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The "Old Spice Guy" Campaign has proven to be a game-changer, not only for Old Spice but for social media marketing. Ehrlich points out (2010), such campaigns seek to involve the audience in an immersive experience, essentially making viewers part of the campaign. Since the original campaign advertisement was launched, the campaign reached 40 million views in a week for a total 1.4 billion campaign impressions across all media, including thousands of parody mashups. The campaign has since gone on to increase sales of Old Spice by 107% and even won the Cannes Film Lions Grand Prix in 2010 (the advertising industry's equivalent of winning an Oscar for best film). Arguably, the most interesting and memorable feature of the campaign has been the interactive "Old Spice Responses". Responses was a series of 186 custom-made videos made for fans and celebrities selected from comments from Social Media Sites like Twitter, Facebook and Reddit (Ehrlich, 2010; see also Grant, 2010). These videos posted on YouTube became the basis for a viral campaign that achieved 6,000,000 responses in 24 hours. The true genius behind Wieden & Kennedy's simple idea, as Ehrlich points out (2010), is that it is viewers themselves who are maintaining the campaign's momentum as "viewers to go viral". This marks an important shift as "brands don't make viral videos, users make videos viral." That's exactly what Old Spice achieved." (Ehrlich, 2010). References: Grant, R. (2010, 10 August). 'Wieden+Kennedy's Old Spice Case Study' in We are Social [video] Retrieve 12 April 2010 via http://wearesocial.net/blog/2010/08/wieden-kennedys-spice-case-study/ Williams, M. (2010, 26 June). "Old Spice scoops Cannes Film Lions Grand Prix" Retrived 12 April, 2010 via http://www.campaignlive.co.uk/news/1012646/Old-Spice-scoops-Cannes-Film-Lions-Grand-Prix/

My topic is more specifically related to videoconferencing, through the use of software programs such as Skype. But I found this article (and this marketing campaign) interesting as they were combining video technology with a marketing campaign, which was the first marketing campaign of its kind (Taylor, 2010). Video has many advantages including those discussed by Isaacs and Tang (1994), which are connecting people who are geographically dispersed, building motivation, providing visual cues and body language indicators. I think Old Spice incorporated these four benefits of video and utilised them effectively into their campaign. They could have made the responses in text only versions, but this would not have been as impactful or effective. They relied on visual cues and body language indicators to assist in delivering their message. Due this marketing campaign being innovative it helped to motivate consumers who were geographically dispersed into spreading these videos throughout their social networks. However as discussed by Masum, Brooks and Spence (2005), without the use of a high speed Internet connection this campaign would not have been as successful. A high speed Internet connection would need to be in place to upload the video content to its users and also share the content throughout the network. If it was still common for users to have dial up speed Internet connections, they would not have found this campaign as motivating as they would have had to wait for it to download and users may have become uninterested quite quickly. References: Isaacs, E., Tang, J. (1994). What video can and can't do for collaboration: A case study. Multimedia Systems, Vol. 2, Issue 2, pages 63 -73. Masum, H., Brooks, M. and Spence, J. Music Grid: A case study in video collaboration. First Monday. Retrieved on 16 April 2011 from http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/rt/printerFriendly/1238/1158

Thanks Mandy, you make an interesting point about the importance of Broadband Internet in the growth and popularity of video as a means of communication. It is sometimes easy to overlook or even overestimate the role of tools and affordances in analysing collaborative projects and events. Rosanna's article "Egypt did not have an Internet Revolution" suggests the role of social media was greatly exaggerated by the media and, in fact, the most important collaborative tool in the recent Egypt uprising was, in fact, face-to-face communication and word-of-mouth.

The idea of collaborative video creation and crowdsourcing

This was an engaging article that provided an insight into collaborative video platform Stroome by interviewing its co-founder. Stroom is a relatively new platform that allows individuals to upload video and edit it with multiple individuals from around the world. Stroom is essentially focused on providing a platform for crowdsourced video. Individuals can work on an editing project by themselves or with others. In a nutshell Stroome can be defined as a "collaborative video editing service" (Scott, 2011). This article links well to my topic of crowdsourcing. I am interested in discovering new tools which draw on 'the wisdom of the crowds' and encourage collaboration between individuals from around the world in new and interesting ways. This article interviews the co-founder of Stroome and provides us with an insight into what stroome is about, how crowdsourcing can be utilised through Stroome, and what the future of video uploading and editing is. It is a reliable and useful source if you were interested in Stroome, crowd sourcing, and the potential path video and crowdsourcing are heading towards. Since this tool is relatively new, it provides us with insights into future trends and how crowdsourcing is evolving online and taking advantage of different media forms for a wide range of purposes. According to the article Crowdsourced videos are just beginning to flourish, however they do have a huge potential and provide great opportunities for areas such as citizen journalism. Most recently, "Stroome was used by protesters in Egypt when the government blocked Twitter and Facebook" (Scott, 2011). This quote from the company's co-founder suggests that this platform is also about liberation and spreading details through viral platforms such as Stroome. Overall a useful source in relation to crowdsourcing, citizen journalism, and online collaboration through interactive media platforms. References Scott, J. (2011). Can collaborative online video creation go mainstre

