Sk-etchbook

Feel Good Drinks

Development

Done so far

Research
Brainstorming
Concepts

Settled on campaign concept & structure
Planned time frames
Delegated roles

Primary Objectives (7/02/09)

First of all we need to settle on a name for the campaign, any suggestions? The ethos supported by Feel Good drinks is "Spread the feel goodness" we could just use this but personally I think it sounds a bit naff and we should be able to come up with something better.

We also need to settle on the video idea asap, preferably next week.

Name that Tune (10/02/09)

Here are a few name suggestions, what do you think?

(Feel) Good Vibrations
(Feel) Good Vibes
Natural ...
Share the Love
You're a Peach
Feel Good People
Feel Good Friends
Love Machine

Crit Feedback (10/02/09)

Me & Luke presented the campaign idea, showed some mood boards for the campaign artwork and a couple storyboards for the video. We're still struggling to decide on a final idea for the video as none of the ideas seem really that funny. We were supposed to film this week however still have to finalize a location (I'm thinking student services area?), book camera and get some actors. Unfortunately our next availability to film is going to be after 23rd Feb which is cutting things a little fine. Matt was also saying we were not paying enough attention to the video to fulfill the purpose.

Christina here is more info about progress:
http://sk-etchbook.blogspot.com/2009/02/critical-feedback.html

Going Forward (10/02/09)
Shaun - I'm working on the artwork for the campaign at the moment once this is done I'll start building the site.
Luke - Is now creating some animations for the next week and may also look into the publicizing of the campaign.
Christina - Work on 3D elements

Christina just so we're clear the 3D stuff you're doing will go at the end of the video clips. Any idea of what it is going to be?

hey, the idea is the drink bottle filling up in a chosen flavour with the other flavours in the background, with a short speech saying the chosen name, i like share the love or feel good people,then the feel good logo at the end. About the video if you look on youtube at office pranks there are some funny stuff. The main thing is possibly get ideas off that and i think it works.

Progress (25/02/09)
I got a bit stumped over what shape the video player should be. A rectangle didn't seem right, not very feelgood or nice. I'm still trying to get a final piece, have been putting together two options. A scenic one and an abstract one. Hope fully finished off this week / start of next. The page will be pretty much be the video either 640 x 480 or 320 x 240 with the logo, slogan & graphics surrounding. There will be some text about the campaign then the upload file bar. I might also try to work out a way of having the uploaded files displayed below this.

Was thinking about the vid too. It doesn't really encourage people to get involved much and a funny clip doesn't really highlight what they're supposed to do?

How are you two coming on?

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Here are a few more extracts from my sketchbook relating to the Feel Good brief. Two of them are just rough layouts for the artwork and brainstorming for suitable elements to include in the design. The other is a functionality flow diagram. These are used to see initially in plain English what your interactive content needs to achieve. There are two main approaches to this. Top down and bottom up.

The following extarct is taken from Foundation Actionscript for Flash 8:

Building your ActionScript
As you begin to think in ActionScript terms, you’re always starting from the same point: you know how
you want your designs to work. What you need to think about is the best way to get there. There are
two main ways of breaking down programming problems: top down or bottom up.
A top-downdesign involves looking at the overall task and breaking the problem down into smaller
and smaller chunks, whereas a bottom-updesign means starting by looking at the basic building
blocks, adapting them, and building upward toward the solution.
Thinking from the top down
The top-downmethod is called a functionalmethod, because it looks at the functions that you have
to carry out, or what you have to do at every stage, to perform the solution. You begin by looking at
the aim in general terms or high-level requirements. Then you break up each of those general stages
into separate steps that become easier and easier to manage. These are the individual requirements
that you can deal with in turn on your way to building the complete package.
Sound strange? Let’s say that you’re looking at breaking down the high-level requirement of making a
cup of tea with an electric kettle, a tea bag, milk, and water. If you take the top-down approach, you’ll
first define the top-level design statement, which is
Make a cup of tea and then break it down to its main stages.

