In the outside world: 3rd May

Anjali Ramachandran, Head of Innovation (@anjali28) shares a few interesting links from the outside world:

MARKETING INNOVATION

Lego is building its first ever school, set to open in August in Billund, Denmark.

Lego school

Why: Extending the brand into an association with successful learning can only go well for them (early days yet but as the article says ‘there’s a sense the venture will not be allowed to fail.’)

Barclays Life Skills aims to get 1 million young people in the UK into work through a free, curriculum-linked programme that aims to give them skills to get them into working life.

Why: Shows the brand values its contributions to society, putting their money where their mouth is. In a world where banks are not looked upon with favour, this is a very positive step.

These ads in France look like ads for well-known brands but are actually about spreading awareness of the importance of improving literacy.

Why: Shock and amusement in one – as people are exposed to over 3000 brand messages a day, this one makes anyone who can read take an extra look.

Coke’s love seat reinvents the bench to bring people together.

Why: A bit of a gimmick, but there’s a good thought in there somewhere.

PRODUCT INNOVATION

The latest Volkswagen Beetle integrates an iPhone docking station via an app.

Why: They’ve evolved the product to fit into users’ lives.

Foodtripping is a Ford-backed app that helps you locate the nearest microbreweries, farmers’ markets and so on.

Why: Because it taps both into the location-based and the eco-trend among consumers.

Pizza Hut app for Xbox 360 and Kinect lets you gesture and yell for food!

Why: This really demonstrates an insight into the life of gamers!

PROCESS INNOVATION           

Mustang explains how it learns from social data to stay relevant to its audience.

Why: Shows how listening to customers can drive brand value and ROI (the Mustang Customizer app showed that people wanted the ability to do that to real cars). A classic big data case study.

Amazon ups the stakes with a major push into creating its own content – 14 TV show pilots are now out on Lovefilm.

Why: Understanding the new economics of content creation in the media and entertainment industry.

A really interesting interview with B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelez, speaking to the Financial Times.

Why: Understanding how a big brand can stay relevant by making creative uses of media, instead of the traditional creative ad format.

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