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Marketing Masala in the Digital Age

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  • Filed under: Web
  • Delhi can stop waiting for its buses now..

    Here’s the latest from our deal ol’ Delhi Transport Corporation, or more correctly, the Delhi Integrated Multi-Modal Transit System Ltd.:

    After going the digital way with on-board GPS, the DIMTS fellows have now gone a step further by creating an Online Bus Information System that will help Delhi citizens plan their bus journeys, effectively cutting the wait-time at bus-stops to a minimal.

    Citizens can now track buses on Delhi roads in real time though DIMTS’ “Online Bus Information System”. Both AC and Non-AC buses plying on selected BRT routes and all the AC buses on different routes in Delhi can be tracked using this system. Rest assured, it won’t be long before the system is extended to ALL the routes & buses!

    ETA Display Click here to View the Estimated Time of Arrival of Buses on the Bus Stops

    virtualdisplaymap Click here to View Route-wise Expected Time of Arrival of Buses on Delhi Map (Google Map Integration!)

    OneView Click here to View the location of Buses on GIS Map of Delhi (Roll-over mouse on each stop. Green pointers are buses (incl registration numbers for ID)

    This is awesome stuff..and an example for others!

    More info can be found on the DIMTS website!

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  • Mumbai Terror and the role of new media

    Mumbai suffered one of its worst terror nightmares these last 3 days when armed terrorists took over strategic spots in Mumbai, leading to a bloodshed yet unparalleled in its gruesomeness.

    While the terror attacks received worldwide media coverage, it was no less covered extensively by citizen journalists and common people who used a host of digital mediums to add to the story. Internet, and new media tools, came on the forefront as reliable tools to track the terror drama.

    wiki_mumbaiA wikipedia page was constantly updated by vigilant users, providing a single point of reference.

    Many twitter feeds contributed to real-time reporting & status update, which were utilzed heavily by the administration, media as well as citizens to get regular updates as well as channelize real-time help.

    image

    Twitter feed for Mumbai

    Twitter-fed list of useful local numbers

    Post the attacks, these feeds have become the buzz-ground for discussions, opinions and to plan next steps to solve the problem at its roots.

    image A google maps page also became a ready reference guide, especially for people outside India to get a real-life perspective of where and how things were happening.

    image Vinu’s photostream was picked up by Fox News & CNN as well as multiple channels to provide real-time updates on all that was happening.

    image Over 2000 videos have flooded youtube post the attacks.

    image The MumbaiHelp blog has updated lists of all relevant helpline numbers as well.

    Launched: India’s own Laptop Community

    Through the years, Indian consumers have gotten used to the fact that if they want to find out more about laptops, they only have two options:

    1. Read international reviews & opinions, a lot of which may not be applicable to India

    2. Tread the dusty Nehru Place (New Delhi) or equivalent lanes in the city and dodge the dodgy hardware shops and hope to get a good deal

    Both are impractical and unfriendly options, and more often than not, the only savior is the IT department admin at your place of work or Word-of-Mouth via friends. The only problem is that these routes can only yield limited info and hence, limited results.

    Thankfully, India now has its own laptop review site – with Indian content, products that are available in India, best laptop deals and more.

    image

    http://laptopcommunity.com/ is a community review site designed purely for Indian audiences and their needs. Still in its infancy, and hence beta (!), the site already has 100s of laptop models reviewed including the latest hp laptop, Dell, Apple & Acers of the world..and a list of models rated prominently basis their popularity with users. There is also an integrated discussion board (PhPBB based forum), product videos, Q&A, latest India-specific news & new launch info and some well written & regularly updated articles relevant to the site’s content.

    Users who consider themselves laptop experts can join the community as experts to guide others. I am joining for sure…think I have had enough of providing gyaan to all & sundry, and it wont hurt to spread my wings a bit! Brands can look at the site as a niche opportunity to advertise their products to a bang-on TG…makes sense.