1.0Boil some water by filling the kettle with water and switching it on.
2.0Put some sugar and a tea bag into a cup.
3.0If the water in the kettle has boiled, pour some of the water into the cup.
4.0After two minutes, remove the tea bag, add some milk, and stir.

Breaking the task down to this level is called the first iteration.
You’ll then look at each of these tasks and break them down even further:

1.0Boil some water by filling the kettle with water and switching it on.
1.1Fill the kettle with water, two-thirds full.
1.2Switch on the kettle.
2.0Put some sugar and a tea bag into a cup.
2.1Add one teaspoonful of sugar to the cup.
2.2Add one tea bag to the cup.
3.0If the water in the kettle has boiled, pour some of the water into the cup.
3.1Wait until the kettle has boiled.
3.2Pour some water from the kettle into the cup, until the cup is three-quarters full.
4.0After two minutes, remove the tea bag, add some milk, and stir.
4.1Wait two minutes.
4.2Remove the tea bag from the cup.
4.3Add milk to the cup until the cup is seven-eighths full, and then stir.

The top-down approach fits well when you’re dealing with a tightly defined problem. A tight definition
eliminates the need for too many iterations, or breaking the task down again and again, and makes
each stage easy to change if necessary. For anything more complex, though, it throws up some pretty
basic problems. The most important of these is that if the high-level requirement changes, that change
must filter down through all the iterations, making you think about what you do at every stage all over
again.
For example, if you prefer coffee, you’ll have to start at the beginning all over again with a new top-
level design statement:
Make a cup of coffee.
And you’ll need to modify all the instructions at every stage below that, changing tea bagreferences
to spoonful of instant coffee, taking out that wait two minutesstage (because now you don’t need
to wait for coffee to brew), and so on. You may think that this isn’t such a big job in this domestic real-
world example, but it would be very different if your top-level design statement reads like this:
Build a navigation computer system for a combat helicopter with satellite positioning systems, radar,
and weapons management facilities.
You would have a bit more of a problem changing things around when the Army changed its mind
about what it wanted its helicopter to do. You would need to look at all 10,000 requirements for the
system and analyze the impact of the change on each requirement. This could take an extremely long
time, and even longer if you have to prove that you did the analysis of the changes properly (of
course, this ignores the fact that the Navy will invariably want something different from the seaborne
version!).
Experience has taught us to go for the easier option when possible. Speaking of which . . .
Thinking from the bottom up
Making a changein a bottom-up design is nowhere near as difficult as in a top-down design. Taking
the bottom-up approach involves looking at the problem, splitting it up into very general areas, and
asking, “What are the basic building blocks here?” You look for basic structures within your problem
and write general solutions for them before adding specific details to these general solutions to make
them suit the problem that you’re dealing with.
Going back to the tea example, the general building blocks of the problem are as follows:
Moving things from one container (such as a sugar bowl) to another container (such as a cup)
Measuring quantities
Waiting for particular processes to complete (such as boiling the water in the kettle)

If you were tackling this in ActionScript, you’d begin to create actions based around these general
building blocks.
You could start with a movingaction, adding details of whichever containers and substances were
involved:
move(fromContainer, toContainer, thing);
Then you could add a measuringaction, in which you could display “how much” of “what substance”
you want measured:
measure(quantity, substance);
Next, you could add switching the kettleaction, using basic on/off commands:
kettle(on);
kettle(off);
A conditional structure allows you to do something (switch the kettle on or off) only when certain
conditions are met (the water is boiling):
if (water boiling) {
kettle(off);
}
You could then look at the problem and see how to build up to making a cup of tea using these struc-
tures. For example, to fill the kettle you’d want to use the moveroutine to fill it with water from the
tap, so
fromContaineris the tap.
toContaineris the kettle.
thingis the water.
The thingisn’t just any amount of water, but two-thirds of the kettle, so you can express it as follows:
measure(water, twoThirdsOfTheKettle);
So the full statement to fill the kettle would be this:
move(tap, kettle, measure(water, twoThirdsOfTheKettle));
Taking it all in this way, the basic solution might look like this:
move(tap, kettle, measure(water, twoThirdsOfTheKettle));
kettle(on);
move(sugarbowl, cup, measure(sugar, oneTeaspoon));
move(teacaddy, cup, teabag);
repeat {
} until (event(kettleBoiled));
kettle(off);
move(kettle, cup, measure(water, measure(water, twoThirdsCup));

