Old Spice Man Is Horsing Around On Social Media

By Dennis Yang, Techdirt.July 14, 2010 at 10:17AM

When we last saw the Old Spice man, he was on a horse, and demonstrated how a brilliantly clever ad could attract its own viewers, instead of trying to divert attention with an annoying or distracting ad. In the five months since the ad first aired, the ad has collected nearly 13 million views on YouTube and was also awarded the Grand Prix for film at this year’s Cannes Lions International Advertising Festival.

The Old Spice man is back, and once again, showing that he truly gets how to engage with his audience. Starting Monday, he began posting video responses to various Twitter, Facebook, and other social media commentary, oftentimes resulting in hilarity. Most of the over one hundred responses have been posted within a few hours of a tweet or comment, which is a blistering pace for an ad campaign with a traditional CPG company. My favorites are his response to Alyssa Milano and the one where Twitter user jsbeals asks Old Spice man to propose to his girlfriend for him:





Ad agency Wieden + Kennedy hit it out of the park again with this ad — they were able to craft an infectiously viral ad campaign, while at the same time incorporating the brand as a key part of the message. After all, he’s not “I’m on a horse” man, he’s the Old Spice man. That said, while such a campaign may definitely drive awareness, awareness may not necessarily result in sales: according to SymphonyIRI, sales of Old Spice Red Zone (the product featured in the ad) actually dropped 7 percent.

Then again, surely jsbeals will be buying a few cases of Red Zone in appreciation of the help from Old Spice man (his girlfriend accepted the proposal).

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Old Spice Man Is Horsing Around On Social Media

By Dennis Yang, Techdirt.July 14, 2010 at 10:17AM

When we last saw the Old Spice man, he was on a horse, and demonstrated how a brilliantly clever ad could attract its own viewers, instead of trying to divert attention with an annoying or distracting ad. In the five months since the ad first aired, the ad has collected nearly 13 million views on YouTube and was also awarded the Grand Prix for film at this year’s Cannes Lions International Advertising Festival.

The Old Spice man is back, and once again, showing that he truly gets how to engage with his audience. Starting Monday, he began posting video responses to various Twitter, Facebook, and other social media commentary, oftentimes resulting in hilarity. Most of the over one hundred responses have been posted within a few hours of a tweet or comment, which is a blistering pace for an ad campaign with a traditional CPG company. My favorites are his response to Alyssa Milano and the one where Twitter user jsbeals asks Old Spice man to propose to his girlfriend for him:





Ad agency Wieden + Kennedy hit it out of the park again with this ad — they were able to craft an infectiously viral ad campaign, while at the same time incorporating the brand as a key part of the message. After all, he’s not “I’m on a horse” man, he’s the Old Spice man. That said, while such a campaign may definitely drive awareness, awareness may not necessarily result in sales: according to SymphonyIRI, sales of Old Spice Red Zone (the product featured in the ad) actually dropped 7 percent.

Then again, surely jsbeals will be buying a few cases of Red Zone in appreciation of the help from Old Spice man (his girlfriend accepted the proposal).

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Best Slip ‘n Slide ever!

By Gareth Branwyn, MAKEJuly 14, 2010 at 01:00AM

slipNSlide_1.jpg
slipNSlide_2.jpg

MZ_Kids-Badge.gifInspired by the project of the same name in the Geek Dad book, Paul and his family decided to make the ultimate Slip ‘n Slide. They encountered a few snags along the way, but were satisfied with the results:

Overall, it was a nice DIY project that turned out to be a very impressive slide. For about the same price as you pay for those commercial Slip ‘n Slides, we made our own that will last a lot longer, is a lot longer and wider, and is sure to be a hit with the other kids in our family (and probably the parents too!).

Best Slip ‘n Slide Ever from @WiredGeekDad

More:
Make: Kids: An interview with GeekDad’s Ken Denmead

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Old Spice Man Answers Tweets On YouTube—Ropes In Kevin Rose, Alyssa Milano, And Justine Bateman

By Erick Schonfeld, TechCrunchJuly 13, 2010 at 09:32PM

What if commercials really did talk to you? What if a familiar spokesperson addressed you by name and responded to your thoughts and feelings. In what is definitely one of the more creative social media ad campaigns in a while, Old Spice is doing just that. Its shirtless, muscled spokesman, the Old Spice Man, is shooting YouTube videos in response to people’s Tweets. Many oft these are well-known people with tons of followers like Kevin Rose and actress Alyssa Milano, who retweet the videos and spread them virally.

