(Photo: David Berkowitz, center, speaks at SMW NYC 2012)
Recently we sat down with with David Berkowitz, Vice President of Emerging Media at 360i, and an Advisory Board Member for Social Media Week NYC. Here’s what he had to say:
#1 What is your or your organization’s greatest success with social media to date?
This past fall, 360i launched Oscar Mayer’s The Great American Bacon Barter – the experiential and socially driven campaign centered around a cashless comedian as he bartered with the brand’s new premium bacon for everything from an overnight stay in a mansion to renaming a town “Sizzle City” for the day. The comedian shared real-time video, text and picture updates across Oscar Mayer’s social media properties (e.g., Facebook, Twitter, YouTube). The campaign became a cultural phenomenon, doubling conversations about Oscar Mayer and making it the most talked-about bacon brand online. At one point, “Bacon Barter” was tweeted every 60 seconds.
#2 What do you think is the most exciting thing happening in the emerging technology and/or new media space right now?
3D printing fascinates me. It’s one of those rare fields that’s truly disruptive. One of my colleagues is a Makerbot hobbyist, creating designs for products that can be produced by 3D printers. He told me how one day he needed shower curtain rings, so he went on Makerbot’s design community called Thingiverse, found a design, and printed out the rings at home. Think about how many stages were disintermediated from the typical approach: the factory in China, distribution, a retailer like Bed Bath & Beyond. We will spend much of the rest of the decade grappling with the implications.
#3 What speaker or event are you most looking forward to at SMW NYC?
I’m looking forward to seeing the startups present at So You Think You Can Start Up? , and I’ll be really interested in seeing the reactions from the excellent panel of judges from Mashable, Donna Karan, and ELLE.com.
#4 What prompted you to join Social Media Week’s Advisory Board? What do you think is SMW’s greatest value add to the tech/media space?
Social Media Week is one of my favorite weeks of the year. The content has always been strong and keeps getting better, and it brings together a lot of the best people not just thinking about social media but tackling its challenges from a range of perspectives. From early on, my agency and I have supported it and brought a lot of our clients to the events as well.
#5 What is the most creative way you’ve seen social media used?
I loved what Coca-Cola did in Israel at its annual event for teens. By partnering with Face.com, which has since been acquired by Facebook, Coca-Cola allowed teens to check into venues at their event by scanning people’s faces and then tagging them and their friends in Facebook posts. It’s one of those things that is so groundbreaking today and will probably be commonplace soon enough.
David Berkowitz is Vice President of Emerging Media with digital marketing agency 360i, where he develops social media and mobile marketing programs for Fortune 500 businesses and leading brands such as Kraft, Mattel, and Bravo. He has written more than 400 columns for MediaPost, and contributes to 360i’s Digital Connections, Ad Age’s Digital Next Blog, and his own MarketersStudio.com. He has spoken at more than 200 events including SXSW, Web 2.0 Expo, iMedia, and ThinkMobile, with guest lectures at Yale, MIT, Google, and Coca-Cola. You can also find him mentioned regularly in the press, including The Wall Street Journal, The New York Times, and USA Today.