Del Monte::: Social Media Strategy Created a New Pet Food

Del Monte's social media initiative created a new breakfast treat for dogs.

NEW YORK (AdAge.com) -- It's one thing to debate the potential power of social media marketing to influence product sales but quite another to watch a social media project actually create a popular new product. In his keynote address at last week's Interactive Advertising Bureau's Social Media Conference, Forrester Research's Josh Bernoff explained how Del Monte Foods did that very thing in just six weeks.

Developers creating apps for social media sites are emerging as a profitable force

"This has interesting ramifications for social media sites going forwards. It is foreseen that the current status quo of having few big networks is unsustainable, and that social networks will start to splinter into communities of interest (travel, music, food, etc.). As this happens, there's a matured opportunity for advertisers to partner developers on specific apps targeting niche audiences. Companies which have already proved their credentials will become big players. Advertisers, start taking note of up-and-coming developers - these guys could be your business partners sooner than you think!"
Developers move beyond second fiddle status and begin to rival social media sites themselves in revenue terms

Developers creating apps for social media sites are emerging as a profitable force in their own right, collecting revenues that look set to eclipse Facebook’s income from advertising.

Happily, a fascinating article from AdAge.com - link to the full text below - finds that the world’s biggest social network is benefiting from their success: the site is expected to earn $500m in 2009 revenue from such apps.
Social gaming company Zynga, for instance, is the top developer on Facebook. The lion’s share of its revenue comes from the sale of chips for its Texas HoldEm Poker (pictured, right, along with other titles published by the company). Weapons in Mafia Wars (pictured, above) are also a money-spinner for the company. Zynga is expected to take over $100 million in 2009.

According to AdAge, there are at least a half dozen other companies in the $10 million to $50 million range, as well as a clutch of smaller players.