For instance, Digg founder Kevin Rose Tweeted out that he was sick, and in response the Old Spice Man created the video embedded above, in which he tells Rose that he has never had a fever himself because his body is “98 percent muscle.” He even talks to Rose in binary code so that Rose can understand, to which Rose responded on Twitter:

HOLY SH*T, best get well video EVER from the old spice man! https://bit.ly/dpSeOs

And:

OMG… the old spice guy is stalking me.. ha’!! https://www.youtube.com/watch?v=O44C765UiMw

The Old Spice Man also made multiple videos for actress Alyssa Milano, as well as ones for Olympic skater Apolo Ohno, actress Justine Bateman (who Tweeted, “Can the Old Spice guy do ads for ALL the world’s products?”), and Gizmodo. But he also responds to less famous people on Twitter like “Gabe” (see below).

The responses are often hilarious. (“My concern is that if I did ads for all the world’s products, it would cause global prosperity”). And they are certainly highly targeted. And it also just redefined the model for Promoted Trends. Old Spice is a promoted Trend, which takes you to the Old Spice Twitter account highlighting these videos as individual responses addressing each Twitter user who gets their own Old Spice commercial. The irony is that if Old Spice hadn’t paid to be a promoted Trend, it probably would have made it as a Trending Topic organically. But apparently you can’t appear twice as a Trend.

There are already more than 100 customized Old Spice responses on YouTube. We just wonder how long the Old Spice Man can keep it up. Below is a sample, along with the original TV commercial.

Food on the Table Builds Menus and Grocery Lists Based on Your Family’s Preferences [Groceries]

By Adam Pash, LifehackerJuly 13, 2010 at 06:00PM

Food on the Table Builds Menus and Grocery Lists Based on Your Family's PreferencesWebapp Food on the Table creates weekly meal plans and grocery lists based on food you (and your family) enjoy, then hooks into your local grocery stores to find the best deals on your groceries. It’s kind of brilliant.

After you sign up for the site, you’ll walk through a little setup in which you identify your main grocery store and check off the foods your family likes to eat (namely meats-it’d be nice to have more fruit and vegetable choices). Later, you can pick another nearby store if you want to compare prices.

Next, you’re presented with a list of items (based on your preferences) and asked: “What are you in the mood for this week?” Make your choices, select the number of meals you’re ready to plan, and choose what you care about most now: Saving time, money, health, or variety. At this point, the site searches through recipes that match your needs, prices out the cost of the meal for you, and lets you print out your shopping list.

Food on the Table Builds Menus and Grocery Lists Based on Your Family's Preferences

It’s hard to tell if something like this would work for you in the long term, but in theory, at least, Food on the Table is a really smart, useful idea. If you want more features than the basics mentioned above, you can upgrade to their premium account; the free version seems pretty serviceable as is, though. If you’ve used it—or something similar—in the past, let’s hear how it worked out for you in the comments.

Court Says FCC’s Indecency Policies Violate The First Amendment

By Mike Masnick, Techdirt.July 13, 2010 at 04:27PM

In a case that has been going on for many years now, it looks like the FCC’s indecency policy has been smacked down yet again, with the Second Circuit appeals court ruling it an unconstitutional violation of the First Amendment. If you haven’t been following the case, it involved FCC fines against various TV networks for “indecency,” over “fleeting expletives” — such as when Bono was quoted at an awards showing saying “this is really, really, fucking brilliant,” or when Paris Hilton, also at an awards show, was quoted saying “Have
you ever tried to get cow shit out of a Prada purse? It’s not so fucking simple.”

Initially the same appeals court found that the FCC’s rules were “arbitrary and capricious,” but chose not to tackle the First Amendment questions. The Supreme Court actually reversed that ruling, saying that the FCC has the right to make its own rules — arbitrary and capricious or not. However, it also did not investigate the First Amendment questions.

So, the case went back to the Second Circuit, which has once again smacked down the FCC, saying that even if the rules aren’t arbitrary and capricious, they do violate the First Amendment and create a real “chilling effect.”


The ruling is pretty thorough, going through the history of the FCC’s attempts to regulate indecency on the public airwaves, and how the courts have made sure that the FCC was quite limited in what it could do. It remains troubled by the fact that the FCC just sort of randomly changed its policies about a decade ago, and began more aggressively fining broadcasters for such “fleeting expletives,” but with the Supreme Court saying that “change” wasn’t a problem, the court still says that the First Amendment prevails here.

