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Body of Knowledge 2 Rob Thijssen

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Brand description Blog description Consumer Trends Social Trends Transmedial Storytelling Documentary Report Personas


Brand Description

Nestlé had to take a break.

Will it blend?

In a matter of hours news had spread into the traditional media spreading the scandal to the masses.

Will it blend is a Youtube video series featuring Tom Dickson the CEO of Blendtec. The videos feature Tom blending various objects in his blender. Be it a pair of scissors, pebbles or every new Apple product being released. The same question is popping up over and over? Will the blender All it cost them was the price of a be able to blend the item, or will it video recorder, something to blend and a new blender in case it broke break? down. Something easily provided These videos became an instant by Blendtec. Youtube hit due to its high entertainment factor. As of this moment Now if this isn’t a perfect example the Blendtec Youtube channel of social media done right I don’t has over 400.000 subscribers and know what is. their videos combined have been The videos show the good quality watched over 194 million times. products working in a funny way, Never could Tom have imagined the only way of product promotion the impact these videos had on done is mentioning which button his company, but after its launch Ted is going to press. Be it making the sales went skyrocketing. With a smoothie, coffee or bread dough. an increase of sales by over 500% this marketing campaign laid of its fruits. Best part, the whole campaign was extremely low in costs.

The flame war against Nestlé was becoming bigger by the minute, negative comments kept pouring in.

Now millions of people were aware of the poor handling of Nestlé. A PR nightmare, as the press called it. Within four days google had over 4000 page results On the 17th of March 2011 Greenpeace regarding the manner and over 0,5% launched a campaign against KitKat reof all blogs posted online had Nestlé as sulting in one of the biggest PR fails in their subject. social media by Nestlé. Greenpeace stated that the production of KitKat was damaging to the rainforest and threatening the natural habitat of the orang-utan, put a video on Youtube showing someone eating a finger of a orang-utan with the quote “give the orang-utan a break” .

While social media can be your friend if treated right, the power of the masses is a force to be reckoned with. This matter brought Nestlé’s unethical working operations to daylight, resulting in a boycott of 19 NGO’s including Oxfam and CARE.

This proves that bad handling of subIn response Nestlé demanded the video scribers to your social media can prove to be removed straight away under the to be catastrophic. Nestlé should have law of copyright infringement, which foreseen the situation and the bad pubYoutube complied to. licity this would have caused when handled incorrectly. Nestlé did not foresee the damage that was about to be done to them as in the Never underestimate the power of the meantime the Facebook page of Nestlé social media community. was under fire with questions and statements claiming that Nestlé should change their way of procuring their ingredients. Not only did Nestlé destroy the environment with the production of KitKat, but they also failed to respond to the people in a correct manner. The negative attitude of the moderator on Nestlé’s Facebook page resulted in an outrageous mob on social media. Greenpeace sought an alternative site to host their video, and offered the people the video and urged them to spread it. Internet was buzzing about the war going in between Greenpeace and Nestlé.


Blogging Failblog Failblog was launched in January 2008 and gained popularity swiftly. Be it a man operating gym equipment wrong, or a cat falling down. If you fail at what you are trying to achieve and someone captures you doing it on camera, chances are you will end up on Failblog. Amusement at others despair is a sense of humour that many people can relate to, make it on an impersonal base and you’ve got yourself a winner. Failblog became an addition to Cheeseburger Inc as it was sold to them in October 2009. The FAIL Blog brand has multiple sites under its brand including Failbook, which features fails on Facebook. Moreover, all the blog posts have the ability to share the blogs in Facebook, thus creating a platform to increase the reach of the blog. Blogging nowadays is considered a form of social media, as many social media platforms provide the option to blog. This makes it hard to distinguish a line of using social media the “right” way. In general, allowing your blog posts to be redirected on Facebook is an easy way to increase the reach of your blog. You want to increase your viewers? Give them more places to watch what it is you’re selling. Failblog is a perfect example of how pictures can say more than a thousand words. This is why it is so appealing to many.


