FRANKthoughts

After an elaborate digital strategy process (aka Immersion) we’re very proud to launch Melbourne’s GPO new website.How did we start? The brief was to create GPO’s online experience. Here’s what we did:

1. Created an annual digital strategy which includes SEM, SEO and most importantly the community element that works alongside our media plan, creative, events and PR.
2. Found and employed the right person to manage the community of Melbourne’s GPO lovers and retailers (Welcome Sarah Willcocks -  Hi Sarah!)
3. Developed the new website with a strong focus on fashion editorial followed by an annual content plan featuring articles, photos, videos, competitions, events and more. Check out our first competition for your chance to win VIP tickets to GPO’s exclusive ‘Fashion at Altitude’ evening parade as part of Melbourne Spring Fashion Week on Wed 2nd Sept-  here.
4. Started a youtube, facebook, twitter and flickr profiles with measurement and management in place. (We didn’t jump at the tools. These were picked from the research and support our goals)
5. Understand that this is only the beginning, not the end product.

I’d like to thank all the people who worked on the project so far and to our clients ISPT and Tracey Winn.

European mobile phone network T-Mobile have continued their trend of ‘flash mob’ marketing, with 13,500 people joining in a karaoke singalong at Trafalgar Square, London.  On the 30th April, BBC radio DJ Vernon Kay hosted the event, which was pre-promoted via SMS messaging and a YouTube teaser video.

The event featured 24 cameras, 2,000 microphones handed out to the crowd, professional dancers and singers, and even a guest appearance from pop star Pink.  One hour of popular karaoke hits were filmed, with ‘Hey Jude’ from The Beatles condensed into a primetime two minute ad on ITV 48 hours later, breaking in ‘Britain’s Got Talent’.

It follows the mobile phone company’s ‘Dance’ ad that took place at London’s Liverpool street earlier in the year, which has been viewed on YouTube more than 11m times.

This recent event reinforces T-Mobile’s dedication to community building, through their ‘Life’s For Sharing’ YouTube channel, and the other social networks it uses.  Hundreds of user comments, thousands of YouTube channel subscribers, and millions of video views supplements their bought media presence, and enables them to communicate with their audience beyond a 30 second TV commercial.