repeat {
} until (event(teaBrewed));
move(cup, trashBin, teabag);
move(milkContainer, cup, measure(milk, oneEighthCup));
stir(tea);
stop();
The two repeatstatements will make you wait (repeatedly doing nothing) until the event you’ve spec-
ified has been detected.
This looks suspiciously like ActionScript already! You’ve lost the timings like “wait two minutes” from
the previous top-down version. Why? Because it doesn’t matter! You’ve moved away from the initial
problem to the extent that what didn’t really matter dropped out of the problem. You never even
considered it. This method can save you a little work and is also useful when the main problem or
design aim is likely to change frequently, which could happen more often than you think. You use a
move routine to fill the kettle with water from the tap. Once you’ve written that general routine, you
can use it over again, with just minor changes for several other actions, including
move(teacaddy, cup, teabag);
With the top-down solution, wanting coffee instead of tea caused you a major problem and you had
to look again at the whole process. If you’re faced with that problem here, the basic building blocks
stay the same; you just have to change a few minor details again, and you can substantially reuse the
existing code:
move(coffeejar, cup, coffeepowder);
That’s much easier. Because the bottom-up design didn’t just look at the top-level problem (making
tea), you generalized theproblem, or abstractedit. So, you don’t care whether it’s tea or coffee or
crude oil—you can still use your basic move()and measure()building blocks again, and you won’t
have to change them when you do. Bottom-up design digs the foundations before building on top of
them, whereas top-down just puts itself down in any old way. When the winds of change blow, you can
guess which one stays standing longer.
This bottom-up design method can be much harder to understand than the top-down alternative
because, as adults, we generally prefer to think functionally. Common sense says that bottom-up
design shouldn’t work, but it seems to work rather well. It really comes into its own with problems that
can be reduced to a few types of building blocks, which means that it works particularly well with ani-
mation and graphic interfaces.

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Now it the time for sorting through my mess of paperwork and all the random bits to do with the last brief. So I can show I have done what I have done n all...

Email first:

This was an online tutorial done on explosion effects.
http://www.digitalartsonline.co.uk/tutorials/index.cfm?featureID=1769

Online viral communication research
http://www.10yetis.co.uk/newsletters/viral-word-of-mouth-campaigns.html

Viral Marketing - getting your audience to do your marketing for you

viral marketing UK internet users can no longer live without their email and Word Of Mouthen are more reliant than men

word of mouth The most email reliant group is 25-34 yr olds

Word of Mouth - Viral Marketing Over 1/3rd of all UK mobile phone users could not live without text messaging

word of mouth marketing Of UK internet users, 90% have opened an attachment to their email and less than 3% do not receive attachments

viral marketing specialists The majority of UK internet users have visited a website by clicking on a link within an email sent to them by a friend or work colleague.

Viral advertising By far and away the biggest reason for people passing on a message to a friend or colleague is to make them laugh.

I consider the next stat to be vital for helping to decide what goes into your campaign...

Viral marketing campaigns The top three reasons why someone would view an attachment or click on a link in an email they've received is because it's (1) a product recommendation, (2) a chance to win a competition or (3) something funny. Plus, superstitious chain mails interest hardly anyone.