    Try it out..and do leave a comment here about how you find the experience!

    Smells like lunch!

    Check out this KFC Press Release about a really innovative marketing campaign!

    In a marketing first, KFC is highlighting the launch of its $2.99 Deals by placing the mouth-watering aroma of Kentucky Fried Chicken in the halls and offices of corporate America.

    Forget television integrations or corporate naming rights, Kentucky Fried Chicken’s first-ever “scent-focused” pilot program teamed KFC with corporate mail rooms nationwide. Along with carrying inter-office mail, overnight packages and bills, mail carts in Washington, D.C., Chicago and Dallas delivered the aroma of freshly prepared Kentucky Fried Chicken during pre-lunch mail drops.

    Through the pilot program, KFC worked with an online company, a business-to-business consulting firm and a non-profit, to include a $2.99 Deal – a plated meal including KFC’s world famous chicken, a side item and a biscuit – on the actual mail carts that pass the offices of hungry workers.

    “There is truly no better brand ambassador worldwide than the signature aroma of freshly prepared Kentucky Fried Chicken,” said James O’Reilly, chief marketing officer for KFC. “And we couldn’t think of a better way to showcase the value of our new $2.99 Deal than to inject the mouth-watering scent of Kentucky Fried Chicken into the corridors of corporate America.”

    To bring the sweet-smelling promotion to life, KFC collaborated with Chemistry.com in Dallas; the Trade Association & Society Consultants of Washington, D.C.; and the Chicago offices of the Salvation Army.

     

    More Smelladvertising:

     

    image

    VIA (the washing powder) ran a poster campaign in Stockholm and Malmö which..er..actually smells!

    Push the little spout at the bottom of the poster and you’ll sniff a sample on how the washing powder smells. Or how clean clothes smell after being washed with Via.

    HOT!

    So, smell some fried chicken, and if it gets too much, there is always the refreshing detergent smell to wash it off! Anyone for coffee beans?

    More examples? Look at how newspapers are using smelladvertising to regain lost commercial revenues…here

    Intel today launched its ambitious “Connected Indians” movement at The Taj Palace, New Delhi.

    connected indians

    Check out www.connectedindians.com!

    The Connected Indians movement aims to be the catalyst for delivering the power of the Internet into the hands of a billion Indians. Intel states that its success will hinge on spirited public and private participation.

    Over the next few months, Intel will mobilize people, resources & infrastructure to facilitate Internet adoption across India.

    Over time, this collaboration will help build partnerships between people, Industries and stakeholders via a complete and connected ecosystem to accelerate the growth of Internet and its benefits to the society.

    The Connected Indian web site is an innovation in itself wherein users can click on an interactive map to locate their co-ordinates, and then post their voice for an Internet-enabled India. Not only that, they can utilize the in-built feature to invite more of their friends and peers from their web contact lists to add in more numbers.

    There is also an India Speaks section that highlights different areas where Internet is making a huge difference in the way people, processes, industries & services in India are progressing with the power of the Internet.

    Intel is following up this movement on-ground with specially-designed “Net Yatras” wherein it will showcase Internet’s benefits to Indians using interactive tools & techniques.

    This is one movement that has been designed with a specific cause in mind and Intel promises that for every 10,000 Connected Indians who register, the movement will donate a PC to selected government schools in rural areas.

    Now that’s what we call a spirited initiative!

    Know more about the movement here.

    Join the movement here.

    Join the Connected Indians Orkut Community here.

    Intel’s partners in this venture include google, HCL, Zenith, Edurite, MAIT, BSNL, Reliance Communications, Tata Indicom, Acer, Intex, Novatium, Wipro, Asus, CII, e-zone, lenovo, NIIT, Tata Communications, Croma, NASSCOM etc.

    It will be interesting to see the kind of products & services Intel will introduce to take this step further & forward. Here’s wishing Intel all the best for the initiative & hoping that more & more brands take such steps towards better propagation and acceptance of technology!

