Engagement: These are a few of my favorite things...
By Michael Snow on Jan 24, 2013
For today’s post, I’d like to let the visuals speak for themselves as great examples of how companies are working really hard to change the dynamics of engagement to build a legion of highly loyal and engaged customers and fans. So, grab a cup of coffee and take a break to watch the videos below.
We’ll start with a video from one of our partners, LBi where Paul Beck, Global Head of Audiences and Engagement, explains that “It’s not the Steak – it’s the Sizzle!” as the secret to success in today’s marketing jungle.
Every year, one of my favorite magazines, Fast Company, puts
out numerous lists, but their “The World's 50 Most Innovative Companies“ list
is a great one to watch for some of the coolest customer engagement examples
A great example (IMO) from 2012
One of LBi’s clients, RedBull, has become a media powerhouse themselves – especially with the recent space jump spectacle that gave them maximum free advertising across the globe. If there is an extreme sport where life and death often hang in balance, you'll often find RedBull there as a sponsor. What you are about to see below really pushes the limit of both extreme sports as well as expense for sponsorship. Whether or not you drink their magic potion or not, this project (http://www.redbullstratos.com/) created an audience across multiple social channels with a vast viral distribution of the multiple videos and documentaries created before, during and after the world record-breaking event. This is RedBull's MO, creating sponsorships and spectacles for adrenalin rushes vicariously explored and experienced through their media machine and hopefully also selling some of their elixer along the way.
RedBull Stratos, A Mission to the Edge of Space
On 14 October
2012 Felix Baumgartner jumped to Earth from a helium balloon in the
stratosphere doing the highest parachute jump ever done by a human.. He set the world record for skydiving an estimated 39
kilometres (24 mi), reaching an estimated speed of 1,342 kilometres per
hour (834 mph), or Mach 1.24. The capsule was launched from Roswell
International Air Center at 09:30 MDT (15:30 UTC).
Standing on the step of the capsule, Baumgartner made a short address:
"I know the whole world is watching now. I wish you could see what I can see. Sometimes you have to be up really high to understand how small you are... I'm coming home now."
RedBull Stratos from AixSponza on Vimeo.
Peter Clausen Film and AixSponza created this animation above visualizing the whole process of going up and jumping down.
Title : "Red Bull Stratos - Mission to the Edge of Space" Client: Red Bull Media House GmbH
Production Company: Peter Clausen Film & TV Produktionsgesellschaft mbH, Munich
A NotWorkingFilms Tribute to FELIX BAUMGARTNER JUMP FROM THE EDGE OF SPACE Red Bull Stratos - 14 October 2012
Remixed* by Fabio Palmieri Music by György Ligeti - Requiem for Soprano (Cathy Berberian)
2012©NotWorkingFilms http://www.notworkingfilms.com Like on FB!! https://www.facebook.com/NotWorkingFilmsPage
RedBull has done some great work with car racing as well. www.redbullracing.com/
At Oracle Open World this past October 2012, our customer Nike, won a Fusion Middleware Innovation Award for their Nike FuelBand built with Oracle technologies. There is another interesting article on Fast Company’s Design site regarding this new product and direction for Nike. They were aiming to create a “Universal Currency” to engage users no matter what they were doing combining personal goals, social networks and engagement across multiple aspects of a person’s life.
Nike Achieves Scalability with Oracle: Nike supports 8 million global users to monitor active lifestyle in social environment with 150,000 requests per minute using Oracle
Another interesting leader on the list is an Oracle client
that won an Innovation Award this year as well, Life Technologies. They are
praised for bringing the cost of gene sequencing down to a manageable level
from both a cost and time perspective in a rapidly growing market of biowares.
They have used Oracle WebCenter Technologies to build their service portal that provides yet another proof point in the Internet of Things that can communicate from machine to machine and provide service, maintenance and proactive care to keep very expensive equipment up and running for peak utilization. Increasing customer satisfaction and engagement by removing a task and letting researchers focus on research not the maintenance of their equipment.
Looking back at our Social Business Thought Leaders from
2012, there are a couple that immediately come to mind when we talk about
trends in Engagement across both Mobile and Social.
“Mobile is the New Face of Engagement”
featuring Ted Schadler, Vice President, Principal Analyst, Forrester
featuring Mike Fauscette, GVP, Software Business Solutions, IDC