Thursday, July 22, 2010

Truth Be Told

Dear friends,

I am proud to announce an evolution. I love to write and share my ideas with you and now I have an opportunity to do it at a more professional level. ThisIsClutch will now appear at


Wednesday, July 14, 2010

Social Media evolving the 30 second spot

What happens when you combine high quality content creation with social media? Well here is a clever experiment where creatives produced real-time follow-ups to further engage people in their brand content.

This article is about "a team of creatives, tech geeks, marketers and writers who gathered yesterday and produced 87 short comedic YouTube videos about Old Spice - in real time. They leveraged Twitter, Facebook, Reddit and blogs. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that's just over 7 minutes per video, not accounting for any breaks taken.

The group seeded various social networks with an invitation to ask questions of Mustafa's character, a dashing shirtless man with over-the-top humor and bravado. Then all the responses were tracked and users who contributed interesting questions and/or were high-profile people on social networks are being responded to directly and by name in short, funny YouTube videos.

We just brought a character to life using the social channels we all [social media geeks] use every day. But we've also taken a loved character and created new episodic content in real time. This is something new. We're operating on Internet time but with a level of quality you'd get on a TV slot. That combination was what really got many peoples' attention."

Sunday, July 4, 2010

The Changing World of Film

Despite the fact that the i"Phone"4 doesn't really make calls all that well, it is a pretty impressive piece of technology. After watching this film I was surprised by the quality, especially considering it was shot and editing without leaving the iPhone 4. The team chose their subject well because the shots they captured would have been near impossible using many other recording devices.

This really got me thinking about how powerful portable technology will be used in the future. From a journalist standpoint capturing, creating and sending a news report from a cellphone has some pretty powerful implications. I'm excited to see how other skilled individuals start to use this technology.

"Apple of My Eye" - an iPhone 4 movie / film - UPDATE: Behind the scenes footage included from Michael Koerbel on Vimeo.