brand-e

Nokia has joined forces with Tim Kring, creator of hit TV series Heroes, to launch the Conspiracy For Good campaign. The venture combines Kring’s storytelling with the brand’s Ovi platform to create a dramatic experience using interactive theatre, mobile, alternate reality gaming, music and physical participation to ‘do good in the world’.
Participants enter into the story, which fuses reality with fiction, at the Conspiracy For Good website where they can join like-minded folk to fight for social and environmental justice.

MTV Networks and Swatch have upgraded the Swatch MTV Playground online artistic community they first rolled out last year.
The new website is available in 17 languages and will showcase innovative events and design, as well as new and emerging talent from around the world, with the aim of becoming the go-to place for the latest news in animation, music, film, fashion, print design, motion graphics and illustration.
“Art has always been an important pillar of the Swatch brand’s identity and we’ve always had a very democratic sense of contemporary art,” says Arlette-Elsa Emch, the company’s president.

Five major World Cup partners – Sony, Adidas, Coca-Cola, Emirates and Hyundai – are failing to associate their brands online with the competition, which opens in Johannesburg and Cape Town this coming Friday, according to Tamar.
The search and social conversion agency says its Sports Index research points to there being a huge opportunity to link sponsoring brands with popular World Cup search terms, and this trend will grow exponentially as the kick-off date nears. However, few of the major partners are working to ensure that they are found online for related search engine queries.

By Simon Fuller. How do you promote a car model 60 years in the making? Well, why not construct a branded experience that not only taps into that heritage but also the tales consumers have to tell about their histories with the brand.
That’s pretty much what US-based interactive agency Fi did when it was tasked when coming up with a website that would be integrated into the Porsche Panamera Welcome To The Family launch campaign for the car maker’s first four-seater car.

Shirt culture. Fred Perry is tale-telling. For one thing, the brand has narratives of its own it wants to share in a campaign that brings ‘the untold stories of the original Fred Perry shirt to life. There’s info on how the Mod’s adopted the shirt, where the famous ‘Tipping’ originated and who the Perry Boys’ were’. (They were a fashion subculture from 1970s Manchester who became trandsetters on the football terraces and in night clubs.)
So we have 50 years of brand history to celebrate here, and no mean shirt heritage, plus some fascinating subcultures.

By Steve Mullins. Numbers game. Look out for the Nike78 online gallery, set to light on 30th May. And then keep an eye out for Nike 78 at this year’s London Design Festival in September.
What is this Nike78 thing?
Well, 78 creatives from all kinds of disciplinary backgrounds from around the world are getting a brand new pair of Nike shoes and will be asked to ‘challenge their function’. The project will be documented on a dedicated website, the then footwear collected and showcased at the 2010 Design Festival 2010.