Consumer Trends Cashless Alternative ways of payment have been on the rise over the last decades. Debit cards, credit cards and online payment are seen as common payment methods nowadays. But there’s a new fish in town! Remember the days when your mobile phone could only make phone calls? Well, those days are long gone. With the rise of smart phones mobile phones have become much more than just being able to make a phone call. It has become much more than staying in touch. In August 2011, 42% of the mobile phones in the Netherlands were considered smart. And these smart phones also bring new payment methods. The trend cashless focuses on paying without physical tender. This does not mean that by the end of 2012 nobody will make any physical payments anymore. It does mean however, that making payments will become easier and easier. Paying with smart phones is on the rise. If present, just hold your smart phone to a Near Field Communication (NFC) device and voila, you just paid for your service. The particular easiness of being able to pay with your smart phone is appealing to many, even though some of the pitfalls as adoption by entrepreneurs is still on the rise. And what will you do when your phone runs out of battery. This trend is one the rise, so keep a look out for it, but do not expect it to become your only payment method.


Social Trends Bike Sharing

The possibility to ride a bicycle anytime you want not only increases your mobility, it is good for your health to. The environment will thank you for it, and will often speed up your journey as well.

What do Dublin, Paris, London, Corfu, Montréal, Mexico City, Washington I’ll be eager to use the bike sharing DC, Beijing, Melbourne, Brisbane and system if implemented in Amstermany other cities have in common? dam, as it provides an easy connecThat’s right, they share bikes. tion within the city centre. One could argue that it is quite shameful Amsterdam does not make this list. With the Netherlands being famous for its habit to cycle The Netherlands is running behind in terms of bicycle innovations. Maybe cities all over the world have embraces the system of bike sharing. The idea is simple, you pay a small fee, pick up your bike from a docking station, take it for a spin, and return it to a different docking station close to your destination. Never again worry about repairing your bicycle, as this is done for you by the company providing your bicycle. If your bike breaks, just return it to the nearest docking station, press the repair button and the bicycle will be locked down until it is repaired. Renting a bike in London for a week will cost you £5.. Of course, discount prices are available for members. The strength of this concept lies in the fact that it gives access to bicycles for people that otherwise would not be able to cycle. Think of people living outside of the city but working inside of the city? Or can you relate to that one place you sometimes go to that’s not far away but still hard to reach due to no direct connections with public transport? Cycling will get you there fast.


Transmedial Storytelling Personal information security This is a campaign to raise awareness of digital identity theft and how people should be hesitate when giving out their personal information.

and rethink what they are doing.

When the participants decide to call back to the number to find out what is happen, a voice mail will start playing. This voice mail proDuring any kind of event, a short vides some more insight as to why film creating awareness about these people are receiving weird handing out your personal infor- message and a website address to mation will be held. find out the whole story. This short film focuses on the fact that handing out your general details to strangers means opening you up to them and giving them the possibility to abuse your information. The story itself focuses on Evan, a 19 year old boy working as a fund raiser for an NGO. Evan has a weird hobby, as the people he gathers their personal information from will be stalked. He stalks them by phone, sending text messages and making weird phone calls, and even visiting some people’s houses. Prior to having seen this short film, people are asked to participate in a questionnaire and leave their general information. For the people that do, the short film doesn’t end there. A day after the short film is seen these people will start receiving weird text messages and phone calls in relation to this short film they saw. The idea here is to have direct the feeling of being stalked back to the participant, the unexpectedness and content of the messages are designed to startle the people. To give them something to stop

People with smart phones will get a website link to them after being in contact with the voice mail. On the website itself a forum is present, allowing people to make a dialogue of what just happened. After a week, a letter will be sent out the participants explaining the various reasons why one should be careful with personal information sharing online.

This is an example of how transmedia is a tool to intensify your message. By saying something different on every media channel the whole and complete experience cannot be achieved when only focus is laid upon a single media channel. Nowadays it is necessary to filter out any unwanted information given to you by marketers, and people are becoming quite good in it. The marketers are not believed anymore when they say their products is the best. So if a marketeer wants you to remember what he said, he’d better make it good. Using the awareness campaign as an example. The people that saw the short story will at first think that this can not happen to them. To have these people experience it firsthand it will start rising questions about their data security. If the people call back you have their attention, and the message has been sent to them on three different levels, and the participants already responded to it. The follow up letter will server as a final reminder. Due to the different layers the message is presented, the impact is much greater. It becomes an interactive experience, which is exactly what transmedia is all about. Data gathering by big corporations is something that has been going on for years and should not be accepted without any thought. You should be able to do almost anything in life anonymously


Word of Mouth Acquainting The Amsterdam Lights Festival. A new yearly returning event transforming parts of Amsterdam by the use of light art. Artists can participate in these events to bring their creations to daylight, mostly at night of course.