Sending additional data with fileReference
when u use this code, you can send any kind of data with in the POST

private var fileUpLoader:FileReference;
private var myUrlRequest:URLRequest;

private function startUpload():void {
var uploadToUrl:String = "http://yourdomain.com/upload/upload_handler.php";

myUrlRequest = new URLRequest();
myUrlRequest.url = uploadToUrl;
myUrlRequest.data = new URLVariables();
myUrlRequest.data.user_id = 1;

fileUpLoader = new FileReference();
fileUpLoader.addEventListener(Event.SELECT, selectHandler);
fileUpLoader.browse();
}

private function selectHandler (evt:Event):void {
fileUpLoader.upload(myUrlRequest);
}

// PHP File

$fileData = $_FILES["Filedata"];
$fileName = $fileData["name"];
$tmp_name = $fileData["tmp_name"];

file_put_contents('debug1.txt, move_uploaded_file($tmp_name, $fileName));
file_put_contents('debug2.txt', $_POST['user_id']);

// now you have 3 new files
1. the file you uploaded
2. debug1.txt containing true (if all went well);
2. debut2.txt containing 1, the user_id you specified in the AS


Resizing an image with PHP
When you publish swf in there is a size of swf like below

WIDTH=250 HEIGHT=250

you can use the size field dynamicly, if you are using the php like below

WIDTH= HEIGHT=

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This was the artwork shown for the final crit. I am satisfied where it's at however I did struggle to achieve an exact representation of what I imagined. The blurred movement of shooting objects in perspective was the most notable of these, they all looked wrong and as if they were moving sideways rather than forward. Some of the shape studies I did in Photoshop were interesting however the aesthetic is easy to get wrong and I didn't want to end up with something looking like early attempt at photo realistic computer game graphics. My greatest advancements, in terms of knowledge, were in illustrator. From a couple of tutorials I collected some good techniques to create faux-lighting and shadow effects, current reading has also given me a more in depth understanding of how we perceive shape, colour and form in daily life. This knowledge was applied to the designs and considered along the way predominantly colour continuity, relativity and intensity. It's also worth a mention that my readings in Perception Psychology covers an interesting subject on 2D images. We learn so relate symbolic images as part of our growth and development as a child, although modern art and design utilizes a depth of techniques to realistically reproduce 3D space it is still only a representation. If you were to show a drawing created in modern day England to someone from a culture using very different symbolic representation then they would not at first have any idea of what the picture was. The best thing I can liken this to would be for one of us to look at a wall of hieroglyphics, however even here we have an advantage as we no longer live in self contained cultures so our minds are more pliable and exposed to more forms of art so we are able to pick out what some of the hieroglyphs would represent.

Anyway back to the artwork. The styles colours etc. were all discussed previously so here I'll just cover what I don't like and think needs improvement. Overall I'm liking the look of the vectors, they achieve the feeling of business, joy and movement I was looking for. I want to improve on the seamlessness of the piece as a whole, I wanted to have a night/day/sceney/abstract design in each corner which all draw on each other and blend to create a whole. The artwork still does not mesh as I hoped and looks a little too "psychedelic vomit" at the moment. I intend to render lighting effects on the lover layers and use blending modes to create a slight variance in the hues and slightly tweek some of the upper layers to get the colours to sync more analogously. The back ground also need the line breaking up around the feathered edge. This I shall try to achieve with some brushes and distortion. Finally I may also experiment stacking the graphics giving them some movement and depth and may also replace the sun layer with a swf so the rays can rotate.

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We presented the final (well semi-final) piece yesterday for our viral campaign. As it is a campaign we would have been better off having some presentation boards but unfortunately we didn't get round to pulling these together. I started a generic background but we need to sift though our planning and early docs, tidy them up a bit. Just thinking about the flow now I would say the boards should go something like:

Client Brief, our assessment of and extraction of key requirements.

A written proposal detailing our response to the brief.

Justify our choice of the "funny video" medium, research into humor and elaborate on possible video options we came up with.

Distribution net diagram.

Design proposal (email & site), reasoning behind choice of style.

Walk through of site functionality.

Label mock up.

Summarize and mention benefits and any supporting stats.

Suggest future development possibilities.

As far as the project goes as a whole I'm satisfied but it could have been better in my part if the graphic layers and CSS alignment were finalized. Would have been super, smashing, great if I actually finished the functionality side of things but deconstructing the project now I realize I have added a good few hours to my flight time spent in illustrator learning vector art and faux-3D. I was going to say I didn't think I'd learnt much new in Photoshop but I have spent a while messing around so I'm sure I'll have picked up a few new parlor tricks. Functionality I did get a little stumped, I can see easily how to get the separate required elements to work but synchronizing them to work as a whole confused me as it requires rewriting the PHP processing script which is still a new language to me. Gonna keep trying tho, after all where's the fun if you don't make life hard for yourself!

