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PR & CONTENT
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EXPERIENTIAL
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- Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the map of Amsterdam. They could color the graffiti by going out running, registering the run with Nike+ and filling the graffiti with their actual KMs run. - The graffiti made them run in completely new way. It shifted from being focused on schedules and minutes to expressing creativity while running. And it attracted the young, urban runners who started designing creative graffitis turning the map of Amsterdam into a virtual canvas - A Nike Runhouse pop-up store was opened close to Amsterdams most famous urban park where Nike further engaged youngsters in the Run Unleashed experience with events, runs and free product trials
Success
Image Credit Amsterdam Ad Blog
- They converted over 9,000 new running members - The online running club was visited 183,275 times - 220 graffitis were created on top of the Amsterdam grid within 6 weeks time (colored with 1,268 Nike+ kilometers)
Go watch the video: http://bit.ly/kBObGt
AGENCY Boondoggle
Why we liked it
It was a creative way to attract the youth population to a sport that is all about routine, lacks heroes and is actually pretty boring
June 2011
Image Credit Expression that Inspires
Not only were consumers invited via Facebook to create unique historical models, SoMe features will be integrated in the product itself These social media features will make the so-called Fanwagen the most social car ever. Clearly designed for the social network-obsessed, the car includes a license plate that shows your relationship status, and the ability to print your newsfeed on the dashboard This unique model will find a new owner on Facebook as part of a lottery
Success
More than 20,000 Facebook users registered for the Fanwagen lottery (the VW page in the Netherlands jumped from approximately 10,000 fans to 42,000 fans within 3 weeks) 50,000+ Youtube views Huge online press coverage
Why we liked it
VW successfully connects the old and traditional with the new and trendy by focusing on their iconic models and combining them with Facebook features and Facbook online actions
Image Credit SpicyTec
AGENCY Achtung!
November 2011
The clip features Aniston spoofing several well-known viral videos from the past such as the double rainbow guy, the dancing babies, lip-syncing teenage star Keenan Cahill, and the classic viral smash, a kick in the crotch The cherry on the cake was the name, the Jen Aniston Sex Tape, to build maximum exposure.
Success
Image Credit A Mans World Online
In the first 24 hours alone, online trending words including "aniston smart water" and "aniston viral video" more than tripled More than 8.4 million views in less than 3 weeks on YouTube
AGENCY Zambezi
Why we liked it
Viral success is difficult to come by, Smartwater decided to play off of prior hits instead of re-inventing the wheel
Image Credit Best Week Ever
March 2011
Youve already lost your car, now get ready to loose your cool
Helpless consumers who left their car in a parking lot came back from shopping to find that their car had been selected randomly for the car elimination program and that their car was a now a pile of scrap metal Luckily a phone number was available to call and find out what happened, irate consumers called in unbeknownst to them that they were actually being broadcast live on radio At the end, the hidden camera operation was revealed and Europcars point was made, why buy when you can rent?
Success
Image Credit Today is Your Happy
The campaign received over 2.5 million views on YouTube (5th most viewed channel of the month) along with thousands of tweets and views on Facebook The campaign was covered on news outlets and through a partnership with NRJ radio In total the campaign received more than 1M of free media and a 300% increase in traffic on their website (resulting in an 83% increase in subscriptions)
AGENCY Ogilvy
Why we liked it
The campaign was an incredible success and had real results on the companies business Great mix of traditional outlets such as TV and radio with social media
Image Credit Decision Marketing
January 2011
Chicco has a problem, little brand recognition in the US with low awareness of its Italian origins, not to mention that most people can not correctly pronounce their name Chicco re-launched its brand in the USA with an advertising campaign focused on the correct pronunciation of Chicco (Kee-Ko)
Every mother would like to see their baby become a star Chicco gave parents the opportunity to submit videos of the own babies via Chiccos US website The babies were broadcast correctly pronouncing the name on a 100 foot digital billboard in Times Square The campaign is being promoted through mom bloggers, Facebook and Twitter
Success
Image Credit: Vimeo Video
Huge visibility in the most square in New York City Hundreds of parents uploaded their kids video saying Kee-ko
Why we liked it
Chicco managed to build a great campaign focusing on what was important to them: the pronunciation of their brand name
Image Credit: Vimeo Video
March 2011
Creating the #Tweetwalk hashtag on Twitter to gather all their exclusive tweets, they added to their now usual HD live stream experience through Facebook and Burberry.com They also gave the control of the brands Instagram account to the most-followed user on the app : photographer Mike Kus, who publicized the event to his 126,000+ followers
Success
According to BBC London Radio, Burberry had over 80 million sign-ups from all over the world Burberry achieved trending hashtags on the worldwide twitter stream with #Burberry, Christopher Bailey, and a record-breaking mentions per minute.
