A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Chile, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Rainer Grob, and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Rainer Grob
Managing Director, Havas Sports & Entertainment Chile
rainer.grob@havas-se.com
http://www.havas-se.cl
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
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Havas Sports & Entertainment Chile Review of 2011 and 2012 predictions
1. Havas Sports & Entertainment Chile
Review of 2011 and predictions for 2012
A Selection of Best Cases from Latin America
2. HS&E selected Latam cases in 2011
SOCIAL MEDIA/DIGITAL
Viral Marketing
Community management
Advergaming
Mobile Marketing
Seeding
Blogger relations
Social Media PR & CONTENT
Influence Marketing Media relations
Live Measurement Editorial content
… Celebrities endorsement
E-influence
Lobbying
Social Media
EXPERIENTIAL Media partnerships
Branded TV programs
Live events
Cross media strategies
Grassroots programs
Product placement
Hospitality
Brand TV channels
POS animations
Radio programming
Street Marketing
Web channels
Product sampling
Advertiser Funding
Internal incentives
Programs
Creative/ OOH
Guerrilla Marketing
3. FOX AT PLANETA TERRA by Volkswagen
or how to become the top trending topic on Twitter...
What's the story…
Volkswagen sponsored the Planeta Terra Festival in São Paulo
The festival provided VW with the perfect platform to introduce their new trendy Fox to its target
demographic
Find the Fox and punch your event tickets…
VW hid tickets for the festival in 10 different places within the city. In order to find the tickets
fans had to tweet #foxatplanetaterra
Image Credit: brand.gamania.com
The more tweets, the closer the zoom got to the location. The first one to arrive at one of the 10
ground zero’s won a pair of tickets
Success
The race went on for 4 straight days
#foxatplanetaterra became the top topic on Twitter in São Paulo in less than 2 hours and
remained there for the entire length of the competition reaching the entire city – regardless of
age group
More than 50,000 views on YouTube & Vimeo combined
Image Credit: misterviral
Go watch the video: http://bit.ly/ig8qnh
AGENCY
Why we liked it… AlmapBBDO
Success! How to keep your brand as the top trending Twitter topic while
as the same time create an excellent brand experience
February 2011
Image Credit: brand.gamania.com
4. THE LADY MILLION BLOGGER by Puig
or how to create an engaging relationship with consumers in a
personable, fun and fresh way
What's the story…
A communication platform that centers all its efforts on The Lady Million Blogger. A character to
extend the brand universe and create engagement between consumers and the Lady Million lifestyle.
A digital experience!
The hit TV show, Los Caballeros Las Prefieren Brutas provides a perfect affinity avenue to introduce the new
Lady Million Blogger. The character of the Lady Million Blogger is seamlessly integrated within the universe of
the show through a series of 3 short films that romantically link her to Alejandro, the popular male lead on the
show. Which culminates in a cameo bringing the integration full circle.
Image Credit: Glossy-Kiss
A blog serves as a pivotal platform to house the Lady Million Blogger adventures and for consumers to interact
directly with the character.
A social media campaign ignites a wave of buzz around the blog.
And a targeted, efficient, digital media campaign helps bring traffic to the blog.
Success
(In the first 2 Months)
Over 41,628 Visits
Over 66,000 Page Views
Image Credit: Vimeo Video Over 455 Facebook Likes
Over 158 User Tweets
Over 25 Million Impacts
Check out the blog @ (http://www.ladymillionblog.com)
Go watch the video: http://vimeo.com/33079878 AGENCY
Why we liked it… HSE Miami
A clever way to integrate a brand seamlessly into relevant content with strong
affinity to the target as a shoe in to create a dynamic space for the brand to engage
with its consumer.
Image Credit: ladymillionblog
Since Oct 2011
5. POOLBALL by Budweiser
or how to create a new sport...
What's the story…
Budweiser developed a campaign linking two of mens passions – drinking and soccer
Soccer and beer – a marriage made in heaven...
