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May 22, 2012
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Gamification – the use of game concepts to engage
users – may be the new buzzword in digital marketing, but if you’re
hoping to ride the merry wave to the top, it pays to do your homework. InGame director and NZ Game Developers Association chair Stephen
Knightly says “shallow” gamification has become popular, with points,
badges and leaderboard being added aimlessly onto all kinds of
campaigns. There’s plenty of “detailed, intelligent” IP behind
game designers, but he says too many marketers are simplistically
copying elements of gamification and doing a bad job of it.
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Coals to Newcastle, ice to Eskimos. Andrew Meo,
restaurateur and founder of coffee roaster The Immigrant’s Son, is
teaching the Italians a thing or two by selling them espresso machines
with his company Rocket Espresso Milano.
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Who will join Ray Avery
(Medicine Mondiale), Ian McCrae
(Orion Health) and Dr Stephen Goldson (AgResearch) in the hallowed ranks of Innovators Awards winners? The 2011 champions will finally get their moment in the spotlight tonight at the HP Wintergarden along with the spoils of victory, namely, a hefty pink paperclip trophy. Check back on idealog.co.nz from 11pm for the full results.
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Father-and-son team Lance and James Morcan have been pretty busy of late
– they’ve just had two of their co-written novels published and two of
their feature films released offshore. But creative roadblocks, namely, funding, have
stymied their “passion project”.
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Telecom is upping its creative cred with a new online collaboration with an eclectic group of Kiwis including
Huffer founder
Steve Dunstan, internationally acclaimed hairstylist Richard Kavanagh and
up-and-coming musicians Junica and Zowie. The Smartnetwork
is an online showcase of their work, allowing them to express
themselves through blogs, video and other creative editorial content.
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Vodafone has launched an augmented reality
application to celebrate its sponsorship of the Vodafone New Zealand
Music Awards in what it says is “the first large-scale AR application of
its kind” in the country. Created by Smudge Apps
in Christchurch, it can be downloaded at the Android Market, at the
iTunes app store or by texting music to 898, allows users to hold up
their phone, bring a t-shirt graphic to life and play Avalanche City’s
latest single.
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Echoing the All Blacks’ heroics over the weekend, New Zealand’s
Brandspank has walked away with a respectable bit of recognition at this
week’s Australasian PROMAX awards. Heading
off stiff competition from Australia’s big television networks and
creative agencies, Sky Television’s ‘All Blacks Skills’ campaign was
awarded gold in two of the marquee categories, ‘Best Integrated
Marketing Campaign’ and ‘Best Themed Marketing Campaign’
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