Announcing Spindle.

It's a bold vision: "build the discovery engine for hte social web"... and that's precisely what excites us about Spindle. Based in Cambridge, MA and started in Dogpatch Labs, Spindle aims to deliver actionable information and news that you wouldn't have found otherwise... using location, real-time data and your social and interest graphs. Today, Pat, Simon, Alex and Alex announce Spindle as the discovery engine for the social web and open to beta registrations:

"We believe that we’ve barely scratched the surface of what’s possible via the social web and that discovery needs to be reimagined from the ground up. Location, device, time of day, the structure of the physical world, the social graph, and your interests can uncover better content than keywords. (read more)"

- Spindle on Facebook - Spindle on Twitter

Call Elmo Facetime iPhone App is Simply Genius

A very quick post to highlight the Call Elmo iPhone app because it is absolutely terrific and genius. The application essentially mocks the Facetime experience - but instead of a friend calling, Elmo calls. And once you pick up the call, your face appears in a mini-screen - just like Facetime. It's brilliant in its simplicity... and in the model. The app is $0.99 and comes with a couple Elmo calls and voicemails. But there are dozens of other videos that can purchased within themed packs. It's terrific and you can tell by the smile in the app - kids love it.

There is no reason this couldn't work beyond Elmo and for other formats / audiences. It's too fun not to be popular.

Next Generation NikeID Goes Beyond Colors: Patterns & Logos

I spend a lot of time writing about next generation commerce... and we invest in compelling companies and models like ShoeDazzle and Wantful (as examples). For years, people have pointed towards NikeID as an example of true product customization atop a great web interface. I believe I bought my first pair of custom Nike's in 2003 (Nike Air Max 95's). You can even create, buy and share your sneakers from their iPhone app.

It continues to evolve and the newest iteration is interesting for two reasons:

1. It goes beyond 5-10 color choices. You can now choose different patterns (like the one below) and then customize each component of the pattern with various colors... meaning that shoes can look entirely different from one another (beyond colorways). A single shoe model has endless looks.

2. Nike just won the NFL contract from Reebok. The obvious launch was the release of their NFL jerseys. But notice in the bottom screenshots that you can now apply NFL logos and colorways to Nike sneakers.... this is a brilliant extension line as there is no cost to Nike, it increases the shoe's value / price, it allows Nike to sell packaged outfits, and Reebok didn't do it.... so it's unique and special.

Amazon Local Deals, Now Promoted Within Amazon Deals

It's old news that big players like Google, Facebook and Amazon have (and continue to...) tried their hand at the local / deals space. To be successful, each has to figure out how to make the crowded space and somewhat commoditized consumer experience work within their brand. Facebook, for instance, has turned Facebook Deals into their new Facebook Offers product.... which is effectively an extension of their Sponsored Story ad products. It's a smart play by Facebook because it distinguishes the platform and the ad product to both consumers and advertisers. What's Amazon's angle? I visited Amazon Deals and, among some heavily discounted movies and toys, I noticed a two-night Vegas stay for over 50% off. Seems out of place... except for the fact that:

1. Amazon is all about great prices and great inventory, and 2. Amazon has become much, much more than movies, books and games

For those reasons, it is not so awkward to place local deals beside product deals.

And perhaps more importantly: purchasing can be as simple as a single click. Like Apple, Amazon has personal and purchase information for most online consumers, and that gives them a significant boost in a space defined by scale and conversion metrics.

Facebook Launches Mobile Friend Finder, Overtakes Mobile App

Below is a series of screenshots from within the Facebook iOS app that allows users to match their Facebook friends against their iPhone Contacts: "Find Friends on Facebook: Choose contacts on your phone to add as friends on Facebook." It's a basic concept - but it's tremendously powerful since your mobile contact list is really your tightest, most significant network.... and those users are surely also Facebook users. Of course Apple performs the matching by uploading contacts from the device and then sorting them on Facebook's servers. You may remember this practice was critiqued publicly - but Facebook is very clear about how they are using the contacts.

