Author Archives: Margo Gremmler
Last month, I visited Los Angeles for Digital Hollywood, a fascinating collision of the entertainment, technology, and marketing worlds. Each of the 16 sessions I attended featured a panel of smart thinkers from amongst digital and traditional agencies, behemoth entertainment studios, teensy web startups, content providers – and even entertainers themselves.
The conference offered four days and thirteen tracks’ worth of topics. The discussions I saw ran the gamut from devices, platforms, consumer innovations, and new media to advertising, social media, content, analytics, distribution and others. In the multimedia wrap-up at right you’ll find several intriguing, dare I say provocative, insights:
- Apple vs. Android: The Mudwrestle
- Disruption is Dying
- Utility is the New Advertising
- The Name of the Game is Game Mechanics
- Tomorrow’s tech: Touchless
- Content is King, but Distribution is King-er
- Screw the Masses. Let’s Bring Exclusivity Back.
- Social Media: The Modern Marketer’s Swiss Army Knife
- iTV. Really? Yes. Finally?? YES.
All in all, we Critical Mass-ers will be regular visitors of upcoming Digital Hollywood conferences. What about you? Which events interest you these days?

Last week, we learned that Idea Aid, with not-for-profit partner Heifer International, selected its top five idea submissions. In a bit of unexpected news, one of the winners came from Critical Mass – submitted by this very blogger.
The goal of 2009’s Idea Aid (the first of hopefully many to come) was to generate new fundraising models to raise $1 billion annually. The weeklong brainstorm benefit, organized by Mensa Process, resulted in 585 ideas from participants in 66 countries including Argentina, Bangladesh, Belgium, Congo, Croatia, Hungary, India, Indonesia, Iran, and Iraq. Heifer International will share the winning ideas with other like-minded organizations – after all, when the goal is to eradicate global poverty, sharing the idea wealth is a must.
The five winners include ideas that emerged multiple times over the course of Idea Aid week. (“Great minds think alike” is cliché for a reason.)
1. “Rounding Up Around the World” has an approach alá Bank of America’s “Keep the Change,” where users enjoy automatic savings derived from rounding their check card transactions to the next dollar. Here, consumer transactions would round up for the benefit of charities. This idea came from Tomer Ram of Israel – and based on the results of our brainstorm breakouts, it was a popular theme. An added thought from this blogger: Just as BoA offers a 100% match for the first three months and a 5% match thereafter (with an annual cap) to help motivate sign-ups, a similar tactic should be used here – with the help of a generous third-party entity (anyone have Richard Branson’s or Bill Gates’s number?).
2. “A Penny Goes a Long Way,” from Dr. Christina Bautista of New Mexico, suggests that an extra penny from consumers’ credit and debit purchases go to charity. Though consumers would hardly feel these micro-transactions, money would accumulate to a significant charitable sum. This theme was another popular one – in fact, more than a handful of brainstorming CM’ers referenced Office Space as silver-screen proof.
3. “Gift Cards: The little bit that’s left” proposes that the little bit of extra on retailer gift cards be funneled to charity. It’s a no-brainer – consumers could lighten their wallet of those pesky remaining gift dollars, to benefit those who need it more. This idea, from Jay Bassett in Georgia, had at least one idea doppelganger in Critical Mass’s very own Duane Wheatcroft.
4. “Global Online Auction,” a winning idea from Ruth Parvin in Oregon, combines art, charity, and the global reach of the Internet. Artists would donate works to an online auction, with all proceeds going to charity. Ebay would be the first tree to bark up, as they have the global reach this idea would thrive on.
5. The final idea was a submission of mine – originally called “Beautiful Change,” revised to “Destinations for Donations.” In this idea, artists, sculptors and/or architects would create fun, interactive money-collecting structures to appear in cities that get significant tourist traffic. This idea was inspired by the Chicago cows, an irresistible coin-spinner I experienced as a kid (a donation mechanism itself), and a similar thought from a coworker of mine (Senior Copywriter Jamie Toal, who, during one of our office-wide brainstorms, asked, “Why can’t we just clear out the change from the fountains of the world?”)
