Myspace launches new interactive music videos

New interactive campaign allows consumers to feature in 10 interactive music videos.

Myspace Music has launched a campaign that gives consumers the chance to appear in ten interactive videos starring musicians such as Florence and the Machine, 50 Cent and Alicia Keys.

The campaign was masterminded by creative advertising agency BBH (where I have worked :)). Myspace users upload their images from Facebook Connect or Myspace ID, and then sit back and watch as they appear in the films.

The example given by Campaign Magazine is the ad starring Florence and the Machine (see image) where a photo is pinned to a wall that will show the user's face.
Following this, anyone who personalises an ad will be entered into a competition to have their pick of the artists, who also include Kasabian, Nelly Furtado and N-Dubz, write a song about them.

The original films will be aired on TV and are also accessible via teaser banners on websites.

I think this is a really nice idea that offers a real incentive for consumers to become involved with Myspace, a social network whos popularity in the UK has deminished recently following the rise of Facebook. The competition is very exciting. It would be an amazing one-off experience for anyone. Having your favorite artist sing a song made specifically for you is something I'm sure millions of fans have dreamt about. This is one of the great things about social media - innovative campaigns that offer high rewards to 'Joe Public' in return for brand participation. This type of offer wasn't being made before the rise of digital media and companies are re-thinking how they can offer something of great value to consumers that often results in positive word of mouth and eventually sales.

Joe Heath's feedback on my time at BBH

"Tom @ BBH

Efficient, bright and ready to work…

Tom very quickly got stuck in to a number of projects at BBH, delivering at every turn across a number key brands. He showed an ability to quickly understand the problem at hand, the tools to get the job done and came through when it was most needed.

A pleasure to work with"

Joe Heath - Engagement Planner

Thanks Joe

Day 9: Internship at BBH

Today was my last day at BBH.
I had my presentation on Parents communities and social networks ready for Joe. Half way going through my findings I received an important phone call from Martin at Apple, I had been for an interview a few days before and they wanted me back for a 2nd interview on Monday!
After the 5 minute phone call I went back and finished going through my work with Joe. Afterwards he explained to me how they were going to use my research within their strategy for the Fruit Shoot website. It was really interesting to see and I think they have a great campaign. Check out the Fruit Shoot website to see the kinds of useful activities there are for kids to learn and enjoy at http://www.fruitshoot.com/

I spent the rest of the day doing the work for Daniele looking at community centres and youth clubs within the selected cities.
I have really enjoyed working at BBH and their young but experienced staff were very welcoming and a pleasure to work with.

Day 8: Internship at BBH

I was asked today to look for social network and online community websites for Parents and Mothers. I already had some knowledge of these websites from an interview I had with i-Level for my dissertation. Using Google Ad Planner I was able to find a large number of websites and narrowed them down to list of 10 for Fruit Shoot.

Daniele had an extra task for me, which was to look at the main targeted cities for Fruit Shoot and research specific areas within theses locations that may take on Fruit Shoot for kids activity projects currently running there.

Day 7: Internship at BBH

So today I went through my list of appropriate websites to Joe and Daniele. They seemed to find the websites themselves really interesting and wanted to know what sort of content and features were displayed on the pages. Following this I went away and was given a new brief that might add a few extra websites to the list, so I did. Moshi Monsters was a good example of one of the interesting social networks out there used by young children.

Daniele later on in the day took me through Google Analytics and showed me how it works and the information BBH has currently on the site. From here I was asked to pick out certain cities that were the most engaging with the Fruit Shoot website, based on Average time on the site and the number of unique visitors.

Day 6: Internship at BBH

Yesterday was a bank holiday so it was a nice long weekend. I was in beginning my 2nd week at BBH after being invited back to work on their Fruit Shoot project.

Today I was asked to do research on Kids Social Networks, ages between 8-12. I looked at how popular they were in the UK, whether they accepted advertising and whether they were suitable for the Fruit Shoot brand.
I managed to find about 12 really good examples, but it took a whole day of research.

Day 5: Internship at BBH

Today was my final day at BBH. I had such a good week there I didn't want it to end, so I promised myself that I would at least ask for another week before the end of the day. If you don't ask you don't get!

I spent the morning finalising and organising my ideas for the Fruit Shoot website. At 11am I met with Joe and began going through my ideas. 5 minutes in he stopped me and invited Danielle over who has also been working with Fruit Shoot.