They introduced the biggest pool table ever, 7 x 3 meters large, and redesigned 15 soccer balls
to look like pool balls
The rules were the same as regular pool but instead of cues, players could use any soccer legal
Image Credit: geeky-gadgets.com limbs to strike the balls
A fridge was integrated under the pool table to refresh players and ensure that they would keep
coming back (Budweiser of course)
Success
More than 280 players played each night for a total of more than 700 players
ESPN and Fox Sports broadcasted the event live
870,000+ YouTube views
Image Credit: newsmaker4.com
Go watch the video: http://bit.ly/eQ9smt
AGENCY
Why we liked it… Ogilvy
Any event that manages to be broadcasted on ESPN and Fox Sports is a great
success
April 2011
Image Credit: theinspirationroom.com
6. THE RUSH HOUR CINEMA by Coca Cola
or how to reach your consumer when they cant go anywhere...
What's the story…
To promote small Coca-Cola bottles the brand turned a traffic jam into a drive in cinema in
Bogota, the capital city of Colombia
Getting factory hits the highway…
A giant billboard was situated strategically in Bogota where there are many traffic jams
Short movies were displayed around the time when traffic get tough
Image Credit: elmaaltshift
Drivers could tune into the audio by listening to a specific radio frequency displayed on-screen
Coca Cola hostess were delivering popcorns and the brand new 250ml Coca Cola bottles to
onlookers
Success
183,332 people were stuck in traffic during the campaign at this intersection, creating an
immediate media reaction on television and press
More than 2,500,000 views on social network platforms
Image Credit: fruktcomms
Go watch the video: http://bit.ly/pRDQ0u
AGENCY
Why we liked it… Ogilvy
Great street marketing application, transforming an unpleasant moment into a
positive experience, in keeping with the brand’s philosophy
May 2011
Image Credit: 2dayconsultoria
7. ANTARCTICA BREATHALYZER by Ambev
or how to spread an important message via humor...
What's the story…
In Brazil, where there is zero tolerance against drunk driving, Ambev launched the Antarctica
Breathalyzer which incitates drunk people to go home with a taxi
Save a life, take a taxi…
Ambev turned the drunk driving breath test into something fun and different and took it where
it would be most effective, inside a bar
On the video screen, a girl invited people to take the test with a real breath test sensor called
Image Credit: YouTube the “Breathalyzer”
If the sensor detects that the person has been drinking, it shows the real danger of being under
the influence of alcohol by displaying a girl totally different from the one who invited them to
take the test
Then the Breathalyzer prints a taxi ticket that gives a 50% discount on any ride on one of
Ambev’s taxis used for the operation
Success
The message was passed and understood in a direct and interactive way: “when drinking goes
up, judgement skills go down.”
Image Credit: YouTube
Go watch the video: http://bit.ly/kRePrT
AGENCY
Why we liked it… Almap BBDO
This campaign was able to speak to a target about a non-fun subject without over-
imposing and keeping it funny
June 2011
Image Credit: YouTube
8. SPECIAL VENDING MACHINE BY LAYS
or how to increase buying intention at Point of Sale…
What's the story…
Lays wanted created a sampling campaign at the POS for its potato chips. In order to further
create awareness of the campaign and increase buying intention, Lays create a special
vending machine
“Potatoes instead of coins”
Promoters near special Lays vending machines in big supermarkets distributed real potatoes
When people found the vending machine, they realized it only worked with potatoes instead
Image Credit: thefutureofads of coins
After having inserted one potato in the machine, a big screen appears and the person in
front of the vending machine can see what seems to happen with the potato… Washed,
peeled, cut, cooked, salted and packed in a typical Lays package!
