From dental health to ironing boards

Play Iron Out

We think Philips is convinced of the power of viral games – with the stunning success of “Brilliant Brushers” (2009) and this year’s sequel “Cosmic Clean”, the Sonicare brand of toothbrushes has netted 18 million plus plays, making it one of Matmi’s most successful client releases.

Transferring the same treatment to home appliances made perfect sense to us and Philip’s advertising agency, WDMP, so the dynamic agency duo return to revolutionise the market in steam irons. Any why ever not?!

Aimed at 25 – 55 female audience, Philip’s PerfectCare iron range is designed to make one of life’s more tedious jobs hassle-free. A single setting will take care of every type of garment because instead of using the heat of the sole plate, it’s the volume of steam from the iron that does all the hard work.

Basing our concept on ironing that’s now hassle-free, we created the ”Iron Out” game for players to steam their way through life’s niggles. In the 3 level racing game, players negotiate their PerfectCare iron around hazards such as traffic wardens, trainers and teddies (the ones on the floor that you trip over….), jumping over baskets of washing to steam them instantly into a tidy pile of ironing, and collecting power-ups en route. The 1950’s style rather jolly music completes the scene of domestic harmony.

At the end of the game, players can post scores and enter to win a £1000 spa break – and a PerfectCare iron, of course – showcased on the Philip’s PerfectCare microsite.

“Iron Out” is only just ironed out, so we’re watching carefully for initial indicators of performance. Why don’t you take a look for yourself and let us know what you think?

The State of Social Media 2011: Social is the new normal

Via - New Digital Media

As a brand, Nielsen’s report gives us both validation and insight into the importance of social media in the business mix. But just who’s driving the growth? Understanding the demographics and also psychographics of social media users will help us more effectively connect our brand story to the needs and behavior of thesocial consumer. Nielsen reminds us that women make up the majority of visitors to social networks and blogs. The 18-34 segment boasts the highest concentration of active visitors among all age groups. Americans aged 35-49 are avid visitors as well as they are 4% more likely than average consumers to visit social networks and blogs than they do any other site. We’ve also learned in previous reports that Boomers are also flocking to social networks, with the adoption of social networks such as Facebook by the over 50 contingent growing by over 88%.

top 5 social networks and blogs

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The Return of Real-Time Social Environments

Via - New Digital Media

The last few months have seen an explosive resurgence in real-time environments, last popular in the late ’90s. The interesting thing is that this new zeitgeist seems to have taken root in multiple places within the space of a few short weeks.   I’ve seen this all before: I was one of the founders of an avatar chat company called The Palace, Inc. back in 1995. Although quite popular (10 million users at its peak in 1998), The Palace never found a revenue stream that worked. As Jake Winebaum once told me, Palace was a phenomenon, not a business. He was right. But that was then, and this is now.

The New Real-Time Landscape

Let’s examine a few examples. Avatar-based chat room Shaker took the gold two weeks ago at the TechCrunch Disrupt conference. Created as a Facebook app, Shaker lets users enter an isometric environment that resembles a bar. You can see and interact with other fully articulated avatars that look like mannequins. Users can chat, dance, give other users virtual drinks, see which of your Facebook friends are nearby and invite them to join the party. There is no “point” to Shaker interaction; it’s simply fun and engaging.

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Facebook Makes Its Move: Brings Viral Channels to HTML5, iOS Apps

Facebook Mobile Apps

Facebook finally unveiled its long-awaited effort to help mobile developers market their native and HTML5-based apps through its platform today. iOS developers will get to take advantage of bookmarks, requests and the news feed in the same way that Facebook canvas developers do.

The interesting parts of today’s launch are:

Facebook is playing nice with Apple on viral distribution for native iOS apps, not just HTML5-based ones: If a developer wants to distribute a native application, Facebook’s notifications will send prospective users to the iTunes app store.