It is also worth noting that Facebook is clearly aware of the potential growth here (in one click I can add 1,109 new friends!) but wants to balance some quality control: "Please send invites only to friends who will be glad to get them."

Nike Basketball's Beautiful Facebook Timeline In Time for NBA Playoffs

Just a terrific, creative and well-timed use of the Facebook Timeline by Nike Basketball. Coinciding with the NBA Playoffs - and a handful of new sneakers for top stars like Lebron James, Kobe Bryant and Kevin Durant - Nike Basketball is releasing a series of basketball rules: "Every EPIC moment has a story. And every story has a lesson. Lesson No. 1: The deeper the bench. The stronger the squad." Each rule is placed atop a basketball poster that ties into the playoffs and relevant players. Two or three rules are posted a day (so far, 38 rules and posters have been loaded). Nike also mixes in other timely promos like a congratulations to Lebron James for his MVP award and this graphic for the evening's Lakers / Thunder game:

It's clever, fun, on brand and highly visual - which means it is highly engaging on Facebook. It is also something that only Nike can do (the talent, the imagery and the production) and something that really can only be done on Facebook and with Facebook Timeline (no offense to Twitter, but this would be neither as effective nor engaging).

Facebook Offers In The River Promotion

Two trends within Facebook that I have written frequently about: - Facebook Offers: which has morphed from a Groupon-like platform to an extension of their sponsored ad format - In the River Marketing: which is particularly important for large products / platforms like Facebook (examples here: New Facebook Photos and Facebook Places)

Combine those and you have the following series of screenshots: Facebook's In the River promotion of their new Facebook Offers product. When you visit your Facebook page, you are prompted with a takeover atop the status box:

"Welcome to Facebook Offers: Drive people to your busienss with an offer that people can share with their friends." Various examples are cycled through - starting with Red Robin in this case ($5 off).

You can then "take the tour" and Facebook walks you through the various components and how to set up a campaign. Notably, its placed in-line next to the Status and Photo box.... that is prime real estate.

The walkthrough itself is not exactly noteworthy (write a strong headline! Choose a great thumbnail!) - however, the presentation of the tour and the location of the product is important. Furthermore, the final step of the tour is very interesting because it demonstrates the friction of online to offline content and commerce:

"Prepare your staff: Let your staff know about the offer so they're ready to accept it from people who show it from a mobile phone, or in printer form." Easier said than done as this is a far bigger problem than a one-line reminder to tell your staff about the coupon.

Amazon Brings All 7 Harry Potter Books to Kindle Lending Club

This is pretty significant news out of Amazon: all seven Harry Potter books are now available in the Kindle Lending Club. It is the all-time bestselling book series and is a testament to Amazon's willingness to put marketing muscle behind Kindle and the Lending Club. And considering the reach and popularity of the Harry Potter franchise - it is a win for Kindle owners, Harry Potter fans, and Amazon users. It is also worth noting that it is a couple days from Mother's Day and Amazon's merchandising exists (upper right corner) but is far smaller than the Harry Potter announcement or the Amazon Local promotion. I would have assumed that the week would be dedicated to Mother's Day preparation - particularly highlighting one-day shipping, etc.

NYTimes Mobile Paywall

Not a ton to say here except that: - I reached the New York Times paywall - And it is visually very bold / intrusive - But while it is disruptive - and that's the goal of course - it is really not very actionable: The only part of the entire screen that is clickable are the two orange buttons.That is <5% of the screen's real estate and a wasted opportunity to users right into an upgrade flow. As it currently stands, I need to read the promotional box, click the orange button, land on an educational page and then choose an upgrade package. Too many steps and too much effort.

(Lastly, I am not entirely sure what constitutes exceeding the paywall... it says after 10 free articles but it appears intermittently)