By getting people to participate in this scavenger hunt, you open them up to speak about this to others, be it to share the light art or to find out where the next locations can be found. If all succeeds, this will create buzz and raise awareness of the Amsterdam Light Festival.

Unfortunately, this method will not be a guaranteed success, the pieces of art could be misplaced so not many people see it, or people could stay inside due to bad whether. People might not take the step of visiting the website or the authorities might make a fuss During this event, the cohesion of all about the art projects. the pieces of light art combined will make it see as one piece. In order To increase the chance of success the art to promote the festival the same should be placed on locations which do not method used to get the attention will have to many light pollution itself, this in be used, light art. order for the piece of art to get noticed more easily. Light art will be put up on everyday objects throughout the city centre, The simple truth on this marketing campaign one at a time and always at a differis product placement. Getting people to talk ent place. Imagine a glowing trash about your product by displaying it at a specan or a glowing street light. Now cifically chosen location at a set time. imagine a glowing street light completely covered with light art. Even if the promotion does not lay off its fruits and does not increase awareness, it still This change of scenery for many peoperfectly aligns with the Amsterdam Lights ple living in Amsterdam will not go Festivals primary activity, which is displaying unseen, causing people to be curious light art . about what it is all about. Next to the piece of art a QR code is present, and a link to a Facebook page. When people visit the website, it gets really interesting. Throughout the city centre pieces of art will be placed remaining there only for 1 night. The website allows you to participate in a Scavenger hunt, urging you to take pictures of these pieces of art. The person that captures the most different pieces of art on picture, will be given a price redeemable at the Amsterdam Lights Festival.


A Remixers Manifesto Documentary Report A Remix Manifesto is a documentary about the concept of copyright, and how it is not properly functioning in its current form. The documentary focuses on the remix artist Girl Talk and how his work is completely illegal by law legal due to copyright infringement. The documentary questions the current usage of copyright, and urge for this current version to be changed. Girl talk uses his laptop as his instruments. He uses songs, cuts them up and combines them. By doing so, creating new songs. It does not matter whether you think the music is original, it matters who owns the copyright. And the big corporations that own the copyrights are under the impression that a single note sampled is a reason for a lawsuit. With the uprising of the internet, it became possible to get the whole world to your computer. This allowed the masses to gather and change videos, called remixes. The big corporations refer to their copyrighted material as intellectual property, and therefore may be used or altered. Which in the eyes of the producer means a limitation on creativity and culture development. A Remix Manifesto builds on the following manifesto: Culture always builds on the past. The past always tries to control the future. Our future is becoming less free. To build free societies you must limit the control of the past.

The documentary provides examples of musicians copying older songs throughout the past century as an argument that copying has been going on for hundreds of years; as inspiration is always derived from somewhere. As previously stated, culture building on its past.

The millions of people that started sharing music created a immense online music library, this rapid chance in music sharing proved unstoppable, and the question remains whether making the millions of users of peer to peer networks criminals is the right way to go.

The public domain has been used all along to enhance creativity. However, the corporations are under the impression that taking something that is not yours, and changing it is not called creativity, as you did not create it.

The documentary uses Walt Disney as an example, as one of the world greatest remixers. Walt Disney took content from older times, and updated them to have relevance to the current date.

The original version of copyright has been built to enhance the creative process of the people. Before copyright everything created was under the public domain. Until someone invented the printing process, which allowed people to connect with each other. At this point the question asked was: how can we make sure people can make a living of their inventions. Which caused the birth of the copyright law.

In the 1960s a group of artists took Mickey Mouse, and changed his image to a drug dealing mouse. Walt Disney sued, saying that their intellectual property was being damaged. In the end, Disney won the court as voted unanimously the artist used “ to much” of Mickey Mouse.

In 1998 the world saw the entrance of Napster, set up by an 18 year college dropout which made a peer to peer changing system possible. This was not to the corporations liking as it meant loss of control and loss of money, resulting in a lot of lawsuits against Napster and its user. Making over 50 million citizens outlaws.