So Facebook is not pressuring developers to build HTML5 apps in order to use its viral channels. This is a big deal because the HTML5-requirement was perceived as a hurdle for adoption of Facebook’s mobile platform. Both indie and mid-size developers have difficulty splitting their resources between building natively and on HTML5. Furthermore, there’s still a noticeable performance disparity between native and HTML5 applications — especially with games, which are the largest revenue driver on both platforms. It’s unclear if Facebook will get affiliate revenue for the downloads it drives of paid apps.

Parallel viral channels on Android will be coming soon. There’s no official date though.

Facebook Credits have arrived for mobile web apps (as was widely anticipated):HTML5 developers that want to use Credits as their payment mechanism must use it exclusively. Native iOS apps have to use Apple’s payment system, however. This split in payments between web-based and native apps is expected given that Apple is unlikely to give up revenue from in-app payments and paid downloads.

►Mini Matmian

HTML5 developers rejoice! Looks like HTML5 is getting some really support now; with G+ AND Facebook alone boosting the numbers of potential users to near a billion. We should start seeing more and more HTML5 based apps/games very soon.

I still don’t think it’s a Flash killer but it will certainly have a significant impact on the our online web experiences.

How Facebook Timeline Might Radically Change the Look of Brand Pages

Facebook’s blockbuster announcements last week have already gotten marketers to rethink how they will use the platform, but what about their brand pages?

Facebook hasn’t said anything specific about how the likes of Coca-Cola or McDonald’s might take advantage of the new design, though it looks like those, too, will change radically. “Consistency in both functionality and appearance is really important to Facebook,” a Facebook rep tells Mashable, “so we hope to make Pages more consistent with the new Timeline in the future.”

SEE ALSO: What Facebook’s Changes Mean for Marketers

How will brands update their look on Facebook? No one’s gone public yet, but we asked some advertising and design pros to take a whack at it. Thanks to SkinnyBig Spaceship; Ryan Kennedy, senior art director for Mammoth Advertising; and McCann Digital in Israel for their hard work in creating these mockups.

Editor’s Note: The gallery below shows what some of these pages could look like. None of these brands have actually signed off on these designs.

►Mini Matmian:

I have to admit, some of the example branded Facebook time-lines look pretty cool (particularly the Muppets :-D ).

However, on a personal note, I have yet to decide fully whether it’s something I’m going to be happy to see on my own FB profile page. We shall see….

Facebook to Launch iPad App at Apple’s iPhone 5 Event [EXCLUSIVE]

Facebook will launch its long-awaited iPad app


Facebook will launch its long-awaited iPad app at Apple’siPhone 5 launch event on Oct. 4Mashable has learned. In addition to the iPad app, Facebook is also expected to release a revamped version of its iPhone app and may unveil an HTML5-based mobile app marketplace.

The Facebook iPad app, which leaked earlier this year, has been in limbo at Facebook for the past few months. That much was made clear in a blog post Monday by former Facebook engineer Jeff Verkoeyen. In that post, he revealed that he left the company (for Google) partially because Facebook has been sitting on the completed app since May.

The problem, according to two sources familiar with the situation, has been a combination of timing and a strained relationship with Apple. It’s no secret that the two companies have been at odds over various issues during the past two years. For example, the social network pulled the plug on Facebook Connect in Pingbecause Apple didn’t give Facebook any warning about the feature, which would have eaten a great deal of bandwidth on Facebook’s side.

We’ve also heard rumors that Facebook was supposed to be integrated into iOS. This was meant to happen years ago, but disagreements on both sides eventually led to Apple integrating Twitter into iOS 5.


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Facebook Changes Getting Out of Hand [COMIC]

Via Mashable

Sometimes change is a great thing, and other times it seems like a lot of extra hoops to jump through with meager benefits.

Here’s a comic from Mashable’s own editor-in-chief Lance Ulanoff, accurately expressing the way many Facebook users are feeling this week.

Just wait until they’re hit with the biggest changes, due on a Facebook account near you on Sept. 29 (or you can make the new Timeline appear right now if you’re slightly adventurous).