Now the video part I have to admit I was a tad disappointed by. The flash animation was far too simple and some of the improvements we had previously discussed had not been implemented. We had a longer conversation after the presentation and I helped Luke resolve some of the technical and practical issues he was experiencing. The main critiques in terms of the animation are it lacks personality and character. The lack of eye or any other movement had a paralyzing, flattening effect on the fruit. This makes them just bits of fruit and the observer is unlikely to develop any emotional rapport with a bit of fruit. Hope fully Luke is going to add some eye movement or at least eyebrows and we also discussed the possibility of caricaturization ie. Groucho glasses. The're also needs to be some laughter at the end, no laughter is a dead end / humor killer, I know it's a tacky joke but it's more compelling to laugh when you're not doing it alone. Think the only other essential fix was the shadow needs softening beneath the fruit.

Now as for the 3D branding part what I have seen looks good however Crenton's been chasing doctors round for the past few weeks and been having issues getting her head round Real Flow so we have only seen stills so far. The still look pretty good from what I can tell, as usual however near the end of the project we came up with having the juice been poured over the fruit characters after the joke. This would have been much better, more consistent and funny in a random Noel's House Party-esque manner. Still too late to change all this now!

The only issue I can see is the lack of consistency between the two different animation styles. It will take some cleaver editing to get them not to look like two unrelated clips hacked together but if the negative space and simple shading remains consistent it should work. The call to action included in the video shall be something as follows, this wasn't included in the pres but it's short, sweet and to the point:

Win a taste of celebrity by
telling us what makes you Feel Good!

Go to www.feelgooddrinks.co.uk >>

Forward to a friend >>

Finally the feedback from the room was limited. The main point was we we're too vague about how the campaign was structured, I agree with this it wasn't clearly presented. The issues with the animation were covered and I think the only question I received was how the vector art was created. It's a shame really presenting work for online delivery to a room predominantly focusing on moving image. I've been building up my coding/developer knowledge, sometimes I think certain aspects of which are interesting however I have to hold back on techno babble as it often met by a sea of blank faces. Feels kinda like I got confused and turned up at a Porn convention dressed in my finest Star Trek costume!

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This is an ad that Ford initially claimed that their ad agency had done without its permission. It was to promote the new sport Ford Ka (nicknamed "evil twin").



Produced by VW and distributed via Word Of Mouth online (before it was banned)

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Seems I've managed to pull the leaning resources together for three briefs here which is exceptionally beneficial to me since my reading speed is officially crap. I have been making my way though a book titled the Psychology of Perception since before Xmas and also listening to the Prof. Patrick Grim Philosopy of Mind lectures.

Conveniently then I intend to do my critical studies essay on Human thought, belief and perception. This will briefly outline the development of the human sensory system from birth, cover some of the psychological and philosophical implications and discuss the factors influencing the development of identity, personality and preference. Once the groundwork has been laid the remainder of the essay shall cover issues related to perception and knowledge. Included in this section will be subjects such as culture, media, advertising, branding and manipulation. I have a broad selection of angles to approach these subjects from and a good amount of authorities to reference. Here are but a few of the afore mentioned:

Bertrand Russel – Theory of Discriptions
Wittgenstein - private language
Subjective / Objective
Colour Blindness
Homunculus
Sorites Paradox

Epistimology – Study of Knowledge & Belief
Agnotology – study of ignorance (more science related)
Agnoiology – Study of unknown