"Tell her what you've just told me", I went on to explain one of my main ideas.

"I think its a great idea" Joe said! Danielle agreed.

Phew! I thought. I hadn't even gone half way yet I hope he likes the rest!

After the presentation Joe asked me how long they had me for.

"Just today unfortunately" I replied.
"We'll have to see about that" he said.

This was such a great feeling to know that my ideas and work was really being valued so much to the extent that they wanted me back. I immediately said how much I had enjoyed my week and would love to stay another. He promised to speak with Darius about the possibility of staying.

Following this I still had to show Ben my work for Tango looking at rival brands on Facebook, and the work for Darius on Barnardo's. I managed to finish these and they both were very happy with what I had done which was another boost of confidence as well as relief!

At 4.30pm I received a phone call from Darius confirming that I could come back next week! I was really grateful and quite proud that my hard work had paid off with an extra week at a global company like BBH.

Day 4: Internship at BBH

On Thursday morning I wasn't sure where I was supposed to be so I carried on with my work for Barnardo's. I then moved on to researching more drinks brands on Facebook. Following this I went over to Ben and Joe's area within the digital department as I was sure I was supposed to be with them today. Joe greeted me and tolde me he had some work needed doing for the Fruit Shoot website. I was asked come up with new ideas for content within the site as well as new competitions children could become involved with. I looked at what Fruit Shoot competitors were promoting on their sites and looked at the strong and weak aspects of the Fruit Shoot website.

I had a number of ideas floating around for good, engaging content but wanted to wait until tomorrow until I presented them to Joe.

Day 3: Internship at BBH

Day 3 I spent with Darius, an Engagement Planner who was a key person in helping me interview BBH for my dissertation. I was asked to help out with a project he has been working on for the children's charity Barnardo's.
I looked for media articles where children have been 'dehumanised' being called things like 'ferel', 'scum' and 'slime'. To my surprise I was able to find many examples with ease. To be fair most of them had been against teenagers who had done some disgraceful murderous acts. But there were some aimed at children in general which is very wrong.

I spent the day working on this but also managed to continue doing some work for Tango that Ben had asked me to look at the day before.

Day 2: Internship at BBH

Day 2 was spent mostly with Made By Many, a digital consultancy company that is based within BBH and has worked closely with the business. They actually created Metrotwin, the brilliant social platform for British Airways that twins New York with London and treats both cities as a single online community. They have also done work for Amnesty International with Protect The Human, an online community for people with humanitarian interests to congregate and sign petitions.

The first person I met was Tim Malbon, Founder and Executive Director of Made By Many. He was a really nice guy who treated me like I was already an equal member within his team, which was great! He took me through some presentations and latest work he had done with such wonderful enthusiasm. I was then given a task looking into Paid and Earned Media looking at the difference between the two and good examples of Earned Media.

- Paid Media is basically advertising that you buy and have posted on websites to connect with people.
- Earned Media is media coverage that is 'earned' but not purchased.

Earned media is far more valuable in the long-term because companies offer services, allow consumers to interact with brand and they also offer information for free.

Good examples are:
www.mystarbucksidea.com - Starbucks
www.campaignforrealbeauty.com - Dove
www.willitblend.com - Blendtec

Blendtec's will it blend? website has had proven success with its viral video's where they basically... just blend things.

• The iPhone episode has had over 7 million views on YouTube.

• The Top 20 videos have had around 50 million views!

• Blendtec's sales have increased by 700%!

This is just one example of how valuable this earned media can be and there are many many more out there!

End of Day 2

Day 1: Internship at BBH

Today was my first day at BBH, a company I have grown up knowing about as my Dad had worked there for 17 years! I was very excited for my first day as I walked through the giant front doors.

I was greeted by a very smiley and friendly Emma aswell as another 2 Interns, which was interesting having been the only intern at every placement I've ever been at. It was certainly a nice change having people in the same position as me.

After an hours tour around the smart building I was assigned to Ben who put me to work straight away! This was a relief because I wasn't sure whether or not I'd be twiddling my thumbs all day. He gave me a research task for their client, an online subscribed dating service. There is a worry that people these days are meeting dates on social networks like Facebook or Date Pad because they are free to use.

Without giving away confidential details, the free services still have a lot of catching up to do from my analysis as well as from customer reviews and feeback!

I had a really good day and the people there are so helpful and nice, they make you feel appreciated. Roll on day 2!