More than a Game

First came the Super Bowl, then the Super Bowl ads, and then the publicity over the Super Bowl ads that exceeded the hype over the football game. Then followed video streaming on the Internet, which inspired more replays of the ads than of the game highlights.

In the past two or three years, Americans have taken yet another step toward the transformation of the championship football game from an athletic contest into a media phenomenon. Millions of us now view Super Bowl ads that don’t even run on the Super Bowl.

Here is some links that further investigate the exceeding effect of ads before, during and after a game:

In addition another link which gives information how to exploit games regarding advertisements:


The four most important lessons about social media

Learned with the help of donuts…
Friday, February 3, 2012, at the end of a week of work, Nuno Gomes, creative director of Three Ships Media Agency decided to relax. And had fun drawing on the blackboard in his office, a table that explains social media creativity with the help of donuts. To Doug Ray, multimedia producer at the Agency, the ideas seemed terribly funny so he took his phone  and took a snapshoot of the board and, after passing through Instagram , posted it on facebook and announced it on twitter.Then, laughing, he went home.
Four days later – on 7 February at 10:39 – the photo reached 100,000 Like on Facebook. And thousands of references on Twitter. This photograph:Image

Social media explained – Twitter: eat a donut. Facebook: I like donuts. Foursquare: here is where I eat donuts. Instagram: here is a vintage photo of my donuts. YouTube: watch, eat a donut. Likedin: My skills include eating donuts. Pinterest: Here’s a recipe for donuts. Last FM: Now listen “donuts”. Google also: Google employee are eating donuts.

Surprised by the unexpected success of the photo – which to date has raised over 112,000 likes  – Doug drew some conclusions. “Old as the hills” but very true.
One.  You never know when something will go viral
It wasn’t his intention to make a viral. It was Friday afternoon and needed to fizzle a little after work. Simply you can not plan a viral.
Two. Loosen up
They didn’t care whether they might offend someone or if this thing had been done before using a far less tasty subject than donuts (even good artists steal, or copy- or something like that). Sometimes controversy can be good. And the only way to get there is through a full creative control. Sometimes it’s best to give up control to give partners more room to work…creatively.
Three. Sometimes the best ideas are the easiest.
There are a lot of projects that can and should require many hours of work. But sometimes the best ideas – and most successful – are coming on time. I used donuts for just talking about them. It took only five minutes.

Four. Low-Tech is OK.
Sure, they could have done everything in Illustrator and Final Cut Pro. But in this case, low-tech approach worked. Why would he need to make things more complicated than they should be?

Mass Customization in the Hospitality Industry

Mass production as a paradigm of management has dominated the world industrial production since World War II. With shifting demographics and changing consumer tastes and preferences, mass production far homogeneous markets is not enough to keep businesses going. This paper discusses the paradigm shift from mass production to mass customization, its conceptualization and applications in the hospitality industry.

Continue reading Mass Customization in the Hospitality Industry

Music Experience, here in Rotterdam

Music as an experience, located here in Rotterdam!

This is an nice example of experience good that involves the users’ contribution in order to be able to design the event. In the following paragraphs, the concept of Tiny Music is explained in more details:

Tiny music is an initiative which brings musician and audience closer together in a special, intimate venues. It’s about the total experience of a performance. As an artist you want that your audience listens to the songs. As concert-goers, you want to hear new music, while being in a cozy environment.

After the concert is over, having a chat with the artists is morst often unthinkable. Tiny music creates an intimate and unique setting, where you are in a relaxed and casual environment to listen to live music. This tiny music concerts take place in unusual locations, such as in the hold of a ship, an old army barracks or a shop. These unexpected locations make the concept even more special.

Tiny music is constantly looking for unique and attractive opportunities to organize concerts, such as workshops, shops, homes and churches. One of their requirements  is that the location has space for at least 25 people. Since, in most cases, it is acoustic music and there is not much needed. The music is carefully constructed by tiny music, as the catering, in cooperation with tiny music Olm Breweries Ltd catering. Tiny music rely on the help of their website users to find a suitable stage for their concerts.

Tiny music is an initiative by and for music lovers and seek no commercial interest.


Social Medias and Viral Marketing

Thanks to social medias, viral marketing become easier and easier. Even before the ages of social medias, viral marketing had proven to be  successful in generating word-of-mouth. However, with the arising of social medias, like Youtube, Facebook, Myspace, Twitter, marketers were given the perfect media channel to turn ads into becoming truly vira, sometimes, even spreading so quickly that in a matter of some hours a clip would be seen by millions of viewers all over the world. Take for example the pepsi commercial for the Super Bowl, only 9 days after being put online the video has been seen over 4 millions of times.