    Knol by Google

    Knol, A Forum, A Blog or Wikipedia… Well, the mighty Google has come up with another marvel. I can see that Google creates stuff that can help people, and earn while the products are free to use.

    knol-logo

    This time, Google created something, that they call “a unit of knowledge”. In words of Google, a knol is an authoritative article about a specific topic. In first look, it might appear as a simple Blog. Here you create articles as you do in Blogs, but they are consolidated as in Wiki. There can be contributors, collaborators and community members. You can edit, or just suggest an update. Moreover, you can have revisions. You can review Knols, post comments and reply to comments. So this makes it more like forums.

    What’s in the box?

    Here you will find topics like Heart Attack, AIDS, Prostate Cancer, Name Verification, Installing UBUNTU and millions more. But that’s not all, you can add your own Knol and enhance the knowledge base.

    How Authentic is the content?

    Knols are pieces of knowledge, written by authentic people from respective fields. Moreover, Google verifies members, so anything they post is genuine. Besides, people can flag your content or update it as in Wikipedia.

    What else?

    If you think that this is a nice initiative, then wait for more surprise. Google has linked AdSense to it. Google allows you to link any existing AdSense account or create a new one on the spot. Then you are given option to display ads on your article. You can chose it for all Knols you publish or on selective Knols.

    But the part, that interests me most is License. Google Knols offer three license types.

      And did I mentioned Collaboration Model. They are giving three collaboration Models…

    • Open Collaboration model, where any signed in user may edit the Knol
    • Moderated Collaboration model, where any signed user may suggest edits to the knol, but these needs approval from an author before being published (Now here they take over Wikipedia)
    • Closed Collaboration model, where no outsider is allowed to play with your knowledge.

    Still More…

    You can import doc, xls, pdf, txt and other documents. You can have your profile page and there is still more to be explored…

    Check out…

    http://knol.google.com/

    Piclens is now Cooliris

    Remember our post on Piclens? Well, things have changed a bit over there…and we have a quick update from the Piclens Team at Cooliris:

    Luna Yang wrote:

    Hi Masala Digital Team,My name is Luna and I’m a Stanford intern at Cooliris. You posted about PicLens recently – thank you! Since you use and enjoy PicLens, we thought you might appreciate an update on our product as we’re releasing some exciting new features today.

    One of the biggest changes is that PicLens will now be known as Cooliris. Not only is the brand of our product undergoing change, but so is our product. We are very pleased to introduce Cooliris 1.8 with a few new additions that will make the lives of our users easier.

     

     

    • Sharing: Interact more within Cooliris by sharing cool content you find in Cooliris with your friends. All you need is their emails to send them the images and videos you find interesting. Your recipients don’t even have to be PicLens users to receive your content. And now with our new international content and Olympics channel, there’s even more to play with – share the gift of a 3D Cooliris Internet experience!
    • Cooliris for Developers: Enabling websites has just become the work of less than 10 minutes with Quick and Simple! Even sites with complex media are now better served with Full-Featured Cooliris support. Our new Developer Forum is a quick way to find the answers to all of your enabling questions. We’ve got you covered for all of your enabling needs.

    You can download Cooliris 1.8 at http://cooliris.com and find out more about Cooliris for Developers at http://developer.cooliris.com. We hope you and your readers enjoy Cooliris. I’d be happy to answer any questions you may have and look forward to hearing your feedback.All the Best,
    Luna and The Cooliris Team

     

     

    About MD

    Masala Digital is not just about Digital Marketing - it's about marketing in the digital age. The defining lines of marketing that segregated ATL, BTL & Digital hardly hold any water in the age of integrated marketing that assimilates effective practices across all available mediums to create truly integrated ideas. Masala Digital is the platform for sharing, collaborating and participating to add wings to these thoughts. You too can contribute..check out the "Contact Us" page for more information.