Rippll - Geographically Social Networking via Mobile

Rippll is a Mobile social networking tool based on location, allowing users to populate a map with their friends current location. With currently only 20,000 users the Rippll platform is still evolving, but this shows an early indication as to the future of social networking as well as an insite into just how willing users are to hand over personal data for the group benefit of their own network of friends.

The current advertising opportunities are banner ads which display the distance from the nearest outlet – Which once clicked can be plotted on the map. Should this technology be uptaken by a mass audience, it would be perfect for bringing friends together for spontaneous catch-up's with voucher offers. For example a partnership with Costa Coffee to offer a free product trial with every order may prompt users to contact friends currently in the same area.

Mirriad - Digitally embedding product placements

Mirriad offer a creative solution to embed ad placements or subtle branding into previously recorded video content, offering a lifelike finish with little to suggest that the object was never present during filming.

It is legal to digitally embed product placements due to less stringent rules over content obtained digitally. As users are increasingly choosing to view web based content on demand rather than its allocated TV slot, sufficient reach and brand association can be gained adopting this strategy.

An example of this would be to place an issue of The Observer on Coronation Street's 'The Rovers' pub table to associate The Observer as a newspaper great for Sunday reading whilst relaxing in the local pub.

The emergence of Viral tracking and accountability

creates a need for interesting content with a branding element. It can be very difficult to shoot pre meditated footage worthy of users to forward to their friends as it may appear too glossy and fake for a viral. Instead an organisation could buy user generated content from it's source, then using Mirriad arrange for the branding to be embedded and then run an engaging viral campaign with brand coverage.

Visit the Homepage for a Video illustrating the seamless implementation of product placements

Spotify

Spotify is revolutionising the music industry by offering a true alternative to music piracy by providing ad funded access to over 6 Million songs and is still growing. Opened to the public in February, Spotify currently registers 40,000 new users a day and is already the second most popular music search behind radio 1.

With 2 million users spending on average 70 minutes per session, advertisers will benefit from high dwell time and exclusivity of the ad placement – providing a rival to the responsive MSN messenger Minibanner

Skittles.com

Skittles took a leap of faith by layering their website over real-time user generated content such as Twitter and Facebook which can be accessed via the branded menu

A cost effective strategy, Skittles provide access to social media coverage of the brand rather than invest in their own engaging content. Receiving high press coverage, Skittles have been praised for empowering their fans by letting their opinions become the content

A week after launch Skittles took the backward step of switching their homepage from the real-time content aggregator Twitter to the increasingly monitored Wikipedia. Although not a long term strategy, skittles gained short term PR from a content light concept