A social media strategy is almost a requirement at this point for any commercial brand. For most, the common combination of a Twitter and Facebook account fed with frequent posts is usually enough. With every tweet your followers are reminded of your existence, and if you are lucky enough, they may even click through to any links you provide. But harnessing the power of social media in a carefully orchestrated campaign utilizing all the major platforms? That’s an entirely different proposition – and quite a feat if it can be pulled off. Despite the challenge, that’s exactly what the creative team behind Old Spice did.

During the week of July 12th, the incredible creatives at Wieden+Kennedy managed to harness the freakishly strong power of social media to create one of the most memorable ad campaigns the Internet has seen yet. Over the course of two days, the team fielded questions from all over the Internet, and responded by writing and filming 87 short YouTube videos.

The right material for the job

If your target market intersects with the user base of your choice of social media platforms, there’s a direct connection to the walls and feeds of millions of potential customers that is just waiting to be made.

In case you are not already familiar with the Old Spice ads staring Isaiah Mustafa, they originally aired during the 2010 Super Bowl and later during the Winter Olympics. The first commercial shot with its mix of quick shots, random imagery and deadpan delivery proved to have the right recipe for viral Internet success resulting in over 16 million views on YouTube. By mid-July the “Old Spice guy” was already something of a household name in the dysfunctional households of various Internet communities. As a result,  when a call was put out on Old Spice’s Twitter and Facebook pages for people to ask the Old Spice guy questions (you could basically ask him anything) word spread pretty fast, resulting in lots of submissions, giving the writers plenty of source material to riff on. Once received, the questions were sorted through and ranked for effectiveness, and a script was quickly written and filmed, resulting in a short and usually very funny YouTube clip.

The plan comes together

People soon realized what was going on – that there was a direct line to the Old Spice guy and that he might say your name and do something really weird in a widely viewed, personalized video. From there things really got rolling. Soon, such celebrities as Alyssa Milano, Rose McGowan and George Stephanopoulos, bloggers, and other specialty websites (with decent-sized communities, of course, to keep the buzz going) like Perez Hilton, G4TV’s Kevin Pereira (embedded below), gadget blog Gizmodo and the Huffington Post started asking questions. The resulting video responses were linked on traffic driving sites such as Digg and Reddit. And having the Old Spice guy respond directly to a Reddit user and to Digg founder Kevin Rose didn’t hurt either in getting that to happen.

But the great thing was that the videos didn’t have to feature a celebrity to be funny. Seemingly random users provided material that was just as good. And, like anybody who takes a photo with a celebrity or gets an autograph, they want to share it with everybody. Famous or not, when people received personalized videos, they ran back to their community of choice and posted them, further spreading the word.

The payoff

So by targeting high profile Internet figures, individual websites and users known only deep within their respective communities, the Old Spice guy responded to the entire internet. And apparently the whole stunt has paid off. As noted in Adweek “According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent.”

Google CFO Patrick Pichette even weighed in on the campaign noting that “It just gives you a glimpse of where the world is going”. Well the world may be going in that direction but how long will it take until people learn to tune it out as they have banner ads and television commercials? Will people allow the occasional weaving of marketing with their entertainment, or will they smell a sales pitch a mile away? Too bad the Old Spice guy isn’t taking any more questions….

Black Friday & Cyber Monday may have come and gone but the spending season has just begun and if you have an iPhone, as nightmarish as it may seem, every minute of every day can be Cyber WhateverDay.

Like the DVR did away with having to clear your schedule to make it home to watch your favorite show at 9PM, dedicated shopping apps can let you shop whenever you feel like it without having to rush home to your laptop or even worse – the store.

Amazon Mobile

With about a year on the competition, Amazon Mobile has had some time to refine what was an already great app last holiday season. Being able to see an item in a b&m store, look it up on Amazon, find a better price and purchase it before you even make it back to your car is a pretty cool experience.

Best Buy

Best Buy’s app provides great interaction with their physical stores by allowing you to search inventory and reserve an item at a location close to you. I did find that I had to jump through as many hoops as I would have to on the desktop to actually place an order, which is something that the Amazon app managed to avoid. But still, being able to browse the weekly ad and see what they have on sale saves you a little time digging through the newspaper and a bunch of time actually going to the store.

Target

The Target app has the most limited purchasing options of the three. You can browse anything in the store and like the Best Buy app, see the weekly ad deals, but if you want to purchase an item, you are kicked over to the full-flavor html site which really defeats the whole purpose of mobile shopping. The coolest thing the Target app does though is allow you to set your local store and not only will it tell you if an item is in stock – it will tell you what aisle you can find it in.

