Innovation That Matters

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A while back we reported on Dutch cross-media company Media Republic’s plans to launch an interactive soap opera for cell/mobile phones. Now fully operational, the series, which goes by the name of Jong Zuid, reaches its audience via mobile phones (‘MMS’), the internet and MSN Messenger. Soap addicts register online and receive two episodes a day, with each episode consisting of 6 pictures and accompanying texts. Jong Zuid’s cast features famous Dutch soap celebs, with the script revolving around a group of youngsters living together in a dorm-like setting, resulting in plenty of drama, comedy, and everything else that interests hormone-driven teens. In fact, with MSN Netherlands as a powerful partner, hundreds of thousands have already checked out the website, and tens of thousands have subscribed to a twice-daily fix of web or camera-phone based ‘episodes’. Nice touch: subscribers can win a guest role, appearing with their favourite celebrity in one of the pics. How’s that for GRAVANITY!? (more…)
Smart car Maxhopp tjacobi.com

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A few months ago, we highlighted New York City’s customer service initiatives, notably the ‘311’ service number, with its 24/7 call center, allowing New Yorkers to immediately report everything from potholes and defect street lights to loud noise and parking violations; get information on trash collection schedules or community center resources; or leave a (frank) opinion for the Mayor. We noted that not only other city governments around the world should pay attention, but many corporate laggards as well. Now, with some remarkable marketing initiatives, New York is again pioneering new business ideas that no doubt will be copied by other large cities around the world. First, in April of this year, Mayor Bloomberg appointed Joseph M. Perello ‘Chief Marketing Officer’ (CMO) for New York City, which could well be a world’s first. Perello is charged with, in Bloomberg’s words, “establishing a centralized marketing strategy for the City that will enable us to effectively leverage the world’s affection and admiration for New York City and the unique assets that we possess.” For an interesting interview with Perello, check out this Reveries article. Two recent deals seem to indicate that this City-CMO is taking his job seriously: a five year, USD 166 million vending and marketing agreement sponsorship with Snapple Beverage Group (source: nyc.gov). Elements of the deal: • In adherence with the NYC nutritional guidelines, Snapple will become the school’s exclusive provider of water and 100% fruit juice via vending machines in the city’s 1,200 schools. To keep things healthy (after all, the government is supposed to lead the way), Snapple is developing four new 100 percent juice drinks — Green Apple, Orange Mango, Grape and Fruit Punch as part of the deal. • Outside of the schools, Snapple will become the official iced tea, water and chocolate drink (Yoo-hoo) for vending in the City. Narrowing down the deal to “iced tea and water” clearly leaves the city’s doors wide open for a whole variety of other deals. • Snapple will market these products directly with the City through the sponsorship of concerts, events, and utilization of the City’s owned media including outdoor media, TV and online assets. • Snapple has committed to work with its affiliates to promote New York City through its marketing and communications efforts, with a promotional value of more than 60 million USD. (more…)
Art*o*mats

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www.artomat.org
Springspotters McOdi

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Eye2Eye dropusaline@mcodi.com