![\"avatarESPNWendyW\"](\"pic\/avatarESPNWendyW.jpg\"){kind=avatar}
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Ad Age<\/em> has an informative article discussing Wendy’s new sponsership of ESPN’s “Voice of the Fan” chatroom (access available on the ESPN SportsNation chatroom page – Link<\/a>); part of their new “Don\u00e2\u20ac\u2122t Compromise. Personalize.” campaign. From the article (Link<\/a>):<\/p>\n ESPN began running the avatar feature on Voice of the Fan last year, but the Wendy\u00e2\u20ac\u2122s sponsorship is new. Interesting development. I guess Wendy’s was jealous of the branded-burger avatars available on Yahoo (see my earlier post – Link<\/a>). Ad Age<\/em> points out that users\/avatars can put on “a T-shirt emblazoned with a Wendy\u00e2\u20ac\u2122s hamburger or the fast-food chain\u00e2\u20ac\u2122s logo (but not, sadly, the pigtailed Wendy\u00e2\u20ac\u2122s girl).” Sadly, is right. I suspect that would give users a bit too much control to … “Personalize” things. A shame.<\/p>\n Imagine if the interactivity specifically included the ability to make a mess of your avatar (just holding the burger doesn’t cut the mustard, folks). Imagine users being able to communicate how much in degrees<\/em> they like Wendy’s by adding ketchup stains? I’m not sure if Oddcast’s technology allows for that level of interactivity… but it should.<\/p>\n For those unfamiliar with the Oddcast technology being used, it’s worth checking out (Link<\/a>). For anyone who remembers the McDonald’s AI experiment-thing revealed in October 2003 (I barely recall it, tbh), this is the same company. If you don’t recall the AI campaign, check out both the site (Link<\/a>) and a couple of not-too-flattering reviews (Link 1<\/a> and Link 2<\/a>).<\/p>\n Most especially however, be sure to check out the “Clients” section on Oddcast’s site for some nice links. You might notice something that has piqued my interest: some avatars remind me of a Jib Jab<\/a> cut-n-paste animation whereas other stuff looks like 3D geometry exported to vector graphics. For an example of the vector look, check the detail of the above image taken from the ESPN site. And for an example of something that looks like it came straight from an old Monty Python show, check out the IBM\/Lenovo website image below (taken from the engaging “Which Side Are You On” website – Link<\/a>).<\/p>\n My first thought is that the technology is leveraging some of the relatively recent tools for exporting 3D animations to Flash-based 2D vector images, and that perhaps they’re moving increasingly toward 3D (which they probably are). Only the IBM\/Lenovo website is relatively new, so it appears a choice was made; maybe even a more expensive choice.<\/p>\n When the 3D content is done, automation (e.g. auto-lip sync) probably lowers costs considerably. So it’s possible that the IBM\/Lenovo website using animated 2D was more expensive than going with 3D. And when choice enters the equation, that’s usually a good sign. Wendy’s even has a new ad campaign about it.<\/p>\n {Top two images Copyright \u00c2\u00a9 2005 ESPN Internet Ventures; bottom image Copyright \u00c2\u00a9 Lenovo; and there’s more…<\/p>\n Wendy’s name, design, and logo, “Do What Tastes Right” and “Don’t Compromise, Personalize” are trademarks of Oldemark, LLC and are licensed to Wendy’s International, Inc.}<\/p>\n","protected":false},"excerpt":{"rendered":" Ad Age has an informative article discussing Wendy’s new sponsership of ESPN’s “Voice of the Fan” chatroom (access available on the ESPN SportsNation chatroom page – Link); part of their new “Don\u00e2\u20ac\u2122t Compromise. Personalize.” campaign. From the article (Link): ESPN … Continue reading
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\nWendy\u00e2\u20ac\u2122s International is the first brand to advertise on the Voice of the Fan and has created a contest around it.
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\n\u00e2\u20ac\u0153The Voice of the Fan is embedded in personalization,\u00e2\u20ac\u009d said Michelle Fedurek, Wendy\u00e2\u20ac\u2122s VP-media strategies. \u00e2\u20ac\u0153We make hamburgers the way you want them — it was really a nice sync behind who we are as a brand.\u00e2\u20ac\u009d
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\nVoice of the Fan users can pass on a link for their friends to create their own avatars. So far, the open rate for the pass-alongs is 70%. About 30% of those who receive the link in turn and create their own avatars.<\/p><\/blockquote>\n![\"avatarESPNRespectW\"](\"pic\/avatarESPNRespectW.jpg\"){kind=avatar}
<\/p>\n![\"avatarLenovoW\"](\"pic\/avatarLenovoW.jpg\"){kind=avatar}
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