Archive for June, 2010

June 30th, 2010

WTF in France #4 – Joyce Jonathan as a Sexy Bitch (meme)

by Laurent François


When French singers start doing some covers on their MySpace, it seems like meme marketing is inspiring creativity. When one of the most famous & popular French DJ, David Guetta, gives materials to pop-rock Joyce Jonathan, well, we can bet that what’s happening in the long-tail can be a great creative loop for wandering web users.


June 29th, 2010

Vimeo: freemium model, premium contents

by Laurent François


I had the opportunity to meet Deborah Szajngarten & Dae Mellencamp from Vimeo some days ago and we had a great discussion about their Freemium models:

  • you pay for extra / professional services, that add value to your creation
  • only very few sponsored links are present on your dashboards, not on your videos

I ask the question of the audience: you’d necessarily need a critical size to generate enough money. But audience is not the key factor for Vimeo: quality of contents & word-of-mouth among a high-level & passionated community of creators is key. Because as a good CRM, you naturally remove “bad payers” & keep great experience. In the long-tail, it means that even what is extremely niche is potentially a great entertainment. So great value. Vimeo does not run after “buzz” coming from TV show or from video-clips. Vimeo runs after exclusive & original contents (for instance, a live that you would have filmed in a place where no TV went).

The Vimeo Festival + Awards — Chris Crutchfield from Chris Crutchfield on Vimeo.

Vimeo has launched a Vimeo Festival Awards. Very close to the spirit of Vimeo. As Blake writes on Vimeo’s blog:

This being the first year of the Festival and Awards, we are going all out. We have secured awesome judges to evaluate your work in a variety of categories and a jam-packed two day festival of events and education to let everyone join in on the fun. An Awards show will culminate the Festival in an entertaining evening of celebration, honoring the individual category winners. Award winners will be heavily promoted on Vimeo and the winner of the Best Video award across all categories will win a $25,000 grant to produce new work as well. That’s a lot of moolah, because we’re committed to supporting the creative community, and want to do our part to enable exciting new artists.

Starting today, submissions are now open worldwide for the Vimeo Awards. These awards are open to ALL videos online, not just videos on Vimeo. So even if you uploaded it to another site, or have yet to upload that new piece you have been slaving over, we want to see it! You can submit as many videos as you want in a variety of different categories. You can learn more and read the Official Rules at

To submit your work, visit We can’t wait to see what you’ve got!

June 29th, 2010

Events: real life climax for Social Media activation

by Laurent François


I’m just back from Solidays, one of the biggest music festival against AIDS in France. For the 1st time, we’ve really experienced the power of “real life” climax for Social Media activation:

  • an iPhone api was developed to give attendees full details on concerts, interviews, access to blogs and to make them connect online Solidays spaces
  • people were reacting, commenting what they were experiencing on Twitter: hashtags become a way to text the whole planet what you’re feeling
  • they were looking for videos of the concerts on YouTube or Dailymotion
  • associations were taking people emails in order to keep in touch after Solidays
  • other publics had the chance to get some contents from the event: a way for attendees to share with other people the event. A way to give a second-life to the event

Events are Social Media amplifiers. Events are probably the most natural space for … online conversations.

June 24th, 2010

Aldous Huxley on advertising

by Laurent François

I have discovered the most exciting, the most arduous literary form of all, the most difficult to master, the most pregnant in curious possibilities. I mean the advertisement. It is far easier to write ten passably effective Sonnets, good enough to take in the not too inquiring critic, than one effective advertisement that will take in a few thousand of the uncritical buying public”.
Aldous Huxley

and he’s damn right.

June 19th, 2010

WTF in France #3 – David On Demand in Cannes @davidondemand

by Laurent François


You hate Big Brother? You hate people following your daily life’s events? Well. David Perez turned it into a communication opportunity:

“Ever wanted to go on a junket and haven’t been able to convince your boss that its worthwhile? Meet David Perez, Creative recruiter at Leo Barnett. Barista turned Ad agency exec turned Social Media star! You see, David has been given the green light by his employer to attend the Cannes Advertising Festival.

One one condition.

David will strap on a pair of webcam-enabled glasses and do anything you tell him via twitter. David will be in Cannes from the 20-27 June.

Follow him on twitter @DavidonDemand”

You can give him “orders” in 140 signs. Haha. Do you know Paris Dernière ? Gonna have a lil’ social media fun.

Anyhow: interesting to see this project from a pervasive creativity point of view. Instead of criticizing Social Media biais, David pushes SM channels to its extreme positions. Nice!