An Overview Of The Dark Knight Rises Social Campaign

Across the web, pages of the Gotham Observer have begun to appear online. Harvey Dent Day is being celebrated, stories about a rash of burglaries and a construction site being ransacked. All of these things seem like obvious precursors to events in the movie, but there is one ad at the end of the paper for Rykin Data that seems curious. The Rykin site {link no longer active} has a patent application for a system that will purge someone’s digital records in their entirety.

How will this be featured in The Dark Knight Rises?  Maybe it’s a new kind of tech in Gotham?  What do you think?

Mountain Dew also has launched an extensive viral site (link no longer active} for The Dark Knight Rises with plenty of movie-related areas to explore, exclusive items to check out and contests to enter.  The most interesting thing to come out of the site so far is a letter from Wayne Enterprises’ head of R&D, Lucius Fox addressed to a reclusive Bruce Wayne.  In it, Fox expresses his concern over Wayne’s absence, the growing frustration of the board members, a mysterious project that’s sucking up an “astronomical” amount of capital.

The letter can be found in the “Applied Sciences” area of the Mountain Dew website. Dewgothamcity {link no longer active}is chock full of original content unlockables, digital engagements like the Tumbler Designer, digital and real world rewards and gated content (inside the Bat Cave of course). Fans can earn points by registered codes from bottles of Mountain Dew and win a chance to attend an advanced screening, a signed script, a limited edition Xbox, a replica of the Batman or Bane mask or Gotham Rogues gear.


RIM Pushes Back BlackBerry 10 To 2013

Research in Motion announced that BlackBerry 10 is being pushed back to 2013. The company is planning to cut 5,000 jobs by the end of fiscal year 2013 as part of a comprehensive cost-saving and restructuring program to save RIM at least $1 billion.

“RIM’s development teams are relentlessly focused on ensuring the quality and reliability of the platform and I will not compromise the product by delivering it before it is ready,” said RIM CEO Thorsten Heins. “I am confident that the first BlackBerry 10 smartphones will provide a ground-breaking next generation smartphone user experience.”

“I am not satisfied with these results and continue to work aggressively with all areas of the organization and the board to implement meaningful changes to address the challenges, including a thoughtful realignment of resources and honing of focus within the company on areas that have the greatest opportunities,” Heins added.

Oreo Celebrates 100 Years With Pride

Oreo is running a campaign this year to celebrate 100 years of it’s cookie brand. Nothing has been more controversial than their rainbow cookie design, however, that surprised their fans on Facebook and led to a strong reaction; mostly positive, but certainly some negative as well.


Social Networks And Tweens: Do They Go Together?

Facebook is looking to include tweens in its social network, but such an issue raises unique problems. Along with having to ensure that things are safe for young users, there’s the criticism from outside groups for including them and their limited revenue potential.

“There are a multitude of concerns if not done right,” said Jim Steyer, CEO/founder of the nonprofit Common Sense Media.

Steyer says that social networks could negatively affect cognitive development of younger users. He is also openly skeptical that children can be kept safe; he pointed out that Skout suspended its teen community, noting that it was explicitly set up with a safeguard to prevent interactions with the 18-and-over community (which didn’t work; three men were accused of using the site to further their predator lifestyle).

Facebook already has safeguards in place for its 13-17-year-old users, minimizing who can contact these young users through the platform, and Facebook also prevents their profiles from appearing in public search listings. They could be trying to include an environment for under-13 users to prevent bleed over from users skirting the age restriction.

“Many recent reports have highlighted just how difficult it is to enforce age restrictions on the Internet, especially when parents want their children to access online content and services,” said a Facebook spokesperson. “We are in continuous dialogue with stakeholders, regulators and other policymakers about how best to help parents keep their kids safe in an evolving online environment.”

Facebook did not say whether they will target the under 13-crowd with ads if they’re allowed on the site. No less than 14 consumer, privacy and child advocacy groups wrote a letter to Facebook CEO Mark Zuckerberg calling for any under-13 services to exclude advertising.

Steyer argues that Facebook should develop an extensive education campaign for parents and educators insisting that Facebook is only for users ages 13 and up. “In general, experienced children’s companies like Disney and Nickelodeon are the best people [to develop online social communities for kids,” he said.

Right now, Disney’s online virtual world Club Penguin doesn’t feature ads and Nickelodeon’s The Club carries banners from brands such as Honey Nut Cheerios. TBG Digital recently analyzed 174 million Facebook ad impressions and found that cost-per-click rates for targeting users 16 and older were more than double those for 13-to-15-year-olds, while click-through rates were only 7.4 percent higher.

“The biggest question [for brands] always is: Are we going too far?” said Keith Pape, VP of social, mobile and emerging media at the Ayzenberg Group. “Is this working? Is this safe?”

Habbo Hotel, as Pape notes, was designed to be friendly to teen users with 225 moderators who track roughly 70 million lines of conversation daily around the globe. Still British investigative journalists found plenty of sexually explicit content, which forced the site to review its policies of including users aged 13 to 17.

“Any online community that allows young users to assume virtual identities may be open to abuses, which is why we work hard to keep users safe, filtering content and blocking inappropriate users,” said Sulake’s director of PR and communications Merja Turpeinen. “We also provide education and rapid-response support to users who experience uncomfortable conversations.”

Still, tween social network usage remains in a precarious spot and may be completely excluded if no better options come up.

Source: AdWeek

Android Reaches 400 Million Device Activations

The Google I/O 2012 event saw Google announce that its Android mobile platform has reached 400 million device activations with 1 million being added every day. Prior to Google I/O 2011, there had only been activations for 100 million devices; the acceleration was attributed mostly to countries like Brazil and India.

“The developing world is developing at an even faster pace,” said Google Android product management director Hugo Barra. “Really really exciting,”

Google’s app store, Google Play, has reached 600,000 apps with over 20 billion app installs. A year after launching the in-app billing on Google Play, more than 50 percent of revenue comes from that model.

Firefall Beta Hits Half Million

Red 5 Studios has hit 500,000 registered users in it’s Firefall beta. The company is expecting to offer more beta test slots to meet demand.

“We’re treating Firefall as a service, which means it’s critical that we’re continually adding value and fun for players,” said Red 5 CEO Mark Kern. “Having a large and growing community lets us know that we’re on the right track. But more importantly, their feedback helps us stay on the right track.”