Success
10,000 YouTube views
Image Credit: Jeanchristophebonis
Go watch the video: http://youtu.be/54Y0s0t3S2o AGENCY
BBDO
Why we liked it…
The current trend is that every brand tries to be innovative in Social Media. But
followers on Social Media alone do not create turnover
This innovative spirit can also boost sales when used for traditional marketing
approaches. Innovation at the POS may even pay out more as people are prepared
for consumption October 2011
Image Credit: thefutureofads
9. MAKE SOME NOISE by Coca Cola
or how to test national football team supporters’s fervour
What's the story…
The Argentinian enthousiasm for football is known by the whole world. Coca Cola has
come up with a campaign that encourages supporters to make more and more noise
throughout the televised viewing of the match ... If there isn’t noise, no match
“No sound, no match”
Several giant screens dispersed in Buenos Aires aired the Argentina selection’s Copa
America 2011 matchs
Image Credit Trends2you The aim of this operation was to test the south american fervour for football. If
viewers weren’t playing an active part in supporting their team, the match was no
longer displayed on the screens
Thanks to sound level measurement instruments, during all the match, the match
was seen… or not
Success
Over 61,000 video views on Youtube
Many ad specialized blogs relayed the operation.
Image Credit Shotmcn’s blog
Go watch the video: http://bit.ly/pFwW5A
AGENCY
Why we liked it… OgilvyAction
A brand gave consumers the ultimatum, “give something otherwise you’ll get
nothing” resulting in an advertising operation that was innovative and interactive
July 2011
Image Credit Lavart Collective
10. SPYING ON MARISA by MARISA LINGERIE
or how to drive the mix between sexy and funny...
What's the story…
Marisa is a Brazilian retail chain in women's clothing for mainstream class audience
The company wanted to launch a new concept store that specialized in lingerie. Before the launch could go
ahead, some stores would have to be closed for renovation work, to prepare them for the new concept look
Marisa wanted to create excitement about the new stores and create an experience for consumers who were
unable to shop at the store as some compensation for finding it closed
“Go ahead, have a peak”
A teaser campaign in OOH media close to the shops signaled the upcoming renovations, with a countdown to
the opening of the new improved store
Image Credit creamglobal.com
When people looked in the installed hole, it attracted the attention and curiosity of passers-by. Then a
countdown to the end of the renovations and the re-opening day appeared
Success
The public interacted for an average of 1 to 2 minutes with the installation, calling others around to also
participate. Soon there were videos posted on YouTube of people’s reaction as a joke, accumulating more than
80,000 views in less than four days
News of the activity spread rapidly across national and international websites, blogs, newspapers and
magazines, accounting for more than 80 news articles in the week of its launch
This campaign was shortlisted at the 2011 Festival of Media Awards in the 'Best Event/Activation' category
Image Credit YouTube
Go Watch the video : http://bit.ly/nhiddx
Why we liked it… AGENCY
This new and sexy way to communicate about a re-opening Fischer & Fala
A lot of OOH campaigns could be vulgare but Marisa drove this one very cleverly
and funny
September 2011
Image Credit YouTube
11. SPREAD THE TED by TED
or how to use word-of-mouth to spread your ideas...
What's the story…
TED seeks to spread ideas and to inspire local citizens in Buenos Aires
Taxi Drivers turn into a new communication media...
TED invited taxi drivers to their legendary TED meeting and after listening to 6 hours of
conferences, they were sent back to work and picking and driving passengers
Image Credit: theinspirationroom
While driving their passengers, they shared what they learned from the conference with them
and delivered the message in a more engaging and personable way
Success
50 taxis x 20 passengers a day x 1 week = 7000 listeners (7 times the TED’s Buenos Aires
Audience)
More than 55,000 YouTube views
5:0 positive sentiment on Social Media
Image Credit: paperblog
Go watch the video: http://hpar.is/4dd1
AGENCY
Why we liked it… Olgivy
TED engaged with the kings of word of mouth: Taxi Drivers, bringing the TED
concept close to the common people creating energy and buzz around it
It made a clever use of the most powerful media : people
So simple. So smart! Coming soon … hairdressers April 2011
Image Credit: coloribus
12. RETURN by The Surfrider Foundation
or how to generate cause awareness...
What's the story…
9.75 tons of garbage were left on Rio de Janeiro’s beaches last summer alone - The Surf Rider
Foundation had to find a way to make people aware of the importance of throwing away their
garbage
Garage will come back to haunt you...