The blog post on WIRED  Organized Chaos: Viral Marketing, Meet Social Media, even if it is from 2009, gives an interesting and critical view upon how the marriage between social medias and viral marketing can be on the one side quite chaotic and unorganized, but on the other side, strong and successful complements that have a strong impact on consumers’ mind.

Hereunder, quoted are some parts of the blogs that I find very interesting:

“Like Pac-Man and Mrs. Pac-Man, social media and viral marketing have fallen in love and become one. They are virtually indistinguishable these days and follow the same basic principles as early forms of viral marketing. Tell your friends. Tell your neighbors. Call someone. Now it’s tweeting and leaving comments on Facebook pages. Viral marketing is the concept, social media is the tool.

Social media and viral marketing are virtually interconnected (no pun intended). The success of social media — in allowing people to gather in groups of mutual interest and to share what’s meaningful in their lives — is really the foundation of viral communication. In terms of viral marketing, we’ve seen that people will happily pass along your marketing as long as: 1) the content is entertaining and 2) the message is genuine.  In the case of milk, I believe we’ve been successful in both respects.

The first challenge is to create outstanding content — without that to stand on, nothing else you do will work. Next is to identify the right “neighborhoods” where your message will find the desired “crowd.” In our case, the crowd was teens and tuned-in parents, and the neighborhoods were social networking, entertainment and music sites. Next, using all sorts of analytics that abound on the internet, is to choose individual sites for their traffic and demographics. Finally, using many of those same analytics, engagement needs to be quantified to determine the success of our communication and media strategy and to tweak it as necessary. Put all of these elements together, and you’ve got a winning viral marketing program; if any one is missing, you’ll miss the mark.

Viral social media is what it’s become. Twitter, at first a place to tell everyone what you ate for breakfast is now a place to promote yourself, your company or your product.” (Organized Chaos: Viral Marketing, Meet Social Media retrieved from

Color Theory and Web Design

ImageColor theory is the practice of using the meaning behind colors to bring about a sensory experience. This practice can be applied to web design with some knowledge and thought. A carefully selected color scheme will create the mood of the website, evoke a certain emotion. That is why it is important that the color scheme used on a website is in line with the product itself, its target audience, and characteristics of a product.

Warm colors will bring about sunny emotions and are wisely used on sites that want to call to mind a feeling of happiness and joy. As a case in point, yellow became a popular color in web design in 2009 when the global economy wasn’t doing very well and companies wanted their customers to feel sunny and comfortable on their site. Cool colors are best used on professional and clean-cut sites to achieve a cool corporate look. Cool colors stir up emotions of authority, establishment, and trust.

In the end the colors used will evoke certain negative or positive emotions, and can ulteriorly affect the sales and popularity of the product you are selling on your website.

A personal example of mine are the websites of the low cost carrier airline and I mostly book EasyJet when it comes to low cost airlines. Why? Simply because EasyJet seems more trustworthy the website more work, and easy to navigate, while RyanAir is very strident, too bright, which in the end looks cheap, something you do not want to be associated with your flight. So Easy jet won me as a customer partly because of their color scheme. Soft, orange/yellow color, which makes it more safe and pleasant to navigate through.

So pick your color scheme wisely when choosing the personality of the products or service your are trying to promote on your website. It really makes a difference!

Here are some links to some nice articles about color schemes.


Secret Cinema – the most immersive experience for film lovers

Hi everyone I have a wonderful example related to the experience economy we spoke about recently. It is called “Secret Cinema” and hope will be as new and exciting as I found it when I run into it today online.
How it works?
Tickets are released about a month before the event, and sometimes sell out within hours. Everyone buys them without knowing which film will be shown, or where, but they promise a unique experience: a screening (probably a cult classic) in a lively atmosphere that includes characters re-enacting scenes, thematic installations, related food and drink and some audience interaction. Events take place every couple of months, and each one is held in a different unknown location say an abandoned theatre, a disused hospital, underground tunnels- revealed to ticket-buyers only days before. The company’s website is deliberately oblique, but it is the gateway to a lively presence across social-networking sites, where organizers plant clues and fans try to guess the next film.
Ever since a few hundred people gathered to watch “Paradise Park” one night in December 2007, Secret Cinema has increased tremendously. This spring 12,000 attendees ended up descending on the Old Vic Tunnels in London for a mysterious cinematic adventure during a three-week run of screenings. In the past year Secret Cinema has held events as well in Berlin and New York, and organizers are looking for locations in Rome.
For its founders Secret Cinema is an alternative to the “disappointing” experience of the multiplex for many film lovers. Yet his ambitious events are in danger of sacrificing film appreciation to spectacle. You can watch “The Battle of Algiers” on a medium-sized screen with the occasional chatter of people in the bar next-door, partitioned off with merely a velvet curtain across a doorway. So those who prefer a cinema experience of luxury seats surround-sound and a panoramic screen should look elsewhere. The appeal of Secret Cinema is in the full event, from light mystery to dramatic culmination.
As the directors of the company sees film as a useful medium for inspiring dialogue and debate they try to choose movies that will not only entertain the audiences but will also give them something that makes them think. That certainly makes Secret Cinema a totally immersive experience. Every new movie or better call it event has a crazier idea about destination to be projected .For example “Catch Me If You Can” was displayed on a Virgin Atlantic flight. Next time could end up in the middle of the desert…there are no rules because it is a secret 🙂
If that was not curious enough I will add that on Dec 2011 in a dusty, dimly lit Kabul basement, British cinema fan club ‘Secret Cinema’ launched another movie event outside Britain  bringing costume, audience participation and light-hearted mystery to the high-security Afghan capital:)
In my opinion this is the greatest thing to happen to cinema this decade (way more than 3D anyways). Just think of all these people who will get to see great films they would have never thought of watching before. All because they thought they were being trendy:)