Why Brands Have an Eye on Facebook -

Why Brands Have an Eye on Facebook - Vivian Manning-Schaffel May 25, 2009 With more than 200 million active users and counting, Facebook has proven to be a powerful and convenient way to reach consumers where they already are. “Many consumers are already sharing information regularly on Facebook—this is just one more way to quickly share information in a place where they are already spending time,” says Michael Donnelly, director, worldwide interactive marketing at The Coca-Cola Company. Many brands are guilty of creating a Facebook presence, gathering “friends” to gauge awareness of the community...and the buck halts there. Adam Ostrow, editor in chief of online social media guide Mashable.com, says it’s because the initial path to maximum reach wasn’t clear. “Until recently, Facebook was a confusing platform for brands—it wasn’t clear if the best way to go about marketing on Facebook was through groups, pages, or even just a regular profile,” Ostrow says. “But with the most recent upgrade to pages—or “public profiles” as they’re sometimes called—it’s become clear that pages are where brands need to be. From there, it’s up to the brand to use traditional marketing tactics, like promotions and good communications to make those fans stick.” The folks at Facebook have assembled a marketing page to help brands find their way around the platform’s ever-expanding myriad of tools. “Features such as psychographic and demographic information allow advertisers to precisely target their audience, but still maintain user privacy,” says a Facebook spokesperson. “Additionally, up-to-the-hour impressions and click tracking let advertisers quickly fine-tune ad campaigns by updating bids and changing budgets whenever they please.” Donnelly, who spearheaded Coca-Cola’s successful Facebook initiative, says it’s much like having a ginormous focus group at your fingertips: “The ease of creating content makes it so that we get very high engagement, far beyond typical page views. It also gives us a great platform to listen to the feedback we receive from our consumers. Every time we post photos, videos or status updates from the page, our fans are quick to tell us what they think. Their feedback is shared with their network of Facebook friends, exposing them to our fan page,” Donnelly says. But creating a brand presence on Facebook can present challenges of a larger scope to the novice social marketeer, the first being the conversational element integral to its very structure. “Facebook helps marketers interact with people in the same way that people interact in real life. But it’s not enough to broadcast a message to the masses: As the web becomes more social, users will expect to interact and engage with brands in the same way they interact with each other,” the Facebook spokesperson says. Some brands, like Starbucks, have embraced the opportunity to reach consumers with messaging that reads more one-on-one than broadcast. “In many ways, the coffeehouse is the original social network, so social media is a natural extension of who we are as a company,” says Alexandra Wheeler, director of digital strategy for Starbucks. “Facebook helps us get a pulse on what is important to our customers. We can have a real dialog with them about the values and ideals that they share with us.” So how does a brand, particularly a brand with a considerable legacy, pare down the broadcast messaging that works for traditional online media to create the kind of singular voice where this kind of dialog might take place? Starbucks used Facebook to reach almost 1.5 million “friends” to raise awareness of their brand while raising money for AIDS. “We posted an event inviting customers into stores on World AIDS Day (12/1/08), where $.05 of every handcrafted beverage was contributed to the Global Fund. It became the most viral event in Facebook history. So not only were customers excited about the brand, but they came together on one day to do something good,” Wheeler says.
	Instead of tapping viral marketers experienced in social media to create that singular Facebook voice, Coca-Cola took a unique approach and hired two fans of the brand, Dusty Sorg and Michael Jedrzejewski, to create the Coca-Cola fan page in September of last year. “When Facebook asked us to administer our page, we saw it as an opportunity to maintain its fan club spirit. In the first several weeks the page experienced explosive growth, quickly making it the largest brand page on Facebook.” This team takes full advantage of Facebook’s tools to keep their viral audience engaged. “We are constantly working to highlight content created by our fans that will be interesting to other fans, sharing status updates, photos and videos. Recently, we’ve begun using status updates to invite fans to share their Coca-Cola experiences. From time to time, we update our fans through Facebook’s update features and they react differently to videos, photos and status updates. We continually learn great stories from them that we may not otherwise be aware of,” Donnelly says. In the quick-shift world of social marketing, Facebook promises a direct line to your target consumers. “The Internet has long promised two-way interactive marketing,” concludes the mysterious Facebook spokesperson. “We see the future of marketing as one where brands create an ongoing, two-way relationship with customers and prospects whether they are driving demand for new or existing products.” Just be sure to stay flexible about how your Facebook-geared initiatives are executed. “Facebook does make frequent changes to its product, so it’s hard to project if something you plan six months from now will really be applicable to the toolset that Facebook will be offering,” Ostrow advises. “Facebook is constantly improving, sometimes with little advance warning. This makes it important that we stay on top of these changes and are hypersensitive to how those improvements impact the page and our relationship with our fans,” seconds Donnelly. What about ROI? Does Facebook offer a measurable return? “It’s hard to say,” Ostrow says. “Certainly, the key metrics to pay attention to for the time being are how quickly you’re adding fans to your page, how often those fans are interacting with your brand, and how that page is ultimately influencing your business, by way of more leads or referral traffic to your website.” Ultimately, finding new and improved ways to make new “friends” on Facebook is worthy of a slice of your brand development budget. Just be sure to update your status frequently.

Tinker.com:::Tapping into brand conversations on Twitter and Facebook

Tapping into brand conversations on Twitter and Facebook

Glam Media - whose first product, glam.com, positioned the company as a go-to online fashion information provider - has grown its focus to include health and wellness, shopping, luxury items, a new male-focused site (brash.com) and, most recently, a web-consolidation business in the form of Tinker.com.

This, Glam Media's latest venture, is a service that follows what Joe Lagani, vp/brand sales, calls "event streams" in real-time as they develop on various social-networking sites (most notably, Twitter and Facebook.)

So, when Oprah makes some odd kind of digital history by posting her first tweet, Tinker.com consolidates not just the original comment but a variety of feedback in one consolidated package:

With a less ground-breaking but far more functional purpose, Tinkerers are able to tap into an amalgamation of social-networking sources with one click. Witness Tinker.com's swine-flu presence:

In the course of a presentation before the American Association of National Advertisers' "Brand Building in Tough Times & Beyond" event earlier this month, Lagani explained, "Tinker aggregates and creates real-time conversations around events. It's the place where people can go to see what people are twittering about."

Following the original glam.com model ("We have 900 links from others' sites and 80 per cent of our content comes from other partner sites," Lagani said), Tinker's business proposition is designed to appeal to"new influencers - niche publishers and independent voices that want to become engaged in pivotal viral markets."

By aggregating content, he added, Tinker is cost-efficient in that it recognizes "the idea that 'If you build it, they will come' does not work in online [media] either."

"Consumers are moving from big sites to niche sites," observed Lagani, the former publisher of both Meredith Corp's Country Home and Condé Nast's House and Garden magazines.

"If you love Manolo Blahnik shoes, you want to get to your passion-point web site. It's part of the process of de-portalization, the rise of widgets, and the introduction of thousands of new media titles."

