"Hello and welcome to Most Contagious 2010. This is our free, shareable review of the trends and technologies that have provided the loudest bleeps on our radar this year, and
comes supported by those nice people at Yahoo!. Send it on.
In 2010, the smartest brands realised that the model is not 360,
it’s 365. This means thinking editorially, reacting in real time and
engaging in reciprocal conversations to distribute content that
feels generous, useful and personalised. As we’ve always said,
the best brands are those that see themselves as networks which
connect like-minded people around shared interests and causes.
Some of the best initiatives of the year fell into the category of
on-going projects, rather than hermetically sealed ad campaigns.
Think Levi’s’ involvement with the recession-bitten town of
Braddock or Kraft’s ‘Real Women of Philadelphia’ community.
This shows a shift away from the traditional reach and frequency
model to one of sustained engagement.
2010 was also a banner year for infectious online video, with
two unexpected players (Old Spice and Tipp-Ex) grabbing the
viral limelight. It was also a boom time for the much-debated
gamification trend and for the connected promise of internet TV
to finally take root, whilst burgeoning tech trend the Web of Intent
fills us with hope for a less chaotic 2011."
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