The decision is quite interesting, in that it notes that one of the reasons why the FCC was allowed to fine indecency on TV and radio was the “pervasiveness” of those media, but that in today’s internet-connected world, it makes less and less sense, since people who don’t hear cursing on TV will almost certainly hear it online or elsewhere. On top of that, it notes that technology has given new power to parents to block access to “mature” content, such that the FCC might not have to watch over everything so carefully anymore.

Furthermore, it focuses on the “vagueness doctrine,” in noting that if a rule against certain types of speech is too vague, it can create a real chilling effect on speech, as people don’t know where the boundaries are located. And here’s where it gets fun. The decision explores how the FCC decided that some words were indecent and others weren’t without explaining why:


The first problem arises in the FCC’s determination as to which words or expressions are patently
offensive. For instance, while the FCC concluded that “bullshit” in a “NYPD Blue” episode was
patently offensive, it concluded that “dick” and “dickhead” were not…. Other expletives such as “pissed off,” “up yours,” “kiss my ass,” and “wiping his ass” were also not found to be patently offensive. … The Commission
argues that its three-factor “patently offensive” test gives broadcasters fair notice of what it will
find indecent. However, in each of these cases, the Commission’s reasoning consisted of
repetition of one or more of the factors without any discussion of how it applied them. Thus, the
word “bullshit” is indecent because it is “vulgar, graphic and explicit” while the words
“dickhead” was not indecent because it was “not sufficiently vulgar, explicit, or graphic.” This
hardly gives broadcasters notice of how the Commission will apply the factors in the future.

The English language is rife with creative ways of depicting sexual or excretory organs
or activities, and even if the FCC were able to provide a complete list of all such expressions,
new offensive and indecent words are invented every day.

The court also notes that back when the FCC’s enforcement focused on George Carlin’s famous “seven dirty words,” no indecency actions were brought, because everyone knew what was and was not allowed — even if other terms were used instead:


This strategy had its
limitations — it meant that some indecent speech that did not employ these seven words slipped
through the cracks. However, it had the advantage of providing broadcasters with a clear list of
words that were prohibited. Not surprisingly, in the nine years between Pacifica and the FCC’s
abandonment of this policy, not a single enforcement action was brought. This could be because
we lived in a simpler time before such foul language was common. Or, it could be that the
FCC’s policy was sufficiently clear that broadcasters knew what was prohibited.

The court doesn’t buy the FCC’s argument that because broadcasters used other words instead, it had to make it’s policy more vague, and notes that this shows “a certain futility” in the FCC’s quixotic campaign against indecency. And then it adds that if things are always changing, it’s not fair for broadcasters:


The
observation that people will always find a way to subvert censorship laws may expose a certain
futility in the FCC’s crusade against indecent speech, but it does not provide a justification for
implementing a vague, indiscernible standard. If the FCC cannot anticipate what will be
considered indecent under its policy, then it can hardly expect broadcasters to do so.
And while
the FCC characterizes all broadcasters as consciously trying to push the envelope on what is
permitted, much like a petulant teenager angling for a later curfew, the Networks have expressed
a good faith desire to comply with the FCC’s indecency regime. They simply want to know with
some degree of certainty what the policy is so that they can comply with it. The First
Amendment requires nothing less.

The decision also notes that the FCC seems to randomly enforce its own rules:


Even the risk of such subjective, content-based
decision-making raises grave concerns under the First Amendment. Take, for example, the disparate treatment of “Saving Private Ryan” and the documentary, “The Blues.” The FCC
decided that the words “fuck” and “shit” were integral to the “realism and immediacy of the film
experience for viewers” in “Saving Private Ryan,” but not in “The Blues.” ….
We query how fleeting expletives could be more essential to the “realism” of a fictional movie
than to the “realism” of interviews with real people about real life events
, and it is hard not to
speculate that the FCC was simply more comfortable with the themes in “Saving Private Ryan,”
a mainstream movie with a familiar cultural milieu, than it was with “The Blues,” which largely
profiled an outsider genre of musical experience. But even if there were a perfectly benign way
of explaining these particular outcomes, nothing would prevent the FCC from applying its
indecency policy in a discriminatory manner in the future.

Finally, the court notes that these chilling effects are very, very real and can already be seen:


For instance, several CBS affiliates declined to air the Peabody Award-winning “9/11”
documentary, which contains real audio footage — including occasional expletives — of
firefighters in the World Trade Center on September 11th. Although the documentary had
previously aired twice without complaint, following the Golden Globes Order affiliates could no
longer be sure whether the expletives contained in the documentary could be found indecent.

