Monthly Archives: May 2012

Social Gifting and Wrapp – the buzz is frustrating.

Maybe because it’s got some high profile backers? (not intended as a dig at those individuals, Reid Hoffman is someone I admire greatly)

In the instance of Wrapp, maybe (and more likely) it’s because you can give people free money. I was just generous enough to gift my cousin a £3 voucher for Oasis which cost me nothing.

I like Wrapp, it’s a fun way of giving a gift, but I find the excitement and buzz all hugely frustrating. Here’s why:

We need to start thinking beyond these iterations of social marketing and commerce. Yes it’s a fun app, but the whole premise does not feel progressive. Rather it feels that this should have happened 3 or 5 years ago. This is all too easy. (It’s partly true that my argument is laced with jealously and bitterness at such a simple idea being so successful!)

I suppose progression does come in small steps and I’m pleased to see that people like Wrapp are making this move. But I’ll really get excited when the integration between my activity in a brick and mortar store can be determined by suggestions, advice and recommendations provided to me by the store based on my digital profile. And if I have to, I’ll ask my friends.

I’d be interested to know what other people feel about this apparent craze, is it the future or  will it just wither out and die?



Recipe Books and QR Codes


My current method

I’m going to make an effort to document occasional ideas, mostly in an effort to perfect communicating my thoughts in a concise manner (the best ideas are the easiest to communicate)

So here’s a quick one for today, as I sit here with my wife reading a recipe book:

“Recipe books should have a a QR Code [read any scannable code] alongside each recipe. Scan the code and ingredients will be added to a shopping lost on a corresponding mobile app”

The biggest bug bear for me is having to wrote down ingredients from a book for when you’re at the shops. It’s a pain, especially with complicated dishes.

If the process is as simple as taking a photo of the page, it is guaranteed to be more effective.

There are immediate problems, obviously. Firstly, who buys recipe books these days? I have some, but the codes can’t be retrospectively printed on their pages. I don’t however rush out to buy new books anymore, I’ll just look online or on the Jamie Oliver app.

Perhaps the people who do still buy recipe books, are in fact not the people who’d scan a code with a mobile app.

Or maybe, just maybe, people who would use a mobile app as their first choice, would in fact buy a recipe book if they knew they could scan a code to have the ingredients added to an app.

Those questions are for someone else to figure out!

What next for GoCompare?

I cannot stand the GoCompare adverts. I switch them over when they’re on and I do what I can to not use their site as a result.

But the reality is, everyone knows of their site because of their adverts and their work behind the scenes to build the character of ‘Gio Compario’. They’ve achieved what they needed to with the campaign, but sooner or later they’re going to need to move on…how do they phase out the fat guy?

If the ball was in my court, I’d run a new ad – entirely contrasting the current guy.

- An ad that caught people’s attention for the simplicity, but still with a main protagonist.
- Whilst people are left feeling delighted that Gio is no longer, viewers should be encouraged to ‘GoCompare’ which character they most want to feature in the next advert.

I see it running in two ways:

  1. People cannot wait to get rid of Gio that they’re quick to log on and vote for the new guy (spending time engaging with the brand)
  2. People will think it’s funny to feel that they’re winding the rest of the nation up and are quick to log on and vote to keep Gio in office

Either way, it feels to me as a great way to transition away from the brand perception that currently exists…a perception that actively drives people away from the site.

Just running with it

It’s been a while since I started a blog. Having run many since 2006 but mostly for other people I figured it was about time I started my own. Which I have.

I’m a creative strategist working in London and from here onwards I’ll be writing a little more about digital and social media strategy, entrepreneurship and simply airing some ideas.

Feel free to enjoy.