Mobile

posted 02/23/08 by Rick Webb

Oh man things are getting crazy over here. The world’s goin’ to the small screen. The third screen. Oh boy, it’s crazy. And it’s changing. We wrote a whole mobile POV a year ago that we had been using for a long time. It seems really funny in some places now. Like this passage:
Mobile phone marketing is really cool, but don’t freak out if you don’t have an angle on it yet. It’s in its talking head phase, no one’s done anything super awesome with it yet, and unless you’re actually selling mobile phones, you don’t absolutely need to do this. Yet.
Ha. Well, that was taken care of. Thank you Apple.
Some parts, though, are still relevant. Some things are still true:
All right. Think about the 1980s and their obsession with “special effects.” Started with Star Wars. Star Wars came out and every agency under the sun felt like they needed some crazy special effects. Next came the Genesis Effect in Star Trek 2, and everyone wanted to use a computer. Tron came out, and it got worse. This kept going right on through Kyle Cooper, RGA, the Matrix and Toy Story. Sometimes spots that used these technologies were dead on brilliant (Apple’s 1984 stands to this day as a masterful spot and you don’t even think about how special effects made this possible). But for every 1984 there was some agency making an incomprehensible jumble of special effects because they could. For me, the early HBO bumper comes to mind. Why again was that giant, silver metallic HBO flying over that computer-generated city? And what was WITH those horrible, animated clips that we had to sit through in movie theaters all through the 80s?

This is what interactive technology – and especially mobile – is like now.

There’s almost a state of panic out there, right now, involving mobile technology. In our 360-obsessed advertising climate, as soon as a new advertising medium bubbles up to our consciousness, it is hard to resist immediately delving in. It’s easy to feel like your client or your agency is missing the boat on some awesome new advertising opportunity.

To some extent this is true, but it’s important to keep in mind that without a logical application of your overall brand strategy, the whole point is moot.
Even with the advent of the iPhone, so far, this is still basically true. But the iPhone is changing this, along with the wider acceptance of smart phones in general. We’re getting closer to the day where it’s becoming mission critical. Are we ready? Yes. The iPhone component, especially, has played nicely to our strengths, already having a robust love of the Mac OS and the Cocoa development platform, on which the iPhone SDK is being based. More on that soon. Do we have ideas? Yes. If you’re ready to start thinking and talking about the ramifications with your brand, and what can be done, we are here for you.

Here are some recent posts from our employees about Mobile:

Kashi, Palm and Jobs

N.B. This post was from the last version of our site

Hi there – how has your summer been? Ours has been lovely, thanks. Lots of work being done, lots of interactive thinking and plotting and fighting the future, as the X-Files say.

We launched Kashi.com this summer, a month or so ago. We’re so ridiculously excited about this we can’t even tell you. It’s really just the beginning Agile development methodologies are coming home to roost in the advertising world, you’ll just see, and we’re thrilled to be right there.

We also launched It’s a Palm Thing this summer, with Y&R SF. It’s more of an old school Barbarian project, kickin’ it with the super intense illustration, 3D, navigation and Flash. We really like it.

Finally, we have some job openings in Client Service (SF), HR (BOS/NYC) and Creative Management (BOS/NYC). Takin’ us one step beyond into the interactive R&D shop of the future. Join us!

Your Words as Art

N.B. This post was from the last version of our site

Ever wonder what kind of art comes out of your words? No? FINE. But if you did, wonder no longer! We just built the site to answer your question. Allow us to introduce you to Kick Art, at sidekick.com A new site we built for T-Mobile and Publicis West. Good times.

Sidekicks and sweet Boards

N.B. This post was from the last version of our site

Telephones and the sites that advertise them have changed significantly over the past 150 years. For example, phones are no longer made of fire. Another good example of this is the excellent new site we did with Publicis West for the Sidekick 3. Have a look and enjoy the fine music and illustrations from awesomely talented people like Sean Drinkwater, Geoff Lillemon, and the folks at I Love Dust.

In other news, 'boards magazine put us on something called The It List. From what we understand, it’s a really good list to be on. Thanks for including us, 'boards.

Mimes, Rails, Memory and Peeps

N.B. This post was from the last version of our site

Hello there! This week we launched a pretty funny site for Virgin Mobile, with our dear friends Mother in New York. Let’s turn our attention to the Mimes – life’s underdogs. They need our help. Please, please, adopt a mime. If you’re on the fence, go to the Mimulator and see just what it’s like to be a Mime. Oh, the humanity.