The court says it’s possible the FCC could create a policy that is acceptable under the First Amendment, but this one does not qualify. I’m sure this will be appealed to the Supreme Court as well, but in the meantime, it’s a pretty big smackdown for the FCC’s attempt to fine indecency.

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The Essential Guide To Digital Photography [PDF]

By Jack Cola, MakeUseOfJuly 13, 2010 at 03:00PM

You may think that picking up a digital camera, turning it on, and taking the photo is all that you need to know about digital photography. Think again, as there is a whole heap more to learn that you might not even realise.

To add to MakeUseOf’s latest PDF collection, Bakari Chavanu from Mac Photography Tips has combined his knowledge to produce an 8000+ word, 59 page PDF eBook.

 

It’s jammed packed full of useful information for all type of photographers – from beginners photographers to advance photographers.


Inside, you will find information about:

  • The different types of digital cameras to choose from
  • What digital camera is right for you
  • What to look for when buying your digital camera
  • Accessories that you should have for your digital camera
  • Features that you should know about your camera

But wait, there’s more. There are also 5 beginner exercises for you to complete to help you become a professional photographer, and helpful instructions and information about editing your photo’s to make them even more magical.

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If you have a digital camera, want to become a professional photographer, or you are already a professional photographer, then you do not want miss out on downloading The Essential Guide To Digital Photography.

You do not want to miss out on this great eBook, so download it now for free, or read it online at Scribd.

NEW: Download MakeUseOf iPhone App. FREE!

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10 Quick tips for Photographing Antelope Canyons

By Darren Rowse, Digital Photography SchoolJuly 13, 2010 at 10:18AM

A Guest post by Amar Ramesh.

Antelope Canyons in page Arizona is one of the most exquisite gifts of nature that is generally overlooked by people traveling to Arizona.

photographing Antelope Canyons 1.jpg

The sandstone canyons lit from the streak of light passing right through the slots makes it one the most serene places in the world. Located at the Navajo Tribal Park near Lake Powell, these canyons have narrow paths, created by water flowing through them for millions of years. It’s a photographer’s paradise. Listed below are some the quick and easy tips that would help you take better pictures in these canyons.

1. Plan ahead

Like for any travel, do your homework and get to know the place. There are two canyons – Upper and Lower – both located in Page, AZ. Mid-day(11am-1pm) between the months of March and October is the best time to photograph these slots, with the shafts of light shining down from the openings above. There are photography tours available in both upper and lower canyons. Even though it’s a little expensive than the ordinary tour, it’s totally worth it. The guides who take you along the photography tour generally do a wonderful job helping you ‘chase’ the light. I highly recommend it.

2. Gear

Use the widest angle lens from your arsenal. You have to capture a wider area with light streaks and you absolutely need a wide angle lens to do this. If you don’t own one, try renting it. Tripod is a must and make sure you turn off image stabilization. A remote trigger would help remove the vibration caused by pressing the shutter button.

photographing Antelope Canyons 2.jpg

3. Try not to change lens

An important note to remember if you are shooting with a DSLR is that you should not change your lenses inside these canyons because of the amount of dust in the air. Trust me you wouldn’t want to change your lenses inside the canyons. If you have a second camera, by all means, take it along with a different lens on it. You will get a different perspective. And yes, carry a cloth to clean the lenses frequently.

photographing Antelope Canyons 3.jpg

4. Make use of your Live view

The canyons are generally crowded. People keep streaming in and out, in large groups. So expect people both in front and behind you. With so much going around its easy to be engrossed into the view finder. So advice would be try using the live view, as well as an articulating screen (some of the newest cameras have them). When you are ready to take the shot, you can quickly check the view finder and make sure everything is good and press the shutter. This will help you be aware of things happening around you.

photographing Antelope Canyons 4.jpg

5. Go Manual mode and shoot RAW

Set the camera in manual mode, shoot RAW. f11 to f18 is the sweet spot for aperture and open the shutter anywhere between 2 and 6 seconds depending on the variation in light to get the best shots. Frequently check your histogram to see how you are doing.

photographing Antelope Canyons 5.jpg

6. Look up

There will be times when you have to wait for a group of people to move before you can take a picture. So try to use that time to come up with different compositions. Look up and try to compose shots. Also remember including people in the picture is not always a bad thing to do.

