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01 JUNE 2010

PlaySport: naming by consensus

"For those companies willing to make the cultural commitment to the instantaneous praise and bashing served up 140 characters at a time on Twitter, the rewards can be considerable.

Jeffrey Hayzlett, Kodak's chief marketing officer, said that he learned firsthand after the company originally debuted its Zi8 waterproof, pocket–sized HD video camera earlier this year. ...

Most companies would either ignore the panning or, perhaps, send the product back to the sales and marketing gurus to come up with a better name.

Kodak didn't. Instead, this summer it took the naming process to the people via Twitter, asking the great unwashed masses on the microblogging site to see if they could come up with something better. The winner, or winners as it turns out, were promised a free trip to Vegas for this year's CES and will have their likeness displayed in some way on the product's packaging.

From the thousands of tweets received from the crowdsourcing experiment, Kodak combined two fairly mundane suggestions –– 'Play' and 'Sport' –– to derive the new moniker 'PlaySport.' It's not rocket science but, according to Hayzlett, it's a damn sight better than Zi8."

(Larry Barrett, 7 January 2010)

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140 characters2010brandbrand awarenessbrand recognitioncampaign • CES • Consumer Electronics Show • HD • Jeffrey Hayzlett • KodakLas Vegasmicrobloggingnaming process • PlaySport • productsocial mediasocial networkingTwittervideo camera • Zi8 waterproof

CONTRIBUTOR

Simon Perkins
12 JULY 2009

Twitter switch for Guardian, after 188 years of ink

"the Guardian today announces that it will become the first newspaper in the world to be published exclusively via Twitter, the sensationally popular social networking service that has transformed online communication.

The move, described as 'epochal' by media commentators, will see all Guardian content tailored to fit the format of Twitter's brief text messages, known as 'tweets', which are limited to 140 characters each.
...
At a time of unprecedented challenge for all print media, many publications have rushed to embrace social networking technologies. Most now offer Twitter feeds of major breaking news headlines, while the Daily Mail recently pioneered an iPhone application providing users with a one–click facility for reporting suspicious behaviour by migrants or gays. 'In the new media environment, readers want short and punchy coverage, while the interactive possibilities of Twitter promise to transform th,' the online media guru Jeff Jarvis said in a tweet yesterday, before reaching his 140–character limit, which includes spaces. According to subsequent reports, he is thinking about going to the theatre tonight, but it is raining :(.

A unique collaboration between The Guardian and Twitter will also see the launch of Gutter, an experimental service designed to filter noteworthy liberal opinion from the cacophony of Twitter updates. Gutter members will be able to use the service to comment on liberal blogs around the web via a new tool, specially developed with the blogging platform WordPress, entitled GutterPress."
(Rio Palof, 1 April 2009, The Guardian, UK)

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CONTRIBUTOR

Simon Perkins
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