Mobile shopping is still in it’s infancy but the experience is really beginning to take shape. Already there are expectations forming of just how the experience should work and it’s interesting to see all the major players take a stab to see what works.

For b&m stores, location awareness, stock checking and item reservation are a must because they save customers time and pull customers into the store. For online-only stores, robust personalization options and one-click purchasing (or as close as you can get to it) are important to recreating the impulse purchase, press-a-button-and-get-it experience that has worked so well for Apple’s iTunes and AppStore.

We may have only moved up one floor but a lot has changed. We tried to document as much of the design and construction process as we could and created a video to share with you. Check it out…

When sending us mail, delivering pizzas or just dropping by to say hello, please note our new suite number and update your address book:

So stop by if you’re in the neighborhood. In related news, we also have a new phone system. Our main number is still 631-249-2429 but it now goes to one of those fancy menu systems everybody loves so much. If you want to reach David or any of our other staff directly please use the following extensions:

The relentless commercials for remote backup almost had me convinced to retire my arcane system of external usb drives and cases of DVDs on my bookshelf. Then a couple of weeks ago that little bit of doubt I was feeling became a reality for users of the T-Mobile Sidekick when a server failure at Microsoft’s Danger division left them holding a dataless hunk of plastic. Sidekicks rely on the servers at Danger to store things like contacts, photographs, notes, to-do-lists and other important user data. Sidekick users could do little but wait for Microsoft to restore the data. The interruption was so bad that T-Mobile temporarily stopped selling Sidekicks.

Periodic outages of cloud based services are to be expected but you would never guess that with the dependency that many of us have on them. Take Gmail for instance – when it goes down for even a minute people freak out. (Hopefully Twitter is available for you to see that link.) Now imagine if your Gmail account just goes poof one day. Unlikely, but many of us would be crushed because backing up Gmail is just not something people do and as a result, our only copy of some of our most important information is in the hands of Google. And that’s the real crux of the problem – the instant gratification of not having to worry about physical media backup is at odds with the long term realization that our important data is in the hands of others. Is the Sidekick issue a hint of what’s to come? Are we doomed to an event of large scale data loss?

We’ve been trained that backing up our data is our responsibility, and I may feel like I am doing the responsible thing by utilizing a remote backup service as a safety net in case of fire or theft, but it’s looking like I may have to start – you guessed it – backing up my online data to physical media in my home. Think of the absurdity of remotely backing up my data to Carbonite for example and re-backing that up to over a hundred DVDs. Anybody looking for a job as a professional backer-upper?

The outrage has been amusing to say the least and the vehicles for protest are the usual suspects: blog postings, twitter updates – even petitions … no we’re not talking about health care… we’re talking about something much more serious – typefaces! Specifically, Ikea’s recent decision to switch from using Futura, a classic typeface that they have successfully used for 50 years, to Verdana, a font designed for Microsoft back in 1996.

While I understand the reaction and where it originates from (Verdana was originally designed for on screen viewing, improving readability at small sizes) for me, seeing Verdana in print is just… weird. It’s as if the real font wasn’t present when the catalog went to press and we wound up with a system default in its place.

What ultimately matters though isn’t designer opinions, but customer reaction and any changes in brand perception. Currently, the public’s perception of the Ikea brand is a half-empty, half-full kind of thing. Some see it as a refined brand that understands and values design. Others see it as cheap utilitarian furniture that you use to furnish a dorm room or first apartment. It’s this contradiction that contributes to Ikea’s wide appeal.

With this almost perfect balance of form and function, the choice of Verdana can be seen as tipping the scales too much into the utilitarian camp. The official word from Ikea spokeswoman Camilla Meiby seems to indicate that this was the reasoning behind the decision, “Verdana is a simple, cost-effective font which works well in all media and languages”. This is definitely understandable considering that the Ikea catalogue is produced in in 27 languages for 35 countries (55 editions total).

This will be interesting to watch as it unfolds. Will Ikea pull a Tropicana and revert to Futura or will they stick it out? One thing’s for certain, it will not be decided by designers, it’s all up to Ikea’s customers.

Although CSS3 is still officially in the works, the recent releases of Safari and Firefox have given us a few new CSS tools to experiment with. Designers may specifically be interested in the following features that accomplish with a few lines of code, things that we would normally do with graphics.

