep being positive and calm with any up and down during daily life. Try to bring happiness to people surrounded me as much as I can, and being kind and nice to everyone.

Name: Rodrigo Moreno Munhoz

Rodrigo Moreno Munhoz

Rodrigo Moreno Munhoz

Place of birth: São Bernardo do Campo, Brazil
Area of speciality: Advertising, copywriting and uncalled memes
Star Sign: Sagittarius
1 word about you: Adaptability, Curiosity
Favourite social media platform: Reddit
Least favourite social media platform: Pinterest
5 things that interest you: Traveling, Humour, Psychology, Series, Languages
Favourite movie: Star Wars (the entire series – but mostly episode IV)
Favourite meal: Brazilian barbecue
Favourite brand: HBO
Vodka or Whiskey/Cognac: Yes, please
Last book you read: Pulp – Charles Bukowski
Most visited blog: Mashable
Where would you like to be in the next 3-5 years? (in 160 characters) 
In my small, but own apartment, getting ready to go to work at HBO (either as digital and social media manager or as cast of Game of Thrones, I don’t mind)

Name: Rishma



Place of birth: Trinidad, Republic of Trinidad and Tobago
Area of speciality: Design
Star Sign: Gemini
2 words about you: Expressive, Meticulous
Favourite social media platform: Youtube
Least favourite social media platform: Twitter
5 things that interest you: Film, the Ocean, User Experience Design, Comic Book Illustration and Screen-printing.
Favourite movie: Hitchhikers Guide to the Galaxy
Favourite meal: Doubles (it’s a Trini street food)
Favourite brand: Apple(Macs)
Vodka or Whiskey/Cognac: Whiskey
Last book you read: Cloud Atlas
Most visited blog: Sorted Food
Where would you like to be in the next 3-5 years? (in 160 characters)
In the not so distant future I would like to be respected for my profession, known for my work and still be enthusiastic about learning more.

From the answers it is clear some of the newbies pay attention to detail while others not so much, look out for the post next week featuring the remaining 5 members of the group

New! Two-year BSc degree in Digital Marketing with Birmingham City University…


Meet Interactive Entertainment, Birmingham City University’s hardcore, two-year undergraduate degrees – perfect for a career in digital marketing, games development or digital art.

Our employer partners in these industries want experience. We provide it. You get real studio experience working and studying 9am-5pm, all year-round over two years, on real projects with professional practitioners and tutors.

Digital Marketing:

Our Interactive Entertainment Digital Marketing course is a broader, undergraduate version of the popular Future Media: Pro course.

Brought to you by the people behind the industry-leading Future Media and Gamer Camp postgraduate courses, and taught by experienced industry professionals, Interactive Entertainment, Digital Marketing, BSc (Hons) provides professional, hands-on digital agency experience as a key part of your future career plan.

Your first agency role:

The same experience-led, educational journey we pride our postgraduate courses on is also at the heart of all our Interactive Entertainment courses.

So, unlike other courses, we treat this like your first creative industry job.

How? Well, you’ll study and work 9-5, Monday to Friday, for two years – including over the summer. Plus, you’ll also be given your own free laptop to work on (for the duration of the course).

By the time you graduate, a whole year before most students, you’ll have two years of tangible, digital marketing and production experience under your belt; ready to find your perfect job in the ever-growing digital industries.

Don’t forget, a two-year course also means only two years of course fees too!

Along the way, you’ll gain the theoretical and intellectual skills, mixed with the practical and team-working experience that digital and media employers are looking for.

Make yourself employable in a growing sector:

At key points within the Digital Marketing course you’ll join with our programming and art production students to work collaboratively on ‘live briefs’ and development projects from real clients.

Inter-disciplinary working is the industry norm throughout the creative and media production professions and so this is mirrored in the Interactive Entertainment courses at Birmingham City University.

Throughout the course you will devise strategic campaign proposals based on your own market insight and analysis and manage the production of interactive comics, brand tie-in video games and cross-platform entertainment solutions.

