Tag Archives: YouTube

S01E10 – Tim Burrowes, Content Director at Mumbrella

Episode 10 includes an interview with Tim Burrowes, Content Director at Mumbrella. We talk about Mumbrella’s experience of segment based email marketing with Campaign Monitor, the value of dashboards for ongoing analytics and the pros and cons of retargeting. Tim discusses Mumbrella’s recent growth and plans for the future in other verticals and the learnings from launching an iPad version of Mumbrella. We wrap up with some musings around finding your niche and the importance of just doing it.

The episode also includes a clip from my favourite Serial parody – Triple J’s Cerial and a sneak peak clip from episode 11! Continue reading

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Dollar Shave Club: Why I wore a tie to work

I wore a tie to work on Friday and nearly every second person made a comment. It’s obviously one of those things. Anyhow, the reason I wore a tie is because the previous night, whilst tucked into bed, face glued to my iPad, I watched a guy wearing a tie talk about chearp razors – yes – the Dollar Shave Club video.

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The importance of switching off


This weekend I’m going to turn off my MacBook Pro, my iPhone and my iPad. I won’t tweet or check Facebook. I won’t watch any YouTube videos or check my email. I won’t read the news on my iPad or write a blog post.

I’m doing this for three reasons.

1. I watched a TED talk by Sherry Turkle and it scared the shit out of me.

Turkle is a general genius and author of Alone Together: Why We Expect More From Technology and Less From Each Other. Her TED preso is about people’s fear of being alone and their reliance on gadgets to feel connected. She has some great insights that made me question the role of technology in society.

2. I’ve developed an unpleasant feeling of self-consciousness.

I’ve recently become a dad. Over the last few months I’ve started to get an uneasy feeling anytime I notice my son watching me use my iPhone or iPad. I don’t want him to see me addicted to my second screen 24/7. Is he going to be like Bridger (the YouTube baby that can intuitively use an iPad)? How are children going to navigate and understand the differences between online and offline relationships? Like walking, talking and eating they will probably experiment and make mistakes. Hopefully, in time, they will understand the nuances, pitfalls and benefits of both realms.

3. I’m addicted to my iDevices

A recent Nielsen study concluded that the average person looks at their phone 150 times per day. I’d say I’d be up around 200 daily views which is just depressing. As my wife reminds me, on my deathbed will my one regret be ‘I didn’t spend enough time on Twitter’? Unlikely.

So the big digital detox is set. I’ll report any adverse side effects but like people who quit drinking for a month I’m pretty sure the experience will make me feel great.

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Great Branded Content: Air New Zealand’s ‘Kiwi Sceptics’

Air New Zealand has launched a fantastic series of online videos that tell the stories of four Australians who are tricked into visiting New Zealand. Titled ‘Kiwi Sceptics’ the videos present an eclectic mix of protagonists who are buddied up with like minded New Zealanders.

Air New Zealand’s biggest campaign in ten years is an excellent example of how branded content can entertain and engage. After watching one video on Facebook I quickly checked out the remaining three clips on Air New Zealand’s YouTube channel. The voiceover by Rhys Darby (from Flight of the Concords) is surprisingly amusing. I’m a big fan of New Zealand but I could completely relate to the participant’s reservations and revelations.

Additional content lives on Facebook and a NineMSN microsite that includes profiles, itineraries and Q&As. You can also snag a cheap flight across the ditch.

This campaign is going to be big. Expect awards and, hopefully, a second series where the participants return to New Zealand with their friends and family.

Kudos to Host, Candid Films and PHD for putting this together and Air New Zealand for taking a risk.

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