James Ferrier
Alasdair MacIntyre

Psychological Processes
Denial
Cognitive dissonance
Self-deception
Self fulfilling prophecy
Propaganda
Artificial_controversy
Denialism
Black_propaganda
Logical_fallacy
Fear,_uncertainty_and_doubt
Obscurantism
Politicization_of_science
Historical_revisionism_(negationism)
Media_circus
Missing_white_woman_syndrome
Trial_by_media
Sensationalism
Media_bias
Shock_value
Pseudoscience
Deviancy_amplification_spiral
Popular_culture
FARK:_How_Mass_Media_Tries_to_Pass_off_Crap_as_News
Media_manipulation
Advertising
Branded_content
Communication_design
Conquesting
Coolhunting
Reality_marketing
Integrated_Marketing_Communications
Pseudo-event
Shockvertising

Gibsons Law
http://en.wikipedia.org/wiki/Gibson%27s_law

Distrust or hostility towards intellectuals
http://en.wikipedia.org/wiki/Anti-intellectualism


The other two briefs I refer to are the Professional Practice and Photography. This is however coincidental (if ya believe in coincidences?) the aesthetic requirements of the Feel Good brand call for use of colour and shape to represent their fun and playful outlook. These were some of the first aspects covered in the Psychology of Perception book which gives a blow by blow account of how we learn to use our sense of vision and decipher objects via learning to understand shapes and colours. This relates perfectly to the photography because the principles of shape, colour/contrast texture, light and shade are the most fundamental concepts of photography.

So why is this useful? Well, I've been doing tutorials for Illustrator and Photoshop going into how to mimic three dimensional objects. The more awareness you gain then in knowing what to mimic also allows you understand what can be manipulated in a photograph to enhance, subdue or shift focus around your imagery.

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There was a ton of other feel good stuff on ebay (eh, what am I on about?) not ebay! I meant Youtube. There is loads of videos and there is also a blog on their own site. This is all supporting our concept and reinforces the fact that we are working towards a viral which would project their brand image appropriately.

This been fun, silly, friendly slightly childish and well... good.



Their own website resembles a pop-up book and it's very happy and friendly. People are welcomed in, they are invited to suggest new flavors and read the blog. A very we are your friends approach.

There is also quite a few previous YCN enteries on Youtube for Feel Good briefs. Some of them (including some of the winning options) look hideous to me. There is alot of extremely dodgy stop frame animation going on that doesn't look like it's been produced by anyone at uni level.

I think this is my favorite and is along the line of some of our ideas. The track is a perfect choice.







And this was a winner?

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We had our crit on the Feel Good project yesterday. We presented the general campaign concept would work and how we planned to communicate the campaign including distribution and how we hope to engage with the public. We also covered the artwork style we wish to achieve and explained why we chose that style.

We then went into the video element of the campaign. We have been struggling to settle on the right idea for the video. The initial concept was just to have a funny video as if it makes people laugh they will willingly forward it to others increasing the campaigns impact. We then moved more towards choosing a video where we could incorporate the product whilst trying to remain true to the brand ie. cannot be too risque. This is where we have started to encounter problems.

We could find plenty of inspiration for candid camera or "You've been Framed" style videos but theses are not really relevant to the product so people could miss the point of the campaign it may undermine itself.

The ideas we have incorporating the product that are funny involved elaborate amounts of extras, props or location shots.

The ideas which fit the product inclusion requirements aren't really that funny and similar things seem to have been done a million times before.

We had settled on doing a office scene as this was better for us to film and was an environment the target audience would relate to. There would then be the introduction of the product, this would instigate a funny event or a transition to a happier environment (in effect setting up an association between the drink and the fun/happiness or the feel good moment).

The feedback received was slightly vague however I take the point to be that we may not have put enough thought into the video concept or we are not utilizing the video as well as we could be.

I get this however a good amount of thought has gone into the video in terms of environment, cast and the most important aspect the humor. We are limited however as the video is not the campaign it is only part of it. I personally want to spend little as possible time on the video because I am not studying moving image and am already a bit miffed about the time I've had to spend on the subject.

Now we are a team member down and have struggled to find a suitable time to shoot the video so we are working on a temporary back up option for the next week to ensure we have something to send out.

This is to create funny talking fruit animations.

The other option we considered was to use stock footage for part or maybe all the video clip. This would then allow us to incorporate scenes we have no way of filming ie. office to riding a banana boat in the Caribbean then back to the office with shagged up hair.

