We’re excited to announce the launch of Sector Seven, a joint initiative combining the
digital advertising talents of the eighty:twenty agency and the creative production house Cashmere Media to form one of Irelands leading Digital Media agencies.

To date, Sector Seven have developed and implemented campaigns for Nokia, Toyota and Unilever Ireland. These have ranged from Irelands first ever, online mini-series for Toyota Ireland to an interactive site for Lynx Contact shower Gel.

From strategy and planning, to production and campaign management, Sector Seven offer a full inclusive service for all digital campaigns.

With multiple campaigns now in development, Sector Seven are at the vanguard of developing a fresh innovative advertising in the digital age. We look forward to working with you.

Dexter’s out to get you…

This cool new viral was created to promote season two of the US drama series “Dexter” about a serial killer also works for the Miami Metro Police Department as a blood spatter analysis. Viewers can send friends a personalised press conference video where they appear as the next victim of the serial killers rampage. Users take the role of journalist and can record their own questions or make a statement using a webcam or webcam. This attracted global condemnation and controversy but as we all know in advertising, negative publicity is still publicity and I’m sure viewing numbers shot up. Visit

The Dexter Hit List

and send the viral on to a mate…who has a very good sense of humour!

Levi’s Moonwalker Viral

Watch what happens when you bring together a bunch of guys with too much time on their hands, a gormless mate, a pair of Levi’s, some duct tape and a canister of helium. Lucky for him that a sharp gust of wind didn’t carry him into some telegraph wires or a pylon.

Levi’s Moonwalking Viral

Absolut team up with Kanye West…

If you feel famous and powerful on the inside but nobody can see it on the outside, what should you do? Absolut have solved this age old problem by teaming up with Kanye West in a peculiar campaign called Be Kanye, see www.Bekanyenow.com . They’ve created a website featuring the BeKanye tablets which if consumed, will turn you into rapper Kanye embellishing you with enlarged ego, increased creativity and elevated confidence. There’s also a curious countdown which doesn’t reveal what exactly will manifest once it reaches zero. Check out the infomercial to coincide with the campaign:

Be Kanye Now

Are Barack Obama and his competitor John McCain on par when it comes to their respective digital campaigns? Both have realised how important it is to have a strong digital presence as the US population busies itself on Twitter, Digg, MySpace and particularly Facebook. They’ve got blogs and personalised social network sites entitled MyBo and McCainSpace. Barack appears to be lightyears ahead in terms of his prolific presence on a variety of multi-cultural, multi-denominational social networks such as AsianAve, MyBatanga, BlackPlanet, Glee and Faithbase. Barack’s got 1,121,719 friends on Facebook right now whereas John McCain has a mere 163,760 supporters. We’d love to see how an Irish politician approaching election would fare out in the digital realm. Is it only a matter of time before we’re drawing on Enda Kenny’s whiteboard?

Our latest Lynx campaign got underway in recent weeks and has proved hugely successful. In keeping with international trends, we created a personalised interactive experience called the Lynx Contact Zone. The player registers his preferences at the outset and then visits the Lynx Contact Zone, making contact with a sultry Lynx Lady. The Contact Zone has been publicised through outdoor advertising, TV and impressive online ads. She’s waiting for you so pay her a visit now at:

Lynx Contact Zone

Trend Hunters Congregate Online

Do you fancy yourself as the kind of person who’s always down with the latest trends, fashion, music, brands and all that shallow stuff we adore? It seems there is a trend for everything these days from wallpaper to charity organisations! To stay up to date or even report on a trend you’ve encountered, check out:

Trend Hunter

Is your name Osama?

As Britain becomes more self-regulated about portraying Muslims in a negative light, Channel 4 want to track down 500 people named Osama for their newest campaign. Their mission is to communicate that not everyone called Osama is an extremist whose sole aim is to topple Western civilisation! There’s an online journal about the efforts of Farrah and Massood who travel about looking for peace-loving, tree-hugging Osamas across the world. To follow their adventures check out:

Osama Loves

Ultimate Job Hunters Blog

Oliver Davies has applied for 100 jobs he is entirely unsuitable for. He’s applied to become a car valet at a graveyard, to compose rap songs for aspiring artists, flight instructor and psychic medium amongst others. Read how he justifies each of these job applications to the HR departments of his prospective employers:

Ultimate Job Hunters Blog

They’re big, colourful and distracting and that’s what we love about them. And you need worry no more about faded colours or soggy strips dangling from your billboard. Think of the attractive LED billboards of Times Square, the brightly animated billboards at Piccadilly Circus in London or the whopping digital billboards of Shibuya, Tokyo.