Check out if their next event is nearby so you can participate: :

Here is a short video from BBC presenting only a glimpse of the magic:

…and couple of past film premieres:
Secret Cinema presents Lawrence of Arabia.
Secret Cinema Presents: Alien
Secret Cinema presents Blade Runner

Supply Chain Collaboration could be compared with Co-creation?

The collaboration in the Supply Chain Management system could be compared with Co-creation. Both “systems” are depending on the collaboration with customer, competitors or suppliers. But why collaboration?

Why do we need to collaborate in the supply chain? That’s a question some companies need to ask themselves to get the highest efficiency out of the supply chain management. Organisations have for many years strived to improve the efficiency of their internal supply chain activities e.g. purchasing, manufacturing and logistics (Ellinger, 2002; Fawcett and Magnan, 2002). On a more fundamental level, in respect of internal collaboration, some authors would suggest that very few organisations have achieved internal integration of their activities (Fawcett and Magnan, 2002).

When this is combined with isolated forecasting and planning the organization is facing an uphill battle just to stand still. In the meantime competing supply chains that manage through collaboration to integrate supply and demand, deliver significantly improved performance, and benefit yet further form closer relationship that themselves foster more opportunities for greater improvement.

Collaboration in the supply chain

There are variety of forms of potential supply chain collaboration, which can be divided into two main categories (see Figure 1) both horizontal and vertical. In the article of Mark Barratt ‘Understanding the meaning of collaboration in the supply chain’ (published in 2004) these topics are explained with theoretical explanation and practical examples.

Pim Steine

Crowdsourcing, the future of the big firms

A couple of posts ago, Dimitris raised the question if there were any more examples of crowdsourcing. Mostly because the examples he gave where small initiatives. The fortune 500 firms didn’t really embraced the idea of crowdsourcing on a large prominent scale.

I found some examples of two different companies that use the idea of crowdsourcing.

The first example is Walmart. They are using the crowdsourcing idea to raise the idea for small product designers to get their products on the shelf.

The second example is the AOL website. They had a problem with the quality content of the site so they stated that they wanted to use cheap labor to help them maintaining their quality. AOL asked crowd workers to determine whether Web pages contained a video and to identify both its source and location on the page. This would saveup time and money.

The article also stated the financial benefits for companies to use crowdsourcing.

I am convinced that crowdsourcing is the future! It is the new co-creation model. Users/ consumers generate value, they get paid and get a high customer involvement with the company.

Shrikesh Sheorajpanday

Jailtime for Pirate Bay founders

The following part is taken from:

Pirate Bay’s Peter Sunde, speaking on his website: ‘We cannot and wouldn’t pay’. A court in Sweden has jailed four men behind The Pirate Bay (TPB), the world’s most high-profile file-sharing website, in a landmark case. Frederik Neij, Gottfrid Svartholm Warg, Carl Lundstrom and Peter Sunde were found guilty of breaking copyright law and were sentenced to a year in jail. They were also ordered to pay $4.5m (£3m) in damages. Record companies welcomed the verdict but the men are to appeal and Sunde said they would refuse to pay the fine. Speaking at an online press conference, he described the verdict as “bizarre”. “It’s serious to actually be found guilty and get jail time. It’s really serious. And that’s a bit weird,” Sunde said. “It’s so bizarre that we were convicted at all and it’s even more bizarre that we were [convicted] as a team. The court said we were organised. I can’t get Gottfrid out of bed in the morning. If you’re going to convict us, convict us of disorganised crime.

Continue reading Jailtime for Pirate Bay founders

Hackers hired by Lego

When Lego discovered  that one of the new development tools for digital designing had been hacked, they hired the hackers. Instead of punishing the hackers, Lego wanted to use their kwoledge and insights to improve and develop Lego’s products.