The "real-time" appeal of Tinker.com, he continued, is a reflection of a number of immediate observational engagements, ranging from reality television to online blogs, to social networks and the rise of what he called"micro-blogging networks".

Explained Lagani: "How do we deal with these issues? How can we leverage existing content to engage consumers where they spend time? How can we provide scale with niche targeting? We need to provide solutions that put content and advertising in niche sites where consumers go. Scale is important. But targeted scale is even more important."

The downside for marketers, he acknowledged, is not a new discovery. "How can you control what is being said?' And how can you control the environment? [These] are challenges fraught with danger."

Tinker.com, he continued, refines that process by offering filters that enable marketers to focus on precise digital discussions.

"There are all kinds of filtering elements - profanity filters, filters for discussions about competitive brands - that lead to good, solid, real-time conversations about brands. To find out what people are chattering about right now. To examine the top events that people are tweeting about. To check the population of an event [or brand] discussion."

From the Tinker.com home page comes a directory of on-going conversations:

For instance, for consumers who want to be part of an on-going conversation about Chanel - across Twitter and a variety of other social media - clicking on the company logo opens onto a consolidated conversation:

And, for marketers seeking to track daily discussions, a detailed discussion page features information about participants and daily conversation levels:

"The brand challenge on Twitter" Lagani insisted, "is how can you join these real-time web, people-to-people conversations? Better yet, how can you join a real-time conversation already happening about your brand?"

For Dunkin Donuts, Tinker.com created a prototypical site that demonstrated the potential of content in a marketing-directed environment.

"The conversations were terrific," Lagani said. "Some of the people were wondering how much they spent on coffee. Others were talking about how much they loved the copy - and that was nothing but free promotion.

"For a company like Dunkin Donuts, if they're able to assemble the conversation about the brand, they'll find out how they can manage to get in front of their customers."

Once a brand has a Tinker.com presence, "You can develop all kinds of streams. You can post them on Facebook pages, or anywhere it suits your product. It's a live feed, an on-going conversation about your brand. It offers you the ability to take a specific unit and put it out on the internet where people can experience it."

Using social media in increasingly potent ways

Josh Bernoff is Vice President and Principal Analyst at Forrester Research and co-author of the book "Groundswell." Keynoting this week's Interactive Advertising Bureau's Social Media Conference, he discussed how major marketers like Procter & Gamble are using social media in increasingly potent ways. With the social community effort detailed here in this video, P&G significantly increased sales of its tampon products.

the Arabic version

http://www.beinggirl-kalambanat.com/main/home.php

New Media[Social Media]::: Who stays????

The Global Online Media Landscape

Social Media And Video Site Engagement Reshapes The Web
April 22nd, 2009
Online engagement by Internet users is deepening, according to a new report on the online landscape released today by The Nielsen Company. This increased engagement is in part a result of a shift toward video content and social networking as popular online subcategories.

Highlights Of The Report Include

• The number of American users frequenting online video destinations has climbed 339 percent since 2003.
• Time spent on video sites has shot up almost 2,000 percent over the same period.
• In the last year alone, unique viewers of online video grew 10 percent, the number of streams grew 41 percent, the streams per user grew 27 percent and the total minutes engaged with online video grew 71 percent.
• There are 87 percent more online social media users now than in 2003, with 883 percent more time devoted to those sites.
• In the last year alone, time spent on social networking sites has surged 73 percent.
• In February, social network usage exceeded Web-based e-mail usage for the first time
• Retail, and the auto and financial services industries, have obviously made dramatic cuts to their online spending. On the other hand, the pharmaceutical industry is actually spending more on online ads today.

View PDF Report :

The Global Online Media Landscape

View more documents from Ayman Sarhan.

Contest replaces ad campaign for Nissan launch

If contests can be used to fill a job or promote a region of the world, why couldn't they launch a car?
That's apparently the thinking at Nissan Canada, which recently kicked off a competition to select 50 people to win a free 2009 Nissan Cube.

Nissan Canada's hypercube contest is a unique social media campaign to promote the company's new Cube vehicle, which launches in May. Rather than embark on yet another mass-media advertising campaign, Nissan and Capital C—its creative partner in the effort—have chosen to tap the creativity of Canadian consumers.

