Digital Hive

Da Wiki Moves to Paper

     For the first time, a printed collection of Wikipedia articles is being produced in Germany by a major publisher, Bertelsmann.  The book, The One-Volume Wikipedia Encyclopedia, will go on sale in September for 19.95 euros (nearly $32), in an unusual experiment in reverse publishing. Bertelsmann sees this use of Wikipedia as a way of capturing the nation’s zeitgeist: “we think of it as an encyclopedic yearbook,” Dr. Varnhorn, the editor in charge of Bertelsmann’s reference works stated. 

     The German-language Web site has more than 750,000 separate articles, while the printed volume will have only about 25,000 (with 1,000 or so photographs).  Additionally, they will fit this into about 1,000 pages so each entry will consist of a brief summary of about 15 lines.  Of course, the published version will lack many of the advantages of the website (such as the ability to go from topic to topic via hyperlink rather than the old fashioned thumb).  But it may well serve as an artifact of sort since “most of the key words [in Wikipedia] are related to current discussions [such as] a successful TV show or new electronic products — all key words you normally don’t find in a traditional encyclopedia.”

      This publishing experiment will consist of a 20,000-copy initial press run that Bertelsmann believes will do well due to Germany’s strong encyclopedic culture as well as its ability to attract young people.   Also to its credit is the reputation of the German site as the most accurate and carefully examined of the large Wikipedia sites. Bertelsmann agreed to pay one euro per copy sold for use of the Wikipedia name, which will help support the site’s operation.  But they claim: “It is not about the money. It is a very good example of the power of free knowledge, so anyone is free to use the content and do interesting things with it. It’s a nice experiment to see if the Wikipedia content is good enough to sell books.”

Dean Whitney on Social Media - check it out

Check out this Omnisia presentation of Dean Whitney's social media deck (presented at Bentley a few weeks ago). A great primer on what's up today with social media and how brands can be leveraging.....

Let's hear it for happy

Snaps to Three Minds for a posting on a fun new online game from Uniqlo. Three Minds commends its UI and technique (I love this too, plus Uniqlo's products and general sunny attitude toward life) but what I really loved was the music. I left it on in a browser for like a half hour after I concluded my business at the site.

I also just caught Jet Blue's latest campaign (from JWT New York) which basically is all about making flying happy again. The TV spot opens the site experience (I first experienced the campaign on TV) and there's an explanation of the category-redefining campaign logic as well as quiz to see if you're a jetter. I like how the RTBs are woven into the storyline in a fun, experiential way.

But what I most love about both these campaigns is their exuberance and embrace of a sunny point of view. The energy (certainly fueled by the music, but also by visuals in the JetBlue example) is infectious and involving. I could feel my mood lifting as a result of experiencing the work. This is good.

Let's hear it for happy, and remind ourselves that sometimes the best thing a brand can do for a consumer is put a little spring in his step.

Spreading random happiness - what a refreshing idea

Thanks to Cool Hunting for the tip about a groovy new site experience called You Look Great Today.

It's an incredibly simple concept: use one of the "thumbs up" visuals available on the site (see photo) to turn a run of the mill photo opp of someone into an endorsement of their hair, eyes, or overall attitude and appearance. Post the photo to the site to get others' opinions, and vote on their submissions. Digg/Facebook what you like, etc. (there's a full range of the usual content distribution options).

The creator of this concept is The Happy Corp; I can't exactly tell what The Happy Corp is (where is easier, Broome Street in NYC), but here's what they say they do: "Improving gross national happiness through the invention, management, and maintenance of progressive brands and ideas." (note to self: what a great positioning for an agency)

Happy Corp says YLGT is "dedicated to finding and capturing greatness in the wild." But what I found most interesting about this concept is the random positiveness of it:

Observe greatness. We often forget to tell our friends how bright they shine, let alone total strangers. Bedroom eyes, perfect smiles, clean hair, and sweet outfits. Together we decide what looks good. Who looks great today?

The un-self conscious positive energy of this idea really makes me smile. It strikes the right balance between sweetness and simplicity. It's not too too cloying (is the pepto pink too much?), neither is it too involving for either subject or submitter. A simple way to bring some positive energy into your life and others'.

Customer experiences that give people a stimulus (an excuse?) to spread positive energy around are (in my humble opinion) all too rare and particularly relevant in today's times of Wall Street meltdown, subprime mortgage hangover, Iraq debacle, falling dollar, etc. HELLO PEOPLE, time for a little positive energy. Would be a great idea for a brand to co-opt. (Kodak?)

Will be interesting to see how much traffic the concept generates.

Go out there and spread some happy, people!