Custom Typefaces

Being able to use whatever font we feel like using in a web layout is a pretty much a designer’s dream come true. In the past the only way to do that and make sure that users see it was to create graphics for the pieces of text that you wanted rendered in a particular font. As more browsers include the @font-face property, that should hopefully change. Luckily the inclusion of the @font-face property in Firefox 3.5 now opens up font embedding to a much larger audience.

Using it is pretty simple. First you define the name of the font family and point it to the location of the font file. At this time .ttf and .otf are supported:

@font-face {
font-family: PrettyFont;
src: url(fonts/PrettyFont.ttf);
}

Then you just use the above font-family name in your document as you normally would:

p {
font-family: PrettyFont, Arial, sans-serif;
}

As always, plan on a fallback incase your users are on an older browser. In this case if the user is using an older browser they will see paragraph text in Arial.

Drop Shadows

I’m pretty sure a book can be written on the history of the drop shadow. Back in the day, designers used to create drop shadows on objects and type by adding a separate layer behind an object and adding some blur. Later versions of PhotoShop made this easier with some built in tools, but all this meant to your site designs was more graphic files and longer download times. The box-shadow and text-shadow properties now allow you to do this all with a line of code to either a box or a piece of text.

div {
box-shadow: 2px 2px 3px #CCC;
}

h1 {
text-shadow: 2px 2px 3px #CCC;
}

What this does is place a 2px to the right, 2px down, add 3px of blur and color it a light gray (#CCC). The best part is that your text stays selectable and can be increased or decreased in size using your browsers built in text sizing function.

Rounded Corners

Another feature that is sure to be useful (web apps come to mind) is the border-radius property. What this does is round the corners on boxes – a feature that previously required a lot of markup and graphics to create. Now you can do it easily with:

div {
border-radius: 8px;
}

This will round the corners of a box with 8px radius.

The nice thing about using these new features is the savings on extra graphics and code and simplifying your stylesheets and preserving the underlying text. All of these features degrade nicely on older browsers too. That being said, remember that CSS3 is still not fully supported on all browsers so be sure to test thoroughly. But Remember… with great power comes great responsibility! There may be a temptation to go over the top so please… use these sparingly

With the recent release of the iPhone 3GS and Palm Pre, the lure to take your site mobile will be stronger than ever—but should you?

Loading up your site on a mobile browser can be a real eye-opener. In a best-case scenario, what you’re greeted with is a smaller version of the site you are used to seeing on your desktop. Although devices like the iPhone are more than capable of viewing “full” HTML websites, all that double tapping and pinching can get pretty tiresome.

The reality is that not all sites are particularly suited to having a “to go” version. Of course, there are the obvious ones—news, weather, finance—but most of these areas are pretty well served by the built-in apps on mobile devices. It takes some creativity to figure out what makes your particular business work on the go. So when considering the mobile option there are some important questions to ask:

What part of my site would be the most valuable to somebody on the go?
This could be as simple as your contact information—a mobile business card of sorts. I know I’ve been in situations where I was looking for a phone number or directions and went to a company’s homepage to find them. Sometimes this works out, and sometimes not so much. Ideally, a site will have a properly formatted phone number that becomes clickable allowing one-touch dialing. Adding in a link to your location on Google Maps will make you that much more accessible.

Am I doing email marketing?
One of the most common uses of mobile devices is for checking email. If somebody decides to follow a link in your email creative, it’s definitely at least worth a look to see what he or she would be presented with. Creating a mobile-specific landing page for your email creative could be a nice, low-impact way to experiment with incorporating mobile into your online strategy.

Could I trim my site down to just the basics and be happy with it?
Is it even possible to distill your site into small bite-sized chunks? Sites that are more information heavy, requiring users to spend time flipping through each section, fill out forms or pore through material in large PDFs are obviously not places somebody wants to visit on the go.

Do I want to maintain multiple versions of my site?
And you thought the early days of the web with browser-specific versions of your site were over. With browser detection and alternate CSS files used to serve up a mobile version of your site while keeping your full site intact for desktop visitors, the process is more manageable now. Still, you will have to consider the implications of any architectural changes across multiple platforms—although the statistics seem to support targeting iPhone if you just want to get your feet wet with mobile. According to Net Applications, of all mobile browsing platforms, iPhone has the largest market share with almost 65% as of May 2009. Google’s Android is in a distant second with almost 8.5%. As of this post, data still isn’t available for WebOS – the operating system use on the Palm Pre.

So is now the time to fire up the grill and get started on a mobile presence? It would seem so. At the  least it’s definitely time to start thinking about it.