And here’s another completely amazing site we’ve launched. Interact Ten Ways, for Getty Images. This is an awesome collaboration between Getty, us, and some of the most prestigious design groups out there, like Tomato, Sumona, Less Rain and Great Works. We do the explorations of Memory and Space. And we’re ridiculously proud of it.

In other, more techy news, Techy Toby is speaking at the world’s first Rails Conf, the conference for Ruby on Rails development. We’re ridiculously bullish on Rails, and we believe we’re one of the first firms to use pre-1.0 rails in large, interactive advertising and marketing producton environments. We’ve been having tremendous luck with it, and it’s managed to save our clients a lot of money in the process, and give us one more tool in the “I need it next week” arsenal. Anyway, if you’re curious, check out Toby’s talk at RailsConf 2006.

Finally, we’d like to welcome, belatedly, Rachel Bell to our team as a Sr. Interactive Producer. Rachel comes most recently from the Chopping Block, but in the month we’ve all been together, we’re already realizing she’s secretly been here in spirit the whole time. Welcome!

Four sites, two articles, two new peeps

N.B. This post was from the last version of our site

Oh. My. God. So much going on. Where to begin? First. Comcastic. We teamed up with Goodby, Number 9, our pal and sound designer Sean T Drinkwater and Erik Natzke to build out this site. TBG was responsible for the High Speed Internet section which entails 5 skills games that will eventually lead players to a tournament for their chance at getting into the Guinness Book of World Records. As a player, you will be able to challenge and chat with other logged in members to compete in the games head to head. Your score will be recorded, making you eligible to become the best mouse user EVERRRRR.

Next. The Passat B6 Minisite, created by our one and only Robert Hodgin, in conjunction with Arnold Worldwide, is live. There is going to be a total of 120 mini-videos that showcase the new features of the car. Right now, there’s about more than a third of them up, but the rest will be incorporated within the next couple of weeks. Check it out!

Third. The Milwaukee’s Best Light Poker Game. Made in conjunction with Mother New York. This is really awesome. Went up on Thursday on our Milbest site, alongside some other Poker-related content, all very fun. Test your poker skills against Poker champ Chris “Jesus” Ferguson:

Fourth! God, we’ve been busy. You know how when you call and we say “oh yeah, it’s pretty busy.” See? We weren’t kidding. Finally, we offer you Boston.com’s tenth anniversary game, Lobstah Bash. Defend boston from a rabid candle and present hurling lobster. Don’t ask. Just play. And be warned. It’s HARD.

IN OTHER NEWS: Gametap, a project we’ve been working on with Mullen, got a nice writeup in The New York Times yesterday. I saw a decent article in AdWeek this week as well, but that one, ahem, didn’t mention your Barbarian friends. We josh. Anyway, if you’ve seen the enigmatic Get Goatz or What Is Adat spots on Adult Swim, you might begin to have some idea what we’re takling about here.

Speaking of Adweek, they did a really nice writeup of the insanely, completely addictive game we did for Saucony with Nail.

Finally, we’d like to welcome Jill as an interactive producer. She was last at Electronic Arts. And we’d like to welcome Cole as our latest rock star Flash designer. We found him on Flickr. No joke. Who says the Internet’s all hype?

New Sites, New People, New Jobs

N.B. This post was from the last version of our site

IT IS TIME TO GET YER MEATINS ON. That’s right. Ironic use of the browser shake. You know you love it. We’re not gonna tell you much about this just yet, you have to go dig. But we WILL say we did it with Mullen and those guys are pretty cool

The Birtney Spears Fantasy site is now fully live, and doing a good amount of traffic, coincidentally. Props to Elizabeth Arden and Goodby for the change of pace.

Oh, also, I don’t think I ever showed you the Virgin Mobile Parental Enlightenment Kit. We made this with Mother New York. It’s really funny. You’ll like it.

We’d also like to let you know that we’ve refreshed our job postings, and give a big shout out welcome to Liz Whittaker, our new Senior Producer, who starts this Monday. Liz is an old friend of many of us from our Arnold days, and it’s been a dream of ours to make her a Barbarian for years. This was the third time we tried to hire her, and bless her heart, she finally said yes. Maybe this means she thinks we might actually stay in business now.