Image Credit Nubry
Why we liked it
Burberry has been known to stage Holographic 3D shows, provide shoppable livestreams and broadcast their catwalk show straight onto a 32-metre high billboard in Picadilly Circus during previous fashion weeks They are established as a pioneer brand in the new media communications space
Image Credit Burberry.com
AGENCY In-House
October 2011
Stained or clean
Image Credit: theinspirationroom
Starting in Guangzhou, they placed five-story t-shirts around sixty different locations in China Ariel turned a Wii controller into an everyday household items Ariel (the cleaning power), ketchup, mustard and soy sauce (the stainers) Members of the public were invited to cover the giant T-shirts in sauce, then remove the sauce with the Ariel Wii controller
Success
113% increase in sales and a 300% increase in brand awareness during the campaign period Over $1,000,000 in PR value
Why we liked it
Ariel managed to combine the product attributes with a Chinese pastime the Wii The platform was innovative and entertaining, finding new usage for new technology
May 2011
Image Credit: theinspirationroom
In the hope of creating some buzz and showcasing many great discounted things you can get from LivingSocial, they decided to deck out a cab with a mystery take-it-or-leave-it challenge Passengers could continue to their destination, or "roll the dice" and embrace an unexpected, exciting new experience. The outings included chess boxing, pole-dancing fitness classes, chef master classes, a speedboat ride up the Thames, and the chance to feed a tiger up close and personal
Success
45,000 viewed on the official YouTube video Hundreds of blogs in the UK and all over the world have covered the operation and created awareness
Image Credit My Virtual Scrapbook
September 2011
Image Credit Randy Matheson
No sound, no match
Several giant screens dispersed in Buenos Aires aired the Argentina selections Copa America 2011 matchs The aim of this operation was to test the south american fervour for football. If viewers werent playing an active part in supporting their team, the match was no longer displayed on the screens Thanks to sound level measurement instruments, during all the match, the match was seen or not
Success
Image Credit Shotmcns blog
Over 15,000 video views on Youtube Many ad specialized blogs relayed the operation.
Why we liked it
A brand gave consumers the ultimatum, give something otherwise youll get nothing resulting in an advertising operation that was innovative and interactive
AGENCY OgilvyAction
July 2011
Image Credit Lavart Collective
A large black box with a big red button. For those curious enough to push the button, the reward is immense They are asked where theyd like to escape to; the request is logged and suddenly the box turns into an animated singing and dancing extravaganza that presents the curious button pusher with a ticket to their destination of choice
Success
More than 1M views on YouTube
Why we liked it
SNCF found an interesting way to promote its new service by engaging people in a real life experience. We like the fact that the brand chose to rewards only the curious. And finally we love that one of the contestants requested to escape to Lapland!
March 2011
Image Credit: Youtube screenshot
Taxis were booked for 50 of the most influential bloggers to drive them to a secret party. They had no idea they were on the way to the preview of the brand new Borgia TV series Digital cameras with shady pictures were left on the backseats of various cabs, to make bloggers believe it was forgotten by previous customers Bingo! Pictures created a real confusion among guests, until the set up was revealed at the entrance of the premiere when each blogger received an ostia in white chocolate, a bag containing a pornographic bible, a Rosary-shaped USB stick, a book etc.
