Click here to view the embedded video.

With the help of IDF bracelets developed by Publicis E-dologic people could “Like” real objects and activities in the park. On arrival every visitor was outfitted with a bracelet ID linked to their Facebook account and transmitting RFID signals allowing them to use the “Like” machines throughout the park. If a visitor “likes” a special feature of the park, it will automatically appear on their Facebook news feed. Additionally, a photographer was present and if you wanted to tag yourself in any image you just had to wave your ID bracelet to the photographer.
The images also appear automatically on the Coca- Cola Village Facebook fan page, fully tagged of course.

It is a very innovative way to connect the virtual with the real world and enables Facebook users to share their experience with their friends worldwide in a fun and new way.

Personally, I think I would have had a lot of fun “liking” things via my bracelet and being automatically tagged in photos. It is stuff I do anyway on Facebook and I don’t see the harm.  Facebook and Coca Cola just facilitated what people do anyway, only difference that is was in real time.

I would also argue that this exercise was a very clever way to revive the “like” button. These days the button means almost nothing and is just a virtual grunt of appreciation. By transferring it into the real world however, it becomes an association with a real emotion. Surely, that will result in a fantastic brand image for Coca Cola which in turn will result in more sales.

No doubt, Coca Cola gains the most out of this exercise and it has been reported that over the three day period 35,000 pieces of content was posted on Facebook. On average each of the 650 visitors posted 54 branded pieces of Coca Cola merchandise to their Facebook page.

While Coca Cola is famous for bringing the brand alive via events such as the Coke Zero and Mentos Rocket Car or the Coke Happiness vending machine, it is the first time Facebook has ventured outside the virtual world.

I am wondering if we really want Facebook in the real world and if Facebook will repeat this exercise in a different location soon.  It certainly is a trend to bring Facebook, your activities and “likes” into the real world, evident in the launch of Facebook Places in the US last week. Facebook Places, Foursquare and other real time location sharing apps will be gaining more and more popularity and possibly become the next big thing, at least for a while.

I certainly would have a lot of fun using the RFID signal bracelets and hope I get a chance to do so in the future.

Why not check out their blog for yourself? In the last few months we’ve been working to produce relevant and current content about different ingredients, cooking methods, cookery and crockery, famous chefs, cooking school, recopies and more. All under the concept of “Inspiring Better Cooks”. We’ve been also working on their twitter and facebook presence making it easier for customers to communicate with them.  The Essential Ingredient community person Tristan is always ready to chat about one of life’s most celebrated pleasure – FOOD!

pepsi, originally uploaded by FRANkVizeum.

Pepsi is trying to save the world and get some advertising at the same time. How? Well, they would like YOU to come up with an idea, promote it and win between 5k-250k to make it come true. It’s a great idea that finally has been picked up by a mega brand (although the name: “Refresheverything” is a bit try hard). Think about all the money that goes every year towards re-branding/ad production/Superbowl broadcasting – Pepsi is going to spend the same amount (around $1,300,000 per month) to sponsor people’s dreams. True, they’re not doing it because they’re really concerned, it’s more of a way to get piggybacked into people facebook profiles but hey, beggars cant be choosers. Maybe this can be a new way we do advertising? How about a company helping out in a tsunami? How about a tyre company sponsoring a road? How about an energy company sponsoring people who make energy?

FRANkademy has three parts:
1. twitter for brands.
2. Blog networks eg. Nuffnang.
3. Social business strategy case study – Melbourne’s GPO.

So here it is. Please feel free to comment, suggest improvements, share and tweet if you find it useful.

The improved FRANkademy will be back next year. If you’d like to be notified please put your name + email here.

Thank you everyone. We had a blast.

“Social Media” (Or earned media) is the collective term used for everything involving twitter/facebook/blog/youtube/flickr etc. It’s usually about listening, engaging and growing a community.

Media that is social is the sort of media that supports an idea by providing a community participatory solution. Here’s an example: Pavegen is the first commercial pavement that creates energy from people’s footsteps. The electricity produced is used to power signs, lights and information kiosks. The pavegens can be branded and will actually work nicely with a promotion leading people (literally) to a specific store.

It seems everyone is a winner: The brand gains publicity for the unique approach and saves on electricity bills. The consumer gets a better “experience” and the environment gets some help.

Here’s another example showing how The city of Denver is using parking meters to help raise money for homeless people in Denver.

It’s simple, Every time you put money in the meter you support food, shelter and care for the homeless people in your area. How many people will avoid paying for the meters now? How many people will feel better paying for their parking space? How good will the council look? Here’s from the Mayor: “This grassroots campaign is projected to raise roughly $100,000 per year giving the general public a constructive way to help Denver’s homeless. “The donation meter demonstrates yet another innovative way in which this community is responding to Denver’s Road Home and our commitment to ending homelessness” – Mayor Hickenlooper.

The real social media isn’t about twitter or youtube. It’s about people doing something together, a bigger idea and making things better.

Would love to hear about more examples of real social media. Got some?

As part of FRANkVizeum’s social strategy for Melbourne’s GPO we’ve just launched our second promotion with the help of our friends from nuffnang and off course GPO’s lovely community manager Sarah Willcocks. As part of the spring racing carnival, Melbourne’s GPO is giving away 3×2 hour personal styling sessions with three of Melbourne’s top fashion bloggers: Fashion Hayley, Lady Melbourne and Sea of Ghosts. The lucky winners will also get their professional shots taken at the GPO and $500 towards their spring racing apparel. For more info visit Melbournesgpo.com, twitter and facebook. Good Luck!

Click here to view the embedded video.

from Epipheo Studios.

Day 1 suggests you develop your blog’s BBQ-moment to crystallise what your blog is about. We settled on ”The FRANkVizeum blog helps marketers understand and exploit the ever-changing marketing communications landscape, with particular focus on brand strategy, media innovation and social business strategy with a twist of frivolous topicality.”

Day 2 suggests you post a comment which includes a list…lists are scannable, succinct, neat, persuasive and viral with many more attributes. I have no intention of replicating Darren’s 90 page work book and suggest the $20 to download it is money well spent.

So here’s my, albeit short, list. My list is one of ‘could try harder.’

1. Prahran Aquatic Centre : for the last 6 years i’ve been a regular swimmer at this excellent 50M pool and really miss the around-the-corner convenience when its not open during the day which is generally mid May to early October. They have my email, mob and address by virtue of me being a season card holder. So i’m checking the opening date for this year and find to my utter suprise its been open since 10th August. Stonnington council please….would it have hurt to tell your biggest fans?

2. Greville Records : awesome music destination in Greville Street. I’m a big fan of supporting local, independent retailers but there come a point when it can become too hard. Ordering music through them is my want rather than heading down to Virgin or itunes. But their inability to provide a reliable service is frustrating especially when you want them to still be around in 5 years. Get organised guys we love you.

3. Across the road is Greville St Bookstore, similar situation. An institution, a destination and a part of the Greville St thing but there is a fine balance between hippy/green/bibliophiles and efficient follow up/customer service. Buy some software lovely ladies.

Ok my list of three is on the gripey side BUT you can never underestimate the value of a loyal, passionate and regular customer. Never take anyone’s custom for granted.