photographing Antelope Canyons 6.jpg

7. Look for hidden slots

These canyons are spiritual to the Navajo tribes. They talk about the forms and shapes carved into the rock by water that flows through the canyons. One of the greatest pleasure in shooting these canyons is to see the unseen, find what is hidden, and put them in the center stage and show it in pictures. The stone in the picture below has taken a form of an eagle with open wings. To see more pictures of hidden forms visit my blogpost “Finding the hidden creatures

photographing Antelope Canyons 7.jpg

8. Try to put people in the picture.

Bring some life to the pictures by placing a human subject. Here in this picture I requested a traveler from South America dressed in contrasting colors to be photographed which made the picture interesting.

photographing Antelope Canyons 8.jpg

9. High contrast

Look for frames with the most contrast to make it all that more interesting. You can find so many frames with high contrast between the darkest and brightest regions because of the shafts of light that penetrate from above make the center areas of the canyons brighter and the sides darker.

photographing Antelope Canyons 9.jpg

10. Carry a water bottle

Last but not least food is not allowed inside, so if you are planning to spend a good time in these canyons, have your food before entering the canyons and make sure to carry a water bottle with you.

photographing Antelope Canyons 10.jpg

Amar Ramesh is an emerging photographer from Redmond WA, USA. Photography, to him is a passion with infinite opportunities and he loves to share the lessons and tips that he learned with others. Please visit his Facebook Page for more. He is also in Flickr | Twitter | Portfolio.

Post from: Digital Photography School – Photography Tips.

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10 Quick tips for Photographing Antelope Canyons

Google Ventures-Backed Pixazza Raises $12 Million For Crowdsourced ‘AdSense For Images’

By Leena Rao, TechCrunchJuly 18, 2010 at 11:55PM

Pixazza, a Google Ventures-backed photo tagging service that has been compared to an “AdSense for Images,” has raised $12 million in Series B funding led by Shasta Ventures, with Series A investors August Capital, CMEA Capital and Google Ventures also participating in the round. This brings the startup’s total funding to nearly $20 million.

Pixazza allows publishers to identify, tag and match products found within online images on their sites and then link them back to the inventories of Pixazza’s network of advertisers. The service, which can be integrated in a site by adding a single line of code, allows consumers to browse the photos featured on a site and mouse over it to reveal information and pricing about similar products, and if desired, click to purchase.

The startup has a vast database of products to include images and tags related to the entertainment, fashion, travel, home and sports industries. Pixazza’s tagging technology is also compelling; the startup crowdsources workers to list products and tag them with the appropriate link to a retailer. Additionally, Pixazza shares advertising and affiliate revenues with publishers.

The company’s co-founder and CTO James Everingham thought of the idea for Pixazza after his wife was trying to find a pair of designer shoes that were worn in the movie “Sex In The City.” Upon realizing the astounding price of the shoes, Everingham’s wife ended up buying a similar-looking shoe in a store for half the cost. Everingham says that he felt that the experience of finding similar items you see in photos could be a valuable business.

Turns out he’s right.

The company has also announced that it reaches more than 25 million unique visitors per month through its 75-plus publishers, which include US Weekly and Access Hollywood. Of these visitors, more than 70% are based in the U.S. Additionally, Pixazza says that the startup delivers commerce-enabled photos at a rate of 8 billion image views per year, a 60% increase in the last three months.

Pixazza plans to use its new fund fuel product growth and expand to international markets. Already Pixazza has been launching new products in the past year to help make its technology more interactive. For example, Pixazza just launched Shopdot, a service for creating branded, hosted storefronts for publisher websites. And today, the company has announced the availability of a new self-serve publishing tool that allows anyone to turn static images into more interactive ones.

Previously, Pixazza was working on a client basis with its service. But today, the self-service platform, which is still in private beta, helps make Pixazza even more like an ‘AdSense for Images.’ Publishers can identify, tag and match products within the body of online images and immediately link them to Pixazza advertisers’ product inventories. Pixazza’s platform will aggregate datafeeds from merchants into a catalog of more than ten million apparel, home, electronic, sports, travel and automotive products. Pixazza also provides full text search to find similar products to those in the images on publishers’ sites.

There’s no doubt that interactive advertising technologies like Pixazza are catching on and even attracting the attention of search and advertising giant Google. Everingham declined to name exact numbers but says that click through rates are significantly higher than regular banner ads.

Everingham says that Pixazza is only at the beginning of what could be a very successful and profitable experience. “There’s currently three trillion images on the internet,” he sad. “We want to turn every one into an interactive experience.”

Pixazza faces competition from Like.com, Image Space Media, GumGum and others.

Information provided by CrunchBase