Success
Image Credit: Youtube screenshot
1,6 million viewers in France for the debut episode 45 articles from 52 bloggers 2,802 views of the promotional video during the private party
Go watch the video: http://bit.ly/rwX55X
Why we liked it
The campaign found a new way to speak directly to a very influential blogosphere audience
November 2011
Image Credit: Youtube screenshot
Guronsan created the hangover monster, a big green creature that shows up in the morning when people have drunk too much. Equip with a sledge hammer, the monster wreaks havoc The monster hangs out where people are likely to party: summer music festivals, college parties, and night clubs The monster is on Facebook too and has daily interaction with fans that could invite him to their own parties Online presence on youtube guaranteed to document the Hangover Monster high jinks
Success
The Facebook page was the number 1 health page in Portugal and number 10 among all businesses with more than 3 million pages viewed on the social network Generated tons of user content More than 22,000 likes on Facebook
Go watch the video: http://bit.ly/k691Gu
Why we liked it
Guronsan managed to make its product fun and reached its goal of being recognized as the 1st remedy for hangover by all the party-goers The ultimate aim was to kill the hangover monster but as it was cool, some would prefer to have him hung around!
Image Credit AdBeat
April 2011
The brand had a radio-connected team of 10 people near both locations, none of them were visible to consumers, all connected to coordinate themselves The goal was to give people gifts that were personally relevant to them. Flowers for a couple, baseball game tickets for Yankee fans or even bones for dogs The mailbox is now on tour, people can check next locations, pictures and the living mailbox profile on www.Facebook.com/yahoomail
Success
Image Credit: Youtube screenshot
Video viewed over 15.000 on the first weekend The Facebook fan page is significantly growing since the campaign is online (Facebook global fan page increased 20% for a current total of 490.000 fan)
Why we liked it
Some of us would say that this campaign is a copy and paste of the coca cola happiness vending machine However, the Yahoo! Purple Mailbox is different through its personality, the mailbox interacts with passers-by and goes beyond a simple promotion
Image Credit: Youtube screenshot
AGENCY E2
June 2011
To reinforce the new baseline That Calls for a Carlsberg Duval Guillaume Modem proposed an original experiment. In Belgian cinemas some innocent couples were confronted with a theatre filled with not-so-friendly gentlemen and only 2 seats left How will they react? The result of this experiment can be seen in Kinepolis and online via YouTube
Success
Nearly 10 000 000 people watched the YouTube video by the end on Dec 2011 A worldwide buzz
Why we liked it
Carlsberg has fun with clichs of the beer drinkers and realizes a viral movie in which the rebels are not necessarily the ones that we believe.
October 2011
Image Credit Youtube Sreenshot
Besides the generic function of beer supplier, Carlsberg offered various activities to attendees Carlsberg installed a massive football stadium where attendees could watch matches or play in teams against other attendees The Carlsberg Fan zone offered in a chill-out area some fun games such as table-football An activity of returning old Carlsberg cans not only kept the festival ground clean but also provided the collectors with cool Carlsberg products as t-shirts The Carlsberg UEFA tent informed visitors about past European Cups and Carlsbergs partnership with UEFA
Success
Image Credit: HS&E
Brand awareness results among attendees reached incredible 85% for unaided recall and 93% for aided recall on-site 86% of the over 500.000 festival attendees visited the brand zone
Why we liked it
Carlsberg proved with this Festival brand activation how flexible and innovative a brand can be to create awareness If you are interested in the results of the European festival study that was conducted by Havas S&E, please contact: Christopher.Rapaport@havas-se.com
AGENCY Euro 4D
October 2011
Image Credit: HS&E
HSE created Peugeot Blackbox -- a large-scale camera obscura, the symbol of photographys technological origin. Visitors peered inside to discover a video projection of alluring abstractions. The mysterious structure held bright, exciting images, sparking spectators curiosity and leaving an impression.
Success
Local reviews and blogs revealed the impact of the one-month-long installation as having brought new meaning to the car-form and the role of Peugeot in the hearts and minds of Chinas art world. Peugeots re-positioning that enabled the brand to forge a new identity in the media and establish collaborations, present and future, within Chinas expanding creative communities
AGENCY
Why we liked it
In China, car are often displayed on a regular stage during car shows etc; on the contrary, our installation aimed at attracting visitors curiosity by hiding the car.