After graduating, you’ll be equipped with a unique mix of broad skills and deep level specialist know-how; making you hugely employable in the ever-growing creative economy.

 Laptop included:

All students on the programme will be issued with a laptop to use whilst on the course. Your computer will be preloaded with all the industry-standard software required to complete the ‘live-brief’ assignments and roles you’ll work on with your colleagues in a buzzing digital communications and production studio.

On the course, you’ll be taught by established industry professionals with a wealth of expertise and enthusiasm, who are experienced at recognising and responding to the rapidly changing demands within the industry.

 Agency studio and resources:

You’ll be based in an agency style studio right next door to your Digital Art and Digital Games Development colleagues where you’ll be working with state-of-the-art resources and like-minded talent to deliver digital marketing solutions to client briefs.

Together you’ll be developing and creating branded interactive content for audiences to engage with in multi-platform campaigns. The Digital Marketing course is configured to give your talent for communication the direction and experience required to work with brands, clients, creative teams and production resources to deliver truly interactive entertainment in digital marketing.

So, if this sounds like you, ask for a one-to-one conversation with us or apply online now: 


Planning interactive content for production.


Working with clients and creative teams.


Shooting content at Birmingham City University’s Parkside studios.


Shooting content at Birmingham City University’s Parkside studios.

#5Reasons: MC Hammer is more of an Icon than PSY


One hit wonders have existed since the inception of commercial music, from the likes of Afroman, Khia,Cheeky girls, T.A.T.U to mention a few, as part of the #5Reasons blogpost series we would compare who is more of an Icon and not a one hit wonder between McHammer and PSY.
Stanley Kirk Burrell, known professionally as M.C. Hammer, is an American rapper, dancer, entrepreneur, spokesman and occasional actor. He had his greatest commercial success and popularity from the late 1980s until the late 1990s-Wikipedia

Park Jae-sang, hangul: 朴載相, better known by his stage name Psy, stylized PSY, is a South Korean singer, songwriter, rapper, dancer, record producer and television personality-Wikipedia

I was given the brief to write this post after a group of students said they had no idea of whom MCHammer was but they knew who PSY was. I was quite shocked to be honest that they hadn’t heard of Hammer time! Basically this post is to highlight what makes MChammer more of an Icon than PSY!

1.Public Poll
The first step was to ask the question, who is the king of the genre they are both in, known as pop-rap. The question was asked on Polar which is an app created by Luke Wroblewski, Polar lets you create polls and makes it super quick and easy for your audience to tell you what they think. From the public poll on Polar out of 50 respondents 40 confirm that MC Hammer is the King of Pop-Rap.(see image above)

2. Commercial Revenue Success
Although MC hammer has been around for a longer period, number of released albums would still be used as a point to differentiate these two characters, MC hammer has released 12 albums to date compared to 6 albums released by PSY. PSY’s most successful album PSY6 (six rules) which contains hit single Gangnam style sold 106,594 copies in South Korea sales compared to 10 million copies sold in the US of “Please hammer don’t hurt them” which contains one of his most popular songs “U cant touch this- Hammertime” Okay he did get over a billion views on YouTube, which would have some financial benefit, but it was for one single not an album.

3. Real Talent
MC Hammer was able to switch genres going from pop-rap to gospel music, which led him to release a gospel album during his career. PSY is known as a controversial artist, although touching on thought provoking issues, which all artist do, but PSY was not clever enough in his interpretation of these issues which led to his music being banned in his main market, I haven’t read anywhere that any of MC Hammer’s music was banned. First rap artist to achieve diamond status- when a musician sells over 10million copies of an album.

4. Brand Endorsement
While carrying out research for this post, it was apparent that several brands saw value in both acts, and used both of these acts to gain some brand awareness and increase their TOMA scores. One of these acts was seen as more valuable to brands. MC Hammer endorsement deal at $138 million with British Knights compared with the $4.6 million PSY received from brands like Samsung and Wonderful pistachios just goes to show you who the brands believed in.