The Surfrider Foundation used a mailing list of associated surf shops and NGOs and sent 10,000
Image Credit: hugitforward ecological boxes to people’s houses with objects that were left on the beach
Inside the box was a message: "The garbage thrown on the sea returns someday. For
everybody." leaving it clear that, even ones who never threw garbage on the beach, one
day, may suffer the consequences
They also took boxes in bars in Rio de Janeiro and checked people’s reactions personnally
Success
A total of 10,000 boxes were sent to people’s houses containing plastic cups, ice-cream
packages, cans or water bottles
Image Credit: YouTube The operation received strong media coverage in Brazil
15,000 views on YouTube
Go watch the video: http://bit.ly/ieWVcw
AGENCY
Why we liked it… Script
The Surfrider Foundation managed to find a way to impact beachgoers personally
– making an impact without being considered offensive
March 2011
Image Credit: YouTube
14. Social Media Effectiveness ‘Beyond Fans and Likes’
After heavy flirting with social media in 2011, brands
will go beyond merely looking at Likes and Fans, and
start caring and measuring engagement and community
building
The value of a meaningful relationship will be properly
appreciated to build strong communities, CRM
programs, loyalty and integrated transactions
To prove the effectiveness of social media
campaigns, brands will develop more sophisticated
measurement algorithms to prove the ROI, more
commonly to be known as ROSS (return on social spend) Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/owenwbrown/4857593259/
By the end of 2012, successful brands in social media
will have focused more upon increasing their levels of
engagement with fans, than the number of fans
15. The Social Olympics 2012
London 2012 will be swamped in social media
More Tweets, shares, Likes, posts, comments, views will
take place in 1 month, than ever before
News, scandals, records & exclusives will all be read on
Twitter first. Then on the news channels and papers.
Footage we aren’t supposed to see, we will. Thanks to
Facebook, bit.ly and YouTube
There will be more Likes and friends for London 2012
than any other sporting event, ever. It will remain one Thanks to Flickr.com- creative commons
of the top 5 trending topics in Twitter globally, for 1 http://www.flickr.com/photos/31808226@N05/6130296771/
month
During the 100m final there will be more
messages, images and videos shared via social
media, than at any other time since the dawn of the
world wide web
16. Confidence not fear
Federations, athletes, brands and celebrities will
embrace the new digital and social landscape with more
confidence
Those that are un-prepared, under resourced and
schizophrenic will continue to fear the new world of
communities and communications
Athletes will be seen to check-in, update, upload and
respond pre, after and even sometimes during a
sporting event. Digital devices and applications will
relay a kaleidoscope of information about the athlete, in
real time, direct to fans and desktops Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/caguard/6094723130/
The ability for a fan to get closer to their hero, will
present an enormous opportunity for communities and
brands
17. Million Dollar Bloggers
Cyber PR will become more challenging across online
influencers who traditionally would blog or tweet about
a campaign for free. This will change in 2012. The
world’s first million dollar blogger will be created
Already in LATAM, and especially in Mexico, it is not un-
common for a blogger to request $15,000 for a Tweet or
blog post mentioning or linking to a brand. This
emerging trend will spread across the globe
Accessing a blogger, will in some instances require
contacting a blog management agency. Blog networks
will manage the syndication of posts across a diverse Thanks to Flickr.com- creative commons
range of interests and passions http://www.flickr.com/photos/suzanneandsimon/1746100681/
18. Sports Subscriptions
Sports federations will face a huge challenge in 2012:
“How to evolve their (traditional) broadcasting rights
package, when many of their audience are no longer
tuning into traditional broadcast channel, and in some
countries don’t even own a TV anymore?”
With more and more fans watching mainstream and
niche sports on the web; on social networks; on mobile
devices, successful federations will embrace the
opportunity
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/mikecogh/6123331851/
19. Sport & Technology
Sport will continue to become more scientific, and
technology will bring the most dramatic imagery and
revelations to both big screen and little screen
Enjoyment of sport, even from an armchair, will become
a thrilling experience. No longer a lean back and
enjoy, but lean forward and immerse.