HS&E
Mai 2011
Image Credit: Peugeot website
Each band was presented with a car for a week and was tasked with special assignments such as shooting music videos or performing at fans houses The 10 minute episodes of each challenge were put on Nissan Juke Rocks YouTube channel where people could vote for their favorite bands to get energy points The band with the most points won an exclusive concert with an audience of 800 fans recruited via Facebook
Success
More than 1.7M views on YouTube More than 4,200 likes on Facebook
Why we liked it
Great consumer segmentation - the Nissan Juke is urban and young, just like these four bands and their fans
March 2011
Resist temptation
Image Credit: thenextweb
- Hidden cameras were positioned nearby to record consumer reactions - Honest Tea observed as consumers battled with their conscience the results were in and 87% of Americans did the right thing
Success
- 280 million impressions, 160 press stories, and $2.79 million in earned media not to mention double digit growth in each market tested
Why we liked it
The campaign was funny and got results. It increased consumer testing, created PR, and was a viral buzz
AGENCY SS + K
March 2011
Image Credit: miaminewtimes
Players from both sides ran out onto the pitch and immediately abandoned their usual warm-up routine Zlatan Ibrahimovic chose to play frisbee. A pink capped Sergio Almiron pretended to go for a swim. Thiago Silva entertained the crowd with his limbo skills. Even Gennaro Gattuso got involved as the pitbull began prancing around with the referee
Success
Confusion started to reign in the stadium - fan reaction was incredible More than 400,000 views of the video on YouTube in only a few days
AGENCY G-Com
Why we liked it
A fabulous stunt pulled off by Gazzetta dello Sport that fits really well with their slogan
March 2011
Image Credit: Youtube screenshot
The concept is simple: Choose, Act, Check You choose the shoe model that fits you the most, you select which NGO you want to support, and you can check on the website the progress of the project Whats new? Make people believe that pigeons are going to deliver the shoes! Invent the greenest delivery process and explain it via video post on the internet
Success
Image Credit: ecouterre
Over 6.000 fans on the Facebook page More than 100.000 pairs sold within a few months Around 40.000 views on YouTube
Why we liked it
The brand partners with two nonprofits organization: Tree-Nation, a social network dedicated to fighting climate change, and The Water Project, which builds wells and rainwater filtration systems in Kenya, Sudan, Sierra Leone, and India
Image Credit: media.treehugger
AGENCY JoJo
June 2011
TED invited taxi drivers to their legendary TED meeting and after listening to 6 hours of conferences, they were sent back to work and picking and driving passengers While driving their passengers, they shared what they learned from the conference with them and delivered the message in a more engaging and personable way
Success
50 taxis x 20 passengers a day x 1 week = 7000 listeners (7 times the TEDs Buenos Aires Audience)
AGENCY
Why we liked it
TED engaged with the kings of word of mouth: Taxi Drivers, bringing the TED concept close to the common people creating energy and buzz around it It made a clever use of the most powerful media : people So simple. So smart! Coming soon hairdressers
Image Credit: coloribus
Olgivy
April 2011
The campaign started with a video, featuring the mayor's promise that anyone who 'liked' the village's facebook page would have their profile picture put on the Obermutten's notice board. Soon, the notice board was so full that the profile pictures had to be put on houses.
Image Credit Page Online de
In addition to the profile pictures posting, the campaign engaged its fans with more video postings and a contest for one lucky person to win a scarf knitted by the mayors daughter.
Success
Almost 15.000 Facebook Fans 4 out of 5 Fans interact with the page Fans from 32 countries Approximately 60 Million people have read or heard about Obermutten worldwide thanks to the Facebook campaign and the press coverage around it Costing about 10,000 Swiss francs, the campaign has reportedly brought in 2.4 million francs in earned media
Why we liked it
A village of 79 inhabitants creates a campaign that reaches 60 Million and generates more fan engagement than Lady Gaga. A good example for THINK BIG
December 2011
Image Credit Browse
Success
It was the most successful campaign launch for Playstation yet and Mr Lee Taylor Shop is more sought after than the Batcave!
Image Credit Creative Review
Why we liked it
-They brought to life the charaters in the game with a real life opportunity to be tailored like your superhero. -This campaign enabled the whole family to experience and be informed about the world of DC universe online [and offline]
Image Credit D2D
April 2011
Draw a meme!