5. Awards
A Grammy Award (originally called Gramophone Award), or Grammy, is an accolade by the National Academy of Recording Arts and Sciences of the United States to recognize outstanding achievement in the music industry. The National Academy of Recording Arts and Sciences of the United States have recognized MC Hammer on three occasions in 1991 for His most successful album, Hammer please doesn’t hurt them. He won 3 Grammy awards that year. Best music video, best RnB song and best rap solo performance. The song “U cant touch this-Hammertime” won two awards, last time I checked Gangnam style hadn’t received a nomination.

Finally what would a blogpost be without a video, now stop #Hammertime.

Future Media attend the 5th Mobile Convention in #Amsterdam


Representatives from Future media got to attended the Mobile Convention in Amsterdam,on 22nd May 2014 at the imposing Beurs van Berlage, Mobile Convention Amsterdam (MCA) is the leading annual event for mobile marketing and technology professionals in Northern Europe. The convention offers broad insights into the future technologies, mobile landscape, and showcases the business possibilities of the latest applications. Every year more than 800 professionals from marketing, media, banking, ICT and telecom join MCA and exchange their ideas, knowledge and experience.

mocoam2 The main hall of conference. Paronama picture by @ThanhHoaHoang.

@ThanhHoaHoang and @Ad340soye were given a precious responsibility to represent Future Media at the convention in Amsterdam. As Digital marketing professionals we wanted to amplify the event on social media- The plan was to have a twitter interview with any available speakers at the convention prior to the event date. Luckily for Us @Krijn (Krijn Schuurman) and @Chrizzieman (Chris Bannink) agreed.
We also made use of other social media platforms for live updates during the event such as Vine, Flippagram, Instagram and tumblr
Before setting off to Amsterdam, with support from @Brillthings, we had done great online interview, creating good content for the approved event hashtag #MoCoAM, questions varied from the upcoming wearable devices (Google glass, iWatch) to the future of mobile marketing, we even talked about the TV hat in the video below, kindly leave your comments on if you would buy this.

Screenshot of the Twitter interviews.


We were satisfied with our contribution towards the event amplification and the event itself,@BCUFuturemedia gained 10 new followers and there were 1084 tweets recorded under #MoCoAM.

22nd May 2014, #MoCoAm officially started. Overall, there were approximately 45 presentations throughout the day, from 10 AM to 4PM. They were organized under 4 different categories: mobile marketing, mobile commerce, mobile enterprise and mobile payment. Due to lack of time, we could only attend some of them. But still, we were fascinated and overwhelmed by new knowledge and experiences from the speakers.
mocoam6 introduced a new way to make your food order easier than ever – online order. Takeaway.con allows you to order food from more than 27 thousand restaurants in 10 countries. Their 6 offices can be found in 5 countries, providing jobs for approximately 350 people. In total more than 1,7 million orders are taken every month. The company witnessed 50% growth in 2013. Those are impressive number that can tell a story. But it would be a mere story without the appearance of mobile in this. The CEO of Takeaway gave us all an advice on how we should expand the business. By making a persuasive comparison between mobile application and website, he believed using a PC to order your food is not an encouraging way, and smart phone is the right one to do this work. Therefore it affirms the fact that along with Internet, mobile eventually plays an important part in changing our lifestyle from the smallest thing.
David Nguyen of Accenture shared this APX-LAB video with us to highlight the possibilities available with glass technology.
mocoam7Picture by Emerce (
Google glass is in its beta version it is being sold to developers only in the USA so far and not commercially apparently the price tag is around $1,200. I tried one on and If I had that kind of money to throw on a technological device I actually would and I don’t think people who wear them look like robots!

APX Video 2012 from APX Labs on Vimeo.