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After breaking both the campaign and the Feel Good brand down to the core values I decided the best way to communicate this would be as follows:

Shape and colors will be utilized to give the impression of fun, happiness and joy. The brand emphasizes the importance of keeping things simple so the artwork will be focused only on the areas with the highest priorities ie. the video player and the upload area.

The artwork will be a visual explosion, movement and dimension been used to signify energy, vitality and excitement. The elements will fuse together geometric shapes, fruit flying out, swirling vectors, texture and curves. Lighting will also be used to give some of the shapes smoothness signifying sensual taste.

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After assessing the brief the most fitting idea seems to be some kind of colour explosion. Synthesizing joy through the impression of energy and movement. Maybe also incorporate some grass or fruit to keep it grounded in the natural message.




Here are a few early experiments...

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We seem to be having trouble deciding on which would be the best video to make. This is partly because of the budget and time restrictions, as many of the ideas we have that are actually funny need actors, location filming or unrealistic props. We have moved towards doing an office scene and are now deciding on a final idea.

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Just a reminder to myself... Might be a good idea to set up a google doc for this project. We're still finalizing the idea for the video, we are all meeting with our favorite options on Tue, maybe get some public involvement too, get them to pic the best option. Maybe a separate blog could be good too.

Still trying to work out where the Feeling Fruity saying comes from. What a stupid saying, "How you doin today?", "Not bad, think I'm a plumb tho".

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I came across this site when doing research. Thought it was funny as it gives me an image of a bride walking down the isle with a hand full of fruit.

http://edibleblossoms.ca/shop/index.php?cPath=26&osCsid=36ecfcbba22b4c4a826756bebe8191d4

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I saw a load of greeting cards the other day with fruit characters in funny circumstances. This could also be a possibility of something to include on the website, little fruit characters here and there telling jokes.

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This is the initial research into the viral marketiing technique and the distribution or communication planning for the project.



This is some development work on the viral campaign we're working on.

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Here is a few of the notes from the initial brainstorming session...

Feel Good (what makes you)
Laughter
Friends
Compassion

Smile / Laugh (what makes you)
You've been framed
Slap Stick
Jokes
Cuteness
Stupidity
Randomness
Inappropriate
Old People
Animals
Clowns

Video Ideas
Comparison of a day
Grotto
Hula Girl / Carmen
Bouncy castle (bottle shaped)
Jokes
Mobile Disco
Free Runners
Dancing Bottle
Musical Bottles
Zoom into the bottle (maya)
Clowns
Circus Tricks
Candid Camera (people doing things that make them feel good)
Animation


Web Site
Any video can direct viewers to a main site
Sign up / forward facility
Jokes emailer / rss
Send Goodness (compliments)
Game
Daily tasks (hug someone, help a granny etc.)
Funny Story Maker

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Here is some research done into viral marketing

http://www.brandchannel.com/features_effect.asp?pf_id=204

Interesting article about viral marketing. It's history and effectiveness.

http://www.brandrepublic.com/News/867867/Campaigns-top-10-virals-2008/

Top 10 virals of 2008

And these are a couple of books I downloaded on the subject.

The New Rules of Viral Marketing

Viral marketing with blogs

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The past few sessions led us towards producing a funny video. Since then we moved on to thinking how this could be made viral. As a whole campaign the video could best be used as a teaser or incentive to spoke user interaction. The video could be distributed via email, text, social networks, online, tv etc... There would then have to be some kind of call to action inciting the public to get involved. This could be done by giving them the ability to forward the video to friends or enter the email details of a friend. It would be good to refer the recipient to a central point for the campaign possibly a web site.

To do this we came up with the underlying purpose of the campaign where the public could upload something. Possibly a picture of a friend or person whom makes them "feel good", they would then add a comment complimenting that person ie. Janet has... or Bob is... (the thinking behind this is that compliments make people feel good). A selection of these could then be chosen to be printed on the Feel Good bottle labels.

Alternatively they could upload their own funny videos.

Today has been spent on deciding roles and time planning.

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