Needless to say, my Critical Mass cohorts and I are thrilled to have contributed a fundraising idea worthy of the hope and confidence of Heifer International and the Idea Aid organizers. If you asked me, I’d say it’s a lovely way to close out the year. We’re excited to see what comes next.
Critical Mass teams took time out of their workweeks recently to brainstorm for Idea Aid. (Read more about Idea Aid in this entry.)
Heifer International, a U.S.-based humanitarian and not-for-profit organization, partnered with Idea Aid for its inaugural year. By the end of the brainstorming benefit (at the stroke of 11:59 pm on Saturday, 11/21), Idea Aid had gathered 585 ideas to help Heifer raise $1 billion annually to eradicate global poverty.
57 of these ideas came from Critical Mass – through several brainstorms, bagels, beers, and one be-post-it’ed elevator. CM’s submissions represent a wide range of thought from high-concept one-liners like “Elevator Toll” and “$1/flight” to blown-out campaigns like “Buck Poverty.”

Idea Aid participants supported their favorite ideas during the brainstorm by clicking a “promote” button within the list or on an individual submission’s page. One of the Critical Mass ideas, “Beautiful Change,” reached #11 in this popularity ranking. This concept involves artists and architects creating fun, engaging coin-collecting sculptures to appear in tourist cities during a yearly, outdoor exhibit.
As of now, the list of idea submissions is viewable only to those who’d registered on the Idea Aid site. There, an official note from organizer (and Mensa Process Director) David Wynett states:
Thank you for your interest in IdeaAid 2009. The online brainstorming phase of the project is closed. The evaluation team will review and analyze all ideas submitted. The IdeaAid team, in partnership with Heifer International, will announce the five leading ideas once the review process is complete. All registered participants will receive notification of the results.
Whether a Critical Mass idea makes the final cut or not, we hope our contributions help Heifer International and Idea Aid achieve such a noble goal.
As a Copywriter in the advertising and marketing industry, having good ideas is the foundation of my day-to-day. But for many organizations, good ideas save lives.
Starting Saturday, 11/14 and for one week, I’m going to donate ideas to Idea Aid – the world’s first online global brainstorming benefit. In addition, Critical Mass will harness its creativity for the cause through flash-brainstorms.
For Idea Aid’s inaugural year, participants around the globe will identify solutions to help Heifer International raise $1 billion annually to eradicate global poverty.
From the latest press release:
According to the World Bank, 1.2 billion people – 20 percent of the world’s population – survive on less than $1 a day. More than 800 million people go to bed hungry every day and 300 million of them are children.
Heifer International has said that one thing that makes a difference is, indeed, money – but at this point, there’s no single way to efficiently and consistently generate necessary funds for the cause.
Critical Mass is signed up. Will you participate too?
This weekend, the world gathered around one iconic idea: 350ppm.
350 parts per million is the level of CO2 many climate scientists agree is the safe upper limit of carbon in our air (we’re at about 390, by the way). But that’s not all 350ppm is. It’s also one of the strongest examples of social media optimization the world has ever seen.
To help promote its International Day of Climate Action (last Saturday, 10/24), 350.org simply asked supporters to use a special hashtag in related tweets: #350ppm. According to search.twitter.com, it was used 1,500 times over the weekend (10/23-10/26).
The Day of Climate Action was a rousing success. 181 countries participated (meaning fewer than 15 didn’t), and there were 5,245 events across the globe.
As for SMO success, 350.org now has over 10,000 Twitter followers. They’re ranked #43 in the “Everywhere” region (via Twitterholic). 350’s most recent Influence score from Twitalyzer is a “profound” 64 of 100, after a recent increase of 31,900%. Twitalyzer bases Influence on Reach (followers), Authority (getting retweeted), Generosity (RT’ing others), and Clout (getting mentioned). 350’s Clout score is 100 of 100, unchanged in the recent past.
On Sunday, 350’s Day of Climate Action was the most talked-about news story on the planet – tops on CNN, The New York Times, Le Monde, Google News, and more. The top Google headline was “Campaign Against Emissions Picks Number,” due in no small part to thousands of participants using “350.” For Sunday and Monday, the story of 350 got more impressions than any other in the world.