We got to see this solar powered dress by @Pauline_DongenThe two wool and leather prototypes comprise parts with solar cells which can be revealed when the sun shines or folded away and worn invisibly when they aren’t directly needed. The dress incorporates 72 flexible solar cells. Each of them, if worn in the full sun for an hour, can store enough energy to allow a typical smartphone to be 50% charged.

Another device on display was the double robot, according to the developers, Double enables a revolutionary new level of interaction with your remote team.Having your own Double in the office means you can be free to roam around anywhere without having to schedule a meeting. Double takes everything you love about video calls on an iPad and puts that on a mobile base that puts the remote worker in control. Your Double is always on, ready to take you anywhere you need to go.Employers can rest assured that their remote employees never miss out on important conversations around the workplace.

Next fancy device was the pimped out drone from Accenture, the drones have having different algorithms for different solutions for example one of their clients FutureMine uses the on-site drone for monitoring the morning traffic speeds and road rules observance for the mine’s employees and contractors travelling to work along the public and mine lease road. Real-time data drives real-time performance management potentially reducing serious safety incidents as well as driving an improved safety culture.
mocoam10Picture by Emerce (

Another amazing presentation was Heineken #Sharethesofa: leading the charge in real-time second screen marketing. Antoinette Hoes of DDB&Tribal presented how Heineken exploited the notion that millennial’s hardly ignore their mobiles even when they are watching TV as the feel a need to share real-time experience with friends on the program they are watching.
The Consumer Electronics Association (CEA) and National Association of Television Program Executives (NATPE||Content First) released the findings of the first part of a joint research study analyzing how and why consumers use Second Screen devices to engage with video content. Of the Second Screen users surveyed, 79% access a second device while watching TV programming.
The idea developed through the combination of two key insights: firstly that 70% of UCL viewers watch the game at home, the second that more than two-thirds of Heineken consumers are also online while watching TV and thirdly that Twitter is the number one social media platform being used during live TV shows.
The match with HernanCrespo resulted in 46.8m earned impressions, 78% Twitter share of voice among UCL sponsor.
This is not the first time a second screen strategy is being deployed by the guys from Holland, Heineken / Star Player This iOS app from Heineken, which launched in 2011, provides a second-screen gaming experience for the football fan without distracting him/her from the game. “Dwell time” with the app has averaged 56 minutes.

This year was the 5th anniversary of the convention and it was a huge success. The whole conference was professionally organized and very insightful with more than 60 speakers sharing their learnt lessons.
After the convention day, we spent our last night and morning in Amsterdam with joy and excitement. Amsterdam is surely a city of tourism: beautiful scenario, friendly citizens and excellent traffic. Arriving at the airport, we did not have any difficulties to get to our hotel, where we were warmly welcomed. We spent our free time going shopping, exploring around the area we stayed and enjoyed the local restaurant. The trip was unforgettable and we want to express our deepest thank towards Mark Brill and Marie, who gave us this precious chance to attend such a professional conference and visit Netherlands.

9 simple steps to make an effective Infographic

1. Think of your audience

Image source: LIFE

2. Collect data

…make sure it’s relevant

Collect data
Image source: From the movie “A Serious Man”

3. Pick the right one

…more juicy more interesting

Pick up important
Image source:

4. Don’t make it too long

…too lengthy too tiring

Image source:

5. Short content

…be smarter than Twitter

short content

6. Use graphical elements

…be creative but keep it under control


7. Get the right title for your infographic

…should be short & easy to remember

title for infographics
Image source:

8. Review your work

…not satisfied? go back to start

Image source:

9. Give credits to the source

…because credibility matters

Image source:

5 Interactive Ways – Brands are going to Talk to You.

Interactive Marketing has been around for quite sometime now, however with the cost of technology coming down and the freedom to do some amazing things through innovative and interesting means, a lot of brands want to do it more. Below are 6 Interactive ways through which Brands are going to talk to you.