Image Credit Vimeo
The main challenge was to overcome its link with the aging population of its original core target (former young adults that are now in their fifties) in order to gain credit among young Brazilians Jumping on one of the most popular bandwagon online, the brand ingeniously created Meme Maker, a very easy-to-use virtual tool which creates personal & virtual Meme, while the campaign was promoted with a competition by influential Brazilian blogger, Cauemoura
Success
Very quickly, Meme covered bottles started to fill all department stores. As a result, the Rap song by Cauemoura encountered massive success with a stunning 2 million views and 170.000 cartoons created on the website. In addition, the brand was mentioned 130.000 times on social networks and did 40 entries in national & international on & off line medias!
Why we liked it
-Keep Cooler managed to catch up with the new generation and revamp the brand with a single but clever campaign -Digital played a crucial role and proved, once again, that good content and is a powerful communication tool when it involves the audince and motivates participation -By leveraging lifestyle interest and passion through music and informal art it made the brand resonate with the hip and relevant audience
December 2011
Success
39% spontaneous ad recall vs closest competitor (13% V+R Banken and 10% ING) +75% recall for its Giro offers +21% desire for Giro account (45% vs V+R 22% and ING 5%) +8% leader bank
Why we liked it
Biggest brand Facebook page amongst German financial brands Facebook page ranks #10 worldwide among financial pages +135,000 Facebook-fans, 441,000 visits, and 25,500 comments 823,406 votes 1.8M battle video views
Image Credit D2D
Mai 2011
After heavy flirting with social media in 2011, brands will go beyond merely looking at Likes and Fans, and start caring and measuring engagement and community building
The value of a meaningful relationship will be properly appreciated to build strong communities, CRM programs, loyalty and integrated transactions To prove the effectiveness of social media campaigns, brands will develop more sophisticated measurement algorithms to prove the ROI, more commonly to be known as ROSS (return on social spend)
By the end of 2012, successful brands in social media will have focused more upon increasing their levels of engagement with fans, than the number of fans
Federations, athletes, brands and celebrities will embrace the new digital and social landscape with more confidence
Those that are un-prepared, under resourced and schizophrenic will continue to fear the new world of communities and communications Athletes will be seen to check-in, update, upload and respond pre, after and even sometimes during a sporting event. Digital devices and applications will relay a kaleidoscope of information about the athlete, in real time, direct to fans and desktops
The ability for a fan to get closer to their hero, will present an enormous opportunity for communities and brands
Cyber PR will become more challenging across online influencers who traditionally would blog or tweet about a campaign for free. This will change in 2012. The worlds first million dollar blogger will be created
Already in LATAM, and especially in Mexico, it is not uncommon for a blogger to request $15,000 for a Tweet or blog post mentioning or linking to a brand. This emerging trend will spread across the globe Accessing a blogger, will in some instances require contacting a blog management agency. Blog networks will manage the syndication of posts across a diverse range of interests and passions
Sports Subscriptions
With more and more fans watching mainstream and niche sports on the web; on social networks; on mobile devices, successful federations will embrace the opportunity
The ability to watch catch up and real time sporting events, will increasingly be consumed on Facebook and YouTube. Social media subscription packages will provide new revenue streams and help reach and engage with young and new fans
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/mikecogh/6123331851/
Sport will continue to become more scientific, and technology will bring the most dramatic imagery and revelations to both big screen and little screen
Enjoyment of sport, even from an armchair, will become a thrilling experience. No longer a lean back and enjoy, but lean forward and immersion Sports cam technology will bring footage to our screens that weve never seen before. From 3D to 4D; slow motion to split screen; helmet cam to ball cam; adrenalin sensors to heart monitors
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/pe5pe/3242342574
Campaigns will be created in days and weeks, not months or years. Real time listening, creation, and distribution will mean a trending topic is acted upon, to create the long tail effect of relevance, overnight
Traditional production and content costs will go down, but licensing costs will go up, benefiting bedroom content creators A fan at a sporting event will get rich quick, over the course of the weekend, at the press of a button. His unique content will be viewed (YouTube giving him advertising revenue for his page), licensed (broadcast revenue) and used without permission, winning a liable case
Artists are increasingly asking their fans to not only suggest or create their album artwork, but to contribute to the actual audio that is released on the single or album.