The Internet is growing fast since it first emerges and become the popular media for people. You will get more opportunity to share information and content. Moreover, with the development of smart phone that gives you ability to access the Internet on your hand creating the notion of "information overloaded" but in good meaning (Gilman, 2010). Social media is the most popular website type that regularly used. Business begins to see this trend as their opportunity to engage more with the audience by using social media as collaboration tool. Tumblr is one of the choice business can have. As mention on the subheading of the article, Tumblr can be a platform that sets you apart from the traditional marketing campaign when targeting younger clients. The ability to incorporate blog-type psoting, video and photo sharing in a web page give a good value to Tumblr and it is easy to use. You can log in into the website or make a phone call to Tumblr 866 and will automatically post in your Tumblr. Another advantage why business should use Tumblr as one of the collaboration toosl is you can limit what people see on the Tumblr page (Gilman, 2010). You do not have to build a complex profile to be shown in Tumblr. Tumblr also allows customizing your domain to fit your business personality. As mentioned on the other article that I posted, Tumblr can create the notion of viral. You can post a video to Tumblr page and get a comment or little interaction ("like" button) that can lead into your follower reblog your post, an easy viral distribution. Business should see Tumblr as a new communication tools with their audience, especially the younger one. Social media that they frequently use can be the way to get their heart and engage more to the brand. As collaboration tool, Tumblr create opportunity for interaction on a neutral playing field or allowing the meeting itself to become an opportunity for creativity and exploration. Younger audience is getting bored with the

One of the business that also use Tumblr is IBM (http://smartercities.tumblr.com/) In this Tumblr we can see the collaboration of company and audience (the Tumblr's followers). By raising the topic about "The Smart Cities", we can conclude that IBM build this Tumblr in purpose of social responsibility project. Followers can contribute by telling IBM a great city that you have in mind.

As a not fully identified type of platform-a blog or microblog-Tumblr has become the preferred platform to share information and ideas. Unlike Twitter with limited 140 characters post and Facebook that ask you to create virtual identity, Tumblr give a space that is more fun and entertaining. As collaboration tools, Tumblr will be a perfect match with traditional publishing. This article talks about how publisher use Tumblr as an online tools to emerge two-way communication between publishers and readers. Author stated that by posting stories, Tumblr offer opportunity to make it going viral (Mwangaguhunga, 2010). The easiness of Tumblr to be shared around, give a chance that Tumblr will become a great collaboration tools. The five publishers mentioned in the article, each publisher using Tumblr in their own way to fit their printed version. They see Tumblr as a new way of communicating with younger audience and it is how they understand their readers. * Life (http://life.tumblr.com/) * The Village Voice (http://villagevoice.tumblr.com/) * The Atlantic (http://villagevoice.tumblr.com/) * The Economist who always incorporated their magazine with nontraditional elements that exist (http://theeconomist.tumblr.com/) * The New Yorker (http://newyorker.tumblr.com/). The way publisher post a story in Tumblr does not have to be the same type that they published on the printed version. It can be a funny story, a glimpse of what the audience sees on the next edition, a short video of related topics on magazine (which they can show in their magazine) and other type of content that give more experience to readers. Tumblr also can be a good publicity for the publisher, showing that they understand their readers. Mwangaguhunga, R. (2010). 5 Tumblr Microblogs that Works. Retrieved from http://emediavitals.com/content/5-tumblr-microblogs-work

Tumblr is quickly becoming one of the Web's most popular and unique platforms on which to share and discover interesting content of all media. Many popular publishers have flocked to Tumblr to share content in a new way. The article is interesting as it gives an overview of five publishers that use the microblogging platform effectively. Many companies are struggling with their social media strategy and getting it right can be a challenge. In order to succeed with tools like Tumblr, businesses need to understand the audience they are trying to reach and communicate in a language of their customers (Nathan, 2010). The five publishers that Mwangaguhunga (2010) examines know how to communicate in ways that attract their readers. The author suggests that frequency in posting is what attract and engage the community. Microblogging can be an effective tool for businesses if used well. One of the benefits of microblogging that has not received as much attention in the literature is its use for crowdsourcing. Crowds can be more performing and efficient than current organisations. Using a microblogging site like Tumblr for crowdsourcing can be faster, cheaper and more accurate than putting a project in hands of individuals (Kessler, 2010). Tumblr provides a new way of communicating with consumers, thus I find this article valuable as a resource for the project. References Kessler, S. (2010). 5 Creative Uses for Crowdsourcing. Retrieved from http://mashable.com/2010/05/26/creative-crowdsourcing/ Mwangaguhunga, R. (2010). 5 Tumblr Microblogs that Work. Retrieved from http://emediavitals.com/content/5-tumblr-microblogs-work Nathan, L. (2010). How Businesses Can Overcome Social Media Obstacles. Retrieved from http://www.logannathan.com.au/social-media/how-businesses-can-overcome-social-media-obstacles/

From this article I found out that Tumblr as one of the blogging platform is a way for publishers to be more irreverent, funny and make them unique by putting on Tumblr both in their official website or even their blogs. This article mentioned about five publishers that use Tumblr as micro blogging social platform such as Life, The Village Voice, The Atlantic, The Economist and The New Yorker. In here, users can share both information and ideas whereas Tumblr give more space compare to Twitter which limited into 140 characters only. By relating to my own topic, which is talk about the use as well as features of social bookmarking site (delicious), tumblr both features and usefulness support as an online tools to works, create and emerges two-way communication within readers and publishers, it is a great collaboration tools since each of the users would be able to customized their own way, and as for this case as the outcomes, tumblr is a new way of communicating with younger audience, last but not least as for the sources itself, its taken from some media sites named emedia as in credible sources where it based on media organization. By looking at this article I found out several benefits of using tumblr and how the features support on how users - in here are publishers and readers are able to share both information and ideas. References: Mwangaguhunga, R. (2010). 5 Tumblr Microblogs that Works. Retrieved from http://emediavitals.com/content/5-tumblr-microblogs-work