Interactive Billboards

There is a huge surge in the number of interactive billboards that we are going to see. Below is an example of British Airways by Ogilvy

Interactive Floors & Tables

The use of physical space is going to be another area that will get a lot of attention. wanted more people to take the stairs and this is what they did:

Interactive Windows

More and more stores are going to have interactive windows to hook the customer as they pass by. Below is a beautiful execution for Carte Noire – Intensity by AllOfUs which we had a chance to see during our agency week.

Carte Noire – Intensity from AllofUs™ on Vimeo.

Interactive Bus Shelters

When you are waiting for the bus, all people do is keep to their phones or just stare blankly at the road in hope that the bus arrives soon, which is why interactive bus stop ads are so effective.  Pepsi Max had a fun way to entertain people in a recent campaign:

Interactive Mirrors

Interactive Mirrors would greatly aid in the retail space. By mixing augmented reality the possibilities are endless. Puma used interactive mirrors in one of their stores a couple of years back:

Be sure to keep your eyes peeled to witness some of these magical marketing.

Music with Seoul: 5 characteristics of K-pop music videos

For those of you who didn’t know, The Los Angeles Korean Pop Festival is happening this saturday in memory of the 111th anniversary of Korean American immigration. For many of you out there when thinking of K-pop, the Youtube sensation ‘Gangnam Style‘ will come to mind.

Nevertheless, nobody can argue against the fact that in recent years the Korean music scene has grown out of obscurity to become a recognised entity in the online world. Whether that be through cheesy music videos from bands you’ve never heard of, or through a flood of GIFs of pretty boy bands that seem more suited to a mid 90s cover of Smash Hits magazine.

Regardless of these thoughts, here is my list of 5 characteristics of K-pop music videos that make the genre so great!



When it comes to the size of pop groups the word ‘small’ doesn’t seem to exist in Korean vocabulary. With the ever popular girls group Girls’ Generation (소녀시대) having nine members and the boy band Super Junior (슈퍼주니어) having twelve. The example below features the twelve member group EXO (엑소) and their hit ‘Growl’ which, even though it was shot in just one take has an awe inspiring 31 million hits on youtube.

EXO – Growl MV



The world of Korean pop is overflowing with catchy tunes. This one from the group Wonder Girls (원더걸스) is a classic from as far back as 2007 (that’s a long time ago in K-pop years), full of everything a great video needs..super heroes, flashers and funky dance moves.

Wonder Girls -Tell Me MV



Ok ok..the horse dance in ‘Gangnam Style’ may not be the sexiest but believe it or not the hall of K-pop fame is full of them. This music video by 4Minute (포미닛) girl group member HyunA (현아) and BEAST (비스트)  member Hyunseung (장현승) is one of my favourites.

HyunA and Hyunseung – Troublemaker MV.



When it comes to high quality music videos nothing beats Korean pop. This music video is of Big Bang (빅뱅)’s ‘Fantastic Baby’ , one of the most popular K-pop groups of all time, winning the “Best Worldwide Act” award at the 2011 MTV Europe Music Awards. This video alone has had over 100 million hits on youtube and is definitely worth a watch..

Big Bang – Fantastic Baby MV



And of course Korean pop culture wouldn’t be Korean pop culture without mind-blowing plots and tear-jerking ballads. Beneath all of the glamour, beautiful tunes and gorgeous stars there is often a sad story waiting to break out and force you to reach for the tissues. This music video is from the Queens of ballads Davichi (다비치).

Davichi – Don’t Say Goodbye MV

There, that’s it. I hope this blog post has given you the confidence to explore K-pop and realise its true klout in the world of global pop music especially on the youtube scene. Even if it hasn’t gone that far, you’ll now realise that there is more to K-pop than seeing an estranged older relative doing the horse dance at a family disco. At least be thankful for that!

Ben White joined Future Media team in 2013 and has plagued us with his obsession for Korean pop music ever since. After discovering his love from first watching the Pops in Seoul television show over seven years ago Ben is determined to convince the western world of the allure of the K-pop brand.