During 2012 we predict an increase in fan sourced audio. More and more fans will contribute to the official release, making the list of credits read like a whos who of the ultimate fan club. Brands and artists will embrace this collaborative opportunity. A fan will be supersaulted from his bedroom to the 02 or Wembley stage. Royalties will take this fan from a 1 bedroom apartment, to a beach front bungalow.
There will be a continued integration of PR in the marketing, advertising and customer service mix.
Every campaign will have a strong role for PR and this will lead to a stronger and more strategic place for PR professionals around an integrated planning table. Silos will continue to be broken down. Earned media, paid media, owned media and shared media will become standard categories for all PR professionals to consider how they plan and integrate campaigns. Developing relationships with bloggers in earned media will no longer be a speciality of a digital team or agency. All PR agencies will offer this outreach.
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/42931449@N07/6088751332/
2011 saw an explosion in the use of Infographics to decipher an analytical story. More than 500,000 Infographics were created. 2012 will continue this trend, but with the addition of video Infographics.
Infographics will evolve with he ability to click through multiple layers of content, creating a rabbit hole of data visualization. Agencies will create presentations leveraging these new formats. PowerPoint presentations will reduce in the number of slides, with more and more information being displayed creatively on one slide.
Personalized Content
Content will be more customized for each target audience based upon location, profile, interests and their networks.
Smart filtering and customization will make content more shareable and rewarding. Sharing content across a consumers peer groups, will provide another layer of rewards for the consumer. Great content will continue to be viral and shareable. An increase in mobile content, delivered direct to a consumers handset will create connections all through the day, the night, and weekend.
PR accountability
PR will become more accountable and more accurate in measuring the ROI.
Traditional media monitoring agencies will integrate buzz monitoring services and metrics to provide more accurate qualative and quantative results.
Every PR agency will provide as part of a campaign evaluation : reach, sentiment, influencer analysis and equivalent media value (through an updated media evaluation tool).
Accountability and campaign evaluation will become more accurate and enable more accurate campaign planning and re-optimization. Clients will request greater accountability and performance related pricing models.
Thanks to Flickr.com- creative commons http://www.flickr.com/photos/cambodia4kidsorg/3290848259/
Influencer marketing will not just mean inviting a high profile celebrity to an event. Much of the influencer engagement and marketing will take place online.
Influencer identification tools will enable the PR industry to more accurately identify and engage with powerful online advocates. These influencers will be leveraged to not online feature and talk about a campaign, but to be involve din the planning, ideation and evolution of a campaign. Each agency will create their own rating system to identify the most important influencers pertinent to their objectives
1 day a year, everything will shut down, almost. Companies will ask all their staff to switch off and unplug for 24 hours.
At first employees will be scared and confused. They will scratch their heads wondering how they can perform their job or task, without a digital connection. After 3 hours a smile will spread across their faces. It will be a beautiful day or real relationships and friendships the old fashioned way, face to face. We will re-discover social skills, beyond Facebook. We will put into perspective the role of digital. It will become a yearly event.
Sporting venues and stadiums are the second most checked-in places worldwide. The most popular checked-in places are airports
Brands, sponsors and rights holders will leverage this opportunity to geo target fans with compelling and shareable content and promotional messages. Having identified a physical fan, data will provide an on-going and customized relationship back to their home 2012 will see a huge increase in the connections between these attending fans, virtual fans and brand messages. 2012 will become the year of social currency more shareable, more entertaining and more personalized
Stronger corporate social responsibility, combined with increased consumer awareness of recycling and the need for a cleaner environment, will result in more environmentally friendly events.
Sponsors will require event producers to have committed to make the event as carbon neutral as possible. Sponsors will consider this green score just as much as the number of attendees and media value. Recycling will have high visibility at each event and be a creative and entertaining activity that attendees warmly embrace.
Whilst large scale events will remain a key feature of a brands yearly outdoor calendar, increasingly brands will take to the streets, beaches and parks with impromptu pop up events.
There will be equal investment in large scale one offs with small socially promoted flash mobs. Mystery and intrigue will be created in the run up to a pop up event, but only announced in the last 48 hours through social media.
Thanks to Flickr.com- creative commons http://www.flickr.com/photos/vdrg/5458584580/
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