The hackers of Lego were lead users, with a lot of knowledge and expertise about the Lego products. The hackers were able to improve Lego’s products in a way that the own designers of Lego did not think of. By using the knowledge and expertise of the hackers, Lego was not only able to improve/design products with their insights, but also to build strong relationships with the lead users.

One of the problems of using consumers knowlegde in order to innovate and design new products, is that their information is sticky and hard to transfer in solutions for (new) products. The Lego hackers have problem-solving capabilities that can be used in practice.

Lego did a good job by using the hackers in the development of the digital designing tool.

Naoual Aouaki

Mass Customization in Tea?

We have discussed mass customization several times in class and there have been given very good examples of companies who use mass customization.

Personalization of products and services nowadays is a very common trend that we see. Famous examples are the Nike sneakers, with your own name stitched and building your own Lego products. This trend is now also reflected in the world of food and drink. “Blends for Friends” is an example of customizing your own tea.

In Blends for Friends you can create your own personalized tea just the way you want it. Not only do you get your own favourite taste but they also look at your own personalized characteristics. Therefore they ask you to describe your hobbies and interests, nicknames, physical appearance and special anecdotes. Based on these answers they will create for you a own personalized flavour that matches exactly your personality.

Not only can you buy tea flavours but also some other accessories to complete the tea experience. In this way the company really looks at the customer wants and needs and gives you the perfect product that they can produce. A good example of mass customization.

Shayan Khan

Customer Loyalty, the eight ingredients

Hi everyone,

I found an interesting (short) article about the (eight) ingredients to build customer loyalty.
Of course as we have read in the article of Werner Reinarts and V.Kumar (the mismanagement of customer loyalty), customer loyalty does not always means (customer) profitability. However building customer loyalty is very important for a company, especially if you want them to become ‘true friends’.

Next you can find eight essential ingredients according to R.Paul and D.Timm to build customer loyalty.

Continue reading Customer Loyalty, the eight ingredients

Eight realms of the multiverse

Dimitris already told us about the characteristics of experiences. You can divide an experience in two dimensions; participation and connection. Participation can be split in active and passive, and connection in immersion and absorption.

I find some additional information on this, Joseph Pine introduced the multiverse. This is a tool to gain insight about how we can use digital technology to create new en wonderous experiences that fuse together the real and virtual.

Reality is a trinity of time, space and matter. But there’s also a virtual based size, with no matter, no space and no time. Matter is about atoms, if there’s no atom it’s about bits. Space is about the real places we inhabit, but there’s also no space; the virtual world we explore.
Then we have time; the actual time that unspools in front of us. And you can have no time, it’s autonomous from the actual time.

We have time and no time, space and no space, and matter and no matter. This defines the eight different realms of the multiverse, it’s a more extensive model than the model we saw in class.

There are many examples to explain each realm, but I think this video provides good examples, it also summarizes the theory I discussed above.


Did you know about Pinterest??

Since we have discussed so much about social media I thought you may be interested in learning some things about Pinterest, a brand new idea in the field of social media.

Pinterest is more like Flickr or Tumblr and not so much as Facebook, LinkedIn or Twitter.

I suggest you should read the article below to get a clear idea of what exactly is Pinterest and why not request an invite at!

What I found most interesting about this new media is that only after less than two years in business, Pinterest is already one of the most popular social networks in the world, as measured by engagement (according to data from comScore).

As you can see, it is ranked just below Facebook and Tumblr as the most popular site to hang out on.
Hope you find it interesting!

Fay Panagopoulou


Involvement of fans or consumers – part 2:

As Boudewijn Tilman pointed out in his post: Involvement of fans or consumers, the involvement of fans in a football club can be enormous. He pointed out two examples: FC United of Manchester and a Mexican squad in which the fans decide about the starting eleven. These examples turned out to be a pretty good success.

But I want to point out another example: This example goes beyond letting the fans decide about who plays and who are on the bench. Actually “” gives his consumers the chance to become the owners of the club which is called: Ebbsfleet United for only 35 pounds.

This whole club is in the hands of their fans. All the major club functions are in the hands of their fans and all the members/fans worldwide get their votes in transfers, the starting eleven and also in deciding about the future of the club.

In the first year the club got over 32,000 members (which is I think pretty much for a 5th division team in England). But they ended up with only 3,500 members in september 2010, while the club previously stated that 15,000 members was the minimum required.

On December 23 2011, it was announced that the club needed to raise £50,000 by the end of the 2011/12 season or risk going out of business.

So what you can see is that involvement in sports can be a good thing, in the case of the Mexican team but it can also turn out into an disaster like the example above.

I think that it is too much yet to let your consumers or your fans fully decide about all the major business decisions. But I do still think that it was a cool idea which was really out of the box thinking when they started it in 2007.

Via this link you can see a short BBC documentary about the idea: 

Erwin Westveer