Back in March they invited up to 1,000 Canadian musicians, DJs, dancers, programmers, designers, bloggers, podcasters, poets, writers, storytellers and artists—"anyone who considers themselves creative, hip, interesting or unique"—to explain via survey and Twitter why they should be selected to audition for one of the winning 50 spots.
From that initial group the top-scoring 500 individuals were selected to audition via Facebook, Twitter and the hypercube site using photos, videos, illustrations or other media to demonstrate how they personify the Cube brand. (Current examples can be found here.)
Due to wrap up in mid-May, auditions will be evaluated by a panel of independent judges based on uniqueness, creativity, personality, enthusiasm, survey responses and peer voting. Consumers can register to vote on the hypercube site, and the 50 winners of the brand-new Cube will be announced in mid-June.
With advertising clutter and consumer skepticism at the heights they are, it's no wonder clever marketers are turning to alternative methods to break through the din.
The contests will continue to come fast and furious, we expect—why not try one out for your net-savvy brand? (Related: Scion drives into Second Life.)
Website: www.hypercube.ca
Contact: joncube@hypercube.ca

Social networking trends

which recently announced that more than one million social networks have been created using its service, is currently the 2nd fastest growing social networking property. Its traffic is up 283 percent year-over-year, and it now reaches a total of 5.6 million people in the US.

which we recently reported saw a one month surge of nearly 50 percent on the heels of a redesign and AIM integration, has grown 148 percent in the past year, and now reaches more than 6.1 million people in the US.This is significant because Bebo is known mostly for being big overseas, but insignificant in the US. The next few months will tell us if this was a one-time pop thanks to AIM integration or a continued trend thanks to some innovative things Bebo is doing with Socialthing.

continues to be one of the quickest growing social sites and has more than doubled its size in the past year. It now reaches better than 15.8 million people in the US, ranking it 3rd in total size behind Facebook and MySpace. It’s no doubt being buoyed by the weak economy and high unemployment as people turn to the site and their connections to find work.

As for “the big three,” the story remains much the same.

is now growing at a mind-boggling 2,565 percent. In total, it reached more than 13 million people in the US during the month - and that’s just on its website (i.e. - not counting clients like TweetDeck or Seesmic Desktop). Next month will likely see this total continue to swell, thanks to huge mainstream media events like Ashton Kutcher versus CNN and Oprah jumping onto Twitter.

continues to extend its lead over MySpace. In March, it saw 69.1 million visitors, versus 55.9 million for the News Corp-owned social networking site. In fact, MySpace was the only social networking site measured in the Nielsen survey that saw its traffic decline year-over-year.

ÖBB Austria Railways – HOW OH! (Austria)

Agency name: PKP proximity
Client name: ÖBB Austria Railways
Category: Integrated Communication

BACKGROUND
Travelling by train is not hip among young Austrians.
The campaign target: to motivate young people to travel by train in their summer holidays and to sell 120,000 summer-tickets (+5% vs 2006).
The ÖBB summer-ticket is a special holiday-offer from the Austrian Railway company ÖBB for unlimited train use for € 19 (age <20)>
OBJECTIVES
To motivate young Austrians to travel by train in their summer holidays.
To promote the ÖBB summer-ticket.To sell 120,000 ÖBB summer-tickets.

STRATEGY
Taking the train is not the transport of first choice with young Austrians. But for most of them taking the train is their only realistic opportunity to travel in their holidays. We needed something or someone who would have credibility with the target group, and could say “'move your ass' and go out in summer! It's easy... With the lowest train-fares from ÖBB (Austrian Railways)”.

We created a new hero: the Canadian Indian „Howling Heoro Keese”. He became a real character with his own online platform, TV-show and events.

To approach young people in their own language two linked campaigns were set up:

• a viral campaign to introduce the Indian
• four weeks after the viral teaser campaign the TV-, Print- and Billboard campaign started with details of the offer and reservations on

www.inmotion.oebb.at
OTHER COMMUNICATION
Viral Campaign, My Space Site, GO TV, Print, Billboard, Citylights, TV Spot, Online,

CREATIVE STRATEGY
The viral campaign was started by sticking cryptic yellow posters and stickers to walls and places where young people come together.

“The ear” as a symbol for the “hearing Indian” was created and myspace.com/how_oh went online.
On the website people learned about the “Free Culture Network” of a Canadian Indian called Howling Hearo Keese who knows everything about the 'in' places (cause he's “all-hearing”).
Basic Message: HOW OH! “Iroquois” meaning something in between “Get lost!” and meaning in Austrian dialect “get out of here!”