Increasing numbers of digital billboards are being employed internationally which bring TV and print together in one highly effective combination. Currently, space on these giant digital billboards is being sold in time slots of a single day or a few hours in more heavily trafficked areas – rather than weeks at a time on regular billboards. Animations, film clips, new album track samples can all be featured. And you can rotate between different ads every couple of seconds, drawing the eye for a long period. They can’t change the channel, can’t mute the sound, can’t switch it off. Bluetooth technology means you can make contact by sending music, links and other features to anyone in close proximity. It’s also possible to control the displays remotely, making changes to billboards which are countrywide. Ireland will be picking up the pace in the next number of years in an effort to keep up with this international trend.

Frances Macken

There’s only so much you can do on TV and by our estimations, it’s about to get toppled from its throne. Sponsored programming and product placement is expensive, unimaginative and a tad desperate. Why spend every cent of your marketing budget in one felled swoop, pushing your brand on the back of someone elses creative endeavours!

Our solution? The small yet mighty webisode! Webisodes are fast becoming the most entertaining method of communicating to consumers of all ages online. The Americans were the first to latch onto webisodes as a credible way to create a relationship with the attention deficit generation. Episode length can vary but generally stays within 5 to 10 minutes. Under the guise of entertainment, it’s relatively easy to keep people watching and interacting. You won’t even have to try too hard to camouflage your brand or product, just so long as the content is engaging and thrilling.

The benefits of creating branded webisodes are undeniable. A series of webisodes can bring longer lasting continuity to the brand experience, if you create a great series they’ll come back for more. Feature a likeable celebrity or a wacky concept, avoid clunky plotlines and remember your audience. Humour is the best way to nab time with your precious demographic target.

Another option to consider is the mobisode, a short episode viewable through your mobile phone. A series of mobisodes were created in a spin off of Prison Break entitled “Proof of Innocence”, similarly Lost also had a spin-off mobisode series called Lost: Missing Pieces. Innovative brand campaigns could promote a text-in for links to a mobisode related to your product.

Our new digital media creation house, Sector 7 have been busy scripting and shooting a great little webisode series called Meet Mike for Toyota, check it out throughout the summer months at www.meetmike.ie

Widget: A widget is an online interactive tool or application which can be downloaded onto a desktop or embedded onto a webpage. It can function as a reminder tool, can feature games, units of advertising and are quite commonly found on social networking sites.

Media Planner: A media planner in a digital agency decides on the most suitable online forum on which to display your ad and reach a definitive demographic. They analyse the online behaviours of various strata of internet users and make a strategic decision about the best online promotional tools. They make bookings for this online space and also decide on the schedule to follow.

Metadata: Without being flippant, metadata is data about data! The best example of metadata is the data about a photograph held in a digital camera. This could be the date on which it was taken, the lens and focal length. Another example of metadata is the data held within your iPod about your playlists, song titles etc.

Valid Hits: Are considered successful click-throughs by individuals without those generated by search engine spiders, server errors or accidental click-throughs.

A ‘flog’ or fake blog can be created to imprint a brand message on its reader who may unwittingly accepts it as the real deal, a real character who just happens to brag about owning a certain car or casually mentions the effectiveness of a certain brand. They are generally scorned for their blatant deceptiveness. Other methods include using a blog with the general guise of being a fashion blog, sports blog or cars blog yet maintaining a branded undercurrent and maybe even blocking unappreciative comments. In the US recently, two American bloggers decided to travel across the country in an RV and blog about the various Walmart stores along the way. While the journey actually did take place, it was revealed that Walmart had paid the expenses.

At eighty:twenty, we agree that flogs are cheeky but there are ways of making the experience a little sweeter. Don’t be so afraid to reveal your identity as a brand or product and you might be doing yourself a favour. Relevant, up to date content about trends and new products might pull regular readers who appreciate the information and also recognise who is behind it. It’s all in the tone and approach. Get a good copywriter and ensure there aren’t any spelling errors. Don’t diss your competitors. Don’t use too much technical information, remember your audience and use language they will understand.

Some of the larger companies who have official corporate blogs are Google, Kodak, Macromedia, Delta and General Motors.