After Walt Disney died, Walt Disney corporation changed. No longer to build on the past, but also to protect the property of Walt Disney. Disney sued everyone using Mickey Mouse pictures. Not even day care centres, for having Mickey Mouse pictures on the wall could escape Disneys suing spree. After Walt Disney’s death, the Walt Disney corporation asked the president to change the copyright laws as a parting gift, which locked down copyright completely. This changed the original terms of 14 years of copyright after creation, to 70 years of copyright after the death of the Author, and 95 for corporations. This caused the whole public domain to become restricted. This restriction resulted into 24.000 American citizens being sued, and most citizens were forced to settle as they did not have the recourses to go up against the Recording Industry Association of America (RIAA), the group of lobbyists presenting the 6 biggest corporations: Disney, TimeWarner, Viacom, Universal Studios, EMI, Warner Brothers and Sony BMG. The amounts demanded for settling went of to thousands of dollars per song downloaded.

In 2007, Radiohead revolutionized the music industries business model, as they left their record company EMI to produce their latest albums online, and let the people decide how much they wanted to pay. This resulted in a lot of remixed online, resulting in Warner Chappell suing. However, Radiohead told Warner Chapell to back off, as they did not own the publishing rights anymore. Even though the main subject of this documentary is copyright in music, copyright and patents are present in different sections as well. In medicine and science, often very broad ideas are patented. This means that this can hold back on the development of medication. In other words, the cure for cancer might be one step away, but is not allowed to be used. Copyright is broken, as nowadays it does not protect the original author anymore, but only the person who owns the publishing right. The thought of someone being able to paten ideas is a scary one, as this means total control and total domination and that doesn’t even count in the fact that this is setting back research development.


The Housewife

The Student

The Expat

The Booklover

Name:

Sophia Mulder

Name:

Hugo Klein

Name:

Joakim Sørensen

Name:

Anne van der Wiel

Age:

33

Age:

21

Age:

27

Age:

55

Sophia attended nursing school and used to work as a nurse. After being in a relationship for years she got married and had two children. As a result Sophia quit her job to take care of the housekeeping.

Hugo rents a room in the centre of Amsterdam in an apartment where he lives with two other students. Hugo is currently studying at the University of Amsterdam and works part time at a bank.

Sophia is a true believer, which is also one of the facts as to why she decided to become a housewife.

Hugo is a striver and is networking a lot to aid him in his upcoming career.

Bringing the children to school and picking them up and walking the dog are part of her daily routine. She is in control of the house. Sophia enjoys reading and puzzling where sudoku is her current favourite. She is no stranger to watching cooking shows and loves to cook. It is no exception for her to prepare a feast on occasion, as she likes to invite friends over for dinner.

Whilst Hugo is not a particular fan of reading, he reads on occasion to expand his knowledge. Hugo enjoys spending time with his friends, be at in the bar or at their place. Hugo is a fan of music, and tries to keep up with the latest gadgets when it comes to listening to music. During the summer period you can most likely find Hugo at a lot of different festivals as this is a place where he feels completely at home. Last year Hugo visited Lowlands, Pinkpop and Sziget.

Joakim rents a studio in de Pijp in Amsterdam. Born in Norway, Joakim came to Amsterdam 2 years ago in response to a job offer. Joakim is an innovator. He is not afraid to take charge of his own life, and make decisions where other people couldn’t. Joakim believes his image is important, as well as knowledge. Joakim reads several magazines in order to keep up to date. Joakim is building his career now, but likes motorsports like no other. Which is why he can often be found on the road during the weekends. During trackdays Joakim likes to go the circuit Zandvoort. Speed is just his kind of thing Joakim is quite fond of the club scene as well, chances are you run into him at clubs, where he will go with his colleagues.

Anne owns a house in Amsterdam with her husband. She is the store manager of a jewellery store. She has two children, which have already moved out to go study. Anne is a thinker, and takes their time in making decisions. It is better to know for sure what you get than jumping in the deep without any preparation. Anne likes nature, and goes for a walk in the forest of Amsterdam by occasion. Anne is a real book lover, she loves to read and is always busy reading a book. She reads about two every month. Anne has a book club which she gathers around with biweekly to gather any information on new books to read.


Body of Knowledge 2.0 Rob Thijssen