Key Visuals: “The ear” and Howling Hearo Keese
Only four weeks after the viral teaser campaign the TV-, Print- and Billboard campaign started with details of the offer and reservations on www.inmotion.oebb.at.THE STAR & HEROE: Howlin hero Keese

ADDITIONAL INFORMATIONS
An outstanding hero, connecting all media-channels (incl. direct marketing, viral, classic & guerilla) and a slogan as a new word-creation (HOW OH!) that's now in the mind of every young Austrian.

X-Men::: The Wolverine Buddy Poke

BRAND OWNER:Fox Films
CATEGORY:Entertainment
REGION:Brazil
DATE:Mar 2009 - Apr 2009

To promote the premiere of Fox Film’s new film X Men Origins, the film studio wanted to take advantage of the popularity of social networking site Orkut.

One of the most popular applications on Orkut is The Buddy Poke. The Buddy Poke is essentially a greeting delivered by an avatar from one friend to another. Users can express themselves via the character.
For the purpose of the movie promotion, an avatar of Wolverine was created – the first time the application has been used by an advertiser. Users of the Wolverine Buddy Poke can be select two options – either “claws out” or “ask to respond” – to send to friends.

Having selected the greeting, their own avatar gets personalized to look more like wolverine – complete with huge claws and side burns.

Then a small animation of the newly wolfish avatar can be sent to a friend. The Buddy Poke is not branded with the name of the film at all – the idea is simply to make a subtle association with the film, which launches at the end of April.
The movie charts the violent and romantic past of Wolverine, from his complex relationship with

A Master’s Degree in Social Media

Next year, Birmingham City University in the UK will be offering a one-year master’s degree course in social media. Students will learn the ins and outs of social networking applications as public relations, communications and marketing tools.




Jon Hickman: MA in Social Media from Kasper Sorensen on Vimeo.

Designed to accessible to anyone, the course takes a scholarly look at services like Facebook, Twitter, Bebo and so on.Although learning the nuances of social media in the business world may have a place as part of a larger curriculum, it seems like too little to base an entire Master’s program on.
Early responses to the class have people scratching their heads at the relevance of a line of study that could essentially be completed for free by just getting hands-on experience with the social media tools out there.

Facebook ::: Build Brands !

“If you’re going to build a community, don’t center it around your product, but rather on something deeply relevant to a particular consumer group,” said eMarketer CEO Geoff Ramsey. He also suggested keeping fans of your brand pages happy by giving them a lot of content and letting them share the love with others.

More and more every day, the social networking giant Facebook is becoming a large part of the overall Internet experience. Company estimates state that over 175 million people have joined since its founding in 2005, and the users themselves contribute millions of pieces of content daily.

The February 2009 Facebook numbers are striking.
Each day during the month, Facebook users averaged over 3 billion minutes on the site. They updated their status 15 million times and became “fans” of a particular company, brand, product or person 3.5 million times daily.

In addition, Compete found that that US residents spent more time on Facebook than any other Website, beating out previous leader Yahoo!. However, Nielsen Online still ranks the site third behind AOL and Yahoo!.
But Facebook’s rapid user growth has not translated into advertising revenues.
The habits of social network users are one obstacle. In 2008, IDC found that 43% of social network users never clicked on ads, a dramatic difference from the 80% of other Internet users who did so at least once a year. Further, 23% of nonusers who clicked on an ad then made a purchase; only 11% of social network users who clicked on ads did the same.
If not through advertising, how can marketers leverage Facebook for their campaigns?

Six Ways with Social Media

Six Ways with Social Media

View more documents from Ayman Sarhan.

