TIME for Quora, Myspace Flashback, Donor Cable and Food Truck Festival

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Top Story: TIME for Quora

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Yesterday, TIME magazine announced a partnership with popular Q & A website Quora.

TIME seeks to gain content from “expert community members” who answer questions like,  “What does it feel like to be a firefighter?” or “What can I learn right now in just 10 minutes that could be useful for the rest of my life?”

“This is what we think Quora’s community captures so well, and we’re delighted to be working with the Quora team to bring it to our audience,” wrote Callie Schweitzer, TIME director of digital innovation, in the blog announcement.

Quora, on the other hand, stands to gain more syndication by supplying publishers with the expert content they seek, which in turn, encourages more activity from Quora users.

“Over time, we hope writers on Quora feel that if they take the time to write… their perspectives and insights can be potentially seen everywhere,” Alex Wu, head of product marketing at Quora, told SocialTimes in an email. “[Partnerships] help writers reach new audiences and motivate many of them to continue to share their knowledge here.”

In effort to reach a wider audience, Quora has struck up a number of partnerships both with traditional as well as digital media channels, from NPR and the BBC to BuzzFeed and The Huffington Post.

What do you think of this partnership?

 

Under the Radar: MySpace Lures Users with Throwbacks 

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In an effort to get inactive users back to their social media platform, Myspace has decided to throw a low blow at the consumers it is trying to win back. What was once the most popular online personal profile website, is now deeply shadowed by Facebook’s 1.31 billion monthly active users. Myspace retained only 50 million users and has 15 billion user photos in its database, but this figure looks measly as compared to Facebook’s 250 billion photo-filled databases.

As Myspace continues to become less and less relevant to the social networking world, it has resorted to blast-from-the-past personal attacks. For the inactive MySpace user who kept their personal photo library plentiful, it is highly likely that those photos will come back to haunt you… courtesy of Myspace.

The social network is currently emailing users old photos of themselves with the caption, “The good, the rad, and what were you thinking…” along with a link that takes users to their profile. By reminding accountholders that embarrassing photos are still visible for all to see, Myspace, in rather a harsh way, would really like to welcome you back and is willing to send a little blackmail if that will do the trick.

Will you be the next victim of the MySpace personal photo plague? Be very afraid.

 

Tool of the Week: Donor Cable

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There are a number of ways to describe how helpless people tend to be once their smart phone loses juice after hours of texting, web surfing and tweeting. Of the many possibilities: pathetic, useless, lost, disoriented, and astray are likely some of the milder terms that the non-tech generation would use to describe us in our hapless state as we try to navigate our lives without iMaps, Spotify and Instagram.

But it’s often in these moments of despair that we fail to recognize that the big picture extends far beyond ourselves. Oftentimes we have difficulty comprehending the struggles people face across the world, many of which are life-threatening emergencies that are quite a bit more critical than a dying iPhone. Though most smart phone users are aware of this undeniable truth, our generation’s ‘first world problems’ tend to overshadow that which truly matters. We need fast-paced, ever-available technology and crave constant communication, but one brilliant company found a way to combine humanitarian aid and our obsession with being ‘plugged-in.’

Of the many third-world countries that suffer from health-related complications, Azerbaijan has the world’s highest number of children born with the blood disorder thalassemia. A hereditary disease primarily found among Mediterranean cultures, thalassemia is an illness that requires extensive blood transfusions for babies, and unfortunately, hospitals are often lacking in donated blood. Having been deeply moved by the scarcity of this vital fluid, Y&R Moscow recently partnered with Azerbaijani cellular network Nar Mobile to create a wearable device called Donor Cable, which lets one smartphone owner easily donate power to another who is ‘desperately’ in need. Worn as a bracelet, the charging device is impressive as is, but it’s also inscribed with the message, “Donate energy to save a phone, and donate blood to save a life.”

The Donor Cable bracelets were given away with Android smartphone purchases at Nar stores around the country, and mobile blood donation centers were parked nearby to catch phone buyers while the issue was on their mind. The campaign increased the nation’s blood donation rate an astounding 335%, earning widespread attention and goodwill along the way.

Check out the video:

The Donor Cable / Clube Sangue Bom – Videocase (english version) from Leo Burnett Tailor Made on Vimeo.

 

Around the Hub: Food Truck Festivals of New England

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Another great part of summer in Boston? All the food trucks come out in full force and tomorrow marks the official beginning of the entire Food Truck Festivals of New England 2014 season.

Kicking off at Assembly Row in Somerville, Food Truck Festivals will hit 6 different stops across 3 states from tomorrow through October.

From newcomers like Makin’ Jamaican and Cameo Macaron to veteran favorites like Chicken & Rice Guys and Roxy’s Grilled Cheese, 22 food trucks are lined up to showcase their fares.

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Festival goers can also enjoy live music or grab a pint inside the beer tent. For an energy kick, the Hood Cream truck will also be in attendance, serving up fresh coffee and cream.

ASSEMBLED, the handmade arts market at Assembly Row, also starts tomorrow so attendees can peruse local goods after fueling up from all the food.

The Food Truck Festival runs from 11 a.m. to 4 p.m. Tickets are $5 cash only and children under 12 are free. Tickets can also be bought in advance here.

451 Labs

451 Labs conducts experiments in creative design, advertising, public relations, digital marketing, media buying, experiential events, and content marketing to give you the inside scoop on the latest in digital marketing.

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