Sports cam technology will bring footage to our screens
that we’ve never seen before. From 3D to 4D; slow
motion to split screen; helmet cam to ball cam;
adrenalin sensors to heart monitors…
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/pe5pe/3242342574
20. Agile content : more relevant, less costly
Campaigns will be created in days and weeks, not
months or years. Real time listening, creation, and
distribution will mean a trending topic is acted upon, to
create the long tail effect of relevance, overnight
Traditional production and content costs will go
down, but licensing costs will go up, benefiting
bedroom content creators
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/walmartcorporate/5793422190/
21. Fan Sourced Singles
Artists are increasingly asking their fans to not only
suggest or create their album artwork, but to contribute
to the actual audio that is released on the single or
album.
During 2012 we predict an increase in fan sourced
management. Fans are already able to participate and
take control of the artist selection process before they
become famous. We suspect this trend will strengthen
within the coming year.
Brands and artists will embrace this collaborative
opportunity. A fan will be supersaulted from his Thanks to Flickr.com- creative commons
bedroom to the 02 or Wembley stage. Royalties will http://www.flickr.com/photos/mwiththeat/3712998374/
take this fan from a 1 bedroom apartment, to a beach
front bungalow.
22. PR in the media and marketing mix
There will be a continued integration of PR in the
marketing, advertising and customer service mix.
Every campaign will have a strong role for PR and this
will lead to a stronger and more strategic place for PR
professionals around an integrated planning table. Silo’s
will continue to be broken down.
Earned media, paid media, owned media and shared
media will become standard categories for all PR
professionals to consider how they plan and integrate
campaigns.
Thanks to Flickr.com- creative
commonshttp://www.flickr.com/photos/42931449@N07/6088751332/
Developing relationships with bloggers in ‘earned
media’ will no longer be a speciality of a digital team or
agency. All PR agencies will offer this outreach.
23. Infographics and story telling through imagery
2011 saw an explosion in the use of Infographics to
decipher an analytical story. More than 500,000
Infographics were created. 2012 will continue this
trend, but with the addition of video Infographics.
Infographics will evolve with he ability to click through
multiple layers of content, creating a rabbit hole of data
visualization.
Agencies will create presentations leveraging these new
formats. PowerPoint presentations will reduce in the
number of slides, with more and more information
being displayed creatively on one slide. Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/ibikefresno/5892802181/
24. Personalized Content
Content will be more customized for each target
audience based upon location, profile, interests and
their networks.
Smart filtering and customization will make content
more shareable and rewarding. Sharing content across a
consumer’s peer groups, will provide another layer of
rewards for the consumer. Great content will continue
to be viral and shareable.
An increase in mobile content, delivered direct to a
consumer’s handset will create connections all through
the day, the night, and weekend.
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/sanjoselibrary/2944498979/
25. PR accountability
PR will become more accountable and more accurate in
measuring the ROI.
Traditional media monitoring agencies will integrate
buzz monitoring services and metrics to provide more
accurate qualative and quantative results.
Every PR agency will provide as part of a campaign
evaluation : reach, sentiment, influencer analysis and
equivalent media value (through an updated media
evaluation tool).
Accountability and campaign evaluation will become Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/cambodia4kidsorg/3290848259/
more accurate and enable more accurate campaign
planning and re-optimization. Clients will request
greater accountability and performance related pricing
models.
26. PR and the role of Influencers
Influencer marketing will not just mean inviting a high
profile celebrity to an event. Much of the influencer
engagement and marketing will take place online.
Influencer identification tools will enable the PR
industry to more accurately identify and engage with
powerful online advocates. These influencers will be
leveraged to not online feature and talk about a
campaign, but to be involve din the planning, ideation
and evolution of a campaign.
Each agency will create their own rating system to
identify the most important influencers pertinent to
Thanks to Flickr.com- creative commons
their objectives http://www.flickr.com/photos/9382228@N08/4836210531/
27. Digital Amnesty Day
1 day a year, everything will shut down, almost.