Walkers: Using social media in new product development

Dan Calladine

Research from comScore recently revealed that 75% (211m) of adult internet users in Europe visited social networks in December 2008. Bearing in mind that three years ago social networks were almost unheard of in Europe, this is an amazing statistic.
Generally speaking, each market has its favourite local network (for example: Hyves in Netherlands; Studivz in Germany: Tuenti in Spain), but Facebook has started to make real inroads into markets outside the UK, particularly in Italy.
An Italian colleague recently explained to me that if you joined an Italian network you could just connect to other Italians. Facebook had far more long-term potential, because it is so international.
The scale of social networks has increased marketers' desire to find ways of using them to actively connect with their audiences. The audience is there - so the potential to harness this power must also be there.
A good recent example from the UK is the 'Do us a Flavour' campaign by Walkers crisps, part of PepsiCo. Walkers is the most popular brand of crisps in the UK, and last year embarked on a mission to develop a new flavour through "crowdsourcing". Wired magazine defines the term as "the act of taking a job performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call".
In this case, Walkers asked consumers to suggest new flavours, via its website, together with a description and a picture to represent the flavour.
Reportedly one million flavours were submitted, from which six flavours were chosen to go into production. All six will be on sale in the UK until early May 2009, when a winner will be chosen from public votes. As soon as the six flavours were chosen, the campaign moved to Facebook to add a social element.
A Facebook page was created for the overall campaign, where has 8000 'fans' have made nearly 500 wallposts. In addition, there are individual pages for each of the flavours, so that people can become fans of specific variants, such as Chilli & Chocolate and Builders Breakfast. Here, they can discuss their merits and cast a vote to decide the ultimate winner. (Incidentally, the smart money is on Builders Breakfast, which has far more fans than any of the others).
The Walkers' story well illustrates a recent quote from the American social media guru, Clay Shirky, who recently wrote: "More interesting than thinking about what's possible in 10 years is thinking what's possible now but that no one has built".
The work that Walkers is doing has been technically possible for some time, but it is only the increased popularity of social networks, like Facebook, that has provided the mass audience to make it worthwhile. With social media, we are now more limited by imagination than by technology.
Twitter is fast becoming the "new Facebook", in terms of the press coverage that it achieves. The buzz about the site in the media is very high at the moment, and has been climbing since late 2008, partly because of the use of the site by the then US Presidential candidate, Barack Obama.
Another reason for this surge of popularity is that, since Twitter does not sell advertising, many other sites do not see it as a competitor, and are happy to promote it and use it to connect with their audience.
For example, Google has now started "tweeting" officially, as has YouTube and MSN which, in the UK, has over 30 different accounts.
All of this serves to increase the popularity of Twitter, and seems to guarantee that it will keep growing in at least the short and medium term. The story for Twitter, and what it will add to social media, is only just beginning.
We are very, very unlikely to get 75% of internet users joining Twitter, but it is likely that things using elements of Twitter will soon start to make a real difference to people's lives.

Charities chuck out the clichés

Charity campaigns can often rely on imagery that’s meant to tug on heartstrings to persuade us to part with our pennies. But the following three have impressed us by moving away from clichés and embracing creative techniques, non-traditional media and shock tactics. Leo Burnett has created a new campaign to highlight the work done by UK housing charity Shelter. It depicts flimsy housing as a house of cards, while a voiceover reveals that 75,000 homes will be repossessed this year. Viewed as if from a train window to Videotape by Radiohead, the houses start to collapse (see picture, opposite). 500 posters on the London Underground, online and direct mail back up the TV spot, which can be viewed on Shelter’s website. http://england.shelter.org.uk/The children's charity NSPCC-funded helpline ChildLine is showing an understanding of Web 2.0 that puts shame in the game of many youth brands. The charity is teaming up with T4, the youth programming segment of UK terrestrial Channel 4, on an online show called Headspace. The collaboration invites ideas from under 18s about what really matters to them. It’s the latest creative concept from Idea, a virtual creative agency for ChildLine which encourages children to come up with creative solutions to their problems. First launched in early December, the website is going from strength to strength, with ‘offices’ on youth hang-out sites like Bebo, Habbo and Piczo. The NSPCC is working with digital agency iCrossing to monitor the effectiveness of the campaign on social networking sites and other online media. The site runs until the end of the school year. http://www.idea.me.uk/

Finally, are you feeling pasty? Then top up your tan without leaving your desk thanks to Computer Tan. Its revolutionary technology will have you bronzed and beach-ready in just five minutes! Users can access their first tanning session via www.computertan.com where they’re presented with the UV tubes on sun-beds. But instead of a dose of sunshine, they receive a harsh jolt of reality: stomach-turning pictures of skin cancers and the sobering fact that five people a day die from skin cancer. Users can then click through to the Karen Clifford Skin Cancer Charity, where they can learn more about the risks of exposure to the sun and how they can best protect themselves. Hats off to McCann Erickson for a spoof that’s eerily persuasive and spot-on for the young target it’s trying to hit. http://www.skcin.org/