Companies will ask all their staff to ‘switch off and
unplug for 24 hours’.
At first employees will be scared and confused. They will
scratch their heads wondering how they can perform
their job or task, without a digital connection.
After 3 hours a smile will spread across their faces. It
will be a beautiful day or real relationships and
friendships the old fashioned way, face to face. We will
re-discover social skills, beyond Facebook. We will put
into perspective the role of digital. It will become a
Thanks to Flickr.com- creative commons
yearly event. http://www.flickr.com/photos/brook/33496825/
28. Location Based Entertainment (LBE)
Sporting venues and stadiums are the second most
checked-in places worldwide. The most popular
checked-in places are airports
Brands, sponsors and rights holders will leverage this
opportunity to geo target fans with compelling and
shareable content and promotional messages. Having
identified a physical fan, data will provide an on-going
and customized relationship back to their home
2012 will see a huge increase in the connections
between these attending fans, virtual fans and brand
messages. 2012 will become the year of social currency Thanks to Flickr.com- creative commons
– more shareable, more entertaining and more http://www.flickr.com/photos/da_belkin/6462640765/
personalized
29. Live events get greener
Stronger corporate social responsibility, combined with
increased consumer awareness of recycling and the
need for a cleaner environment, will result in more
environmentally friendly events.
Sponsors will require event producers to have
committed to make the event as carbon neutral as
possible. Sponsors will consider this ‘green score’ just as
much as the number of attendees and media value.
Recycling will have high visibility at each event and be a
creative and entertaining activity that attendees warmly
embrace.
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/zoetnet/4212133196/
30. Pop Up Events and Experiences
Whilst large scale events will remain a key feature of a
brand’s yearly outdoor calendar, increasingly brands will
take to the streets, beaches and parks with impromptu
pop up events.
There will be equal investment in large scale one offs
with small socially promoted flash mobs.
Mystery and intrigue will be created in the run up to a
pop up event, but only announced in the last 48 hours
through social media. Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/vdrg/5458584580/
33. For any question, comment or request,
please contact us:
Rainer Grob
Managing Director
rainer.grob@havas-se.com
http://www.havas-se.com
Hinweis der Redaktion
The Lady Million Blogger,puig, HSE, HSE miami, Pr campaign, perfume campaign, social media campaign, digital, digital experience, create engagement communication platform,Los Caballeros, Las PrefierenBrutas, Alejandro, efficient, digital media campaign, blog traffic
Social media, Facebook, Facebook likes, Facebook engagement, Facebook friends fans, social CRM, social engagement, community building, ROI, ROSS, return on social spend, 2012 predictionshttp://creativecommons.org/licenses/by/3.0/
London Olympics 2012, social media Olympics 2012, SoMe2012, SoMe London Olympics 2012, sports marketing London 2012, Havas sports & entertainment, sports marketing Olympics, flickr, Usain Bolt social media, twitter, 100metre finalhttp://www.flickr.com/photos/31808226@N05/6130296771/http://creativecommons.org/licenses/by/3.0/
Sports federations, athletes, brands, real time, athletes on social media, confidence not fearhttp://www.flickr.com/photos/caguard/6094723130/http://creativecommons.org/licenses/by/3.0/
Million dollar bloggers, Mexico, latam, $15000 per tweet, blogger networks, bog syndicationhttp://www.flickr.com/photos/suzanneandsimon/1746100681/http://creativecommons.org/licenses/by/3.0/
Sport and technology, sport social media, 3d, 4d, slow motion, time lapse, adrenalin sensors, heart monitorshttp://www.flickr.com/photos/pe5pe/3242342574/http://creativecommons.org/licenses/by/3.0/
Digital production, digital our-sourcing, agile content, bedroom creators, YouTubehttp://www.flickr.com/photos/walmartcorporate/5793422190/http://creativecommons.org/licenses/by/3.0/
Fan sourced singles, 02, Wembley, user generated content, fan royalties, http://www.flickr.com/photos/mwiththeat/3712998374/http://creativecommons.org/licenses/by/3.0/